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Mary Lou Faas, store manager, Ruth's Hallmark, Bear, Del. All the Ruth’s Hallmark stores have designated frame departments, but special displays are made to commemorate notable calendar dates.

hanks to smart phones, people take a lot of photographs these days. While many of those photos will never move beyond their digitized state, on occasion, actual images do get printed onto real photo paper. If people are going to go to the trouble, it follows they’re going to want unique frames to immortalize those images.

Richard Serata co-owns sixteen Hallmark stores along with his brother. The stores are all conveniently called Ruth’s Hallmark and are mostly concentrated in southern New Jersey, with a couple in Pennsylvania and two more in Delaware. Serata said they do a big business with Malden frames, although not so much the traditional variety. “Sentiment is important to our customers so most of the Malden frames we carry do have sentiment on them. It can be as simple as Mom or Dad or Sister imprinted on the frame but having some kind of sentiment on there adds a great deal of value to our customers,“ he said. “Traditional frames can be purchased in all the big box stores. But having a selection of sentiment frames is something a little different, given that we’re specialty and people are coming into our stores for sentiment product.“


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