Business of the Week: Bridals by Sandra

in Upper Nazareth Township may seem, to most, to be an average bridal boutique. But step inside and you’ll realize there’s much more going on than just dresses.

In 1965, in a tiny rented room in a former inn, Sandra Yeakel started her business. In 1974, after several location changes, Yeakel settled on the store's current location on East Lawn Road. The building Sandra’s now occupies was once a dry cleaning facility; the vault that formerly stored furs in now used to store dresses for brides-to-be. 

“Most people in town think that we’re just a dress shop,” said Susan Powell, Yeakel’s daughter and the store’s general manger.

But there’s so much more.

According to Powell, in addition to wedding dresses, prom dresses come in daily from Christmas to March; the jewelry counter inventory changes weekly; invitations and wedding gifts are available for purchase; tuxedoes can be rented; and the store partners with florists, hair stylists, and photographers to help planning that special day go that much smoother.

But wait.  There's more.

Each bride-to-be that comes to Sandra’s is partnered with a bridal consultant that stays with her through the entire planning process, right up to the special day. Sandra’s currently employs 28 diverse consultants, and pairs each bride with the type of consultant they desire.

“Some brides want the friend type, someone their age,” Powell said. “Others want the motherly type.”

In fact, the very first bridal consultant that Sandra ever hired, Lucille, still works at the store, at 88-years-young.

While the store is bustling and being managed by Powell, Yeakel is on the road.

In 1983, Yeakel became a sales representative for three major bridal manufacturers: Maggie Sottero, Casablanca and Jordan Fashions. Yeakel and her husband Dallas are on the road six months out of the year, selling the newest fashions and styles from the three major designers.

According to Powell, this gives the store a competitive edge; Yeakel gets the national scope of what’s selling, and therefore can offer the most current fashions and popular styles without needing outside consultation.

The store’s overall atmosphere is classy, elegant and relaxing, the antithesis of the seemingly overwhelming work that goes on behind-the-scenes.

“Girls come to me wanting to work here and say, ‘I have a degree in fashion.’ I tell them, that’s not as important as having classes in psychology,” Powell said. “We deal with a lot of emotion. It’s the most important and most expensive day of a woman’s life.”

Bridals by Sandra is located at 56 East Lawn Road in Upper Nazareth Township. The store is open Monday through Saturday.

For more information, visit bridalsbysandra.com.