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Prim & Clover

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The ultimate luxury wedding dress shopping experience: Design online. Try-on samples at home. Your chosen custom, artisan-made silhouette is then delivered straight to your door in 4-10 weeks.
Pricing & Costs

Prices start at

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Products and Services

Bespoke Dressmaker
Bridal Boutique
Dress Designer
Last-Minute Orders
Online Shop
Wedding Dresses
Full Description
Prim & Clover is the modern, style-savvy bride's ultimate VIP wedding dress shopping experience: Luxury — from the comfort of home. You're a busy gal, and we totally get that. Why run around to dozens of appointments when you can have everything come to you? Give us a shout, and one of our expert Bridal Stylists will set up a Skype chat to help you every step of the way. Create the wedding dress you’ve always dreamed of using our online design tool. Try-on two made-to-fit sample silhouettes, at home — with your tribe (and plenty of bubbles). Your final chosen silhouette is then handmade by artisan seamstresses in the most sumptuous silks at our London studio, and when it’s perfect (in about 4-10 weeks), it will be shipped straight to your doorstep, in a gorgeous keepsake box…all without breaking your budget. We created Prim & Clover because this is the bridal experience we wish we had.

Personal Message from the Manager

Name of Wedding Contact: Stacia Bedford
We think a wedding dress is ostensibly the most important garment a woman will wear in her lifetime. For this reason, we decided a woman should take an active role in its creation — making it uniquely hers on one of the most special days of her life.


Year Business Was Established
No. of People In Team
Caroline and Thomas
Married in July 2016
December 2016
I really loved being able to design my own dress
I absolutely loved wearing my wedding dress and bolero – it made me feel amazing on my wedding day and I received so many compliments. Prim & Clover were fantastic at kee...
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Location & Contact Details


London, Greater London, England

Nearest Town


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Press & Awards

Accreditations / Associations (2)

UAL SEED Foundation
Centre for Fashion Enterprise FashTech Accelerate

Industry Awards (1)

Honourable Mention Centre for Fashion Enterprise FashTech Pioneer Programme

What is your most memorable wedding?

Probably my own!

Describe your style in 5 adjectives.

elegant, sophisticated, effortless, simple, delicate

What about your business are you most proud of?

Giving women a platform to co-create the wedding dress of their dreams.

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

Try to enjoy every moment...planning and having a wedding is hard work, but as they say, try not to sweat the small stuff because ultimately, getting married is about building a lifetime with someone, not one wedding day.

What is your favourite personal touch you have seen at a wedding?

We had a bride whose father had passed, and she had a pair of his blue pajamas. she asked us to cut out a heart-shaped patch, we had sewn into the bodice of her dress (where it would sit atop her own heart). it was her way of having her dad with her on the day, and her "something blue."

Describe your typical process with a couple.

Brides typically send us an email at to set up a Skype chat with one of our Bridal Stylists. She then sends us a link to her Pinterest board(s), and photos of the silhouettes she likes or has tried on elsewhere. Our stylists then walk the bride through our silhouettes, helping her choose the two she'd like to try-on samples of. If our bride is local to London, we will go to her to take her measurements, and offer to hand-carry the samples to her as well. If she isn't local, we walk her through taking her own measurements, and help her order her samples Prim Pack. When the pack arrives, she's booked in another consultation with her Bridal Stylist to go through the silhouettes and fabric choices. Once all her final decisions have been made, she logs back into her account to complete her order. Her custom garment is then expertly crafted by artisan seamstresses, and either hand-delivered (if in London), or shipped to her door in about 4-10 weeks. We are also available to assist with any minor alterations. Our brides love the convenience, and feel confident in the process, as we are there every step of the way.

What do you love most about your job?

Being part of one of life's happiest milestone occasions

What is your favourite style of wedding dress?

Simple, elegant and effortless

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

Well, our bride who had the blue pajama heart-shaped patch was pretty special, but there are definitely other unique ways to incorporate blue into your wedding outfit. I love seeing something unexpected — bright blue shoes, a blue sash wedding belt, a small clutch or carry a blue hanky (or white one with blue stitching).

What is your favourite wedding dress of all time?

So many amazing would be very difficult to choose just one!

Bridebook Benefits

Bridebook Special OfferYour Prim Pack is the first step to creating your wedding dress. Once you’ve placed your order, we will send you what we call a Prim Pack, which contains: made-to-fit samples of your chosen bodices and skirts; fabric swatches of silks and/or lace samples from which to choose for your final garment; and a self-addressed, postage paid pouch to send the samples back to us after you've had a few days to try them on. Choose up to 2 sample designs for your Prim Pack. This allows you to compare styles and silhouettes — up to 4 in total — by mixing and matching the pieces. When you've decided which silhouette is the one for you, which silk you prefer and whether you'd like your garment as separates or a dress, you simply log back into your account to complete your order, and in 4-10 weeks your custom, artisan-made gown will arrive at your doorstep. For a limited time, you can trial our service and cancel your order if our process doesn’t suit your needs. Marked down from a customary £500 deposit, our introductory offer for the samples Prim Pack is only £150 (the amount of which will be deducted from the total of your final order).
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