Modern Brides has the word bride in its name and a wedding show on its calendar, but prom has a real place here. The homepage describes the shop as a full service bridal, prom and tuxedo boutique, and the appointments page carves out an exception for prom. Brides book ahead. Prom shoppers can walk in any time the store is open, no appointment needed.
Pat Pullam and the old Bridal Row
Pat Morgan Pullam opened Modern Brides in 1986, at age 30, the Huntsville Business Journal reported in an August 2024 profile. It was the ninth bridal shop in Huntsville. It is still on Regal Drive, which the paper says was once known as "Bridal Row" for all the bridal shops along it.
The idea came from her father, Robert Young, a part-time wedding photographer. Pullam had been studying to be a nurse. Her brother Greg wanted a bigger photo studio, and their father suggested putting the studio and a bridal shop together. The result was billed as "the complete wedding center," with tuxedos, flowers, catering and even honeymoon travel. Over time the family dropped the services that didn't pay. Today the Business Journal lists bridal gowns, bridal party attire, suits, tuxedos and formals for special events as the core of the business.
Young also taught his daughter to listen to what customers griped about at other shops and do the opposite. Pullam told the paper that meant longer hours, among other things.
A lot of stores closed on Monday, well Monday was one of our biggest days of the week.
That habit still shows. The store keeps the same hours Monday through Saturday, 9 to 5, so a Monday after school works as well as a Saturday morning.
The prom labels on Regal Drive
The prom designers page names five lines: Ava Presley, Alyce Paris, Sherri Hill, Rachel Allan and Sophia Thomas. The prom menu adds four more, Jovani, Morilee, Amarra and Portia & Scarlett. The designer filter on the online prom collection lists all nine plus Faviana, for ten in all.
That online collection is big, hundreds of pages of styles, and it posts no prices. Treat it as a look at each designer's whole line, not a count of what hangs on Regal Drive. Save the styles you like and bring the list in, so a consultant can tell you what is in the store in your size and what would have to be ordered.
Pullam told the Business Journal that a dress can be bought off the rack or special ordered, the customer's choice. The about page says fittings are scheduled with the in-house seamstress, so a prom hem or strap fix stays in the building. The same page lists a 90-day layaway plan.
Alterations
Fittings with the in-house seamstress
Layaway
A 90-day plan, per the about page
Homecoming
Its own collection, from Sherri Hill to Amarra
Homecoming has its own collection, with Alyce Paris, Amarra, Ava Presley, Portia & Scarlett and Sherri Hill. A separate formal designers page covers Alyce Paris, Rachel Allan, Sophia Thomas and Sherri Hill for other dressy nights through the school year.
Walk-in prom shopping, appointment-only brides
The Business Journal profile caught a change in how the shop works. Pullam said that after COVID the store moved to doing everything by appointment, because staff enjoyed the one-on-one time. The appointments page now draws the line more finely. Bridal gown shopping is by appointment, while prom shoppers and mothers are welcome during store hours with no appointment needed.
Prom
Walk in during store hours
- No appointment needed
- Any time the store is open, Monday to Saturday
Bridal
By appointment
- One-on-one time with a consultant
In practice that means you can come straight from school. If you want a consultant's full attention on a busy spring weekend, call and ask what times are quietest.
A tux counter for the prom date
Suits and tuxedos come through Jim's Formal Wear and Allure Men, for rent or to buy. The tuxedo page lists slim and classic fits and coordinated ties, bow ties, vests and pocket squares, and the site has a Build A Tuxedo tool for trying combinations before the fitting. Rocket City Mom's guide to prom on a budget lists Modern Brides twice, once among the places to buy a new formal and again among Huntsville tuxedo shops.
For your date
Suits and tuxedos
Labels
Jim's Formal Wear and Allure Men
Rent or buy
Both
Extras
Ties, bow ties, vests and pocket squares
Regal Drive SW sits just west of Memorial Parkway on the south side of Huntsville, a few minutes from Huntsville High and close enough for Grissom girls from south Huntsville. Madison girls from Bob Jones and James Clemens come across on I-565. For other options in north Alabama, see our state guide.
Asked about prom at Modern Brides
Can I walk in for prom when bridal shopping is by appointment?
Yes. The appointment rule applies to bridal gowns. The appointments page says prom shoppers can come in any time during store hours.
Are prom prices posted online?
No. The online prom collection shows styles without prices, so ask in the store what a given gown costs.
Which designer list should I trust, the menu or the designers page?
Use both as a starting point. Together they name ten prom labels, and the staff can tell you which of them are on the rack when you visit.
Does Modern Brides outfit the prom date?
Yes. Jim's Formal Wear and Allure Men suits and tuxedos are available to rent or buy, with accessories to match.