“Dad, no matter what life throws at you, at least you don’t have ugly children.” So reads one of the 40,000 quirky cards in Thortful’s database. The online greeting card company launched in June 2016, led by serial entrepreneur, Andy Pearce and his vision to ethically disrupt the UK’s £1.7 billion greeting card market. “The UK market is the biggest in the world, but only 5 per cent of cards are ever bought online,” Pearce tells GrowthBusiness. High street card companies still operate on the age-old model of ordering designs six to 12 months ahead of time, while card designers work behind the scenes. Thortful’s model places the creators at the heart of the content, and pays them four times the industry average, says Pearce.
“Thortful is a mechanism to allow creators, graphic artists, and photographers new way to sell their designs. It’s about the recognition. We have a team that works with these creators to get their designs more in line with what sells, and right now, we pay the artists the most in the industry. For the first time, a card company is putting creators first, which is why around 70 per cent of creators on our platform are exclusive to us,” he adds.
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