When we were first planning our Postbox cards, we knew we wanted variety. So, after finding Svetlana Molodchenko for our elegant, intricate designs, we needed someone for some bright, bombastic birthday cards. Enter Lucia Gaggiotti. Seeing her work – bold, playful designs and yet still thoughtful – we immediately knew she’d be perfect for the job. Fortunately for us, she was just as keen on the idea! And we’re very happy with the result – a collection of cards for Memorable Milestones. But who better to tell you more about Lucia than Lucia herself?! So we sat down with her to talk a little about her life, and the inspiration and artistic process that went into her designs.
JL: Tell us a little about yourself.
LG: I'm a bit of an unconventional illustrator. I actually graduated in graphic design, advertising and communication, but life had a different plan for me. While working in design studios, I kept being asked to add illustrations to my projects until drawing quietly became my main language.
The real turning point came when a publisher invited me to illustrate my first children's book, How Did That Get in My Lunchbox?: The Story of Food by Chris Butterworth. The book went on to win the American Farm Bureau Foundation for Agriculture's Book of the Year Award and has been translated into more than 13 languages. That experience opened the door to many exciting opportunities.
Since then, I've illustrated children's books, book covers and packaging for food and fashion brands, bringing stories and ideas to life across a wide range of projects.
More recently, I fulfilled another dream by collaborating with Jacquie Lawson, creating animated ecards and digital greetings. It was a wonderful opportunity to see my illustrations come to life through movement and to create heartfelt moments that connect with people in a new way.
JL: How would you describe your artistic style?
LG: My style is definitely rooted in a retro aesthetic, and I owe much of that to one of my greatest mentors, Julian Roberts of Irving & Co., where I spent my first years working in his London studio.
He encouraged me, as an Italian, to look back at the extraordinary legacy of designers like Bruno Munari, Fortunato Depero, Benito Jacovitti and the many visionaries who shaped the history of Italian design.
I truly believe that, to discover your own voice, you first need to understand your roots. Knowing the people who came before you, the creative ancestors of your profession, gives you confidence and helps you find your own direction.
I immersed myself in that world, collecting books, posters and vintage ephemera. What fascinated me most was the warmth, playfulness and sense of wonder in their work, qualities that I realized belonged to my own creative voice, too.
Although my background is in graphic design and I work primarily in digital media, my illustrations are built from a personal archive of handmade marks, paper cut-outs and textures that I've been collecting for over 20 years, and that have become almost like a living archive with a soul of its own through constant use and attachment. I love blending these handcrafted elements with digital techniques to create images that feel nostalgic, tactile and unmistakably my own.
JL: What was your creative process for designing this collection?
LG: What excites me most when a client approaches me with a new project is the challenge. Every brief is like a puzzle waiting to be solved. I see myself as a bridge between a client's vision and the people it's meant to reach. My job is to find the right creative idea and let images do the talking.
When Jacquie Lawson asked me to create a collection of birthday cards celebrating every age from 1 to 100, my first thought was, “What a fantastic challenge!”. How do you create something that speaks to everyone, to children, teenagers, adults and grandparents, while making each age feel unique and worth celebrating?
I decided to use the numbers themselves as the starting point and the heart of each card, turning them into a visual narrative for every stage of life. For the younger ages, I imagined those very first discoveries, stepping into the world, learning, growing and experiencing everything for the first time, using playful animals connected to character, emotions and fun. For the later years, I wanted to approach things more poetically, as a celebration of time itself: each year something to be embraced with joy, music and a sense of playfulness, and to be lived to the fullest, as every year, especially the later ones, deserves to be considered the most precious.
JL: In a few words, how would you describe the personality or mood of this collection?
LG: My recipe for this collection:
Take a generous dose of playfulness,
add a warm heart full of wonder and joy,
sprinkle in a pinch of magic
and gently stir it through every stage of life.
JL: Do you have a favourite design in this collection?
LG: To be honest, I don’t have an absolute favourite design in the collection. I feel connected to each one of them because every piece carries a part of me and my vision. I still remember clearly the story behind how each of them came to life.
The sixth one (the octopus), for example, was inspired by an old wooden children’s kinetic toy I found at a market in Florence; when you turn the crank, a small octopus moves beneath the waves.
I would say that the 50th and the 70th were particularly enjoyable to create, as they were the first times I found the ideas especially playful and inventive. For the 50th, I used the number almost like a large Hollywood-style sign and added a “disco snail”, a playful element that feels like it’s saying, "celebrate to the max, but take it easy!" For the 70th, I imagined a more tender, celebratory moment, with an orchestra and an opera singer performing on a tiered cake stage. I found it particularly sweet and humorous, and the performers each have their own personality, especially the lady playing the harp, sitting on the cherry.
JL: Why do you think personalised cards continue to resonate with people today?
LG: I think personalised cards continue to resonate because, in a world that often feels fast, busy and increasingly disconnected, they bring us back to something deeply personal, warm and human. It's a small but powerful way of saying: I remember you, I think of you, I care about you.
There is something very special in that gesture. A personalised card becomes more than an object: it becomes a memory, a shared emotion, a small story that belongs only to that person.
In a way, it slows time down for a moment and creates space for connection, and I think that’s something we will always need.
Send Lucia Gaggiotti’s Postbox Cards Now
Lucia’s cards are available to send right now with your Jacquie Lawson membership! As part of our Postbox collection, they can be personalised with a caption, longer message, photos or a video, and even your own signature. Lucia’s wonderful cards are prefect for every milestone birthday – from 1 to 100! – and can be sent via email, text message or any social media. You could even print one off and send it through snail mail or deliver it in person!