The address is 1701 McFarland Blvd E, Suite 107 — a storefront inside University Mall, the enclosed center at McFarland Boulevard and Veterans Memorial Parkway. The mall runs 733,254 square feet on a single floor and is the largest in west Alabama, anchored by JCPenney and two Belk stores, with the old Sears wing empty since January 2018. Practically, that means you park in a mall lot, walk in past national chains, and find the gown racks under the same roof.
The verified designer list here is Sherri Hill, Jovani, Faviana, Ava Presley, Jasz and Johnathan Kayne — six labels whose own retailer locators name this store. Those are the names students arrive with, usually as a style number screenshotted off Instagram. Stock changes constantly and no two shops carrying the same label carry the same dresses, so the useful phone call is the specific one: this style, this size, in the store now or orderable in time.
Beyond prom, the shop’s listed categories include bridal gowns, bridesmaid and pageant dresses, evening wear, and tuxedo rental. Alterations are done on site. For a prom family that combination matters more than it sounds: the gown, the date’s tux and the hem can all be handled in one building on one trip, instead of a dress here and a tux across town.
What kind of shop it is
Customer reviews on wedding-vendor sites are consistent about the character of the place, and it is not the one-gown-at-a-time appointment salon model. One reviewer put it directly:
“It is not a ‘boutique’, so you will have to look through the racks.”The same reviews describe prices well under what the high-end salons quoted and say the shop specializes in prom and formal more than in bridal. Several also mention ordered items arriving later than first quoted, which is worth knowing if you are shopping close to your date rather than in the fall. The business is run by Denita Daniels, listed as its president.
Who drives here
Nine public high schools sit inside Tuscaloosa County. Tuscaloosa City Schools runs Central, Northridge and Paul W. Bryant; the county system runs Hillcrest, Northside in Northport, Sipsey Valley in Buhl, Brookwood, Holt and Tuscaloosa County High. Hillcrest alone enrolled 1,434 students in 2024–25, with Northridge at 1,158 and Bryant at 1,072. The county schools are scattered across a wide, mostly rural county, and the McFarland corridor is the point they all converge on for retail — the reason a store in this mall pulls from Northport and Buhl and Brookwood rather than from one attendance zone.
Spring in this town is also crowded for a different reason. The University of Alabama enrolled 40,846 students in fall 2024, and a shop that does bridal, formal and alterations is working those calendars at the same time high school prom season lands. Book fittings earlier than feels necessary.
One thing to check before you drive
Listings for this store disagree on the address. The designers’ retailer locators and the BBB profile show Suite 107 at 1701 McFarland Blvd E, in the mall. The store’s Facebook and Yelp pages show 1800 McFarland Blvd E, Suite 506, in Midtown Village — the open-air center directly across the boulevard. The two are a few hundred yards apart, and the phone number, (205) 562-8776, is the same on both. Confirm which door before making the trip from Demopolis or Fayette.