Holly’s and Modern Dress, both owned by Ashley Redeker, have merged to become Modern Dress, located at 701 Story St. in Boone.
Redeker opened Modern Dress (a bridal store) at its original location, 710 Story St., in 2012. In 2017, she purchased Holly’s women’s clothing boutique, 701 Story St., from Holly Larson.
“Logistically, it made sense for my staff to be all under one roof,” Redeker said. “Over there we were kind of landlocked with how we could reconfigure dressing rooms and we needed more room.”
The 701 Story St. location underwent renovation the past two months and recently reopened. While the space remains the same square footage (approximately 4,000), dressing rooms were added, new flooring was installed, plus new paint, front counter and lighting.
One side of the space is reserved for bridal gowns and dressing rooms, while the other side contains a selection of clothing, accessories, gift items and some little girls’ dresses.
Redeker, a native of Boone, travels to bridal and prom markets several times a year to keep up with the latest trends. The Chicago bridal market is always a highlight.
“As far as the bridal side goes, it’s such a special experience to help a bride pick out a wedding dress,” she said. “We really pride ourselves on having some unique designers that nobody else in the state has. For clothing, we like to offer fun and funky things.”
Related, for subscribers: As an Iowa teacher prepared to marry her Dutch fiance, the pandemic hit. Over a year later, they’re still apart.
She noted that bridal shopping season tends to be the busiest from Thanksgiving through St. Patrick’s Day, as it’s recommended brides shop for their dresses six to nine months before their special day.
Bridal gowns can be special ordered or you may shop off the rack then have it altered for that perfect fit. An appointment is necessary so a stylist can help you select the dress that’s right for you. “Close” wedding dates too are occurring because of folks who had to reschedule their nuptials due to COVID-19 and are making up for lost time.
More in business, entertainment news
When it comes to trends, Redeker said anything goes. She’s seen brides opt for less traditional choices such as “boho,” or smaller, more intimate affairs, such as backyard weddings. It’s also becoming rarer to see white dresses on brides.
“We don’t have a single solid white dress in this store because they actually come off a little more fluorescent and they’re pretty harsh on skin tones, so we tend to stick to the ivories and champagnes,” she noted.
Hours are Tuesday through Friday, 10 a.m. to 5:30 p.m. and Saturdays 10 a.m. to 4 p.m. For more information, call 515-432-8606. Follow Modern Dress on social media.