Amsale is a store for bridal outfits. The company uses laces and accessories in designing the outfits. The material to be used is chosen after taking into consideration the taste and needs of the brides. The bridesmaids dresses are also designed to suit the occasions and the bride s attire. The company has started out with ready-to-wear frocks, which are appropriate for engagement parties, rehearsal dinners, receptions and honeymoons. Amsale's first boutique was started in 2001, occupying 5,000 square foot area.