Exhibit 10

          EXECUTIVE EMPLOYMENT AGREEMENT (this "Agreement") dated as of August
15,  1996  by  and  between  Joseph  A. Calabro, residing at 919 Upland Drive,
Elmira, New York 14905 (the "Executive")  and Artistic Greetings Incorporated,
a Delaware corporation with a business address  of  One Komer Center, P.O. Box
1999, Elmira, New York  14902 (the "Company").

          I.    WHEREAS, the Executive served as the  Senior Vice President of
Manufacturing of the Company under an employment agreement  dated  January  1,
1996 since such date (the "Prior Employment Agreement");

          II.   WHEREAS,  the  Company desires to memorialize the retention of
the full-time services of the Executive hereby and cancel the Prior Employment
Agreement, and the Executive is willing to cancel such agreement and to accept
full-time employment for a period of three (3) years subsequent to the date of
execution of this Agreement (the "Execution Date");

          III.  WHEREAS, the Company  is  seeking  to  address  the  following
issues  in  connection with the Executive's employment with, and services  to,
the Company:

          1.    The  Company's  desire  to compensate the Executive at a level
sufficient  to  induce  the  Executive  to continue  his  efforts  toward  the
advancement of the Company's business; and

          2.    The Company's desire to provide for and fund a non-competition
agreement with the Executive to ensure the protection of its investment in the
advancement of its business under the management of the Executive.

          IV.   WHEREAS, the Company desires  and  agrees, in consideration of
the  objectives  described above, to employ the Executive  on  the  terms  and
conditions set forth herein; and

          V.    WHEREAS,  the  Executive  is  desirous  and  willing to accept
employment with the Company on the terms and conditions expressed herein.

          NOW, THEREFORE, the Executive and the Company hereby enter into this
Agreement   on  the  terms  and  conditions  hereinafter  set  forth  (certain
capitalized terms used herein shall be defined in Section 9 hereof).

          1.    EMPLOYMENT AND DUTIES.  The Executive shall serve as the Chief
Executive Officer  and President of the Company (the "Duties").  The Executive
shall devote his customary  working  time  to  the business of the Company and
shall perform the Duties in a diligent, effective and loyal manner.

          2.    COMPENSATION.   The  Executive shall  be  compensated  by  the
Company (the "Compensation") for the services  to  be rendered by him pursuant
to this Agreement in the following manner:

          a.    A base salary of Two Hundred Thousand  Dollars  ($200,000) per
     calendar  year (the "Yearly Salary"), which shall be (i) paid  each  week
     beginning on  the  Execution Date; and (ii) reviewed by the Company on an
     annual  basis  with increases  of  such  Yearly  Salary  granted  to  the
     Executive in the  sole  discretion of the Company based upon, among other
     things,  the Executive's performance  of  his  Duties  during  the  prior
     period.

          b.    A  percentage  of  (i)  100%  of  a Share Unit (as hereinafter
     defined) calculated from January 1, 1996 to August 31, 1996 and (ii) 150%
     of  a  Share Unit calculated from September 1, 1996  and  thereafter.   A
     Share Unit  is equal to the sum of  1/4 % of the Net Operating Income (as
     hereinafter defined)  of  the  prior  year  (if  Net  Operating Income is
     negative, such number equals zero) plus 1 1/2 % of the  increase  in  Net
     Operating  Income  of  the  current  year  over  the prior year (a "Share
     Unit").  Net Operating Income is equal to Net Income  before (i) interest
     and  investment  income  (expense),  (ii) taxes, (iii) bonuses  and  (iv)
     extraordinary items.  The amount of the Executive's percentage Share Unit
     shall be reviewed by the Company on an  annual  basis  with  increases of
     such  Share Unit granted to the Executive in the sole discretion  of  the
     Company  based  upon,  among other things, the Executive's performance of
     his Duties during the prior  period.  Bonuses shall be paid no later than
     March 15th of the following year.  Should the Executive be Terminated for
     Cause, no bonus for the year in  which the Termination occurs will be due
     or payable.

        3.   BENEFITS.  During the Term  of  this Agreement, and thereafter as
may  be  specifically  provided herein, the Executive  shall  be  entitled  to
receive the following benefits (collectively, the "Benefits"):

          a.    Four (4)  weeks  of  paid  vacation per calendar year, or such
     greater period as may be approved from  time  to  time  by  the  Board of
     Directors of the Company;

          b.    Health  insurance (Company pays 75% and Executive pays 25%  of
     the plan options selected);

          c.    Long-term disability insurance (Company pays 100%);

          d.    Life insurance equal to one year's base earnings; and

          e.    Contribution  (profit)  sharing  as  a full participant in the
     Company's 401K Profit Sharing Plan under the conditions  outlined  in the
     Company's plan manual entitled "Savings Plan;" and

          f.    Reimbursement  for all expenses incurred by the Executive  for
     dues and/or membership fees  incurred  by  the  Executive  for  any local
     social or health club.

          4.    OTHER  COMPENSATION.   Upon  the  Execution date the Executive
     shall  be  entitled  to  the  following  other compensation  (the  "Other
     Compensation"):  The issuance of options to purchase 25,000 shares of the
     Company's  common  stock  (each  a  "Stock  Option").    The   Board  has
     established the value of each Stock Option at $3.93, which is the closing
     price  of  the Company's common stock traded on the NASDAQ-NMS on  August
     14, 1996.

        5.   TERM.   This  Agreement  shall be effective for a period of three
years from the Execution Date (the "Term").
        
        6.   TERMINATION OF EMPLOYMENT.   "Termination" shall mean termination
of the Executive's employment with the Company  prior  to the end of the Term,
as of a date specified in a Termination Notice delivered by either:

          a.    (i)   The Company, for any reason other than  the  Executive's
     death, disability  or for Cause or (ii) the Executive for Good Reason, in
     either event, the Company  shall  (A)  make Payment (any amount due under
     this Section 6 is referred to as a "Payment")  to  the  Executive, within
     thirty (30) days of such Termination, of an amount equal  to  the product
     of  (x)  one-twelfth  of  Yearly  Salary  and (y) the greater of (I)  the
     remaining number of calendar months of the Term of this Agreement or (II)
     eighteen months; (B) cause any outstanding  Stock  Options  held  by  the
     Executive to automatically vest as of the date of the Termination Notice;
     and  (C)  make  Payment to the Executive, within thirty (30) days of such
     Termination, an amount  equal  to  the  Executive's pro rata share of the
     Executive's bonus (as determined in accordance  with Section 2(b) hereof)
     up through the last day of the calendar month immediately  prior  to  the
     date of the Termination Notice.

          b.    (i)   The  Executive  in  resignation at any time without Good
     Reason or (ii) the Company for Cause,  and  in  either event, the Company
     shall  continue  to  pay to the Executive the Compensation  and  Benefits
     provided for under this  Agreement  only until the effective date of such
     Termination;

          c.    The  Executive  as  a  result   of  disability  prior  to  the
     expiration of the Term of this Agreement, in  which  event, the Executive
     shall receive the Compensation and Benefits for the remainder of the Term
     of this agreement; and

          d.    The Executive in the event of an Acquisition of Control and if
     Executive  is  not  retained  pursuant  to an employment agreement  under
     Section 9(d)(i), the Company shall pay to  the Executive the Compensation
     and Benefits, within thirty (30) days of such Acquisition of Control in a
     lump-sum  amount  equal  to  the  amount  due therefore,  including  such
     Benefits as are described in sections 6(a)(ii)(B) and 6(a)(ii)(C).

             In the Event of the Executive's death  prior to the expiration of
the Term of this Agreement, the Company shall make a  lump-sum  payment to the
Executive's estate within thirty (30) days of such death in the amount  of the
present  value  (applicable present value interest factor shall be the Federal
Rate described in  Section  1274  of  the  Internal  Revenue Code, hereinafter
referred to as the "Code") of the Compensation and Benefits  for the remainder
of the Term of this Agreement.

             Any calculation of an amount of Compensation and  Benefits  to be
paid  under  this  Section  6  shall  be made using a rate of Compensation and
Benefits that was applicable immediately  prior  to the death of the Executive
or prior to the date of any Termination Notice hereunder.

        7.   LIMITATION  ON CERTAIN PAYMENTS.    Notwithstanding  anything  to
the contrary contained herein,  if  any  of  the Payments provided for in this
Agreement,  together  with  any  other  payments  of  Compensation  which  the
Executive receives from the Company, would constitute  a  "Parachute  Payment"
(as defined in Section 280G(b)(2) of the Code), the Payments pursuant to  this
Agreement shall be reduced to the largest amounts as will result in no portion
of  such  Payments  being subject to the excise tax imposed in Section 4999 of
the Code; provided however,  that the Executive and the Company shall mutually
agree to the amount of such Payments  as  otherwise  would be paid but for the
foregoing limitation of this Section 6, in equal installments  such  that  the
present  value  (applicable present value discount rate shall be in accordance
with Section 280G(d)(4)  of  the  Code) of such installments will result in no
portion of such Payments to be treated  as  Parachute Payments under the Code.
The first such installment shall be payable when  such  amount would otherwise
have  been  payable;  provided  further, however, that the Executive  and  the
Company shall mutually agree to the  allocation  of any reductions required by
this Section 7.

        8.   COVENANT  NOT  TO COMPETE.  The Executive  hereby  covenants  and
agrees that, during the period  of five (5) years from the Execution Date (the
duration of such Noncompete Period  being subject to the penultimate paragraph
of this Section 8 (the "Noncompete Period")), the Executive will not:

          a.    For  himself  or  on  behalf   of   any  other  person,  firm,
     partnership or corporation, call upon any customer of the Company for the
     purpose  of  soliciting  or providing to such customer  any  products  or
     services which are the same  as or similar to those provided to customers
     by  the Company.  For purposes  of  this  Agreement,  "customers  of  the
     Company"  shall include, but not be limited to, all customers acquired by
     the Company,  or  contacted  or  solicited  by  the  Executive during his
     employment with the Company;

          b.    For   himself  or  on  behalf  of  any  other  person,   firm,
     partnership or corporation,  directly  or indirectly seek to persuade any
     director,  officer  or  employee  of  the  Company  to  discontinue  that
     individual's status or employment with the Company  in  order  to  become
     employed  in any activity similar to or competitive with the business  of
     the Company, nor will the Executive solicit or retain any such person for
     such purpose; and

          c.    Directly  or  indirectly, alone or as an employee, independent
     contractor of any type, partner, officer, director, creditor, substantial
     (i.e., 5% or greater) stockholder  or  holder  of  any option or right to
     become  a  substantial stockholder in any entity or organization,  engage
     within the United  States  of  America  in any business pertaining to the
     sale, distribution, manufacture, marketing,  production  or  provision of
     products  or  services similar to or in competition with any products  or
     services produced, designed, manufactured, sold, distributed or rendered,
     as the case may be, by the Company.

        The parties  agree  that  the  Compensation  provided for in Section 2
hereof,  shall constitute fair and adequate consideration  not  only  for  the
Executive's  services  to  be  performed  during  the  Term,  but also for his
agreement under this Section 8 for the duration of the Noncompete Period.

        The  provisions  of this Section 8 shall survive any Termination.   If
any of the restrictions on  competitive activities contained in this Section 8
shall for any reason be held  by  a  court  of  competent  jurisdiction  to be
excessively  broad  as  to  duration, geographical scope, activity or subject,
such restrictions hall be construed  so as to thereafter be limited or reduced
to be enforceable to the extent compatible  with  applicable  law  as it shall
then  exist;  it being understood that by the execution of this Agreement  the
parties hereto  regard  such  restrictions  as  reasonable and compatible with
their respective rights and expectations.

        9.   CERTAIN  DEFINITIONS.   The  following   terms   shall  have  the
following respective meanings when utilized in this Agreement:

          a.    "Acquisition of Control" shall mean:

                (i)  upon the sale or other disposition to a person, entity or
     "group" as defined in Section 13(d)(3) of the Securities Exchange  Act of
     1934, as amended (other than the Executive or a group which includes  the
     Executive),  of  shares  of  the  Company having 45% or more of the total
     number of votes that may be cast for  the  election  of  Directors of the
     Company; and

                (ii)    stockholder   approval   of  a  transaction  for   the
     acquisition  of  the Company, or substantially  all  of  its  assets,  by
     another entity or through a merger reorganization, consolidation or other
     business combination to which the Company is a party.

          b.    "Cause"  shall  mean  any  action  by  the  Executive which is
     reasonably  believed  by  the  Company  to  constitute:  (i) fraud;  (ii)
     embezzlement or misappropriation; (iii) felony;  (iv) moral turpitude; or
     (v)  willful or bad faith conduct materially injurious  to  the  Company,
     other than as a result of the Executive's death or disability.

          c.    "Disability"  shall  mean  any  physical or mental incapacity,
     illness or injury that renders the Executive  unable to provide full-time
     services to the Company as contemplated by this  Agreement  for more than
     three consecutive calendar months.

          d.    "Good Reason" shall mean:

                (i)  an  Acquisition  of  Control  of  the Company and  if  an
     employment agreement, reasonably satisfactory to the  Executive,  for the
     continuation of the employment of the Executive is not executed;

                (ii)   any  action by the Company which reduces or limits  the
     Executive's authority to act as Chief Executive Officer; and

                (iii)  The Company's failure to perform in a timely manner its
     material obligations under  this  Agreement, a reduction in the amount of
     the  Executive's base Compensation or  Benefits  or  the  breach  by  the
     Company of any other provision of this Agreement.

          e.    "Termination Notice" shall mean a written notice which:

                (i)  may  be  given by either the Company or the Executive for
     any of the reasons set forth in Section 6 hereof;

                (ii)  sets forth  the  specific  provision  of  this Agreement
     relied upon by the Company for the Termination the Executive's employment
     or by the Executive to resign from such employment;

                (iii)    sets  forth  in  reasonable  detail  the  facts   and
     circumstances claimed  to  provide  the  basis for the Termination of the
     Executive's employment; and

                (iv)  sets forth a Termination  Date  (which shall not be less
     than 30 days or more than 60 days following the delivery of a Termination
     Notice).

        10.  NOTICES.  Any notice required or desired to  be  given  hereunder
relating  to  this  Agreement  shall  be effective if in writing and delivered
personally or by certified mail, postage  prepaid, return receipt requested to
a party at the address for such party previously  set  forth in this Agreement
or to such other address as a party may specify by written notice to the other
party similarly given.

        11.  BENEFIT.  This Agreement and the rights and obligations contained
herein  shall  be binding upon and inure to the benefit of  the  Company,  its
successors and assigns,  and  upon  the  Executive, his legal representatives,
heirs and distributees.

        12.  WAIVER.  The waiver of any party  of a breach of any provision of
this  Agreement  shall  not operate as or be construed  as  a  waiver  of  any
subsequent breach.

          13.   ENTIRE  AGREEMENT.    This   Agreement   contains  the  entire
agreement between the parties and may not be altered or amended  except  by an
instrument  in  writing  signed  by  all parties hereto.  The Prior Employment
Agreement is hereby cancelled, and is  expressly  and  mutually revoked by the
parties, it having no further force or effect.  In the event  of  any conflict
between  this  Agreement  and  the  terms  of  any of the Company's employment
policies,  manuals, or other statements regarding  employment  generally,  now
existing or hereafter promulgated, the terms of this Agreement shall control.

        14.  PARTIAL  INVALIDITY.   The  invalidity  or  enforceability of any
particular provision of this Agreement shall not affect the  other  provisions
hereof  and  this  Agreement  shall  be  construed  in all respects as if such
invalid or unenforceable provision were omitted.

        15.  APPLICABLE LAW.  This Agreement shall be  construed  and enforced
in accordance with the laws of the State of New York.

        16.  HEADINGS.  The headings contained in this Agreement are  inserted
for convenience only and do not constitute a part of this Agreement.

        IN  WITNESS  WHEREOF,  the  parties  hereto  have  duly  executed this
Agreement as of the Execution Date.


                                 ARTISTIC GREETINGS INCORPORATED



                              By: /s/ Stuart Komer
                                 Name: Stuart Komer
                                 Title: Chairman of the Board of Directors



                              By: /s/ Joseph A. Calabro
                                 Name: Joseph A. Calabro
                                 Title: Chief Executive Officer and President