Maureen Wallenfang
Appleton Post-Crescent
Published 1:06 PM EST Dec 12, 2019
Ivory Rose Bridal Boutique debuts Wednesday in a “soft opening,” which sounds fitting for business filled with tulle and organza.
The new downtown Appleton bridal salon will have a chance to get up to speed before the post-holiday surge, when newly engaged women begin searching for gowns.
It’s at 103 E. College Ave., in the back along Soldiers Square, with a door on Oneida Street. Its space was previously Depawsitory, which moved to the front of the building, and had been The Peppermill, a beloved lunch spot, in the 1980s.
Owner Marissa Knuth brightened the space with pink paint, white coffered ceiling tiles and wainscoting, plush couches and small sparkly chandeliers. She’s bringing in 40 gown samples.
The shop only carries dresses and accessories for brides, and not for bridemaids or mothers of the bride.
“When I was looking for a dress, I went to the quaint, plush, cozy bridal shops in Milwaukee. I wanted to bring that here,” said Knuth, who has a degree in retail entrepreneurship and was recently a Shopko buyer.
The shop’s dresses range from romantic to tailored. It has exclusive assortments from four designer lines. Prices run average-to-better, $1,200 to $3,200, not including alterations. Most gowns are under $2,000.
The average wedding dress in the U.S. costs $1,631 including alterations, according to The Knot 2018 Real Weddings Study.
Knuth said “showrooming” won’t be an issue. That’s the practice of brides coming in to try on dresses but then turning around and buying the same dresses for less online.
“The bridal industry protects their products,” said Knuth. “We follow strict regulations. We can’t sell dresses online and can’t sell dresses below the MSRP. If a bride does buy online, it’s buyer beware. Those can be knockoffs or seconds.”
Ivory Rose takes appointments for two customers at a time. Each has a dedicated stylist, fitting room and semi-private seating area.
Info: ivoryrosebridalboutique.com, Facebook or 920-939-2008
Contact reporter Maureen Wallenfang at 920-993-7116 or [email protected]. Follow her on Twitter at @wallenfang.
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