Simply Charming, a boutique in downtown Auburn, is entering a new market with the addition of bridal and prom to its merchandise mix. The new merchandise is set to hit the floor in January 2010.

“[The owner] wanted to provide a cute boutique environment where women can come in and try on wedding dresses,” says Kyndal Rogers who has worked at Simply Charming for two years.

The boutique opened its doors to the public Sept. 23, 2006, and catered to a diverse market of women. Recently, Simply Charming has moved from middle-aged women and college students to just college students and other young women.

“Being downtown, most locals don’t care to fight the traffic and the parking,” says Haley Penney, owner of Simply Charming.

Simply Charming is a victim to the economy and has not been able to carry as much merchandise as it once did due to the lack of consumer spending. The boutique still carries the same number of brands, it has just had to rethink the price points. Where price points used to range from $150 to $200, the average price of merchandise now ranges from $75 to $100.

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The addition of bridal and prom to the merchandise mix will hopefully be the spark Simply Charming is looking for to increase profits.

“Simply Charming has always been an all-occasion dress store, with the exception of a few tops, jackets and denim,” says Penney. “So in the future, we will be more of an all-occasion dress store by adding bridal and prom to the mix.”

Adding bridal gowns and prom dresses to the merchandise mix at Simply Charming has always been a goal for Penney and she believes now seems like the right time to do so.

“People may stop buying everyday dresses but people are always going to need prom and bridal,” says Penney.
Rogers says most people refer to Simply Charming as a quaint boutique with a relaxed, calm atmosphere. By transforming the back room of the boutique into a bridal area, the hope is to transfer the relaxed shopping over to the bridal department.

So what do the customers think? Penney and Rogers both say the reaction has been positive. “People get really excited because Auburn doesn’t have anything like this,” says Rogers.

Simply Charming hopes to make the shopping experience a more personal one. Rogers says women with bridal appointments will more than likely be served with wine or champagne and maybe some hors d’oeuvres to give the experience a more intimate feel.

There are already bridesmaid’s dresses in store. It is a special-order process where one can choose the length of the dress, the style of the top and the color. There are about 30 colors to choose from and various styles.
“All items in store will be available for purchase,” says Penney, “but if you need a particular size or would prefer a different color, we would be more than happy to order it for you.”

Simply Charming has plans to remodel the store and change to atmosphere to go along with the new merchandise mix. The addition of the bridal lounge will add a new aspect to the boutique.

“My plans for Simply Charming in the future are hopefully to just hang in there through this difficult time,” says Penney, “then to grow and prosper as a successful business that can provide goods to the Auburn community. We hope to grow with Auburn!”