Selmi's Formal Wear opens in Sterling's Northland Mall

STERLING — Selmi’s Formal Wear has opened inside Sterling’s Northland Mall at 2900 E. Lincolnway.

The family owned business specializes in formal attire, including dresses, tuxedos and accessories for proms, weddings and other special events. The store carries designer dress brands, including Aleta, Jovani, Juliet, Portia & Scarlett, Primavera, Rachel Allan and Sherri Hill.

Owner Katy Selmi, who also owns Selmi’s Weddings and Events and Selmi’s Flower Shop in Rock Falls, has been in the wedding and events business for over 20 years. She has been renting tuxedos and suits out of the Rock Falls store since 2020, but was inspired to open the new formal wear store after years of traveling outside the area to shop for her daughter’s prom and homecoming dresses.

“We were driving two hours or more to find a dress,” Selmi said. “I know a lot of other people from our area have been doing the same thing and over the years we’ve played with the idea of bringing all the big labels for prom and homecoming dresses to town so people wouldn’t have to drive anymore.”

Although shoppers can visit the store and purchase something off the rack, the store also offers a more intimate experience.

“Each girl gets their own personal attendant and an hour and a half to try on whatever dresses they want,” Selmi said. “Each space has comfortable seating for family and friends to join them, they can take pictures and we also have drinks and refreshments. It’s all part of the experience.”

The store also offers a consignment option where customers can bring in their old dresses to be sold by the shop, giving them a percentage of the sale.

The new business is truly a family affair. Selmi’s son Tate, is a business major at the University of Illinois and a former student of the Whiteside Area Career Center’s CEO program. He created the store’s business plan and budget, and also helps manage the store’s website.

Selmi’s daughter, Mary Kay, helped select the store’s inventory and also assisted in creating the store’s Ambassador program, which uses local high school girls to help promote the store’s inventory. Ambassadors receive special discounts for trying on dresses, taking pictures in them and then posting them to social media.

“My kids have been an instrumental part of this whole process and we can’t wait to show everyone what we have to offer,” Selmi said. “We still have a bunch more of our inventory to bring over with new options coming in regularly.”

Selimi’s Formal Wear is open Monday through Friday from 1-6 p.m. and from noon to 5 p.m. on Saturday and Sunday. For more information, visit selmisformalwear.com or call 815-200-1051.