For 42 years, Epitome Papers reigned as a premier gift and stationery shop in the Edina Galleria shopping center. The shop was known for its exquisite selection and personalized services, and longtime customers like Alexandra Masui and Dana Townsend relied on Epitome Papers to help them plan for and commemorate important events in their lives.
In October, when original owner Irene Cooperman decided the time had come for her to retire, the fate of the shop was unclear. Masui and Townsend were heartbroken when they heard the news that one of their favorite businesses might close for good. The duo—friends since college—found that they couldn’t stop talking about Epitome Papers. Masui, in particular, was upset by the possibility that the store would close. “It really devastated her,” says Townsend. “The idea wouldn’t leave her that we needed to save it.”
Masui’s determination that they consider buying the store sparked their decision to reach out to Cooperman. That initial conversation quickly snowballed into a sales agreement, business plan and loan. Within a week, Masui and Townsend were on track to become Epitome Papers’ second owners in its history. They were elated to carry on the tradition, but they knew that the business would need to find a new home since the Galleria wanted a 10-year lease and its rate was cost-prohibitive, according to Townsend.
The two determined that downtown Excelsior was a perfect fit. Both women live in the Excelsior area, and felt that Epitome Papers would add to the downtown’s vibrant atmosphere for small businesses and boutiques. After Laketown Chocolates vacated its space in mid-February, Epitome Papers assumed the lease at 270 Water St. Townsend and Masui got to work, seeking to preserve the stationery shop’s traditions and make room for new memories in their new space.
With an official ribbon-cutting ceremony in May, Epitome Papers is back and better than ever. Loyal customers from Edina (and beyond) have proven that it’s worth the drive, and new customers have been introduced to a gem with unique gifts and distinctive stationery selections.
Masui and Townsend have very deliberately preserved elements that have made Epitome Papers a success for over four decades. For one thing, it was a given that the store keep its name. “It has such a following, a lot of name recognition,” says Townsend. In addition to keeping the business name, Masui and Townsend also retained two staff members and vendor contacts—they didn’t want to lose the team of great talent that Cooperman had built over the years. One important member of the team is Epitome Papers’ stationery manager, Nancy Nathanson, who has 15 years of experience at Epitome Papers and established relationships with many longtime customers, as well as with paper sources. Additionally, the shop’s on-site graphic designer, Shannon Crissey, is essential to providing customers with personalized stationery options. “She is so amazing. She is able to get in your brain,” says Townsend. “Somehow it’s exactly what I wanted, but I didn’t know I wanted it.”
Masui and Townsend also hope to make their own mark on the business. “We have an opportunity to really grow the business,” says Townsend. “There’s so much potential.” Both women have experience in corporate settings, and they believe their skills will expand Epitome Papers’ legacy of success. Townsend left her position as a financial service recruiter to work full time at Epitome Papers; Masui continues to work in IT sales.
Masui and Townsend are also committed to giving back to the lake-area community. “Being part of the community is really important to us,” says Townsend. She wants Epitome Papers to continue to offer a warm and personalized shopping experience, both things that Irene Cooperman first developed as part of the store culture. “It’s not about us,” says Townsend. “We want to be able to continue that legacy.”
