How the ideas are chosen

Five answers in, their gifts back

Tell us who it’s for, the occasion and when, how it should feel and what you have to work with. Here is how those five answers become their gifts, and what we never do along the way.

What goes in

Five questions, about a minute. Any of them can be skipped: plenty of ideas need no photograph.

Who it’s for

A person, not a product category. Everything after follows from it: which ideas are on the table and how the words sound.

The occasion, and when

Christmas, a birthday, a first home, or nothing in particular, and when you need it. We only offer the occasions we have ideas for, for this person.

How it should feel

One word: loved, seen, nostalgic, proud, held, remembered, made to laugh or grateful. You only see the ones we can really deliver.

What we can use

Photographs, something you say out loud, or words you already have, like a letter or a recipe. All optional. What happens to your photos.

How three get chosen

01
Narrow
We start with the ideas written for this person, then keep the ones for your occasion.
02
Match the feeling
Of those, we keep the ones that carry the feeling you chose.
03
Three different kinds
A collage, a piece of typography, a timeline: no two of your three are the same kind of design.
04
On something real
Each idea sits on a product it can really be made on, at today’s price, and no two cards show the same kind of product.

What we show you first

Before any idea appears, we list what we actually used. If you gave us four photographs, it says four. If you gave us none, it says it is starting from what you told us.

If we have read you wrong, that is the moment to tell us, before anything is written.

For example

For Mum, at Christmas, feeling nostalgic

These three come back.

Our Year in Pictures

A grid of the year’s photos, with the year as the big number.

Written for mums, at Christmas
Feels nostalgic
Needs 9 to 20 photos

Photo mug

Twelve Months

One photo for each month, in a grid with the month names.

Written for mums, at Christmas
Feels nostalgic
Needs 12 photos

Framed photo print

The Family Christmas

The family name as the headline, one favourite photo, and a short line underneath.

Written for mums, at Christmas
Feels loved: the nearest feeling with a different kind of design
Needs 1 to 3 photos

Fleece photo blanket

What we will not do

We never guess at sensitive moments. A memorial gift exists because you told us you were making one.
We never make the first move about a tender moment. No email, no prompt, no reminder, no discount.
No match scores. You won’t see “94% match” anywhere: a number would suggest we measured something.
A guess is never stated as a fact. Anything we work out is shown as a question, and you can correct or delete it on what we keep about you.

When an idea is wrong

It will be, sometimes. Three things are there for it.

None of these? Tell us more. Under the ideas. We choose them all again from there.
Say what’s wrong in your own words. Warmer colours, fewer photos, more of the grandchildren. Every change is listed, with an undo.
Nothing prints until you approve the full preview. Choosing an idea isn’t ordering it, and neither is adding it to your basket.

What we hold about you, and what you have let us do with it:

Ready when you are

Tell us who it’s for

One sentence is enough. Their gifts come back with real prices and the date they arrive, and nothing is ordered until you check out.

Find their gift Or answer five questions