Pure Brides and Grooms

About us

Soft grey walls, white painted furniture, sumptuous private bridal suites and a warm welcome await you at Pure’s boutique in the heart of Norwich’s historic Lanes. Spread over 2 floors our beautiful store is home to a wonderful collection of bridal gowns, accessories and multi-way bridesmaids dresses. Here at Pure we don’t just ‘sell’ wedding dresses. We are all so passionate about what we do and we really care about our brides. It sounds a little cheesy and predictable, but it’s something that our brides have told us really sets us apart from other boutiques. For us it’s about creating an enjoyable and positive experience that the bride, her family and friends will never forget.

Every bride who visits, has the benefit of their own private Bridal Suite, where she and her guests can relax and enjoy every moment spent with us. Our Wedding Stylists are all highly skilled and trained in which dress suits which body shape, height, and their brides colouring. But most importantly they know how to really listen to their brides and show them a selection of dresses that ‘fit’ their ideas. Once the bride has relaxed into her appointment her consultant will often introduce different styles, allowing the bride to be more confident of what she likes and, more importantly, dislikes!

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Appointment guidelines

We don't really have any hard and fast rules here at Pure, but we would recommend that you think carefully about who needs to be with you when you find 'The One'. It's often best to just bring one or two guests to this appointment, why not bring your bridesmaids to help you choose your accessories at a later date?

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Dresses from these designer brands


Lower Goat Lane, Norwich

Opening hours

Mon Closed Tues 10:00AM - 5:30PM Wed 10:00AM - 5:30PM Thurs 10:00AM - 5:30PM Fri 10:00AM - 5:30PM Sat 9:30AM - 5:30PM Sun Closed

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