A late night thought from sleepless mum of four Louise Burns about the cost of living, has snowballed into a generous idea to make school prom dreams come true for every teenager.
For many teenagers, the end of their final year of studies is now marked by a glittering occasion called a prom, but while the event has grown into a rite of passage, the cost has spiralled out of reach for some families, with dresses, suits, shoes, hair, and makeup often costing hundreds of pounds.
Louise’s daughter had her special prom moment arriving on horseback, but is unlikely to wear the dress again
Preloved prom dresses and suits
Louise Burns, who lives in Bovington in Dorset, was reflecting on the cost of her daughter Maisie’s prom night and wondering how many families found it a real struggle to meet the bill – then decided to do something about it.
With the help of friend Jennie Ayrton, they explored the idea of setting up a new community project that collects and distributes preloved prom dresses, suits, and accessories to teens who might otherwise miss out.
And the response was so positive – and so huge – that they are now setting up Perfect Little Prom, a pop up shop that will offer everything completely free, ensuring that every young person can feel confident and special on their big night, no matter what their family’s budget is.
The first of a promised 150 prom dresses have already started arriving at collection points around Purbeck and further afield, with more interest being shown all the time.
Louise has set up Perfect Little Prom to help families who would struggle to fund their children’s big night
“Families struggle with cost of living”
Louise Burns said:
“I don’t sleep, I come up with things in my head instead and was thinking about how much we paid for our daughter’s prom dress – I have three girls and one boy, and I just don’t know how people deal with the cost.
“Both my husband and I work, but not everyone is so lucky and families are struggling with the cost of living, let alone trying to find the funds to make prom night special for their children.
“Proms have become massive, it’s not just the cost of a dress any longer, there’s the shoes and the accessories, and hair and nails and professional makeup.
“Then some of them go to the prom in a limo, or a classic car – someone even arrived in a helicopter – and the bar is being raised all the time, with parents feeling the pressure to keep up.”
The company’s logo has been designed by Swanage firm C Harris Consultancy
“Oh my word, it went nuclear!”
Louise added:
“So then I thought that I have dresses I’ve worn to Christmas balls, and there’s Maisie’s prom dress which she is unlikely to wear again, and I thought we must be able to do something with them.
“If we can take just one of the major costs out of prom for parents who are struggling it would help take the pressure off them, as not everyone has grandparents who can help out, and credit cards are such a bad idea with their high interest rates which just cause even more worry.
“When disposable income is restricted, a dress which is only worn once and has no resale value could represent a day trip for the whole family, while the overall cost of prom is probably similar to the cost of a holiday.
“I told Jennie about my idea and asked whether I should put a message on Facebook to see if we got a reaction. She said I should, and oh my word, it went nuclear!”
Jennie Ayrton’s daughter has already started planning her 2026 summer prom outfit
“People were so generous”
Jennie Ayrton said:
“I thought maybe we’d get a dozen offers if we were lucky. Within days, we’d had hundreds of messages, people were so generous, some even offering multiple dresses, evening gowns, and wedding dresses!
“We spent the next day just replying to messages, it was absolutely incredible. Everyone wanted to help and there was not one negative comment – I think people understand how important prom is to these kids.
“My daughter has her prom next year and already she is showing me an outfit that I’m being invited to put a £99 deposit down – which feels to me like it should be the entire cost of a dress!
“But she has planned next year around prom – she is going to Malaysia with the school for three weeks, but said she’d cancel if it clashed with prom, that’s how much it means to her.
“I’m lucky that I have a business and work really hard, so I can support her in that way, but I know other families will struggle to make the whole experience magical for their children, as it should be, planning prom in advance, trying their dresses or suits on and feeling special.”
Blush Hair and Beauty salon in South Street, Wareham, is one of the Purbeck drop off points for preloved prom outfits
Drop off point sought in Swanage
The speed of the response has taken Louise and Jennie by surprise and now they are looking for somewhere to store what might be hundreds of prom outfits, as well as shoes, ties and other accessories they have already been offered.
To help with collection, drop off points for donations have already been set up at Poppy’s Tea Rooms in Bovington, and Blush Hair and Beauty in Wareham, with the friends desperately looking for a location in Swanage prepared to hold dresses until they can collect them.
And as the idea has spread on social media, communities outside Purbeck have also asked to get involved, with Change Hair Salon in Dorchester, MSC Laundry in Poundbury, Cassidys Beauty Salon in Poole, and Kooky Bloom in Dorchester and Weymouth setting up as drop off points.
Perfect Little Prom is also working with Swanage firm Charlotte Harris Consultancy, who has designed their new logo, and Tuesday Bailey of Fable and Flair photography in Poole, who will photograph the dresses professionally for an online gallery so students can browse them.
A website is being designed, and Louise and Jennie will now approach local secondary schools including The Swanage School and The Purbeck School, to reach out discreetly to families who would welcome help.
Louise Burns with her daughter at prom night outside Kingston Maurward House
“It’s for any family who feels the pinch”
Louise Burns said:
“We’re going to ask the schools to send sealed letters to parents, as teenagers can be sensitive about things like this and we don’t want anyone to feel embarrassed about borrowing a second hand dress.
“We would like to partner with the schools and get a safe space there where the students can try on some outfits they have seen on our website, as we want them to look and feel great. We might even be able to help with slight alterations for length.
“We don’t want to say this is exclusively for families on benefits, it’s for any family who feels the pinch. If money is tight, a dress might mean missing out on a day trip, or a birthday treat, we just want to take away one of those big costs so no one has to choose.
“Every gown and tie has a story, someone wore it for a magical night once, and now it gets to make someone else feel amazing too. It’s about giving young people confidence and when you see a teenager walk into that prom feeling beautiful and proud, that’s priceless.”
Prom night should be special for everyone – and Perfect Little Prom aims to help
Further information
- Updates on Perfect Little Prom will be published on Facebook until its website is running
