Every Dog Has His Day: Gifty Idea inks Deal With Pier 1 Imports

Once in awhile, you meet a person with an idea so clever and so big, it just makes you grin from ear to ear. That's exactly what happened when I met Kim Crisler, owner of Gifty Idea, a pet based greeting card line. Kim was just across the isle from me, we were both exhibiting at the International Licensing Show in Las Vegas, June 2-4, 2009. I had a chance to catch up with Kim a few weeks after the show and here's what she had to say.

You just finished your first license show in Las Vegas, what did you think?

Overall, I think it was a good experience. It was our first time attending and exhibiting at this particular show, so I was not exactly sure what to expect. We ended up with quite a few really great contacts and since the show have secured one licensing deal and a face to face meeting with a major player in the pet industry.

Your designs are so cute, where do you find your inspiration?

The original inspiration for Gifty Idea is my Jack Russell Terrier, Lucy. She is my baby, my pride and joy, and my true love. When she was just a pup, I began taking pictures of her cute little face... as all new moms do! As a graphic designer by trade, one thing led to another and I decided to design greeting cards using her photos.

Of course, since then we have expanded the line and now feature many dog breeds (& some cats) on our cards. I began using a PROFESSIONAL photographer for the majority of the shots but I play the key role in concept, finding models, art direction, rolling around in dog slobber trying to get the dogs to do what I want them to in the photo shoot, editing the photos, designing and laying out the cards, and writing the card sentiment. Since 2004, we have also begun creating magnets, t-shirts, gift bags, and other gift items, etc., featuring our dog (& cat) inspired photography.

Any favorite designs? Where do you find your models?

Of course any card featuring Lucy is a favorite. However I also like the design that features a pug sitting in a wine glass, and the shot of a Jack puppy from the rear--he has a heart on his behind. We find our models by word of mouth. Sometimes we attend local dog events in hopes of finding cute dogs who are willing to "work for treats". All our shoots happen in Austin, Texas, so we look for local dog talent.

What's been your most memorable photo shoot?

Most memorable would probably be when the dog next door (a large yellow lab named Rex) came bounding in while we were in the process of shooting another dog... Rex nearly knocked me and the backdrop over. In the mean time, I was yelling at the photographer to capture the shot. Needless to say, of the one or 2 shots we got of Rex bounding in, one of the photos did make it onto one of our most popular Christmas cards that season, as well as, a holiday gift bag.

What's been your best seller in terms of product?

By far our best selling card is the one featuring the Jack pup with the heart shape on his behind (and yes, the heart is computer generated, however one of the things that sets us apart from some of our greeting card competition is that our computer generated images never really LOOK computer generated). And then our dachshund specific canine tank shirts have been a big hit with all those wiener dog lovers!

I understand you recently inked a deal with Pier 1, when can we expect to see product?

Yes! In the last 45 days we have received, fulfilled and shipped our first Pier 1 order for 10 different card designs!

The card designs should be available by mid summer, 2009.

What advice would you have, for those just starting out in the gift business?

Take a really good look at what you want to do, where you want to take your business and most of all, be realistic about the numbers involved (dollars). When I first researched starting a greeting card company, I found articles that said you could do it for under $5k! Okay... so maybe somebody did do it for that, (the article never mentioned what their ROI was...) but when you consider that an industry trade show alone can cost you in the realm of $5K-10K just for a small 10x10 booth, an ad and a mailer, that sends that whole 5K theory straight out the window.

Overhead in a business where you manufacture product can also be a real killer, not to mention where you will store the product once it's made! However... the payoff is that you are doing something you LOVE--and of course the hopes of making money at it. But it's also that you built something yourself and made it all happen. In simple terms I would say my company is worth WAY more to ME than it could possibly be worth on paper because of all of the time, blood (literally!), sweat and tears put into it.

What's next for you and Gifty Idea?

If you were to look at the wish list and other crazy things that are thumb-tacked to the wall above my computer, you might see a few of following:

1) Get a meeting with Starbucks and pitch our pups & cups holiday stationery and gift items brainchild

2) Establish 3 more international licensing deals for our cute photography

3) A copy of a 1 million dollar check written out to me, and signed by me, from the bank of the universe. HA! We'll see.

Thank you Kim. Here's hoping you get all three of your wishes, or at the very least you get to that 1 million dollar check in the mail before Lucy does!

To learn more about licensing opportunities or to see more examples of Kim's work visit Gifty Idea

Tonja Steel is a writer and partner with Illustrator Jodi Pedri of Working Girl Books & Designs