For nearly four decades, Miss Bush has been a cornerstone of British bridal fashion, offering a curated selection of designers who share its commitment to quality, craftsmanship, and integrity. At Gusbourne, our approach to winemaking is similarly detail-oriented, rooted in British craftsmanship and a commitment to provenance.
It’s why our collaboration with Miss Bush feels so natural – both of us believe in creating something truly special, without compromise.
Here, we sit down with Emma Marshall from Miss Bush – brilliant, opinionated, and refreshingly candid – to talk about why the boutique has stood the test of time, what it means to be a bride today, and how weddings continue to hold significance in a changing world.
A modern approach
Emma is the first to acknowledge the paradox of the wedding industry. “If you had to invent it now, it’d be like reinventing a cigarette. Everyone would say, ‘That’s really toxic, why would you do that?’ Stand in a white dress, be judged by people, pretend to be a virgin – no thanks.”
And yet, she says, weddings persist, precisely because they tap into something fundamental. “Our clients are modern, highly educated, fiercely independent women – but they also value family, tradition, and identity. A wedding is one of the few moments in life where all of that comes together.”
Post-pandemic, Emma has noticed that weddings have only grown in importance. “Journalists kept writing that Covid would kill weddings. The opposite happened. People realised how much they missed them, and now they’re going bigger than ever.” She says, “Everyone wants a Chelsea wedding, a countryside wedding, and a Portuguese wedding now.”
Dressing with integrity
Miss Bush is known for its discerning, no-nonsense approach to bridal fashion. Emma stocks only designers who meet her exacting standards – not just in style, but in production ethics. “I have an absolute dedication to only buying from people who can physically hold my hand and show me where their dresses are made. No opacity, no shady supply chains.”
This level of detail extends to every aspect of the Miss Bush experience, from the selection process to the fitting room. “A wedding dress isn’t just about looking nice,” she says. “It’s a totemic thing. It represents who you are at this moment in your life. And if you don’t get it right, it niggles at you forever.”
At Gusbourne, we feel the same way about our wines. Every detail – from vineyard site to final blend – is painstakingly considered to create something timeless. Like Miss Bush, we believe that knowing where something comes from, and the hands that made it, adds to its meaning.
The art of choosing well
While Emma’s irreverence is part of her charm, her commitment to making brides feel extraordinary is unwavering. The Miss Bush process is meticulous. “We don’t do self-booking,” she says. “Clients apply online, we read their enquiry, and we decide if we’re the right fit. By the time they walk through the door, we’ve already done a lot of the thinking for them.”
This level of curation means the boutique attracts women who know their own minds. “Our clients are bright, stylish, and selective. They’re not bringing an entourage to say ‘yes to the dress.’ They’re here because they trust us to guide them.”
That guidance, Emma says, is all about helping a bride see herself clearly. “The best advice? Don’t try to be someone else. Weddings make people overthink everything, and in 25 years, you’ll look back at your photos and realise you were at your most beautiful then. Just be yourself.”
It’s all in the details
If there’s one thing Miss Bush and Gusbourne have in common, it’s an obsession with detail. Emma puts it perfectly: “The detail level in what we do is off the scale. It has to be. You’re working with fabric that can either make someone look luminous or drain them of colour. Necklines, waistlines, silhouettes – all of it matters. Even the smallest detail can completely shift how a bride feels in her dress.”
And that, ultimately, is what makes Miss Bush more than just a bridal boutique – it’s a place where every element is considered, every decision made with intent. Just as every detail in our winemaking contributes to the final glass, every choice in a bride’s journey at Miss Bush is about crafting something meaningful.
For those who care about provenance, craftsmanship, and the magic of getting things just right – whether it’s in a bottle of English sparkling wine or the perfect wedding dress – Miss Bush and Gusbourne share a philosophy: every detail matters.
You can find out more about Miss Bush here.
