Jaye Brooke's outgrew its first home. The mother-daughter shop opened on 34th Street in July 2022 and spent four years there before moving in July 2026 to a larger space on 50th Street. If you shopped the old store, the new one will feel different the moment you walk in. The shop's FAQ sums up the new layout in one line.
You will love the open concept design floor for all of your prom, mother of the occasion, gala, deb, and formal wear needs!
Open concept is the right idea for prom. Groups of friends can spread out, and moms can see the whole rack from one spot while the girls try things on. The shop's name says bridal too, and there is a new bridal suite, but the main floor is built for dance season.
Twelve prom labels on the 50th Street floor
For a shop that only opened in 2022, the lineup is deep. The designers page names twelve labels: Sherri Hill, Jovani, Ashley Lauren, Ava Presley, Amarra, Alyce Paris, Dave & Johnny, Mac Duggal, Ladivine, Nox Anabel, Lucci Lu and Alex Evenings.
That is a wide spread. Sherri Hill and Jovani cover the statement gowns that dominate Instagram every spring. Ashley Lauren brings bold color and the kind of drama pageant girls love. Ava Presley and Amarra supply the sparkle, Dave & Johnny and Alyce Paris add range, and Mac Duggal brings its own polished take on beading. Lucci Lu and Nox Anabel give the rack some fun, younger looks for homecoming and other dances.
The shop keeps many of these styles in store, and it is happy to special order the rest. Found the dress but not in your size? Don't stress, as the FAQ puts it. If availability allows, the staff will measure you, figure out the best size and order it. Give yourself time, since special orders depend on the designer's schedule.
Tuxes, gala gowns and shoes beside the prom racks
Past the prom racks, the floor is set up so a whole family can get ready for a season of events.
Prom and homecoming
The core of the store
Mother of the occasion, gala and deb
Formal looks for the adults and the other dressy evenings on the social calendar
Tuxedos and suits
Rentals for prom dates
Shoes, accessories and boutique wear
Finishing pieces, plus everyday styles for church events, parties and wedding guest outfits
The tux rentals are the quiet win. Prom couples who want to coordinate colors can match the gown and the tux on the same floor, which saves parents a second errand across Lubbock. Bridal, quinceañera and tuxedo fittings are by appointment only. Prom, homecoming and mother of the occasion shopping works either way.
Behind it all is a family business with a clear sense of purpose. The mother and daughter who run it were both born and raised in Lubbock, and their site describes a shop built around having a servant's heart while helping girls, women, moms and daughters find their perfect dress. That attitude shows up in small things, like a FAQ that urges shoppers not to be shy and just give them a call.
Lubbock is where much of the Texas South Plains comes to shop for a formal. Students from Coronado, Monterey and Lubbock High in Lubbock ISD are close by. So are Frenship families out toward Wolfforth and Lubbock-Cooper families on the south side. Smaller towns across the region send their prom shoppers into the city each spring, too.
Ordering a size and renting a tux at Jaye Brooke's
Can Jaye Brooke's order my dress in a different size?
Yes, if availability allows. Staff will measure you, work out the best size and special order it, so leave room for the designer's schedule.
Can I rent a tuxedo for prom here?
Yes. The shop rents tuxedos and suits, so a prom couple can coordinate both looks on 50th Street.