Grad dresses, bridal gowns Entrepreneur builds unique shopping experience above equipment shed
BIG BEAVER, Sask. — The bottom line for Lisa Andersen in starting her gown business was to stay close to home and the family farm in southern Saskatchewan.
It’s about a 20 second walk past vegetable gardens, the chicken coop and children’s swings from her front door to the farm’s new equipment shed. Inside is the usual array of agriculture machinery, dirt bikes, quads and tools.
But tucked in the back is a carpeted stairway leading to a second floor room chockfull of prom dresses and bridal gowns for Andersen’s Prairie Girl’s Designs.
Read Also
Agri-business and farms front and centre for Alberta’s Open Farm Days
Open Farm Days continues to enjoy success in its 14th year running, as Alberta farms and agri-businesses were showcased to increase awareness on how food gets to the dinner plate.
Andersen said a lot has changed since she graduated from high school.
“When I graduated, we sort of all looked the same, we just wore different colours. That was our big signature thing. But now there are short gowns, mermaid styles, ball gowns, fit and flairs, sheath styles,” she said.
“There’s so many different styles and to be quite honest, the girls can be baffled by it all.”
The business idea hatched after the self-described entrepreneur and mother of three surfed the web and ended up looking at grad gowns. It wasn’t long until she was selling them.
“I would sell a dress and buy two. That’s how I built my inventory,” Andersen said.
“I have worked hard to try and build an inventory that makes it worth the trip because people wouldn’t come if it wasn’t,” she said. “I try to be cutting edge on the grad side. I want girls to come and go, ‘wow.’ ”
Five years later, business is brisk. Graduation dresses range from $325 to $700 and bridal gowns cost between $1,000 and $1,500.
It still surprises Andersen that customers travel to her rural shop.
“People want an experience now, No. 1, I think. And number two, I think they’re looking for something unique,” she said.
“They’re hoping that they’re going to find that hidden gem that isn’t massed produced.”
They’re also looking for one on one attention and private bookings.
“I’ve had appointments that last three hours and girls will try on 35 dresses,” she said.
“Women like that. I don’t want 20 strangers looking at me if I’m in a dress that makes me look wide.”
Along the way, Andersen has learned to trust her instincts.
“It took some courage and a lot of talking myself into it because I worried that if tried this, it could be a complete flop.… As weird as it is, it seems to be working.”
The business is a good fit with the farming seasons.
“The grads start coming in the fall when farming is winding down, the cows are home and all we have to do is wean calves. Brides come in the early winter because there’s a lot of summer/fall weddings. As spring approaches, it starts to quiet down a little,” she said.
