Rodriguez, who some readers may remember by her maiden name of Sosa, is well-known to the store’s regular customers as she’s worked there the last 16 years, starting right after graduation from Webster City High School.

Rodriguez’s Webster City roots run deep. Born in a tiny village near the resort city of Veracruz, Mexico, a city famed for beautiful beaches, and as Mexico’s largest seaport, Rodriguez moved with her family to Webster City in 2000. Flashing her engaging, trademark smile, she enthusiastically saids, “I’ve loved this town from the moment I arrived!”

Although retiring, Birkestrands plan to remain in Webster City. They literally live “over the shop,” on the second floor, and are leasing the store to Rodriguez. The main floor beauty shop, Creative Images, remains under separate ownership, and will continue operating as usual.

Paul and Shirley Osweiler moved to Webster City from LaCrosse, Wisconsin, in 1949. They opened Osweiler’s Fashions in 1955, operating the store until their retirement in 1983, when they sold the store to Ron and Kathy Birkestrand. Osweiler’s slowly expanded to become a small chain of four stores, which included locations in Algona, Fort Dodge and Storm Lake in addition to Webster City. With the closing of the Storm Lake store in September, 2025, only the original flagship store remains today.

Daily Freeman-Journal photo by Kolleen Taylor
Sonia Rodriguez loves to show off their great inventory, and helps with pairing colors and styles, making her a natural for helping continue the stores great tradition of dressing women who want to look put-together.

Based in a small, rural market like Webster City, Osweiler’s has always carried a wide range of women’s fashions, in effect trying to have “something for everyone.” Describing the store’s present assortment, Rodriguez says, “we have a good selection of denim, capris, jeans and tops. We still carry dresses, and for very special occasions, we carry fancy jackets and pants.

“And we always have a full line of petites and plus sizes, too.”

While most clothing sold in Osweiler’s today, as at most other clothing retailers, are made from synthetic fabrics-polyester, rayon, nylon, acrylics, or acetates, Rodriguez adds, “we still carry 100% cotton clothing, too. It’s more expensive, but there’s nothing like the feel of real cotton, and we still have customers who prefer it.”

With Osweiler’s long history in Webster City, you’d expect it’s built-up a loyal clientele locally. And it has, but Rodriguez adds, “we draw regular shoppers from Des Moines and Indianola, and have a large group of regular customers from Ames.” With its reputation as a destination store for special occasion clothing, Rodriguez also wants readers to know, “we stock casual and everyday clothes, too.”

As Osweiler’s new owner, Rodriguez knows her clothes are de-facto advertisements for the store.

“Everything in my closet is from Osweiler’s. I get lots of compliments on my clothes, and am always proud to say you can buy it in Webster City.”

According to Women’s Wear Daily, a trade journal, 98% of women’s clothing sold in the U.S. is imported. While Osweiler’s has imported goods on its floor, it’s always carried American brands. Some of these include Ruby Rd., based in New York City; Wild Palms, a maker of tees, tanks and tops suitable for resort wear; and Liverpool, an American brand with a casual denim look. As its name implies, Chicago-based Cotton Connection makes activewear clothing with high cotton content. It also owns the well-known Fruit-of-the-Loom, Hanes, and Gildan brands.

As global chains and E-commerce marketers have expanded in recent decades, distinctive one-of-a-kind shops like Osweiler’s are no longer common. But independent clothing stores are seeing increased sales in recent years. With their focus on quality merchandise, and personal, caring service, independent shops offer what many younger consumers crave today: attention from sales clerks, and help in making style and color choices. It’s old-fashioned, of course, but when it comes to customer service in women’s clothing, everything old is new again.

Service is impersonal or nonexistent in online shopping, and not being able to see, feel and try-on clothes bought online has resulted in high dissatisfaction and return rates. Osweiler’s has always prioritized customer service. Rodriguez emphasized long-time sales associate Alesia Ridenour will continue serving customers.

“Alesia is just wonderful, and knows everybody in town,” said Rodriguez. “She’s naturally friendly and it’s obvious she enjoys helping people.”

Asked how she plans to attract new customers, Rodriguez replied, “People are online all the time, so I think we need to be there, too. I want more than just a Facebook page, so we’ll be looking into our own website and, possibly, an online store,” she said. Rodriguez is committed to continuing the store’s successful post card mailings. “We do them at Christmas, in spring, and for our private sales, that are announced in advance to our customer list only,” she said.

Buying a store, especially one so successful and beloved as Osweiler’s, is a big decision, and not one Rodriguez took lightly.

“I’ve loved working with Ron and Kathy here in the store, and Osweiler’s has meant so much to me over the years, but this was a last-minute decision,” she said. “I talked to my mother, sisters and husband, my friends and customers about it. Since the word went out that I’d be buying the store, people have come in to congratulate me, give me flowers, and pledge their support. I know I’ve made the right decision.”

For his part, Ron Birkestrand said, “Sonia’s like a daughter to Kathy and I. We’re going to do everything we can to make sure she succeeds.”