What Alice Wore Bridal

18/06/2024

04/06/2024

Some questions to consider when working out your bridal vibe ♢

Some brides know exactly the gown they’re looking for, whereas others are more open minded! We love both kinds of appointments but as we have so many incredible styles, resisting a clear direction is a sure way to not find your gown and hone in on what it is you truly want.

So even if you’re not sure on the fabric, shape or style of gown you’re looking for, these are the questions to answer so we can get off to a flying start together

♢ How do I want to feel? Classic / Romantic / Modern / Striking / Sassy / Whimsical / Floaty / Fashion-forward / Simply Stunning / Non-Traditional
♢ What is the vibe of the day? Formal / Informal / Intimate / Grand / Destination
♢ How important is the ‘easiness’ of the gown? Should it be Light / Effortless To Move In / Luxuriously Weighty
♢ Do you have any screengrabs of styles that call to you, even if they’re an eclectic mix? There may be a thread we can spot which ties them all together. Snatched Waist / Clean Minimalism / 3D Details / Champagne Tones / Bardot Neckline / Low Back

And of course…
♢ Where would you be comfortable in terms of pricing? Our Made To Order range goes from £1400-£3000 and our Sample range goes from £1000-£2000

We can’t wait to help you find your dream gown ❤️

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28/05/2024

01/05/2024

In Vogue ♢

We know we have the most incredible designs in the boutique, but it’s fair to say that because they’re not the famed bigger labels everyone knows, we can sometimes go a little under the radar.

But the amazing news is that this gorgeous .australia gown which we’re so proud to have in the boutique was front and centre in British Vogue this week- a testament to just how phenomenal these gowns are.

And the cherry on top? Because we are proud to work with smaller labels, we can customise each dress for our unique Bride’s requirements inexpensively.

Ready to see what all the fuss is about? 😉 Book your exclusive-use appointment today. DM us or call 01727 613069

Images of beautiful bride Sabrina by
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17/04/2024

As if you needed any more reasons to say Yes at What Alice Wore ♢

Your wedding gown hunt just became even more magical ✨

To celebrate our 5 year birthday, any bride who says YES to their dress in a weekday appt between 18 April - 16 May will receive a golden envelope to open.

What does your golden envelope contain?

Prizes include
♢ Prosecco
♢ Hotel Chocolat goodies
♢ What Alice Wore keepsake box
♢ 1/2 Price Veil
♢ £50 to spend with our neighbours
♢ Stunning Pearl headband from
♢ Gold bridal bag

Call to book in your weekday appointment today - 01727 613069
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01/04/2024

The stunning Monreal Mary ♢

An all-time fave in the boutique, this satin and tulle a-line corset gown is unforgettable.

Available with customisations including shorter length, all satin skirt, with or without split, this gown can be tailored to meet your dream requirements.

Call 01727 613069 for your exclusive-use appointment. Get in touch soon if you require a weekend appointment as we are nearly fully booked until the end of May.

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27/03/2024

Beautiful ♥️

21/03/2024

14/03/2024

A little about the way we run our appointments ♢

First appointments last 1hr20 minutes, during which you can expect to try 6 - 8 gowns on. The boutique will be exclusively yours so you can relax and enjoy!

We are happy to have your VIPs with us to inform your dress choice, but our advice is to keep it to two or three cheerleaders who share your vision so you can zero in on what you love and makes you feel confident.

We operate a Bride + 3 VIP max policy- our boutique is bijou and we can’t accommodate any additional guests.

As a small boutique with no kitchen, we’ve always struggled with how to accommodate fizz-drinking and refreshments. Also, we find that Brides often miss out as they’re busy trying on gowns. So we have partnered with our gorgeous neighbour Verdis St Albans to offer Prosecco half price, before or after your appointment. Simply pop into the boutique to pick up your ‘Half Price Bubbles’ card which is valid on the day of your appointment for up to four people (one bottle or four glasses).

Our opening hours are flexible, so if we can accommodate a specific time, we will where possible. We run a mix of weekday, evening and weekend appointments and are
typically closed on Sundays. If you would like to book a Peak appointment (evening or Saturday) book 4-6 weeks in advance.

Bridal appointments carry a £10 booking fee, which is redeemable against a purchase. Subsequent appointments are Free Of Charge.

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05/03/2024

Let’s talk pricing brides ♢

Even Billionaires have budgets. And at What Alice Wore we love to be upfront about costs so that we find you a gown you’re OBSESSED with, but at a spend level you’re comfortable with.

Our Made To Order gowns run from £1300 - £3000 (they’re the ones you need to be saying Yes to with around a year to go ideally) but most are somewhere in the middle in the £1600-£2200 bracket. Our Sample gowns go from £1000-£2000 (and you can whizz them home the same day) with most in the £1300-£1600 bracket.

Made To Order gowns require a 50% deposit with the balance due when your dress arrives. Sample gowns are paid for in full as they’re immediately yours to run away with.

We’ll always ask you what budget level you’re comfortable with at the beginning of your appointment. If you’d prefer to not talk numbers, that’s 100% fine too and we can minimise that side of the conversation, but we are dedicated to finding you the right gown in every sense, so don’t be afraid to let us know.

Any other questions about how we do things? Drop us a comment below.

Swipe for a gallery of Made To Order gowns under £1800.
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15/02/2024

We’re at The National Wedding Show 👏 ♢

Have you booked your tickets for at ExCel London, Sat 23 - Sun 24 March?

We’ll be there at BW6 selling THE most incredible Outlet gowns from designers including .australia

We’ll also be stomping that catwalk, showcasing the best of our Made To Order styles.

See you there!
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08/02/2024

We would love to know how you found us ♢

Our bridal tribe is the best. And we’re so excited to work with more incredible brides and grow our local, independent business. How did you find us? Please do DM us if you discovered What Alice Wore a different way- we love to learn how we can spread the word ♥️

22/01/2024

We are so proud to carry two ranges in our boutique ♢

♢ Made-To-Order - say Yes with around 12 months to go as these gowns take 6 months + to come in, plus 2-3 months are needed for alterations. Prices are from £1300 - £3000 with most somewhere in the middle. You’ll place a 50% deposit on the gown, with the remaining balance due when your gown arrives for collection. We can request a jawdropping number of customisations from our designers too. If you have significantly less time, it’s ideal to look at…
♢ Samples - we have 120 gowns ‘to go’ in the boutique which can be tailored by our recommended Seamstress Partners. Discount prices are from £1000-£2000 and many are new season styles. You’ll take your gown with you the same day, and will begin alterations 3 months beforehand.

Do you have any questions about appointments or our collections? DM or comment below ♥️
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06/01/2024

An Industrial Luxe Wedding Venue • • •
‘With quirky spaces inside and a lively outdoor bar & courtyard, the offers low-key, cool-couple, wow-factor vibes.’
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Visit our website to request a wedding brochure and menu pack.
•
📸 .j .heap

05/01/2024

03/01/2024

Shining in satin is the moment ♢

Luxurious satin can be a stunning statement in itself. Draping, lighter weight options, and lined, structural satins are equally beautiful.

Call to book in at our exclusive-use boutique today 📞 01727 613069

Remember, weekends book up 4-6 weeks in advance so if you want to attend at peak times, plan ahead.
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05/12/2023

The 2024 Cizzy Bridal Collection has arrived at Clarence Road ♢

We’re still giddy about The Outlet at The Maltings, but our Clarence Rd boutique is keeping things fresh with new modern styles from Australian designers Cizzy Bridal. Call to book in 📞

Brides, please do remember that a Made To Order Gown takes 6 months + and then a couple of months for alterations so ideally you should be saying Heck Yes to your gown 12 months before your Big Day.

If you have a far shorter timeline, head to our Outlet. Summer 2024 brides- this one is for you!
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01/12/2023

We’re ready for you at The Outlet ♢

Roll on Sunday!

We’ve counted them, and we have over 150 gowns at up to 60% off. Plain crepes, princess tulle, bardot, plunge, one-shoulder and everything in between.

Our top tip? Head to our IG and website, screengrabbing the styles you love. Network coverage isn’t great in this location, so you won’t be able to load the styles you love when you’re here. You’ll have an appointment around 45 mins - 1 hour- it’s important to hone in on what you’re looking for to use the time wisely.

Not booked into The Outlet, 52 The Maltings yet? Call 01727 613069 or email [email protected]. Availability from Monday 4th December- Thursday 6th January.
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29/11/2023

New Zavana Bridal gowns are heading to The Outlet in The Maltings as we speak ♢

♢ Call to book in today - 01727 613069
♢ Opening Sunday 3rd December - Thursday 4th January
♢ Sizes 6/8 - 14/16 with most a 12
♢ Prices between £800 - £2000
♢ Same expert bridal stylist advice and care during your appointment

26/11/2023

26/11/2023

Lauren + Ryan 🖤

Dress Designer:
Dress Shop:
Makeup Artist:
Hair Stylist:
Shoe Designer:
Florist:
Venue
Video

22/11/2023

Australian label Wedding Societe lands at The Outlet, The Maltings♢

Book a 1 hour appointment at The Outlet in The Maltings and you’ll have access to over 120 bridal gowns at up to 60% off.

This now includes new season gowns by incredible designer which were delivered today and we just can’t believe how stunning they are.

Swipe to see this unforgettable collection —>

Call to book in today - 01727 613069 - Opening Sunday 3rd December - Thursday 4th January
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16/11/2023

Opening Sunday 3rd December, The Maltings ♢

♢ What Alice Wore, The Pop Up Sale Outlet-
52 The Maltings, St Albans
♢ 3 Dec - 4 Jan
♢ Up to 60% off
♢ Sizes 6/8 - 14/16 (gowns can be sized up by one and down by two)
♢ £800-£2,000 with most in the middle of that range

Swipe for our gallery of sale gowns, all priced at £1500 and under.

Call to book in today - 01727 613069
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14/11/2023

Happy anniversary 🥂

09/11/2023

We have big news ♢

Our renowned sample sale events have really gathered momentum over the years.
We work with our incredible designers to bring fresh 'off the peg' wedding gowns in, giving brides the opportunity to get their dream dress for less.

For our next event, launching on Sunday 3rd December, we have more gowns than ever before, discounted by up to 60% off.

They’re recent season gowns, they're in wonderful condition and we're so proud to be able to offer them on discount. There is no compromise on style or quality.

But the truth is, they deserve to be seen by more brides and we simply don't have the space in our Clarence Rd boutique.

So we’re thrilled to announce our next big step….

What Alice Wore, The Pop Up Sale Outlet
52 The Maltings, St Albans
3 Dec - 4 Jan

Call to book in today - 01727 613069
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09/11/2023

What Alice Wore, The Outlet Pop Up, The Maltings ♢

♢ Opening Sunday 3rd December

♢ Over 120 gowns discounted by up to 60%

♢ Sizes 6/8 - 14/16 (gowns can be sized up by one size and down by two)

♢ Prices from £800 - £2000 with most somewhere in between

♢ Appointments available, and limited Walk Ins

♢ Fall in love and take your gown home with you, the same day

07/11/2023

Which Bride are you? Our Sample Sale Selections ♢

For the Modern Minimalist 1 & 2 - .thelabel
For the Boho Beauty 2 & 3 -
For the Timeless Classic 5, 6 & 7 - .thelabel
For the Destination Drama 8 & 9 -

Have you booked in to our Sample Sale Outlet, The MaltingS?

/ Launching Sunday 3rd December
/ Bride + 1 guest
/ £5 to secure your appointment
/ Please be prompt to enjoy your time fully
/ Samples sold as seen
/ Sizes 6 - 14/16
/ Take your gown home on the same day
/ Gown bag and hanger provided

Call or DM us to book your spot. Then hop online to pay your £5 fee using the Sample Sale Spot page on our website.

📞 01727 613069

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18/10/2023

New Sample Sale Event Dates Announced 🔈 Sunday 3 December - Tuesday 5th December ♢

Our incredible Sample Sale Event is back. And if you’ve been watching our Socials, you’ll see that we have some unbelievable gowns delivered in readiness for our sale rails. Over 100 gowns from £500 - £2000 at up to 60% off in sizes 8 - 14/16.

*Please note, this is really not the environment to come for a Try On. If you want to work out the style for you, please book in for a regular appointment. This is an event for Brides who know what they’re looking for and are ready to snap it up, for a huge discount*

Here are the details

/ Sunday 3rd - Tuesday 5th December
/ Bride + 1 guest only
/ £5- 30 minute appointment
/ Please be prompt to enjoy your time fully
/ You will be asked to pre-select 4 gowns to try on, ahead of the event. Please screengrab from our Sample Sale highlight on Instagram or the album we will publish on Facebook this week. We will leave time for a wildcard try on too.
/ Boutique shared with one other party during your appointment
/ Samples sold as seen
/ Sizes 6 - 14/16
/ Take your gown home on the same day
/ Gown bag and hanger provided

Call or DM us to book your spot. Then hop online to pay your £5 fee using the Sample Sale Spot page on our website.

📞 01727 613069

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13/10/2023

I’ll never get over these images. What a bride, what a dress ✨

Real bride Sophie shares her dress journey:

"I was helped by What Alice Wore Bridal, a beautiful bridal shop in the city where we first met who opened up an out of hours appointment for me to look at her sample sale early. After hours of trying every dress in the shop, Amy the owner realised I was looking for something UNIQUE and bought me this dress out. As soon as I saw the sparkle, I knew! I wanted a dress that showed my youth and a dress I could have fun in while still feeling special and it didn’t disappoint." 😍

Her dress is Zavana Couture 🤍
Venue: Gosfield Hall Gosfield Hall Wedding Venue
Photography: John Payton Film & Photography
MUA: .mills.mua
Hair:

04/10/2023

Do you love the crispness in the air? Bright sunshine and falling leaves? Are you an Autumnal bride? ♢

It’s so beautiful at this time of year, and we’re seeing a real surge in Autumnal weddings. The perfect gown could have light sleeves, a golden tone, leaf applique, soft shimmering details- we’re here for all of it.

Scroll our gallery of Autumnal inspired wedding dresses. They are a mix of Made To Order gowns (the ones you need to order around a year in advance) and Sample ‘Off The Peg’ wedding dresses —>
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