The Louies: Lessons in Almost Winning
Last week, I attended The Louie Awards—officially known as the International Greeting Card Awards Competition. It’s an annual program that recognizes outstanding achievements in the greeting card industry. Sorry For Your Loss (Cards) Holding Hands card was a finalist in the $5.50+ Sympathy category.
We didn’t walk away with the award. The Louie went to another amazing company, Kwohtations, founded by Janine Kwoh—someone who has been kind enough to chat with me about the nuances of growing a brand rooted in grief.
SFYLC received this honor just one year after launching. For a young brand like mine, that’s huge!
If I’m being honest, when the winner was announced and it wasn’t me, I felt tears welling up. I cried later that night because, as the days got closer, I really wanted it. And unlike other professional “almosts,” this one felt different—personal. The purpose behind my business is so much bigger than me. It was born from the pain I felt in the depths of grief after losing my parents.
As someone who hasn’t yet secured retail distribution, the potential for my cards to be picked up by major retailers could have been game-changing. Yes, it would’ve generated additional revenue, but more importantly, people who look like me would see themselves represented on store shelves—one of the distinctive things that sets us apart. I often hear that feedback from consumers when I vend at events; they tell me they wish the retailers they shop at carried our cards. And yes, my ego was in there too. The overachiever in me wanted to walk away with the win. Having left corporate, a Louie Award would’ve been the cherry on top of my imaginary sundae.
At first, I thought about the time and money my sister, nephew, and business advisor spent to be there — but I quickly realized they didn’t come to see me win, they came to support me.
Once I reframed it, the night felt lighter. I caught up with greeting card friends, met people I’d only known through Zoom, and soaked up the love from my people.
The loss doesn’t invalidate the work I’m doing. Out of more than 900 entries, our Holding Hands card was one of three finalists. This wasn’t my year to take home the award—but something tells me there are some big things coming in the future.
