WOW! Prom and Pageant was founded in 2002 when two veterans within the industry decided to join forces and utilize their combined fifty years experience to form their own company. Alan Davidson had retired from Mike Benet Formals, which was "THE" formal wear company in their day. With Alan's thirty-plus years' experience and boredom at retirement, he still wanted to do something. He met Jim Ball, who had had nineteen years experience designing and selling pageant, prom, and bridal jewelry. Alan had factory connections and a wealth of knowledge about prom and pageant dresses in general. Jim was still traveling and selling jewelry and knew almost every store owner in the southeast. This would prove to be a winning combination.
They started making bridal gowns, under the name Extraordinaire Bridal. After two years, they changed direction to the social occasion category and WOW! Prom and Pageant was born. WOW! Prom and Pageant tries to include styles for all shapes and sizes. The line offers sweet to sexy, straight to bouffant and everything in between. They showcase gowns that are suitable for prom, pageant, and social occasions such as Christmas and holiday parties, military balls, and cruise wear. In addition, there are styles suitable for destination weddings, bridesmaids, homecoming dances and courts.