Start with the practical problem. This listing puts Love Me Forever Bridal at 15 Merchants Ave. in Taftville, and Jovani’s own retailer locator still shows that address too. Almost everything else — the shop’s Yelp and Knot pages, its listing on Morilee’s store finder, its membership in the Northeastern Connecticut Chamber of Commerce — puts it at 124B Westcott Road in Danielson. Neighbors on Nextdoor asking whether the Taftville shop had closed got the same answer: not closed, moved, same phone number.
The phone number is the thing to hold onto. (860) 889-3535 has followed this business through a name change and a relocation. It was the number for Love Me Two Times, the consignment boutique that operated at the Merchants Avenue address, and it is the number listed for the bridal and formalwear shop now. If you are working from an old bookmark or a brand locator, call before you drive.
Where it actually is now
Danielson is the borough at the center of Killingly, in the northeast corner of Connecticut, a few minutes off I-395. Westcott Road is the commercial strip on that side of town. The shop’s own Instagram describes the location as across from Davis Place. From Norwich or Taftville it is roughly twenty miles north on 395 — not a small errand, but not a day trip either, and it is the direction that Griswold and Plainfield families are already driving for other things.
This is a by-appointment shop, and has been since the consignment days. Its listings say so plainly and its booking page runs on appointment slots rather than open hours. That matters more for prom than for bridal: you cannot swing by on a Saturday afternoon in March and expect to browse the way you would at a mall store.
What’s in the prom room
Four prom labels are confirmed here, each through the brand’s own retailer list:
- Jovani — the beaded and sequined end of the market, the dresses that get photographed
- Alyce Paris — long formal gowns, generally the more structured silhouettes
- Clarisse — a mid-price line with a wide color range
- Dave & Johnny — the least expensive of the four, and the one where short dresses turn up
It is a full-service bridal shop first. The store’s own description lists made-to-order wedding gowns from size 0 to 32, Morilee bridal, and mother-of-the-bride and bridesmaid lines. It also handles the other half of prom night: the shop advertises more than 80 tuxedo styles for rent and 55 for purchase, which is worth knowing if you would otherwise be making a second trip for a suit.
Who shops here
Killingly High School and Harvard H. Ellis Technical High School are both in Killingly. Plainfield, Griswold, Putnam, Tourtellotte Memorial in Thompson, and The Woodstock Academy are all within a short radius, and Norwich Free Academy — with well over 2,000 students — anchors the south end of the same trade area. NFA is worth a note on timing: the Norwich Bulletin covered the 2026 senior prom on June 6, held at the Mashantucket Pequot Museum. Eastern Connecticut proms land late, May into early June, so the January and February shopping panic that hits Southern shops arrives here closer to March.
About the Taftville address
If you do end up on Merchants Avenue, you are in a mill village that has its own ZIP code and its own name but is legally part of Norwich. It grew up around Ponemah Mills, begun in 1866, and the whole of it was listed on the National Register of Historic Places in 1978. Merchants Avenue is the main street. It is a reasonable place for a small consignment shop to have started; it is not where the gowns are today.