Jessica May Walker
In this digital age, it’s surprising to find greeting card aisles at every grocery store, drugstore, and big box retailer in the U.S. Despite the fact that mom-and-pop gift and card shops struggled during the pandemics, the market is now on the rise and expected to reach 13.4 million by 2027. Cards tied to specific events surged as people craved connection and authentic messaging while social distancing, a clear indicator that digital can’t replace everything, especially when it comes to matters of the heart.
It was 2017 when Jessica May Walker started a part time job in a NYC gift store. She didn’t know it would change her life. It was close to her apartment, which allowed her to be close her husband Tommy, who was recently diagnosed with stage three esophageal carcinoma, a rare diagnosis that has a 5% survival chance. Jessica, then 26, fell in love with paper cards but noticed that most get-well greetings were very serious and didn’t speak to a younger audience. That void sparked an idea.“I wanted to design funny, almost irreverent cancer cards because Tommy was very funny, and we used dark humor and laughter to get through challenging times,” she said.
Jessica didn’t have an art background and knew nothing about starting a business. The newlyweds were already drowning in medical debt so it didn’t appear like she had enough money. She was determined to help others express their love and support when their words failed. “When someone is going through a tough time, it’s difficult to know the right thing to say. It’s not uncommon for people to say nothing because of this. A tasteful joke on a card can transition into a meaningful conversation.”
Many businesses are born out of a need to solve a problem or fill a market gap. Jessica “googled her heart out” and learned graphic design online using an iPad. Her Etsy shop was launched with $150. This allowed her to buy small quantities of ink, cardstock, and envelopes as well as shipping materials. Five of the five initial designs were printed by her home printer. One card had an illustration of gold stars with the caption, “Unfortunately for cancer, you’re a rockstar.” Another featured a pink bra and read, “Cancer messed with the wrong boobs.”
Five Dot Postcards
The newlywed, who up until this point had been working actors, had no idea that her part-time passion project intended to offset the couple’s financial burden would turn into a full-fledged, prosperous business. Her Etsy shop had exploded within a month. “As sales began to snowball, I enjoyed the behind-the-scenes of building a business, strategizing, and KPIs, concepts I knew nothing about before starting my company.” She also joined a business mastermind, and in six months, she was able to quit her job at the gift shop to focus on her growing business.
In 2019, their card sales had been enough to support their family. Jessica was able to run her own business, which allowed her to be at home with Tommy. When she decided on the name of her eCommerce website, she drew inspiration form him. “When Tommy had to get five tattoo dots on his chest for his first radiation procedure, I decided to get five tattoo dots on my arm. It was a daily reminder that while he was the one in treatment, this was our fight,” she said. Five Dot Post’s purpose was clear to her: to keep people connected to each other during the good, bad, and messy moments of life.
In a sea of 2.1 million sellers vying for the attention of 40 million buyers on Etsy, how did Jessica’s business defy the norm? It’s a quick learn and an experience-based learning process that Jessica attributes to her success. Jessica also waited until her business had enough sales to scale it up. And she’s scrappy. “I had no funding or support other than a small first run of the medical planner I designed, which my mom paid for.”
Her instincts paid off. People still treasure handwritten cards. They will spend time and money to choose the best message, especially for those they love who are going through hardship.
She lost her husband to cancer in 2021 on Thanksgiving. While Jessica was grieving, the team that she brought to work processed and shipped orders. People from all walks of life offered their support, including family members, friends, and strangers. The Today Show took interest in Five Dot Post after a video of Tommy’s surprise vow renewal for Jessica went viral on social media. “I love that people who liked and shared the video connect with not only my brand but also my story and Tommy’s heart.” Serial entrepreneur, CEO and founder of The Pink Ceiling Cindy Eckart dedicated her annual Pink Box to Five Dot Post, getting the company into the hands of dozens of celebrities and public figures.
Tommy and Jessica
Today, over 350 designs are available for graduations, holidays, birthdays, and cancer cards. The cards are available at over 200 retail stores and hospitals in the U.S. and Canada. She is focusing on growing wholesale and working with a distributor to service 13 Asian markets.
While her business journey has been bittersweet, Jessica is motivated daily by the ability to carry out Tommy’s legacy. “I am most inspired when people purchase my cards about beating cancer and being cancer-free. I feel like I’m spreading a bit of Tommy’s light with every order.”