Coco's Chateau dresses titleholders. Before you get to the prom racks, that's the fact the store leads with, and the pageant experience behind it carries straight over to prom at this Route 46 boutique.
A pageant pedigree, put to work for prom
The store's pageant page spells out its sponsorships. In its own words:
We are the Official Gown Sponsor for Miss New Jersey and Miss New York for Miss America.
It is also the official gown sponsor for the Miss New Jersey USA and Miss Rhode Island USA pageants. The site names some of the women it has dressed, including Miss New Jersey 2017 Kaitlyn Schoeffel, Miss New Jersey USA 2016 Jessielyn Palumbo and Miss New Jersey USA 2012 Michelle Leonardo. The store says multiple women have won or placed in its dresses, Miss New Jersey USA 2014 among them, and it notes that one Miss New Jersey placed second runner-up at Miss America in a custom gown from Coco's. Pageant contestants book with dedicated stylists in a private Pageant Salon, and most of those gowns never appear online.
Prom shoppers benefit from that same eye. The store says it houses more than 5,000 of the latest collections from top designers, including exclusive lines that department stores don't carry, and calls itself the most upscale gown boutique in New Jersey. It also says it has one of the largest Sherri Hill collections in the state. The prom designers on its own collection pages include Sherri Hill, Jovani, Terani, Mac Duggal, Faviana, La Femme, Alyce, Jessica Angel, Jasz Couture, Dave and Johnny and Portia and Scarlett, plus Tony Bowls, Musani and Juan Carlos Pinera.
For a prom shopper, the practical upshot is a staff used to fitting gowns that have to look right under lights and in photos. Beaded bodices, high slits and long trains are familiar territory at a store that sends women onto the Miss America stage. That same attention applies whether you're a senior choosing a Sherri Hill for Dover's prom or a sophomore buying a short Jovani for homecoming.
Short dresses for homecoming and junior formals get their own pages under several of those labels, and there's a children's pageant section and Sherri Hill Little Girls for younger sisters. The store also covers Sweet 16, quinceañera, bat mitzvah and destination-wedding dresses, so one store can cover several family milestones.
Browsing ahead helps. The site groups gowns by designer and occasion, keeps a separate tab for in-house pageant gowns, and runs a sample sale section for anyone shopping on a tighter budget. Many dresses can be viewed online before your appointment, but the store is clear that most of its pageant inventory isn't pictured, so the racks in person hold more than the website shows. Bring a short list of style numbers and an open mind.
What to know before you book
- Appointments
- Coco's is by appointment only. A credit card holds your slot and is charged a $50 fee only if you don't show or don't cancel at least 48 hours ahead through your original confirmation email. Phone cancellations aren't accepted.
- Alterations
- Done on the premises at the Mine Hill location by the store's master seamstresses, who it says sum up their work in two words: precision and fit.
- Experience on staff
- Executive bridal consultant Joanne Smith brings 30 years in the bridal industry to the Mine Hill bridal salon.
- Seasonal schedule
- The store takes a summer break in July and posts extra openings on Instagram, @cocoschateau, when schools close.
Mine Hill students attend Dover High School, so Dover is the closest prom crowd. Route 46 links the township to Dover on one side and Roxbury on the other, and it makes the store an easy run for much of Morris County, New Jersey. The store itself lists the shop as part of the Rockaway area. Randolph High School, Roxbury High School in Succasunna, Morris Hills in Rockaway, Morris Knolls in Denville and Morristown High School are all a reasonable drive away. South Jersey shoppers have their own option at the Glassboro location, which shares the same website and designer collections.
Mine Hill FAQ
Does Coco's Chateau in Mine Hill do alterations on prom gowns?
The store says alterations are done on the premises at the Mine Hill location by its own seamstresses. Ask about timing when you buy.
Can I try on pageant gowns that aren't shown online?
Yes. Most of the pageant collection isn't pictured on the website. Call the store to book with a pageant stylist.
Do I need an appointment for prom shopping?
Yes. Coco's is by appointment only, and a credit card is required to hold the booking.