Soak iT Up creates eco-friendly greeting cards that replace single-use paper products. Our flagship, Clards, are greeting cards that turn into reusable, washable, compostable cleaning cloths. One can do the work of 3,000 paper towels. Each is thoughtfully written and designed by the founder, made to enjoy for months of use.

So if you're tired of giving useless gifts, we have a clever, guilt-free greeting for the person who says they don't want anything. Customers are drawn to the designs and delighted to discover the sustainability.

Greeting cards needed a sustainable makeover. Americans buy 6.5 billion greeting cards a year, on top of 13 billion pounds of paper towels. Even a small shift toward reusable options adds up to millions of trees and billions of gallons of water saved.

Hi, I'm the founder of Soak iT Up. After 20+ years art directing print catalogs, producing millions of pages that ended up in the trash, I wanted to create something I could feel good about. My daughter gave me a Swedish dishcloth, and I thought, this is like paper, it should be a greeting card. Just like that, Clards® were born, greetings that double as reusable cleaning cloths. My redemption.

Creating the product took years: sourcing a sustainable material from Europe, switching to modern, eco-friendly digital printing with plant-based inks instead of old-school screen printing, filing for patents, trademarking Clards, and losing print partners before finding ones who could actually make it work at scale. There were plenty of points where I almost walked away. Being named a 2024 Tory Burch Foundation Fellow came in the middle of that grind, and it helped me believe I had something people want.

My mission is simple: add cheer to chores, and make it easy to share gifts and greetings that feel good to give and great to get. I'm working toward a world where single-use paper products are replaced by useful ones, and reducing waste starts with a smile, not sacrifice.