Black Tie of Huron is rebuilding its website, and for now the home page is mostly a booking menu. That menu is more revealing than a typical about page. It shows a Dakota Avenue store that sells prom and pageant gowns, dresses quinceañera courts and wedding parties, fits young men for prom, and runs a spray tan service on the side, all through tiered appointments.
The prom appointment pages repeat the same disclaimer, and it is a refreshingly candid one.
While the vast majority of our shoppers end up finding their dream dress, there is always a chance that you do not.
The pages go on to say that even a visit without a purchase teaches a shopper which colors, styles and fabrics suit her, and that she is always welcome back to see new arrivals. For a student trying on gowns for the first time, that low-pressure framing is reassuring.
The prom appointment menu
Booking before a visit is the store's preference, though it is not mandatory for prom. The tiers compare like this, based on the booking pages.
- Classic appointment, for gals or for guys
- No charge. A prom or pageant visit with up to two guests, booked so the staff knows you are coming.
- Glam Experience, $35
- During store hours, with a reserved dressing room and personal stylist, $20 off a gown and $10 off accessories bought that day, half off a breathable garment bag, a gift bag and treats. Up to two guests.
- Group Glam, $75
- Built for three friends shopping together, with three reserved rooms, a stylist and $25 off each gown, up to three.
- Luxury Experience, $75
- Before or after hours, with private access to the showroom, $50 off a gown, $25 off accessories and a free garment bag with a $500 purchase. Up to three guests.
- Group Luxury, $100
- The after-hours version for three friends, with $25 off each gown, a gift bag for each shopper that includes a gift card for in-store products and services, and a spray tan discount.
The fine print matters. The booking fee on the paid tiers converts to discounts only if you buy during that appointment, and discounts do not stack; the best one available is applied. Shoppers who cannot make regular hours, or who want a Tuesday visit, can call the store to arrange a time.
More than prom under one Dakota Avenue roof
Spray tans are booked the same way, from Natural Glow through Tropical Glow to Midnight Bronze, which lets a shopper line up the tan and the dress with one business. Quinceañera families get their own Classic appointment with private styling, guided fittings and coordinated court looks, and quinceañera visits do require a booking. Wedding party appointments exist too, but the menu leads with prom and pageant.
Huron High School is the big school in town, and James Valley Christian School, also in Huron, and Wolsey-Wessington to the west are close by. For families across central South Dakota, the store's tiered approach means a first prom visit costs nothing, and a group of friends can turn the try-on into a private evening without leaving Beadle County.
Booking a prom visit at Black Tie of Huron
Which appointment should a first-time prom shopper book?
The free Classic appointment covers a standard try-on with up to two guests. Paid tiers add a reserved room, a stylist and purchase discounts.
What happens to the booking fee if I do not buy a gown?
The discounts tied to the fee are forfeited, but the store encourages shoppers to come back once new arrivals come in.