Like the majority of businesses in the early 20th century, the gift industry, including both vendors and retailers, was primarily owned and operated by business men. However, no successful gift shop would be without a female employee.

Wrote one editorial contributor to an early issue of The Gift and Art Shop: "As a first principle, being a man, I would never think of running a gift shop without the cooperation of some bright, competent woman. The woman's touch is to my mind absolutely essential to the successful conduct of a gift shop. She has an intuitive knowledge, call it instinct, if you prefer, not only of the requirements of other women, but of men as well."