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When you start wedding planning, finding out that you have to pay just to try on wedding dresses feels like yet another hidden cost in an already expensive process.
For the uninitiated, many bridal boutiques charge a consultation fee — usually around $50 — to book an appointment.
While redeemable if you buy a dress, it’s a practice that can catch many off guard.
As someone getting married in April, I experienced this first-hand at the end of last year when I began my dress hunt.
Thankfully, finding the perfect dress was relatively straightforward, but it did require visiting three different bridal studios. For comparison, some of my friends have visited more than 10!
Along the way, I learned that these fees are becoming increasingly common, especially in Australia, where the post-pandemic landscape has reshaped the bridal industry.
They’re designed to deter non-serious shoppers (i.e. those looking to play dress-ups and take selfies) and cover the labor-intensive, highly personalized service these boutiques provide.
This phenomenon recently sparked a viral conversation on TikTok.
Australian bride-to-be Katrina Matias posted a video that has since amassed 700,000 likes, saying, “Guys, who was going to tell me that there is a fee to try on wedding dresses? Am I delusional for thinking it should be free?”
Her video struck a chord, as commenters rallied behind her, with one writing, “It’s literally so crazy that they charge. I’m a 2025 bride, and I refuse to book at a bridal place if they want me to pay to try dresses on.”
Others, however, defended the practice. A bridal consultant chimed in to explain: “At our store, we’re by appointment only. The fee reduces no-shows and compensates for the time and effort of our stylists. You’d be surprised how many people don’t show up!”
In a follow-up video, Ms Matias doubled down on her stance, arguing that these fees should be included in the price of the dress.
She drew comparisons to other major purchases, like test-driving a car or viewing a property, both of which typically don’t incur costs.
“It’s just part of doing business,” she said.
When framed as a deterrent to time-wasting bookings, the fees make a certain sense.
Appointments often include one-on-one consultations, styling advice, fittings, and even drinks for you and your guests.
These services require time, expertise, and resources, which boutiques argue justify the charge.
For me, the fees were a small price to pay for the experience.
I didn’t mind spending $50 for an hour of undivided attention and expert advice.
Plus, I made a point to research boutiques in advance, booking only at those with dresses I genuinely wanted to try.
This strategy kept my total appointment fee cost to about $150.
That said, I think there’s room for improvement in how these fees are communicated.
Brides often don’t know to expect them until they start booking appointments, which can feel jarring so early on in the wedding planning process.
Offering tiered appointment options, as Ms Matias suggested, could also help.
For example, a lower-cost session for preliminary browsing versus a more premium option for in-depth styling.
Also, providing non-alcoholic drinks or discounts for non-drinkers would also be great, but that’s a whole other conversation about the bridal industry and drinking culture.
It’s worth noting that not all boutiques charge fees. For example, the popular brand Grace Loves Lace offers complimentary one-on-one styling sessions.
Another thing to know is that boutiques often limit the number of gowns you can try on – typically five per appointment – to keep sessions manageable.
While this might not seem like a lot and might barely scratch the surface of your Pinterest board, it’s often enough to get a feel for what styles you like.
My final stop was Karen Willis Holmes, where I spent $50 on a 75-minute session.
The experience felt luxurious and personal, with attentive stylists who made the process both stress-free and memorable.
When I found my dress, the boutique even waived an additional $50 as a courtesy, knowing I had another appointment later that day that I had already paid for.
My biggest takeaway for brides-to-be is to do your research, understand the policies of each boutique, and try and narrow down on a few key stores you want to visit.
Happy shopping!
