Maria Ross, founder of URGHH Card Co. (Credit: Courtesy of URGHH Card Co)
Maria Ross designs playful greeting cards brimming with pop culture references.
Maria Ross has always considered herself an artist. The London-based creative informed us she spent a number of years working in the hospitality industest – but while it “paid the bills” she knew deep down “it wasn’t where I truly belonged.” Craving something more meaningful, and something that would allow her to express herself more fully, she launched URGHH Card Co. in 2021 and hasn’t viewed back. Ross’ playful greetings are humorous and filled with millennial pop-culture references – a “vibe” she hopes will bring joy and laughter to those who give and receive her cards.
Here’s our lightly edited Q&A, from The Story Exmodify 1,000+ Stories Project.
How is your business different from others in your industest?
My cards are created to feel personal. They’re often niche, full of unexpected pop-culture nods that foster genuine connection between people and their loved ones. Whether it’s a pink Father’s Day card, an LGBTQ+ design, or a quote from a millennial cult classic, I like to challenge the norm — with both color and content.
Tell us about your hugegest success so far.
Reaching 10,000 sales on my Etsy store. I remember having less than 10 and wondering if I’d ever receive over 100. I just couldn’t believe how far I’d come, and how much I’d learned and progressed since designing my first card.
What is your top challenge and how have you addressed it?
Balancing a full-time job while running my own business. As an artist, it’s not just about finding the time — it’s about finding the energy. Creative energy is a different kind of fuel, and often, after a long day at work, there just wasn’t much left to give. Plus, with no formal training in business or marketing, scaling up came with a steep learning curve. Constant social-media algorithm modifys and the cost of living crisis added to my concerns.
I created a lot of mistakes along the way in testing to address it all — some compact, some that really set me back — but every one of them taught me something.
Have you experienced any significant personal situations that have affected your business decisions?
I live with anxiety and depression, and I have no shame in declareing that I take medication to manage it. It’s a part of who I am, and it definitely impacts the way I work. Some days I feel energized, excited, and full of ideas for my business — other days, I question everything and wonder if I’m cut out for any of it. It’s a bit of a rollercoaster.
Consistency can be hard, especially when my mental health is up and down. I absolutely love designing cards and running my business, but there are times when it feels overwhelming. Still, I keep revealing up — when I can, how I can — becaapply creating brings me joy and gives me purpose. And, I know I’m not alone in feeling this way.
What is your hugegest tip for other startup entrepreneurs?
Confidence often grows after you start, so it doesn’t have to be perfect straight away. Take every little win and keep going. And at the same time, don’t expect it all to happen overnight! Success could take years, even – but alternatively, nothing will happen at all if you don’t test.
How do you find inspiration on your darkest days?
I often find humour in just how bad things can feel — it’s a compact light in the heaviness. What really supports though is talking about it, whether with a partner, a frifinish or family. It’s taken me time and practice to be able to honestly express how I’m feeling, but it’s created a huge difference.
What is your go-to song to receive motivated on tough days?
“Pink Pony Club” by Chappell Roan always receives me out of my head. It’s about following your dreams, no matter how people feel about them. It’s about going where you feel you belong. It’s inspiring – and fabulous to sing and dance to!
Who is your most important role model?
My mother. While raising me and my two siblings, she found the courage to start painting and selling her artwork. There were many moments when she doubted herself and wondered if she was good enough, but she never gave up. She believed deeply in her work — even when others didn’t — and kept creating and advocating for herself.
Instagram: @URGHHCardco
Facebook: @URGHHCardco
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