Write Hook hopes you'll be a little greener this holiday season. Thus, just in time for the winter holidays, Write Hook launches its environmentally and socially conscious take on custom cards.
After nearly three years of brainstorming and designing, Write Hook co-owners Lori Palay and Seraya Amirthalingam have created a Milwaukee-based online service to create and send tangible cards.
"You can set up your address book and calendar on the site and go online anytime day and night to have cards sent directly to the recipient," Amirthalingam explains.
"I think with what’s going on with the economy, people are looking for tangible communication. Our cards are something you can take out and remember and it’s a respect for how people are feeling," Palay continues.
Unlike e-cards or drug store versions, Write Hook’s format allows senders to choose images, greetings and card stock size for a tangible paper card to be received by the sender for personalization or straight to the recipient. Carefully thinking about a variety of circumstances, Palay and Amirthalingam create cards especially for difficult or overlooked occasions.
"We both love words and so creating cards that not only have a visual aspect but also have a wit, as well, was really important to us," Palay says. "People want to be direct but they don’t know how. Our cards give them a way to send a sentiment in something tangible."
Attention to the community and environment is quite plainly a standard for Write Hook. Using 100% recycled papers, 100% green energy and papers certified by the Forest Stewardship Council, cards are of the highest quality.
"It’s important as a small business to be environmentally and socially responsible and it’s sometimes more expensive to do it that way but it’s the right thing," Palay explains.
One of Write Hook’s greatest assets is the inclusion of the "plantalope" in their product line. A piece of hand-made paper -- used in envelopes and liners -- that contains wildflower seeds, it grows into blooming flowers when planted in dirt and water. It means customers can literally send a card with flowers.
"The flowers even grow on the paper. You can just put water on the paper and you will start to see sprouts," Palay says.
Conscious of environmental and economic waste, Write Hook also introduces the "half-note." This half-size card, made postcard-like, is at a lower price point and provides a way for customers to cut back on waste and save money.
"When you look at the data out there about what’s going on with our environment, there is a lot of waste that occurs in the printing process. It’s just kind of the nature of the beast. And so, we wanted to make sure we were as conservative as we could be with resources," says Amirthalingam.
Write Hook’s commitment to social causes doesn’t end with the production process. The company donates five cents from each card purchased to customer-designated non-profits. The Web site allows customers to choose from a list of non-profits including Task Force on Family Violence, Kid’s Fight Cancer, Caring Bridge and Arts in Community Education Program.
"We feel we have a social and ethical responsibility to give back to the community and the world at large, and hopefully we’ll set a precedent for other small businesses," Palay explains.
Playfully referring to one another as right and left brain, Palay designs a large portion of the cards' images while Amirthalingam undertakes much of the technical and economic aspects of running a small business. Both women left corporate positions years ago in search of something of their own, only to meet over a business-minded phone call, becoming good friends and eventually business partners.
The company’s personal touch reflects the vibrancy of Palay and Amirthalingam’s commitment and pride in their product.
"We felt it was really important to let people know that everything we do really comes out of things we’ve thought and what we’ve been through. We want people to understand that we’re not just some corporate company; there’s a lot of heart and soul that goes into our work," Amirthalingam says.
OnMilwaukee.com staff writer Maureen Post grew up in Wauwatosa. A lover of international and urban culture, Maureen received a bachelor’s degree in sociology from the University of Wisconsin-Madison.
After living on the east side of Madison for several years, Maureen returned to Milwaukee in 2006.
After a brief stint of travel, Maureen joined OnMilwaukee.com as the city’s oldest intern and has been hooked ever since. Combining her three key infatuations, Milwaukee’s great music, incredible food and inspiring art (and yes, in that order), Maureen’s job just about fits her perfectly.
Residing in Bay View, Maureen vehemently believes the city can become fresh and new with a simple move across town.
