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Watermark on the Move…Again

February 25th, 2011
by Allison Kaplan
It was just two and a half years ago that Wayzata’s premier stationery store, Watermark, moved off scenic Lake Street for a bigger, sparkling new space on the more heavily trafficked Wayzata Boulevard. Turns out, visibility isn’t everything. Watermark is heading back to Lake Street and downsizing, due to shifting customer demands.
“Watermark was founded on Lake Street in 1990, and while people loved the pretty decor of our new spot, we heard our patrons telling us they missed us on Lake Street,” says manager Alexis Harsh. “I just had a customer say ‘Oh! You’re heading back to Wayzata.’ Even though we’ve been just a few streets away.”
Watermark is taking the spot between D’Amico and Graham Jewelers at 810 E. Lake St.  The new design studio/store opening April 4 will be more focused on custom invitations  - by far the fastest growing part of the business. The grab-and-go paper goods and gifts, which Watermark beefed up when it moved to Wayzata Boulevard, have proven a tougher sell.
“Admittedly, the big box companies make it very difficult for boutiques like ours to compete,” Harsh says. “Vendors we have carried for years are landing huge contracts with Target to design a line just for them – very similar to what they design for their dealers like us, yet at a third of the cost.”
Watermark will continue to offer some paper goods and monogrammed gifts. Meanwhile, a moving sale is on now at the 1160 Wayzata Blvd. E. store: 50 to 75 percent off cards, boxed invitations for all occasion, frames, baby gifts, candles, pens and more from Russel + Hazel, Jellycat, Filofax and other brands.

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