The greetings-card sector is flagging, so Hallmark is piloting HMK, a store where customers are greeted with freshly baked cookies, then invited to customize purchases such as children's books, scarves and cutting boards. "We want the consumer to say, 'Wow. This is different. This store will help me create the perfect, personalized gift that is not available anywhere else,' " Hallmark Gold Crown President Jack Moore said.

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