Lovely by Design: The New Rules of Wedding Dress Shopping with Erica Smith

How Has the Dress Shopping Experience Changed Over the Years?

One thing that hasn’t changed — and likely never will — is that brides want their dress shopping experience to feel special. It should feel unique, personal, and unlike anything else they’ve done before. That desire has remained timeless. But what has shifted in recent years is how that experience looks — and one of the biggest positive changes we’ve seen is a move toward greater transparency in the industry.

When I first started in bridal — before I joined Lovely — pricing wasn’t disclosed at all. It was the industry standard not to put prices on tags, not to advertise them, and not to share them with clients unless asked directly. Brides weren’t even allowed to take photos. Lovely really helped change that narrative. From day one, our goal was to create a more customer-friendly, bride-focused shopping experience. Just having the gowns out on the floor, where brides could browse them themselves, was a huge shift.

Fast forward to today, and we’ve expanded that transparency even further. We display all of our pricing online. We reach out to brides ahead of time to answer questions and address any fears or concerns they may have. Regardless of their budget, wedding size, or personal style, we welcome open conversations because we want every bride to feel empowered and supported.

That said, we're also seeing new shifts, especially with Gen Z brides. This is the first generation that has never lived without social media, so their decision-making process is much more public and community-driven. Many Gen Z brides want to film their appointments and collect feedback from followers or friends before making a decision. It’s not always about being an influencer — it’s just the way they’re used to gathering opinions. So the traditional idea of “sleeping on it” or quietly going home to reflect is now amplified — because they’re also asking their digital communities.

Instead of resisting that shift, we’ve adapted to meet our brides where they are. One way we’ve done that is by introducing new appointment types, including VIP experiences. This was a big step for us, as we’ve always emphasized inclusivity and creating a consistent experience for everyone. But we also recognize that “consistent” doesn’t have to mean “one-size-fits-all.”

For example, some brides feel most comfortable with just their two favorite people and choose a classic appointment. Others want to bring six guests and extend the experience — so they opt for a more enhanced option. Neither one is better. They’re both designed to help brides have their best experience. At the end of the day, it’s about flexibility, inclusivity, and truly listening to what today’s brides want — and evolving to meet them there.

What’s the Ideal Timeline for Buying a Wedding Dress and Scheduling Alterations?

First, I always like to remind brides: your wedding gown is a really special garment. It’s what you’ll wear to celebrate your love and your partnership — and that moment deserves time and attention. It’s not something that should arrive in a week with free two-day shipping. And while we’re all used to instant gratification these days, this is one purchase that’s truly worth the wait.

So let’s talk logistics.

To have access to the widest range of options — without being limited by designer deadlines — 12 months is the ideal timeline for starting your dress search. While you can find a dress in less time (even as little as one to three months in some cases), having a full year allows you to explore your favorite designers, avoid rush fees, and shop with peace of mind.

Here’s why: even though it doesn’t take six months to physically sew your dress, the process starts long before the sewing machine turns on. Designers need to receive and check your order, map out production schedules, and often order your specific fabric (especially for zero-waste brands that don’t stock excess materials). That fabric then goes through its own round of quality checks before your dress is even cut.

Once it’s made, your gown is quality checked again, packaged, shipped, and received by your boutique — all before you even start alterations. And speaking of alterations, most brides will need two to three months for fittings, adjustments, and final tailoring.

So even if your dress takes six months to arrive and two more for tailoring, you’re already at eight months — which is why building in that 12-month window gives you extra time for decisions, logistics, and (most importantly) peace of mind.

Finally, it’s worth noting that not every client chooses a traditional gown. Some opt for a jumpsuit, a mini, or a second dress just for the reception. Others wear culturally significant garments for their ceremony and come to us for their party look. Whatever your path, your outfit is a reflection of your personal style and story — and that choice can beautifully shape the rest of the celebration.

How Many Bridal Salons Should You Visit When Shopping for a Wedding Dress?

This is such a common question — and the answer might surprise you.

The great news is that brides today have more access to information than ever before. Most bridal salons, including ours, list their designers and price ranges online. You can browse lookbooks, follow stores on social media, and really get a sense of the experience before you ever step foot in the salon. So if something doesn’t align with your vibe, your values, or your aesthetic from the jump — you can probably skip it.

The biggest key is to do your research upfront. Find 1–3 stores that speak to you: ones that carry designers you love, feel aligned with your budget, and offer an experience that resonates with you. Then — and this is important — call them. Chat with the staff, ask questions, and get a feel for how they treat their clients. At Lovely, we always talk with our brides before their appointment to understand their vision and make the most of their time with us.

Now here’s something I believe deeply: there is not one single, predestined wedding dress out there for you. When we talk about finding “the one,” we really mean the dress you choose. It’s the gown that makes you feel beautiful, confident, and completely yourself — and you get to decide that.

So how many stores should you plan to visit? My personal recommendation: three max. Start with the store you’re most excited about — not the one you think you should “save for last.” If you find a dress you love early, amazing! If you want to compare a bit more, you still have room. But if you plan to visit five, six, or more stores, you’ll likely hit decision fatigue. Dresses will start to blur together, and the experience stops being fun — and it should be fun.

Of course, you know yourself best. If you're someone who prefers to build up to a decision, save your top choice salon for last. But if you're excited by the idea of a “yes” moment at your first appointment, lean into that. Either way, go in with a plan — and trust your gut when you know you’ve found the one.

What Can Brides Expect When Shopping at Lovely — From Booking to Buying the Gown?

Once a bride decides she wants to shop at Lovely, the experience is really designed to be seamless and personal from the very beginning.

We encourage all our bookings to be done online — it’s just the most convenient step since most brides are already browsing our designers, price ranges, and lookbook. Once you click “book,” you’ll fill out a short form with your preferences, and that locks in your appointment.

From there, we’ll try to pair you with a stylist who’s best suited to your style and needs. We also do our best to connect with every bride before her appointment — whether that’s by phone or email — to start building trust early. Even if we can’t connect with every single person, we try to create that familiarity before they walk in, so it feels more like meeting a friend than a stranger.

When you arrive, your appointment follows what we call the “anatomy of the appointment.” It’s a structured flow we train every stylist on to ensure a consistent, high-touch experience — but within that, everything is personalized to you. We’ll reference your lookbook, listen to your preferences, and offer thoughtful suggestions. We also draw from our expertise to pull dresses you may not have considered but that we think you’ll love.

Once you find your dress (and we celebrate that moment, however it looks for you!), we’ll move on to sizing and measurements. This is a collaborative process — and we take it seriously. Sizing isn’t always straightforward, so our stylists are trained to consider both the designer’s intended fit and your desired fit. It’s about conversation, not just numbers. We want to be sure the size we order is the best possible match for how you want to feel in your gown.

Once everything is confirmed, we do a full review of the order to make sure every detail is perfect — then we send it off to the designer.

This is often where the energy dips a little — the bride is on a high after saying “yes,” and then the waiting begins. Sometimes it’s six months. Sometimes it’s three. And that waiting period can feel tough.

But here’s how I like to think about it: saying yes to the dress isn’t the end of the journey — it’s the beginning. Once you’ve chosen your gown, you can confidently move forward with all the other design decisions — from your florals to your hairstyle. You’ve set the tone, and now the rest of your wedding can start to take shape around it.

What Makes Some Wedding Dresses So Expensive — And Is the “Wedding Tax” Real?

It’s a common belief: say the word “wedding,” and the price tag automatically goes up. But when it comes to wedding dresses, there’s far more going on behind the scenes than most people realize — and it has everything to do with craftsmanship, quality, and scale.

Let’s start with production volume. Most of the designers we carry don’t produce full size runs of their dresses. Instead, each gown is made to order — meaning it’s created specifically for the person who purchases it. That kind of one-off production is always going to cost more than mass-producing a dress in bulk, especially when you factor in quality control and custom sizing.

And then there’s the fabric. Wedding dresses are almost always white, ivory, or cream, which means they require extra care throughout the entire production process. Everything from the cutting to the sewing to the packaging has to be done with pristine precision to ensure the dress arrives in perfect condition.

Our designers also spend an incredible amount of time researching, sourcing, and testing fabrics — not just for aesthetics, but for fit and comfort. These are materials you won’t find in fast fashion. Some designers source from specialty mills around the world, and they’re proud of those supply chains. In fact, many of them are sharing behind-the-scenes content on social media right now — from videos of their ateliers to time-lapse clips of dresses being made — to help brides understand exactly what goes into their gowns.

If you’re curious, we always encourage you to ask! Most of our designers are more than happy to talk about where their gowns are produced, how they’re made, and why it matters.

But here’s the other side of that: if waiting six months for a made-to-order dress doesn’t align with your timeline or your priorities, that’s okay too. There’s absolutely no shame in that. Some designers offer rush options or keep select gowns in stock for shorter timelines — and if you’re getting married in just a few weeks, we can absolutely help you find something beautiful. It’s all about having an honest conversation up front and working with a boutique that can guide you to the right options.

So while yes, wedding dresses are often expensive, it’s not about a “wedding tax.” It’s about quality, customization, and honoring the amount of time and care that goes into creating a garment that’s made to be worn on one of the most meaningful days of your life.

Connect with Lovely Bride

It’s been such a joy having this conversation — and if you’re ready to learn more about Lovely Bride or explore their designer collections, there are a few great places to start.

First, head to lovelybride.com. You’ll find everything from designer lookbooks to appointment booking tools there.

To get a feel for the brand’s vibe and values, be sure to follow them on Instagram at @lovelybride. Each store also has its own local account — like @lovelybridenyc, @lovelybrideseattle, and even @lovelybridelondon — so you can follow along with the shop closest to you.

You can also find Lovely Bride on Pinterest and TikTok, where they share even more behind-the-scenes content, dress inspiration, and planning tips.

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