Photos Andy Calvert
It’s the moment, you know the one. The music has shifted, your friends and family rise from their seats. In a perfectly synchronized turn, everyone looks to behold you, the bride. After months of planning this is your moment, and the dress must be perfect.
For over forty years Perfect Dress has worked to help their customers find the dress of their dreams, and over the years they have always strived to accommodate the ever-changing needs of the modern bride. To this end, owner Alison Smith recently undertook a complete remodel and expansion of her store in order to redefine exceptional service.
Perfect Dress has doubled its size to provide an elevated experience for the modern bridal party; now featuring separate departments and fitting rooms for men’s formal wear, bridesmaids, and an exclusive bridal suite.
The Wedding Party
Offering more than just dresses, their tuxedo business has gained tremendous traction with the expansion. “Men come to us for professional advice and personal attention to look their very best,” says Smith. Three fitting rooms in the tuxedo department makes it easy to accommodate the busiest of schedules; allowing fittings and alterations to be streamlined and stress-free.
“Additionally, we book wedding party events to include bridesmaids, mothers, and any flower girls or ring bearers. With eight consultants and a full-time seamstress, we are prepared to give everyone the attention they deserve,” adds Smith.
A Bridal Suite
The newly expanded and exclusive bridal suite includes a private entrance, elegantly furnished waiting area, and expansive fitting rooms. As these fittings are by appointment only, brides can expect personalized attention from a dedicated attendant in a calm environment, private from distractions from the rest of the store.
Smith ensures that this time is all about the bride, saying, “Finding the perfect dress is a big decision that you’re trying to make. You are going to wear it one time and you want it to be perfect. In order to deliver this to our brides, we will only see two brides at any given time and guests are limited to four people; because the last thing you want is distraction when you are trying to make such a big decision.”
Every appointment begins with a conversation to acquaint the attendant with the bride and her vision for her wedding. “This is a personal experience; we want to get to know our bride. We ask her to describe the feel of her wedding, what does she want the reaction to be when she walks down the aisle?
With each dress she tries on we discuss the fit, the design, what she likes and doesn’t like; from there we get a clear picture of what she is looking for and how best to cater to her preferences,” says Smith. With over 200 dresses and details of cut, fit, fabrics, and colors, deciding on the right dress could be overwhelming without the help and expertise of the attendants at Perfect Dress. They know exactly how to ease the pressure and make the process pleasurable and fun.
Perfect Dress chooses to be an appointment only business because “in many boutiques that welcome walk-in appointments, the client can often feel lost in the chaos of other shoppers. They leave dissatisfied or worse, empty-handed. That is not the experience you get here,” explains Smith. Perfect Dress has nearly 95% closure rate because of the infallible attention they dedicate to their brides. Brides leave feeling cared for and confident that on their special day, and in that moment, they will look perfect.