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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 popularity of the posters convinced Stephen and Susan to offer them to other stores in the area, and the business soon took off. The parent company, Blue Mountain Arts, was officially formed in 1971. With the posters popularity, Stephen and Susan began travelling the country selling their art and soon branched out into gift books, calendars and stationery. Not long afterwards, they also transferred their art to Blue Mountain greeting cards.