From Family Crafting to a Thriving Handmade Card Business: The Story of Cards By Niesey

For Denise Kneller, the journey to starting Cards By Niesey wasn't an overnight decision—it was a natural evolution rooted in a lifelong love for creativity and a deep sense of connection to her family. As the owner and creative mind behind Cards By Niesey, Denise has built a business that reflects her passion for handmade crafts, the joy of sharing, and the importance of personal connection.

Denise's journey began long before Cards By Niesey took shape. "I grew up in a home full of creativity!" she shares, recalling her childhood surrounded by art, music, and various forms of creative expression. "My mother is one of the most talented and inspiring people I know. I spent so much time helping her with her craft projects and learning from her." Creativity, it seems, was in Denise's blood—passed down from a mother who was not only a teacher but also a living example of how powerful and fulfilling artistic expression could be.

The spark that eventually led to Cards By Niesey came from an annual Christmas tradition Denise shared with her mom. Each year, they'd make a holiday craft together. One year, it was cards. Denise loved the process so much that she began making and sending cards every Christmas thereafter. Slowly, friends and family started asking her to create cards for them too, and the idea for her handmade card business was born.

When asked about her favorite creations, Denise admits it's a tough question. "Oh man! This is

hard, but if I had to choose, I'd say one of my favorites was a 3D pop-up card of flowers that I made for my grandma." The project was a challenge, requiring a lot of patience and precision. "It wasn't my best work in terms of technical skill, but it was made with love, and my grandma still proudly displays it," Denise says, a note of warmth in her voice. For her, the best creations aren't always the ones that are flawless—they're the ones that carry deep meaning and bring joy to the recipient.

It's not just her grandma who appreciates her work. Denise treasures the moments when customers share the reactions of their loved ones upon receiving her cards. "Those are my favorite pieces," she says. "It's about the impact, the smile, the memory that each card creates."

Like many small business owners, Denise has faced her share of challenges. One of the biggest

hurdles has been the increase in material and shipping costs. "The rise in pricing for supplies and shipping has made it difficult to keep my cards affordable," she explains. "But I know this is something that’s affecting everyone, not just me." Despite these challenges, Denise remains committed to her craft, finding ways to adapt and keep her products accessible to her loyal customers.

Reflecting on her journey, Denise has learned valuable lessons that she wishes she’d known earlier. "Not everything turns out the way you want it to, but it often turns out how it was meant to," she says. This is especially true when it comes to creative work. "If something isn’t working, don’t be afraid to pivot," she adds, quoting a famous line from Friends that has stuck with her over the years. "Sometimes the detour is where the magic happens."

As for the future of Cards By Niesey, Denise has big plans. "My focus right now is improving and expanding my Etsy shop and exploring new market opportunities," she shares. With a passion for her craft and a growing customer base, Denise is excited for the next chapter in her artistic journey.

With a heart full of gratitude and a creative spirit that’s always evolving, Denise’s journey with Cards By Niesey is a beautiful reminder of how passion, perseverance, and a little bit of creativity can lead to something truly special.

To see more of Denise’s beautiful handmade cards, follow her on Instagram at @cardsbyniesey and visit her Etsy shop.