In Conversation with Jordan Carruthers, Founder of Hood Greetings.
October is Black History Month in the UK — a time to reflect, recognise and celebrate the contributions of Black individuals and communities across all sectors. At the GCA, we’re proud to spotlight the creativity and entrepreneurial spirit of our Black-owned member businesses.
This Q&A series was launched by Sarah-Jane Porter, who now heads up the GCA Council Diversity & Inclusion Sub-committee, and continues to champion representation and inclusion across the industry.
What’s the name of your company?
Hood Greetings
When was the company first set up?
2018
Where is your business based?
Birmingham
Can you share a little about your background and who you are?
I’m Jordan, founder of Hood Greetings. I was born and raised in Derby and moved to the West Midlands to start my career in engineering.
The idea of Hood Greetings came to me in 2017 when I realised that there weren’t any cards that represented what I’d actually buy for myself on the shelves. I made my first cards that Christmas and never looked back!
What first drew you into the world of greeting cards?
Honestly, it started with frustration. I’d go into card shops and never see anything that spoke to me or my friends. Cards are meant to feel personal, but they didn’t reflect the culture I grew up in. I thought, if no one else is going to make them, why not me? That gap became the starting point for Hood Greetings.
What challenges have you faced on your journey so far, and how did you overcome them?
The biggest challenge has been building a business that’s both creative and scalable. Transitioning to print-on-demand was challenging – it meant rebuilding our operations while ensuring quality remained high. But pushing through that gave us the foundation to expand, especially into international markets like the US and Canada. Every challenge so far has forced me to level up and think bigger.
Looking back, what moment in your career has made you feel most proud?
Seeing Hood Greetings stocked in stores and knowing people are actually picking our cards off the shelves still hits different. But I’d say the proudest moment was seeing our work acknowledged by big celebrities and companies such as Yxng Bane, Dua Lipa, Maya Jama, Chip, Wingstop and Netflix.
Where do you look for inspiration when creating new card designs?
The culture, always. Everyday conversations, music, family gatherings, memes – those moments when you laugh and say, “That’s so us.” I try to catch those and turn them into designs. Inspiration doesn’t come from some far-off place; it’s already around us.
What’s the most memorable card you’ve ever received?
Probably when I quit my engineering job to go full-time on Hood Greetings, and my colleagues got me one of my own cards as a leaving card – it was a nice touch!
Do you have a personal favourite card you’ve designed? What makes it so special to you?
One of my favourites is the “Birthday Bossman” card. I think it just sums up Black British culture so well. Everyone has a local bossman, and we all had these chicken shops that served up 6 wings for £1 in the same box. It’s a shared experience that so many can relate to.
Who or what has had the greatest influence on your creative process?
Black British culture. From the slang to the music to the way we celebrate each other – it’s the source. I’ve always wanted to showcase it in a way that feels elevated and premium.
What excites you most about your work and the business you’ve built?
The fact that we’re putting something into the world that hasn’t existed before. We’re showing people that greeting cards don’t have to be generic – they can be cultural, funny, and still high quality. What excites me is knowing that every card sold is a personal moment shared between people.
What’s next for Hood Greetings?
Expansion. We’re growing beyond cards into gifts and lifestyle products that carry the same cultural energy. We’re also working on local production in the US and Canada to serve customers faster and more sustainably. The bigger vision is to turn Hood Greetings into the go-to brand for culturally relevant gifting.
Thank you to Jordan for sharing his story and creative journey with us. Check out their amazing designs on the Hood Greetings website.
Stay tuned throughout as we spotlight more incredible GCA member businesses and celebrate creativity during Black History Month.
