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Meet Laurie Dickman of Laurie’s Bridal and Formal

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Today we’d like to introduce you to Laurie Dickman.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I actually went to college to become a High School English teacher. When I decided this wasn’t for me, I started working as a Customer Service Representative for an International Bridal and Headpiece manufacturer in NYC. Long story short, through the same industry, I met my husband, who was a wholesale manufacturer’s rep for bridal and prom companies. I quit my job, moved to Chicago and we traveled together as Sales Reps and worked with bridal and prom retailers in the Midwest.

Now, as our children older, I knew I wanted to stay in the bridal and prom industry. I can’t say that 25 years ago, I dreamt of opening up my own boutique, but after being in this industry as long as I have, it just seemed fitting to put all of the knowledge and experience to good use. I realized I wanted to create a bridal boutique where everyone got to work with me, as a hands-on owner. This industry is ALL about personal customer service and I wanted to be able to provide an environment that was welcoming and fun for everyone.

Has it been a smooth road?
With any new business, there are always challenges and struggles. When construction had just started on the boutique, we had a major family emergency that just took my head out of the game for a while. I had to really refocus and do what needed to be done, regardless. It was “do or die” time. Although I wasn’t quite ready (emotionally) to open when I did, with the support of my family and friends, we opened, April 15, 2016. I remember I had a customer come in, who needed a mother of the wedding dress. I was literally taking my new dresses out of my boxes and showing them to her as I unboxed them. I didn’t even have my computer set up, but I sold her a dress!

Getting the word out that Laurie’s Bridal existed was challenging at first, although that’s improved tremendously this past year, it’s always an ongoing campaign. Social media has completely changed the way anyone does business. I never wanted to have an Instagram or have to be on social media, but this generation made me do it. (Actually, my kids made me do it! Although, they’ve told me I’m too old to SnapChat) I’ve challenged myself to learn about social media and the benefits of it. It’s funny how print advertising is almost obsolete.

Being a “one woman show” has its pros and cons. I pride myself on being able to help everyone who comes through my doors, but sometimes I’m just not able to. I’ll always bend over backwards to help that customer, but sometimes it just doesn’t work out. But on the flip side, I know everything that’s going on in my store and am confident that ALL of my customers are getting the best service they could possibly receive, that’s not commission driven or incentive driven. I don’t make any false statements and my customers know I’m a straight shooter and I’m going to be open and honest. I have a conscience and I must sleep at night.

So, as you know, we’re impressed with Laurie’s Bridal and Formal – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
After being in the bridal and prom apparel industry for over 25 years, I have more knowledge and experience in so many different sides of this industry, that no one else offers. There is no other bridal salon in the area, where every customer is provided a “one on one” bridal experience directly with the owner. Whether my customer is looking for a bridal gown, bridesmaids, mother of the wedding, prom or Bat Mitzvah attire, we have something for everyone. I don’t offer champagne or treats, because our attention is solely on helping you find your perfect gown. I truly care about every single customer who walks through my doors.

My boutique is warm and inviting and not overwhelming or pretentious. My prices are affordable and I offer an array of styles and sizes and will sell bridal gowns off the rack, for the bride who hasn’t enough time to special order. This industry is all about service and going that extra mile, so if a bride cannot make my normal business hours, I have no problem setting up a time that’s convenient for both of us, as long as I’m available. Many times, my customers will meet my family when one or all of them are at the store. When I have a customer whose mom, dad or even sister, is not with them on their appointment, I’ll always suggest with Facetime them to include them in the “I said yes” moment. I’m a very sentimental person for so many reasons and understand the emotions involved. I’ve laughed with my brides and have cried with my brides.

At Laurie’s, I treat you like family because family is most important to me. I know you’re not “supposed” to post personal things on your business social media, but I do. I want my customers to get to know me and my family. For me, it’s being proud of the fact that I’ll be married 23 years this July. I talk about my wedding, my husband and my family because I want my brides to feel the happiness I know they’ll have one day. When my daughter and son went to prom, I posted their pictures. I want my customers to get to know the personal side of me. I love when a customer comes in and says something about what they saw on my Instagram. Its important customers know I’m human too and I can relate to them. Yes, I own and run a business, but it’s so much more than that, I really I love what I do.

Phoenix Bride and Groom, along with several other customers, have referred to me as the “bridal gown whisperer” because of my innate ability to find that perfect match between woman and gown. Recently, we were voted “Best Wedding Dress Shop” from Arizona Foothills Magazine. We’ve also won several awards from Wedding Wire. These votes and awards are because of what our customers think about us.

Right now, any bride who purchases her bridal gown at $1200 or more until May 31, 2018, will receive ONE FREE HONEYMOON! Certain restrictions apply. Follow us on Facebook and Instagram, @LauriesBridal for more details!

Let’s touch on your thoughts about our city – what do you like the most and least?
Of course, coming from New York and then Chicago, I LOVE the weather here. My family and I moved here 17 years ago and it still feels like we’re on vacation. I love meeting people who have also relocated here, as well as all of the wonderful Native Phoenicians.

We’re also huge supporters of local businesses, like ourselves, because we understand the blood, sweat and tears that are involved. We try to find local restaurants and businesses to support. I even have an album at my store that has all my vendors, or friendors as I call them, so when I sit and chat with my brides and they tell me what they still need for their wedding, I give them that book. It’s kind of like my own personal wedding bible of sorts. If there’s a card in there, my customers know they’re in good hands.

What do I like least about our city? There really isn’t much I don’t like, other than the critters. By that I mean, I’m actually petrified of scorpions, but then again, I think most of us are.

Pricing:

  • Bridal gowns range in price from $399-$2000
  • Prom gowns range in price from about $200-$400 (some lower and some higher)
  • Mother of the wedding gowns range from about $200-$600
  • Bat Mitzvah dresses range from about $149-$300
  • Bridesmaids dresses range from $149-$240

Contact Info:


Image Credit:
Bradford Jones Photography, Lo Capone Images, Cindy Lund Photography

Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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