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Sophisticated DSM bride: get the look

Sophisticated: Nothing says fancy like a mermaid gown. This Allure dress from Perry Bridal is designed with all the details in mind: a low button-down back, delicate lace and sparkles that last for days. Add a classic veil for a bridal look that’s fit for a fairytale.

Shop the shoot

Gown: Perry Bridal, $999

Earrings: Leona Ruby: $94

Ring: Leona Ruby, $58

Bracelets: Leona Ruby, $72-$144

Meet the Owners

Perry Bridal 

Founded in Perry in 1986 by Georgene Hoffbeck, the bridal boutique has since moved to Des Moines and now has two locations: Perry Bridal in Historic Valley Junction and Bridal Boutique, in Historic East Village, which were sold to Tanya Manatt in 2006. Together, the sister stores offer a wide variety of designer gowns, from Allure and James Clifford to La Sposa and Lis Simon. The Valley Junction location ranges from $99-$1000, while Bridal Boutique in East Village ranges from $900-$3000. Both stores are appointment only.

Ellen Martinson

Jewelry store owner, 37, Des Moines


Leona Ruby

Design background:

ISU marketing, previously at Coach for 7 years.

Inspiration for selling jewelry: 

I have always had a strong passion for jewelry. and it was all about following my dreams! My grandmother introduced me to jewelry and now I get to do what I love.

Hot jewelry trends to look for this fall: 

Tassles, big earrings that make a statement, pearls, necklaces and personalized jewelry.

Why shop Leona Ruby: 

We have a well curated selection of jewelry, we carry many different styles. Our store is always receiving new tempting pieces to add to your wardrobe — stop in and see for yourself!

Where locals can find you: 

The East Village