Huong and Rafe Wolf stand in their new retail store, Quilling Card & Gallery, located at 326 Woodland Street in Holliston.

The first-ever retail venue for a high-end card and craft business recently opened in Holliston. Quilling Card & Gallery features an extensive display of the stunning, unique handmade greeting cards the company has been selling online and through retailers worldwide for over a decade. The cards are created by artisans in Vietnam following fair trade practices. And while the roomful of art in the form of cards is reason enough to visit the store, three additional rooms contain exquisite new offerings, from bright sculptures and decorative tables to woven bamboo purses, also handmade in Vietnam.

Huong and Rafe Wolf, who formerly lived in Holliston, founded their quilling card business in 2011. “We didn’t know the industry, but we had a passion for the art of quilling and learned the trade,” said Huong. “Even before we started, greeting card sales were declining. But ours are a work of art, a reasonably priced gift at $11, so we’ve been able to thrive.”

The novel cards have been sold in local establishments like Hopkinton Card and Gift, but for anyone not familiar with them, they are a wonder to admire. People often frame them, as they would a painting or print. The picture is a three-dimensional design, made from strips of Japanese paper, each of which is rolled up, carefully shaped, and glued to the card stock. Crafters train intensively for six months before achieving the high-quality results needed. While quilling may have originated in ancient Egypt, in more modern times it’s been adopted in Vietnam, with a culture known for perfecting fine crafts.

Rafe described the company’s expansion. “The cards are made by us in Vietnam. We then distribute them from our facility in Framingham and they make their way to retail stores all over. We had to add more space and leased the Holliston location. It’s in the downtown area where people come to shop, so there was an opportunity to directly sell to buyers at a retail venue.”

“Then we took it a step further. We’ve spent a lot of time in Vietnam, admiring the unusual handmade items that we know people here would value. We decided that in addition to the quilling cards, we’d offer that artwork here too, for people and decorators.”

For creation of their cards, the company adheres to fair trade practices and the just treatment of employees. “We provide our crafters with a safe work environment and healthcare benefits. They are passionate about their work, and we’re glad to help them earn a sustainable living from it,” explained Huong. Added Rafe, “The Fair Trade Federation verifies our operations, and some of the largest companies in the greeting card industry regularly audit us for conformance.”

Patrons of the store can appreciate the principled origins as well as the stunning beauty of the items at Quilling Card & Gallery, 326 Woodland Street, Holliston. The store is open Tuesday through Saturday from 10 a.m. to 4 p.m. For more information, call 508-405-2888 or visit QuillingCard.com, where cards are available for purchase.

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