For Dickson native Jana Adkins, love and life are two key elements that drive her desire to serve and celebrate the community.
Last September, she opened Blush Bridal on Main Street in Dickson, the second time she has owned a store in the downtown area.
“I’d been down this road before,” said Adkins. “I had a gift shop over on College Street for seven or eight years called Traditions, which I sold in 2008 or 2009. Then I went back to my original career which was working with fundraising. But, last year I decided I wanted to do this again. I was tired of driving on the interstate back and forth to work. So, I wanted to be back home. Unfortunately I tried to do it in the year of 2020, not knowing that there would be a pandemic.”
Her daughter, Rachel, 15, who is a sophomore at Dickson County High School, works at the shop.
“I was drawn initially to starting my own business, and I did not want to have my child (son, Jackson, now 18) in a daycare facility,” Jana said. “So, I started out with my business called Traditions on College Street across from Miss Mable’s Tea Room. I thought, this will be fun to have a girlie shop across the street from another girlie shop. That’s what we did, and we were the only game in town back then. Now I’m older. My daughter, Rachel, wasn’t born when I opened my first shop. Now she’s here. She knows what’s happening with my target market. So that’s a little bit easier for me to navigate. In fact, she’s my social media director and co-owner stylist advisor.”
Adkins said that she loves the location on Main Street and appreciates the support that Main Street businesses share with one another, adding that Main Street foot traffic is a huge plus.
“Customers may be going to a prom, or they’re in a pageant, or they’re getting married,” said Adkins. “It’s a very positive energy of celebration. They’re happy. It’s very uplifting. I like to be a part of that, to make them feel beautiful for their special day. It’s usually very light and uplifting in here, and I try to be encouraging and help everyone of all shapes and sizes.”
Jana said that the age range of customers goes from early teens for those in pageants, ages 15 to 18 for those seeking dresses for proms, and wedding dresses for brides all the way into their 60s.
The shop sells a variety of dresses and stunning accessories — veils, tiaras, shoes, and jewelry – as well as bridesmaids dresses and tuxedo rental for grooms and groomsmen. Jana said that wedding gowns average between $300 to $900, with most in the $700-$800 range.
“We’re a little different because we try to keep our prices lower than the Middle Tennessee area because not everybody has $1500 to drop on a wedding,” she said.
Jana said that it is gratifying to have customers that come in and come back at various stages, including customers from Humphreys, Houston, Hickman, Cheatham and Maury counties.
“I get a bride on the front end of the excitement,” said Jana. “This is the first step. They’re happy when they get here. They get their engagement ring, and then they come here to go shopping. This is the first thing you do. Then, they think about flowers and a place and about their future and the planning. They are looking for that fairy tale dress that they dreamed of since they were a little girl.”
“You see that look on their face when it’s not the one,” she said. “So, I say go back in and try on the next one. But, when they come out and they’re glowing, it’s that moment and you can just tell that’s the one. Their mother starts crying and their grandmama starts crying. It’s just such a beautiful moment because the bride will stand on this pedestal for a very long time, looking at herself, and she’s happy.”
The next generation
“I love seeing the joy on their face whenever they put on the dresses,” Rachel said. “They just know they’re going to have fun. You get to put a bow on their head, and many start crying from the joy on their faces. It’s rewarding to be a part of helping to plan their day and the event.”
Rachel is a budding photographer and has a Facebook page for Rachel West Photography, which she started in October. She also bakes and plans to use that skill to create wedding cakes in the future.
Jana and Rachel said that neighboring business owner Victor Lugo of Lugo’s says hello to them every day.
“We have an 11-year-old daughter,” said Lugo. “Every time we pass by the (bridal) store she mentions about the dresses. They are very kind, very sweet people, and are very welcoming.”
Jana and Rachel agree that it’s important to remain open when it comes to style.
“Someone might come in wanting a long sleeve straight gown, and then leave with a strapless poofy Cinderella ball gown,” said Jana. “That’s fun. I love to hear after the fact that somebody had a terrific experience here. More than they bought the dress. They felt welcomed, and they enjoyed their time here. They felt respected and appreciated.”
The Link LonkMarch 11, 2021 at 07:00PM
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Dickson dress shop owner sends brides down the aisle in style - Dickson Post
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