The theme is simple at Heart of Michigan: everything in the store is Michigan-made. Owners Karen and John Wing support the local economy by stocking the shop's shelves with Michigan-made jams, ice cream, books, and beer. A recent profile of the store on the local news showcases the shop's many gift baskets, which include pre-designed options that focus on Michigan themes such as sports and cherries, as well as build-your-own options. For those who come into the store hungry, chef Ron prepares freshly made pasties perfect for a quick snack or a slow snack, depending on how fast you eat.