It’s New to Us by Jean Stratton

TREASURE TROVE: I consider Jordan’s a stationery/gift shop. We have a huge selection of different items,” says Lewis Wildman, owner of Jordan’s in the Princeton Shopping Center. “We keep trying to find items and categories that will sell at reasonable prices. We are always striving to have the right product at the right price for our customers.”

Jordan’s, the Popular Card and Gift Store, Celebrates Its 30th Anniversary This Month

It really is a treasure trove. Do you need a texting dictionary? A room diffuser? Voodoo doll key ring? Recordable door plaque? Mouse pad/rug? Not to mention a card for every occasion — or no occasion — invitations, gift wrap and bags, ribbon, paper party goods of all kinds … the list goes on … and on.

Most likely, if you need it, Jordan’s has it. And that has been the case since 1981, when Lewis Wildman opened the store with his father, who had started his own retail business in 1951 with a series of card and gift shops.

“We heard about a store that was available in the Princeton Shopping Center, and they gave us a great lease opportunity,” says Mr. Wildman. “It evolved into the things we saw that our clientele needed and wanted. For example, our customers liked simple, plain picture frames, nothing too elaborate. When I see what the customers want, I expand into it. It’s the demand.”

What’s more, it’s the personality of Jordan’s. Known as “the store with personality and panache,” Jordan’s has become a shopping mainstay, not only in the shopping center, but in the Princeton community. There is just no other store like it.

Super Variety

It is filled with a super variety and selection — and probably even your neighbor! You are sure to run into someone you know, whether stopping in for a card, buying balloons, or taking time to select a special invitation.

It’s almost impossible to leave the place empty-handed. Calendars, candles (including special pear-shaped ones for fall decorating), home office supplies, and novelties galore, are all colorfully and conveniently displayed.

And there is always more merchandise arriving. Just in are cozy, colorful slippers to keep the toes toasty this winter; also Thanksgiving cards, napkins, plates, place cards, and decorations, and the amazing flower-shaped birthday candle to be placed on the cake. When lighted, sparklers emerge from the center, the flower petals expand, and it plays “Happy Birthday!”

Currently, other popular items include colorful change purses and key rings made of recycled candy wrappers, “techie” accessories, including i-Pad covers, also small sets of cocktail mixers for martinis, margaritas, and champagne, wine glass name tags, DaVinci beads, fragrance lamp oil from Lamp Berger, old-fashioned glass picture frames, and little boxes, piggy banks, light-up candle cupcake trinket boxes, charming musical miniatures (sax, clarinet, piano, etc.) ... and so much more

Any Style

With cards from 100 different companies, Jordan’s can provide any style from traditional to humorous to sentimental. Also, journals, diaries, address books, stationery, and note cards from Crane’s, William Arthur, and other companies.

Invitations are a major focus at Jordan’s, and styles from 500 designs can be printed in one hour on the premises. “We can do them in the store for any invitation we have in stock,” says Mr. Wildman. “They are especially popular for parties — birthday, Christmas, cocktail, New Year’s, and showers as well.

“We also have all the high quality books to look through for wedding invitations, including William Arthur, Crane’s, Arlene Segal, and many others. Printing for wedding invitations can be done in seven to 10 days, and there is a large variety in color and style today. Any person’s needs and tastes can be accommodated.”

30 years in business is a big accomplishment and even more so in an electronic age with on-line shopping becoming the choice for many customers. Mr. Wildman is very much aware of his electronic competition.

“On-line shopping has certainly affected the business. Shopping was a social event in the past; there was interaction with people. I have been surprised at how so many people have embraced technology as a way to communicate. I don’t think it’s a good example for children. They will not experience the interpersonal relationships that you get going to a store and being with other people.”

So, how does he account for 30 years of success despite these ongoing challenges?

2-Way Street

“It’s perseverance and understanding that it’s a 2-way street. If I help customers, then, they’ll support me and the other local stores.”

He also offers them a wide price range in every category. “Every item in the store has a price range. We have cards from $.99 to $10, wedding invitations from $100 to $5000! We have choices for people.

“This is my home away from home,” he adds. “I have gotten to know so many people and see their kids grow up. I enjoy being able to help with someone’s needs and solve a problem. Now, the challenge is to keep sales up in an electronic age. We’re a paper store. I look forward to continuing to celebrate additional anniversaries and to ride the storm of the electronic age, and help people find that there’s nothing like being in the store and interacting the old-fashioned way.”

In honor of its 30th anniversary, Jordan’s will have a celebration on November 11 for the local merchants, Home Town Princeton, and the store’s loyal customers.

Jordan’s is open Monday through Saturday 9:30 a.m. to 6 p.m., until 7 on Thursday. (609) 924-6161 Website: jordanscardstore.com.

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