Business Details
42 Years
experience
Your Dream Wedding Dress Awaits in Bournemouth
Established in 1984, Chameleon is Bournemouth's longest-standing wedding dress boutique, celebrating 40 years of excellence in 2024. Our team of dedicated bridal consultants brings decades of combined experience in fashion and customer service, offering personalized guidance to help each bride find her perfect dress. With over 250 five-star reviews, we pride ourselves on maintaining the highest standards of service while curating an international collection of designer gowns. As the only Retail Bridal Association member in Dorset, we uphold rigorous quality and financial protections for our clients, including free dress insurance through their scheme. Our commitment to innovation is evident in our Sanctuary Collection, which donates 50 from every gown sale to animal charities.Led by owner Anneliese Ward, a former lawyer turned bridal entrepreneur, we combine professional expertise with genuine care to create unforgettable shopping experiences. Our in-house seamstresses provide expert alterations, ensuring every dress fits flawlessly, while our sister shop caters specifically to mothers of the bride and groom. From initial consultation to final fitting, we maintain meticulous attention to detail, supported by a digital system that keeps clients informed throughout their journey. Our coastal boutique offers a relaxed atmosphere with free parking, serving brides from Dorset, Hampshire, Wiltshire, and as far as Devon and Cornwall.
Services
Wedding Dresses
Mother of the Bride
Alterations
Bridal Accessories
Sample Sales
Details
- Year established: 1984
Highlights and features
- 40 years of bridal industry expertise since 1984
- Award-winning service with 250+ five-star reviews
- Exclusive Sanctuary Collection donating to animal charities
- Experienced in-house seamstresses for perfect alterations
- Only RBA-accredited boutique in Dorset with dress insurance
Associations and certifications
- Retail Bridal Association
What people say
Friendly staff
Beautiful dresses
Personalised service
Expert alterations
Stress-free experience
Services
Wedding Dresses
We offer an extensive selection of designer wedding dresses from international collections, including exclusive lines like Sanctuary Collection. Our gowns range from classic ball gowns to modern minimalist styles in sizes 8-24. Each appointment includes personalized styling advice from expert consultants to help brides find their perfect match.
Alterations
Our experienced seamstresses provide professional alterations for wedding dresses and occasion wear. With over 25 years' combined experience, they ensure perfect fit through multiple fittings. Services include hemming, beadwork repairs, and structural adjustments while maintaining garment integrity.
Mother of the Bride
Specialist styling for mothers of the bride and groom with designer outfits in various styles and colours. Our consultants help select appropriate attire that coordinates with wedding themes while maintaining individual taste. Includes matching accessories like hats and handbags.
Sample Sales
We offer pre-owned sample dresses at reduced prices, typically 1-2 sizes altered from original. These high-quality gowns represent significant savings while maintaining pristine condition. Available in our Bournemouth boutique with expert guidance on suitability for different body types.
Bridal Consultations
Personalized appointments with expert bridal consultants who understand current trends and timeless styles. Sessions include moodboard creation, fabric swatches, and styling advice. LGBTQ+ friendly appointments available with tailored privacy options.
People
Anneliese Ward
Owner
Former lawyer turned bridal entrepreneur who purchased Chameleon in 2016. Created the Sanctuary Collection donating to animal charities. Combines legal precision with creative vision to maintain high service standards while fostering a joyful shopping environment.
Sophie
Manager
Dynamic manager known for her organisational skills and positive energy. Oversees collection buying decisions while managing day-to-day operations. Provides continuity since joining in 2016, ensuring financial discipline while maintaining customer-focused service standards.
Kaitlin
Bridal Consultant
Trend-aware consultant with artistic background who prioritises client confidence. Specialises in helping brides navigate style choices while maintaining authenticity. Recognised for creative problem-solving in complex fitting situations during her six years at the boutique.
Saturn
Bridal Consultant
Warm and approachable consultant who creates instant rapport with clients. Focuses on making the dress selection process joyful rather than stressful. Brings animal-loving perspective to client interactions while maintaining professional standards over her five-year tenure.
Caroline
Head Seamstress
Senior seamstress with 25+ years' experience in bridal alterations. Holds art and textiles qualifications that inform her meticulous approach. Oversees all major alterations projects, mentoring junior staff while maintaining hands-on involvement with complex garment work.
Questions
How do I book a bridal appointment?
Use our online booking system to select your preferred date and time for a 1-hour 15-minute consultation. Appointments available Monday-Friday 9-5 and Saturdays.
What should I bring to my appointment?
Bring inspiration images and any specific requirements. We provide champagne and prosecco, but advise against heavy alcohol consumption before fittings.
Do you offer payment plans?
Yes, we provide flexible payment options including deposit schemes with monthly instalments available for all made-to-order gowns.
Can I bring children to appointments?
Children under 10 aren't permitted due to our alcohol licence. Older children are welcome but no alcohol can be served during their visit.
What alterations services do you provide?
Full alterations service including hemming, beadwork, structural adjustments, and bustle additions. Our seamstresses have 25+ years' combined experience in bridal garment work.
Are sample dresses available for purchase?
Yes, we offer pre-owned sample dresses at 40-70% off retail prices. These are typically in sizes 8-24 and can be altered 1-2 sizes from original measurements.
