Wednesday, Aug. 2, 2017
If you can’t stand sappy, hackneyed greeting cards, Old Tom Foolery might be your savior. Joel and Lauren Gryniewski founded the tongue-in-cheek greeting card business in 2008, knowing that humor was a stable foundation for relationships and business.
“Lauren and I started Old Tom Foolery because we enjoyed trying to one-up each other with funny greeting cards when we were dating, but we had a hard time finding high-quality letterpress cards that weren’t super feminine looking.” Joel Gryniewski said. “So we decided to create a brand that combined nice letterpress printing with a gender-neutral look and tone.”
Since then, the Virginia Commonwealth University Brandcenter graduates have discovered their brand of humor translates into an acclaimed business. The Greeting Card Association has awarded Old Tom Foolery six LOUIE awards (the greeting card equivalent of an Oscar) since 2008, and awarded the company a Most Humorous award in 2012.
“When done well, humor has a way of strengthening the connection between a card giver and recipient,” Joel Gryniewski said. “When two people have the same sense of humor, it’s almost like a secret code they share. It’s fun to be able to write cards that help people express their shared, irreverent sense of humor in a way traditional cards can’t.”
In 2016, the Gryniewskis began collaborating with students from their alma matter, allowing them to write and design their own greeting cards. May 2017 graduates Tim Shumar, Jenny Yoon and Conor McFarland’s greetings carry the same strain of humor that make Old Tom Foolery’s cards stand out from the familiar, cringeworthy occasion cards you can find at a drug store or supermarket.
For Shumar, writing greeting cards has a dual purpose.
“As everyone knows, greeting-card writing is a surefire way to attract ladies,” he said. “I did it for them. … [I was also hoping to bring] world peace or [end] hunger. Whichever."
These Brandcenter alumni have flexed their creative muscles for a successful company. The Gryniewskis themselves see Old Tom Foolery as a product of perseverance.
“Starting a business [and sticking with it] isn’t easy,” Joel Gryniewski said. “Lots of people talk about doing it. But we actually did it. I’m proud of the fact that we've been able to keep it going for the past 10 years.”
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