From a background in Marketing, Styling and Creative, working for a series of well-known brands including, Reiss and Soho House, Amy spotted a need for a fun, accessible bridal boutique after finding the search for her own wedding dress uninspiring.

Named after her Grandma- a milliner, seamstress and a fashion-obsessive- What Alice Wore is the realisation of a dream they both shared.

Now, the bridal boutique embodies the ethos of owner, Amy. The environment is playful, the sales approach is relaxed and every element is designed around ensuring the Bride feels uplifted, confident in her gown choice and ready to celebrate the Big Day ahead.


Opening Hours / By Appointment Only

Monday  By special request

Tuesday  10am - 5pm

Wednesday  10am - 8pm

Thursday  10am - 8pm

Friday  12pm - 5pm

Saturday  10am - 5pm

Sunday  By special request

*appointments outside standard hours may be available*





© 2019 What Alice Wore

2 Clarence Road

St Albans


(01727) 613069

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Could you be our Special Someone? Bridal Store Manager Role