Rock County sits at the far southwest corner of Minnesota, where I-90 crosses in from South Dakota and US 75 runs north-south through Luverne. The county had 9,704 people at the 2020 census, and the Census Bureau counts it as part of the Sioux Falls metro. The nearest city over 50,000 is Sioux Falls, 27 miles away. That is the shape of the prom-dress decision here: the big-store option is a half-hour up the interstate, and a shop on East Main has to give families a reason to stop short of it.
First Comes Love’s reason is its clearance racks. The boutique is a Jovani and Dave & Johnny retailer, and it moves past-season Jovani, JVN, Colors Dress, Glow by Colors, and Annylee gowns at 60 percent off. Recent examples from its own online listings:
- Jovani 09114, listed at $672, marked $268.80
- Colors 3117, listed at $597.50, marked $239
- Annylee SP7813, listed at $250, marked $100
Sale styles on the site run from about $100 to $365. The shop says those online listings are only a sample, and that current-season Jovani and Colors arrivals stay in the store rather than going online.
Two rules worth knowing before you drive over
Prom gowns are sold in store, not shipped from the website — the point of the appointment is fit checks and alteration planning in person. And alterations are done in-house, but only on dresses bought at the boutique. If you buy elsewhere, take the hemming elsewhere too. Appointments are booked through the shop’s online scheduler.
Whose prom this is
The store runs a prom ambassador program, and the 2026 team is drawn from Luverne High School, Hills-Beaver Creek, and Adrian — which tells you the trade area better than any radius map. Luverne High School, on North Kniss Avenue, carries an MSHSL enrollment of 317. Hills-Beaver Creek, whose district covers the southern end of Rock County and whose Beaver Creek campus is close to where I-90 enters the state, is listed at 101. Adrian is the next town east along I-90. Those are junior and senior classes measured in dozens, which is why a girl here usually cares whether anyone else in the gym has her dress.
Where it is, and who runs it
219 East Main, Suite 2, in the downtown blocks — east along the same street as the city-owned Palace Theatre, the 1915 house at 104 East Main that is on the National Register and still books movies and live shows. Blue Mounds State Park is four miles north on Highway 75, with its quartzite cliff and bison herd, if a prom-dress trip is going to double as a day out.
The boutique opened in 2022 under Mary Brown, a bridal alterationist who had studied design in London; The Globe, out of Worthington, reported in 2024 that she stocked plus sizes from the first day and that alterations ranged from moving straps to building a five-yard lace train. Katia Soto took over that year. Candida Soto leads alterations and Courtney Richters is the senior stylist. Prom is one line in a business that is mostly bridal, with bridesmaid and mother-of-the-bride gowns as well, so a prom appointment shares the floor with brides.