TARIFF UPDATE! New pricing Effective June 15
May 15th 2025
Following up on our previous communication regarding the tariff surcharge implemented April 5, 2025 and are pleased to share a positive update, an upcoming pricing change, and a revision to our credit card surcharge policy.
Tariff Surcharge Reduced — Effective Immediately
As global trade conditions have shifted, the tariffs affecting our products have recently decreased. As a result, we are reducing the previously implemented 20% tariff surcharge to 10%, effective immediately for continental U.S. All open orders that have not yet been invoiced will automatically be adjusted to reflect the new 10% rate.
New Pricing Structure Begins June 15, 2025
Considering we have not a price increase since 2022 and in order to best counterbalance the myriad of inflated costs of goods—including raw materials, labor, and additional tariffs—the Allure Bridals brand family will be implementing a new pricing structure, with an approximate 10% increase on most collections, effective June 15, 2025. This new pricing will apply only to orders placed on or after June 15, 2025.
Tariff Surcharge Reduced — Effective Immediately
As global trade conditions have shifted, the tariffs affecting our products have recently decreased. As a result, we are reducing the previously implemented 20% tariff surcharge to 10%, effective immediately for continental U.S. All open orders that have not yet been invoiced will automatically be adjusted to reflect the new 10% rate.
New Pricing Structure Begins June 15, 2025
Considering we have not a price increase since 2022 and in order to best counterbalance the myriad of inflated costs of goods—including raw materials, labor, and additional tariffs—the Allure Bridals brand family will be implementing a new pricing structure, with an approximate 10% increase on most collections, effective June 15, 2025. This new pricing will apply only to orders placed on or after June 15, 2025.
On that date, the tariff surcharge will be eliminated for all new orders, as it will be incorporated into the updated product pricing. This change allows us to provide more consistent pricing going forward. Click here to download our comprehensive price list.
Updated Credit Card Policy
We have revised our previous announcement regarding credit card processing fees. Our policy will remain consistent with what is outlined in our Terms & Policies:
We hope this provides added clarity and flexibility for your payment planning.
Why We’re Making These Changes: While we’ve opted for a surcharge model in the past to provide flexibility in response to volatile tariff shifts, the continued unpredictability of global trade—along with increasing production and operational costs—has prompted us to adopt a more stable pricing model. We also want to emphasize that this will be our first base price increase since 2022, a reflection of our ongoing commitment to keep pricing as stable and predictable as possible for our retail partners.
Thank you for your continued trust and support. We’re grateful to have you as part of the Allure Bridals family and remain committed to helping you succeed in every season. Warm regards, Kelly Crum
CEO |