Freeverse, a small book and gift shop, contains an artsy ambiance suitable for the traditionally art-oriented Allentown area. Selling incense, candles, books and other trinkets, Freeverse has something for everyone.
"She has great things for the house, like smell goods. Incense and linen spray, stuff like that. I like it," said Jillian Harris, a senior English major.
The store, which opened Aug. 6, gained the attention of UB students when Tammy Neal, the store's owner, brought some of her merchandise to the Student Union on Oct. 11.
"The UB students were receptive to the merchandise. My motive for reaching out to young college kids is to show that you don't have to spend your money at giant corporations. Shopping doesn't always have to be self-serving," said Neal.
"I carry products in which 10 percent of the proceeds are donated to non-profit agencies that work toward social justice and political reform. UB students seem to be mindful of the importance of patronizing small, independent businesses," she said.
Neal said she was inspired to open Freeverse when she realized that shopping had become boring.
"I couldn't find things that appealed to me. Everything is so departmentalized. Go to the bookstore to get books, the Yankee Candle store for candles, Kaufmann's for jewelry; I wanted to bring together a variety of elements that appeal to women under one roof," said Neal.
Michelle Ogden, a senior media studies major, agrees with Neal.
"Freeverse is a very eclectic store. It has a positive vibe; the atmosphere is serene and aesthetically pleasing. . It's very personal. It's not like in a big store where you are just a number, you get more personal attention," she said.
The merchandise at Freeverse is divided between two stories; the first has shelves full of candles, vintage ashtrays, incense burners and jewelry. There are also handcrafted wall plaques designed with spiritual symbols and ideas. The jewelry sold at Freeverse comes from all over the globe.
The majority of the jewelry in stock is from Africa and India. The pieces are inexpensive, with prices ranging from $1.50 to $70. Freeverse sells rings with oversized green and yellow amber stones, along with other exotic gems, sterling silver cuffs and traditional necklaces from Bangkok.
"I wanted to have products for women of all backgrounds and ethnicities. I think that it is important for people to appreciate different styles and cultural aesthetics," said Neal.
Next to the different stones are small descriptions of their origin and purpose. According to Neal, the aesthetic quality is not the only factor in deciding which stones to purchase.
"I definitely consider the healing power of the stones I sell, which ties into the spiritual element of the shop from the window (display) to jewelry," said Neal.
The second level showcases leather and cloth journals, black and white photographic prints, and books.
Categories in the book collection include Queer, Poetry, Injustice System, Fiction and Women's Studies. The store carries books from small publishing houses that are generally not available at chain bookstores.
"My first passion was to have books that were by or about women. Secondly, I wanted to have literature that was politically charged and critical," said Neal.
The store's sizable window display was created to invoke a sense of serenity and welcoming, according to Neal.
"The display had to be inviting, like my home. I want people to want to come in and feel a sense of calm. Even with the partition, the customers can still feel the ambiance," said Neal.
Neal's efforts have not gone unnoticed by students.
"I was walking up Elmwood going to Squeaky Wheel and the display (at Freeverse) caught my eye. The first day it opened I bought some jewelry, which I got lots of complements on, candles and a bamboo plant. I really like it," said Michelle Ogden, a senior media studies major.
Students have also been receptive to the store's focus on women.
"The way it's decorated is wonderful. I like the fact that it's geared towards women considering that usually only panty stores are geared towards women," said Tiffany Jones, a senior psychology major.
The store also showcases a "Pride Corner," stocked with gay and lesbian pride merchandise.
"Freeverse is not a quote 'gay store,' but Allentown is a very eclectic, more liberal area. I carry lots of feminist stuff, lots of not mainstream consumer merchandise and I want people to feel inclusive and comfortable," said Neal. "My clients are gay, straight, old, young, men and women. I have a variety of different people coming in here."
Freeverse, located at 115 Elmwood Ave., is open Tuesday through Friday from 12 to 8 p.m. and Saturdays from 12 to 5 p.m. For more information, call 884-4094.
