The Bridal Collection was originally a fabric store owned by the Crum family that served Tennessee brides for many years. However, when the opportunity to manufacture bridal gowns presented itself, CEO Kelly Crum quickly expanded the store into a thriving wholesale bridal collection. The Allure Bridals brand was then created, which expanded into the menswear and occasionwear markets. The Allure collections have won numerous awards for their beautifully detailed and well-constructed dresses. Allure Bridals is a family-owned and operated company, with the Crum family legacy continuing through Kelly Crum and his son, James "Ridge" Crum, who operate the business. The Madison James collection is named after Kelly's daughter, Madison, and Ridge. Allure Bridals has been expanding in the bridal market for over 20 years, offering thoughtful designs to match every bride with her dream dress.