From a background in Marketing, Styling and Creative, working for a series of well-known brands including ASOS.com, Reiss and Soho House, Amy spotted a need for a fun, accessible bridal boutique after finding the search for her own wedding dress uninspiring. Named after her Grandma- a milliner, seamstress and a fashion-obsessive- What Alice Wore is the realisation of a dream they both shared. Now, the bridal boutique embodies the ethos of owner, Amy. The environment is playful, the sales approach is relaxed and every element is designed around ensuring the Bride feels uplifted, confident in her gown choice and ready to celebrate the Big Day ahead.
