Sales are equally divided among vintage bridal wear, custom-designed gowns and those from Priscilla of Boston, a creator of high-end bridal gowns. The new location has allowed the vintage pieces to be displayed more effectively.

"They didn't have the exposure that they deserved before," says LaFramboise.

Some vintage gowns on display throughout the expanded shop are nearly pure white; others are available in various values of white and light hues including rum, a popular color for both vintage and new gowns.

The dresses are displayed in antique armoires at intervals around the rooms. Other unique armoires and cabinets are the backdrop for shoes, purses, champagne glasses and accessories that complement the selection of new and vintage gowns.

Visitors and customers are encourages to take off their shoes at the door and must put on white gloves (provided) to ensure that everything is kept as fresh as possible. Viewing of gowns and fabrics is guided by LaFramboise or by store manager Bridget Mora. The two do all of the sewing of custom-designed gowns and precise fitting of others. Other part-time sales staff is added in summer.

One room is devoted to fabrics that a bride may choose for her custom-made gown. LaFramboise says, "There are no bright-white polyester fabrics. Natural fabrics - linen, silk and cotton - are softer on the eye." Having a gown custom made permits the selection of fabric in unusual colors of light spring green, pale lilac, or combinations of the bride's choice. One gown created by LaFramboise was white with a bright red underlining; another was black, chosen by a bride who felt she did not look her best in white.

Although the choice of bridal gowns in alternative colors may be thought of as a modern trend that breaks with tradition, other colors were traditional until Queen Victoria began the practice by wearing white at her wedding, according to LaFramboise.

The process of fashioning a custom-made gown begins with the bride contributing her ideas about its design. LaFramboise creates her own pattern, first making sketches to illustrate the ideas.

LaFramboise explains, "During the sewing process, the bride may visit eight or ten times, participating all along the way by making choices of neckline, sleeves, bodice design and details leading to the final effect. The enthusiasm of brides is contagious. I want to make everything as perfect as it can be for them."

The business began 10 years ago as Sewly Yours in a 300-square-foot upstairs room across Church Street from the current location, starting with custom bridal creations and alterations. After two years LaFramboise added a selection of fabrics and an expanded workroom space. The next expansion, five years ago, coincided with the addition of Once Upon A Bride as a showroom of vintage bridal wear and with the salon's designation as a representative of Priscilla of Boston.

Benefits of the latest move are derived from the ambience of the light and open display areas and the opportunity to show a larger variety of fabrics; vintage jewelry and locally crafted pieces; and other unique items such as decorated combs and headpieces both new and dating back to the early 1900s.