Terry Costa opened the store that carries her name in 1986, according to WFAA. The homepage keeps the count its own way, calling the shop "Dallas' trusted formalwear headquarters" for over 40 years. Today it is a single store, a 50,000-square-foot showroom in the Preston Valley Shopping Center that the site ranks among the largest dress stores in the DFW area. The homepage counts more than 65,000 dresses in stock.
From Terry Costa's shop to Tina Loyd's remodel
Costa sold the business in 2007 to her chosen successor, Tina Loyd, WFAA reported. Loyd is now the owner, CEO and buyer. In December 2023 the Preston Hollow Advocate covered a remodel that grew the store by more than 3,500 square feet and added 58 private dressing rooms, along with a runway, new lighting and a refreshed bridal salon. The new floor was unveiled in January 2024. Costa died that December at 86.
1986
Terry Costa opens the store that carries her name
2007
Costa sells to her chosen successor, Tina Loyd
2010
People Newspapers covers the Teen Board Prom Fashion Show
2024
The remodeled, larger floor is unveiled in January
Loyd put the job this way to the Advocate.
We are not just selling dresses; we are part of these special moments and we take that responsibility very seriously
Sherri Hill and La Femme lead a deep prom floor
Terry Costa is an authorized retailer, and the homepage says every prom gown it sells is 100% authentic and sourced directly from the designers. Its website lists well over two thousand prom styles, and Sherri Hill is the deepest line, with close to a quarter of them. La Femme is close behind. Next come Primavera Couture, Ashley Lauren, Ava Presley, Faviana and Ladivine, the line formerly sold as Cinderella Divine, each a solid mid-sized group. Portia & Scarlett and Alyce Paris add smaller groups. Colors Dress, Blondie Nites and a short run of Terry Costa Exclusive gowns round it out, and Terani has its own collection on the site, filed with evening wear.
The FAQ also lists Morilee, Scala and Ellie Wilde among its lines, though few of their prom styles appear online. Special orders cover the gaps, and the FAQ promises, "As long as the designer is still cutting the style, we can get it for you."
What the price tags look like
The FAQ quotes a range from $19 in the clearance section to more than $10,000 in the couture department. That is the store's claim, and it spans the whole building. The prom listings online draw a tighter picture. The least expensive prom styles start under $100, and the priciest, a Sherri Hill, comes close to $5,000. The typical style sits near $500, and most land between about $300 and $830.
Typical prom prices online
Under $100Most about $300 to $830About $5,000
The site sorts prom gowns into price bands, from under $249 up to $700 and above, handy for setting a budget before the visit. Layaway works like this. Put half the total down as a non-refundable deposit, with tax and a $10 fee built in, and pay the balance within 60 days. Shoes, jewelry and handbags are 15% off when bought the same day as the dress.
Sizes, fit and a tailor four doors down
The FAQ says the flagship carries up to size 24, with a small selection in 28 and 30. The site's Dallas store page gives the range as 000 to 26, so ask for your size when you arrive. A few vendors cut petites, and the website sorts homecoming styles for tall and short girls.
Prom sizes
000 to 30
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The FAQ puts the run up to size 24, with a small selection in 28 and 30.
Designer gowns run small, many have no seam allowance, and the FAQ says to pick the larger size when you are between two. Its reasoning is blunt: "You can always size a gown down to fit you, but you can't always let out the seams to make it bigger." There are no alterations in house. Staff point shoppers to outside tailors, one of them four doors down, and suggest budgeting $100 to $150 for prom alterations.
Walk-ins, winter timing and the Preston Valley lot
The store sits in the Preston Valley Shopping Center near Preston Road and the LBJ Freeway, with free parking right out front. Walk-ins are always welcome for prom, homecoming and formalwear. The site says most students start shopping between November and February. Hours run 10 to 8 Monday through Thursday, 10 to 7 on Friday and Saturday, and noon to 6 on Sunday.
The Dallas store page pitches the North Dallas spot as an easy trip from Plano, Richardson and Addison, and Preston Road runs straight north into Plano. For more options, see our guide to Texas prom shops.
The model competition and the store's teen programs
Each winter Terry Costa stages its Model Competition, which doubles as the store's prom fashion show. Anyone from 13 to 25 can take part with no pre-application, and the winner takes a $1,000 cash scholarship, a $500 gift certificate and a one-year modeling contract. People Newspapers wrote up the Teen Board's annual Prom Fashion Show in 2010.
Students can apply for Learn & Earn, a paid internship. Interns are invited to the apparel markets at the Dallas Market Center. The site says nearly every member of its executive team started as a Terry Costa intern. Brides have their own salon.
Model Competition
Prom fashion show for ages 13 to 25, with a $1,000 cash scholarship for the winner
Learn & Earn
Paid internship that includes the Dallas Market Center apparel markets
Quick answers for a Terry Costa prom trip
Can I rent a prom dress at Terry Costa?
No. The FAQ states that the store does not offer dress rentals. Every gown is a purchase.
Can I return a gown I bought in the store?
No. The refund policy makes gowns bought in the store final sale, with no refund and no exchange, so settle the size and color with a careful try-on before paying.
What if the style I want is not on the rack?
Ask a stylist to order it. When Terry Costa carries a designer, it can order any style that manufacturer still offers.