The Camille La Vie store at the Palisades Center here occupies a prime space that is next to Apple and across from the Cheesecake Factory. Wedding gowns are displayed at the back of the store, which has plush carpeting, a seating area and spacious dressing rooms covered by heavy beige curtains.

The company is stepping up its marketing, partnering with Sony Pictures for the launch of "Prom Night," and teaming with Seventeen magazine for a prom queen search.