The name says bridal. The prom racks say otherwise. On its site, Diamond Bridal Collections offers full service for tuxedos, prom and all things bridal, and for students around the Blair County seat it has become a sensible first stop in the prom search. The shop is family owned and operated and has been serving the Altoona area since at least 2011.
Its prom and homecoming lineup centers on three designers the shop names on its own site: Sherri Hill, Ashley Lauren and Portia and Scarlett. The shop's own write-up of each line helps. Sherri Hill is presented as fashion-forward styling designed to enhance and fit the female form. Ashley Lauren is described as a line that is both timeless and modern. Portia and Scarlett is pitched for shoppers who want anything from a timeless classic to a bold statement piece. The special occasion side adds Stella Couture, which the shop describes as a maker of prom and specialty dresses.
Walk in, then plan the rest
People who see "bridal" in the name often assume everything is by appointment. The shop's FAQ is clear about it:
If you are shopping for prom, mother of the bride or groom, bridesmaid or any type of special occasion dress, you do not need an appointment.
That makes a quick after-school stop possible. A smart prom visit still benefits from a little planning, though, and the shop's own advice points to a simple order of operations.
Planning a prom visit here (a guide)
First
Browse Sherri Hill, Ashley Lauren and Portia and Scarlett online and note a few styles you like
Next
Call about those pieces. The FAQ says the shop more than likely has what you want, and if not, it can often custom order
Then
Walk in during regular hours to try on what is in stock
Along the way
Follow the shop's social media for trunk shows and sample sales, where a designer's full line or discounted off-the-rack gowns may be available for a limited time
Last
Bring your date in for a suit or tuxedo so both looks are settled before the spring rush
Settling the date's look is a real convenience here.
Two menswear partners
Tuxedo and suit rentals and purchases
Partners
Sarno and Sons Tuxedo and Jim's Formal Wear
Appointments
Not required, though strongly recommended for larger groups that want to choose styles and get measured on the same day
So a Hollidaysburg couple can settle the gown and the tux at one Allegheny Street address.
Hollidaysburg, Altoona and the Blair County schools
Hollidaysburg Area High School students have the shortest drive, but the shop's reach covers the wider Altoona area, which takes in Altoona Area High School as well as Bellwood-Antis and Tyrone Area. For families across that stretch of Blair County, Pennsylvania, a family-run shop on Allegheny Street keeps prom shopping close to home.
Brides know the shop for a different reason. It is the exclusive local retailer for Justin Alexander, Lillian West, ADORE by Justin Alexander and Stella York, and bridal appointments are required. That side of the business has its own calendar. For prom, the welcome is simpler: come in, try things on, and let the staff help you narrow it down.
The shop's about page sums up the goal as personal attention and an overall outstanding and memorable experience.
Prom questions
Do I need an appointment to shop for prom at Diamond Bridal Collections?
No. The shop says prom, homecoming and other special occasion shoppers do not need an appointment. Appointments are only required for bridal.
Which prom designers does Diamond Bridal carry?
The shop names Sherri Hill, Ashley Lauren and Portia and Scarlett for prom and homecoming, along with Stella Couture for special occasion dresses.