Truly

The category is dominated by an assembly-line aesthetic — clip-art, generic copy, slow despatch. Buyers wanting something that feels considered are pushed up to bespoke stationers at three to four times the price. There is a clear gap for a card that feels personal, costs under twelve pounds, and arrives the next day.

We built a five-step wizard that uses Claude to generate the message, tagline, and art-direction prompt from the buyer's context, then renders the artwork through FLUX and composes it into one of six art-led templates. Stripe takes payment, the webhook fires a Gelato print order, and the card is in the post within 24 hours. Dark UI, Playfair Display headings, mouse-following gradient background.

• · Median time from "start a card" to checkout: under 60 seconds
• · Six templates covering modern, editorial, and gilt-formal registers
• · Print-to-post pipeline fully automated via Stripe webhook → Gelato

The art-led templates were the call. Early versions placed the message at the top and the art at the bottom — predictable, magazine-like. Inverting it, with the AI-generated artwork taking 58% of the card and the message held below, made each card feel like a piece rather than a greeting. The wizard speed matters less than the artefact at the end.