Hidden Gems: Meet Allie Holland of Monica’s Bridal

Today, we’d like to introduce you to Allie Holland.

Allie, we appreciate you taking the time to share your story with us today. Where does your story begin?
My mom actually worked at Monica’s Bridal when I was little, and I grew up in the store. Mom was the store’s seamstress, so I learned a little about everything and found my love for fashion and fabrics. My co-owner, Stephanie Palmer, started a few years after my mom, and being only six years older than me, quickly became a big sister figure in my life. We joked that we would buy the store for years, and finally, the previous owners came to us with their five-year plan to retire.

I had finished college at the University of Tennessee and worked in the corporate world for several years (in sales, retail, and marketing), and I was ready to come home and fulfill this dream. Steph and I put our heads (and hearts and money and sweat and tears!) together and bought the store in 2015. We are the third owners, starting with Monica herself, then Steve & Dolores Murphy. We were finally able to purchase a space of our own, rather than renting, two years ago. We recently finished renovations and moved in in the fall of 2023.

Our new space is a dream and fulfills that vision we had years and years ago (seriously, our Pinterest board has looked like our current store since day 1!). Stephanie is a supportive business partner and friend, but we are great at separating the two! We have no idea why, but our dynamic really works. When I need support, she picks up the slack, and vice versa. Being in two different periods of our lives really helps, too (I have young children, and she is a new grandma). In addition, our team is amazing! Our managers, Ashley Stephens and Caelin Larkin, keep things rolling smoothly, and our assistant manager, Selah, keeps us focused. On the sewing side of things, we can’t believe Margarita (Whitson) still puts up with us! She’s been on the team for over 17 years and literally makes brides’ dreams come true.

And we don’t take the word “no” very well. If you tell us we can’t do something, we are going to do it. Even if it seems crazy- like buying a business, going through two renovations, then COVID, then buying a building, renovating and moving- all in the last nine years- we’ll do it.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
We’ve definitely had our share of struggles. Starting at the very beginning, when we used an SBA Loan to purchase the business, that was a crazy adventure I’d rather forget about. And when we took the store from paper to digital- wow! It has been worth it, but I didn’t want to look at a computer for a while after entering an entire store’s inventory.

Figuring out how WE wanted to run the business was tough, as we did not necessarily do everything as it was in the past. For instance, diving into social media was a huge undertaking, and we never stopped learning and trying to improve our content and hone our message. When we bought the business, social media was an afterthought – I mean, I might spend an hour a week on it. Now, social media takes up about 80% of my time. We’ve actually shifted a lot of job roles so I can focus on socials while Stephanie and our managers handle more “in-store” processes.

It also took time to develop the lines and get the inventory where we wanted it. Our bride has changed rapidly in the past four years, and keeping up with her is no easy feat! We’ve expanded our bridal selection by cutting out bridesmaids and special occasion dresses and increased our size representation so that at least 40% of our inventory is mid or plus-size.

But probably the biggest struggle was getting our policies and practices where they needed to be. For instance, the old contracts we had when we took over didn’t specify that the customer was promising to pay their entire purchase total. So we had a few brides flake out on paying their balances if they decided they didn’t want the dress. Lots of little mishaps that cost us money led us to be very careful with those agreements, and we are very transparent with our customers about what they are entitled to and are not.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Monica’s Bridal is the only full-service bridal salon in Chattanooga, TN. In this instance, full service means that we have an in-house alterations team. These are full team members who work in our store, not just contractors or business cards we hand a bride once she buys a gown. We believe we should take a bride from buying her wedding gown to walking down the aisle, and fit is the most important part of that equation. In fact, every Monica’s bride’s wedding gown is steamed or pressed the week of her wedding for free. No bride should have to add that to her to-do list on her wedding week.

We are known for our exceptional service and luxury shopping experience. Appointments are required to shop. From private suites, professional stylists, and special personalized touches at every appointment, our brides are meant to feel celebrated. This process can be overwhelming, but we want to help them relax. This should be the most fun part of wedding planning!

Additionally, we are very proud to offer such a large selection and breadth of size range. Our wedding gowns in store are sizes 6-34, with at least 40% of our inventory being mid or plus-size. Everyone should be able to try on wedding gowns and enjoy this experience, no matter their shape.

Can you talk to us about how you think about risk?
Honestly, I don’t see myself as a risk-taker. But when I self-reflect, I suppose I am.

Using my husband and my savings to buy a business the same year I had my first child was a risk. Then, right after the business was paid off, I convinced him and my business partner to buy a building, an even more expensive risk!

But when I’m thinking about risk, I can’t make decisions without some data. I always revert to the numbers. Does it make sense as an investment? Do the numbers prove it can be profitable and grow? Do I believe in what we are doing and the ultimate goal? If the answer is yes, then it doesn’t feel so risky.

Gut feelings are great, and I’ve listened to mine, but guts aren’t dependable. Putting facts on paper has always grounded me.

Pricing:

• Our wedding gowns start at $1500 and go up to a little over $5000
• The average wedding gown in our store is $2500
• Suit and tux rentals are also available for $200-$300

Contact Info:

• Website: https://monicasbridal.com/
• Instagram: https://www.instagram.com/monicasbridal/
• Facebook: https://www.facebook.com/monicasbridalchatt
• Youtube: https://www.youtube.com/channel/UCnyQJkQubI1Xcrpzlji2NtA
• TikTok: @monicasbridalbabes

Image Credits
Ivey Photo