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Founded in January 2013 by writer and illustrator Emily McDowell, we make products that speak to the human condition with honesty, humor, and heart. Our cards are designed for the relationships we really have, and our mission is to help people connect when they’re not sure what to say. Emily was inspired to start writing cards because she had a hard time finding cards in stores that reflected her life and the kinds of relationships she had, and she saw an opportunity to help people to connect in a more honest way. (The very first card in this line was a Valentine for the person you’re kinda ambiguously dating, which went viral and inspired everything you see here.)

We’re perhaps best-known for our Empathy Cards, designed for people going through life’s hardest times: major illness, loss, and grief; and inspired by Emily’s experience with cancer in her 20s. In our culture, most of us don’t learn how to talk about illness and death. Emily was struck by how lonely and isolated she felt when people disappeared because they didn’t know what to say when she was sick – and traditional “get well” card messages weren’t terribly helpful. With Empathy Cards, we wanted to create something that helped people going through a hard time feel seen and heard, and which also helped friends and family to find the authentic words of support they struggled to come up with on their own.

We love the process of identifying universal truths about being human, and of finding new ways to express those truths that people haven’t heard before. We believe that people are an endless source of inspiration, and we find it creepily satisfying whenever a customer asks if we've been reading their diary, because it means we're doing something right.

In January of 2018, we joined forces with fellow Southern California-based, woman-owned company Knock Knock to become the Who’s There Group: two kick-ass brands under the same roof, united by one very high-maintenance espresso machine.

In 2019, we officially changed our name from Emily McDowell Studio to Emily McDowell & Friends, and in 2021, we shortened it to Em & Friends. Today, our products are created by different authors and artists alongside Emily, by both an in-house team and through partnerships with “Friends,” such as Elizabeth Gilbert and Lisa Congdon. Emily serves as our creative director.

You can find our products online (but duh, you probably knew that), as well as in nearly 2,000 retailers worldwide.