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There are many amazing bridalsalons throughout the country. Theircustomer service, gorgeous product,

dedicated staff and elegant showroomfloors all combine to create a first-classshopping experience for the bride.Every once in a while you also run intoa salon with a unique niche. VOWS isthrilled to share the stories of four thathave found success in some pretty cre-ative ways.

Cherished BridalsPompton Lakes, NJ

Where Consignment Meets Full-Service

Cherished Bridals has hundreds ofbrand-new gowns in stock, yet theyhardly spend a dime on inventory.

Rather the 1,800-square-foot salonis New Jersey’s only bridal consignmentboutique – although you wouldn’t nec-essarily know it from walking in thefront door. Everything about the seven-year-old store, from its charming décorto its top-notch treatment of cus-tomers, screams “full-service!”

“We have found a niche in the bridalwear world,” manager Barbara Cassinisays. “It’s just a great shop.” Cherished Bridals moved to its cur-rent location 18 months ago, effectivelydoubling its size. It began, however, inthe basement of a private home, wherea woman consigned wedding gowns tomake ends meet. After that womanpassed away, her daughter, MicheleForrest, turned the business into a tinystorefront in order to fulfill her mother’sdream. She worked it herself for a whilebefore hiring Cassini as manager. Since opening in late 2008 businessat Cherished Bridals has taken off.Today, the salon has more than 400gowns in stock, of which only two styles

are identical; 85 percent of dresses arenew with tags and unaltered. As wellthey carry 200-plus veils and a varietyof accessories including headpieces,sashes, shoes and handbags. “If a bride’s going to wear it, we haveit,” Cassini says. “It’s nice because girlscan do a total ensemble standing therein their dress. That’s a huge plus!” About 70 percent of their merchan-dise comes from independent bridalsalons. Currently the store is workingwith six, all located within a two-hourrange. “We have wonderful relationships(with these salons),” Cassini says. “We’reable to supply (them) a nice cashstream by selling their sample, discon-tinued and overstock gowns and acces-sories for them, thereby assuring theirhigh-end customers don’t end up look-ing through sale racks and spending lessthan they are capable of.” Altogether Cherished Bridals takesin about 40 gowns per month fromindependent bridal salons, pricing themat 50 percent of retail. The averagegown sells for $600-$800 and when it

RareRareFindsFinds

A unique niche helps these salons find success.A unique niche helps these salons find success.

Cherished Bridals workswith six local independentsalons, who receive checks

every two weeks.

does, the seller gets half. CherishedBridals, which sells about four gownsper week, is currently looking to workwith additional independents that spe-cialize in plus-size gowns. “Every two weeks we print checks,”Cassini says. “It’s really a win-win for usand the bridal salons.” Cherished Bridals also receives con-signed gowns from girls all over theU.S., both unworn with tags and once-worn bridal couture. The salon won’ttake a gown older than three years inorder to ensure its styles remain cur-rent and gowns crisp. “We have a huge and ever-growinginventory,” Cassini says.

A bottle of champagne is given to each bridewho purchases a gown. “They have become afan favorite,” manager Barbara Cassini says.

A bride donated these Yes/No paddles, whichare used by entourages to vote on dresses.“They’re very amusing to the girls,” managerBarbara Cassini says. “They help create a funatmosphere.”

Cherished Bridals works hard to create a boutique-like feel, manager Barbara Cassini says.

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Since it’s just Cassini and a seam-stress in the store, appointments arehandled one at a time, although walk-insare also welcome. Girls can bring asmany people with them as they want. “This is not a high-pressured sale,”Cassini says. “The gowns sell themselvesat the prices we’re at.” And the salon has worked very hardto create a boutique-like feel, from thepicturesque way they display acces-sories to the plush, comfortable sittingand fitting rooms. Gowns are arrangedby size, 2-26, and there are many specialtouches: If a girl buys a gown, shereceives a complementary bottle ofchampagne and 50 percent off a veil.Adorable “yes” and “no” paddles, givenby a former customer, are used byentourages to vote on dresses. They aren’t immune from the typicalproblems of independents, either.Occasionally, girls looking to consigngowns show up with counterfeits fromChina “These are awful, awful imitations,”Cassini says. “We won’t take thosegowns to sell but we do have two in ourshop. However these are only to showthe girls.” In many ways, Cherished Bridals isyour typical independent bridal salon,simply with a unique approach to inven-tory. “We put (our gown) pictures on ourwebsite and ship to people all over theworld,” Cassini says. “It’s crazy that thistiny storefront is selling to people inAustralia. It takes my breath away!”

Fiancée BridalMinot, ND

A Spooktacular Idea

Fiancée Bridal has been bringingquality Halloween costumes to theMinot, N.D. area for six years.

The “Fiancée Bootique” opens itsHalloween store when the DowntownMinot Association has its annual“Winewalk.” This event brings 1,200guests through the store in just fourshort hours. Serving a one-ounce pourof wine paired with an appetizer at 29

different businesses “makes for the per-fect opening night!” Owner DebbieHarris says. “People buy things thatevening and wear it to the next store.Anything that lights up is a hot sellerthat night. That’s great marketing free ofcharge!” Fiancée staff spends one full weekdecorating two store windows and the“Bootique.” This year’s fireplace dis-played ever-changing pieces of art scar-ing shoppers at the entrance (See avideo on VOWS’ Facebook page). Fiancée employees enjoy doing theHalloween Bootique because it brings adifferent niche and customer to thebridal store at a normally quiet time ofthe year. “Most formalwear customers end upgoing to the Bootique and are amazedat the quantity and quality!” Harris says.

Fiancée takes pride in their costumesand treats them like formals. Everythingis steamed and a matching, coloredcrinoline goes under all face outs. “Every Little Red Hood must have apicnic basket for her purse paired nextthe Grandma Big Bad Wolf ”, Harris says. Couples costumes and plus size areFiancée specialties. Harris, owner for 31years, attends the Halloween Expo inNew Orleans every February to seethe newest items. Not only does thishelp Fiancée keep on-trend with deco-rations and costumes, but bridal stores“would be amazed at the merchandisethat crosses over into the bridal/promindustry at this market,” Harris says. “OppoSuits, for example, offers athree-piece suit in a very nice quality, inevery color of the rainbow perfect forprom goers,” she says.

A lot of the Bootique'smerchandise crosses over into

bridal and prom.

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Retail Standout:Unique Salons

The average person visiting Fiancée’sHalloween Bootique spends $100 to$150. However there are some cus-tomers who love Halloween more thanChristmas; they return each year for anew costume and decorations. Multiplevisits by these customers often occurduring the Halloween season just to seeif new items are coming in. “Fiancée loves it when Halloweenstarts and loves it when it ends. . . justlike prom season!” Harris says.

Finery Bridal & TrendWaterloo, IA

A Perfect Marriage

Many bridal salons sell veils, jewel-ry and other accessories to com-plement their gown selections.

Finery Bridal & Trend, however, hastaken a unique path. The 35-year-oldstore, located in an historic building indowntown Waterloo, Iowa, sells wed-ding attire on its lower two levels andtrendy women’s clothing on the thirdfloor. “Essentially, we are running two dif-ferent stores out of one building,” saysowner Natalie Mormann, who pur-chased the business from its previousowner in June 2006 with her fiancé -now husband - Chad. “(This approach)has been really great. I think it’s one ofthe best business decisions we’ve evermade.” While the bridal portion of Finery(previously called Bride’s Corner) wasalready well established beforeMormann bought the business, thetrend boutique is a new addition spear-headed by her. The idea took root in2014, when Mormann made a series ofnecessary renovations to the 140-year-old building. This “total gut job” gave thestore an industrial, antique look while atthe same time opening up the previous-ly dormant third floor. The 3,900-square-foot store, which carries bridal,maids, flower girls, tuxedo and prom,suddenly found itself with an additional2,700 square feet of selling space. So a decision had to be made: whatto do with all that extra room? “I wanted to sell something that wasnot necessarily bridal that could help usget through the slower months,”Mormann says. “With the amount ofFiancée Bridal in Minot, N.D., has found great success with its Halloween Bootique

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The staircase leading up to the third-floor trend boutique.

The third-floor trend boutique featuresexposed brick walls, refinished hardwood floors and old barn wood for the trim.

women we have coming into our storeon a daily basis, a women’s trend bou-tique seemed like the logical solution.” So that’s exactly what she created.Overall store renovations were com-plete in January 2015, and the trendboutique opened shortly thereafter. Itcarries hundreds of items includingsweaters, shorts, scarves, jewelry, and,more recently, jeans. The prices rangeanywhere from $10-$65, “somethingyou wouldn’t feel bad about picking upon an impulse,” Mormann says. The way Finery is set up, all cus-tomers enter through the front door,where they can either stay on the mainlevel and shop for bridal (the price pointranges from $800-$2,200) or take thestairway up to the trend boutique. Eachsection has its own fitting rooms,although staff is cross-trained to workboth areas. “I didn’t want our bridal customer tobe confused by trend racks in the bridalshowroom and the trend customer tofeel out of place shopping for regularclothing with women running around inbridal gowns,” Mormann says. “I knew itwas important that the two areas haveseparate but cohesive feels to oneanother.” And although it’s only been six shortmonths since the trend boutiqueopened, it’s already an undeniable hit.Approximately 75 percent of customersgo upstairs to check it out; of thoseabout 60 percent make a purchase ontheir first visit. Quite often, Mormann says, bridalentourages run upstairs before leavingand return with a bag full of “FineryFinds.” As well, brides look for outfits fortheir engagement pictures, showers,rehearsals and honeymoon. Additionally,Finery is creating quite the following ofnon-bridal customers, including thosesearching for an outfit for their seniorpictures or even something to wear towork. Some of these women have laterbecome bridesmaids or even brides. “We are creating a loyal customerbase,” Mormann says, adding that sheloves it when brides stop back in afterthe wedding to shop for everyday wear.

“It’s great to be able to talk withthem and see how married life is going,”she says. “(The trend boutique) givesthem a reason to come back and con-tinue that relationship.” Finery’s positive momentum keepsbuilding as the word about their newunique niche continues to spread. Thestore recently won three local “Best of

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Retail Standout:Unique SalonsThe trend boutique gives

brides a reason to come backafter their weddings.

When remodeling, owner Natalie Mormannelected to decorate with industrial and antique furnishings.“People love what we have done and we have had several

people just bring others in to simply look at the space,” shesays. “It has been amazing and I literally pinch myself every

morning I turn the lights on.”

the Best” awards: second place in boththe bridal store and women’s clothingcategories, and third place for women’saccessories. “I think that’s great for our first year,and now that renovations are done I’mreally excited to see where things takeus,” Mormann says. “(This store) is reallysomething I’m proud of and passionateabout. We are now a very unique busi-ness with a lot to offer our community.”

Victoria’s Bridal CoutureSeattle, WA

Pet Store

The most popular staff member atVictoria’s Bridal Couture in Seattle issometimes never even noticed.

Rather 50-pound Mickey, a 10-year-old Xolo mix, spends most of his dayquietly hanging out behind the salon’sfront desk. When customers do spot him andhe comes out from behind the babygate to say hi, “people get really excit-ed,” owner Victoria Glenn says.“Everyone who notices him falls in lovewith him.” Glenn didn’t intend on getting a

store pet. Rather Mickey belongs to hermanager, Stephanie, who rescued himyears ago. At the time, Stephanie had aboyfriend and the two shared custodyof the dog. When that relationshipended, she didn’t want to leave Mickeyat home alone, so he has accompaniedher to work everyday since. Glenn says she was initially open tothe idea of Mickey being in her storebecause the dog was pretty mellow and“my manager is very important to me.”The reality of Mickey’s presence, how-ever, has proven even better than sheexpected. As a result he has spent everyworking day in her store for the pasttwo years. “It has been a really positive experi-ence,” Glenn says. “Mickey is really mel-low, not at all aggressive or interested inwhat’s going on. He’s barked at maybethree people in the two years he has

been here. We’re really lucky.“ In addition to delighting customersand employees alike, Mickey generatesconversation and creates bonds – evenwith difficult brides. “Everyone has a dog, everyone has astory about a dog so they feel like theycan relate,” she says. “Especially with usdoing alterations, things can get prettytense. I think Mickey helps the atmos-phere in our store to be relaxed.” One of the biggest benefits ofMickey’s presence, however, comes atthe end of Glenn’s workday. In July2015, feeling stressed out from workingso many hours, Glenn decided she wasin need of some dog therapy. So shebegan sitting with Mickey on a bench inthe fitting area during the last six toeight minutes of every day. It’s a ritualboth dog and storeowner have grownto enjoy. “Mickey will come running in theback to make sure I’m here, then he’ll sitright next to me and stick his headunder my arm,” Glenn says. “It’s verycalming, and it definitely helps me relax.”

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Shop dog Mickey is allowed free reign of Victoria’s Bridal Couture in Seattle, although it’s a privilege the10-year-old Xolo mix never abuses.

“He’s constantly coming in the back area to look for crackers but he doesn’t go near any merchandise,”Glenn says. “Making a shop pet work definitely takes the right animal. I’d never have a cat because Iwouldn’t trust it wouldn’t sleep on anything.”

Mickey generatesconversation and creates

bonds - even withdifficult customers.