While shopping for cards and gifts for friends, Claire Yuan ’18 says, “I found greeting cards in stores to be plain, and I spent a lot of time looking for the right gift to pair with them. I thought if there was a product that combined both a card and gift, it would save time and make gifting more efficient.”
This epiphany came while she was earning an MBA at UCR’s A. Gary Anderson Graduate School of Management, and she realized her classmates felt the same. “That’s when I decided to create LoveEcho Cards,” says Yuan, who is originally from Shenyang in northeast China and currently lives in Shanghai, where LoveEcho Cards is headquartered. “Our products aren’t just greeting cards—they’re gifts that can be displayed in the home.”
In March 2024, she launched with 3D pop-up cards and cards decorated with preserved flower bouquets.
Right away, the cards were a success, she says: “Just a month after launch, our hummingbird 3D greeting card was selected as an Amazon Choice, which was a surprising moment!”
We asked Yuan lots of questions about their entrepreneurial journey, and she provides great insight into how an idea becomes a thriving business:
How do you make the pop-up cards?
Most of the work is done in collaboration with our manufacturer, and we outsource some talent as well. We handle the design of the cards ourselves. The process for pop-up cards begins with designing the theme and creating detailed 3D models followed by precision cutting and gluing to form the pop-up structure. Prototypes are tested, and once finalized, the cards undergo quality checks, personalization, and packing for distribution. Automation is used in mass production to ensure consistency. Our other greeting cards have a beautiful bouquet of preserved flowers attached to the front of the card. All the cards are manufactured in China, and they are shipped from our warehouse in the United States. We plan to expand with more card designs in the future.
What makes the cards popular—why do people buy them?
They’re not just cards, they are keepsakes. They are an interactive experience with intricate designs when opened, surprising the recipients, and the 3D elements make them something people want to keep around as little decorations.
What is the most surprising aspect of the business? The most challenging? Most rewarding?
One of the most surprising things was selling out three of our products in the first week, surpassing our expectations for their popularity. The biggest challenge is building brand awareness, as we’re a new brand and need to invest heavily in advertising to increase exposure. The most rewarding part has been the customer feedback and their detailed reviews expressing appreciation and support for both our products and our team.
Where are the cards sold?
We are currently focused on international markets, primarily the United States and Australia. The cards may be purchased from our website, loveechocard.com, and amazon.com—which is where the majority of our sales are made—and etsy.com.
Why did you choose to pursue your MBA at UCR?
I attended the MBA Tour in Shanghai in 2015, and I realized the UCR program was exactly what I was looking for. The university’s location, pleasant weather, and strong courses really stood out. The well-rounded curriculum aligned with my career goals, and the professors’ impressive backgrounds, the strong alumni network, and the success stories about graduates convinced me it was the right choice.
How does your education at the A. Gary Anderson Graduate School of Management inform your work now?
The courses were instrumental in building my brand: They taught me to think strategically, which is essential for starting a business. As an example, the Marketing Management course helped me with brand positioning and differentiation. The Strategic Management case studies gave me a broader perspective on business success and failure, which helped me avoid common pitfalls during my entrepreneurial journey.
Some of the most valuable experiences at UCR were the networking events each semester, where I developed my networking skills interacting with successful alumni and executives. This has been beneficial in my career because I am able to confidently connect with people—including high-profile individuals—and seize business opportunities. This was especially important while launching LoveEcho Cards.
Last October, you flew to Riverside for the ribbon-cutting ceremony for the new School of Business building. Why was it important for you to be here?
I’ve been following the progress of the building over the last six years. So, when I received an invitation, I couldn’t contain my excitement. I immediately booked a flight from Shanghai to Los Angeles. Witnessing such a pivotal moment for the business school in person felt like an experience I couldn’t miss.
