News

Tree-Free Greetings, a sustainable, American-made greeting card company, announced the appointment of Adam Sigel as chief executive officer, effective April 1. Sigel succeeds founder Steve Silverstein, who will transition to a seat on the company’s board of directors.

Sigel brings more than 25 years of consumer products experience to the role, with a track record of building brands, driving profitable growth, and leading organizations through meaningful change. He most recently served as president and chief executive officer of JK Adams, the Vermont-based kitchenware manufacturer, where he led one of the more remarkable turnarounds in the company’s 80-year history.

The greeting card pedigree for Sigel includes positions at Marcel Schurman (Papyrus), Recycled Paper Greetings, Graphique de France and Marian Heath. Throughout his career, he has always been involved the in world of stationery.

“Tree-Free Greetings is exactly the kind of company I have spent my career looking for,” Sigel said. “This is a brand with a powerful mission, an extraordinary team, and a clear opportunity to grow. I am committed to building on the foundation that Steve and the team have created and to advancing Tree-Free’s leadership position in sustainable, American-made greeting cards.”

Sigel will work closely with the company’s leadership team, including Doris Webb and Kaylla Murdock, who will continue in their senior roles, as well as Nicholas Tzannos, the company’s new Controller. Together, the leadership team will focus on driving growth, expanding retail partnerships, and strengthening Tree-Free Greetings’ leadership position in the sustainable greeting card category.

“I’m thrilled to welcome Adam Sigel as CEO of Tree‑Free,” said Vice President Doris Webb. “His deep experience in the greeting card industry creates exciting opportunity for expanding our retail partnerships and advancing product development, while also strengthening our ESOP and building long‑term value for our employee‑owners.”

Founded in 1999 by Steve Silverstein, Tree-Free Greetings has built a loyal following for its distinctive artwork, wide assortment, and deep commitment to environmental responsibility. The company designs and produces its products in the United States, with sustainability woven into every aspect of operations, from paper sourcing to energy use. In late 2024, Tree-Free Greetings became an Employee Stock Ownership Plan company, reflecting its belief in shared ownership and long-term thinking.

“We are thrilled to welcome Adam to the growing Tree-Free team,” saaid Steve Silverstein, founder and board member, Tree-Free Greetings. “His leadership comes at a pivotal time of opportunity for our company, and we believe his expertise will help guide us into an exciting new chapter. With a strong focus on innovation, operational excellence, and financial stewardship, they will play a key role in shaping our future.”