Between dressing up tattooed brides, Carhartt-wearing grooms and pastors, Autumn Underberg pauses to take a call, kicking up her boots surrounded by elegant wedding dresses at her store, Goddess Gowns. 

Though her shop carries high-end men’s and women’s formal wear from across the world, she keeps her prices low so that her guests can afford to feel their best.

“My community wears boots and works for a living,” Underberg said. Her spunky and confident personality gives her customers from all walks of life the space to feel the same. 

For 20 years, Underberg worked as a special education teacher and behavior specialist. When her youngest daughter graduated from high school, she decided it was time to do something that made her truly happy. With the support of her husband Mike Underberg, she purchased the bridal shop from the elderly woman who owned it before her. “I liked being able to plant my roots and spread my wings,” Underberg said. “I love this two-lane town.” 

Recently, Casa Blanca, her primary dress vendor, sent her a notice of incoming tariff charges of 14%. “That’s not a big deal for something that costs $30, but on a $2,000 wedding dress? My brides are going to throw a fit,” she said with a sigh. 

Three days a week, her 3-year-old granddaughter “works” in the store, relieving her daughter and son-in-law from the burden of extra childcare costs. She knows the financial struggles of many in her community firsthand. Autumn knows and loves the people that come through her doors, and leaves them feeling like they've found a family at Goddess Gowns.