Vera's House of Bridals: Madison, Wisconsin

One of the first wedding gowns Vera Stillmank put her seal of approval on wasn’t part of her eponymous bridal boutique: It was her own, which the prize-winning seamstress constructed for her wedding to her husband, James, a wedding photographer. By 1964, the couple’s shared love of the bridal industry had inspired them to start Vera’s House of Bridals out of their small farmhouse in Janesville, Wisconsin, where Vera connected bridal clients with their dream gowns (while taking care of the couple’s eight children, no less). 

The business soon outgrew the farmhouse, and the couple moved their boutique into the three-story Victorian mansion they use today, where 16 showrooms—spread across 14,000 square feet—are filled with more than 800 gowns from two dozen bridal brands. Brides can try on designs from Demetrios, Allure Couture, Rebecca Ingram, Sottero and Midgley, Stella York, and many others; the store also hosts an “ongoing designer sample sale” area, where a rotating selection of nearly 150 gowns, ranging in size from 4 to 28, are discounted by as much as 50 percent. “We love a gown that feels straight out of a golden-age romance but updated to feel fresh, elegant, and totally wearable for today’s bride,” says Vera’s granddaughter Jennifer Kapinus, the store’s marketing and operations manager. “With our long history in bridal, we are so excited to see a modern take on bridal elements we saw back in the ‘60s, ‘70s, and ‘80s: Basque waists, satin fabrics, bow details, and bishop sleeves, but well-balanced between timeless and modern. 

After decades of helping brides find their ideal dress, Vera had plenty of wisdom to pass down to her daughter and grandchildren (who now run the day-to-day operations). “In our 60 years of helping brides, we’ve found that your dream dress is the one that makes you feel like the best version of yourself—confident, radiant, and completely at home in  your own skin,” says Kapinus. “We find most brides surprise themselves with what they end up loving, so while it’s great to do your research on what style you think you want, be open to trying things you don’t think you’ll like.”

The salon’s rich history has made it an iconic part of wedding preparations in Wisconsin for generations—literally. “We are truly a family, not just because Vera works with her daughter and grandchildren, but because many of our customers are second and third generation Vera’s brides!” says Kapinus. “We love seeing a bride light up when she hears her mom or grandmother tell stories of their experience at Vera’s.” The moment is  often just as emotional for the stylists as it is for the bride and her family—”Don’t be surprised if you see your consultant tearing up along with your family and friends when you realize you have found your wedding dress!” warns Kapinus—and some customers get a bonus gift: a final approval from Vera herself, who might pop in to choose a veil or suggest a headpiece. “Vera is happily retired now, just having celebrated her milestone 95th birthday, but she still loves meeting her brides just as much as she did 60 years ago!” says Kapinus. 

Designers Available at Vera's House of Bridals

• Abella
• Adore
• All Who Wander
  
• Allure Bridals
• Allure Couture
  
• Bridgerton Wedding
• Calla Blanche
  
• Demetrios
  
• Eddy K
  
• Evie Young
  
• Justin Alexander
  
• L’Amour
  
• La Perle
  
• Lillian West
  
• Lis Simone
  
• Madison James
  
• Maggie Sottero
  
• Morilee
  
• Private Label
  
• Rebecca Ingram
  
• Romance
  
• Signature
  
• Sincerity
• Sottero and Midgley
• Stella York
  
• Wilderly
  

Upcoming Events

Vera's House of Bridals offers an on-going designer sample sale with an ever-changing selection of more than 150 gowns, up to 50% off