Fashion, Emotion, Tradition Define Mid-Michigan Biz
FOWLER (WWJ) – Amid the corn fields of mid-Michigan there stands a field of white lace dreams.
Becker’s Bridal has been dressing generations of fashion forward brides in a town where the dresses outnumber the people nearly two to one.
Shelly Becker Mueller said her grandmother owned a general store in Fowler and was asked by a customer to bring in a bridal gown for her wedding. That was in 1934.
Today, Becker’s Bridal houses 2,500 gowns. The population of Fowler is 1,100.
“We are an emotion-based business,” Mueller. She adds she thinks her secret to success lies in the fact that each customer is showered with personal attention.
The day WWJ Newsradio 950’s Marie Osborne paid a visit, there were ladies waiting outside the door before the store’s 10 a.m. opening.
The store dresses nearly 1,900 brides each year. The cost of the gowns generally fall between $800 and $1,200 — some a bit higher.
Mueller said the sizes range from 2 to 30. “We want every bride who walks in the door to try on a dress close to her size so she can get a real idea of what she will look like,” she said.
Mueller said the store often has several generations of women from one family who’ve bought their dresses at Becker’s.
Recently, a young bride arrived at the store with her great-grandmother, grandmother and mother. All had purchased their dresses at the store.
Get more information about the store at this link.