With a 58th Street Flagship, Pronovias Sets Tone for Expansion

NEW YORK — If you are in the bridal business, you’re also in the business of stress reduction. And there’s no better representation of that than the new Pronovias bridal store at 45 East 58th Street in Manhattan. With its residential-style “salons” for fittings, modern yet feminine decor and sense of intimacy, the Pronovias store strives to alleviate the anxiety of that special purchasing process. Service has been elevated, appointments are longer and less rushed, and bridal stylists are compensated in part based on customer reviews. The better the service, the more they earn. “When you are a bride you are very insecure. Every single decision is very, very important. What’s the right dress on me? Will I look good for my husband? For the photos? It’s true this pressure has always existed,” said Amandine Ohayon, chief executive officer of the Barcelona, Spain-based Pronovias. “Millennials are looking for inspiration. They’re searching on the Internet. They’re much more informed and that huge increase of information is driving this insecurity. She is very informed — and very confused.” She sees a “disconnect” between customer expectations and what the bridal market offers. “We feel that we have a fantastic opportunity to shake things up and drive change, by

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