Bethany Biron/Business Insider
- Kleinfeld Bridal — the famous New York City wedding dress boutique best known as the setting of TLC’s "Say Yes to the Dress" — services more than 17,000 brides a year.
- Kleinfeld has remained an iconic mainstay of the bridal market, which has swelled into a $72 billion industry.
- I joined my cousin on a recent trip to Kleinfeld to see what the experience is really like. This is what I learned.
- Visit Business Insider’s homepage for more stories.
By the time I arrive at Kleinfeld Bridal for my cousin’s 9:30 a.m. appointment — admittedly several minutes late, harried, and bleary-eyed on a recent Saturday — the store is eerily quiet, bracing itself for the mob of brides-to-be in search of the perfect wedding dress.
Before going any further, I must confess that despite the Manhattan bridal salon’s status as heralded host of the beloved TLC show "Say Yes to the Dress," I have watched a grand total of 15 combined minutes since it debuted in 2007. Yet when my cousin asked me to join her for a dress consultation a few months ago, I decided I had to see for myself what all the fuss is about.
From the sharply dressed employees rushing around in Louboutins, to the palpable excitement radiating from fawning friends and family members, I was immediately transfixed. The store itself is immaculate, awash in ornate gowns made with delicate lace, chiffon, tulle, and silk in hues of cream and ivory. Everything appears to be endlessly shimmering, thanks to the sheen emanating from the elaborate bridal jewelry displays and embroidered specialty dresses.
My "Say Yes to the Dress" ignorance aside, Kleinfeld has had enduring appeal in an uncertain bridal market. As the $72 billion wedding industry continues to evolve and experiment with new models, Kleinfeld has found a way to stay afloat while peers like David’s Bridal have faltered. While TLC has certainly played a role in Kleinfeld’s success, so too has the store’s commitment to customer service and willingness to adapt to a modern era. In recent years, Kleinfeld has debuted private labels with buzzy designers like Christian Siriano and partnerships with e-commerce companies like Zola.
Here’s an inside look at what it’s like to shop at one of the most celebrated bridal stores in the US:
After starting as a single storefront in Brooklyn in 1941, Kleinfeld moved to Manhattan in 2005, to a sprawling new retail space with 28 dressing rooms, 17 fitting rooms, and 1,500 designer sample dresses.
Bethany Biron/Business Insider
The staff, which includes the seasoned styling consultants depicted on TLC’s "Say Yes to the Dress," is 250 people strong and services 17,000 brides annually.
Source: Kleinfeld
TLC’s "Say Yes to the Dress" began filming at Kleinfeld in 2006. Upon entering the store, I immediately saw this sign notifying visitors that they may be on camera.
Bethany Biron/Business Insider
TLC does most of its filming during quieter weekday hours, so unfortunately I will not be in the background of an upcoming episode. In order to be featured on the show, you have to formally apply on the Kleinfeld website and prepare for at least five hours of filming.
Source: Insider
Over the years, TLC has launched a number of spinoff "Say Yes to the Dress" shows at boutiques in locations like Canada and Atlanta.
Anne-Marie Jackson/Toronto Star via Getty Images
See the rest of the story at Business Insider
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SEE ALSO: 12 of the most surprising things about TLC’s ‘Say Yes to the Dress’
Source: Business Insider – feedback@businessinsider.com (Bethany Biron)