Brides Say 'I DO' to One-Stop Shopping in Edina

Save-the-dates, cost-per-plate, flowers and showers; the big day has so many big decisions it’s a wonder brides survive the wedding planning experience. Fortunately, there are peaks of pure pleasure amidst the mountains of details—discovering the ideal dress is one of them. A wedding gown, for the majority of women, is the most exciting, extravagant and expensive garment they’ll ever wear.  

Edina is perhaps the perfect place to pursue that gorgeous gown. The 50th and France business district hosts an array of bridal shops including Pricilla of Boston, , and . Their proximity, variety and expert associates make one-stop shopping for that dream dress a reality for brides-to-be.

Pricilla of Boston carries Vera Wang, in addition to a variety of other lines.

"We’re going crazy with Vera," said Salon Manager Rayna Reichert. "Brides obviously love the name and it’s such a good fit on so many body types."

The consultants at Pricilla are also seeing a preference for form-fitting dresses with volume at the bottom. The savvy salon manager said the style shows off the bride's shape, "but the bottom of the gown adds drama, interest, texture and tradition."

Just around the corner, Brides of France carries two couture lines: La Sposa by Pronovias of Spain and Paloma Blanca from Canada. Salon owner Jill Shadler appreciates the "fashion-forward" look of the La Sposa gowns.

"The slim silhouettes have simple lines and beautiful curves," she elaborated.   

Bridesmaid and flower girls dresses are also plentiful at 50th and France. Many of the retail stores participate in the “I DO” discount card available in-store. Goodnight Moon, for example, offers 20% off flower girl dresses through the program.

In addition to the discount, owner Deborah Damian offers experience and advice to brides selecting flower girl dresses.

"The current trend is to mimic the bride’s dress, not the bridesmaid dress," Damian said. "Not in style, but in fabrication. Most keep the flower girl in the ivory or white fabric the bride is wearing and just accent with bridesmaid's colors."

While wedding planning can be overwhelming, experts can help bare the burden by offering specialized advice. In fact, the 50th and France association of businesses has a bridal committee that hosts special events like the upcoming Bridal Cocktail Hour. The Feb. 24 event at gives brides the opportunity to consult with experts in an intimate setting. 

Participants include:

• Monique Lhuillier - Gowns
• - Makeup/Skincare
• Brides of France - Gowns/Accessories
• Priscilla of Boston - Gowns
• - Rings/Jewelry
• - Cakes/ Cupcakes
• - Bras/Lingerie
• The Dressmaker- Alterations/Custom Design
• - Eyelash Bar/Airbrush Makeup Studio

* * *

If You Go:

What: Bridal Cocktail Hour

Where:

When: 6-8 p.m., Feb. 24

Cost: $20; tickets available by phone at 952-922-1524