Julie Gould found her mother of the bride dress at Dugo, a hammered silk gown by Tom & Linda Platt. Photo: Marit Williams
How one local dress shop is helping mothers of brides and grooms find the perfect fit.
Weddings are momentous occasions that call for dressing your best. Nancy Shank, owner of Dress Up Go Out (Dugo) in Edina has perfected the market for mothers of the bride and groom who are searching for a signature outfit to wear to one of the most important events of their lives, all while feeling their absolute best.
Growing up, Shank had exposure to retail and fashion at a young age because her mother, Betty Shank, was a clothing designer, went to design school and crafted a variety of items, including wedding dresses. Often Shank and her mother could be found at fabric stores, picking out patterns and textures for Shank’s wardrobe, which her mother crafted completely by hand. “I could draw a picture for my mom of what I dreamt of wearing, and she would make it for me,” Shank says. “I learned a lot about fit. In fact, my mother also wrote a book about fitting clothes before you cut and taught classes about fitting.” These early lessons were integral to Shank’s understanding of fashion, especially in regard to weddings.
Photo: Chris Emeott
Her passion for fashion bled into her early adulthood, working at major retail players, such as Dayton’s and Harold’s, and local stores, including Sonnies in the Galleria. She opened her own space in the Galleria—Dugo—where she successfully ran her business for 15 years before moving to the current retail space at 50th and France. In addition to the main attire, Dugo offers a full array of accessories. From classic jewelry pieces to evening bags, it’s a one-stop shop.
Shank’s specialty is helping women select the perfect outfit. She says a handful of factors come into play when choosing a dress. The date of the event, the color scheme of the wedding and the bride’s desires are key elements to the puzzle. Shank says making sure the outfit for any mother aligns with her own style and personality is of the utmost importance. “We have a certain way of summing up what a person’s ‘look’ is when they come in,” she says. “Some people come in with makeup and jewelry, so they might want a more feminine option. Others may come in with a more neutral palette and need a timeless piece.” She emphasizes the intention is not to match, but rather to blend with the wedding party and create a great color story.
Changing the narrative around dressing mothers for weddings takes forethought and special consideration. “If you’re not a mother of the bride or groom, you don’t pay attention until it’s your turn,” she says. When it comes to the big day, couples should plan outfits for the wedding party and the family. Doing so creates a complete picture that encompasses all who are closest to them. When everyone looks and feels their best, that’s certainly cause for celebration.
Dress Up Go Out (Dugo)
3939 Market St.; 952.746.4440
Facebook: dugo
Instagram: @dressupgoout
