ARCHDIOCESE -- The welcoming smiles of staff members and a warm atmosphere filled with an array of religious books and gifts greet visitors to St. Francis Bookshop, celebrating its 50th anniversary this year. Since 1950, the bookshop has operated at 1618 Vine Street in Cincinnati as a ministry of the Franciscan Friars of the Province of St. John the Baptist.

The origins of the bookshop lie with Franciscan Father Fulgence Meyer, a gifted author who, in 1925, began publishing and distributing books from his local office, calling the business St. Francis Bookshop. By 1950, the Franciscans had received permission from Rome to open a bookshop.

In honor of the 50th anniversary, bookshop manager Mary Schroeder prepared a history of the store detailing how it has grown since its beginnings, including how St. Francis adapted to meet the spiritual needs of its customers as the Catholic Church also changed and grew.

During the 1950s, Schroeder said, Catholic shops, including St. Francis, flourished. She credits the first manager, Tony Munnich, with expanding the variety of books and religious items offered by the bookshop.

On staff at the bookshop since 1957, Schroeder was witness to what she calls "a renewed sense of vigor in the church" after Vatican II. The bookshop responded to the needs of the times, she said. "Our selection of books became more geared to the interests of people who were anxious to take advantage of the new opportunities to participate in the church. Theologians were writing, and people were reading."

Among the trends of the '70s, Schroeder noted the publication of many books on various facets of the liturgy as more lay people became involved in parish ministries. In the '80s, there was a marked increase in the number of books devoted to spirituality and women's studies, a trend which continues today, she said.

While the bookshop has changed and grown through the years, the staff's dedication to customer service has remained a constant. "It's our greatest strength," said staffer Diana Jeffries.

Michele Tromblay, an employee of 22 years, attested to the staff's personalized approach to customer service. "We have to figure out where people are at or consider who they're buying for. Then we take them to the book that's right for them."

If the bookshop doesn't carry the particular book or gift someone is looking for, Tromblay said, the staff will call around to other local stores to help the customer find that item.

According to Schroeder, many people will come into the store with some uncertainty as to what they are looking for and will ask staff memebers for recommendations. "They trust us that much," she said.

The knowledge and dedication of the bookshop staff has inspired loyalty among its customers, many of whom visit St. Francis on a weekly or monthly basis. Among these loyal customers is Deacon Larry Vaclavik who stops in the store twice a month when he comes into town from Houston. A recent visit yielded the purchase of several books and some notecards. Deacon Vaclavik appreciates the wide selection St. Francis has to offer. "It's hard to find Catholic bookstores that have such a good selection," he said.

Tromblay said what makes the bookshop different from other Catholic retailers is that St. Francis is a bookstore which sells gifts, while the others sell church supplies and gifts and may offer an assortment of books. She believes anyone who has never visited the bookshop would be surprised by the wide variety of religious reading material the store carries. "I think people would be amazed at what is covered in the realm of Catholic literature," she said.

The store's mission often extends beyond the sale of religious books and gifts to include providing assistance to anyone who comes in with a question or concern. Because of the store's proximity to a number of social service organizations, Tromblay said, people often come in looking for directions or other help. "Our mission is not to give handouts," she said, "but we know who can help, and we send people there."

"We've worked hard to create an open appearance and be accessible. We want people to feel comfortable coming in," added Schroeder.