The Velvet Daisy brings 47 Michigan makers under one roof in downtown Kalamazoo

Editor’s Note: This story is part of Momentum: The people and companies shaping what’s next, a weekly series that explores new ventures, founder support, and the resources powering entrepreneurship and small businesses across seven counties in Southwest Michigan. This project is sponsored by Southwest Michigan First.

A new store in downtown Kalamazoo is a place for shoppers looking for something different. Called The Velvet Daisy, it has products from 47 vendors, all artisans or people engaged in some kind of creative endeavor.

It also sells vintage and boutique clothing and vintage home décor items acquired by the owners, Kaitlyn Green of Richland and Jessica Born of Parchment.

The store is at 340 E. Michigan Ave., sandwiched between Sarkozy Bakery and Bimbo’s Pizza. This is the owners’ first store business, although for the past several years both operated home-based, jewelry-making businesses. Green called hers Within Resin Pendants and Born’s was called Rose Moon.

Their concept of placing dozens of artisans’ products under one roof came from their own experience. Like many home-based business people, they operated booths at art fairs, summer festivals and holiday events, and they got acquainted with many fellow vendors.

“We have 47 Michigan-based, small businesses that rent space here,” Green says. “We’ve curated a little bit of everything so we have a good assortment of things that we’re really proud of. We feel like we curated some of the best people in Michigan.”

The 47 vendors pay monthly rent, the amount depending on how much space they occupy in the store, and the store collects a very small commission on sales. Vendors arrange their displays and handle restocking products.

It’s a store where you can buy a treat for yourself or find a gift for that particular person in your life who’s grateful only if the item is unusual.

The inventory is so big and interesting that if a salesperson asks, “Can I help you?” and you answer, “No thanks. I’m just looking,” it’s likely that much later you’ll still be looking — with pleasure.

Green and Born have long enjoyed visiting estate sales and thrifting — shopping at secondhand stores, yard sales, and flea markets. “All the vintage home décor and clothing and boutique clothing here is all done by Jess and myself,” Green says.

“We really try hard to have a good mix of things,” she says. “We both have things that we’re kind of drawn to. Jess really likes egg plates, and I love salt and pepper shakers.”

Located in a historic section on East Michigan Avenue, the store is a large space that seems well-suited to its chosen spot.

“It’s perfect in every single way,” Green says. “The building itself is just gorgeous. We fell in love with the gold ceiling and the fireplace. We looked in the window, and we were like, ‘This is it!  This is exactly where we need to be.’”

As for the store’s name, Green explains, “We wanted something that accented our 1970s kind of eclectic style, so that’s where the velvet came from. And the daisy is my favorite flower.”

The Velvet Daisy’s grand opening was on Oct. 10, and drew a crowd that lined out the door. The total number of shoppers that day was estimated to be around 400. “Kalamazoo showed up for us,” Green says. “We’re very grateful. That was a dream come true.” 

The range of items in the store includes vintage quilts and blankets, coffee, all kinds of jewelry, stationery, candles, local honey and maple syrup, pottery, things for children, books, cookware, paper flowers, vintage lamps, old records and CDs, skincare products, wrapping paper, and a large collection of mugs. And that just scratches the surface.

“We definitely curated a little bit of everything,” Green says. “We have a vendor who cleans up lake beaches in Michigan, so she collects trash, and then she makes jewelry out of it.

“One of my favorite people that we have is John Jurries Art. He paints a different monster every single day, and he’s over No. 4,600 now,” Green says. The monsters are whimsical; Green says children see them as friends.

The Velvet Daisy also offers a unique service. “We have a notebook on the counter, and you write down your own dream thrifted item,” Green says. “Then if we see it while we’re out thrifting or visiting estate sales, we’ll contact you and kind of give you your dream piece that you’ve been looking for.” A couple of such connections have been made already.

For the Kalamazoo Art Hop on Dec. 4, the store will feature vendor With Love, Bella, a maker of custom wrapping paper, bows, labels and stickers. Bella’s wrapping service and products will be available.