Blue Mountain Cards Bring Innovations to the Greeting Card Industry
Blue Mountain Cards offers a wide selection of greeting cards created in its signature style of soothing nature illustrations combined with freeform poetry and prose. A large portion of the company business comes from its online Blue Mountain Cards greeting card products, which are delivered through electronic mail over the Internet.
Boulder, Colorado husband and wife team Stephen Schutz and Susan Polis Schutz started Blue Mountain Arts (now including Blue Mountain Cards) as a way to spend time together and share their hobbies of painting and writing, respectively. 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. The Schutzes then directed their attention to the development of Blue Mountain Cards greeting cards and introduced the blank all occasion greeting card for personal handwritten messages. Another innovation credited to Blue Mountain Cards was the introduction of expressive freeform poetry and prose to preprinted cards. The product line eventually expanded to include calendars, stationery, and gift books, and their customer base grew.
Blue Mountain Cards entered the Internet age in 1996 when it launched its website offering free electronic greeting cards. The idea to offer electronic cards was conceived when one of the Schutz children went off to college and the family began communicating through email. Family birthday and holiday greetings were transmitted back and forth in this manner, and Blue Mountain Cards electronic greeting cards were born.
Blue Mountain Cards electronic line began with 35 basic designs for the more common occasions such as birthdays, graduations, thank yous, and emotional support. An email notification containing a link to the Blue Mountain Cards website was sent to the card recipient, who accessed the card through an electronic pick up window on the site. The uniqueness of Blue Mountain Cards came from the fact that they were offered free of charge and were able to be edited to accommodate whatever personal message the sender wished to add.
Blue Mountain Cards now includes over a thousand different designs for every mainstream and obscure American holiday, as well as those of other cultures and religions, with French and Spanish language accessibility. By the end of the twentieth century, Blue Mountain Cards had become one of the most visited sites on the Internet, largely through word of mouth and testimonials of card recipients.
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