July 26, 2021

A longtime Sioux Falls home furnishings and interior design business is opening a retail store in the Jones421 Building.

Interiors Etc. was started in 1975 by Mary Kelly. Over the years, Kelly has done both residential and commercial interior design, and now her son Richard Kelly is running a retail side of the business.

“For me, it’s a dream come true,” Richard Kelly said. “I’ve always wanted my own store.”

The store will offer high-end furniture, lighting, art, rugs and accessories. It’ll be in the former Bella Rosa space in the downtown mixed-use building at 421 N. Phillips Ave.

For both Richard and Mary Kelly, the key to interior design is building strong relationships with clients. It’s all about getting to know people well enough to identify their taste, they said.

“We really do get to know our clients so that when we go to market we can be like, ‘Oh, this looks like so-and-so,’ ” Richard Kelly said.

The new retail side will focus on quality over quantity, with high-end pieces at a higher price point.

“We really want to put good stuff in people’s homes,” Richard Kelly said.

The store also will offer wallpaper, fabrics and other design materials, he added.

This isn’t the first time in Interiors Etc.’s history that the family had opened a retail location, but for the past decade, the business has been housed in a small design studio. Richard Kelly joined the business full time in 2015, but he has been working with his mother since he was a child.

Their goal is to open the retail store in early August.