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Daily News - Your Wedding Planner
2001

Priceless Bridals, which has recently moved to Loehman Plaza from the Fallbrook Mall, is still owned and operated by Twyla Martin.

Twyla has a motto, "A day without a bargain is like a day without sunshine". And Twyla lives her motto by offering a vast selection of recently discontinued wedding gowns that are 65% off their regular retail price. Having formally owned San Martin Bridals, a bridal manufacturing company specializing in romantic gowns, Twyla has an extensive background in the bridal business.

Priceless Bridals carries all sizes in stock especially large sizes. In addition to special order merchandise that is always discounted, Priceless Bridals carries a selection of gowns such as Mori Lee, Marissa, Eve of Milady and has New York connections that make all manufacturers lines available.

Twyla believes that the majority of her business is based on brides referring their friends because of the designer gowns that are available at a fraction of their original cost.

Pricelesss Bridals is located at 19383 Victory Blvd., in Reseda.

Store hours are Monday through Saturday from 10 a.m. to 7p.m. and Sunday from noon to 5 p.m. All major credit cards are accepted and free parking is available.

For further information, call (818) 340-6514 or visit the website at www.pricelessbridals.com.

EXCERPT FROM THE DAILY NEWS/BUYING RETAIL IS STUPID

Anyone planning a wedding on a tight budget can cut expenses on a bridal gown by shopping at Price-Less Bridals.
This store has always had great discounts, but after remodeling, it revamped its pricing so that most gowns run 65% off.
One example of a gown at that price is a traditional style by Dimitrios made of ivory Chantilly lace and clear sequins and retailing for $1,300. The gown has an illusion neckline and strands of pearls topping the sleeves and draping across an open back.
Price-Less Bridals has more than 2,000 wedding gowns in sizes 4 to 44. Although their prices are very low (as much as 97 percent below retail), the gowns are new.
Most labels are removed, but the excellent staff can tell you who the designers are.
Turnaround time for special orders varies. If you can't wait weeks for delivery, skip the pink tags and concentrate on the 2000 or so gowns that can be bought off the rack.
A Bianchi gown in a very pale pink made of three-dimensional lace (silk flower petals are interwoven in the lace) that retails for $2,350 was $315.00. The gown also has yards of beaded French lace that wholesales for $110 per yard.
The store carries headpieces with and without veils from simple to elegant, including fancy ones with Austrian crystals. All are priced at $99.99 ($200 to $400 retail).
Price-Less Bridals is located at 19383 Victory Blvd. (Loehmann's Plaza), Reseda (818) 340-6514. Hours are 10 a.m. to 7 p.m. Monday through Saturday, and 12 noon to 5 p.m. Sunday. All major credit cards are accepted. All sales are final; no returns or exchanges.

Bargain-Hunting Brides Have Heyday
at Price Less

Whether it's sewing "modesty panels" in a bridal gown to obscure too much cleavage, to please a bride's mother, or fitting a bride into the perfect slinky sheath to make her fiance happy, Twyla Martin has seen and done it all in her 20 years in the bridal gown business.

The owner of Price Less Bridals, Martin caters to brides of all ages and incomes, who have one thing in common: they want a fabulous dress for as little money as possible. "Brides in the 1980s thought nothing of spending $2,000 or $3,000 for a wedding gown, but brides of the '90s are more price conscious," says Martin, who owned a bridal gown manufacturing business until three years ago when she stopped producing them and began retailing discounted wedding and bridesmaids gowns. The store recently underwent a $250,000 renovation.

"This is the most unique store in the U.S.," notes Martin. "I have 2,000 to 3,000 gowns in stock, all priced at unbelievable prices. I love to bargain shop and I think that brides should be able to, too. A girl could come in and buy a Priscilla gown - the grand dame of the bridal industry - for a fraction of their original cost. Her gowns are extraordinary. I have a $2,800 Priscilla gown from last season that will be in my store for less than $400."

Custom or special order dresses, of course, cost more. She also carries bridesmaid dresses, veils, headpieces, slips and bras. Bridal lines regularly carried include Illisssa, Alfred Angelo, Sweetheart, Morie Lee, Galina, Fink, Private Label by G, Scassi and Diamond. "Most of my gowns are first quality. I buy some irregulars, but I personally check them myself and I would defy anyone to find the flaws in them."

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