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A dash of vibrant color can make a world of difference. Just ask Dan Mulhern, founder and owner of M Milestones, a gift and paper shop located in the posh town of New Canaan, Conn. There a spectrum of energetic colors fused with a keen business sense, lots of integrity, superior customer service and a distinctive product offering was all key to establishing a successful retail business. It also laid the groundwork for receiving the second annual Stationery Trends Trendy Stationer of the Year award earlier this year.

The colorful shop’s history can be traced back to October 2004 when Mulhern left his position as senior vice president of stores for Ann Taylor. He also held a similar role at Ann Taylor Loft and was involved in the brand’s launch. Mulhern believed a move from the corporate sector to retail would enable him to spend more time with his family, enabling him to be present for all their significant milestones.

An eye for color and a dose of merchandising expertise definitely made the transition from fashion to fine paper — and eventually, gifts — a natural one. Mulhern’s skill set, determining what customers truly yearn for and understanding the significance of first-rate customer service and the power of display, all led to success in this new venture. “There was a need to deliver great customer service that targeted 40-something moms with busy lifestyles,” Mulhern said.

A Colorful Approach

The quaint, picturesque New England landscape makes a splendid setting for this sophisticated yet sassy store. Situated in what Mulhern refers to as New Canaan’s “Restaurant Row,” the hip, urban district buzzes with chic eateries and stylish shops. Housed in a traditional-style building featuring a brick façade and oversize windows, the location serves as a relatively new home for the shop that relocated in August 2011 from a 4,000-square-foot location a block away. At 1,800 square feet, the new space is carefully curated. “Something about having a smaller shop forces you to make better editing choices on product,” Mulhern said.

The modern space features white walls that usher in a light, airy feel, contrasted by dark floors and pops of bold color in the merchandise offering. Dark display tables come to life via orderly merchandise displays. The shop’s assortment is divided — 60 percent is dedicated to gifts while the other 40 percent is devoted to all things stationery. Retail prices vary from $2.95 for cards to $795 for a Montblanc pen.

M Milestones is set up to be visually stimulating, with offerings displayed in an extensive palette of hues. Rather than bringing in five to eight colors of a particular product, Mulhern usually purchases the entire color collection and presents it together. “When it comes to color, I would rather go with fewer product lines, but go deeper with color,” revealed Mulhern.

Top stationery vendors include Crane, William Arthur and Sugar Paper. Since the paper category has been waning for some time now, M Milestones delved into gifts; bestsellers come from Graphic Image and Lafco. “In today’s world, you must assort yourself to be successful and give people a reason to come into the store. You must marry stationery with other relevant product,” Mulhern noted.

In Business

Renowned locally for its highly focused collection, M Milestones’ collection is trend-right and color-right, and the quality must always meet Mulhern’s high standard of excellence. Personalization is also key. Customizable items comprise a full half of the selections, allowing customers to select from a wide variety of fonts, colors and patterns and further differentiating the shop’s assortment.

“Customization is the name of the game. People want to make the decisions and make it truly unique,” Mulhern explained.

A selection of fine letterpress books showcase invitations and stationery. M Milestones even carries a coveted, limited-edition book by Sugar Paper only awarded to a handful of carefully selected shops. Sugar Paper’s criteria include store décor and overall aesthetic, as well as customer service initiatives.

When seeking new vendors, Mulhern looks for quality and service, and vendors that manage to stay fresh. “We’re always looking for what’s exciting and new. We always ask ourselves if products meet our requirements and have a unique edge,” Mulhern underlined.

Emphasis is also placed on outstanding customer service. The staff knows much of its clientele personally and prides itself on a hands-on approach in interactions. “We know our clients names when they come through the door,” Mulhern said. “They really feel that this is their store and want to introduce their friends to the owners of this great little shop.”

Special amenities include signature giftwrapping services, and the shop’s coveted shopping bag is rather iconic and recognizable. People receiving a gift from M Milestones are generally eager to discover what’s inside, since it’s often presented a bit differently. “It’s amazing what some cellophane or a bit of ribbon can do. Sometimes we just take the product out of its plastic, which can really boost the quality of it,” Mulhern said.

As for customer service, clients can order online and then pick up personalized gifts from the shop. Engraving, monogramming and printing usually can be done in 24 to 48 hours, with same-day service available for a bit extra. In-store printing also allows for a quick turnaround time and a very competitive advantage.

Of course, customers flock to M Milestones for its selection of great product and hot hues, but the store also hosts eight to 10 special events throughout the year. These range from trunk shows to focusing on areas like hot-stamping, jewelry and leather goods, always with an eye toward customization. Often clients can work personally with the designers in a fun, engaging process. Every month or so, Mulhern promotes the store and events through social media platforms such as Facebook and Twitter, as well as Constant Contact. “This definitely lures people in,” Mulhern concluded.

Quick Q&A: Dan Mulhern

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 fold-over note or correspondence card. Most people don’t write letters, but they will write a note of thanks or sympathy to share their personal thoughts in written form.

Q. With new stationery designers cropping up daily, how do you recognize the talented entrepreneurs among the hobbyists?
A. I look for companies such as Kramer Drive, which revitalized imprintables and stationery business. They strive to offer product that is unique and they use vibrant colors.

Q. What are your three top-selling vendors?
A: Kramer Drive, Graphic Image and William Arthur.

Q. What have you learned about running a stationery business in the last year that’s surprised you?
A: You have to keep looking for new, new, new! If you’re not seeking newness and excitement, you’ll become very stale.

Q. If you were a stationery product, what would you be?
A: A Faber-Castell pen or a thank-you note from Sugar Paper.

Q. What is the best buy under $50?
A: A personalized notepad by Exquisite Papers. It has 200 sheets of paper and comes in a plexi-holder.

Q. What is the best splurge item?
A: Personalized letterpressed correspondence cards from Sugar Paper are $400 for 50 pieces.

— Regina Molaro, special to Stationery Trends

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