About Us

Our Story


All About the Gown by Judy, Inc. started  as "Germaines Bridal" over 30 years ago. Wanting to retire to spend more time with her children and grandchildren, Germaine proposed the idea of selling her bridal store to her manager, Judy. As Judy's love for everything bridal had continued to flourish over the years, the answer was a no-brainer. Judy said yes to becoming the new owner, and the store was sold to Judy in August of 2017, and All About the Gown was born.

All About the Gown by Judy is a collaboration between Judy and her daughter, Stefany, who have been involved in the bridal industry for years. Judy's background includes seamstress work on many different kinds of dresses as well as creating custom draperies for homes, and managing Germaine's Bridal for over 5 years. Falling in love with the bridal industry was easy for Judy, and owning her own store is a true dream come true.

Stefany's background includes working as a stylist for Germaine's Bridal from 2008-2010, a client relations role for a bridal company in Boston, Massachusetts, and a customer service management position that has allowed Stefany to bring a huge focus on customer service to All About the Gown by Judy.

"My mom is my best friend" - Stefany. Judy and Stefany's relationship is special, and anyone who steps foot in their bridal boutique will notice. Their relationship makes working together easy, and they are focused on bringing a fun, fresh vibe to the local bridal industry. Truly loving what they do, they work collectively to pick out fresh and current styles to try and accommodate each body shape as well as focusing on distinctive tastes.

The store is located in the beautiful resort city of Lake Geneva, on the second story of a classic Lake Geneva building on Main Street. With over 3,000 square feet of space, All About the Gown features wedding gowns, mothers dresses, tuxedos, bridesmaids dresses, special occasion gowns, prom and more! 

The Experience


At All About the Gown, we pride ourselves in excellent customer service, and making sure that each person who comes through our door is treated like family. With an inviting environment full of love and laughter, we provide a place where brides and their bridal party can shop under one roof. We believe your wedding day is the most important day of your life, and we want to make wedding dress shopping a special experience you will smile upon forever.

Our large bridal suite is reserved for private bridal appointments. Upon arrival, you will be greeted and introduced to your stylist, and taken back to the bridal suite where you and your guests can get comfortable and enjoy a glass of complimentary champagne or mimosas. At that time, you and your stylist will discuss the type of wedding gown you are envisioning and your budget, and you will then be lead to our bridal area where you will be able to view all the gowns. Unlike most bridal boutiques, our bridal gowns are all on display for you to see and feel, allowing you to be fully present in the selection of your wedding gown. Your stylist will assist throughout your appointment, answering any questions you may have and will help you narrow down your choices. Once you have came to your decision, you will be measured to ensure the correct fit. We require half down to order your gown, and we also allow payment plans if necessary. All dresses must be paid in full before alterations can start. Once your wedding dress arrives, we will call you with the exciting news! At that time we will coordinate a time for you to come in and try on your wedding dress! We will then discuss the next steps to complete your look, and get you ready for your wedding day! 

Our Commitment


The most important aspect of choosing a bridal store is a place you can trust. After you say yes to the dress of your dreams, our staff will work with you on taking your measurements and receiving payment. Once that is taken care of, we will place your wedding dress order with our designers.

Your peace of mind is extremely important to us. We actively follow up with all of our manufacturers to ensure timely delivery so we can assure you that you never have to be concerned with the whereabouts of your dress.

We take pride in each wedding as if it were our own. Once your dress arrives, we will speak with you about setting up your alteration appointment. Our in-house alteration staff are seamstresses that are not only extremely experienced, but people we trust! They will handle all of your alteration requests and needs. Before your special day, our in-house staff will take a final look over your wedding gown, and from there your dress will be steamed and ready for pick up!

Planning a wedding is stressful, and we are commited to making your dress shopping experience an easy and pleasant one.

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All About the Gown by Judy, Inc.

706 W Main St, Lake Geneva, WI 53147




11:00 am – 6:00 pm




11:00 am – 7:00 pm


11:00 am – 7:00 pm


11:00 am – 6:00 pm


11:00 am – 6:00 pm


12:00 pm – 5:00 pm