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Lawrence Business Magazine LLC
Lawrence Business Magazine LLC
2016 Second Quarter - The Business of Weddings

Gowns & Tuxedos

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Gowns & Tuxedos

Wedding Attire Can Set Tone of Entire Event

| 2016 Q2 | story by JULIE DUNLAP | photos by Steven Hertzog
Wedding Gowns

Janette Thompson tries on a wedding gown with Jena Lynn Dick of J.Lynn Bridal

Nothing quite makes the dream of a wedding seem more like reality for a bride than trying on wedding dresses. Fortunately for Lawrence-area brides, gowns of all shapes, sizes and budgets can be found right here in town, starting at J.Lynn Bridal, at 731 Massachusetts St.

Owner Jena Lynn Dick, a former wedding coordinator, opened J.Lynn Bridal three years ago on Iowa Street. Business was strong enough, and the lure of downtown appealing enough, to move to Massachusetts Street when the opportunity presented itself last June.

“I grew up in Lawrence,” Dick explains of her desire to be downtown, “and Mass. Street is where you need to be.”

The increased foot traffic and drive-by exposure have helped build her business, bringing in brides-to-be from both within and outside of Lawrence.

With roughly 150 wedding gowns on the showroom floor at any given time ranging in price from $800 to $2500 and 120 bridesmaid gowns available to try starting at $200 (often used as wedding gowns, as well), in addition to mother-of-the-bride and groom and flower-girl dresses on the showroom floor available for order, Dick is more than ready to outfit an entire wedding party.

Wedding Gowns

Janette Thompson tries on a wedding gown with Jena Lynn Dick of J.Lynn Bridal


Brides may either make an appointment, which is recommended, especially if the rest of the wedding party is joining her, or walk into the store to view the collection. J.Lynn is located in the old Francis Sporting Goods building, one of the oldest buildings in Lawrence and one of the fortunate ones to have survived Quantrill’s raid. This rich history and perseverance may be seen as a good luck charm—the “something old” traditionally sought after by brides.

Inside the bridal shop, the soothing blue walls, aged wood floors and exposed brick provide the perfect backdrop for trying on dresses, shoes, jewelry and other accessories to complete the look. Brides and their helpers are free to peruse the racks while Dick takes notes and assists with the selection. She emphasizes it is important to try on dresses before judging them, for better or worse. Dresses will always look different on a body than on a hanger.

The dresses on the showroom floor are samples only, with all dresses being custom-ordered and altered to fit each person perfectly. Bridal gowns typically take three to five months to come in and will almost always require alterations. Mothers’ dresses and bridesmaid gowns usually arrive within eight to 10 weeks, with alterations to follow. All sales are final since all dresses are ultimately made-to-order.

Wedding Gowns

Janette Thompson tries on a wedding gown with Jena Lynn Dick of J.Lynn Bridal


The winter holiday season continues to prevail as the most common time for engagements, making the months that follow, January through April, particularly busy for bridal shops.

“Most brides will hit two to three boutiques,” Dick says, finding that Lawrence brides tend to be “more chill.” She recommends brides have a clear vision of what they would like to have both budget- and fashion-wise, but to keep an open mind as they shop, as there is no substitute for hands-on browsing. And with so many varying styles, lengths, cuts and fabrics on the racks, it is important to consider all options.

“You can do whatever you want,” she explains about bridal fashion. “There are no rules anymore.”

Bridal fashion trends previously formed from magazines, television shows and movies used to take longer to catch on in the Midwest. But since the dawn of the Internet—particularly Pinterest—and the wide availability for area retailers to carry designers previously limited to the coasts and large metropolitan areas, Midwesterners no longer trail behind in fashion. Some of the more popular trends in the Lawrence shop include lace-covered gowns and boho headpieces with raw-edged veils for a simplistic look.

Alternate colors to virgin white are also growing in popularity.

“Blush looks amazing,” Dick says, “especially on redheads.”

When it comes to zeroing in on the wedding party’s look, Dick recommends starting with the bridal gown (or gowns—Dick has been coordinating weddings for same-sex partners long before same-sex marriage was legally recognized). The style of the gown will not only determine the style for the wedding party, it will set the tone for the event.

Some brides have found that one dress is not enough and will choose a formal showstopper for the ceremony and a more dinner- and dance-friendly dress for the reception. Dick cites the mermaid-style or sleek body-hugging gowns as those more often worn for the ceremony only.

After selecting the right dress, Dick will help the bride choose accessories that enhance the look without overpowering it. Headpieces, necklaces, earrings, bracelets, clutches and shoes are all available on-site to try on and purchase.

Once the bride is set, it is time to choose dresses for the wedding party to complement the style and color scheme of the bride and groom. The process can take quite awhile, depending on how many people are involved in the decision-making. But Dick’s confident, focused demeanor helps keep the shoppers on task while enjoying this part of the wedding journey.

“I ask all people there with the bride to keep remarks constructive,” she says of her secret to keeping harmony among her clients and their various assistants.

J.Lynn isn’t just for the bride, though. With a large selection of tuxedos available, Dick is able to outfit the entire wedding party, something she prefers to do whenever possible.

Wedding Tux

Bruce Collinson (The Fitter at Weaver’s) measures Grant Stephens for his Tux


And today’s grooms and groomsmen are no longer confined to black suit, tie and cummerbund anymore. Dick has seen an increase in grays and blues for weddings with fun socks, bow ties and vests to spice up the look.

Brady Flannery, vice president at Weaver’s, 901 Massachusetts St., notes the same trend in tuxedo rentals and sales at the longtime Lawrence department store.

“Fewer are wearing all black,” says Flannery of the modern groom and wedding party. “Instead, we see lots of gray and blue with slim-fit tuxedos and microfiber shirts being the most common upgrades.”

Weaver’s offers a full line of tuxedo rentals, from the classic and formal to the outrageously overstated.

“I’ve seen a full camouflage-print tux jacket and pants in the rental catalog,” laughs Bruce Collinson, Weaver’s Men’s Department manager, “but I’ve never rented one to anyone.”

Flannery adds, “Menswear is now as customizable as food and drink at the reception will be.”

Wedding Tux

Bruce Collinson (The Fitter at Weaver’s) measures Grant Stephens for his Tux


In addition to rentals, Weaver’s also offers tuxedos and other men’s formal attire for purchase, something Flannery says is quickly becoming a hot trend. As more and more formal weddings switch gears from the traditional tuxedo to a gray or blue suit, grooms and their male entourage are making the switch to buying a suit they can wear again.

One groom, the first of his guy friends to marry, consulted with his friends and decided they would each buy matching suits and then wear them in each others’ weddings when the time came.

With tux rentals running anywhere from $69 to $140, purchasing a suit for $160 or even a tuxedo for $200 can save money in the long run. The main differences between a tuxedo and a suit are the satin stripe down the outer seam of the tuxedo pants and satin lapel on a tuxedo jacket. Grooms and their groomsmen may even decide to only purchase certain pieces to be worn again, such as pants or the jacket, and rent the rest.

Weaver’s offers a free tuxedo rental for the groom when five or more are rented for the wedding party.

Flannery offers another cost-saving tip: “Wear as much stuff as you own.” This includes shoes, shirts, ties and other accessories available for rent but often sitting in the man’s closet or available for purchase.

Grooms also seem to be shying away from the traditional wedding party gift of a flask or other trinket, and instead are buying pieces of the wardrobe for their groomsmen and ushers, from fun socks and bow ties to shirts and suspenders.

One of the biggest challenges for wedding party outfitters is obtaining proper fit and measurements from out-of-towners. Both J.Lynn and Weaver’s will take measurements over the phone and request, at the very least, four to six weeks notice for orders, though they both encourage wedding parties to send in or come in for measurements as soon as possible.

Flannery goes one step further, encouraging grooms to gather their friends for a weekend in Lawrence that includes a stop at Weaver’s for a fitting. “We’ve had guys bring the entire wedding party in all together to get fitted,” he says. “They get to hang out and knock out the measuring all at once, which is great for them to just get it done. And they have fun doing it together.”

Unlike the bridal gown, which is usually months in the making, a rented tuxedo will arrive on a Tuesday and be ready for the wedding that weekend with a return date of Monday.

All eyes may be on the bride, but the look isn’t complete until the entire wedding party has been outfitted, and for grooms and groomsmen, there are more options and fewer rules than ever before.

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