April 28, 2021
GCA shares Noted @ Noted finalists

The Greeting Card Association (GCA) has announced the finalists in the second annual Noted @ *Noted Products Awards Competition. The competition is held in conjunction with the industry’s annual greeting card focused trade show, *Noted: The Greeting Card Expo, which will be held virtually May 20-21, 2021. In the spirit of community, the competition was open to any greeting card maker who wholesales. To keep everything fresh, all entries needed to be introduced after Jan. 1, 2021.

This year’s entries numbered at 194, a significant increase over the 2020’s 137 entries.


A small but esteemed group of judges reviewed the entries:

  • Audrey Woollen, founder and creative director of Urbanic Paper Boutique
  • Chandra Greer, owner of GREER Chicago
  • Chelsea Shukov, co-founder of Sugar Paper
  • Daniel Collier, danielrichards
  • Sarah Schwartz, editor of Stationery Trends and The Paper Nerd

“This year’s group of 194 entries are very special,” enthused Schwartz. “I was impressed to see makers across the board truly pushing the envelope in terms of visual artistry and carefully considered copy, all with an eye toward comforting and connecting us in these crazy times.

During judging, my eyes teared up more than once, and I gave out a lot of perfect scores. I was impressed to realize that every design shared a heartfelt quality, articulated in the maker’s true voice, that I can’t recall seeing so consistently before. Every maker should be very proud to put these into the world.”

Makers and retailers competed in 10 categories, including one just for retailers. The top three finalists are listed below in every category except Tear Jerke — that was a four-way tie!

Best Color Combo Card

  • Seedlings
  • Girl w/Knife
  • 2021 Co.

Best New Product Line

  • Lykkefund Paper
  • E. Frances Paper
  • Freshcut Paper

Best Greeting Card Wall

  • Paper Epiphanies, Portland, Oregon
  • Belle & Union Co., San Antonio, Texas
  • Annie’s Blue Ribbon General Store, Brooklyn, New York

Best Tear-Jerker Card

  • UWP Luxe
  • Belle & Union Co.
  • Wolf & Wren Press
  • Paper Baristas

Best Use of Profanity Card

  • Girl w/Knife
  • Ümlaut Brooklyn
  • Ümlaut Brooklyn

Most Beautiful Card

  • Seedlings
  • Girl w/Knife
  • UWP Luxe

Best CoronaCard

  • Quick Brown Fox Letterpress
  • Next Chapter Studio
  • Spacepig Press

Snarkiest Card

  • Girl w/Knife
  • NobleWorks
  • Spacepig Press

Best “No Occasion”/”Just Because Card”

  • UWP Luxe
  • Seedlings
  • Inklings Paperie

Best Card from a Rookie

  • Lake Erie Design
  • Manor Paper
  • Fine Moments

Congratulations to all the finalists! The first round was reviewed onscreen; for the next round, judges will review the actual cards. Winners will be announced Wednesday, May 19, at 5 pm EST. The ceremony kicks off two days of virtual events.

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