Fifty years ago, the "go-to" place for exclusive ladies' fashions was Selma's Smart Shoppe, located in the Morse Block at 323 S. Main. Selma's opened in the fall of 1956, after Earl and Selma Atkinson, formerly of Pontiac, purchased Shueller's store from Robert Shueller, the son of store founder and long-time Rochester merchant Louis S. Shueller. Earl Atkinson was an employee of the Borden Dairy, and took a leave of absence from his job to help his wife launch the new business that would bear her name. Selma's was a retail mainstay in Rochester for almost three decades; it closed in the early 1970s, and the Mole Hole gift shop succeeded Selma's at the 323 S. Main location in 1973.
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