After navigating a difficult loss, Carla Scholz found herself wanting to break away from her art direction career to do work with a bit more meaning — both to herself, and to others. She came up with Clards, a patented greeting card made from Swedish dishcloth material that transforms into a reusable towel once you add water. She sells them through her company, Soak iT Up — a career pivot she views as a sort of “redemption” story. “I helped create millions of direct mail catalogs that ended up as junk,” Scholz explains. “Now I get to make products that are useful, sustainable and make people smile.”

Editor’s Note: Soak iT Up has been named to The Story Exchange’s 2026 list of 15 Brilliant Business Ideas. Here’s our lightly edited Q&A, with Scholz.

How is your business different from others in your industry?

We’re not just selling “another cute card” or “another dishcloth.” We created a new category: The guilt-free greeting you can use.

Clards replace a disposable greeting card and help reduce paper towel use by becoming a reusable cleaning cloth. They are patented, eco-friendly and fun. They are bright, gift-able and actually get used. And my customers come back for all sorts of occasions: Birthdays, holidays, hostess gifts, teacher gifts and last-minute “I need something smart” moments. We also carry our values through by shipping without plastic, as well as selling something washable, reusable and compostable.

In short: we turned a throwaway tradition into something practical, memorable and better for the planet, without asking people to give up any joy.

Tell us about your biggest success so far. 

Taking Clards from years of development to a patented, trademarked product that’s now commercially sold and proven with real customers. I didn’t just come up with a clever idea; I persevered through the hard part of finding a way to responsibly source the material, import it, and develop a printing process that’s both scalable and eco-friendly. I made it so that Clards could grow without compromising the values behind them. Securing the patent was a major milestone because it validates the originality of the concept.

What is your top challenge and how have you addressed it?

Sales and marketing, because creating a great product is only half the job. Getting consistent traction requires constant testing, repetition and visibility, and as a small business owner I’ve had to build that muscle without a big budget or team.

I’ve addressed it by treating marketing like a system, not a mood. I consistently show the product in action so people instantly “get it.” I test different offers and messages to see what converts, and I build repeatable channels instead of one-off pushes. I’ve also expanded beyond direct-to-consumer by growing wholesale relationships, because it puts Clards in front of new customers where the product can sell itself in person. The challenge isn’t solved — it never is — but I’ve learned how to keep improving traction through disciplined experimentation and steady outreach.

Have you experienced any significant personal situations that have affected your business decisions?

I experienced a deep personal loss that reshaped how I run this business and what I’m willing to spend my time on. It clarified that I need a business that’s sustainable for me, not just profitable on paper. I became much more intentional about choosing products and decisions that feel meaningful and values-aligned. I stopped chasing growth that would require burnout or constant chaos. It also pushed me to build more structure and stability into the business, so I’m not relying on adrenaline to get through hard seasons.

That experience reinforced why I’m doing this: To build something I can control, that I can feel good about, and that keeps moving forward even when life gets heavy.

What is your biggest tip for other startup entrepreneurs? 

Every entrepreneur has that voice in their head that says you’re not ready, it won’t work, you’re behind, you’re not “real” enough. I learned (from Tory Burch herself) that doubt doesn’t disappear, so it has to be reckoned with. You acknowledge it, you name it, and then you keep moving away from it.

The entrepreneurs who win aren’t the ones who never doubt. They’re the ones who don’t listen to doubt and listen to their vision. If you keep believing in yourself and your ability to build what you can see in your mind, your actions start stacking up, and eventually you get to a place where success feels real because you earned it one decision at a time.

How do you find inspiration on your darkest days?

I go back to the basics. Yoga, meditation, walks in nature. I give myself permission to be sad, and I remind myself that tomorrow I can start again. I also make myself engage with people even when I don’t feel like it, because isolation makes everything heavier.

And, if I need a real boost, I go to a pop-up market. Being around customers brings me back to life. I hear their enthusiasm, the surprise, the delight when they “get” Clards, and it snaps me out of my head. That joy is fuel, and it’s what helps me keep going.

What is your go-to song to get motivated on tough days?

I have several: “Break My Stride” by Matthew Wilder, “Don’t Stop” by Fleetwood Mac, and “Everybody Wants to Rule the World” by Tears for Fears.

Who is your most important role model? 

Women in general, but especially women who build and keep going. Being selected as a Tory Burch Foundation Fellowship recipient has been a huge part of that for me. It’s not just support on paper, it’s something that lifts me every day because I was chosen, and it reminds me to keep showing up and pushing forward. Burch herself is a tremendous force and roll model and I am honored to be a part of her vision.