Our store is by appointment only, and located in the beautiful resort city of Lake Geneva, WI on the second story of a 100 year old building on Main Street. We offer over 3,000 square feet of space with private bridal suites for you and your guests to comfortably put together your dream wedding vision. As a mother-daughter-owned, family run business, everything we do is rooted in love and passion and we know that it shows. All About the Gown features wedding gowns, mothers' dresses, tuxedos, prom & more.


Absolutely Amazing Experience!! I bought my dress and veil from here. I can't wait to go pick it up. They really make you feel beautiful. They have dresses for all shapes and sizes and price range.


Wedding Wire Couples Choice Award
The Knot Best of Weddings 2019
Wedding Wire Couples Choice Awards 2019
100 Layer Cake
Wedding Wire Couple's Choice Awards 2020
The Knot Best of Weddings 2020

"With so many bridal horror stories that exist in today's world, we wanted to create an honest, trusting, and happy environment for our brides. An unmatched shopping experience that you cannot find anywhere else that will leave our brides' smiling upon their experience for years to come."



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