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Source: Twin Cities
Date: July 2008
Priscilla of Boston: A New Gem on 50th and France

The area around 50th and France in Edina has gone through a lot of changes in the last couple of years, mostly involving orange construction netting. But this past May, a new bridal salon opened across the street from the Edina Cinema, upping the profile of the area despite all the orange cones.

Priscilla of Boston is the latest salon of the same name to open since the first shop opened in Boston in 1945. There are many locations nationwide that sell Priscilla of Boston dresses, but there are only twelve official Priscilla of Boston salons in the U.S.

"We have chosen the top 50 markets in the country to potentially open stores, and first and foremost we want to select prime locations in those markets," says company president Gary Schwartz, explaining why a store opened in Edina before Los Angeles or other locations. (Take that, West Coast!)

An upscale bridal shop was probably one of the few things missing from the 50th and France environs, but in spite of the extravagant look, the chain's newest collection is actually designed for a lower price than its other collections. The Vineyard collection has been in the works since 2006, and designer Mark Brower says that it was meant to fill a hole in the salon's offerings for those who want a high-quality dress but would like to pay less than $3,000 for it.

"They have the same attention to design and the same amount of fabric," Brower says. "But they have an impact without being over the top with the bling and the draperies. "For example, the Maeve is one of the most popular dresses in the Vineyard collection. A simple strapless ball gown of silk and taffeta, the Maeve is basically a sundress - so much so that it even has pockets.

The Maeve is typical of this collection, Brower explains. His emphasis in designing the Vineyard dresses was on shape rather than decoration. The silhouette of the dress interested him more than what was attached to it, and even in cases where he included some bead work, it's elegant and simple rather than ostentatious.

The matrimonially inclined can check out Priscilla of Boston at 3926 West 50th Street in Edina.
 


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