On Friday 7th June 2019, Great Western Arcade, the unique shopping and lifestyle destination in the heart of Birmingham, will be welcoming luxury bridal boutique, Feathers.

With an aim to make designer brands more accessible to UK brides, Feathers has partnered with global luxury designers to create a destination store for women from across the country who are looking for something a little different. The new boutique will stock wedding dresses, separates, jumpsuits and accessories designed to let modern brides’ personalities shine through on their wedding day.

One of Israel’s leading bridal and evening-wear designers, Dana Harel, specialising in clean cuts, fresh designs, and luxurious, unique textiles that are all custom-made, has chosen Feathers to be its only UK stockist outside of London. Avant-garde fashion house, Viktor&Rolf is also expanding outside of London for the first time with the opening of the bridal boutique. Joining them is statement wedding dress designer, Elihav Sasson, who is renowned for romantic, show-stopping gowns, and Brit cool brand and stylist of the stars, Halfpenny London.

Shaun Mountain, centre manager at Great Western Arcade, said: “This is a brand new offering to Great Western Arcade, whilst also being very complementary to our other fantastic independents, such as Peter Forson, Miss Macroon and At One Day Spa. We are delighted to not only welcome Feathers but also all the brides-to-be to the arcade.”

Holly Johnson, owner of Feathers, said: “I’m really excited to be opening in the beautiful Great Western Arcade and it is brilliant that such high-profile designers are putting their confidence in the city. It can sometimes be hard for modern, fashion-forward brides living outside of the capital to find their dream wedding outfit – whether that be clean and crisp, sexy and sultry, fabulously fancy or amazingly avant-garde.

“Women should not have to compromise on their style on their wedding day. These inspiring designers coming to Birmingham give them more opportunities to show their true personality on their big day.”

To arrange an appointment to try on one of their gowns, go to or email

Tel: 0121 233 0279