Through its 50 years in business, Madeleine’s Daughter in Portsmouth has held two values above all others: legacy and passion. Since 2006, the shop has been owned and operated by Elizabeth Dirom, who glows when she reflects on her love for her work, and is quick to give credit to her predecessor and mentor, Janice Wood, whose mother was Madeleine.
Madeleine’s Daughter opened in 1975, specializing in bridalwear and formalwear to honor celebratory experiences with style. Its location on Portsmouth’s Vaughan Mall was close to the high-end retail store Mary Mahoney’s. Mahoney, that shop’s owner, served as an important advisor to Wood.
Wood later moved her shop to Portsmouth’s traffic circle, where Dirom joined her in 1996. After taking some time away to raise her family, Dirom returned to the shop’s next location on Lafayette Road, where it stands today. She worked side by side with Wood for several years until Wood became ready to pass the business on.
Since taking ownership, Dirom and her staff have continued to sustain and build on Wood’s vision of prioritizing the unique experience of getting married. “People who are successful in this industry have a passion for being part of the magic that happens,” Dirom explains. “We want to know where people are getting married, how they met, the flowers they have chosen. I love all of it. And everyone here on the sales side gets to be a part of it.”
Dirom keeps close tabs on fashion trends, attending twice-yearly bridal markets and tapping into the vibe of what is to come, keeping her eye on the timing of haute couture and more mainstream designs. Through the years, she has witnessed the cyclic evolution of wedding style, and notes that while the runway plays a key role in cultivating the visibility of trends, what seems to go away often returns. “Fashion from the '80s and '90s is now coming back,” she says. “Sleeves. Pick-ups. Satin fabric. A higher sheen, and the swish of the gown.”
And yet, even with the fickle nature of fashion, some styles never fade. This is a truth that is integral to the original ethos of the shop. “‘Clean and classic’ just doesn’t go away,” says Dirom. “The A-line. The Princess. The classic lace dress. And ivory is still the go-to color.” To a younger customer, these evergreen styles might seem “vintage.” But to Dirom, they are timeless. “We have some Bohemian, glam styles sprinkled into our inventory, and we can appeal to all brides, but we also stay true to who we are.”
Despite the endurance of classic styles, the bridal customer has indeed changed, and social media has had a lot to do with that. “Customers have more information than they have ever had,” Dirom reflects. She recalls how there once was a physical binder containing pages showing all of the styles. Now, shoppers have all of the options online at their fingertips.
But Madeleine’s Daughter gently pushes back on the rush for the readily accessible product with what Dirom calls a “closed concept.” Instead of rifling aimlessly through countless dresses, clients are invited to create a wish list from the online inventory. This wish list then becomes a guide for stylists to use as they work their artistic alchemy, mindfully offering each option to the client. Even if a customer comes in with their mind set on what they want, a personalized, pampered experience is what the shop aims to offer. “Our stylists style the bride,” explains Dirom. “Accessories, a topper, a belt, a veil or headpiece. Even if it is a classic dress, it is unique for the person wearing it. It cannot be replicated.”
And lest one think that decorating a bride is all white lilies and champagne, it’s important to note that each new stylist must undergo two months of classroom and on-the-floor training prior to working with clientele. It’s a curriculum that attends to legacy and passion, but also to confidence, expertise, and hard work. Stylists must show up for a client as if they are their only client—and that’s where enthusiasm, another tenet of Madeleine’s Daughter, comes in. “We enjoy coming to work every single day,” Dirom says warmly.
She lights up again as she considers the future of her shop. “We are seeing gentlemen wanting to purchase suits and tuxedos, and the community needs a men’s retail store.” She is proud of the “whole vision” the shop tries to create for a wedding party, which includes one stylist who seems to know exactly how to make the mothers of the bride and groom feel special. What’s more, the reach of the shop has grown to include five states, as word of mouth sends new clients her way.
But even while she focuses on the promise of the future, Dirom returns to her reverence for Madeleine’s Daughter herself. “I think of her often,” she says warmly of her mentor, Wood. “I want her to be proud of it.”
People who are successful in this industry have a passion for being part of the magic that happens. We want to know where people are getting married, how they met, the flowers they have chosen. We love all of it.