A Boaz name with a new owner
Few shop names in Marshall County spell out the job as clearly as this one. Weddings, Pageants & Proms has been in operation since 1995, and since July 2024 it has belonged to Jennifer Elrod. The store calls itself Northeast Alabama's premiere formal wear boutique, stocked with the top designers in pageant, prom and wedding wear across a wide range of budgets.
The store's tagline keeps it shorter. Weddings. Pageants. Proms. It's what we do.
The store points to the high demand from prom and pageant shoppers every spring, and the shop posts dedicated prom hours for January through March, and that schedule shows how the calendar runs here. Prom dresses come first, pageant gowns sit right beside them, and other formal occasions fill in around them.
The store's motto is simple: help you find the perfect dress. Consultants work with you on the gown, then the shoes and accessories, and if a date needs a suit, that part is handled in the same building. The store adds that it loves getting to know its clients and seeing them return year after year for the next special gown, the kind of loyalty that turns a junior prom dress into a senior-year return trip.
The prom racks
The store carries six prom and pageant lines: Sherri Hill, Morilee, Jovani, Blush Prom, Alana Rose Prom and Alyce Paris. That is a broad spread for one shop, and it lines up with the store's aim of designers that span a vast array of budgets. A shopper can compare a sequined showstopper and a simpler satin gown on the same afternoon without leaving Highway 168.
The store spells out its sizing. Inventory changes often, but the shop tries to stock sizes 0 to 24, and if you love a gown that is not in the store in your size, the staff is happy to custom order it. The store also shares a tip every first-time prom shopper should hear. Formal gowns often run two to three sizes larger than what you wear in jeans. Do not get hung up on the number on the tag. The goal is a dress that fits and makes you feel great, and sometimes that means ordering up and letting alterations do the rest.
Alterations are priced separately from the gown, because each dress needs something different. The shop has seamstresses it recommends, and you are free to use whichever seamstress you like.
For the guys, there are suit and tuxedo sales and rentals. Menswear can only be viewed in the store, so plan on bringing your date by at least once.
How to time a prom visit
The store lays out a clear plan for spring:
How far ahead to start
Prom gown
8 to 12 wks
Pageant dress, with time for alterations
3 to 4 months
Prom tuxedo
4 to 6 wks
Bring two to four of your favorite people. The shop recommends that number because space is limited, and it keeps the fitting area comfortable for everyone.
Bring or wear
- Nude undergarments, ideally a strapless bra and seamless underwear
- Your own shapewear, if you plan to wear it on the night
Prom
No appointment needed, since prom is not on the list of visits that require one.
Bridal
Appointments required January through June, because of the high demand from prom and pageant shoppers in spring.
Group fittings
Appointments asked for large groups such as bridesmaids, groomsmen and quinceañeras.
Requests
Answered by email, and the store aims to reply within 24 hours.
The location works for a wide swath of the county. Boaz High School students shop in their own town here, and Albertville High School is the next town up the road. Guntersville, Douglas and Sardis families are close enough for an after-school trip, and Snead State Community College keeps Boaz busy with students all year. Other Sand Mountain towns and the Etowah County line sit nearby as well. For more stores across this part of the state, the north Alabama prom guide rounds up other options.
Bridal, bridesmaid and mothers' gowns hang in the Boaz shop too, but the spring calendar belongs to prom.
Jennifer Elrod writes about the feeling she wants every shopper to leave with.
“Joy is what I hope you find when shopping with us for your dream gown.”
Planning a prom visit to the Boaz shop
How early should I start shopping for a prom gown here?
The store suggests 8 to 12 weeks before the dance, with prom tuxedos booked four to six weeks ahead.
What sizes does the shop carry?
The store tries to stock sizes 0 to 24, and it will custom order a gown that is not available in your size.
How do alterations work for a dress from the Boaz shop?
They are priced separately from the gown. The shop can recommend seamstresses, and you may use any seamstress you choose.