| Jeff |
Bezos | American entrepreneur |
| Duncan |
Biscuits | Fran's cat |
| Agatha |
Christie | Famous mystery author |
| Merry |
Clarke | Owner of J.D. Stimpson Greetings Cards; protagonist |
| Josie |
Clough | Emporium guest |
| Evangeline |
Fall | Emporium guest; Peggy's friend |
| Lydia |
Fall | Evangeline's mother |
| Rita |
Gliss | Emporium guest whose identity Merry stole; Ross's mother |
| Ross |
Gliss | Merry's best friend |
| Peggy |
Goodchild | The Emporium's first toymaker. Aka: Clockwork Peg |
| Dean |
Hallibutt | Business fixer |
| Nancy |
Hallibutt | Dean's mother |
| Pierre |
Jaquet-Diaz | Creator of the Goodchild automation |
| Josie |
Kavanagh | Leader of the gang that tried to rob the Emporium. Aka: Knives |
| Fire |
Kid | Knives's colleague |
| Benjamin |
Makepeace | Emporium guest; antique dealer |
| Louisa |
Makepeace | Benjamin's wife |
| Elon |
Musk | American entrepreneur |
| Dr. |
Raynsford | Fran's doctor |
| Gary |
Shrike | Verity family historian |
| Agnes |
Silver | Fran's mother |
| Fran |
Silver | Daytime TV chef |
| Nigel |
Smallhouse | Monty's business partner |
| Everard |
Verity | Original owner of the Emporium; Monty's ancestor |
| Kit |
Verity | Peter's best friend; nephew of the Verity family |
| Montagu |
Verity | Man who ran the Emporium. Aka: Monty |
| Mr. |
Watton | Dean's employer |
| Dahlia |
Whitty | Food TV star |
| Peter |
Winchall | Man Peggy falls in love with |
| Barbara |
| Evangeline's assistant |
| Betsy |
| Benjamin's van |
| Callum |
| Dean's schoolmate |
| Claire |
| Nancy's friend |
| Crash |
| Member of Knives's gang |
| Doug |
| Merry's boss |
| Farah |
| Jen's husband |
| Izzy |
| Claire's daughter |
| Jen |
| Merry's friend |
| Klepto |
| Member of Knives's gang |
| Kyle |
| Dean's schoolmate |
| Nicole |
| Dean's ex-girlfriend |
| Peggy |
| Guest at the Emporium |
| Peggy |
| Evangeline's roommate |
| Rudi |
| One of Monty's toy makers |
| Saddo |
| Member of Knives's gang |
| Sadie |
| Merry's co-worker |
| Zelda |
| Fran's talent manager |
