The Boutique

Welcome to Chameleon!

We cannot wait to help you on your journey to find your dream dress with us.

Take a google tour of our shop…

Opening Times

Monday9am to 5pm
Tuesday9am to 5pm
Thursday9am to 5pm
Friday9am to 5pm
Saturday9am to 5pm

Free parking at the rear of our boutique

Inside the Boutique

Our History 

Established in 1984 in Bournemouth, Dorset, Chameleon Boutique now celebrates over 38 years at the forefront of Bridal Gowns and Occasion Wear Retailing.

We have vast experience in dressing brides. We’re also keen on moving with the times and have an up to date bridal system which will keep you updated about your dress and remind you about appointments and fittings.

We believe choosing your bridal gown should be an exciting and enjoyable experience. Our aim at Chameleon has always been to be the best and to offer an unparalleled service to our Dorset brides. Our sales consultants and couture fitting service have the knowledge and experience dedicated to offering the highest level of service, at the best possible price. The bridal collections have beautiful gowns to suit all tastes, dress sizes and budgets. Prices range from £1100-£2340 for a brand new dress ordered in for you. If you do have a more limited budget, we recommend having a look at our sale gowns online which are sample gowns available off the peg for between £500-£900. Top tip: check that the sample size is close to your dress size as samples can only be altered 1-2 dress sizes. We stock sample dresses in UK sizes 8-24.

Chameleon has a sister shop next door but one catering exclusively for Mother of the Bride and Mother of the Groom. Our occasionwear department offers co-ordinating hats, shoes and bags means that everything you require is here under one roof. This makes it easy for you to enjoy shopping for that special day in a relaxed, friendly atmosphere with the best advice and service in the South.

We cover a wide geographical area and have dressed mums from Dorset, Hampshire, Wiltshire and as far as the Isle of Wight, Somerset, Devon and Cornwall.

The Retail Bridal Association

New RBA logo

We are also a proud member of the Retail Bridal Association. We are the ONLY boutique in Dorset who is an RBA member.

The organisation represents excellence in all aspects of Bridal Retailing assuring you of our commitment to a professional service in which you can trust.

Membership of the RBA is limited to shops that have been trading with excellent reputations for over five years and that have passed stringent quality, financial and service standards. We also offer free insurance for your wedding dress through the RBA. In the unlikely event of our shop closing involuntarily closing before your collect your dress, the RBA will endeavour to locate a replacement gown or refund your deposit. Find out more here:

Indeed, the owner Anneliese Ward is now a committee member of the RBA and is involved in paving the way for progress and innovation in the bridal industry.

As Featured in 

Rock my wedding

Wedding Ideas Magazine

We were featured in the national Wedding Ideas Magazine following a collaborative photoshoot with some other talented wedding suppliers.

Dorset Living Magazine 

Chameleon is regularly invited to feature in the local

Dorset Living Magazine.

Here are just some of the issues we have featured in. 

Talk Radio

Anneliese Ward was invited to be a guest speaker on Talk Radio to discuss searching for your wedding dress.

Dorset Brides Magazine 

We were lucky enough to be featured on the front cover.

The Wedding Secret

The Wedding Secret is an online resource and community which connects prospective brides and grooms with specialist wedding businesses in their local area. Once you have found your dress with us, you can use their service to identify other services you may need.