(PCM+)Frocks & Fashions

Your One-Stop Shop for Bridal & Prom Wear

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Formal wear boutique Frocks & Fashions has been a staple in our area for over 40 years. The boutique is owned by Roxane Denton and located at 213 E. Grand Avenue in downtown Ponca City. The boutique was originally opened in Blackwell by Roxane’s mother, Edie Denton.

Roxane remembers going shopping with her mom for her first formal dress when she was in the ninth grade. Because there wasn’t a local dress boutique at the time, they traveled to Oklahoma City to shop. She remembers the day fondly. They went to several stores, but ended up buying the first dress she had tried on. Roxane and Edie had so much fun that day, and the trip remains a core memory for Roxane. It was clearly a memorable day for Edie as well, because it was after that trip that Edie opened Frocks & Fashions in downtown Blackwell. Roxane said Edie wanted to give people the opportunity to find and fall in love with a dress the way her daughter did on that fated trip.

When you listen to Roxane talk about the years her mother ran the boutique, you can tell Frocks & Fashions is a well of fond memories for them both. Roxane says, “My mom has great taste. She’s very dynamic. She has a youthful spirit.” Roxane had the best time going to market with her mom and her mom’s friends when she was in high school. She often got a say in which dresses would come back to the shop. She recalls they would stay at nice hotels and eat at fancy restaurants. Her mom had a way of making even these trips, designed for work, so much fun. Roxane tries to carry on this tradition when she goes to market, and sometimes her mom even joins her and her employees on their trips.

Edie Denton ran Frocks & Fashions in Blackwell for 25 years before deciding it was time to retire. Edie knew she wanted to sell the building the boutique was in, so when Roxane took over 16 years ago, she moved Frocks to downtown Ponca City. Roxane admits that she was uncertain in the beginning if taking over the boutique was really the right fit for her. It was when she became a mother that Roxane realized that while running her own business is challenging, it gives her the flexibility she needs to be available for her children. She can bring them with her when the busy season commands it and has the flexibility to be away from the store if needed. Roxane has three employees who help her run the store. From time to time her mom even stops in and gets put to work. Roxane says Edie just sold a wedding dress last week!

Frocks was located in the 400 block of Grand for 11 years before relocating to their current location five years ago. Roxane says they moved over 2,000 dresses and even had to rent a specially outfitted rental truck to get the dresses from one location to the other. During the move they relied on other local businesses to have fittings for customers whose orders were already in the works. Other downtown business owners kindly let them take over their dressing rooms for these fittings. They did a lot of work to the building they moved into but managed to only be down for about five weeks before opening up in their new location.

Frocks & Fashions stocks hundreds of dresses. They carry dresses for younger girls for Father/Daughter events held in our area, with around 600+ dresses in stock for such occasions. Roxane says helping little ones find the perfect dress is one of her favorite parts of her job. They love everything they try on and always have to practice their twirl in each dress.

The boutique stocks a huge variety of prom dresses, as well, with over 600 in stock. Roxane says prom customers usually have more of an idea of what they want. For those who can’t find exactly what they are looking for, Frocks has 15-20 different catalogs customers can go through to find the perfect dress. Most ordered items will arrive in as little as five days, so ordering is a great option if your perfect dress isn’t in the store.

Frocks stocks over 200 bridal dresses and carries gowns by Allure Bridal, Morilee, Dave & Johnny and Nox Anabel. Roxane enjoys helping brides find the perfect dress and learning their story over the course of the bridal appointments. Customers can call to book an appointment, which usually lasts about two hours. While drop-ins are an option, booking a bridal appointment ensures Frocks will have sufficient staff on hand to meet all the bride’s needs. Frocks also carries bridesmaid and mother-of-the-bride dresses, as well as options for flower girls and ring bearers. Frocks carries accessories including jewelry, tiaras, small handbags and veils. Roxane has partnered with two local alterations specialists for years now that customers can work with to make sure whatever they are purchasing fits to their exact specifications.

Roxane carries two tuxedo lines. For younger boys, she has lines in store that can be purchased. Purchasing for the little ones is actually cheaper than renting. For older boys and men, measurements are taken and tuxedos can be ordered for rental, along with any items needed to go with the tuxedo like shirts, ties and shoes. Tuxedos only take about three days to arrive after being ordered.

Just last summer Roxane and her crew created an extensive sale section located along the wall in the back left corner of the boutique. With her years of experience, Roxane has learned to be mindful of local budgets and tries to stock her boutique according to what our market can support. For those on a tighter budget, the sale section is sure to offer something that will work as it’s made up of hundreds of dresses and Roxane adds to it every season.

Roxane and her staff take great pride in their storefront. They added a new sign in the last six months, and they change the window display out every Friday. They are working on getting a website set up, as well, to give them more of an online presence. Because stock changes so quickly, the website will not handle online sales. It will help give a face to the store and show customers what they can expect when they visit.

For more information, call Frocks and Fashions at (580) 762-2444. You can also check out their Facebook page, where they are always sharing beautiful new dresses that come into the boutique! Customers can visit them in store Tuesday through Friday from 12-6 p.m. and Saturday from 10 a.m.-4 p.m.

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