Bloomington businesses thrive on oddity

The City of Bloomington promotes some unusual business ideas. Where else can someone hail a bicycle rickshaw to their belly dancing lessons? And how many establishments sell square donuts?

John McGuire, IU graduate and owner of Campus Costume, said he believes that odd businesses result from odd markets.

“People need all sorts of strange things,” McGuire said. “They’ll come in sometimes because they need a mullet wig.”

Costume shops are a bit of a niche in Bloomington as a result of the University, McGuire said. Between campus events, costume parties and dressing up for sporting events, the demand for novelty attire has allowed for three year-round costume shops to stay in business.

McGuire said he takes pride in seeing people plan events with his store in mind but isn’t sure how the interest in costumes started.

“It’s like the chicken and the egg (argument),” he said. “Did the costume party come first or the costume store?”

Donna Carlton, IU graduate and proprietor of All About Bellydance, is also no stranger to exuberant clothing.

For more than 20 years, Carlton has made a living planning, performing and teaching belly dancing.

Since opening her business, Carlton also began creating outfits and accessories for local workshops and her performers.

Carlton started her business after a group of women asked her to teach them the art of belly dancing. She said she began instructing a group of three women, but now her classes have blossomed into groups of 20 or more.

“Most people come for fun and exercise,” she said. “Once they hear the music and learn a few moves, they’re hooked.”

Carlton’s dancers have performed everything from halftime shows at IU sporting events to small venues to parties for local celebrities.

“I got a call from a company throwing a party. It turned out to be for John and Elaine Mellencamp,” she said. “I helped arrange the dance talent for that. It was really fun.”

Currently, Carlton’s students’ ages vary, from teenagers to adults well into their seventies.

But sometimes being odd doesn’t mean being exotic.

Square Donuts, a franchise that began in Terre Haute, made its mark by simply changing shape.

Bloomington’s Square Donuts co-owner, Nikki Johnson, said the shape is both practical and interesting.

“If people haven’t seen a square donut before, they’ll at least take a look,” Johnson said. “It’s something different. It takes less dough and it fits in boxes better.”

Johnson said the shape also gives the company identity. It provides many tourists with a good photo opportunity, she said.

“Lots of people will stop by and take pictures with our sign,” Johnson said. “If you search around you can find these pictures on people’s Twitter pages.”

McGuire said he thinks the businesses are able to maintain sales because of strong support from the community.

“There’s a lot more local businesses here than in most cities,” he said. “We really try to keep the money here.”