The Lincoln, Illinois Merle Norman Cosmetics store was purchased by current owner Julie Tarter in 1996. In August 2005, she purchased an existing Hallmark store which she renamed Mary Todd’s in honor of celebrated Lincoln, IL first lady Mary Todd. She combined the stores, doing extensive renovations in summer 2006. The result is a one-stop shop for gifts, home items, as well as skincare and beauty items.

The store’s most popular lines are Vera Bradley, Yankee Candle, Demdaco Willow Tree, Jim Shore, Ginger Snap Jewelry, Simply Noelle, and Forever in Your Heart Jewelry. In addition to the gift items you’ll find in other Hallmark stores, Mary Todd’s has a large section devoted to babies as well as clothing.

Julie and the staff of Merle Norman and Mary Todd’s Hallmark stay up to date with the latest trends in beauty, gift, and retail, by attending events around the country, including the Merle Norman Academy and the Atlanta Gift Market.