Karen’s Hallmark Shop, Tooth Fairy Team Up to Promote Healthy Living

Karen’s Hallmark Shop has been a Danville staple for over four decades, and its owner has a simple but lovely business philosophy. Karen Johnston said she constantly strives to “bless other lives” through the way in which she runs her store and via community involvement.

One way Karen and her staff give back to the community that has supported them for so many years is by sponsoring the annual Bridge 2 Bridge Danville races, held each April. Participants can enter the Kid’s Fun Run, 5K walk, 5k run, 10K run or half-marathon races. Proceeds from the event benefit the Danville/Pittsylvania Cancer (DPC). Karen, a cancer survivor who serves as race director, said this year’s event raised over $115,000 and more than 1,100 people participated in the 2024 races. She said, “It’s amazing how our community comes together to help one another.”

The DPC offers financial, emotional, and educational assistance to cancer patients in Danville and Pittsylvania County.

In addition to the cancer association, Karen’s Hallmark Shop also supports God’s StoreHouse, God’s Pit Crew, Project Literacy, Danville Historical Society, Homeless Shelter, Danville Concert Association, Knights of Columbus, Garden Tours, SPCA and Children’s Dental Health Month.

“We believe in giving back to our community,” said Karen.

Each year in February, which is Children’s Dental Health Month, Lori Wilson, better known as The Tooth Fairy in Disguise, partners with Karen and the store to offer fun learning activities for children and families. This year’s events included a visit by the Colgate Dental Van, which offers free dental screenings for children as well as learning materials, toothbrushes, and toothpaste.

Karen said she and her staff had sought to host a children’s event that centered on teaching families how to be proactive about healthy living. A few years ago, Lori approached her to ask if the store would carry her book, Tooth Fairy in Disguise, and told Karen about her work to promote children’s dental health and make learning about it fun. Karen said meeting Lori and hearing about her work “was an answered prayer.”

(Lori Wilson, AKA The Tooth Fairy in Disguise, was featured in the fall 2021 edition of Hyco Lake Magazine: https://HycoLakeMagazine.com/tooth-fairy.)

The two women collaborated on a book signing and Karen “loved how engaged the families and kids were.” That “planted a seed,” she said, “that grew and grew” to become a successful local event that customers now ask about and look forward to every year. Local dentists and orthodontists also participate in the National Children’s Dental Health Month event, offering information and prizes related to dental hygiene.

Lori “has a passion for … educating people” about how to live a healthy lifestyle, Karen explained. When she puts on her Tooth Fairy costume “she becomes magical. Children are magnetized. Lori has a special way with children. The children become mesmerized with Lori, once she begins talking to them,” Karen said. “I love to see the sparkle in their eyes.”

The two women seem to genuinely admire each other and their respective work to help others. “Karen gives back all the time,” said Lori. “She pours her heart and soul into the community.”

The shop and its owner also give back by supporting local authors and artists. The store has a wide selection of books by Danville and Pittsylvania writers. There is also a variety of local handmade products to choose from. “We also carry Hallmark products that have been the standard for many years, such as unique cards, balloons, gifts, gift wrapping paper, stationery, candles and Keepsake Ornaments,” Karen said, adding, “Hallmark draws a lot of good people who want to give [gifts] that will last forever.”

In addition to its many other offerings, the shop also features apparel, gifts and flags for Hyco Lake and Smith Mountain Lake.

Karen’s Hallmark Shop first opened in the Nordan Shopping Center in 1981. The second location opened in the Danville Mall, formerly Piedmont Mall, on  Aug. 1, 1984, as one of the new mall’s first merchants. According to the store’s website, and its owner, Karen “began her career at Dee’s Hallmark in Eden, [NC]. Within a few years, her belief in Hallmark’s standards of distinction led her to open her own Hallmark store.

According to the website, “Karen was drawn to Hallmark not only for its beloved reputation as a recognized brand but also due to the benchmark of excellence the Hallmark Gold Crown program represents for retailers. She was impressed by the growth and success of other Hallmark retailers and appreciated the great pride they took in customer service; something she believes is the single most important ingredient of a successful business.”

She told me recently that a dedicated and caring staff is the store’s “most valuable asset. Several of our team members have been with us for more than 25 years. Over the years, we have celebrated marriages and celebrations of life. Our work family remains very loyal to our store and our community. Many young adults start their career in high school and remain with Karen’s Hallmark Shop through college,” she said. “I am very blessed with my staff. They are good people.” She emphasized that, “I don’t employ. I work with” the staff. “We are a family here, and we all work together.”

Karen added that the City of Danville and the Danville Economic Development office, Community Foundation of the Dan River Region, and Rotary Clubs have “done an incredible job” of bringing businesses and jobs to the area and consistently helping local businesses grow. “They want to see us succeed,” she said.

Of course, Karen also attributes much of her success to the residents of Danville and surrounding areas. Without those loyal customers and her exceptional staff, Karen’s Hallmark Shop “would not be where it is today.”

Upcoming events include special jewelry and gifts to celebrate the Kentucky Derby and its 150th anniversary on May 4 as well as the debut of the latest Hallmark Keepsake Ornament in July. In August, the store participates in Virginia’s tax free weekend for back-to-school. Customers may also visit the store for custom gift baskets for all occasions. The store hosts author visits and other events for Mother’s Day and Father’s Day. And, for every purchase for Mother’s Day and Father’s Day, customers are entered to win a beautiful indoor-outdoor metal bench by Plow and Hearth.

325 Piedmont Drive
Danville Mall: Upper Level – Near Belk
Danville, VA 24540
(434) 791-3737
KarensHallmark.com

Yanceyville, North Carolina
(336) 212-2455
[email protected]
ToothFairyInDisguise.com