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
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.
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!
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!
Get Social with us
Follow us on social to get a sneak peek into True Society life.
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.
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.
Frequently Asked Questions
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.
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.
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.
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!
We have samples in sizes from 30 – 62 (equivalent to U.S. sizes 2 – 34) in-store and ready for you to try on.
More than 50 of our wedding gown samples come in sizes 46 – 62 (equivalent to U.S. sizes 18-34).
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.
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.
Convenient parking options are available nearby with the Zug train station just a short eight-minute walk away.