Tell us about the history of the brand.

With a history in selling directly to brides, by the turn of the millennium Allure was an established wholesale business, but the foundation of who we are remains family. Allure’s background is unique in that we are a family-owned and operated company. Owner, Kelly Crum’s family legacy continues today as Allure Bridals is operated by Kelly and his son, James, one of the two namesakes of the Madison James collection — the other being Kelly’s daughter, Madison. Allure continues to evolve in response to the international markets in which we now operate and brings to the brides of the world a style for every shape, mood board, wedding theme and price point with the invention of both a couture and affordable line and, relative newcomers, Wilderly and Abella Bride for the modern, unconventional and non-conformist brides of tomorrow. We are also the proud incumbent custodians of the Disney Fairy Tale Weddings Collection. Collaborating with the Disney Corporation has seen a select few British retailers able to supply Disney devotees with their dream dresses and the celebrated return of Disney products to the global bridal landscape.

Can you tell us about the brand’s relationship with the UK bridal market?

I have no hesitation in singing the praises of our dedicated British team and my closest colleague, Tim Dunbar. He has taken the faith British retailers have shown in us as a company and turned it into a permanent investment in the British bridal industry and indeed, the British economy, securing wonderful staff and a stunning showroom in Manchester’s trendy Northern Quarter giving retailers a beautiful place to visit and buy year round. Having said that, we love coming to the shows and we enjoy a rousing reception from our retailers when we do. We cannot wait to see you at Bridal Week London 2022!

What are the brand’s top secrets to success?

Much like it should be on the shop floor, at Allure, the sale is secondary. Sales are a happy consequence of excellent customer service and attention to detail which are two things, among many others, we strive everyday to provide to our retail partners. Some of those other (just as important) things are considered and fashion-forward design in which we take very much into account, feedback that comes to us directly from our retailers and their brides; the constant creation of sales tools such as beautiful campaign imagery and video plus a seemingly endless stream of content which is added, every season to our retailer resources portal; flexible terms and conditions to partnering with us and perhaps most importantly, an open and honest dialogue that results in an unparalleled transparency between retailer and wholesaler.    

Can you tell us five interesting facts about the brand?

1. Customisations are not only possible with almost all of our products but celebrated. We love saying ‘yes’ and modifying a gown slightly to make it a better representation of the bride within or changing elements of it completely to reveal the bride’s own creativity. 
2. Our gowns are made in a clean, positive work environment using ethically-sourced materials, by people who are passionate about the celebration of beauty and love. Each dress takes an average of 12 to 16 weeks from conception to completion, because every element is hand-sewn and carefully crafted. Allure gowns are individual masterpieces, created by expert dressmakers.
3. Many of the people who work on bringing our beautiful gowns to life are mothers and Allure supports them to carry out some of the more time intensive and intricate processes at home, eliminating the need for childcare and permitting them to spend more time with their families. That’s one of my favourite facts about our brand.
4. Now this is a really interesting fact - Allure Bridals is the only wedding dress manufacturer in the world authorised to use Cooltouch Technologies in a wedding dress! Usually reserved for high performance athletic wear, our patented zinc formula is woven into our fabrics, making them cool to the touch. This material helps prevent overheating and perspiration by wicking moisture away from a bride’s skin, keeping her dry and comfortable. 
5. Some of our most loved designs are also offered in what we call a ‘Woman’s Cut’. While almost all of our gowns are offered up to a size 32, some designs require additional structural components and pattern adjustments to look their most beautiful on a curvier silhouette.

What design trends have emerged in this collection, and what kind of brides do you envisage wearing your pieces?  

Once again we have answered the call for detachable elements such as overskirts, trains and delicate bridal jackets. The ever-popular square neckline and leg split combination is back for a third consecutive season but for the first time we are exploring more texture than before, with laces that are not just floral or botanical but marine and celestial in their appeal. More classic laces are making an appearance too with Alençon, Chantilly and Guipure just to name a few - the rest, you’ll have to wait and see!

Every kind of bride is represented across our nine lines and within each individual line there is a style for almost every bride. From the classic to the bohemian and the completely clean, Allure doesn’t cater to any one archetype but seeks to mirror the diversity of those who choose to wear our designs on their biggest of days. 

How can retailers get in touch to order from your latest collection?

The most direct way for British bridal retailers to get in touch with our UK team is to call our Manchester office and showroom on 01613980124 or email tim@allurebridals.com. If you’d like to register your interest for a time slot at Bridal Week London in March, please do get in touch. We will be showcasing our collections at this year’s Bridal Week London, stand B6/12.