About Us

Ballew Bridal and Formal Salon was the vision of Leonard Ballew, who opened the boutique over 35 years ago. While he focused on building the business, his wife, E-Ling, concentrated on raising their two young children. After a battle with cancer Leonard passed away shortly after the boutique opened. E-Ling was left with the responsibility of running his business venture. She had little business experience and a weak grasp of the English language but E-Ling was determined to make Ballew Bridal and Formal Salon a Memphis establishment where brides would get the best selection and service.

Our Staff

E-Ling Ballew (Owner)

E-Ling Ballew (Owner)

​The idea that “I can learn more and do better with my business is my ultimate goal.” E-Ling has done plenty of competing against her own limitations of language and business experience by establishing Tennessee’s premier bridal salon. Upon assuming ownership E-Ling traveled to Mainland China to gain a fuller understanding of the manufacturing process. She relocated the shop and expanded the vendor list to make sure Ballew Bridal will continuously provide Mid-South brides the quality, selection and service they have come to expect.

Commercial Appeal Profile

Nancy White (Consultant)

Nancy White (Consultant)

It was only three years ago when Nancy entered BallewBridal, trying to locate the perfect dress for her daughter’s wedding. Like all of our customers, she fell in love with the store, and eventually, became a consultant herself. Luckily enough for Ballew Bridal, she has an exquisite taste in fashion and an excellent eye for accessories. Aside from the love she has for her work, Nancy also enjoys outdoor recreation.

Connie Smith (Consultant)

Connie Smith (Consultant)

There is nothing that Connie loves more than her job at Ballew Bridal. Each day she remains dedicated in her mission of delivering an unforgettable customer experience. Connie believes that every customer is special and must be treated as such. As an experienced and well-trained consultant, she is honored to be a small, but vital part to our valued customers’ big event whether it’d be bridal or formal.

Becky Froland (Consultant)

Becky Froland (Consultant)

Above all else, Becky is a customer service specialist. Taking pride in her work, Becky enjoys nothing more than assisting our customers. Specializing in both bridal and formal, Becky loves being a small part of your wedding memories or formal event reverie. Her favorite part of the job is watching our beloved customers light up once they discover their dream dress.

Abby Balongie (Consultant)

Abby Balongie (Consultant)

Like some of our other consultants, Abby stumbled upon her job at Ballew Bridal by mere happenstance. Dedicated to enhancing the customer experience, Abby enjoys being a part of the significant events in our customer’s lives. Once she graduates in the spring, Abby will be attending the University of Tennessee at Knoxville. Ballew Bridal will not rid of her for long because she plans to return to the shop during summer breaks to continue her mission of excellent customer service.

Stacey Davenport (Consultant)

Stacey Davenport (Consultant)

Stacey is one of our most experienced consultants. She has been working at Ballew for three years, bringing a fresh and modern viewpoint to the customers she works with. Once she graduates in May, she will be attending the University of Tennessee at Knoxville. Her educational pursuits will not prevent her from returning to Ballew Bridal in the summer to work with all the customers she has come to treasure.

Lauren Gilliatt (Consultant)

Lauren Gilliatt (Consultant)

Based upon all of Lauren’s retail experience, she believes Ballew Bridal to have a truly uplifting atmosphere, bringing a diverse selection of dresses to all of its customers. Lauren has been a part of the Ballew family for two years. She offers unrelenting enthusiasm and a positive attitude to any customer that walks through the doors. Lauren feels immense pride in her ability to help brides make the happiest decisions of their lives.

Madelynn Smith (Consultant)

Madelynn Smith (Consultant)

Being one of the younger consultants at Ballew Bridal, Madelynn can relate to customers of different ages and backgrounds. Her experience, patience, and dedication are the perfect tools in assisting our customers in their mission to find the perfect dress for their big day. Although she is young, she is extremely experienced, having been a part of the Ballew Bridal family for nearly seven years.

Madeline Lunsford (Consultant)

Madeline Lunsford (Consultant)

Madeline is one of our newest consultants at Ballew Bridal. Aside from working, she attends Christian Brothers University. Despite her brief time with us, we believe she is a special addition to the Ballew Bridal family, adding a bright personality and endless perseverance to our team. Excited to help everyone who walks through the door, Madeline especially loves being a part of every customers dream shopping experience.

Jeanette Roach (Consultant)

Jeanette Roach (Consultant)

Jeanette holds the belief that each bride is very special in her own way. It is this ideology that aids Jeanette in her mission of impeccable customer service. Jeanette couldn’t imagine a better job than helping brides as they make plans for one of the most important days of their lives. She believes that finding a bride’s dream dress should be memorable in every way possible, and Jeanette goes above and beyond to guarantee every bride an unforgettable experience.

Jeannie Hulett (Consultant)

Jeannie Hulett (Consultant)

With sixteen years of bridal experience, Jeannie is extremely qualified in assisting all of our customers. If her experience is not enough, Jeannie also boasts a degree in Fashion Merchandising from Florida State University. With ample patience that comes from having five children and eight grandchildren, Jeannie understands the needs of multiple age groups and is always ready to help our customers find their dream dress.

Melissa Sherman (Consultant)

Melissa Sherman (Consultant)

Not only is Melissa a mother to three beautiful daughters, but she is also a highly experienced sales consultant. Melissa is aware of the challenges in finding the perfect dress and is dedicated to providing our customers with a seamless, memorable shopping experience. She loves her job at Ballew Bridal because she believes that her co-workers are just like family, an exceptional, tight-knit team that will ease the stress of dress hunting.

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