Where Impish Greetings Came From: A Love Letter to Aahs and Westwood

Photo credit courtesy of Alison Martino

I might be dating myself here, but the seeds of Impish Greetings were planted in 1980s Westwood Village, when being turned loose with a few dollars and no parents in sight was the height of personal freedom.

Quite frankly, there was nothing more exhilarating.

It was pimply-faced, preteen nirvana.

There were three movie theaters within spitting distance of one another that, unlike today, didn’t cost $22.00 just to walk in the door. There was the Westworld arcade, where you were instantly bombarded with the overpowering smell of clove cigarettes and the incessant beeping of video games like Pacman, Tron and Pole Position (Oh, Pole Position, my first and deepest love). You could walk across the street to the Gelato store or go to Diddy Riese for freshly baked cookies. I don’t think Diddy Riese ever received a Michelin star but it should have.

And then there was the shopping.

You could wander down Broxton Avenue, browsing various sketchy craft vendors tucked into little corridors, and buy a ten-dollar ring that would inevitably turn your finger blue. At that age, it was basically Tiffany’s for the pre-teen set.

And then there was Aahs. Aaaahhhhsssss…

If you never experienced the glory of Aahs, allow me to explain. It is a greeting card and novelty store filled with everything a slightly awkward, dorky kid could want. In the 80’s, it was the place to be. Somehow, just walking into the store upped your coolness factor by like 15%. And if you were anything like me, you needed all the help you could get. Aahs had everything you ever wanted and didn’t know that you needed - outrageous cards, kitschy gifts, and Shaun Cassidy memorabilia.

Because Shaun Cassidy was everything.

You could waste hours in that store, inspecting every aisle for the perfect snarky card or wonderfully ridiculous gift for someone’s birthday or Bat Mitzvah. And when someone gave you a gift from Aahs, you knew they understood you.

Aahs was my first taste of consumerism, and it was magical. The thrill wasn’t just buying something. It was finding something that felt like you—or like the person you couldn’t wait to give it to. That feeling never left me.

Years (okay, decades) later, when I started Impish Greetings, I wanted to grasp the same feeling of those amazing weekends at Aahs. The cards had chutzpah. The gifts were funny, bold and different. You could pick something up and immediately think, “Oh my God. This is her.”

That was the feeling I wanted to bring to our shop. I wanted cards that say what you were thinking but weren’t sure it was okay to say out loud. You know, things that Hallmark’s legal department would never allow. Gifts that make you laugh because they’re so perfectly suited to someone you know. The kind of find you’re excited to give - and might quietly buy a second one for yourself.

It’s why I’m drawn to vintage cards, and gifts with a slightly questionable sense of humor.

Westwood Village was magical, and Aahs was at the heart of it. It almost made growing up in Los Angeles with the Night Stalker frenzy and the Valley’s malathion sprayings worth it.

Almost. Let’s not get carried away.

Impish Greetings is my way of keeping a little of that magic alive: the freedom to browse, laugh, and find something that makes you say, “I know exactly who needs this.”

And if you never had an Aahs of your own, welcome. I hope you find a little of that feeling here.

Blue fingers optional.

A Little More Aahs, A Little More Impish

1. Bitch Ass Candles Birthday Card — $5.25

For the birthday friend who deserves affection, mockery, and accurate candle commentary.

This is exactly the kind of card I would have loved finding at Aahs: a little inappropriate, oddly perfect, and impossible to confuse with something generic. It has that instant “that is so her” energy I’m always chasing.

2. Motel Key Fob - Ponyboy, Stay gold Ponyboy (The Outsiders) — $8.00

For the person who loves a little nostalgia with their everyday clutter.

A good novelty gift doesn’t have to be practical to earn its keep. This key fob has the kind of pop-culture charm that feels right at home in an Aahs-inspired lineup: specific, playful, and a little irresistible.

3. It's Called Karma HA-HA Magnet — $5.00

A tiny gift with a deeply satisfying point of view.

This is the sort of little thing you buy for a friend and then immediately wish you’d bought for yourself too. It’s small, snarky, and exactly the kind of novelty-shop find that makes a fridge or filing cabinet more entertaining.

4. Grown Up and Ready for a Colonoscopy Birthday Card — $6.25

For the birthday milestone nobody asked for, but everybody understands.

I’ve always loved cards that skip the polite nonsense and go straight for the truth. This one is blunt, funny, and weirdly affectionate, which is a combination I will choose every time.

5. I May Have Overreacted a Bit Card — $6.25

For apologies that are sincere-ish, but still have personality.

Aahs taught me that a card could be honest and hilarious at the same time, and this one absolutely lives in that space. It’s for the friend, sister, or spouse who will appreciate a little accountability without requiring a formal written statement.

6. Productive As Fuck Notepad — $10.50

For the list-maker with big plans and a filthy mouth.

I have a real soft spot for useful things that still manage to have a sense of humor. This notepad feels like the grown-up version of the novelty-shop magic I loved as a kid: practical, bold, and not trying too hard to behave.

7. Emotional Support Water Bottle Sticker — $4.25

For the person whose hydration routine has become part personality trait.

This is exactly the kind of small, specific gift that makes people feel seen. It’s silly, useful, and a nice reminder that not every great find has to be a major purchase to be delightful.

8. Listen Bitch... Sticky Note Pad — $5.00

For notes that do not need to waste time easing into the point.

There’s something very satisfying about office supplies with a little attitude. This one feels like the descendant of all those wonderfully unnecessary Aahs treasures: part joke, part useful object, completely memorable.

9. Genuine Coffee Slut Mug — $13.50

For the person who prefers their morning beverage with honesty, not branding fluff.

A novelty mug done right has a little swagger to it. This one makes me think of the gifts you’d pick up because they were too specific and too good to leave behind.

10. Big Nick Energy Holiday Card — $5.75

For holiday card shoppers who prefer their cheer with a wink.

Not every seasonal card needs to be solemn, snowy, or sweet. This one brings the kind of bold personality I always loved most: festive, cheeky, and much more fun to give than something forgettable.

If you want to browse around a bit, you can explore the full BEST SELLERS collection, take a look at the VINTAGE SNARK collection, or wander through the IMPISH GIFTS collection.