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Not Another Hallmark Card: West Milford Gift-Makers Get Personal

Frank and Mary Scalera holds up Gift Cards 4 Gift Cards.
Frank and Mary Scalera holds up Gift Cards 4 Gift Cards. Photo Credit: Special To Daily Voice
This Gift Card is intended for people who gift lottery tickets.
This Gift Card is intended for people who gift lottery tickets. Photo Credit: Photo courtesy of Mary Scalera
Owner of Gift Cards 4 Gift Cards Mary Scalera, right, with her husband.
Owner of Gift Cards 4 Gift Cards Mary Scalera, right, with her husband. Photo Credit: Photo courtesy of Mary Scalera

WEST MILFORD, N.J. — Mary Scalera from West Milford has always been a "gift card person."

She likes giving gift cards as presents but said the process was lacking something.

"You just buy some generic card and put a gift card in it," said Scalera, who owns Gift Cards 4 Gift Cards.

"It should be more personal."

Scalera had been making personalized cards for her friends and family for many years.

She'd write the cards according to each person's personality and interests so it felt like a genuine message instead of a carbon-copy.

Now she runs a business capitalizing on the concept.

Gift Cards 4 Gift Cards appears next to the gift card rack in various local supermarkets in Ramsey, Hackensack, Fair Lawn, Lodi, Wallington, Lyndhurst and West Milford.

Her cards typically have puns related to people's interests.

For example, one card focused for motorcycle enthusiasts reads: "On this special occasion, just couldn’t let it slide, here’s a little gift for you, for when you take that ride."

Scalera says she tries to make her cards about the person, not the event. By focusing on interests instead of birthdays or holidays, the cards feel more personal.

"When you get that card it’s like 'wow you really thought of me.'"

Most of her cards are sold through supermarkets, but anyone interested can also email Scalera directly .

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