Baylee Diede asked herself, “Where is the celebration? Where is the fun?” when helping her sisters’ shop for wedding dresses in 2021.
From there, the concept for the Rapid City dress shop, Pure Bridal, started to take shape.
“Pure Bridal became a cumulation of many life experiences,” added Diede. “It started with a love of theatre and costume design, which led to my experience in formal gown design and alterations.”
As someone who spent years competing in pageants as an adult, her love for gowns and dresses only grew.
Diede’s father prompted her to create a business plan and her dreams started to become more and more attainable.
“I wanted to show people the Black Hills deserved a gown boutique that was as special and unique as we are,” said Diede. “South Dakota is a warm and inviting place, and I wanted my boutiqueto reflect that.”
A full-service, personalized bridal experience is provided, designed to make every bride feel confident, with authenticity at the forefront.
“We specialize in carefully selected, sometimes editorial-inspired wedding gowns and accessories, offering appointments that are private, unhurried, and tailored to each bride’s vision,” described Diede.
Celebration completely centered around the bride is to be expected as brides are guided through their dress journey with “genuine care, zero pressure, and a whole lot of joy.”
Pure Bridal is a place where you can breathe, be yourself, and have the “I can’t believe this is happening” moment people dream about, Diede added.
“Being a seamstress, I think my attention to detail by knowing how dresses can be altered helps brides know the dress in their mind is the dress they’ll get, and there won’t be surprise let downs in alterations,” said Diede.
Every bride is unique and Diede has invested a lot of time into curating a collection with something in it for everyone.
“We want them to come away from an experience with us feeling excited about their wedding day, knowing all the stress of finding the perfect dress was taken care of by us, so they can focus on what the day is actually about–love,” she said.
The details ranging from how you celebrate your “yes” moment to the gown selection is completely tailored to each individual bride.
With full access to the entire collection of gowns, brides and the bridal party can expect a warm, romantic vibe complimented by natural light in every appointment space.
Light is vital, Diede says, because it highlights all of the best qualities a dress offers, aiding in finding the perfect fit. Each detail helps make this first celebration of being a bride a fun, intentional moment with friends and family.
“I really took the time to look into a variety of gown designers when selecting our inventory,” elaborated Diede. “I wanted to make sure that I wasn’t selecting gowns because they were popular on Instagram. I wanted to weigh the quality, against price, against their uniqueness.”
Services that Shine:
Brides are guided through the gown collection, offering styling expertise and honest, heartfelt advice in order to find the perfect dress.
Full Day Styling
Brides select customizations, accessories, and complementary pieces, like a reception dress if desired, to create a complete bridal look.
Fittings Alterations
Pure Bridal has an in-house alterations team with three skilled seamstresses to ensure every gown fits flawlessly.
Day-Of Dressing
Pure Bridal can be on-site on the day of your wedding to help with all fashion and dress assistance that might be needed for all members of your bridal party. There won’t be worries about who is steaming the dresses, tying the ties, fluffing the train for photos, bustling your gown for your first dance, or sewing any emergency bridesmaid fixes.
The collection of dresses at Pure Bridal was curated to showcase modern, flattering, and unique designs.
“I wanted to select dresses you’d find in Denver, Chicago, LA, New York, London, Milian, Sydney, and bring them here to my local community,” elaborated Diede.
Clean, simple looks, A-lines, square necklines, fitted crepe gowns, and lace silhouettes are all in fashion, according to Diede. Along with the classical styles, other popular features “having a moment” right now are detachable sleeves and whimsical, soft-looking dresses.
Pure Bridal has a mix of both. She says what’s trending now, niche or massively popular, will stand the test of time with evergreen relevance.
“I personally had a ‘Garden Party’ wedding with lots of color and airy textures, and I see other brides are enjoying the same,” revealed Diede.
Diede can’t get enough of the flowy ballgowns and any dress that makes someone feel like a princess.
“We have a few Randy Fenoli (from Say Yes to the Dress) gowns that look like they came out of a storybook,” she said. “I think vintage boho vibes are going to come back into style, with chunky lace knits, or a sleek simple satin, overall a very 1930’s look.”
Love is what it’s all about at Pure Bridal, and beyond.
“There’s a line from Love Actually that states, ‘If you look for it, I’ve got a sneaky feeling you’ll find that love actually is all around’ and in this day and age it’s really easy to see all the bad,” said Diede. “The news is rarely heart warming, and it’s easy to think that we are in an age of doom and gloom.”
She continued, ”But I’m so blessed to be in a line of work where I don’t even have to look for it to see that love is all around.”
FOR MORE INFORMATION, VISIT PUREBRIDALSD.COM+
