Modesto, Calif.-Area Bridal Boutiques Find Tough Competition in Internet.

By Alejandra Navarro, The Modesto Bee, Calif. Knight Ridder/Tribune Business News

Apr. 29--Brides once wore short sleeves in the summer and long sleeves in the winter.

White was for the first marriage and ivory was for the second.

Modern brides no longer adhere to those stringent rules. Even though the Northern San Joaquin Valley has far more traditional brides, there are still a few women who envision walking down the isle with a burgundy or royal blue gown.

But brides still have one thing in common: They all want to feel pretty.

"Brides-to-be still want to wear an elegant, beautiful dress on their wedding day," said Janet Jacob, owner of Bianca's Bridal and Formal Wear in McHenry Village. "Girls, they want to have their wedding as fancy as possible within their budget."

Jacob has been in the bridal business for the past 24 years, the last 12 running Bianca's.

The desire to find the perfect dress continues to boost the bridal industry, even in a tough economy.

Last year, Jacob sold more than 1,000 dresses. She's not alone. "We're swamped," said Liz Smith, a manager at the Bridal Gallery on Pelandale Avenue. "We have not seen a decline recently." But several bridal shops in the valley have closed.

Bridal shop owners have to make a hefty investment. Jacob has more than 800 styles of wedding dresses. That doesn't include dresses designed for mothers and bridesmaids as well as tuxedo rentals. Georgia Chapman, owner of Special Days Bridal and Tuxedo Store on Oakdale Road, has more than 400 wedding dresses for her numerous customers to try on. For example, Special Days tries to keep a variety of dresses in larger sizes, for which demand is increasing.

"We work so hard just to stay in business ourselves," Chapman said. "We have to have so much inventory that we have to pay for in advance." Today, brides are being a bit more cost-conscious, with dresses selling for between $300 and $3,500.

A few years ago brides were buying dresses that cost between $5,000 and $6,000.

"About $1,300 can buy a very nice gown," Jacob said. The traditional wedding season runs from January to August. Prom season is smack in the middle, from February to May, which helps supplement a shop's income.

Many bridal boutiques also offer other wedding-related services, such as printing invitations, renting tuxedos, offering jewelry typically used as gifts for the wedding party, and engraving.

Bridal shops usually carry several lines unique to their store. Special Days has dresses from 35 manufacturers.

This month Jacob has several out-of-state orders from people who want a specific dress that only her store sells.

However, sometimes a bride wants a dress that the store doesn't carry and can't order because the manufacturer requires a minimum purchase from the store.

Bridal shop owners also make sure they have a variety of styles in their shops, not just what is trendy.

"There are no trends," Smith said. "Each bride has a specific dream of what she wants. She creates her own trend."

The Internet has had a devastating impact on bridal boutiques, which must charge enough to pay for overhead and staff. "It's hurtful for the bridal industry," said Chapman, who has had brides try on her dresses at her shop and get advice from salespeople only to find out that they bought the dress online.

"If consumers only realized that they are hurting themselves by buying online instead of going to a local retailer," said Chapman, who has a staff of 17.

"The salesperson's expertise is going to direct you to the best dress for your body."

Bridal shop owners say their staff's knowledge is often what brings brides back to the shop.

Smith said women go into her store determined to have a specific dress, until they see alternatives that are sometimes much more flattering.

Ultimately, it's the bride who makes the final decision.

"I tell the girls, 'I'm going to give you my opinion, but don't listen to me,'" Jacob said. "'Do what you like.'"

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(c) 2003, The Modesto Bee, Calif. Distributed by Knight Ridder/Tribune Business News.