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Growing
Company Makes Modesty Fashionable
by
Laurie Williams Sowby
Parents as
well as modesty-seeking teens rejoice at "clothing your father
would approve of," marketed by Modest by Design.
Goodbye bare
midriffs, low necklines and strapless shoulders. Hello beautiful
gowns whose modest design makes the wearer even more beautiful.
Modest by Design
is a burgeoning Midvale, Utah, mom-and-pop business whose forte
is finding gorgeous gowns suitable for prom and other special occasions
-- and selling them at reasonable prices. Their motto --"clothing
your father would approve of" -- says it all.
 Modest
by Design showed off its huge selection of prom dresses Jan. 31
in two afternoon shows at Thanksgiving Point. New for the second
annual event were casual clothing and Sunday dresses which are being
added to the business's retail line. All can be seen and ordered
at www.modestbydesign.com.
A little over
four years ago, Eddie Gist, an LDS convert in upstate New York,
was working as a tailor who'd been asked to make alterations to
many a wedding gown or prom dress for LDS members. Distressed at
the difficulty of finding modest clothing that fit LDS standards,
he and his wife, Heather, decided to open their own shop after they
moved to Utah in 1999.
It started with
knee-length shorts and longer skirts, said Heather, but they're
now offering formal gowns in answer to a huge demand locally.
They design
clothing together, then have manufacturers make up their patterns.
They also carry several lines, including Sabrina Nicole, which are
manufactured outside of Utah.
They're in the
process of adding a line of Sunday-style dresses which can be turned
into special-occasion gowns with the addition of a sheer overskirt.
"It's important
to us that we offer good value for the price," said Heather.
 In
other words, they're aiming to make modesty both appealing and affordable.
One whole section of the show was devoted to a variety of gowns
priced at $99 and under. Gowns included the A-line and empire waist
styles making a comeback, along with full, princess-style skirts.
There were also many semi-formal separates in fancy fabrics, which
could be mixed and matched for a new look next time around.
Of the wide
variety of styles and colors, said Eddie, "We've searched long
and hard so you won't see the same four dresses at your dance."
They've also
offered a design contest for the past four years, encouraging young
women to not only enter a prom gown design but write a brief essay
on why modesty in dress is important. There were 53 entries this
year.
The winner,
Tiffany Sollis from North Salt Lake, will have her gown made up
by the company in time for April's prom. Runners-up are Heather
Sabin, Federal Way, Wash.; Krystal Christensen, Payson, Utah; and
Jessica Young, Anchorage, Alaska.
Sales used to
be by appointment only. But as they enter their fifth year in business,
the Gists are opening their store at 7127 S. 400 West, Midvale (Suite
6), from noon to 6 p.m. Tuesdays through Fridays and from 10 a.m.
until 6 p.m. on Saturdays. (Phone 801-256-0944.) They're also making
tuxedo rentals available for the first time.
Modest by Design's
mission statement says, in part, ". . . dressing modestly shows
respect not only for oneself but for God and his commandments. We
also believe we can set an example for the world that it is possible
to dress modestly as well as fashionably."
Or, as Heather
summed up at the end of the fashion show, "We want young women
to get excited about modest clothing!"
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© 2004 Meridian
Magazine. All Rights Reserved.
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