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Setting a return policy for a bridal brand can be tricky. A wedding dress isn’t quite the same as a standard fashion purchase, particularly when it’s made to order, customised or produced to a customer’s measurements. At the same time, bridesmaid dresses and occasion wear are often bought online in multiple sizes and styles, making an easy returns process much more important.
Looking at other bridal return policy examples can help retailers decide where to be flexible, where to set clear limits and how to make returns easier for customers.
In this guide, we’ll look at how bridal brands handle returns across made-to-order wedding dresses, bridesmaid dresses and occasion wear, including return timeframes, refunds, exchanges and final-sale items. We’ll also cover what Australian Consumer Law requires and where retailers have more flexibility to set their own policy.
What Australian Consumer Law means for bridal returns
Before setting a wedding dress return policy, it’s important to understand the difference between a change-of-mind return and a product that doesn’t meet Australian Consumer Law requirements.
Australian Consumer Law doesn’t generally require a retailer to offer a refund when a customer simply changes their mind. However, customers still have rights when a product is faulty, unsafe, doesn’t match its description or isn’t fit for its intended purpose.
For made-to-order wedding dresses, this distinction is particularly important. A gown that has been custom-made or altered for an individual customer may be sold on a final-sale basis for change of mind, provided the policy is clear and the business still meets its Australian Consumer Law obligations.
Bridesmaid dresses and other ready-to-wear pieces are different. These products are generally easier to resell, so retailers may choose to offer a standard returns window for customers who change their mind. This is where a clear bridesmaid dress return policy can make the buying process much easier, particularly when customers are ordering different sizes or styles for an entire bridal party.
Bridal return policy examples: Made-to-order gowns
Made-to-order wedding gowns are often subject to stricter return policies because they are produced specifically for the customer. Some designers allow cancellations within a short window, such as 24 hours to seven days, while others charge an administration or restocking fee.
Minor alterations may also be needed once the gown arrives, which are usually arranged and paid for by the customer. Clear information about cancellations, alterations and final-sale conditions should be provided before the order is placed.
Grace Loves Lace
For Grace Loves Lace orders can be cancelled for a full refund within 7 days of purchase, but after this point, cancellations and refunds are no longer available. Customers can instead request an exchange or store credit, subject to a $300 exchange fee.
The brand also makes it clear that alterations are a normal part of the bridal process. Gowns are made to a selected size and height rather than exact body measurements, so customers are responsible for any fit-related alterations.
Bridal return policy examples: Bridesmaid dresses and occasion wear
Shona Joy
Shona Joy offers a relatively short return window for its bridal and occasionwear. Eligible full-priced items can be returned for a refund when the return is lodged and posted within 7 days of delivery, while customers have up to 14 days to request an instant exchange or store credit. Items must be unworn, unused and returned with their original tags and packaging.
For Australian customers, instant exchanges are free, while return postage for refunds is paid by the customer. Items marked as final sale cannot be returned for a refund, exchange or store credit unless they are faulty.
Aje
Aje has a 14-day return window for most full-price online purchases, with customers able to choose between a refund to their original payment method or store credit. Items need to be unworn, unwashed and unused, with all tags attached, and customers must provide proof of purchase. A $9.15 return fee is deducted from refunds, while returns can be sent to the Aje warehouse or taken to an Aje Collective store.
Final Sale and Outlet items generally cannot be returned, except where Australian Consumer Law requires a return, such as when an item is faulty, unsafe, not fit for purpose or doesn't match its description.
Bec + Bridge
Bec + Bridge offers a fairly flexible return policy for full-priced online purchases. Customers have 14 days from fulfilment to return an item for a refund, with a longer 21-day window for exchanges or credit notes. Items must be unworn, unaltered and returned with their original tags, accessories and packaging.
Refunds incur a $10 AUD restocking fee, while exchanges and credit notes are not charged this fee. Customers can also request a variant exchange through Refundid within 21 days, making it easier to swap for another size or eligible style. Final-sale items, swimwear and bodysuits cannot be returned unless they are faulty.
