"My goal has always been to change the narrative, because every bride deserves a beautiful, stress-free memory of finding their dress," founder Ali Campbell says.
THE IVORY CONCEPT
445 Lancaster Ave, Malvern, PA 19355 484-206-5182ticbridal.com/@ticbridal
After "feeling more like a number than a bride” during her own wedding gown shopping appointments, Ali Campbell opened The Ivory Concept in Malvern, Pennsylvania, to give other brides a more personalized experience. “I didn’t come from a traditional bridal or fashion background, but I poured my heart into learning the industry, curating designers I truly believe in, and building an experience rooted in warmth, honesty, and excitement,” she says. “My goal has always been to change the narrative, because every bride deserves a beautiful, stress-free memory of finding their dress.”
For Campbell, the highlight of every try-on experience is seeing a bride find “the one”—especially when it’s a gown entirely different from the original vision. “A lot of brides walk in with a Pinterest board full of lace ball gowns and leave with a sleek satin slip dress (or vice versa),” she says. “I love the moment that a bride's face lights up and they know they have found the one. It just feels like everything in that moment is perfect.”
I love the moment that a bride's face lights up and they know they have found the one. It just feels like everything in that moment is perfect.
Courtesy of The Ivory Concept
The intimate salon provides space for just four guests to join each bride, while the simple, toned-down décor—warm ivory walls, light wood floors—highlights racks of rich satin ball gowns, tulle-skirted frocks, and beaded and embellished slips. The gowns at The Ivory Concept—from designers including Alena Leena, Eva Lendel, Ingrid Olic, Ella Moda, and others—blend high-fashion detailing with timeless silhouettes, including Campell’s personal favorite, the mermaid shape. “What’s exciting right now is how designers are playing with texture and structure in mermaid gowns—think sculpted corsetry, layered tulle flares, and even detachable trains for that ceremony-to-reception transformation,” says Campbell. “We're seeing more modern minimalist mermaid gowns with clean lines, buttery satin, and unexpected details like square necklines, pearl buttons, or sheer cutouts. Super chic and sleek, but still has that body-contouring magic."
To make the most of an appointment, Campbell encourages brides to bring their most supportive friends and family members—and a willingness to don gowns that look nothing like their inspiration photos. “Try on a few styles outside your comfort zone—you might be surprised!” she says. “But once you find the one that makes you feel like yourself—just dialed all the way up—that’s your dress. Confidence is the real magic.”
Years in Business: 5
Number of Designers: 11
Sample Sizes Available: 6-22
Appointment Type: By appointment only, with other shoppers in the store at the same time
Number of Guests: 4-5
Appointment Length: 1 hour and 15 minutes
Average Dress Cost: $2,500 to $5,000
Additional Offerings: Veils and additional accessories
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