Bridal Dress Stores · Geelong / Bellarine Peninsula, Victoria · Visit in person
Embrace Bridal Boutique is on Ryrie Street in central Geelong, and it is family owned and run since 1932. 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”.
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”.
A bride who wants to know the number before she falls in love. The boutique publishes its range outright: gowns most brides spending, and embellished designs. Sizes 6 to 28 are in store to try and gowns can be ordered from 0 to 32.
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 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.
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.
15 dresses with photos 101 more listed below
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'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.
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Tania Olsen Designs
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A wedding gown, in store at Geelong to try. Style TC2519.
Tania Olsen Designs
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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. Style TC2529.
DAMA Couture
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The Peony floral wedding dress by Dama Couture is a stunning celebration of femininity and fantasy, designed for a wedding you'll cherish forever.
Purple Fox Bride
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A wedding gown, in store at Geelong to try.
Tania Olsen Designs
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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. Style TC339.
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'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.
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A debutante gown, in store at Geelong to try. Style D249.
Purple Fox Bride
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A wedding gown, in store at Geelong to try.
DAMA Couture
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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.
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A debutante gown, in store at Geelong to try. Style D242.
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A debutante gown, in store at Geelong to try.
Jean Fox
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'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.
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Gilded Rose Bride
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'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.
The listing describes it as
Jack Sullivan Bridal
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A wedding gown, in store at Geelong to try. Style EM0336.
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