Two designer prom labels point shoppers to a Lynchburg address, and the business at that address is a hair salon. Jovani and Johnathan Kayne both name Salon V on their official retailer locators, and Better Business Bureau records file it under beauty salon, hair styling and hair salon, with a start date of 2017. For anyone dress-shopping in this part of Virginia, that combination is the whole point: gown appointments and hair happen under one name and one phone number, (434) 439-2917.
Call before you drive, because the listings disagree
This is not a small detail. The Jovani-family store page gives 915 Main Street — the Galleria, downtown, ZIP 24504. Jovani’s own Virginia round-up instead describes Salon V as being on Old Forest Road. Google, Birdeye and Yelp all place a Salon V at 2900 Old Forest Road, Suite 101, in the 24501 ZIP west of downtown, on that same phone number. One call resolves which door to walk through, whether gowns are physically on the premises, and whether you need an appointment. Do that first. Directory records lag behind moves, and a salon-based retailer keeps a different kind of stock than a dedicated formalwear floor.
The two labels, and who they suit
Jovani is the more familiar of the pair to a prom shopper — the brand lists fourteen authorized Virginia retailers, from Northern Virginia down to the southwest. Johnathan Kayne is the more specialized name. The line is designed by Kayne Gillaspie, who finished fifth on the third season of Project Runway, and the label has run since 2010 across prom, pageant, homecoming and red-carpet categories. If you compete, Johnathan Kayne is the reason to make this call; stage-cut gowns are not something every shop in the region stocks.
Who shops here
Lynchburg City Schools runs two high schools, E.C. Glass and Heritage. Glass has been around since 1871 and enrolled about 1,325 students in 2022–23, which makes it the largest single pool of prom shoppers inside the city line. Past that line, formal season pulls from the Amherst, Bedford, Campbell and Nelson county divisions. Brookville and Jefferson Forest, both on Glass’s rivalry list, are a fair map of the same shopping radius — the schools that play each other are the schools whose students end up checking the same racks for the same gown.
What else is on that block
If the Main Street address is the live one, the Galleria is a multi-tenant building at 915 Main with a deli inside it and Market at Main directly across the street at 904. Amazement Square, the Bluffwalk and the Lynchburg Community Market are all within a few blocks, so a downtown appointment folds into other errands. The Old Forest Road address is a different trip entirely: west of downtown, strip-center parking, no walking involved.
If this shop is not the fit
The nearest other Jovani retailer in the region is Patina, on Keagy Road Southwest in Roanoke, roughly an hour west. After that, the brand’s Virginia list sends you to Harrisonburg or Richmond — both long enough drives that they need to be planned around a school calendar, not squeezed in the week before prom.