Melbourne, Victoria
Always and Forever Bridal International
Always and Forever Bridal International sits on Level 1 of 340 Collins Street, in the middle of Melbourne’s fashion precinct.
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Bridal Dress Stores · Melbourne, Victoria · Visit in person
Luv Bridal
About
Overview & Vibe
Luv Bridal is Australia’s largest bridal chain and has been trading since 2009, with twelve showrooms from Townsville to Hobart. The proposition is scale without the intimidation: “affordably priced, fashion-forward designs and inclusively sized wedding dresses to every bride in a welcoming and inviting atmosphere.”
Dress Styles & Designers
Over 800 styles across eight labels. The Australian side is the strength — Luv carries Madi Lane Bridal, Evie Young Bridal and Jeune Bridal, and calls itself the largest collection of Australian designer wedding dresses. Internationally it stocks Pronovias and Pronovias Privée, plus Milla Nova and Serene by Madi Lane as exclusives. Styles run ballgown, A-line, fit and flare, mermaid, boho, corset, lace, long sleeve, mini, separates, convertible and vintage.
Ideal For
Brides who want range and a firm budget. Gowns run $599 to $8,999 with off-the-rack from $399, every gown is available in sizes 2 to 28, and there is a dedicated curve range in store rather than a catalogue promise. Also for anyone in a hurry: off-the-rack gowns go home the same day, and express ordering can land a made-to-order gown in 14 weeks.
The Need-to-Knows
Appointments are essential, and a $30 fee applies at the Alexandria, Chadstone, Crows Nest and Fortitude Valley showrooms and to weekend appointments everywhere else — redeemable on purchase, and charged if you cancel inside 48 hours. Weekends are capped at three guests per bride; more is often possible midweek by arrangement. A 50% deposit secures a gown, with layby and monthly plans available. Alterations are not done in house — Luv refers you to a list of trusted seamstresses, though some showrooms have on-site dressmaking.
Standout Feature
Published lead times, with prices attached — something almost no bridal retailer does. Standard is 26 weeks on any style, Rush is 20 weeks for $150, Express is 14 weeks for $300 on selected gowns. Luv states plainly that the clock starts at deposit and excludes appointments and alterations. A bride with a date can work backwards from that.
Appointment Policy
- Appointments are essential: "For the full unforgettable LUV bridal experience that you deserve, booking an appointment is essential. Booking an appointment guarantees that you will have a designated dressing room and experience exclusive access to our Australian and global designer collections"
- A $30 appointment fee applies to all appointments at the Alexandria, Chadstone, Crows Nest and Fortitude Valley showrooms, and to WEEKEND appointments at all other Luv Bridal showrooms. It is redeemable on any purchase
- Cancel at least 48 hours ahead or the fee is charged
- Weekends are capped at three guests per bride: "during the weekends we have a strict limit of 3 guests per bride. However, if you are hoping to share the experience with more guests, we can often accommodate this mid-week" — contact the showroom directly for midweek availability
- Book 12 months out: "We recommend making a booking 12 months before your wedding date to allow for the standard ordering time and any alterations or extra fittings. This will also avoid any rush order fees"
- Booking is online 24/7 through the store's own system, or by phone to the individual showroom; a confirmation email and a reminder follow
- A complimentary glass of bubbles is included in the appointment
Dress Designers
- Madi Lane Bridal — An Australian label and one of Luv Bridal's headline collections; the store presents itself as carrying the largest collection of Australian designer wedding dresses, of which Madi Lane is the lead name.
- Evie Young Bridal — An Australian label carried across the Luv Bridal showrooms, named by the store alongside Madi Lane and Jeune as its Australian heritage collection.
- Jeune Bridal — An Australian label completing the store's Australian designer trio.
- Serene by Madi Lane — A diffusion line from Madi Lane, described by the store as a label exclusive to LUV Bridal.
- Serene Amé — A further Serene line named by the store among its exclusive labels.
- Milla Nova — An international label the store lists as exclusive to LUV Bridal.
- Pronovias — An internationally acclaimed global bridal house carried across the showrooms.
- Pronovias Privée — The higher-end Pronovias line, listed by the store as a separate collection in its own right.
- Hayley Paige Bridal — An international designer collection carried in store.
Dress Experience
- Luv Bridal runs twelve showrooms across Australia and sizes the appointment around the bride rather than the stock. Booking is essential and guarantees a designated dressing room and access to the full Australian and international collections, with a stylist assigned one-on-one and a complimentary glass of bubbles. A $30 fee applies at the Alexandria, Chadstone, Crows Nest and Fortitude Valley showrooms and to weekend appointments elsewhere, redeemable against any purchase. Weekend appointments are capped at three guests per bride, and the store is candid that more can usually be accommodated midweek if you ring the showroom directly. Every gown is made to order in sizes 2 to 28 with a curve range physically in store to try on, and the store's stated aim is "affordably priced, fashion-forward designs and inclusively sized wedding dresses to every bride in a welcoming and inviting atmosphere". Brides in a hurry are handled explicitly rather than turned away: off-the-rack gowns leave the showroom the same day, and express ordering brings a made-to-order gown down to fourteen weeks. Alterations are not done in house, and Luv refers brides to a vetted list of seamstresses instead.
Dress Styles
- ballgown
- a-line
- fit and flare
- mermaid
- boho
- corset
- lace
- long sleeve
- mini
- separates
- convertible
- curve
- vintage
- off shoulder
- one shoulder
- high neck
Dresses
- GREER Jacquard A-Line Wedding Dress — $2,099. An A-line gown in jacquard by Serene by Madi Lane Bridal, offered on the express ordering timeframe.
- Seldon Pleated Mikado A-Line Wedding Dress — $1,999. A pleated mikado A-line by Madi Lane Bridal, available on express ordering.
- Masen Fit-and-Flare Wedding Dress — $2,499. A fit-and-flare gown by Evie Young Bridal, available on express ordering.
- RHODES Off-Shoulder Wedding Dress — $2,399. An off-shoulder gown by Evie Young Bridal, available on express ordering.
- KAIYA Pearl Ballgown Wedding Dress — $2,699. A pearl ballgown by Madi Lane Bridal, available on express ordering.
- Ward — $2,699. By Madi Lane Bridal. A fluid satin skirt and thigh-high slit reveal a whisper of Chantilly lace, with a square off-the-shoulder neckline and draped bodice; detachable lace sleeves, a strapless option and a coordinating satin neck scarf. Ivory. Available to order in sizes 2-28.
- Nixie — $2,499. By Madi Lane Bridal. An illusion glitter tulle bodice with a straight neckline and thick straps, beaded motifs over exposed outer boning, a slight Basque waistline and a gathered A-line skirt with lace motifs fading into glitter tulle. Ivory. Available to order in sizes 2-28.
- Dorelys — $3,399. A romantic tulle wedding dress by Milla Nova.
- Julienne — $4,099. A structured mikado wedding dress by Milla Nova.
- Vittoria — $5,499. A draped mikado ballgown by Milla Nova.
- Odyssia — $3,799. A classic satin wedding dress by Milla Nova.
- TARA — $2,199. By Serene by Madi Lane Bridal.
Nearby Landmarks
- Crows Nest, Sydney — the flagship showroom at 270-272 Pacific Highway.
- Alexandria, Sydney – A second Sydney showroom on Bourke Road, in the inner-south design precinct
- Chadstone and Moonee Ponds, Melbourne – Two Melbourne showrooms, one beside the Chadstone retail precinct on Dandenong Road and one on Mt Alexander Road
- Fortitude Valley and Slacks Creek, Brisbane – An inner-city Brunswick Street showroom and a southside one at Springlands Drive
- Rundle Mall, Adelaide – The Adelaide showroom sits on the city's main retail mall
- Pontville, Tasmania – The Tasmanian showroom is on Ford Road at Pontville, north of Hobart rather than in the city
Price Notes
- A 50% deposit secures a gown: "A deposit of 50% is required to secure your bridal gown. However, we understand how expensive the wedding process can be and our compassionate consultants can offer flexible payment plans that can suit any brides budget"
- Layby is available at every showroom: "We offer a few layby payment options in all our showrooms. A minimum deposit is required, with the remaining balance divided up into monthly payments", payable by bank transfer or by MasterCard/Visa over the phone
- Published lead times with prices — unusual for the category. Standard: 26-week lead time, available on all styles. Rush: 20-week lead time for an additional $150, all styles. Express: 14-week lead time for an additional $300, select styles only
- The lead-time clock starts at deposit: "Our express ordering timeframes begin once your order and deposit are placed. These time frames do not include the time needed for your initial or follow-up appointments, or for alterations"
- The store's own ideal timeline: "Ideally, you'll have about eight months before your wedding to comfortably secure your gown and complete any needed alterations"
- Off-the-rack pricing is quoted two ways — $999 to $2,000 in one place, and discounted gowns "from $399" in another. The two are not reconciled, so confirm which applies to the gown you want.
- Customisation costs extra: "Slight design changes can be made to any gown to personally customise it, for an additional charge"
- Alterations are not included and not in-house — budget for an external seamstress
- The $30 appointment fee is redeemable on purchase but forfeited on a cancellation inside 48 hours
- Luv Bridal has traded since 2009 and states "over two decades of expertise in the industry"; it is Luv Bridal Pty Ltd
Price Range
- $599–8999
Purchase Options
- Made To Order
- Off The Rack
- Express Ordering
Services Offered
- Bridal Veils
- Bridal Capes
- Bridal Jackets
- Bridal Sleeves
- Bridal Gloves
- Bridal Jewellery
- Bridal Shoes
- Personal Styling
- Express Ordering
- Recommended Seamstress List
- On-Site Dressmaking At Selected Showrooms
- Layby And Payment Plans
Size Range
- Designer bridal gowns are available in sizes 2 to 28 and can be ordered with extra material if required, curve sizes included.
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Contact
- Website
- luvbridal.com.au
- Phone
- 03 9372 8877
- Address
- 714 Mt Alexander Road, Moonee Ponds VIC 3039
- Other branches
-
- 1430 Dandenong Road, Oakleigh VIC 3166 (Chadstone) Visit in person 03 7003 4241
714 Mt Alexander Road, Moonee Ponds VIC 3039
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