Jill Rowland traded business suits and panty hose for gowns in February 2000. That is how the shop tells its own origin, and it explains the feel of the place better than any slogan could. Rowland has been involved in pageantry since the early 1990s, as a contestant, an emcee, a judge and a coordinator. She earned an English degree at Columbia College, took management jobs with several corporations, and decided the corporate grind was not for her. The result is a prom and pageant boutique on Broad River Road where the owner understands stage lighting, judges' sightlines and the nerves of a first fitting.
The showroom is in Boozer Shopping Center on Broad River Road, on the northwest side of Columbia. For prom shoppers in the Midlands of central South Carolina, a single boutique that can dress a senior, accessorize her and also outfit her younger sister for a pageant cuts down on the February and March errand list.
Prom gowns chosen one designer at a time
Dazzles says every designer it carries has been picked for unique styling and construction quality, and it stocks gowns for young women of all aesthetics and budgets. The shop's design partners cover prom, pageant, swimwear, jewelry and shoes:
- Sherri Hill
- Rachel Allan
- Ashley Lauren
- Jim Ball Designs and Jamye Shaw
- Benjamin Walk, Chic and Holland and Eliza Benton Designs
- Diverse Style by Sydni Dion and Go Bling Yourself
The shop's categories run from prom and homecoming to formal, pageant and fun fashion. That mix suits families with more than one event on the calendar. An older sister can pick a prom gown while a younger one tries fun-fashion looks, and the same staff can help both. Past the gown racks, the shop stocks more than dresses.
Jumpsuits and swimsuits
Including custom swimsuits for competition
Austrian crystal pieces
An extensive collection: chandelier earrings, bracelets, necklaces and brooches, plus barrettes, combs, headbands and pearls
A prom gown with a high neckline usually wants a statement earring, and a plain satin column often needs a sparkly comb or a pearl strand. Shopping the dress and the jewelry together saves a second outing to the mall.
Why the pageant side helps prom shoppers
The shop says it has been wardrobing winners on the local, state and national level since 2000, and it names pageants the store supports and sponsors. That background shows up in the fitting room. Someone who has judged a pageant knows how a hem should break over a heel, how much train is too much for a gym-floor grand march, and which colors read under bright lights versus candlelight.
The store reports that Rowland received the Spirit of Pageantry Award from the Little Miss SC Pageant and Pageantry Magazine. Outside work she volunteers with several Columbia charities. Her goal for the shop is put simply.
Dazzles aims to make every customer who walks in the door feel like a Queen!
Broad River Road heads out toward Irmo, so seniors from Dutch Fork High School and Irmo High School have an easy run in, and students from River Bluff High School and Lexington High School are not far away in Lexington County. Pageant families come from much farther out. Under the heading Uniquely Dazzles, the store also lists The White Room, destination wedding dresses, cotillion and debutante gowns and couture pageant gowns, though prom and pageant are clearly the heart of the business.
Plan a little before you go. Settle the color and size before buying, and start looking in winter rather than in April. The shop's policies set the terms behind that advice. Refunds and exchanges are not offered, because of the nature of the merchandise. Credit cards are accepted; checks are not. Availability is not guaranteed for any given gown.
Shopping Dazzles on Broad River Road: quick answers
Which prom designers does Dazzles carry?
The shop's partner list includes Sherri Hill, Rachel Allan and Ashley Lauren, along with Jim Ball Designs, Jamye Shaw and several other partners.
Can I return or exchange a prom dress there?
No. The store's posted policy rules out refunds and exchanges, and it asks shoppers to confirm color and size before paying by credit card.