The Dresser

Karen Metcalf stands beside a dresser topped with fun, unique pieces of jewelry, available at "The Dresser" in downtown Oberlin. [Click to enlarge]

OBERLIN -- A shop in downtown Oberlin observed its 10th anniversary Oct. 1. While that milestone is definitely worth celebrating, what's more remarkable is how the shop got its start and how it's operated day-to-day.

"The Dresser" came about because the women of the community needed a women's clothing store.

But instead of recruiting a name-brand store, the women of Oberlin created their own.

"Oberlin had a nice department store," said Karen Metcalf, co-manager of The Dresser. "But there was a gap in women's design in the community."

Phyllis McKay had great ideas, Karen said, and Diane Frickey had the skill to develop a business plan, and the two women found others who came to share their dreams of a women's clothing store.

Despite the small group's drive and enthusiasm, the women couldn't come up with the adequate numbers, Karen said, and the idea lost momentum.

The core group was encouraged, however, by others who said, "This is such a good idea. Don't give it up."

"It was reborn that way," Karen said. "From idea to the opening of the store took probably a year and a half, two years."

The expanded group of investors -- about 65 -- formed a legal corporation, and "The Dresser" was set to open in the middle of Penn Street in the center of downtown Oberlin.

Investors painted and remodeled, and donated office equipment and furniture for display. "Everyone did what they could," Karen said.

"Most of us had no retail experience," Karen said, but that became less of a concern when John and Margaret Schomburg moved to Oberlin. "Margaret had knowledge and experience in the retail world," Karen said. "And we hired her as manager."

Margaret managed The Dresser for four years, Karen said. "She helped us so much by setting us on the right path to creating the image we wanted to convey."

The shop is run totally by its owners, Karen said. It is staffed by a core of about eight investors, all of whom volunteer their time. The only paid position is co-manager Amanda Grafel.

"This is really, truly a partnership. It's a cooperative effort," Karen said, "I can't stress enough how much this store operates as a team."

The shop carries sizes 2 through 22, focusing on classic styles and separates. "We can cover many ages with these sizes and styles," Karen said.

Merchandise in the store has evolved through the years -- some lines have come and gone, Karen said, some are classics and never change.

"We are known for our moderately-priced fun jewelry lines," Karen said. "We hand-pick our selection, and many times, order just one of something."

"We know our customers well," Karen said. "We buy with our customers in mind."

"As buyers," she said, "if we can't see at least two of our customers wearing an item, we don't buy it."

An initial concern was that so many women may look alike, Karen said. "But by buying separates and the minimum amount -- oftentimes four of an item -- very seldom do we run into ourselves," Karen laughed.

The Dresser's trade area is ever-expanding, Karen said. The closest women's dress and speciality shops are in St. Francis and Colby, she said. Dresser customers come from all over Northwest Kansas and Southwest Nebraska.

"We're a destination shop," Karen said. "People come to shop at The Dresser and then stop at other shops and maybe have lunch."

"It's nothing to have women come as a group to shop here, then go up-and-down the street shopping and have lunch at The Landmark Inn," Karen said.

The staff at The Dresser mingles a lot of fun with the management of the store. The store has shown off its clothing and jewelry lines in small fashion shows -- with five or six models -- in Hoxie, Rexford, Norton and Smith Center.

They've hosted style shows for the high school in Oberlin, to show the store's support of the community's school system.

At least once a year, the Dresser hosts a large fashion show -- with 20-22 models -- in Oberlin, either at the Landmark Inn or at the Gateway.

"Ladies love our fashion shows," Karen said. "It's a fun, fun afternoon."

Christmas time is also enjoyable, Karen said, when live model-mannequins decorate the store's front window.

"We do have fun," Karen said. Twice a year, the store plans events for its investors, with food and pricing specials. "We treat them well," she said. "Without them we wouldn't be here."

The Dresser won the 1994 "Spirit of Pride" award from the Oberlin PRIDE organization.

A 2003 "Award of Merit" for women-owned retail firms, from the Kansas Department of Commerce, recognized The Dresser for the goals and objectives its investors spelled out in the beginning:

* To provide a needed service to the community and surrounding area;

* Add to the main street image;

* Get women involved in an entrepreneurial experience;

* Build self-esteem;

* Provide opportunities to network with other business women in Kansas; and

* Provide a creative outlet for many talented women.

The future looks bright for the investor-owned women's clothing store in downtown Oberlin. "We don't talk about not being here," Karen said, and then laughed, "If we're not here in the future, it'll be because we've all gotten too old and too tired to do it."

"There's a definite need for this store," Karen said. "We've definitely found our market niche."