Formal Solution : Tamara’s opens two outlets that sell gowns at deeply discounted prices.
Calls come in daily to my office these days asking for sources on wedding gowns. Holiday wed dings are popular, and apparently the brides and their parents are getting restless. One such call was from a besieged mother begging for a place where she wouldn’t have to spend upward of $1,000 for the bride’s dress.
One of the sources I gave her, Tamara’s, has been open as an outlet since March. Until then, Tamara’s operated as a straight retail store, selling wedding, prom and cocktail dresses at several mall locations throughout Southern California. But owner Harold Praw saw the buying trends brought on by our current economy and decided to close all the retail stores and open two outlets where the prices are deeply discounted.
In the front room of the store, there’s a smattering of designs for the mother of the bride, bridesmaids and flower girls. Also here’s where many of the informal wedding gowns are to be found. An ivory, drop-shouldered, tea-length gown in a lace fabric by Betsy A. Adams was on a “20% off” rack, bringing the price to $142.40 from $178. There are many dresses, however, that reflect a much deeper discount.
For the prom-goer, a fully lined white chiffon cocktail dress with spaghetti straps and lots of glitter on the bodice was a steal at $19.99, considering that the original price was $120. A Jessica McClintock two-piece wedding ensemble, consisting of a short dress and a removable floor-length skirt (definitely appropriate after the big day) is selling elsewhere for $380; Tamara’s price is $304.
Veils and other accessories are in the showcase and reflect discounts of 20% to 40%. Figure $39 up to $150 for a veil. Handmade wedding baskets, trimmed with pearls and lace, are around $35. Ornately decorated photo albums run about $80, and the latest “must” for the complete wedding--a bejeweled holder for the wedding videocassette--is $30.
The warehouse area in the rear is where the preponderance of traditional wedding gowns are on racks, according to size. Before you start your search, check the first rack on the right as you enter for odds and ends under $300. We found a Joelle wedding gown here that originally sold for $700 and was tagged at $149.99.
For brides-to-be who have been poring through the bridal magazines and want some big names, there’s plenty to choose from: Jessica McClintock, Alfred Angelo, Joelle and San Martin are very evident.
For that slightly hysterical mother of the bride, it’s easy to stay under $1,000 at Tamara’s. But shop carefully--there are no returns.
Where and When What: Tamara’s. Location: 1540 S. Robertson Blvd., Los Angeles. Hours: 10 a.m. to 5:30 p.m. Mondays through Fridays, 10 a.m. to 5 p.m. Saturdays. Cards: American Express, Discover, MasterCard, Visa. Call: (310) 276-1992. Other Location: 2066 Montclair Plaza, Montclair, (909) 626-7318.
