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Although we live in an era dominated by email, social networking and online chats, many people still yearn for more personal connections. The Elegant Setting’s owner Stephanie Finkelstein cherishes a time when entertaining was truly an art form.

Formerly a social worker, Finkelstein was inspired to change careers when she found herself lured by the elegance, fine taste and formality of event planning while planning her own wedding. In September 2002, she founded a business in New York City – a by-appointment showroom and consulting service for gift giving, home décor and tabletop design. In April 2004, she decided to change her focus and opened a 1,000 square-foot retail shop in posh Southampton Village, N.Y. The store offered an exquisite collection of tabletop and vintage pieces that Finkelstein acquired from scouting flea markets and auctions.

Its focus soon shifted from tabletop to unique, personalized gifts. “As the business started growing, people asked for gift items, specifically hostess gifts,” Finkelstein explained.

Finkelstein eventually closed that location; the shop is now housed adjacent to the first location, in a cozy, 450-square-foot bungalow-esque space just off Main Street, entered by ambling down a picturesque brick path. Its carefully curated gift collection is in demand since A-list celebrities, fashion designers and other affluent luminaries often host cocktail parties and other gatherings at their stylish Hamptons homes. Customers soon began requesting design-driven invitations, and stylish thank you cards and menu cards as well as accents to adorn their tables.

The boutique’s casual atmosphere is exactly what one would expect from a beachside resort town. From the start, Finkelstein aspired to create an intimate shopping environment – one her grandmother enjoyed years ago.

“Everything we do reminds me of my grandmother, who had great taste and was very stylish,” Finkelstein described. “She always knew what to do whether it was buying the ideal gift, sending a thank-you note, setting the table with place settings or simply knowing what to wear.”

Inviting and warm, The Elegant Setting’s A-frame shop features large windows, which allow natural sunlight to flood the space. A loft area serves as a studio where personalized items are monogrammed and embroidered. An airy atmosphere and wooden floors create a beachy vibe in conjunction with the nautical themes adorning many selections.

Since intimacy is key, being in the shop is a top priority. “Our customers love our associates, but they always ask, ‘Where’s Stephanie?'” explained Finkelstein, who even posts a sign on the front door highlighting her cell number; she says customers feel comfortable reaching her that way.

Gifts Galore
As opposed to being hip and trendy, the Elegant Setting caters to people who have an appreciation for the art of entertaining. It caters to a more mature crowd, ages 28 to 68. “Although it’s mostly women, we do have some men,” Finkelstein said.

In addition to paper goods and note cards, the venue offers candles, frames and shatterproof plastic cups. It also encompasses children’s merchandise and a range of customized, embroidered and monogrammed items – from linens to tote bags and towels. Personalized stationery designs can be replicated on fine linens, creating a true signature for the well-appointed home. The design team can work with a customer’s own design, or create something custom.

“We like to keep the store very approachable,” Finkelstein said. Prices range from $5 for highly decorative, individual gift cards to hundreds of dollars for high-end picture frames and tote bag gift baskets. Average prices for small gifts are about $50 to $55 for a picture frame, candle, note cards or monogrammed item. A collection of higher-end frames by William Yeoward can fetch $235.

Although The Elegant Setting is open year-round (with limited hours off season), its primary business is conducted from May through September, when the shop is open seven days a week. Approximately 80 percent of its clientele are regulars. The other 20 percent are tourists who hail from far-flung destinations around the globe. “A lot of our clients are celebrities or people you would know and they feel that they can be themselves here,” Finkelstein noted.

A Personal Touch
Finkelstein’s focus on customer service creates loyal customers and enables her to truly make her mark. Selecting the ideal gift for a recipient is a top priority, and since she knows most of her clientele personally, Finkelstein understands their style preferences, as well as what they already have or desire.

Sometimes three or four customers come in to purchase a hostess gift for the same party. If Finkelstein doesn’t have what they’re looking for, she’ll send them elsewhere. Some out-of-the-box gift suggestions have included a carton of fresh blueberries from a local farm stand or a bottle of wine from a local vineyard.

Selecting the ideal gift requires the skill, talent and great taste Finkelstein has such a flair for. She typically uses January, February and March to research what she’ll present next season. She attends tradeshows, and meets some vendors face-to-face when they drop in during peak season.

Finkelstein also launched theelegantsetting.com in 2009. The site offers clients an opportunity to shop The Elegant Setting even when they’re not fortunate enough to be spending their leisure time beaching it in the Hamptons.

Promotions and in-store events offer another means of generating sales and retaining personal contact with customers. In addition to promoting the shop through Facebook and email blasts, The Elegant Setting hosts special events such as book signings or meet-and-greets with designers. Beyond summer, Finkelstein says that Thanksgiving weekend is a great off-season weekend for in-store events.

Public relations efforts and advertising also play a key role in generating interest. Finkelstein advertises locally in publications like The Hampton Classic journal and The Hampton Designer Showhouse journal. She’s also garnered editorial in topnotch reads such as InStyle, Harper’s Bazaar, Town & Country, O The Oprah Magazine, The New York Times and Hamptons Magazine.

Although advertising and special events are certainly essential to managing a retail shop, knowing your customer and understanding her needs is one of the most critical elements for this shop owner. After initially undergoing a growth spurt, The Elegant Setting naturally went through a bit of a contraction when the economy slowed. As a result, Finkelstein got flexible with the prices.

While customers may have once purchased a $125 gift when having dinner at someone’s house, customers now only spend $65 on a hostess gift. “I saw that they weren’t comfortable spending $125 anymore, so I began offering items and prices that they were comfortable with. We kept the quality, but lowered the prices,” Finkelstein said.

Regardless of the economic climate, customers return because they feel comfortable shopping there. Finkelstein truly enjoys assisting customers in finding that dream gift and delivering fine quality, stellar service and, always, a personal touch.

Quick Q&A: Stephanie Finkelstein
Q. There are some things that are timeless-a little black dress or the perfect martini come to mind. What epitomizes “timeless” for you when it comes to stationery?
A: A desktop calendar on an easel, specifically The Printery’s 6-by-6-inch square calendar.

Q. With new stationery designers cropping up daily, how do you recognize the talented entrepreneurs among the hobbyists?
A. I look at the quality of the paper and the printing techniques. I can tell right away if the designer has talent.

Q. What are your three top-selling vendors?
A: The Printery, Hampton Paper Designs and B. Designs.

Q. What have you learned about running a stationery business in the last year that’s surprised you?
A: No matter what happens with the economy, computers and email, people still love paper.

Q. If you were a stationery product, what would you be?
A: A notepad.

Q. What is the best buy under $50?
A: A notepad with a beautiful pen or pencil (such as a bamboo pen, felt pencil or Italian paper). Prices range from $22 to $24.

Q. What is the best splurge item?
A: Putting together a personalized tote bag stuffed with all great paper items, monogrammed stuff and more. We had a client this season do a $900 tote, which included monogrammed beach towels and robes, as well as slippers, notepads, chic paper and a candle.

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