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Combining watercolors that Stephen painted with poetry that Susan wrote into posters that appealed to the hippie mindset of the early 1970s, they persuaded a local bookstore to sell a few of those 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. Their customer base grew along with their product line, which soon included calendars, stationery and gift books.