Though they never intended to go bridal, that’s exactly what the Fuze is doing today, and doing it well. Devin Oland, co-owner of the almost three-year-old clothing shop in the Aberdeen Mall, got into the family business in 2014, but it wasn’t until a successful first prom season that Oland began getting bridal requests. “I started ordering a few bridesmaid dresses for friends and I ordered a bridal gown for one of my employees and it grew from there. We adapt to our area needs and I think we’ve found that now,” she wrote by email.
The Fuze offers the newest, trendiest selections of wedding dresses, along with dresses for bridesmaids and mothers of the occasion, tuxedo rentals, and hopefully soon, veils and other bridal accessories. Oland sees styles months in advance, and chooses them based on her customer’s desires. “We always try to keep in mind what people ask for and what people want to see when ordering for the next season.” Low to moderate prices, brand selection, and a lay-away program are all some of the things that Oland feels sets her store apart from other dress shops in town. Additionally, the Fuze operates during mall hours, which is great for customers and for business alike.
Window shoppers are welcome to walk in and try on dresses, though the store is not strictly bridal and sees its fair share of busy hours. “We prefer an appointment so that we have enough staff to help everyone. That way we will have someone set aside to focus on you … and we don’t want your time to be interrupted!” // — Erin Ballard
To get the latest information about what’s in, visit The Fuze Facebook page or stop by at 3315 6th Ave SE, Aberdeen, SD 57401, next to Herberger’s.