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Gloria Kordel, owner of Heart to Heart, has been in bridal sales for 35 years. She began the new service rs gold last winter after searching her soul.”I thought, ‘What do I want to hassle with this for?’ But I had so many calls. I had calls every day . . . ” she said, her voice trailing off.”I thought with the recession and the fact that girls would like to have a nicer gown $700 for a gown today is a medium price.

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In a few short months, Kordel’s business has gone from straight sales to half rentals. She has several dozen designer gowns available, and plans to get more.she said.Even large, formal weddings might include a rented gown, said Shari Schultz of New Directions Event Planning in Simi Valley, a firm that arranges about 30 weddings a year.

Yet there is still lots of attention paid to details. Alterations. “Back to back” weddings for the same gown on subsequent weekends. (Brides are charged $50 a day for keeping dresses overtime.) Stain identification champagne spots must be treated differently than blobs of oyster sauce. So far, client cooperation has been great.”The girls take the rentals as serious as buying a dress,”

“It is definitely being done over the last couple of years; people have turned to that to help with their budgets,” she said.There is also a practicality factor.”In the past, people would get married and keep their gown for their daughter’s wedding. But, daughters are different sizes . . . styles change; some people have sons,” Schultz said.

Less practical brides who want to keep their gowns but save on expenses, have found another solution: “previously loved” gowns.The term was coined by Diana Lunde, owner of Fancy Things Boutique in Ventura. Until six years ago, she had a new merchandise only mind set. But she started thinking about several brides whose finances made it hard to put together a wedding.

A few of the brides consign their dresses back to the shop after the wedding, she said. They’re satisfied to have owned them for a while.So, it’s a sign of the times.Not that romantics are an endangered species. They’re just as sentimental as ever. And they have the video of the whole scene to prove it. It’s compact and it’s got its own soundtrack.

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