My name is Ruth and I’m the creative force behind XOXO.
I create a collection of colourful goods, including but not limited to: greeting cards, motivational prints, enamel pins and patches and patterned stationery. I am always dreaming up new ideas, so it’s always growing.
I graduated from Duncan of Jordanstone in 2011, it was then that I started designing my cards to sell. When I opened my Etsy shop in 2012, my business began to develop!
Why do I do what I do? I want people to smile and celebrate small wins in life when they see my designs. The colours I use and the phrases I choose are intended to celebrate life’s moments, big or small.
My designs are created by hand on my iPad using my Apple Pencil and finished using software on my computer. I like the hand lettering element and I like to keep that not so perfect look, (just like real life!) in my work.
I take inspiration from colour, pattern, space and typography and social media. I’m inspired by other creatives out there doing amazing things!
Sustainability is a hot topic in business and XOXO is no exception. I believe in running a sustainable small business, I’m constantly updating my packaging and products but it’s important to me that what I create is beautiful but does not come at the expense of the planet. My products and packaging are recyclable. I’m striving to stop using single-use plastic altogether.
I became a Not on the High Street Partner in 2016 which was a big achievement for my little business, XOXO on a site that boasts 3 million monthly customers. My ‘You’re My Favourite’ and ‘You’re My Lobster’ pins have been recently featured on Buzzfeed.
As well as online, my products are available on shelves in a bunch of independent shops around the UK. I still pinch myself when I see them on the shelves. I have exhibited at Top Drawer 2020 and Harrogate Home & Gift 2022.
Want to chat?