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A little gift can go a long way in showing someone you’re thinking of them, and sometimes a “just because” token means more than one brought about by a holiday. Whether it’s a special occasion or just an occasion to make someone feel special, Inger Olsen’s gift shop in Easton offers a unique collection of fun and feisty finds. Along with jewelry and body care, Token’s specialty is greeting cards with attitude, the perfect way to brighten someone’s day!
How did this business get started?
I’ve been in retail all of my working life. Even when I was little, I played “store.” I had a shop called Comfort & Joy on the south side of Bethlehem for ten years. I did my best to carry it through the economic crisis, but that eventually led to my decision to close up shop. I have known Jon and Ron from RE:find for many years and was working with them in their Easton shop. On occasion, customers would recognize me and tell me how much they loved and missed Comfort & Joy. I began to realize how much I missed it too—how much I missed having a shop. And here I am!
Can you share your philosophy when it comes to gifts?
I’ve always thought of myself as a good gift giver. I love to give presents! I definitely believe it’s the thought that counts. Doesn’t have to be the biggest or the most expensive. Whatever brings a smile or a chuckle or a memory. I much prefer meaningful, thoughtful treasures, hence the shop name of Token. It’s my favorite thing when people come in and see something and say they love it or someone they know would love it.
What’s been the biggest obstacle in opening shop?
Well, aside from the most obvious answer of capital, I think finding customers, getting the word out so they can find you. It’s expensive, not always cost effective or effective in general. Advertising and marketing are hard! Websites, Facebook and Instagram are fantastic tools, but you still have to get people to find you.
When people come to Token, they tend to become regulars. Maybe I should just get a bat signal with our crow logo!
What kind of atmosphere do customers enter as they walk inside?
I like to think the atmosphere is welcoming and positive. I have always been a collector of quotes, the kind we’ve all saved from social media. But I also come from a family with a wicked sense of humor, so there’s some snark available here too. That’s why the tagline for the shop is “sentiment.symbolism.and a little snark.” We usually have good music playing. We sell great-smelling candles. That’s a comment I hear a lot: “It smells so good in here!”
There’s no “hard selling.” Customers are invited to experience the merchandise, touch and try on the jewelry, enjoy sampling the fragrances of our candles and body care lines. I love it when people read the cards and laugh out loud!
How do you select your inventory?
I’ve been doing this for a long time now. I attend a number of gift shows every year. I like to find small vendors. I use Etsy a lot. I get inspiration and seek out things I find on social media. I usually go with my gut, what draws my attention. I’m a sucker for design, particularly packaging, but quality and value are of the utmost importance. There’s no master plan. If I like it, I buy it.
What kind of occasion is perfect for a Token 249 gift?
Token gifts are for any “this made me think of you” occasion. The “just because.”
What can you tell me about your choice of location?
Honestly, I was very casually looking for a space once I decided to pursue a shop again.
I figured when it was meant to be, it would show up. I had hoped it would be in Easton. I sort of tripped over the location we’re in. It’s very small, less than 350 square feet. I’m still trying to find the best use of the space, but it’s coming into itself quite nicely.
How would you like to see Token 249 developing in the future?
I always have ideas for additional stores. I quite like this little space. I plan to keep filling it with merchandise. More jewelry. More paper. More special little things. Token has already become known for its greeting cards, so that will be expanding. Halloween and Christmas are my favorite. We’ll do those up big!
249 Northampton St., Easton | 610.730.2372
