Shop Sincerity Bridal wedding gowns at The Blushing Bride Boutique in Frisco, Texas.

Justin Alexander debuted on the bridal fashion scene as T&G Bridal in Brooklyn, New York in 1946, a time when women were renouncing the idea of clothing as mere necessity and embracing fashion as a way to express femininity, confidence, and beauty. Since its humble roots, Justin Alexander has become a contemporary designer and manufacturer of mid- to high-end bridal gowns and accessories. Each design is distinctly recognized for its vintage inspiration paired with progressive details. Recognizing that a bride’s taste in fashion is as complex as the woman herself, the company has diversified itself to include the marquee collection Justin Alexander, in addition to the noteworthy designs of Justin Alexander Signature, Adore by Justin Alexander, Lillian West, Sincerity Bridal, and Thanks and Goodluck (T&G) Savannah Miller and Viktor&Rolf Mariage.

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Illusion Bodice with Exposed Boning Mikado Ball Gown by Sincerity Bridal

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Inspired by the intersection of fashion trends and the needs of real brides, Justin Alexander designs the perfect wedding day look with stunning silhouettes, adorned necklines and high attention to detail. Each brand caters to a different bride through fabrication, design, styling and price point. With exceptional quality and elegant styling, Justin Alexander’s designs have gained recognition and have been worn by brides across the globe, allowing the company to become one of America’s and Europe’s most influential producers of wedding fashions.

The Sincerity Bridal Collection by Justin Alexander is designed for the romantic and classic brides who are looking for a modern twist on the traditional styling.

A Dress For Every Bride – Sincerity Bridal

SIZES 0-30 available to order. 

MOCHA, CARAMEL, LATTE illusion colors for skin tones.

Justin Alexander celebrates body positivity, inclusivity and diversity. Thanks to the collective efforts of our design team and stores, we create the best fit to accentuate brides of all body types, budgets and style preferences. Our portfolio of brands ranges from contemporary to alternative to traditional, with accessories to cap every look. Our ultimate company goal is for every bride to feel confident and radiant on their wedding day.