When we first starting talking about what we wanted our cards to be, a word that came up often was chic. But, for some reason, we were reluctant to go right out and say it.
Maybe it was memories of watching focus groups stumble over the word: on magazine covers, “cute”, “pretty”, and “hot” appealed, while “chic” did not. Particulary when it was often pronounced as — truth, readers, truth — “chick”.
Or perhaps we were swayed by British fashion designer Sir Hardy Amies’ famous pronouncement: “There’s something cold and rather cruel about chic.” So instead we talked up color (which we love), modern (which we are) and graphic (ditto). And kept chic to ourselves.
No longer! Since we can’t afford focus groups anyway, and also feel poor Hardy might have been embittered by his long years as the Queen’s dressmaker, we have decided to shout chic loud and proud.
So here it is, our new tagline (see our new , below). After all, given the choice, who wouldn’t want to send something chic?