This is the first time we’re seeing dedicated representation of interracial, same-sex couples by a high street retailer in the greeting card industry.

I’m not sure I agree that the market is niche. The purchasing powers of minority demographics are regarded as a substantial asset to the UK economy.

"We’re delighted to be the first UK high street retailer to represent interracial and LGBT couples and stock Huetribe cards"

Our customers are from all walks of life and its vital that our products reflect that.

While society has come so far in recent years, minority groups are still underrepresented in many aspects of our lives.

So HueTribe.com have really thought about ensuring that all types of couples are represented in their cards – this one is perfect if you know interracial brides to be!

It’s important that we continue to stand up to end discrimination for those whose rights are being taken away and belittled.

It was set up to address the gap in the greetings card market of interracial and intercultural couples.

The perfect way to let her know you care

Exasperated at the absence of choice, Smith decided to launch a line of greeting cards for fellow under-represented couples, which address the gaps of racial and sexual representation in the greeting card market.

Interracial and LGBTQ couples are grossly lacking on greeting cards — even from brands that cater to the minority market. When was the last time you saw an interracial gay or lesbian couple on a greeting card?

HueTribe is a line of greeting cards that arose from their own frustrations with not being able to find greeting cards for those outside the "norm.

When you walk into a store and see images on greeting cards that look like you or your relationships, it gives you a sense of acceptance that people realise you’re part of our society too.

That greeting cards producers have failed to service a huge proportion of modern society reflects more than just a loss of commercial opportunity. It represents and reinforces the accepted norms, perceptions and stereotypes of what loving relationships should be: romantic, white and heterosexual.

Celebrating the individuality of all kinds of people through greeting card design could play a central part in wider strategy to curtail the tide of hate against minorities that has arisen in the increasingly disillusioned, angry, post-truth world we live today.