In this episode of The Localist, host Carrie Rollwagen talks with Meredith Carter, owner of Bustle Gowns, and Laine White, the shop’s creative director, about transforming a small consignment bridal shop into a premier destination for sample gowns — unworn designer dresses available at significant discounts. They share how Bustle’s private appointments, skilled consultants, and intentional guest limits create a calm, confidence-boosting experience for brides. Training goes beyond style and fit, teaching consultants to “read the room,” manage multiple opinions, and guide each bride toward a gown that makes her feel like a “10 out of 10.”
The conversation also explores how Bustle’s marketing evolved from emphasizing discounts to highlighting the unique, high-touch experience they offer. Laine explains their focus on authentic social media, using real brides and local collaborations, and how they’ve built lasting relationships with clients. A standout moment is the story of a Galia Lahav gown they donated to Goodwill that went viral; instead of shying away, they leaned in, turned it into a PR win, and even hired the woman who found the dress. Through it all, Meredith and Laine show how intentional service, adaptability, and storytelling can set a small business apart.
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