The Running of the Brides!

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On your mark, get set, go! What is this crazed group of women doing? Why, shopping for a discount wedding gown, of course. One of the most unique and entertaining events in the bridal industry is the Filene's Basement wedding gown sale. It is definitely not for the faint of heart, but brides looking for an incredible deal on a designer gown swear by it.

The event is known as "The Running of the Brides" because the stampede of bargain-crazed brides and their friends looks a lot like the running of the bulls in Pamplona (only the bulls are less intimidating than the brides!). The tradition started back in 1947 in Boston, although it probably looked at lot different than the event does today (for instance, the ladies in the '40s were not likely to strip down to their underwear in the aisle to try on dresses). The sale happens twice a year in Boston, where it has become a world famous event drawing brides from all around the globe. Other major sales happen at the stores in Chicago, D.C., and Atlanta.

What is all the excitement about? Designer gowns marked down to $699 or less from original prices of up to $9000. Now that is a bargain! Brides are willing to get in line up to four hours before the doors open at 8am to get first crack at finding their dream dress for next to nothing. Think about it, if you saved $8300 on your bridal gown, that would sure leave a lot of money for your accessories. You could choose fabulous Swarovski crystal wedding jewelry, a beautiful veil, and awesome shoes, and still have room in your budget for the photographer, the florist, and maybe even your favors. You could even splurge a little and give a full set of wedding jewelry to each of your bridesmaids (especially if they were part of your dress hunting "team" - that qualifies as going beyond the call of duty.)

Ah, the "team" - they are a vital part of the Running of the Brides. This is not the type of scene where a bride should try to go it alone. You need grabbers, guards, dressers, and traders to give you a chance at snagging that perfect gown. The bride will actually gather her team for strategy meetings before the sale! It is also not uncommon for teams to wear wacky outfits, and carry walkie-talkies so they find each other in the crowd.

Finally it is time for the big event - as the store opens, hundreds of women race in and start grabbing gowns off the racks - as many as possible, without regard to size or style. The key is to get as many gowns as possible, so that you will have collateral to trade with later. It takes only a little over one minute for as many as 2500 gowns to be cleared from the racks. This is no place for the weak - brides and their teams push, shove, and do whatever it takes to get an armful of dresses.

Once all of the gowns are taken, brides strip down to underwear or swimsuits and try on dresses right there in the racks. One team member helps the bride dress, another guards her pile, and others are sent to trade the cast-offs. Clever brides will make signs describing their dream dress "ivory strapless, size 8", or even have the information printed on t-shirts for her team members to wear! It is madness, but there is a system, and many bridal teams are surprisingly cooperative with one another after the initial frenzy dies down.

The Running of the Brides is a once in a lifetime type of experience. For many brides, choosing their wedding gown in that kind of chaos is their worst nightmare. There are those, however, who thrive on the excitement and find the adventure to be a bonding experience with their bridesmaids. Best of all, most of them do come away from the day with a gown that they love at a price that they love even more.

Briget has many years helping clients select jewelry and accessories. Let us know if you would like her to write on a particular topic. Ley us help you find your wedding jewelry and the perfect bridesmaid gift for your bridesmaids.