• zug showroom floor zug showroom
  • zug store front desk zug store front desk
  • zug store exterior zug store exterior
  • zug showroom with jewelry display zug store showroom with jewelry display
  • zug fitting room 1 zug fitting room 2
  • zug accessory wall display zug accessory wall
  • zug fitting room 2 zug fitting room 2
  • zug store bridesmaid area zug store bridesmaids area
  • zug store VIP area zug VIP area
  • zug store reception area zug reception area
An image of a light gray rectangle that is a placeholder for the horizontal page navigation. The image disappears when the cards have loaded.
An image of a light gray rectangle that is a placeholder for the horizontal page navigation. The image disappears when the cards have loaded.

Upcoming Trunk Show

Join us for an Essense of Australia Trunk Show, May 9-11 at True Society – Zug. On these days only, we will have additional sizes and styles in-store for you to try on. Please book an appointment to secure your spot. We’ll see you there! 

Book Now

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.

Script font SVG that says "Our designers"
woman holding wedding dress on hanger with text overlay that reads

Off-the-Rack Wedding Dresses

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

LEARN MORE

Off-the-Rack Wedding Dresses

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

LEARN MORE
woman holding wedding dress on hanger with text overlay that reads

Thousands of reviews. Thousands of dreams come true (and counting!)

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!

  • Jaqueline

    Store Manager

    Jacqueline lives and loves bridal fashion! She advises brides to keep an open mind and trust their gut.

    Whether she’s hiking, traveling or taking a dip in Lake Zurich, the Store Manager enjoys nature to the fullest. She also likes to spend her free time with family and friends – they immediately recognize her in crowds by her infectious laugh! 

  • Anita

    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.

  • Aurelia

    Bridal Stylist

    With her bubbly, cheerful and loving nature, Aurelia has been helping True Brides find their dream dress since 2022. She thrives on being part of their love story as a Bridal Stylist. Her best advice for brides is to seize the moment!

    In her free time, she plays the violin, a skill that she’s been practicing for many years!

  • Dina

    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.

  • Karin

    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.

  • Lara

    Bridal Stylist

    As a former professional volleyball player, Lara guides her brides towards their dream dress with boundless energy and passion. She loves the emotions and stories of each individual bride and firmly believes that if you follow your heart, you will find “the one.”

    New in Zug, she enjoys the proximity to the lake and discovers the city one step at a time. 

  • Martina

    Bridal Stylist

    Martina not only loves showing brides beautiful wedding dresses but also evoking emotions. She advises brides to trust their heart and gut.

    Martina is married, and since 2023, a proud mom of a little boy. She spends a lot of time outdoors with her French bulldog, Jessy. Martina works out at the gym several times a week and enjoys dancing. 

  • Serdjan

    Bridal Stylist

    With heart and honesty, Serdjan helps brides find their dream dress. She loves the magical “yes” moment and working with her True Crew.

    Besides her passion for bridal, she likes sewing, riding her motorcycle and spending time with her small family. Shopping trips to Lucerne and Zurich are some of her favorite activities, while she appreciates Zug’s tranquility. 

  • Viktoria

    Bridal Stylist

    Viktoria combines creativity, fashion sense and empathy to help brides find their dream dress. Her passion for fashion has been with her since childhood.

    In her free time, she loves to dance hip-hop, relax with Pilates or enjoy the peace and quiet with her partner and dog, Nero. In Zug, she indulges in culinary delights such as chai lattes and pasta. 

  • Carolina

    Bridal Concierge

    Carolina loves being part of every bride’s emotional journey. Her tip: enjoy the moment and trust your gut.

    Sports are Carolina’s greatest passion – whether it’s tennis, working out or volleyball. Music is also an important part of her life: she’s in her own world when she plays the piano, while she perfects her singing skills in the shower. 

  • Joana

    Bridal Concierge

    Joana is always touched to see how brides light up in their dream dress. Her best advice: trust your gut feeling – it’s your day!

    In her free time, Joana enjoys painting and dancing, discovering new cafés and bookshops and playing the guitar. When she’s not absorbed in a book, Joana likes to unwind with a breathtaking sunset by Lake Zug. 

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 Zug True Crew, (a.k.a. our bridal stylists), are the BEST in the bridal business in the Zurich area, transforming wedding day visions into the most amazing reality. 

Zug True Society staff lined up at front dress wearing all black and smiling
Experience the Society
Experience the Society

True Society – Zug

Bahnhofstrasse 13, 6300 Zug
+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: 08:30 – 17:00
  • Sunday: Closed

Find us on social!

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 in the same building within the Vorstadt car park, entrance located at Schmidgasse 3. The Zug train station is also just a short 8-minute walk away.