Mantel

A theme for greeting card shops that shows each card as the real thing. Products stand on a shelf against a painted wall, and a card opens on its fold to show the words printed inside. Stationery, gift wrap, prints and small gifts sit on the same shelf, so a shop that sells more than cards still feels at home.

It suits independent card shops, illustrators selling their own designs, letterpress and print studios, and shops that write and post cards for their customers. Six styles run from a deep blue wall with a stone shelf to moss green, sunny ochre, charcoal and cream, plaster pink and postbox red. The home page is calm and simple: a hero, your collections, four featured products, three reasons to shop, your story, social photos and an email sign-up.

What sets it apart is that shoppers know exactly what will arrive. They see each size drawn to scale with its measurements, the card in front of an envelope in the colour they pick, and the words inside as plain text. They choose to leave it blank or have it printed or handwritten, type a message with a live count and a preview inside the card, and choose whether it is sent to them or straight to the recipient. Your sending days and last order dates read the same everywhere and never count down. Every product field is optional, so the shop looks finished before you fill any in.