Vitrine Gallery

By Sara E. Teller

A Berkley Best Since 2017

VITRINE OPENED THEIR DOORS IN DOWNTOWN BERKLEY BACK IN DECEMBER 2017 AND WILL BE CELEBRATING ITS 5TH ANNIVERSARY THIS HOLIDAY SEASON.

Even if you’ve never been inside, you may find the name itself to be intriguing. French for “a glass display case,” the name entices passersby to come and discover all the unique artistry inside.

VITRINE has plenty of unique finds on display for its customers, including an unexpected, uncommon and distinctive col-lection of boutique fashion for men, women and children, vegan handbags, charming accessories, and one-of-a-kind gift items that simply can’t be found anywhere else. Most of VITRINE’s treasures are created by local artists, artisans, potters, jewelers, and crafters, so supporting the store means supporting creativity.

Owner Susan Rogal said, “We source and curate all of our products with care, ensuring that any treasure you find at VITRINE is high quality at great prices. The name VITRINE was for our first piece of furniture, an antique hutch. The definition of vitrine is a glass-front case holding treasures, so we thought it was a great name for our glass-front shop full of great finds.”

Since opening its doors, she added that the business has experienced both successes and challenges along the way. As a result of the pandemic specifically, Rogal said, “There’s no doubt we are forever changed.” But added, “There are many ways it taught us to do things we should have already been doing. We became more creative, more connected with our neighbors and the community, reaching our customers in new ways.” In fact, she said that VITRINE is “stronger for the challenges. It was humbling and we are better for it.”

AND DESPITE ALL THAT HAS HAPPENED over the past few years, the Berkley community has responded fantastically to the shop located at 2758 Coolidge Hwy, naming VITRINE Business of the Year in 2021.

“In these past five years we have undergone many changes, challenges and exciting growth, culminating in our most exciting achievement, winning the best in business award in 2021,” Rogal said. Earlier in 2022, VITRINE even opened their second location in downtown Plymouth (772 S Main St.). The store’s grand opening was held during the Plymouth Ice Festival in mid-February.

Rogal herself is a creative, too, heading up another endeavor called ArtWear Detroit, a company that transfers local artwork onto items available at VITRINE and elsewhere, including clothing, handbags, housewares and more. AD’s mission is to support regional artists and their contribution to Detroit’s legacy.

Both of Rogal’s ventures work hand-in-hand to generate exposure for artists while giving back. VITRINE is a ‘shop-for-good’ company, often sourcing life-changing fair-trade products. Many of the purchases customers make have a direct impact on the lives and communities of the women and men who create them, and every month, a portion of the company’s proceeds goes towards sponsoring children in Haiti through World Vision, impacting clean water initiatives through Charity Waters as well as supporting pet adoptions with contributions to the Humane Society.

ROGAL SAID SHE IS LOOKING FORWARD to the arrival of MI Meals next door to VITRINE. The company was launched in August 2022 to help everyone live a healthier lifestyle. It has expanded to bring healthy meals, snacks, smoothies, and more to the Berkley community. She feels the two businesses, with their similar visions, will make excellent neighbors.

“We partner with several shops around Berkley,” Rogal explained. “Not only is there a fabulous smoothie and prepared healthy meals place opening in our shared marketplace in our adjoining building with great partnerships ahead with them, but Berkley truly is a family of businesses. You just reach out and they are there for you.”

One of her favorite things about being in Berkley is the opportunity to support local organizations and businesses. She said, “Throughout the year we work with local nonprofits and sponsor a variety of local benefit shopping events supporting local schools, community organizations and other fundraising initiatives through the sale of our products at our shop.”

The holidays are always perfect for rolling out specials, and VITRINE has some exciting plans for the remainder of the year. Rogal said the store will have exclusive offerings that coincide with the many upcoming community events.

“Berkley has a dynamic Fall full of events ahead,” she explained. “We will have gifts with purchases, refreshments, and an exciting rebate event around the holidays where you’ll get VITRINE gift cards for a percentage of dollars spent.”

WHEN NOT AT THE STORE GREETING CUSTOMERS, Rogal enjoys frequenting other venues downtown. She said, “This area truly holds some of the loveliest little gems of shops, services, restaurants and more. Some of the most unique retail destinations in the state can be found in little over a 20-mile radius covering Berkley, Huntington Woods, Royal Oak, Ferndale, Clawson, and beyond.”

Being in Berkley is exciting because there’s always something to do to encourage comradery and fun. Rogal said, “Whether it’s working together for a citywide benefit shopping event for a local cause, charity, or school, or partnering on events sharing customer lists to have more successful events and everything in between – or just reaching out to give each other praise or support – Berkley has the finest group of people I’ve ever had the privilege to work with.”

2758 Coolidge Ave, Berkley MI | (248) 629-7329 Info@shopatVITRINE.com | shopatvitrine.com