pick one answer. say it plainly, the way you'd say it to her face. name the actual moment. finish with what it meant to you.
no need to be poetic. three honest sentences beat a page of nice words.
never forget. always mean it.
her birthday's next week. you're sorted.
we remember every date that matters, so you don't have to. the right card is already in the drawer. a week out, you get a reminder with a few questions about her and your year, so what you write is real, and it's yours. no lines to copy. you just never get caught out.
- never forget a date
- never stare at a blank card
- always in your own words
her birthday's next sunday.
pull out card 3, the wombat, labelled 14 mar. before you write it, have a think:
- what's one thing she did this year that made your life easier, that you never actually thanked her for?
- when did you last see her properly laugh? what set her off?
- what's she working towards right now that you're proud of her for?
pick one answer. say it plainly. write it in your own hand.
an example reminder. yours carry your dates.
how it works
we do the remembering. you do the bit that counts.
1
tell us your dates
her birthday, your anniversary, and the kids if you've got them. takes about two minutes, and you only do it once a year.
2
get the year's cards, sorted and labelled
one pack. every card labelled with the occasion and its date, in the order you'll need them, with envelopes. it goes in a drawer and waits.
3
a week out, a reminder and a few questions.
about a week before each date, a free email: which card to pull out, and a few questions about her and your year to help you work out what you want to say. you write it, in your own words and your own handwriting. on the day, an optional nudge if you want to post a photo too.
the bit you'd freeze on
you already know what to say. we help you find it.
no ready-made lines. a line you copied isn't yours, and she'd know. instead, every reminder asks you a few specific questions about her and your year. one honest answer is a whole card.
a week out: a few questions
her birthday, for example
- what's one thing she did this year that made your life easier, that you never thanked her for?thanks
- when did you last see her properly laugh, the can't-breathe kind? what set her off?her
- what's something she's working towards that you're proud of her for, even if you haven't said it?proud
- what's something about her you like more now than when you met?now
then: turn it into a card
in every reminder
on the day: if you want to post, pick a photo that means something and write one true sentence from your answers. we don't write captions. turn it off any time.
isn't it just cards?
yes, you still write it. that's the point.
a card in your handwriting counts. one written by a website doesn't. so we don't write it, and we don't hand you lines to copy. we make sure the card is there, on time, with the date on it, and a week out we ask you a few questions about her, so you're not staring at a blank card the night before. the words are yours. we just help you find them.
a card you actually mean beats something you panic-bought at the servo.
the cards
the bit she actually keeps.
good paper, two inks, a small aussie critter, a line or two of dry humour, and plenty of room for you to write. the kind of card she keeps, not the kind you grab at the servo next to the ice.
a few favourites from each occasion. every occasion comes in five styles: funny, heartfelt, cheeky, minimal and classic. pick a vibe, or we'll mix it up.
in every pack
- her birthdayher date
- your anniversaryyour date
- valentine's day14 feb
- christmas25 dec
- 2 × "i stuffed up"no date. you'll know when.
- 5 × tuck-ins, freewindscreen, lunchbox, pillow
add the kids
- mother's day, from you9 may 2027
- mother's day, from each kid9 may 2027
- mum's birthday, from each kidher date
- christmas to mum, from each kid25 dec
- colour-in or write-your-ownyou pick per kid
- to mum or to step-mumyou pick per kid
the bit nobody else does
cards from the kids to mum. sorted.
every kid gets their own mother's day, mum's birthday and christmas card, pitched at how old they are. colour-in for the little ones. write-your-own prompts for bigger kids, like "my mum is the best because..."
a week out, you get the email, with a few ideas for what they can write. you hand them a pen. mum gets three cards a year from each of them, and you get quiet credit for organising it.
blended family? pick "step-mum" for any kid and their cards are written for her instead, like "you didn't have to, but you did" on mother's day. or add step-mum cards on their own for $6 each.
add the kids
real cards from the kids' range. colour-in, write-your-own, or just a good card.
you didn't have to, but you did. happy mother's daya kangaroo and joeyartwork coming soon
happy birthday to the one who chose ustwo fairy-wrensartwork coming soon
the step-mum cards. artwork coming soon.
for the other days
two "i stuffed up" cards in every pack.
one clean. one that says what you actually mean (there's a ruder version. you know the one). nobody plans to need them, which is exactly why they're in there.
prefer two clean ones? pick that when you build your pack.
why not just a box of cards?
because a box of cards still needs you to remember.
| righto | a typical card box | |
|---|---|---|
| cards labelled with your actual dates | every card | generic occasion cards |
| sorted in the order you'll need them | yes | a pile in a box |
| a reminder a week before each date | free, every date | often not offered, or a paid extra |
| prompts to help you write it yourself | free, in every reminder | varies |
| cards from the kids to mum | colour-in or write-your-own | rarely |
| step-mum cards | pick per kid, or add on | rarely |
| a mother's day card from you | in every kids pack | sometimes |
| apology cards | two, clean or not | maybe a spare |
| shipping | free in australia | varies |
based on the card boxes and card clubs we could find for sale in australia in october 2026.
pricing
one price for the year. shipping's in it.
the couple pack works out at about $1.33 a week, shipping included. no subscriptions, no surprise charges.
couple
$69
6 cards · $11.50 a card
- her birthday
- anniversary
- valentine's
- christmas
- 2 × "i stuffed up"
+1 kid
$89
10 cards · $8.90 a card
- everything in couple
- mother's day from you
- 3 cards from the kid to mum or step-mum
your dates on every labela reminder a week outquestions to help you write it yourselfenvelopesstorage boxfree shipping in australia
add-ons from $6: her mum's birthday and mother's day ($14), a card from you for each kid's birthday ($7), international women's day ($7), a milestone card ($9), an extra apology card ($6), step-mum cards ($6 each). prices in AUD.
questions
the fine print, in plain english.
isn't it just cards? i still have to write them.
yep. that's the point. a card in your own handwriting counts for more than anything we could write for you, so we don't, and we don't give you lines to copy either. what we fix is the bit that usually goes wrong: we remember the date, the right card's already in the drawer with the date on it, and a week out we ask you a few questions about her and your year. what made you laugh, what she carried, what you never thanked her for. one honest answer is a whole card. you still write it. it just ends up sounding like you, not a servo card.
when will my pack arrive?
pre-orders close on 12 january 2027. every pack is posted by 31 january 2027 with australia post tracking, and your first reminder goes out on 7 february, a week before valentine's day.
what if one of my dates comes up before the pack arrives?
we post that one card on its own straight away, at no extra cost. your pack then covers the next twelve months of dates from the day it's posted, so nothing gets skipped.
what do the reminders look like?
a short email about a week before each date: whose day it is, which card to pull out, and 3 or 4 questions about her and the year to help you work out what to write, plus a few tips on turning an answer into a card. then, on the morning of birthdays, your anniversary, valentine's, mother's day and christmas, an optional nudge in case you want to post a photo. we don't write captions, and we don't try to sell you flowers. you can turn either one off any time.
do i have to post something on social media?
no. the same-day email is just a nudge, in case you want to post a photo and say something true about her. if you don't post, ignore it or switch it off. the card still counts.
can i choose the designs?
pick a vibe for the pack: funny, heartfelt, cheeky, minimal, classic, or a mix. we choose the cards within it. kids' cards are chosen per kid: colour-in, write-your-own, or a regular card.
do you do step-parent cards?
yes, for step-mums. when you add the kids, choose "mum" or "step-mum" for each one, and that kid's mother's day, birthday and christmas cards are written for her, at no extra cost. you can also add step-mum cards on their own for $6 each: a kangaroo and joey that says "you didn't have to, but you did. happy mother's day", and two fairy-wrens that say "happy birthday to the one who chose us". no step-dad cards yet.
how rude is the rude apology card?
it says "i f*cked up", spelt out in full, under a swooping magpie. if that's not your style, pick two clean ones when you build your pack.
can i buy it as a gift?
yes. a lot of these get bought by partners and mums. tick "it's a gift" and either put in the dates or let him fill them in. there's a printable gift note to hand over on the day.
does it include a gift?
no. the cards, the reminders and the questions to help you write them. a last-minute present is easy. a forgotten date is obvious. we fix the bit that gets noticed.
what happens after a year?
we email you a month before your pack runs out to check your dates and ask if you want another one. nothing renews automatically in your first year.
what if we break up?
sorry to hear it. if your pack hasn't been posted, email us for a full refund. after that, our terms cover your options. the apology cards may still come in handy.
what do you do with our dates and the kids' names?
we use them to make your pack and send your reminders. that's it. we never sell or share them for marketing. details in our privacy policy.
do you post overseas?
not yet. australia only for now.
not ready yet?
get on the list.
one email when the cards are ready to see, and one before pre-orders close on 12 jan. that's it. while you're here, tell us which cards you'd actually send.