Victoria Lane Brides
Posted: Tuesday, October 11th 2011
Victoria Lane Brides is a downtown business that has proven longevity establishing itself 20 years 
ago, providing all aspects of formal wear: grad, wedding, cocktail, and prom dresses, to name a few. In July 2010, sisters Jackie Boyer and Louise Toews, bought the store. Jackie was a former oil field worker and a stay-at-home mom who wanted to go back to work. The former owners were selling the store and the sisters seized the opportunity to do something that they enjoyed together. It is also nostalgic because both sisters purchased dresses from Victoria Lane.
Jackie mentions that it is great to be located in the downtown. “I like the charm of downtown; we are located close to other stores in the bridal industry. We are a business with quality and longevity. Being on the famous Ross Street helps too.”
What is unique about Victoria Lane Brides is the experience that each customer gets. Victoria Lane’s two staff members or consultants, who are also certified wedding planners, have an in-depth knowledge base on everything that is “wedding”. The boutique “feel” combined with the great and honest service of the staff creates a great experience for both brides and other customers. “We have gotten numerous thank-you letters and cards acknowledging us for the experience. One of our staff members even received flowers!” says Jackie. “We try to give our customers good value for their investment by what we carry as well as good service.”
The staff members add much to this charming bridal shop. They are a dedicated staff who genuinely 
care about each customer and they keep up with the latest fashions. They have a say in purchasing decisions as they continue to expand their knowledge. Both consultants have a vested interest in each customer and they cater to every size and shape. Jackie notes that “everyone can look fabulous on their wedding day and we are there to help find the right dress.”
Among the many past customers, a couple of experiences in particular come to mind. Jackie recalls, “One customer came in and told us that she had been turned away from another bridal store. One of our consultants helped her out and found the perfect dress for her. She cried because she couldn’t believe how great she looked in a wedding dress. That experience made what we do worthwhile and rewarding.” Another great experience that Jackie recalls is donating five dresses to five deserving girls from Slave Lake.
Aside from providing some exceptional customer service, Victoria Lane Brides participates in the With this Ring Bridal Gala in the fall at the Westerner as well as a couple of grad and bridal trunk shows. This 2011 Reader’s Choice Award winner is a sweet flavour in the downtown, offering services for all your formal wear needs.
