Online bridal retailer virtually duplicates store experience

Enaura Bridal is launching an online wedding dress shopping experience designed to bring the brick-and-mortar store directly to customers.

The custom bridal gown retailer is introducing Nova by Enaura, a specialty e-commerce site designed to bring the full-service wedding dress and accessory shopping experience into the customer’s home. Nova by Enaura providing customers with gowns available to try on at home, in addition to customization and sizing assistant features.

Before ordering their dress, customers can sample dress styles that will be delivered within days to their home. Customers will have three days to try on their pieces and once they decide on the final design, the website's technology will allow them to find their exact measurements for sizing.

Shoppers can then choose to customize their gown's neckline, train and other elements. The company says its goal is to replicate the level of customization and customer service found in a physical bridal store.

Nova by Enaura will feature a capsule collection of wedding gowns ranging from $2,000- $3,000. New dress styles will be added to the website frequently, following the latest trends. The site also offers rentals of accessories, including veils and belts.

"To date there has not been an e-commerce platform that offered an end-to-end online shopping experience for bridal wear," said Enaura Bridal founder Sohil Mistry. "With Nova by Enaura, we have set our sights on designing and creating a full-service, online retail space for brides looking for that sensory bridal gown shopping experience from the comfort of their home. Nova offers gorgeous, customizable, made-to-order gowns, home try-on dresses that arrive days after ordering, and guidance on taking accurate measurements to ensure every bride gets a beautiful fit. We're excited to pave the way in the bridal space with this refreshing vision, grounded in the quality and craftsmanship that have become synonymous with our brand."

David’s Bridal offers lifelike visualizations
Nova by Enaura is not the only bridal retailer to try to offer a brick-and-mortar-type shopping experience online. In October 2020, David’s Bridal began providing visitors to its website with access to 3D and augmented reality (AR) visualizations of its 50-plus best-selling dresses directly from product pages, without downloading a separate app. Customers can place life-size dresses in their homes and zoom in on details such as beading, fabric, and trains.

Full 360-degree angle views enable shoppers to walk around the dresses in their room, see how it will look next to other wedding party outfits, and examine intricate details up-close and personal directly on the website before heading to stores.

And brides who already have their gowns can wear them standing side-by-side with virtual bridesmaid dresses to see which colors and prints match best and take a screenshot to refer to at a later date. Following the initial launch, new styles of bridal gowns and bridesmaids' dresses are added into the 3D and AR assortment on a weekly basis.