Greetings From St. Petersburg, Florida

AT THE HEART OF THE CITY, MO HOUSTON DISCOVERS A PLACE THAT OFFERS A WELCOMING EMBRACE TO OUR COMMUNITY.

Photography by Emily Will

The St. Pete Store is a love letter with glass walls— open, radiant and full of feeling. The shop occupies the storefront of the St. Petersburg Chamber of Commerce building, where 2nd Avenue North meets 1st Street North in the bustling Downtown Historic District, just blocks from Beach Drive and the St. Pete Pier. This year marks its 10th anniversary.

The city’s abundant supply of sunlight pours through its wide windows and across a curated collection of local goodness: postcards, pelican pins, small-batch pickles, screen-printed T-shirts, hand-poured candles, original art, illustrated prints and ceramics—things made by local makers and artists with their hands and hearts. This joyful expression and care is why the people who live in St. Pete show up and support their local artisans—with a sense of pride and delight for the creatives at the emotional center of our city. It is also why visitors are delighted by the selection of thoughtfully made wares.

And like someone in love, proudly introducing you to those they adore, is Shelli Hemans, the Visitor Center and St. Pete Store Manager—a bright presence who doesn’t just welcome you in, she makes space for others to shine.

As an artist and writer myself, I felt that embrace firsthand. Hemans greeted me not just with kindness, but with authentic presence. I walked in curious—and walked out connected. She asked questions, remembered details and cultivated an atmosphere that was open and engaging. So, it was no surprise to learn that a local business owner once dubbed her the “Director of First Impressions.”

Hemans doesn’t just manage the store and visitor center— she reveals it. Bit by bit, artist by artist, conversation by conversation. She’s been with the Chamber for over a decade and has grown the shop from 21 original artisans to over 100 local makers today. She’s known by many in the city as someone to connect with—especially if you’re creative, community-minded, or just curious about all our area has to offer. She’s also a mentor to countless artists who credit her with helping them see their work in a new light and learn how to grow their craft into a business.

“If I see something special,” she says, “I follow where it leads.”

Hemans possesses both artistry and attention to detail— literally. She’s a jewelry maker and photographer herself, and her eye is fine-tuned for connection.

The same spirit of gracious engagement shows up in the volunteers—a medley of people spanning generations, from tech-forward teens to passionate retirees. Their presence reflects the store’s values: hospitality, integrity and a deep respect for the creative community.

“This place works because people believe in it,” Hemans says. “It’s not just retail—it’s relationship.”

That is a big part of what makes the St. Pete Store stand out—not just as a visitor center, but as a small but mighty economic engine for the creative community. The shop runs on a 60/40 consignment model, meaning artists take home 60% of every sale. For many, especially those newer to the scene, this is a meaningful opportunity to grow their business in a high-visibility, low-risk space. But getting in is not a certainty. The selection process is juried, with a small volunteer committee making final decisions. This keeps the quality high and the relationships honest. Hemans doesn’t cast the deciding vote, which gives her the freedom to build real, supportive connections with the artisans she champions.

“I want to support them,” she says. “But I also want to be fair. The jury keeps things balanced. It’s not about favorites. It’s about the right fit.”

And there is such a variety of distinctive items that fit. Artist Chad Mize’s iconic “Paris, London, Tokyo, St. Pete” T-shirt is a long-time favorite. Spring Green Handbags by Danny Latandra were the inspiration that kicked off the store’s creation. Sunshine Canning’s bourbon pickles practically fly off the shelves. New makers arrive every season, bringing fresh ideas and tactile echoes of the city’s identity: sea and citrus, grit and warmth, brightness and creativity.

That feeling—of people showing up because they care—is what makes the store what it is. You can see it in the handwritten tags, the eclectic inventory, the way Hemans stops mid-sentence to greet someone who has just entered. It’s a storefront, yes, but it’s also a welcome to our vibrant community. A gesture. A daily act of belief in what we create and who it’s for.

To step into the St. Pete Store is to step into the spirit of the city itself—sunlit, sincere and humming with hospitality. It’s not just a shop, it’s a gateway to connection. One where visitors become friends and makers become storytellers. In a world that moves fast, this little corner of downtown is filled with sweet, simple things that hold on and remind us to look closer, feel deeper and take a piece of St. Pete with us—not just in our hands, but in our hearts.

To learn more, visit thestpetestore.com