By  on April 19, 2011

Sixty-five years after Priscilla Kidder first ventured into the bridal business, her namesake company, Priscilla of Boston, is dressing up its image with a little designer glitz and a new Greenwich, Conn., boutique in the fall.

Company executives have been busy working with Marchesa’s Georgina Chapman and Keren Craig to develop Eterna by Marchesa, a wedding dress collection that will bow at retail in September. With retail prices ranging from $1,500 to $5,000, the line will be sold in Priscilla of Boston’s 19 freestanding stores. Chapman and Craig will continue to do their signature high-end wedding gowns as well as their Marchesa Notte label.

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