Our History

Cynthia Erwin bought her first Hallmark store in December 1985. For many years, Cynthia worked the desk at her husband Bob’s dental office and other odd jobs. Without anyone’s knowledge, Cynthia saved every penny. With her stock-piled money and with Bob’s help, Cynthia opened Cynthia’s Hallmark in Greenfield, Indiana. Bob soon retired his dental practice to help Cynthia with her dream.

Amazingly successful, the Greenfield store soon required more space, prompting a move to a larger storefront within the same strip mall – taking the place of a former grocery. With the opening of new stores in Fishers, Cynthia’s Hallmark grew from one to four retails stores. The Greenfield store continued to grow and again added to its size, acquiring the former Maurice’s next door. Now, at 25,000 square feet, the Greenfield location is the largest retail Hallmark store in the country.

Sadly, Cynthia lost her battle with Alzheimer’s and passed away in 2007, but the stores continue on in the hands of her husband, Bob, daughter, Kelley, and son, Cort.

Cynthia’s Hallmark & Boutique remains a true family owned and operated business, as Cynthia’s grandchildren too don the Hallmark apron and work to continue her legacy.