The shop spent years in Fanwood before relocating to 934 US 22 East in North Plainfield, in Somerset County. The move is recent enough that the trail hasn’t caught up: the store’s own website still carries “Fanwood, New Jersey” in its page titles, and Jovani’s retailer locator files it under Fanwood. Some directories also list it as Seng Couture II. The gowns are on Route 22. Put that address in the phone, not the old one.
What you find at the new location is a bridal salon that also sells formalwear, not a prom store that also sells wedding gowns. Its designer wall runs to more than forty bridal labels — Maggie Sottero, Justin Alexander, Morilee, Enzoani, Martina Liana, Stella York and on down. Jovani and Terani, the two brands whose official locators confirm this store, sit in the evening section next to Montage, Daymor Couture, Ivonne D and Ysa Makino. On the store’s own catalog, prom, homecoming, quinceañera and sweet sixteen are filter checkboxes rather than departments, and the trunk-show calendar posted on the site is entirely bridal previews for the next season.
That is worth knowing before you spend a Saturday on it. A junior who wants a specific Jovani style number should call (908) 322-8700 and ask whether it is physically on the floor. The answer may well be yes; the point is that you should not assume a room of five hundred prom gowns waiting to be tried on, because nothing published about this store supports that.
One more thing to ask about: the complimentary fitting program the shop advertises is tied to wedding gowns at $1,500 and up. If your prom dress needs a hem and a bust taken in, get the alterations price quoted separately and in advance.
Timing a visit
- The store’s posted hours are Monday through Thursday 10 a.m. to 8 p.m., Friday 11 a.m. to 6 p.m., and Saturday and Sunday 10 a.m. to 6 p.m. The weeknight evenings are the useful part — you can get there after practice.
- Fittings and pickups are weekdays only, per the store. Plan the second and third trips around a school day, not a weekend.
- Appointments go through an online scheduler on the store’s site.
- Route 22 is divided here and the address is on the eastbound side. Know which direction you’re coming from before you commit to a lane.
Who this stretch of highway serves
North Plainfield High School is about a mile off the highway on Wilson Avenue. Plainfield High School is across the line in Union County. Watchung Hills Regional, three exits west in Warren, draws roughly 1,800 students from Warren, Watchung, Green Brook and Long Hill. Somerville, Bridgewater-Raritan, and Scotch Plains-Fanwood — the last being the crowd that used to shop this store when it was walking distance from the Fanwood train station — are all inside a twenty-minute drive.
North Plainfield itself is close to half Hispanic, and Census-based estimates put the foreign-born share of the borough above forty percent. Quinceañera and sweet sixteen appear on the store’s occasion list for a reason. If that is the dress you need, ask what is in stock versus what has to be ordered, and how long the order takes.
You are also not stuck with one option. Jovani’s own state directory groups this store with other Route 22 retailers — Saralilly’s Boutique in Somerville, Sabine’s Boutique in Warren, Three Graces Bridal in Lebanon — all reachable on the same road going west. Two or three Jovani accounts in one afternoon is realistic here, which is not true for most of the country. And if a dress needs matching fabric or a made-to-order idea, Fabricland is on the same stretch of Route 22 in North Plainfield, a few blocks down.