Word: bridals
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Marguerite Wels tugged at the bodice of her daughter's bridal gown. "Thank God," she said. "It's better than anything else we've looked at. But it will have to come in here...
Kleinfeld's, an establishment approximately the size of a private airport, sees a lot of Amys--more, it seems, than ever before. A hundred potential brides drop in every day, and 150 on Saturdays. A staff of 100 brings in samples from a stock of some 800 model bridal gowns, averaging $1,200 in price and topping out around $10,000. "Every girl is special, beautiful," insists Owner Hedda Kleinfeld Schapter. "These are custom dresses for noncustom $ people. How could a career girl come in here wearing Perry Ellis and accept anything less...
Priscilla Kidder, owner of the tony Priscilla of Boston bridal shops, is having the biggest year "dollarwise" of all her 45 in business. Phil Weiss, a wedding coordinator from Skokie, Ill., suggests, "Go to downtown Chicago on any given Saturday, and you'll see wedding parties of $15,000 to $40,000 all over the place." Philip Youtie, vice president of the Bridal Marketers Association of America and owner of a large bridal chain with headquarters in Fort Lauderdale, adds it up simply. "There are fewer brides but bigger weddings," he says. "People are bringing that money out of cubbyholes...
Nowadays the bride almost always wears white, no matter how many times she has been down the aisle. Anne Barge of Atlanta, who went into upscale bridal consultancy after designing a gown for former Georgia Governor George Busbee's daughter Beth, notes that satin and silk-satin blends are the most popular fabrics at the moment. "Organza is out, out, out," she says. "But tulle touches are coming back." Priscilla Kidder believes, "The girls went into ivory tones when the dresses their mothers had put away turned ivory from age. But wedding gowns themselves haven't changed. The most popular...
...consider the temple an extended family." Michael L. Bradley, executive secretary of the Episcopal Diocese of Massachusetts, wonders whether the resurgence "is religious or cultural. I'm inclined to think the catalyst may be cultural." And part of the consumer culture, at that. Many department stores now have computerized bridal registries and, reports Margaret McMillen of Bullocks Wilshire in Los Angeles, "couples are putting everything on the lists. They're not shy at all." Sometimes they even re-register. Lee Rae Ulrich of San Diego married for a second time recently and signed up again because "everything...