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Courtesy of Kleinfeld

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When little girls dream of their bells day, they brainstorm "The One."

No, we're not talking about their approaching husbands, we're talking about the absolute bells dress.

New Yorkers, Nigerian princesses, and stars of TLC's absoluteness appearance "Say Yes To The Dress" all army to Kleinfeld, the sprawling Chelsea bazaar that's become the go-to abode for brides-to-be to aces out their bells dresses.

Mara Urshel, who has added than 30 years acquaintance in the affluence business, and accomplice Ronald Rothstein purchased and revamped Kleinfeld conjugal bazaar in 2005, transforming it into the centerpiece of "Say Yes To The Dress," which is currently filming its ninth season.

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Kleinfeld itself is now a apparent affluence brand—it claims to accept the better alternative of artist dresses in the world, it collaborates alone with designers, and alike sells its own band of dresses. The conjugal gowns ambit in amount from about $900 to $30,000.

"It's not about the amount of the dress," Urshel said. "It's about the workmanship, embroidering, crystals, the airiness of the silk, and beading."

Urshel and Rothstein confused the disturbing aggregation from Brooklyn to Manhattan in 2005. The area is a massive 35,000-square-foot amplitude with a antechamber that resembles a hotel. It has 28 bathrobe rooms—all with appropriate mirrors and lights so that barter can see the "true" blush of the dress as it will attending alfresco the store.

The blow of the amplitude is committed to a men's conjugal department, apparel jewelry, storage, alterations, beading, and bed-making stations.

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In 2006 TLC pitched its absoluteness TV alternation idea. Business has been booming since.

Women who appetite to be featured on the appearance charge administer through TLC, and again TLC schedules the accessories for the helpmate and her family, Urshel said.

"When a helpmate who is activity to be on the appearance comes in, it's not that altered for us," Urshel said. "It's aloof them filming our conjugal consultants accomplishing their job."

The abundance boasts about its chump account policy, and says that it's with the helpmate "until she walks bottomward the aisle."

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Both Urshel and Rothstein account their home buzz numbers on their business cards, to let brides apperceive that if there is a disaster, addition from Kleinfeld will be there to help.

Customers accept alone taken advantage of the claimed cardinal a scattering of times, but it has fabricated a difference.

Once, back a helpmate was accepting affiliated at St. Patrick's Cathedral and her fascinator blew abroad while departure the limo, the bride's mother alleged Urshel. Urshel alleged her old contacts from Sak's Fifth Avenue and they ran a new one beyond the artery wit in 15 minutes.

"Something new happens every day in retail," Urshel said. "There's consistently a challenge. Consistently article happening. And consistently a new dress."

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