A unique bridal shop owned by South Dakota sisters has opened its doors in downtown Brookings, offering brides-to-be a more intimate, personalized shopping experience.
Jadyn Parsley, who co-owns the business named Eleven Eleven with her sister Jeryn Christensen, said they saw a need for a bridal shop in Brookings. It’s the only one in the area.
“But we wanted to do something different. It’s not about having a huge selection of dresses” Parsley said, “it’s about offering a private, intimate experience where brides can truly focus on finding their perfect dress.”
What makes Eleven Eleven stand out is its commitment to a personal touch. While other bridal shops may have dozens of gorgeous gowns, Eleven Eleven focuses on offering a special selection. Brides can book private appointments in one of the shop’s bridal suites, where they can bring up to six guests to help with the decision-making.
“We want our brides to feel like they’re the only ones in the room,” Parsley said. “We offer mimosas and refreshments, and there’s no rush. Our appointments are an hour and a half, and we want to make sure every bride has plenty of time to try on the dresses and enjoy the experience.”
The boutique’s quiet, cozy atmosphere has brought in many local brides-to-be, like Eleven Eleven customer Mckenna Sirek, who recently found the gown of her dreams at the shop.
“I chose Eleven Eleven because I enjoy supporting new and upcoming businesses,” she said. “I also loved their selection of dresses and they had exactly what I was looking for. The private bridal suites made the experience so special — getting to try on dresses with my family and closest friends in our own space was amazing.”
Beyond the private experience, the welcoming attitude of employees is very appealing to brides. Sirek noted how friendly and supportive her stylist was during the appointment.
“My stylist made me feel like a true bride,” she said. “She was so kind and genuinely invested in making sure I loved my dress. There was even a moment when we all shed a tear together when I said yes to the dress! It was so special.”
While the boutique’s selection may seem small, it allows brides to feel special because owners give them a more hands-on experience, something larger shops may struggle to offer. The business is still building its collection. “But we want to make sure that what we offer is high quality and fits a variety of styles and budgets.” Christensen said, “We aim to have something for every bride.”
The owners also emphasized the importance of building a sense of community in Brookings. Both attended South Dakota State University, and always have loved the small-town feel of Brookings. “There’s a lot of charm here, and it’s been great to see so many unique businesses popping up downtown.” Christensen said, “We wanted to be part of that—giving brides a special, memorable experience in a cozy, welcoming space.”
The shop is also committed to supporting local vendors. The owners have been working with local florists, photographers, and other businesses to create a sense the town of Brookings has.
“We’ve teamed up with Erica Lynn Photography, and she’s been so supportive from the beginning,” Parsley said. “She’s even worked with us as a bridal stylist, helping with marketing photos and just being an incredible resource as we continue to grow.”
As for Eleven Eleven’s future, the owners have big plans.
“We’re excited to see where the next year takes us,” Parsley said. “We’re building something special here, and we can’t wait to be a part of so many brides’ special moments.”
