Tell me about the history of the brand(s)?

The Allure Bridals brand family features mainstay collections Allure Bridals, Allure Couture and Allure Romance. In recent years, the collections have expanded to include Madison James Bridal, bohemian Wilderly Bride, the debut European-inspired Abella Bride collection, and the highly anticipated Disney Fairy Tale Weddings Collection.
The Crum family transformed their family-owned fabric store into the Bridal Collection, a bridal salon serving Tennessee brides for many years until the opportunity to manufacture bridal gowns arose. By 2000, C.E.O. Kelly Crum had expanded his mother’s fabric store into a thriving wholesale bridal collection in only a few short years; the line’s rise to popularity was swift and quickly gained recognition for beautifully detailed and well-constructed dresses. Allure Bridals was born shortly thereafter, moving into the menswear and occasionwear markets as well.
The Allure collections have consistently garnered praise, winning awards including “Fastest Growing Top 100 Private Companies” and “Top 100 Private Companies” in the Mid-South for multiple consecutive years. After 20 years of expansion in the bridal markets and multiple successful bridal and formalwear collections, the Allure Bridals brand family continues to pride itself on thoughtful designs to match every bride with their ‘dream dress.
The foundation of who we are is family. Allure’s background is unique in that we are a family owned and operated company. The Crum family legacy continues today as Allure Bridals is operated by Kelly Crum and his son, James “Ridge” Crum, one of the two namesakes of the Madison James collection — the other being Kelly’s daughter, Madison.

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

While Allure Bridals has been a part of the UK bridal market for more than a decade, in recent years, we have had the opportunity to play a larger role in this expansive market and further our mission of partnering with independent boutiques who are doing the incredible work of helping brides to find the dress of their dreams. We will be forever grateful for the opportunity we have to be a part of this industry in the UK and for the partnerships we have with our stockists.

Do you have a minimum order?

Yes, our minimum order per season varies depending on each individual brand. We encourage boutiques to get in contact with us for more information and to discuss minimums with us directly.

What’s next for the brand?

We are committed to maintaining the partnerships we have with our stockists. Without independent boutiques, we could not do the work we love to do, so we are committed to ensuring mutual success with each partnership.

What are the brand’s secrets to success?

Respect, commitment, passion and innovation.

Can you tell us five interesting facts about the brand?

1. Allure Bridals started in the back of a family-run fabric and bridal store.
2. The Madison James brand is named after our owner, Kelly Crum’s children.
3. Allure Bridals is committed not only to bridal fashion but also to furthering technology within our industry, which is why we have patents on two corsets used within our gowns, along with our most recent patent on the use of Cool Touch Technology, allowing the brand family exclusive use of performance fabrics inside a bridal garment.
4. Allure Bridals offers custom changes to almost every dress across our brands, because we are committed to ensuring every bride can have the dress of her dreams.
5. In 2021, Allure Bridals opened a permanent showroom in Manchester to provide an opportunity for our stockists to visit us for product and sales training and to see our collections year-round, whenever is convenient for them.

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

Contact tim@allurebridals.com or call 07510 529646 to book an appointment to visit us at Harrogate. We are located at Stand A25/30.