Mawkish Tidings is an independent correspondence imprint creating literary greeting cards for relationships that matter.
Some are endings.
Some are evolutions.
Some are celebrations.
All of them deserve language that feels specific.
Before Mawkish Tidings, there was a key.
I once gave someone a necklace —
the key to my heart.
When things ended, I tried to take it back.
I couldn’t.
That moment became the first symbol of this brand.
These cards are for the feelings that linger long after the door closes.
These cards are designed for moments that don’t fit neatly into an aisle.
For transitions, milestones, reconciliations, gratitude, rupture, and return.
For birthdays and anniversaries that carry history.
For holidays that feel different this year.
Mawkish Tidings favors precision over cliché, restraint over sentimentality, and emotional honesty over performance.
Founded in 2025, the imprint is rooted in lived experience and a respect for the complexity of human connection.
Bio
Linda Hearn is the founder and creative director of Mawkish Tidings, an independent greeting card company based in Boston, Massachusetts. After more than 20 years working in the coffee industry, she created Mawkish Tidings following a series of personal transitions, including the end of a long-term relationship that had defined much of her adult life. While navigating divorce, co-parenting, and emotional redefinition, she discovered how few greeting cards existed to acknowledge relationships that remain meaningful even after they change form. Simply, she couldn’t find a card that said what she actually meant. Her work is informed by lived experience, emotional observation, and a deep respect for the complexity of human connection. In addition to her work as a founder, Linda is a photographer, writer, and lifelong creative whose practice explores memory, endurance, and emotional truth. Through Mawkish Tidings, she creates objects that give language to experiences people often carry silently.
If you’re looking for a card that says what people usually leave unsaid, you’ll find them here.