Diane’s Formal Affair

Words by Suzie Walton | Image by Ryan McGill

Clothing has been a vital part of Diane Cheatham’s life and she has built a successful business on its basis. But the owner of the successful bridal and prom boutique Diane’s Formal Affair credits some of her drive to a few laundry experiences from childhood. 

When Diane was around eight or nine years old, her dad, Aubrey Underwood, owned Economy Cleaners downtown. One day a week, she would ride along on his route. “This was dry cleaning day,” Diane explains. “I would load up with my dad and we would go all over town and the outskirts picking up dirty laundry.” 

Diane says she always looked forward to laundry day with her dad. Indeed, it was a family affair.

Then in 1985, Diane opened her own business and dug in her heels. “We started Diane’s with a 600 square-foot location on 4th Avenue,” she laughs, her face lighting up with memories. “Mother worked with me for no pay the first year. That first day we didn’t take in a dime. I had ordered ten wedding gowns but only three had arrived. The second day we sold one dress and I was so excited.” 

The business made only $8,500 in that first year, but to Diane, it was all the money in the world. “Times were hard, but I was so ecstatic over our $8,500,” she says. “My whole family put everything into our little business—a lot of time, great sacrifice, and so much hard work.”

Diane had been no stranger to hard times. Her husband was a coal miner, and when he went on strike, times could be tough. Often, she would channel the inner grit and business savvy of her father to get through. “I am a lot like my dad and not afraid to work hard,” Diane admits. “I am a fighter.” 

Over the years, she has seen her business grow and expand, now requiring two buildings after three additions. And her work is still a family affair. “I was very fortunate to stay at home with my children until my oldest was a teen,” she says. “My daughter Stephanie worked with me while she was in high school, my son and husband have taken care of renovations, my granddaughters have worked here, and now my granddaughter Molly is store manager.”

Through various business contacts, Diane has been fortunate to travel and often takes her family with her. Vendors and reps have invited her to see dresses all over Europe. She has been to London, Paris, Amsterdam, Rome, and Spain. 

From dirty laundry to crisp, beautiful bridal gowns, life has afforded her such opportunities.  “Never in my wildest dreams did I imagine when I opened my little shop that it would provide a way for me to share the world with my children and grandchildren,” says Diane. “I have emerged from a difficult beginning to be able to travel around the world.” 78