K Town Couture has dressed Kearney under two names, and its founder changed course partway through.
2001
Heather Roubicek opens a bridal shop called Bridal Images in Kearney in August
2001 to 2018
She opens a total of 12 bridal stores around the state, by the company's own count
2018
She and her husband, Eric Roubicek, decide to carry only formalwear, and the store on 2nd Avenue becomes K Town Couture
Going formalwear-only shapes everything about a visit now. There is no bridal salon sharing the floor. The racks are prom, homecoming, pageant and event wear, and the shop's schedule follows the school calendar, with weekday doors opening in the afternoon so students can come straight from class.
What the racks hold
On its about page the store names Sherri Hill, Amarra and Ellie Wilde among the top designers it has access to. The site's menus fill out the rest: Aleta Couture, Anabel Nox, Lilly's, Lucci Lu and Sophia Thomas, plus a homecoming lineup that leans on Paul Rekhi, Juliet, Poly USA and Amelia Couture. Fall brings a wave of short, structured homecoming styles; prom brings the long gowns, the beading and the pageant-ready silhouettes.
The shop pitches itself as a custom order and high fashion dress shop, and the online store reflects that. Gowns can be bought on the website and shipped anywhere in the United States, many styles list free shipping, and Klarna is available at checkout for purchases above $300, so a family can split a prom gown into installments. For students in the small towns around Kearney, that means browsing the site at night and coming in to try on the shortlist.
Envoys, schools and the drive in
The K Town Envoy is the store's brand ambassador program. In the store's description, the Envoy are real high schoolers showcasing real life and the year's trendiest looks, and the site keeps a gallery of each class plus an application for the next one. The program is part of why the shop stays plugged into what Kearney students actually want to wear each spring.
Prom
The main event, from designer long gowns to fitted and sparkling styles
Homecoming
Short and cocktail-length dresses, with Paul Rekhi and Amelia Couture leading the current collection
Pageant and events
Evening gowns and formalwear for competitions, galas and other occasions
Appointments are optional, requested through a form online for anyone who wants dedicated time.
Kearney High and Kearney Catholic students are the home base. Beyond them, Buffalo County's smaller districts send families in too, from Gibbon and Shelton to the east to Ravenna and Pleasanton to the north and Elm Creek to the west. Kearney is the regional shopping city for much of south-central Nebraska, and 2nd Avenue is the main route into town from Interstate 80, which puts the shop on a road most visiting families already drive.
The same about page carries a line that sums up the whole shift from bridal chain to formalwear boutique.
With an eye for unique designs from the top brands and designers, K Town Couture brings a touch of color, a touch of culture and a touch of K Town to middle America.
K Town Couture, briefly answered
Does K Town Couture still sell wedding dresses?
No. The store dropped bridal in 2018 and now carries only formalwear: prom, homecoming, pageant and event dresses.
Can I order a K Town dress online?
Yes. The online store ships throughout the United States, and Klarna is available on purchases above $300. Shoppers who live close can still come in to try styles before buying.