True Society – Zug

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

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

Dream in Dresses

Shop Our Dresses
Front entrance seating and waiting area at True Society Zug

True Bride Style

Meet Our Fashionistas

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 U.S. sizes 2-34, we offer style and size inclusivity for every taste, budget and bride. Gown selection varies by store.

Frequently Asked Questions

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.

What size wedding dresses do you have in store? Do you carry plus size?

We have samples in a wide variety of U.S. sizes from 2 – 34 in store, with more than 50 of those samples in U.S. sizes 18-34 ready for you to try on.

Do you carry bridal accessories?

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.

What is the standard order/ship time once I order a dress?

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 041 561 53 86 and we can discuss other options with you.

Do you carry bridesmaid dresses?

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!