When it comes to immaculate craftsmanship and fine detailing, there are few designers that can match Allure Bridals. We’ve been delighted to stock dresses from this fabulous designer at our Hitchin store for over 8 years, and we’re sure you’ll fall in love with these gowns in the same way we have. From haunting silhouettes to show-stopping backs, this is a truly unforgettable range of dresses.

Having first started life as a bridal retail store back in 1998, Allure Bridals is now considered one of America’s most exciting wedding gown designers and manufacturers. Staying true to their ethos of ensuring brides feel confident and comfortable while still looking fabulous, Allure are now high on the wish-list of brides-to-be from across the world.

London from the Allure Collection at Morgan Davies Hitchin

‘London’ – Covered in eye-catching Swarovski crystals, this organza gown strikes a dramatic silhouette.

Blending rich fabrics such as satin and lace with indulgent beading and detailing, this design house has become renowned for its fabulous creations and faultless craftsmanship. Using Allure’s patented construction, brides are able to feel as comfortable as they do beautiful, able to wear their stunning gowns throughout their special day and into the night with ease .

New York from the Allure Collection at Morgan Davies Hitchin

New York’ by Allure with the most stunning back detail

Above everything else, though, it’s Allures Bridals’ intricate and exquisite detailing that really set the brand apart. From mesmerising beading to floral appliques, dramatic backs to delightful draping, each gown boasts the individuality brides-to-be want from their wedding gown. Created using a mixture of beaded lace, English net and rich satin, these dresses are as glamorous as they are unique, making up three magnificent bridal collections: Bridal, Romance and Couture

Allure 9319H

If you want to see more from this range and the dresses we stock, view our Allure Bridals collection, here:

To book an appointment at our Hitchin store, call us on 01462 432889 or email