The store’s address is 1130 West 9th Street. Russellville High School and Russellville Middle School share an address at 1101 West 9th Street, a few doors east on the same road. For a Panther, this is the closest gown rack in existence — closer than the parking lot at most shops is to their front door.
That geography does most of the work here. Logan County has two public high schools: Russellville, in the city’s own independent district, and Logan County High out on Bowling Green Road with the Cougars. Both proms are served by one small storefront in southern Kentucky that sells almost nothing else.
What is actually in the store
The shop is an authorized retailer for Jovani, Ashley Lauren, Ava Presley and Johnathan Kayne — four labels that show up on the same racks in mall-anchored stores in much larger markets. The difference is the ceiling. Owner Rhonda Dezarn told WBKO in February 2025 that nothing in the store was priced over $500, and that the number came from watching what actually sells in this area season after season. Pageant gowns can run higher, and the store also takes consignment, which is how it started.
Gala dresses have become a real part of the business. Dezarn said there are more galas around here than there used to be, though prom is still the busiest stretch of the year.
It began with 25 dresses that had already been paid for
Dezarn had about 25 pageant gowns belonging to her daughter Rachel that needed to be sold, and had been trying to move them through Facebook pageant groups. The original plan for the store was consignment only. She began ordering new gowns instead, picked up designers, and moved into a larger space. As of February 2025 she described it as the store’s third prom season. Rachel co-manages. Three private-label gowns were ordered from Greece specifically to rent to photographers for shoots.
Her own description of the hardest part of the job is worth repeating because it is the honest version of what this directory is for: getting people to drive to a small town instead of defaulting to a bigger one.
Plan your alterations separately
There is no seamstress on site. The store keeps recommendations instead — one in Bowling Green, one in Morgantown as of early 2025. Dezarn has said plainly that good alterations people get booked up. If the dress needs a hem or a take-in, make that call the same week you buy, not in April.
Who drives in
West 9th Street runs through town rather than out on the bypass, so this is an in-town stop, not a highway pull-off. Beyond the two Logan County schools, the trade area picks up the county’s outlying communities — Auburn, Lewisburg, Adairville, Olmstead — and reaches west along US 68/KY 80 toward Elkton and Todd County Central. Bowling Green is the alternative most families reflexively choose, about 30 miles east on that same 68/80 corridor. Franklin is a little over twenty minutes southeast.
A sales associate told WBKO that customers were finding the shop through its TikToks — and that some of them were local:
It’s girls that live in Logan County.
The voucher program
The store runs a voucher program for students who cannot cover a formal dress. It works through the family resource centers at the schools: a coordinator calls or texts, and the girl shops the same way anyone else does, with nobody in the room able to tell the difference. As of February 2025, four local businesses had funded it — two of them anonymously — and seven students had been outfitted. The store has also thrown a charity ball, benefiting the Isaiah 117 House and the Life Choice Pregnancy Center.
Before you drive
Posted hours here lean late afternoon and evening rather than standard retail daytime, with weekend hours on top — workable if you are coming from Elkton or Auburn after school lets out. Call (270) 893-5007 to confirm before you make the trip. The store’s own Instagram has advertised a reopening in Bowling Green, so ask which address to come to.