Hi, I’m Sara Goldberg, an Illustrator and Surface Designer based in Natick, Massachusetts. I hold a BFA in Illustration with a minor in Graphic Design from Lesley University. From a young age, the intersection of emotional connection and visual storytelling has fueled my passion for greeting card and stationery design.
In July of 2022, I joined Quilling Card LLC as a full-time Greeting Card Illustrator, where I specialized in creating artwork for handmade, three-dimensional cards that blend traditional quilling techniques with modern design sensibilities. My work involved trend research, conceptualization, design drafts, Photoshop edits to artwork and quilling, and preparing files for print production. I developed a versatile visual voice, incorporating skills in Photoshop drawing, vector art, and watercolor painting. During my time at Quilling Card, I had the opportunity to collaborate with both local and international design teams, working on custom projects with notable brands such as American Greetings' Papyrus and Barnes & Noble’s Paper Source. My designs were recognized in Gift Shop Plus magazine and industry trend reports, and can be found in collections across the UK, Japan, and Australia.
In April of 2024, I was honored to have two of my designs named finalists in the prestigious Greeting Card Association's 35th Annual LOUIE Awards. Later that year, I conceptualized and developed a new collection, collaborating with the senior illustrator to create, manage, and prepare an original Zodiac series for production, which garnered the attention of Barnes & Noble’s Paper Source line in late 2024.
In 2024, I transitioned into a new role as Product Development Designer at TJX, where I’m leveraging my background in illustration and design to contribute to the development of innovative products within the hard home goods category. At TJX, I’m involved in the entire creative process—starting from concept meetings and artwork execution to prototyping and templating. Working with cross-functional teams, I focus on creating trend-forward pattern designs that resonate with a wide audience. This role allows me to combine my love for stationery and illustration with my passion for surface pattern design and product development.
Reflecting on my journey, I fondly remember wandering the aisles of local Target stores as a child, admiring Papyrus greeting cards. Two decades later, seeing my own designs displayed in those same stores was a deeply fulfilling moment. I’m excited for this next phase at TJX and the opportunity to contribute to even more products that inspire and connect with consumers.
