There is much more than just paper in here. In fact it seems that this is a store with many mini shops within it. A lot of the merchandise does center around "paper" like cards, gift wrapping accessories and stationery. However that turns out to be just the tip of the iceberg. Some of the other things they have include Vera Bradley merchandise, costume jewelry, the very fun Alex & Ani bracelet collection, some women's clothing, candles, children's toys, books, local Massachusetts items, home decor like Mariposa and plenty of other things that can be attention grabbers. It's crazy how I can get myself caught up in here looking around. It's hard not to find a little something to buy myself or something as a fun gift for a friend. Ironically I suppose, I don't love the card selection as they Hallmark which are not my favorite. Last year I purchased a Vera Bradley carry-on tote for a trip I was taking. It's a travel bag I've come to love. Not only is it pretty (VB fabrics can be really eye-catching) but I can fit so many things into it and because it's "soft-sided" it's easy to stuff into an overhead bin on a plane or even under the seat. Contrary to another review which said returns are difficult, I found it quite easy to exchange an Alex & Ani bracelet I received at Christmas. I had gotten two of the same bracelet and they happily let me pick out another even without having a receipt. If you sign up for their rewards program, you will regularly receive coupons and a special treat in your birthday month. Nothing too precious here, just some happy shopping in a large, clean, friendly store. read more