Starbucks Mystifies

For today's installment of my inspiration, we turn to the Starbucks gift card. A very belated Christmas gift arrived in the mail the other day and in it, a generous gift card for all the coffee we could possibly drink. More important is the housing of the card. Leave it to Starbucks to use a printing process I feel somehow nostalgic for but have no idea what the name is or how it's done. The "raised" part of the design is that velvet-y goodness. Anyone know the name of the process? I bet it's terribly expensive...I must find a way to do it!

-Rebekka