Contemporary and design-driven, the greeting cards for Hallmark celebrate life’s joyous moments and find beauty and meaning in the little moments in between.
Parker collaborated with the team at Hallmark to develop design themes which reflect her personality.
The cards combine vintage artwork from the Hallmark archives with modern touches and embellishments, such as gemstones, ribbon and tulle. The international fashion icon – and busy mother of two – also helped set the editorial ‘voice’ of the cards, opting for simple, authentic and heartfelt messages.
“When you think of Hallmark, you think of kindness and caring. Those are values that are important to me, that reflect the wife, friend and mother I want to be and what I want to help foster in others,” Ms Parker said. “Although she loves the ENTIRE collection, Sarah Jessica Parker chose this card as her personal favourite.”
The head of product for Hallmark Australia, Lyndal Matthews, said Sarah Jessica Parker’s iconic style was a perfect match for Hallmark, which leads the industry in creating on-trend contemporary cards.
“Through continuous innovation and trend forecasting, Hallmark delivers inspiring cards that offer a modern take on art and design to create cards for all occasions,” Ms Matthews said.
“In this exclusive partnership, we combined Hallmark’s expertise in meaningful connections with Sarah Jessica Parker’s unique, bold and modern aesthetic to create a gorgeous, timeless collection.”
The Sarah Jessica Parker Collection includes 36 cards for birthday, friendship, love, thank you, congratulations, wedding and baby. Ranging from $6.99 – $8.99, the cards feature rich paper stocks with unique combinations of patterns, illustrations, photography and calligraphy – much of which Hallmark artists created specifically for these cards.
The collection is available from Hallmark independent specialty retailers and Target nationally from May 2014.