History Makes a Comeback for Avanti Press, Inc
Detroit-based greeting card publisher feeds the frenzy with 175-card collection
"We unearth amazing archival photography from across the country and research the histories," relates the company's founder, Rick Ruffner. "When we find a photograph that feels iconic but has rarely been seen, tell the true story behind it and add a heartfelt verse—the result is really magical. You sort of get a little shiver when you encounter these people and places. Publishing them as greeting cards provides a deeply personal way to connect using our shared histories."
Consumers have agreed, as the small collection of 24 cards launched in 2018 has catapulted to 175 with the addition of the new designs this month. The cards cover over 100 years of history, from 1893 to 2011, and capture scenes from every region in America, including Canada.
According to Lisa Engler, Director of Product Development, the America brand has been charting strong in 2020. "We saw impressive results from the new cards we tested this spring and summer—especially in the Birthday category, where the new cards were up against established best sellers and held their own in the top spots. We were excited to see a card from our home town in Detroit - photographed by Edwynn Houk at the Top Hat Burger restaurant in 1973 - landing in the #1 spot. People are really connecting with the simplicity and directness of this brand, and the stories on the backs of the cards."
The new introduction this month features 6 new Birthday cards, including a whimsical fold-out card photographed in 1925 on Balboa Beach, California. The new cards refresh 9 categories, including Anniversary, Blank, Congratulations, Friendship, Get Well, and Retirement. Romance and Sympathy are also available as new categories that are in high demand. Committed to staying non-political and inclusive, the brand mostly depicts unknown people at work and play from all walks of life with the occasional celebrity as well; this introduction includes a stirring portrait of Louis Armstrong in silhouette. "He is clearly at the end of a performance with his trumpet by his side," relates Ruffner. "The photo is from 1965, but the feeling is timeless—you can almost hear the applause showering down on him from beyond the glow of the stage lights. It is a private moment with immense power."
America brand cards can be found at retail locations across the United States and Canada and are also available at papercards.com
Communications Manager, Avanti Press, Inc.