“It’s for the Midwest, all American women,” Carlson says, in describing American Belle, that has everything from conservative styles to blouses for date nights, to sweatshirts and jeans. It carries clothing that the owners and store staff enjoy wearing, in all different styles and sizes.
She said that they are a patriotic family who fly an American flag year-round and are strong women, thus the name American Belle, as that is what they are.
American Belle carries sizes from extra-small to 3X with the main goal of helping customers look good in what they buy. Sizes vary; a person could be a large in one pair of jeans and medium in another, notes Jenny Wunn, Carlson’s friend who works at the store.
“Size is just a number and that’s why the tag is on the inside of the clothes. “It’s all about dressing in clothes that fit and make you feel good about yourself,” Wunn says.
Carlson said she doesn’t section off the clothing that fits curvier women, instead tying a red ribbon around the hanger and placing alongside other clothing sizes.
“Clothing and fashion can be so isolating; I never want women to feel like that in my store,” Carlson said.
Milwaukee Street store history
She said the Milwaukee Street building has been a general store since the 1800s. Near the entrance a plaque on the floor says it was a mercantile and that the family who owned it lived in the apartment above.
She said “American Belle” fits the spirit of the store that still has the original hardwood floors and the history of hardworking families in the space.
She said the Morse Street location had its positives and negatives. It was busy but she said downtown is on the rise and it’s where she, her family and staff wanted to be.
“Downtown is going to be more suited for us,” she said. “The community aspects like the children’s museum across the street and of all the different marketing events… and the farmers market. It just suits us a little bit better than being here by ourselves.”
The new store will be a bit smaller but will actually have more inventory.
Carlson said she is especially excited to be next to Velvet & Tulle and Frayed Edges, a farm boutique also moving into the block.
Carlson said American Belle will keep its signature pink bathroom, with inspiring signs to help other women and themselves feel good.
Row of Boutiques
She said she’s not worried about competition from other downtown boutiques. In fact, she said, it’s very similar to the idea that shopping mall tenants historically supported each other.
On downtown Janesville’s boutique row, “it’s all about supporting women,” she said. “We are three very different styles of clothing that will offer different things.”
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