The dies have it.

Made from a variety of materials, dies can create a wide range of effects, from a subtle texture to bold relief.

Embossing starts with a metal relief die, a matching counter die and an embossing press. Paper is placed between the die and the counter, heat and pressure are applied, and the type or design is pressed into the stock.

More info:

Embossing/ Foil Stamping »

Ed #6 Embossing / Foil Stamping