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<\/a>Hallmark artists Tammy Haddix and Matt Johnson traveled from Hallmark\u2019s corporate headquarters in Kansas City to sign the limited-edition keepsake ornament called \u201cSanta\u2019s Sweet Treat Cart.\u201d Haddix and Johnson collaborated with other Hallmark Keepsake Studio artists in designing the ornament, which was available only at this signing event. Purchases were limited to one each until noon. Shoppers and collectors filled the La Mesa store, purchasing from the 300 ornaments created, as some tried their luck with tickets for silent auction raffle baskets on display outside the store.<\/p>\n
The collector hobbyists noted that they often partner their pastime with fundraising for local charities at special events like the Hallmark artists\u2019 ornament signing that day. Proceeds from the ticket sales were slated for the San Diego Fisher House, providing lodging for families of military undergoing medical crises and being treated at the Navy Medical Center San Diego.<\/p>\n
Scott Elam, vice president of operations for Elam\u2019s Hallmark, was pleased with the turnout, observing that the ornaments had nearly sold out by mid-afternoon. Members of the local Keepsake Ornament Club (KOC) were there in force. The group, which boasts more than 100 members, is named more specifically as Elam\u2019s Magical Hallmark Memories Club. The club meets monthly and rotates fundraising to benefit the Women\u2019s Resource Center in Oceanside and the Helen Woodward Animal Center in San Diego, in addition to the Fisher House Foundation. The Hallmark shop raises money on behalf of cystic fibrosis and Rady Children\u2019s Hospital toy drives, as well.<\/p>\n
\u201cWe\u2019re thrilled,\u201d Mary Elam said of the community\u2019s turnout for the artist visit. \u201cThis is a very successful event. You just don\u2019t often see customers turning out like this in retail stores anymore.\u201d<\/p>\n
Another thing not often seen these days is a very successful, longtime family business. All of the Elam family members on hand during the afternoon agreed that Grossmont Center mall managers had delivered remarkable support for the event. (Father in the family, Guy Elam, attended morning hours of the event.) The Elam\u2019s opened their first Hallmark store in Spring Valley during 1979, with operations since then growing to nine locations. Four Elam family members form the ownership group. The Grossmont Center store opened two years ago.<\/p>\n
\u201cI\u2019d like to give a big shout out to Grossmont Center,\u201d Christie Elam said. \u201cThey have done a lot for us, with social media and overall publicity outreach. We could have held this event at any of our stores, but we chose this one because of the incredible support we\u2019ve gotten from mall management here.\u201d<\/p>\n
Scott Elam elaborated: \u201cThe center has been phenomenal, adding to the marketing,\u201d he said.<\/p>\n Renee Micallef has been president of the Elam\u2019s Magical Hallmark Memories Club for over 10 years. \u201cClub members are very passionate about this,\u201d she said. \u201cWe have made lasting friendships and lasting memories, including family memories for many members.\u201d<\/p>\n Another limited-edition companion ornament was available until noon, exclusively for KOC members. Titled \u201cSweet Sweet,\u201d the KOC exclusive featured chef Santa Claus hoisting aloft a platter of cookies stacked like a Christmas tree in one hand, while holding a frosting-topped bundt cake in the other.<\/p>\n The collectors mainly focus on keepsake Christmas ornaments, although some club members also have special events ornaments in their collections. Club member Megan Casey-Jones said that each holiday season she creates a Christmas village from the ornaments in her collection.<\/p>\n Collectors traveled from as far away as Phoenix, Arizona for the day. Chris Ryan arrived late, after four hours on the freeway driving from Yorba Linda. Ryan said that he has been a collector for more than 30 years, dating to the 1980s. His personal collection features motion series ornaments, window ornaments, and \u201cStar Trek\u201d and \u201cStar Wars\u201d collectible ornaments.<\/p>\n More information about Elam\u2019s Hallmark and the affiliated Keepsake Ornament Club can be found online at elamshallmark.com<\/a>.<\/p>\n<\/a>