Pure Bridal is hoping to provide fantasy gowns with a decidedly local flair.

“I love when you can find the perfect dress for somebody,” said co-owner Kayse Carter. “You can tell instantly by their face.”

Carter and co-owner Rita Gartin are both ISU graduates.

In addition to designer gowns, the store offers jewelry from Swallowtail Jewellery, a mother-daughter team based out of Nevada, Iowa, headpieces from alumna Dani Ausen and local photography decking the walls. 

Gartin said it was important to them to offer “realistic Iowa pricing” and a comfortable shopping experience. 

Their selection includes several one of a kind dresses at reduced prices, as well as collections from designers such as Casablanca Bridal and KittyChen Couture. 

Since Carter has a degree in apparell, merchandising and design and Gartin has a degree in interior design, they said they both have a very critical eye for details of design. 

The former office building underwent a major overhall. Now it is painted a sky blue and decorated with huge mirrors and the owners personal effects, such as old cameras and old letterpress printing blocks. 

“We wanted the store to have an antique, yet still modern feel,” Gartin said. 

They offer three family style rooms to give privacy to brides, but also have enough seating for large parties. Unlike many bridal boutiques, they allow brides to take photos of themselves in the dresses they try on so they can think about them more later. 

In addition to wedding gowns, the store carries bridesmaid’s dresses and tuxedos, little black dresses, accessories and undergarments.