A Priscilla of Boston look from fall 2011.
put a ring on it
Vera Wang May Have Played a Role in the Demise of Priscilla of Boston’s Bridal Business
Renowned bridalwear label Priscilla of Boston has been shut down by its parent company, Leonard Green & Partners, which plans to focus more strongly on its David's Bridal division, which it also owns. Given the overwhelming success of Vera Wang's new partnership with David's Bridal, it makes sense that they're willing to put more eggs in that basket (just as Wang's affordable version of Kim Kardashian's wedding dress hits the racks, no less).
Founded in 1945, Priscilla of Boston offered a wide price range of dresses from a number of subsidiary brands, including Platinum by Priscilla of Boston, Melissa Sweet, Reverie by Melissa Sweet, and the Vineyard collection, all of which will be discontinued. David's Bridal CMO Brian Beitler assures that staff members at the label's nineteen salons "will receive consideration for open positions at David’s Bridal." Meanwhile, don't freak out if you're still waiting for your dress: All current orders will be fulfilled.
