Normans Jewelry and Bridal co-owner Brenda Norman says she's drawn to the urban atmosphere of 317 South Ave.
Normans Bridal signs downtown lease
Brian Brown
Posted online
A big name in bridal and formal wear has plans to open a 5,000-square-foot store on South Avenue downtown.
Lebanon-based Normans Jewelry & Bridal is tapping into a Springfield client base that historically has represented up to 75 percent of its clientele, said co-owner Brenda Norman. Infill work is under way for a Jan. 1 opening date at 317 South Ave.
“I know the Springfield downtown area is up and coming the last several years,” Norman said. “The building has that urban feel to it with the exposed brick walls, and it was just a really good match.”
Norman and her husband, Blake, own the 31-year-old Normans Jewelry & Bridal, 116 W. Commercial St. in downtown Lebanon.
The Normans already have a foot in the Springfield market as owners of McDaniel Bridal & Formal. Eight years ago, the Normans purchased McDaniel Bridal, 901 S. Glenstone Ave., from Thomas Latimer. Latimer still owns McDaniel Furs, which shares space with the bridal shop.
Bo Hagerman, landlord for the new Normans Bridal location and co-owner of South Pier LLC, said his new tenants should have a big impact on downtown shopping.
“Normans is the premier name in wedding dresses in the area, and with them coming down here, it almost creates a wedding district. It certainly will be an anchor for other stores in the area,” Hagerman said. “It’s a big win for downtown.”
Since late 2005, at least three bridal shops have opened in the heart of center city: Ella Weiss Wedding Designs, at 400 Place on East Walnut; Gracie’s Bridal, on South Jefferson in Wilhoit Plaza on Pershing Street; and Frock Bridal, on Patton Alley. Additionally, three other women-centered retailers operate along Walnut Street: Staxx LLC, Chic Chick Store LLC and Envy Clothing. The owners of Ella Weiss Wedding Designs and Frock Bridal could not be reached by press time.
Normans Bridal is sharing the first floor of the former South Peer Antique Mall & Flea Market building with Moda Salon. Lease rates were undisclosed.
Hagerman said South Pier has spent more than $4 million in renovations since acquiring the four-story structure in 2008. Seven condominiums occupy the second and third floors, and there is basement parking available at the back end of the building on Patton Alley. Brenda Norman said the Springfield and Lebanon stores would work together to cater to their customers’ needs, and she’ll keep McDaniel Bridal open though operating at different price points.
“I just did not have the floor space that I knew I would need to have to do the type of business I know we can do in Springfield,” Norman said.
Amy Forrest, bridal sales consultant and director of prom and pageant wear at McDaniel Bridal, said her location will feature a range of bridal dresses aimed at attracting price-conscious customers.
“The economy has been tough, and getting married is such a special time that it can be hard for people who can only buy a dress in a certain range,” Forrest said.
Forrest said the gowns at McDaniel Bridal would be available for purchase off-the-rack once Normans Bridal opens its doors around the first of the year. Norman said both stores’ prices would range from $100 to more than $1,000.
Norman said the Springfield shop will offer high-end costume and bridal jewelry, but it would not have the personally crafted jewelry her husband produces in Lebanon. She declined to disclose company revenues, or offer specific revenue goals for the South Avenue shop.[[In-content Ad]]