At Allure Bridals, we’re committed to delivering the exceptional quality and service you’ve come to expect—no matter the challenges we face. Recently, however, rising tariff costs have created a new set of realities for all of us in the bridal industry.

With import tariffs climbing dramatically—from 10%, to 20%, and now up to 54%—we’ve had to make some difficult decisions to protect the long-term sustainability of our business and yours, while also doing everything we can to minimize disruption for our retailers and their brides.

What You Need to Know

A New Tariff Surcharge Begins April 5, 2025
To help offset increased import costs, a 20% surcharge will be applied to new re-orders starting April 5 at 12:00am CST. This will appear as a separate line item on your invoice, per product.

• Existing Fall 2025 stock orders are not impacted.
• Future Fall 2025 stock orders will also remain exempt, with the exception of carryover bridal and quinceañera styles.
• The 5% stock incentive discount for markets will no longer be applied as part of our effort to offset these rising costs.

Collections Affected

• Bridal, Quinceañera, Bridesmaids & Accessories: 20% surcharge
• Portia & Scarlett + Suits & Tuxedos: Pricing still under review

New Credit Card Processing Fee

Beginning May 5, 2025, a 3% processing fee will be applied to credit card payments.
To avoid this fee, we encourage you to use alternative payment methods such as:

• ACH
• E-check
• Debit cards

Why a Surcharge, Not a Price Increase?

We want to be as transparent and flexible as possible. Rather than implementing broad price increases, we’ve chosen to apply a surcharge. This allows us to quickly adjust if trade policies change in the future.

In our more than 20 years of business, we’ve only raised prices four times—most recently in 2022. We take pride in that track record and are doing everything we can to continue supporting you, even in today’s unpredictable economic climate.

Our Recommendation for Retailers

At your discretion, we recommend passing along only the surcharge to your customers, rather than increasing prices across the board. This helps maintain accessibility for brides while reflecting the true, temporary nature of the increase.

What You Can Do Next

• Review Upcoming Orders: Take stock of how the surcharge may impact re-orders placed after April 5
• Connect with Your Sales Rep or Customer Service Team: We're here to help you navigate this transition and answer any questions.

We’re in this together, and we remain committed to supporting you just as you’ve supported us. Your partnership means the world to us, and we’re deeply grateful for everything you do to bring our gowns to life for brides around the world. Thank you for being an essential part of the Allure Bridals family.