And so it goes ...

I promised that when I had any meaningful news to share about the sale of the shop, I would let you know.

After more than two months of interviewing and meeting with more than 15 prospective buyers, I have decided to close Neena rather than sell. Our last day of business will be Sunday, May 27.

I know.


This was a difficult yet obvious decision. Once I began getting into detailed discussions with prospective buyers, I realized that letting go of Neena was going to be much harder than I anticipated. In the end, although I received several offers, the right scenario just didn't materialize.

Combined with all the time away from the shop to meet with potential buyers since February, I feel that I have neglected Neena, my incredible staff and treasured customers and, unfortunately, my family and my health.

I just wish it were possible for me to be two places at once! When I decided to sell, I was determined to keep Neena open until the right buyer walked through the door, even if that meant finishing out 2018 and beyond. What I didn't realize is how hard - impossible - it would be to keep it open and be where I need to be.

In the past two months, it has become clearer than ever that my family needs my time and attention and they need it ... yesterday. I finally need to be the daughter, sister and aunt that is able to drop everything and come to help when I am needed. And I need time to focus on my own needs as well as those of my children and husband.


This is hard. It's hard to let go and it's hard to write this and it's hard to share the news. My consolation is that Neena existed. It thrived. It created friendships. It offered something special to our community and to all those who have visited us over the past seven years.

But, listen: we're going out with a BANG. I just gave our suppliers the green light to send all our orders out ASAP so we can fill this shop with the beautiful, comfortable, quality styles that have made us your go-to place for shopping. And we are organizing a Neena "Farewell Tour" of sorts - events and promotions straight through the end of the month, starting this Sunday, May 6, with our Spring Celebration and Infinite Warrior Trunk Show from 12 to 3 pm.

I hope that you'll stop in over the next few weeks to get your final Neena "fix."

Words on a screen cannot possibly or properly communicate the gratitude I have for this adventure. Thank you, thank you, thank you for everything.

In friendship and with abundant gratitude,

Deneen Wiske
Founder and Owner, Neena


  • Posted by Sue on

    We love you 😘. You are and always will be a part of our family. Also included are all the lovelies we became close to over the years, Ronni, Sara and Cat. Everything happens for a reason and we consider ourselves so blessed to have been a part of you and all the Neenalitas journeys. Hugs always 💕❤️💕

  • Posted by Donna on

    I’m so glad that I got to visit your beautiful shop when I came to Wisconsin for your wedding. I know that it had to be a difficult decision to close your doors. It’s been a sad year for our family. I’m happy that you will be able to spend quality time with your ever growing little band of nieces and nephews. Your husband and kids will love having you around . I’m hoping to see you some time this summer when you come to visit your mom, grandma, siblings, aunts, uncles and cousins and nieces and nephews in Michigan. A trip up to Traverse City would be nice . We love you and wish you well as you finish your Neena celebrations. xo Aunt Donna

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