HOW IT ALL BEGAN
Natalina and Michelle met years ago while active members of the PTO at their children’s school. Both knew the importance of being involved and the importance of volunteerism. Natalina works full time at Mount Holyoke College and Michelle is a middle school teacher in Ludlow. In 2018, while Natalina was running the community garden at Baird Middle School, she had a brief conversation with Michelle about their daughters’ adventures with prom dress shopping. Michelle mentioned that kids at the local high schools had Instagram sites to “sell their dresses”. According to their daughters, no one was buying them. So the question came, “What is happening to all of these dresses?”. On a whim, both Nat and Michelle put a post on their personal Facebook pages asking if people had prom or formal dresses sitting in closets that they would be willing to donate. Within a week, the two had collected over 250 dresses!
The next several months were honestly a whirlwind. Now that we had dresses, where do we store them? Do we rent a space, or do we try to run “pop-up” events? How will we pay the lease? What will we hang the dresses on? How do we advertise? Become a non-profit? How does that work? Do we REALLY know ANYTHING about any of this? No –
To say this has been a serendipitous adventure is a gross understatement. Every time we sat down to address another unknown, something materialized within 24 hours of the initial conversation. For example:
What are we going to hang the dresses on?
Michelle gets a phone call from a friend that Sears on Boston Road is going out of business and we can take rounders FOR FREE! The two went and scooped up A LOT of dress racks. Once outside of the store with a slew load of metal…
How are we going to fit all of this into my minivan??
A friend pulled up (literally a minute after we emerged from the store) with a flat bed and offered to help transport them to Michelle’s basement.
Dresses - so many dresses!
Where do we store them?
Luckily, there was an empty office space at Nat’s workplace. We literally stockpiled so many dresses into that office.
What do we do with ALL the dresses? hmmmmm….
As the office space filled, we needed to find a store front. Nat spent hours peeking through windows around Ludlow – our home town. Having the shop close by would be very convenient. We eventually found a space on Windsor street – the perfect shop! For about a month. We quickly outgrew the space and finding a new location was next on our agenda.
One night shortly after, while on a date night with her husband to the pinball place in the Palmer mills, Nat stumbled upon our current location. When she showed Michelle the location, Michelle was upset. It was the PERFECT spot for Second Time’s A Charm!!! But how, HOW could they afford this place? As with everything Second Time’s A Charm, Nat was able to negotiate a lease agreement that we felt very comfortable with.
Which brings us to where we are today…
And how we are able to sustain ourselves.
DONATE
New or Gently Used
Prom Dresses
Short Cocktail and Homecoming Dresses
Mother of the Bride/Groom Dresses
Formal Dresses (long and short)
Wedding Dresses
Formal Shoes
Formal Purses
Rhinestone Jewelry
VOLUNTEERS
Looking to volunteer?
No experience? No worries!
We are always looking for volunteers. Many hands make light work.
No matter what your skill level,
we can use your help.
Use SIGN UP GENIUS to pick a day.
I NEED A DRESS
No appointment is needed
Contact us for a Bridal Appointment
HOW IT ALL BEGAN
Natalina and Michelle met years ago while active members of the PTO at their children’s school. Both knew the importance of being involved and the importance of volunteerism. Natalina works full time at Mount Holyoke College and Michelle is a middle school teacher in Ludlow. In 2018, while Natalina was running the community garden at Baird Middle School, she had a brief conversation with Michelle about their daughters’ adventures with prom dress shopping. Michelle mentioned that kids at the local high schools had Instagram sites to “sell their dresses”. According to their daughters, no one was buying them. So the question came, “What is happening to all of these dresses?”. On a whim, both Nat and Michelle put a post on their personal Facebook pages asking if people had prom or formal dresses sitting in closets that they would be willing to donate. Within a week, the two had collected over 250 dresses!
The next several months were honestly a whirlwind. Now that we had dresses, where do we store them? Do we rent a space, or do we try to run “pop-up” events? How will we pay the lease? What will we hang the dresses on? How do we advertise? Become a non-profit? How does that work? Do we REALLY know ANYTHING about any of this? No –
To say this has been a serendipitous adventure is a gross understatement. Every time we sat down to address another unknown, something materialized within 24 hours of the initial conversation. For example:
What are we going to hang the dresses on?
Michelle gets a phone call from a friend that Sears on Boston Road is going out of business and we can take rounders FOR FREE! The two went and scooped up A LOT of dress racks. Once outside of the store with a slew load of metal…
How are we going to fit all of this into my minivan??
A friend pulled up (literally a minute after we emerged from the store) with a flat bed and offered to help transport them to Michelle’s basement.
Dresses - so many dresses!
Where do we store them?
Luckily, there was an empty office space at Nat’s workplace. We literally stockpiled so many dresses into that office.
What do we do with ALL the dresses? hmmmmm….
As the office space filled, we needed to find a store front. Nat spent hours peeking through windows around Ludlow – our home town. Having the shop close by would be very convenient. We eventually found a space on Windsor street – the perfect shop! For about a month. We quickly outgrew the space and finding a new location was next on our agenda.
One night shortly after, while on a date night with her husband to the pinball place in the Palmer mills, Nat stumbled upon our current location. When she showed Michelle the location, Michelle was upset. It was the PERFECT spot for Second Time’s A Charm!!! But how, HOW could they afford this place? As with everything Second Time’s A Charm, Nat was able to negotiate a lease agreement that we felt very comfortable with.
Which brings us to where we are today…
And how we are able to sustain ourselves.
OUR MISSION
Second Time’s a Charm provides formal wear to girls who could not otherwise afford to attend their prom. Through donations of new and gently used formal dresses, accessories, and monetary donations we are able to “Turn Dresses into Dream”
Second Time’s a Charm provides an unforgettable amazing experience. From the moment you
walk through our space you are greeted with an environment of grace, love and respect.
It is our mission that you leave cherished and beautiful.
Our mission started as just prom wear and has grown into much more. We now fit beautiful brides for their special day in a beautiful new space as well as carrying a selection of formal wear for mature woman as well.
Unique Pieces
Our Shop
Want to Schedule an Appointment?
Appointment is only needed for the Bridal Suite. Bridal Suite is open year round.
Please see hours for the prom and semiformal room below.
Palmer Technology Center
4 Springfield St Building 3
Second Floor
Three Rivers, MA 01080