The mass production of beautiful and affordable bridal gowns was started by one dynamic couple: Alfred Angelo Piccione and his wife Edythe Vincent. With their dreams and drive, the Picciones made beautiful and fashionable wedding gowns available to all sorts of brides today.
Their story starts simply enough. Dissatisfied with the selection of affordable bridal gowns, Alfred and his wife Edythe began wholesaling bridal gowns in an attempt to provide inexpensive dresses that were affordable for the average bride. They opened their first shop on South Street in Philadelphia, PA in the early 1930s. Edythe began designing gowns in 1935 because the quality of the gowns they were selling didn’t measure up to the couple’s standards. However, custom gowns were often expensive, and most women could not afford them. Much like her husband, Edythe was talented and driven. Together they started creating their own line, choosing quality fabrics while still maintaining affordability and creating a mass production bridal gown manufacturing business in the process.
Their gowns were made out of quality material, and were offered in a wide range of sizes and styles (which they still are today). The dresses were made exquisite by adding beading, embroideries and embellishments. The Picciones entrepreneurial spirit brought them wide recognition when they were chosen to provide the wedding dress for a very young Elizabeth Taylor in the movie “Father of the Bride.” They both worked together to come up with clever giveaway campaigns that would continue to keep their burgeoning name in the spot light, although Alfred said his wife deserved the credit for the publicity campaigns.
In the 1960s, the couple’s children Vincent and Michele Piccione took over designing the gowns, adding more embellishments and intricate details to the gowns and offering more color choices to brides other than the standard ivory and white. The torch was officially passed off to Vincent and Michele in 1984, with Vincent as CEO and Michele as CCO. Since 1999, the head designer has been Michael Shettel. Shettel has introduced to the Alfred Angelo line the Dream Color collection, which allows a bride to choose between 55 different colors to add to a panel train, trim on a neckline, or sash to customize her gown to the color scheme for her wedding. In 2010, Alfred Angelo began collaboration with Disney to create princess-inspired wedding dresses based on the popular Disney princesses such as Snow White, Cinderella, and the Little Mermaid.
Through them, the company has achieved worldwide recognition. No longer solely focusing on bridal, they now design for bridesmaids, pageants, and prom. Alfred Angelo gowns are designed to make a woman feel beautiful for her most important day, whatever that day may be.