Main Street: Season 1

Episode 3: Ellen’s Bridal & Dress Boutique

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.

Learn more about the marketing strategy that is helping turn Ellen’s and Wabash into a wedding shopping destination. > 

Resources from this episode

Get to know the people featured in this episode and learn more about how Deluxe helped them overcome some of their marketing challenges. The timestamps below make it easy to explore specific moments from the show more in depth.


Meet Lisa Ellen Downs

She’s a former paralegal with a love for Wabash and fashion. Ellen’s is her dream come true, despite its struggles.

Learn more about her journey.



Ellen’s will have a hard time drawing out-of-town shoppers to her store all on her own, but banding together with other shops with similar goals, they can really start to make an impact to establish Wabash as a bridal shopping destination.

Learn more about the power of banding together to make a bigger impact.



Lisa wants to change perceptions of her shop to promote her focus on bridal and the high-end experience she provides. A logo refresh quickly communicates to customers that something has changed, forcing them to sit up and take notice.

Thinking about rebranding? Learn the steps you need to be thinking through.


75% of people read reviews before making a purchase decision

A critical element for Ellen’s was motivating more customers to leave online reviews. Not only do online reviews help motivate other shoppers to visit, they also help bolster your findability on search engines.

Learn how to maximize online reviews to improve your local findability.


It's more than a bag

Lisa wants people to know that Ellen’s Bridal & Dress Boutique provides a big-city experience with the personalized touch of a small town shop. The high-end look of her new packaging featuring her new logo not only helps communicate that, it’s a walking billboard around town after customers shop.

Learn more about how your very own retail bags and packaging can heighten your marketing efforts.

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