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Always and Forever Bridal International

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OVERVIEW

What you’ll love about working with Always and Forever Bridal for your Melbourne wedding:

  • World class designer labels. You will have access to an incredible array of international designers such as Morilee and Sophia Tolli all under one roof.
  • High success rate. With nearly four out of five brides finding their dream gown at their first fitting, you are in very capable hands.
  • Expert in-house alterations. Their dedicated team of seamstresses ensures your gown is tailored specifically to your body for a flawless finish.

Highlights of working with Always and Forever Bridal for your Melbourne wedding:

  • Located on iconic Collins Street in Melbourne CBD
  • Over 30 years of experience in the bridal industry
  • Extensive range of sizes to suit every body shape
  • Award winning customer service with a no pressure approach
  • Exclusive stockists of many international couture brands
  • Comprehensive collection of bridesmaids and formal wear
  • Stunning selection of bridal accessories and veils
  • Dedicated and passionate bridal stylists
  • Beautiful, spacious boutique environment
  • Professional measurement and fitting services

If you are looking for that magical moment where everything just clicks, Always and Forever Bridal in Melbourne is the place to be. Located in the heart of the city on Collins Street, this premier bridal boutique is famous for its warm, no-pressure environment and an incredible success rate. In fact, roughly 78% of brides who walk through their doors say yes to the dress during their very first appointment. It is all about giving you the confidence to trust your instincts while surrounded by some of the world’s most sought-after couture labels.

The experience at Always and Forever Bridal is designed to be as seamless and joyful as the wedding day itself. Their expert stylists understand that every bride has a unique vision, which is why they carry an extensive range of designers, including Eva Lendel, Rosa Clara, and Dando London. Whether you are dreaming of a classic princess silhouette or a modern, edgy gown, their curated collection covers every possible style and price point. They truly pride themselves on being an inclusive space where every woman, regardless of her size or shape, can feel like the best version of herself.

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Friday 27th to Sunday 29th March 2026, Join us in store for our end of season discount sale with up to 80% off, come and find your perfect dress, for less... 

Featuring over 300 gowns including 2026 styles.

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Location

Service Area Melbourne

Melbourne
Melbourne

FAQ

At Always and Forever, we believe that finding your dream wedding dress should be a memorable and personal experience. By booking an appointment, we ensure you have the dedicated time and attention of one of our experienced bridal consultants. This allows us to understand your vision, guide you through our collection, as well as provide expert advice in a relaxed and supportive environment. We want every bride to feel special—and that starts with a one-on-one appointment designed just for you.

Our bridal consultation appointments are scheduled for 1 hour. This allows time to discuss your style, explore a range of dresses, and give you the focused attention you deserve. While our consultants will always do their upmost to offer extra time where possible, this cannot be guaranteed prior to the appointment—particularly on weekends, as these are our busiest days.

We recommend bringing one or two close family members or friends whose opinions you truly value—those who understand your personality, style, and vision for your big day. While it’s exciting to include loved ones, too many differing opinions can make the experience overwhelming for you. Choosing a small, supportive group who share your taste will help make your appointment more enjoyable, intentional, and memorable.

We recommend bringing any inspiration you’ve gathered—whether it's photos from Pinterest, social media, or gowns you’ve tried on and liked elsewhere. This helps us understand your style and vision. Most importantly, come with an open mind! Finding your dream dress is a journey, and it should be a fun and exciting experience. Don’t be surprised if you find the one on your first visit—it happens more often than you’d think!

We carry a range of sample sizes in store, including both smaller and curvier options to help every bride feel comfortable and confident during her appointment. While we don’t have each gown in multiple sizes, our experienced consultants are skilled at using clips, panels, and styling techniques to give you the best possible idea of how the dress will look in your size. You can also view the sample size of each gown on its profile page online.

We always suggest trying everything on together at the time of purchasing your gown, as several designers can take a few months to order. If unsure whether you wish to where a veil or headpiece you can still purchase from some designers at a later date. You may just be limited to whom can supply in the time frame and if they have available stock.

Yes, we usually are notified every 6 months on prices changes. However, due to international currency conversions and exchange fees on some gowns, this can happen more frequently.  This is where Sales are a good way to seek value for money on purchases of all existing stocked gowns.

It is never to early to start looking for your gown. An ideal time is around 8 – 12 months prior to your planned wedding date. This is based on lead times for manufacture, as well as fitment of your gown and any customisation that you may require. Some designers are also able to offer rush delivery on gowns, this does incur a fee on most occasions. However if there is not enough time even for a rush order some you may be able to purchase the sample gown from the rack.

Most gowns are special-order. A special-order gown is made specifically for you by a designer, based on the measurements we take that determines the size we order for you, the designer uses their pattern that is closest to your measurements ie size 6, 8 and so on to create your gown. We then fit it to perfection for your body.

Our stunning collection of gowns start average between $2000 to $3000, However we start under $1000 and go up to around $7,000. Off-the-rack samples are usually discounted up to 80% off.

Typically your gown arrives 4 – 6 months from ordering unless otherwise specified. Your dress is delivered directly to us from the designer. We then have a quality control check on each gown. Once we are satisfied the gown is perfect, we’ll call you to schedule your fitting and final payment.

We except all major credit cards, Visa/Mastercard as well as cash. On placement of your order a 50% deposit is required. When your gown arrives in store and passes our quality control check, we’ll contact you to schedule your fitting. At that point, we require payment of the remaining 50% balance. If purchasing a sample gown off the rack, we require 100% payment at the time of purchase.

We’ll contact you when your dress has arrived and then schedule a fitting; generally, these fittings will be around 6-8 weeks before your.

We advise you bring your shoes and if you are wearing any special undergarments on your wedding day, in order to have your gown properly fitted through the bodice and hemline.

Usually, 2-3 fittings are required to ensure a perfect fit. After the final fitting, your gown is pressed ready for you to take home.

Yes, we can ship your gown within Australia and anywhere else in the world you require. Shipping fees apply.

This is where the Designer may need to cut and ship your gown faster than their normal delivery time frame, it is not always possible but when we can we will offer a rush” order, this entails an additional fee by the designer. In some cases, your gown may arrive 1-4 weeks before your wedding.

Yes we can definitely help. Your options include buying one of our samples gowns off the rack. We also suggest a consultation with one of our consultants as some designers may still be able to meet your time frame.

Please feel free to contact us, we would be more than happy to assist in answering any further questions or queries you may have.


Reviews

4.8 out of 5.0
126 reviews
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5 Stars
82%
4 Stars
17%
3 Stars
1%
2 Stars
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1 Stars
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May 2025

Couldn't fault Jean and her team, worked within our timeframe and my kids but also was super amazing in altering and delivery of the dress for us.

Hannah B.

January 2023

A beautiful range of dresses with really helpful staff. Alterations made to my dress were well executed and all services were very professional.

Jacqui E.

February 2022

The range here is amazing as well as the service received. They go out of the way to help find a shape that looks good on you, and allow you to take your time. Thank you Jean for the tailoring perfection and recommendation of the hoop. Jean also helped to make more alterations on the spot, 2 days before the wedding due to my changing of hoops. The bustle was seamless. I felt like a million bucks!

Amy C.

February 2022

Loved my dress from Always and Forever in Melbourne. I went into the store with a design in mind and they did not look how I thought, Ruby the stylist suggested a few that I turned my nose up at - I then tried on the dresses and they were amazing and one of them ended up being my wedding dress. Ruby knew what I would like when I didn't even know it! Great service specially during covid where they had to ship my dress to me.

Naomi D.

February 2022

Excellent service from all the lovely ladies at Always & Forever! They were very accomodating, friendly, and had lots of suggestions. They really understood my vision of what I wanted for my dress and the lady assisting me actually picked out the dress I ended up buying. They have a big variety of styles and fabrics available! They were also very quick with alterations and altered my dress neckline for me which looked seamless with my dress like it has always been a part of it. Would definitely recommend!

Lori T.


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