Growing Company Makes Modesty Fashionable
by Laurie Williams Sowby

Parents as well as modesty-seeking teens rejoice at "clothing your father would approve of," marketed by Modest by Design.

Goodbye bare midriffs, low necklines and strapless shoulders. Hello beautiful gowns whose modest design makes the wearer even more beautiful.

Modest by Design is a burgeoning Midvale, Utah, mom-and-pop business whose forte is finding gorgeous gowns suitable for prom and other special occasions -- and selling them at reasonable prices. Their motto --"clothing your father would approve of" -- says it all.

Modest by Design showed off its huge selection of prom dresses Jan. 31 in two afternoon shows at Thanksgiving Point. New for the second annual event were casual clothing and Sunday dresses which are being added to the business's retail line. All can be seen and ordered at www.modestbydesign.com.

A little over four years ago, Eddie Gist, an LDS convert in upstate New York, was working as a tailor who'd been asked to make alterations to many a wedding gown or prom dress for LDS members. Distressed at the difficulty of finding modest clothing that fit LDS standards, he and his wife, Heather, decided to open their own shop after they moved to Utah in 1999.

It started with knee-length shorts and longer skirts, said Heather, but they're now offering formal gowns in answer to a huge demand locally.

They design clothing together, then have manufacturers make up their patterns. They also carry several lines, including Sabrina Nicole, which are manufactured outside of Utah.

They're in the process of adding a line of Sunday-style dresses which can be turned into special-occasion gowns with the addition of a sheer overskirt.

"It's important to us that we offer good value for the price," said Heather.

In other words, they're aiming to make modesty both appealing and affordable. One whole section of the show was devoted to a variety of gowns priced at $99 and under. Gowns included the A-line and empire waist styles making a comeback, along with full, princess-style skirts. There were also many semi-formal separates in fancy fabrics, which could be mixed and matched for a new look next time around.

Of the wide variety of styles and colors, said Eddie, "We've searched long and hard so you won't see the same four dresses at your dance."

They've also offered a design contest for the past four years, encouraging young women to not only enter a prom gown design but write a brief essay on why modesty in dress is important. There were 53 entries this year.

The winner, Tiffany Sollis from North Salt Lake, will have her gown made up by the company in time for April's prom. Runners-up are Heather Sabin, Federal Way, Wash.; Krystal Christensen, Payson, Utah; and Jessica Young, Anchorage, Alaska.

Sales used to be by appointment only. But as they enter their fifth year in business, the Gists are opening their store at 7127 S. 400 West, Midvale (Suite 6), from noon to 6 p.m. Tuesdays through Fridays and from 10 a.m. until 6 p.m. on Saturdays. (Phone 801-256-0944.) They're also making tuxedo rentals available for the first time.

Modest by Design's mission statement says, in part, ". . . dressing modestly shows respect not only for oneself but for God and his commandments. We also believe we can set an example for the world that it is possible to dress modestly as well as fashionably."

Or, as Heather summed up at the end of the fashion show, "We want young women to get excited about modest clothing!"