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Our London bridal shop is located in the heart of Fitzrovia. 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, Charlie Brear, 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

Jun 16 – Jun 25
London UK
Featured collection:
Current Collection
10% off all Louvienne 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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Louvienne Devin
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Photographer: Nathan Pitsch Photography

AG Prisma London Julia @giuliasantarellifoto
Alexandra Grecco Harriet
Alexandra Grecco
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Alexandra Grecco Prisma - Satin Crepe
Alexandra Grecco
Prisma – Satin Crepe
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Photographer: @giuliasantarellifoto

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

SAINT Owen London
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Shop: Lovely Bride London

Lovers Society Zepher London Rebecca
Lovers Society Darby Gown
Lovers Society
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Lovers Society Zepher
Lovers Society
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Shop: Lovely Bride London

Louvienne Sterling London
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Louvienne Sterling
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Shop: Lovely Bride London

Rue De Seine Kyara London Charlotte @fireflyandembers 1
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Rue De Seine
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Rue De Seine Kyara Off White Front
Rue De Seine
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Photographer: @fireflyandembers

Alexandra Grecco Bryn London Rosie rebeccasearlephotography
Alexandra Grecco Harriet
Alexandra Grecco
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Alexandra Grecco
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Photographer: @rebeccasearlephotography

Lovely London Reviews

Lovely Bride London
Based on 79 reviews
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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 79 reviews
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Lovely London

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+44 20 3795 7467


Follow us @lovelybridelondon



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parking guide

Our London location is centrally located in the heart the quaint and adorable Fitzrovia neighbourhood. You’ll take the tube to Goodge Street or Oxford Circus to find us.