Brides-To-Be Say “YES” to the Dress at Grand Bridal

Denice Schoelerman has dreamed about owning her own bridal store for a long time. She’s living out that dream here in Spencer, where she’s the owner of Grand Bridal.

Located in the heart of Spencer’s downtown at 400 North Grand Avenue, Grand Bridal opened in March of 2021. She finally has the space where a bride can both pick out the perfect dress and have it altered to fit her just right.

“We want them to come in and feel welcome and comfortable,” Schoelerman said. “And have an environment where they can relax and enjoy the process of picking out the dress and not feeling stressed.”

Many of the brides-to-be, as well as the friends and family that are there to support them, say Grand Bridal allows them to “feel at home,” Shoelerman said.

“We want it to be fun,” she added. “We want them to have fun with their friends and family and enjoy the experience.”

A Dream Come True

That experience is something Schoelerman has wanted to provide ever since she was little.

Schoelerman began sewing at eight years old while in 4H. She pursued her passion with sewing lessons throughout childhood and into high school, when she sewed and modeled her own prom dress. At college in Ames, she worked at a bridal store. Then, she was a stay-at-home mom for nearly 20 years and did alterations on the side.

Once the kids grew up and were able to care for themselves, she decided it was time to pursue her passion. She wanted to ensure that every single bride is able to find the perfect dress, get the necessary alterations so the dress fits her perfectly and allows her to walk down the aisle with the utmost confidence.

That process all begins during the first appointment.

Shoelerman said, “After they check in for their appointment, we’ll take everyone to their waiting area to start looking over dresses we have.”

The bride-to-be can then look at all the styles that are available at Grand Bridal. The friends and family that have joined her are able to make suggestions and offer their advice.

After that, Grand Bridal’s staff will take the bride-to-be’s picks into the dressing room. The party will stay on the couches and chairs inside the store, anxiously awaiting their first glimpses at dresses she decides to try on.

“Usually after anywhere from five to eight dresses, she’ll go back and try on a favorite or two,” Schoelerman said. “Then, at that point, once she’s picked the dress, we’ll add the veil and they’re all there to see her say ‘yes.’

A Rewarding Experience

Certainly the hope is that the bride will indeed find the dress to which she wants to say yes. When that happens, it’s a rewarding experience for all involved: the bride-to-be, her family, her friends and also Schoelerman and the staff at Grand Bridal.

“It’s very rewarding,” Schoelerman said, though she noted her favorite part is after every piece of the dress has been altered just so and she can see the final fit.

“The reward for me,” she said, “is to see her walking in a dress that’s nicely fitted and made for her; to see her expression, knowing this is exactly what she envisioned – it’s just a thrill to be part of the process.”

Grand Bridal a Vital Part of Spencer’s Downtown

While Grand Bridal plays a significant role in making big days as special as possible for many women, it also enjoys a role as a significant part of Grand Avenue and the downtown Spencer business community. The store’s location on the corner of 4th and Grand is prominent – and its many windows offer passersby an inviting glimpse at what’s inside.

“I’m fortunate that we have the location that we do,” Schoelerman said. “As people come into town, they’re excited to see the windows. People in town drive around and look at our windows. We change the dresses in the windows on a weekly basis, usually every Saturday afternoon.”

Grand Bridal is also an eager partner in the many downtown events put on by the Spencer Chamber of Commerce and Spencer Main Street. Schoelerman said being involved in both organizations offer business owners invaluable networking opportunities.

“These businesses all go through similar challenges that we may go through and usually we can relate to one another,” she said. “And there’s always collaboration. I’m always willing to collaborate.”

That just goes to show how Grand Bridal is establishing itself as a staple in the Spencer business community.