Chapel St: Bridal stores increasingly opening on famous strip

One of the most famous shopping strips in Melbourne is starting to become a hub for bridalwear post-Covid, as a group of new boutique retaillers move in.

Dresses from overseas designers including Gozde Kardana (worn by model) will be featured at Ivory Thread Bridal. Picture: Supplied.

One of Melbourne’s most famous shopping strips is getting a bridal wear boost, with a boutique offering the hottest trends from international designers to open its doors.

Ivory Thread Bridal is the latest outlet to announce its impending arrival on Chapel St, following two other bridal retailers who have also set up shop.

Ivory Thread will open at 487 Chapel St in South Yarra on March 16 after negotiating a three-year lease with agents Fitzroys.

Ivory Thread Bridal will open at 487 Chapel Street in South Yarra, at the former site of a Cotton On Body store, on March 16. Picture: Supplied.

The shop will be managed by Gemma Speake, who has seven years of experience and managed two stores in London over the past five years.

Ms Speake said she was excited to return to Melbourne and picked Chapel St for her start-up mainly due to its reputation of being a leading fashion destination.

“There’s a few really great bridal stores on Chapel St already, and I wanted to be near the competition, and it’s an iconic fashion street that I wanted to be associated with,” she said.

Gemma Speake is opening Ivory Thread Bridal's on Chapel St in Melbourne next month. Picture: Supplied.

Ms Speake said she would offer dresses solely from international designers mirroring recent trends in Europe, which focused on minimalist, modern and simple designs.

“The new high fashion is less is more,” she said.

“That’s very much what the Australian bride was buying from overseas, and I wanted to bring back a collection they can buy in the country.”

Ms Speake said she would give each bride her “undivided attention” with private 90-minute appointments in a comfortable atmosphere.

“It’s really about a personal, empathetic appointment you have with the owner, and every single bride will have my heart and soul,” she said.

Fitzroys’ Lewis Waddell said Chapel St was starting to re-emerge as a bridalware destination with rental rates proving more affordable than other nearby strips.

He said Ivory Thread was joining Eternal Bridal, which recently moved from High St, Armadale and another boutique studio, Rajashree, as some of the strip’s latest arrivals.

“ (Retailer) Vacancy between the Jam Factory and Capitol Grand Building in particular has decreased rapidly over the last 12 to 18 months,” Mr Waddell said.

“It (Chapel St) is feeling really vibrant and high quality operators are looking to this part of South Yarra.”