HAPPY SAPPY MAIL IS A FEEL GOOD COMPANY CREATED BY KIM ROACH. OUR PRODUCTS ARE OPTIMISTIC, SAPPY AND STRAIGHT FROM THE HEART. WE WANT OUR PRODUCTS TO PUT OUT positive vibes to those who need them, celebrating special moments – and to hopefully lift the spirits of someone who needs just a little bit of good energy in their life. WE ARE BASED OUT OF PRINCE EDWARD ISLAND, CANADA.


I grew up surrounded by music, books, and spent a lot of my time drawing. I’ve always been sappy for as long as I can remember. As a kid (and honestly still as an adult), I used to think that being sensitive wasn’t a good thing. I often found myself embarrassed by my soft heartedness and my feelings. Lately, I’ve been noticing that sensitive feelings don’t always come as easy for others, so I try to embrace them whenever I can. It feels right to be true to myself rather than trying to hide them.  


I grew up in a home that encouraged creativity in all areas. I am so inspired by my family. My parents are hard working and so loving - always building and creating new things, playing music and being super supportive of anything that we do. My sister is a full-time creative who I have the pleasure of working with (find her here) on a variety of projects. Basically, anything we can dream up. My brother is creative too; building and playing music and always making us laugh. Every single one of us is sappy. I feel like I’ve won the family lottery.

I love to draw by myself, when I’m alone and the house is quiet. That’s where a lot of my inspiration and ideas come to life.

I started designing when I was fortunate to have a previous employer notice my passion for it, and who allowed me to grow my position by transitioning to more design work.

I’ve worked in many areas of design, some corporate and custom wedding design. I’m so proud to have been featured on various wedding blogs and in ‘Brides’ and ‘WeddingBells’ Magazines.

I opened my Etsy shop (formerly Kim Roach Design) in 2012 with just a couple of designs, and over the years I’ve noticed how much I love to express my creativity through cards and small gifts. I am happy to be able to continue doing what I love through this new brand Happy Sappy Mail.

I believe in being an active part of the community. I’m proud to be the Etsy PEI Team Leader, a volunteer alongside my family for Santa’s Angels, a member of 100 Women Who Care, and a past board member at large for the PEI Crafts Council. My sister and I recently launched MVW (Most Valuable Women of PEI) which highlights Island women who are doing unreal work within their community.

I live in Stratford, PEI with my husband Dwane. We have two pugs (Gerald and Eugene) and a calico named Wanilla Wafer. You’ll see them around from time to time on here. I love them all so much. I’m lucky to have them in my life as they bring me so much joy.