Sincerity Bridal is one of those designers that makes our job easy. When a bride walks in knowing she wants something classic but not old-fashioned, something detailed but not overdone, Sincerity is usually where we start. These are gowns built on traditional silhouettes, ball gowns, A-lines, fit and flares, then finished with the kind of details that make you look twice: illusion backs, hand-placed pearl accents, and lace sleeves that photograph beautifully without overwhelming the dress.
As part of the Justin Alexander family, Sincerity benefits from decades of bridal expertise and access to exceptional fabrics. But where the Justin Alexander mainline leans into couture glamour, Sincerity sits in a different space entirely. It is designed for the bride who wants a fairytale silhouette with refined detailing at a price point that feels genuinely accessible. We see brides light up trying these on because the construction and fit punch well above their weight.
At London Bride, we carry Sincerity because it fills an important role in our collection: beautiful, well-made gowns with a classic sensibility that suit a wide range of body shapes and wedding settings. Whether you are planning a traditional church ceremony or something more relaxed, there is almost always a Sincerity dress that works.
Sincerity Bridal sits within the Justin Alexander Group alongside Lillian West and Adore, but each brand targets a different type of bride. Where Justin Alexander focuses on couture-level glamour and statement embellishments, Sincerity takes a more traditional approach. Think structured ball gowns, feminine lace overlays, and elegant sleeves rather than dramatic beading or fashion-forward cuts. For brides who want refinement without the higher price tag of the mainline collection, Sincerity consistently delivers quality fabrics and careful construction at a more accessible level.
The Sincerity collection covers a broad range of silhouettes. Classic ball gowns sit alongside sleek fit and flare shapes, while A-line dresses bridge the gap between structured and relaxed. Fabrics include soft tulle, delicate chiffon, and richly textured lace, often layered to create depth and movement. Signature details across the range include illusion necklines and backs, satin-covered buttons, and chapel-length trains. Many styles also feature pockets, which remains one of the most requested practical details we hear from brides at London Bride.
Sincerity Bridal gowns are made to order, with production typically taking around four to five months from the date of your order. We recommend booking your appointment at London Bride at least nine to twelve months before your wedding date to allow time for ordering, delivery, and any alterations. Sincerity gowns are available in a wide range of sizes and many styles offer additional customisation options such as adding sleeves or adjusting necklines. Our team can walk you through available options during your fitting.
Monday: 10am - 5pm
Tuesday: Closed
Wed & Thurs: 10am - 5pm
Friday: 12pm - 6pm
Saturday: 10am - 5pm
Sunday: By Appointment
