Start-Up Selling “Greeting Cards with Attitude” Positions Itself as the “Anti-Hallmark”

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Natalie Mikaels, Founder of card start-up Get Feisty, says she has identified an untapped niche in the world of greeting cards, which is inspired by her upbringing as an Italian in a traditional, old-school New Jersey neighborhood. "My cards are about trading wise-cracks and talking trash, because a lot of people can relate to that type of honest, edgy, sarcastic humor as opposed to the artificially sweetened sentiments found in traditional greeting cards," Mikaels explains.

Having grown up as a boisterous, sarcastic Italian from New Jersey, that's pretty much how most of the people I know shoot the breeze or talk trash to each other - tough and open, yet playful and even endearing.

Natalie Mikaels, Founder of card start-up Get Feisty, says she has found an alternative to mainstream greeting cards - many of which, she observes, are overly cutesy, sentimental, or make attempts at humor that often fall flat.

It’s “Greeting cards with attitude, not platitudes,” as she calls her new company’s line of unconventional cards.

“Having grown up as a boisterous, sarcastic Italian from New Jersey, that’s pretty much how most of the people I know shoot the breeze or talk trash to each other- tough and open, yet playful and even endearing,” Mikaels explains. “That’s why I created the new Get Feisty greeting card line based on that unique east coast, old-school voice: loud, brash, and sarcastic…but also honest, edgy, and sometimes outrageously funny!”

The company’s novel and offbeat approach to greeting cards is embodied in the name itself. “Get Feisty represents a ‘speak’ in which you can call your friend a dumb*ss as a term of endearment,” says Mikaels.

For instance, a Get Feisty sympathy card begins, “Listen, I realize you’re sick and everything and in the process of recovering. But can you move it along!” Another card communicates a message of friendship with: “You’re not someone I want to punch in the face.”

And a card for women to send to their newly engaged female friends says: “You’re engaged. I’m beyond ecstatic for you! That being said, are you sure you’re OK with making the following sacrifices?” The first item on the list: “#1. Waking up with the hot bartender.”

Her goal with Get Feisty is to give hip, young consumers – or hip consumers of any age – an alternative to the dull, maudlin, and boring traditional greeting cards currently cluttering the store racks. That’s why Mikaels calls Get Feisty “the ‘anti-Hallmark’ of the greeting card world.”

Paper greeting cards instead of e-cards may seem an odd choice for a card company catering to millennials and younger baby boomers. But a survey by ad agency JWT found that almost 8 out of 10 millennials say that paper cards make them feel more connected to people than digital.

Adds Sarah Turk, a stationery analyst at IBISWorld, “I think that especially in a digital age, paper now has more value than it ever has.”

Mikaels offers this tongue-in-cheek advice for greeting-card givers who want cards that stand out above the clutter, grab attention, and get read: “Save postal works – shut down the e-mail and buy a friggin’ stamp.”

To see Get Feisty’s full selection of “greeting cards with attitude, not platitudes,” visit their web site at https://www.getfeisty.com/.

EDITOR: For a free catalog and free samples of “greeting cards with an attitude,” or to interview the company founder, call Natalie Mikaels at Get Feisty on her direct phone line: 908-507-5509.

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Natalie Fleischacker
Get Feisty
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