‘Behind The Designs’ with Postmark

To begin, we’re delighted to shine the spotlight on Sanders De Roeper, the creative studio founded by Husband-and-wife design duo Tim Sanders and Hatty De Roeper. Known for their playful, uplifting designs, their work is all about connection, joy and bringing people together — exactly what great cards are all about.

Full of warmth and personality, their designs are a much-loved part of the Postmark collection.

Can you tell us a bit about your design process – do you plan ideas carefully, or are you more spontaneous?

We usually begin with either Hatty sketching a character or visualising a thought, or with a line of copy that feels humorous or inspiring. Everything we make is rooted in being upbeat and human-centred; if we’re not enjoying it or it doesn’t make us laugh, it’s quickly binned and we move on.

We start hundreds of ideas, and only a few make the cut to be developed further. That’s when we really lean into each other’s strengths, passing the design back and forth, refining and reshaping it until it lands somewhere we’re genuinely excited by.

Do you have a favourite card or range you’ve created? What makes it special
to you?

We are incredibly proud of our affirmation cards range. It was one of the very first card collections we created, launching at Top Drawer in 2025. Designed as a fresh take on affirmations, the range balances playful, naïve expression with meaningful intent, and has resonated with both children and adults alike.

At its heart, the collection is about planting small seeds of positivity, helping people grow and navigate big feelings. It marked the beginning of something special for us, and while our aesthetic continues to evolve, the core message behind everything we do at Sanders de Roeper remains the same.

How did you first find your way into the greeting card industry?

We both spent 15 years in design industry backgrounds, first meeting while studying at Kingston art school. Tim went on to work as a freelance graphic designer, honing his craft at industry-leading studios and agencies, while Hatty did an MA at the Royal College of Art then worked in the
fashion industry.

What inspired you to start your own card business?

There was always something missing from our careers. On paper, they were successful, but we both felt a need for greater meaning. As neurodivergent creatives, we didn’t always find that the industry reflected how to get the best from us as artists. We were striving for more creative expression, more flexibility, and the opportunity to build a world shaped by our own beliefs and aesthetic.

Greetings cards felt like a fast, exciting way to express lots of ideas. It’s a format that allows us to work instinctively and do things our own way, taking inspiration from all aspects of life, from fashion, music, mental health, family, friends, culture… laughter!

 What’s been the biggest challenge of running your own
creative business?

Finding enough time for the design process has been one of our biggest challenges over the past 6–12 months. With a three-year-old son and a four-year-old daughter, balancing family life alongside a growing brand hasn’t always been easy. As the business has grown, so too has the
administrative work and the time spent packing orders.

Moving our card ranges into fulfilment in 2026 has been a huge relief. We spent many evenings in 2025 packing cards in front of the television, so creating more space for the creative process feels incredibly exciting. We’re really looking forward to developing our ranges further and showing people what we’re truly capable of… watch this space, haha.

What’s been the most rewarding part of owning your own business? 

The most rewarding part of owning our own business is knowing that we’re working so hard because we absolutely love it. We’re steering the ship, and can take Sanders de Roeper wherever we choose. There is something incredibly inspiring about being able to make decisions, and continue to learn new things every day. Waking up knowing we are in control of the brand’s direction is incredibly liberating. We have so many big ideas and it’s been an absolute dream to see that others believe in what we’re doing, too.

Finally, what advice would you give to someone hoping to get into the greeting card or stationery world?

Do your own thing. Try not to measure yourself against how other publishers run their businesses, trust your instincts instead. There are so many talented people in this industry, and that’s exactly the point: there’s room for countless styles, ideas, and ways of working. By focusing on your own path, you don’t just build something unique… you learn so much about yourself,
which is an incredible thing in itself. YOLO :)

Bonus question: When an idea pops into your head, you usually…

It goes straight into iPhone Notes, haha. Sometimes the ideas are brilliant, and sometimes, on reflection, they’re absolute rubbish!