Budget bridal shop a match made in heaven

A London bridal boutique that claims to be the nuptial equivalent of cut-price designer TK Maxx has become a surprise hit.

Brides on a budget are flocking to Belle Bridal in north London, which sells cut-price wedding dresses. Sisters Claire Chapman and Jo Cowan set up the company two years ago and operate out of Claire's home in Whetstone.

When they first opened they were lucky to have four fittings a week but through word of mouth they now cater for brides who book weeks in advance.

They offer designer labels such as Jenny Packham, Amanda Wakeley, Suzanne Neville and Pronovias at up to half price and claim to have the widest range of sale-price sizes and styles in London.

The garments, ranging from £500 to £1,500, are not second hand but prototypes or sample dresses that have been sold on.

Ms Chapman, 34, said: "All the dresses are ready to take away although we do also offer a fitting service. In some ways it is a bit like TK Maxx but we don't have any second hand stock. People should be able to look fantastic on their wedding day without going crazy. My sister and I both had wonderful weddings but we spent a fortune on our dresses. You can get carried away."

Ms Cowan 36, from Woodside Park, gave up her job in television production in May to help run the business full time. She said: "I just felt it was something I had to do."