{ reviewed } J.E.M. Apparel

A birthday weekend without a new dress isn't a birthday at all. Last weekend, I celebrated my 28th with a whirlwind of activities - and lots of dining out! (I'm not kidding. Over four days, we enjoyed fare from here, here, here, here, here, here and here.) Fortunately this dress courtesy of J.E.M. Apparel, was pretty enough - and roomy enough - for a starring role in Birthday Weekend 2011.

J.E.M. Apparel is a recently launched e-shopping destination featuring feminine items - with plenty of romantic details. Think ruching, ruffles and accentuated waistlines.

The dress arrived tucked into a gift box with blue tissue paper. The pristine presentation didn't last long enough for a photo (how could I resist a new dress?) but I appreciate the attention to detail. It's a level of customer service that you don't see from many e-tailers.

I chose the Greek Isles dress primarily for its breezy, forgiving drape - perfect for sweltering summer days. But I was sold by the gathered, cleavage-friendly bustline. It's the ideal juxtaposition to the loose skirt, adding just the right amount of femininity.

I was pleasantly surprised by the dress' heft. I can't tell you how many times I ordered online and was disappointed by a too thin, too sheer garment. I'd say the quality of this particular piece is similar to a jersey dress you'd find at J.Crew - a steal at $47.

Special Offer: Take 20% off your purchase at J.E.M. Apparel through Tuesday with the code SPRINGSALE.