How Deckle Edge puts each card on the Pinterest board for its day

Deckle Edge, formerly known as pnbdesigns, is a small UK business making greeting cards, wrapping paper, personalised gifts and illustrations. Everything is handmade, with real attention paid to the paper stock and the finer details of each drawing. Most of the range is A6 cards: a turtle telling Dad he's turtley awesome, a jam jar in headphones for the dad who loves his records, liquorice allsorts for the one with a sweet tooth, daisy cards in pink, purple and yellow for Mum, and a run of simple script cards addressed to a husband, a fiancée or a boyfriend.

Every order is packed with care and goes out within one working day wherever possible. Buyers have left more than 430 reviews, with an average of 4.88 stars. The cards are photographed in styled scenes, with roses, stamps, pens and sweets scattered around them.

Nearly every card in the shop belongs to a particular day: Valentine's Day, Mother's Day, Father's Day, Christmas, or somebody's birthday. With more than 100 listings spread across those occasions, there is always a season coming up and another just behind it. Each has its own shoppers. Someone hunting for a golf joke for their dad isn't browsing the same way as someone choosing a first Valentine's card for a fiancé.

Pinterest is where plenty of people save card and gift ideas ahead of the day, but a pin works best on a board that matches what they're planning. Pinning every occasion by hand, alongside drawing new designs and packing orders, is a lot for a small business to keep up with.

Deckle Edge connected its Pinterest account to Alura and switched on two automations. Smart Pins fills the pin queue once a day, about ten days ahead, with pins made from the shop's active listings, choosing them mostly by how many Etsy views each listing gets. Pin New Listings runs daily as well and picks up any card that went live the day before, so new designs get pins of their own soon after they're listed.

Where the pins land comes from the shop's own organising. The Etsy shop is split into sections by occasion, and Smart Board maps each section to a matching Pinterest board: Birthdays, Love & Romance, Mother's Day, Father's Day, Christmas, Gifts and Generic Cards. Anything without a match goes to the fallback board, Our Store. So the jam card lands on Father's Day, the sister's daisy card on Birthdays, and the reindeer card on Christmas, next to the Christmas tree wrapping paper.

Both automations write each pin's title and description with AI and use a tall 2:3 crop that suits the Pinterest feed. Because the AI works from each listing's own wording, the descriptions pick up the details a card buyer looks for: the size, the kraft envelope and the blank inside for a personal message.

None of it is locked. Pins in the queue can be edited, reordered, given a higher priority or published straight away, and both automations can skip whole sections, single listings or keywords. Pins that are left alone post on the schedule the shop chose, so the boards keep filling while the studio gets on with drawing and packing.

An Etsy title is written for Etsy search, so it lists everyone a card might suit and every way of describing it. On Pinterest, the AI boils that down to the card, the occasion and who it's for.

The descriptions carry the useful details too. The reindeer card's pin reads: "Send holiday cheer with this hand-drawn Rudolph Christmas card. Perfect for friends, family, or that special someone. Match with wrapping paper for a lovely gift." On the Christmas board it sits alongside the shop's illustrated wrapping paper, much as the two would sit together in the shop. Below, four Etsy titles next to pins now running on the shop's boards.

If you sell cards or gifts, set up your Etsy sections by occasion rather than by design or colour. A shopper buying for Father's Day wants to see every Father's Day card together, whether it's a golf pun or a turtle. Once the shop is sorted that way, everything else, from Pinterest boards to seasonal photos, can follow the same map. And get each season's cards listed and photographed well before the day itself.