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For more than two decades, award-winning designer Allure Bridals has achieved renown in the bridal and formalwear industries for, first and foremost, an unwavering dedication to exceptional craftsmanship. Incorporation of patented fit technologies and proprietary textiles juxtapose beautifully against the artisanal detail work, heritage embroidery, and hand beading that epitomise the Allure Bridals bridal collections — with the brand offering an ever-expanding selection of bridal gowns, suiting, and occasionwear for every aesthetic and sensibility.
The company evolved from a family-owned fabric store into a thriving collection of wholesale bridal gowns, helmed by Founder and CEO Kelly Crum, and rapidly expanding into suiting and formalwear markets under Crum’s leadership. Not only did Allure’s stellar trajectory earn consecutive accolades, but the brand name instantly became synonymous with meticulous craftsmanship. Allure Bridals continues to receive praise in both the bridal and formalwear industries; still family-owned and operated, the brand remains steadfast in its commitment to the impeccable design at the core of its legacy —with the relationship between designer and stockist at the forefront, both in the US and abroad. “We have the utmost trust in Allure,” says Shannon Martin, owner of Yorkshire’s Dotty Bridal boutique. “We know we don’t have issues with dresses. Dresses arrive on time...Our accounts are dealt with professionally, and the communication is amazing. It’s amazing that they have the UK hub — having a UK contact for a US company is amazing!”
"Not only did Allure’s dresses immediately fill a crucial gap in our inventory, but the brand has also become one of our top performers, with a substantial increase in sales across all lines. A large part of this success is due to the exceptional customer service and unwavering support,” adds Rebecca Baddeley owner of TDR Bridal Birmingham. “Tim truly understands the essence of a genuine partnership. He doesn’t just see us as another client but as a valued partner, and that’s something we truly appreciate...His commitment goes above and beyond what we ever expected."

With curated in-house, “unmatched” availability, and a rare commitment to both preventing future issues and nimbly responding to immediate needs, the Allure UK team, led by Tim Dunbar, is invaluable to the brand’s UK and Europe-based stockists. 

“It’s all down to the relationship, and that is what is key for me,” Dotty Bridal’s Martin firmly states; and that is the philosophy the Allure Bridals UK team maintains as well.
Today, the Allure brand family has expanded to include a robust portfolio of flagship collections augmented by several acclaimed collaborations, including the popular Disney Fairy Tale Weddings Collection and the recently-released Bridgerton Wedding Collection. Allure’s Spring 2025 collections have debuted in international bridal markets to stockists’ glowing reviews — with elegant designs captured in the golden southern sunlight of Provençal France, amid the magical blues of Santorini, and woven into the mystique of the hidden nooks of Spain and Italy.
The Allure Bridals Spring 2025 collection features timeless silhouettes and romantic lacework, while the regal detailing of the Couture line includes structured bodices and laced corset backs. The addition of luxurious accents — from detachable sleeves and trains to elegant gloves — ensure every design is both unique and opulent, fit for a queen. The romance of sparkling appliqués, pearlescent beadwork and stunning fabrics are all Tied with Love in the Spring Madison James bridal season. Understated elegance and luxurious drama are both represented in the bow detailing seen throughout the namesake collection: a new season truly Tied with Love. The mythos and rich history of Italy inspired the upcoming Abella collection — resulting in the Goddess collection, a curated selection of the statuesque, the serene, and the sensual. A collection of gowns inspired by myth, designed for the divinity within each bride.

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As ever, the Allure Bridals collection of brands is dedicated to honouring tradition, while revolutionising the future of the bridal and formalwear industries through both elevated design and unmatched customer care. Follow the Spring 2025 collection debut on the Allure social channels via @allurebridals.
To learn more about joining Allure Bridals as a retail partner, contact Tim Dunbar, UK Sales & Operations Manager – tim@allurebridals.com | 07510 529646.