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This week’s topics: wedding dress shopping tips, how to choose a wedding dress, saying yes to the dress, bridal appointment what to expect, who to bring dress shopping, managing opinions while dress shopping, wedding dress trends 2026, minimalist vs ball gown wedding dresses, second wedding dress ideas, inclusive bridal boutiques, sustainable wedding dress designers
In this episode of Wedding Day Podcast, host Sonja Babich, CEO of Iron Diamond Media, and co-host Carrie Fisher, Publisher of Wisconsin Bride and Nebraska Wedding Day, sit down with Erin Thull, founder and owner of Miss Ruby Bridal, in Milwaukee’s Third Ward. With nearly two decades in business, Thull shares how her boutique has evolved alongside the modern bride—balancing a deeply personal shopping experience with a growing demand for inclusivity, intention and expertise in the wedding dress journey.
What began as a solo venture quickly transformed into a mother-daughter business, with Thull’s mother, Pauline, joining before the boutique even opened its doors. Now, 18 years later, Miss Ruby Bridal has grown into a trusted destination with a 14-person team, known for its warm, loft-style setting and proximity to some of Milwaukee’s most sought-after wedding venues. That longevity has given Thull a front-row seat to the industry’s shifts—from changing silhouettes to the rise of digital-first brides—and has informed how her team approaches every appointment.
At the heart of the Miss Ruby experience is preparation. Thull walks through the boutique’s complimentary Wedding Dress Guide, designed to walk brides through everything from what to expect during an appointment to how to choose their guest list. Paired with a pre-appointment phone call, this approach allows stylists to understand each bride’s mindset, preferences and potential stressors before they even walk through the door. The goal is simple: remove distractions and create space for a bride to feel present, confident and fully supported during her time in the showroom.
That support becomes especially important when navigating group dynamics—one of the most delicate parts of dress shopping. Thull shares how her team is trained to balance the voices in the room while always centering the bride. From managing strong opinions to gently redirecting moments of tension, stylists act as both guides and advocates. When it comes time to say yes to the dress, the team shifts the focus away from expectations of a dramatic reaction and instead encourages brides to tune into how they feel—looking for subtle cues like ease, confidence and a natural sense of self.
On the fashion side, Thull offers insight into what today’s brides are gravitating toward—and why. While clean, minimal silhouettes continue to resonate, there’s a renewed interest in statement-making gowns, from voluminous ballgowns to layered lace designs with a modern edge. She also notes a growing curiosity among brides—especially Gen Z—about the designers behind their dresses, including their values, craftsmanship and overall story. With a curated selection of approximately 15 designers, Miss Ruby prioritizes partners who align with its own commitments to sustainability and inclusivity, ensuring that each gown reflects more than just aesthetic appeal.
Beyond the boutique, Miss Ruby Bridal’s impact extends into the Milwaukee community. Thull highlights initiatives like the Rise Collection, where gowns are named after local figures and landmarks, with proceeds supporting area organizations. The team also prioritizes regular volunteer work and hosts events that celebrate and uplift marginalized communities. Whether helping a bride incorporate a meaningful heirloom into her look or giving back through intentional business practices, Miss Ruby Bridal continues to redefine what a wedding dress experience can be—one rooted in connection, care and lasting impact.
This episode is powered by Dan Riggs Films, Miss Ruby Bridal, Pearl & Cade and Wisconsin Bride.
Photo by Dani Dahl
Photo by Mo Schultz Photography
Photo by Emily N. Love Photography