Pre-Appointment Form

We can't wait to meet you. 


Enter in everything you'd like us to know ahead of your appointment 

We are happy to have your VIPs with us to inform your dress choice, but our advice is to keep it to two or three cheerleaders who share your vision.


Children are welcome, but do need to be supervised.

Evening and weekend appointments carry a £10 charge,

redeemable against your gown purchase. Follow-on appointments and weekday appointments carry no charge.

First appointments last 1hr15 mins and follow-on appointments are 1hr.

Tell me about your appointments

Appointments last 1hr15 minutes, during which you can expect to try up to 10 gowns on. The boutique will be exclusively yours so you can relax and enjoy! 

Help yourselves to fruity tea, flavoured water and marshmallows. If you'd like to bring fizz, we have glasses available.

We are happy to have your VIPs with us to inform your dress choice, but our advice is to keep it to two or three cheerleaders who share your vision. Very young or older children are welcome, but do need to be supervised.

Our opening hours are flexible, so if we can accommodate a specific time,

we will where possible. We run a mix of weekday, evening and weekend appointments and are

typically closed on Sundays and Mondays (although exceptions can be made by Special Request)

When should I start shopping and what should I bring?

Ideally, you would start the search for your gown at least 12 months before your wedding date and make the final decision with 10 months to go which will ensure you enjoy your experience with minimal stress and plenty of time for alterations. However, we do have some wonderful designers who can deliver The One in as little as 8 weeks for a Rush Fee so if you need a dress quickly, we're the boutique for you.

For your appointment, nude, seam-free underwear is ideal, but don't worry too much. Shoes aren't essential as we have a lovely podium on which to stand to see the full length of the gown. Please do refer to our Instagram and Website to get a flavour of the gowns we have in the boutique and come with an idea of a couple of styles you'd like to try- we can advise from there!

Tell me a little about your gowns

We offer collections from smaller designers who offer incredible gowns, with fashion-focused designs for up to £2,100. All of our gowns are stunning but also extremely wearable so you can truly enjoy your day. Some designers will take up to 8 months to make your gown, whereas others are available to deliver in as little as 8 weeks for a Rush Fee.

The samples in the boutique range from UK8-14, with most samples being UK10-12.

Alterations are commenced after your chosen gown arrives. We have an in-house seamstress we recommend for all of our alterations and Daniela is able to see you at the boutique or her at-home studio (if appointment time flexibility is key) which is just around the corner

Can I take photos?

Photos can be taken, but please be aware that scrutinising pics after your appointment is rarely a positive experience. They should be used to prompt your memory only, and it must be remembered that these sample gowns fitted with clips etc will not provide a true memory of how you felt in your gown and how beautiful you looked.

A mental snapshot, the excitement you experienced and the reactions of those who know and

love you best is the best reminder to hold onto.

How shall I book in?

If you would like to book in, please call, email, DM or fill in the pre-appointment form and we will let you know the appointment times around your desired timing and temporarily hold that space.

If you haven't already, we'll then ask you to complete the pre-appointment form here

Once we have your pre-appointment form we'll confirm your appointment back and it's time to get excited!

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