Our Bridal Collections
Our Wedding Dress Collections
At Pure Bridal, every gown on our floor was hand-selected because a real bride is going to say yes to it. Our collection spans romantic and classic to bold and fashion-forward, with styles to suit every vision, venue, and budget. As a 10-time winner of The Knot Best of Weddings, we've helped thousands of Iowa brides find the dress that made everything click — and we're ready to help you find yours.
Designer Wedding Gowns in Ames, Iowa
Pure Bridal carries nine of the most respected designer collections in bridal fashion, plus our exclusive "I Do" Private Collection. Each line was chosen for its quality of construction, range of silhouettes, and ability to make brides feel exactly the way they imagined on their wedding day. Whether you arrive knowing exactly what you want or you need a stylist to help you figure it out, our curated floor gives you real options — and every single one is worth trying on.
is one of the most recognized names in bridal fashion, known for exceptional craftsmanship and a silhouette range that covers everything from sleek and minimalist to intricately beaded ballgowns. Their designs balance timeless elegance with modern detailing, making them a consistent favorite among brides who want a gown that photographs beautifully and feels even better in person.
Allure Romance
is the softer, more relaxed side of the Allure Bridals family. Designed for the bride who gravitates toward flowing fabrics, delicate lace, and effortless silhouettes, this collection brings a dreamy, romantic sensibility to every gown without sacrificing quality or fit.
Essense of Australia
designs for real women getting married in the real world. Their gowns are known for flattering fits, thoughtful construction, and a broad range of styles — from relaxed and romantic to structured and sophisticated. If you want a gown that feels like it was made for your body and your day, Essense of Australia is worth every try-on.
Morilee New York
artistry and detail to every gown, with collections that celebrate intricate beadwork, luxurious fabrics, and silhouettes designed to flatter. Their diverse range makes them a strong choice for brides who want something with visual impact — whether that means a dramatic ballgown, a fitted crepe silhouette, or something beautifully in between.
Madi Lane Bridal
brings a fresh, fashion-forward perspective to bridal. Their designs feature unexpected details — unique necklines, statement backs, textured fabrics — that give modern brides something genuinely different. If your style leans editorial, romantic, or effortlessly cool, Madi Lane belongs on your try-on list.
Serene by Madi Lane
is designed for the bride who wants something a little quieter — understated, elegant, and refined without being plain. This collection focuses on clean lines, soft textures, and timeless silhouettes that feel as beautiful on the wedding day as they look in photos years later.
Madison James
is known for pushing bridal boundaries in the best possible way. Their gowns feature bold construction, striking embellishments, and silhouettes that make a statement from every angle. If you want a gown that commands attention and feels completely one of a kind, Madison James delivers.
Evie Young Bridal
is made for the unconventional bride. With designs that range from bohemian and relaxed to sleek and contemporary, their collection appeals to brides who want something outside the traditional bridal mold — without compromising on quality or that unmistakable wedding-day feeling.
Stella York
offers exceptional style at an accessible price point, making it a standout option for budget-conscious brides who refuse to compromise on how they look. Their gowns are thoughtfully designed with on-trend details and flattering fits, proving that finding a beautiful wedding dress doesn't have to come with a jaw-dropping price tag.
The "I Do" Private Collection
Pure Bridal's exclusive "I Do" Private Collection features gowns you won't find anywhere else. Designed with our brides in mind, this collection offers distinctive styles at exceptional value — and because they're exclusive to Pure Bridal, your dress stays yours.
Serving Brides Across Iowa
Pure Bridal is located at 306 South 16th Street in Ames, Iowa, and draws brides from across the state — including Des Moines, Cedar Rapids, Iowa City, Mason City, and Dubuque. Our boutique is appointment-only, which means when you're here, you have our full attention and a personal stylist guiding every step. No rushing, no distractions — just focused time dedicated entirely to you and your decision.
Most gowns are made-to-order and require several months of lead time, so booking your appointment early gives you the most options. If your timeline is shorter, ask us about in-stock and off-the-rack availability when you book.
Ready to Find Your Dress?
The only way to know which gown is yours is to try it on. Book your appointment at Pure Bridal in Ames, Iowa, and let our team do what they do best.
10 Time Winner of The Knot
“Best of Weddings”
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