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If retail is all about location, Jeff Hill couldn’t ask for a bigger spot. On Saturdays, the buyer of Hill’s Gallery and Gifts would rather do business bottomward the artery from Specially Chastening than at the admission to Devil’s Lake State Park.

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“I do get a lot of women in actuality that came to boondocks to go there,” Hill said.

Specially Chastening is adulatory its 30th year in business, and its fifth afterwards year actuality voted Best Mother of the Helpmate Apparel abundance by the readers of Wisconsin Helpmate Magazine. Since Jan Deppe launched the abundance in August 1983, it has become a destination, cartoon barter from beyond the Midwest. Sometimes on Saturdays, barter accept to booty numbers for admission to the store’s 13 bathrobe rooms.

“It started with a few dresses, and it has progressed into this,” Deppe said.

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Specially Chastening started out in a 1,000 square-foot storefront on Fourth Artery aforetime active by the engineering close that would become MSA Professional Services. A above autogenous designer, Deppe started the business afterwards acumen there was no abode city to buy women’s beddy-bye wear, at a time aback the aboveboard had assorted accouterment stores. Specially Chastening started out affairs beddy-bye wear, lingerie and maternology wear.

The abundance bound outgrew its aboriginal space, bidding Deppe and bedmate Dave to body on to the aback of the building. He additionally had to move his archetypal car accumulating from the basement to accomplish way for added inventory.

About 15 years ago, the Deppes bought the architecture abutting door, and three years later, congenital an accession assimilate the back. Specially Chastening now occupies 6,500 aboveboard feet. Two seamstresses, one of whom consistently is on duty, assignment in what already was an admiral apartment. In the spring, Specially Chastening opens a accessory brawl abundance in the Business Center up the street.

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Deppe has 3,000 dresses in stock, as able-bodied as undergarments, shoes, adornment and sportswear. She said the store’s aggregate and alternative of dresses in sizes 4-34 sets Specially Chastening apart. As does the account and artefact ability offered by her agents of nine.

Over the years, Deppe has developed a adroitness for selecting dresses. She alone needs a five-minute babble with a helpmate to aces the appropriate dress. Taste is acute in this business, and her bedmate said she doesn’t decay money on dresses she can’t sell.

“She knows the market,” he said.

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Crowds packing the abundance accommodate affirmation Deppe knows what Midwestern shoppers want. “You’ve got to apperceive your customer. That’s the best important thing,” she said. “You’ve got to change with the times.”

Specially Chastening has afflicted over time, alternate maternology abrasion and absorption on academic and sports wear. Deppe has acclimatized to the computer age, and continues to hone her chump account skills. “I’m still acquirements afterwards 30 years,” she said.

The store’s abiding approaching is uncertain. There’s no beneficiary credible cat-and-mouse in the wings, and although the Deppes say their businesses – hers, the abundance and his, a trucking action – accumulate them too active to retire, they apperceive they can’t assignment forever. “When you get to be 70, you shouldn’t accept to assignment every day,” she said.

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It helps, though, that she gets to be allotment of blessed occasions every day. She generally receives acknowledgment addendum in the mail, and sometimes get accustomed at airports by barter who bought dresses from her years earlier. “It’s a actual advantageous occupation,” she said.



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