Intrinsic way

History

With only $30 worth of recycled cardboard and a handful of quotes, Adèle and Jamie Basheer (pictured) began crafting inspiring greeting cards at their kitchen table. The South Australian based couple shared a simple vision to make a positive difference in the world – to touch people’s hearts, inspire and create joy. In the beginning it was a labour of love - the first 20,000 cards were hand decorated by Adèle. In August 1996 they took their wares and belief to a trade fair and overnight the kitchen table business doubled.

Mixing work with family

Back in the Basheer’s home - shared with the couple's school-aged children Sam and Livvi - Intrinsic was taking over the house. The lounge room had become a permanent office, dispatch was done in the hallway and the bedrooms used for storage.
Rather than take over the Basheer's bathroom, Intrinsic moved into a studio office in Adelaide’s East End and then nearly seven years later into an even larger space on vine-covered Chesser Street in Adelaide's CBD, where the Basheers and their staff of five now work.

Inspiring the world

Adèle and Jamie's vision to inspire the world led them to the Licensing Show in New York in 2003. Many shows later, Intrinsic has built a growing stable of licensing partnerships that see their designs and inspiring products available internationally.

Earth-friendly cards, Made in Australia

Back in Australia, Intrinsic has returned (although not quite to the kitchen table) to self-publishing its greeting cards. After months of development - pouring over card stocks and handpicking manufacturing partners - Intrinsic released its earth-friendly and Australian-made greeting card collections in late 2009. The company is also set to release its long-awaited stationery collection.

Adèle and Jamie show that if you "follow the magic in your heart", it provides the inspiration to pursue your dreams, regardless of the trials and challenges encountered along the way.