Bridal Dress Stores · Geelong / Bellarine Peninsula, Victoria · Visit in person

Embrace Bridal Boutique

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About

Overview & Vibe

Embrace Bridal Boutique is on Ryrie Street in central Geelong, and it is family owned and run since 1932 — the oldest lineage of any bridal store in this directory. It has traded under the Embrace name for more than ten years. Its own promise is “truth in pricing – prices are clearly marked and are not inflated”, and it says plainly that its staff are “not motivated by commissions”.

Dress Styles & Designers

Around 120 gowns in its own catalogue across six bridal labels — Purple Fox Bride, Jean Fox, Gilded Rose Bride, Jack Sullivan Bridal, Tania Olsen Designs and DAMA Couture — plus a debutante range and the Eliza & Ethen multi-wrap dress. Silhouettes run A-line, ball gown, fitted and mermaid, with tea-length and short styles as well. It makes a point of stocking “no common brands available at the ‘chain’ bridal stores”.

Ideal For

A bride who wants to know the number before she falls in love. The boutique publishes its range outright: gowns from $1,295, most brides spending $1,800 to $2,800, and embellished designs to $4,595. Sizes 6 to 28 are in store to try and gowns can be ordered from 0 to 32.

The Need-to-Knows

An appointment is essential, though it can often be arranged the same day. There is no charge and no limit on how many gowns you try, and you can come back as many times as you need. Most brides bring two or three guests, and anyone who cannot be there can join by FaceTime. Allow four to six months for an ordered gown; a 50% deposit secures it, and rush orders are usually possible for an extra fee. Open Monday to Friday 10am–4pm and Saturday 9am–4pm, closed Sunday.

Standout Feature

1932. The same family has been dressing Geelong brides for more than ninety years. Alongside that, it publishes what a gown actually costs before you walk in — and it keeps a large off-the-rack selection for a wedding that is close, so a short engagement is not a problem.

Appointment Policy

An appointment is essential to try gowns on, but it can often be arranged the same day if there is a slot free.
There is no charge for an appointment or for trying gowns on.
There is no limit on how many gowns you try, and you can book as many return visits as you need.
Most brides bring two or three guests, and anyone who cannot attend can join by FaceTime.
Bring a few pictures of gowns you like, and skin-toned underwear.
The store asks you to photograph only your favourites, so the search is not interrupted.
Open Monday to Friday 10am to 4pm and Saturday 9am to 4pm, closed Sunday.

Dress Designers

Jean Fox — Bridal gowns, with its own page in store.
Purple Fox Bride — Bridal gowns — the store's largest range.
Gilded Rose Bride — Bridal gowns, including tea-length styles.
Jack Sullivan Bridal — Bridal gowns.
DAMA Couture — Bridal gowns, the boutique's couture label.
Tania Olsen Designs — Bridal gowns in satin and mikado.
Eliza & Ethen — The multi-wrap dress, one size fits most, styled many different ways.

Dress Experience

Embrace Bridal is family owned and run in Geelong since 1932, and has traded under the Embrace name for more than ten years.
It publishes what its gowns cost — from $1,295, most brides spending $1,800 to $2,800 — where most bridal stores quote only in person.
Its stated promises are truth in pricing, staff who are not paid commission, and no pressure to be treated as a number.
It deliberately avoids the labels carried by the chain bridal stores.
Appointments are unlimited and free, and family who cannot attend can join by FaceTime.
A nearby alterations specialist has looked after the boutique's brides for almost a decade.

Dress Styles

a-line
ball gown
fit and flare
mermaid
lace
satin
tulle
beaded
off shoulder
strapless
spaghetti strap
v-neck
sweetheart neckline
high neck
long sleeve
detachable sleeves
backless
classic
romantic

Dresses

D239 — A debutante gown, in store at Geelong to try.
Young Hearts — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF402.
Say You Love Me — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF374.
Staring at the sun — 'Staring at the Sun' by Purple Fox is a romantic A-line wedding dress crafted with a delicate lace bodice. It features a flattering deep V-neckline and soft cap sleeves that frame the shoulders beautifully. By Purple Fox Bride.
Time After Time — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF430.
D183 — A debutante gown, in store at Geelong to try.
Tender moment — 'Tender Moment' by Jean Fox Elegant features a sleek, figure-skimming silhouette crafted from smooth crepe with delicate floral embroidery for a subtle touch of romance. By Jean Fox.
Distant Sun — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF362.
Smouldering — ‘smouldering’ PF424 by Purple Fox is an A-line wedding gown that feels light, balanced, and effortless when you try it on. The beaded lace bodice features a deep V neckline, creating a beautifully defined yet comfortable shape. By Purple Fox Bride. Style PF424.
New Day — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style PF273.
Miranda — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR179.
Bed Of Roses — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR270.
Azalea — Azalea is a soft a-line gown with a pointed strapless neckline. By Jack Sullivan Bridal. Style EM0321.
True colours — ‘true colours’ PF429 by Purple Fox is a charming A-line wedding gown designed to feel joyful and easy when you try it on. Crafted from variegated pink lace, the gown offers soft colour and texture through the silhouette. By Purple Fox Bride. Style PF429.
Pearl — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR140.
Falon — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0340.
Multi wrap dress — A wedding gown, in store at Geelong to try. By Eliza & Ethen. Style Diva.
Time to Remember — A wedding gown, in store at Geelong to try. By Jean Fox. Style J233.
Clarissa — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0313.
Anything for love — ‘anything for love’ J183 by Jean Fox is a romantic off-the-shoulder wedding dress designed to feel both elegant and effortless when you try it on. Soft tulle sleeves frame a sheer lace bodice, detailed with intricate lace and delicate 3D floral appliqué for a beautifully feminine finish. By Jean Fox. Style J183.
Stay — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF434.
Somerset — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR205.
Head over heels — 'Head Over Heels' by Jean Fox is designed with a flattering off-the-shoulder neckline and soft sweetheart bodice, this gown beautifully frames the décolletage while creating a feminine, refined silhouette. By Jean Fox. Style J153.
This Time — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR255.
Shine On — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF322.
Fayette — Fayette by Tania Olsen is a show-stopping satin wedding dress featuring a deep V-neckline with sheer panel, flowing A-line skirt, and detachable puff sleeves. By Tania Olsen Designs. Style TC407.
New Moon — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR166.
Crazy Love — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR273.
Cheek to Cheek — A wedding gown, in store at Geelong to try. By Purple Fox Bride.
Ava — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR276.
Mystery Train — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR268.
Closer than this — 'Closer Than This' by Purple Fox is an elegant white bridal gown featuring a delicately embroidered lace v-neck bodice and a flowing chiffon skirt with a graceful high slit and sweep train for a modern touch. By Purple Fox Bride.
Love Me Forever — A wedding gown, in store at Geelong to try. By Jean Fox. Style J181.
D198 — 'D198' by Gilded Rose Bride is a strapless debutante gown that features a delicately detailed lace bodice with motifs that flow into a soft flowing tulle skirt.
October symphony — 'October Symphony' by Purple Fox is a strapless wedding dress that features a beautifully draped sweetheart neckline and a softly structured bodice that enhances the natural waist. By Purple Fox Bride.
Mia — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0322.
Louden — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR211.
Paradise City — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF345.
Each moment — 'Each Moment' by Jean Fox is a timeless crepe mermaid wedding dress. Crafted from luxurious stretch crepe, this gown features a flattering mermaid fit that gently contours the figure before flowing into a graceful, sweeping train. By Jean Fox. Style J212.
Don't Stop — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF377.
So Fine — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF331.
Cicely — Crafted from luxurious satin in vintage white, Cicely is a vision of understated glamour. By Tania Olsen Designs. Style TC24119.
The rest of my life — 'The Rest of my Life' by Jean Fox is a modern, figure-hugging bridal gown crafted in smooth crepe, featuring a sleek off-the-shoulder neckline and long illusion lace sleeves for a soft romantic touch. By Jean Fox. Style J173.
Rocket Queen — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF347.
Madeleine — A wedding gown, in store at Geelong to try. By Tania Olsen Designs. Style TC2519.
Arabella — The Arabella Wedding Dress is a striking blend of elegance and modern style. The bodice features exposed boning with a center front dip and a drop waist, beautifully complemented by pleated fabric over bust cups. By Tania Olsen Designs. Style TC2529.
Another world — 'Another World' by Purple Fox is a timeless strapless bridal gown crafted in smooth crepe with a softly structured bodice and elegant A-line silhouette. By Purple Fox Bride.
Heaven Knows — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF396.
Diana — Meet Diana, your ticket to goddess status on your special day. Crafted from premium Soft Satin fabric, this dress exudes luxury and sophistication. The wide off-shoulder bodice, with cross-bodice pleating detail, highlights your curves. By Tania Olsen Designs. Style TC2328.
She's got a way — ‘she’s got a way’ by Jean Fox is a chic and romantic wedding gown designed to feel beautiful and comfortable when you try it on. Crafted from luxurious textured fabric, the gown features soft draping across the bodice that flatters with ease. By Jean Fox. Style J224.
Heavens door — 'Heavens Door' by Purple Fox Bride is an elegant fitted mermaid wedding dress featuring intricate floral lace over a customisable nude or blush lining. By Purple Fox Bride. Style PF336.
Heart Of Glass — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF400.
D250 — A debutante gown, in store at Geelong to try.
Houdini — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0408.
Vienna waits — 'Vienna waits' by Jean Fox Bridal is a timeless blend of elegance and simplicity, this fitted wedding dress features a fitted silhouette that gracefully contours the body. By Jean Fox.
Peony — The Peony floral wedding dress by Dama Couture is a stunning celebration of femininity and fantasy, designed for a wedding you'll cherish forever. By DAMA Couture.
Devotion — A wedding gown, in store at Geelong to try. By Purple Fox Bride.
Freya — A debutante gown, in store at Geelong to try.
Missing Angel — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF401.
Pearl — A debutante gown, in store at Geelong to try.
Roma — The Roma wedding dress is the epitome of drama and passion. The Roma features a v neckline, and with a gorgeous fitted bodice with bra-friendly shoulder straps. By Tania Olsen Designs. Style TC339.
December — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF427.
Seven wonders — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF375.
Stars Falling — Stars Falling by Jean Fox is a fitted crepe gown featuring a gathered detail at one hip for a flattering silhouette. By Jean Fox. Style J202.
Pour Le Monde — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF359.
D197 — 'D197' by Gilded Rose Bride is a strapless debutante gown that features a delicately detailed lace bodice, a soft flowing tulle skirt and a subtle beaded belt.
Maybe — 'Maybe' by Jean Fox Bridal is a modern, elegant bridal gown designed with clean architectural lines and timeless femininity. This off-the-shoulder dress features a structured, figure-hugging bodice that softly sculpts the waist before flowing into a sleek, floor-length skirt. By Jean Fox. Style J194.
D249 — A debutante gown, in store at Geelong to try. Style D249.
The sweetest perfection — 'the sweetest perfection' by Purple Fox Bride is a romantic off-the-shoulder wedding gown features a structured corset bodice that beautifully shapes the waist and a flowing A-line skirt for timeless elegance. By Purple Fox Bride.
Suddenly — A wedding gown, in store at Geelong to try. By Purple Fox Bride.
Ella — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR278.
By The Lake — A wedding gown, in store at Geelong to try. By Jean Fox. Style J177.
Finest Hour — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR170.
Flinders — ‘flinders’ GR215 by Gilded Rose is an elegant A-line wedding gown designed to feel graceful and comfortable when you try it on. The soft satin skirt moves with gentle fluidity, creating an effortless silhouette. By Gilded Rose Bride. Style GR215.
Saba — At Dama Couture, we’re dedicated to highlighting artisanal design, romance, and self-expression. The Saba dress is tailored for the ambitious and sensual bride, featuring beautifully draped off-the-shoulder sleeves and a ruched waist detail paired with a dramatic long train. By DAMA Couture.
Sandy — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0401.
D205 — A debutante gown, in store at Geelong to try.
Day Dream — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR151.
Perfect dream — Looking for whimsical and romantic? 'perfect dream' by Purple Fox Bride is the dress for you. This off-the-shoulder A-line wedding gown features a softly draped neckline on a ruched bodice. By Purple Fox Bride.
Just the way you are — 'Just The Way You Are' by Jean Fox is a timeless expression of modern elegance, this A-line bridal gown features a sleek, minimalist silhouette crafted in smooth satin that drapes beautifully over the body. By Jean Fox.
D242 — A debutante gown, in store at Geelong to try. Style D242.
Hold back the rain — ‘hold back the rain’ P480 by Purple Fox is a slim A-line wedding gown designed to feel light and easy when you try it on. Crafted with all-over lace, the gown offers a soft, romantic texture throughout the silhouette. By Purple Fox Bride. Style PF480.
Lily — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0335.
Dancing Queen — A wedding gown, in store at Geelong to try. By Jean Fox. Style J159.
Winter Light — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF358.
I Remember — A wedding gown, in store at Geelong to try. By Jean Fox. Style J175.
Florence — A debutante gown, in store at Geelong to try.
Mariella — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EMO341.
Tea party — 'Tea Party' by Gilded Rose is a tea-length wedding dress featuring a delicate floral lace bodice with a deep V neckline and illusion detailing, paired with a soft, voluminous tulle skirt. By Gilded Rose Bride.
Persephone — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF441.
And so it goes — 'And so it Goes' by Jean Fox Bridal is a elegant off-the-shoulder wedding gown featuring a sleek, figure-skimming silhouette crafted in smooth ivory fabric for a timeless, refined look. By Jean Fox.
Cami — A debutante gown, in store at Geelong to try.
D167 — A debutante gown, in store at Geelong to try.
Avalon — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF426.
D234 — A debutante gown, in store at Geelong to try.
Lotti — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0212.
Calypso — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF327.
Coming True — A wedding gown, in store at Geelong to try. By Jean Fox. Style J184.
Bouvier — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR180.
Wish — 'Wish' by Gilded Rose is a romantic, lightweight, tea length (or midi) wedding dress featuring a deep V lace bodice and delicate floral detailing, paired with a soft, airy tulle A-line skirt. By Gilded Rose Bride.
Miley — Cuteness personified! Style FE3210.
Luna — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0328.
Something So Strong — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF355.
Phoebe — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0323.
Cleo — ‘Cleo’ features a stunning sheer lace bodice with a deep V neckline and a sparkle tulle skirt. Her Chantilly lace trails down from the bodice onto the skirt to create a flawless waistline. Style FE3419.
Lovin' You — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR264.
Adonais — 'adonais' by Purple Fox Bride is romantic and ethereal, this strapless A-line wedding gown features a sweetheart neckline, a delicately embellished lace bodice with daisy detailing that flows through to the softly layered tulle skirt with a subtle shimmer. By Purple Fox Bride.
Cindy — A wedding gown, in store at Geelong to try. By Jack Sullivan Bridal. Style EM0336.
D235 — A debutante gown, in store at Geelong to try.
Mirabelle — The Mirabelle wedding dress features a straight neckline with thin straps, a low rise scoop back with button detailing and a mikado satin A-line skirt. By Tania Olsen Designs. Style TC405.
Destiny — 'Destiny' by Purple Fox is a timeless strapless bridal gown crafted in embellished crepe with a softly structured bodice and elegant A-line silhouette. By Purple Fox Bride.
Charlotte — A wedding gown, in store at Geelong to try. By Purple Fox Bride. Style PF126.
To The End Of Time — A wedding gown, in store at Geelong to try. By Jean Fox. Style J182.
Trixie — A wedding gown, in store at Geelong to try. By Gilded Rose Bride. Style GR201.
Morgan — Morgan has it all the waterfall tulle skirt, sweetheart neckline with a lace bodice and sheer back. Morgan is designed for Debutantes to feel glamorous and elegant taking after our popular Miley gown. Style FE3482.
Vienna — The Vienna wedding dress is a modern classic design. Featuring a square neckline, fitted bodice with bra-friendly shoulder straps. The back of the design has a low scoop with button and loop closure flowing down to a dramatic full skirt train. By Tania Olsen Designs. Style TC338.

Nearby Landmarks

Ryrie Street, Geelong – the boutique is at number 117, in the middle of the city centre.
Geelong waterfront – a few blocks north, along Eastern Beach.
Westfield Geelong – a short walk along Ryrie Street.

Price Notes

Gowns start at $1,295, and the store says the average bride spends $1,800 to $2,800.
The most embellished designs reach $4,595.
The store's own promise is truth in pricing — prices are clearly marked and not inflated.
Staff are not paid commission, so there is no pressure to spend more.
A 50% deposit secures an ordered gown, with the balance payable over an agreed term.
A gown already in stock can be paid for in full and taken home the same day.
Allow four to six months for an ordered gown, plus time for alterations.
Rush orders are usually possible for an extra fee, subject to the designer approving it.

Price Range

$1,295–$4,595

Purchase Options

Off The Rack
Made To Order

Services Offered

Bridal Gowns — around 120 in the store's own catalogue across six labels.
Debutante Gowns — a range of its own.
Off The Rack Gowns — a large selection, for a wedding that is close.
Made To Order Gowns — measured against the designer's size chart and ordered in.
Eliza & Ethen Multi-Wrap Dress — one size fits most, styled many different ways.
Preferred Alterations Service — a nearby specialist the boutique's brides have used for almost a decade.
Unlimited Return Appointments — at no charge.
FaceTime For Absent Family — so relatives who cannot attend can still see the gown.