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Flair is the go to destination for wedding gowns and bridesmaids' dresses in Boston. We carry a careflly curated selection of bridal gowns, bridesmaid dresses, and accessories that appeal to the “Boston Bride” and her bridal party.


Flair stands apart by identifying a niche often overlooked: the bridesmaids. Frustrated with the lack of variety and style of bridesmaid dress selections, brides are responding to Flair’s collection of modern, sophisticated, and original dresses from couture designers Jenny Yoo.


Flair has carefully built our bridal collection keeping in mind the firm belief that every bride deserves an upscale, personalized shopping experience and a high quality gown, no matter her budget. Flair brides can expect to shop for gorgeous, couture gowns in a comfortable environment, with a dedicated consultant helping every step of the way. We are proud to carry the Allison Webb, Kelly Faetanini, Hayley Paige, Blush by Hayley Paige, Willowby by Watters, WToo, Tara Keely, Jenny Yoo, Theia, White One by Pronovias and Jack Sullivan, Jane Hill, bridal lines, all for $5,000 or less.


Flair provides every customer with a unique and positive shopping experience by offering an intimate and upscale environment to view wedding dresses in modern silhouettes, luscious fabrics and trend-setting colors. With an emphasis on individualized attention, Flair staff avoids high-pressure sales techniques, instead relying on the quality of the line and the specific needs of the bride and her maids to guide the relationship.


Known for attention to detail, Flair also offers accessories – jewelry, sashes, bridal belts, shoes, and veils – from different designers, to compliment any bride’s vision of her special day. We carry many accessories in our store and welcome accessories appointments.

We also carry veils, headpieces, jewelry, men’s accessories, stationery, bridal party gifts and more at our online store, Frills by Flair.


From the initial appointment to the delivery of the dresses, Flair bridesmaids are treated with respect, courtesy and unparalleled customer service. Shopping at Flair is an experience every bridal party should have.

  • Woman-owned
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4.9 out of 5 rating
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97% Recommended by couples

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105 Reviews
Devan Sent on 09/30/2023
5 out of 5 rating

Kaitie Silk (bridal consultant) was AMAZING

I cannot recommend Kaitie (Silk), a bridal consultant, from Flair enough. It was my first bridal appointment ever, so I was a little nervous about what to expect. Kaitie went above and beyond to make sure I was comfortable and confident with all of the dresses I tried on…and I ended up finding my dream dress which happened to be the second dress she picked out for me. I haven’t stopped smiling since I left Flair, and highly recommend this boutique, and particularly Kaitie for all of your wedding dress dreams!
Jaclyn G. Sent on 06/29/2023
5 out of 5 rating

Best wedding dress experience!

I had the most incredible experience finding my dream wedding dress, all thanks to Kaitie! Kaitie made me feel comfortable, listened attentively to my preferences, and provided valuable guidance throughout the entire process! Kaitie makes the shopping experience fun and memorable!! I was nervous and anxious about embarking on the journey of finding my dress, but Kaitie immediately created an environment where I felt encouraged to explore various styles, even those out of my comfort zone, which I ultimately landed on! Beyond being extremely knowledgable about the wedding dress process, Kaitie exuded enthusiasm and passion for her work which is EXTREMELY genuine. I felt like I was her top priority, receiving her undivided attention and personal assistance. The experience of finding my wedding dress with Kaitie was unforgettable. I wish I could do it again!! (although I'm thrilled I found my dress...haha!!). Thank you to Kaitie and Flair for providing me with my dream dress and an exceptionally, special day me and my family will never forget!
Miranda R. Sent on 12/10/2023
5 out of 5 rating

You'll find your dress here

I bought my dress from Kaitie and she was amazing! She was capable, efficient, and friendly and fun. She listened carefully to what I was looking for in a dress and made suggestions based on my preferences and her expertise. She has a creative eye and suggested combining the top of one dress with skirt of another to create "the one"! I went to 5 other dress shops and both the shopping experience and the dress selection were the best here.
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Real Weddings

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79 photos · 07/30/2022
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27 photos · 07/12/2015
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Professional Network & Endorsements

2 Endorsements
Leah Haydock Photography Leah Haydock Photography Wedding Photographers

Flair Bridesmaids Boutique is my #1 recommendation for bridesmaid dresses and even wedding dresses in Boston. They're easily located on Newbury St and the attention and service they provide is second to none. The store is perfectly sized (you MUST make an appointment - they're very busy) and they actually close it down for each appointment so you have the whole store and team to focus just on you and your bridesmaids. They have a HUGE selection of dresses in every possible color. Most importantly Stacey and Lindsay are fabulous. They totally understand the wedding process (having been recently married/getting married themselves) and they know the dresses inside and out. They can advise you on dresses for EVERY body shape and size and your bridesmaids will love you for making them feel and look fabulous on your wedding day. They also have beautiful accessories/sashes etc Absolutely make an appointment and look forward to having your wedding party look amazing!

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