Business: Bri’Zan Couture
Address: 827 N. Washington St., Naperville
Phone/website: 630-428-1414; www.brizancouture.com
Owner: Sue Cerulli, 48
Years in business: 17
What does your business do? “We make dreams happen. … We love what we do. We love our brides. We love our mothers (of brides). We love our prom girls,” Cerulli said.
How many dresses are here? “We have close to 1,000 wedding gowns. That doesn’t include evening, mothers or special occasion gowns.”
What got you started? “I’ve always loved fashion. I used to work in ‘finance America.’ I said to myself one day, if I’m going to pursue my dream, this is the time to do it. So, right before the financial crisis of 2008, I opened my doors. … We’ve been through that. We’ve been through COVID. Thank God, knock on wood, we’ve survived all of it. We’re so grateful to all our customers. Very loyal.”
Were bridal gowns your goal? “I always wanted to open my own clothing boutique. What it entailed was unknown at the time. When I first opened our doors, it was a mix of everything. … In the first five years, I decided casual was not my true love. It’s bridal, it’s evening gowns, it’s special occasions.”
Why do bridal gowns appeal to you? “It’s more unique and personable. You can buy a T-shirt and jeans anywhere. To make someone feel beautiful, feel special, make their childhood dream come to life, that’s something a T-shirt and a pair of jeans can’t do. And that’s what I love. I love designing. I love seeing the excitement on a bride’s face or her mother’s face when they come in and say, ‘I’ve been everywhere and no one seems to understand what I’m looking for.’ I can finish her sentence for her because I know exactly what she’s looking for.”
What happens when a future bride comes in? “We’re by appointment only. They’re assigned to a stylist. The stylist will call them before they come in. They’ll find out what they’re really looking for, understand what their vision is. So, when the bride gets here, the consultant has a good feel for what the customer is looking for. … The bride feels comfortable and ready and eager to try on (gowns) because we’ve already confirmed we have what she’s looking for.”
How do they choose from all these gowns? “Everything in here is a sample gown. We have a ready-to-wear collection that brides can grab off the rack. But most brides are planning a year-plus ahead so we’re able to showcase all the gowns to them.”
Ever meet a bride you can’t please? “This sounds crazy, but no. If she’s not finding what she’s looking for, it’s because she doesn’t know what she’s looking for. … We treat that appointment like she hasn’t tried on a single dress before. … When she says she’s tried on 50 dresses, my staff is trained to start from zero. You work your way through. … It’s exciting, not challenging. … Sometimes, the first dress we put on them, that’s their dress.”
What about competition? “We compete with every bridal store in Illinois. What makes us different is our staff, our customer service and our product.”
How many people work here? “Six counting me. …. They’re genuine, they care about their clients, they understand and listen.”
What insight do you offer? “I was just the mother of the bride. Our only child, Briana, got married two months ago. She got her dress here. … I learned a lot. Being a mom, you need to be present. … Be in the moment. Take it in. See your daughter’s face. Is she loving the dress? … I tried to be present mentally. That was a big game-changer for me.”
Do moms buy their dresses here? “Nine out of 10 times.”
Bridesmaids? “Oh, yes.”
What’s the most bridesmaids you’ve fitted? “We had one party that had 20. … The standard is five to nine.”
What’s the longest train? “Probably 40, 45 feet. When I placed the order, the designer asked if I had the right number.”
Anything you don’t like? “It takes a toll on your body. The dresses are very heavy.”
What about prices? “Non-custom dresses start at $1,500 and go up to about $15,000. Custom can be anything.”
What’s your advice for someone starting a business? “In order for your business to succeed, you have to understand your business from start to finish, not just the surface. You have to understand behind the scenes.”
Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at metschmsfl@yahoo.com.
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