New York Style, LA Taste, Midwest Budget… Welcome to Always & Forever Formal Wear

I'm excited to help you look fabulous, no matter where you are located, reads the homepage of Always & Forever Formal Wear. With the assistance of a small-town girl who embodies New York style, LA taste, and a Midwest budget, let me dress you for every occasion.

That small-town girl is Shatoria Teague. And her shop, located at 110 West Grand in downtown Beloit, offers row after row of bridal gowns, blue jeans, and everything in between, including suits and tuxes for the gents.

Her sharp eye for fusing trend and tradition has kept a steady stream of loyal customers coming through the doors. But it’s a reputation for excellent customer service that keeps them coming back.

Another Piece to the Puzzle

Always & Forever has long been the go-to when you want to find the perfect pretty thing to add to your closet. Having been in continuous operation for 35 years, it also holds the title of the oldest bridal shop on the state line.

“I grew up in South Beloit and sold yearbook ads there. I bought a couple of prom dresses there. I literally bought my wedding dress there the year before I purchased the shop in 2017,” said Teague.

One day, the previous owner mentioned that she was ready to retire. Having been a model, pageant mom, pageant queen, and owner of Sunshine Photo, Teague’s interest was piqued. “I felt like this was just another piece to the puzzle. I went home and pitched it to my husband, and here we are.”

Building on her success, she recently opened a second, fully staffed location at Adam’s Friendship, about 20 minutes outside of The Dells.

“It’s small and dainty. I don't do bridal there. I do all your formal wear, so mother of the bride, prom, homecoming, more of that style,” she says.

Modernity and Tradition

When it comes to saying #yestothedress, Teague fuses modernity and tradition by offering gowns that cater to all bridal aesthetics. While white, ivory, and cream tend to reign supreme in terms of popularity, she encourages brides to think out of the box.

Wearing a white wedding dress has many meanings: new beginnings, purity, innocence, and holds traditions. True white dresses are always a good option, but there are many others out there… modern styles even have colors: blushes, blacks, or even silvers and golds. It can be fun to explore options,” reads her FB page post.

Brides-to-be just tend to relax in her easy-going, approachable presence. They trust her judgment. Try something they might not have otherwise.

“I listen to brides and kind of try to go off what they want. But I’ll say, ‘Okay, just for giggles, try this dress on for me.’ I mean, what's the worst that happens? Either they love it or they don't. But most of the time, they're like, ‘I would have never thought to try this style on, and they say yes and walk out the door with that dress.”

A Community Behind You

Teague advises aspiring business owners to do thorough research, ask questions, and understand the massive amount of work that goes into running a successful business.

She also highlights the importance of having a supportive community that sure, will shop what’s in your shop but also be there to help you navigate the challenges of maintaining something that resembles a proper work/life balance.

“Nobody realizes how much work goes into owning a business. It's so much more than working for yourself and making your own schedule. It's the 3 a.m. wake-ups like, “Okay, did I lock the shop? Did I turn off all the lights?” she said. “And unfortunately, you can't please everyone. So, you have to also think about that as well. You gotta have tough skin. Owning your own business is not for the weak, and you have to have a community behind you to make sure that keeps you going.”