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Lulus opens first bridal boutique on Melrose Avenue

By Vivian Hendriksz


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A unique 3D seashell-inspired photo backdrop, exclusively designed by artist Romain Goudinoux for Lulus on Melrose Ave Credits: Lulu’s Fashion Lounge, LLC

Californian fashion brand Lulus has opened its first-ever bridal boutique in Los Angeles.

Offering a new approach to the bridal journey, the new boutique offers everything wedding-attire related, from looks for the engagement party to the bridal shower, bridal gowns, bridesmaid dresses, accessories, shoes through to outfits for the honeymoon.

Located on the upper level of the Lulus retail store on Melrose Avenue, the bridal boutique delivers an elevated shopping experience that specializes in everything a bride may need for her big day. Designed for all bridal festive occasions, it features eye-catching, social media-friendly settings, free non-alcoholic drinks, and dedicated customer service.

Opened to the public from February 1 onwards, a curated selection of gowns is available exclusively first at the brick-and-mortar boutique.

“We know how important someone’s wedding day is to them, and we’ve created an experience that invites brides and wedding parties to see first-hand the elegant construction and premium finishes of each of Lulus’ fashionable yet attainably priced gowns,” said Crystal Landsem, CEO of Lulus in a statement.

Lulus Melrose Ave Store Credits: Lulu’s Fashion Lounge, LLC

Lulus first launched its bridal line in 2019, offering attainable designs for brides. Since then, the brand has seen substantial growth in its bridal, bridesmaid, and guest categories. By launching its new, appointment-only bridal boutique, Lulus aims to bring its customer-focused online service to a tangible, in-person experience.

The new Lulus bridal boutique features the brand's comprehensive wedding categories as well as its renowned bridal concierge service through pre-booked styling sessions. A personal bridal stylist assists with sizing, fabric choices, and styling, allowing for same-day dress takeaways or expedited special orders. Additionally, the boutique features a "Party Shop" for bachelorette and wedding guest attire.

Offering a curated selection of Lulus' extensive online bridal collection, the new boutique opening includes the debut of three exclusive gowns, priced between 99 USD to 268 USD. These include the sophisticated "Your Sweetie White Tie-Strap Column Maxi Dress," the "Ethereal Perfection White Organza Embroidered Bustier Maxi Dress," and the "Infinite Adoration Ivory Beaded Embroidered Lace Maxi Dress," with some available in extended sizes.

In honor of the bridal boutique opening, Lulus is set to host an Open House event on February 10, from 11 am to 3 pm, with drinks, festive decor, and hair and nail activations. As part of the event, the first 100 brides to attend will receive a free wedding dress from Lulus from selected styles, as well as Olive & June's new instant mani kit from their wedding collection.

“Our aim is to make every woman feel beautiful, celebrated, and as if she’s the most special version of herself for every momentous occasion, especially her wedding. At Lulus, brides won’t have to compromise – attaining that luxurious look without breaking their budgets isn’t a dream, it’s a reality,” added Landsem.

Bridal Boutique
Melrose avenue