What started as a New Year’s Eve joke became one of Dubai’s most refreshingly creative new businesses: NOTED. Founded by Evelina Alvardo and Katie Illingworth, NOTED. was born out of the lack of funny, well-designed greeting cards in the city. “Everything was either cringe, overpriced or covered in glitter nobody asked for,” they laugh. “So, we decided to fix it ourselves.”
Locally made, sustainably printed and delivered the next day, NOTED. has brought new life to the lost art of card-giving. Each card captures humour, relatable quirks and a cultural mix, designed to make people chuckle.
“Fashion taught us how to make things look good. Psychology taught us how to make things mean something,” says Evelina. “NOTED. lives right at that intersection.” Both founders credit the UAE’s creative community for shaping the brand’s tone, witty, honest and as diverse as the people who send their cards.
Creators are given complete freedom to bring their own humour and perspective, with one rule: nothing offensive, just clever, original ideas that reflect Dubai’s vibrant spirit. “Everyone finds different things funny,” Katie adds. “That’s kind of the point.”
Sustainability was a priority from day one. NOTED. prints on demand to reduce waste, uses eco-friendly packaging and works exclusively with local talent. “We wanted to prove that being sustainable doesn’t have to mean being boring,” they explain. “You can care about the planet and still have a sense of humour.”
Looking ahead, the duo hopes to collaborate with artists like Clare Napper or creative spaces such as Alserkal Avenue, while also working with universities to showcase emerging talent.
And if they were to send a meaningful message to themselves, it’s probably be: “Trust your gut, even when it feels like you’re winging it. That’s usually where the magic happens.”
