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Together, they acquired the single storefront shop in Brooklyn, New York, from Isadore in 1941, and decided to turn it into a place that sold gowns for 'special occasions.' Its immense success is mostly attributed to Hedda (seen in 2013), who would spend hours scouring showrooms and would personally approach top designers, WWD reported Hedda's fierce determination also transformed wedding dress shopping into the experience that we all know today 'The by-appointment business was established with the customer experience at the forefront and employees were trained to tend to shoppers like princesses,' the outlet said In 1979, after nearly 20 years in business, the couple decided it was time to focus primarily on wedding dresses - and Hedda took the job of helping women find something to wear for their nuptials very seriously

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