Designer Kelly Crum

Designer Feature: Allure Bridals

There’s something special about a family-owned and operated company, and for Allure Bridals, the Crum family are the heart and soul. Brides have fallen in love with the family’s well-constructed designs full of beautiful details. With multiple collections to choose from, the wedding-day options are endless.

How It All Began for Allure Bridals

In 1998, William and Joan Crum decided to turn their family-owned fabric store into a bridal salon. Just two years later, the Tennessee-based salon (originally named “Bridal Collection”) rebranded and became bridal manufacturer Allure Bridals. Kelly Crum, the current CEO of American Clothing Express Inc., was behind the expansion of his parent’s company and continues the family legacy today.

How Allure Bridals Got into the Bridal Industry

After establishing themselves in the bridal world, Allure Bridals quickly expanded beyond wedding dresses. The company moved into menswear, bridesmaids dresses and formal wear, and later added accessories.

Today, there are 3 main bridal collections to choose from: Allure Bridals, Romance, and Couture, plus their debut designer collaboration called Madison James. The namesakes of the collection are Kelly’s two children Madison and James—who helps his father run and operate the company. The brand has a few other collections, ranging from bridal to formal, including a Disney Princess collection.

Sketches drawn inside the Allure Bridals studio Workers sitting inside the Allure Bridals studio

Courtesy: allurebridals.com.

The Allure Bridals Empire Today

The company treats all employees as family, and many of them are! The Allure family is made up of designers, artists, mothers, fathers, and students. All gowns are hand-sewn and carefully crafted in the China-based design studio. The company prides themselves on offering a clean, positive work environment to all of the expert dressmakers and designers.

Another thing the company values is excellence in design and irreproachable craftsmanship. Using ethically-sourced materials, gowns are designed to make the bride shine on her wedding day. Many gowns are perfectly draped in rich fabrics like satin, light cotton lace, and English netting with features like Swarovski crystal beading and floral appliqués. Modern brides will love the on-trend collections featuring dramatic backs, romantic silhouettes, and hints of classic Hollywood glamour.

The best way to shop for an Allure Bridals gown is through one of many authorized retailers. Prices range from each retail store, but brides can expect to pay between $1,200 to $3,200, depending on the collection. Bridal gowns range from sizes 2-32, and plus size gowns range from 16W-32W.

No matter which gown you choose, you won’t be disappointed! The Allure collections have won numerous awards and the company has been awarded one of the “Fastest Growing Top 100 Private Companies” and “Top 100 Private Companies” in the Mid-South for multiple consecutive years.

Our Fave Allure Bridals Looks


Allure Bridals gown style 9910 Allure Bridals gown style 9903 Allure Bridals gown style 9906

Courtesy: allurebridals.com.

Enough talking about the dresses—it’s time to see them! The Spring 2022 Allure Bridals collection is all about warmth and movement. We’re loving the delicate lace, dreamy tulle and modern touches.

The strappy sheath gown with the sheer bodice and illusion hemline is amazing. If you love sleeves, the illusion long-sleeved sheath gown is the way to go. (Plus we love lace!) The strapless sweetheart gown is ultra-romantic and will make any bride look and feel beautiful.


Landry bridal gown by Madison James Lorelei bridal gown by Madison James Loretta bridal gown by Madison James

Courtesy: madison-james.com.

Can we just ooh and ahh over the latest Madison James collection? For Spring 2022, the collection boasts beautiful designs in satin, tulle, and elegant lace.

Want a vintage look? Lorelei features a Basque waist and structured bodice paired with a fluttering tulle skirt. Loretta is light and airy with an A-line overskirt and classic lace from top to bottom. But our fave in the collection is Landry. The bold, high-contrast patterned lace is totally swoon-worthy, and we love the high neckline!


Cinderella bridal gown from the Allure Bridals Disney Fairy Tale collection Belle bridal gown from the Allure Bridals Disney Fairy Tale collection Ariel bridal gown from the Allure Bridals Disney Fairy Tale collection

Courtesy: allurebridals.com.

The princess has arrived! Look and feel like utter royalty in these Disney Fairy Tale wedding dresses. You can’t go wrong with Cinderella. The off-the-shoulder ball gown is draped in yards of ice blue tulle, and the bodice and waistline feature amazing sequins and beading.

Want to be the Belle of the ball? This rose-covered ball gown is absolutely amazing, and the embroidered lace overlay is whimsical and romantic.

Make a splash with this Ariel-inspired mermaid gown, featuring luxurious stretch Mikado. It’s fun, flirty, and full of beautiful accents like shimmery beading and cool side cutouts. Plus, that skirt tail is oh-so chic.