As bridal consultants, we’ve seen it time and time again—a bride walks in with a Pinterest board filled with dreamy, high-end gowns. She’s set her heart on a luxurious ballgown with crystals, tulle, a touch of lace, and an elegant sweetheart neckline. But then comes the budget discussion, and suddenly, we’re facing an impossible expectation: a dream dress for £500–£1000, despite the fact that she’s spent upwards of £10,000 on her wedding and honeymoon.
It’s a frustrating reality for those of us in the industry. Brides want high-quality fabrics, intricate beading, and designer craftsmanship, yet they balk at the price tags that reflect those elements. What many don’t realize is that at cost price, most wedding dresses fall between £500 and £1000 before any retail mark up. These are well-made, structurally sound gowns—ones that won’t fall apart after a few hours of dancing and won’t look like they were bought from Alibaba. The truth is, you get what you pay for, and experienced consultants can tell immediately when a dress is of lower quality.
The Budget Imbalance
We understand that weddings are expensive, and couples need to balance their budgets carefully. But we can’t help but question the logic—if you’re spending £10,000 or more on your wedding day, why allocate such a small percentage to the one thing that will be in nearly every photo, the dress that will define your bridal look?
Brides need to do their homework and set realistic expectations. Yes, there are ways to cut costs, but is your wedding dress really the place to do it? After all, this isn’t just any dress—it’s the dress, the one that should make you feel beautiful, confident, and ready to walk down the aisle.
Sustainable and Budget-Friendly Alternatives
For brides who truly can’t stretch their budget but still want quality, there are fantastic alternatives. Websites like StillWhite offer pre-loved designer gowns at reduced prices, helping the environment while still delivering luxury. However, even on resale platforms, brides looking to recoup some of their investment still price their dresses accordingly—so don’t expect a £500 dress that originally retailed for £5000.
Another growing trend is bridal rentals, a market that has expanded significantly since the lockdown. Shops like Wedding Wardrobe in Waterloo offer stunning designer dresses for hire, with prices ranging from £500–£1000 for four-day rentals, complete with dry-cleaning services. Many modern brides love this option because they know they won’t be keeping their dress after the wedding anyway—why not rent something beautiful instead of compromising on quality?
Finding the Right Balance
At the end of the day, every bride has different priorities, and we respect that. But before dismissing a dress’s price tag, consider the craftsmanship, the materials, and the memories you’ll be making in it. Cutting corners is sometimes necessary, but should it be on the one garment that makes you feel like a bride?
So, to all future brides: do your research, set a realistic budget, and understand the true value of a well-made wedding dress. Because while your venue, flowers, and décor will set the scene, your dress will be the star of the show.
The Consultant’s Perspective
From a consultant’s point of view, these budget mismatches often lead to frustrating, time-consuming appointments. We dedicate hours to helping brides find “the one,” yet too often, we see brides fall in love with gowns completely outside of their budget, only to be disappointed when they realize the price doesn’t align with their expectations. It puts both the bride and the consultant in an uncomfortable position—trying to find a compromise that often doesn’t exist.
Additionally, it’s disheartening to see brides who prioritize expensive venue decorations, elaborate flower arrangements, and extravagant entertainment but hesitate when it comes to their dress. The dress isn’t just another wedding detail—it’s the embodiment of the bride’s vision, the one thing that should make her feel absolutely incredible. A well-made gown elevates the entire wedding experience, and that’s something worth investing in.
