I’m not a bride, but I am a wedding reporter.
As a wedding writer, my daily routine involves immersing myself in the world of love and commitment, where I interview couples about their unique love stories, observe the latest engagement ring trends, and explore the beauty of wedding gowns.
Recently, my passion for weddings led me to connect with Marissa Rubinetti, the Executive Vice President and COO of Kleinfeld, the world-renowned bridal store that serves as the backdrop for the hit TV show “Say Yes to the Dress.” Our discussion centered around a new line of lab-grown engagement rings that Kleinfeld had collaborated on with Zales.
To my delight, Rubinetti extended an invitation for me to visit Kleinfeld and take a behind-the-scenes tour of the bridal salon. As a devoted fan of “Say Yes to the Dress,” I jumped at the opportunity to see firsthand the iconic store and explore areas not typically seen on the show.
I arrived at Kleinfeld on a blustery Friday morning, crossing paths with excited brides-to-be as I entered.
Despite living in New York for years, I had never had the chance to visit Kleinfeld in person. As I approached the store, I was struck by its striking exterior, adorned with exquisite wedding dresses in the window, and brides happily posing for photos with the iconic Kleinfeld logo.
The store’s facade exuded a unique combination of retail and tourism, and my curiosity intensified as I pushed open the double doors and stepped into the renowned boutique.
As a die-hard fan of “Say Yes to the Dress,” I immediately recognized the front desk, which has been frequently showcased on the show. The moment I stepped in, I was greeted by a vibrant and busy atmosphere.
The reception area was abuzz with activity, with phones ringing incessantly, several groups checking in, and consultants scurrying past me on their way to appointments. The energy was infectious, and I couldn’t wait to explore the rest of the store.
The lobby was full of brides and their loved ones waiting to find their dream dresses.
Despite the crowded lobby, I couldn’t help but wonder if the area was always bustling with activity. However, Rubinetti quickly clarified that the excitement was due to the upcoming 11 a.m. appointments. The brides scheduled for the day were gathering in the lobby, waiting for their respective consultants to guide them through the Kleinfeld experience.
As I looked around, I noticed that there were five brides in the lobby, each accompanied by at least two guests to assist them in finding the perfect gown. The room was filled with their contagious enthusiasm, and I eagerly waited for my tour to begin, eager to explore the rest of the store.
The main floor was spacious and every bit as exciting as it seemed on TV.
The room’s focal point was a collection of pedestals and mirrors arranged in the center, where brides stood to admire themselves in various gowns. As Rubinetti and I made our way around the floor, she explained that each consultant was assigned to a specific pedestal and worked with all of their brides at that particular spot.
The pedestals were surrounded by circular blue couches, which provided seating for the brides’ entourages and separated the aisle spaces from the dressing areas. As I took in the surroundings, it felt like I had been transported into an episode of “Say Yes to the Dress,” observing as brides were escorted to their dressing rooms, guests settled into couches, and consultants sifted through racks upon racks of gowns on the outer edges of the room.
My eyes were immediately drawn to the dresses scattered throughout the space.
Gowns were displayed throughout the store, hung on racks built into the walls and draped over mannequins. Rubinetti noted that the dresses on the floor were continuously rotated, especially during trunk shows that spotlighted particular designers.
It was fascinating to see the variety of styles, cuts, and colors available, from traditional white ballgowns to modern, sleek dresses in vibrant hues. The attention to detail was impressive, and it was evident that Kleinfeld prided itself on offering something for every bride’s unique taste and preferences.
There’s also an entire area of the store dedicated to the designer Pnina Tornai’s gowns.
According to Rubinetti, “the most important designer that we have here at Kleinfeld is Pnina, and she actually has her own boutique.” Pnina Tornai has an exclusive partnership with Kleinfeld, which means that brides can only purchase her gowns from the store.
The Pnina Tornai section of Kleinfeld features a separate room filled with the designer’s couture dresses, as well as two long racks built into cubbies in the wall surrounding the room with gowns from her other lines.
“When Pnina is working in here with our special brides, she does custom work for the bride or something like that,” Rubinetti explained. “They’ll sit at that table and they have a very intimate, private meeting.”
Ally McGown, Tornai’s boutique manager at Kleinfeld, showed Insider some of the Pnina Tornai gowns available for brides to try on at the store. It was exciting to see the intricate details and luxurious fabrics that went into each dress, and it was clear why so many brides dreamed of wearing a Pnina Tornai gown on their big day.
Alongside the dresses, there’s a jewelry display on Kleinfeld’s main floor that sits on built-in shelves.
The accessory area at Kleinfeld was a bride’s dream come true, featuring everything from belts and tiaras to earrings and necklaces. All the high-end accessories were displayed on the main floor, according to Rubinetti, allowing consultants to suggest accessories that could complement a bride’s look and help her make a final decision on a gown.
“When a bride is narrowing down her choices and has a few high contenders, it’s crucial to ensure she accessorizes properly,” Rubinetti explained. “Having the accessories on the main floor makes it easier for consultants to suggest adding a belt, trying on headpieces, or experimenting with other accessories to complete the perfect bridal look.”
After we checked out the floor, my tour guide gave me a peek into the veil room.
The room housing Kleinfeld’s veils was a delightful surprise for me. Having watched “Say Yes to the Dress,” I was aware of the boutique’s extensive collection of veils, but seeing them lined up together was a thrill.
The veil is often the finishing touch that completes a bride’s look, and I could easily picture the consultants carefully selecting the perfect veil for each bride. It was clear that Kleinfeld takes great care in curating its collection of accessories to ensure that brides have everything they need to feel truly special on their big day.