Laura Powers Photo
Shayley Frears, lead stylist, and Beth Talebi, owner and operator of Joon Bridal in Fayetteville.

Joon has fast become a store known for its effortlessly fashionable frocks fit for brides who know exactly want they want.

Beth Talebi knows fashion. Her entire professional life has been fashion (she spent seven years in merchandising and analytics for the likes of Dillard’s and Belk). But beyond apparel, Beth knows the value of individuality — the power of personal style. It’s apparent in everything she does at her modern bridal boutique Joon, where every gown is thoughtfully sourced for a particular woman — women who are true individuals with a self-confidence to be admired.

“It’s been a dream of mine to open a modern bridal shop that caters to the effortlessly chic bride,” Beth says. “When my husband and I decided to start a family in Northwest Arkansas, it was only natural to open a shop here, where the idea of ‘nontraditional’ wedding gowns didn’t exist.”

Her nontraditional brand has been swiftly and lovingly embraced in Northwest Arkansas (and beyond). Even a little bit to the surprise of Beth, who could only hope as much when she launched in June 2018. “It makes my heart sing that brides in our community support my dream and believe in Joon,” Beth says.

Part of her rapid success has been Beth’s uncanny ability to hone in on dresses and accessories that personify her customers. Her buying prowess has set her boutique definitively apart, but to Beth, credit goes to more than just her cool gowns. It’s her brides’ shopping experience.

“It’s so important to us that brides feel welcomed and comfortable in our space,” Beth says. “We’re unique in that we take one appointment at a time. We’re designed that way to ensure each bride has the best, most personalized experience. Picking your wedding gown is the most intimate, special moment, so we love dedicating two hours of pure focus and intent on our brides.”

Beth says brides can make the most of their experience at Joon by being open minded to unique styles, bringing only positive people along for the appointment, and, you guessed it, by being yourself.

Laura Powers Photo

Private appointments. “We love making a bride feel like the star of the show when shopping for their gown, because…really, it’s all about them.”
Individual style. “Joon brides are unified in that they desire to be completely, unapologetically themselves on their day—it’s so fun and always keeps us on our toes.”
Creativity. “Whether it’s through our gowns, our décor or our own personal fashion choices, I just love that Shayley and I can use Joon as a creative outlet.”
Pink. “I love pink so much! I understand it can become obnoxious at times, but it makes me happy and I like things that make me happy.”

The Joon bride is… “Kind, self-assured and elevated”
Average price: $1,800-$5,800
Est. number of dresses: 80-100

Joon Bridal
1 E. Center St., Suite 170, Fayetteville | (479) 935-3006 |

Get to know more about the businesses that bring Arkansas brides their sparkling baubles and dreamy dresses and meet the incredible people behind the scenes in Behind the Veil.