Hunkydory *paper products
Release
Company Backgrounder
Contact: Lauren Mason, Public Relations
(210) 731-6646, lauren_mason@yahoo.com

 

 DOGS AND CATS ARE ALL IN THE FAMILY
Hunkydory *paper products recognizes the bond between people and the pets they love

Returning home to find a pair of shoes chewed up, garbage strewn across the kitchen floor or curtains shredded probably means you are being met at the door by a wagging tail or a purring cat.

As pet owners – there are more than 70 million in the U.S. alone – we experience love, frustration, laughter, annoyance, joy and sorrow, yet these common emotions experienced in human-pet relationships have for the most part been overlooked by the retail world.

Even the greeting card industry, which seems to have a card for every occasion ranging from a bad hair day to a blind date, has relegated pets to the absolutely adorable or ridiculous, but ignored the important events that pet owners celebrate.

In May 2001, Stephen Shearer scanned the card racks for a sentiment that would fit – a Mother’s Day card from his pets to his wife Peggy. As in year’s past, he came up empty handed and was forced to make his own card. That day Stephen Shearer and Peggy Dial, husband and wife entrepreneurs, decided that all of the emotions that pet owners feel should be acknowledged – Hunkydory *paper products was born.

Hunkydory is a greeting card line that recognizes the joys of getting a new kitten, the sorrows of losing an old friend and everything in between. To accomplish this goal they decided that photographs would be the best way to speak a universal pet lovers language. The images on Hunkydory cards are black and white in a photojournalistic style that represents real life. Photos depict chewed shoes, muddy floors and broken Christmas ornaments, not animals dressed up in silly costumes or posed in very un-life-like situations as with the other greeting cards on the market. With the real photos and the sentiments inside that range from humorous to sweet and sad, Hunkydory offers cards for real moments in the pet-human relationship.

"Our sympathy cards are meant to provoke tears. Giving the card shows that the ‘giver’ understands the pain and importance of the ‘receiver’s’ loss," said Peggy Dial, co-creator of Hunkydory.

In fact, after less than one year into the business, Hunkydory was honored with a prestigious Louie Award by the Greeting Card Association for a sympathy card, the first pet card to ever win in that category. The winning card features a simple yet powerful photo of a dog collar resting on an empty dog bed with the inside message, "Sorry for your loss."

Hunkydory for Life Events
Hunkydory launched a line of Canine Birthday Invitations and Thank You Postcards after six months in business:

"We noticed a trend of pet owners having birthday parties, but heard they were custom printing their own invitations. Then I received a ‘fill-in’ thank you postcard from my niece for a birthday gift and thought it would be a perfect compliment to the invitations we were planning," remembers Dial.

Hunkydory has since introduced a line of Announcement cards for owners of new pets.

"Peggy and I have given at least 20 silver rattles to new parents over the years. But we’ve barely received a ‘Congratulations’ when we have brought home our new dogs, who truly are our children," said co-creator Stephen Shearer.

Hunkydory also offers Gift Bags to go-go, which includes a gift bag, 2 tags and tissue paper – just add a toy or treat for the pet. Designs are available for dogs or cats and are detailed for birthdays, new arrivals, holidays or any day.

Made in the U.S.A.
All Hunkydory products are created, photographed, tested and produced in the U.S. The images have captured the everyday-life events of pets and their owners photographed around the country. The rest of production happens at the headquarters in San Antonio. Every six months the company introduces additional cards. Hunkydory cards are all tested by focus groups of pet lovers and friends who critique both the images and the interior messages, before any of the cards make it to the shelves. There are already more than 100 different cards and paper products in the Hunkydory collection.

Retail Expansion
Just two years since its inception, Hunkydory products are now sold in 300 stores around the country. Hunkydory cards, gift bags, invitations and announcements are offered to retailers through major wholesale gift markets and industry shows, and can be found in high-end gift shops and pet boutiques. The company has recently continued to expand its presence by offering a one-stop shopping merchandise rack program.

"I wanted something unique, not your normal greeting card spinner. It took a year to put it together, but we can now offer our retailers a merchandising system that holds all of our products and looks good anywhere, from a modest pet store to Saks Fifth Avenue," said Dial.

The rack is a slat-grid panel available in black, chrome or white with freestanding or wall options.

"The rack is attractive and really shows off the Hunkydory products, which means more sales in my store," said Kay Fritchman, Jake’s, Tampa, Fla.

Trend Toward Pets
Hunkydory hit a rocky time after delivering its first shipment shortly before the September 11, 2001 tragedy. As the nation was suffering an emotional loss and businesses were struggling to survive, Hunkydory was facing possible failure.

"But one of the things the tragedy instilled in us was to cherish all life and relationships today, because tomorrow is so uncertain. This included the family pet," said Dial.

The dog that may have previously been relegated to the backyard was now a source of comfort to the family. Consumers were turning inward to family, friends and pets.

"That is when Peggy and I realized Hunkydory was growing into a viable business that really fulfilled a need for consumers," said Shearer.