Pure Bridal
Family owned and run.
Our story from the heart of Devon
The early years

Pure Bridal is a family owned and run British business since our inception/creation over 30 years ago. Through the eyes and drive of talented designer Sally Waddington, we know honesty, integrity and family values are incorporated in all the distinctive wedding dresses we produce.

Starting out with Sally as the designer and factory manager and her husband Mike as Sales Director we set up with the assistance of 20 machinists in a small factory in the heart of the Devon countryside. We quickly expanded our brand over the coming years as the designs evolved, whilst keeping our core values central in all areas. Twenty years ago we moved to a larger premises, but we still operate in the Devon countryside and 3 more members of the family have joined the business and continue to drive our legacy forward.

Our brides

A wedding is a joyous occasion, a celebration of love, life, and happiness. Your Bridal gown is so much more than just a dress, it is a statement of style, personality and above all romance. Each and every bride deserves to feel exquisitely beautiful on their wedding day and that is always our final goal, to provide a wedding dress that reflects you and your day perfectly.

Bridal boutiques

Each of our hand-picked bridal boutiques have been selected because of their staff’s knowledge in and passion for bridal wear. They know how to ensure the correct fit for your shape and wedding day ideas. We have been working with many of our partners for decades, a testament to both their experience and our commitment of quality. Nearly all of our stockists offer bespoke alteration of our gowns, ensuring you look perfect for your big day.

Royal visit

In 2001, with our company bursting at the seams, we had a purpose built extension which was opened by Princess Anne. Her Royal Highness commented on the fact that Romantica had evolved into one of the largest wedding dress companies in Europe, yet had still been able to retain its family owned and run status. It was an honour for our business and family effort to have some Royal recognition and makes all of those long nights seem worth it!

Bridal dress quality

The quality of our dresses is central to everything we do. We have 5 in-house checkers meticulously going over every gown produced and we wouldn't have it any other way. All our dresses go through a rigorous journey within our factory, we are confident they leave our premises looking great and making any future bride feel special.Our purpose built steam tunnel allows us to make sure every gown is supplied ready for one of the biggest days in your life.

Our bridal design team

Our dedicated in-house team bring a varied set of design skills and experience to our dresses. With expertise in different areas from textile design to pattern drawing, construction and draping, our team ensure each design is produced to an exceptional standard. Fabrics, laces and embellishments are hand-picked for each sketch allowing our designs to capture the romance and elegance of every style. Our designers are constantly drawing inspiration from the ever changing concept of the 'Wedding.' This allows us to keep up with bridal trends and themes while we endeavour to provide a range of dresses with a style for every bride.