From science to silk

The designer at a new Corona del Mar dress shop traded science for fashion.

I Do Bridal Couture and Formal Wear’s gowns are designed by Nazzy Nazari. She and Ken Reed, who handles the business side, own the store. Nazari, who grew up in Iran, favors silk dresses with classic designs.

“I go for elegance,” she said. “Mainly simple elegance.”

The store opened in Corona del Mar in October. Though spring is traditionally regarded as wedding season, store partner Ken Reed has been encouraged by the shop’s first week in business.

“We’ve had really good turnout so far. Nice brides,” Reed said.

Each week, Nazari adds three new designs to the store’s lineup, she said. She can also make custom gowns.

I Do’s offerings are mostly wedding dresses, though the store also carries costume jewelry and formal dresses for other occasions.

Nazari said she started designing as a child and that her mother also crafted clothing.

However, Nazari’s family did not envision fashion when they envisioned her future, she said. Nazari recalled that her parents wanted her to work in the sciences, and for a time, she taught microbiology in Iran.

Despite her teaching work, clothes remained Nazari’s passion, and she continued to work on fashions in her free time.

“All the time, I was designing,” she said.

Nazari moved to the United States five years ago, she said. She and Reed got the idea to start a bridal and fashion shop after they met 18 months ago and Reed had a chance to see some of her dresses.

“I saw some of her designs, and they were beautiful. I thought, ‘Let’s see if we can sell them,’” Reed said.

As their business evolves, Reed and Nazari hope to make deals with other stores in other markets to carry their products.

“I want to send my dresses to the whole United States -- all of the states,” Nazari said.

I Do Bridal Couture and Formal Wear is at 2345-A E. Coast Highway, Corona del Mar.

* ANDREW EDWARDS covers business and the environment. He can be reached at (714) 966-4624 or by e-mail at andrew.edwards@

latimes.com.

20051114ipx1ptknDON LEACH / DAILY PILOT(LA)Nazzy Nazari designs wedding dresses at I Do Bridal Couture and Formal Wear in Corona Del Mar. The shop, founded by Nazari and Ken Reed, opened last month.