About Us Our story begins in Minneapolis, Minnesota. Guy Elam worked for the Dayton Hudson Corp. and opened the first Target store in 1963, and he got the retail bug! Throughout his career he opened several more Target stores throughout the United States. In 1974 Guy moved the whole family to sunny San Diego to work for Sol Price(Price Club/Costco) at FedMart. In 1979 Guy and his wife, Mary, decided it was time to own their own business. They opened their first Hallmark store with the help of their daughter Christie. Their other daughter Joni and son Scott have also been involved with the business through the years. Over a span of going on 30 years the family now owns 9 Gold Crown Hallmark stores throughout San Diego, two Mary's Secret Garden stores and one Home Decor & More store to equal 12 stores. We all have a passion for the business and truly enjoy all aspects of what we do. Guy Elam is very involved in Rotary and we support all our local communities. We deeply care about our employees and our customers. We strive to make a positive difference in people's lives.