Influenced by movies, television shows and fashion magazines, high school students develop a fairytale vision of prom night that’s very sparkly — and very expensive. A florist in upstate New York has a message to local teens: We can help make your dreams come true.
Rockcastle Florist, which has locations in Rochester and Canandaigua, signed on to collect donations for Fairy Godmothers of Rochester, a group that provides evening gowns and accessories for students who otherwise couldn’t afford to participate in the high school rite of passage. (Last year, the average U.S. teen’s family spent $919 on prom.)
“It’s a fantastic organization I have wanted to connect with for a while now,” said owner Wendy Rockcastle, praising the Fairy Godmothers’ devotion to help more teens enjoy prom. To supplement donations, the Fairy Godmothers also purchase plus-size gowns, ensuring every girl has options. They also distribute goody bags, which include gift cards to Payless Shoes
Tying into the Fairy Godmothers partnership, Rockcastle Florist added a special princess-themed corsage line to its current prom designs
With the live-action reboots of Disney classics, including “Cinderella” (2015) and “Beauty and the Beast” (March 17), the company has seen a huge resurgence”in popular culture. Pauleen Vacca, Rockcastle’s marketing consultant, an event planner and a self-professed “Disney geek,” clued Rockcastle in on trends, such as Disney-themed weddings and Disney-themed formal wear. Together, they fleshed out floral pieces that allude to Disney’s many princesses
“We’re calling it our ‘Fairy Godmother line,’ as to not infringe on Disney’s copyrights,” Rockcastle said. At the end of prom season, the shop will donate a percentage of these sales to Fairy Godmothers of Rochester.
Along with frequent mentions on social media, the shop is including a request for dress donations on care and handling cards that accompany prom pieces—a subtle nudge for girls to turn in their gowns after the big dance so someone else can enjoy them.