Park Avenue South Couture Boutique

If you grew up anywhere between the Parkway and the bay in Toms River, you have probably driven past Park Avenue South a hundred times on the way to Seaside. It sits in the Wawa plaza where Vaughn Avenue meets Route 37, on the westbound side, and it has been dressing Ocean County for prom since 1976. The current owners took over in 1994, and per its site it is a full-service specialty store that sells only 100% authentic designer dresses.

That last point is not small. Prom season brings a flood of look-alike gowns online, and a store that stakes its name on authentic designer stock, with labels you can check on the tag, is exactly what many parents want to hear.

The designer list is the main event

The list is long. The boutique's own site organizes its prom and young evening collections by designer, and a partial roll call covers the labels juniors already follow:

• Sherri Hill, featured front and center on the homepage, with styles across the price range
• Jovani, including Jovani Prom, JVN Prom and Jovani homecoming and cocktail styles
• Faviana, with its Glamour Collection and a dedicated plus-size line
• Ellie Wilde by Mon Cheri
• Portia and Scarlett, including its Couture collection
• Jasz Couture and its Red Carpet Collection
• Tarik Ediz, Terani, La Femme and Jessica Angel
• Rachel Allan, Primavera Couture, Alyce Paris and Amarra

That is not the full list. The site also names Aleta, Ashley Lauren, Ava Presley, Clarisse, Colette by Daphne, Dave and Johnny, Morilee, Scala, Tiffany and a long tail of smaller labels. Some styles are exclusive to the shop in this area, according to its site, a real advantage when half the senior class is scrolling the same designer feeds.

Plus-size shoppers get their own lane. The site keeps a separate Prom Plus collection, with Faviana Plus Sizes, La Femme Curvy Size and Rachel Allan Plus Prom, rather than leaving fuller sizes as an afterthought on the main rack. Short dresses get their own section too, with homecoming and cocktail lines from Jovani, Terani, Amarra, Rachel Allan and others, so the same store that handles junior prom in May handles the October dance as well.

The boutique is also a member of the International Prom Association, and it puts its own claim in plain language on its About page:

We have the largest selection of designer gowns, couture prom dresses, and fashionable formal wear in Ocean County.

How a visit actually works

Prom and tuxedos are the two departments where you can try your luck without a booking. The shop welcomes walk-ins for both when an appointment slot is open, but it says appointments are preferred, and there is no promised wait time for walk-ins. Every other department, including mothers' and special occasion, is by appointment only. During peak season the boutique also offers early and after-hours appointments for a $25 to $50 fee, useful if you are trying to squeeze a fitting around a spring sports schedule.

A few house rules keep a busy floor moving. Dressing rooms can be limited to 30 minutes for prom when the store is busy. Shoppers under 16 must come with their own parent, and shoppers over 16 who come without a parent may try on up to three dresses. Strollers, pets, food and drinks stay outside. In other words, bring a parent, bring a plan, and bring your short list of styles.

Special orders run on their own clock.

Every sale is final, and there is no in-house seamstress listed. The store's own policy page points out that more than 90% of customers need alterations, so book a local tailor early in the season.

If you are shopping from farther away, the site has an online store with an in-stock size search, and it runs an online-only sale rack. For a first visit, the shop gives directions from the Parkway.

Tuxedo rentals on Route 37

Park Avenue South rents tuxedos too, so a couple's two looks can be planned at the same counter. The process is simple: pick a style in the store, wear it, and bring it back.

The store draws from all over Ocean County, New Jersey. The three Toms River Regional schools, Toms River High School North, Toms River High School East and Toms River High School South, are the closest, and families come in from Central Regional High School in Bayville, Brick Township High School, Brick Memorial and Lacey Township High School too. Route 37 is the road most of the county already takes to the barrier island, so the plaza is a familiar stop.

Prom shopper questions

Does Park Avenue South carry plus-size prom dresses?

Yes. Its Prom Plus collection includes Faviana Plus Sizes, La Femme Curvy Size and Rachel Allan Plus Prom.

Which designers can I try on?

The store lists dozens, led by Sherri Hill, Jovani, Faviana, Ellie Wilde, Portia and Scarlett, Jasz Couture, Tarik Ediz and Terani. Not every style is available to try on in the store, so phone the shop if you have a specific gown in mind.

Does Park Avenue South handle tuxedo rentals too?

Yes. Park Avenue South rents tuxedos and asks that you come in to be measured, with a final fitting on pickup day.