Hallmark Cards, purveyor of messages for birthdays, holidays and funerals, sees a market for some less-traditional occasions … like coming out, getting chemotherapy or struggling through the emotional wreckage of a divorce.

"Welcome to the new normal," the company says on its website in the section devoted to Journeys, the line of "new cards with real words for real life" which it launched Thursday.

The messages include mottos like "One year free of the Big Bad C," "Only jeans should be distressed" (depression) and "Do not be afraid of change. Be afraid of not changing" (divorce).

Hallmark went into the new line after online and focus group respondents complained that they couldn't find a card for the situation they were facing, Theresa Steffens, an assistant product manager, told the Associated Press.

"Either the consumer said they were walking away from the display or they were just unhappy with the card that they purchased, so we saw this as a huge opportunity," she said.