By Hillary Gavan
For StatelineBusiness

BELOIT -- Morgan Square will become a little more festive when Paulina's Party Shop opens.

Tina Thompson and Paula Carlson of Janesville are moving their Milton store at 237 Parkview Dr., Milton to the home of the former Hallmark store, 1900 Sutler Ave. Suite A in Beloit. On Wednesday the owners were decorating their new 4,500-square-foot space with bright yellow colors - hoping to create an inviting and friendly atmosphere.

The new store will not only feature party supplies such as cards and balloons, but will offer dry and fresh floral items. Thompson and Carlson also will offer personalized party planning services for brides and more.

The owners also will be offering personalized planning services for weddings, baby showers, birthday parties, Quinceañeras and more. Loaded with the latest information on DJs and photographers, Thompson and Carlson can help plan almost any occasion with any theme and do referrals when necessary.

Whether a theme with Hannah Montana, Spiderman or the Cheetah Girls, Paulina's Party Shop is ready to set it up. The parties for little girls, for example, include glitter makeup and fun activities.

"Kids are so excited when they leave, they say it was the best birthday party they ever had," Carlson said.

Boys and girls can also choose from a diva, princess, luau, teddy & tea or a wild adventure themed parties.

"Moms love that. We take care of everything," Carlson added.

The store is filling a need in the market, according to Joel Patch, a real estate developer with Coldwell Banker Premier Commercial McGuire Mears & Associates.

Since Hallmark left more than two years ago, the space has been empty. Patch said there isn't a nearby card store and Beloit doesn't have a business offering children's birthday parties yet.

Thompson said they hope to change their image a bit. The store in Milton was called Paulina's Party Boutique. The store in Beloit will be a shop packed full of festive party goods.

"We see the City of Beloit as a great community with lots of opportunities," Carlson said. "There's a little void in the market we can fill."

For more information visit www.paulinaspartyboutique.com