retail stores in the united states and canada including the carlton cards, american greetings, and nikki dee brands. she shares her thoughts about running the family business, differentiating yourself and building a new brand. ♪ >> i looked at the product line and thought, how can we truly differentiate papyrus, separate ourselves from everything else in the market? and that's the time we decided to sell a raffle of our cards to line all of our independence to add the papyrus hummingbird seal, to take all of the printing off 0 the back of the card. if you go to a supermarket and you look at a greeting card, the back is full of bar codes, it's very unattractive. so we decided to remove all of that from the card itself so that as it's sashed as an heirloom in a way the beauty of the card is preserved from front to back. ♪ a family affair >> it's a very challenging time for family, i think, because all of the egos and the emotions and kind of the tensions of the parent/child relationship come into play when you're transitioning in key positions and trying to move a company for the next generati