The store sits at 19471 West 10 Mile Road, about a quarter mile east of Evergreen, in the commercial run between Evergreen and Southfield Road. Lawrence Technological University’s campus is roughly a half mile west at 21000 West Ten Mile. Southfield High School for the Arts and Technology — the district’s one public high school since Southfield High and Southfield-Lathrup were consolidated in 2016 — is further west on the same road, at 10 Mile and Lahser. For a lot of the girls shopping here, this is a straight drive down one road, not an expedition.
That is the basic difference between this shop and the ones this directory covers in rural Michigan. There is no ninety-minute alternative to talk about. Southfield is dense Oakland County retail two miles north of Eight Mile, and the Lodge and I-696 cross just north of the store near Southfield City Centre, which puts it inside a short drive of northwest Detroit, Oak Park, Berkley, Ferndale, Lathrup Village and Beverly Hills. The draw has to be what is on the racks.
The labels
Four national designers list this store on their own retailer locators:
- Jovani — one of the largest prom houses in the country, sold only through authorized shops.
- Terani Couture — evening and formal alongside prom, which matters if a mother is shopping the same trip.
- Jessica Angel — known for fitted jersey and sequin gowns.
- Johnathan Kayne — heavy stonework, a common label on pageant stages.
That last one lines up with how the business describes itself. Its own listing covers prom, pageant, bridal and evening wear rather than prom alone, and dates the company to 1982. Its Instagram account says it ships nationwide.
Before you drive over
Two addresses for this business circulate online. The 10 Mile storefront is the one posted on the store’s own Instagram profile; its Facebook page and several business directories still show a Southfield Road address in Lathrup Village, about a mile and a half north. Phone listings differ as well. Call first and confirm which door to walk through, particularly if you are coming from Detroit or the far side of the county.
Third-party listings also disagree on closing time — some show 6 p.m., some 7 p.m. They agree the store opens at 11 and is closed Sundays. On budget: a Yelp reviewer’s account describes accessories and alterations pushing a gown well past its tag price, so plan for more than the number on the dress.
Timing and the trip
Metro Detroit proms land late April into May, later than Southern schools, so the racks here are picked over well before spring break for anyone shopping seriously. Southfield A&T, University High School Academy in the old Southfield-Lathrup building, Oak Park, Berkley, Ferndale and Birmingham Groves all pull from the same few square miles, which is an argument for going early if you care about not matching someone in your own gym.
The Original Pancake House is a few doors east at 19355 West 10 Mile if the fitting runs long.