The dresses are bought from wholesalers, with a limited number of each in stock. Staff make a note of who buys each item and for which function - to make sure there won't be two women in the same dress.
The dresses are sold, never hired, and Mrs Davidson aims to keep prices low and service good.
She's planning to stay open until 8pm every Thursday during the summer, do private fittings when required and offer bridal packages.
The store is small, freshly decorated in black and silver, and is among other boutique women's fashion retailers in one of Wanganui's top shopping stretches. The location even appeals to Palmerston North customers who want a change from the mall experience, she says.
Just upstairs is Suit Hire Services, catering for men's special occasions: "It's totally complementary."
Etcetera has five staff, most of them working part time. They fill in when the owner is away working with jeweller Jo McDonald on the next Underground Youth Fashion Show.
Mrs Davidson said she tried out her idea for the store in an empty retail space at Trafalgar Square for three months, and had also sold jewellery at the Whanganui River Traders' market. Both enterprises went well, which proved to her that there was demand.
The Trafalgar Square space is now on hold for another business.
Mrs Davidson started her retail career in Wellington with Just Jeans, then worked at Just Jeans in Wanganui and later managed Cheapskates for six years.
"I've had a lot of experience in the way businesses work, and I've always wanted to do something myself," she said.
