“In 2002, Horsley, a fourth grade teacher at the time, and her mom, Carrol Longest, spent countless hours in the By Invitation Only shop, choosing stationary for Horsley’s wedding, bridal luncheon and rehearsal dinner.”
Horsley then bought the card business in 2003.
There’s another Richmond entrepreneur trying to make a go of the greeting card business. Brian Loos is trying to get CardGivingMade Easy.com off and running. Loos, who self-funded the venture, started at the end of 2007.
The site allows people to choose a greeting card and a message. CardGiving MadeEasy.com then sends the card via postal mail to its final destination. The company can include a gift certificate to certain stores along with the card.
“What we’re experiencing right now is a paradigm shift. People are used to going to CVS or Wal-Mart to pick up greeting cards. We’re having to persuade them and convince them that they can get quality cards through us, and design them on their computer,” Loos said.
Loos is trying to strum up more sales to local small businesses. He’s partnered with the Richmond franchise of Saxby’s Coffee Shop as a gift card vendor.
Loos said he faces stiff competition from brick and mortar shops, as well as websites like Shutterfly and Snapfish, which allow customers to print photos and cards.
Loos said he’s started advertising on Google, and is seeing some increased traffic to the website.
“In 2002, Horsley, a fourth grade teacher at the time, and her mom, Carrol Longest, spent countless hours in the By Invitation Only shop, choosing stationary for Horsley’s wedding, bridal luncheon and rehearsal dinner.” 
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