Yasmin Sethi

Hi! My name is Yasmin and I am the founder of The Kindest Design Studio. I created this brand in 2021, shortly after the birth of my son.

I have a Master's degree in Graphic Design and Illustration and more than 15 years professional design experience. Whilst I love working with other companies - either as in-house, agency or freelance designer - I was really missing the chance to show my own personal design style, and this is how “The Kindest” came to be!

Born and raised in the South West of England (yes, I miss the seaside terribly!) I am naturally very influenced by traditional folk art, nature and animals and, having lived in Switzerland since 2013, am very inspired by the history, values and beautiful scenery of this country.

So why “The Kindest”? I chose this name for two reasons:

The first is that the simple act of being kind is the most important value to me. I believe that in our busy, stressful and trying lives, sometimes small acts of kindness are forgotten. That is why I design thoughtful greeting cards and little gifts that can be easily sent through the post to friends and family, to let them know that you are thinking of them.

The second reason is the need to be kind to nature. We live in a world where a lot of products are not sustainably or responsibly produced, where low-cost solutions outweigh quality and environmental impact.  All of my products are produced using environmentally friendly printing processes, responsibly sourced wood and paper and I don’t use any plastic unless recycled or biodegradable. I want to promote responsible and thoughtful shopping, and often share ideas on how to re-use greetings cards and other items that might otherwise be thrown away.

What will you find in my store? You will find a lot of folk art and nature inspired designs and even a range of sustainable and tasteful Swiss souvenirs!

Why so many cows? Ahh, you’ve noticed that? I love cows! I come from Devon which is basically “land of clotted cream” to live in Switzerland where there is basically 1 cow per 12 inhabitants! I love everything about cows: their gentle demeanour, their funny characteristics, their satisfaction with a slow and simple life; they are basically the perfect mascot for kindness!

Sending a handwritten card just because, inspiring a friend with an uplifting design or choosing a charming gift for a loved one; The Kindest Design Studio stands for thoughtfulness.

Our aim is simple, we want to bring a little bit of kindness into everyday life.

All of our products are intended to spread happiness and joy, whilst staying kind to the environment, we use FSC certified and recycled materials, and our printed products are produced using environmentally friendly, alcohol free printing.

Thank you for taking the time to read this! Please do stay in touch, follow me on instagram @thekindestdesignstudio and feel free to drop me a comment or message, it would be a pleasure to meet you!

Until then, I wish you a beautiful day filled with joy and kindness!

Yasmin x