The 1,600-square-foot shop at 766 Madison Ave. will offer Anne Barge Bridal
and more than a dozen upscale eveningwear labels by appointment only

In a year where bridal is booming, Anne Barge New York/Flora on Madison marks a return to weddings and festive celebrations. Shawne Jacobs, Atlanta-based president and creative director of Anne Barge and Flora Petakas, lifelong New Yorker and owner of New York luxury bridal trade show Union Square Couture, are restoring the glamour of shopping for that special dress. Their new venture – a joint luxury bridal and eveningwear boutique located at 766 Madison Avenue, New York, will offer modern designs and warm, personalized service.

Although Anne Barge New York/Flora on Madison is under one roof, they are two separate businesses, each available to clients by appointment only.

Jacobs and Petakas have held a mutual respect while working for over two decades in the luxury bridal industry. They also share an affinity for a storefront on Manhattan’s toniest avenue. In their words, “it’s never not been Madison.”

Following the success of Anne Barge’s flagship atelier in Atlanta, Georgia, Jacobs is looking to grow and expand the brand’s retail presence in store.  Jacobs has been at the helm of Anne Barge since 2014, launching Anne Barge Black Label and the Little White Dress Collection, which debuted as a smash online success. The collection is now carried in several upscale stores and helped globalize the Anne Barge brand.

Petakas’ vast expertise as a mentor and sales consultant for emerging fashion brands cemented her reputation as a visionary of design and retail trends. In decades of consulting with brides, “the toughest referral to make is where the bride's mother, future mother-in-law, aunt, or maid of honor should find their dress.” Petakas has curated a collection designed to match every stylistic leaning: “whimsical, ethereal, sparkly, and serious... young in age and young in spirit,” befitting all manner of weddings and eveningwear occasions.

The two founders see global potential in their new urban showroom: “We are looking to cater to New Yorkers, and also women from all over the world who visit and seek out New York City as their destination for finding timeless designs,” notes Jacobs.

Located on the second floor of a historic pre-war building, the 1,600-square foot storefront features tall, east-facing windows overlooking Madison Avenue. The store’s interior is decorated in a soft, neutral palette with metallic accents. Two refined chandeliers from Slamp Lighting feature interlocking, hand-assembled Cristalflex petals that fill the space with ambient light. Furniture in the space is elegant and contemporary. Artisan Carmen Vergara created a custom centerpiece table in Venetian plaster, an addition of subtle glamour. Anne Barge New York/Flora on Madison collaborated with Diptyque to establish the Eau Rose Fragrance as the signature scent for their store.

Jacobs and Petakas secured the services of Stephanía Vallejo, architectural lighting designer from Tirschwell & Co. Inc., to develop a lighting concept for the store. “We are using a studied combination of diffuse and focal accent lights, in tandem with precision micro-lights, to produce a beautifully balanced and subtle glow on both the customers and the dresses,” explained Tirschwell Designer Stephanía Vallejo, “...backlit mirrors provide adjustable color temperatures to show the true color of a dress in whatever setting it’s meant for, indoors or out.”

Anne Barge New York will be stocked with a selection of dresses from the Anne Barge Bridal Collection, curated for the tastes of the New York City bridal customer.

Flora on Madison’s curated selection of luxe eveningwear will include Georges Hobeika, Costarellos, Rachel Gilbert, Marco y Maria, Sophie et Viola, Gemy Maalouf, Yolancris, Savin, Anne Barge Black Label and Rhea Costa.

*Alterations are available in-house from expert seamstresses trained specifically in bridal and eveningwear.