The Peacock Room does not sell dresses online, and that is a decision rather than an oversight. The shop’s own FAQ says it is committed to personalized styling and to keeping money in the neighborhood, and that owner Rachel Lutz inspects the stock herself. For a prom dress, that leaves one option: go to 3011 West Grand Boulevard, ground floor of the Fisher Building, and try things on.
The building is part of the trip. Albert Kahn designed the Art Deco tower for the Fisher brothers, it opened in 1928, and it has been called Detroit’s largest art object; it sits on the National Register with the adjacent New Center Building. The Fisher Theatre is in the same complex, and the store’s site says it stays open past normal hours on performance nights, up until show time, with the Broadway in Detroit schedule as the guide. A dress fitting and a curtain at 8 are possible in one stop.
Make sure you drive to the right one
There are two Peacock Rooms in Michigan, both in greater downtown Detroit, and they carry different things. Showing up at the wrong one in April is a wasted afternoon.
| Location | What it carries |
|---|---|
| Fisher Building, 3011 W. Grand Blvd. (New Center) | Cocktail, formal and special occasion — the prom side of the business |
| The Park Shelton, 15 E. Kirby St. (Midtown, across from the DIA) | Casual and everyday styles |
The split got sharper in 2024. Lutz folded her two side boutiques, Yama and Frida, into The Peacock Room name and put all 7,800 square feet across the two buildings under one brand. Her reason, in the statement announcing it:
“Frankly, The Peacock Room needed more room.”
The gowns
Two prom labels list this address on their own retailer locators: La Femme and Dave & Johnny. Alongside those, the Fisher store runs to vintage-inspired clothing spanning the 1920s forward, plus jewelry, accessories and separates, so earrings and a wrap are the same errand as the dress. Stock runs sizes 0 to 22, and the shop says it can usually special order — worth asking about early, since a special order is not a two-day proposition.
On price, the store will only say it carries things from a few dollars to a few hundred. For a rough marker: an Hour Detroit fashion shoot styled at the Fisher store priced a Maggy London dress there at $198 and a vintage cameo handbag at $215.
Getting there and parking
New Center is easy to reach from the Woodward corridor. The QLINE’s Grand Boulevard station is the line’s northern terminus and the closest stop to the Fisher Building, so a teenager without a car can get there from Midtown or downtown. Driving, the store points visitors to metered street parking around the boulevard and asks that you actually feed the meter; the Park Shelton garage in Midtown is for residents only, so don’t plan on it.
The nearest high schools are the city’s core ones — Cass Technical, Detroit School of Arts, Martin Luther King Jr. Senior High — with Renaissance and Mumford on the northwest side and Ferndale and Hamtramck a short run out. If you are already coming in from the suburbs, the Motown Museum is about a mile west on the same boulevard.
Hours: closed Monday. The store’s site lists 11 a.m. to 6 p.m. Tuesday through Sunday for the Fisher location, but a Yelp listing shows a shorter Sunday, noon to 4, so call (313) 315-3061 before a Sunday drive.
Why the Fisher Building, specifically
Lutz opened her first store in 2011 at the Park Shelton on a remaining $1,500 credit card limit, after a year and a half out of work. Retail was already in the family: her grandparents ran a china shop on McNichols, and her father had a Sony store in the Fisher Building in the 1960s. When she opened the flagship in the Fisher in 2017, she was selling dresses in the building she used to visit as a kid.