"Great things come in small packages” is a saying we’ve all heard before, but for Emily King and Nicole Couto, the founders of 2021 Co., it perfectly encapsulates their journey. What started as a small idea between two friends has blossomed into a stationery brand with a big heart. Started in the East Bay and now headquartered in Fall River, MA, 2021 Co. creates heartfelt greeting cards that foster human connection. Whether it’s a note of love, a wedding or birthday wish, encouragement, or simply a reminder that someone cares, their cards are small packages of empathy and connection, designed with intention and sometimes even a touch of humor.
For King and Couto, the seeds of 2021 Co. were planted long before their first card went to print. They met through their professional lives – King working as a designer at Providence College and Couto as a print salesperson for her family’s business, Barrington Printing. Their shared passion for design and the desire to make something meaningful led to a deep friendship and, eventually, a business idea.
“We knew we had something special,” says King. “We both wanted to create something beautiful that helped people feel seen, especially during tough times.” Both women had experienced trauma – King lost her brother to suicide at 23, and Couto lost hers to violence at 16. These losses shaped their mission to design cards that spoke to others in need.
Their initial steps into entrepreneurship were humble. “We didn’t have a business plan. We just started,” Couto admits. “One of our favorite quotes is from Martin Luther King, Jr., which says ‘Take the first step even when you can’t see the whole staircase.’ One step led to another, and before we knew it, we had printed our first run of 24 cards.”
The name 2021 Co. came from their original goal of launching in 2021, but impatience led them to start in 2018. “We thought 2021 would be the right time, but we couldn’t wait,” King says. Early milestones included selling cards at craft fairs, but it wasn’t until the COVID-19 pandemic that the brand gained momentum.
“During the pandemic, people were craving connection, and our cards became a way for them to share emotions when they couldn’t do so in person,” says Couto. “It gave us the opportunity to focus fully on the business, and we saw growth we hadn’t expected.”
As demand grew, so did challenges. “Growing quickly is exciting, but can be overwhelming,” says Couto. To manage it, they partnered with Biely & Shoaf Co., a fulfillment company in Seattle, WA, allowing them to focus on design and product expansion.
Each card begins with a brainstorming session between the two. “Most of our cards come from a personal place,” says Couto. “We think about what we’d want to hear in tough situations, and create cards to reflect those moments.” Their creative process involves sketching ideas, painting with gouache, hand-lettering, and using ink pens to bring each design to life. “We always aim for a tactile, personal touch,” King adds. “We want our cards to feel like a hug on paper.”
At the heart of 2021 Co. is a mission to make the world a bit better, one card at a time. Their social initiatives include grief card writing events, where they offer free cards for those going through difficult times. “The smallest gesture can make the biggest difference,” King explains. “It’s about reminding people they’re seen.”
Alongside their cards, 2021 Co. expanded into the Desktop Collection, including journals, notebooks, calendar pads, and Lunchbox Notes – a set of small kindness cards for kids to share with friends. “We want to spread positivity in everyday life, especially for children,” Couto says. They also collaborated with actor Jennifer Love Hewitt on the 2021 Co. x HOLIDAY™ collection.
Despite their success, King and Couto remain connected to their Rhode Island roots. “The local community has been a huge part of our journey,” says King. “From collaborations to customer support, Rhode Island’s influence is in everything we do.” Their designs celebrate New England’s beauty, and they often work with local partners.
For aspiring entrepreneurs, especially those considering starting a business with a friend, their advice is simple: “Keep your friendship at the forefront. Check in with each other often,” King says. Both women point to a strong support system as the key to success. “Business is about relationships. Don’t be afraid to ask for help, and collaborate with others in your community.” Learn more at 2021co.com.
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