All About The Gown

Wedding Dresses, Mothers' Dresses, Tuxedos

706 W Main St
Lake Geneva , WI 53147


A mother-daughter owned bridal shop located in downtown Lake Geneva. With over 11 years experience each in the bridal industry, AATG is the go-to destination bridal shop between Milwaukee & Chicago. We are dedicated to bringing you specifically chosen unique styles from only the best collections and highest quality wedding designers.

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 offer completely private bridal suites for you and your guests to enjoy. We are by appointment only & we ask that you ring the doorbell when you arrive to be let in. We want you to be able to shop & celebrate uninterrupted. We can accommodate up to 5 guests in our main suite, and 4 guests in our smaller suites.

Whether you visit us for the day or treat you & 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.

Prices & Fees:
Our weddings gowns range from $1,500 - $5,000 & in-store samples range from size 4 - 24. Our buying team travels to NYC & Chicago to meet with designers & curate a collection of gowns from around the world. All About the Gown proudly represents designers like Enzoani, Elysee, Rachel Rose, Hello Bride Co, & more.

Related Articles and Events

Stefany and Judy

We are a mother-daughter duo stocking cult favorites for badass brides. We believe in service, uniqueness and a celebratory toast when you say HELL YES to the dress! Come find your dress at our size-inclusive, style-exclusive destination shop right in the heart of Downtown Lake Geneva. All 3 of our bridal suites are private? You and your guests will enjoy a completely private appointment without having to pay for a “store buyout”. Book now to experience the difference and say HELL YES to your dress! 🥂 We cannot wait for you to experience AATG. After all, it is All About the Gown.


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