The Most Unexpected Haven in Downtown Roseburg
What happens inside this record shop is why people keep coming back.
Most people walk into Reverie Record Shop for the first time and stop right at the door.
The sound hits them.
Warm. Full. Alive.
A record is spinning.
The room hums with it.
People slow down without even trying.
Reverie was built for that feeling.
The Dream That Started It
Albert and Michelle had talked about this for years.
A place rooted in music.
A place built around the moments you feel something.
“Reverie can be defined as being pleasantly lost in one’s thoughts. A daydream,” Michelle says.
“It is easy to experience reverie when listening to music.”
Vinyl made the most sense.
It always did.
It holds the weight of a memory.
It pulls you closer.
It makes you listen.
Roseburg did not have a dedicated vinyl shop.
So they decided to create one.
Simple as that.
The Power Of Vinyl
Vinyl asks something from you.
Attention.
Presence.
Patience.
You drop the needle.
You sit with the sound.
You hear the warmth that streaming misses.
And the hunt is half the fun.
Flipping through jackets.
Finding old favorites.
Discovering something you did not even know you needed.
Albert and Michelle love that part.
They love the ritual of it.
They love seeing people carry out their own little stack of memories.
Building A Shop Around Feeling
Reverie is more than shelves of albums.
It is a listening lounge.
A place built for comfort.
“We love helping customers discover and rediscover their favorite albums,” Michelle says.
“And we love creating a space where people can fall into a reverie of their own.”
They serve craft beer from all over the Pacific Northwest.
They serve espresso and tea from small Oregon makers.
They serve sake and desserts for the people who want something different.
But the drinks are not the point.
The experience is.
The sound.
The pause.
The moment that lets you breathe.
What They Want You To Feel
Belonging.
That is the goal.
Music cuts through age and background.
A song belongs to anyone who needs it.
Albert and Michelle want people to walk in and feel like they are part of the room.
Part of the wall of artists.
Part of the conversation.
A Community That Was Ready For This
When they first shared their idea, not everyone understood it.
A vinyl lounge in Roseburg?
Some people doubted it.
But once they opened their doors, the truth showed up fast.
People were hungry for this.
Record Store Day crowds.
Listening parties.
Regulars who come in every week.
Kids dragging parents inside to show them their new favorite band.
Parents dragging kids in to show them what real music sounds like.
Generations are finding common ground over albums that meant everything at one time.
Reverie has become the place where those moments can happen again.
The Work Nobody Sees
Some people think selling vinyl is easy.
It is not.
Vinyl is expensive to buy.
Even wholesale.
And Albert and Michelle refuse to gouge.
They spend hours digging through crates.
Basements.
Old storage units.
Dust.
Mold.
Allergies.
Cleaning every record.
Researching prices.
Curating the wall one album at a time.
Long days.
Long nights.
But they do it because they care about the craft.
The Stories That Stay With You
Some moments hit different.
They make an impact.
Like the customer who came in before her father’s funeral.
She asked them to play the albums he loved.
She sat.
She listened.
She cried.
And the room held her.
Or the customer who burst into tears when they played “Undertow” by Tool.
She heard something she needed.
Something that mattered to her.
And Reverie gave her space for it.
That is the vibe of this shop.
It is not about selling records.
It is about letting people feel something real.
Building Something Bigger Than A Store
Downtown Roseburg is waking up.
New shops.
New events.
New energy.
New vibe.
Reverie is part of that momentum.
“We feel extremely blessed to have found a perfect little brick and mortar to house Reverie,” Michelle says.
“We love being part of a downtown that is coming back to life. There’s a very cool vibe that lives here.”
They stay open later.
They open Sundays.
They push for more experiences.
They promote their neighbors.
They want a downtown with lights on and doors open.
They believe the future is bright if small businesses lift each other up.
What Comes Next
More vinyl.
More listening parties.
More ways to bring people in.
They want to keep growing the experience.
They want to keep expanding the collection.
They want more people to fall into a reverie of their own.
Final Note
If you have not been inside yet, go.
Even if you do not have a record player.
Even if you only want a coffee or a beer.
Even if you only have ten minutes.
Walk in.
Listen.
Let yourself get lost for a moment.
Reverie Record Shop is a gift to this town.
And it is only just getting started.
Where To Find Them
Reverie Record Shop
642 SE Jackson St
Roseburg, OR
Open late.
Open Sundays.
Open for anyone who needs a moment.
Follow them on the book and the gram.
P.S.> If you know a local business owner with a story worth telling, reply to this email and I will reach out.
Marketing Minute: People Don’t Trust You Because You Never Show Your Face
Most small businesses in Roseburg have the same problem.
People can’t trust you.
Not fully.
Not yet.
And it’s not because your product is bad.
It’s not because your prices are wrong.
It’s because your customers don’t know who they’re buying from.
They don’t hear you.
They don’t see you.
They don’t feel your presence.
People trust people.
That’s the whole game.
So here is the fix.
Show up.
Use your face.
Use your voice.
Record a short video with your phone.
Thirty seconds is enough.
Say your name.
Say what you do.
Say how you help.
Keep the lighting clean.
Keep the audio simple.
No perfection needed.
Do it once a week.
Watch what happens.
Your reach grows.
Your engagement grows.
Your reputation grows.
People buy from faces they remember.
Be one of them.
P.S.> If you want me to review your online presence and show you where to add more “face time,” reply with “show my face.”
Stop Trying To Reach Everyone. Your Business Needs a Tiny Audience.
Most small business owners waste time and resources.
They throw messages into the wind.
They hope something lands.
They try to appeal to everyone in Roseburg.
But here’s the truth.
You don’t need everyone.
You need a tiny group.
A specific group.
A group that cares.
The moment you define that group, everything gets easier.
Your marketing becomes sharper.
Your offers become clearer.
Your messaging cuts deeper.
So let’s simplify.
Who are your people?
Be specific.
Age.
Lifestyle.
Habits.
Values.
What they want.
What they hate.
What keeps them up at night.
Write it down.
Make it real.
Then talk to them.
Not the whole town.
Just the ones who actually want what you sell.
You will notice something powerful.
The more you narrow your focus, the more people pay attention.
The more you speak directly, the more people respond.
The more specific you get, the faster your business grows.
Small town.
Small audience.
Big impact.
This is how small businesses win!
P.S. > If you want help figuring out who your tiny audience should be, reply with “my tiny audience.”
Community Conversation
The Roseburg Reader should feel like a chat over coffee, not a broadcast.
Tell us:
• What local business deserves a shout-out?
• What kind of stories do you want more of?
• What challenges are you facing as a small business owner?
Your answers shape what this newsletter becomes.
In Other News
• AI is fueling small business creation and driving growth.
• Why small businesses are racing to update their tech stack.
• Store layout strategies to enhance customer experience.
• Southern Oregon University to close its small business development center.
Worth A Glance
✅ Watch: The 100 best TV episodes of the century, according to The Ringer.
✅ Shiver: What is the coldest temperature recored in Oregon?
✅ Read: The New York Times’s 10 best books of 2025.
✅ Shop: The 50 Best Clothing Stores in America.
Thanks For Reading
If you made it this far, thank you.
You are helping build something that matters. A voice for small businesses in Roseburg. A place for real stories. A place for real people.
I want this newsletter to grow, but I cannot do it alone. If you enjoyed this issue, share it with a friend. Hit subscribe if you have not already. One click from you makes a big difference.
And I want to hear from you.
Tell me what you need. Tell me what you want more of. Tell me which local business deserves a spotlight. Tell me what challenges you are facing as a small business owner.
If you need help with your own marketing, reach out.
That is what I am here for.
Let’s keep building this together.