Just in time for prom, dress sellers unite

One local seamstress is threading the needle of small business success. Jenny Hale, owner of The Secret Seamstress, said she opened her original location in the Laird Building in July 2023, and moved in July 2024 to her current shop at 184 S. Washington St. Her original business model was focused on alterations, Hale said, but she "had a vision for formal wear" that was an incentive to move to the larger space on Washington St. The new shop, which previously housed Kesler and Co., was attractive due to its downtown location, she said, and its ground-level setting, display windows and dressing rooms made it ideal for her growing business plan. Hale said she had just begun offering dress consignment before the move, and has focused on growing her consignment and formal wear options since settling in at Washington St. "At first it was just prom and formal," she said. "It wasn't much." To help build her inventory, Hale said she received "a couple of ECDI (Economic and Community Development Institute) loans," and committed those funds to purchasing wedding dresses for the store. Hale said 90% of the wedding dresses at The Secret Seamstress are new, and most are $500 or less, helping ensure affordability for customers. "I want to be the place that's good but affordable," she said. Beyond wedding options, Hale's prom and formal wear options also have continued to expand. Recently, Hale joined forces with Amber Dazey, owner of Dazey Junction Resale Boutique, located at 75 Greeley Street in Tiffin. Dazey Boutique carries a variety of homecoming and prom formal dresses, other clothing, and gifts. Dazey had stopped at The Secret Seamstress as a customer, Hale said, and the two discussed their similar business goals. Ultimately, Dazey and Hale formed a collaboration to combine stock from Dazey Boutique with that at Secret Seamstress, offering customers a broader selection of dresses and sizes than each could provide independently. While The Secret Seamstress remains the "official" name of the store, Hale said the expanded formal section now is being referred to as Downtown Formals. Hale said not only has stock from Dazey Boutique been added, but Amber Dazey has been volunteering at The Secret Seamstress to help her serve additional customers. Because of Dazey's assistance, Hale said she recently has expanded the store's hours and hired an employee to help out at Downtown Formals. The store now is open Tuesday and Thursday from 2-6 p.m., Wednesday and Friday from 10 a.m. to 5 p.m., and Saturday from 10 a.m. to 2 p.m. In addition, she said, she now can advertise the store and all it offers. "We're not well-known in the community," she said, but the additional hours and committed advertising should help spread the word. Hale noted that locally founded company Itito Strategies has been a fantastic resource for Downtown Formal's marketing opportunities and building communication with customers. "It's really good for small businesses that really want to grow," she said. Hale said Google reviews "really help" as she works to build her brand and name recognition. In addition, On February 1, Downtown Formals hosted an open house for prom shoppers. "The goal was to get people to know I'm here," Hale said, and the event drew "a lot of people." While The Secret Seamstress offers both consignment dresses and new dress options for formal and bridal wear, she also offers the option to rent any dress in the store. Details on rental pricing can be found at the store. Secret Seamstress also offers a selection of "quality used men's formal wear," she said, as well as tuxedo rental for weddings, proms and other events. Men's formal wear stock at Downtown Formals includes a selection of new suits and other dress/formal pieces. Hale said she offers tuxedo rental directly from her stock as well as rentals from Rondinelli and Bell Tuxedo. "Trying things on in real time in their size," she said, can reduce the shipping and fit problems that can otherwise occur when choices are made simply based on measurements. As Hale continues to offer the alteration services on which she founded The Secret Seamstress and grow Downtown Formal's presence at the store, she soon will be adding an additional service to customers. Hale said she was approached by Bill Franklin at Rush Graphix, who was ready to pass the embroidery torch to someone new. Franklin asked if she would want to learn the art of embroidery and begin offering it at Secret Seamstress, Hale said, and she agreed. Franklin said he had been doing embroidery for 20 years, and it had become "too much." Rush Graphix still will be screen printing and signs, he said, but "I've given her (Hale) all my embroidery customers." Franklin is teaching Hale the embroidery process, and, once the weather warms up, the equipment from Rush Graphix will be taken to The Secret Seamstress. Hale said she will operate that aspect of her business out of the back room of the shop. "I think she'll do great," Franklin said. The Secret Seamstress also is a drop-off point for dry cleaning, with items accepted and returned on Wednesdays, she said. Hale explained her path to opening The Secret Seamstress, and her goals as the business continues to thrive. "I always wanted my own business," she said. "I just didn't know what that would look like." Hale said she was hired after high school by Henri's Cloud Nine in Minerva, Ohio, because she knew how to sew, and it was there she was trained in alterations. "I feel very fortunate," she said, for the opportunity at Henri's. Hale later earned an associate degree in business administration, and, before moving to Tiffin, ran a shop in St. Clairsville, Ohio. She said she "feels very comfortable and confident" in her work, and loves the challenge of always learning new things. "It's my livelihood," she said. In 2026, Hale said she will focus on adding to her stock for plus-sized customers, particularly with prom dresses. Hale said she is offering special deals at The Secret Seamstress/Downtown Florals as prom season approaches and warm-weather weddings are on the horizon. A Star Daily Deal, with 40% off different dresses, will be offered each day, she said, and college students will receive a discount on suits. Star Daily Deal dresses will be featured in the front window of the store, she said.