Once Upon a Time

When Deinna Cervera was laid off as a physical therapy clinic manager after working in the health care industry for 17 years, she could have just blamed the economy and taken her lumps. Instead, she took her severance package as an opportunity to open her own business. In June Cervera opened Once Upon a Time at 3145 S. Howell Ave., formerly The Candy Shop.

Her 6-year-old daughter Kalina, who is into princesses, dressing up, and make-believe, was her inspiration. “I wanted to create a quaint shop where the girls can come and dress up and make believe for tea parties and birthdays,” said Cervera, a mother of three, who had tried to find a place to do a themed party for her youngest daughter but couldn’t.

“I wanted a place where little girls could come together and socialize,” Cervera said. “It’s so easy to take your kid to Chuck E. Cheese, give them tokens, and let them run wild.” She’d rather cater to children’s imaginations in a world increasingly dominated by video games, TV, and the internet. 

For $180, she organizes girls’ parties for up to eight guests on site, including invitations and a two-hour party with dress-up accessories, makeup sessions, cake and cookies. Girls are transformed into princesses and partake in a “princess promise ceremony” where they raise their wands and promise to be true to themselves. Apple juice or lemonade stands in for actual tea. Cervera personalizes the parties to the extent possible, consulting with families to learn favorite colors, foods, or themes. Parents or grandparents are welcome, but Cervera said she wants to create an environment where kids can open up sans adult interference.

Cervera, who recently earned her business degree from Cardinal Stritch University, acknowledges that she’ll have to continually market her business. She said she will consider five birthday parties a month a success.

She’s planning an open house for the weekend of the South Shore Frolics, Saturday and Sunday July 11-12, 1-4pm featuring ice cream and cookie decorating, games and costumes, with both boys and girls welcome.

Down the road, she’s considering branching out into different themes, taking the parties into people’s homes, and expanding to boys parties.

Cervera, a Milwaukee resident whose husband is a police officer, grew up in Bay View and said she absolutely loves the community and the number of woman-owned local businesses. She had targeted Bay View and found the storefront for rent on craigslist. The Board of Zoning Appeals granted her a variance June 11 to use her 900-square-foot space for what the city technically considers a banquet hall, good for three years.

She said she wants to be as green a business as possible, and is making use of recycled items, including cabinets she bought from a former business.

“The most precious part of this business is when they’re sitting at the table, looking adorable, talking.”

Once Upon a Time is at 3145 S. Howell Ave. To schedule a princess tea party or learn more, contact Deinna Cervera at (414) 416-3344.

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