Joy Studio allows you transform your favorite photos in cards for all occasions.

Courtesy of Joy Studio

Finding the perfect card for a special person or occasion can be overwhelming in an aisle packed with cards that are colorful and familiar, but never quite hit the mark. With Mother’s Day just around the corner, Joy, the company that brings beautiful design and technology together to simplify planning life’s most memorable events, has launched a new AI-powered tool, making personalizing cards for any special moment or person in your life a breeze.

The company’s new Joy Studio, aims to shake up and unlock new possibilities for the future of greeting cards. The company’s personalized card studio is also a unique addition to its current offerings, in that it was developed by a female-led product team. Forbes Women caught up with a few of the team via an email interview to learn more. Joy Studio’s unique AI capabilities turn personal photos and custom messages into digital cards, printed cards, and keepsakes for Mother’s Day and almost every occasion people used to cover with a grocery-store card.

“The most meaningful AI will not always look like a dashboard. Sometimes it will look like a card your mom keeps on the fridge,” said Amy Hagelin, the Product Lead on Joy Studio. With a wife and mother to his two children, Joy’s Co-founder and CEO Vishal Joshi, was especially excited to unveil the new studio in advance of Mother’s Day. “We design for the moments people hold onto, and no one taught us that better than Mom. Joy Studio is our way of saying thank you,” he said.

According to Marinda Martin, the Art Director for Joy Studio, Mother’s Day was the perfect moment for the company to bring Joy Studio to its vast number of users. “Mother’s Day is the perfect example because no two mothers are the same, yet the card aisle asks everyone to choose from the same handful of messages,” she said. “I wanted to change that this Mother’s Day for my mom.”

Joy is focused on making card personalization a fun, creative, and simple process that takes only minutes from creation to ordering, while allowing users to integrate their own photos, memories, and relationships. “A greeting card is supposed to be one of the most personal things people buy, yet it usually comes from a mass-produced wall. Joy Studio reframes that moment,” Vishal continued.

The greeting card aisle is a staple in retail stores and still considered a ritual by many consumers. Joy, which has raised a total of $110M in funding and estimates 55M annual users, believes it is well-positioned to disrupt this $7 Billion greeting card market. According to the Greeting Card Association, Americans continue to buy about 6.5B greeting cards each year, and Mother’s Day was found to generate an estimated 113M cards sold.

While the company’s new card studio is just in time for Mother’s Day, it will also enable users to create and personalize cards for every event or special moment. “We built Joy Studio for Mother’s Day, Birthdays, Anniversaries, Valentine’s Day, Thank-You notes, Dinner Parties, Graduations and the thousands of moments when people want to say something real,” Joy’s Marketing Director Margaret Miles Gantley shared.

The tradition of card giving will remain strong in the future, but the shift won’t be what most people assume, according to Pat Smith, Principal Product Designer at Joy. “The future of the category is not paper versus digital. It is generic versus personal. That was my inspiration for designing Joy Studio,” she said.

Joy believes a future that is less about finding the closest message on a shelf and more about creating the one message that could only come from you.