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What is the Sunrise Sale?

The Sunrise Sale is our biggest bridal drop of the year.

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Friday at 7PM, our entire off-the-rack collection goes live online; with gowns starting at $99. The best selection is available the moment the site unlocks.

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For brides who want to try on before purchasing, we’re opening just 12 early morning appointments on Saturday from 7AM–1PM to shop what remains after the online drop.

Friday • 7PM • Online Drop

  • The full sale collection goes live at once.

  • Gowns are $99–$1,299.

  • Best selection is available at launch.

  • Once it sells, it’s gone. 

Make It a Friday Night Thing

Pour a glass of wine.
FaceTime your best friend.
Refresh at 7PM.

The Sunrise Sale begins online — and the best gowns won’t last long.

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Not Sure About Clicking “Purchase”?

Buying your wedding dress online can feel big — we get it.

  • Need help with sizing? DM us.

  • Bridal alterations are completely normal.

  • Questions before checkout? We respond fast.

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If you’d rather try on first, book one of our 12 Saturday appointments.

Saturday • 7AM–1PM • In-Store Appointments

  • 45-minute styling appointment

  • Bride + 2 guests

  • $30 non-refundable booking fee

  • Only 12 brides will shop in-store

  • Shop what remains after Friday night.

  • Take your gown home the same day.

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