The perfect dress: helping Utah's brides feel beautiful.

• Author: Devin Felix

Robyn Dunn's decision to move her wedding dress store to a smaller location earlier this year wasn't for financial reasons. Sales at The Perfect Dress were good, but Dunn felt the size and setup of the store didn't allow her staff to dedicate enough time and attention to each bride. Brides want shopping for a dress to be a memorable experience that involves friends, bridesmaids and parents, and they want store employees' full attention. So she closed down her 6,000-square-foot store in Cottonwood Heights and opened a 2,200-square-foot store in Holladay.

"I just want to focus on these girls and give them the most incredible experience that they will always remember," Dunn says. "It's all about the experience."

The Perfect Dress now operates only by appointment. Appointments usually take about an hour and a half, which allows a bride to try on as many dresses as she needs and get input from any family and friends who came with her.

Operating a wedding dress store in Utah brings different unique challenges and benefits, Dunn says. When she attends industry events with other dress sellers from around the country, they're often envious of her because of how wedding-focused Utah's culture is.

The trend in...