A walk down Serendipity Road

For decades, the heartbeat of Midland has resided on Main Street. Countless names have grazed the shop windows, providing an ever-changing atmosphere throughout the eras. In the 1940s, the bustling street was decorated with now-vintage-looking cars, their drivers enjoying a bite at La Salle’s Cafe or indulging in a refreshing soda pop from Newberry’s Five and Dime store. These names might mean little to Downtown Midland visitors today, but they were once a part of everyday life for customers who came before.

In 2017, David and Julia Kepler acquired a vacant spot on Main Street with the dream to foster an inspired space for Michigan makers to sell their homemade products to the community. Shiny new keys in hand, they were greeted by the past as they stepped into a bright future for Serendipity Road. This unexpected surprise occurred when they uncovered a faded relic painted on the right wall of the shop. The pastel yellow block letters must have been concealed for nearly a century.

“What does the wall say?"

It’s a recurring question customers ask to this day, and it was the same inquiry the Kepler’s had when they were shocked with its presence seven years ago. They came to find out that the wall was an advertisement for Battle Ax Plug Tobacco, and that the once-exterior wall says in its entirety:

BATTLE AXE PLUG

THE LARGEST PIECE OF GOOD

TOBACCO EVER SOLD FOR 10￠

After furthering their research, they came across a picture of an old newspaper advertisement by the same renowned tobacco company. The ad states, “[T]here is a peculiar excellence in it that can only be understood and appreciated by trying it…Remember the name when you buy again.”

Remember the name. There it was, inked into an old newspaper clipping, the heart and soul behind what would become of Serendipity Road. Oddly enough, the words describing tobacco spelled out what intangible quality this store offered to a space that has upheld much success throughout the years.

Local shopping has always existed to provide a memorable experience by providing tailor-made service for each customer’s needs. Beyond selling goods, Serendipity Road provides an opportunity to be seen and heard with the goal to make each guest continue their day with increased inspiration and joy.

If the historic walls could talk, they would paint a picture of determined grit and tireless hours used to build a space that promotes authentic and present service. With every creak in the floorboards and every crack in the faded brick wall there is a spirit of legacy—of a decades-long tradition that continues to exist within Midland's DNA.

By shopping locally, the customer is not only purchasing high-quality products created with true care and intentionality, but they are also contributing to history. Culture may change as time goes by, but the heartbeat of small business beats steadily.

Midland locals might not be taking a bike ride to J.J. Newberry’s Five and Dime for a piece of candy anymore, but they can now enjoy a piece of penny candy at Serendipity Road as they enter through the doors and step into the magic of the past.