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Community Highlights: Meet Heather Craft of Bridal Parlour

Today we’d like to introduce you to Heather Craft.

Heather, we appreciate you taking the time to share your story with us today. Where does your story begin?
Years ago, I received my Master’s in Mental Health Counseling. I always loved people and helping them through life’s adventures. After time though, I found myself drawn to fashion. I started working in a small bridal shop in South Carolina (where Im from) and absolutely fell in love with it. It blended my two favorite things: People and fashion.

When I married later that year, I told my husband someday I wanted to open my own bridal shop, but I understood I needed to work in the industry to learn everything and maybe what might be needed in the region. I worked at a local shop for about seven years then determined it was time. With a great deal of love and support from my husband, family, and friends, we opened Bridal Parlour with the intent to bring modern, unique styles to the St Louis region. As I had found I adored working one-on-one with my brides, I focused on offering one appointment at a time in an intimate space so the bride can feel like the queen of the space during her appointment. 🙂

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There are always ups and downs! Moving from South Carolina to STL was in its self a huge change. I quickly learned I loved the culture out here, though and the food!! We are such foodies. Naturally, just jumping in feet first into owning my own business has also been quite the learning curve. I was raised in an entrepreneur family, so I knew I wanted to someday own my business, but realizing it was ALL mine was totally different. There were days I would sit in the floor just to soak it all in. I love knowing this is my creation and prayer has gone a long way with helping me center myself into it all.

Alright, so let’s switch gears a bit and talk business. What should we know?
I absolutely love people. I love helping them to find the dream of their wedding day, no matter what it is. I have sat down with brides who are overwhelmed and confused to help them find their vision. I think my counseling background has really helped bring calm and ease to my space. I tell my brides I wanted to make space feel like a cozy hug.

I aim to bring something modern and unique to the region where the focus is on fabrics, style, and personal attention. I very carefully selected designers who were not already represented in the region. Indie designers which care for each of their gowns as an extension of themselves. Each bride to me is family. I will remember your face, your dress, your wedding. I cry when I see the pictures of their big days. Seeing their vision come to life is so wonderful.

Is there any advice you’d like to share with our readers who might just be starting out?
Take a breath and give yourself the grace to take it all in. Sometimes we can feel a bit overwhelmed with a new business. It can be scary realizing everything rests on your shoulders. But with great risk comes great reward. Allow yourself that space to grow or not. My dad told me growing up when you own your own business. There will be times of greatness and times of famine. It’s part of the process. Do not give up on yourself when times are hard, but also dont stop growing during the good times.


  • Wedding Gowns: 1000-4000
  • Veils: 150-500
  • Accessories: 150-400

Contact Info:

Image Credits
Justine Wright Photographs

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