# Natural Selection > Natural Selection: houseplants and natural-history specimens in Midtown Reno. - Trade: Plants & Natural History - Location: Las Vegas Valley (serves Reno / Northern Nevada) - Website: https://naturalselectionstore.com/ - Phone: 775-376-2282 - 702 Alliance status: Listed: researched from public sources, not yet claimed by the owner - Profile: https://702alliance.com/members/natural-selection/ A mother and daughter's different interests meet at Natural Selection in Midtown Reno. Marcy brings the plants; Emily Felch brings a fascination with taxidermy and preserved specimens. They started the St. Lawrence Avenue shop together in 2014. The combination gives the small store the character of a natural-history cabinet that also contains living things. Rare succulents and other houseplants sit within an assortment of animal specimens, minerals and unusual objects from the natural world. ## Two interests under one roof Emily's interest began when she was young, after reading about Theodore Roosevelt's involvement in taxidermy. Her mother encouraged that curiosity. Natural Selection's own history connects the eventual shop to that early experimentation and to Marcy's longstanding interest in plants. Independent reporting has followed the business as a mother-daughter operation, distinguishing its botanical and zoological selection from a conventional gift store. A later local visit describes both owners sharing knowledge across their respective specialties, with Emily leading the specimen side and Marcy leading the plants. ### What a visit can involve The shop's website describes its stock as an expression of the owners' interest in natural forms, with respect for the flora and fauna represented. Local coverage notes succulents, unusual plant varieties, preserved animals and the handwritten labeling that helps visitors navigate the displays. Wood furniture, window displays and small objects make the store a place to examine individual pieces closely. Because living plants and specimen stock vary, a particular species or object is best checked with the shop directly before making a special trip. Natural Selection remains identified with 39 St. Lawrence Avenue, in Reno's Midtown neighborhood. Its public contact page lists a phone number and general email for questions, while the website connects visitors to its product and shop information. ## Contact Natural Selection 39 St. Lawrence Avenue, Reno, NV 89509 [Business website](https://naturalselectionstore.com/) 775-376-2282 Researched October 2, 2026. [Source 1](https://naturalselectionstore.com/about-us/); [Source 2](https://naturalselectionstore.com/contact-us/); [Source 3](https://www.nnbw.com/news/2018/jan/08/midtown-reno-stores-focus-on-taxidermy-mineral-tre/); [Source 4](https://www.lovingreno.com/2022/09/natural-selection-purveyors-of-fine.html). Independent directory listing; the owner has not yet claimed a seat or installed a badge. For corrections or removal, [contact Cody](mailto:cody@702alliance.com). Listings are free; badges are optional. --- From 702 Alliance (https://702alliance.com/members/natural-selection/), a free directory of independent Las Vegas Valley businesses. Corrections: cody@702alliance.com.