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Bridal Sweet moving to new downtown location as it celebrates 25th anniversary

Bridal Sweet moving to new downtown location as it celebrates 25th anniversary

“Never say never,” Bridal Sweet owner Judy Swenson said with a laugh.

The Bridal Sweet will be celebrating its 25 year anniversary by moving to the former Brown’s Shoe store location on the south side of the square.

“I promised my husband that I would never move again after moving to the west side of the square location,” Swenson said. “I really meant it, because I have absolutely fell in love with this location.”

Bridal Sweet has been in downtown Newton since the inception of the company, but has been on the square for 20 years.

“We originally started where the Salvation Army block is. We moved to the east side of the square until Panda Garden went in. We moved to the north, and when they decided to expand, we moved to the west side of the square. Now, as we come head into our 25th anniversary, we’re getting set to move to the south side of the square.”

For 25 years, Bridal Sweet has been helping customers that have walked through its various doors find the “right look.”

“I have hung on longer than I have expected, and also I enjoy what I do,” Swenson said. “Girls are fun and it’s great because everyone is happy when we’re working with weddings. We treat every daughter like it’s our daughter, which is why we have been successful this long. It’s because of our service.”

Swenson said she has been complemented about the low pressure experience of shopping in Bridal Sweet.

“We want the girls to find the dress of their dreams and the accessories to match,” Swenson said. “Many customers and their families talk of how shopping in Des Moines is high pressure.”

Bridal Sweet offers a tux and suit rentals at the store as well.

“We know it’s only rentals, but we want to make sure the guys are looking good as well,” Swenson said.

Prom season is just around the corner for area high schools. Swenson and the staff at Bridal Sweet have been busy fitting guys for their big night.

“It’s always a busy time of the year,” Swenson said. “We try to remind guys to get their tux rentals done as soon as possible because we have a limited selection on colors for tuxes. The tux rentals will not be delayed due to the move.”

Swenson said they pride themselves on making sure customers enjoy the items they walk out of the door with.

“We want our guys and girls to look good, because our reputation is on the line with every customer. If they don’t look good, we didn’t do good,” Swenson said. “We take it personally how our customers look.”

The Bridal Sweet will open the doors on the new location on April 1.

“We will be ready on opening day to finish out the rest of the prom season and it will be business as usual,” Swenson said.

Staff writer Zach Johnson may be contacted at (641) 792-3121, ext. 425, or at

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