Second Dance™ opened in the spring of 2015 to immediate acclaim. Owner Jennifer Newman, disheartened by the expense and often times significant wastefulness involved in a wedding, had a vision to create a sustainable bridal wear experience. She decided that those stunning bridal gowns, once relegated to boxes and closets, never to be seen –much less worn– again would have a second chance to shine at Second Dance™.

The boutique is an intersection between style, economy, and environmentalism. Now brides who are seeking a more sustainable approach to their weddings can economize without compromising on style.

Jennifer brings an unparalleled sense of fashion and flare to Second Dance™. Her background as owner and designer of Kaunis Jewellery fostered her practical fashion philosophy and honed her ability to create uniquely beautiful pieces at a reasonable price point. She’s now breathing that same vision into the bridal industry. The philosophy is clearly resonating with many new brides who are thrilled to discover the Niagara store.

The store itself, with its beautiful exposed brick walls, soaring ceilings, and stunning hardwood floors, was fittingly home to the iconic Wray’s Fashion and Bridal Shop in the 1930’s.

Jennifer Newman is a soon-to-be bride herself and the loving mother of a beautiful blended family. She is grateful to have 5 wonderful children and a supportive fiancée in her life.