Cynthia Erwin bought Kay's Hallmark in Greenfield in 1985, and grew the store 5 times into what is now the largest Hallmark Store in the Country. The current store is in the old Kroger Grocery Location with over 15,000 sq feet of retail space. Cynthia designed the store to be an experience, complete with a city street facade replicating Dept 56 houses. Each house has unique products from the amazing Dept 56 display room (kids love to visit the magic in this darkened room), to a fun filled Baby Room, and a Home Decor and Scent room with a fireplace. A hand split log cabin sits in the center of the store and once housed the infamous Boyd's Bears. The cabin is now a kids shack filled with toys for children of all ages. A lighthouse that once housed the Harbor Lights collection continues to shine a light in the store. And a Covered Bridge takes you from one side of the store into Cynthia's Boutique. The Greenfield Store is a destination location and experience that customers travel to from the surrounding states. It is truly a unique store and a fun place to visit.

Over the years Cynthia added 3 more locations in Fishers, IN. Each of the Fishers stores are unique and spacious for Hallmark stores. They are truly neighborhood locations as they are within an 11 mile triangle of each other.

Cynthia's Husband, Bob, retired from his local Dentistry Practice soon after Cynthia began her business as he too caught the bug and love for retail. In 1997, 2 of Cynthia's children (Kelley and Cort) joined the business, and continue to run the business today.

Cynthia's has always been a very charitable company. During the Beanie Baby craze, Cynthia had the idea to donated a $1 to the Boys and Girls Club for every Beanie Baby sold. It made a great impact on the organization. Cynthia's has continued to donate thousands of dollars to local charities each year, and hosts approx 25 fashion shows a year helping local charities raise money for their cause.

Cynthia lost her battle with Alzheimer's in 2007, and Bob past away after a short illness in 2017.

Cynthia created one of the most successful locally owned chains in the country, and Kelley and Cort carry on her legacy. Family owned and operated, keeping local dollars within our communities, while giving back to so many local charities.