Erin Thull doesn't claim to be a wedding expert. Sure, she's walked down the aisle and even launched her own bachelorette party T-shirt business, Ruby-star. But rather than asserting herself as the Big Day know-it-all, she prides herself on possessing a modern and realistic sense of style when it comes to essential wedding wear.

Now, as she prepares to launch Miss Ruby Boutique, a modern bridesmaid dress boutique featuring chic, cocktail-inspired dresses, she'll have a chance to showcase her skills.

Miss Ruby opens Tuesday, Sept. 18 at 522 N. Water St. -- in the suite above Red Heel shoe store -- as a private haven for women seeking more personal attention and less poof in their sleeves.

"We want to offer a different shopping experience than the other bridal shops in the area," says Thull. "While shopping for my wedding in the area, all of the stores were trying to work with too many customers at once and they were not able to give me the attention I deserved and needed. Countless other brides have told me the same thing.

"By being open by appointment and only accepting one appointment at a time, we can provide the bride and her maids with a personal and caring consultation to help them determine the perfect dresses for the special day. Plus, they'll have the entire boutique to themselves, offering them a private and relaxed shopping experience."

And what's better, Miss Ruby's idea of the "perfect dress" is always stylish and flattering, and definitely worthy of post-wedding closet space.

"The dresses at Miss Ruby are chic and modern and are cocktail-inspired so they can definitely be worn again," she says. "The majority of them do not scream 'bridesmaid.' All of the dresses are available in an endless variety of high-quality fabrics and colors so brides and their maids can easily find something that coordinates with the wedding and flatters each bridesmaid."

Thull is working with several top designers to offer haute couture, much of which Milwaukeeans are unlikely to find anywhere else in the city or state. Want names? How about Siri, out of San Francisco, and designs from Elon Michelle, Dessy, After Six, Jim Hjelm, Alvina Valenta and Wtoo.

"We also are looking for new, up-and-coming designers that want to offer something different than the standard bridesmaid dress," she says. "We are even looking for local fashion designers that may be interested in designing a line for us."

What would a dolled-up wedding party be without the appropriate accessories? The boutique boasts locally-made jewelry, as well as shoes and made-to-order handbags to match the bridesmaid dresses.

Miss Ruby also is available to help bridesmaids plan bridal showers, bachelorette parties and other looming pre-wedding events that can seem overwhelming. Thull says she can help coordinate these events as well as take care of all of those little details like invitations, favors and food.

What you'll find in her shop are cute little extras like "MadLibs" for bachelorette parties, monogrammed bags and other gifts, stationery, thank you cards, invitations and -- they wouldn't dare forget about the guys -- survival kits for the groom.

"We have an excellent selection of gifts for brides and bridesmaids, so even if you aren't shopping for a dress it is a great place to visit for wedding shower, bachelorette or any other wedding related gift."