Trunk show spotlight: True North Bridal



Sometimes you come across a shop that puts out so much good into the universe that you are immediately drawn to it's love and passion.


We're so excited to have found that shop in True North Bridal Studio. And we're even more honored that we will have our Wild Heart collection plus some of our signature styles available to try on during a two week long trunk show starting Monday January 20th, 2020.


'True North is a safe place for all brides. We live for love. It’s as simple as that.'


Read below to find out a little more about the owner Alyssa and how she makes every bride who comes in to True North feel beautiful, empowered, and like an overall babe.


Tell us a little about you and your shop.

I'm all about connection. I love connecting like-minded people, places, experiences, brands, and things. That really comes full circle at the studio. I love supporting designers whose values resonate with mine (see values in detail below), but really it comes down to people taking the time to do things right for the right reasons. I get to connect those designers to brides who appreciate those same values, which is so cool. I'm also introverted. The thought of going to a big bridal shop when I was shopping was super overwhelming. That's why I was drawn to True North and why I can empathize with brides now. The studio is as close to trying on dresses in your own living room as you can get. We light candles, we play some music, and we have some fun. I have a huge passion for small towns and small businesses. Supporting local is a big thing for me, personally and professionally.

Which is better, pizza or tacos

WOW. This is the toughest question I've answered all day. But I'll go with pizza since it was my first love.


Coffee or Tea

Coffee - Iced Oat Milk Latte to be precise.


What are the core values behind your shop?

Spirited. We fully celebrate each unique bride and her individuality. We want brides to feel totally comfortable, so that they are the most confident. We believe this magical time should feel personal and exciting, with an emphasis on effortless. We also love all things unconventional. We live for individuality and all kinds of love. We are crazy about weddings and love staying connected with brides after their big day. Even though the wedding might be over, the celebration doesn't have to be.

Curated. We keep it simple. Each bride enjoys the whole space to themselves and their appointment is personalized so she can relax and have the best time. Our assortment is on the smaller side to help reduce overwhelm. We carry the best of the best from some of the most badass indie designers out there. These small scale designers help True North support slow fashion. the wedding industry (like life) can be overwhelming. We do our best to make finding your perfect bridal look easy and enjoyable.

Real. We thrive on keeping it real. We're proud of our no-pressure vibe, and we are as transparent as possible with everyone we work with. We also love real people, real love stories, and real weddings. You won't see a bunch of posed, over-edited photos with supermodels here. True North is a safe place for all brides. We live for love. It’s as simple as that.




The #realtruenorthbride is… someone who wants to be unapologetically herself on her wedding day. She’s creating a celebration and a bridal look that’s perfectly her and totally gorgeous. She wants a comfortable, intimate shopping experience that makes her feel relaxed and allows her to have fun. She’s looking for something a little unconventional, whether that’s in the gown or in the businesses she chooses to support. She wants an experience and a gown that’s as unique as she is. She takes pride in it. Whether she’s going all out for this party, throwing an intimate backyard shindig, eloping, or saying I do at city hall... True North brides are all about celebrating love in a way that’s most authentically them.





Why did you start?

I took over True North back in March of 2019 from the incredible previous owner, Katee. I was a True North bride and got my wedding dress back in 2017. I LOVED planning my wedding, truly. I loved everyone I got to work with so much that we all stayed in touch long after the wedding was over. For quite some time I had been getting the hint from the universe that corporate life was not for me anymore. So I had just gotten back from my honeymoon/30th birthday trip and was back at corporate totally bummed when I got an email from Katee. Long story short, the stars aligned and here I am!



How do you want your bride to feel when she comes in the door/What can a bride expect when she shops with you?

Calm, Cool, & Confident. True North is open by appointment only and it is one appointment at a time. So brides have the entire place to themselves. Just the bride, me, and her crew. Not only does that reduce overwhelm, but it also makes it so much easier for us to get to know one another. I love learning about each bride's story and feeling like I'm part of the crew and not just a salesperson.


What drew you to Hyacinth?

Honestly, I would have to say just the overall vibe. I first heard of Hyacinth before October market in 2018 while Katee and I were transitioning. I fell in love with the balance of simple and unique. I think it's just what the True North bride gravitates toward.


What is your favorite Hyacinth gown? and how would you style it?

The Cody. I would rock this gown with a high bun and statement earrings.


What music is currently playing in the shop right now?

I created a playlist I call "Female Fire". My husband lovingly calls it "Lady Jams". It's all female vocal ballads and it is pretty stellar. You'll hear Kacey Musgraves, Lykke Li, Selena Gomez, Maggie Rogers, Ariana Grande, Adele... it's all over the place in the best possible way.


Some final words from Alyssa

"Getting married is such a pivotal time and I think sometimes that transition gets lost in all the to-dos. I spent a lot of the time leading up to my wedding learning about myself and what I wanted... and so really my goal with True North is to help other women just like myself do the same. Your wedding dress is such a reflection of who you are, and so making that decision and purchase in a place that doesn't resonate with you can be shitty. At True North, my job is really to hold the space for a bride to feel like herself so she can make the best choice for her. I do everything in my power to create an environment and experience that lets the bride relax. That way, she feels empowered to make the best choice for her. "


We cannot admire Alyssa more for what she does to help empower her brides. She truly spreads love and joy to every person she comes across and we are so happy to be a little part of her shop.


To schedule your one on one appointment for our two week long trunk show, January 20th - February 2nd, with Alyssa at the True North Bridal Studio, click here, trust us when we say that you won't be disappointed.


xo, jessica & the hyacinth team.



Photos beautifully shot by Story & Gold Weddings

hello@hyacinthbridal.com
410 3rd Street
brookings South Dakota 57006

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