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Milwaukee's Daily Magazine for Wednesday, Dec. 17, 2014

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In Wedding Guide

Mitchell Street was once dubbed "Bridal Row." (PHOTO: Heather Leszczewicz)

In Wedding Guide

Heim's Bridal is now "top dog" on Mitchell Street. (PHOTO: Heather Leszczewicz)

In Wedding Guide

Apollo Bridal Fashion is one of two bridal shops left. (PHOTO: Heather Leszczewicz)

Mitchell Street's bridal train trimmed


During the mid-1900s, Milwaukee's Historic Mitchell Street was a sea of lace, beads and white tulle. The street was dubbed "Bridal Row" because of its immense stock of bridal shops, but as time went on the number of shops began to dwindle.

All that's left of the golden age of the brides on Mitchell Street are two shops specializing in bridal apparel: Heim's Bridal, 1013 W. Historic Mitchell St, and Apollo Bridal Fashion, 1216 W. Historic Mitchell St.

Ji Lee, president and owner of Heim's Bridal for the last two years, says that her store has been located on the street since 1938, almost 70 years, and says that Heim's is now "the top dog on Mitchell Street."

Lee says that there were at least 20 bridal shops lining Mitchell Street back in the day.

In the late '90s, there was still a fair amount of bridal shops, but the two remaining shops speak to the changing of times. Mitchell Street also saw its share of department stores and shoppers in its day, but now the street is home to small grocery and several dollar stores. Heim's is located across the street from the Mitchell Street Mall still bearing the Schuster's Department Store name above its own sign. It also has a Payless shoe store as a neighbor. Apollo Bridal has a Domino's around the corner and a Hollywood Video only a few doors down.

With the amount of bridal shops alone in the past, Lee says that, of course, there was stiff competition. As years passed, all the stores began going out of business, moved away or just shut down. But as for the increase in business for Heim's, the boost has only been moderate.

But Lee says there are several things that a store like Heim's can provide for Milwaukee brides and other formal events that franchise bridal shops cannot.

"We carry bridal gowns, bridesmaid dresses, prom dresses, flower girl dresses, mother of bride dresses, and have group discounts," she says.

Lee promises that Heim's Bridal can make any wedding day as beautiful and as memorable as possible.

"Generation after generation of brides have chosen Heim's -- for its magnificent, sophisticated, effortless beauty and elegant styles, its unsurpassed quality and its friendly professional service."

Talkbacks

j07 | Jan. 29, 2011 at 11:41 p.m. (report)

There is a new owner she is very bad at alterations and staff is very mean and rude. Previous owner was awesome BUT, buyer beware. Go to BBB and check out new owner rating it's an F. Also google Heims Bridal reviews you will be surprised at what you are reading. Just trying to inform Brides all you have to do is research the company.

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OMCreader | Oct. 2, 2006 at 2:49 p.m. (report)

olderwiser said: I tried both of these stores for a mother of the groom dress last fall...also took my mom, the grandmother of the groom, to look for something. They had nothing to accomodate us that was anywhere beyond the 1980's style of bridal wear....ended up at Boston Store and Marshall Fields and added a personal dressmaker to tailor our dresses.

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OMCreader | Oct. 2, 2006 at 1:24 p.m. (report)

Carole said: "Simon and Schuster"???? Heather, Heather, you are probably not a MKE native or very, very young; I'll bet the sign reads "Schusters".

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OMCreader | Sept. 27, 2006 at 9:45 p.m. (report)

Doris said: The link listed for Heims does not work.

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