Dublin woman takes big leap forward with greeting cards

Imagine a simple idea that takes you from being on the dole to owner of a small business with sales in excess of £300,000 a year. In just six years, Dublin-born Ms Emma Eustace turned her greeting card designs into a money-spinning business venture.

In February 1992, Ms Eustace left her job at a London print company and moved back to Ireland. Despite a certificate from the College of Marketing and Design in Dublin she could not get a job.

During a FAS "Start your own Business" course she identified an opportunity in Irish gift and card shops. "I didn't believe there was the same choice of greeting cards available here as in London."

She began designing several whimsical but distinctive Christmas card prototypes. "I started with six designs. I was unemployed and I really was taking it from absolute scratch."

Despite her fears, Ms Eustace believed her product fulfilled a genuine need. This was confirmed when several Dublin shops immediately ordered her cards. She used her dole money to have them printed and to her delight the cards sold extremely well. From modest beginnings, Big Leap Designs now has 150 designs and annual sales of approximately 1.5 million cards. These quirky, brightly-coloured or gold accented designs are available from outlets in Dublin, London, New York and Sydney.

In Ireland, cards are supplied to Eason's, Swalk and several book, gift and card shops. Customers in Britain include Boots, John Lewis, Selfridges, and House of Frasier.

The first few years were a real struggle says Ms Eustace. At 27, with no previous track record in business, banks didn't want to know her. "I'd say it wasn't just age, but my sex as well. But I didn't think about those things, I just wanted to do what I wanted to do."

Financial assistance came from a St Vincent de Paul job creation scheme and an Inner City Enterprise loan. The Showcase trade show in 1993 brought another stroke of luck when she met an Irish agent based in Britain who began distributing the cards abroad.

Three years later, Big Leap Designs was awarded the Forbairt New Product at Showcase Award for giftware.

Ms Eustace has developed the business alone and never received a government grant even after moving the business to Ballinrobe, Co Mayo, from Dublin earlier this year.

"After three or four years I felt I had my head above water but you never, ever feel complacent. You feel you're out there, making an impact, but you never feel totally comfortable."

She tries to keep her product fresh by creating 25-50 new designs a year. This Christmas the company will be offering 24 different cards, 12 of which are new this year. They come in packs of four and include gold or silver envelopes.

Eustace's designs cover holiday themes from Christmas, Valentine's Day, St Patrick's Day, Mother's Day, and Father's Day to birthday, get well, new home, thank you and congratulations cards.

"Two new lines which are proving very popular are minimalist square cards with gold envelopes and a range of wedding stationary," says Ms Eustace.

"It's one of the most exciting parts of the business and it has a huge potential. There's no real competition in Ireland as some designers focus on the Celtic theme or take a traditional approach."

In addition to standard wedding stationary, Ms Eustace provides a custom design card service. "I suppose it's more the imagery that people are going for. It's not as traditional and they're very distinctive, very different cards."

Big Leap Designs is dedicated to using Irish suppliers and services. "The whole point of coming back to Ireland was to try to keep as much business as possible sourced in Ireland."

As for her company name, Ms Eustace says: "It was kind of corny, but it was a big leap into business."