Plus size fashion at affordable prices

PHOTOS BELO BY ROXY STIENBLOCK/PLAINSMAN, COURTESY PHOTO ABOVE Carly Hewitt, Mary Neugebauer and Abby Dunn have recently opened Diamonds in the Rough Boutique in Huron.

HURON — What started out as a conversation piece among a mother and her two daughters, has became reality.

“There really isn’t much around for men’s and women’s plus-size fashion when shopping and it is hard to find stylish and affordable fashion,” explained Mary Neugebauer on the creation of Diamonds in the Rough Boutique.

Neugebauer and her two daughters, Abby Dunn and Carly Hewitt, recently opened up Diamonds in the Rough Boutique, in the refurbished space at 145 Dakota S. “We reached out to Jeff Pownell in April about what his plans were for the building that he was remodeling,” said Neugebauer.

When they met with Pownell the building wasn’t completed, but the vision was there. Which had been a hotel in the 1960s, that later turned into two separate office spaces, one of which was a book store. Later it became an office space for Homecare, while the accompanying part was a hair salon before the entire space was remade into one building space.


While the store carries clothing in a wide range of sizes, it also offers other home decoration, personal care and other items.

“It was bare structure, but Jeff showed us his vision for it and we could see our vision in this building,” added Neugebauer. The mother and daughters rented a temporary location for two months, while waiting for the building to be completed. The other location was small and not big enough for all their ideas and everything that they dreamed of doing.

“There wasn’t much in Huron for a location to rent - and that are hearts were set on - until seeing Jeff’s building,” said Neugebauer. They moved into the building and opened on August 5.

Dunn works full-time at the shop, while Hewitt and Neugebauer help on weekends and as needed. Neugebauer is a full-time realtor at Montgomery Agency and Hewitt does in home daycare.

“It has been very fun working with my daughters,” Neugebauer added. “We have had a lot of great support from our friends and family to help get everything ready. We have also had great support from other businesses and they have been very welcoming.”

Neugebauer added that they don’t just sell clothes (Men small through 5XL; Women small through 6XL), they have other items such as home decor, hair accessories, and other items throughout the store available for purchase.


The refurbished interior of the building at 145 Dakota Ave. S, offers a new home to Diamonds in the Rough Boutique.

Neugebauer explained that they were able to get a loan for their business through Grow SD, which provided them with great input on how to start a business.

“There was many other things behind the scenes that had to be done that you wouldn’t think of,” she said. “We also received help with SD Small Business People Center, who helped with the business planning aspect.”

The store will host its grand opening and ribbon cutting at 2 p.m. on Friday. “There will be refreshments, drawings, and new inventory and deals, so stop on out,” Neugebauer said.

Diamonds in the Rough Boutique is open Monday through Friday, from 10 a.m. to 6 p.m. and Saturdays from 10 a.m. to 2 p.m. You can also check out their Facebook Page: Diamonds in the Rough Boutique.