Shelly Cohen Bridal, located in West Long Branch, NJ, has been serving the community for over 40 years, offering a curated selection of bridal gowns and formalwear suitable for mothers and sisters of the bride. Their collection features elegant, modest designs with options such as A-line silhouettes, lace appliqués, pearl embellishments, and 3/4 sleeves, aligning with the preferences of Orthodox Jewish brides and their families. The boutique operates by appointment only, ensuring personalized attention for each client.

The boutique provides rental packages designed to accommodate various needs. The bridal gown package, priced at $400, includes a headpiece, veil, petticoat, sneaker wedges, and dry-cleaning services. A refundable security deposit of $400 is required, which is returned upon the gown's return in good condition. For mothers and sisters, the rental fee is $150, encompassing similar accessories and services, with a $150 security deposit. Clients are permitted to make alterations to the gowns, provided no fabric is cut. Gowns can be taken home immediately after payment, with a return window of 10 days post-event.

Shelly Cohen Bridal operates as a nonprofit organization, relying solely on donations to continue its services. Their mission is to provide assistance to families in need, helping them celebrate weddings with dignity and joy. By offering affordable rental options and comprehensive packages, the boutique ensures that financial constraints do not hinder families from experiencing meaningful and beautiful celebrations.

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