This is a new store, not an old one. Susie and John Moore held the ribbon cutting in April 2024, after remodeling the space since the end of the previous December, and The Inter-Mountain’s report on the opening describes guests touring a two-story business with the mayor and the Elkins-Randolph Chamber director on hand. It carries Jovani and Terani, both of which list the Elkins address on their own retailer pages, and Sophia Tolli’s bridal locator points to the same suite. In a county seat of about 7,000 people in West Virginia’s eastern mountains, that combination of labels is not a small thing.
The address is 600 S. Randolph Ave., Suite 6, which locals do not call South Randolph Avenue. They call it the Beverly Five Lane — the widened commercial stretch running out of Elkins toward Beverly, and the name local news outlets use without explaining it. It is a drive-to strip, not a downtown block: you park in front rather than circling Davis Avenue looking for a space.
Who is driving in
Elkins High School on Kennedy Drive enrolls around 750 students and put prom on April 25 in 2026, per the school’s own calendar feed. Beyond that, Randolph County spreads out in every direction, and every direction is mountains. Tygarts Valley Middle/High School is down the valley in Mill Creek on the Seneca Trail. Harman School sits east over the divide on US 33. Pickens Elementary/High School is at the far southwestern edge of the county, and getting a junior there to a gown rack in Elkins is a planned trip, not an errand.
What the alternative costs you
Jovani’s West Virginia retailer list puts the nearest other authorized stores in Bridgeport, on Daniel Drive, and Clarksburg, on Emily Drive. That is roughly 60 miles and about an hour each way over US 33 to I-79, and Morgantown’s three Jovani stockists are farther still. So the calculation for a family in Randolph, Tucker or Upshur County is straightforward: an in-town stop where you can try the dress on this week, or a half-day out of the county with two hours of driving attached.
The gown year here has two peaks
Spring prom is one. The other is the first Friday in October, when the Mountain State Forest Festival crowns Queen Silvia at the Citizens Bank of WV amphitheatre on the Davis & Elkins College campus, attended by a court of princesses from around the state. Coronation is a formal-gown event on a scale most towns of this size never see, and the store’s own description of itself covers pageant and bridal alongside prom, plus tuxedo rental, shoes and jewelry.
Before you go
There is no website on file — the shop’s public presence is a Facebook page. The hours published when it opened were Tuesday through Thursday, 11 a.m. to 5 p.m., and Friday and Saturday, 10 a.m. to 7 p.m., but that was 2024, so call (681) 298-4174 first. Ask what Jovani and Terani styles are actually on the floor in your size before you commit to the drive from Parsons or Buckhannon; a two-story store still holds one store’s worth of stock.