What stood out most was their customer service...we had a dress from ANOTHER store in the car..we had told Kate about it and she said "bring it in, let's see it" - we were having some misgivings about it. kate and val took the time with my friend, who is the bride regarding this other dress. They gave her honest feedback and ideas about what she could do. They did not have to do that. They showed great customer care and went above and beyond for her. If I ever get married, I will go straight back to Brilliant Bridal and recommend anyone who is getting married to stop and see Kate and Val!