A study by Insider Data and WeddingWire showed that for Indiana, the average amount spent on a wedding dress is $1,359.
However, in a couple of weeks, just over 30 brides-to-be will walk into Sophia’s Bridal and Tux in Columbus and emerge with wedding dresses that are entirely free.
The bridal salon is partnering with the nonprofit Brides Across America to host an “Operation Wedding Gown” event on Oct. 29 and 30. On those two days, the store and the nonprofit will give away free dresses to 32 brides who are either:
- Active members of the military (or their fiancées)
- Veterans who have been out of the military for five years or less (or their fiancées)
- First responders (or their fiancées)
- Healthcare frontline workers
Salon owner Jessica Limeberry said that with her husband is in the military, the cause is “close to our hearts and close to our family.”
“It’s a great way to give back to these families,” she said. “And then, this year, they decided to include frontline workers for COVID-19 as well, so I thought that was a really great way for us to be able to do something special for those people.”
Limeberry said that brides will be able to pick from a selection of over 100 dresses and will be able to take the dress of their choice home with them that very day. She said that most of the dresses for the event have been donated by the store, but there are some that Brides Across America will provide in order to “fill in different sizes.”
Limeberry said that the two days have been set aside for the program, with the store focusing solely on the Operation Wedding Gown brides during that time.
“We’re making sure that each bride has two full hours, so that we can, you know, really pamper her and celebrate,” she said.
Brides should bring appropriate ID or proof of occupation to their appointment to confirm their eligibility. However, Terry Brumley, director of Global Relations for Brides Across America, said that if a bride’s fiancé is stationed overseas and she doesn’t have access to his ID, the store can make other arrangements.
Limeberry said that brides can bring two to three friends or family members with them; these groups will be spread out throughout the store to provide distance. She added that the store can use video chatting to include loved ones who aren’t able to be there in person.
The store will also provide hand sanitizer, and will clean between appointments and operate under the statewide mask mandate.
While this is the salon’s first time hosting an Operation Wedding Gown event, Brides Across America has been in operation and giving free dresses to brides since 2008.
According to its website, the nonprofit holds Operation Wedding Gown giveaways twice annually “in partnership with bridal salons across the country,” with events scheduled around Independence Day and Veterans Day to honor troops.
Brumely that when Heidi Janson founded the nonprofit, her goal was to give free wedding gowns to military couples. Over time, the scope of Janson’s mission expanded.
“Several years later, she added first responders after the hurricanes and the Vegas shooting,” Brumley said. “So in May, she decided to add to her mission the frontline healthcare workers that are dealing with COVID. And year to date, the organization, with the help of stores nationwide and many designers, she’s given 27,000 dresses away.”
Brumley estimated that about 90% of dresses are donated by designers or bridal stores. The organization also accepts donations from brides who never wore their dresses or wore them once and had them cleaned afterward. One woman recently contacted Brumley about donating a dress worth $14,000.
“The stories are great,” Brumley said. “As the founder said, she always gets a lot of thanks, but actually, she is the one thanking our heroes. That’s how she feels about it.”
Janson said in an official statement, “Together strong is my new mantra. I am so grateful for the selfless acts of our healthcare workers, first responders, and military that provide us support each and every day. This is our way to keep us united in love and our way of thanking all of you.”
Limeberry said, “Especially this year, things have been hard on a lot of folks, so it’s nice to give them a little bit of a break in the stress of the wedding planning procedure and all that goes into the big day. So it’s giving them a little bit of a break on the budget. I hope it mostly just provides them just some extra celebration, so that they know that, like, people outside of just their close family and friends really care about them and want to support them and celebrate them.”
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How to Register
Brides-to-be who qualify to receive a free wedding dress can register at www.bridesacrossamerica.com/events/registration/event-list by clicking on the event link for Oct. 29-30 at Sophia’s Bridal and Tux, selecting their dress size (a chart is available on BAA’s website) and paying the $50 tax-deductible registration fee. The fee covers costs associated with running the event.
The giveaway will be limited to 32 brides.
Who is eligible to receive a free dress:
- Active members of the military (or their fiancées)
- Veterans who have been out of the military for five years or less (or their fiancées)
- First responders (or their fiancées)
- Healthcare frontline workers
More information about eligibility is available at www.bridesacrossamerica.com/events/registration/register.
After registering, brides-to-be should call Sophia’s Bridal and Tux at (812) 375-2223 to set up an appointment for Oct. 29 or 30. The store will be open from 12-8 p.m. both days. Each bride will have a two-hour time slot for her visit. On the day of their appointment, brides should bring appropriate ID or proof of occupation to confirm their eligibility.
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About Sophia’s Bridal and Tux
Sophia’s Bridal and Tux started in 2007 as a 1,600-square-foot boutique. It has since expanded and has three locations in Columbus, Fishers and Indianapolis. The stores specialize in wedding dresses, formal wear and tuxedos.
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About Brides Across America
Brides Across America is a nonprofit organization that was founded by Heidi Janson in 2008 to provide free wedding dresses to members of the military and their fiancées. The organization later added first responders and their fiancées to its recipients. In May, COVID-19 frontline healthcare workers were added to the list.
To date, the organization, in collaboration with bridal salons and designers such as Vera Wang, has given away over 27,000 free wedding gowns and 26 free weddings.
