Bride-to-be shocked by ‘wild’ wedding dress secret: ‘Am I delusional?’

When you start planning your wedding, finding out you have to pay just to try on wedding dresses seems like another hidden cost in an already expensive process.

For the uninitiated, many bridal boutiques charge a consultation fee — usually around $50 — to book an appointment.

Although it can be bought if you buy a dress, it is a practice that can appeal to many.

As someone getting married in April, I experienced this first hand late last year when I began my dress hunt.

Thankfully, finding the perfect dress was relatively easy, but it did require visiting three different bridal studios. By comparison, some of my friends have visited more than 10!

Along the way, I learned that these fees are becoming more common, especially in Australia, where the post-pandemic landscape has reshaped the bridal industry.

They are designed to deter non-serious shoppers (ie those looking to play dress-up and take selfies) and cover the labor-intensive and highly personalized service these boutiques offer.

This phenomenon recently sparked a viral conversation on TikTok.

Australian bride-to-be Katrina Matias posted a video that has racked up 700,000 likes, saying: “Guys, who knew there was a fee to try on wedding dresses? Am I delusional that I think it should be free?”

Her video struck a chord as commenters rallied behind her, with one writing, “It’s literally so crazy that they accuse. I’m a 2025 bride and I refuse to book into a bridal venue if they want me to pay to try on dresses.”

Others, however, defended the practice. A bridal consultant came to explain: “In our shop, we are by appointment only. The fee reduces no-shows and compensates for the time and effort of our stylists. You’d be surprised how many people don’t show up!”

In another video, Ms. Matias doubled down on her stance, arguing that these fees should be included in the price of the garment.

She drew comparisons with other large purchases, such as test driving a car or viewing a property, both of which typically incur no cost.

“It’s just part of doing business,” she said.

When adjusted as a deterrent to time-wasting bookings, fees make a certain amount of sense.

Appointments often include one-on-one consultations, styling tips, accessories, and even drinks for you and your guests.

These services require time, expertise and resources, which boutiques argue justify the fee.

For me, the fees were a small price to pay for the experience.

I didn’t mind spending $50 for an hour of undivided attention and expert advice.

Plus, I made it a point to research boutiques in advance, only stocking up on dresses I really wanted to try on.

This strategy kept the total cost of my meeting fee to about $150.

That said, I think there is room for improvement in how these fees are communicated.

Brides often don’t know to expect them until they start booking appointments, which can feel annoying very early in the wedding planning process.

Offering tiered dating options, as Ms. Matias suggested, could also help.

For example, a lower cost session for preliminary browsing versus a more premium option for in-depth styling.

Also, offering soft drinks or discounts for non-drinkers would also be great, but that’s a whole other conversation about the bridal industry and drinking culture.

It is worth noting that not all boutiques charge fees. For example, popular brand Grace Loves Lace offers complimentary one-on-one styling sessions.

Another thing to know is that boutiques often limit the number of dresses you can try on—usually five per appointment—to keep sessions manageable.

While this may not seem like much and may barely scratch the surface of your Pinterest board, it’s often enough to figure out what styles you like.

My last stop was Karen Willis Holmes, where I spent $50 on a 75-minute session.

The experience felt luxurious and personal, with attentive stylists making the process stress-free and memorable.

When I found my dress, the boutique even waived the extra $50 as a courtesy, knowing I had another appointment later that day that I had already paid for.

My biggest tip for brides-to-be is to do your research, understand each boutique’s policies, and try to narrow down a few key stores you want to visit.

Happy shopping!