LaNoire Bridal expands twofold;
set to reopen this spring

By Jake Spitzack | Staff Writer | March 2025

Minnesota’s first black-owned bridal shop is making big moves to cater to more brides and offer ample options for wedding parties of all backgrounds. Located in the skyway level of the Pioneer Endicott building since spring 2022, LaNoire Bridal is priming to reopen in the ground-level corner suite of the Fitz Flats building at 5 7th St. W. Owner Lorraine Love expects to swing open the doors at the start of April and hold a grand reopening on May 10, the shop’s third anniversary.

Love noted that less-than-ideal parking options and ongoing construction near the old venue were pain points, and the historic building had signage restrictions that limited her exposure. After closing last August, she signed a lease for the new space just one month later.

“I knew that we could no longer spend another year or two at the Pioneer Endicott, even though it’s a beautiful building and space, and the owners of the building have been super amazing,” she said. “It just stopped working for us and I knew that we had to pivot and look for a new home.”

LaNoire’s new home is twice the size of the former one – around 3,000 square-feet – and has been vacant since Just/us restaurant closed there six years ago. The space has been fully revamped to include two large fitting rooms, an ADA-approved bathroom, new flooring, and updating HVAC, plumbing and electrical systems. The move and renovations were possible thanks to a $100,000 loan from the City of St. Paul’s Housing and Redevelopment Authority, and a $250,000 Small Business Administration loan from Drake Bank, more than half of which was used to pay off existing loans associated with the business. The funds also supported a major expansion to LaNoire’s inventory. However, to receive the loan from the city Love must come up with $30,000 to help cover costs.

“One thing I’ve seen and experienced is that the wedding industry lacked representation, so one of my key goals was to bring that,” said Love. “I wanted to truly create a space where all women, not just black women, feel safe and seen within the wedding industry…. I cater to all women.”

Love works to give every bride a personalized experience to find the dress of their dreams. Two bridal packages are available that allow brides to reserve the store for themselves and their guests, turn up the stereo with their choice of music, and enjoy other perks, including refreshments, gift packages and photo booth time.

In the past, LaNoire partnered with the Minneapolis-based Little Wedding Co. to host bridal showers and micro weddings at its space. With the move, the store will be able to seat about 100 for those events and may occasionally open it up for non-bridal events as well. The new space also has a large basement, which Love hopes to one day use to offer menswear. Additionally, she plans to soon hire a bridal concierge, receptionist and store manager, although you can still expect to see her there with brides almost every day.

Love grew up in St. Paul’s Rondo community along with five sisters and two brothers. Before opening LaNoire, she spent 15 years working as an independent bridal hair and makeup artist, traveling around Minnesota and nearby states.

Private parking is available at the new location for brides and their guests with an appointment, and there are also nearby on-street and ramp options. For more information, call 651-369-9874 or visit lanoirebridal.com.

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