Our Story

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Love Brought You Here.

Us Too

The Crum family transformed their family-owned fabric store into the Bridal Collection, a bridal salon serving Tennessee brides for many years until the opportunity to manufacture bridal gowns arose. By 2000, C.E.O. Kelly Crum had expanded his mother’s fabric store into a thriving wholesale bridal collection in only a few short years; the line’s rise to popularity was swift and quickly gained recognition for beautifully detailed and well-constructed dresses. Allure Bridals was born shortly thereafter, moving into the menswear and occasionwear markets as well.

The Allure collections have consistently garnered praise, winning awards including “Fastest Growing Top 100 Private Companies” and “Top 100 Private Companies” in the Mid-South for multiple consecutive years. After 20 years of expansion in the bridal markets and multiple successful bridal and formalwear collections, the Allure Bridals brand family continues to pride itself on thoughtful designs to match every bride with their dream dress.

The foundation of who we are is family. Allure’s background is unique in that we are a family-owned and operated company. The Crum family legacy continues today as Allure Bridals is operated by Kelly Crum and his son, James “Ridge” Crum, one of the two namesakes of the Madison James collection — the other being Kelly’s daughter, Madison.

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Browse the Allure Bridals Collections

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For our Allure Bridals collections, we believe in the details — beading, floral appliqués, dramatic backs, and perfect draping. Every gown features details to set it apart and make the bride shine. Brides deserve to be at their most beautiful, and our aim is not only to design and produce the perfect gown but to provide daily inspiration for our brides-to-be.

View Our Collections

Allure in the Wild

The Allure Bridals instagram is a mix of our newest dresses, our favorite picks, and our favorite brides. Follow us for the latest trends.