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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 soon began to carry their posters as well. Stephen and Susan subsequently turned their artistic talents to the development of Blue Mountain Cards greeting cards and were the first to develop blank all occasion greeting cards for personal messages.