NEW YORK — Hallmark may be America’s largest greeting card company, but for those who want a little kick in their correspondence, it’s Rocio Soler to the rescue.
This story first appeared in the November 20, 2003 issue of WWD. Subscribe Today.
Her one-year-old card line, Jolie Vie, “pretty life” in French, offers witty wordplay in style.
Her cards, which feature a cast of characters based on Soler’s real-life friends, cover a range of topics, from engagement (“Congratulations, what a lucky guy!”) to shopping (“I just love to spend…with you”). There’s even a breast augmentation get well card (“Job Well Done!”). Singer Christina Aguilera was so taken with the “Thanks for Your Support!” card, which features a clothesline adorned with dangling bras, she gave them to her summer tour crew.
“They’re for the girl who loves clothes, shopping and style,” Soler said.
Priced from $5 to $6, the cards retail at shops including Fred Segal in West Hollywood, The Hard Rock Hotel & Casino in Las Vegas and at jolievie.com.