Representation Matters

We’ve all been there. You’re standing in the greeting card aisle of your favorite retailer, searching for the perfect card to celebrate the special woman in your life.

It’s her birthday, Mother’s Day, or maybe she just accomplished a major feat. She’s earned a degree or had a baby. Perhaps you just want to tell her how much you love and appreciate her.

You want a card that not only reflects her style, grace, and sophisticated taste; but one in which she can see herself. A card that lets her know you see her, and she should be celebrated.

But no card seems quite right. The images on the covers don’t connect. The words aren't heartfelt.

In a world of plain white stationery, Emelda Norm wants your loved ones to feel the connection that comes with seeing themselves embodied on paper. We know all too well the feeling of searching for proper representation in homogeneous spaces.
Whether it’s in a room, in a book, or on a greeting card, the satisfaction of seeing yourself represented confirms your value. That’s why our mission is to place Black women at the forefront of our minds—and products.

We want you to feel the gratification of visibility, and a connection to paper products made with the people you love in mind.

We matter. Representation matters.

It’s time to take pride in your paper.

Our month-long celebration of Juneteenth is well underway and we plan to continue to give some things away in honor of this important date. Every Sunday between now and June 19, we'll be doing giveaway drawings for those that are on our mailing list. For a chance to win, you need to be subscribed to our mailing list.

This week, we're giving away one of our popular aromatherapy diffuser pens. Sign up for our mailing list today!