Christmas in July plus so many new arrivals!

In case you haven't heard, as this is our "off season" we are offering the most fabulous special for those of you smart enough to shop now for your bridal gown. When you purchase your bridal gown this month, we will pay for your standard alterations! FREE ALTERATIONS! Sweet, right? Make your appointment to visit us today!

In other news, our bridal, bridesmaid and party dress collections continue to grow! With new arrivals from Steven Birnbaum, Robert Bullock, Alfred Sung, After Six, Social Bridesmaids, Lela Rose, Ya! and Maggy London there are so many reasons to visit us again! Here's just a taste of the new designs you'll see:

This beautifu lace design from Robert Bullock is totally on trend with it's delightful cap sleeves and beautifully carved neckline. The bridesmaid dress that so perfectly complements it is new from Alfred Sung.


This sassy little renaissance satin design from the fresh new Social Bridesmaids collection accompanies our newest organza bridal gown from Robert Bullock.

Save on Ya!

Shop on Saturday, July 2, and save 40% on all Ya! designs!

Lela Rose and brand new line, Social Bridesmaids

Julia paid us a visit recently so that we could show your our new bridesmaid dresses from Lela Rose and Social Bridesmaids, both part of our Dessy Group collection. We love the short, crinkle chiffon in summery, fresh colors of Lela Rose and the sophisticated look of the satin Social Bridesmaids designs. What do you think of them?

Fun, new summer arrivals!

New, flowy chiffon from Robert Bullock is a perfect summer wedding look and with the beaded midriff "Mila" is certain to make you feel as special as you look.



Fun and flirty little dresses arrived from Ya! and we think you'll find them adorable and affordable!

Think you're too curvy to shop at Premiere? Think again!

We sometimes have curvy customers step into our store with a bit of trepidation, but our beautiful friend Stacie stopped by so that we could offer proof that you can relax, we've got a great look for you! These particular designs are from Stop Staring, Lynn Lugo and Maggie London. Quantities, as usual, are limited, so allow yourself the luxury of looking beautiful and shop today!

Steven Birnbaum mini trunk show

We have a lovely bride that is looking for something specific and Laura and I both immediately thought of Steven Birnbaum! He has the most fantastic bateau necklines put together with fresh fits and fabulous fabrics. So we had four amazing dresses (two of his floor length models with similar necklines are also visiting) fly in for a little weekend vaca. Come in for a look see!

New at Premiere Couture - Women's sizes!

Laura and I have decided to flirt a little with the idea of offering party dresses in women's sizes. Our first two designs to arrive offer vastly different looks though they are equally wearable and comfortable. First we have the quintessential little black dress with fluttery chiffon that's perfect for your dressier occasions. Second is a fun floral print with a ruffle v-neck that is bra and figure friendly. Come in and check them out!

Umbrella Brides

This past week Laura posted a little bribe on Facebook. We've been getting great photos sent to us from our prom customers (check them out!) and they are so much fun to see and share that it made us greedy for some photos from our brides. So Laura offered a fun umbrella to any of our brides from over the past 15 years to post a picture and they've started to trickle in. What fun! And what incredibly beautiful brides and weddings we've had the honor of being a part of. Nearly anyone can enjoy a well photographed model in a gorgeous gown, but those images pale in comparison to real brides on their wedding day. Enjoy a few of the submissions we've received so far, visit our Facebook for more and send us yours if you haven't already!



Clearly this is not from Anne's wedding day, but it was from another awesome day - the day she became our bride! Anne found her perfect gown at a trunk show while we were still located in Janesville.

It's a small start, but it's a good small start!

We mentioned a couple of months ago that after a five year hiatus we are re-introducing designs from the Dessy Group to our bridesmaids dress collection and today we received our first installation. As we await the Fall 2011 collection they were kind enough to start us out with some great designs that have already proven themselves. We are really excited that three of these four dresses feature sheer overlays because, to tell the truth, that is an important look that has been missing from our collection ever since Vera Wang went AWOL.

The first dress with the fun ruffled neckline is from Alfred Sung and actually represents six different styles - cocktail length and floor length in both full and straight skirts and in peau de soie and dupioni. Obviously this is the full, cocktail length in (not so obviously) caspian peau de soie. We LOVE this neckline and the over-all ladylike 50's feel of it!


We think this tailored midnight chiffon and matte satin dress from After Six is super sophisticated and yet easy to wear. The neckline will look great on just about everyone and the smart look of the wide band of satin around the hem gives it a mature-but-not-stuffy air.


There's just something about this organdy and matte satin tea-length dress, also by After Six, that just oozes ease and comfort. It's stylish enough for any affair, being just as easy to dress up as it is to dress it more casually. And if you prefer, it comes with spaghetti straps - love that!


After Six offers this soft chiffon dress in the happy color of posie (just one of a plethora of colors) and it is just all-around smart. It's flattering, feminine and flirty - all the right features for perfect alliteration! And if you like the idea of it flowing all the way to the floor, you can order it that way, too!


Did you notice the great jewelry and shoes with each of the dresses? Remember, it takes more than an awesome dress for a look to be complete. Accessories make all the difference!

Be sure to look for more dresses as they continue to arrive over the next several weeks!

When we say Ya! we mean it!

More from Ya! makes for more fun! Within moments of unveiling our new a collection a happy customer left with one in tow and the parting words of "That was the easiest dress shopping I've ever done!" You could have the same story, but different dress! Super! (And just like Tess and Sarah, you'll make these $55 to $64 dresses look like a million bucks, too!)