All About The Gown

Brides, we know it's hard to find a balance between timeless & trendy, refined, but fashion-forward. We are the bridal shop for the bride that wants to stand out on their wedding day, but not cringe at the crazy trends when looking at their wedding photos 20 years from now.

We are a mother-daughter-owned bridal shop located in downtown Lake Geneva. We are halfway between Milwaukee & Chicago making us the perfect, relaxed spot to find your dream wedding dress.

Whether you visit us for the day or treat yourself & your girls to a weekend getaway in our beautiful waterfront town, we know you will love it. We are dedicated to bringing you specifically chosen unique styles from only the best collections and highest quality wedding designers. We cannot wait for you to be an #AATGBride.

Testimonials

"Our experience was top notch at All About the Gown! I have been to several bridal stores, including Kleinfelds, and this experience was the most personable, genuine, relaxed, and FUN! The stylists have great methods to narrow down textures, volume, and neckline to ensure you find YOUR dress. The team was just as excited and teary as I was once I said YES to the dress! It is a day I will never forget." — MARY KATE, WEDDING WIRE

"My dress shopping experience at All About the Gown was amazing! This was my first and only dress appointment and I am so happy I made the drive to Lake Geneva. Stefany made the appointment so much fun and was very helpful with her recommendations. My group had the whole store to ourselves and I didn’t feel rushed at all. Would highly recommend this store!" -Morgan Google Review

"Well, I had visited 6 places before I came to AATG. Wish I would have just gone there in the first place! The experience was AMAZING. Judy listened to everything I wanted in a dress, made me feel like a Queen, AND I walked away with the best possible option that checked all of my boxes. Highly recommend!!!!" - Brittany Google Review

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