What began as a simple idea has become a meaningful tradition for young women across the region.
The third annual Priceless Prom dress resale, hosted by P.E.O. Chapter D of Wessington Springs, saw record participation this year, with 37 dresses sold to 44 shoppers, meaning nearly 84% of attendees left with a gown.
“We had girls and parents thanking us,” said organizer Gwyneth Fastnacht, a member of Chapter D. “Some said because they saved money on a dress, they could now afford hair and makeup. That made it even more special.”
The event featured 143 total dresses, up from about 100 last year. Of the approximately 40 consigned dresses, 14 were sold, generating $1,300 paid back to consignors. P.E.O. raises funds through small consignment fees of $10, $20 or $30, depending on the seller’s price, as well as through the sale of donated dresses, which were priced from $40 to $175. Consigned gowns typically ranged from $50 to $250.
One of the biggest boosts this year came from a surprise donation of 57 dresses from a small, women-owned business in Wolsey called K&C Dresses.
The business was started in 2024 by Rechelle Roberts and her daughter, Kelsie, after they noticed how expensive prom had become and how many families struggled to afford it.
“It kind of sprang the idea upon my daughter and myself,” Roberts said. “We had all these dresses from Snow Queen and prom, and we thought, maybe we can help other girls by offering more affordable options.”
Roberts, a kindergarten teacher at Wolsey-Wessington, said donations quickly poured in from friends, family and even people she had never met. Dresses filled her vehicle, her home and even her classroom as community members dropped them off.
Some of the gowns were brand new with tags still on them, donated by recent graduates who changed their minds after purchasing a different dress.
Despite the community support, Roberts said the business struggled to gain momentum, especially as her daughter prepared for college and their family of five stayed busy.
“When we saw Priceless Prom, we thought, this is exactly what we wanted to do,” Roberts said. “This way, we’re still giving girls that opportunity for a dream prom and making them feel like it’s their special night.”
Fastnacht said the donation “tipped us over the edge” and allowed the event to reach more students than ever before.
Fastnacht noted that many of the gowns come from well beyond the immediate area.
“There’s a misconception that all the dresses were worn at Wessington Springs’ prom,” she said. “In reality, only a few were. In addition to the donation from Wolsey, we’ve had dresses come from Minneapolis, Canistota, Aberdeen and many other places.”
The event continues to grow through social media and community word of mouth. Fastnacht said people are now actively looking for the event each year and following the group online. Flyers were sent to area schools, ads were placed in the newspaper, and local community Facebook pages helped spread the word.
“We had about 20 people walk in during the first 30 minutes,” she said. “We were definitely busy this year.
Members also credited and expressed thanks to the Wessington Springs FFA for helping set up the dressing rooms.
The fundraiser directly supports the mission of P.E.O., a philanthropic educational organization that promotes educational opportunities for women. All proceeds go toward scholarship and continuing education programs.
“This year again it was so rewarding to offer the opportunity to young women from around the region to find a prom dress at an affordable price, all while raising money for scholarship projects for women,” said Peggy Fagerhaug, who originally suggested starting the event. “You can see the moment their faces light up when they find their perfect dress.”
The event also benefited the local economy. Several shoppers reported dining at Sweet Grass and Springs Inn, also shopping at Modest Moxie during their visit.
With three successful years now complete, Chapter D is already planning ahead.
“We originally said we would try this for three years,” Fastnacht said. “Now, I think it’s very safe to say we’re committed for another three.”
And for the organizers, the true reward goes beyond numbers.
“The girls just glow,” Fastnacht said. “You can tell when it clicks and they find that perfect dress and leave on a cloud. They feel special. They feel beautiful.”