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
Bridesmaid Dresses
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
Wedding: September 2018
December 2018
Love Pure Bride
I have worked with Anna and her awesome team for the last few years with brides and on some fantastic photo shoots
Stephanie Cawley
Wedding: September 2018
December 2018
Anna and her team are absolutely amazing, they are complete perfectionists and the range of dresses they have available are simply stunning. I loved how much Anna got involved to ensure the dresses looked at their very best and reached their full potential on our shoot together.
Denise Nixon
Wedding: April 2018
November 2018
Fantastic Service
From the moment I walked into that shop I felt special and like a bride. I was not the traditional bride at nearly 40 years old and probably fell under the category of ‘plus size’ but, I was never made to feel anything but important and part of the Pure Family, infact I’m gutted I don’t get to see them anymore. The shop and fitting rooms are beautiful and the dress choice is great. They pay such attention to detail, even down to the little gift bag and treats we came out with after purchasing my gown. I I bought my veil, shoes and head piece from them and was happy with everything. We even hired my husbands suit from their menswear range too. I would recommend them to anyone bride wanting a beautiful I said yes to the dress experience
Danielle Kandaros
Wedding: May 2018
June 2018
Can’t express how amazing you all are
My visit to Pure Brides was my third visit to a wedding shop in search for my perfect dress. I found my other visits slightly stressful but from the second I walked in, the girls were so helpful and friendly I instantly relaxed. The fitting room was specious and I felt so relaxed as I tried on various dresses. I had a great time going round looking at the various dresses and then selecting a few (okay a few more than a few) to try on. Everything was based on how I was feeling and at no point did I feel rushed ( which has happened at other wedding dress shops). I found my perfect wedding dress and felt like a real princess both in the shop and on the actual day. However, you would think dress sold job done, not at all. Their after sales customer care equalled their sales customer care. They have been amazing at getting my dressed cleaned post wedding, I can’t wait to have it back. I spent hours trying to find someone to wash the dress, I shouldn’t of bothered, I should of come straight back to Pure Brides, they have sorted everything, and easily matched some of the cheapest rates I found. Thank you ladies, I simply can’t express how amazing you all are.
Alanagh Routledge from Norwich
Wedding: October 2018
June 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
Aimee from Norwich
Wedding: August 2018
June 2018
Can’t wait to go back
I had a lovely time at Pure trying on lots of incredible dresses. Annette made the whole experience easy and fun. Can’t wait to go back and try some others on!
Location & Contact Details


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

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

Press & Awards (1)

Brides Magazine

Accreditations / Associations (1)

Member of BBSA

What is your most memorable wedding?

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.

Describe your style in 5 adjectives.

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

What about your business are you most proud of?

Elegant, Romantic, Understated, Classic, Timeless

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

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.

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

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.

Describe your typical process with a couple.

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 do you love most about your job?

Start planning as early as you can.

What is your favourite style of wedding dress?

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