Maddison Row South Downtown Bridal Boutique

Our Boutique

Standing since the early 1850’s, our home at 8 Vanderhorst Street in the heart of historic downtown Charleston has come full circle as a space dedicated to outfitting patrons in timeless, quality fashion.


Originally built by Haberdasher Walter Hill, these walls have housed both businesses and residences over the decades. Featuring floor to ceiling hand-blown English panes framed by quintessential Charleston shutters that flood the heart pine floors with abundant light, Maddison Row South feels more like visiting a dear friend than stepping into a store.


Stroll through our private courtyard from the free parking spaces at 9 Warren Street which are available to our patrons during their appointments. Consider your dream dress from our dual porches and private piazza overlooking the garden.


Refurbished and adapted by Meadors Inc., Maddison Row South is proud to carry the torch for our Carolopolis Award-Winning abode earned by promoting excellence in historic preservation to protect the fabric of Charleston and the Lowcountry.


Paying homage to the tradition and timeless elegance of our boutique, Maddison Row South features an array of designers renowned for acute attention to detail, quality construction and designs that inspire.

Gown Stylists at Maddison Row South

Ann E. Rice Ervin & Lisa S. Rice


On May 23, 2009, Ann E. Rice married her high school sweetheart, Tucker Ervin. A few short weeks before walking down the aisle, Ann E. followed in her father’s footsteps by graduating from the University of South Carolina School of Law. With the bride-to-be preparing for both a new marriage and her new career, she turned to the artistic eye and event-savvy skills of her mother, Lisa S. Rice, to make her big day come together.

Ann E. still reminisces about cake tastings and carefully placed monograms. Lisa laughs over her mother-of-the-bride dress saga that happily ended with the perfect mint-colored Romona Keveža gown to suit her style. Interestingly, Lisa and Ann E. both wore Legends by Romona Keveza for Ann E.’s big day. Ann E. likes to talk about balancing city chic with classy fun to pay homage to her and Tucker’s hometown – Charleston, SC.

Tents draped in silver, white and ice blue, walls laced with white roses, and delicate detail by the talented Tara Guérard and team made this such a special event for both families. Chats between mother and daughter in the years after often returned to bridal themes as the Rice ladies realized that they longed to collaborate again on another big mother-daughter endeavor. The idea to open their own bridal boutique soon developed.

The catch would be finding the visionary who could blend both Ann E.’s and Lisa’s unique tastes into a premier boutique for the top wedding destination in the country (some might argue the world!). Enter Michelle Miller of Southern Protocol Boutique.

In 2016 under the Rice’s ownership, the trio revived and rebranded as Southern Protocol Bridal focusing solely on helping discerning brides “find the one” in classic silhouettes of quality construction and contemporary flair.

To continue expanding offerings and options for our brides and influence the Charleston wedding industry, Southern Protocol Bridal and Maddison Row Bridal Chic merged in February of 2019 bringing on stylist, Lindsey Principi.

Now hitched with Ann E. and Lisa at the helm and the dream team managing boutique operations, the newlyweds officially took each other’s names becoming Maddison Row South in April 2019.

Michelle at Maddison Row South

Michelle O. Miller


Michelle Miller is on a mission to give brides the experience she never had. After meeting her soulmate in San Francisco, she was dismayed when the search for her wedding dress devolved into a series of stressful appointments, intimidating interactions, and frayed frocks. Lucky for us, that frustration planted the seed to create something better.


In 2014, Michelle opened Southern Protocol Boutique, a new bridal experience focused on honoring each bride’s love story, offering encouragement and education, and guiding bride's effortlessly towards the dress of their dreams. In late 2016, Michelle sold the boutique to Ann E. and Lisa, who proudly retained her as Buyer and Manager of what became Southern Protocol Bridal and is now Maddison Row South.


A world traveler and self-taught fashionista, Michelle draws upon her experiences living in Japan, London, Telluride and California to source gowns from some of the most visionary designers in the bridal business, always choosing artists who are committed to creativity, quality and craft construction. Her unique approach helped earn Southern Protocol Bridal a “Best of” award from The Knot for three years in a row, a "Best of" award from Charleston Living Magazine, as well as features in Charleston Weddings Magazine, The Knot Carolinas, Southern Bride and countless positive reviews.


Michelle describes her bridal style as “classic elegance.” She loves the tradition of bridal fashion and the little creative details that keep it fresh, so it should come as no surprise that she donned a stunning remake of her grandmother’s dress for her big day. Although she tied the knot 21 years ago, Michelle would still wear that same special gown today.


A California girl in South Carolina, Michelle loves soaking up the salt air and sun by the sea with her husband, two daughters, kitty Maggie and giant dog, Bentley.


Lindsey Principi


While she certainly loves chatting fabrics, silhouettes and sashes, Lindsey Principi’s approach to bridal styling is about much more than the gown itself. With over 14 years working in nearly every facet of the bridal fashion industry, she is passionate about creating an unforgettable dress-shopping experience for her brides. From the first consultation to the final pickup, you will feel less like a customer and more like a friend, supported and celebrated on your journey to finding the perfect wedding day look.


After graduating from the College of Charleston, Lindsey worked as a bridal consultant in Colorado Springs before landing a gig at Bridals by Lori in Atlanta. Ready to return to her home state of South Carolina, Lindsey later became the Manager and Buyer at Maddison Row Bridal Chic in downtown Charleston. Under her leadership the boutique was named one of the top 50 bridal salons in the USA by BRIDES Magazine and earned the title of top bridal salon in Charleston for four consecutive years in Charleston Living Magazine.

When Ann E. and Lisa bought the boutique in early 2019, they proudly invited Lindsey to continue as Manager of what became Maddison Row and today serves as a Buyer and Manager of the new Maddison Row South.


Lindsey describes her bridal style as “easy, elegant and timeless.” Nine years ago, she waltzed down the aisle in a custom hammered silk satin Carol Hannah gown, a perfectly unique yet forever stylish look that she would happily wear again today. Outside of the salon, Lindsey loves spending time with her husband and their sweet and sassy daughter. A lover of all things health and fitness, she gives brides, grooms and everyone in-between a much-needed endorphin boost as a cycling coach at Methodride. We don’t know how she does it all, but we’re oh-so-glad she does!

Lindsey at Maddison Row South

Other Team Members

press to zoom
press to zoom


PR, Marketing & Branding

Social, Digital & Design