Category Catalysts: Greeting Cards - Designer Greetings

Designer Greetings began 43 years ago with humble beginnings and a heartfelt mission—to help people connect through meaningful, beautifully designed cards, said Designer Greetings CEO Steven Gimbelman.

“Family-run from the very start, Designer Greetings has grown from a small passion project into the third-largest greeting card company in the United States,” Gimbelman continued. “Despite our growth, we’ve stayed true to our roots: creating cards that celebrate life’s moments, inspire joy and foster genuine connections between senders and recipients.”

Gimbelman believes Designer Greetings has driven category growth not only through innovative product design, but also through exceptional service and commitment to retail partners.

“We pride ourselves on being responsive, reliable and deeply collaborative, ensuring that every store we serve is fully supported and never left with empty pockets or bare shelves,” he said. “Our dedicated service teams work together with retailers to optimize inventory, refresh displays and fill gaps quickly—keeping every card pocket stocked and sales flowing. This hands-on, customer-first approach has made Designer Greetings a trusted partner in the industry and a key driver of sustained growth across the greeting card category.”

Designer Greetings has evolved from the basic responsibility of understanding the category’s broad appeal into a company which deeply listens to its customers’ needs and desires, Gimbelman reflected.

“By paying attention to trends, retailer feedback and shopper behavior, we’ve been able to refine our designs, diversify our offerings and create products that resonate across demographics, making our cards a trusted choice for both gift-givers and everyday senders,” he said. 

Designer Greetings’ alternative approach to the greeting cards category has involved setting the trends rather than following them.

“Designer Greetings has differentiated itself by taking a truly design-driven approach to greeting cards—blending creativity, innovation and emotional connection in every collection,” Gimbelman explained. “Rather than simply following trends, we focus on setting them, using unique formats, distinctive artwork and thoughtful details that make each card feel special. By combining cutting-edge design with deep customer insight, we’ve created products that stand out on shelves, resonate with today’s consumers and reflect our unwavering commitment to quality, beauty and meaningful expression.”

Reflecting on this year, Designer Greetings has continued to elevate the greeting cards category through a powerful combination of innovation and exceptional service.

“We’ve expanded creative boundaries with fresh, design-forward collections—incorporating new techniques, finishes and formats that keep our offerings modern and inspiring,” Gimbelman said. “At the same time, our unwavering dedication to service has strengthened partnerships with retailers nationwide. From quick turnaround times and responsive communication to personalized support that keeps every pocket full, our commitment goes beyond product—it’s about helping our partners succeed. By pairing this hands-on service with cutting-edge creativity, Designer Greetings has not only enhanced the category’s visual and emotional appeal but also set a new standard for excellence in both product and partnership.”