Business Feature: Diana’s Hallmark, Lacey Township, NJ

By Jennifer L. Grazioso

Did you know that Diana’s Hallmark in Lacey isn’t a franchise?  It is family owned and operated by husband and wife, Dave and Diane Longmuir, who also own two other Hallmark stores in Hamilton, New Jersey a suburb of Trenton.

Diana’s Hallmark in Lanoka Harbor celebrated their 20th year in the Lacey Mall this October.  Dave and Diane express the importance of customer service in their store.  A matter of fact, the employees are known for taking the time to guide and read cards to long-time customers who need special help.

Diana’s Hallmark was rated in the Top 200 Stores in the United States by Hallmark.  They were recently voted Best Card & Gift Store by the Trentonian for their location in Hamilton.

While I have been to Diana’s Hallmark in Lacey before, it had been a while since I have been there.  I took the time to really walk around and check out the products offered.  I was extremely impressed with the variety of products and assortment of different price points.

Some of the items offered are:  Yankee Candle, Precious Moments, Stonewall Kitchen, Lenox, Mantra Bands, Elf on a Shelf, Wind & Fire Bracelets, Jim Shore, Willow Tree Angels and of course Hallmark Cards and Keepsake ornaments.

Some products you may not be aware that Diana’s Hallmark carries are:  Vera Bradley, Lolita Wine Glasses (each one is hand-painted and has a drink recipe on the bottom), Shore-related products, Life is Good (a T-Shirt company that gives 10% net profits to Kids in Need); Michel & Co (soap and candle company from England, a great hostess or teacher gift), Melissa and Doug (wooden and teaching toys and DIY projects); David Bradley and Asher Chocolates (each are family owned and operated chocolate companies).

Some unique gift options at Diana’s Hallmark: From the Heart is a bangle bracelet that allows you to personalize it with your high school logo like the paw print from Lacey or the eagle from Central; plus the price is only $14.99.  Turkey on the Table is a phenomenal product that teaches gratitude.  Each one comes with a book, turkey and feathers; you and your child/children write a note each day on a paper feather from now until Thanksgiving about what you are grateful for, increasing the turkey’s plumage each day.  This would be a great sentiment to share on Thanksgiving day or from year to year. “The proceeds from this product supports Feeding America,” said Diane.

In July of each year Hallmark starts introducing the Keepsake ornaments.  There are so many interesting ones to see and start collecting, like The Wizard of Oz, Peanuts, or even one for Big Bang Theory.  They have miniature ornaments for a small tree, great for a nursing home setting or kid’s bedrooms.

There are great benefits to joining the Hallmark Crown Rewards Program.  The customer is enrolled by the store sales associate for special promotions, coupons, and a birthday program (free gift and 20% off purchase).

Diana’s Hallmark offers free gift wrapping.  Also you can visit  to order your items and have them ready to be picked up in-store.

The next event at Diana’s Hallmark is their Holiday Open House on November 12 and 13. Come celebrate with them and save 30% on Select Hallmark Gift Collections.

Often when people see Hallmark, they automatically assume it is a franchise and therefore expensive.  These are two things Diana’s Hallmark is not.  You can get great gifts for any occasion at great price points.  So next time you need a gift for a co-worker or grandma, come over and shop.  You will not be disappointed.  Great customer service and free gift wrapping, how could you go wrong?

Diana’s Hallmark is located in Lacey Mall, Rt. 9, Lanoka Harbor, NJ 08734; 609-693-0111.  Hours:  Monday to Saturday 10am to 8pm and Sunday 10 am to 5pm.