Wayne Rogers: Sentimental About Weddings

One of the oldest bridal salons in America has been purchased by a group headed by Wayne Rogers, the actor best known for his role as Trapper John on M*A*S*H. "Kleinfeld in Brooklyn, New York, sells more wedding dresses than any store in the world," Rogers noted. "Before buying it, I knew nothing about the wedding dress business–except what I learned from Klinger. It was a good opportunity because of its name and reputation. It had fallen into neglect. We’re returning its luster."

Rogers takes an active role in the store’s operations. "I get involved with individual customers when I’m there," he noted. "In the wine business they say that the best fertilizer for the vineyard is the shadow of the owner. I’m there about one week in six."

"I am sentimental about weddings," Rogers admitted. "I’m inclined to tear up. I tell the fathers that there are only three, maybe four major events in their daughters’ lives. Two you can’t control–when you’re born and when you die. The only ones you control are getting married and having a child. That makes it a very meaningful thing." Rogers keeps a picture of his wife in her bridal suit on his desk.

"It seems crazy not to spend money on a wedding dress for the event of your life," he said. "In the New Jersey-New York-Connecticut area, the average wedding costs $30,000. Spending 15 percent of that for the wedding dress is about right. You want recognition of the importance of the event."

Kleinfeld provides a special lounge for fathers and grooms where they can relax, watch television and eat while the bride and her party try on dresses for hours. The store also provides a limousine service for patrons coming into the city from out of town and across the world.

"The 125 women in our labor force are our biggest asset," Rogers noted. "They do magnificent bead work, lace work and customizing." Kleinfeld carries all the designer brands including dresses exclusive only to them. Every week, they feature a trunk show with the designer present in the store. "We have the largest inventory in the world–about 800 dresses," Rogers said. "Brides will find 15 to 20 sample dresses in their size even if they’re petite or fuller-figured. It’s a waste of time for a petite size six woman to try to figure out how a regular size 10 will look on her. It’s not about getting the greatest looking dress but about finding the best dress for the individual bride to enhance her beauty. Brides have to try on a dress and see how they look."

While describing himself as a traditionalist who likes brocade and long trains, Rogers also appreciates the simple clean lines of more modern dresses. "I subscribe to the grab theory of esthetics," he noted. "When I see a dress that grabs me, I say, ‘Hey! That’s a beautiful dress!’"