Certain personality types gravitate to certain industries. The bridal business tends to draw cooing, excitable “in love with love” types.

Not so Janna Frash, who never dreamed of a big fairy-tale wedding but now helps others like herself find the perfect wedding gown.

“I got married two years ago and had a hard time finding a dress,” she explained. “I went to all the bridal shops, but they didn’t have what I wanted: something simple, without a lot of beading and tulle.

“I eventually bought online, but since then it’s always been in the back of my mind that maybe other people have the same problem as me.”

After friends had to fly to Los Angeles to find their gowns, Frash, who was working at an airline, was convinced more alternatives were needed. She recently opened Love & Lace, a downtown shop featuring gowns exclusive to Hawaii by California designers Sarah Seven and Amy Kuschel, and Australian designer Sarah Janks. Also featured are accessories by Amanda Judge of Untamed Petals.

“The gowns are simple and understated. I think it’s because I’m just very mellow,” Frash said. “I don’t like a lot of attention. I wanted to elope but felt like my family would have been mad. My wedding ended up super small, with 75 people.”

With Hawaii’s large extended families, a “small” wedding usually entails a guest list of 200, and while many have caught on to the idea of an intimate destination wedding, the average amount spent on weddings nationally is about $30,000, and some in Hawaii run $150,000 to $200,000.

“I think weddings are getting bigger because brides arranging their own weddings go on Instagram and Pinterest and get more excited. It becomes like a part-time job,” said Frash, whose gowns are suitable for both small affairs and huge bashes.

Love & Lace opened in November, just in time for the holiday proposal season. According to Modern Bride, 26 percent of marriage proposals take place in November and December.

“It makes sense because your families are all together and it’s convenient,” said Frash, 30, herself a recipient of a holiday proposal. “I hate surprises, so when it was happening, I was like, ‘Oh, shoot!’”

Although the year-end timing usually sets the stage for a June wedding, she said most of the brides coming in now are planning for nuptials between September and November because summers here can be unbearably hot, and no bride wants to look sweaty.

Frash has been there and understands all the dilemmas, including the fear of making the wrong gown choice for what will, hopefully, be a once-in-a-lifetime event.

“Brides take a long time to decide. In many ways it’s more challenging than buying a car. They’ll go to other places and come back to try on a gown again, and they’re still not sure. They’re welcome to come back and try on a dress as many times as they need because I don’t want them to feel pressured.”

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Love & Lace is at 1127 Bethel St. No. 11. Call 230-3794 or email loveandlacehawaii@gmail.com for an appointment.