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PC Nuptials

Priscilla of Boston opens new store in Santana Row that allows brides to shop in cyberspace for that special gown

SHOPPING for a wedding dress has gone high-tech. One wonders why it took so long. Just in time for the spring nuptials rush, luxury bridal boutique Priscilla of Boston opened a Santana Row branch last week. In an innovative turn, each of the ritzy gown salon’s dressing rooms are now outfitted with customized HP TouchSmart PCs that let brides shift through hundreds of dresses with the touch of a finger.

As flipping through catalogs or rummaging through clothing racks by hand for a white cupcake creation is too time-consuming for the harried Silicon Valley bride, these flat-screen computers easily browse dress selections by silhouette, price, color and collection. Would-be brides can then scroll through the choices virtually, six at a time, and pick the gowns they want the salesperson to bring them to try on. They can even look at a video of a runway model in a specific dress beforehand to observe how the fabric would hang and flow on their special day. Once the wedding garment is selected, the Priscilla of Boston PCs will then help them find the latest bridesmaid styles to match.

This new Priscilla of Boston location is the first on the West Coast to feature such an interactive in-store experience. Located at 356 Santana Row, Suite 1005, San Jose the boutique’s dresses range in price from the reasonable ($1,500 and above) to high end ($5,000 and above).