February 19, 2019
The Mincing Mockingbird acquires Old Tom Foolery, Modern Lore

Los Angeles-based The Mincing Mockingbird has acquired greeting card and gift brands Old Tom Foolery and Modern Lore for an undisclosed sum.

Old Tom Foolery was founded in 2007 by husband-and-wife team Joel and Lauren Gryniewski. Known for its “Unsappy, uncrappy cards and curiosities,” the brand is a six-time LOUIE Award winner—including Most Humorous Card in 2011. The couple launched Modern Lore, a contemporary photography and design brand, in 2013. Old Tom Foolery and Modern Lore products have been carried in stores like Anthropologie, Nordstrom, Papyrus, Paper Source, and hundreds of independent boutiques around the world.

Founded in 2008, The Mincing Mockingbird is owned by married artists Matt Adrian and Kim Bagwill. The company creates “Pretty/cheeky” gift products including notebooks and greeting cards, as well as fine art paintings and art books. Their most recent art book of bird paintings, Had I But Hands To Put About Your Throat, raised nearly $50,000 in 90 minutes on Kickstarter.

The two couples met in 2009, when they were booth neighbors at the National Stationery Show in New York City. They became instant admirers of each other’s work.

Matt and Kim are thrilled to have the chance to carry forward Joel and Lauren’s vision into the future. “Matt and I were huge fans of Old Tom Foolery before we even met them, and when we did meet them, we instantly connected,” Kim said. “Not only are they insanely funny and talented, but they are two of the nicest people we’ve ever met. We are honored that Joel and Lauren are trusting us with such well-loved brands, and that we get to call them our friends. We’re excited about how well Old Tom Foolery and Modern Lore will compliment our mix of humorous and beautiful offerings.”

The Gryniewskis are selling their businesses to pursue new passions and spend more time with their 11-month-old son.

“It was incredibly serendipitous that Matt and Kim reached out with the interest in carrying our brands forward. We are thrilled to know that our greeting-card babies are going to be in very good hands,” said Lauren. “Matt and Kim share our irreverent sense of humor, passion for good design, and persnickety commitment to quality. Not only will they be continuing to sell our existing bestsellers, they will also breathe new life into our lines by creating new products under each brand. We can’t wait to see what they come up with.”

Learn more at

75 Applewood Drive, Suite A
P.O. Box 128
Sparta, MI 49345


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