Germaine’s Fashion and Bridal (Lake Geneva)

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The bridal gowns and special occasion dresses sold at Germaine’s Fashion and Bridal store in downtown Lake Geneva have gone places — from tropical destination weddings to celebrity-packed red carpet events.

One went to the Emmys, two have been to the Oscars, and a couple have made grand entrances at presidential inaugurations. Owner Germaine Lange says having a dress store in a city known as the Newport of the West results in some famous faces turning up now and then.

“I’ve sold dresses in the $4,000 range,” Lange, 68, said, adding these are not the typical dresses sold at her shop, which is designed to meet the needs of people with a range of budgets, including those looking for gowns for under $1,000.

More than 200 styles of wedding dresses from top designers and even more bridesmaid and prom dresses, from classic to trendy, are on display at the 4,000-square-foot shop at 719 W. Main St. If a bride-to-be’s dream dress isn’t among them, Lange can get it.

“I can order any dress you see in a magazine,” she said, adding this is only possible because she has been in the bridal gown business for more than two decades.

Lange also carries a complete line of tuxedos and mother-of-the-bride, flower girl, cocktail and formal occasion dresses available in dozens of colors and three lengths. Lange said she strives to be a one-stop venue for her clients. There is no need to go elsewhere for shoes, accessories or to arrange a seamstress.

It is a huge store compared with the 400-square-foot women’s boutique Lange opened in Twin Lakes in 1986, where she sold women’s clothing and special occasion wear. Lange had been working as a nurse and was selling medical supplies when she stopped in an I Magnum store that was having a going-out-of-business sale.

“I bought all the fixtures they had, put them in my convertible and drove off,” Lange recalls. “I always loved fashion and wanted to open a store.”

When her husband, Don, got home from work the garage was full of empty racks. Lange said he supported her idea and now works alongside her.

It was in 1988 that Lange opened a second store in Lake Geneva, where she has remained, in various storefronts, ever since. She still uses some of the antique fixtures she purchased the day she decided to go into business for herself.

Lange’s clients include the daughters of women she sold bridal gowns to who are looking for prom and bridal dresses themselves. In addition to southeastern Wisconsin, her clients come from the Milwaukee and Chicago areas.

Being there to see the expression on women’s faces when they find “THE dress” is what keeps Lange going.

“It’s a lot of work to lift those dresses (that can be quite heavy) during a fitting,” she said. “But that is what I like the most.”

She said she enjoys making her clients feel happy, beautiful and special. And this includes the bride-to-be’s relatives who come along to offer their advice and celebrate the occasion.

She laughs when asked if there is any truth behind cable television shows about demanding brides and their search for the perfect gown.

“I get about one (Bridezilla) a year,” Lange said. “If you are nice to your clients, there is really no reason for them to be that way.”

Store: Germaine’s Fashion and Bridal

Address: 719 W. Main St., Lake Geneva

Hours: 11 a.m. to 5 p.m. Monday through Saturday; noon to 4 p.m. Sunday; after-hours appointments available

Phone: 262-249-0551

Website: www.ger-mainesbridal.com