A steady stream of women flooded Benson's Fashion Apparel at 21907 Marine View Drive in Des Moines and one by one headed straight for Mary Beth Benson.

From that moment on it was all about hugs, smiles, tears and sharing memories. Mrs. Benson is retiring and closing her store for good.

"What will we do without you?" they asked. Silence said more than words-this is the end of an era and Mrs. Benson's 42-plus years of living legacy, "Where Women Love to Shop for Fine Fashions & Gifts."

Mary Beth often credits success to her father, J.K. Wheeler, a Caterpillar franchisee who sized up big business competition and his daughter's small starting store by saying, "You can't buy them and you can't out promote them, but you can out personalize them."

Shopping at Benson's is not a trip to the store. It's like an adventure, a day at the spa, a lady's dream of being pampered with easy shopping. And when that day was over, it's about looking like a million bucks waiting for change.

Single-owner personal-service small businesses are being replaced with big franchise box stores that seem no more than a glorified warehouse.

We ladies are spoiled by the elegant class Benson's provides and are sad to see the end of an era.

"I'll sell the fixtures, leaseholds, and the last of a full stock of fall fashions, but not the corporation, it's me," Mrs. Benson said.

When the store opened in spring of 1964, Des Moines had incorporated as a city five years earlier with a population of 1, 987. Today, nearly 30,000 souls reside here.

There wasn't much of a business district at that north city entrance back then other than Albertson's, Mode-O-Day (women's apparel), a shoe store and Spencer's Variety Store.

Benson's soon became the place for quality special ladies clothing. Some of us still have dresses over 20 years old that look as good as new. And, if only our aging bodies had held up just as well, those dresses would look dandy with today's fashions!

Before her clothing career, Mrs. Benson was a professor of physical education at Brigham Young University. Her five children and grandchildren have all worked in the business, setting up for sales events tagging merchandise and serving customers.

Every Christmas Eve the Benson family worked together at the store getting ready for "The Day After Christmas Sale." Dinner was take-out Boston pizza.

Her son Ezra Benson, with a major in Graphic Arts, managed advertising and sales promotions. Advertising draws people in-how well they are treated brings them back (or not).

Downtown Des Moines has looked pretty shabby over the years with overgrown shrubbery, unkempt parking lots and raggedy signage, all elements that do not promote sales appeal.

Yet, who could forget the beautifully dressed mannequins and seasonal decorations in Benson's store windows.

Or the perfect fit of alterations for our less-than-perfect figures?

Or fabulous fashion shows with signature models to annually benefit Children's Hospital and Medical Center and the Waterland Festival.

Mrs. Benson is a modest person who prefers not to talk about herself, yet I recall one childhood story that emphasizes her resourcefulness.

Raised on a horse ranch she loved to ride, yet was too small to get up on one big horse. So she steered the critter into a ditch, stood on the nearby bank, and hoisted herself into the saddle and away she went.

Her family is her heart and was the driving force for business success so she could provide all five children and grandchildren with a college education.

Every Sunday you will find the family at her home for a dinner she shopped for and prepared even after a 60-hour week at the store.

Take heart, ladies, the good news is wonderful fall fashions are still available at bargain prices.

"I chose not to cancel the fall orders so we'll stay open until everything is sold, maybe sometime in November," Mrs. Benson said.

She credits her professional sales staff, signature models and outstanding alteration ladies, Edith Butler and Delores Reis, saying, "It's been a wonderful friendly experience. I'll miss seeing my good friends in the community and wholesale businesses.

"I've tried very hard to meet all customers remembering their names, clothing tastes and a lesson my father also taught me - the customer is always in charge."

Looking forward to retirement, Mary Beth will attend school to learn how to live with lowered vision, garden and operate a computer. She plans time with three new great-grandchildren (one born and two on the way) and to just enjoy her Des Moines home.

God Speed, Mary Beth Benson, and thanks for the amazing memories!