Velkommen is the Norwegian word for welcome, and owner Rochelle Wetsch tries to make every loyal customer feel that way.
"How are you?" often accompanies a hug or handshake at the little shop on North Third Street in Grand Forks.
Wetsch is not Norwegian; she's "Czech and Polish, from Gary, Ind."
But she'll be sure to celebrate Syttende mai -- that's today, May 17, to non-Norwegians -- with traditional almond cake. The holiday commemorates the 1814 signing of Norway's constitution.
Her 300-square-foot shop isn't limited to Norwegian-themed goods, though. Books such as "Real Norwegians Eat Lutefisk," share shelf space with clothing, tableware and food from Denmark, Germany, Sweden and Ireland.
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In an age when shopping malls and discount stores have made for tough competition, Wetsch said she's glad Velkommen has stayed small since it opened in 1984.
"Growth was never the store's main objective, but it's become the outcome of what we do best: change with the times," Wetsch said. "Being small always affords the flexibility to change with the times."
She points to a popular dish pattern called "Hearts and Pines" that had been manufactured in Porsgrund, Norway; it's been discontinued. Another popular pattern, Farmer's Rose, is now made in Germany.
"As the vendor changes, we change," Wetsch said.
She pays attention to what customers want, too.
Velkommen leases out a solje, a traditional Norwegian wedding crown of pure silver.
About a year and a half ago, she started her own folk-inspired T-shirt design. Not being able to keep enough of certain sizes in stock, she started a wholesale division.
Customers returned the devotion with their own devotion.
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Return business, she said, helped her get through the Flood of 1997.
"I lost everything, but customers were still calling us," Wetsch said. "We've remodeled here three times since the flood."
Reach Johnson at (701) 780-1262; (800) 477-6572, ext. 262; or send e-mail to jjohnson2@gfherald.com .
