Styles by Erica brings hundreds of prom gowns to downtown Yankton, and its owner built the shop from the ground up. Erica came to South Dakota for nursing school and was a full-time registered nurse when she started selling, after noticing a shortage of stylish options here.
2018
Starts selling clothes out of her basement
2019
Quits her RN job in October and leases a storefront in Yankton
2020
Outgrows it quickly and opens in a building she bought downtown on May 15
The building was remodeled during the COVID shutdown, and a second location has since opened on Main Street in Vermillion.
Styles by Erica is first an everyday women's boutique, with Free People, Steve Madden and curvy apparel on the floor. Prom is its formal department, with an appointment book of its own, and that department is what puts the shop on the map for families across southeast South Dakota.
The prom section
The prom collection runs to hundreds of gowns. The labels include Sherri Hill, the deepest line, along with Rachel Allan, Jovani and Ed Young, plus a run of gowns under the store's own name. The size range covers petite and curvy shoppers alike.
Prom sizes
000 to 22
- 000
- 00
- 0
- 2
- 4
- 6
- 8
- 10
- 12
- 14
- 16
- 18
- 20
- 22
Sizes 000 through 22, with a few women's sizes from 14W to 18W.
Shoppers with questions can text or call Erica directly, which matters for families who live a county or two away.
Color advice from the owner
One service sets this shop apart from a typical prom stop. Erica offers seasonal color analysis, a one-on-one consultation using fabric drapes to place a client in a color season and subtype, ending with a personal palette. It is sold as a wardrobe service, in person or virtually, but for a prom shopper torn between champagne and fuchsia, knowing which tones flatter her skin, hair and eyes is a useful shortcut before a fitting room full of gowns.
The store's mission statement explains the approach behind both the color work and the size range.
At Styles by Erica, our mission is simple yet meaningful: Fashion doesn't have to have limits.
Yankton High School and Vermillion High School are the big schools in the two store towns, and smaller districts such as Gayville-Volin and Irene-Wakonda are nearby. Mount Marty University in Yankton and the University of South Dakota in Vermillion round out the student population. With a boutique in each town, shoppers in Clay and Yankton counties have a storefront close to home, and Nebraska families from Crofton and Hartington can cross the Missouri River bridge into Yankton.
The shop is female owned and operated. Regular clothing can be returned for store credit within 14 days. Prom gowns are the exception, so try the dress on before paying.
Questions about prom at Styles by Erica
Can I book a prom try-on at the Yankton store?
Yes. Prom dress appointments can be booked online. They are not required, but the store strongly encourages them during the season.
What does seasonal color analysis cost and how do I book it?
Booking is by call or text to Erica, in person or virtually. Ask about the price when you reach out.
How do returns work on sale prom gowns?
Every prom gown is final sale, including the 40 percent off prom sale collection, so a careful try-on is the way to go.