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Weddings

About

Brides, we get it. Walking the line between timeless and on-trend isn't easy. You want a look that's refined yet fashion-forward, bold enough to stand out on your wedding day, but never one you'll cringe at decades from now. That's precisely why we're here.

We're a mother-daughter owned bridal shop in downtown Lake Geneva, tucked perfectly between Milwaukee and Chicago. Our boutique is your escape from the ordinary: a space where the vibe is relaxed, the gowns are curated, and the experience is anything but basic.

Come for the day or turn it into a weekend on the water with your girls. Either way, you'll find exclusive styles from designers who set the standard, not follow it- high-quality, handpicked gowns for the bride who refuses to blend in.

This is bridal, redefined. Welcome to your moment. Welcome to All About the Gown.

  • Woman-owned
illustration popular

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Frequently asked questions

What are your price ranges for full-priced wedding gowns?

$2,500 - $3,999
$4,000 - $6,499
$6,500 - $7,999

What are your price ranges for full-priced suits and tuxedos?

$200 - $499

What are your price ranges for suit and tuxedo rentals?

$200 - $299

How do you price dress alterations?

By Piece

Who do you provide services for?

Bride
Father of the Bride
Father of the Groom
Groom
Groomsmen
Mother of the Bride
Mother of the Groom
Ring Bearers

Which of the following services do you provide?

Appointments Only
Rentals
Sample Sales
Trunk Shows

Which of the following items do you offer?

Bridal Belts
Hair Accessories
Jewelry
Plus Size Gowns
Sample Gowns
Veils

What is the average turnaround time for a bridal gown?

Less than 6 months
6-8 months
9-11 months

How often do you receive new bridal gowns?

Monthly
Seasonally

What is your return policy?

Final Sales

Reviews of All About the Gown

Michelle
Michelle Sent on 10/23/2019
5 out of 5 rating

Fun experience & great selection

This was the 4th bridal salon I visited and by far my BEST experience. Every single dress they brought was beautiful!! I had 2 appointments and I couldn’t ask for better consultants. I wasn’t rushed or pressured at all. They brought exactly what I asked for and were patient, honest, & professional. I truly loved my experience at All About The Gown. I love my dress and can’t wait til it comes in!! Thank you!
A
Amanda Sent on 11/16/2023
5 out of 5 rating

First Time Wedding Dress Shopping

I had the pleasure of working with Stefany for my first-time wedding dress shopping, and she was FABULOUS. She was able to accommodate my larger party and all of their reactions. Stefany put me in every style of dress imaginable to help me decide my vision for my special day. She listened to me and helped me pick 3 favorites I was in love with. Unfortunately, I ended up finding my dress at another store, but I just had to write her a review for her time. I could really tell she was experienced and knew what she was doing. I cannot say enough nice things about my experience with her. The store itself is also super sleek and modern as well as clean. Would highly recommend shopping here!
S
Shannon Sent on 06/17/2022
5 out of 5 rating

Great experience!

I called All About the Gown and they got me an appointment that day to try on wedding dresses! The experience was exactly what I was hoping for (after trying on dresses at two other places that didn't go so well). At All About The Gown they have all of the dresses beautifully presented, mostly on mannequins or at least hanging nicely so you can really see all the dresses (rather than shoved altogether on a rack!).

Upon arrival, they gave me a set of clothes pins and I got to go around and pin each dress I liked. They then handled the dresses and brought them all into the GORGEOUS dressing room for me. You really feel like a bride in there!

They happened to have a sample sale going on at the time but didn't tell me which dresses were on sale, so that I wasn't swayed either way. I ended up falling in love with one particular dress and it happened to be on a 40% discount! I bought it right then and there and was so happy with it.

The team there was very helpful and knowledgeable, the whole experience was very professional.

I later came back to try on veils and had 6 family member and friends with me. I thought that might be overwhelming but the staff were totally cool with it and made it a very easy, calm experience. I ended up choosing a veil that I wanted at a custom length so they measured it for me and sent in the details to get that made for me. It came back in just a couple weeks and was gorgeous! It was made of the same soft English tulle that my dress was made of so it matched perfectly.

Highly recommend checking them out! They are constantly getting new designs in and having sales.
Amanda
Amanda Sent on 12/30/2021
5 out of 5 rating

Great shop

This is a fantastic shop! A great varieties of dresses with staff that definitely made the experience.
C
Cara Sent on 10/13/2021
5 out of 5 rating

Amazing Experience!

All About the Gown went above and beyond my expectations for finding my dream dress. Stefany took the time to listen to my wants and likes. I would not have been able to find my dress without her. I cannot recommend All About the Gown enough!
Lindsey
Lindsey Sent on 10/01/2021
5 out of 5 rating

Loved my dress

I had the best time picking out my dress! The ladies there made it such a special time for me!
Emily
Emily Sent on 09/15/2021
5 out of 5 rating

Absolutely Amazing!

I was a nervous bride with no idea what kind of dress I wanted. But Judy knew! She made the experience easy, super fun, and memorable. I have found an amazing dress that I cannot wait to say "I do" in! Thanks Judy!
G
Geneva Sent on 08/05/2021
5 out of 5 rating

Perfection!

I cannot recommend All About the Gown by Judy, Inc. enough. I found my perfect dress here on my first visit and couldn't be happier with it. The team is wonderful to work with, the selection is phenomenal and the experience is lovely. I would go back in a heartbeat!
Lynn
Lynn Sent on 06/23/2021
5 out of 5 rating

All About The Gown

I called the shop up to schedule an appointment to try on bridal gowns. The original dress I asked about they did not have in stock but I figured I could try on a similar gown.
I was blown away by the experience I had here.
The bridal suite was so beautiful! I was given a choice of styles to choose from initially to try on. They were so patient with me as I tried on a lot of gowns. I loved how they brought me styles I would normally not have considered.
I finally found “the dress” and purchased it! They made the shopping and trying on process so easy! I appreciated how patient they were with me too as I was very particular on what I was looking for in a dress. I would recommend All About the Gown to any bride needing a dress- you will not be disappointed!
M
Mikayla Sent on 05/27/2021
5 out of 5 rating

Wonderful!

AMAZING! Just make your appointment now!
We're all about trust. Our community relies on honest reviews to help you make those big decisions with ease.

Awards

102
WeddingWire Couples' Choice Awards 2022 Winner
WeddingWire Couples' Choice Awards 2021 Winner
WeddingWire Couples' Choice Awards 2020 Winner
WeddingWire Couples' Choice Awards 2019 Winner
WeddingWire Couples' Choice Awards 2018 Winner

Professional Network & Endorsements

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Map

Addresses map
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