Diane & Company

More than 10,000 gowns. One consultant per shopper. A family name on the door since at least 1973. Diane & Company has been dressing Monmouth County longer than most of its prom customers' parents have been driving, and its own site names it the store in New Jersey selling the most unique prom dresses. It works by appointment, and every shopper who comes in is assigned a personal fashion consultant whose job is to pull dresses for one person, not to watch a floor.

The shop sits on the southbound side of Route 9 in Freehold, a couple of miles south of Freehold Raceway Mall, and its prom shoppers come from Howell, Jackson and Upper Freehold as well as the Freehold towns themselves. The racks are deep, and the staff are trained to say what they think of a dress.

A family business that television made famous

Diane Scali runs the store with her daughters, Kimberly and Christina. The About page says Diane and her daughters personally educate and mentor each employee, and that they are on hand on the floor to offer suggestions when a client arrives without a clear idea.

The cameras moved on years ago. The approach the show captured did not. The store's buyers hand-pick every gown, and the site is upfront that not every dress pictured online is in the building to try on. What is in the building is a lot: prom, short prom and homecoming, pageant for Miss, Mrs and Junior, sweet sixteen, quinceañera, eighth-grade formal and bat mitzvah, with mother of the bride and groom as the house specialty.

The house philosophy fits on one line.

We care more about you trying something out of your comfort zone, than buying something out of your budget.

The Scalis wrote that for their About page.

In practice that means the consultant will bring a few dresses you did not ask for. Some shoppers find their gown in that pile.

The prom racks, label by label

The prom department leans designer. The store's own site lists these lines for prom and pageant.

Portia & Scarlett is one of the broadest single-label assortments in the store, stocked across prom, couture, evening, cocktail, pageant and ballgown categories. Sherri Hill comes as Sherri Hill Prom, the Sherri Hill Collection, short styles and a pageant line, and Sherri Hill dresses are final sale. Jessica Angel and Ashley Lauren are both core prom names here, and Ashley Lauren also runs a kids' line for little-girl pageant. Rachel Allan adds Princess, Prima Donna pageant, short and cocktail styles plus a dedicated plus-size prom collection. Ava Presley, Morilee, Tarik Ediz and Gigi by La Femme are more long-gown labels, and the long-gown labels also feed the short and homecoming cocktail lengths.

Sizing runs wide. The in-stock search on the site goes from 000 up through 32 and into women's sizes, and plus-size prom has its own section. Trunk shows rotate through the year too; the fall 2026 calendar lists Alex Teih, Lucian Matis and Chic and Holland, mostly aimed at mothers of the bride, but they are a good sign of how closely the buyers work with design houses.

Alterations are handled in house. The About page notes dressmakers on hand, and the FAQ estimates that more than 90% of special occasion dresses need some alteration. Plan around the store's guidance that alterations can take up to four weeks, and build in time before the dance. Layaway is available as well, which helps families who start shopping in the fall.

Diane & Company's written prom policies

Diane & Company writes its policies down clearly, and prom families should read them.

If duplicates worry you, say so at the start of the appointment. None of that is unusual for a salon at this level. Diane & Company simply puts it in writing. For shoppers from Freehold Township, Howell High School, Jackson Memorial High School, Biotechnology High School and Allentown High School in Upper Freehold, the trade is simple: you give up the casual browse, and you get a consultant, a deep in-stock floor and a family that has been fitting gowns on this road for decades. You can read more about other shops across Monmouth County, New Jersey elsewhere on this site.

Prom shopper FAQ

Do I need an appointment at Diane & Company?

Yes. The store is currently operating by appointment for all occasions, and a parent or guardian is asked to book and attend prom appointments.

Are prom dresses from Diane & Company returnable?

Not once you buy in the store. In-store purchases are final sale, including Sherri Hill and special orders, so bring whoever needs to approve the dress to the appointment.

Does the store carry plus sizes for prom?

Yes. Rachel Allan Plus has its own prom section, and the store's in-stock size range extends well into women's sizes.