Lavish Bridal & Prom Boutique

Jovani is the label Lavish talks about first. The Morgantown boutique names it as its best-selling line, takes pride in being an authorized Jovani retailer, and now sells the brand online as well as in the shop at Suncrest Towne Centre. That pride sets the tone for the whole prom floor, which is built around designer names and has been since the store opened in August 2009 as a locally owned small business in north-central West Virginia.

Suncrest Towne Centre is an outdoor shopping strip on the north side of town, and Lavish sits in that row of storefronts. For students at Morgantown High School and University High School, the shop is a quick trip across town, and Clay-Battelle High School in the western end of Monongalia County is within reach as well.

The shop sees itself as more than a dress shop, in its own description a place where special moments come to life, and it describes its team as there to listen, guide and celebrate with each customer. For a prom shopper, that promise comes down to attention from a stylist who hears out your ideas, your colors and your budget before pulling gowns. Every style is hand-selected for each new season as well, so the racks turn over with the designers' latest collections.

Labels on the Lavish prom floor

The prom section of the store's catalog is organized by designer, and the list runs long. Jovani, the house favorite, comes in long gowns plus short and cocktail lengths, and Joshua McKinley is a smaller name worth looking for on the long-gown racks. Homecoming draws on many of the same houses, and pageant and gala gowns are listed too.

Several of the prom names, including Jovani, Amarra, Portia & Scarlett, Terani Couture, Tarik Ediz, Ashley Lauren and Johnathan Kayne, appear on the store's own list of labels it is authorized to sell. The store posts a separate homecoming-season schedule, which ran from mid-August into October in 2026. Jim Ball earrings and bracelets and a shoe selection round out the gown.

How to plan the visit

Prom, homecoming, pageant and tuxedo shoppers are asked to book an appointment if they can, though the store accommodates walk-ins. Bridal is the one area that is by appointment only. Booking ahead for prom gives you a stylist's full attention during the busiest weeks of the year, and the scheduling link sits right on the homepage.

Your date can be handled here too, down to a tie or vest that picks up the shade of the gown.

The team behind the counter is introduced by name on the store's staff page, and the shop keeps an active social presence, from the @wvLavishProm Instagram feed to a TikTok channel and a Pinterest board. Lavish asks prom-goers to tag the store in their photos, so the feeds fill up with gowns from its own racks as each season goes on.

The About page sums up the store's approach in one line.

We believe our selections, experiences, and passion will complete your dream picture.

Lavish prom shopping, Suncrest edition

Is Jovani sold in the store or online?

Both. Lavish is an authorized Jovani retailer and also sells current Jovani styles through its website.

How does TuxDirect help with a prom tux?

It ships a Jim's Formal Wear rental straight to the wearer's address, which helps when a date lives out of town; fittings and style choices can still start at the store.