This is Phoebe. Let’s pretend it’s the morning of Phoebe’s birthday. She’s sitting in front of her cake (giant, chocolate, served with fresh strawberries and a scoop of ice-cream) and she’s about to make her birthday wish. It’s not a huge wish this year — she just wants to make a difference in the world, change and save lives, help the environment, and make her children proud. Lucky Phoebe co-owns Feel Good Ink.

Phoebe’s determination to disrupt Australia’s $1 billion greeting card industry was sparked shortly after returning home from hospital with her new baby — and 5,000,000,000 “It’s a Girl!” cards. It got her thinking. Was she supposed to keep every single card through Poppy’s long, happy life? Would her family need to move into a six-bedroom home simply for the storage? Most importantly, what if the money spent on each and every greeting card went towards helping those in need, instead? This was a value she wanted to instil in her daughter. Kindness, not consumption.

So, along with Josh and Parrish, Phoebe set out to change the narrative. And hopefully, the world. By encouraging people to modernise this outdated tradition, she’s striving to create a better world for her children and grandchildren — one that’s based on compassion, generosity and being nice to one another.

This is Parrish. And she brings a lot of great things to the Feel Good Ink party. For starters, she’s a smart cookie, having worked hard for the past 20 years in marketing, finance and operational roles, while dipping her toe in philanthropy and corporate giving. She’s a mum of three girls (and one rather large Black Russian Terrier) that’s seen a few kids’ birthdays in her time. And, she’s got an unstoppable desire to help us all make a charitable difference through the basic transactions we make every day. She also loves a lemon tart, so if you’re lucky, she might bring that to the party, too.

Like most of us, Parrish mindlessly purchased cards for birthdays here and weddings there, totalling a cheeky 50+ greeting cards every year. We’d tell you how much money that is, but we don’t think you want to know. At the same time, Parrish was attempting to teach her three girls (and that rather large Black Russian Terrier) how to be more accountable for their impact and create a more sustainable future. It was a bit of a contradiction, but nevertheless, good timing: Feel Good Ink was just around the corner.

These days, Parrish hopes Feel Good Ink will give Australians (aka, The Best Celebrators in the World) a chance to be more charitable, without trying very hard. She wants to help all of us truly feel good about giving and celebrating in today’s modern world.

This is Josh. Josh didn’t set out to start a greeting card company, but whilst travelling in Australia and overseas he was taken aback with the growing disparity between the rich and poor. Witnessing the environmental impact of our overconsumption, and watching sick people struggle with no help, he was driven to make a change.

It got Josh thinking: what if he gave people an opportunity to connect with family and friends, and help those in need? What if he educated people that they could spend their hard-earned money on better things than another birthday card that’ll end up in the junk drawer? What if he could take life’s best moments, and turn them into a platform for change?

He joined forces with Phoebe and Parrish, and did exactly that. Feel Good Ink was born, with a dream to help as many worthy causes as possible, and one big wish: to make the wishes of those less fortunate come true.