Reedsburg has a prom store, not just a prom rack. Brides N' Belles splits its business between two buildings on East Main Street, and one of them is set aside entirely for prom. The shop calls it Wisconsin's #1 prom store and puts the inventory at more than 1,000 gowns, which it says is the largest prom selection in the state.
The family business dates to 1981, and the store describes itself as a prom destination for the Midwest. Brenda is the owner, and the team includes a general manager, an assistant manager and a group of stylists who work one on one with each shopper.
How the two storefronts divide the work
Which building you visit depends on what you are shopping for.
Set aside for prom
Prom store
- Prom gowns by appointment only, Monday through Saturday
- A dressing room and a stylist ready when you walk in
Homecoming and weddings
Bridal boutique
- Homecoming dresses, walk-ins welcome and appointments available
- Wedding gowns, appointment required
Sizes, designers and a school-by-school registry
The prom shop carries sizes 000 through 28 in the store, and it will special order a size or color that is not on the floor, subject to availability. Its designer list is long: Alyce Paris, Amarra, Amelia Couture, Ava Presley, Clarisse, Colors, Ellie Wilde, Kate Parker, Lucci Lu, Jovani and JVN, Poly USA, Portia & Scarlett, Sherri Hill, Stella Couture and Sydney's Closet.
The store explains the registry in one line.
Your dress purchase is registered to your school, ensuring no one will buy the exact same dress from our store
Payment is by cash, check or major credit card, with a 2.5% platform fee on card purchases. Good to know: all sales are final and there are no refunds.
Alterations and tuxes
An in-house seamstress works at the store, and she handles alterations on dresses bought there. Prom slots go quickly, so the shop's advice is to buy early and book the fitting right away. Fittings are scheduled directly with her by appointment.
The date's look can come from the same business.
Through the store
Suits and tuxedos to rent
Through
Jim's Formal Wear and Dubois Formalwear
Booking
A separate prom tux appointment, for matching colors to the gown
Reedsburg Area High School is the hometown school, serving Reedsburg, Loganville, La Valle, Ironton, Rock Springs and nearby towns. Nearby schools across south-central Wisconsin include Baraboo High School, Wisconsin Dells High School, Sauk Prairie High School and Mauston High School, and the store sits about 15 minutes from the Dells.
Prom store questions from Sauk County families
How do I book a visit to the Reedsburg prom store?
Reserve a time online. The prom store is open Monday through Saturday by appointment, so a stylist and a room are ready for you. Homecoming shoppers can also walk in at the bridal boutique.
What happens if the gown I love is not in my size?
The shop can special order another size or color when the designer has it. Every sale is final.
Who alters a gown bought somewhere else?
You will want a local seamstress for that. The store's seamstress fits and tailors garments sold by Brides N' Belles, and the shop notes that nearly every designer dress needs at least minor work, from adding cups to a full size change.