A Hallmark moment: D&G Austin Ace Hardware now has Hallmark Gold Crown department

Published 7:00 am Tuesday, January 29, 2019

Instead of having to drive out of town to grab Hallmark gifts for a special occasion, there’s now a place right in Austin.

Inside D&G Austin Ace Hardware at 1417 First Ave. SW is the new Hallmark Gold Crown department. Austin had a Hallmark Cards and Gift store that closed in 2017 after serving the community for more than 50 years.

“We understand the diverse needs of our customers and are constantly seeking ways to enhance their shopping experience,” said Jessica Groth, store manager. “By integrating a Hallmark Gold Crown department into Austin Ace Hardware, we are continuing to show our commitment to our customers by providing exciting and unexpected options.”

Email newsletter signup

The process for integrating a Hallmark Gold Crown store started last June when her brother attended an Ace Hardware show in Texas. After seeing some signature items in the warehouse, they began to see the potential of selling Hallmark items in the store.

Some plushies sit on display as part of the new Hallmark Gold Crown store’s integration into the Austin Ace Hardware store.

“I noticed in the past year that sentimental plaques would come into our warehouse,” she said. “We saw Hallmark at the Ace show. We wanted to bring in a more diverse customer base with Hallmark, and it’s pretty exciting and new for us.”

Having a Hallmark Gold Crown store means fewer people need to travel out of Austin to obtain what they are looking for. Groth said that older generations wouldn’t need to go all the way to Rochester to make a purchase and travel.

“I just want the community to know we’re here and we’re trying our best to support the community in this new direction,” she said. “I can’t wait to see what this new adventure will be.”

Bringing back tradition

Hallmark has been around for more than a century and has become a brand associated with gifts and cards to help people acknowledge special events, show appreciation and share memories and milestones throughout life. By adding a Hallmark Gold Crown department, Austin Ace Hardware added more choices and convenience for its shoppers in town.

This new partnership complements the existing in-store experience and provides consumers with convenience to find Hallmark greeting cards for that special occasion. It features cards for holidays and events like Valentine’s Day, Mother’s Day, Father’s Day, and Christmas, along with gift wrap. There is even a selection of cards written in different languages such as Spanish.

Jessica Groth, store manager for Ace Hardware in Austin, stands inside the new Hallmark Gold Crown store that’s inside the hardware establishment.

“Hallmark is a compelling, respected brand with a strong history and their products truly make a difference in people’s lives,” Groth said. “We’re excited to bring Hallmark to our store and to make it easier for our customers to communicate, connect and celebrate special times.”

With the opening of the new Hallmark store inside Ace, Groth mentioned that those with coupons for the previous Hallmark location would be honored at the new department inside the hardware store. Those moments proved important to the community. Groth said that an older man wanted to buy a Christmas ornament for his grandson.

“It brought tears to his eyes,” she said. “He said thank you for bringing the tradition back. There’s still a lot of the older generation that still really appreciates Hallmark.”