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Priscilla of Boston, which made Grace Kelly's wedding dress, closing

Grace Kelly wore a Priscilla of Boston dress as she wed Prince Rainier of Monaco — but the company’s rich history may have lent it a too-stuffy image for today’s brides.

Life magazine

Grace Kelly wore a Priscilla of Boston dress as she wed Prince Rainier of Monaco — but the company’s rich history may have lent it a too-stuffy image for today’s brides.

Priscilla of Boston, the high-end bridal boutique that got its start on Newbury Street in 1945 and shot to prominence after making Grace Kelly's wedding gown, is closing.

Its parent company, David's Bridal, announced Aug. 31 that it will shutter the store's 19 national locations, including those in Orlando and Coral Gables, on Dec. 31. A corporate office in Charlestown, Mass., will also be closed. A David's Bridal spokesman said the stores are being shut so the company can invest more resources into its 307 David's Bridal stores.

"The decision is really based on looking at our resources and capital investments and looking to invest in Priscilla's sister division, David's Bridal," said Brian Beitler, chief marketing officer for David's Bridal.

Orders for dresses will be fulfilled as promised, according to a Q&A on Priscilla's website.

Although Beitler would not say that the economy was a factor in the closing, bridal specialists and analysts say the business of weddings has changed in recent years, with many brides scaling back their budgets.

"They're probably closing because they failed to realize how the market has shifted and changed," said Shane McMurray, CEO and founder of the Wedding Report, a website that follows wedding trends. "Several of the big designers have already created lower price lines in different markets so they can penetrate down into new markets. That's really what you have to do."

Priscilla is seen as the posh older sister to the less expensive David's Bridal. The priciest dress at David's retails for $1,400, while the most expensive dress at Priscilla costs $10,000. A study by the websites the Knot and the Wedding Channel found that the national average that brides spend on their dresses has changed little between 2008 and 2010 — just over $1,000, a number more in line with David's price point.

The closing of Priscilla marks the end of an important chapter of Boston fashion history.

Priscilla of Boston started after Priscilla Kidder graduated from the New England School of Design. She opened her shop on Newbury Street and quickly rose to become an internationally recognized expert.

"She really changed the way that people look at the wedding industry," said Salwa Khoory, co-owner of L'Elite on Newbury Street. "She was Vera Wang before there was Vera Wang. The closest comparison I could make now is Oscar de la Renta. That's how respected her work was."

Kidder cemented her reputation when she designed the 1956 wedding of Grace Kelly to Monaco's Prince Rainier. She went on to design dresses for presidential daughters Luci Baines Johnson and Julie and Tricia Nixon. She died in 2003 at 86.

But that rich history may have come back to hurt the company. Party planner Bryan Rafanelli said that as Wang and other superstar fashion designers rose to fame, Priscilla came to be seen as stuffy and old-fashioned.

"When I first started 15 years ago, pretty much every one of the brides at least considered a Priscilla dress," he said. "Now it's much more rare. I think a lot of people, including myself, put Priscilla in a box. Some people didn't see it as cutting edge."

Yolanda Cellucci, a former wedding dress magnate who closed her Waltham, Mass., salon two years ago, said she has noticed that brides are spending far less than they did before the economic downturn.

"I used to carry Bob Mackie wedding dresses that cost up to $25,000," Cellucci said. "We had a baby grand piano in the foyer with a pianist. There were models, and we served champagne. People don't have time for that anymore. Everyone is rushing."

Priscilla of Boston, which made Grace Kelly's wedding dress, closing 09/10/11 [Last modified: Saturday, September 10, 2011 5:30am]

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