Dressing Dreams sits on East Howell Street in downtown Hartwell, and the store promises a lot for a small Hart County town: "thousands of formal gowns from the top designers in the bridal, pageant, and prom worlds stocked floor to ceiling in our mega-store." The store calls the showroom the Southeast's favorite formal wear destination. For prom shoppers, three things stand out. Walk-ins are welcome, the store gives a price range, and there is a free system meant to keep two girls headed to the same dance out of the same gown.
The sign-in sheet that guards your gown
The roster starts at the front counter. When you arrive, staff have you fill out your event details at sign in, and the store prints out a roster for that event. The point is to make sure nobody else at your school ends up in your dress. It is a free service for all prom customers.
Timing helps too. The store recommends shopping two to three months before your event, for the best selection and enough time for alterations. Many designers have limited stock, and popular styles sell out fast. A prom appointment averages 60 to 90 minutes, depending on the event and how many gowns you need.
Sherri Hill, Jovani and Ashley Lauren on the racks
The store carries Sherri Hill, Jovani, Rachel Allan, La Femme, Tarik Ediz, Alyce Paris, Ashley Lauren, Ava Presley, Johnathan Kayne, Jessica Angel, Chic & Holland and Sydney's Closet. The store carries Jovani's main prom line, JVN by Jovani and Jovani short and cocktail styles, plus Sherri Hill short styles.
Curvy shoppers get their own corners. The store carries Rachel Allan Plus Prom and Sydney's Closet plus-size prom, and it lists sizes from 000 up to 32, with women's sizes from 14W to 32W. Designer sizing runs differently from everyday clothes, the store adds, so measure bust, waist and hips against each label's chart rather than going by your usual size.
Prices, layaway and special-order timing
The store puts homecoming and prom dresses at about $300 to $1,500. Staff will show you gowns within your budget without any pressure.
Layaway takes two forms. A gown bought off the floor needs 30 percent down, and the store holds it until it is paid in full. A special order needs 50 percent down to place the order, then the store holds the dress when it arrives until the balance is cleared. Special-order and made-to-order dresses can take up to three months. Every gown is final sale.
On the floor
In-store gown
- 30 percent down on layaway
- Held at the store until paid in full
Special order
Ordered from the designer
- 50 percent down places the order
- Can take up to three months to arrive
The store does not do alterations itself, and staff will hand you names of seamstresses they recommend.
Pageant gowns, homecoming and earrings in one showroom
Pageant is the other big business on East Howell Street. The store carries gowns for Miss, Teen, Junior and Little Miss divisions, and its racks cover fun fashion, interview and evening gown. The store says the team has worked with contestants in pageant systems across the country on custom and couture looks, working with Jovani and Sherri Hill. For the youngest contestants there are Ashley Lauren Kids, Sugar Kayne and Ava Presley Littles.
Pageant
Miss, Teen, Junior and Little Miss, plus custom gowns
Homecoming
Rachel Allan, JVN and Sherri Hill short styles
Accessories
Earrings and shoes to go with the gown
The store carries Rachel Allan Homecoming and JVN Homecoming. The store also sells earrings and shoes, so both can be chosen alongside the dress.
Hartwell, on the Georgia side of Lake Hartwell
Hartwell is the Hart County seat, on the Georgia side of Lake Hartwell, with the South Carolina line across the water. Hart County High School is the hometown school, and the store welcomes shoppers from all over Georgia, South Carolina and beyond. The store has both on-street parking and an off-street lot.
The shop is open Sunday afternoons. The store names Jeff and Tonya as its founders and owners. For more shops across northeast Georgia and beyond, see our Georgia guide.
Stella York, Martina Liana and private bridal try-ons
Brides book a separate bridal suite by appointment, for a private try-on session with a dedicated bridal consultant. The wedding dress lines the store names are All Who Wander by Essense, Essense of Australia, Stella York, Martina Liana, Maggie Sottero and Morilee, including Morilee's Julietta line. For the bride's mother, the store lists Daymor and Feriani Couture.
Dressing Dreams prom questions, answered
What is the return policy at Dressing Dreams?
Every gown is final sale.
Who should I call about alterations?
Ask the staff. The shop keeps a list of local seamstresses it recommends, since it does no sewing itself.
Does the store carry plus-size prom gowns?
Yes. The store carries Rachel Allan Plus Prom and Sydney's Closet plus-size prom, and it lists women's sizes 14W through 32W.
Is the no-repeat roster only for prom?
The store describes it for any event you enter at sign in, and it is free for prom customers.