Historic Photo: A Cornerstone of Downtown New Glarus
A postcard from decades past captures Zweifel Jewelry and Gift Shop, a family business that served New Glarus for nearly half a century and helped define the look of downtown.
Some photographs tell a story. Others invite us to become detectives.
This postcard image of Zweifel Jewelry and Gift Shop offers a glimpse into a different era of downtown New Glarus. The building, located at 101 6th Ave. and now home to Dirty Dog Taphaus, was once among the village's most recognizable businesses.
The postcard promoted the store as offering "Imported and domestic gifts for all occasions." But a closer look reveals far more than a simple jewelry shop.
Founded in 1954 by Wilbert L. Zweifel and his son, John "Chucky" Zweifel, the business would remain a fixture of downtown New Glarus for nearly 50 years. Chucky Zweifel operated the store until his retirement in 2003. The Zweifel family was already well known in the community through New Glarus Cleaners, which Wilbert and his wife, Norma, opened in 1946.
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