Robert Jeffers' card company, Lyrics Personals, is working to keep it real. Lyrics strives to reach out to the younger, urban market in a way few of the giants are.
"You have a lot of cultures that aren't represented in the greeting card industry. They have to go buy what they can find," said Jeffers, 31, who also writes and takes pictures for his line. "You're not going to see a picture of the projects on a Hallmark or American Greetings card."
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