to Mar 11

Sarah Seven Trunk Show

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For the modern classic bride that knows how to have a good time and enjoys a glass of bubbly. The newest Sarah Seven collection is already stealing hearts and we cannot wait to host a beautiful trunk show to celebrate the new Luxurious Life of Abigail Sterling collection with the designer herself! Get ready to fall in love, find your dress, and save 10% on all Sarah Seven purchases. One weekend only at our San Diego bridal shop! Don't wait to book your appointment with our stylists, this special event is already booking up quick! Email us to book xo

PS The designer Sarah Seven will be at our shop working and styling our brides herself!!!

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to Mar 18

Rue De Seine Trunk Show


We're so excited to host one last MOONLIGHT MAGIC Rue de Seine trunk show in San Diego! Grab an appointment to shop entire the new collection and save 10% when you find your New Zealand made gown with one our stylists. This is an one-weekend only event and we'd love to have you in! Please book your private appointment with us soon as we expect this exciting weekend to book up fast. No one does bohemian inspired wedding gowns like Rue de Seine. Their fit, fabric, and vibe cannot be matched. We'll see you soon!

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to Apr 22

FLORA Trunk Show

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Join us for an exclusive chance to shop the new Flora collection, save 10% off all Flora purchases! Hand made in Israel and the most beautiful fit you'll ever see! Prices range approximately from $3800 and go up to $7000. Gowns are made to order. If you hope to try a specific gown by Flora, please inquire in advance so we can arrange with the designer.

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Mariana Hardwick
to Dec 17

Mariana Hardwick


ONE WEEKEND ONLY! Our Australian dream collection, Mariana Hardwick, will be at our San Diego boutique for one weekend only and all MH gowns will be 10% off in-store! Call or email to book an appointment!

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to Dec 10

Blush by Hayley Paige

Join us in San Diego for our Blush by Hayley Paige Trunk Show! All Blush by Hayley Paige gowns will be 10% off for this weekend, so you do not want to miss out! Email us at to book your appointment today!

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to Nov 12

Anna Campbell

Anna Campbell is headed our way from Australia for a trunk show at our San Diego boutique! Anna's wedding dresses combine effortless and romantic shapes with unique and glamorous details. Anna Campbell's gowns will be 10% off this weekend only. Email us at today to schedule your appointment!

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to Oct 29

Sarah Seven

We're hosting a Sarah Seven Fall Trunk Show at our San Diego boutique! Join us and shop all Sarah Seven 10% off. We promise, you don't want to miss this event. Book your appointment today by emailing us at !

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to Oct 8

Rue De Seine "Love Spell"

One of our favorites, Zara, from Rue De Seine's "Nomadic Love" Collection

One of our favorites, Zara, from Rue De Seine's "Nomadic Love" Collection

Our favorite boho and breathtaking gowns will be back at our San Diego for a Rue de Seine trunk show October 6-8. Don't miss out on booking an appointment for this special event before it fills up if you love Rue de Seine, want to see and shop from their Love Spell collection, and save 10% on all trunk show purchases! 

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to Sep 24

Alexandra Grecco

alexandra grecco wedding dress

Brooklyn based designer and sweetheart, Alexandra Grecoo will be back in San Diego 9/29 - 10/1 for a special trunk show! Schedule your one-on-one appointment with us today by emailing!

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6:30 PM18:30

Our Third Birthday Party


It's our San Diego Boutique's 3rd Birthday!!!

Love pizza, champagne, & wedding dresses?

Thought so.

We're throwing a birthday bash on Thursday May 25th with wood fired pizza from @buonaforchettasd and tons of dancing, drinks, and beautiful dresses! The celebration starts at 6:30pm. Brides, vendors, neighbors, family...everyone is welcome! RSVP for the birthday party at

You don't want to miss out! Join us and all the amazing vendors who will be celebrating with us:  @buonaforchettasd @alfresko_events 
@samanthalouisedesigns@bloomsbybreesalee @thorneartistry@lindseymaureenjones @brogenjessup@amigobooth @frostmegourmet@sdsocialights @ptybar @songstruck

We can't wait to celebrate with you all! XO

3734 6th Ave in Hillcrest

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10:00 AM10:00

Sample Sale

bridal boutique

Our Annual Sample Sale is around the corner in San Diego! Call 619-876-5018 or email to schedule a one hour sample sale appointment with us on Friday March 31. Our designer dresses MAJORLY marked down 30-80% (!!!) sold "off the rack" and ready to go for one day only. 

Should I shop at this Sample Sale?

Whether you're a bride on a short timeline, you have an eco-friendly state of mind, you have a specific price point or you want to see your exact wedding gown that you'll be getting married in and take it home that day instead of waiting 4-6 months -- this Sample Sale is for you!

All sample dresses will be discounted 30-70% with pricing ranging from $900 - $3800 (majority between $1300 - $2600). 

Sizing for these gowns are bridal sizes 8 to 12 which means they are close to sizes 6 to 10 in street clothes. If you're more than a size or two above the sample size, we do not recommend going with this option. However, dresses can be taken in up to 2 to 3 sizes.

We will have dresses on sale by the following designers: Claire Pettibone, Jenny Packham, Christos, Houghton NYC, Noel and Jean, Sarah Seven, and Rue De Seine.

We only have one of each dress and remember that all brides will be shopping from the same sample collection. So be prepared to fall in love, commit to your dress and take it home that day!

A few details about the sale:

  • Dresses are to be paid in full by cash or credit card, no checks please. 

  • Appointments are one hour long and are scheduled back to back all day long, so please be on time!

  • We suggest bringing no more than one to two guests.


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6:30 PM18:30

Open House + Marrow Fine Jewelry Popup at The Dress Theory San Diego!

Come check out our San Diego Bridal Shop and have some wedding planning fun with your girlfriends and family! Or come on by solo and we'll be here to answer all your questions! We'll have champagne, treats and snacks, music, and a beautiful bridal shop full of wedding dresses. This is the perfect little brides' night out to see what The Dress Theory is all about without booking an appointment! You can ask us all your burning wedding dress shopping questions, find out about our designers/sizing/prices/whatever you want to know, browse our locally made jewelry and accessories, or just come hang out with us for the night. If you're not quite ready to book an appointment yet because you're waiting to book your venue or whatever the reason may be, please stop by our Open House from 6:30-8:30 and check out the shop. Any questions? Shoot us an email and RSVP at

Read more about our little shindig right here!


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to Feb 26

Costarellos Bridal

Photo via Pacific Weddings

Photo via Pacific Weddings

We're hosting our FIRST trunk show with our newest designer, COSTARELLOS. The designer is based out of Athens, Greece and creates gowns that are the perfect combination of dreamy and modern with a hint of bohemian spirit. Costarellos is quickly becoming the favorite of NYC and fashion industry brides and this is the first trunk show for the line in our region! Come have some fun with us, email and mention this trunk show to schedule! 

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to Nov 20

Jenny Packham

Jenny Packham's glamorous, vintage inspired and red-carpet worthy bridal gowns are headed to our San Diego boutique for a trunk show! Don't miss the first chance to shop her latest collection!

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to Nov 6

Claire Pettibone Couture & Romantique

The latest Claire Pettibone Couture and Romantique collections will be in our San Diego boutique November 4-6. The Romantique wedding dresses range from $1500 to $2800 and capture an understated, free-spirited vibe we adore. Claire Pettibone's original vintage inspired, whimsical Couture collection gowns range form $3000 to $8800. Both Romantique and Couture gowns will be 10% off during our trunk show.

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to May 8

Lihi Hod

lihi hod wedding dress

The beautiful bohemian Lihi Hod wedding gowns will be at our San Diego boutique for the very first time for a very special trunk show! The dresses will be at our boutique for one weekend only and available by appointment only. We hope you'll join us to shop this beautiful collection, these gowns can't be missed!

Lihi Hod's gowns have stolen the hearts of New York City's most fashionable brides, and were only available in NYC until this year. Our trunk show will be the first time they are available in southern California! Her designs have caught the attention of some of our favorite daily reads, Who What Wear and Glamour Magazine. We love how she balances femininity with a touch of edge, while her gowns remain timeless. We are all about keeping up with the trends, but always encourage our brides to find a gown that blends modern details with a timeless feel. Lihi's gowns capture this perfectly! And just wait until you see the details in person... They create the extra special touch that makes her gowns unforgettable! 

We love how Lihi describes her collection as "combining timeless elegance inspired by the past with the contemporary, chic, and nonchalant attitude of the present". Doesn't that sound like the perfect wedding dress?! If this sounds like what you've been looking for this is a trunk show (with 10% savings) that can't be missed!

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