The Pretty is a new greeting card company out of Scotland, helmed by the lovely Emma Frew. Emma felt there was a lack of cards that spoke in the voice of she and her friends. For example, she never wrote birthday poetry for people, so why would she send a birthday card doing just that?

So, Emma began designing a line of cards that spoke her language. A mix of sweet sentiments, awkwardness, and quirky hand drawings came together, and The Pretty was born!

We happen to have a soft spot for sweet, awkward, and quirky, and look forward to seeing The Pretty line grow in the New Year.