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The Exclusive Lake Geneva Bridal Shop...

A mother-daughter owned bridal shop located in downtown Lake Geneva. With over 11 years experience each in the bridal industry, AATG is the go-to destination bridal shop between Milwaukee & Chicago. We are dedicated to bringing you specifically chosen unique styles from only the best collections and highest quality wedding designers. We cannot wait for you to experience AATG. After all, it is All About the Gown.

Private Bridal Appointments

We offer completely private bridal suites for you and your guests to enjoy. We are by appointment only & we ask that you ring the doorbell when you arrive to be let in. We want you to be able to shop & celebrate uninterrupted. We can accommodate up to 5 guests in our main suite, and 4 guests in our smaller suites.

Our Collection of Gowns

Our team of expert stylists hand-pick each piece that arrives in the shop. We don't believe in the philosophy that we should have one of every dress you have seen at every wedding. Instead, we focus on creating a collection for the modern bride who is looking to push the limits on style. We love a classic silhouette with a modern twist, & die for all cathedral veils.

Visit our website below to become an #AATGBride

  • Woman-owned

Frequently Asked Questions

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

$1,000 - $2,499
$2,500 - $3,999
$4,000 - $6,499

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?

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

Which of the following services do you provide?

Appointments Only
Sample Sales
Trunk Shows

Which of the following items do you offer?

Bridal Belts
Hair Accessories
Plus Size Gowns
Sample Gowns

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?


What is your return policy?

Final Sales
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Any other questions?

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4.9 out of 5 rating
100 Reviews
  • Quality of service
    4.9 out of 5 rating
  • Average response time
    4.9 out of 5 rating
  • Professionalism
    4.9 out of 5 rating
  • Value
    4.9 out of 5 rating
  • Flexibility
    4.9 out of 5 rating
99% Recommended by couples

45 User photos

100 Reviews See all
Cara H. Married on 07/15/2022
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!
Emily M. Married on 07/08/2022
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!
Mikayla Y. Married on 06/11/2022
5 out of 5 rating


AMAZING! Just make your appointment now!
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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

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