With new owner, a new era of fun begins at Bridge Street Boutique

By Willis Patenaude | Times-Register

Walking into Bridge Street Boutique in Elkader, you’re met by a sense of calm. Amid what might appear as a frenzied scene, with items amassed on shelves, tables and clothing racks, nothing feels overwhelming. Even the walkways and aisle, ordinarily a cause of claustrophobia, do not feel as if they’re closing in around you—instead revealing hidden items and pathways to get you comfortably lost in the building. 

Maybe it’s the fragrance you identify as cinnamon or the soft rock playing throughout the rooms, staging a relaxing ambience, melting away the worries or concerns you entered with. It’s also likely the service—the friendly faces and what even feels like genuine greetings from a staff that shows up for work, not because it’s a job, but because it’s the “fun job.”

This atmosphere and fun have been a longstanding tradition at the boutique, going back 14 years to when it first opened its doors on Bridge Street, which inspired the name of the business. It made the store easier to find and easier to remember. Both attributes are vital to the success of the boutique, and they’re both something that will be carried on in the future, albeit under a new owner as of Sept. 3. 

That was the day Susan Glawe officially took the reins from Kathy Josten, who worked tirelessly for 14 years to cultivate that environment. Now, it falls to Glawe, who, more than once during the interview, let it be known she wants this to be “the fun job.” 

Susan also acknowledged she has “big shoes to fill,” and hopes to live up to the example Kathy set. It was an example she witnessed first hand as someone who enjoyed shopping at the boutique on girls weekends or for events like Ladies Day Out and Witches Night Out. Shopping is just something Susan enjoys doing, and Bridge Street Boutique has “always been a favorite” place to shop. 

The transition from shopper to owner started with a long standing dream to own a business that was sidetracked by life, a Facebook message and the statement, “why not now?” It was famous hockey player Wayne Gretzky who once said, “you miss 100 percent of the shots you don’t take,” and the moment Kathy’s retirement post went live in April, Susan decided it was time to take a shot.

It took two days and a brief conversation with husband Brian, the “neighbor boy” she married in 1992, in which Susan simply stated, “I should buy this.” Brian replied with a supportive “OK.” 

After that, Susan sent another simple message that encompassed so much to Kathy. It started with a retirement congratulations and ended with “I’m interested. I’d like to talk to you.” At the time, Kathy was unsure whether the business would survive with her retirement. With no succession plan in place, there was but a hope that someone would come along and take over. Susan’s message was an answer to that hope. 

A few days later, Susan and Kathy, along with their husbands, met for the first time. The four discussed the opportunity, with Kathy providing details about the business to both Susan and Brian, who is also a co-owner, and “silent partner with an opinion,” Susan said with a laugh. From the initial conversation, despite having no prior business experience, Susan knew it was a chance she wanted to take because there was just something about the boutique that appealed to her dream. 

“When you’re in there, it’s always so positive and so happy. You know, the customers are always happy, and it’s a good feeling there. Everybody’s chatty and loves to sit and talk,” Susan said.

There was also mention of it being a “fun job.” Even though it will be work, it will be “fun work.” 

But before the fun could begin, there were additional conversations and an assortment of bureaucratic paperwork to get done, plus learning the ropes—and there are a lot of ropes, especially related to the number of vendors and brands. A number Susan emphasized was “a lot!” 

There was also working the cash register, payroll, sales tax and a deluge of other topics, leading Susan to spend countless hours alongside Kathy, soaking up 14 years of knowledge. 

While some nervousness still exists, Susan has grown more comfortable assuming the role of owner and face of Bridge Street Boutique. No matter what, she’s going to bring the fun.

To assist with that, Susan is getting a little help from her friends and bringing in six new girls to help her keep the shop “the fun place” to work. All will learn the business together. 

“I said to them, ‘I bought the boutique. Would you like to work for me?’ Everyone was like, ‘yes!’ They’re all excited because it’s going to be, and these were their words, ‘the fun job.’ I said, ‘yep, that’s what I want it to be. The fun place,’” Susan explained. 

It’s a place that will promote happiness, which is just one goal Susan has. She will do it by welcoming people into the store and waving as they walk by the windows, being effervescent and chatty and engaging with customers in a way that “promotes positivity.” The staff ranges in ages, so whether you’re speaking totally gnarly dude or skibidi Ohio rizz, chances are someone in the store can help you find what you’re looking for. 

Much associated with the boutique will remain the same, like the name and fun atmosphere, but Susan has some ideas of her own to make her mark on the store and start establishing a legacy to accompany the one that already exists. One idea is bringing in more local items such as woodwork and jewelry, adding a clothing line for plus sized and potentially adding a dressing room. Other things will surely come up based on trends and customer requests, but it’s a starting point for the first-time business owner to carve out her own path. 

Susan, who has a quiet confidence about her even while joking about not having a “clue” as to what she said to Kathy to be given this opportunity, just wants to make people happy. She wants to give them an experience they enjoy, so she will “see them again.” 

So far, there has been an outpouring of support from the community. If comments on social media are an indication, the boutique will make another 14 years—or longer. 

Although customers might still see Kathy around from time to time, popping in to help Susan through the beginning months, there is no question Bridge Street Boutique is now in new hands, with new faces behind the counter or meandering among the aisles. A grand opening is planned for later this month, with details to come, but it will signify the boutique’s legacy in a person who followed her dream and took a shot. 

“I’m really looking forward to this next chapter,” Susan said.