The outline of an old Hallmark sign in the Ahwatukee Foothills Towne Center has been confusing for some customers but the store is still in business, just in a space right next door.

“If you see it from across the parking lot it looks like we’re no longer here,” said John Roelle, store manager for Amy’s Hallmark at 48th Street and Ray Road. “Our new sign is a little lower. Even though we just moved next door it has created some confusion for people.”

The new store is smaller square footage-wise, but has been remodeled and reworked to hold even more products for shoppers and still feel more open than the old Creations Hallmark.

“This really is more of a cozy and shopper-friendly atmosphere,” Roelle said. “People who have shopped regularly come in and ask if it’s bigger. Even though it’s a smaller space it seems like people’s reactions are that it looks so much bigger. The old fixtures were about 5 or 6 feet tall so you could see one and you couldn’t see past it. It’s interesting now that even though it’s the same length people feel like it’s so much deeper because you can see all the way to the back.”

The new store has more table displays, new easier-to-read signs and brighter lighting. It also has more cards, an expanded candles section and all the collectors’ items that have made Hallmark popular for years.

The store closed for five days in June to complete the move and reopened on June 29. The store experiences a busy season beginning in July when the year’s first batch of Christmas ornaments are released. That business continues all the way through Christmas when the store is restocked constantly with seasonal items.

Roelle said Hallmark is remodeling and updating stores company-wide as funding becomes available.

“It’s exciting for us because this entire area is really changing,” he said. “Now we’re part of that change as well.”

Michaels will be moving into Ahwatukee Foothills Towne Center soon and Roelle said there has been rumors of a Marshalls moving in on the west side of Sprouts Farmer’s Market. There have also been a few groups taking a look at the old Hallmark location and the spot recently vacated by Old Navy.

• Contact writer: (480) 898-7914 or ahurtado@ahwatukee.com.

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