The quiet town of Milford, Michigan and her 6,200 residents pride themselves in their preservation of small, locally-owned businesses. Every week, hundreds of Michiganders from busier surrounding areas come to Milford’s downtown district to eat, shop and relax.
However, since 2005, Milford has attracted a new type of customer – brides to be. Founded in August 2005, Gina’s Bridal Boutique has supplied thousands of future brides with the wedding dress of their dreams.
“It started with a statement made by myself saying ‘strange there aren’t any bridal shops out here on the west side,'” said Co-owner Judi Licavoli. “And then a few months later, we found a building to rent, and the rest is history.”
Before Gina’s, the nearest bridal boutique to Milford was roughly 20 miles to east or north. The boutique’s name inspiration comes from Judi and Anthony Licavoli’s daughter, Gina.
Gina, who was living out of state around the time, wanted to come home to Milford, thus it was the perfect opportunity for the Licavoli family to start the business. With all hands on deck, the family established Gina’s Bridal Boutique.
“We sell approximately 400 gowns a year, and for a store our size, that isn’t too bad,” she said. “Along with the bridal gowns though are the maids and mother’s.”
Large chains, such as David’s Bridal, can sell few hundred gowns a quarter.
“This brings another element to our business,” she said. “Many of the maids come back when they are engaged, so the process starts all over again for someone new.”
With sales of around 400 dresses annually, some may wonder how the business has stayed afloat and grown for the past 15 years. Fortunately, with every bride to be comes a groom. Enter Anthony Licavoli, Gina’s men’s formal wear expert and co-owner, the handler of tuxedo, suit and accessories sales, plus rentals.
“Prom (is) usually in late April and May, so those girls and guys start coming to buy in March,” he said. “Our tuxedo business is very busy during prom season, and one of the challenges that comes with it can be matching the boys’ tuxedo accents with their date’s dresses.”