"I don't want to look like a mother of the bride."
It's the most common concern Nancy Shank, owner and chief buyer of dugo (Dress Up Go Out), hears when her clients come in for the first time. Most of us have been to enough weddings to know just what the phrase means (or worse, when a woman tries too hard to not look like an MOB).
dugo is doing something different in the bridal industry: taking mother of the bride dresses as seriously as bridal gowns. "A woman has two important days in her life, " Shank said. "When she gets married and when her daughter gets married."
Shank is a veteran fit-and-fabric extraordinaire. Having been raised by a fashion designer who crafted all her own clothes, she developed a natural interest in fashion at a young age. For years she worked as a dress buyer before opening her own shop.
"I worked for another store where I was the dress buyer and realized there was a lot of women looking for mother of the bride dresses and no one was really helping them."
Today, she prides herself on offering not only excellent customer service, but in helping women remember how they look in dresses.
dugo specializes in quality fabrics; the store carries lines such as Marisa Baratelli, Sylvia Heisel, and Teri Jon, among others because, well, "fabric is part of why a gown looks great." And the hottest trends in MOB dresses have to do with combining fabrics: lace + silk, lace + organza fabric, or adding something with shine such as rhinestones or pearls around the waist or shoulders.
In addition to seeing more knee-length dresses, women are no longer so hesitant to wear dresses without sleeves. Shank credits the latter to first lady Michelle Obama's leadership as a sleeveless fashionista.
Stop by dugo at the Galleria or call 952-746-4440 to make an appointment.