A prom salon you can reach between errands
You are already at the mall. Maybe it is a Saturday in January, maybe it is a weeknight after practice. Azaria Bridal is upstairs, in Suite D218 on the upper level of Freehold Raceway Mall, and that location is the whole first argument for it. No separate trip down Route 9, no hunting for a strip-center sign. Park, walk in, head upstairs and you are in a boutique with a prom consultant and a fitting room.
The second argument is space. The store's own announcement describes a 15,000-square-foot storefront, which is large for a formalwear boutique and leaves room for prom, quinceañera, sweet sixteen, evening, bridesmaid and bridal to each have their own section.
We don’t keep our dresses locked away like curiosities in a museum. We give you access to our collection so that you can feel confident you have made an informed decision.
Azaria's homepage sets out that open-rack policy.
For prom, it counts more than anything else the store does. Students want to see the beading up close, feel how heavy a skirt is and compare three colors of the same style side by side. Azaria's setup is built for exactly that.
What hangs on the prom side
The prom page names its designers, and quinceañera, which is not an afterthought here, gets a designer list of its own.
Prom
The 2026 collections
- The newest from Amarra, Faviana, Rachel Allan and Tiffany Designs
- Jovani, added on the FAQ's designer list
Quinceañera
Its own menu item next to prom
- House of Wu, Mary's and Rachel Allan on the designer list
- Sweet sixteen shoppers pull from the same racks
Between them, the prom labels cover most of what a junior or senior asks for in a given season: fitted sequin and beaded gowns, satin and chiffon A-lines, bold color, sleek jersey, and the occasional full ballgown. According to the store, it stocks the styles students are searching for right now, before they sell out, which is a good reason to come in early in the season rather than in April.
Shoes are sold in the store too, from heels to flats to what the FAQ calls fancy sneakers, so shoes can be settled before the gown leaves the mall.
Bridal and mother-of-the-bride gowns have their own floor space and appointment types. For prom shoppers, the useful part is that the same consultants who handle hour-and-a-half bridal fittings are the ones pulling prom gowns.
How a prom visit works
Azaria is now a woman-owned boutique, owned by Andrea Kelliher.
2015
Azaria opens
2021
Kelliher's marketing firm starts working with the store
2023
Kelliher buys the store in November
Her stated priority in the store's announcement was customer service that puts each shopper's own vision first. The store's written policies spell out what that looks like on a prom day:
Appointments
Recommended but not required. A prom appointment is a one-hour slot, with a fitting room and a staff member set aside for you.
Parents
The booking page asks that prom shoppers come with a parent or guardian. A student who shops alone should FaceTime or call a parent before buying.
Sales
All final, which the store says is how it keeps prices down.
Holds
Dresses cannot be held, though staff will do what they can to work with you.
Payment
In full before ordering. The manager reviews arrangements case by case in special circumstances.
Alterations
On site through Rocio's Alterations, an outside company with someone working inside the store, or at your own seamstress.
Mondays
Open, which the FAQ points out is not the case at many formal dress boutiques.
Bring your prom shoes and the right undergarments, and skip heavy makeup; the FAQ asks for all three. Inspiration photos are welcome.
The mall location draws from every direction. Freehold Borough High School is nearby, Colts Neck High School sits to the east, and families come over from Jackson Liberty High School and across Jackson Township to the south. Shoppers from across western Monmouth County, New Jersey already know the mall, which is half the point. The store adds that its wide selection has brought it clients from all over the country.
Azaria Bridal at the mall, in brief
Can I buy prom shoes at Azaria?
Yes. Heels, flats and what the FAQ calls fancy sneakers are all sold in the store.
Does Azaria do alterations?
Yes, through Rocio's Alterations, which keeps someone in the store. You can also use a seamstress of your own choosing.