back in 2012, emily mcdowell couldn't find cards that matched what she wanted to say so she created emily mcdowell and friends which is her own card company. thanks for being with us today. >> thanks so much for having me. >> i'll hold up one of your cards. you are a freaking great mom this is a little different than the message i would see on a traditional card what brought you to this >> i really wanted to create something that felt like it represented my reality and the reality of so many people out there, traditionally cards have been more of a social convention and that meant that they were kind of aspirational relationships we wish we had, lots of gushing poems or really gushy love and that's not true of so many people's relationships and so it felt like there was an opportunity to create something that really spoke to the truth about the nuance of how we relate to each other today. >> a lot more modern than some of those things when you walk through and, oh, i don't know. >> which one do i hate the least. >> right, exactly. i have to say this is such an interesting place to create