Sarah and Mike Ruhs opened Elegance in December 2006, and the shop has marked its 20 Year Anniversary for December 1 on its events calendar. In that time it has expanded into a full formal shop beside Lake Okoboji Resort, the property formerly called Arrowwood Resort & Conference Center, with prom gowns, tuxedos, bridal and a casual clothing boutique in the same building on Highway 71.
Prom shopping falls in the Iowa Great Lakes off-season, long after the summer visitors have gone home. New-season gowns, a strict school registry and a full tux counter are what local families come in for during those months.
What a prom shopper finds
We will register your prom dress to your school it’ll be worn to!! We don’t sell the same dress to the same school, not even in another color!
That registry line from the prom page is stricter than it first looks. It covers the style in every color, not just the one you bought, so once a gown is registered, Elegance takes that whole style off the table for your school.
How a prom visit at Elegance runs (a guide)
First
Stop in whenever you like. No appointments are needed for prom, though you can phone to set one up.
Then
Browse by label: Alyce Paris, Ellie Wilde, Faviana, Lucci Lu and Primavera, with a separate homecoming and short-dress section for fall
Next
Try the full size range, prom sizes 00 through 32
After that
Finish with jewelry, shoes, Spanx and headpieces, for prom and pageant looks alike
Last
Register the dress to your school before you leave
Alterations are not done in-house. The store's policy is that it will gladly point you toward talented local specialists in formalwear alterations, and it encourages shoppers to do a little homework to find the right fit. Dresses are not made to measure, so a hem or strap adjustment is normal.
Sales
All final, as the store policy page states.
Rush cuts
Available for an extra charge when a special order needs to arrive fast.
Unclaimed orders
Merchandise left 30 days after the scheduled wear date goes back to the store along with any money paid, so pick up promptly.
The people and the tux counter
The staff bios on the About page introduce a small-town team. Store manager Courtney Vonnahme grew up in Okoboji, and she tells the story of helping a young woman who said she never wore dresses find one for prom; once she found it, the shopper broke into tears because she had never felt beautiful until that moment. Assistant manager Shannon Michelson bought all of her own prom dresses at Elegance before joining the staff, and says her favorite part of the job is working with prom girls and brides, especially plus-size shoppers. Bridal consultant Kaitlin Leathers, on the team since August 2022, keeps the website and email blasts current with new arrivals, so the site is a fair preview of what just came in.
Sarah's own specialty is the tuxedo department, and the About page says she enjoys helping prom guys decide on their look.
Sarah's department
Jim's Formal Wear tuxedos
Options
Rental or purchase
Measuring
In person at the store
Adjustments
Shannon handles tux and suit lengths and checks measurements so everything fits on pickup
Posted policies
Including a late-return fee; read them before the weekend of the dance
The location works for families across northwest Iowa. Okoboji High School is just down the highway in Milford, Spirit Lake High School is a few minutes north, and Spencer High School and Estherville Lincoln Central are close enough for an after-school trip. Parking sits right off Highway 71.
The casual boutique runs in sizes XS to 3X, and the shop also sells online, but prom gowns are a try-it-on purchase here. Bridal and bridesmaids are the other big departments.
Registry, walk-ins and tuxes at Elegance in Okoboji
Do I need an appointment for prom at Elegance?
No. The prom page says to stop in anytime, and you can call to book a time if you would rather have one.
Can someone else at my school buy the same dress in a different color?
No. Elegance registers each prom dress to its school and will not sell that style to the same school again in any color.
Does the Highway 71 shop handle tuxedos as well?
Yes. The shop offers Jim's Formal Wear tuxedos for rental or purchase, takes measurements in the store, and handles length adjustments before pickup.