Geared to women who love upscale clothing -- fashion forward , but not faddy -- Auer’s carries exclusive specialty lines by designers such as Donna Karan, Calvin Klein, Escada, and top-of-the-line cosmetics by Darphin, Erno Lazlo, Molton Borwon and Ahava.
But “Names aren’t as important as dependability,” says Dick, who believes in quality clothing and high standards over labels.
Dick Auer is an unlikely candidate for fashion king. “I’m probably the only guy who has ever graduated form West Point who went into the fashion industry,” he says. Dick grew up in Denver and planned on a career in the military until he went to work in a clothing store and liked it.
He started in men’s clothing, then kept adding more and more responsibilities as time went on. “I really enjoy the multifaceted aspect of the retail business -- from the management to the financial aspects, it's all very interesting to me.”
Dick worked for another chain, then in 1980 opened Auer’s on the corner of 2nd and St. Paul in Cherry Creek, and it’s been smooth sailing ever since.
He’s been married to wife Norma for 14 years and has two daughters, two sons and a stepdaughter, ranging in age from 33 to 42. Life is good for Dick Auer; he’s happy, he loves his work, and he frequently gets to indulge his other passion – golf.
Favorite Clothing Stores: All the men's stores in Cherry Creek North.
What gives a woman/man style: People are born with a lot of it, but also it has to do with completeness - someone who thinks about themselves in total - their wardrobe, shoes, complexion etc.
Favorite Restaurant: Potoger
What are your volunteer activities? The BID, Business Improvement District, a quasi-government entity that manages the Cherry Creek North area.
Who is your hero? Douglas McArthur because of his leadership, Walt Disney because of his creativity and Albert Einstein because of his intelligence.
Saturdays are likely to find you: on the golf course or at the store.
Where can you be found at midnight? In bed
Do you have any pets? A female Jack Russell Terrier named Coco.
When you move, what will your home tell its next owner, about you? I had good taste and a few extremes in décor.
What one word describes you best? Well rounded.
What word would you like others to use to describe you? Successful
What was your first job? Frying hamburgers at a country club here in Denver.
If there were one thing you would change about yourself, what would it be? I'd be younger with the same knowledge that I have now.
What is your greatest indulgence? Golf
What is a favorite childhood memory? I was a nut for shooting off fireworks, which they had a lot of when I was a kid.
What or who is the greatest love of your life? Norma, my wife.
When and where were you the happiest? I have been pretty consistently happy throughout my life.
Which talent would you most like to have? I'd like to be a scratch golfer.
What is your current state of mind? Positive, upbeat.
What do you consider your greatest achievement? Being personally satisfied with my life. I have not over- or under-achieved, and I have done what I wanted to do.
What is your most treasured possession? Our house.
What do you regard as the lowest depth of misery? Having to live in fear, like the Israelis or anyone else who thinks their life is constantly in danger.
What is the quality you most like in people? Integrity and dependability.
Do you have any your favorite writers or favorite books? "Atlas Shrugged," by Ayn Rand.
What is the best advice you have ever received? To go into business for myself.
What is your greatest regret? I always wanted to work and live in New York City, but that never became a reality.