At Hem and Her Bridal, expert seamstress Joyce Feickert creates about 1,200 wedding, quinceañera and ball gowns a year, some of them taking as long as three weeks each.
But one dress is particularly special — even among all of the lovely one-of-a-kind confections showcased on her website — as her husband and co-owner of the business, Marvin Kirchler, posted a few days ago on Facebook:
A gown for their 17-year-old granddaughter Lily, who goes to Sabino High School, for her Saturday, April 26 prom.
We caught up with Feickert, whose shop is at 4004 N. Stone Ave., to hear all about it.
Q: You are creating a prom gown for your granddaughter, and it makes us wonder, is this a full-circle moment? Did your mother or grandmother sew for you?
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A: I grew up an only daughter with six brothers. My mom gave me the encouragement and taught me all about sewing. Lily is our only granddaughter and the girl in my life. From the time Lily was a toddler, I would have dresses for her; she would come to my store and point to a dress. The prom gown is special — it is the ultimate joy in giving her the dress I always dreamed of her wearing for her prom.
Joyce Feickert and granddaughter Lily admire the gown they collaborated on for Sabino High School’s prom Saturday night.
Q. How did you and Lily collaborate on the design, or did she leave it all to you? What went into your choices for her dress?
A: On Easter Sunday, I asked, “Are you going to prom? You want to help me design dresses?” She said “yes” on the design, was silent for a while about going to prom, then after a little time, Lily showed me pictures of prom gowns on her phone. I opened my laptop, showed her designs, colors, and with her and the whole family, we eliminated colors, styles, designs and moved forward with the unanimous design and the green was a 100% choice. The next day, she came to my studio, Hem and Her, for the fitting and redesign. The final choice was a collaboration choice between her mother, father, grandmother and Lily, and the final decision was Lily and me. A true masterpiece.
Q: What would be the cost range for a dress like this one?
A: Prices range from $499 to $1,200 depending on redesign.
Q: What sales trends are you seeing?
A: Let’s start with the three biggies, internet, tariffs, fast fashion. Sorry, lovers of the internet, when it comes to quality fabrics and sizing, most of the gowns I see just don’t equal my demand of quality fabrics; the zippers are weak; and many who want them altered don’t understand that the fabrics will only drape in a way that may not be flattering; sizes are inconsistent. With the tariffs, fabrics and all that are the notions of my trade will be more expensive — thread, lace and, of course, fabrics. Fast fashion — yep, the amount of clothing that fills the landfills is sad. I strive to repurpose and reuse garments!
Q: Have you had a favorite gown you’ve created this year so far, and what was it?
A. Nothing in the middle, either over the top or simple but elegant, for Tucson lightweight and flowy fabrics. Love designing a corset top with a side slit in bright colors with bling. Never gets old seeing the face when a prom/wedding/quinceañera client puts one on and looks in the mirror.
Q: How long have you been in business in Tucson, and how did it begin?
A: Celebrating 40 years in Tucson. Drove to Tucson in 1983 from South Dakota with my sewing machine. Knew no one and had never been to Tucson. Started sewing in my apartment, and heard a small space, which was an alteration shop, was available to purchase on Campbell. I paid $3,000 for the business and the seed was planted.
Q: Anything you’d like to add?
A: Tucson has been great to me. I’ve survived recessions, COVID, big box competition, openings and closings, and have worked with generations of Tucson families, starting with quinceañeras to prom to weddings. I’ve listened to my loyal customer base, which allows me to provide what they really need. I support them! My success has allowed me to help Tucson. Hem and Her donates prom gowns to families who struggle to afford a new gown. In the middle ‘90s I purchased a distressed property on Stone that reminded me of my farm in South Dakota and opened Hem and Her. I have strived to help entrepreneurs; currently have Red Captain Coffee and Late Night Tacos on our property. I support our neighborhood and other women. My work isn’t done. I grow because of Tucson and all that have supported this South Dakota girl.
