Milwaukee Magazine

May 2006

Even the new shopping areas like the Third Ward have established favorites like Private Gardener and 3rd Ward Jewelry. Another anchor is definitely Broadway Paper

Taking a walk shortly after purchasing Broadway Paper, Tracie Stier-Johnson noticed a For Lease sign in a window at the corner of Broadway and Chicago. Right across from Private Gardener, down the street from great restaurants and close to the Milwaukee Institute of Art & Design, it was the "heart of the Third Ward, and even though I wasn't planning on moving, I knew I had to have that spot. I loved the Cream City brick, the beautiful floors, and I could envision something really beautiful. Before we moved, I did a lot of research. Sometimes you go into boutiques and feel you can't touch anything, so it was important that the space feel urban yet comfortable. Because I wanted to really showcase each category - stationery, tabletop, greeting cards and gift wrap - I gave each its own spot, most with custom-designed fixtures. And since a lot of money is spent on wedding invitations, I felt brides-to-be deserved a beautiful, relaxing space. While our customer base remains primarily women 25 to 50, men definitely know where to get their last minute cards or have their presents wrapped. And we're growing. Recently, we launched our on-line store, and we're very committed to making sure our Internet shoppers are as inspired as those who visit the store. 191 N. Broadway, 277-7699.

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