MONROE — JoAnne’s Dress Shop has now switched owners as JoAnne Leuenberger has decided to retire. She has been a part of the community as a business owner for 45 years.

“I owned JoAnne’s Dress Shop 26 years. Prior to that, I managed and owned House of Veils and Gowns for 19 (years),” she said. “My last day was June 30th. Although I did work on the first [of July] because the new owner still had to finish her job out.”

In terms of why she chose to open the store to begin with, she explained that it was always a desire she had.

“I always wanted to open a dress shop. I made all my own clothes since I was in sixth grade. My mom always made our clothes, and so it was just a natural thing to do,” she said. “I started out with the bridal shop, which I enjoyed. I got to work with many brides, and now they’re back as mother-of-the-bride, which is wonderful.”

When asked what her favorite part of owning and operating her store was, she expressed how much her customers meant to her.

“Many of my customers have become my very good friends. I love working with people and helping people find their perfect outfit or dress for the day. So many come in our store and say, ‘I hate shopping. Help me.’ So we love to help people, and I love to help people and see them go out with a smile on their face because they found something,” she said. 

JoAnne was very involved in the community apart from owning the store.

“I was on Main Street from the beginning in the promotions committee, so that’s been 20 years now. I started out in promotions, and then I was the chair of the promotions committee, and then I was on the board a couple times,” she said. “We have a beautiful downtown. We’ve gotta keep it thriving, and I feel like business owners need to all pull together and work together and keep our downtown vibrant.”

The impact JoAnne has had on this community is felt by everyone, from other business owners to customers and everyone in between.

“She’s really been an anchor. People come to Monroe because she provides excellent quality, with her merchandise, with customer service, with everything,” said Jordan Nordby, executive director of Main Street Monroe. “Even looking at how important it was for her to sell the business so that it would stay open. That’s not for any self-serving reason or ego; it’s so Monroe keeps a one-of-a-kind business with a huge storefront. She’s so community-minded and grounded.”

Nordby also described how willing JoAnne was to adapt to changes in the community.

“The other thing that I think is remarkable about JoAnne, for someone who has been a business owner for 45 years in the same downtown square, is how open she is to new things; with Main Street as an organization and then within her own shop,” he said. “When we first started doing the LIVE! shopping nights to support businesses during the COVID shutdown, it was such a learning curve for all of us and uncomfortable, but she understood the importance and really willed herself to make her shows the best that they could be. She’s never settled or rested on what’s been. And it is because of that she has been a mentor for so many.”

On her decision to retire, she conveyed that it was a choice she did not take lightly.

“It was really a hard decision because I really, I love my store, I didn’t want to give it up, I really do love my store, and I love my customers, my friends, my coworkers, but it just got to where I was needing more time away with aging parents and things at my house and I wanted to travel more so I had to make the decision and it was a tough one, but I feel very fortunate that I have Lisa Buol that has taken over and she will do an excellent job,” JoAnn said.

Even though she will no longer own her shop in town, she will still keep herself busy in her personal life and be involved in the community.

“We have a huge orchard with all kinds of fruit trees, we have a big garden, and we have honeybees. So that keeps me very busy, especially in the fall. I want to travel more, and I want to do some quilting. And I will still be involved with Main Street. I love the Main Street community,” she said.

JoAnne has enjoyed her time as a shop owner in the downtown square and has accomplished a lot throughout her time there.

“It’s been a journey and a very humbling one. I have so many people that have reached out when my retirement was announced. I truly love my store, and the people in Monroe have supported me so well. I’ll miss them, but I’ll still be around,” she said.