HOUSTON – Something old, something new, something borrowed, something blue.
More women are learning the memories of a wedding are forever, but the dress can be something borrowed.
Jessica Coane offers women the opportunity to wear high-end designer gowns on their wedding day, but at discount prices.
"We offer all the high-end designers," Coane said. "Oscar De La Renta, Vera Wang, Monique Lhullier, Carolina Hererra, the works."
Instead of buying the wedding gown, you rent it.
"The prices can range from between $4,000 and $13,000 for retail," Coane said. "If you want to rent these dresses, it would be between $800 and $1,600 a week.
Her Houston boutique Get the Gown is a bit unconventional. It's a startup business, hidden in a Galleria-area law office for now.
"Steve Jobs started in a garage," Coane said. "So I'm starting in my husband's law office."
Believe it or not, some women are willing to rent a gown, straight off her website.
You go online, shop for the gown, select your size and the reservation date. You can select your price range, and even rent accessories.
You can rent it for a week, and just return it in the box, and with the complimentary shipping label.
You can get alterations done on the gown, but they must be temporary.
After just four months of being in business, the market is so hot Get The Gown has already expanded to Miami.
Coane is a woman of her word. When it came time for her to get married, she couldn't find a high-end gown within her budget.
So that's how she got the idea to create Get The Gown.
"With my champagne taste, I wanted to make sure I was still going to get into a quality gown," said Coane.
On her wedding day, she rented the gown from her own collection.
"I decided to start this, not only to help myself, but also to help other brides out there," said Coane.
So what about the traditional bride that wants to keep their dress for their daughter?
Coane said only two to six percent of brides actually wear their mother's dress, so it's more economical to just rent it.