Bridal Sweet to close Dec. 31

The timing that Judy Swenson has chosen to retire has nothing to do with economics or anything to do with her shop, The Bridal Sweet, she said. She simply wants to retire.

Swenson announced recently that she’s closing The Bridal Sweet — the formal wear clothing and alteration shop she’s operated on the Newton courthouse square since 1989. The last day that orders will be taken will be Dec. 31.

As she and one of her six assistants altered men’s clothing Wednesday afternoon, Swenson said more time for family is her primary motivation for retiring now.

“My daughter calls me from North Carolina, and says, ‘Can you come visit?,’” Swenson said. “And I say, ‘Well, no.’ I’ve got about 300 dresses here, and it takes a lot of time to keep up with orders.”

Swenson said the shop had about 30 dresses when she took over, and she’s enjoyed seeing it become a regional success. She said about 50 percent of her business is from the greater Des Moines area, and brides have come from all along the Interstate 80 corridor and as far away as Missouri in search of the perfect wedding dress.

“We sell a few straight off of the rack, but not many,” she said. “We’re one of the few places anywhere that does its own alterations in-house. Our claim to fame is service.”

Swenson and her husband, Lee, have talked about spending at least part of each winter in a warmer climate, and more time with their children is a huge priority. Their daughter, Michelle, is a professor at East Carolina University in Greenville, N.C., and their son, Kirk, is an architect who lives in Paris, France, and travels extensively.

It isn’t clear what will happen with the inventory and the storefront building of Bridal Sweet. Swenson has been leasing the space from Dan Skokan; she said the location is excellent for any type of bridal or formal-wear business.

Swenson has advertised a major clearance sale with large discounts. She isn’t actively pursuing selling the business or its name, as she enjoys the positive reputation she has built for Bridal Sweet, and would like to keep it at that level.

“But if anyone wants to buy up the inventory, that’s fine,” she said.

In addition to traditional white wedding dresses, Bridal Sweet carries other women’s wear, and has men’s clothing for sale and for rent. Swanson said she’s certain someone will want to pick up the tuxedo-rental side of the business.

Swenson made it very clear that her 26 years of supplying thousands of couples with clothing for their big day has not been a labor of love; it hasn’t really seemed like labor of any kind.

“It’s a hard decision, because I’ve loved every single minute of it,” she said. “It hasn’t ever really seemed like work. It’s a fun place to be.”

Contact Jason W. Brooks at 641-792-3121 ext. 6532 or jbrooks@newtondailynews.com