Just Opened

Fabulous Stationery

by Annamarya Scaccia

Open Tue.-Sun., 11 a.m.-5 p.m., 102 S. 18th St., 267-752-0769, fabulousstationery.com

It's hard to get excited about stationery. Last-minute trips to the drug store usually yield unimaginative cards with "Get Well Soon" and "You're Invited" set against a white background with some pale floral design. But when Trish Demasi, Jay Arnold and Bruce Campbell started Fabulous Stationery nearly four years ago as a Philly-based online shop, they ditched the daisies and sappy messages. Now, a new Rittenhouse space is bringing their innovative and custom stylings live.

The tiny and colorful flagship store offers the same options as the popular Web site, but with the added perk of being able to see and feel the countless combinations of customizable stationery. Shoppers can choose from an assortment of texts, colors and more than 350 designs to create personalized note cards, invitations and calling cards. Even better, orders are available for in-store pickup within 72 hours, free of the pesky shipping and handling fees. The new space also offers an eclectic selection of pre-printed, on-the-go cards and desktop items including pens and notebooks.

The boutique is already thriving, and may expand in the near future if it's as successful as the online store. "It's nice to do something in your hometown," says Demasi. "It's like a Philly story."