Up here, the dress is a winter project. Proms in St. Lawrence County land in spring, but the shopping starts when there is still snow on the Raquette, because the closest alternatives are a long drive in any direction. Eternity Bridal and Boutique is the answer a lot of North Country families settle on: a downtown Potsdam storefront that lists prom, homecoming and winter ball dresses among its specialties, in sizes 0 to 34.
The shop also knows exactly who is coming through the door from the other side of the border.
We welcome our Canadian neighbors to come in and save some money without paying the extra taxes of Canada!
That invitation sits on the store's website, and it is not a throwaway line. The store says its Potsdam customers come from as far as Watertown and Ottawa on a consistent basis, with its service area stretching south toward Syracuse and east to Malone.
What the prom side looks like
The online dress gallery names Jovani for prom and Clarisse for prom and mothers. Both are labels that show up on prom floors well beyond this region, and having them on Market Street saves a lot of mileage. For a prom shopper, the short version comes down to four lines.
- Occasions
- Prom, homecoming and winter ball dresses, along with bridesmaid and mothers' dresses.
- Sizes
- The store advertises sizes 0 to 34, so plus sizes are part of the range from the start.
- Tuxedos
- Men's formalwear through Jim's Formal Wear, shown in the site's tuxedo gallery.
- Two stores
- Potsdam and a second shop in downtown Plattsburgh, opened January 1, 2018, each with different items.
That last point is worth using. The site is clear that the two stores do not carry identical stock. If you fall for something online, ask which store has it before you make the trip.
The owners have talked about price, too. When the shop moved downtown in 2019, owners Selwyn S. Jamurath and Jacqueline Green told North Country Now that they aim for good quality at a price point the local market will bear. For families watching a prom budget, that is the right instinct.
A shop with deep local roots
Eternity was once The Carol Lee Shoppe, which the store calls one of the oldest bridal shops in St. Lawrence County. It was acquired in July 2015 and has run under the Eternity name ever since. In mid-2019 it moved to its current spot downtown on Market Street, a change the owners said came down to parking. Brides still shop on Market Street, but the specialty list on the site follows a high school calendar: homecoming in fall, winter ball, then prom.
Potsdam is a college town, home to SUNY Potsdam and Clarkson University, and downtown has the shops and cafes to fill an afternoon. That makes the trip in from Canton or Massena an easy one to plan around. Students from Potsdam High School, Hugh C. Williams High School in Canton, Massena Central and Ogdensburg Free Academy all have this shop within reach. For more options across Northern New York and the rest of the state, browse the shops listed here.
Book in winter, not in April. In a region where proms cluster in a few spring weekends, the early appointment is the one that gets you the dress. The store prefers appointments, requested online and confirmed by email within 24 hours, and fits in walk-ins when it can.
Planning a Potsdam fitting
Do the Potsdam and Plattsburgh stores carry the same dresses?
No. Each shop has different items, so if a dress online catches your eye, ask which location has it before heading out.
Does the shop do alterations?
No. The store does not offer on-site alterations, but it is happy to recommend a seamstress.