A Garston-based company, set up by two childhood friends, is on a mission to "dress the whole of Liverpool".
Dress2Party is a specialist formalwear company, founded in London by former lawyers Samantha Cohen, 55, and Vanessa Kenley, 54, with a focus on prom and party dresses. The friends "fell into" the business and initially began with a small shop selling prom dresses.
As the demand and expectations of school proms grew and grew over the years, so did the demand for suitable attire. Speaking to the ECHO, co-owner Samantha explained their company "has grown as prom has grown".
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Now, the friends have expanded to Liverpool, first with a store in the city centre, before relocating to a much more spacious venue at The Matchworks on Speke Road. The new venue stocks an extensive collection of prom dresses, with designs by Sherri Hill, Jovani, Mori Lee, Mac Duggal and more. The business owners' sister brand, Sisterhood Bridesmaids, is also located at the venue.
The companies aim to offer customers a truly "personal" shopping experience, with devotion to customer service and high quality products an integral part of the company ethos. At their Liverpool store, there's also a wide range of dresses which are made in house.
Speaking about the company's origins, Samantha told the ECHO : "It was something we fell into; we decided we wanted to do party dresses and we started a small shop. We started doing prom dresses and we've kind of grown as prom has grown - it's become a massive thing, it's become a rite of passage and our business has grown as prom has grown.
"We're one of the biggest prom stockists in the whole country, and during covid rather than do what our competitors did - which was sell fluffy slippers, pyjamas, that kind of thing - we started manufacturing our own dresses.
"We know dresses inside out; we know what colours people want, what shapes they want, what styles they want, so we turned the downstairs of our shop into a workroom to try out different styles and come up with our own range.
"We also started doing our own bridesmaids dresses in covid, too. We put our heads down and really worked on doing that. We've moved from the city centre in Liverpool to Speke Road and took a really, really huge unit; it's a beautiful space.
"Half of it is a prom store, and half of it is a bridesmaid store. We've got really good stock up there, we've got an amazing team - our online department runs from there, too. Everyone in Liverpool is so friendly, and our Liverpool shoppers are lovely."
Samantha believes since the effects of the coronavirus pandemic, many people have a stronger desire to get dressed up and "celebrate", particularly in Liverpool. She continued: "Since covid, there's been a lot more black tie weddings, I think it's because people really want to dress up and celebrate, so we do a lot of mothers-of-the-bride and grooms. I think people are marking occasions much more, like with big birthdays, they're going all out, too.
"They've always dressed up a lot in Liverpool. It's funny, geographically people like different dresses and in Liverpool, they love sparkle and colour whereas in other places, they might not. Everyone is really fun in Liverpool, it's really upbeat.
"People are going for black tie more, and they want to have much more memorable experiences, because we couldn't have those for two years. We're really, really committed to Liverpool, we've got an amazing team there."
Prior to founding their brand, Samantha and Vanessa were both lawyers but believe they've found their passion with Dress2Party and Sisterhood Bridesmaids. The dresses are "luxury", which is reflected in the prices, but with the company "manufacturing their own dresses", they "can offer a broader price spectrum".
The businesswomen are keen to offer good service, and aim to ensure their dresses will last a lifetime. Samantha said: "People are really surprised when they find out the owners of the store are working in the store, but we love meeting the customers and being with them and serving the customers. That's our favourite bit.
"We can offer a broader price spectrum as well with our own label - we are still the luxury end, for sure, but they're not one use dresses. They can be worn from prom through university at events and balls, and at work events. When you love something, you want to wear it again and you have to love yourself in a dress.
"It's about how you feel in it; you have to feel wonderful and want to wear it. I think there's always the perfect dress, and it's about how it makes you feel."
Samantha and her team are "committed to Liverpool", and are keen to see the brands continue to flourish here. She added: "Our aim is that we carry on growing Dress2Party and get it on more and more girls and people who love to dress up. We have a store in central London and in Glasgow, and a brand new store in Leeds, and we want to carry on growing.
"We want to dress the whole of Liverpool and beyond. We can expand the range because we've got the space to do that here. We can expand the dresses and release short dresses, too - that's a big thing in Liverpool too because they love to party. We really want to see it grow and grow."
Dress2Party is based at Unit 20, The Matchworks, Speke Road, Garston, Liverpool, L19 2RF. You can shop online here.
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