Emma Lewis is the owner of Rare Form and The Twentieth, both based in Chicago. Emma works to digitally restore and reinterpret 100-year-old designs to create unique greeting cards, stationery, and more. Through her work, her goal is to empower and affirm others with a brand that combines vintage images with unapologetic contemporary feminist language and over-the-top messages of affirmation.
The Twentieth is a stationery, gift, and design brand that brings historical maximalism together with 21st century wit and an unapologetic attitude. The brand brings Art Deco imagery into the 21st century with empowering language and more than a hint of sarcasm. It’s meant to raise others up with affirming messages of support combined with updated, stunning historical graphics. The team creates cards and gifts that are purposefully over-the-top in message and design because they believe that now more than ever, it is vital that we share our true feelings with our loved ones and empower ourselves through community-building.
Rare Form offers a variety of Emma’s feminist prints, greeting cards, antiques, and other gifts. There, she uses her nerdy, sarcastic sense of humor to create digital collages that combine vintage photographs of women with empowering, contemporary feminist language.
Here, Michelle and Emma dive into Emma’s brands and how she juggles two successful businesses while also managing a busy family. Emma shares how her academic background in the arts shaped her career and how she broke into wholesaling without any prior experience. Emma also talks about her decision to open a retail store, all about how she set up her space, where Emma sources new ideas and inspiration, and more.
What’s Inside:
How Emma transitioned from an academic career in art to owning two successful brands
How Emma opened up her brick-and-mortar retail store
Where Emma discovers new ideas
