Prom outgrew the bridal store, so it got its own building. Alexandra’s Boutique sells wedding gowns at 372 South Main Street. Next door at 390, Alexandra’s Too handles prom, evening, mother-of-the-bride and quinceañera. The store describes its prom and social occasion floor as more than 7,000 dresses served by 51 fitting rooms, plus a separate Jovani boutique inside.
That scale is the reason people drive here from across southeastern Massachusetts and over the Rhode Island line. Faviana’s own page for its Fall River stockist names the schools it sees: East Providence, Dartmouth, Portsmouth, Westport, Durfee, Cranston West. Faviana and Terani both list this store on their official retailer locators.
Walk in. Do not book.
Prom and evening shopping here is walk-in only. There is no appointment to make and no reservation to lose, which cuts both ways — on a Saturday in February you are in line with everyone else. The exceptions are the store’s paid VIP and couture experiences, which do require booking, carry a non-transferable fee, and run 90 minutes to two hours. VIP slots are weekdays only.
- Scan the QR code at the door and fill out the form on your phone.
- The store prints a tag with your name and number.
- Pull from the floor. Stylists work the racks if you want help.
- Five gowns in the room at a time, but there is no cap on how many you try.
What it costs and what fits
The store puts its prom range at $300 to $1,500, with most of the inventory between $400 and $650. Prom sizes run 000 to 30. Everything is final sale, and the store is direct about the consequence: once a prom dress sells, most cannot be reordered. If you want the widest choice, that argues for shopping well before April. Dresses left for pickup have to be collected within 30 days.
Getting there and parking
I-195 crosses the Taunton River on the Braga Bridge and feeds straight into downtown; South Main runs south from there. There is a free lot behind the buildings on Morgan Street. When it fills, there is metered parking on South Main and a public lot on Morgan across from the flagship. Prom weekends, assume the free lot is gone by mid-morning.
The schools around it
Durfee is the big one — 2,435 students in 2023–24, on the Elsbree Street campus. Diman Regional Vocational Technical adds another 1,443 from the Greater Fall River district. Atlantis Charter runs K–12 on Jefferson Street. Bishop Connolly closed in June 2023 after 57 years, which took one prom off the local calendar. Beyond the city line, Somerset Berkley, Case in Swansea and Westport are all inside fifteen minutes, and Tiverton and Portsmouth are a short run down Route 24 into Rhode Island.
Portuguese Fall River, and a quinceañera department
Census estimates put Fall River’s Portuguese population near 33,700, the largest of any city in the state, and the Columbia Street Cultural District is the commercial center of it. The business grew out of that community: founder Fatima Benson came from Portugal at three, was sewing her own clothes by eight, and was buying gowns wholesale in the New York garment district at 21. Her son Zachary Leone left a finance job to help open Alexandra’s Too. The city’s Hispanic population has grown sharply since 2000, and the store now runs quinceañera as its own department at this address, by appointment rather than walk-in.
Hours
- Monday–Thursday: 10am–8pm
- Friday: 10am–6pm (the bridal store next door closes at 5)
- Saturday: 9am–6pm
- Sunday: 10:30am–5pm
The store notes hours change, and it closes for New Year’s Day, Easter, Memorial Day weekend, July 4th, Labor Day weekend, Thanksgiving and Christmas. Call before a long drive.