Beyond middle earth

Elaine Selo and Cynthia Shevel opened the Selo/Shevel Gallery in 1982 when downtown Ann Arbor was changing from a traditional shopping environment with mainstream department stores into the eclectic mix of cafes, specialty shops and entertainment venues that define the area today.

Selo/Shevel Gallery was an outgrowth of the owners' gift store closer to campus, Middle Earth, a local icon that opened in 1967 selling posters, incense, candles and folk art to students and out-of-town visitors. The Selo/Shevel Gallery began in a 5,000-sq.-ft. building on Main Street and moved in 1989 into two separate spaces on the same street. Downtown Ann Arbor eventually developed into a destination spot for people from all over the area as well as parents of students and international visitors, drawing large dining and shopping crowds on weekends.

Now the two retail galleries bring in combined sales of about $900,000 a year, selling wood objects and furniture, ceramics, textiles, Judaica, folk art and accessories at the 301 South Main location, and glass lamps, paperweights, vases, bowls, lamps, sculpture and jewelry a few doors down at 335 South Main.

They look for merchandise that is well made, interesting and reasonably priced, with a wide demographic appeal. "We carry every price point but most of our sales are in the $45 to $200 price range," Selo said. Average wholesale value of inventory is $800,000 and only a fraction of it is on the floor or in the windows at any one time, which allows for fresh merchandise rotations at least once a month.

Selo and Shevel reach a lot of customers with frequent changes of their colorful, well-lit window displays that draw audiences at all times of the day and night. "We have a very creative full-time person who is both dynamic and inventive," Selo said. "Discarded things and found materials are used alongside furniture as fixtures, put together in little vignettes that show very diverse objects working together. We pair surprising elements like paint chips, old doors or vintage fabrics with our merchandise to turn the eye."

Advertising is limited to the local hotel guest guide and direct mail for special exhibitions. "We also donate to a variety of agencies and charitable events, and find it a good way to reach an appreciative and interested audience," Selo added. Customer services include complimentary gift wrapping, special and custom orders, notification of new work by favorite artists, gift certificates, validated parking and free jelly beans. Their Web site provides a user-friendly environment for browsing and buying, and a point-of-sale software program called Masterpiece keeps the owners updated on their inventory and sales.

Today, the owners say the most enjoyable part of the job is walking into the gallery in the morning and looking at it with fresh eyes. Selo adds, "You see the results of all the decisions you've made and it makes it all seem worthwhile."