Byline: David Moin

NEW YORK — Monica Hickey, a marquee name in the bridal industry, is on the move again.
She’s returning to Saks Fifth Avenue after Labor Day as director of custom bridal design, following a six-month stint as fashion director at Kleinfeld’s, and will be a critical player in the new Saks bridal department opening on the eighth floor of the flagship in November.
The soft-spoken Hickey is known for bringing a sense of style and an air of tranquility to what is often an anxiety-laden purchase — the bridal gown. At Saks, Hickey will be assisting customers in their selections and in customizing wedding dresses.
“I’ll be a wonderful sort of decoration for the new department. I take care of the clients, who do need extra attention,” Hickey said Tuesday. “Saks can’t just create a bridal department. It’s got to be a bridal department with a tremendous amount of service, beautiful gowns and dresses, and interesting trunk shows.”
Among the labels that are featured in the existing Saks bridal area on the third floor are Badgley Mischka, Ulla Maija, Lazaro and Vera Wang.
During her career, Hickey has directed custom bridal operations at stores such as Bergdorf Goodman, where she once ran a shop called “The Bridal World of Monica Hickey.” She also served as bridal director at Henri Bendel — working closely with the legendary Geraldine Stutz.
Hickey will report to Alan Grosman, vice president, administrator of designer and divisional merchandise manager of bridal, evening, St. John and American collections.
Retailers such as Hickey are becoming a rare breed and are particularly relevant to the increasingly-competitive bridal industry. Several leading stores, including Barneys New York, as well as Saks, are creating new departments. Federated Department Stores has expanded bridal offerings and bridal registries across divisions and incorporated those businesses in emerging e-commerce operations.
Bridal fever is even trickling down to the mass market. On Tuesday, Target Stores said it would provide “a new level of convenience” for brides-to-be, grooms and parents by offering Club Wedd, and Lullaby Club, a gift registry service at target .com.
A visit to before registering with Club Wedd at one of Target’s 921 stores enables consumers to complete the pre-registration process and view lists of items to consider when creating a registry.

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