True Society – Zug

Bahnhofstrasse 13, 6300 Zug, Switzerland

+41 41 561 53 86

Monday: Closed
Tuesday: 10:30 – 19:00
Wednesday: 10:30 – 19:00
Thursday: 10:30 – 20:30
Friday: 10:00 – 19:00
Saturday: 8:30 -17:00
Sunday: Closed

Picture of black text in serif and cursive fonts that reads One Step Closer To The Aisle.
Picture of black text in serif and cursive fonts that reads One Step Closer To The Aisle.

Book Appointment

We are ready for you! Let the journey to becoming a True Bride begin. We can’t wait to help you find a dress worthy of your true love.

The safety of our brides and employees are our #1 priority. CLICK HERE to review our COVID-19 safety precautions.

Close shot of our dressing and show room at True Society - Zug

Next-Level Luxury

Entryway to the dress gallery and accessory room at True Society Zug

Dream in Dresses

Front entrance seating and waiting area at True Society Zug

True Bride Style


Shop All Dresses

Our Designers

You deserve the best, so we only carry the best.

True Society is the only trusted bridal shop in the Zug area to carry the international designs of Essense of Australia, Stella York, Martina Liana, Martina Liana Luxe, Oxford Street, All Who Wander and bridesmaid label Sorella Vita. With bridal gown samples in sizes 30-62 (equivalent to U.S. sizes 2-34) we offer style and size inclusivity for every taste, budget and bride. Gown selection varies by store.

Essense of Australia
Stella York
Martina Liana
Martina Liana Luxe
All Who Wander
Oxford Street
Sorella Vita

Frequently Asked Questions

Do I need an appointment to try on bridal or bridesmaid gowns?

Yes, we ask you to please book an appointment to try on bridal gowns as well as bridesmaid dresses, so we can make sure that a bridal stylist is free and can give you the best consultation.

When can I expect my wedding dress to be ready?

It takes approximately four to six months for a wedding dress to arrive, depending on the designer. Please take this into consideration when scheduling your appointment. Once your gown arrives, you should also allow six to eight weeks for alterations before the wedding. We recommend starting the wedding dress shopping process nine months to one year prior to your wedding date, so you can avoid rush fees and enjoy the experience!

For bridesmaid dresses, plan to allow three to four months for shipping and one to two months for alterations.

If you are working within a shorter time frame, please call our bridal shop at +41 41 561 53 86 and we can discuss other options with you.

Do you carry bridesmaid dresses at your Zug bridal shop?

Yes, we are a proud retailer of Sorella Vita and carry a wide range of sizes (up to U.S. size 28) and colors from which to choose. If you schedule a bridesmaid appointment at our bridal shop, you will also have access to our luxurious Bridesmaid Suite—with individual fitting rooms for your ‘maids to enjoy their own private try-on session!

What size wedding dresses do you carry in your Zug store?

We have samples in sizes from 30 – 62 (equivalent to U.S. sizes 2 – 34) in-store and ready for you to try on.

Do you carry plus size gowns for Zug area brides?

More than 50 of our wedding gown samples come in sizes 46 – 62 (equivalent to U.S. sizes 18-34).

Do you carry bridal accessories at your bridal salon in Zug?

Yes! From veils to bridal jackets, jewelry, belts and hair accessories–we offer a wide variety of bridal accessories to pair with any wedding dress you choose. We have everything you need to create a personalized wedding day look to complement your personal style, and our stylists are happy to help you choose the right accessories for your wedding dress at your appointment.

You can book an accessory appointment online to see our entire selection.

Do you offer civil ceremony wedding dresses in Zug?

Yes, we have a variety of wedding dresses available for civil ceremonies that can be ordered or even taken home the same day. Book an appointment and our bridal stylists can help you find what you are looking for.

Where can I find parking for the bridal shop?

Convenient parking options are available nearby with the Zug train station just a short eight-minute walk away.