Spring 2023 - 57

RETAILER PROFILE
Photos courtesy of Emily Millay Photography. Visit giftshopmag.com for more photos of Lovely Paperie & Gifts.
Lovely features a wide range of items for shoppers,
including apparel, accessories, home décor, tabletop
and stationery - just to name a few. It carries lines
such as nora fleming, Lilly Pulitzer, Rifle Paper Co.,
Ink & Alloy and more.
For Horne, life has always been about celebrating,
and her goal at Lovely is to do the same.
" We believe that clients can find something for
almost every occasion at Lovely, " she said. " We have
wedding, birthday, anniversary, retirement, new job,
graduation and more - something for every occasion. "
When a customer enters Lovely, they simply
can't miss its massive, iconic card wall. Horne said
she goes about sourcing greeting cards for Lovely
in a variety of ways, including attending markets,
visiting representatives, wholesale websites and even
Instagram. She explained she is always on the lookout
for a good card, no matter where she is.
The wall includes greeting cards to commemorate
just about every moment of life, including the more
painful moments such as divorce or death. Its selection
includes serious and inspirational cards, as well as
those that trigger a belly laugh from customers.
" We try to cover all the occasions to send a card -
even the ones that are hard to send - and we look for
cards that will start the conversation that the gifter
will continue when they write their message, " Horne
explained. " We love a good letterpress card or when
they include something a little extra like envelope liner
or gold foil. We want unique designs, messages and
high-quality papers. "
BABYCAKES CHILDREN'S BOUTIQUE
As Horne continued to invest into Lovely's gift
selection, she noticed - both through customer
sentiments and her own personal experience - that
baby and plush items were in high demand.
In 2017, she expanded Lovely into a larger space
just a few doors down and used the original location
to house its newly founded sister business: Babycakes
Children's Boutique, a store entirely dedicated to
adorable
and children.
The store offers unique items such as bamboo clothing
and BPA-free toys, and it carries lines from Jellycat,
The Beaufort Bonnet Company, Copper Pearl and more.
" I had just had my son in October 2016 and knew
the need for a baby store, " Horne said. " I used my
experience as a new mom to help fill the store with
unique, high-quality baby items. I have three children
now; being a mom to three young kids helps me find
better merchandise for Babycakes, because I use my
life experiences with my kids to buy for the stores and
for planning events, too. "
A DECADE OF GROWTH
Reflecting on the last decade since Lovely's founding,
it's apparent that the store grew up, evolved and
blossomed in tandem with Horne's own life.
Between moving, grieving, falling in love and
raising a family, the heart that Horne has poured into
Lovely's and Babycakes' selection is tangible through
its products. From the most celebratory highs of life
to its deepest lows, Horne is passionate about offering
something to commemorate the situation.
" My dad always told me, 'First find something you
are passionate about and love to do; then, find a way to
make money doing it, " Horne said. " The stars aligned
when I decided to take my love for shopping and open
Lovely Paperie & Gifts. "
GIFTSHOPMAG.COM 57
clothing, accessories and gifts for babies

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Spring 2023

Table of Contents for the Digital Edition of Spring 2023