Molly Farrell of Maggie Louise Gushes on Gowns & Her Big Day By Stephanie Beliles, Photos courtesy of Molly Farrell
Molly Farrell, owner of Maggie Louise Bridal Boutique, reveres every wedding she is involved with as if it were her own. She began her bridal career as a photographer assistant with Allison Rodgers Photography. Molly found herself enjoying acting more as the wedding day assistant, and she was most captivated by the excitement that filled the room as she bustled a bride’s gown for her. Molly as a photographer has an eye for detail. Molly as a wedding day enthusiast has emotional ties to the enjoyment of the day. Now, as a bridal boutique owner (and newlywed!), Molly also has the ability to create a holistic beautiful experience for every bride that walks through her door. Molly noticed that many of the brides she was photographing had suffered through the chaos of traveling for their dream gown. Going out of town while a bride is planning a wedding is taxing; people underestimate the anxiety that comes with specifics in planning a big day, and traveling in the midst of it (twice: picking a gown then fitting) can be overwhelming. Molly saw that she could give women an elegant and personal experience without traveling. “I really wanted to give the high-end boutique experience to women in Memphis.” Molly also noted specific gown lines that she would want to have available to her. “I wanted something modern that pushed the norm but retained that bridal feel.” She took advantage of this information and opened Maggie Louise Bridal Boutique in order to give every bride a different and more personalized experience. Maggie Louise offers gowns to fit everyone’s personal style. And while no bride is the same, Molly has noticed several trends in gown design this season. “One of the biggest trends in the South has always been lace, and it is here to stay,” she notes. Some dresses now incorporate the use of illusion lace, meaning the netting is so delicate that it looks as if the lace pattern was applied directly to the bride, and it creates a lovely effect. If lace does not entice the bride, there are a few other trends that are hot on the runways now. Molly notes that designers are mixing fabrics like tulle and lace to create an interesting and layered look to wedding dresses. Gowns designed in non-traditional colors are a huge trend; shades of blush, toffee and silver can even prove more flattering than shades of white and ivory. For the more practical (or party-savvy) bride, Molly loves the detachable skirts on longer wedding gowns this season. It allows for the dramatic look at the ceremony and then getting removed for freer legs for dancing at the reception. 64 / 4Memphis
Being recently married makes Molly more sympathetic to brides that come into her store. “I had always run my business based on the ‘golden rule’: treat others as you want to be treated. But now I can infuse some of my firsthand wisdom into their experience.” She also has more sympathy for the brides: before, Molly discouraged being frantic and anxious while planning a wedding. Now, Molly can empathize with fretting and can offer real-life solutions and words of wisdom. Her goal is to make every bride in her store to feel as calm and confident as she can, despite the price point she has designated for the gown. And while her dresses are designer, Molly has gowns to fit a wide range of budgets. So what does a wedding boutique owner wear on her big day? She wears the dress of her dreams. Literally. Molly had been fantasizing about her own gown for years, and even put a pencil and sketch pad to it. “I wanted to rock the boat with my gown,” smirks Molly. “I wanted something with a simple silhouette and a textured bottom. Something more glamourous and modern than traditional.” She designed a strapless dress with a simple yet modern sleek silhouette and sweetheart neckline. She loves the element of surprise given by adding a textured bottom with different fabrics to a sleeker gown. Molly plucked her dream dress right off of the runway at a Ravini show she was attending. “It was my exact dress, right there materialized on the runway, and it was perfect because Ravini is a designer I carry in my boutique. It was important to me that I was a Maggie Louise bride.” Molly definitely bucked tradition: her fiancé was sitting next to her at that Ravini show and witnessed her reaction to her dream dress, but him seeing her dress before their wedding was no deal breaker for her. “I love how special the secret and surprise of waiting to reveal the gown the day of the wedding is to some people, but I am not superstitious or traditional,” noted Molly. Indeed, Molly spun the tradition on its head: her fiancé Eric designed his tux and unveiled his look the day of their wedding. They kept the non-traditional theme going by not sweating details such as deciding to not have programs and even simplifying the venue (they opted to have both their ceremony and reception at their favorite restaurant, Acre.) They kept the day about them, their guests, and what was important to them instead of what is important to tradition. The outcome was an extremely personal and heartfelt day. You can visit Maggie Louise at 3670 Suite #111 on Houston Levee in Collierville and let the professionals help you realize you dream for your day, too.
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