Prom at the heart of the business
South's Specialty Clothiers says prom and homecoming have been at the heart of what it does since the beginning, and the beginning was 1983. The store sits inside the Boone Shopping Mall on Blowing Rock Road, the US 321 stretch where most of Boone does its errands.
The prom page describes a collection that runs from sleek and modern to romantic and glamorous, with stylists on the floor to help narrow it down. The store also publishes an exclusive Prom 2026 digital look book online, and its prom gallery features gowns from Alyce Paris, Morilee and Kate Parker. Homecoming gets the same treatment, so the racks turn over for fall dances as well as spring ones.
The store also handles both halves of a prom couple. The dress side and the tux side work out of the same building, which can save a family a second drive down the mountain when the date needs a tux.
The tux side, step by step
South's has offered Jim's Formal Wear tuxedos and suits for years, and the store now pairs that with online ordering. A group from the same school can register together and keep everyone's order in one place. Its tuxedo page lays out the process for a prom group or a wedding party, and prom groups need to watch the timing rule:
To start
Register the event in store, by phone, or with the registration form; the organizer gets an email invitation to manage the group online
Next
Each member is added with their own email address to enter measurements and pay
Measuring
At South's, with the Jim's Formal Wear digital measurement tool, or with a local tailor
At least two weeks before
All orders placed
Five to ten days ahead
Rentals usually arrive, shipped to each person's home, workplace or destination
First business day after the dance
Rentals go back by UPS
Watauga, Avery and Ashe County prom shoppers
Watauga High School students shop here without leaving Boone, and families come over from Avery County High in Newland and Ashe County High in West Jefferson as well. Appalachian State students shop for formals on their own calendar. South's describes itself as the High Country's finest boutique, one that has styled brides, mothers, graduates and gala guests for generations.
Prom and homecoming shoppers can come in during regular store hours. The private bridal sessions are the only visits the store schedules in advance, and the building holds more than formalwear.
Bridal
Its own private room and appointments
Apparel and Brighton
Fine women's apparel, Brighton jewelry and accessories
Merle Norman counter
Custom foundation color matching, seasonal makeup collections, samples, tutorials and in-store makeovers
So earrings and a clutch for prom night don't need a separate errand. The Merle Norman counter is the sleeper here. For a girl who wants prom photos to look like her on a good day, testing shades in the same building where she bought the dress is a smart move.
If you are comparing options across the North Carolina High Country, put this one on the list early, before the spring rush.
At South’s, we don’t just dress you, we celebrate you.
The owners wrote that promise for their About page, and the tone carries through the whole Blowing Rock Road shop.
Is South's more than dresses?
Does South's rent prom tuxedos?
Yes. Tuxedos and suits come through Jim's Formal Wear, for rent or purchase. Orders need to be placed at least two weeks before prom.
Can I get prom makeup help at South's?
Yes. The Merle Norman counter offers custom foundation color matching, seasonal collections, samples, tutorials and in-store makeovers, so you can test shades in the building where you bought the dress.