I started Fern Hart Bridalwear because I got tired of watching brides get quoted £2,000 + for a dress and not having a private or personal service which is what I knew I could offer.

Here's the honest breakdown of where bridal gown pricing actually goes:

• Boutique markup: most bridal shops mark up wholesale cost 4-6x — that's industry standard, not a scam, but it adds up fast

• "Sample sale" theater: a lot of "sample sale" pricing is just... regular pricing with a fake anchor price next to it

• Alterations: almost always excluded from the sticker price, budget £200-£500 extra no matter where you buy

What we do differently: we sell ready-to-ship gowns direct, skip the boutique appointment upsell cycle, and price at £399 flat — no "call for pricing

If you're dress shopping right now: get your measurements done professionally before you order anything online, and always ask what's included vs. what's an alterations add-on. Happy to answer questions for anyone planning right now, sell with us or not.