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Affirmations are designer’s legacy

Publisher Thirty Mussels’ poignant link to Breast Cancer Awareness Month


Connecting people through cards was the aim when publisher Thirty Mussels was set up and that’s become more important for the brand since co-founder Emily Thomas’ recent death from breast cancer.

Passionate about the use of words and language and how they can make people feel, Emily’s final designs have been made into a range of positive affirmation cards, including some for people going through treatment for the same disease – particularly poignant with Breast Cancer Awareness Month starting on 1 October.

Above: Designer Emily Thomas with the family she’s left behind
Above: Designer Emily Thomas with the family she’s left behind

“She took great comfort in positive affirmations,” Emily’s husband Lee told PG Buzz, “and reminded herself of these daily, she was recently working on positive affirmation cards so we wanted to continue her great work.

“The breast cancer cards will be sold on the existing platforms but we’d love to have new stockists for these too. They’re so new we’re working on driving them forwards and seeing if a percentage can go towards a charity.”

Above: The last designs from Emily will help breast cancer awareness
Above: The last designs from Emily will help breast cancer awareness

Based in Wales, Lee and Emily co-founded publisher Top 3 Inches with the Cards(hit) brand of rude humour designs, then brought out Thirty Mussels in 2019 as its sillier sister to broaden their output, eventually developing the range to create funny cards for every occasion, with designs currently available on Amazon and Thortful, as well as through Scribbler.

Having spent the past few months since Emily’s death in April developing her final range, Lee added: “We pride ourselves on the high quality of our products and great customer service, as well as our unique and beautiful designs.

“We’re passionate about connecting people through cards and portraying fun and thoughtful sentiment at any time of year. As well as Emily’s latest range we also have a huge array of cheeky cards and are always creating new designs and following current trends.”

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