What Alice Wore

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, 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.


​2 Clarence Road, St Albans, AL1 4NE
​01727 613069 |

Alternatively, you can contact What Alice Wore by filling out the form below:

trunk shows

Don't miss our special GAIA trunk show event, from 31 July to 1 August 2020. To reserve your place call 01727 613069 or contact us using the form on this page.