Dresses featured in store displays may be available in sizes ranging from 00 to 30, depending on the manufacturer, Wells said. Customers include women seeking formal dresses for a second wedding, girls in search of the perfect prom dress and vacationers planning for cruise attire. Other fashion offerings include shawls, gloves, purses, hair accessories, hats and jewelry.
Store merchandise also includes fairy and angel figurines, candles, masks, home decor, greeting cards and books. Themes throughout the shop also include cats, florals, dragons, butterflies and unicorns. Wells said customers tell her the store itself provides an escape.
“We’ve created our own little world away from the mall,” she said.
Store activities include an upcoming spring preview event Jan. 22-24, and a Feb. 27 fashion show highlighting prom and bridal fashions modeled by area high school students. With the “Everyday Girls are Beautiful Too” theme, Wells said she hopes to indulge the modeling aspirations of area girls, offering a boost to self-esteem while emphasizing that “ordinary girls” exude a natural beauty.
Wells said she works hard to make her young female customers feel special, particularly at prom or homecoming time, when a unique dress can make or break the evening. She records students’ purchases by school, and limits the sale of a particular dress to one girl per school to ensure fashion choices are not duplicated at the same event.
For younger girls, Wells holds a Fairy Festival the third Saturday of each month, offering a family-friendly event of face painting, crafts and fairy necklace production. Participants indulge in planning for a fantasy wedding or prom event and picking out dresses and accessories.
“When they’re real little, it’s weddings. By about age 10, it’s proms,” Wells said.
SHE Fashions is located on the lower level of the Mall at Fairfield Commons. For more information, call (937) 429-3003 or visit www.shefashions.com.
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