"It was very scary because prom is extremely seasonal," Ada said.

Boutiques like hers upgrade on prom season in August, then your shopping season begins in January.

"Girls will be and usually order from those," Ada said. "So those are kind of like your store samples."

When the pandemic hit, she’d already taken a large number of orders, together with deposits. Ada says, incredibly, everyone repaid and acquired their dresses.

"I felt awful of these girls. I felt awful taking their cash; I felt awful once they would leave using their dress," Ada said. "I believe that for girls, that's the largest part is much like, likely to find the perfect and unique prom dresses that they've never worn anything like and could not wear anything like again until their wedding."

This year, prom season is much more uncertain. Ada says she's lucky because she also offers bridal dresses in her store, which is paying the bills. Plus, some of the prom designers she's in store carried over last year's styles.

"I obviously was super scared to purchase, and my little amount of money of money to purchase with wasn't there," Ada said. "But I bought in regards to a quarter of the items I bought the year before."

With new styles available, a large rack of clearance, private shopping appointments, and a lot of disinfecting, Ada says she's drafting a letter together with other businesses asking school districts to talk about their current prom plans, consider moving prom to June, and achieving outdoor venue options.

"It affects not only dress boutiques," Ada said. "You have tuxes, florists, makeup artists, the venues schools can't say without a doubt, but maybe some know without a doubt they're not likely to."

While she yet others wait, she's attempting to stay positive. Ada opened feeltimes dresses in 2012, after many years of employment in the industry. This is just her ten prom season running a business.

"I'm nervous. I've been nervous. It's something that’s on my small mind constantly. I've never experienced a situation such as this. I waited for my very existence to open this store," Ada said. "Owning my very own dress boutique would be a dream for me personally and I was finally capable of making it happen when I was … I'm likely to be 47. I don't understand what to expect, but as I said, I'm hopeful."

Right now, FeelTimes is providing shopping by appointment because of COVID-19, and appointments could be scheduled beyond just traditional store hours. You can email to set up a prom dress shopping appointment email @feeltimes.co.uk.