Kleinfeld Takes Manhattan

This article is from the archive of The New York Sun before the launch of its new website in 2022. The Sun has neither altered nor updated such articles but will seek to correct any errors, mis-categorizations or other problems introduced during transfer.

The New York Sun

The biggest designer wedding-gown retail shop in America has grown even larger. Kleinfeld Bridal moved from its 20,000-square-foot digs in Bay Ridge, Brooklyn, to a new space along Ladies Mile that boasts two floors, 35,000 square feet stretching from 19th to 20th streets near Sixth Avenue. After the official opening party last week, the sales team has settled into the new store – so settled, in fact, that the employees say they already wish they had more space.


Co-owner Mara Urshel, who bought the company six years ago with two investors, emphasized the new building’s 19-foot ceilings, Tuscan design, and five separate music zones. It carries 1,500 sample dresses by more than 85 designers, organized first by cut – A-line, straight skirt, mermaid – and then by designer.


The first-floor showroom is designed to make the bride-to-be the center of attention. Ten raised circular platforms let her hover inches above the ground for maximum flattery. The mirrors in front of these so-called “twirling stations” have had the lead and green tint removed, so varying shades of white and ivory can be seen the way a camera would capture them. Co-owner Wayne Rogers, who played Trapper John on the original “M*A*S*H” television series, added that he hopes the mirrors work, or it’s “$35,000 down the drain.”


Downstairs, like life after the wedding, there is less fantasy and more ironing. In the bustling sewing room, 82 seamstresses work on alterations. Ms. Urshel said that every one of the store’s Bay Ridge employees, many of whom live very close to the old store, decided to stay with the company. Kleinfeld provides free bus service to Manhattan from Brooklyn each morning for them. Loyalty is prized here: There are 22 employees in the “20-year club.”


Thanks to the Internet, Ms. Urshel said, many brides these days come to the store with a dress style already chosen. More women are turning to celebrities for fashion inspiration; a dress hanging downstairs was modeled on the gown worn by Kevin Costner’s new wife at their lavish ceremony in Aspen last year. Paradoxically, many women want to feel like their dress is theirs alone: “A lot of brides want to customize,” Ms. Urshel said, “even if they have to point out the one bead that they added to make it their own.”


But some things haven’t changed: As always at Kleinfeld, gowns are viewed by appointment only. On one day last week, there were 110 on the schedule. And like most of the bridal industry, Kleinfeld’s approach to marriage revolves around the woman. “When a bride’s getting married,” Ms. Urshel explained, “she’s the most important part of the day. And every other day, for that matter! At least for another nine months.”


The New York Sun

© 2024 The New York Sun Company, LLC. All rights reserved.

Use of this site constitutes acceptance of our Terms of Use and Privacy Policy. The material on this site is protected by copyright law and may not be reproduced, distributed, transmitted, cached or otherwise used.

The New York Sun

Sign in or  Create a free account

or
By continuing you agree to our Privacy Policy and Terms of Use