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Our Story

Designing greetings cards is a profession I (Louise) stumbled into accidentally, about half a year after finishing my illustration degree in 2014.  I was actually saving up to do a yoga teacher training course whilst doing a bit of freelance illustration work from my parent's spare room, when I learnt about the trade show PG Live.

I decided to exhibit in 2015, which was an enormous learning curve and then launched Louise Mulgrew officially at Spring Fair the following February, equipped with a few animal illustrations, a very supportive Mum and the same Ikea shelving unit as 49 other exhibitors.

In addition to my very supportive Mum, conveniently I have a very business-savvy, accountant-brained Dad who was coming to the end of a contract at the time and was in the market for a part-time, low stress, project.  For the next two years (working full-time and most weekends) Dad devoted his life to helping me build the solid foundations of our animal-loving, paper enterprise.

Our team has since grown to include my Mum and a few wonderful non-Mulgrews, all of whom keep our Operations running smoothly.

We now stock more than 400 independent shops in the UK, supply nation-wide accounts like Paperchase, John Lewis and Waterstones and export to Ireland, Switzerland, Germany, France, Italy, Australia, New Zealand and Japan.  In 2017 we won our first Henrie Award for ‘Best Art Range’ and were nominated again in two categories in 2019.

Our cards are printed in the UK, using responsibly-sourced, FSC-certified boards made in English Paper mills and are coupled with FSC-certified coloured envelopes or recycled kraft envelopes.  Orders are packaged and sent out by our fabulous, family-run fulfilment centre in Gloucestershire.

It really is an absolute privilege to work alongside my fabulous team, without whom it would not be possible to see through this creative dream of mine and hopefully we create something that makes others happy in the process.  Thank you for taking the time to learn a little more about us and I hope you find some smile-inducing illustrations whilst you’re here.

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We create whimsical, illustrated greetings cards featuring lots of fluffy and feathery friends and the odd rainbow or three.
Inspired by animals and nature, celebrating silliness and capturing special relationships.

Our Values

To celebrate the natural world through illustration.

To produce beautiful, high quality illustrated cards and products that make people smile.

To create meaningful, fair-wage employment for all those involved in Louise Mulgrew.

To be constantly striving to improve our environmental impact.

To inspire others to love, respect and look after our planet.

To give back more than we take.

Our Mission

Let’s start with what we love and value:  All the animals ever.  Kind gestures and camaraderie, bright colours (preferably as many in the same place as possible), authentic relationships, avocados, strangers who smile at you on the street, sunshine, exploring new places, the kind of quiet that you only hear in nature.

Our mission is to bundle all these things together, one little illustration at a time, and send them out into the world to touch as many people as possible.

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We hope our illustrations help you to say what you can’t find words for, capture your special relationships, and make you, and those you love, smile.

Our Process

All of our designs start out as one of many pencil scribbles in Louise’s sketchbooks or on big loose sheets of paper.  She loves the physicality of creating and tries to maintain a handmade, hand-drawn feel in all of her illustrations.

Louise uses a variety of media including pen and ink, watercolour, gouache and acrylics, combining colourful inky washes, intricate line-work, playful mark-marking and a lot of negative space to create characterful illustrations that capture the essence of their fluffy, real-life counterparts.

All of the original artworks are scanned into the computer and edited digitally using photoshop and procreate to enhance colours, rub out paint splodges and develop layouts.

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Meet the team

We are a small but mighty team, squashed into a rather miniscule (but fabulously decorated) studio/office in Brighton's wacky and wonderful North Laine.

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Louise is head fluffy animal-drawer, creative brainbox and social media doer.  She graduated from Loughborough University in 2014 with a First Class Honours in Illustration and now lives in Brighton with her two cats and the many small animals and birds that they let loose in the house.  Louise loves walking, reading and yoga, a strict 9pm bedtime, listening to Harry Potter audio books, bringing her teddy into work and eating.  She’s a sensitive soul, a little bit scatty and often abandons her responsibilities to go on adventures for inspiration... next up, New York!  

Favourite animal: elephants and cats.

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Cait is our Southern Irish superstar, in charge of all things analysis, stock and supply management, legal and IT, as well as managing our nationwide accounts.  In short, she’s a force to be reckoned with and her partiality to an intense analysis exercise quite bamboozles the creative brains in the office.  Cait moved from London to Brighton in 2019 to marry her lovely chap and we snatched her up immediately.  Outside the office, Cait can be found in her garden, walking with her rescue pup, Zuki, beavering away at her own gin business or popping back to Ireland for family weekends. 

Favourite animal: currently, a grizzly bear.



Yaz is our purple-haired, vegan foodie and thrift-shopper extraordinaire.  She’s in charge of independent customer orders, our foreign distribution, website maintenance and is our own personal eco-warrior.  If you need an overnight oats recipe or advice on how it’s ever possible to make tofu taste nice, Yaz’s your gal! When she’s not being brilliant at work, you’ll find Yaz cycling her fixed gear bike, cooking up a planty feast, yoga-ing or adventuring. 

Favourite animal: dusky leaf monkey.


Sally (Mum)

Mum does all the odd jobs that Mum’s are amazing at such as keeping the office beautiful and the plants alive.  She also manages our product releases, organises and preps for trade shows, packs samples for agents and submissions, updates our catalogue and is generally our ideas person.  For all her common sense and creativity, she’s not allowed to navigate due to the tendency to get distracted by pretty gardens and uniquely shaped clouds.  Mum loves yoga, cycling, walking and all things animals, nature and wildlife. 

Favourite animal: elephants too.


Ian (Dad)

Is really the unsung hero of LMD.  He is a rare and unique specimen of fanatical and meticulous numbery genius; the most modest and humble Northern grafter with an attention to detail that is quite frankly alarming.  Dad now, finally, works three days a week on mysterious financy, accounty reconciliatory stuff and devotes his free time to various military operations such as power-washing the drive.  Deep down though, Dad is just a yoga-doing, incense-burning hippy who loves the outdoors and dreams of travelling Europe in a camper van. 

Favourite animal: giraffe.

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