The bridal name on the sign is the newer part of the story. Kathleen Adams opened Joeval's in 2011 as a prom store. Speaking to RochesterFirst, she looked back on the early years: "We had probably the greatest selection around in upstate New York for prom and pageant." The business later grew into bridal and men's formalwear, and when the formalwear shop closed with a retirement sale, Joeval's Bridal stayed open by appointment only.
A prom store first, with Sherri Hill and Jovani
Prom still comes first. The store introduces itself as the most extensive collection of evening, prom, pageant and party dresses in the area, with top designers including Sherri Hill and Jovani.
Pick your crew wisely! We recommend capping it at 4-5 for the best experience possible!
Joeval's gives that advice when you book a visit. Each one is a one-on-one session with a stylist.
The prom and homecoming lineup
Of the prom and homecoming labels the store carries, the ones with their own pages on this site break down as follows, using the collection names the store itself lists:
- Jovani
- Jovani Prom, Jovani Homecoming, JVN Prom, JVN Homecoming
- Mac Duggal
- Couture, Black White Red, Cassandra Stone, Flash, Royalty, Twelve, Ieena, Homecoming
- Rachel Allan
- Prom, Prima Donna, Princess, Plus Prom Short, Homecoming
- Alyce
- Prom Long, Prom Shorts, Homecoming, Sweet Sixteen, Black Label
- Terani
- Terani Prom, plus Terani Couture and Evenings for parents
- Blush
- Blush by Alexia, Black by Blush
- Tiffany
- Part of the House of Wu prom lines, with Hannah S, Panoply and Studio 17
Beyond that table, Joeval's carries Sherri Hill, alongside La Femme, Faviana, Clarisse, Jasz Couture, Ashley Lauren, Dave and Johnny, Ellie Wilde through Mon Cheri, Mori Lee and Tarik Ediz. Angela and Alison, Colors, Jolene, Madison James, Nina Canacci, Shail K and Val Stefani fill in the rest.
The store lists in-stock sizes from 000 up through 32W.
Planning the visit
Every visit runs by appointment.
Booking a Joeval’s visit (a guide)
First
Call, which the store says is the quickest way to book, or book online
Then
Share your preferred dates, budget, average dress size and how many guests are coming
Last
The stylist uses those answers to pull gowns before you walk in
Joeval's sits on Monroe Avenue. Nearby schools include Brighton High School, Pittsford Sutherland and Pittsford Mendon, Penfield, Fairport and Victor. The boutique, in the Rochester region of New York, covers other occasions and other family members too.
Homecoming
Many of the same designers have shorter collections for the fall
Pageant and sweet 16
Both carried too
Calla Blanche and Demetrios bridal, and Mori Lee quinceañera lines
Joeval's calls itself a bridal boutique in Rochester, with gowns from fit-and-flares to ball gowns, mermaids and cocktail dresses. For brides, the store lists Calla Blanche Bridal and L'amour by Calla Blanche, the Demetrios Bridal, Cosmobella and Platinum collections and Mori Lee Bridal. Mori Lee Bridesmaids dresses the wedding party. Beyond Terani, the parents of the wedding have Marsoni by Colors Dress, MLNY by Mori Lee, and Mon Cheri's Cameron Blake, Ivonne D, Montage, Evenings and Social Occasion lines.
Quinceañera gowns come from House of Wu and from Mori Lee's Valencia, Valentina and Vizcaya lines.
Booking, sizes and homecoming at Joeval's
How do I start a prom visit at Joeval's?
Book first. The store works by appointment, so call or book online before you go.
What sizes can I find?
The store lists in-stock sizes from 000 through 32 and 14W through 32W.
Does it carry homecoming dresses too?
Yes. Jovani, JVN, Rachel Allan, Alyce, Mac Duggal and Dave and Johnny all have homecoming collections in the Joeval's lineup.