Bridal shop vows to be one-stop shop as it begins expansion

Elaina Morrow has a vision for Roselily Bridal & Tuxedo that goes beyond the elegant wedding gowns, sharp suits and other fashionable formal wear in the Richland shop.

“I want everyone who walks in the doors to have a great experience. It’s important to me that everyone has a place to belong. I want to make sure that they feel like there’s something for them here,” she said.

An expansion that’s underway at the shop at 2158 Keene Road is helping Morrow bring that vision to the next level. She’s expanding Roselily into part of the former Ethos Bakery & Cafe space next door, adding 1,100 square feet to her shop.

The expansion will include space for menswear, bridesmaid wear and budget-friendly wedding gowns of $1,000 or less.

Construction has started, and Morrow hopes to be up and running in the expanded space by the beginning of April.

She’s positioned Roselily Bridal & Tuxedo as a one-stop shop for wedding needs. “My bride can find her gown, and then we can transition to bridesmaids, groomsmen, the groom,” Morrow said. “It allows for a cohesiveness – we can make sure everything is cohesive and blends together.”

She’s also offering formal menswear that goes beyond wedding attire, including dinner jackets and more. She also offers size-inclusive wedding dresses.

Although Morrow didn’t initially set out to be in the bridal business, it’s become a passion. She has a degree in human development and family studies and dreamed of being a midwife. But the Texas native moved to the Tri-Cities in 2012 and found a job at what was then Amy’s Bridal Boutique.

She eventually bought the store and transformed it into Roselily, which is named for the flower and in honor of two women who are important in Morrow’s life.

She’s excited about the chance to keep growing, building her business and sharing her passion in the Tri-Cities. 

“I really wanted to offer something to help keep our economy growing. Having local businesses, brick and mortars, is important to me. I want to help make it to where our economy can thrive and we can all grow together,” she said.

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