Laura Woolverton, founder and owner of ModaLane in Aberdeen, began her career in healthcare before finding the inspiration to create the 13,000-square-foot-store for brides.
“We’re here to spread joy by serving and celebrating others—that’s our purpose—through these big moments in people’s lives,” said Woolverton.
With five VIP Bridal Suites designed for privacy, accessibility, and an elevated experience, brides picking out their perfect dress are able to do so.
A walkway connects the suites to the showroom, creating great flow for the brides and anyone accompanying them.
“There’s a lot of thought put into the design of the showroom, suites, and the whole bridal side to ensure we were meeting the needs of our brides for them to have the best flow and full experience,” added Woolverton.
The details matter, and Woolverton paid mind to each addition to the wide space. The biggest mirrors you can get without seams are in “perfect placement” so brides can see themselves with clarity in full beauty.
The lighting accentuates and illuminates the look of each dress, and the design of ModaLane was created to provide elegance, safety, and comfort, exemplifying a pristine environment to “say yes” to the dream dress.
Along with brides, ModaLane also caters to the whole bridal party, grooms, prom-goers, and anyone looking for formal wear.
Read more about the owner, entrepreneur, and creative.
A Good Reason to Gather
The Gathering Room – $200 Flat Rate
With on-site ModaLane support for a stress-free event, create memories in a warm, stylish space designed for showers, birthdays, and celebrations.
Flexible seating + large island for food & drinks
Private lounge-style space for up to 35 guests
Three hours, including setup & cleanup
TV for slideshows, videos, or presentations
My favorite thing about what I do is…
being able to celebrate people getting married and share in their joy, continuously spreading joy through our mission. Our community is really important to ModaLane. Building partnerships in Aberdeen and across the state to be able to provide amazing services for the wedding couples we work with is so rewarding.
My hope for the future is…
to continue to grow and serve others while we connect with surrounding communities. We will continue to provide the clean, classic, and elevated appearance so brides and their crew have that magical experience they deserve. The bridal stylists
I work with…
go through quite a lot of training to be able to make sure they understand the dresses they’re talking about. They understand the bridal industry, our designers, and how to serve our brides. We always say our job is not to sell them a gown–our job is to guide them through the process of finding their dream dress.
The Bridal Party Collection Includes:
Online shopping and fittings available for the full bridesmaid, groom, or groomsman looks.
Bridesmaids
Flower Girl Dresses
Formal Gowns for Guests
Groom
Groomsman
Mother of the Bride Dresses
Beyond the Look
Countdown Calendars
Drinks and Snacks
Engagement Journals
What drew me to the bridal industry was…
how fun of an industry it is. We get to work with people at a really exciting time of their life and provide some really unique experiences for them, things that set us apart from other places.
The vibe when you walk into ModaLane is…
elegant, charming. Our building is very large, and we did that intentionally. We wanted to not ever have any limits on us as to what it is that we’re able to provide for all of our clients, brides and otherwise. The magic people feel when they’re in the store, the way they’re treated, and the hospitality is what it’s all about.
Gown preservation is valuable because…
it helps aid in a seamless wedding day, before and after. When their gown comes in, we do a gown reveal appointment with them, looking at the specifics of their gown and how to care for it prior to their wedding day. We go through the alteration process and timeline, while educating and walking through in detail what the process is going to look like for them on the big day. The insured storage is another thing we can provide, where we store their gown in our secure building.
Signature Experiences to Celebrate
Start with the: Just Engaged Consultation – Free
Tour the building, learn about all the available attire, understand the communication, process and how you’ll be guided. Set the stage for the next step–setting up a bridal appointment.
SMALL GROUP BRIDAL APPOINTMENTS
Sip & Celebrate – $75
Champagne or mimosas for the bride and guests and treats from ModaLane’s local partner, Krave.
Petals & Prosecco – $145
Signature mimosas, charcuterie cones, cookies for the bride & VIPs, custom florals by the Boston Fern, and ModaLane swag.
LARGE GROUP BRIDAL APPOINTMENTS
The Grand Gathering – $125
Spacious suite, private dressing room, and your own stylist + assistant. 7-15 Guests.
The Grand Celebration – $250
Everything in The Grand Gathering, plus champagne + locally made treats.
The Grand Petals & Prosecco – $325
Signature mimosas, charcuterie cones, cookies for the bride & VIPs, custom florals by the Boston Fern, and ModaLane swag, all with your dedicated stylist + assistant.
Accessorize & Complete Any Look with:
Customizable Jean Jackets
Faux Fur Coats
Quality Jewelry
Robes
Shoes
Tiaras
Veils (Vital for the Bride)
Renovating the building and growing the business has been…
so fast and continuously moving. We bought the building at the end of December in 2024, and then immediately began a full renovation. We were able to work with some really great contractors, and they worked really hard for us to be able to open quickly. We opened with just enough time for prom on February 14, 2025.
ModaLane’s reach continues to grow since…
there’s lots that we can do virtually, through engagement and consultations. From the tuxes to bridesmaid dresses, virtual services are available to truly support them. It’s super exciting to be able to serve South Dakota as a whole and extend that reach out.
FOR MORE INFORMATION, VISIT MODALANE.COM+
