The secret to a long marriage and successful business

Actually, the Hallmark business is pretty much a family affair. The Sisemore's two sons, Brent, 48, and Brian, 44, along with three grand kids have all worked in the store in their early teen years. With more yet to come. "We've got two more (ages) 8 and 5 left to go," said Jack.

"My sons say that they learned more here about communicating with people, good and bad, and about business than they did in any school," Jack said.

Both Sisemores say that the business has changed greatly over the years. In 1971, Yucaipa was a sleepy little town known as a haven for retired folks. Back then, customers averaged in age from 50s into the 60s, said Jack. Now because of Yucaipa's growth that age demographic has dropped considerably.

"The average age is now in the 30s," Jack said. "Younger is a great thing for our business."

If there's a secret to their business success, it all comes down to following three simple rules, Jack said. Keep up with trends, accept change as inevitable, and be a people person.

"If you're against change and you don't like people, don't get in this business," Jack said.

Within the brightly lit store, customers can browse through three aisles filled with thousands of greeting cards, picture frames, soft toy animals, and dozens of novelty items. There's something for every holiday and for every occasion. But the store isn't all Hallmark branded. "We've got items from about 20 other companies," said Jack.

With 37 years in the same shopping center, Pat figures that the Hallmark store can lay claim to seniority. Gone is the Allstate Insurance office, the Sears Catalog Store, and the bank on the corner. "The Safeway (grocery) is now Stater Bros. and Thrifty is now Rite-Aid," she said.

Why have they lasted so long when others have disappeared? "We've got loyal customers, terrific customers," Jack said. "After the fire (see below) our customers called us at home asking us when we were coming back. When we started setting up the store again, they wanted to help."

Since they opened the store, the Sisemores seldom took long vacations. It's been pretty much a seven-day a week job with the holidays, Valentines Day, and Mothers Day especially busy, Pat said.

But a fire in June 2007 gave them some unexpected time off. The fire swept through their building wiping out several businesses including the Hallmark store. The fire destroyed the Sisemore's entire inventory and they were out of business for 10 months.

With no business to run and time on their hands, they left for a long two-week vacation. "That was the longest time we've been away and not worrying about the business," Jack said, adding that their sons were so concerned, that they kept calling tracking them down. "It was a role reversal of sorts," Jack said with a chuckle.

But vacation time ended when the store reopened in May. On a recent day, the customer flow was steady. LaRue Hauenstein stopped in for an anniversary card and a Grandparent's Day card.

"I like this store," she said. "I was sad when it closed from the fire. I like the quality and I like how friendly and helpful they are."

The secret to their friendliness and helpfulness? Jack works mornings, and Pat works the afternoons.

The Sisemore's Hallmark Gold Crown Store known as Kimberly Hallmark Cards and Gifts is located at 34488 Yucaipa Boulevard #G.
(909) 797-4811.