Dazzles Pageant and Prom Apparel is a specialty clothing shop located on Broad River Road in Columbia, SC. The store, led by owner Jill Rowland, offers a wide range of products and services for clients, specializing in styles for pageants and proms. Some products include cocktail dresses, pageant swimwear, shoes, and more. Dazzles is the premier pageant and formal wear destination in Columbia, SC. Our highly trained staff is here to guide you every step of the way with our exceptional one-on-one customer service. For us, the ultimate goal is to make you feel as dazzling as possible when you walk across the stage, so you are able to compete with confidence! We also offer one-on-one consultations for our prom girls to ensure you are the belle of the ball!