# identity.md

## Organization Overview
- **Company Name:** El's Cards
- **Mission:** El's Cards creates unforgettable paper goods and gifts with a personal touch, specializing in original watercolor and calligraphy designs for wedding invitations & accessories, note cards, greeting cards, holiday cards, calendars, maps, and more.
- **Company Structure and Legal Entity:** Husband and wife team.
- **Founded Date and Location:** Founded in 1999 from an in-home studio in Milton, Massachusetts.
- **Size and Scale:** A dedicated husband and wife team, focused on personalized artistic creations.

## Leadership & Team
- **Key Leadership Profiles and Roles:**
    - Ellen Greely Braley: Founder and Creative Half (https://elscards.com/pages/about)
    - Bob Braley: Partner (https://elscards.com/pages/about)
- **Team Structure and Departments:** Composed of a husband and wife team dedicated to creative design and business operations.
- **Company Culture and Values:** Committed to providing original, hand-crafted designs with a personal touch, ensuring unforgettable paper goods and gifts for life's special days.

## Operations & Structure
- **Business Model and Operational Approach:** Specializes in creating original watercolor and calligraphy designs for custom paper goods and gifts, initially hand-painting and writing every card.
- **Location(s) and Geographic Presence:** Operations began from an in-home studio in Milton, Massachusetts.
- **Key Partnerships and Affiliations:** Details forthcoming.