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GR woman's inspirational card line headed to Target stores

cohen cards.jpg
Posted at 6:40 PM, Feb 03, 2021
and last updated 2021-02-03 22:41:55-05

GRAND RAPIDS, Mich — Shannon Cohen's hard work to spread positivity and inspiration with the world is paying off.

A new partnership with American Greetings is launching her Tough Skin, Soft Heart card line into Target stores this month.

Cohen started building the brand five years ago after creating a blog while on maternity leave with her son.

"I started to take the sayings that people loved best from that blog, and I put them into inspirational products that I love," explained Cohen. "When we first started, we started with humble beginnings. We started in hospital gift shops, hotel gift shops, boutiques and salons."

Inspiration met opportunity when Cohen attended a trade show in New York City and met the vice president of American Greetings.

"We connected, and then from that relationship forming over the past two years, this partnership is an evolution of that relationship building," she said. "Now that it's public I think there's still that element of, 'Oh my gosh; this is happening.'"

Cohen's cards will be featured in American Greetings displays in 1,200 Target stores across the country.

"There will be about five of our designs that will be their end caps... and we'll be in that space with two other black makers," Cohen told FOX 17 News. "My hope is that we move from the end cap into, you know, everyday offering, so it's available at local Target stores and beyond."

Cohen's cards will debut in stores the weekend of Feb. 19 through Easter, ranging from $3.99-$5.99.

If they do well, Cohen is hopeful that the cards will be offered on a permanent basis.

"I firmly believe that people need to read, see and hear inspiration every day," she said. "I feel excitement to have a national partner like Target and American Greetings. I feel excited by the possibilities, I feel a whole lot of 'you go girl,' for even when there were, you know, missteps along the way. There were rejections, there were times when our brand was underestimated or overlooked, and so I'm just thankful that I didn't quit."

You can get a look at the Tough Skin, Soft Heart card line right now by heading to or the business's Facebook page.

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