Whiz Biz: Timeless Treasures

Name: Timeless Treasures

Owner: Nancy Kraus

Address: 30505 Avenida De Las Flores, Rancho Santa Margarita

Phone: 949-888-7151

Website: www.timeless-scrapbooking.com

Employees: 25-30

What’s Nearby: , ’s, ’s,

What Makes it so Awesome: is one of the leading scrapbook stores in Orange County. Its large stock of unique items, weekly crops, card-making classes and other special events, as well as its friendly, professional staff make it a standout in the field.

What’s the Scoop: Nancy Kraus opened Timeless Treasures on March 17, 1997, and nearly 15 years later, her business is still going strong. The current store location in the Lowe’s shopping center has been open for nine years and has become the go-to place for crafters in the community. Its philosophy is stated well on the website: “To provide customers with the most complete variety of high quality scrapbooking products in an environment that is positive, friendly, creative and focused on customer service.”

The name Timeless Treasures says it all. “It’s very rewarding to be in a business that helps people preserve special memories of family and friends, all the while building others’ self esteem and identity as they see their accomplishments unfold in the form of scrapbook pages that will be treasured for generations,” Nancy says on her website. Scrapbooking has become a mainstay in the craft and hobby industry for the past two decades and continues to gain popularity among people of all ages. Despite this rocky economy, Nancy has held onto her niche in the crafting world and maintains loyal customers from all over the Southland. “We have loved being a part of the RSM community and supporting many local community and charity events," she says. "It has been great getting to know our customers, and since our business is focused on memories, we have been blessed to peripherally share in the family and life events of many customers over the years.” She relies mostly on word-of mouth advertising from her happy customers.

Also nurse at CHOC hospital, Nancy juggles family life, career and, of course, her store, all with grace. Kelley Upchurch, the store manager, has worked at the store since 2008 and says of Nancy, “Our employees will never find a boss more understanding or flexible. We are all like family here.” Kelley says it’s this family atmosphere that makes working at Timeless Treasures so desirable. Some employees, she adds, have left to pursue other things, but “they never truly leave for good.” Kelley has three daughters, Madison, Bailey, and Carly, and enjoys the flexibility and personable atmosphere she finds at the store. “I used to work nights when my youngest daughter was little, but now that all the girls are in school, I can work days,” she explains. An avid scrapbooker herself, Kelley has been able to mix her passion for crafting with a job she loves.

What’s Unique: One step into Timeless Treasures and it’s easy to see why employees are happy to call it their second home. The store is well organized, roomy and colorful, and every section is well marked. A children’s play area, including a miniature table and chairs, toys and a cheerfully painted wall, keeps young ones occupied while mom shops or crops. Sample scrapbook pages are strewn about the walls to give customers ideas. The store is well stocked, offering everything from stickers to paper scissors to 3D embellishments to, of course, scrapbooks. Explains manager Kelley, “We carry unique things that other large craft stores may not,” Upchurch says. This includes teeny, tiny “license plates” from every U.S. state, as well as stickers and embellishments for local sports teams and schools. “We even get dads in here sometimes, looking for items for their kids’ school projects,” Upchurch adds.

In the back of the store, several wooden tables serve as the “cropping area.” Crafters can pay $5 to use these during “Daytime Drop-In” or attend one of the many cropping events on the calendar. One of the most popular is the Crop the Night Away event, which costs $12 and takes place on Friday nights and some Saturday nights from 6 p.m. to midnight. Crafters can catch up on their scrapbooks with friends, use the die-cut machines and browse the store throughout the evening. “We usually make a Starbucks run at some point, too,” adds Upchurch with a smile. The cropping tables are also open to special groups, like Brownie Troops, as well.

For those who like to expand their crafting techniques, Timeless Treasures offers several card making classes in addition to the crops. Different teachers come in to teach special techniques, each bringing their own style to the table. Other recent classes this past month include a Recipe Box class and a Spooky Treats class, in which participants had a chance to make special goodies for their neighbors and loved ones.

Perhaps the biggest highlight for the customers is the Preview Night the store holds every four months. During this time, crafters can pop in and take a peek at all the latest stock. The store recently held one and displayed all of the new holiday merchandise; the next Preview Night is in January. Customers can also be updated on new events and inventory through weekly e-mail blasts and through the store’s Facebook posts.

What’s New: When asked if she thinks the digital age has affected traditional scrapbooking, Upchurch says she doesn't think so: "There are definitely those who have gone digital, but most people still prefer the traditional method of scrapbooking.” She explains that some customers do a hybrid type of scrapbooking, incorporating digital embellishments or journaling into their traditional scrapbooks, and that everyone has their own taste and style. “Things have definitely changed over the years,” she says. “There is so much more available to people than there used to be. But we still have customers who come in for a certain brand of sticker they’ve used for years, and I love that.”

As for this rocky economy, Upchurch admits that, sadly, it has affected the scrapbooking industry as well. A popular event called the Shop Hop takes place each summer; customers can enjoy specials from a variety of scrapbooking stores around the Southland on a certain weekend. Upchurch says it was sad to see many of the stores that once participated now having to close their doors. So what makes Timeless Treasures stand out? Upchurch believes it’s a recipe of good management, professional instructors, a hearty inventory and loyal customers. It’s this recipe that has allowed Timeless Treasures to assist in training many other independent scrapbook stores around the country. And it’s this recipe that will continue to make them a stand out in the crafting world for years to come.