• zug store front deskzug store front desk
  • zug store exteriorzug store exterior
  • zug showroom floorzug showroom
  • zug showroom with jewelry displayzug store showroom with jewelry display
  • zug fitting room 1zug fitting room 2
  • zug accessory wall displayzug accessory wall
  • zug fitting room 2zug fitting room 2
  • zug store bridesmaid areazug store bridesmaids area
  • zug store VIP areazug VIP area
  • zug store reception areazug reception area

Our Zug Bridal Shop

Located directly on the historic Bahnhofstrasse, our Zurich area True Society store offers the ultimate wedding dress shopping experience.

From personalized dressing rooms to our expertly trained bridal stylists, known as the True Crew, every detail of the True Society experience is tailored to the bride and their wedding day vision!

Our modern and luxurious bridal shop provides an intimate, inviting atmosphere to find your dream wedding dress and celebrate your journey ahead.

The Hottest Trends in Zug

off the rack wedding dresses

Off-the-Rack Wedding Dresses

Getting married next month, next week or even tomorrow? We’ve got you!

Shop our off-the-rack selection of designer wedding dresses – available to take home the same day.

An Upgraded Bridal Experience

Looking for an even more luxe wedding dress shopping experience? From our private VIP area to sips, snacks and SO much more, check out our VIP and appointment upgrade options!

Dresses for Your Special Occasion

Whether you’re looking for a formal or civil ceremony dress or other special occasion style, we offer a variety of stunning looks for your next big event!

special occasion dresses - true society
Experience the Society
Experience the Society

Meet the Zug Dream Team

We believe our brides deserve the best–which is why we’re experts in finding not just any dress, but THE dress. Our True Society Dream Team (also known as the True Crew!) is the BEST in the bridal business in the Zurich area, transforming wedding day visions into the most amazing reality.

For our Zug True Crew, it’s ALL about celebrating brides-to-be. The team adores hearing about each bride’s love story and curating a bridal look that reflects their true self. Led by Tamara and her team of passionate bridal stylists, the True Crew in Switzerland goes above and beyond to ensure that “happy” is their vibe, from the atmosphere of the store to how brides feel when they say “I do” to their dream dress!

zug true crew
  • Customer Experience Manager Tamara, find her at True Society Bridal Shop in Zug, Switzerland.


    Customer Experience Manager

    Tamara is passionate about helping brides find the wedding dress of their dreams. Her best advice for brides is to listen to their intuition and be open-minded, even if they have a vision of their perfect wedding dress.

    Outside of work, Tamara enjoys spending time with her family. She also loves fitness, especially strength training and kickboxing, and exploring the outdoors.

  • True Crew Stylist Tabea headshot, find her at True Society Bridal Shop in Zug, Switzerland.


    Senior Bridal Stylist

    Tabea enjoys helping brides find their perfect wedding dress because it’s such a special and emotional process. Her best advice for brides is to embrace the excitement of shopping for their wedding gown.

    In her free time, Tabea loves baking cakes, participating in extreme sports and being a “plant mom.” She speaks several languages, including English, German, Swahili and three Tanzanian tribal languages.

  • True Crew Stylist Angela headshot, find her at True Society Bridal Shop in Zug, Switzerland.


    Bridal Stylist

    Angela spends her days helping brides find a unique wedding dress that suits their style. She believes brides should listen to their heart when shopping for a wedding dress.

    Outside of work, Angela enjoys spending time with her husband of 30+ years and their two children. She loves sewing, reading, gardening, fashion, handicraft and naturopathy.

  • True Crew Stylist Anita headshot, find her at True Society Bridal Shop in Zug, Switzerland.


    Bridal Stylist

    Anita loves the personal connection with helping a bride find her dream dress. Her best advice for brides is to make sure you feel comfortable and totally yourself in THE dress.

    When Anita is not working as a bridal stylist, she is helping clients as a kinesiology practitioner. Married with two adult daughters, she is very active in her free time and loves sports like tennis, yoga, skiing and swimming.

  • true crew Zug - Dina bridal stylist


    Bridal Stylist

    Dina loves the glitz and glamour of working at True Society. When helping brides, she advises them to listen to their gut. After all, she did just that when she chose a princess dress for her dream wedding in 2011! In addition to being a Bridal Stylist, Dina is also a trained healthcare specialist who enjoys spending time with her family or exploring the city of Zurich.

  • True Crew Stylist Jehona headshot, find her at True Society Bridal Shop in Zug, Switzerland.


    Bridal Stylist

    With a passion for music and fashion, Jehona brings a creative flair to her role at True Society. Her best advice for brides? Trust your intuition, and don’t be afraid to be unique!

    When she’s not working, Jehona enjoys spending time with her wonderful family. She also loves exploring the charming town of Zug.

  • true crew Zug - Karin bridal Stylist


    Bridal Stylist

    Even as a kid, Karin knew that she wanted to work in a bridal store. The bridal stylist loves making brides happy! She advises to simply enjoy this special moment. In her free time, Karin likes to spend time with her family. When she’s not relaxing by the lake in Zug, you can find her biking and hiking. 

  • true crew Zig - Nadia bridal stylist


    Bridal Stylist

    Nadia loves it when brides find their dream dress that matches their personalities. The recently married bridal stylist advises to cherish the moment when going wedding dress shopping. Nadia lives in the countryside, enjoying walks in nature. The self-proclaimed Harry Potter fan can also be found at the viewpoint, Guggi, taking in Zug’s stunning town. 

  • true crew - Noa Jane bridal store concierge

    Noa Jane

    Bridal Store Concierge

    As a bridal store concierge, Noa Jane adores hearing bridesmaids’ stories. She advises brides-to-be to start the bridal journey early. Originally from Scottsdale, Arizona, Noa Jane now enjoys Zug’s international vibe. In her free time, the Design Management student lets her creativity flow by creating fun blazers, hoodies and handbags or channels her sporty side by watching local hockey games.  

Get Social with us

Follow us on social to get a sneak peek into True Society life.


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


True Society - Zug

  • Monday: Closed
  • Tuesday: 10:30 - 19:00
  • Wednesday: 10:30 - 19:00
  • Thursday: 10:30 - 20:30
  • Friday: 10:00 - 19:00
  • Saturday: 08:30 - 17:00
  • Sunday: Closed

Find us on social!

Light marble background

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.

How Much Do Wedding Dresses Cost in Zug?

Wedding dress costs vary based on factors such as design, fabric quality, whether a dress is off-the-rack or ready-to-order. True Society offers a variety of wedding dress options, ranging from budget-friendly styles to high-end, luxurious gowns. The price you pay will depend on your personal preference and the specific features you’re looking for in your dream dress. Learn more about how much to budget for your wedding gown here.

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.