The 708 E. 2nd Street address in Muscle Shoals is the old one. According to the shop’s own site, Ashley Griffith bought Juanita’s Fashions in the spring of 2025, renamed it The Dress Shoppe, and moved it to 116 E Mobile Street in downtown Florence that June. The phone number carried over unchanged: (256) 389-1967. Anyone who drives to the 2nd Street storefront for a prom dress is going to the wrong building.
The store puts its own history in three addresses, all inside the Shoals: it began on Woodward Avenue, moved to 2nd Street in Muscle Shoals, and crossed the river to Florence. Prom customers in Colbert County are not losing the shop, just the short trip — and the new location is close. From the old address, East 2nd Street runs west to the US 43/US 72 junction on the Muscle Shoals–Sheffield line, past the TVA offices and over the O’Neal Bridge into Lauderdale County. Mobile Street sits a block off Court Street, in the middle of downtown Florence rather than on a highway strip, so the trip now ends with parallel parking instead of a parking lot.
What it stocks
Four prom and pageant labels list this store on their official retailer pages: Alyce Paris, Amarra, Clarisse and Tiffany Designs. That is a designer-gown mix rather than a mall-rack one — the kind of inventory a girl from Muscle Shoals High or Deshler shops when she does not want to see her dress twice at the same prom. The store’s own social accounts list sizes 00–28 and tuxedo rentals, and it is an affiliated Jim’s Formal Wear rental location, so a couple can order a gown and a tux in the same visit. Bridal, bridesmaids, and mother-of-the-bride dresses share the floor; prom is one season of a year-round formalwear business, not the whole business.
Griffith describes the goal for the store as “quality dresses at reasonable prices for every special occasion.” No published price list confirms what that means in dollars, so ask on the phone before making the drive.
Hours at the Florence address
- Tuesday and Wednesday, 11 a.m. to 5 p.m.
- Thursday and Friday, 11 a.m. to 6 p.m.
- Saturday, 10 a.m. to 4 p.m.
- Closed Sunday and Monday
Those are the hours the store lists for itself, and they matter for a Saturday plan: the shop closes at 4, earlier than the restaurants and shops around it.
Trade area
The Shoals is four cities packed together — Florence, Sheffield, Tuscumbia and Muscle Shoals — so the schools that feed this store are all within a short drive of both the old and new addresses. On the Colbert County side that means Muscle Shoals High on Trojan Drive, Sheffield High, Deshler in Tuscumbia, Colbert Heights, and Colbert County High in Leighton. On the Lauderdale side, Florence High plus the county schools at Brooks, Wilson, Rogers and Lexington. Downtown Florence is also the University of North Alabama’s neighborhood, which keeps the blocks around Mobile and Court streets busy on evenings and First Fridays.
One practical note: the juanitasfashions.com web address no longer belongs to the store. It now resolves to an unrelated foreign gambling site. Use the phone number.