Here at Pure we love all things wedding! Our passion for styling our brides and grooms is what drives us and we are constantly seeking out fab newness just for you!

Products and Services

Last-Minute Orders
Wedding Dresses
Dry Cleaning
Physical Shop / Studio
Bridal Boutique
Full Description
Step into our world.... a warm friendly welcome, a range of stunning wedding dresses all carefully hand selected by us for you and your own, private, luxurious bridal room for you and your guests to enjoy. Buying a wedding dress is not just an everyday, average shopping trip, we know just how special it should be and our brides are at the very heart of all we do. Here at Pure Brides, we create memories that last a lifetime and that you and your family and friends will treasure forever. We work with world leading bridal designers, to ensure you have the very best to choose from. We hand pick all of our gowns and only the best make it on to our rails, we want to offer fantastic choice, but also superb quality of fabric, design and fit. The best doesn't have to mean the most expensive though, and our range of dresses start at just £749. We also make it easier to spread the cost of buying your gown and offer interest free credit too* Once you’re settled in and relaxed your friendly, personal stylist will take time to really get to know you and listen to all your plans and hopes for your special day, and coupled with their expertise in colour, style and body shape, you will quickly realise that you can trust them to find your perfect gown. We have also brought together a collection of stunning accessories all chosen to complement different gowns and every brides style and personality, making it easy to choose your finishing touches whilst standing in your dream dress. Based in the heart of Norwich city centre, we're easy to find too with lots of lovely cafes and restaurants nearby, so you can really make the most of your day together and enjoy every moment.

Personal Message from the Manager

Name of Wedding Contact: Anna
Hi there, thanks for taking the time to visit our profile, I hope it inspires you to come and visit, we'd love to meet you x


Year Business Was Established
No. of Weddings Hosted
More than 50
Public Liability Insurance
No. of People In Team
Married in November 2018
November 2018
She made me feel completely relaxed and at ease
Although I was very excited, I felt quite nervous coming to my dress appointment yesterday. I had no idea what I wanted or what to expect. However, as soon as I met Stacy, she made me feel completely relaxed and at ease. She was so helpful, choosing dresses she thought would be perfect for me (and even choosing the dress that became the ONE). With her bubbly personality, It felt like having another friend in the suite with me along with my mum and bridesmaids. I really could not recommend Pure Brides enough. I had an amazing experience and I cannot wait to come back next year to see my dress again.
Deborah Marshall
Married in November 2018
November 2018
Staff who listened and know what they’re doing
Great experience, made to feel at ease and in the hands of the staff who listened and know what they’re doing
Laura from Norwich
Married in October 2018
October 2018
I had the best experience
I had the best experience at Pure Brides Norwich. I booked an appointment and went with my mum and sister. It was a lovely relaxed atmosphere as soon as we walked in. We are were greeted by our wedding consultant Ali, who was absolutely AMAZING the whole time we were there. Ali, you took a genuine interest in my wedding, listened to what I was looking for, and chose a variety of beautiful dresses for me to try on. Ali made me feel comfortable, relaxed and like nothing was ever too much. I was so happy to say YES to the dress at the end of my appointment. Thankyou for all your help in helping me find my dream dress Ali, you were fab!! Xxxx
Sarah from Norwich
Married in October 2018
October 2018
Truly knowledgeable, friendly and professional
Gemma was perfect at listening to my thoughts and advising. Nothing was too much trouble and the dresses that Gemma chose were so in tune with what we had been discussing. I felt so at ease and Gemma was great at making my best friend part of the appointment. Truly knowledgeable, friendly and professional.
Alanagh Routledge from Norwich
Married in October 2018
October 2018
Reassuring and honest and kind
To Ali- Never did I think that I was able to or even allowed to look elegant and grown up. You immediately picked a dress that proved me wrong and took my breathe away. You only listened to me for a moment and came back with exactly what I wanted, even though I hadn’t realised it myself! You are such a lovely woman to be around and made me feel comfortable and special! You were reassuring and honest and kind. Thank you Ali x
Charlotte Lennon
Married in October 2018
October 2018
Racheal picked one out for me and I loved it!
Racheal was great and so patient with me!! I had an idea of what I wanted and picked loads of dresses but I wasn’t sure until Racheal picked one out for me and I loved it! Everyone at Pure Brides made us feel really welcome and it was a really enjoyable experience. Can’t wait to pick my dress up!
Location & Contact Details


8-10 Lower Goat Lane, Norwich , Norfolk, NR2 1EL, England

Travel Notes

We're just on one of Norwich's pedestrianised streets, in the heart of the historic lanes, but there is ample on street parking and several pay and display and multi storey car parks close by.

Nearest Town


Nearest Motorway & Junction

Nearest Train Station


Nearest Airport


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Press & Awards


Brides Magazine

Accreditations / Associations (1)


What is your most memorable wedding?

We've had a few, but probably my most memorable is that of Sarah. She was one of our early brides ( I think I'd maybe been open for about a year at the time) and she brought her dad with her to her bridal appointment as her mum had recently passed away. It was such an emotional appointment and the bond that we built during the course of the build up to the wedding just made the whole thing so special. So it was nothing extravagant or flamboyant or memorable for any other reason than how close she and her Dad were and how connected with them that I had become on the journey to the big day.

Describe your style in 5 adjectives.

Elegant, Romantic, Understated, Classic, Timeless

What about your business are you most proud of?

My store and my team (am I allowed two things?!) My gorgeous shop has been designed especially with my brides in the forefront of my mind, ensuring they have the best possible experience and my team are just as passionate as I am about our brides and their story.

What is your No. 1 wedding planning tip for couples?

Start planning as early as you can.

What do you love most about your job?

The dresses! I have bought literally hundreds over the years and never get bored of choosing our new collections.

What is your favourite style of wedding dress?

It changes with every season, at the moment I'm loving simple, elegance where the beauty is all in the cut and fit of the gown and the drape of the fabric.

What is the best way to incorporate "Something Blue" into the wedding outfit?

Lots of our brides simply stitch a little blue ribbon into the lining of their gown, or why not add a single blue crystal to the sole of your shoe between the heel and the ball of the foot.

What is your favourite wedding dress of all time?

Princess Grace of Monaco. It really has stood the test of time and would work just as perfectly now as it did back then.