Talking inclusivity + inspiration with Queer Store
We recently sat down with Paige & Nikols the owners of inclusive publisher Queer Store, who’s business focuses on creating a design for everyone and making sure that all areas of the card community (and beyond) are represented in their designs. We discussed the responsibility we all have to build a fully inclusive environment, improving visibility and better reflecting all card buyers, as well as what the future looks like for Queer Store including their 5 year plan.
Q - Tell us a bit about yourselves and how Queer Store came to be in the greeting card world?
A - We are a queer couple who work on the business together, based on a narrowboat in the UK canals. I (Paige) illustrate all of the designs and work on packing orders, customer service and Nikols works on the admin and financial side of the business. I studied illustration at uni and always worked alongside my normal jobs doing as much freelance work as possible, but in 2020 I decided to take the plunge and start my own business, doing what I love.
Q - What inspired your first greeting card design?
A - It was our anniversary and I was trying to find a card for lesbian couples, the little amount of cards I did find didn’t really reflect us as people so I took it into my own hands and designed my own. After that I realised we can’t be the only LGBTQ+ couple that felt like that and wanted to make a change.
Q - What does inclusivity and diversity look like to you in the greeting card world?
A - To us it means creating designs that celebrate and represent the full spectrum of identities, relationships, and experiences within the LGBTQ+ community. Our mission is to ensure everyone feels seen, valued, and understood through cards that reflect their authentic lives
Q - What can we do as an industry to embrace diversity and inclusivity?
A - Work with publishers who are a minority, donate to relevant charities and in terms of LGBTQ+ don’t just leave it to Pride month to include the community, celebrate us all year round! Around June it's now become ‘trendy’ to create LGBTQ+ designs and sometimes it's hard to see platforms knock up designs they think are marketable without researching or reaching out to LGBTQ+ publishers (which there are a good amount of us now!)
Q - What has been your favourite card range to work on?
A - Our Valentines range has been so fun to create and it’s lovely to hear feedback from others in the community saying they finally feel seen and are excited to give their partners our cards! For example our ‘Lesbian relationship starter kit’ card.
Q - What advice would you have for an inclusive publisher/designer considering joining the greeting card industry?
A - Create cards that you would want to receive because most likely others are searching for a design like that too. Don’t let people telling you things aren't marketable get to you. If you think it's important, do it anyway. For example some of the bigger platforms we work with have overlooked our non-binary themed cards but in the right places they have been received well and it means a lot to those who identify as non-binary (including me) which is what’s most important to us, including EVERYONE.
Q - Where would you like to see The Queer Store in 5 years time?
A - We hope to see The Queer Store in bigger stores, for example supermarkets, we want LGBTQ+ people to have as much access as possible to the cards that everyone else does. We hope that over time we can establish ourselves more within the industry and use our platform for good, whether it be shining a light on our community or giving a platform to those who are less heard.
All images feature cards designed by Queer Store and printed by Loxleys.
Imagery included features photography from our Marketing Intern - Scott Jessop
