Women look for the “wow” factor when picking out the perfect dress, no matter how small the occasion.

“They want to put the dress on and want to look the most gorgeous they have looked in their whole life. They want the dress to be a showstopper and have everyone take notice,” said Lurline Simmons, owner of Crown to Heels.

Simmons has run Crown to Heels for five years, but it has been in business for around 15 years.

The boutique is located on Washington St. and carries pageant and formal wear for women 16 and older. Crown to Heels carries sizes 0-20, and they can order up to size 30. They also carry men’s tuxedos.

Crown to Heels is special to Vicksburg. It was one of the first clothing boutiques in the city, and Simmons prides herself on being in the store everyday.

“When the owner of the business is there everyday and you can talk one-on-one with them, it builds a special relationship with them,” Simmons said.

The front part of the store displays seasonal and trendy clothes. The dresses carried in the back depend on seasons as well, such as prom or pageants, but also have a classic fit and style.

Girls who are cautious of where they buy their dress for a special night can breathe a sigh of relief, as Crown to Heels only carries one formal dress in one color and size in the store. They also keep track of it so multiple girls aren’t wearing the same dress. They do so by asking buyers what the occasion is for, to prevent girls wearing the same thing at graduation or parties.

Simmons also doesn’t reorder much to avoid saturation of one style or trend. Dresses aren’t interchangeable, and the styles vary according to the event.

“Prom season around here tends to be long dresses or high-lows. Two pieces were a real popular thing this spring,” Simmons said. “Homecoming is more short dresses to attend the dance. If you’re on the court, they are more long like ball gowns.”

They’ve outfitted emcees and some of the entertainers with wardrobes.

Crown to Heels is a sponsor of the Miss Outstanding Teen and Miss Mississippi pageants. Prize packages are awarded to winners of both pageants.

For the smaller local pageants, prize packages may include a “rent one, get one free” or a “buy one get one” on dresses. The sponsorship with the pageant includes a dollar amount that goes to wardrobe.

“We’re one of the few boutiques that offer both sides of it. You can put yourself in the formal wear and you can put yourself in some of your other special appearances,” Simmons said.

Simmons recognized the importance of social media and has created an avenue called social shopping.

Social shopping allows customers to purchase an item they have seen on Pinterest, Instagram or Twitter directly from the social media outlet.

All comments and orders go directly to Simmons and customers get an instant response. Shipping is free on boutique items and $10 on formal items.