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Main Street: Season 1

Episode 3: Ellen’s Bridal & Dress Boutique

How we transformed

Ellen's Bridal & Dress Boutique

Dig deeper into the thought and decisions that guided the Deluxe team as they developed Ellen’s marketing strategy.

Lisa Ellen Downs is a former paralegal who left a reliable career to pursue her lifelong love of fashion. She opened Ellen’s Bridal & Dress Boutique, a shop that has evolved over the years from a dress consignment store to a high-end bridal boutique featuring bridal gowns, prom dresses and tuxedos. Ellen’s offers the atmosphere and selection of a big-city shop with the personal service of a small town store.

As Amanda Brinkman and Robert Herjavec get to know Downs and her business, they are shocked to hear about the inventory requirements of the bridal industry. In episode three, we learn about the biggest challenges she faces: low awareness, even locally, of her bridal experience, which results in loss of traffic to competitors in more urban markets; and, how to sustain her low-volume, high-ticket business during seasonal downturns. See how the Deluxe team helps her elevate her branding to tell the Ellen’s experience, and shows her how collaboration with other small businesses can be the ticket to success.

Get to know the characters in this episode:

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