Alex Kurkowski can't count how many times he's gone looking for a greeting card — before some holiday, birthday, or special occasion — and found nothing that suited his recipient. He doesn't remember when he started editing them, either. For a few years now, he's been taking markers and pens to the greeting cards, blacking out words and scribbling new ones to say what he wanted to.

"They're templated. They're frozen, stagnant, fixed in what they are," Kurkowski says. "They suck."

But he can remember a few moments that changed that for him — and for Houston. When he started sending his family cards he'd sketched that depicted scenes from their lives, his classmates in the Rice University MBA program told him that, despite his pharmaceuticals background, this might actually be the right business for him.

Tellinga is hardly just a maker of greeting cards; it's in the business of storytelling, and customers can have personalized artworks delivered right to their mailboxes — a site for reclaiming, Kurkowski says, from the dread of bills and marketing materials.

"I'm trying to tap back into the tangible, physical and real side of life," Kurkowski says.

A year ago, Kurkowski sent his first Tellingas — short for "Telling a Story" — as an official business. He made the initial cards himself, but soon couldn't meet the demand on his own. Today, Tellingas are crafted from a cohort of more than 20 artists who are mostly Houston-based and, as Kurkowski says, make his work look like garbage.

Customers can select a few purchase options for customers, ranging from a one-panel story to 12 scenes. They upload a photo of the people they want drawn and submit their idea for the artwork on the website — they can create renderings of real-life events they want to remember or they might tell a wacky, fantasy story. For Kurkowski, the most important part is receiving the art over time — for example, the 12-panel pieces are sent over a one-month period.

Currently, Tellinga's only full-time staff is Kurkowski, but he's looking to hire a CTO to manage the growing demands of the website, where orders are placed. He also wants Tellinga to grow into the Airbnb model, with artists posting their works on his site and setting the price of their commissions themselves. Kurkoswki will be raising funds in the next investment round.

Until then, he's hoping to grow Tellinga's ability to turn stories into keepsakes — by offering ways to frame and preserve them, and by introducing a subscription model, so that customers can select days from of an entire calendar year to send their personalized artworks—constantly tapping back into that physical side of life like Kurkowsi wants.

"It's just cool because it's different," Kurkowski says. "It's getting away from the digital media world."