Greeting cards are still in fashion!
Estonia’s largest card producer Agapics celebrates an anniversary
In the digital world, a greeting message can be sent in seconds. Yet people still stand in front of card displays before birthdays, thinking about which words to write so they truly mean something.
Estonia’s largest producer of greeting cards and gift packaging, Agapics, has witnessed this for more than three decades. Now, on the occasion of its anniversary, the company shares how the world of cards has changed over time and why greeting cards remain important.
Agapics began operations in 1991 under the name Paberikunst. A few years later, the company became Paletti Eesti, and in 2020 a new brand name, Agapics, was introduced — a name combining the Greek word agape (love) and the concept of imagery, referring to the emotions conveyed through its products.
Although communication has largely moved online, greeting card sales have remained stable over the decades. This shows that the need for a tangible greeting has not disappeared. A card lasts: it can be placed on a shelf or kept in a memory box and rediscovered years later. In the digital age, such a personal gesture has gained even greater meaning.
A card is part of the gift
The need for greeting cards remains, but the way they are used has changed. While people once wrote longer and more personal messages, money is now often placed inside the card, and the text tends to be shorter.
More attention is also being paid to the card’s appearance. Layered and 3D designs are increasingly popular, as the card itself has become a small gift. At the same time, timeless designs — such as the red rose — remain popular across generations.
Agapics creates its greeting cards in collaboration with artists. This results in designs that reflect the authors’ individuality and creative style. Each card becomes a small visual story that adds emotion to the greeting.
A new beginning born from crisis
The year 2020 brought an unexpected turn for the company. Around that time, a large batch of balloons had been purchased just as stores were forced to close due to COVID-19. A solution was quickly found by launching an online store. Balloons and gifts were delivered to people by courier at a time when loved ones could only be congratulated from a distance.
Today, the online shop is an important part of the company. In addition to cards and balloons, the webshop offers party supplies, board games, and art materials. The company also provides a service where cards are handwritten on behalf of customers, because even a small detail can make a gift more meaningful.
A family-oriented work culture
Over the years, several family members have been involved in the company, and new employees have often joined through recommendations from friends or relatives. This has created a close-knit working environment where people stay for a long time — some for as many as 30 years.
Times have brought a new brand, new ways of working, and an online store, but one reason people buy cards has remained the same — the desire to remember someone. As long as that desire exists, greeting cards will always have their place.
Agapics thanks all customers, partners, artists, and employees who have been part of the journey over the past 35 years.
