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With its now signature style of soothing nature illustrations and freeform poetry and prose, Blue Mountain Cards offers a wide and popular selection of greeting cards for any occasion. A great deal of Blue Mountain Cards business comes from its line of electronic greeting cards designed for delivery over the Internet via email. Blue Mountain Cards was founded by Boulder, Colorado husband and wife team Stephen Schutz and Susan Polis Schutz as Blue Mountain Arts, originally as a vehicle for them to spend time together sharing their hobbies. Stephen and Susan combined their watercolor and poetry design into posters that appealed to the early 1970s hippie culture and convinced a local bookstore to carry the posters, which quickly sold out. Other stores quickly followed suit.