Ripped off, sued, and banned from Tesco. A decade of Buddy Fernandez
It’s been quite a ride since that first NEC trade show back in 2014. Taking the random scribblings of Buddy Fernandez to the marketplace was a journey into the unknown for two completely unqualified 30-somethings. Wes and I (I’m Lee, hi) met loads of lovely people who were, incredibly, actually interested in stocking Buddy cards in their shops. On that first cold, wet, February day, we weren’t even sure how much to charge! But we worked it out, and as we got the cards into more and more shops around the country, our eyes were opened to the wonderful world of high street retail. It’s not easy out there, especially now, but 99% of the retailers we met and worked with were totally brilliant. Just good people giving it a go. We’re still stocked by our very first customer, Jon from Attica in Swansea, who somehow found us before we’d even launched! The man’s a genius.
As we grew the business over the next few years, we got stocked in more and more top independent shops all over the UK and beyond. It was just fun to see Buddy cards selling so well in so many beautiful shops, and we even got on the telly when Ben Shepard bought Andy Peters one of our cards for his birthday and he showed it on Good Morning Britain. I mean, come on, who doesn’t love Andy Peters.
As if that wasn’t enough, things really got going when our legendary Key Accounts agent Emma weaved her magic and got us into Tesco, Waterstones, WH Smith, Cards Galore, and a few others too. The Tesco thing went well for a while, until a super-fun Christian group launched a campaign to ban one of our cards, with the caption ‘Time for a sports car and an affair (Happy 40th)’. Apparently it was promoting extra-marital activity, so had to go. I’m pretty sure nobody ever left their partner because of a greeting card (“I thought I was happy with my wife, but then I saw this card in Tesco and suddenly Linda from Accounts started looking a bit tasty”). Anyway, the Christians clutched their pearls and excerted their power, and Tesco pulled the card. Never mind, not long after we got the cards into Scribbler, which was always the dream when we started. They’re still stocked in their stores across the UK today, which is amazing.
As for so many others, the Buddy business was trashed by the Covid lockdowns, and it was hard going for a couple of years. It wasn’t helped by legal action being taken out by a leading online card retailer, who, despite no issues for many years, suddenly decided one of our cards defamed them (it totally didn’t), so ultimately kind of blackmailed us into selling our cards on their site to pay off the legal tab. Nice. But we ploughed on, and with the support of our cracking indy retailers, things got back to normal. In fact one of the highlights of the whole eleven years was the Buddy Tour we did in January 2022. Instead of going to another expensive trade show, we went on the road in Wes’ tiny red van (Pascal) and visited our retailers in person. Everyone was so supportive, and we even got gift packages filled with delectable edible goodies to keep us alive on the trip. They came in very handy while we waited for the AA chap to come and tow Pascal back to MK when he suddenly died along a country lane somewhere near Cheltenham. He’s alive again now, don’t worry. He’s now quietly enjoying his retirement on a farm near Leighton Buzzard.
After over a decade selling silly little cards to our epic customers across the UK, USA, Australia, Europe, and Canada, Buddy cards continue to tell it like it is. They’re honest, funny, sometimes very rude, and always delivered with the kind of personal customer service we pride ourselves on. If you’d like to become one of Buddy’s Buddies, just let us know. Wes loves meeting new people, and we’re always super-happy to do what we can to help gutsy, brilliant high street retailers make some money.
Photo of a man standing outside a shop named Attica, which sells greeting cards, gifts, and clothing. There is a yellow bicycle in front of the shop, and a yellow sign with shop information. The shop window has sale signs, and framed pictures are on the wall next to the shop entrance.
Woman smiling and holding a small bulldog puppy in front of a brightly decorated store window with neon signs, pink balloons, and gold hanging ornaments. The store is called Fourteen.
A person holding a lovely border terrier dog stands outside a gift shop called 'Upside Down Presents' at night, with colorful decorations and signs inside the shop visible through the window.
Two people standing outside a Seedee Jons store, smiling. The store interior shows shelves with books, magazines, and storage items. The window display features colorful socks and home goods.
A vintage blue and white van parked outside Thornham Deli, with a barrel and plants nearby, and a newspaper stand with newspapers on the right.
A woman wearing a face mask standing inside a Scribbler greeting card store, decorated with Valentine's Day themed hearts and signs, including one that says "You are my favorite human bean".
Two people, a man and a woman, stand outside a shop called For Something Different in Stratford-upon-Avon, smiling with arms around each other. The shop displays scarves and various signs and decorations.
Two people standing inside a store with shelves filled with various items, and a large 'Set' sign on the exterior of the storefront.
A woman standing outside a store with a black labrador dog on a leash. The store has large glass windows displaying various items, with a wooden sign above that reads 'Lindy Lou' and a heart-shaped ornament hanging in the window.
Woman standing outside a store named 'Figgins' holding a yellow card that reads 'Got you a card' with a store window display of toys, mugs, water bottles, and decorations.
Two women standing outside a store named 'HAPPYDASHERY' with a pink brick exterior, a large display window decorated with flowers, and a white door. The store sign mentions 'MORE CHOCOLATE, PLEASE'.
A woman standing outside a shop called 'Proudlock House and Home' with a red scarf, blue sweater, and long denim skirt.
A woman standing outside a store called Toad Hall Interiors with signs for furniture, interiors, gifts, and cards. The store window displays chandeliers, stuffed animals, and gift items.
Two people standing outside a store named &quirky, located at 96 on a brick building. The woman on the left is wearing a black coat and black sneakers, and the man on the right is wearing a brown sweater and black pants. There are holiday plants in yellow pots on either side of the door, and a postcard stand with colorful greeting cards on the left.
A woman standing in front of a brick storefront with the sign 'HOMELY' and store window displays of gifts and homeware.
Two women standing in front of a colorful boutique shop named Little Dorrit, with the woman on the left holding a small dog. The shop window displays various clothing and decorative items.
The storefront of Cowgills of Clitheroe, a shop selling toys, books, and gifts, with display windows filled with plush toys and decorative items.
Woman in a long dark coat standing outside a retail store named 'WILD at HEART' with large windows displaying home decor and gift items, during evening.
Man in a black face mask holding a paper bag at a store counter, smiling and giving a thumbs up, with two women smiling behind him.
A man with dark hair and a beard smiling and gesturing towards a shopfront named 'South West 15'.
A woman wearing glasses and a black Arizona sweatshirt is standing outside a vintage store called Sparrowhawk. The store has a black and white sign, a black door with sale and opening time stickers, and a small black and white sign on the beige building wall. The woman is waving and smiling.
A man standing in front of a shop called 'Buff of Cowes' with colorful flags hanging around the entrance and flowers decorating the door frame.
A woman waving as she exits a jewelry store with large windows displaying jewelry and decorative items, lined with potted plants outside.
Three women standing outside a storefront called Natural Edge, which sells home interiors, furnishings, and gifts. The store has a blue exterior with large windows displaying clothing and decorative items, and woven baskets are placed outside.
A smiling woman stands outside a store called LollyPop, which sells greeting cards and gifts. The woman is wearing a beige jacket and a face mask pulled down below her chin.
A man and woman standing outside a gift shop with plush toys and gifts inside.
Sign for Gay Pride Shop with website URL, next to a person with long blonde hair and blue feathered accessories.
A man and woman smiling for a selfie inside a colorful store, with the man holding a cardboard box labeled 'Welcome to 14th Street Fourteen Lifestyle Stroud'.
Packaged desserts including Hello Panda biscuits with chocolate filling, and bags of Flipz strawberry cheesecake coated pretzels, along with some Borden Stringles and other snack items on a wooden surface.
Two men and a dog sitting in a booth at a restaurant or pub, smiling, with one man holding a pint of beer.
A man standing outside a greeting card shop called Absolute Cards, which has a large window display filled with greeting cards. The man is wearing a black coat and a hoodie, looking slightly upward.
Red van parked on the street with text overlay about a tour and a quote from a card. The van has a logo and text that reads "Buddy Fernandez" and a phrase underneath in smaller font.
A red van parked on a coastal road during sunset, with the ocean and rocky shoreline in the background. The van has text that reads 'BUDDY FERNANDEZ' and 'HONEST & FUNNY CARDS'.
A collage of various storefronts and street scenes, with a title overlay that reads 'Numbers add up for successful Buddy tour.'
A man holding a colorful magazine titled 'Progressive Greetings' and smiling in a room with shelves and storage boxes in the background.
Screenshot of a webpage with articles and advertisements. The top article is about Christmas trading stories, the second features a photo of two men in a vehicle, and below is an advertisement for notebooks and envelopes from Enveco. There is also a segment at the bottom with a pattern of flamingos.
A man smiling and pointing at a sign for Britain's Most Southerly Café, which is fully licensed, on a textured beige wall outside.
A man standing next to a red Bedford van talking on a cell phone on a residential street with a wooden fence and leafless trees in the background.
A man with a backpack holding a red suitcase on a street, smiling and looking at the camera.
A red van with its back hatch open, filled with board games and puzzles, on a snowy ground.
A woman with red hair holding a pink card in front of her face, with several other pink cards scattered on a wooden table. In the background, there are flowers in small vases, a water bottle, books, and a cardboard box.
Two small dogs in a cozy living room with a brick wall, leather armchair with cushions, and wooden furniture, including a crate labeled "Lanson." One dog is on the rug, the other near a pink pig-shaped toy and framed pictures on the table.
The rear window of a car with a red sticker displaying the name 'Buddy Fernandez Card Company' and a black mustache graphic. In the background, there are other parked cars and a white E.ON delivery van with red and yellow branding.
A man with glasses, a beard, and a beard holds a cup in his left hand and a smartphone in his right hand, standing in front of a display of colorful storage bins on a wall at an event.
Close-up of a red box with the text 'Buddy Fernandez Card Company' in bold white letters on a black background, and a finger holding the edge of the box revealing some small objects inside.
A man with dark hair and glasses wearing a blue sweater and overalls with a white name tag, standing behind a display counter, scratching his head. There are boxes and colorful items on the table and a small bottle on a wooden pallet in the background.
An indoor scene at an event or convention booth with a dark blue wall, stacks of paper and boxes, a person crouching in front, a table, and a rug with colorful text and graphics.
A decorative framed chalkboard with a quote about worry and wisdom, written in white chalk on a dark background, surrounded by a yellow ornate border.
Booth display for Buddy Fernandez Card Company featuring a large black mustache cutout, red signs with white text, and shelves with various cards.
A man lying on the floor in a small room, appears to be sleeping or resting with bottles of beer nearby, and campaign signs for Buddy Fernandez leaning against the wall.
A greeting card with the message, 'Like father, like son. So we're both f*cked,' placed on a wooden table.
A red greeting card with yellow text that reads, "Another year older & still fit as fuck," placed on a wooden surface near a potted plant with green leaves.
Display of Christmas cards featuring nativity scenes and holiday images on a wooden surface with a small white animal figurine and blurred string lights in the background.
Close-up of a mug with blue polka dots on the left, and an orange sign with yellow text that says, 'You can't leave you're so good at making tea,' on the right, placed on a wooden surface.
A purple birthday card with playful yellow and white text, surrounded by colorful dog toys including a pink ball, a green rope, and a blue geometric ball, set on a wooden surface with a window and a brick wall visible in the background.
Black sign with white text reading "I HEARD SOMEBODY DIED THERE*" and smaller text below saying "ENJOY THE NEW HOUSE," placed on weathered wooden step in front of a house with painted gray and white siding.
A black sign on a wooden surface with blue, white, red, yellow, and green text that reads "18 TODAY! LET'S GET BATTERED" next to a glass bowl and framed artwork in the background.
A small, scruffy dog with brown and black fur lying on a white sofa, with a red card labeled 'TWAT' placed in front of it. There are colorful pillows in the background.
A black and white cat sniffing a birthday card on a bed, with the card reading "Happy birthday FROM THE CAT" and a small note at the bottom saying "the cat did not buy this".
Gray cat lying down next to a yellow card with black text that says "Twat".
A gray tabby cat with half-closed eyes lying on a white bed next to a purple birthday card with yellow and white text.
Display of various humorous greeting cards in a store, with some cards visible with messages like 'Don't get excited, there's no cash inside' and 'Other cards were even worse'.
A display of greeting cards on shelves and bottles of body spray in a store.
A display stand with various colorful greeting cards for different occasions inside a store, with shelves of snacks and other items in the background.
Book display at a store featuring a sign with the name 'Buddy Fernandez' and colorful cards with the phrase 'These cards are rude & naughty, if that's how you roll, have a peek'.
Colorful greeting cards and postcards on display in a store.
Man holding a red card with the humorous message, "If I wasn't seeing you today I wouldn't have got you a card," in a festive setting with Christmas decorations, including a decorated tree, ornaments, and a live broadcast sign from a television show.
Two men sitting in a pub, each holding a glass of dark beer, with a small round table between them, one man standing and smiling at the camera, the other sitting and wearing a gray beanie and sweater, with large windows showing a brick building outside.
A man and a dog sitting at a table with laptops in front of them, in a room with white walls.
Two overlapping photos on a black background with yellow borders. The top photo shows a young child with blond hair wearing a patterned purple overall and a white t-shirt, standing outdoors on grass with houses in the background. The bottom photo shows a man with dark, wavy hair, a beard, and a shirt strap visible, standing in front of a textured brick wall, looking at the camera and smiling.
Two men standing outside a store called BJ's on the Beach, with a pig in front of them. One is wearing sunglasses, a denim jacket, and sneakers, giving a thumbs-up. The other is wearing a black hat, black sweater, and jeans, giving a thumbs-up. The store has colorful signs advertising snacks, drinks, and ice cream.
A man in a green shirt smiling, holding two small dogs on leashes, standing next to a red van parked on the street.