Spring 2007

What Men Want By Mike Scott

Tabula Rasa

Twenty years ago, when native New Yorkers Jim McAndrew and David Dean decided to go into business together, they didn’t have the money to invest in an upscale store on the East Coast. They recognized the potential growth of the Salt Lake City business community, were able to purchase downtown space near some of the city’s largest law and architectural firms, and have since made the city home to their thriving business, Tabula Rasa.

While Tabula Rasa (which is Latin for “blank slate”) doesn’t cater to men exclusively, it certainly knows how to woo the male shopper. The store’s signature items include custom stationery with sports, business and outdoor themes. Brands include Crane’s, Watermark, William Arthur, Caspar and more. The store also carries leather-bound journals, fancy pens and other desk accessories.

Tabula Rasa offers an array of inks, photo albums, picture frames, cards, wrapping paper, jewelry and Rolex watches, Gucci wallets, and seasonal knickknacks from Abercrombie & Fitch and other brands. These high-end items are mixed with the occasional racy postcard and photo album, adding to the store’s unique atmosphere.

Tabula Rasa also offers specialized printing services, such as embossing and thermography (a process for engraved lettering on paper), among others.

McAndrew and Dean’s goal is to create an original shopping experience. That includes serving their customers coffee, soft drinks and tea.

“If we are to compete with the bigger retailers, we have to offer something unique and different that you can’t find anywhere else,” Dean says. “We have run some advertising and some direct mail [pieces], but the majority of our business comes from word-of-mouth.”

Dean and his staff attempt to put men at ease by learning their names and communicating with them on a personal level.

“That personalization is key for men,” he says. “It’s like when a man will go to the same local hardware store, because the owners there always answer their questions and know their names.”

Mike Scott

Mike Scott is a freelance writer who has contributed to more than 80 national and local publications. He lives in White Lake, MI.