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.