Provided by DUGO
Apart from the bride herself, the mother of the bride is the most important woman in the room at any wedding. And yet, it feels there are very few shopping experiences catered specifically to their needs. Nancy Shank, owner of Edina boutique DUGO (Dress Up, Go Out), is passionate about filling this void for the moms of the Twin Cities.
“It’s their day too,” says Shank. “And it’s probably only the second time in their lives they have the opportunity to ‘go all out’ in a dressy look.”
We caught up with Shank in January to learn more about her 20-plus years of experience outfitting mothers of brides (or grooms), and what styles are going to be most popular heading into this wedding season.
The mothers of brides and grooms tend to get overlooked by wedding tradition. How does DUGO attempt to make its shopping and styling experiences special for these women?
Working with mothers of [the bride or groom] is really rewarding. Lots of times, women come in not feeling good about themselves or about getting dressed up. We try to ease their pain and make them comfortable by asking questions about the event. And yes, it is a big day for them, too. We try to let them know that their comfort level is important to us, and we want them to look great.
What are some trends that have emerged this season?
One of the biggest trends this season is a long gown. Colors usually correspond with the wedding party dresses or the venue ambiance.
How have you seen the trends for mothers of the bride or groom change during your time at DUGO?
Looks have become more elegant—simple lines and gorgeous fabrics—and perhaps less beads. Even though many women still want sleeves on their dresses, they have become more open to the idea of a strapless, one-shoulder, or sleeveless dress. We have lots of wrap possibilities as well, if they want to cover up.
What are some of the popular designers/brands carried at DUGO for mothers of the bride or groom?
Some of our favorite and most popular brands are exclusive to DUGO in the Twin Cities—Tom and Linda Platt, Carol Peretz, Emmelle Design, Emily Shalant, Theia Couture, Kay Unger, Alexander by Daymor, and many more.
What’s a special in-store memory that stuck with you?
The most memorable times are when a mother comes out of the fitting room in happy tears because she didn’t know she could look that great. It’s so special when someone who comes in with trepidation leaves the store feeling happy and great!
