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The Blue Mountain cards company was initially conceived as a poster business when the couple persuaded a local Boulder bookstore to offer several of their posters on consignment. The business took off with the posters popularity; soon other area stores began carrying the prints. The parent company, Blue Mountain Arts, was officially formed in 1971. Stephen and Susan travelled the country selling their art, and business expanded so much that they soon branched out into gift books, calendars and stationery. Stephen and Susan transferred their art to Blue Mountain greeting cards soon thereafter.