Go Inside Annie Selke’s New Shoppable Bed + Breakfast


Annie Selke

Imagine staying at a bed and breakfast where you can purchase the furnishings in the room you call home.

That’s just one of the ideas behind 33 Main, a Massachusetts inn by interior decor queen Annie Selke.

Opening Aug. 19, the bed and breakfast in Lenox is decked in furnishings, bedding, rugs and accessories by the founder and CEO of Annie Selke Companies (whose brands include Dash & Albert and Pine Cone Hill).

The location is personal for Selke, who started her eponymous brand with a sewing machine at her dining room table in the rural Berkshires region where she grew up.

With just eight rooms, the inn is welcoming and intimate. Housed in a historic, 4,320-square-foot, Federal-style building from 1830, the eight en-suite guestrooms — two of which are dog-friendly — feature headboards, bedding, rugs, lamps, furniture and artwork that are all available for purchase through menu cards located in each room.

Plus, Selke opened a pop-up shop across the street in June.

Selke enlisted the help of like-minded luxury brands to create a top-notch hotel experience. Mattresses from Hastens (which start at $4,300 and go up to 150,000), tile from The Tile Shop, and wallpaper from Ralph Lauren home up the ante in these tailor-made rooms.

Peak season rates will range from $389 to $629 a night.

We chatted with Selke to learn about her travel experiences, her ideal itinerary and weekend bag essentials. (Peek inside the almost-complete inn by scrolling through the pictures, below.)

Annie Selke

Materials for one of the rooms in 33 Main

Annie Selke

The upstairs hall, which features Ralph Lauren Home wallpaper

33 Main


Annie Selke

Another set of materials for one of the 33 Main guest rooms

Annie Selke

The dining room, featuring Ralph Lauren Home wallpaper and tile from The Tile Shop

How did this idea come about?

I drive by the building every day on my way to and from work, and one day I saw the for sale sign. I decided to take a look and subsequently decided to buy it! As the owner of a lifestyle brand and someone who travels over 150 nights a year, I felt I might have something to offer, albeit in a small way, to the hospitality world. I’m excited to bring the best of my hotel experiences to the Berkshires — it feels like a perfect fit.

Tell us about one of your favorite hotel/inn experiences?

I loved my visit to Ranthambore in Rajasthan, India, where I stayed in a tented, colonial-style dwelling with mahogany floors, an amazing bathroom and a delightfully comfy bed, which was extremely welcome after bouncing around in a jeep on a tiger safari all day!

What’s in your weekend bag?

I am reading Sapiens by Yuval Noah Harari — that’s my grown-up book — and I would also pack some lighter reading like Nancy Mitford’s Love in A Cold Climate. I always travel with my Dream Away bath oil from Kneipp. It’s a pre-bed ritual at home and away.

What would be on your itinerary if you were a guest at the B&B?

I would start by getting settled in my lovely room, followed by a glass of wine in the front parlor, followed by dinner in the town of Lenox or taking a picnic to Tanglewood, or going to Jacob’s Pillow for some fabulous dance. Afterwards, I would head back to the inn to sleep in a really comfy bed and wake to an amazing breakfast, followed by a walk around town or a hike up Lenox mountain.

What kinds of foods should guests expect at 33 Main?

Our innkeeper Becca will be preparing all of the food daily. Guests will enjoy a homemade a three-course breakfast in the morning, cookies and cakes in afternoon, as well as a cocktail hour with light snacks in the evening.

What’s your ideal breakfast?

Raspberries, croissant and Applewood smoked bacon, fresh-squeezed OJ and decaf French press coffee.

What are you hoping guests will take away from the experience?

I am hoping guests will be able to enjoy a great night’s sleep and have an experience filled with graciousness and thoughtfulness while experiencing all that the beautiful Berkshires have to offer.


33 Main is located at 33 Main Street in Lenox, Massachusetts.