This is our love story.
Every gown has a story, and so do we. Welcome to the heart of Elsie May Bridal.
The proud owner of Elsie May Bridal
Hi! My name is Fleur and I am the proud owner of Elsie May Bridal. I purchased the boutique in 2019, bringing with me a real passion for people, an abundance of exemplary customer-service skills and an immense love of fashion.
I am wife to Rob, and we have a 27-year-old son, Harry, who is now living his best life in Manchester. We also have a Persian cat called Bow, who is the ripe old age of 12. It was always my dream that one day I could harmonise my skills and experience into the business we have today, and after years in the corporate world, it was finally time to realise that ambition.
Established in Tamworth in 2013 by Julie Packwood, Elsie May Bridal began in a retail barn just off Plantation Lane, before growing into our current home at Windsor Court, Lichfield. Since 2013 we have gone from strength to strength, winning awards along the way and being inspired daily by the most amazing brides who visit us. I am truly, madly, deeply honoured to do what I do.
Named in loving memory
Elsie May Bridal is named in honour of Julie’s beloved grandmother, Elsie May. Their bond was built on love, trust, kindness and unwavering support, qualities that left a lasting impression and continue to inspire everything we do today.
More than just a name above the door, Elsie May represents the heart and soul of our boutique. Her warmth, compassion and gentle nature have shaped the experience we create for every bride who walks through our doors.
We understand that finding your wedding dress is about so much more than choosing a gown. It is a deeply personal journey filled with excitement, emotion and unforgettable moments. From your very first appointment to the day you say yes to your dress, we are here to make you feel welcomed, supported and truly celebrated.
Award-winning, and proud of it
Officially recognised as one of the Best of Lichfield in both 2022 and 2025, a National Finalist and West Midlands Regional Winner at The Wedding Industry Awards, and a proud member of the Retail Bridalwear Association.
Best of Lichfield · 2026You’re not just shopping for a dress, you’re becoming part of a story.