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The Perfect Dress: Helping Utah’s Brides Feel Beautiful
August Around Utah
Land of Opportunity
Each month, we ask our Facebook fans to nominate their favorite Utah-owned businesses and select one to feature in the magazine and online. This month we asked fans to tell us their favorite wedding dress boutique. Want us to write about a business you love? Follow us at www.facebook.com/UtahBusiness and watch for the next time we ask for business recommendations.
Robyn Dunn’s decision to move her wedding dress store to a smaller location earlier this year wasn’t for financial reasons. Sales at The Perfect Dress were good, but Dunn felt the size and setup of the store didn’t allow her staff to dedicate enough time and attention to each bride. Brides want shopping for a dress to be a memorable experience that involves friends, bridesmaids and parents, and they want store employees’ full attention. So she closed down her 6,000-square-foot store in Cottonwood Heights and opened a 2,200-square-foot store in Holladay.
“I just want to focus on these girls and give them the most incredible experience that they will always remember,” Dunn says. “It’s all about the experience.”
The Perfect Dress now operates only by appointment. Appointments usually take about an hour and a half, which allows a bride to try on as many dresses as she needs and get input from any family and friends who came with her.
Operating a wedding dress store in Utah brings different unique challenges and benefits, Dunn says. When she attends industry events with other dress sellers from around the country, they’re often envious of her because of how wedding-focused Utah’s culture is.
The trend in wedding dresses in recent years has been toward strapless and sleeveless gowns, which creates problems for members of The Church of Jesus Christ of Latter-day Saints, who usually want dresses with sleeves. That’s why The Perfect Dress has come to specialize in re-creating the tops of dresses to add sleeves. Dunn says there’s an art to adding sleeves to a dress. Her store works with dressmakers to have them integrate sleeves into the structure of a dress so they don’t look like they were awkwardly tacked on. Dunn also designs dresses of her own with sleeves.
Dunn says she chose to be in the wedding dress business because she loves playing a positive role in the most important day of Utah women’s lives. “We have the best brides,” she says. “I love working with women and making a difference in their lives.”
The Perfect Dress is located at 2278 E. Murray Holladay Road in Holladay and can be found online at www.theperfectdress.com.