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A modern Bridal Boutique which exudes luxury. Shades of White Riverside Boutique is spacious and light, whilst providing a warm and welcoming serene aesthetic. Designed with our brides in mind because I firmly believe that beautiful relaxing surroundings inspire women to feel good. Oozing luxury, with flawless lighting, floor to ceiling mirrors, plush seating, and copious floor space. I have created a Bridal Heaven that is second to none in Cambridgeshire.

Each private appointment has sole use of the Boutique, where you can relax in our stunning Bridal Lounge, knowing that your chosen loved ones can sit back, relax and be ready to enjoy your Wedding Dress journey.

Shades of white offers all Brides a fully immersive personalised bridal experience because their bridal consultant is the proud owner of Shades of White – Jo. Providing a Wedding Dress Journey that every single bride deserves, her mission is to make all brides feel ‘heard’, ‘safe in their decisions’ and fully supported.


At Shades of White, it is all about you – The Bride. You are the most important individual, and it is my mission to make you feel this way. You will often hear me saying ‘your bride tribe are your backing singers – you’re the main event’. Empowering you to feel confident in your decisions and giving you the very best Bridal Experience possible. I am honoured to be part of your Wedding Dress Journey and your trusted Bridal Boutique. From the moment you enter the Boutique until your Wedding Day Shades is here for you. Shades of White carries a variety of award winning designers for ou to choose from including Justin Alexander, Maggie Sottero, Rebbeca Ingram, Milla Novias, Luna Nova and Maddison James, and a create your own gown Bridesmaids Collection by Motee Maids. Your Bridal looked is complimented with an array of accessories including Veils, Combs, and Tiara's.

  • Woman-owned
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Frequently asked questions

What services do you offer?

Sale of wedding dresses
Sale of wedding accessories
Sale of gowns for maid of honour, bridesmaid, flower girls...
Advice on beauty and style

What services do you offer?

Sale of dresses for bridesmaids
Sale of wedding dresses
Other (Alterations Services Wedding Dress Steaming Wedding Dress Packing After Care - Dry Cleaning and Repairing)

How far in advance should I contact you?

We would love to extend a warm welcome to you at Shades of White, and suggest you start your Wedding Dress journey 18 months before your Wedding Day

Do you have an outlet section?


Do you have an outlet section?


Do I need to make an appointment?


What is the style of your designs?


What kind of accessories do you offer?

Headdresses, hats and hair accessories

How do you work?

By Appoinment

Operating hours:

Monday - Closed Tuesday - Closed Wednesday - 10am - 6pm Thursday - 10am - 6pm Friday - 10am - 6pm Saturday - 9am - 6pm Sunday - 11am - 4pm

What are the forms of payment?



Wedding Dresses:

Justin Alexander, Madison James

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Reviews for Shades of White

5.0 out of 5 rating
5.0 out of 5 rating
1 review
100% recommend it
  • Quality of the service
    5 out of 5 rating
  • Response time
    5 out of 5 rating
  • Professionalism
    5 out of 5 rating
  • Value for money
    5 out of 5 rating
  • Flexibility
    5 out of 5 rating
Jo Taylor Sent on 17/04/2024
5 out of 5 rating

Nervous and excited

I can not tell you how amazing shades of white is. From the moment we walked in we felt so comfortable the gentleman helped my nan in and made her smile from the get go which made her day.
I came into shades of white never trying a wedding dress on before and was very nervous but so excited. There was no judgement and I felt so comfortable. Everything was a breeze and time was not an issue. I came in thinking i had a vision of what I liked to walk out saying yes to a dress which is completely different to what i thought i would pick. I i felt beyond beautiful. Thank you so much for everything.
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4 & 5 Manor Mews, Bridge Street PE27 5UW St. Ives (Cambridgeshire)

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