Central West End newcomer Juno Bridal debuts a shopping destination for boho-chic brides.
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n the ever-changing world of wedding celebrations, more brides are thinking outside the box – whether that means abandoning the building completely for intimate beachside or mountaintop nuptials, or trading in the cathedral and country club for a rustic, secluded barn under stars and twinkle lights. These settings are typically not the place for traditional Victorian gowns, but digging for that “just-right” destination dress can be overwhelming among the thick crinolines. While helping her sister shop for wedding dresses last year, Juno Bridal owner Claire Ketterer found herself underwhelmed. “I didn’t see anything I really liked – everything was really traditional,” Ketterer recalls. “I knew I would want something that was unique, that would make people say, ‘Oh, wow, did you see her dress?’ I didn’t see anything like that.” She started looking online at images of dresses she would want to choose for herself, looked up the designers of those dresses and discovered that none of them had a retail presence in St. Louis. “So I said, ‘I’ll just open a bridal shop,’” she says. The timing was perfect. A St. Louis native who grew up with six siblings, all of whom currently live in the St. Louis area, Ketterer had recently moved back to her hometown to be closer to her family, especially her nieces and nephews. She had spent a few years working as a nurse in Santa Monica, California, and was looking for new opportunities. “I always wanted to start my
Juno Bridal owner Claire Ketterer
own company,” she says. Juno Bridal, Ketterer’s bridal boutique, named for the Roman goddess of marriage, is set to open on Feb. 25 on the north side of the Central West End. Its website describes the store thus: “Not your mother’s bridal shop. We’re for the free-spirited, creative, modern bride who cherishes individual style.” The Juno Bridal bride is unconventional, fashion-forward and laid back, according to Ketterer. The shop will feature a collection of six bridalgown designers, each unique to the St. Louis market, curated by Ketterer through online research and a trip to check out styles and meet designers at last fall’s New York Bridal Week. The majority of Juno Bridal dresses cost between $1,500 and $3,000, with the full range of prices from $1,400 to $5,500. Designers have a distinct bohemian feel, featuring textured lace and off-the-shoulder styles. Several of Ketterer’s designers offer customizations in addition to ready-to-wear dresses from their collection. Custom dresses are made individually to order, often with the ability to mix and match various tops and bottoms, customize fabrics or make dresses specific to size. Brides have the ability to try on samples in store to place a unique order. Most Juno Bridal dresses are ideal for destination weddings – easily packed away in