Your small biz might be palming off the most awesome products in the world, but if it isn’t publicised properly, then who the heck is going to see it? Building a rad business is one thing – getting eyeballs on it is a whole other. One clever small-biz owner who has been approaching her brand’s PR in a unique way is Meow Mail’s Nicky Cain. We pick her brain below to find out how limitations have forced the head honcho to find creative solutions when it comes to Meow Mail’s publicity.

Tell us a bit about Meow Mail and how it got started. Meow Mail is a stationery brand I started in 2025. My main product is Meow Mail Club: a monthly junk journalling zine designed to be read, cut up, then used to craft. I also design and sell a lot of stickers!

Meow Mail first started as a creative outlet while I was working in corporate IT. Although I was working in a very technical field, I loved spending my free time doing analog, creative hobbies like junk journalling and crochet. When I started sharing my creations on social media, I found myself growing an amazing community of crafters!How has being a craft-lover yourself helped you curate Meow Mail? As a crafter, I’ve definitely fallen victim to doomscrolling on Pinterest while looking for ideas and inspiration… It’s so easy to feel overwhelmed with the desire to create that you forget to sit down and just start. I find that having a curated inspiration source and limited materials can really bring out the best ideas, which is why I theme my zine each month. My goal for Meow Mail is to inspire people and push them to create, even when they might not know where to start.

You’ve been approaching PR in a really unique way. Tell us some of the ways you’re using PR to stand out as a small business. My love language is gift giving, so I really enjoy making personalised gifts for people! I always try to tailor the contents to the person or craft club I am sending it to. For example, when I’m sending PR overseas, I always include Australian-themed stickers with koalas and kangaroos on them. Whereas if I’m sending locally, I usually try to include goodies that I’ve sourced from my overseas travels. I think these small touches are the best way to connect with people, even if I’ve never met them in person.

My main source of PR at the moment is sending free products and digital downloads to craft clubs! People who attend craft clubs are my target customers, so it’s beneficial for everyone involved: craft club organisers receive supplies to help run events, attendees get fun products to use and I hopefully get some new customers! I’ve also sewn personalised ‘penpal pouches’ as a thank you to people who have appeared in Meow Mail zines. It’s always a bit surreal when I see one of my pouches make an appearance in Misha Spice’s and Martina Calvi’s videos!Why have you taken this creative route to PR instead of following traditional pathways like agencies and press releases? Since Meow Mail is a one-woman show, I’ve had to be a bit creative with my approach to marketing. If I spend $100 on social media ads, it might result in some views but since the budget is quite low, it doesn’t usually convert into any sales. However, if I send $100 of free products to an interstate craft club, I reach an audience that I know will love my product!

Sometimes even $100 can feel scary as a small brand, especially if you’re sending free products to multiple people. However, even if I don’t make any sales from the PR, it feels good knowing that my artwork and my passion is shared with the crafty community and is helping build connections around the world.

So far, I think it’s been quite effective! I’ve sent packages to 10 craft clubs, plus five more currently on their way. These clubs span Australia, Singapore, Mexico and the United States. When people from the US join Meow Mail Club, I can tell who has joined from the events based on the state they’re in. It’s really exciting to see new names and places each month when I’m addressing envelopes.What is an ethos or principle that Meow Mail lives by and how do you implement it? My personal motto is that it costs nothing to make someone feel special. It can be anything – a personalised note, doodles on parcel packaging or a free sticker that matches the order. My goal is to make every member feel like they’re getting a gift in the mail each month.

Especially with the rise of AI-generated content, there’s a uniquely human feeling when someone puts extra care and effort into creating something before sharing it with the world. Even if it’s not “perfect”, I think people can feel when you have put extra effort in – it makes all the difference.

Learn more about all the fun stuff you could receive in the mail on Meow Mail’s Instagram.

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