Interview: Nikki Gillingham, Blue Whale Communications

Photography: Marianne Rothbauer, Rothbauer Studio

Tell us a bit about yourself and how you got started.

In 2016, my (now ex) boyfriend and I decided to move in together. I had big dreams of turning our den into my very own craft studio so I could finally start making / selling things. BUT, next thing I knew, in came the L-shaped sofa, flat-screen TV, PS4 and out went my dreams of having a room filled with wall-to-wall glitter, paper and paint.

In hopes of getting my creative juices flowing, I turned to my lonely-looking iMac, neatly installed on my desk. I’d always been obsessed with stationery and I figured I could add to the industry with a collection of colorful and cheeky greeting cards.

Fast-forward to early 2017, a few weeks before Valentine’s day, I headed home after catching up with a friend and I was greeted by a guy (remember that guy who turned our den into a friggin’ man-a-seum?! Yeah, him. He coined that term too, btw.) He handed me a letter, took his bags and left.

BEST PART! I had already committed myself as a vendor in a love-themed craft market (for Valentine’s Day) and what seemed like a cute and fun idea when I first signed up, quickly turned into a stomach-churning affair. So I brewed myself a hot cup of shade…*cough-cough* I mean, tea, I ditched the colour and sweet illustrations and pumped out a whole collection of Breakup Cards.

I figured I couldn't possibly be the only one going through something like this and maybe someone out there needed a little extra dose of honesty and “f*ck this” humour to mend her broken heart. The rest is history!

Your cheeky cards got their start when a past relationship ended. Tell us about creating that first card.

Honestly, the first card I created after our breakup has since been discontinued. It wasn’t as popular as the rest of my Breakup Collection, and quite frankly it’s not surprising since it was suuuuuper specific and no one could really relate to it.

Still, I have no regrets. It was 100% fueled by anger and frustration – so, naturally, it still has a special place in my heart.

The words “grace” and “poise” had been so charmingly crafted in the letter he gave me as he walked out – I couldn’t help but print it out on a horde of cards, ya know?

Did you imagine it would turn into a business?

Truthfully? Yes – well, I hoped so at least. People still refer to is as a “cute hobby” sometimes, which can be frustrating, but yes I always imagined it would turn into a business. I didn’t really know exactly what all of it would look like, but I was tired of making excuses and I just had to start.

From the moment I designed that first card in 2016, I wasn’t creating something to give to friends and family for fun, I already had this idea of selling them on Etsy, at the very least. I was accepted in my very first craft market that same summer and I was scared out of my mind. Working really hard on something is one thing – but working really hard on something and then getting people to pay actual money for it, that’s another ball game. My goal was to sell enough to pay for my vendor fees and I DID … and more!

What’s something you’ve learned along that way that still surprises you?

My card business basically failed before it even started. No, seriously. I very quickly discovered there are such a things as “industry standards” when it comes to greeting cards, or any other product for that matter. I was so excited and motivated to start creating, I completely overlooked a crucial element … corresponding envelopes!

The first batch of cards I designed were 4 in x 6 in. I was proud! I sent them to get printed and it finally felt “real”. Then I started looking for 4 in x 6 in envelopes online and in stores … my search fell completely flat *womp-womp*. In the excitement of it all, I had entirely ignored the fact I would need envelopes that were seemingly the same size. Duh.

Nevertheless, it was a mistake I could’ve avoided – but I didn’t let it discourage me. Sure, I had to redesign and reprint of a bunch of cards, BUT it didn’t mean I had failed as an entrepreneur. I still make mistakes today – they happen alllllll the f*cking time, but you learn … boy do you learn!

Your cards are cheeky and sassy, but the name of your business is on the sweeter side – Buttercup Company. What was the inspiration for the name?

Once I started designing cards, I knew I needed a name. I also knew I wanted to focus on cards that would “cheer people up”. I thought about words and sayings around this concept and “Cheer up, Buttercup!” stood out to me. So I decided to go with Buttercup Company, aka Buttercup Co. I felt it had a nice ring to it.

I eventually came to a fork in the road and my designs were becoming more honest and unrefined, and I contemplated re-branding and changing the name entirely. In the end, I decided to stick with it because most of my cards are still meant to cheer people up during life’s sh*ttier moments, but also because there’s a twisted part of me that thoroughly enjoys people assuming one thing about my business and then being hit with something completely different.

This “surprise” is an authentic and accurate representation in my personal life as well. People see this petite, sweet-looking woman and then BAM, they’re shocked to find out I’m actually an smart, savvy, bad*ss entrepreneur with a wickedly witty sense of humour.

So there you have it folks, assuming DOES make an a** out of you and me (but mostly you, in this case).

Where do you find the inspiration for your cards?

My day-to-day life, unsurprisingly. Sh*tty stuff happens to me whether I like it or not, ya know? So I figure I may as well make the best of it (as soon as I’m done with crying, while simultaneously eating an entire loaf of bread, of course! I’m human after all).

Also, my friends. I have SOOOOOO many friends. I’m kidding, I have like 2.5 (* 0.5 because the one can be flaky sometimes) but they go through their own struggles and challenges too … and why not make money off that, right? That’s what friendships are for.

Any fun new cards in the works?

Absolutely – I’m working on coming up with a few designs referencing divorce, retirement, loss, therapy, etc. I’m also hoping to design a small collection in French. I’ve been meaning to do it for a while – but I’ve been kind of hesitant because foul language doesn’t translate as well in French (most of it being linked to religion). On top of that, I’m actually working on expanding my offerings product-wise. I’m working on designing wine-labels, gift tags and a few other fun goodies. Definitely exciting things to look forward to!

Do you do any other creative writing in your free time?

Some but nothing consistent, really. I have a full-time job, so most of my spare time is dedicated to my business or spending time with my 2.5 friends. I used to blog – which was really fun, but I haven’t been able to keep up with it. I mean, I guess I could if I really wanted to, but I would have to sacrifice time from my social / personal life … which is crucial for generating inspiration to create suuuuuper brilliant cards.

You sell your products online as well as in local Ottawa and Toronto stores. Any plans for expansion?

I definitely would like to expand to retail stores across the country, eventually. I’ve also been able to sell in over 26 states (including Hawaii and Alaska) through my Etsy Shop, which is still mind-blowing to me, but yeah – I definitely have future plans for growing my very own Greeting Card Empire!

Favourite local coffee shop?

OOOOO. Great question! I love, love, LOVEEEEEE coffee! I stop by the same Starbucks every morning, on my way to work. They usually have my order ready for me as soon as they see me walk through the door (and no, I don’t order using the app beforehand). So I guess you could say I’ve officially reached a certain level of stardom. I mean, when your favourite baristas know you on a first name basis, you’ve basically made it, right?!

That being said, if I need a cool spot to hang out and work / brainstorm, I really like Arlington Five.

What is your favourite thing to do in Ottawa?

Over the summer, I joined a co-ed softball team for the first time ever ANNNNND I signed up for Ukulele Lessons at Alcorn Music Studios ... but if I had to pick my FAVOURITE thing to do in Ottawa, I would have to say brunch. Hands down. I know it sounds super cliché, but I love it!

I even have my own bad*ss brunch squad, aptly-named “The Brunch Babes”. We have jackets and everything, so you know that sh*t is legit!