All sewn up: West Side Sewing settled on east side

IF YOU GO:

Ribbon-cutting: 9 a.m. Friday, Nov. 18, 4100 First Ave. NE  Grand opening: 9 a.m.-5 p.m. Saturday, Nov. 19, with prizes, special sales, refreshments, and live remote radio broadcast.

The West Side Sewing Center, a 84-year retail institution in Cedar Rapids, won't be showing many reminders of the business' rocky road of the last 40 months when it formally celebrates the opening of its new home this weekend.

The West Side Sewing and the Oreck Clean Home Center at 416 First St. SW and 418 First St. SW as they appeared during the June 13, 2008, Cedar River flood crest. The floods caused over $1 million in damage to the two businesses, owned by the Axline family. They moved to Westdale Mall, and after a city buyout of the old properties were secured, into a permanent home at 4100 First Ave. NE. (photo courtesy of West Side Sewing).

Shelley Cervantes was just about to take over the businesses, becoming the fourth generation family member to own West Side Sewing Center, when floods hit their old location at 416 First St. SW and 418 First St. SW in June 2008. The 10-foot-deep torrents of water caused over $1 million in damage to West Side Sewing and its sister business, The Oreck Clean Home Center, forcing the businesses to take refuge in Westdale Mall.

While owner Dave Axline worked on things like flood buyouts, grants, insurance, leases and financing, Cervantes and a crew of loyal, veteran employees kept the business going during one of the toughest economic times of their generation.

"The last three years, we've had to mainly keep the business going with the amount of money we could put in personally and the grants we received through the Chamber of Commerce," Axline said, referring to the JumpStart flood recovery grants. He said the business was not insured against flooding because it had never sustained more than slight flooding in all its years.

The maze of flood assistance and buyout paperwork ensured that nothing went quickly, or smoothly.

"At every turn, you would think you're almost there and then you would get tripped up by something else," Cervantes said. "Nothing has ever been simple."

The company's First Street buildings were finally bought out this summer by the City of Cedar Rapids, providing liquidity needed to purchase a building last occupied by Famous Footwear at 4100 First Avenue NE.

West Side Sewing Center's sewing machine brand, Husqvarna Viking, gave the company a boost shortly after the flood.

Husqvarna Viking  gave the Cedar Rapids business the nod for a  regional introduction for a new Viking Diamond model. The new Viking model, which retailed for $9,500, was well received, generating sales that helped sustain West Side Sewing during a tough time.

The Oreck Co., which supplies the Oreck Clean Home Center, also came through with new floor models and assistance setting up its Westdale Mall location.

Customers followed the businesses to Westdale Mall, which seemed to suit the West Side Sewing name, and then to First Avenue NE, which did not.

Cervantes isn't concerned that the name may not fit the new location.

"The customer loyalty comes from the service and support we've provided for 84 years," said Cervantes, who has degrees in interior design and textile design. She said the company prides itself on going the extra mile to provide advanced setup on machines, help customers learn to operate them, and provide after-sale support and service.

One of the benefits of the new First Avenue location will be additional space for education, Cervantes said. It has space that can be used to offer 2 presentations simulatenously, Cervantes said, and also has direct access connecting West Side Sewing with the Oreck Clean Home Center.

The Oreck store  is hoping to win back some business clients it lost during its time at Westdale, mainly because it didn't have drive-up access as it did downtown, Manager Brandon Murray said. The business has added a line of infrared heaters and plans to add the Miele line of floor care products.

West Side Sewing is seen on Tuesday, Nov. 8, 2011. (David Scrivner/SourceMedia Group)

The business was founded in 1927 by Jesse Claude "J.C." Axline, a former magazine salesman from Oelwein, during a period when most sewing machines were powered by a foot-pumped treadle. With his wife, Gertie, J.C. kept the business afloat through the Great Depression by helping out customers, sometimes taking in live chickens and fresh vegetables in barter.

Francis Axline, a son, was the second generation to take over the business in 1952. Francis moved West Side Sewing to 416 First St. SW after its original home was claimed by urban renewal. Francis and his wife, Helen, sold the business in 1972 to Dave and his wife, Penny. They separated the Oreck floor care business from the sewing center and bought the building adjacent to house it after Oreck required its dealers to have separate stores dedicated to its products.

Cervantes said she moved back to Cedar Rapids from Chicago 15 years ago, and took an interest in the business when Dave indicated he was looking to retire. She said her grandmother, Helen Axline, will attend a 9 a.m. ribbon-cutting on Friday.