Eight years ago, in San Francisco, Gabriella Risatti hatched the idea for an intimate, friendly bridal boutique after watching her friends’ frustration and intimidation over the hunt for their ultimate gown. In July 2008, the boutique, Gabriella New York, came to life at the edge of the Meatpacking District of Manhattan.

Last weekend, I walked into Risatti’s boutique on the second floor of an unremarkable building where she was preparing for the day ahead. As she turns the curve towards her one-year anniversary in July, Risatti is decidedly thrilled with her venture and looking to the future. It’s been a long week doing a trunk show for Amy Kuschel, but Risatti is certain she’ll make two sales by the end of the day.

Her clientele is primarily the alternative bride: someone who considers herself older; who isn’t likely in search of a princess dress but wants something that has a little sex appeal; someone who may not be having the completely traditional wedding because she wants to infuse her day with something original; someone who is confident and has a style of her own. Not really an alternative bride after all.

With that woman in mind, Risatti wanted to create “red carpet service without the attitude … I really believe you can’t sell a woman a wedding dress — she either likes it, or she doesn’t, ” she says. The boutique itself is an open space, scattered with a few soft couches and chairs, and designed to cater to one bride at a time. Risatti says that based on the economy and their own sense of style, her brides typically prioritize quality in the construction and design of their gowns as well as the fabric, before ornamentation, and the space reflects that paired-down, quality over quantity aesthetic. It’s a place where Risatti can present women with the entire package from a selection of great shoes to a handful of one-of-a-kind antique pieces of jewellery.

“There isn’t any room for another [store selling] Vera Wang,” Risatti says, explaining her unique challenge of providing a well-edited collection of 60-odd gowns and competing with the big boutiques. The gowns she carries aren’t by household name designers so she doesn’t get much collateral advertising, but on the other-hand, she demands all her designers give her exclusivity so she doesn’t have to share the new designers she works so hard to secure.

As I wrapped up my interview with Risatti, her first appointment of the day arrived. Risatti had literally just told me that the gown the bride was coming back to try was her one of her own personal favourites: “I’m the glam bride,” Risatti said, “I would want something fitted and sexy… with a small cage veil, fur and costume jewellery.”

Michelle Rahn’s fitted gown with a deep crystal v-neck did look spectacular as the bride examined herself in the mirror and tried her own birdcage veil. “I’ve already bought my earrings here,” she told her mum. “I was worried they’d be gone when we came back.” Clearly the entire ensemble was the perfect fit and before I left, she’d bought the dress, too.

Only open an hour and Risatti was already halfway to another successful day.

Gabriella looks on as her bride poses in her Amy Kuschel gown