Kendall Embrescia’s greeting cards get to the point of the sentiment -- but usually not in the traditional way. As chief creative officer and “head skootcher” at Squirt & Skootch, Embrescia produces cards that are edgy, funny, off-the-wall and well received.

The idea for Squirt & Skootch was originally conceived in 2009 by Embrescia and a friend who wanted to start a business that united their love of writing, creativity and travel. The peculiar name is based on their childhood nicknames.

“One of the universal things I found when I traveled was mail,” recalls Embrescia. “No matter where I was I would send a postcard.”

So, in fall 2009, "Squirt" and "Skootch" gave their cards a trial run at the Tremont Arts Festival. Boasting sayings like “I have a heart on for you” and other spicy sentiments, the cards were very well received.

Then Squirt moved on and Embrescia’s friend Sandy Hridel joined the team. The two hit some stationary shows and developed a full line of cards, covering categories that ranged from Love and Sex to Holiday and Encouragement. Embrescia and Hridel formally formed an LLC in fall of 2010, hired Embrescia’s niece Kendra Kwasniewski to illustrate the cards, and got a crash course in running a business.

“We started identifying places that would sell our cards, cold calling people and walking into stores to sell our cards,” says Embrescia. “I’m a really creative person and learning the business stuff was really intense.” But the hard work paid off. Today, Squirt & Skootch can be found in stores around Northeast Ohio, as well as in Pittsburgh, Chicago, New York, Los Angeles and Colorado.

The company plans on hiring a web developer and some salespeople to go after mid-sized retailers. “Growth is certainly key,” says Embrescia. “We’ve been able to be creative and build an infrastructure, but now the emphasis is on growth.”

Source: Kendall Embrescia
Writer: Karin Connelly