From Farming to Bridal Fashion
Penny Elizabeth is not your typical bridal shop owner. She is a former corporate sales manager who decided to pursue her passion for bridal fashion after inheriting a farm in Ohio. She started Formality Bridal in 2019, a store that offers high-end wedding gowns at wholesale prices. She buys gowns directly from the design houses or as samples from other boutiques, and sells them off the rack for $999 or less. She also provides a boutique experience for her customers, with personalized service and alterations.
Elizabeth says she was inspired by her own wedding dress shopping experience, which was frustrating and expensive. She wanted to create a store that would make brides happy and save them money. She says she loves helping brides find their dream dress and seeing their reactions when they realize how much they can save.
A Growing Business with a Social Mission
Formality Bridal has grown rapidly since its inception, expanding from one location in Geneva, Ohio, to another one in Erie, Pennsylvania. Elizabeth says she plans to open more stores in the future, as well as an online platform. She says she has a loyal customer base and a lot of referrals from satisfied brides.
Elizabeth also has a social mission behind her business. She donates a portion of her profits to charities that support women and children, such as Dress for Success and Make-A-Wish Foundation. She also partners with local organizations to provide free or discounted gowns to military brides, cancer survivors, and victims of domestic violence. She says she wants to give back to the community and make a difference in people’s lives.
A Success Story amid the Pandemic
Formality Bridal has not been immune to the challenges posed by the COVID-19 pandemic, which has disrupted the wedding industry and forced many couples to postpone or cancel their plans. Elizabeth says she had to close her stores for several months in 2020 and 2021, and adapt to the changing needs and preferences of her customers. She says she offered virtual consultations, curbside pickups, and flexible payment options to accommodate her customers during the crisis.
Despite the difficulties, Elizabeth says she managed to keep her business afloat and even thrive in some aspects. She says she saw an increase in demand for her gowns, as more brides opted for smaller and simpler weddings that suited her style and price range. She also says she received a lot of support and gratitude from her customers, who appreciated her efforts to help them during a stressful time. She says she feels proud and honored to be part of their special day.
