Clarice—Our Founder and Inspiration

              Clarice Creech touched the lives of countless women in the St. Louis community in her 82 years of life. Born October 11, 1926, she led a life of service to family and community. With a gentle kindness, Clarice made lasting connections with her customers. It is an absolute joy to have “legacy brides” come shopping with pictures and stories of family weddings impacted by our founder, and it is an increasing occurrence as we approach forty-one years of operation!

              Clarice’s interest in the bridal industry bloomed during her career at Wilhelm’s department store. She was put in charge of bringing bridal into the shop and thrived with the responsibility. When Wilhelm’s closed its doors, the owner made a point to tell Clarice to carry on in bridal, stressing that he believed in her ability and passion. Clarice’s husband took this advice to heart and set his wife up with her own store in preparation for his expected passing. In December of 1979, Clarice’s Bridal Fashions opened its doors to the public, offering just 800 square feet brimming with love and joy. Sue says, “There was one long rack of bridal gowns and a small rack of bridesmaids. We just had these tiny fitting rooms and one big mirror. [Clarice] never dreamed we would have a store like [the one we have now].” Clarice’s husband passed the following year, leaving his wife and daughter with a business which would offer lifelong fulfillment.

              Clarice and her daughter, Sue, lived above the shop and worked together to establish the reputation of character and true care that lasts to this day.  They worked nonstop to give St. Louis brides quality service, eventually expanding and moving locations to meet growing demand multiple times over the years. Of Clarice, Sue says, “I think what really brought a gleam to her eye was making a bride happy. Everything revolved around that customer. She would love to see a girl go out of there with a dream dress. If a girl needed that dress for $99 and it was a $300 dress, then she would do it. That’s all she wanted: the happiness of the bride.”

              Clarice stepped back in 1996 after over fifteen years pouring her heart and soul into the shop. She trusted the store to Sue and came to work only when she felt the urge rather than push herself to work daily. This retirement allowed her to focus on family and enjoy well-deserved rest. Sue wanted to surprise her mother with a party for her 70^th birthday—the first birthday party Clarice ever had! The venue owner, a family friend, insisted Clarice be warned, saying, “You can’t do that to a 70-year-old. You’ll put her in shock!” It was a fair concern, as Clarice was always a delicate woman at 5’4 with little weight to her. According to Sue, Clarice was still amazed at just how many people attended the party.

              After a bad fall and health scare, Sue took her mother into her own home until Clarice’s passing in 2008. The bond shared between the pair was obvious. “It was a rough life for her in the end,” says Sue, “but I can say I would do it all over again for her. I did everything I possibly could for her in this house.” At the funeral, people stood outside the door, as the location could not hold as many people as attended. She was truly loved.

              Twelve years after her passing, Clarice’s Bridal Fashions is still thriving in the hands of the Creech family. Clarice’s daughter, Sue, owns the business and leads us in the values Clarice so cherished. Clarice’s granddaughter, Katie, is on the sales floor daily to continue the work of her grandmother. They are a fabulous team! Sue says of Katie, “Katie is Clarice. Katie goes 100 miles per hour for the bride. Clarice was the same way.” The pair are also training another young family member, seventeen-year-old Sydney, in the family business and employ a staff who value the leading family's character. The Creech family believes Clarice appears as a fruit fly, and it is always a lovely moment when we see a little fly buzzing around us. “We are going through a hard time just like all the rest of the world,” Sue says regarding the pandemic of 2020, “and she is going to pull us through it. She’s like an angel. She’s got her hands over us.” The Clarice's staff intends to carry on the work of Clarice and build upon the principles she set. In the words of Katie, "To [Clarice], it was always... about the experience and making each and every customer feel special. Today, this is the very thing that brides continue to visit Clarice's for... The connection and relationship you make at Clarice's is beyond what you will get anywhere else. Today, we all continue to carry on Clarice's legacy based on the foundation she built when she started her beautiful beginning years ago."