A Worthy Pursuit: Former Gift Shop® Plus editor opens retail location
For longtime readers of Gift Shop® Plus, this retailer profile features a familiar, friendly face.
Julie McCallum Packard, former Gift Shop® Plus editorial director and co-owner of parent company Great American Media Services, has always possessed a deep love for the retail and gift industry. In 2024, Packard lovingly departed her role at the magazine in a grand pursuit of her own.
With decades of retail knowledge, an eye for trends and established industry relationships in tow, Packard brought her passion for storytelling and curation to a Main Street storefront in Ada, Michigan: Pursuit Paper & Gift.
“When the opportunity came up to purchase a retail store in my hometown of Ada, Michigan, I jumped in with both feet,” she said. “It felt like a full-circle moment — like it was meant to be.”
Pursuit has now been under Packard’s ownership for over a year. So, how was the transition from writing about retail to providing it directly to consumers? From perusing the marketplace as a trendspotter and reporter to perusing it as a buyer? From anticipating readers’ needs to anticipating shoppers’ needs?
I sat with Packard to learn exactly how her journey has unfolded and what Pursuit is all about.
THE HEART OF PURSUIT
Pursuit aims to be more than a store. It strives to be a “cheerful fixture” in the heart of the village of Ada. As such, Pursuit has been participating in myriad community events for the last 14-plus months.
“The community involvement here is unlike anything I’ve experienced,” Packard said. “The events the village plans — like the July 4th parade, the Fall Harvest Festival, Pumpkin Prowl and Tinsel, Treats & Trolleys — are more than just fun. They create energy and foot traffic that’s incredible for small businesses like ours. Even when people aren’t shopping right away, the goodwill and brand recognition are invaluable.”
One event in particular shined especially bright during this time: The North Pole Post at Pursuit Paper & Gift. In partnership with the local business association, the retailer served as Santa’s “official mailbox” during the holiday season, topped off with a visit from Santa himself and a letter-writing station for kids.
“It was magical,” she said. “We had kids dropping off letters all season long, and thanks to some help from the ABA (Ada Business Association), they each got a letter back from Santa. It was one of those moments that reminded me why I love doing this.”
These events bring shoppers in-store, of course, but more importantly they solidify Pursuit’s place in the community, cultivating a warm, welcoming environment that Packard believes is key.
INSIGHTFUL CURATION
Packard was a seasoned trendspotter during her time as an editor, a unique skill set that gave her a front-row seat to the industry as she opened her brick-and-mortar store.
“I’ve had the privilege of talking to store owners and trendsetters from all over the country for years,” she said. “So when I started Pursuit, I already had a mental mood board of what I wanted to bring to Ada — things that felt new, exciting and just a little ahead of the curve.”
Pursuit offers the full gamut of product categories, from greeting cards to apparel to home décor and tabletop. Its bestselling category — the “bread and butter,” as Packard put it — is stationery.
“That’s my No. 1 selling category, so I have to remember that and pour myself into that,” she said. “It’s so easy for me, too. I have all my favorite card makers and whatnot, and I just make sure I have all of the appropriate holidays and occasions represented.”
She also recently partnered with Smitten on Paper, a California-based design studio known for elegant letterpress work and timeless invitation suites. Packard said the collection adds an elevated touch to the store’s offerings and helps Ada community members plan their milestones, from weddings to showers.
“We’re just getting started, but I’m excited about where this can go,” she said. “It’s such a great fit for our store and for customers who want something a little more personal and polished.”
Jewelry and accessories also sell well, as do baby and kids’ products. Rifle Paper Co. collections, Emily Lex watercolor workbooks and tea towels from Geometry also draw in a cultlike following.
Packard was especially thrilled to introduce tile-based game Mahjong to her customers. After seeing gift stores in the South and other regions integrate the game into their offerings, she felt it would also resonate with her customer base.
“I thought, ‘Why not here?’” she said. “Our space is perfect for classes, and I was lucky to team up with a local duo who teach the game with so much heart. We’re consistently sold out, and now I’ve got regulars asking when new tiles and trays are coming in. It’s been so fun to watch a whole community of new players form right here in Ada.”
Packard plans to continue leading her business with heart, involving Pursuit in the community and serving her customer base proudly. She never expected this journey, and she describes it as a “dream come true.”
“I’m so glad I get to stay connected to the industry I love, but now I’m seeing it from a whole new angle,” she concluded. “And most of all, I love sharing inspiring products with our customers and creating a space that feels creative, welcoming and joyful.”
