Staying Ahead of the Chains: UWS Gold Leaf Stationers Offers Much More Than Stationery

By Meg A. Parsont

When I was a kid, I looked forward to the ritual of buying new school supplies at the beginning of each school year. I loved the feel of the blue cloth cover of Mead three-ring notebooks, the smell of new pencils, and the glossy beauty of laminated pocket folders (often embellished with photos of horses or kittens). I even liked the sheaves of looseleaf paper, which seemed, somehow, to be full of promise.

To this day, a nice notebook can make me inordinately happy and when I walk into Gold Leaf Stationers on Amsterdam Avenue between West 89th and 90th Streets, I get giddy. The shelves of this small but mighty store are laden with a mind-boggling selection of notebooks, pads, pens, pencil cases, and other desk delights.

True to its name, Gold Leaf Stationers carries an extensive selection of fine notecards, greeting cards, calendars, and writing implements ranging from Cross pens to dachshund-shaped ballpoints to fine artist’s pens and calligraphy supplies. There are stacks of luxurious embossed hardcover journals, minimalist notebooks of graph paper, and pocket-sized notepads with whimsical animal illustrations on the cover. But over the years, the store’s inventory has evolved into an irresistible mashup of stationery, office and school supplies, art supplies, wrapping paper and ribbon, educational toys, jigsaw puzzles, craft supplies, and unique—moderately priced—gift items.

As owner Fasil Yilma explains, he has learned how to keep shifting to accommodate the needs of his customers and to counter the competition from chain stores and online retailers. “Gold Leaf started as a stationery store but when Staples opened, we were heavily impacted and introduced art supplies to try to balance things out.” But then Michael’s opened on 99th and Columbus Avenue. At that point, to recover from the blow dealt by Michael’s (now closed), he introduced educational toys and games to his inventory. And during Covid, he brought in jigsaw puzzles, which were and continue to be in high demand.

He adds, “Back-to-school season used to be huge, but now because of changes in the school system, we don’t get the peak we used to have. Most kids have a laptop and don’t need notebooks as much. But I still have core families as customers who want to engage their kids in writing. They bring them in, and the kids get excited because here, you can try a pen and get a feel for it. And get a feel for the paper of a notebook. When you go online, nothing matches this experience.”

To tempt young customers (and those who are young at heart) there’s an enticing array of erasers in the shapes of macarons (vanilla scented, of course), hearts, donuts with sprinkles, ice cream cones, and astronauts. There are glitter pens, stickers galore, paint sets, and crafting supplies. And for more mature artists, there are aisles of oil and acrylic paints, brushes, canvases, and sketchbooks.

Over the years, Yilma has developed an unerring instinct for what his customers will need and gravitate to. He first started working for the store during the summers when he was attending Oneonta University. At the time it was located on the corner of Broadway and 89th Street. After graduation, he continued working for Gold Leaf, which relocated to Amsterdam Avenue in a move that was considered pioneering back then.

Today, as the owner of Gold Leaf Stationers—which celebrates its 25^th anniversary in 2025–Yilma has plans to expand his children’s party supply section in response to the high demand. He’s excited about the prospect of adding in more balloons, party plates, and decorations, but like most New Yorkers, is confronted with the challenge of space. He may convert his office into a section devoted to party goods. He’ll just need to find somewhere else to stash the scooter that gets him to work every day.

When I was in the store recently, a woman who works from home rushed in for an HP cartridge. An art student picked up supplies for a finals project. A little boy eyed the Matchbox cars. And others came in for greeting cards, wrapping paper, menorah candles, and Secret Santa gifts. (There’s an eclectic selection of items near the cash register that are just the right price range, including lovely Mandela art compact mirrors, decorative refrigerator magnets, and even music boxes that play Beatles tunes.) Except for the boy who couldn’t make up his mind as to which Matchbox car he wanted, everyone left with what they’d come in for.

“I admit I usually go to a chain store or order online” said longtime Upper Westsider Jody Prusan. “I’m so happy that I went recently to our neighborhood stationery store for my annual planner and much needed holiday cards! I was very pleased that everything I needed, and more, was at Gold Leaf.”

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