Retired P&G execs Kim Kraus, Patrick Kraus open the Queen's Lace in Reading

Nov 11, 2023

Kim Kraus had the perfect retirement plan.

Following a decades-long, high-profile career at Cincinnati-based consumer goods giant Procter & Gamble, the goal was to spend a few days a week at a friend's bridal boutique selling wedding dresses. It would keep her busy, she said, while celebrating other women in a fun and happy environment.

But she quickly noticed a need. Moms, coming in with their daughters or future daughters-in-law, would routinely ask for places they could shop for their own gowns.

After doing a bit of research, Kraus also came up largely empty-handed.

So she launched a new business: The Queen's Lace opened in February 2022 on Benson Street in the Reading Bridal District. It's the region's only bridal store exclusively dedicated to mothers and grandmothers of the bride and groom (no wedding dresses or bridesmaid dresses are sold here).

Kraus said the response has been stronger than she ever imagined. The initial plan was to sell around 30 dresses a month. The Queen's Lace has essentially tripled that number. More than 1,700 moms have walked through the door in the past year, many driving from hours away. About 30% to 40% of its customers hail from outside Greater Cincinnati.

"There just aren't a lot of options for moms," Kraus said. "Department stores don't carry formalwear in store anymore, so you have to order (online) using measurements and it's stressful. This is not about the dress. It's about giving moms a moment to breathe and celebrate themselves and look and feel beautiful."

The decision to open the store happened fast – within a span of six months, Kraus and husband Patrick Kraus, also a retired P&Ger, had selected the location, secured the name (Kim Kraus said Queen's Lace flowers were part of her wedding bouquet) and ordered inventory.

The Krauses completely updated the space, a former bank building housed between Carrie Karibo Bridal and long-time Reading Bridal District staple Bridal & Formal, roughly doubling their initial renovation budget. That decision has "paid off in spades," Patrick Kraus said.

The 1,800-square-foot boutique features extra-large dressing rooms with plush carpet and mirrors – a feature not found in most bridal shop dressing rooms. The color scheme aims to offer a calming, positive and clean vibe.

The couple even worked with District 78's Erikka Gray to create the store's signature scent, one of many local small business partners. Mosaic Design & Build in Milford led the renovation and helped with the interior design. TommyInk in Blue Ash handled branding, while Meagan M. Johnson Photography shot imagery for the boutique. The store also carries a selection of Okey Dokey Jewelry, a brand created by retired P&G design manager Elizabeth Olsen.

"Everything fell into place," Kim Kraus said. "When you walk in, it feels happy."

Dresses and evening gowns – there are more than 850 available from roughly 20 designers including Teri Jon and Mac Duggal – are sold "off the rack" in sizes ranging from zero to 30, priced from $300 to $950.

Appointments are preferred, but the store does hold some slots for walk-ins. Each shopper is paired with a stylist.

Word of mouth has been key, the couple said. To date, the Queen's Lace more than 250 five-star ratings on its site, Yelp.com and the Knot, a wedding planning website.

"This is not a department store shopping experience," she said. "For most women, the last time they wore a long gown was their own wedding. We push people to try new things. In reviews, over half of the women say, ‘I bought a dress I never would have tried on.’"

For their successful launch, the Krauses credit their corporate-heavy business backgrounds, largely at consumer goods giant P&G.

Patrick Kraus spent six years at GE Aviation before moving over to P&G. He served as vice president of P&G Ventures, the company's new business development arm, part of the team that created and launched Zevo, a line of pest control products considered safe for people and pets, before retiring in mid-2021.

Kim Kraus served as senior vice president of beauty, brand and global business services purchases, sourcing all the company's indirect purchases for media, advertising, IT and more, rising through the ranks during her more than 30-year career.

Skills gleaned in those roles – from vendor selection, vendor management to understanding the consumer – made the transition appear seamless.

"People talk about how stressful it is to start a business. I have to say it hasn't been," Kim Kraus said. "It's certainly hard work, but we had the skills. Whatever your function is at P&G, it's about understanding your consumer. In this case, everything we do is about making her (the mom's) experience better."

The Krauses said they’ve already been approached about franchising the idea. They’re not interested. It's hard to replicate the personal touch, and regardless, it's not about building a big business anyway.

"Honestly, a year ago, we had 700 dresses in our basement and for a second, we were like, ‘What are we doing?’ This was not our retirement plan," Kim Kraus said. "But we’ll continue to do it as long as we’re having fun. And I don't see that running out anytime soon, because there's never a shortage of moms who want to look beautiful."