So Curious: Building a Greeting Cards Company Bigger Than Hallmark
From A Bright Idea by Amber Key
April 4, 2026 · 1h 10m
About this episode
Justin Shiels discusses his journey from creative director to founder of SoCurious, emphasizing authenticity and joy in building a creative business.
On this week’s episode, I sat down with Justin Shiels, a creative futurist, author, and founder of SoCurious. He creates joy-centered art, analog experiences, and creative practices rooted in self-love and nervous-system care. His work helps people slow down, feel safe, and reconnect with what it means to be human in a digital world. In this episode - Justin shares how he went from being a creative director - a profession he decided on when he was just 8 years old to founder of So Curious where he emphasizes authenticity, community building, and the power of joy in business. We discuss practical strategies for launching a creative business, the importance of iteration, and how to stay true to your purpose amidst challenges.
People in this episode
Host: Amber Key
Guest: Justin Shiels
Topics covered
- greeting cards
- creative business
- authenticity
- community building
- joy in business
- self-love
- digital experiences
Keywords
- greeting cards
- creative futurist
- business strategies
- self-love
- community
- iteration
- authenticity
Mentioned in this episode
Organizations: SoCurious, Hallmark
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