145 S. Forest Park Boulevard, Knoxville, TN 37919

(865) 851-8126


Monday - By Appointment Only
Tuesday - Closed
Wednesday - By Appointment Only
Thursday - By Appointment Only
Friday - By Appointment Only
Saturday - By Appointment Only
Sunday - Closed

About the Business

Opened in September 2016, Loveliest Bridal offers a carefully curated selection of new, sample, and once-wed gowns from designers, boutiques in other cities like Atlanta and New York, and recent brides. In addition to these unique discounted designer dresses, Loveliest carries two made-to- order wedding dress lines: Olia Zavozina (made in Nashville, TN) and Atelier Pronovias (made in Barcelona, Spain). Additionally, Sara Gabriel veils, jewelry, and accessories, handmade in Denver, Colorado are offered to customize your look! Loveliest is Knoxville’s only bridal boutique offering a personalized wedding dress shopping experience in which the entire boutique is reserved for you and your guests! For that reason, the boutique is open “by appointment only.” To reserve an appointment, call the store at 865-851-8126, email Anna at, or complete the form at

Designers galore! The Loveliest inventory continually changes, but when visiting you are likely to find dresses from Jenny Packham, Elizabeth Fillmore, Jim Hjelm, Hayley Paige, Leanne Marshall, Madeleine Fig, Claire Pettibone, Amy Kuschel, and more! Not only will you find these designer names, but at 30-50% off their retail prices! Win-win! 

Atelier Pronovias wedding gowns are for the bride in search of a classic, elegant, unique look for her big day! These dresses are made in Barcelona, Spain, and the European influence is evidenced in their sophisticated, chic designs AND you can find them at Loveliest!

About the Owner

Anna Wiggins, owner of Loveliest, is on a mission to help every bride feel as beautiful as she did on her wedding day! Since completing her B.B.A. in Economics in 2009, she has had a tug on her heart to create a small business. She had many conversations with her dad (who happened to be a banker specializing in business lending) and received a Masters degree in City and Regional Planning, where she researched micro loans, small business incubation, and place-making, which only fueled the desire in her to start a local business even more. She developed several ideas, pursuing some more fully than others, all while working full time, but none were just right. It wasn’t until Anna began planning her own wedding and went through the dress-searching process herself that she recognized a need she could meet in Knoxville. The process of finding a dress felt overwhelming and not quite as personalized as Anna felt it should be. Then she found a boutique in another state offering private, personalized appointments to try on new, once-wed, and designer sample gowns at reduced prices, and it clicked! After completing the Knoxville Entrepreneurial Center’s CO.STARTERS program and doing much research and planning, Anna opened Loveliest on September 1, 2016 and hasn’t looked back! She knows she is in the right place and loves every minute spent helping a bride find the dress of her dreams! Anna says, “Every time a bride or her mom tells me how much they appreciate the fact that the boutique is reserved just for them and that they don’t feel rushed, I am reminded that I’m helping that bride and her guests have the wedding dress shopping experience they deserve – a positively memorable one!”