New dress shop owner on a mission to help every girl feel beautiful - East Idaho News
Small Business Spotlight

New dress shop owner on a mission to help every girl feel beautiful

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Rett Nelson |


IDAHO FALLS — Every girl yearns for the perfect dress to wear to prom or other events. But finding something that fits their budget and their needs is not always easy. That’s where Tangled in Tulle comes in.

Tangled in Tulle is a new dress shop providing affordable dresses for girls of all shapes and sizes.

“We live in a society that’s very focused on the body,” owner Esther Larson tells “Girls have become very critical of their self-image. It’s important to me to help every girl who comes in feel beautiful.”

Tangled in Tulle has grown to include an inventory of some 250 dresses that Larson says are trendy and timeless. They rent dresses for $100 or less and make any alterations a customer wants or needs. Dresses are also available to buy.

How did Tangled in Tulle begin?

The business began as a high school senior project for Larson’s daughter, Emily Larson, now Emily Russon.


After Russon graduated and went to college, her mom took over the business and kept it going. Esther Larson managed to fit a rack of 100 dresses into a small space inside their house.

Over the last five years, the customer base has continued to grow. The inventory has outgrown the small space and Larson decided it was time to make a decision.

“We reached a crossroads and had to decide if we wanted to either close it down or expand to a more accomodating location,” Larson stated.

Tangled in Tulle opened for business at their new retail location at 277 North Woodruff on Monday, March 5.

The future of Tangled in Tulle

Russon has graduated from Brigham Young University in Provo, Utah. Larson still runs the business while Russon handles marketing and social media. Russon says she is thrilled to be back in Idaho working on a project that she began in high school.

“It’s exciting to be in a bigger place and have a more accessible location for people to visit,” says Russon. “I hope that with this new location, we’re able to reach more people.”