Waterknot, a Portland, Oregon based greeting card and gift products company is launching its Summer line and bringing an entirely new product category to the Outdoor Retailer trade show in Denver, Colorado this June. Founded in 2006 by graphic designer, Josh Nusbaum, Waterknot touts itself as the originator of outdoor adventure greeting cards.
When asked about the new product category, Nusbaum had this to say, "We truly are defining a new product category — outdoor adventure greeting cards. We have been making these cards since 2011. While it’s true that cards with pretty photos have been around for a long time they have always missed a crucial piece of the card sending equation — the message."
This is where Waterknot innovates. They combine humorous, romantic and inspiring messages with their original artwork to create something truly unique in the outdoor market space. This mix of spot-on messaging – quippy puns, kind wishes and inspiration – with Nusbaum's distinct stylized art fill a long standing void in outdoor retail. Waterknot cards resonate with outdoor consumers and empower them to connect with each other by sharing meaningful communication around special occasions and everyday messages of love, thanks and caring.
"As veterans of the greeting card industry, we know what people want in a card," Nusbaum continued. "As lifelong hikers, paddlers, skiers, climbers, cyclists and campers, we also know what resonates with the outdoor consumer. We create the perfect mix. With our cards there's no reason why an outdoor store cannot become a go-to card shop, too. It's a win win for retailers and their customers."
Originally started in a garage with a foot-powered antique letterpress, Waterknot's growth has been a true mom and pop small business success story. They now wholesale their cards to over 350 retailers in the US and Canada including major National Parks like Grand Canyon, Yosemite, Yellowstone, Glacier and Rocky Mountain. Waterknot’s growth has allowed them to incorporate a variety of printing technologies and they now offer both letterpress and conventionally printed cards.
Nusbaum started Waterknot with the tagline and mission "Design a better world." He admits it was a lofty idealistic goal but asserts that design is a "powerful force in the world and that every small act and intention makes a difference." This ethos is fundamental to Waterknot. They view sending and receiving cards as a way to foster interpersonal connection while celebrating the beauty of wild places. This combination, Waterknot believes, "creates positive energy and happiness in the world while raising environmental awareness and encouraging healthy active lifestyles."
Waterknot prints only prints on recycled or tree-free papers and donates a portion of their profits to environmental organizations.
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For inquires please contact Josh Nusbaum: 503-954-1437 or josh@waterknot.com
