SIL Sept/Oct 2019

etailers,” Haag said. “So they actually did
research, checked out websites and social
medias and they had to have a certain
look and feel to match them.”
Laurel Wreath was hand-picked
as one of the retailers. “They came from
Australia, suitcases in hand with all their
dresses,” Haag said.
After planning to order only the
minimum of eight sample gowns, Haag
ended up ordering 13, because she
thought the gowns were so amazing.
“I feel proud because this little slice
of Southern Indiana pulled some attention
from a big-name Australian designer
looking to expand in the U.S.,” she said.
“And it’s our biggest, most exciting thing
we have going on right now. The dresses
are starting to come in.”
Haag said the difference between
bigger wedding chains and Laurel Wreath
is that her store won’t have as many options,
which she considers a good thing
given that too many options can lead to
overwhelmed brides.
“We always say we’re an artfully
procured line — we’re not going to have
1,000 dresses — but the experience is going
to be much better than if you went to
a big-box wedding store,” she said. “We
have about 80 or 90 sample dresses right
now. I think sometimes less is more.”
Laurel Wreath’s appointments are
completely private. They offer two-hour
slots in order to make sure the brides
don’t feel rushed or frustrated.
“We try not to interject too much but
do try to offer moral support and try to
help wrangle in their entourage in a loving
way that gets an entourage to be like,
‘She really loves this dress, doesn’t she
look great?’” Haag said.
When brides choose a dress, there is
always a toast to celebrate, an Instagram
Boomerang and a picture of the bride in
front of the large laurel wreath in their sitting
area.
Eventually, Haag said she’d like to
find a way to expand where they can be
running more appointments and servicing
more brides but maintain the friendly
connection and private experience.
Haag said the whole experience and
day should be about the bride enjoying
the day with her family and friends, looking
beautiful and feeling special.
Laurel Wreath is also out making
the community feel beautiful. They host
runway bridal shows, have given dresses
to photographers for styled shoots and
loaned dresses for styled shoots as well.
“I feel like we all down here in Indiana
try really hard to work together and
we’re all about supporting each other,”
Haag said. “We’re all doing something
a little bit different, but we all can add
something nice.” •
“I feel proud because
this little slice of
Southern Indiana pulled
some attention from a bigname
Australian designer
looking to expand in the
U.S. And it’s our
biggest, most exciting
thing we have going on
right now. The dresses
are starting to come in.”
- Laurie Haag
Owner, Laurel Wreath Bridal
Southern Indiana Living • Sept/Oct 2019 • 21