This month, Camille’s of Wilmington celebrates 15 years in business. Over the years, Camille’s has become a place where people come to celebrate life’s most important moments—from weddings and proms to special events and everything in between.
To mark this milestone, we sat down with owner Joanne Miranda to reflect on how it all began, the challenges along the way, and what 15 years means today.
Joanne Miranda (left), Owner, and Tracy Howard (right), Store Manager
Q: Why it all started?
A: Since I was young, I always wanted to own my own store. After moving to Wilmington and my kids were grown, I saw a need for a place where women could come for all of life’s important moments and feel celebrated, confident, and taken care of. I wanted to build more than just a dress store. I wanted to create an experience where customers felt welcomed like family and left feeling beautiful.
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From left to right, Camille's Closet, Camille’s of Wilmington in the early days and Camille's of Wilmington Today
Q: Why did you decide to open Camille’s of Wilmington?
A: I had worked in the bridal industry, in different ways, over the years. I’ve always had a passion for fashion, styling, and helping people feel confident. I saw an opportunity to build something meaningful. Camille’s became more than a business—it became a place where memories are made, confidence is built, and customers become like family.
Owner Joanne Miranda in-store, 2017
Q: What has been one of the hardest challenges you’ve had to overcome as a business owner?
A: I had to learn everything about running a business. We were lucky to grow very quickly, so that was a challenge keeping up with that growth. Owning a business teaches you that you have to wear many hats and make difficult decisions. One of the biggest lessons I have learned is learning to stay resilient, trust my instincts, and keep pushing forward during uncertain times.
Camille’s of Wilmington ribbon cutting, 2013
Q: Was there ever a moment you weren’t sure you could keep going? What happened?
A: When Camille’s opened I had a business partner. That created its own challenges. We didn’t always agree on how to do things. There were many times that I thought about walking away from the business. Instead, I made our customers my priority and with the support of my staff, family and friends, I kept going.
Q: What has been some of the proudest moments in these 15 years?
A: Some of the proudest moments in these 15 years have been seeing Camille’s grow into something that truly became part of the Wilmington community. I’m especially proud of the relationships I have built like customers who return year after year, mothers bringing daughters, sisters shopping together, and families who trust us for weddings, proms, and special occasions. That kind of loyalty means everything.
I’m also proud of the team and culture we’ve created. Having employees stay for years, grow with the business, and care deeply about our customers is something I never take for granted. Success is wonderful, but building something people believe in is what I’m most proud of.
Some of the moments we are especially proud of include being part of special milestones within our business and community. One of those moments was expanding the store, which marked an exciting new chapter for Camille’s and allowed us to continue growing and enhancing the experience for our customers.
We’ve also had the opportunity to see Camille’s in a completely different way when the TV series The Summer I Turned Pretty filmed at our store. During filming, the boutique was transformed for a debutante dress shopping scene, while still maintaining the elegance that makes Camille’s what it is. It was such a fun and exciting moment for our team and something we’ll always remember.
For over a decade, we have had the honor of dressing the Queen for the North Carolina Azalea Festival, which is something we are very proud of. This year, we had the privilege of styling Elaine Hendrix as Queen, selecting a collection of gowns that reflected the elegance and significance of the week. It was truly an unforgettable experience and a meaningful part of such a celebrated Wilmington tradition.
An exciting chapter—expanding Camille’s of Wilmington
When The Summer I Turned Pretty filmed at Camille’s of Wilmington
Styling Elaine Hendrix as Queen of the North Carolina Azalea Festival
Q: What keeps you passionate about helping brides after all these years?
A: What keeps me passionate about helping brides after all these years is that no two brides are ever the same, and every love story is different. Each bride walks through our doors excited, emotional, sometimes nervous, and trusting us to be part of one of the biggest moments of her life. That never gets old.
There is something incredibly special about watching a bride find the dress that makes her feel confident, beautiful, and completely herself. Seeing that moment when a bride smiles, the tears, and the reaction from family and friends—it is still just as rewarding today as it was in the beginning.
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A “say yes” moment at Camille’s of Wilmington
Q: If you could talk to yourself on opening day, what would you say?
A: Trust yourself, be patient, and don’t underestimate what you are capable of building. There will be challenges, setbacks, and moments of doubt, but keep going. Every obstacle will help shape the business into something stronger than I could ever have imagined.
I would also say to enjoy the journey more. Celebrate the small wins, appreciate the people who believe in you, and take pride in each step forward.
Most of all, I would say that the dream is worth it. Fifteen years later, you’ll look back and realize that all the hard work was worth it.
Q: What does turning 15 years in business mean to you today?
A: Celebrating 15 years in business means so much to me. It’s about everything those years represent: the risks taken, the lessons learned, the challenges overcome, and the relationships built along the way.
It also means gratitude. I’m incredibly thankful for every customer who chose Camille’s, every employee who helped build it, and every person in the community who supported us over the years. A business does not reach 15 years alone.
I’m proud that Camille’s has become a place where people celebrate life’s biggest moments and create lasting memories. Celebrating 15 years reminds me how far we’ve come, and it also excites me for what is still ahead.
