“In 2007, we made the strategic decision to move off of Miracle Mile to separate our brand from the dozens of other bridal stores that now occupy that street,” Milian said. “The change in location has proven to be successful — our customers and partners enjoy the exclusive locale that is a bit off the beaten path, yet still in the heart of Coral Gables.”
Another important milestone, she said, was expanding the shop’s offerings beyond bridal gowns. During the past four years, Chic Parisien has increased its focus on special occasion gowns, and has added a room in the boutique just for evening gowns. Many of the evening dress collections Chic Parisien carries are created by the same designers of bridal gowns found in the shop, such as Monique Lhuillier, Jenny Packham, Marchesa, Romona Keveza and Naeem Khan and more.
“We’re proud to be the exclusive South Florida retailer for these and other leading designers,” Fox Milian said. “By featuring these special occasion gowns, we’ve enhanced our business as we are able to dress brides as well as the mothers of the bride and groom and anyone searching for an incredible evening/special occasion gown.”
“Former clients repeatedly send us referral business based on their positive experience with our team. After four decades, that means we’ve dressed mothers, daughters, nieces, best friends and so on,” she said. “We’ve become a landmark of sorts and a bridal tradition within families. It’s a tremendous feeling seeing brides take photos outside our store to capture the fact that they’ve made Chic Parisien part of their special day, as perhaps their mother, aunt or sister did years ago.”
“We know it’s important to understand that things change. For example, styles may vary and we’ll continue adapting new ways to get the word out about those trends — today, social media plays a big part in how we communicate with our customer,” Fox Milian said. “Yet, with change the bottom line is that the formula in our business is still the same. A wedding is an extremely emotional and special time for every bride and her family. We realize and appreciate that selecting a wedding gown to wear for the occasion is a big life decision. Our goal has always been and continues to be making brides’ dreams come true.”