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It's All in the Name to share space with sweet shop

Wednesday, January 20, 2010 1:28 PM By JENNIFER NESBITT ThisWeek Staff Writer

It's All in the Name is making room in its Uptown storefront at 13 E. College Ave. for a new sweet shop and party-planning business.

Beginning in March, That's So Sweet will operate alongside It's All in the Name, which has been in Uptown for two and a half years.

To go along with the transition, It's All in the Name will downsize some of its departments and expand others.

"It's All in the Name will still have products here at the location, and we're going to have more kids gifts," said Lisa Herrmann, who owns It's All in the Name with Amy Robinson. "I think it's going to be really good. The candy they bring in will complement the gifts that we have."

Herrmann said It's All in the Name will be getting rid of much of the stationery, totes and jewelry it now handles but will continue to carry backpacks, lunch sacks, imaginative gifts, dolls and stuffed animals, and will continue to offer embroidered items.

"It's going to fit in a little more with what That's So Sweet is doing," she said. That's So Sweet, which has been offering birthday parties, candy bouquets, buffets, centerpieces and favors since March 2009, will open a party space in the storefront, along with a sweet shop offering hard-to-find and nostalgic candies.

"We're trying to find candies that you can't find in the grocery store or your typical drugstore," said owner Juli Keller. "We're trying to stay away from what everyone else has."

That's So Sweet will continue offering its other candy services, both through its storefront and through its Web site, thatssosweet.net.

That's So Sweet will provide an ideal partnership with It's All in the Name, Keller said, because both businesses, along with the vendors whose products they will carry, focus on offering personalized gifts and experiences.

"The one thing we like about everyone we've gotten involved with in this is we all want to customize," Keller said.

"We want to make it as personal for the individual who's receiving those as possible." Before the March 1 opening, That's So Sweet is booking birthday parties through the company's Web site.

Keller, a Westerville resident, said she's excited about opening a storefront in Uptown. "I love Uptown. I love the atmosphere up there.

There was no other consideration for us," Keller said. She said she thinks the business will be a good fit for Uptown because it will provide great party services, along with giving Uptown patrons a place to stop by and enjoy a candy-shop atmosphere.

"I think once people see us in there and see the individual candies and the gifts, people will start to come in," she said.







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