Travel Waterloo

Dig Finery Fashion in Waterloo


posted on Thursday, June 30, 2016

I’ve driven go-karts, consumed pizza, been sledding, and talked beer in past episodes of Travel Waterloo. I don’t know if I’ve ever felt like I was a fish out of water as much as I did this week when we visited Finery. I haven’t shopped for wedding dresses previously. I had to ask for the definition of “trend wear.” But even though I was out of my element, Natalie and her team were awesome in helping me to feel comfortable, learn about fashion trends and find out why Finery has such a passionate following.

Bridal Gowns

New Name. Finery was the recipient of a challenge grant from Main Street Iowa, and that grant allowed the business to grow from Bride’s Corner to Finery. In addition to their gorgeous bridal gowns, they now offer some of the hippest women’s clothing. Natalie and her husband took great care in preserving the history and character of their building, and further enhanced it with wood floors and an elegant staircase.

Trend Wear

New Trend Boutique. All of the clothing and accessories featured upstairs at Finery is hand-selected by Natalie and her staff. They travel to Chicago several times a year to pick out items that are sometimes one-of-a-kind. "Trend wear" is the technical term, and simply refers to the latest style in clothing. The style now features a lot of patterns, bright colors and fringe.

Fashion Truck

New Fashion Truck. One of the coolest things I’ve ever seen is Finery’s Fashion Truck. They can bring the “Wanderer” to community festivals, bachelorette parties, bridal showers, and even your next girl's night out. The truck is loaded with selections from Finery’s inventory, and guests can shop, try on the fashion items and buy on site. If it played music, it would be like the ice cream truck of your youth, but filled with awesome clothes instead. 

Same Great Service. The thing that stood out to all of us during our visit was the personal attention guests at Finery get from the staff. Whether it is a newly-engaged bride, a young lady shopping for a prom dress, or someone coming in to check out the latest selections upstairs, the staff is customer-centered and extremely passionate about helping customers find exactly what they’re looking for. Several times while we were at the boutique, I heard, “I need to come back here soon. This is awesome.” It is awesome, and you should visit them, no matter where you’re from.

Follow the hashtag #IDigWaterloo for photos, videos, and travel inspiration.

- Aaron Buzza, Waterloo Convention & Visitors Bureau

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