Manalapan Bridal Store: COVID ‘Changed The Way We Do Business’

MANALAPAN, NJ - Plus-size bridal boutique The Curvy Bride has always prided itself on making curvy brides feel comfortable and excited when shopping for a wedding dress. Since 2013, the Manalapan business has carried a range of bridal styles and sizes - even offering in-house alterations - to make every bride feel special.

“We want brides and their families to know that we care about each and every bride and want to be sure they are happy with our service and that we are there for them every step of the way,” owner Michelle Files told Patch. “Often, brides come in so anxious not knowing what to expect or how wedding dresses will look on them, and after trying on a few dresses they see how truly beautiful they really are in our stunning gowns.”

But while the Route 9 location was nominated by Patch readers as a favorite Patch Business of the Year in 2020 - as well as voted Monmouth County's Best of the Best bridal shop for the past five years - the tumultuous year has proven to be anything but business as usual for the boutique.

“Operating our business during the pandemic has definitely changed the way we do business,” Files said.

Due to occupancy constraints, the boutique has reduced the number of appointments on a daily basis as well as the number of guests allowed with each bride - a policy that Files considers more liberal than most other shops (The Curvy Bride schedules only one or two brides at a time depending on the day, which allows the bride to bring more guests). In addition, the store now sells all sample gowns off the rack.

“This gives brides the opportunity to save money on their dream gown by buying the sample, and many are having smaller weddings in shorter time frames and may not have time to order a new gown,” Files said.

To keep employees safe, the boutique requests that the bride dresses herself or has a member of her party assist her in the dressing room, protocol that minimizes both the customers’ and our consultant’s exposure in a small changing area.

Alongside a strict store sanitization policy, the shop also recently hired an employee designated to steam and sanitize all gowns after a bride-to-be has tried on an item.

“Our patrons have definitely shown so much support for our business. While we were closed during the shut down, we did many virtual and even mobile appointments,” Files reports. “Brides who took advantage of this very personalized service with the owner truly helped sustain payroll and rent expenses while our doors were closed. In addition, we always have so much social media support which we greatly appreciate as we believe word-of-mouth from brides with positive experiences are the best form of advertising!”

And, to the Patch readers that nominated the Route 9 location, Files says this:

“Thank you so very much for selecting us as a business of the year! Myself and my employees truly put our hearts and souls into this business to help brides feel beautiful on their special day. We are so appreciative of this recognition and want to thank each and every person who voted for us!”