Allure Bridals began with a small family-owned fabric store in Tennessee, where the Crum family helped local brides find fabrics for their dream gowns. That passion for bridal style grew into The Bridal Collection, a beloved salon, and eventually into a full bridal design house. By 2000, CEO Kelly Crum had transformed his mother’s shop into a thriving wholesale brand known for creating beautifully detailed, unforgettable gowns. Today, our collections include menswear and occasionwear, carrying the same commitment to elegance, quality, and style.

Family is at the heart of everything we do. Allure Bridals remains family-owned and operated by Kelly Crum and his son, James “Ridge” Crum, with collections that even carry the names of Kelly’s children. As an American-based international brand, we design with brides everywhere in mind, ensuring each gown captures the beauty, individuality, and love story of the person wearing it. Many of our gowns are available through our trusted network of independent retailers—most of them family-owned themselves—who share our passion for providing personal, memorable experiences for every bride.