After 27 ½ years, Judy Kennemer is still passionate about her business, so much so that she’s put off retirement until she can make sure her Merle Norman customers still receive service.

Kennemer purchased the Merle Norman Cosmetics Studios in Longview Mall in 1993, fulfilling a longtime dream of owning a business. A native of South Texas, she had moved to Jefferson after meeting her first husband, now deceased, at Stephen F. Austin State University. The woman who owned the Merle Norman studio in Jefferson wanted to sell her the business, but the timing wasn’t right.

“I had always wanted to own my own business, ever since that first opportunity when I was 20 or 21 years old,” she said. One of her three daughters also worked at the store in Longview Mall before Kennemer bought it.

“I just thought it was a business that suited me,” Kennemer said. “I loved makeup and always like to do makeup. It just appealed to me more than anything I had ever thought about.”

She enjoys seeing how women’s attitudes change when they get a makeover or receive help with skin problems.

“It’s very rewarding to help someone look their best,” Kennemer said.

Merle Norman has been in Longview Mall since it opened in 1978, but there’s been a Merle Norman studio located in Longview since the company’s early days. Merle Norman is celebrating its 90th birthday this year, with company records showing a store located in Longview in 1946 at 301 1/2 E. Cotton St. It was owned by a Mrs. George Asher. Merle Norman studios were located around Longview from that time forward, with Kennemer purchasing her store from Beverly Carter.

Kennemer, who had been working as a bookkeeper, almost didn’t realize her dream. She was a single mother at the time after her husband’s death, had one grown daughter, a daughter in college and a daughter in junior high school. Being able to have the freedom to attend that daughter’s weekend volleyball games was part of her motivation for wanting to own her own business. Working for an accounting firm meant her weekends were spoken for during tax season.

“It worked out where God answered my prayers because I didn’t think I was going to be able to do it,” Kennemer said. “I did a lot of praying and it happened. I couldn’t get a bank to give me a loan, because I didn’t have retail experience, and I was single. I had a child in college and a child in junior high and one married. I still had basically two children I was supporting and they just didn’t think I could do it.”

Beverly Carter, though, told her that in spite of advice against it by her accountant and attorney, she would finance the sale.

“We did it, and I paid her, and we’re here,” Kennemer said. “It was a leap of faith, for sure, for both of us.”

Kennemer has since remarried and also has two step-sons and seven grandchildren.

The Longview stores have all been owned by women.

“That’s why Merle Norman started it, so women could have their own business,” Kennemer said. “You cannot sell Merle Norman if you don’t have a retail location that’s approved by the home office. You can’t sell it out of your home or door to door or anything like that.”

Kennemer likes the Merle Norman company because it’s a family owned business that makes its products in the United States. The company owns its own production facility and makes 99 percent of its products itself, including many of the containers.

She said she also appreciates Merle Norman’s research-based approach to cosmetics.

“They’re always trying to stay on top of things, making sure they’re using the latest technology in production, the latest greatest ingredients,” Kennemer said. “For the prices, it’s one of the best products you can get. I have faith in it. I know it’s helped me. I see my customers that come in who have used it all their lives and their skin I beautiful.”

Kennemer is trying to sell her store, saying at age 72 she’s ready to retire. She doesn’t want to close the store before selling it, though, noting that some of her customers have been there since she purchased it.

“It’ll happen when – it’s not my timing. It’s God’s timing. I know it will happen,” she said.

She enjoys the relationships she has with her customers. They’re almost like family, Kennemer said.

“I think you reap what you saw. If you’re truly concerned and truly want to help your customers and have their best interests (at heart), you’re going to be successful,” Kennemer said.