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Our London bridal shop is located in Shoreditch. If you’re looking for a wedding dress shopping experience that makes you feel like the best version of yourself, we’re the perfect match! Some of our designers include Alexandra Grecco, Rue De Seine, Louvienne, SAINT Bridal, and more! Our wedding dresses range from £2,000–£5,000, with the majority of the gowns ranging from £2,500–£4,000. Transparency is our thing at Lovely. Visit our Dresses page to register on our portal to see all of our dresses and prices before you shop. London Lovelies, we can’t wait to meet you!

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London Sales Events

Oct 19 – Oct 29
Rue De Seine
London UK
Featured collection:
Desert Rose
10% off all Rue De Seine gowns
Nov 03 – Nov 12
Alexandra Grecco
London UK
Featured collection:
Birdie Collection
10% off all Alexandra Grecco gowns
Nov 24 – Dec 03
House of Renhue
London UK
Featured collection:
Current Bridal Collection
10% off all House of Renhue gowns
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Meet Lanie + Erica

Owners of Lovely London

I always knew it had to be London! Here is the story: I found my wedding dress in London in the most adorable Chelsea ready-to-wear boutique. The saleswoman was the sweetest, the store vibe was unapologetically cool and the dress was perfectly unfussy. It gave me the first glimmer of an idea to open a bridal shop in New York City when I got home. I wanted this bridal shop to have the casual nature of a ready-to-wear store, the sought-after and curated designers of a chic local boutique, and the look of your best friend’s stylish apartment. The shopgirl even helped me with the name. After hearing this word no less than a dozen times while shopping, it stuck – LOVELY!  The only major difference that Lovely would have from this cool London studio is that I didn’t want the bridal shopping moment to take 30 minutes and walk out with a dress. I wanted ALL the process, so I can enjoy the journey, the anticipation, and the EXPERIENCE. So in 2019 after growing the Lovely Bride collective to 18 US shops, we set our site on the mothership – Lovely Bride London was born. Today I run the shop with the help of my partner and Lovely Bride NYC owner, Erica Smith and we love being able to start fresh in a new country and bring our way of doing things across the pond.

– Lanie

Lovely London IRL

Louvienne Devin London Reisha @
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Photographer: Nathan Pitsch Photography

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Alexandra Grecco
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Alexandra Grecco Prisma - Satin Crepe
Alexandra Grecco
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Photographer: @giuliasantarellifoto

RDS Jericho London
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Rue De Seine
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Rue De Seine
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Shop: Lovely Bride London

SAINT Owen London
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Louvienne Sterling London
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Louvienne Sterling
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Shop: Lovely Bride London

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Photographer: @fireflyandembers

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Alexandra Grecco
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Photographer: @rebeccasearlephotography

Lovely London Reviews

Lovely Bride London
Based on 118 reviews
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Poonam KhannaPoonam Khanna
12:36 15 Sep 23
Lovely Bride London genuinely are passionate about creating a magical experience for Brides. This was my second bridal shop that I visited, a huge difference in choices of dresses. Special shout out to Jade who went above and beyond with finding me the right dress, she carefully listened to what I like/dislike and was able to find a selection of dresses that were suitable for me. I had a slight hiccup (no fault of the company) and with their support we were able to find a resolution within 24hrs. Thank you for creating a warm and welcoming environment for what can be a very overwhelming experience!
Charleen HunterCharleen Hunter
13:54 26 Aug 23
Decided to book an appointment last minute and ended up saying yes to the dress. Aneta pulled the dress which was not even on my favorites to try list but as soon as I tried it I knew it was the one.Fantastic experience overall. They have some really lovely elegant dresses.
Collette MoreyCollette Morey
15:06 22 Aug 23
Jade was incredible in helping me find my dream dress! Such a fun and easy process, she really paid attention to what I wanted and this was the first appointment I had. Found my dress on the first date 🙂 xxx
Anna TulchinskayaAnna Tulchinskaya
09:27 18 Aug 23
Had an amazing experience. Sandra pulled all dresses I wanted and some of her own suggestions too and they were all a hit. Incredibly kind, calm and supportive experience. Loved it.
Charlotte GibbinsCharlotte Gibbins
15:48 09 Aug 23
Lovely Bride was the third shop I tried in looking for a wedding dress and they were beyond amazing! I had come to them with only 6 months before my wedding and did not think they would be able to offer the selection of dresses they did! Aneta was brilliant at pulling a number of dresses in the style I liked as well as a few surprises I hadn’t expected but loved! She really put me at ease and made the experiences so enjoyable and lovely. Will be recommending Lovely Bride to all my friends when they are looking for dresses!
Najia KhaanNajia Khaan
00:38 06 Aug 23
Jade was amazing, i simply loved her. I had explained what I had in mind over the phone. When I reached the store she had selected and had 4 dresses ready for me to try. An hour later I walked out with the perfect dress.
Lisa KennedyLisa Kennedy
06:58 23 Jul 23
Thank you Jade for making my dress shopping such a magical experience. From beginning to end the process was amazing. The portal was a great start and Jade chatted with me on a call in preparation for my appointment. The Boutique is beautiful and elegant and I felt special the moment I walked through the door. We were greeted with a glass of fizz and Jade had all my dress choices ready and waiting for me. In the end I chose a dress not on my wishlist but rather something new that Jade had suggested I try. And that was “The One”. Jade was so helpful, patient, and knowledgeable. I never would have thought to try on the dress she suggested but I am so happy I did as it is perfect and makes me feel gorgeous. Thanks again Jade and the Lovely Bride team! xx
Kirsty JoynsonKirsty Joynson
06:30 23 Jul 23
Thank you Lovely Bride for an amazing experience. From creating my own ‘look book’ online, to the phone consultation ahead of the appointment, to the glass of Prosecco and beautiful dressing room – it was so much fun and stress-free!And the cherry on the cake? I found my wedding dress! Sandra was so friendly, she listened to what I wanted and she gave me and my bridesmaids time to chat. I felt so at ease and looked after!Couldn’t fault Sandra or Lovely Bride – thank you!
Jess CamilleriJess Camilleri
14:59 22 Jul 23
I had the most amazing experience at Lovely Bride! The customer portal is fantastic as you have access to all prices right from the start, and you can select your favourites to give the stylists a chance to prepare. A couple weeks before my appointment a stylist got in touch to ask some additional questions. The stylists gather a lot of information and I felt really cared for even before the appointment.When I had my appointment it was with Sandra, who was truly incredible! She’d already looked up our wedding venue, and was *so* prepared even though she was covering for a poorly colleague. Even when I struggled to articulate what I was looking for, she chose pieces that looked and felt totally right for me. When I had a work drama come up mid-appointment (highly recommend leaving your phone alone if you can!!), she was so patient while I sorted things out, and was massively supportive and informative throughout, giving styling suggestions that really transformed some of the dresses we tried. I ended up falling in love with a sample dress and taking it home the same day, and as someone who was pretty daunted by the whole dress shopping experience, I can’t believe how excited I am to wear my wedding dress. THANK YOU Sandra and everyone at Lovely Bride
Allana TaniajuraAllana Taniajura
23:51 24 Jun 23
It really is the best bridal shopping experience! Lovely Bride was the first bridal appointment I did and Sandra made my experience just so fun and comfortable! I found a dress I loved but didn’t say yes in the first appointment as I wanted to try on more dresses. I came out of the appointment feeling excited to come back and after a few other appointments at different bridal shops, it only became even more apparent that the dress I loved was the one and that Sandra’s customer service is the best! She’s very attentive, knowledgeable and made myself and my guests feel welcomed. They have so many lovely dresses in their collection which fit so nicely and feel and look elegant. It’s been such an unforgettable experience and I’m so happy to be part of the Lovely Bride community! I’m recommending Lovely Bride to all my bride friends 🙂
Katie RavenKatie Raven
09:25 24 Jun 23
Thank you to Jade & Sandra for making my experience with Lovely Bride so amazing.I said yes to dress yesterday and it couldn’t have been a more smooth process. They had hand picked exactly what I was looking for and made me feel so comfortable and excited.Definitely would recommend this beautiful shop to anyone looking to find the perfect dress 🥰
20:20 12 Jun 23
I really enjoyed my experience at Lovely Bride. I arrived to a warm welcome and a glass of fizz. The boutique is gorgeous and calm with a lovely spacious fitting area and a great selection of dresses.After trying on dresses at another bridal store I arrived at Lovely Bride confused about what I wanted. Jade was incredible and skilfully guided me through some dress options, suggesting great additional pieces to help me narrow down the style I preferred. Jade has loads of knowledge and endless patience! I really appreciated her letting me come back twice, once to show my mum the dress and again for me to try on additional sizes as I was between measurements.I also really liked the online portal feature. It was so helpful to view what dresses they have in the boutique with the ability to save my favourites. Jade also updated it to show the dresses I had tried on during the appointment so I could look back in my own time.This is the best boutique you will not regret going. Thanks again to Jade and the team!
Danielle HartDanielle Hart
08:14 28 May 23
Lovely bridal is such a great boutique! It was my fifth dress shop and I was starting to loose hope in finding ‘the one!’ But Sandra was so lovely and made me feel completely at ease from the second I stepped into the shop. The boutique has such a relaxed vibe and beautiful decor.. it has a really special feel. Sandra had researched my venue before I came along which I thought was so sweet, and made great suggestions for what she thought would work with the venue. I’m so chuffed I found my dress at Lovely, as it was definitely the best overall experience I received out of all of the boutiques I had visited. Thanks so much Sandra 💖 can’t wait to collect in December! 🥰
Emma GeldmanEmma Geldman
08:58 07 May 23
I had *the best* experience at Lovely Bride. This was the first boutique I visited and ended up being the last!The boutique itself is stunning with so many incredible dresses to choose from. My friends and I felt very pampered, being offered a glass of fizz!I went in with a dress in mind but left with one that was a completely different style, but just as stunning.Jade, the stylist, is amazing! She was so supportive and knowledgeable – she didn’t rush me into buying a dress and I felt she genuinely just wanted to help me find my dream dress! She definitely went above and beyond – patiently letting me try on SO many dresses, seeing me through to my second appointment (where I said yes to the dress!) and finding solutions to help me get my dress under a tight turnaround!I could not recommend the boutique and Jade more! I wish all shopping experiences were like this!
Hannah HeiseHannah Heise
15:27 23 Nov 22
I had such a great time choosing my wedding dress at Lovely Bride – Sandra was super friendly, patient and quickly understood what type of dress I was after! I love that she was flexible in bringing different options of similar style dresses on the day – the whole experience was amazing and I couldn’t recommend Lovely Bride more. I ended up choosing my dress that day and can’t wait to wear it! Thank you Sandra x
Theona Ioana SarateanuTheona Ioana Sarateanu
09:10 28 Sep 22
Katarina, THANK YOU! The stylist I got for my appointment will now be a treasured memory of my wedding.This was my first bridal appointment and I didn’t come with the idea of purchasing a gown on the spot although I did have my heart set out on one.She was perfect and I felt supported all the way, even when I had trouble deciding. Ended up with a completely different gown which I love even more and she created the space for me to try on, feel special and walk out with my dress in a little over an hour.Everyone at the boutique is lovely and they make an amazing team!Me and my entire crew had the best time!
Fabi T.Fabi T.
13:28 07 Sep 22
Lovely appointment with Sandra 🙂 she was an absolute sweetheart who made me feel comfortable straight away. Loved the online browsing system which takes away a lot of pressure and saves time avoiding you getting lost in the shop.Sandra also took incredible care of my bridesmaids making this first appointment a truly memorable experiece! Place is gorgeous, clean and friendly. Would 100% reccomend x
Devon UptonDevon Upton
08:50 22 Jun 22
I had the most delightful experience at Lovely Bride London! My favorite dresses were ready for me upon arrival, staff were so friendly and welcoming, and my friends had an enjoyable experience with plenty of comfortable and cute seating, water and prosecco offered, and fantastic company. Huge thank you to Channel who helped me and answered all of my questions! Can’t wait to pick my dress up in a few months!!
Victoria EngelmannVictoria Engelmann
12:26 10 Jun 22
Lovely Bride was more than lovely, they were everything in between as well. From the moment I made my appointment online, the process was smooth, professional and friendly. Chloe, my stylist, was fantastic as well; friendly, down to earth, helpful, caring and fun. When I was searching for men dress I went to a lot of different stores and they were the best. The wedding dresses were stunning as well 😉 but customer service is so important when you’re shopping for such an important day and they nailed it. Thanks again 🙂
Tereza OuradovaTereza Ouradova
14:03 25 May 22
At the moment they are keeping my dress so I am hoping that the pick up will be as easy and amazing as the appointment. I’ve booked the appointment literally two days before, last minute as I found out they had several very boho like designers that I loved. I had to pick from sample dresses which was all I had budget for but the first dress I put on I fell in love and bought 🥰and I would have easily picked another one! I don’t drink but the girls are so friendly and lovely and always on hand to offer bubbles, water or any help they can. I’ve said yes to the dress what more can anyone want from a bridal appointment!
Emma CollinsEmma Collins
11:35 30 Apr 22
Such an incredible service and experience. Thanks so much to natasha and the girls for all of their help. Top class service and advice. I couldn’t recommend highly enough. So thrilled to be a lovely bride💕
Dai-Khue Le DuongDai-Khue Le Duong
20:31 28 Mar 22
My appointment at Lovely Bride was with the lovely Chloe who was very friendly, helpful and most importantly honest. I didn’t feel pressured at all on the day and she was patient and took me through all my options. The boutique is also gorgeous and we really appreciated the fizz! Would highly recommend visiting Lovely Bride as they have some really beautiful dresses and the customer service was fantastic.
Amber LewisAmber Lewis
12:33 03 Feb 22
Thanks so much to Natasha and the lovely bride team for such a wonderful experience. It was great to pick out dresses in advance on the app so it didn’t feel too overwhelming and also meant more time could be spent trying the dresses on rather than picking which to try. Natasha was so knowledgeable about the dresses and had researched my venue in advance to know what the setting will be like and offered great advice around this. It felt really personal and the space was gorgeous, I was in the upstairs changing room which was private and very spacious. I could walk around in the dresses to see how they move 🙂
Alessia ParducciAlessia Parducci
09:11 01 Feb 22
I had such an amazing experience at Lovely Bride London. It was only the second boutique I visited and I found a dress I loved straight away. Natasha was an absolute joy, so friendly and helpful. I never felt pushed to make a purchase, it just naturally happened as they sell some stunning designs! I went back twice, once to check the train length and once to buy a top change for the evening look and all times they have been super helpful. Would highly recommend!
zoe grahamzoe graham
22:14 22 Jan 22
The BEST bridal experience I’ve ever had! Beautiful and stylish boutique, friendly and knowledgable staff but you don’t ever feel rushed or pushed into purchasing, you just feel they honestly want you to find that perfect dress for you on your special day! The collections they stock are unlike any other London boutique, perfect for a younger modern bride. There’s also a really cute coffee shop next door to get your caffeine fix. I LOVE LOVELY BRIDE!
Preeti SangheraPreeti Sanghera
09:02 20 Jan 22
The first shop I visited on my journey to find the one. As soon as I entered, I felt completely welcomed and special to have my own private space to try on dresses. I had an idea of the dress I wanted which helped but Natasha, my stylist, was so unbelievably attentive and made me feel relaxed from the beginning. Luckily the first dress I tried on, was the one I went with but Natasha made me feel 1000% sure and happy with my decision. I went to pick it up yesterday and was pleased Natasha was there to help with tips for alterations and extras. Would 100% recommend and in fact, I’ve already sent a friend your way. Thank you for everything!
Julie VerraesJulie Verraes
09:43 19 Nov 21
The Lovely Bride store in London is absolutely wonderful! Very clean, nicely decorated… just lovely! If the room and setting does not already make you feel at ease, the people will definitely! We had the luck of meeting Sandra, who is really the kindest. She was very knowledgeable, fitted the dresses perfectly and had great suggestions. She made our visit truly special. Even after the appointment, she was very responsive and answered all my questions in a timely manner. Definitely a must visit if you are looking for your wedding dress!
beca edwardsbeca edwards
08:22 19 Oct 21
Absolutely gorgeous boutique, just lovely and clean, very relaxed environment and so nice to have a private room to try the gowns on.The ladies were so helpful, friendly and kind and it was so nice to get a glass of prosecco where other places have stopped doing that! It really felt like the proper bridal experience!My only critique is that the dress I ended up buying was £100 more than what was on the tag / I was quoted so that was a touch disappointing but other than that I would highly recommend this boutique over the others I went to!
Google rating score: 5.0 of 5, based on 118 reviews
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Find Us

11 AM-7 PM


Lovely London

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11 AM-8:30 PM


London Bridal Shop

11 AM-7 PM


10 AM-6 PM


10 AM-6 PM


10 AM-6 PM


+44 20 3795 7467


Follow us @lovelybridelondon



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Our London location is located in Shoreditch.