“Department stores don’t really understand bridal,” says James Brown, owner of luxury bridal boutique Iconic Bride in Dallas’ Design District, minutes away from the Park Cities. Brown and his husband, Jair Torres, opened their shop in September 2022, aiming to provide a personalized and high-end shopping experience they felt was missing in North Texas.
“When it comes to buying [inventory], you have to go with your gut instincts, whereas department stores use spreadsheets to do their buys, so they are always just buying the same thing over and over. They don’t go and buy something new … I knew we could do better,” Brown says. In its first year, Iconic Bride has welcomed women from as far as London and Colombia, dressed the bride in the NBA’s first halftime wedding, built an Instagram following of more than 19,000, and more.
Brown began his career in bridal as a manager and assistant buyer for Michigan-based boutique Roma Sposa Bridal Atelier. A year and a half into the position, he got an email from designer Rita Vinieris, offering him a job as her sales director—a post he has now held for more than 16 years. The idea for Iconic Bride came when Brown considered what he might do when Vinieris stops producing collections.
“I wouldn’t want to go work for somebody else,” he says. He continues to work for Vinieris, and Iconic Bride has become the flagship location for her designs. Torres, who built a hair and makeup career in New York City, helps brides make a final purchasing decision by bringing their wedding vision to life through styling. “Jair usually comes in and puts [brides’] hair in an amazing updo or does their hair, and we ask them what their makeup is going to be like—to help them really see that vision. A lot of other stores don’t have a background in hair and beauty,” says Brown.
Torres is also behind the brand’s social media presence, an element that helped it launch at a running start. “We had so much interest, girls needed dresses before we were even open,” Brown says. “We literally were taking appointments out of our apartment … it’s been nonstop.” Iconic Bride sources from roughly 10 luxury bridal designers, including Vinieris, Leah Da Gloria, Verdin Bridal New York, and House of Savin. Soon, it will add dresses from Israeli designer Pnina Tornai, who has been prominently showcased inside Kleinfeld Bridal—Torres’ former employer and the venue behind TLC’s Say Yes to the Dress.
The collections Iconic Bride sells are exclusive to the store, creating a haven for brides seeking unique and standout looks. “We have a brand; we have a vibe,” Brown says. “We really cater to the bride and give her an identity within our store.” The average price point at Iconic Bride is $8,500, but larger purchases are not uncommon. “[In November], we had five brides spend over $20,000,” Brown says.
Eventually, he and Torres hope to expand Iconic Bride’s Dallas footprint—right now only four brides can be served at a time—and enter new markets after 2025. “We’re looking at Charlotte, North Carolina; New York City; or Los Angeles,” Brown says.
“When it comes to buying [inventory], you have to go with your gut instincts.” —James Brown
“We have a brand; we have a vibe. We really cater to the bride and give her an identity within our store.” —Brown