A familiar Shoals name, renamed and moved
If your mother bought her prom dress at Juanita's Fashions, this is that store's next chapter. Ashley Griffith bought Juanita's in the spring of 2025 and renamed it The Dress Shoppe. Juanita's had been a place for brides and formal wear in the Shoals for a long time, first on Woodward Avenue and later on 2nd Street in Muscle Shoals. In June 2025 Griffith moved the whole operation across the Tennessee River to downtown Florence, onto East Mobile Street in the first block east of Court Street.
Griffith keeps her description of the job short and to the point.
“My primary mission is to have quality dresses at reasonable prices for every special occasion,” says Ashley.
That line fits a prom shop well. Most families shopping for a junior or senior dance here are working with a budget, and a store that leads with fair pricing is the kind of place a girl can try on ten dresses without feeling rushed toward the most expensive one.
The website sorts the store's stock into departments, and the header sums up the mix as bridal, formal, prom and tuxedo. Prom and pageant is the department most local high school shoppers will head for first.
Social occasion
Dresses for galas, formals, banquets and other dressy nights
Tuxedos
So a prom date's look can be planned alongside the dress
Bridal
The wedding side of the business
Florence, Killen and the Muscle Shoals side of the river
The move put the store in the city that is home to Florence High School and at the center of the Lauderdale County schools spread out around town, including Brooks High School in Killen, which makes downtown Florence a natural meeting point for this corner of northwest Alabama. Muscle Shoals High School and Sheffield High School families reach it over the O'Neal Bridge, including those who shopped the store when it was on their side of the river. Deshler High School in Tuscumbia is close enough for a weeknight fitting too.
Downtown Florence is a pleasant place to make an afternoon of it. Court Street, with its storefronts and lunch spots, is right around the corner, and the University of North Alabama campus sits at the north end of downtown. Park once and walk.
The store is still new at this address, and its website keeps things simple, without a posted list of prom designers. If your daughter has her heart set on a particular label, color or size, check with the shop first. The site also offers an appointment booking option, which is a smart move during the late winter and spring rush when every school in the Shoals seems to be shopping on the same Saturday.
What Juanita's customers ask about the new shop
Is The Dress Shoppe the same store as Juanita's Fashions?
Yes. Ashley Griffith bought Juanita's Fashions in the spring of 2025, renamed it The Dress Shoppe and moved it from Muscle Shoals to downtown Florence in June 2025.
Can I book an appointment for prom shopping?
Yes. The store's website has an appointment booking option. It is a good idea in peak prom season, though the site does not say appointments are required.