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Meridian Magazine - Setting New Trends

Imagine your teenage daughter smiling with delight as she twirls in front of the mirror. Think of a bride, dressed in white, aglow as she stands before you. Consider seeing your sister, your mother, your girlfriends, laughing together in dresses that really are just right. “Finally” you hear them exclaim, “The Perfect Dress!” Scenes like these seem to happen only after exhaustive searching, particularly for LDS women, for whom the perfect dress must also be modest.

Yet due to the efforts of Dave Young, CEO of BeautifullyModest.com , scenarios like these aren’t just for the imagination; they are a daily reality.

Dave isn’t what one might typically expect from a CEO of a women’s dress store. In fact, the fashion industry was perhaps the last thing on Dave’s mind during his schooling and for much of his professional life.

Dave was baptized at the age of 22 into the LDS church and served a mission in Seattle, Washington. Following his mission, he pursued an MBA from Pepperdine and a career in software. He followed the path to business management consulting and embarked on a four-year search for a promising business opportunity. Eventually, Dave was introduced to Keith Halls, the previous owner of Allyse’s Bridal and Formal and BeautifullyModest.com.

Knowing that the company represented his values and beliefs, Dave analyzed the business and recognized great potential; in 2007 he acquired the company.

Dave’s belief that those who are modestly dressed allow their inner light to shine gives the real purpose to his work. “I feel like this has become my mission” Dave explains. “I’m able to take a stand for modesty - which is something I know Heavenly Father wants me to do - and as long as I don’t allow anything in our store to go against church standards, I know I can rely upon the Lord for help.”

Dave has taken steps toward fulfilling the company’s vision of being first not only in modesty, but first in fashion as well. When he first saw the dresses that Beautifully Modest produced, he felt it was time for a change: “I remember looking at every dress and thinking they all looked too similar. I knew we had to make some changes.” These changes began with the hiring of Lindsay Nordyke, the Director of Creative Design for a well-known international label. Dave explains, “We were able to recruit Lindsay as she left a major firm whose dresses you see in all the bridal magazines and can order from all the high-end bridal shops.

In fact, a number of the company’s previous styles were inspired by her designs. Now beginning with our 2010 line, we have her original creativity throughout each dress. Not only that, we are using the same manufacturers as several of the highest quality brands.”

Beautifully Modest provides the specifications for modesty, and Lindsay uses her vast knowledge of styles and trends to create real leading designer originals. Dave added, “We are making a very serious move to the next level with designs and quality that modest customers have been looking for, but have never been seen in the LDS market.”

With a large 15,000 square foot store called Allyse’s Bridal and Formal, at the University Mall in Orem, Utah, a smaller store in American Fork, Utah, and a new store in Henderson, Nevada, Beautifully Modest is expanding. The line can also be found in select retailers across the country.

“We have sent our dresses all over the world, and found large demand in the United Kingdom, New Zealand, and Australia. People come from all over the country specifically to shop at Allyse’s. Recently, a family drove from South Dakota, and we even had someone fly from Australia to get a dress at our store” says Dave.

Fashionable, modest, and elegant clothing won’t be enough, Dave feels, if customers don’t have a wonderful experience from start to finish in his stores. He explains, “As far as I’m concerned, customer service provides the best competitive edge. We want our sales consultants to always be on their toes and help our customers feel special when they shop here.”

With a staff of 65 women, Dave says his sales consultants are extensively trained to know styles, fabrics, cuts, colors and body types. The consultants are also trained to be attentive to their customers—they’ll bend over backwards to help you find the dress you love.

Beautifully Modest has on hand over one million dollars worth of inventory, in sizes 0 through 28, which means they most likely have your dream dress right there in the store.

“You don’t have to wait eight to twelve weeks while we order in the dress you want,” Dave says. “We have it right here for you to try on, and we have six dedicated seamstresses who can get alterations and modifications done in a timely manner. We know how important these dresses are for weddings, proms and other special occasions.”

With high-quality customer service and fashion forward styles, Beautifully Modest dresses are becoming the first choice in fashion for many women. The dresses are reasonably priced with prom and party dresses ranging from one hundred to four hundred and fifty dollars, and wedding dresses ranging anywhere from one hundred to twelve hundred dollars. Beautifully Modest also offers day dresses ranging from forty dollars to seventy dollars.

With a fifteen-year old daughter of his own, Dave knows how important it is to provide modest clothing for the young women of the world today. “True beauty comes from within. A young woman who is dressed elegantly and modestly allows her true beauty to emerge. She will have a glow about her because she will have the spirit with her.” Dave insists, “Modesty doesn’t have to be boring or unattractive. We watch the fashion industry closely. We pay attention to our customers. Then we design our line around what is most fashionable.”

One way he is keeping his finger on the pulse of modest fashion is with the Beautifully Modest Fashion Team. Each year the company looks for high school age representatives from all over the United States. Each girl that is chosen gets to attend a summer “Fashion Camp” where they are trained in modeling, hair and makeup, fashion shows and commitment to modesty. They then model at various bridal fairs and events, and at the end of their year they receive a free dress from Beautifully Modest.

The company also holds a $50,000 Wedding of the Year Giveaway which is in its sixth year and has become a smashing success. The company works with top wedding vendors to provide a fairytale wedding, free of charge. Applications for the wedding can be found in the Allyse’s Bridal and Formal catalogue and on-line at www.beautifullymodest.com. Those interested in finding out more about the Fashion Team can contact Allyse’s Bridal and Formal at 801-226-4706.

With the challenge in today’s world to find fashions that are beautiful and modest, people like Dave Young and his commitment to modesty make shopping a little less daunting and a lot more enjoyable. All the work and effort to maintain these high standards are worth it, Dave says with a smile, when he sees how happy customers are as they walk out the door with that “perfect dress.”