Hi Guys, sorry to be away, but good news is that the site is live and functioning, all the products and pics are up.
Also, about the brand name, here's a brief excerpt from my upcoming Live RC interview:
Mike, it’s a long story but I’ll try and shorten it. First, the brand name Schelle is pronounced like the word “shell” and not “shelley”. We wanted to build a brand that had meaning, but also find a name that wasn’t expected or widely used. We threw out anything that had to do with “coach” or “wenger” and I went back to my roots. My family name is German and I started looking at names rooted in German (hence the “sch” spelling). In addition to having a family meaning, Schelle is our play on the German word for “fast”. A funny story in closing, after we selected the brand name we found out it’s a slang term used to describe when you “smack” somebody.