Hallmark has started making cards to give to transgender loved ones to celebrate their transitions, one shopper has discovered.
Twitter user Renata Sancken brought the cards to the Internet’s attention earlier this month.
She tweeted a series of photos – which have since been liked more than 20,000 times – showing a Hallmark card that reads “You’re becoming who you’ve always been” on the front and “How wonderful is that?” inside.
Sancken also showed she found the card in a section of the card rack that read “Encouragement: Gender/Transitioning.”
“I’ve never seen Hallmark cards for gender transitioning before! Capitalism triumphs over hate??” she joked.
In response, Hallmark tweeted back “Love always wins” with two heart emojis.
The company added in a statement: “Hallmark is committed to helping people share what’s in their hearts with those they love, and we strive to be inclusive and relevant with our products.
“We know how increasingly diverse our connections to each other are, and we’re here to help people express love, celebration, support or recognition in a wide range of situations.”
I’ve never seen Hallmark cards for gender transitioning before! Capitalism triumphs over hate?? pic.twitter.com/GFn1EY6YoA
— Renata Sancken (@renatasnacks) May 11, 2017
@renatasnacks Love always wins ❤❤
— Hallmark (@Hallmark) May 12, 2017