Greeting cards have the nearly impossible task of connecting us with loved ones when we don't know what to say — so we all owe a huge debt of gratitude to makers like Rachel Kroh of Heartell Press, who have made it their life's work to help others give and get the emotional support they need. Today we travel behind the vibrant Heartell design curtain to learn what drives these irresistible, timeless woodblock designs.
Rachel well understands grief, our enduring taboo against discussing grief — and even the many types of loss and change that can spark this staggering emotion. In fact, she founded her entire house of cards following her own Mother's terminal cancer diagnosis.
In this, the first of two episodes, we discuss the evolution of Heartell, which started in Brooklyn but spread westward with a one-of-a-kind production process in tow. While navigating grief is the cornerstone of this brand — and Rachel's collaboration with grief counselor and author Lisa Keefauver offers both visual and emotional comfort in stationery form — she also finds a great healing power within arresting beauty. So whether Rachel is figuring out how to incorporate risograph offerings alongside her existing letterpress designs, or working on portraying the powerful bodies of women, her constant experimentation drives our collective growth.
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