| Four
generations |
|
| On August 1, 2000 we moved into a new era at West Side Sewing. A milestone we are very proud of. Shelley (Axline) Cervantes joined the West Side Sewing family as the Fourth Generation of Axlines, celebrating a 73 year history of home sewing retailing in Cedar Rapids. | Since its opening in 1927, West Side Sewing has, for three generations, been a "husband and wife" team, working side by side, building a "value oriented" business. A challenge? Yes... whether you're referring to building a "value oriented" business or a husband and wife working as partners... both had their moments. |
In the Spring of 1927, Jesse Claude Axline, known
as JC, came home to his wife Gertrude with exciting news. He wanted
to open a sewing machine sales and service business on the West side,
down town area, of Cedar Rapids. "Exciting news"... considering
home, at the time, was a large tent in the Oelwein, Iowa "City
Park" and JC was a Magazine Salesman... the news was exciting.
But JC was ambitious and the opportunity seemed more stable... so
Gertie said... "let's do it". JC, Gertie, Francis (age 11),
and Raymond moved to Cedar Rapids in June of 1927 and West Side Sewing
was opened. |
From 1927 to 1952, JC and Gertie worked side by
side, building a reputable home sewing center in Cedar Rapids. JC's
experience in sales gave him a head start in sewing machine sales
and "bargaining". It was not uncommon for him to come home
in the evening, after delivering a new sewing machine, with a crate
of live chickens and a basket of produce in payment. Francis worked in the shop as a youth, doing repairs and door-to-door service during the Depression. In 1941 he married, started a family and worked the 3rd Shift as a lath operator for a heavy equipment manufacturer producing products for the War. His 11pm to 7am shift at the factory was followed by a 7:30am to 1pm shift at West Side Sewing with his parents. The schedule continued until the late 40's. |
In 1952 JC asked Francis if he was interested in
buying the business. Like a good father, JC cautioned Francis about
the risks... "...sewing machines have come a long way, Francis. From pumping a treadle to electric motor drive; 
from straight stitch to the all new Zig Zag machines. I know it looks
exciting to you, when you consider buying the business, but I'm a
little concerned about the long term. There isn't much more these
machines can do. I'm not certain how long this will keep people motivated
to sew." |
 Francis
and Helen Axline bought the business in 1952 and worked as a team
building an even more beneficial sewing center. Classes were added
to show customers new and better ways to sew. Products offered new
creative stitches and "open arm" sewing for easier mending
and construction. A small knit fabric department was added to capitalize
on the all new "Sew Knit and Stretch" construction craze. |
In
the late 60's "Urban Renewal" took the buildings in which
West Side Sewing had been located for 37 years. A long term decision
had to be made. A new building (the current location) was built and
opened in late 1969. This decision prompt- ed conversations between
Francis, Helen and son David (myself) about my eventually buying the
business. "But, wait a minute Dad and Mom, what happened to... 'you're going to get a good education... work 40 hours a week for someone else... with paid holidays, paid vacations, paid insurance, and no 'take it home at night' problems...?" The talks went on. |
After
10 years of working as a Mechanical Engineer for the Square D Company,
going to college summers, nights and weekends, in 1972 I made the
decision to buy the family business. But... not before I got the fatherly
caution so prevalent in family situations like this... "Dave... I'm somewhat concerned. I know the new sewing machines are 
"high tech", and you love engineering, but this year (1972)
our top-of-the-line Viking will retail for $800. I'm not certain the
consumers will accept much more increase in the price of sewing machines."
|
 In
the Winter of 1972, after carefully considering Dad's concerns Penny
and I bought the business from Mom and Dad. The challenge began. Dad
was right, "high tech" did appear to begin at that time,
but, WOW... what the next 32 years brought. Computerized sewing machines
that think and act on their own. Equipped with a wealth of knowledge
in a memory that can be accessed at any time by the operator; and
instruct the machine to perform in the best way on a given fabric
and sewing technique. |
Oh
Dad.... if only you and Granddad could see the top-of-the-line Viking
today..... ($6400). It knows more about sewing than I ever will and
applies the knowledge, as needed, through its computerized mechanism.
Penny expanded by adding the Fashion Fabric Center and class room in 1981. Her love for fabrics, color and style has made the 23 years an enjoyable and challenging adventure for her. However, Penny's financial prowess and dedication to "managing the money" has been her real challenge for 32 years. |
The adventure rolls on. From a 2 person shop in the First Generation to a 4 person business in the Second Generation and a 10 person Full Service Sewing Center today, West Side Sewing keeps moving forward with the industry.
|
 Introducing
daughter Shelley. Like her father, Shelley was encouraged to get an
education and work 40 hours a week for some- one else. Self employment
does mean you only have to work half days... however... the only
benefit is that it doesn't matter which 12 hours you pick. |
Shelley
followed the advise and developed an extensive background, education
and degrees in Retail Management, Fashion Design and Interior Design.
(Shelley loves colors, fashion, new ideas and working one-on-one
with customers.") |
She
has spent the past 3 1/2 years developing and managing an interior
design business in Cedar Rapids called Glass Concepts. Shelley will be joined by a group of the best sewing enthusiasts, educators and consultants this area has to offer. Her initial challenge was to learn ALL the aspects of the West Side Sewing operation and to help relieve the workload of our top notch staff. Stop in and say hello to Shelley... West Side Sewing's Fourth Generation representative. |