Talula's Party, Prom & Gift

For years, the answer to "where do we go for a prom dress?" in Highland Village was a drive. Heather Bernal noticed. When she opened Talula's Party, Prom & Gift on Justin Road in May 2024, she told Community Impact that she grew up in Dallas surrounded by retail, then moved to the northwest side of the metroplex and found it thin. "We desperately needed a dress shop," she said, adding that she chose Highland Village "because of its central location to our target markets, which are teens and women."

Two prom seasons in, the shop has grown well past a rack of gowns. It now runs a men's suit and tuxedo rental line, a membership club, a student ambassador program and a calendar of events. Prom is still the center of the year.

Bernal's own story, told at length on the shop's About page, accounts for the tone of the place. It runs through years as a young military wife, two direct-sales businesses, a layoff in November 2023, and a decision to build something around faith, Southern tradition and women celebrating each other. The shop's site sums up the idea as a place "where friends and fashion intertwine, and where style and grace are one." It is a personal shop, and it does not hide that.

How prom shopping works at Talula's

The first thing to know is that you cannot shop Talula's from your phone. The site states that the store does not showcase its products online or sell online, so every dress is seen, tried and bought in person. The second thing is that appointments are available but not required. Walk-ins are welcome, with no booking needed during regular hours, and the associates will help you pull dresses. Families who want more time or more privacy can pay to reserve it.

The Standard booking is one hour in a reserved dressing room for one shopper, non-refundable. The Socialite room, offered during homecoming and prom season, comes with an hour of personal styling help from an associate, plus a mocktail and a light snack tray. After Hours gives up to five shoppers plus moms two hours with the store to themselves, with mocktails and sweet and salty treats, on weekend evenings and some Sunday mornings.

On the racks, the shop's brand partners page shows Jovani, Clarisse, Ava Presley and Primavera, along with Sophia Thomas and Nox Anabel. The range runs from Jovani's heavily beaded evening gowns to the fitted and ballgown prom shapes Clarisse and Ava Presley are known for. If the in-store stock does not have what you want, the shop says special orders can be placed with any of its formal partners.

Two house rules apply before you buy. Talula's does not rent its dresses. And because of the nature of the business, all apparel sales are final, so the store asks shoppers to be confident in their choice at the register. That is a normal policy for formalwear, but a sophomore on her first prom trip should hear it out loud.

The shop also runs a prom ambassador program, picking girls for their positive involvement in their schools and communities. Ambassadors earn points for content and participation that turn into discounts on dresses, and the shop has hosted its own prom style show.

Beau's Social Co., Talula's Society and the off-season

Prom dates are covered too. Beau's Social Co. by Talula's handles the men's side, and the shop promises fit guidance and quality tailoring with each rental. Unlike dress shopping, the guys need a booking.

The dress side covers almost every formal occasion a North Texas family runs into. The offerings list includes homecoming, cotillion, gala and banquet dresses, quince and bat mitzvah party dresses, sorority rush dresses, middle school formals and wedding guest looks, along with mother-of-the-bride and mother-of-the-groom dresses. A Debutante Collection of couture dresses for girls in sizes 6 to 14 is available in limited styles and quantities. The gift side lives up to the name: graduation gifts, personalized gifts, sleepwear sets and grab-and-go presents for the party you forgot about.

Then there is Talula's Society, a paid membership that opens for enrollment twice a year, in January and July. Members get priority access to events and trunk shows and members-only shopping. The shop also hosts community events, from a Derby Day and Mother's Day morning with Northlake City Lifestyle magazine to daytime mahjong open play, and lists school sponsorships and a donation program called Talula's Closet among its services.

Location helps. Justin Road is FM 407, the main east-west road through Highland Village, a few minutes west of I-35E and just north of Flower Mound. Students from Marcus and Flower Mound high schools are close by, Lewisville High School sits to the southeast, and Argyle High School is straight out FM 407 to the west. For families in this corner of north Texas, a prom shop that does not require a trip down the interstate still feels like news.

The shop's homepage boils the mission down to a single line.

We are preserving traditions one dress, tuxedo and special occasion at a time!

Talula's house rules in short

Does Talula's rent prom dresses?

No. The shop sells its dresses but does not rent them. Rentals at Talula's are for the guys, through Beau's Social Co. suit and tux line.

Can I see Talula's dresses online first?

No. The store does not show its inventory online or sell online, so the only way to see the dresses is in person.

Once I pay at the Justin Road register, is the dress mine for good?

Yes. All apparel sales are final, so take your time in the fitting room before you buy.