Novelle Bridal Shop

My experience was around a year ago, but it was so terrible that it still bothers me that I never said anything.
I tried a few dresses the first time I came to the store. We had Emily, and the experience was nice, but I didn't find the one.
I later saw a dress on their Instagram that I hadn't seen in store, and it looked like "the one, " so I got excited and made an appointment to try it on.
I tried the dress, and I loved it. Emily told me I couldn't get it in my size or any other size before my wedding date. So she propositioned that I buy the sample I tried on off the rack, then and there, and it was apparently right now or never.
This dress is over $4000. The sample was way too big, and the alterations would make it even more expensive (especially as it was way too big). So that's a big decision! And the way she was cornering us and putting so much pressure on us had me near ready for a panic attack. It didn't feel right. I told her I had a funeral I needed to attend, so I would need to decide later. And she said no!
That felt awful.
She finally said we could take a few minutes outside (after we pleaded and pleaded for some time to think). After some tears outside, I came in to buy it.
Luckily, she was unavailable when I returned, and Jessica saved everything.
Jessica asked me to try it on again, and I said no, it's ok… Emily told me the deal. Jessica insisted I try it on again, and was very pleasant. I tried it on again, and thank goodness I did! She informed me that not all dresses can be taken in so much without completely changing the integrity of the dress, and this likely was one of them. She also wanted me to meet the seamstress to be sure.
She also told me I didn't have to decide that day; the offer wasn't going anywhere. She then found the dress in two more appropriate sizes for me to choose from that were available!
Jessica gets 5 stars. She's amazing. She made the experience how it should be.
She booked us in with their seamstress for measurements. We asked if, with the next step, we'd get to work with her again, and she said yes. Good!
Unfortunately, she was sick the next time we needed to come in, and we had Emily. Who treated us terribly again. She made many blatantly rude remarks and my best friend I brought this time was also shocked at how we were treated.
It came down to ordering between two available sizes, and we were talking it through with the seamstress. It was a bit tricky for us to figure out which would be best.
We felt Emily was rushing us, just wanting it done, and not caring.
It all felt wrong again, so we decided this time we would take the day to think about it despite Emily pushing.
We wanted to talk to Jessica again before deciding on size because we really trusted her opinion. (The seamstress had quoted alterations possibly up to $1000, so as close to the appropriate size was necessary). Emily ended up contacting Jessica, and we ended up talking to her before leaving. Thank goodness we did because one of the dresses was an entirely different colour, and Emily did not inform us of that. After the call, I was like oh, what? It's a different colour? Emily said, "Does it matter? " And she was all angry.
I was too in shock to say anything back to her, but…
Does my one and only wedding dress matter? That we are spending over 4000 dollars on and that I've dreamed of my whole life? Yes, yes, it does matter. And she wasn't even going to tell us it was a different colour?
It felt like Emily did not care about the person or their experience, like all that mattered was to close a deal fast. The first day was fine, but after that, she was entirely different and disrespectful to us. My overall experience dealing with her was truly awful.
We struggled to make decisions with Emily. Yet it was very easy to make decisions with Jessica as she gave the correct information and proper support.
Jessica is an angel. She saved us from buying the wrong dress from Emily twice. If we were lucky enough to have her from the beginning, I'd be leaving a 5-star review.

I recommend this studio to anyone.
We met Emily on December 8,2023.she was absolutely professional, kind and resourceful.
What I liked about her is her calmness and style.
Great job Emily.

I cannot say enough great things about this bridal shop! I went to a couple different places and this was by far the best one I went to. Not only were the dresses so much higher quality but the consultant I had was so kind and helpful! I had emily and she was so wonderful. She took the time to get to know me, my wedding vision, more about my fiancé and she truly cared! Emily was so helpful when it came to sizing and gave great advice. You can tell she knows what she is doing and enjoys her job. She is also very honest and will answer all your questions. I recommend Novelle to anyone and ask for Emily, you won’t regret it! What an amazing experience

Truly the best place to go for dress shopping! Beautiful store & the kindest staff. Julia has gone above and beyond for me. She guided me through the whole process, was extremely patient and never pressured me. Julia fit in so well with my girls and was so much fun to be around. All of us absolutely loved Julia! Thank you Julia for helping me find my dream dress!

I had such a wonderful experience here. Emily was my consultant and she was really incredible. She made me feel comfortable, no pressure and her advice was really helpful. We ended up customizing my dress from a sheer top to a fully lined top and it was perfect. The dress came in exactly when they said it would and the fit was great, barely needing any alterations. I would highly recommend coming here to find THE DRESS!

Kyla was amazing helping me pick out my dress. I showed her some of my favourites they had, but I ended up going with a dress Kyla had picked out for me based on what I liked! She made the process so easily, and it was one of the least stressful wedding tasks I had. Would absolutely recommend working with her. She really listened to what I wanted and found my dream dress! Thank you Kyla!

I had the pleasure of working with Emily at Novelle Bridal, truly a “Say Yes to the Dress” experience, especially travelling from out of town to try on dresses.
Chatted prior to the appointment to go over details.
The atmosphere was very bridal, clean and calming. Emily was fantastic and was able to help with my big bridal team to find dresses I loved!
I didn’t find THE DRESS but would recommend to anyone looking to go as the experience was amazing and even after we kept in touch to discuss alternate dresses and ideas and amazing dresses to try on!
Finding THE DRESS was not on the team at Novelle Bridal, I just have to figure out what Im looking for as 2 amazing dresses that I love but can’t decide the vibe I want as they are both so different.

What an amazing experiance for my sisters first time trying on dresses! Emily went above and beyond! Highly recommend!

Julia was my consultant and she was amazing! The store is super nice, the dresses super nice, and she made my experience amazing!

Thank you so much Julia for all your help:)

I had a great experience here with Diana. I love that they offer a pre- appointment consultation. It helped me to speak to Diana beforehand and let her know what I was looking for. When I was in store, she helped me feel super comfortable and very beautiful. And I ended up finding my dress here! Highly recommend Novelle.

Came here yesterday to help a girlfriend find her wedding dress and out of the 6 shops we went to in Edmonton, this one blew everyone else out of the water. We worked with Emily and she was absolutely incredible. She had made recommendations for my friend and they fit her and what she was looking for so perfectly and we actually ended up coming back at the end of the day to purchase one of the dresses. The overall feel and comfort and experience in the store was very welcoming snd calming which I loved because some stores we had went to, we felt very rushed and they were so busy. Here we really got to take our time and sit back and enjoy the experience with the bride. Emily also dolled her all up in accessories which really helped to visualize the bride on her big day and we all thought that was amazing because no other store did that. The service and selections of dresses were just incredible and I cant wait to come back to Novelle whenever my big day comes around!

Novelle was my first and only dress shopping experience and I wouldn’t have changed it for anything!
Everyone was so welcoming and helpful! They helped me find the exact dress I was looking for and we’re so patient with me! She even picked a few styles I had not thought of so I knew I had found “the one. ”
We went today to pick up my dress and had another amazing experience with Diana. Thank you so much! Highly recommend for anyone looking for that perfect dress!

I came here to try on wedding dresses. I wanted an A-Line at first but I’m pretty short and I didn’t love it. Ivana was so helpful in helping me find my dress and chose dresses to try on that really matched my personality. I ended up getting something I never thought would look good on me but Ivana’s expertise and impeccable taste was not to be ignored! I ended up saying yes to the dress and I can’t wait for it to arrive!

Thank you so much Ivana and the rest of the Novelle Bridal Team for making my experience finding my perfect dress one to remember.

Novelle was super accomodating and I feel like they have the biggest dress selection in Edmonton. The first time we went Novelle, we stopped by after my mom's birthday lunch (she was insisting even after I told her we needed an appointment) and while I was expecting to get turned away (again it was a Saturday and I knew they would be busy and we didn't have an appointment) the staff were super welcoming and the store manager Diana even made the time for me to try on a few dresses! I was very appreciative and made an actual appointment that day to come back and try on my favourites.

My second appointment went even better than the first and I felt like my consultant (I think her name was Kyla) really listened to my needs and made me feel gorgeous while also balancing my families needs, and wrangling them in! I would highly recommend that every bride include a trip to Novelle as a part of their dress shopping experience.