Drenched in elegant blue and cream hues and dotted with modern furniture, Brilliant Bridal perfectly emulates a high-end bridal boutique with its helpful consultants and VIP bridal appointments. The shop’s wide array of off-the-rack dresses and designer duds, however, sport up to an 80% discount and bear the labels of such style powerhouses as Justin Alexander, Mori Lee, and Maggie Sottero. Brides can peruse the shop’s selection on their own or invite opinionated friends and family to relax and spew advice in a private bridal suite during a one-hour appointment. In addition to vending everything the bride needs, Brilliant Bridal outfits mothers-of-the-bride and bridesmaids in formal dresses—which also double as prom or special-occasion gowns—and rents tuxedos or black-and-white body paint to grooms.