‘We’ve struggled for a couple years’: Rolling Meadows Hallmark store to close up shop after three decades

Joelle’s Hallmark — a staple in Rolling Meadows for nearly three decades — is closing at the end of the year, its owner announced.

Tony Brescia says higher costs since the pandemic, coupled with the challenges of operating a brick-and-mortar store in a world increasingly reliant on e-commerce, led to the decision to close shop.

“It’s getting too expensive to keep the store going. Between rent and taxes and payrolls and all the other expenses that are out there, and with inflation, things are going sky high through the roof,” Brescia said. “Less and less customers are choosing to spend here versus the grocery store. So we’ve just decided — and we’ve struggled for a couple years — that this is better (to close).”

Brescia, with his parents, aunt and wife, Joelle, opened the store nearly 30 years ago at 3118 Kirchoff Road, within the Rolling Meadows Shopping Center.

Brescia, who was in the direct mail business with his father, had been buying Christmas ornaments from a business associate who introduced him to people at Hallmark. They signed a contract with the greeting card manufacturer-turned-national retailer-turned-movie maker, stocking the storefront with Hallmark-branded cards, stationery, ornaments and gift wrap.

But as owners of an independent shop — branded with Joelle’s name, to resonate with the predominantly female customer base — the Brescias could also offer new and different things consumers might not find at another Hallmark shop.

“I lived through the Beanie Babies craze. I lived through the Squishmallows craze. For years I resisted the fashion phase. But, you know, people came in for purses and scarves and jewelry. That’s been something that’s been going on for the last few years,” Brescia said. “We’ve always been the neighborhood gift store. I’ve changed our focus as my customers have wanted me or needed me to bring in what they want for gifts and things.”

And though December is one of the more popular times for people to come into the store for Christmas ornaments, box cards and other gifts, business has been difficult in general since the pandemic, Brescia said.

“Our average card was $1.35 probably about 20 years ago,” he said. “Now our average card is probably closer to $7 or $8.

“The younger kids do everything online,” he added. “Since we’re a local store, and Rolling Meadows is a great place and people stay here, some of my customer base has died off.”

The Brescias say they plan to devote more time to the nonprofit they started and named after their son, Project ALEX Communities, which has the goal of developing a semi-independent living community for disabled adults and their families in the Northwest suburbs.