In a world where digital communication dominates, a simple, beautifully crafted greeting card can still touch hearts in ways that emails and text messages cannot. For over 75 years, Leanin’ Tree, a company with deep roots in Boulder, Colorado, has been creating greeting cards that celebrate art, emotion, and the human connection. From its humble beginnings to its place as a beloved name in the greeting card industry, the story of Leanin’ Tree is one of creativity, perseverance, and an unwavering commitment to quality.

Leanin’ Tree Card Company Plant: A landmark of artistic greeting card history.

A Business Born from a Shoebox

The Leanin’ Tree journey began in 1949, when Ed Trumble and Bob Lorenz launched a greeting card business on little more than a shoestring budget and a big dream. The two entrepreneurs started by trading art for advertising, securing a full-page ad in Western Livestock Magazine to promote their Western Christmas cards—all four of them.

The response was overwhelming, and the orders poured in. But there was one small problem: they didn’t have a proper fulfillment system. Instead, Ed and Bob filled orders straight from shoeboxes in their small apartment, hand-packing each card with care. Their first-year success was nearly derailed when a printer misspelled “Christmas” on a batch of cards, but they persisted, proving that resilience was just as important as creativity in building a successful business.

A Legacy of Art and Words

Unlike many greeting card companies that rely on in-house artists, Leanin’ Tree has always believed in showcasing independent talent. Instead of employing full-time illustrators, the company has built lasting relationships with artists across the country, curating a collection of some of the most breathtaking and evocative designs in the industry.

But a beautiful card is only half the story. The right words bring it to life. Leanin’ Tree’s verse writers work tirelessly to craft messages that inspire, console, and uplift. Whether it’s a heartfelt note for a milestone occasion or a lighthearted joke to brighten someone’s day, each card is designed to connect people through the power of words and images.

Boulder Roots, Global Reach

For decades, Leanin’ Tree thrived as a family-owned business before transitioning to employee ownership in 2021. The company’s headquarters, once a staple of Boulder, have since moved to Mead, Colorado, but its legacy remains deeply intertwined with Boulder’s artistic and entrepreneurial spirit.

Today, the company produces over 3,000 unique greeting cards and ships more than 20 million cards annually to retailers and customers across the U.S. and beyond. While the company has grown exponentially, it has never lost sight of its mission: to create cards that touch hearts and celebrate life’s special moments.

A Commitment to Sustainability

Beyond its creative contributions, Leanin’ Tree is dedicated to environmental responsibility. The company prints its cards and envelopes on sustainably sourced paper, operates a comprehensive recycling program, and participates in Boulder County’s PACE Program (Partners for a Clean Environment).

Leanin’ Tree has also earned a Silver Award in the Colorado Environmental Leadership Program, recognizing its commitment to reducing its carbon footprint. In partnership with tree-planting organizations, the company offsets emissions from its manufacturing process, ensuring that its business gives back to the environment.

The Enduring Magic of a Greeting Card

In an era where instant messaging and social media dominate communication, Leanin’ Tree continues to prove that a handwritten note—carefully chosen and beautifully designed—still holds immeasurable value. It’s not just about the card; it’s about the sentiment behind it.

From its humble shoebox beginnings in Boulder to its place as one of America’s most cherished greeting card brands, Leanin’ Tree stands as a testament to art, resilience, and the power of a simple, heartfelt message.

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