Elam's Hallmark Shop at Grossmont Center in La Mesa is a Hallmark Gold Crown retailer founded in 1979 as part of a ten-store San Diego and Orange County chain. The Grossmont Center location features a Mary's Secret Garden patio-decor department and collectible lines from Jim Shore, Disney, and Peanuts that complement the display-grade custom work at Rick's Custom Framing. Fashion apparel, jewelry, and handbags supplement a greeting-card wall ranked among the largest Hallmark selections in the county. Gift-wrap services and same-day in-store pickup draw the same occasion-driven shoppers who browse Meet Cute Romance Bookshop along La Mesa Boulevard. Highest-value inventory includes Jim Shore Heartwood Creek figurines handcrafted from stone resin, hand-sculpted Willow Tree pieces, and sequentially numbered Hallmark Keepsake Ornament releases from the annual Premiere series.