What Alice Wore is a new concept bridal store bringing fashion-focussed styles to you, all presented in a beautifully breezy St Albans setting.
Our carefully curated gowns range from £800 – £2000, starring a mix of established names and the brightest new things to the UK bridal scene
From a background in Marketing, Styling and Creative, working for a series of well-known brands including ASOS.com, Reiss and Soho House, owner Amy spotted a need for a fun, modern bridal boutique after finding the search for her own wedding dress uninspiring.
Named after her Grandma- a milliner, seamstress and a fashion-obsessive- What Alice Wore is the realisation of a dream they both shared.
Now, the bridal boutique embodies the ethos of owner, Amy. The environment is playful, the sales approach is relaxed and every element is designed around ensuring the Bride feels uplifted, confident in her gown choice and ready to celebrate the Big Day ahead.
No upcoming Catherine Parry trunk shows. Watch this space.