Ever After Bridal's homepage makes one prom claim, and it is a big one. The homepage says the store is privileged to be East Tennessee's exclusive Sherri Hill prom provider. That is the store's claim, not ours, but it explains why the online prom catalog opens with page after page of Sherri Hill style numbers. The boutique is at 1269 Market Street on Chattanooga's Southside, a short walk up the street from the Chattanooga Choo Choo.
From a Cleveland flagship to Market Street
Kendra Collins founded the company. The About page says she is originally from California, is now rooted in Cleveland, Tennessee, and opened her flagship boutique there in 2006. In 2016 she expanded to a second location in downtown Chattanooga. The page adds that, while Collins oversees all of the business, her greatest joy is still working one on one with clients. Caitlyn Howze manages the Chattanooga store.
Collins also runs a second venture with Zandra Welch. The two started Ever After Events in 2020, a planning and coordination service that, beyond weddings, takes on events such as sweet sixteens.
Four prom labels, chosen at market
The prom designers page lists four names: Sherri Hill, Jovani, Faviana and La Femme. The homecoming page lists three of them, Faviana, Jovani and Sherri Hill, so a fall homecoming trip shows you much of the same work you'll see on the spring prom racks. The homecoming page goes further than the prom page in one respect, claiming the most gorgeous selection of homecoming dresses in Tennessee.
The buying is done in person each season, and the prom collection page explains how.
Ever After Bridal stays up to date on the latest formal wear trends by attending prom market every year. We pick out each season with you in mind, ensuring each collection is one you will fall in love with!
The same page carries a note to read before you set your heart on one style. Not every gown in the online catalog is in the store, and the shop asks you to contact it for details. Use the website's wishlist to save the styles you love, then ask whether they are on the floor before your visit.
The online prom filters run from size 000 to 26, with a separate women's run from 12W to 24W. The homepage also features a plus-size collection. Among the core values on the About page is inclusivity, written as embracing all body types, backgrounds, identities and love stories with respect and care.
Prom sizes online
000 to 26
- 000
- 00
- 0
- 2
- 4
- 6
- 8
- 10
- 12
- 14
- 16
- 18
- 20
- 22
- 24
- 26
The prom filters run 000 to 26, plus a women's run from 12W to 24W, beyond the 00 to 16 dashes.
Two ways in: the boutique or the Hamilton Place pop-up
At the Market Street boutique, every visit is by private appointment. The FAQ says appointments run about 1 to 1.5 hours and asks you to bring no more than four guests. If you want more people along, note that when you book, and the store will try to make room. Hours are Tuesday, Thursday, Friday and Saturday from 10 to 5. The boutique is closed Monday, Wednesday and Sunday, and it shuts at 5, so plan a daytime or Saturday visit.
The prom pop-up is the walk-in alternative. The store has run an Ever After prom pop-up at Hamilton Place Mall, on the first floor next to Lululemon, with no appointments necessary. The store points shoppers to a separate prom Instagram account for updates, so check there to see whether the pop-up is open, and when, before you head out to the mall off I-75.
Which one suits you depends on how you like to shop. The boutique gives you a stylist and a set block of time with your small group. The pop-up suits a quick look on a mall trip with friends.
Market Street
The boutique
- Private appointment with a stylist
- Up to four guests
- Open Tuesday, Thursday, Friday and Saturday
Hamilton Place Mall
The prom pop-up
- First floor, next to Lululemon
- No appointments necessary
The boutique also sells off-the-rack dresses, so ask whether the gown you choose can go home that day.
Tuxedos through Jim's Formal Wear
Dates are covered at the boutique too. The tuxedo page says the store carries Jim's Formal Wear for weddings, social events and debutante balls, and it links to a build-a-tux tool. A tuxedo appointment pairs you with the store's tux specialist, who reviews the suit and tux catalog to settle on colors and fit. A separate measurement appointment is required for professional measuring.
For your date
Tuxedos and suits
Catalog
Jim's Formal Wear, with a build-a-tux tool
Booking
Tuxedo appointment with the tux specialist
Measuring
By separate measurement appointment
For alterations, the FAQ is clear that they are not included in the price of a gown. It recommends two seamstresses who specialize in bridal wear and notes that they do not alter bridal party attire, though the store will refer you to other trusted professionals. Ask for one of those names for a prom hem.
The Market Street location is easy to reach from Red Bank, East Ridge, Signal Mountain and Lookout Valley, and Cleveland shoppers can follow I-75 straight in. For more stores in this corner of the state, see our guide to southeast Tennessee prom shops.
Ever After prom questions, answered
Is the cost of alterations included with a gown?
No. Alterations are extra, and the boutique will point you to other trusted professionals who can take on a prom hem.
Can I shop the Hamilton Place pop-up without booking?
Yes. The prom page has marked the mall pop-up as no appointments necessary. Check the store's prom Instagram to see whether it is running, and on which days.
Will every gown I find online be in the store?
No. The prom page warns that not all gowns are in store, so contact the boutique about a specific style before your appointment.
How many people can come to a boutique appointment?
Up to four guests. Mention it when you book if you hope to bring more, and the staff will do their best to fit everyone in.