Lovely Bride, the ‘cool girl’ bridal shop, opens on Saturday in Wesley Heights

You’ll find wedding dresses priced from $2,000 to $4,000 in sizes 0 to 18, as well as veils, headpieces, overskirts, and jewelry.

The exact address is 1233 W. Morehead St., Suite A.

The shop is already booked out with appointments for opening weekend, which Rolston credits to a strong Instagram presence and a robust website that makes it easy to get familiar with the brand.

Charlotte will be Lovely Bride’s 18th location, all of which are owned by women. You can find them in cities like Miami, Phoenix, and Chicago, with headquarters in New York.

Moyer got hooked on the brand during her own dress shopping experience in Rochester (she got married in September) and decided to open a franchise after spending years working in sales.

What to expect: The shop fits its “cool girl” descriptor, with its ethereal vibe, soft color palette, Instagrammable mural, and carefully arranged greenery (done by local florist Narcisse Greenway Design).

While some traits of the shop are hallmarks of the larger Lovely Bride brand, Moyer had significant creative freedom in creating Charlotte’s version of the store.

“In the past, bridal has been known to be a little bit stuffy and almost scary,” said Moyer. Lovely Bride is a conscious step away from this, Moyer explained, instead offering an “indie, boho, untraditional feel.”

The experience: Moyer said she knows today’s consumers, particularly millennials, like to come into a shopping experience informed.

To cater to this, her website showcases the designers available in-store, and you can make a wishlist so you can arrive with an idea of the gowns you’d like to try on in mind, versus wandering into a sea of white, feeling overwhelmed.

Designers to look for: “Brides that are coming here are looking for something different,” Moyer said. Nearly every designer you’ll see in-store is exclusive to Lovely Bride.

Some notable designers to look out for, according to Moyer, include Rue De Seine. “They’re as boho as you can possibly be.” Alexandra Grecco (known for floral appliques and classic yet modern designs) and Sarah Seven (known for modern twists on crepe) are other fan favorites.

What to know before shopping: Because dresses are custom ordered for each bride, Moyer advised customers to allow six to seven months for gowns to arrive, plus two months for alterations.

For brides-to-be who are preparing to shop, Moyer suggested bringing no more than four people in order to prevent the appointment from feeling overwhelming.

She noted that this also helps to ensure that the bride’s voice is heard the loudest during the shopping experience. If you’ve watched “Say Yes to the Dress” you know what can happen when someone brings an entire committee to weigh in on bridal looks.

Photos courtesy of Joseph and Andrea Sides of Connection Photography