Featured Merchant

Schwanke-Kasten Jewelers

Since 1899

Schwanke-Kasten Jewelers has been Milwaukee’s leading jewelry store in Southeastern Wisconsin since 1899. As a proud Whitefish Bay business for over 60+ years, we have enjoyed serving generations of families and friends from the neighborhood and surrounding areas as they commemorate life’s special occasions.

Throughout the 120+ years we have been in business, we have sold everything from Faberge to sterling silverware sets for the U.S.S. Wisconsin Silver Carnation. You can trust in our collective knowledge of quality, style and value of our jewelry and fine-timepieces that we currently carry in our store.

Being a proud fourth-generation family owned and operated business, we understand the importance of marking these special moments with jewelry that is as unique and beautiful as these events. Whether that be a St. Christopher medal for a child getting their driver’s license, a fine timepiece to celebrate a promotion or a beautiful piece of jewelry to mark another year around the sun with that special someone. Additionally, we have had the privileged of servicing family heirloom jewelry and watches as they are passed down through the generations. We pride ourselves on our commitment to service and want you to be able to wear and enjoy them as if they were purchased yesterday. To support this commitment, we have a full-time watchmaker, a Rolex authorized service center, a full-time goldsmith, an engraver, gemologist and an appraiser to service your many jewelry needs.

Stop by our Silver Spring location or shop online, and never settle for ordinary.

Shop the Bay Give Away 2019

Entry forms at Participating Businesses on Silver Spring Drive, Must be 18 or older

Winners Announced on Facebook @ShopWFB, Instagram @WFBBID and MerchantsofWhitefishBay Website

Love Local Collections

Value of Collections: $2,728

Find in the window at Elements Massage, 312 E. Silver Spring Drive
Enter to win between November 22nd - December 1st
Winners will be Announced December 2nd

Love Local One
Breadsmith – “Bread for a Year”
The Bay – Bottle of Wine
Arthur Murray – 2 one-on-one, 1 group dance lesson
Sendik’s – $25 Gift Card
Yellow Wood – Buff, Sherpa Handwarmer & Bamboo Straw
Schwanke-Kasten – St. Christ Medal on SS Chain
City Market – Granola, Coffee Mug, $5 Gift Card
Indulge Salon + Skin – Dermalogica Body Wash

Love Local Two
Trouble & Sons – Gift Card
Gerhard’s Kitchen & Bath – Shower Speaker
Pure Barre – 1 Mo Unlimited Class Pass
Oro di Oliva – Olive Oil Set
The Great Frame Up – $50 Gift Card
StretchXperience – 2 Stretches
Ellenbecker – Tervis Cup and Cloth
Salon Rex – Shu Uemura Shampoo +Conditioner

Love Local Three
Elements Massage – Mug, $50 Gift Card, Peppermint Essential Oil
Burn Boot Camp – 3 Mo Membership, Shaker Bottle, Hair Ties
Penzeys Spices – 4-Pack Gift Box
Thiet Jewelers – Jewelry Cleaner & Cloth
Float Life – 60-minute Float
Erik’s Bike Shop $25 Gift Card Water Bottle

Love Local Four
Refresh – SkinMedicas’ Lumivive System
Bruegger’s Bagels – Free Dozen Bagels
Fitness Together $250 Gift Card, Power Tube Band, SS Travel Mug
New Options – Surprise Gift Bag
Enliven – Treatments for Hair, Body Oils
High Brow – Haven+Blythe bag

Date Night Collections

Value of Collections: $2,841

Find in the window at Gerhard’s Kitchen, 402 E. Silver Spring Drive
Enter to win between December 2nd – December 8th
Winners will be Announced December 9th

Date Night One
Breadsmith – “Bread for a Year”
Gerhard’s Kitchen & Bath – Shower Speaker
Pure Barre – 1 mo. unlimited classes
Penzeys- 4-Pack gift Box
Thiet Jewelers – Jewelry Cleaner and Cloth
Sendik’s - $25 Gift Card
Ellenbecker Investment Group – Tervis Mug
New Options Salon & Boutique – Surprise Gift Bag
JamieLynn Fritsch – Enliven – Gift Card
Float Life – 60-minute Float
Indulge Salon + Skin – Amika Signature Parfum
Salon Rex – Shu Uemura Hydro Texturizing Mist

Date Night Two
The Bay – Bottle of Wine
Elements Massage – Mug, $50 Gift Card, Peppermint
The Great Frame Up $50 Gift Card
StretchXperience – 2 Stretch Sessions
City Market – Granola, Coffee Mug, $5 Gift Card
The Navy Knot – Kiel James Patrick Men’s Watch

Date Night Three
Moxie Food + Drink - $25 Gift Card
Refresh – SkinMedicas’ Lumivive System
Burn Boot Camp – 3 Mo Membership, Shaker Bottle, Hair Ties
Winkie’s Toys & Variety – Wiscongo Game

Date Night Four
Arthur Murray – 2 one-on-one, 1 group lessons
Bruegger’s Bagels – Free Dozen Bagels
Oro di Oliva – Olive Oil Set
Fitness Together $250 Gift Card, Power Tube Band, SS Travel Mug
Yellow Wood – Buff, Sherpa Handwarmer & Bamboo Straw
Enliven – Glo-Oiley Skin Set, Oligo Replenishing Mask

Family Fun Collections

Value of Collections: $3,650

Find in the window at Arthur Murray, 109 E. Silver Spring Drive
Enter to win between December 8th - December 15th
Winners will be Announced December 16th

Family Fun One
Breadsmith – “Bread for a Year”
The Bay – Bottle of Wine
Gerhard’s Kitchen & Bath – Shower Speaker
Arthur Murray – 2 one-on-one, 1 group lessons
Sendik’s – $25 Gift Card
Just Kidding – Kids Cut
Enliven – Ken Murphy Men’s Kit
uBreakIfix - $50 Gift Card
Winkies Hallmark & gifts – Peanuts Nativity Collection

Family Fun Two
Trouble & Son’s $25 Gift Card
Pure Barre – 1 Mo Unlimited Class Pass
Refresh – SkinMedicas’ Lumivive System
The Great Frame Up – $50 Gift Card
StretchXperience – 2 Stretch Sessions
New Options – Surprise Gift Bag
Indulge Salon + Skin – Sachajuan Body Lotion

Family Fun Three
Elements Massage – Mug, $50 Gift Card, Peppermint Essential Oil
Burn Boot Camp – 3 Mo Membership, Shaker Bottle, Hair Ties
Penzeys Spices – 4-Pack Gift Box
Thiet Jewelers – Jewelry Cleaner & Cloth
Oro di Oliva – Olive Oil Set
Yellow Wood – Buff, Sherpa Handwarmer & Bamboo Straw
City Market – Granola, Coffee Mug, $5 Gift Card
CJ Wagner Pediatric Dentistry – Quip Toothbrush

Family Fun Four
Bruegger’s Bagels – Free Dozen Bagels
Ellenbecker – Tervis Cup and Cloth
Fitness Together $250 Gift Card, Power Tube Band, SS Travel Mug
Hounds Around Town – Chuckit & Ball, Fromm Treats, Cx Soup for the Soul Treats
Mathnasium – Water Bottle $500 Tutoring Certificate
Salon Rex – Shu Uemura Texture Wave

Welcome Home Collections

Value of Collections: $2,560

Find in the window at Fringe, 133 E. Silver Spring Drive
Enter to win between December 16th – December 22nd
Winners will be Announced December 23rd

Welcome Home One
Moxie Food + Drink - $25 Gift Card
Enliven – Ken Murphy Travel Voyage
Salon Rex – Shu Uemura Fiber Lift Volumizer
Pure Barre – 1 mo. unlimited classes
Penzeys- 4-Pack gift Box
Thiet Jewelers – Jewelry Cleaner & Cloth
The Great Frame Up – $50 Gift Card
Yellow Wood – Buff, Sherpa Handwarmer & Bamboo Straw
New Options – Surprise Gift Bag
Float Life – 60-minute Float

Welcome Home Two
City Market – Granola, Coffee Mug, $5 Gift Card
Breadsmith – “Bread for a Year”
The Bay – Bottle of Wine
Burn Boot Camp – 3 Mo Membership, Shaker Bottle, Hair Ties
Oro di Oliva – Olive Oil Set

Welcome Home Three
Gerhard’s Kitchen & Bath – Shower Speaker
Elements Massage – Mug, $50 Gift Card, Peppermint Essential Oil
Refresh – SkinMedicas’ Lumivive System
Bruegger’s Bagels – Free Dozen Bagels
StretchXperience – 2 Stretch Sessions
Ellenbecker Investment Group – Tervis Mug

Welcome Home Four
Winkies Toys & variety – Ms. Monopoly
Arthur Murray – 2 one-on-one, 1 group lessons
Fringe Home Furnishings - 18” cedar tree, a Winter White candle and a “Days until Santa” sign
Sendik’s – $25 Gift Card
Fitness Together $250 Gift Card, Power Tube Band, SS Travel Mug

Merchant Events

Dec
8
Sun
Pure Barre “12 Days of the Holidays”
Dec 8 all-day

Celebrate  with 12 Day of the Holidays at Pure Barre.  See what deals they have for you!!!

Pure Barre FREE Classes all day Open House
Dec 8 all-day

This is the perfect time to try a FREE Class!  Come in and check them out!

Dec
9
Mon
Pure Barre “12 Days of the Holidays”
Dec 9 all-day

Celebrate  with 12 Day of the Holidays at Pure Barre.  See what deals they have for you!!!

Dec
10
Tue
Burn Boot Camp “12 Days of Giveaways”
Dec 10 all-day

Come and see what we have to offer!!12 Days of Give Aways!

Pure Barre “12 Days of the Holidays”
Dec 10 all-day

Celebrate  with 12 Day of the Holidays at Pure Barre.  See what deals they have for you!!!

Dec
11
Wed
Pure Barre “12 Days of the Holidays”
Dec 11 all-day

Celebrate  with 12 Day of the Holidays at Pure Barre.  See what deals they have for you!!!

Dec
12
Thu
Pure Barre “12 Days of the Holidays”
Dec 12 all-day

Celebrate  with 12 Day of the Holidays at Pure Barre.  See what deals they have for you!!!

Will E. Ketchum performing at The Bay Restaurant
Dec 12 @ 7:30 pm – 9:30 pm

Enjoy a cocktail maybe even dinner at The Bay while Will E. Keetchum performs.  Hope to see you there!

Here is the link for the dinner menu MENU

Dec
13
Fri
Pure Barre “12 Days of the Holidays”
Dec 13 all-day

Celebrate  with 12 Day of the Holidays at Pure Barre.  See what deals they have for you!!!

Refresh Aesthetic Center’s Gift Card Bonus Beauty Bucks Day
Dec 13 all-day

Go to REFRESH https://refreshaestheticcenter.com for more details!

 

We Are Whitefish Bay

Whitefish Bay is a contemporary community with a unique and friendly shopping and entertainment district with shops that provide great customer service with genuine, specialized personal care. Our exclusive retailers and distinctive establishments offer an array of special products and services that are unavailable in conventional shopping experiences. Learn more about our community in Local Links.

 

The mission of the Merchants of Whitefish Bay is to champion the Whitefish Bay Business Improvement District as an exceptional place to shop, live, and conduct business – for individuals, families, and visitors.

Volunteer Board of Directors

A board of business and property owners and residents manages and operates the BID, representing over 100 business and property owners within the district.

  • Jeff Commer, President – Swipeworks
  • Kevin Schuk Treasurer – Breadsmith
  • Bryan Schauland – Johnson Bank
  • Phil Aiello – Mandel Group
  • Ted Balistreri – Sendik’s Food Market
  • Charlie Stalle – Keller Williams
  • Jamie Lynn Fritsch – Enliven
  • Marty Stilling – Yellow Wood
  • Stefanie Corbett – High Brow Boutique

The Village

Whitefish Bay, located on the shore of Lake Michigan approximately 7 miles north of Milwaukee, Wisconsin, is an impressive community which has been recognized multiple times by Money Magazine as one of the top 100 small towns in America.

A small pedestrian-friendly commercial district along Silver Spring Drive and its variety of independently owned shops contribute to making Whitefish Bay one of the Best Places to Live, a factor that the business improvement district is very proud of. Attractive streets lined with old trees and stately homes, waterside parks and beaches, and annual events are additional aspects that have Whitefish Bay touted as the kind of community that affluent professionals love.

In addition to our location on Lake Michigan, proximity to downtown Milwaukee, easy access to transportation, and convenient local shopping, residents also describe the strong sense of community, safe environment, excellent schools and local government service and a diverse and attractive housing stock as reasons for making Whitefish Bay their home.

Follow the links below to learn more about our community and visit us on Silver Spring Drive soon to experience exceptional shopping in an impressive community!

Whitefish Bay
on Around the Corner

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Local History

Formation of the Village of Whitefish Bay

The children of the earliest settlers of the area—like the Consauls, Markerts, Everts, Rabes and Grams—had to walk several miles to Town of Milwaukee Schools. As the population grew, parents petitioned the Town of Milwaukee Board for a new school closer to the area – but to no avail. George A. Rogers who published a weekly newspaper, The Whitefish Bay Pioneer, began a campaign for a village charter so that a new school district could be established. He received enthusiastic support and after several meetings a decision was made to incorporate the community as a village.

The first step was to prove that the 300-people required by state law lived within the limits of the proposed village. Henry Scheife was given the job of making the official census. was to prove that the 300 people required by state law lived within the proposed limits. Henry Scheife made an initial census, but came up short. The boundaries were extended—hence the jog in the southern boundary of Whitefish Bay. Scheife’s count completed in March 1892, showed 70 houses and 312 people. A petition accompanied by the census was submitted to Judge Johnson who on May 10, 1892 signed the order bringing the village of Whitefish Bay into existence. Officials were elected on June 5th of that year.

One of the first orders of business for the first Village president, Fred Isenring, was to appoint a school committee. The Committee prevailed upon the owners of the triangle now bounded by Idlewild, Fleetwood and Marlborough to donate the tract for a new school house.

While the new school was constructed, Whitefish Bay kids had classes in the Jefferson Park pavilion on the site of the present Henry Clay School until it got too cold for comfort. Then school adjourned to the Scheife grocery store, located where Winkies now stands.

The new school building was completed in late spring and dedicated on June 23, 1893. Mrs. Alice Curtis, the first teacher, received the princely sum of $60 a year (while Nicholas Rix, the janitor, was paid $75).

Photograph believed taken in 1893, of the Fleetwood School—Whitefish Bay’s first school, its faculty, and students.
This residence on East Beaumont was formerly located in what is now Schoolhouse Park and served as the first Whitefish Bay Village Hall.

Some interesting facts about the Village’s early history:

  • Peeved at Whitefish Bay’s secession, the Town of Milwaukee tried to compel village residents to continue to pay the town poll tax for work on the town roads. The village board countered by instructing constables George Rodd and Henry Scheife to arrest and punish any town officer trying to enforce the poll tax.
  • The liquor license fee was set at $500 for three years. The first one was issued to WFB President Fred Isenring who also doubled as the lessee of the Whitefish Bay Resort. Fred got his license at a reduced rate because his bar was open only during the summer.
  • Fred Isenring later became sheriff of Milwaukee County. During his tenure, he was charged with absconding $20,000 (a princely sum for the time), but disappeared before he was arrested—never to be seen again.

After the new school was constructed, the Village Board met in the second-floor assembly room at the school until a building for the first village hall was acquired in 1903.

Henry Clay/Whitefish Bay Middle School

Tragedy hit the Fleetwood Whitefish Bay school in 1918—the building caught fire and quickly was lost. Some say that a flying ember from the near-by rail tracks was responsible—others disputed that source. In any case, the Village had a dilemma. It had to find an almost immediate replacement.

Land was available on the Port Washington and Whitefish Bay Road, now known as Henry Clay Street, on the site of the former Jefferson Park pavilion. Plans were immediately drawn up and construction commenced. It was initially occupied in 1919.

The Henry Clay School was a grade school, although that changed starting in 1930, when Shorewood notified the Village that it would no longer accept students from the Village. Whitefish Bay again had to find an immediate solution. One wing of the Henry Clay school was devoted for Whitefish Bay high school kids. They continued there until the new high school building was available for occupancy in 1932.

An eight-room addition was added in to the Henry Clay School in 1951. It remained largely that way until 1980, when it was closed and converted into a community center.

In the 1980s, the Whitefish Bay school board began investigating the advantages of creating a middle school format and ultimately decided to proceed. The Henry Clay School was converted into a middle school and opened in August 1989. A new gym was added at that time. In 1991 the stage of the old gym was converted into two classrooms and a classroom was added to the basement level.

A 1994 Village referendum to add classrooms and other space to eliminate overcrowding was defeated; consideration is given to moving 8th graders to the high school. The following year the school board revised the expansion plans and hired a public relations firm to assist in passage of a referendum to add classrooms and other space. The referendum passed narrowly (2980 for/2898 against). With the passage of the resolution, the additions proceeded. The school was re-named the Whitefish Bay Middle School.

The community and its residents have worked to create and support a strong school system that has generated great results. At the same time, a number of exemplary private schools have also flourished in the Village.

Why was the school initially named for Henry Clay?

  • The new school was built on the Port Washington and Whitefish Bay Road—which would have been an awkward name for a school. There were other schools named for Washington in the Milwaukee area. As a result, the Village looked for a unique name.
  • Henry Clay lived from 1777 to 1852 and invented the phrase “a self-made man,” which he applied to himself. Born in Lexington, Kentucky, he rose from rags to riches, becoming one of the most powerful and influential politicians of his day.
  • Clay was a state legislator, a senator, Speaker of the House, Secretary of State, a founder of the Whig party and even ran for president. He is perhaps best known as “The Great Compromiser” for his role in designing the Compromise of 1850, which tackled the ever-expanding issue of slavery between the North and South.
  • While Clay had no real connection to Wisconsin, he apparently was a statesman who was well-respected and whom would set ideals for the school.
  • Following the naming of the school, the street’s name was eventually changed to Henry Clay Street.
Henry Clay Middle School built in 1918-19. The photograph was taken about 1930. The school had a number of additions over the years and no longer looks the same, but the underlying original structure is still there. Credit Mimi Bird Historical Collection of the WFB Historical Society

Whitefish Bay Commercial Districts

Lewis Scheife’s grocery store was located on Silver Spring Drive. In this 1892 picture, Henry Scheife is on the wagon and his brother Lewis is standing. The one-story addition served as a school room until the Village’s first school building was constructed. It was also used as a meeting place for Village officials. Henry Scheife was assigned the task of making the official census upon which the incorporation of the Village was based.

As non-farm residential neighborhoods were developed in Whitefish Bay, retail businesses soon followed. In the days before transportation allowed residents to move about easily, shops and services needed to be close at hand to meet the needs of the rapidly growing community. Two distinct shopping districts formed in the Village—one centered on East Silver Spring, and another one on Henry Clay Street. Both had grocery stores, gasoline stations, hardware stores, banks and other commercial enterprises.

Since the first real estate development activity in the Village occurred at the end of the rail line, it is no surprise that the earliest Whitefish Bay businesses also started there. It is believed that the first grocery store to serve the area was that of Lewis Sheife, built in 1892 on land leased from the railroad. It was located approximately where Winkies exists today. The Chicago and Northwestern Railway tracks ran just to the west of the building. Sheife also served as postmaster. The train would stop regularly to drop off and pick up mail bags.

Other retail stores quickly followed. Some continue to serve the community after many generations. Others closed as the nature of retail commerce changed over the years.

Many of the stores on Henry Clay Street have closed and have been replaced by apartment buildings, when the character of the district changed. The Silver Spring shopping district, however, continues to serve the community well with a diverse mixture of retail establishments.

This image, looking east along Silver Spring Drive, must have been taken in the early 1950s, judging from the vehicles pictured. While significantly changed, several buildings can be readily identified which continue to serve area residents.

More Information

More information about the history of Whitefish Bay and its early residents and structures can be found in:

  • Images of Whitefish Bay, Arcadia Publications, Thomas H. Fehring, 2010.
  • Chronicles of Whitefish Bay, WI, The History Press, Thomas H. Fehring, 2013.
  • Historic Whitefish Bay: A Celebration of Architecture and Character, The History Press, Jefferson J. Aikin and Thomas H. Fehring, 2017. Published to help commemorate the Village’s 125th anniversary.

All three books are available for loan or purchase at the Whitefish Bay library. They are also available at local stores and other booksellers.

The Business Improvement District (BID) Board sincerely thanks the Community Development Authority (CDA) and the Village of Whitefish Bay Board and staff for their support and help in making our business district an amazing place to shop, dine and conduct business.