Emily Danielson recently opened Hi Beautiful Bridal Shop at 201 W. Main St. in Rockton. The bridal shop offers a large selection of bridal dresses, jewelry and accessories. Currently, the store is open by appointment Tuesday through Saturday, 10 a.m. to 6 p.m. Call 815-543-1085 for information.

By Jean Seegers


Emily Danielson was all set to open Hi Beautiful Bridal Shop at 201 W. Main St. in Rockton last January. Then the COVID-19 virus hit, crippling new and old businesses around the world.

Undeterred, Danielson knew if she was going to make her business work, she had to get creative and make some changes to her original plan.

She went ahead and opened her business, but came up with new ways to bring the fun and excitement of finding that perfect dress and accessories for brides preparing for their special day.

During the beginning of the quarantine, Danielson brought a selection of dresses to the bride’s home. When the stay at home order eased in May, she was able to open the store by appointment. She is now open Tuesday through Saturday, 10 a.m. to 6 p.m.

“The Space is All Yours” is now the theme. Brides come to the shop and look at dresses, narrowing the selection down to three. The next step is to book an exclusive two-hour session for the bride and up to three friends.

Two hours of trying on dresses, choosing jewelry and accessories and maybe sipping a glass of champagne with friends make for a fun day for everyone involved.

Danielson and her family moved to Rockford about seven years ago. She taught school for several years before deciding to go in another direction. “I enjoyed teaching, but I have always wanted to own my own business,” Danielson said.

She began searching for a franchise and settled on Hi Beautiful Bridal.

Danielson and Jill Diederich, owner of Vintage Petal Florist shop in Rockton, recently became members of Elev815, the Stateline area volunteer organization that supports businesses, youth and communities in the area.

Since the two businesses cater to similar clientele, and are both members of Elev815, they decided to partner with Elev815 and hold an open house at the Hi Beautiful location on Thursday, June 4. Members and friends toured the bridal shop and had the opportunity to purchase $10 fresh flower bouquets from Vintage Petal.

Diederich said she is closing her florist shop at 302 E Main St. in Rockton. However, the business remains open at a remote location. She can be reached at 815-957-0431, or email

To schedule a bridal session at Hi Beautiful, call Danielson at 815-543-1085, or contact her at




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