From a Viral TikTok to Inclusive Greetings Cards: Why LGBTQIA Cards Matter in the UK
Bare CardsWhen a TikTok Conversation Sparked an Idea
Three years ago, a TikTok video of me talking about the range of greetings cards available to the LGBTQIA community unexpectedly went viral.
At the time, greetings cards had already become a big part of my life. My husband had patented a unique envelope-free greetings card, and the concept had begun receiving encouraging feedback from industry professionals and friends.
Inclusivity, on the other hand, has always been a personal passion of mine. So combining the two ideas eventually became inevitable.
The TikTok video itself came about quite by accident.
After a lovely pub meal celebrating my daughter’s birthday, we began discussing the types of LGBTQ greetings cards available on the high street. I had noticed that many designs seemed to focus heavily on rainbows.
Now don’t get me wrong – the rainbow flag is incredibly important within the community. But after a couple of glasses of wine, I started wondering aloud:
What if someone wanted a card that celebrated their relationship or identity without relying entirely on rainbow imagery?
My daughter Lauren and her girlfriend Dayla were filming and commenting while I talked through my thoughts.
Bare Cards (@bare_cards) | TikTok
Like many conversations over dinner, I went off on a few tangents. But the message behind my rambling was simple: everyone deserves to find a greetings card that represents them.
At the time, I was also quite a new LGBT mum. I found it impossible to understand how some parents could fail to support their child simply because of who they love.
Perhaps that passion came through in the video, because over the following days it was viewed more than 850,000 times.
And that’s when everything changed.
Turning an Idea into the Bare Cards Range
Encouraged by the response to the TikTok video, I decided to create the cards I had been talking about.
That decision led to the launch of the Bare Cards LGBTQIA range.
Inclusive Birthday, Anniversary, Pride & Support Designs for All – bare cards
Bare Cards are different from traditional greetings cards because they are envelope-free. Instead of placing the card in a separate envelope, the card itself folds in a way that allows it to be posted directly.
This not only reduces waste but also gives us something incredibly special:
Fully illustrated posting pages.
While most greetings cards hide their posting area inside an envelope, our cards allow that space to become part of the design.
This is where we celebrate identity in a way that many other greeting card brands simply can’t.
Our posting pages can feature:
- Pride flags representing different identities
- Inclusive colours and illustrations
- Designs that celebrate love, identity and community
For many customers, this has become one of the most exciting features of Bare Cards.
Our Most Popular LGBTQIA Greetings Cards
Since launching the range, certain designs have become clear favourites with customers.
Two of our best-selling cards are:
- Son and Son-in-Law Anniversary:
Transgender Birthday
Many customers have told us these cards are surprisingly difficult to find on the high street.
Our non-binary greetings cards have also proved extremely popular online. They give people the opportunity to buy cards that:
- Use gender-neutral language
- Celebrate identity
- Feel just as traditional and meaningful as any other greetings card
This combination of traditional sentiment with inclusive wording has resonated strongly with many buyers.
Non-Binary Self-Seal Cards | Inclusive & Affirming Designs – bare cards
Supporting Pride: Swindon & Wiltshire Pride
One of the highlights of our journey has been working with Swindon and Wiltshire Pride.
We are proud supporters of their incredible work and currently supply greetings cards to the Swindon & Wiltshire Pride Hub.
Being involved with Pride events has given us invaluable insight into what the LGBTQIA community is actually looking for in greetings cards.
The feedback we receive at Pride events is overwhelmingly positive.
Young people in particular often tell us how pleased they are to see cards that truly reflect their lives and relationships.
Some of the comments we hear most often include:
- “I’ve never seen a card like this before.”
- “Finally, something that represents us.”
- “I love the Pride flags on the posting pages!”
Seeing young people light up when they discover the designs is incredibly rewarding.
It reminds us why inclusive greetings cards really matter.
Why LGBTQIA Greetings Cards Matter
For many people, a greetings card might seem like a small thing.
But cards mark some of the most important moments in our lives:
- Birthdays
- Anniversaries
- Weddings
- Engagements
- Celebrations of identity
When people cannot find a card that reflects their relationship or identity, it can feel surprisingly isolating.
Inclusive greetings cards help to ensure that everyone can celebrate life’s moments in a way that feels authentic.
That’s why LGBTQIA greetings cards in the UK are becoming increasingly important.
They provide visibility, recognition and celebration.
Listening to the Community
One thing I’ve learned through this journey is that designing inclusive cards requires constant listening.
Whenever I attend Pride events or meet customers in person, I take notes on what people say they struggle to find.
Some of the requests we’ve received include:
- Cards for nephew and his husband
- Cards celebrating Pansexual relationships
- Christmas Cards for non-binary family members
- Cards celebrating gender transition milestones
These conversations are incredibly valuable.
They help guide the direction of new designs and ensure that the range continues to grow in ways that genuinely serve the community.
Loud and Proud… or Subtle and Traditional?
Another interesting thing I discovered from speaking to people at Pride is that there are two different types of cards people often want.
Some people love cards that celebrate identity boldly.
These are the designs that proudly feature:
- Pride colours
- Pride flags
- Bold statements of identity
But others prefer something more traditional in style.
For example, a classic greetings card that simply includes inclusive wording, such as:
- Nephew and his Husband
- Daughter and her Wife
- Partner and Partner
The design itself might look similar to a traditional anniversary or birthday card – just with wording that reflects the recipient’s relationship.
Understanding this balance has been incredibly important when expanding the Bare Cards range.
It isn’t about choosing one approach over the other.
It’s about offering both options, so people can choose what feels right for them.
The Challenge of Marketing LGBTQIA Cards Online
Despite the success of the range so far, I still sometimes find marketing our cards challenging.
We currently:
- Supply over 50 independent retailers across the UK
- Sell directly online
- Maintain active social media channels
- Attend Pride events and community spaces
I have worked hard to optimise our website with relevant SEO terms and keywords.
But there is still a huge LGBTQIA audience in the UK who may not yet know that Bare Cards exists.
That’s one of the reasons I decided to revisit and expand this blog post.
If it helps even a few more people discover our cards, then it will have been worth writing.
Pride Occasion Cards UK: A Growing Market
The demand for inclusive greetings cards is growing rapidly.
Searches for terms such as:
- Pride Occasion Cards UK
- LGBTQ anniversary cards UK
- transgender birthday cards UK
- gender neutral greetings cards
continue to increase as people look for ways to celebrate identity and relationships.
Independent retailers and Pride organisations are also beginning to recognise the importance of stocking inclusive card ranges.
For us, this represents an exciting opportunity to continue expanding.
Looking Ahead: Expanding the Bare Cards Range
The Bare Cards LGBTQIA collection is constantly evolving.
Every Pride event, customer conversation and retailer interaction provides new ideas.
Future plans include expanding:
- Our Inclusive Christmas card range
- Our Gender-neutral range
- Cards celebrating LGBTQIA milestones
- The unique personalisation opportunities we offer so that people can use the language that they feel most comfortable with on their cards.
The goal is simple: to make sure that everyone can find a card that reflects their life and relationships. If you spot a gap in the market, then reach out to us and let us know at info@bare-cards.co.uk.
Final Thoughts
Three years ago, a spontaneous conversation filmed on TikTok sparked an unexpected journey.
Since then, Bare Cards has grown into a publisher that celebrates inclusivity, identity and love.
From supplying independent retailers across the UK to supporting Swindon and Wiltshire Pride, the journey continues to be both challenging and incredibly rewarding.
But there is still more to do.
Because at the end of the day, greetings cards are about connection.
And everyone deserves to see themselves represented in the messages we send to the people we love.
