Laura May Bridal began its journey in 2011; born from a shared vision between co-founders Laura Cable and May Pearson. The pair met while working in a lingerie store and quickly discovered a mutual passion for exceptional customer service and luxury fashion. “We spotted there was a real gap in the market for a bridal boutique in Cardiff that offered not just beautiful gowns, but an unforgettable, personal experience for every bride,” Laura says.

With that in mind, the duo opened their first boutique on Crwys Road in 2011, with a small, passionate team of four and a selection of around 100 dresses. “From day one, our focus was on creating a warm, welcoming space where brides felt truly special, never rushed or treated like just another appointment,” May says. “As word spread and our reputation grew, so did our ambitions.” The boutique relocated to the Royal Arcade in Cardiff city centre, to accommodate an expanding designer portfolio and later, in 2020, to its current location in the prestigious Morgan Arcade. “It’s a space that perfectly reflects our identity as a luxury bridal destination,” Laura says.

Today, with hundreds of gowns from 35 of the world’s most sought-after designers, and a team of 20 dedicated stylists, Laura May Bridal is one of the UK’s standout bridal boutiques – with a number of industry awards under its belt. “While a lot has changed since 2011, our aim remains the same: to give every bride a once-in-a-lifetime experience as they find the dress of their dreams,” May says. So, what does a typical day look like for Laura and May and how do they approach appointments and team management?

A Day In The Life

Of all the days of the week, Saturdays are the busiest at Laura May Bridal. “It’s also the most exciting day,” Laura says. “We open our doors at 10am, but we usually arrive around 9:30am to do a final walkthrough and make sure everything is just right. That said, most of the prep happens the night before, so we can hit the ground running.”

With 16 first bridal appointments booked across four personalised luxury fitting rooms, Saturdays are always fully booked and bursting of energy. “We carefully distribute appointments among our team, to ensure every bride gets the time and attention she deserves. But we also love getting stuck in ourselves,” May says. “It’s so important for us to stay connected to the brides, the team, and to the dresses. Being part of those special moments keeps the passion alive and helps us stay in tune with our stock and styling trends.”

There’s always a real buzz in the boutique on a Saturday – think confetti cannons and happy tears. “It never gets old, no matter how long you’ve been in the industry,” Laura says. It isn’t just about the front of house experience, either. There’s always a lot going on behind the scenes. “While we have an amazing admin manager who leads on the paperwork and logistics, the whole team pitches in to keep things running smoothly,” Laura says. “From answering DMs and emails, to sharing behind-the-scenes moments on social media, it’s a team effort from start to finish.”

Appointment Approach

Laura May Bridal is open seven days a week and offers exclusive late-night appointments every Wednesday and Thursday. Each appointment is designed to be as unforgettable as the dress itself. “With over 800 gowns in stock, we understand that the process can feel overwhelming. So we aim to make it seamless, joyful and truly personal,” May says. “Each bride begins her journey with a phone consultation, where we get to know her vision, style and preferences. We also ask her to complete a pre-appointment questionnaire, which helps us assign her to one of our four exclusive private fitting rooms, each curated to reflect a unique bridal aesthetic, from modern minimalist to whimsical romantic.”

This signature touch ensures every bride is surrounded by a space that feels aligned with her dream day. Similarly, the stylists at Laura May Bridal hand-select dresses tailored to each bride’s taste, budget and vision. “We’re here to do the hard work for them, while still keeping the experience collaborative and empowering,” Laura says. “Although brides are always welcome to explore the rails if they’d like to.”

Appointments are fully bespoke and celebratory, complete with refreshments like Prosecco, pink lemonade, cakes and chocolates. “Our dress sizes range from 12 to 26, with prices starting at £1,100, making luxury gowns accessible to a wide range of brides,” Laura says. “And, of course, when a bride says ‘yes’ to the dress, the real magic happens.” The famous LMB confetti cannon celebration, cheers from the team, and a photo op on the iconic floral swing create a moment worth remembering – and sharing! “It’s not just about finding a gown; it’s about creating an experience that’s as memorable as the wedding day itself.”

Teamwork Makes The Dream Work

Teamwork is at the heart of everything Laura and May do. “We work side-by-side, but we also share a collective passion for delivering exceptional service, unforgettable experiences, and celebrating every bride’s individuality,” May says. The team is made up of seven full-time and eight part-time stylists, all bringing different strengths, backgrounds and fresh perspectives. “Our part-timers include a fashion marketing lecturer, a midwife and a flight attendant; a mix that reflects the diversity, empathy and creativity that defines the Laura May spirit. Together, they bring unique energy to each appointment, especially during our busier weekends.”

Supporting the stylists is a dedicated, three-person social media team, ensuring the store’s brand storytelling stays as modern and emotionally resonant as the experiences they create in-store. “To keep our service consistently high, we invest in regular training days, focused on product knowledge, styling expertise and client experience, from the managers as well as our designers and external sources,” May says.

Laura and May admit that their mission is never to just help someone find a dress – it’s to find the dress; one that captures the bride’s essence and makes them feel radiant, confident and completely understood. “As cliché as it may sound, our team feels like a group of sisters and that connection is something our brides feel from the moment they walk through our door, or visit our social media platforms,” Laura says.

Local Trends

Of course, we had to ask Laura and May what styles and details Cardiff brides are currently loving. “Right now, we’re seeing a real love for clean, minimalist silhouettes,” Laura says. “Our brides are gravitating towards elegant simplicity that feels timeless yet modern. Designs with structured lines, sleek fabrics and subtle details are taking centre stage, especially gowns with Basque waists, ruched bodices and corset-style structures that enhance shape, while adding a touch of romance.”

There has also been a growing desire for delicate, textured fabrics. “Chantilly and Italian lace are making a beautiful comeback, especially when paired with subtle pearl drapery, embellishments or a full, detailed veil,” May says. “This look is perfect for brides who want something ethereal, with a fashion-forward edge. We are finding that our brides are more style savvy than ever. They come in with a clear vision, but are also open to discovering something unexpected. That’s where the magic really happens!”

WORDS Jennifer Grimble