Sept. 6, 2018

Retail veterans Tom Utrera and Stacey Roemen Utrera will open their new, original concept Rust & Co. on Friday.

The 3,500-square-foot store at The Bridges at 57th offers men’s and women’s clothing, shoes and accessories, as well as some surprises.

“We really wanted to make it a unique shopping experience but not too serious, so we’ve incorporated some fun elements,” Roemen Utrera said.

A kitchen-inspired island serves as the checkout, and the space was designed with a relaxed vibe.

“We have a foosball table. There’s lounge areas, so you feel comfortable,” Utrera said. “It was important to build the space so you feel like you’re visiting your best friend.”

The Utreras met while working for Target Corp. Their careers also took them to Pottery Barn and Old Navy. Roemen Utrera is originally from Dell Rapids, which led them back to the Sioux Falls area.

“We’ve really put a lot of thought into the flow of the store and the aesthetic,” she said. “A lot of what retail is about is the experience you have in the store. You might not realize why you like one store versus another, but it might just be a feeling – it’s easy to shop or how it’s laid out or merchandised.”

Rust & Co. includes a wide range of brands and price points. Some brands will be familiar to Sioux Falls shoppers, while others are known more on the coasts and just starting to come into markets such as Minneapolis, the owners said.

“We were looking for brands that embody the quality and versatility of those items you can have in your closet from year to year,” Roemen Utrera said. “It’s not disposable fashion. So we weren’t stuck on certain names. We focused on fabrication and fit. They’re the go-to pieces that you love.”

The size of the space allowed for defined men’s and women’s areas, Utrera added.

“So you feel like you’re shopping somewhat at a curated department store, but it still feels very homey and true to the area here and much more relevant to the community.”

There also are some “fun finds” incorporated into the merchandise mix, including coffee table books.

The business plans to launch an e-commerce site in the coming months and will add staff once operations get running.

A ribbon-cutting is scheduled for 4:30 p.m. Sept. 25, and grand-opening events will be held later that week.

Hours are 10 a.m. to 7 p.m. Monday through Wednesday, 10 a.m. to 8 p.m. Thursday, 10 a.m. to 7 p.m. Friday and Saturday, and noon to 4 p.m. Sunday.