When Ashley Krauss started to research Darien as a potential location to open her dream boutique, she did not expect to find an open market for a high-end bridal salon, she said.
The new full-service bridal boutique “A Little Something White,” is conveniently located across from the I-95 exit ramp. “I figured being right outside New York City, it’d be a great place.”
A month after their opening, Krauss’s schedule is packed with appointments. They are all about accommodating the bride — from their varied styles, to the comfortable space. The store has changing rooms to accomodate several brides, and the large windows give ample natural light.
Some women come in ready to make a purchase while others need more space to deliberate with their family, Krauss said, but they work hard until the bride leaves happy. “It’s very easy to read the body language of a bride,” she said. “As an owner you really have to tailor your approach to the appointment based on the person that you have,” she said.
Their bridal gown selection ranges sophisticated and classic to glitzy. “I’ve generally found that with the selection we have, most brides that come in have at least found several styles that would work for them.”
Krauss and Amber Caneton, the assistant manager, both take care of bridal appointments. Krauss said she is glad to wake up every morning and drive to Darien from her home in Wilton. “It’s always something that I’ve wanted to do,” said Krauss, who spent eight years working in finance. “I’m happy that it’s finally happening.”
Bridget Kellogg is the seamstress and creates the Capelli Fiore collection of fascinators, headpieces and veils. Kellogg also collects vintage jewelry for “The Something Old Collection,” visibly displayed in a glass case. The sign above it reads: “vintage jewelry for the modern bride.”
The process of choosing a dress can take months and Krauss said that she really enjoys building a relationship with the bride. “We want people to know that this is a welcoming place,” she said. “It really doesn’t end until they pick up their gown for their wedding day.”
Krauss’ financial background was beneficial in many ways including writing up a business plan and figuring out the best value for her customers. Her last job was sales-related and taught her taught her to avoid being “pushy” with clients, no matter what the sale is for. “You don’t have a purpose unless your clients are happy,” she said. “My business begins and ends with my clients.”
Her most expensive designers create gowns unique to each bride based on her measurments and preferences. “You’re getting a couture wedding gown made to you for not what a celebrity pays,” Krauss said. Many gowns are exclusive to her store and some are recognizable locals, like Darien-based Coren Moore.
The boutique also offers flower girl and bridesmaid dresses. Little Something is one of five stores in the U.S. that carries Nicki MacFarlane, who designed flower girl dresses for the British royal wedding. Krauss even recieved a sales call from Boston about that collection before her opening.
Their flower girl dresses “could easily translate into first communion” Krauss said. She noted that their white gowns could suit the white, all-girl school graduations common to private schools.
“A Little Something White” will keep its personalized service though Krauss anticipates growth, she said. “I don’t want to lose what makes us special now.”
More info: alittlesomethingwhite.com
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