J.Crew Bridal Boutique
91 Fifth Ave.
Some brides-to-be are willing to fork over thousands for frothy princess gowns at Kleinfeld. Others resort to playing the highly competitive sample-sale game, throwing elbows as they tear through the racks at Saks or Filene's. For those who fall somewhere in the middle, there's J.Crew. This is the chain's first boutique devoted exclusively to bridalwear. The two-story space resembles an Upper East Side townhouse, decorated with antique knickknacks, pastel peonies, and chandeliers. The upstairs level is devoted to "special occasion" frocks (think sequins, florals, and feathers), jewelry, accessories, and a rainbow of cashmere, while the roped-off lower level is filled with dozens of bridal and bridesmaid gowns. This outpost also carries exclusive styles that haven't made it to the website or catalogue. Best of all, wedding gowns start at $295.