Owner of Edmond store is retiring in her own fashion

Lesta Oliver will be closing Edmond's Simply Southwest. She has been in business for 30 years in Edmond, Guthrie, Tulsa and Oklahoma City.
by Diana Baldwin Modified: January 28, 2013 at 9:44 pm •  Published: January 29, 2013

Lesta Oliver never owned a store-bought dress until she was in the eighth grade. Her mother used the fabric from chicken feed sacks to make clothes for her and her sister.

The 79-year-old owner of Simply Southwest, in downtown Edmond, has seen a lot of fashion changes since she put on her first store-bought red wool suit many years ago.

Oliver plans to retire after 30 years and is closing her last store at 1 N Broadway after 22 years at that location. The store was at 105 S Broadway for three years.

Her store is a mix of American Indian and Southwest jewelry, artwork and contemporary women's clothing.

“I built this from scratch,” Oliver said. “We have things that are not a need, but a want.”

Her Edmond store is expected to close next month. She said she doesn't have a specific date because she had overstocked the store and is holding a going-out-of-business sale.

She had a similar store in Tulsa that closed in 2003 and one in the Oklahoma City Stockyards area that closed in 2002. Those stores were run by her sons, Kyle and Neil.

“I have put myself into this,” Oliver said. “In my heart, I know I have accomplished what I wanted to do. I really, really like this. I am really going to miss it.”

Her customers are going to miss her too. Some are known to walk in the front door and ask that Oliver “just dress them” for an occasion.

“She knows what she is doing,” said Regina Bingham, a customer and now employee for the retirement sale.

Bingham, a former rural mail carrier, was accustomed to wearing T-shirts and jeans but with Oliver's help now dresses more fashionably.

“The whole experience has been amazing,” Bingham said. “It has been fun for me.”


by Diana Baldwin
Sr. Reporter
Diana Baldwin has been an Oklahoma journalist since 1976 and came to The Oklahoman in 1991. She covered the Oklahoma City bombing and covered the downfall of Oklahoma City police forensic chemist Joyce Gilchrist misidentifying evidence. She wrote...
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