Wedding Dress Shopping in NYC
When I announced to our wedding planner that I had started searching for my dress, she laughed in my face and said, “Olivia, want to know what the hardest part about wedding planning is?”
“No Dori, tell me…” I responded, innocent and clueless.
“It’s finding the dress,” she declared with the confidence of someone who has been in this industry for years.
Dori wasn't wrong. As one of those girls who had never envisioned her wedding, nor her dress, I wasn’t really sure what I was looking for. I knew that I wanted to find a dress that was classy, elegant, and sophisticated, without making me look too much like Cinderella or an eleven-year-old ballerina. Most importantly, I needed to find a dress that wouldn’t cost a fortune (you would be surprised how quickly a dress can cost $10k+).
Because neither my mom nor bridesmaids are crazy enough to live in New York City, I began my dress hunting mission solo — making as many appointments at salons scattered about the city as I possibly could after work and on weekends. Here’s what I have to say about each and every one:
WEDDING ATELIER
This was the first stop along the yellow brick road of wedding gowns. Upon entering the atelier, I was asked to take my shoes off and in return was handed a pair of flimsy slippers. This didn’t really faze me – I mean, who doesn’t love wandering around in slippers? I was hoping I’d also get a glass of champagne, but instead, a bubbly associate came out to greet me. It would have to do. Riley and I sat down on the couch together, and she asked me about my budget, style preferences, etc. I told her that I was looking in the 2k to 3k range, and she immediately increased that number. Since I didn’t really know what I was looking for, I just nodded my head in silence. After all, this is NYC, and not entirely unexpected.
The appointment quickly became an “exploration” of styles and by the time we were done I had tried on 9 gowns, most of which left me depressed that such mediocre dresses cost as much as they do. As my first official appointment, my experience here was pretty pleasurable, and the kind consultant was extremely helpful. Bonus points to her for staying cheerful and taking photos of all the dresses I tried on, not frustrated for even a second with my utter indecisiveness. She gave her input, which I appreciated, and let me try on a ridiculous mermaid gown for kicks. Wedding Atelier was a good place to start, with a lot of dress variety. The only regret I can come up with is not having had a clearer idea of what it is I was looking for. Bridal consultants are good at what they do, but unfortunately, they are not fairy godmothers.
THE WHITE GOWN
I have three words about this place, and that is don’t go here. Honestly, I’m not one to give a bad review, but I wouldn’t recommend this place. The bridal salon is located in a shabby building, and I truly thought the elevator was going to break while I was in it and leave me stuck for the next three hours (let me preface by saying that I take pretty bad elevators up to my office every single day, and this one doesn’t even compare). When I accidentally got out on the wrong floor and decided it wiser to take the stairs up the rest of the way, I was welcomed with empty beer bottles in the stairwell. Not really a great sign. When I finally arrived on the right floor, I wasn’t greeted or even asked my name – just told to take a seat. After finally confirming that I was at the right place, at the right time, an associate took me back. She seemed nice at first, but I soon realized that she was fighting a cold and this was the last place on earth she wanted to be. She had me try on at least six gowns, all of which were (once again) mediocre. I would have appreciated some causal conversation if only to make standing naked in front of this woman feel a little bit less awkward, but I just wasn’t in luck. I can say that the only thing I liked about my appointment here was the cute robe they let me wear while waiting on my lethargic consultant to find my dream dress. It goes without saying that the whole experience was uncomfortable, and felt like a big waste of my Friday afternoon. When I finished trying on gowns, the associate ended our appointment with, “well, that’s it,” and returned to her desk without saying goodbye or goodnight.
L’FAY BRIDAL
Ah yes, L’Fay Bridal. I knew this salon carried a designer I fell in love with online, so I was already really excited about my appointment. Spirits were high despite the previous disastrous appointment. When I arrived at L’Fay, the salon felt nicer than the others yet it wasn’t pretentious. It was just me and one of the associates, who seemed extremely chill. With no one else in the store, I felt like I could open up and relax a little. The appointment felt like a personalized, private experience without the distraction of other girls trying on gowns with their four giggling bridesmaids. Melissa was so easy to chat with and struck me as a genuine person who loves what she does. She let me walk around the floor and look at the salon’s dresses, pointing out what caught my eye. In the end, I tried on five dresses, and although I may not have found THE dress, the experience put me in such a great mood. For the first time since I started this wedding dress mission, I felt happy, which is what you expect when you go wedding dress shopping. I mean, come on! Trying on the dresses was super fun, and maybe that’s because they were all way outside my budget, but it felt good to try on a gown that was truly beautiful and unique. I loved my time at L’Fay, both for reassuring me that finding a dress I like is possible, and for putting a smile on my face. Kudos to Melissa for really making my day.
KLEINFELD
Visiting Kleinfeld felt like a bridal rite of passage. I was looking forward to my appointment here, having heard so much about it already and obviously having seen Say Yes to the Dress. The entrance itself was grandiose and seeing so many mothers and bridesmaids on the waiting room couches was a little bit intimidating, as was the huge showroom just past the front desk. I sat there nervously, waiting for a nice consultant to sweep me up and save the day. What happened instead was that the consultant took me on an overwhelming tour of the showroom, asking me to point out all the dresses that spoke to me. Frankly, I didn’t really love anything. When we went back to try on dresses, she pulled a few that I had previously found online. Once again, most were mediocre, but she was quick and positive, telling me to not give up. Well, of course, I couldn’t give up… did she think I was planning on showing up to my wedding dress-less? I kept these thoughts to myself. In the end, a few of the dresses I tried on weren’t bad, some even borderline nice, but Kleinfeld just wasn’t the personalized, boutique experience some women might seek when dress shopping.
BHLDN
I didn’t have high expectations for BHLDN, maybe because I had looked through all of their dresses online and most seem to have a sort of whimsical, bohemian, “I’m getting married in a prairie field” vibe, but as with most things related to wedding dresses, I was wrong. BHLDN was actually a pretty fun visit and their space (although close to Times Square) was trendy. It felt a bit like being in someone’s sunny brick loft, with everyone casually drinking rosé. The consultant let me look through the collection they had on display and was very efficient while remaining poised. She took all the photos I needed, and I ended up liking some of the dresses I tried on. One actually became one of my top favorites, although still not THE dress. With cheaper price tags unfortunately comes a cheaper quality of lace. Nevertheless, BHLDN is a great shop to visit, and I could see it really working for some brides.
DESIGNER LOFT
This was the very first bridal appointment I attended with a friend. Once I was settled in, the consultant asked me to show her photos of the dresses I had already tried on and liked. Since this selection was limited, I mainly showed her all the dresses that I didn’t like and that didn’t flatter me. I had prepared dresses to show her from Designer Loft’s website, but I never got around to sharing these. Katya knew what she was doing. Although she let me rummage through the (somewhat chaotic) collection of dresses they had on display, she strategically pulled out what she thought would work for me. When I tried on the dresses, she was quick to nod in approval or tell me to take the dress off. Her critiques and opinions were pretty blunt but welcome; at this point of the process, I was lost in what sort of dress I needed or even wanted. She helped make some sense out of it all for me, and let her creativity flow. You could tell that she loved mixing and matching fabrics, finding the right style and fit for each bride. Once again I didn’t find the dress, but the appointment left me closer to my final destination and I was grateful for the honesty.
OUR STORY BRIDAL
Our Story Bridal has great reviews online, but this place is probably hit or miss. The dresses sold are either samples or consignment, so you’re trying on the actual dress you would be purchasing. I don’t know about you, but it would bug me a little to pay for a $5,000 dress that isn’t in perfect sparkling condition. I suppose I expected the prices at Our Story to be cheaper than what they were. I did absolutely love how they handed my friend and me a pair of gloves right when we arrived and let us look through all the dresses — flagging the ones I wanted to try on. I imagine you could get really lucky here if you stumble upon a dress that’s in great condition and is already your size. That being said, everyone’s body type is different and I didn’t find a dress here that fit properly or one that was worth the price. The experience in itself was cool though and unique from all the other salons I had visited in NYC thus far.
MACY’S, NORDSTROM, & SAKS
During my dress hunt, I also decided to check out a few department stores, including The Bridal Salon at Macy’s, the Nordstrom Wedding Suite at Garden State Plaza (in New Jersey), and the Saks Fifth Avenue Wedding Suite. Macy’s was closing down its bridal shop, so I knew I wouldn’t find much of anything there but took a chance anyway and tried on a few dresses (none of which were my size). Nordstrom had a limited selection of dresses and wasn’t the bridal experience you get elsewhere - the associate left me in a fitting room to try on the dresses by myself. Saks was nice but felt rushed, and the prices were high. I did see some lovely dresses there, although not right for me and not right for my budget.
BRIDAL REFLECTIONS
A friend joined me for an appointment at Bridal Reflections, and I quote her: “This is what wedding dress shopping should feel like.” So yes, I would recommend visiting this salon! They had a great selection and a variety of designers, and I liked a few of the dresses I tried on. There was even a trunk show going on during my visit, and I got to meet with the designer who personally helped me accessorize one of his dresses (that I had on). I didn’t end up finding my dress here, but this would have been a nice place to start.
LOTUS BRIDAL
Skip this, unless you really like venturing to South Brooklyn. I went here on an awful rainy day in January thinking they would have something affordable, and I regretted it. They did of course have some affordable dresses, but the sales associates weren’t extremely helpful. They didn’t carry a lot of what I saw online at this particular boutique, which was frustrating, and the poor girl seemed unable to pull dresses that I might like. But like any experience at a bridal salon, I did learn something about my style and it wasn’t entirely a waste.
At this point along my bridal journey, desperation set in. I had been to several boutiques that I thought would have dresses I like within my target price range… but I had failed to come close. The “six months” until my wedding deadline was fast approaching, and I was begging to worry about finding something on time (a lot of stores will ask that you order your dress AT LEAST six months in advance). And so as any girl lost in a sea of ugly dresses would do, I called my mom begging her to fly to New York and help me. I booked back-to-back appointments after work that week.
This is what the week’s schedule looked like:
THE SAMPLE ROOM NY
We started off our mother-daughter wedding dress adventure at a boutique that sold only sample and discontinued wedding gowns. My mother was pretty impressed with two of the gowns that I tried on, though neither was in perfect condition. The fitting room experience was a bit shabby (I got dressed behind some sort of wall at the side of the store) but the price wasn’t bad and the associate was kind. We were off to a good start, but definitely nowhere near the finish line. I still couldn’t seem to justify paying so much for a dress in less than perfect condition.
GABRIELLA NEW YORK
Next, my mother and I raced to SoHo, already running late. When we arrived the associate, Lauren, tried so hard to make me happy as I took a turn of the room, but I knew at first glance that these dresses weren’t for me. They were all slightly too avant-garde with an odd bow here, a strange fabric there. It wasn’t the classic look I was going for, but if you like nice dresses with a little bit of funky chic then Gabriella could be worth a shot. The shop itself is a pleasure to be in, and I recall my mother being wildly amused with another girl trying on a dress that, according to my mom, looked absolutely horrible. “Should I tell her? Someone needs to tell her.” Yes, sometimes all we need is some of that motherly honestly.
PRONOVIAS
On Wednesday we headed to Pronovias, which everyone told me to make an appointment at. They seem to be known for a variety of designs, and “average” prices. In any case, this was the first bridal appointment to offer me, and my mother, a glass of champagne. FINALLY, someone gets it. Upon arrival, we flipped through some of the Pronovias dresses in a big book they have, and quickly explained to our consultant, Annie, what I was (sort of) looking for. I would advise checking out the Pronovias dresses online prior to your appointment, as there are so so so many. Once we got started, the appointment wasn’t too painful, and Annie was super kind and helpful. You could tell she really wanted to figure out my style and pull out dresses that might speak to me. My mom actually really liked one, which was a step closer! We both came to the conclusion that day that I needed a sweetheart neckline and should stop avoiding strapless dresses as a petite person. All of this information confused me further, but it opened my eyes to other dresses. As for the Pronovias store itself, it was nicer than I expected — with dresses scattered throughout. It was both spacious and comfortable, and I would 100 percent recommend making an appointment here. It feels like they have something for everyone, hence its popularity.
SPINA BRIDE
On a cold, rainy Thursday my mom and I headed down to Spina Bride in Chelsea. We were handed slippers upon entering and told that we would only have an hour. The experience was lovely already. We were the only customers in the store (which actually makes a huge difference) and they carried some really great designers that I hadn’t heard of. The girls helping us out were extremely sweet. I ended up really loving one of the dresses, which put both my mom and me in a great mood. Of course, the dress was outside my budget, but at last, I liked something.
GLAMOUR CLOSET NY
Our next stop was another bridal salon selling sample sale gowns at discounted prices. At first, the space felt overwhelming but one by one my mom and I went through racks of dresses, flagging the ones I should try on. The associate (whose name I can’t remember but know I have written down somewhere) was super encouraging and down-to-earth and really made the whole experience less stressful. She helped me into gowns and I ended up trying on a few that were decent. My mom was pleased, though she’s not as picky as I am (who is?). I think you could dig up something great at Glamour Closet if you had your heart set on it, and the prices felt more reasonable than The Sample Room.
RK BRIDAL
On Friday I took a half-day off, and scheduled 3 appointments. We began at RK Bridal, which didn’t have the best reviews, but I was optimistic. The salon itself isn’t very nice and has a warehouse vibe to it. Also, the number of dresses there is endless. I suggest going here and knowing exactly what you’re looking for, if not there is no chance of finding it. Luckily the associate working with us was pretty skilled and knew her dresses by heart, so she pulled a few for me that I liked. My mom was so happy with one of them, actually, but I didn’t agree. I did like another gown though but it needed a few key alterations. The associate said she would find out whether the changes were possible, but then never got back to us.
ROMONA KEVEZA
I saw a few dresses online that I liked at Romona Keveza, and so my mom and I decided to check them out. The boutique was absolutely stunning and located on the top floor of Rockefeller Center. When we first arrived, Heidi had me glance through an iPad and flag the dresses that I wanted to try on. She helped me into several, but there was one in particular that stood out. My mom (and I as well) were drawn to it. However, the look was the absolute opposite of what I was going for. The dress was tight-fitting, modern, and the sort of silk gown I would love to wear in a shade of red to an art gala. It was eye-catching, and I felt confident and sexy. We all agreed. Yet deep down, I knew this wasn’t something the person I was marrying would like, and I just couldn’t see it at my classic European venue. I knew this all along, but I debated that dress for weeks and even returned to the boutique without my mom. I really did like the way it looked and the way it made me feel (more like myself than any other gown), but in the end, I let the dress go. Maybe eventually I’ll find it at a sample sale somewhere in red ;)
THE BRIDAL SALON NYC
Bridal Salon should have never even been on my list, but I was desperate to find a dress while my mom was in town. The place, however, felt like a college kid’s apartment, and the two girls helping us seemed about 15 years old. I honestly tried on a few dresses that my mom would consider “not bad” but even if you were to dig up a discounted dress here, I wouldn’t trust the salon to tailor it properly. I will note that by this point I was absolutely exhausted and could barely look at any dresses, but I do appreciate the girls giving us their best effort. Nevertheless, this one is a skip for all future brides.
PAISLEY BRIDAL
Saturday afternoon my mom and I took the car and headed to our last appointment of the week. I was genuinely surprised by Paisley Bridal. The boutique felt new, clean, and we were able to help ourselves to some champagne. The associate we worked with was so nice and she pulled a few dresses that we liked (and a few that I picked). She guided us with knowledge and efficiency. There were two gowns in particular that looked great on me and had great prices. In fact, my mom practically wanted me to purchase one right then and there. After all, there was a great discount going on and I could just call it a day. Yet as always, I found the dresses lacking that extra something. The shape, the cut, the fabric, neither fit my “vision.”
My mom headed back to Florida later that afternoon as I remained in NYC, dress-less. The associate from Paisley Bridal later checked in on me suggesting a few modifications they could make to the dresses I tried on, and I appreciated her kindness but I hadn’t reached the end of this exhausting shopping experience.
As mentioned, I was still without a dress and starting to wonder whether or not I was the pickiest person on this planet, or if white wedding gowns just weren’t my thing. It felt like I had no choice but to settle, or to continue searching. And so I made a few more appointments, and actually returned to Wedding Atelier, L’Fay Bridal, and Pronovias for a second time to see if there wasn’t something I had missed (I hadn’t). I then made a few more appointments, coming to the near end of my long list of bridals shops in New York City.
LOVELY BRIDE
Lovely Bride was lovely and reminded me a bit of BHLDN. I knew going in that the boutique wouldn’t carry much of anything that was my style, but I wanted to take the chance. You never know, after all. I did end up really liking one dress and getting excited about it, though a few days later I realized it wasn’t anything extraordinary. I was trying too hard to find something affordable and perfect and was failing slowly but surely. I would suggest going to Lovely Bride if you have more of a simple, bohemian sort of style. If you’re looking for an extravagant ballgown, this may not be the place for you.
SCHONE BRIDE
Similar to BHLDN and Lovely Bride, Schone Bride carries a lot of (I believe) local designers and speaks to that simple, unique, perhaps artsy “bohemian” look. I didn’t have much hope going into the appointment, and it was VERY far away from my office (located somewhere far in Brooklyn.. I’ve erased it from my memory), but I ended up enjoying my time. The associate (as all associates in this industry seem to be!) was encouraging, helpful, and on a mission. She introduced me to the concept of accessories, which made me realize how the slightest cape or topper could really make a difference. Of course, I had tried on a number of toppers in my other appointments, but these accessories stood out with their intricate details. Overall, Schone Bride is worth a visit!
MONIQUE LHUILLER
If you cannot afford Monique Lhuiller, I advise that you do NOT make an appointment here. Why did I do it then, against my own better judgment? I suppose I just couldn’t help myself at this point and had absolutely nothing to lose (except my sanity and savings). To be honest I had read a book about wedding planning and knew that the author found her dress here, and I had been curious ever since. The experience itself was wonderful and left me wanting to purchase a gown that I could never afford. I felt royal, beautiful, and quintessentially bridal in that dress with its long lace train. But looking back at photos a few months later, I realized that the dress I “loved” actually didn’t look all that great on me. It simply fit the “vision” I had drawn up for myself and my wedding dress. I also just couldn’t afford it, and needed to forget about it… and so I did.
AMSALE
I found Amsale when researching online, and hesitated whether or not to make an appointment. There was one dress that intrigued me, and my mom told me “just go.” So I headed to midtown on yet another rainy evening after work, without any expectations. As I browsed the store, however, a few gowns spoke to me. I really really liked the associate I worked with (Dia), and everyone that I met. I would absolutely make an appointment at Amsale if you’re looking for a classic, elegant, and timeless wedding gown. There are also two lines - Amsale and Nouvelle Amsale (the more affordable of the two), so it’s a great place for all kinds of budgets.
I won’t reveal where I ended up buying a wedding dress yet (because yes, I did end up buying a wedding dress even if that wedding was later postponed due to COVID-19). What I can say is that I’m thrilled that the experience of wedding dress shopping is over, and I’m excited to be on the other side of it. To any brides out there who are as confused as I was: stay positive! You’ll find your dress eventually. There are some in this world who are more fortunate than others and somehow find their dress in a few days, or even during a lunch hour. Others are more like me, and the kind of person who needs to see every dress ever made before making a decision. Despite whichever kind of person you are, I would suggest doing your best to enjoy wedding dress shopping. It wasn’t very fun for me, and the entire time I felt pressure to find something. I also felt exhausted most of the time since I was working full time and often going to appointments right after work. But try to not worry about your timeline (the dress will be ready on time) and maybe even start looking early! I wish I had. I came close to the six-month mark of my wedding, which some salons told me was tight, while others were more lenient. It all depends on where the dress is made.
Also, you’ll hear and read about brides that start crying when they find their dress because they’re just “so happy and in love.” Well, I personally think that’s a bunch of BS. When I found my dress, I was happy. Was I “in love”? No, I wasn’t. I’m not sure I could ever be in love with a wedding dress (at least not these). For the most part, I thought a lot of the gowns felt cheap, or at least too cheap to cost such a stupid amount of money. I also don’t think white is the most flattering color in general. If I was less traditional, I would opt for black. But my point here is, I was happy when I found my dress and was actually smiling and laughing in the photos and videos I took. The dress felt like me, my style, my personality, my venue, everything. Is it perfect? Nothing in life is ever perfect, but that’s the beauty of it.