Now on the Hallmark aisle: Gay marriage cards
Lifestyle & Culture
The Greeting Card Association, a trade group, says it does not track how many companies provide same-sex cards but believes the number is expanding.
"The fact that you have someone like Hallmark going into that niche shows it's growing and signals a trend," said Barbara Miller, a spokeswoman for the association.
Rob Fortier, an independent card maker who runs his company, Paper Words, out of New York, added same-sex wedding cards to his mix after thinking about what he would want to receive.
"A lot of people think a gay greeting card needs a rainbow on it," Fortier said. "I don't want that."
But for some time, it was difficult to even find the words for what anyone wanted to say, he said.
His first card poked fun at the challenge. On the outside it featured lines that had been scratched out: "Congratulations on being committed!", "Congratulations on being unionized!" and, finally, "Congratulations on being domestically partnered!" The inside wished the couple congratulations on choosing to be together forever.
"It really comes down to language," he said.
John Stark, one of the three founders of Three Way Design in Boston, which makes gay-themed cards for occasions from adoption to weddings, has several new designs sketched out and ready.
But he has hesitated adding more wedding cards to his mix until after the November election, when California voters will decide a constitutional amendment that would again limit marriage to a man and a woman in the state.
"What is scary is to produce a marriage line and then November comes and it's recalled, then we have thousands of dollars of inventory waiting," he said.
The gay-friendly business can be challenging, companies said.
Hamm said although she has found many vendors willing to work with her company, some have asked to be removed from the Web site because of hate mail or some other backlash.
Hallmark says all of its stores can choose whether they want to add the latest offerings.
Terra/AP
