In honor of Breast Cancer Awareness Month, The White Magnolia Charleston store is going pink.
From Oct. 1–31, a portion of every gown sold at all Magnolia Laine, The White Magnolia and The Sample Shoppe locations will benefit The Sugar Foundation, an organization that funds metastatic breast cancer research and supports women and families affected by the disease.
The monthlong initiative will culminate with Pinktober Weekend, Oct. 17–19, when brides who say “yes” to the dress will receive an exclusive brand sweatshirt as a thank-you for helping support the cause.
The effort holds special meaning for Magnolia Laine Bridal and The White Magnolia Bridal Collection. Elizabeth Stevens, the original intended owner of Magnolia Laine Detroit, passed away in April 2023 from metastatic breast cancer. Stevens had dreamed of opening her own bridal boutique and was set to become the company’s first franchise owner.
In her honor, founders Kerrie Hileman and Mallory Thorburn, along with Stevens’ husband, Tom, opened Magnolia Laine Detroit in late 2023. Her memory lives on at the store, where her best friend, Olivia, works as a stylist and her daughter often helps customers and the team.