Spring 2020 - 47

the main channel for Hallmark cards. So (the P. Graham
Dunn program) has given people a new product offering ...
a new reason to come into our stores. "
In 2012, however, Monokian had a new business
idea - to take P. Graham Dunn's laser engraving program
and develop an entirely new business around the idea of
laser engraving and customization. Thus, We Make It
Personal, a customization and engraving shop in Ocean
City, New Jersey, was born.
" As far as I know, we're the only ones who have taken
(the program) and made it a store entirely of its own, "
Monokian said.
The concept of We Make It Personal was simple: offer
customers an opportunity to shop a unique collection of
items, all available to be customized and personalized
for yourself, or as a gift for a loved one, friend or family
member. Monokian said the idea of customization, thanks
to the laser engraving program, has presented new ways
to interact with his customers - both new and returning.
" It's an item that you really have to have interaction
with your customers, " Monokian said. " You can't put
(the laser engraving machines) in your store and expect
it to sell itself. We've had it for more than 10 years now
and I still have to be on the sales floor, interacting (with
customers). "
EXPANDING BUSINESS
Ashley Etzkorn is the owner of Ivy Hutch Flowers in
Delphos, Ohio. When she purchased the store in 2013 and
relocated to downtown Delphos, that's when she said she
really began to see the business shift from a regular retail
shop to more of a specialized gift shop-type customer
base. It was then that she decided to look into adding
customization options to their retail offerings.
" We were always looking to see what the next piece was
going to be for our shop, " Etzkorn said. " That's when we
found P. Graham Dunn, and were able to go from being
just flowers, to doing flowers, gifts, engraved items ...
things like that. "
It was the ability to add customization and engraved
gifts that Etzkorn credits for a growth in the business -
helping Ivy Hutch separate itself from its competitors.
" We're the only one in town that engraves anything,
other than the jewelry store, " Etzkorn added. " Just being
that multilevel flower shop, engraving store, gift store ...
it helps us be that one-stop shop that some other flower
shops can't provide. "
A CORPORATE SHIFT
One area that both Monokian and Etzkorn have seen
their respective businesses grow exponentially is in
corporate gifts - whether it be for seminars or employee
appreciation items.
At Ivy Hutch, Etzkorn said after starting to work on
corporate orders in late 2019, they received their biggest
Custom laser-engraved
cutting boards and a small
home accent sign from We
Make It Personal in Ocean
City, New Jersey.
Circle 231.
order to date - laser engraved cups for a local business
in town - as well as customized pocket knives for a local
factory as gifts for all of their employees.
" We're being sought out for (corporate gifts) like
Christmas gifts, etc., a lot more regularly, " Etzkorn said.
" It has changed our business because it has created more
annual business and created more of a word-of-mouth
type promotion for our products. "
As for We Make It Personal, Monokian said they have
received very similar orders in the corporate space, which
has helped them better understand what types of gifts
employers may be looking to give their employees.
" A lot of our (corporate orders) go toward Yeti-type
cups and tumblers, with employees bringing in coffee, tea,
etc., to work - it's very versatile, " Monokian said. " Stuff
like slate coasters, as well, have been a great item for us in
corporate - there are a lot of different ways they can go. "
But ultimately, it's the ability to create items that people
will cherish that Etzkorn says has had the biggest impact
on their business at Ivy Hutch.
" We call it the 'moments' of their lives, " Etzkorn
said. " Baby showers, weddings, graduations, Christmas
presents - adding customization has provided so many
more reasons our customers can come back to us. "
GIFTSHOPMAG.COM 47
http://www.GIFTSHOPMAG.COM
Spring 2020

Table of Contents for the Digital Edition of Spring 2020
