Morford’s Hallmark celebrates 31st anniversary

Susan Schell

of the Gateway

Morford’s Hallmark at Harbor Place on Point Fosdick Drive recently celebrated its 31st anniversary with a remodel. At the end of February, the store closed for three days and got a fresh coat of paint, new carpet, rearranged displays and added new features.

Owner Curtis Morford said he decided to use “warm” colors for a new look and feel.

“It was a major undertaking,” he said. “We’re using darker earth tones, new lighting and up-to-date fixtures. We didn’t want the cookie-cutter look of mall stores. We want an environment that makes people want to hang out and meander.”

The Hallmark corporation also helped with the facelift by providing some of the crew and a greeting card revision. Morford said his store isn’t a franchise. Rather, Hallmark provides cards and fixtures, and the store must maintain a gold crown status of retail excellence to bear the company name.

The store added new displays of home and garden decor, like trickling fountains, wind chimes and lighting implements.

“This display is kind of ‘zen garden,’ ” Morford said. “The glow-in-the-dark yard stakes do well in the summer. With these items, the quality is great and the price points are low.”

Because of the poor economy, people are staying in more and trying to create a more pleasing home environment, Morford said.

“We expanded into home decor because people are traveling less,” he said. “We’re making them feel better while (they’re) at home.”

The Hallmark store has been a family business since 1985. Morford took over the business when his parents retired a couple years ago. He said the greeting card business has remained steady because people still celebrate major life events.

“Christmas is our biggest time of the year, followed by Valentine’s Day and Mother’s Day,” he said “It’s an industry that’s changing, because the younger generation doesn’t send out cards as much; they do more e-mailing and texting.

“Now we carry innovative cards with sound and music. The younger generation really likes that. We have recordable cards where you can record your own voice, and that’s been very popular.”

The store also carries specialized gift items like gourmet foods, dip mixes, drink mixes and snack items.

Morford wants gift buyers to know they not only carry cards, but someone can find candles, fragrance, balloons and stationery. The business caters to the one-stop shopper and also offers gift-wrapping service.

Morford travels to Atlanta, Ga., and Seattle on occasion to visit massive showrooms where vendors display the latest in gifts.

“It’s a great way to network with other retailers,” he said. “People can talk about what is selling in their stores across the nation, and what isn’t.

“We want to have the best selection and be the most innovative,” he added. “In this economy, you have to continue to change and grow and give your customers something different.”

Morford’s Hallmark

Morford’s Hallmark, located at 4914 Point Fosdick Drive NW at Harbor Place in Gig Harbor, offers an array of greeting cards, gift items, home and garden decor and gift wrapping service. For more information, call 253-851-8369.