Nestled in a small retail shop called Atelier: Art to Wear on Monroe Street, Gerri Ager is sewing custom clothing. A couple of well-known clients include Dean Health System cardiologist Kay Barrett and professor emeritus Gerda Lerner, a best-selling author and one of the country's pioneers in women's history.

"I'm designing for Madison. My customers want something individual. They don't want to look stamped out of the mold, but they don't want heads to turn either," Ager says.

The 60-year-old has designed and sewn an entire store full of clothes she describes accurately as "arty." More often than not, she hand-dyes the white cotton, knit or silk fabric into beautiful multi-colors. She even knits one-of-a kind sweaters on a loom toward the back of the store. Sweaters, priced from $250 to $350, are among the most expensive items. Jackets and dresses run about $140, separates $80 to $90. She will also start from scratch if a customer wants something in the store, but with a different neckline or color, and she'll keep it in the same price range.