A family-run bridal boutique in Cleveleys, Lancashire — built by a mum and her daughter
Before the chandelier, before the arched mirrors, before a single gown hung on a rail, there was a daughter with a dream and a mum who told her to chase it.
Where it began
A dream, spoken out loud
In 2020, Brittany Earith was working in a school, and quietly dreaming of opening her own bridal shop. She’d talk about it the way you talk about things you don’t quite dare to do: someday, maybe, one day.
Her mum, Gill Armer, was running her own hairdressing salon at the time. She’d spent years making people feel wonderful for the biggest days of their lives, and she knew exactly what her daughter was capable of. So she said the words that started everything:
“Life’s too short, do it.” Gill, to Brittany, 2020
The journey
Through Covid, and into the shop they’d always wanted
So she did it. They opened their first boutique in Thornton in 2020, straight into a pandemic. Not the gentlest start for a business built on hugs, champagne and try-ons. But brides kept getting engaged, weddings found a way, and word spread about the little shop where you were treated like family.
They came through Covid, then outgrew Thornton altogether. And in 2025 came the moment they’d been waiting for: the keys to the premises they’d wanted from day one, a beautiful double-fronted boutique in the centre of Cleveleys, with white panelled walls, herringbone floors, arched mirrors and a crystal chandelier worth dressing up for.
The red carpet went down, the balloons went up, and Bridal by Brittany Ann came home to 112 Victoria Road West.
The two of us
Mum & daughter, stylists & co-conspirators
Brittany Earith
DirectorThe dreamer who did it. Brittany hand-picks every gown on the rails and has an uncanny knack for knowing which dress a bride will cry in before she does.
Gillian “Gill” Armer
ManagerThe voice of “life’s too short, do it.” After years running her own salon, Gill brings warmth, honesty and three decades of making people feel beautiful.
What it feels like
An appointment that feels like a celebration
When you visit, the boutique is yours. You’ll be welcomed by name, settled in with your favourite people, and given all the time you need. Brittany and Gill will listen first, your venue, your style, the dress you’ve always pictured, and then start pulling gowns, including a few you’d never have chosen yourself. (It’s always one of those, somehow.)
There’s no pressure and no hard sell, ever. Just honest advice, happy tears and, when you find the one, a moment you’ll be telling people about for years. And if you have a prom queen in the family, our sister boutique The Prom Collection Lancashire is right upstairs: bridal downstairs, prom upstairs, one very happy building.
5 out of 5, rated by our brides
Your turn
Come and write your chapter
We’d love to meet you, and your mum, your bridesmaids, your nan, whoever makes it feel real.
Book an Appointment