Everyday Empires: Catie Shadley's Lemon Lines
Everyday Empires: Catie Shadley's Lemon Lines
How Catie turned her knack for puns into Lemon Lines, a boutique greeting card company with a witty twist on everyday moments
Hey folks,
Welcome back to Everyday Empires, where I chat with everyday people building ventures of their own and unpack how they did it.
Today, I’m sharing the story of Catie Shadley and her venture, Lemon Lines.
Catie couldn’t find greeting cards she loved, so she started making her own, which eventually led to her starting her own greeting card company, Lemon Lines.
When I came across Lemon Lines, I found myself chuckling as I looked through the cards and wondered who was behind it, and how she got started. So, I do what I do here at Everyday Empires and emailed Catie to find out!
Catie shared:
The first steps she took to launch her business
Her creative process and the role her family plays
The advice she wish she knew when she started
What stood out about Catie’s story:
Like many other founders, she filled a gap in the market by creating something she personally wanted to exist
She’s clearly talented with puns, drawing, and distilling ideas down to their essence. As a designer, I know this is not as simple as it may seem.
How she gets feedback on new card ideas, almost like a stand up comic might try out new bits - knowing that the difference between the joke landing or flopping might be ever so subtle.
It’s just as much a creative outlet as it is a business, which I suspect is key to her consistency and the growth of Lemon Lines.
Now, let’s get to the interview (6 min read) …
Hi Catie, thanks for being on Everyday Empires! I read that you started Lemon Lines because you couldn’t find relatable greeting cards in stores and began making your own. Can you share more about what motivated you to take the leap and pursue this as a business, and secondly, what were the earliest steps you remember taking?
Catie: Before Lemon Lines, I remember roaming isles of stores and not finding a card that was as relatable as I wanted it to be, or that didn't really sound like me when I read it. I thought, "I'll just make one myself", so I did for a while. Then, friends at work started to ask if I could create cards for their friends and family. After creating with colored pencil and a cut out piece of paper for a while, I thought...maybe I can really do this. My friends were saying it, my coworkers were saying it. Maybe I should take the plunge, and see what happens!
I remember whenever I was officially an LLC I got in the car to drive somewhere and I felt excited and nervous and emotional and kind of scared all at the same time – yet it was the best feeling ever because I was doing the dang thing!
The first step I remember taking was finding a printer. I walked into Sixth Street Printing in Austin and said “Hey. I want to start a greeting card business. Do y’all print greeting cards? What do I need to know?” And they walked me through all the things to consider, what was worth the cost, what wasn’t, pricing, paper options, sizing and more. Super helpful as I was starting out!
Another step was my husband surprising me with an iPad as a Christmas gift. The necessity in this whole crazy thing!
When starting a business there are so many logistics to figure out, but we continue to work out the kinks along the way. I remember whenever I was officially an LLC I got in the car to drive somewhere and I felt excited and nervous and emotional and kind of scared all at the same time – yet it was the best feeling ever because I was doing the dang thing!
How did you come up with the name “Lemon Lines”? What does it signify for you and your brand?
Catie: I remember, I was on a road trip with my brother, husband, and sister-in-law, and I was noodling on a company name. I thought of Apple — and how simple their company name, but also how easily it resonates with their audience. Apple made me think of fruit and when I started to think of fruit, I thought of something that was punchy and cheeky just like the jokes in my cards. Voila: LEMONS.
I also wanted my company name to incorporate the drawing aspect of the product while being a pun in and of itself. I thought of common phrases that included lemons, lemon lime. I switched lime to “lines”, and thought, lines could be a reference to drawing lines, but also punch lines. I liked the cleverness, I liked the alliteration – and that’s how Lemon Lines was born!
Since then, I’ve had a lot of fun with the branding and continue to iterate on fonts, taglines, and product accessories that are shipped with orders.
Can you walk us through how you got your first customers, and has any particular channel or strategy been most effective in growing your business?
Catie: Oh my gosh, my first customers were totally my friends. GREAT SUPPORTERS. Then it became friends of friends through my website. And then I found out about Faire, which gave me access to shops across the world and opened up a whole opportunity for wholesale.
Editor’s note: if you’re not familiar with Faire, it’s an online marketplace where brands like Lemon Lines can list their products so that retailers and boutiques around the world can discover and stock them in their store.
Catie’s Creative Process
I’m really curious to learn how your cards come to life. To give us an idea, can you walk us through the process you went through to create one of your recent cards?
Catie: I love this question because each idea has its own origin. Card creation is definitely a family affair. I have to run the joke by the ones who know me best and can give it to me straight. A lot of ideas are born from things I’m doing, or eating, or experiencing, or things my family says, or things my friends are into.
My favorite part is adding touches throughout the design as an idea builds. For example I have a card that says “Olive me loves olive you”. I love sippin’ martinis, and wanted to make a card to commemorate this. I thought it would be so cute to have two olives ~in love~ in the martini glass. Then I thought, “They should be kissing” And then, “What if the little bubbles are actually hearts”, and then, “lipstick stain on the glass - yes!” I love when an idea builds as I create. It makes it that much more exciting to get out into the world.
Where does inspiration come from? Are you constantly jotting down ideas? Do you go for a walk and brainstorm? How’s that work, exactly 🙂
Catie: It’s super hard to sit and think of puns. If I try too hard, I come up with nothing! I have to just keep the idea top of mind. Try not to force it. I also think of which card sentiments I need more cards for! Sometimes it starts with the pun. Sometimes it starts with the image. “I really want to make a card with a seal on it.” Or “I’ve gotta make a card about my mom’s favorite nail polish color!” The sources of inspiration are ever-growing. Also, friends and family are always on it — if they think of a pun or say something clever off the cuff, it becomes a natural group brainstorm.
How do you manage running Lemon Lines while working a full-time job? Can you share how you make time for both and what a typical week looks like for you?
Catie: I really just try to do what I can outside my day job hours. I design at night if I’m super excited about an idea. I answer emails before or after work, or on weekends. I go to markets on the weekends as my calendar allows. Definitely could always be doing more, but that’s the reality with a full-time job and side hustle!
I noticed in your full-time job that you’ve worked closely with AI. Has it made its way into your workflow in any capacity?
Catie: Ah! I tried out ChatGPT for pun ideas once, but they were a tad too cheesy, or not the right kind of clever that I’m going for, so sticking with the ‘ol’ brain for now.
Insights & Reflections
Imagine someone reading this is considering starting their own greeting card company. What advice might you give them? What do you wish you’d have known when you started Lemon Lines?
Catie: Think about why you want to do it. Then let that be in the driver’s seat the whole time. For me it’s the joy of bringing joy from just an idea AND realizing that it is monetizable. Also, put a price on your time because it is valuable! What’s worth it and what’s not. Prioritize from there.
How has founding Lemon Lines changed you or impacted your life?
Catie: It is the coolest thing to watch people laugh at something that you make – all in the right context, of course — in my case, greeting cards that are supposed to be funny ;-).
It is such a rewarding feeling to create something from just an idea that people stop to look at, enjoy, and want to share with their people. When people stop at a market booth, for example, and start to laugh, I am automatically laughing with them.
It is such a rewarding feeling to create something from just an idea that people stop to look at, enjoy, and want to share with their people. When people stop at a market booth, for example, and start to laugh, I am automatically laughing with them. Then I think to myself “give them space, let them shop, stop eavesdropping” but it is hard to hold back that joy that comes from seeing jokes land and art resonate.
Another big impact this company has on me is the energy that comes with an idea put to paper (iPad). I get so giddy that I have to force myself time to sleep on the idea so that I can iterate and make it better before finalizing it for print.
Lastly, where should readers follow you and Lemon Lines to stay updated on your journey?
Catie: Visit lemonlinespaper.com to shop!
Looking to carry Lemon Lines in your shop? Find us on Faire, or reach out below:
Instagram: @lemonlinespaper
Email: lemonlinespaper@gmail.com
That’s a wrap
A massive thank you to Catie for sharing her time with us! If you enjoyed this, you can support Everyday Empires by taking a moment to:
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See y’all next time,
Ken