Elicia Bonham, manager of the long-time Jaffrey Main Street shop Country Bridals and Formal Wear, has purchased the shop from her mother and shop founder Cathy Furze.
It’s a busy time for the shop, as with many wedding-related businesses across the country.
The wedding industry is currently experiencing a flurry of activity after the industry as a whole saw a huge downturn in 2020 as weddings were significantly downsized or delayed due to gathering restrictions put in place by COVID-19.
Bonham said alteration appointments for the next few months – typically the busies for the shop anyway, are up by almost 50%.
It’s a good time for a fresh start.
Furze started the shop in 1999 in Rindge, and it moved to Jaffrey in 2002, and to its current Main Street location in November of 2003.
The shop sells gowns and tuxedoes, as well as bridal accessories and prom dresses.
Furze, who said she has had a love for sewing since she was 5 years old, and always had a passion for clothing, said she saw a need for a bridal store, and loves being part of making the bride a centerpiece for their special moment.
“The opportunity to bless young women with a dress and work with them in planning the best day of their life was something I felt the area needed,” she said.
Furze’s daughter, Bonham, joined the business about five years ago and until recently, was the store’s manager. As she approached retirement, Furze said she at first considered just stepping back and having her daughter continue in a managing position. But she said, her daughter has her own visions for the industry, and is invested in the store and their clients. It seemed the right time to turn over the store completely, she said.
“I’ve seen the talent she has for work in the industry. She knows technology, which is becoming more and more important, and she has a different design focus than I had. After thinking and praying about it, I decided to ask if she would be willing to buy the store. With her thoughts, dreams and desires, I think she can take it to a whole new level,” Furze said.
Bonham said she’s been working for the shop on and off for years, and loves the moment a bride first sees herself in “the dress.”
“My favorite part is the excitement someone has when they find their dress. Helping them get to that point, seeing their smile is awesome,” Bonham said.
When the business started more than 20 years ago, appointments were made with phone calls and a paper calendar. Now, brides expect online booking options and other online features.
The transfer was made final on July 1, and since that time, Bonham has re-launched the store’s website with an updated design and redesigned the store’s bridal room and renovations and repainting for the shop.
Furze said she will still be a participant in the future development of Main Street. She remains a member of the Chamber of Commerce and the town’s Economic Development Committee, commitments she intends to continue. But she also hopes for more time for sailing and taking care of her parents.
“The brides going forward, or girls going to prom, whoever the customer is, I feel they’re in very capable hands. They’re blessed to have her to help them with their bridal attire. The girls in the shop now have an eye and a heart for the industry. I wouldn’t have turned it over if I didn’t believe whole-heartedly she could do it,” Furze said.
Hours at Country Bridals are by appointment. For more information, visit countrybridals.com.