All about adding texture to a card. Stampin' Up demonstrator Kim Van Diepen made a card like this one showing how to add texture to your project. Kim's card can be found here:
I did not have the same products used by Kim so I improvised using bleach stamped onto Crumb Cake card stock with a stamp from the French Foliage set, they sort of look like watermarks, to me anyway. My card is a little dark, but turned out to my liking.
Texture was added using the Chevron embossing folder on a piece of Bazzil card stock that was then sanded, I also used a piece of burlap, an old piece of lace trim, some twine and some gold Liquid Pearls.
Check out Kim's site and add some texture to your next project.