In the picturesque town of Camden, about an hour’s drive south-west of Sydney, you’ll find the iconic Love Marie Bridal Boutique. Owned and run by Amy Oram, Love Marie, named after her late grandma, is renowned for its thoughtfully curated selection of highly-acclaimed international and Australian bridal designers – and this year marks a decade since Amy first flung open the doors. Since then, she has styled countless brides, offered her wealth of fashion expertise, introduced high-end couturiers to Australian shores, and seen many a mum and maid-of-honour with a tear in their eye as her customers find The One (dress, that is.)
We’ve had a tonne of Love Marie brides grace the pages of Hello May over the years (for good reason!), and the feedback we hear about the gown-buying process is always the same. Amy and her boutique delivered the dream dress. Every. Damn. Time!
To celebrate Love Marie hitting double digits this year, we chatted with Amy to talk all things gorg gowns, and sent the awesome Ed Summerhays along to capture the beautiful boutique.
How did Love Marie Bridal Boutique come to be?
As a side project to my full-time fashion design position, I was building a headwear business which included making pieces for the races and brides. This led to working with magazines styling their bridal editorials. At the time, there wasn’t a lot of representation of overseas bridal brands in Australia and the gowns I wanted to call in for editorial shoots were overseas and not available to brides here. The idea to create a boutique with these designers was sparked, as there was an untapped market. I purchased a ticket to the New York Bridal Market and took my first solo trip overseas, coming back having ordered my first three designers. Over the last 10 years this has grown to one of the largest collections in Sydney, offering 14 designers from Israel, Canada, America, Ukraine and our very own fabulous designers from Melbourne. The selection includes internationally acclaimed and cutting-edge designers such as Ines Di Santo, Margot Bridal, Alena Leena, & For Love, Chosen By Kyha, Julie Vino, Flora Bridal, Trish Peng, Jane Hill, Georgia Young Couture, Esty Style, Alyssa Kristin, Project Bridal and the latest addition Verander West.
Tell us about the process of selecting pieces?
It’s always really important for me to source things that aren’t already in Australia. I want to offer designers to brides that have a minimum of statewide exclusivity. I am very lucky to have nationwide exclusivity with Ines Di Santo and Margot currently. This makes choosing a gown from Love Marie extra special knowing that they aren’t available everywhere. I listen to what brides are looking for, but I also like to have pieces that are a little different to the norm. With 14 brands all with different aesthetics and over 250 gowns in store, I strive to have something for everyone. From the classic, timeless
bride to the bold bride, drawn to designs that eclipse the ordinary and flawlessly suit her personal style. Whether you are captivated by intricate lace, playful textures, or sleek minimalism, there are gowns to suit every desired detail.
There is also a high level of trust in the designers in the Love Marie family. Every season their ranges are created with knowledge about what their bride is looking for, and I trust that they will deliver great gowns that brides are chasing.
The designers that I stock are amazing at their craft.
How far in advance should a bride book an appointment?
Love Marie weekend bookings fill up approximately two months in advance, weekday bookings two weeks in advance. Plan your trip with notice and take the time to research the website and socials to create a small list of favourites to use as
a starting point. From there, you will get stylist expertise and suggestions on what else you could look at based on what you are loving so far.
What can brides expect from an appointment?
At Love Marie, you will be allowed to look through the racks at your leisure in a comfortable and relaxed environment. The boutique is closed for your privacy during your booking so it is very peaceful and calm. There is no limit to how many gowns you can try during your booking – we use the time most efficiently to ensure you look at all possible options. Love Marie’s appointments are all run by me, which separates the boutique from the rest. Most people don’t realise that Love Marie is just me! However, this year the goal is to expand into the second and very private change room that has been built! I know the collection thoroughly and with my knowledge of garment construction can confidently guide brides through customisation options.
Do you have any best-selling pieces or favourite brands?
The beauty of Love Marie’s large offering is there are not bestsellers. It’s very mixed! I think that’s so lovely – brides can showcase their different personality, style and flair, and each gets a unique gown that you don’t see everywhere.
Some of my personal current favourites would be EDNA from Ines Di Santo – an elevated 100 per cent silk slip dress with a statement back, lace hem and train. Margot Bridal has two amazing lace gowns that just hit the racks – KIM and MARIA. They have such an effortlessness about them and are light and easy-to-wear. FIG from Georgia Young, made to measure in Melbourne, is carefully constructed without following mass production methods. It’s an ivory ghost print organza with their signature asymmetrical draping details and long structured bodice. BEAU from Chosen By Kyha – the perfect combination of the classic tulle ball gown with a modern chic aesthetic. The gown that will make you feel like a bride! And finally JULIET, which is the heart and soul of The Lovers collection from Aussie-born Canadian based label & For Love. This gown is a work of art – the pleated skirt created by third generation master pleaters in New York, and the ribbons are the exact width of pointe shoe ribbons. It’s the special details that make this gown truly magical.
Top tips for brides looking for their dream gown?
Do some research before you start going into boutiques. Also try to limit yourself to two to three stores so you don’t get overwhelmed and end up with decision fatigue. Stay true to your style and don’t be influenced by the taste of others. It is your dream gown reflecting your personality… no-one else’s. This means choosing your tribe carefully is important. Limiting your guests to under three, or even shop alone for some of your appointments. If you do bring friends and family along, choose people that will help you get to your final choice based on your feelings, not theirs. Finally, don’t feel bad for not inviting people who you don’t think will bring the right energy.
Trends you are loving?
I don’t love the word trend, as brides see it as a fleeting moment that they think in time they’ll no longer like. I am endlessly inspired by the creative freedom in the industry. Brides have the power to choose whatever they desire – lace, beads, texture, or simplicity – paired with silhouettes that reflect their vision and suit their location. There are no rules.
In terms of things I’m enjoying right now… I like the design of the basque waist. It is a timeless feature that is extremely flattering. I am also enjoying the return of lace. It’s a perfect combination of tradition crossing over with modern. High-shine fabrics, especially when a designer like Ines Di Santo uses 100 per cent silk satin, is also incredible. It feels like a dream – and on your wedding day that’s what you want to feel..
What are you most proud of when it comes to Love Marie Bridal Boutique?
Making the milestone of 10 years is very special. My store is named after my late grandma – coincidentally this year would have been her 100th birthday, so it is extra special to celebrate Love Marie’s 10th alongside her 100th.
I look forward to many more years pushing the bridal boundaries, and constantly looking for new amazing gowns and brands to bring to Australian brides.
Wanna see real brides rocking gowns from Love Marie Bridal? Head here to find a bunch and to make an appointment.
