Milady bridal salon

There are places where everything feels like a fairytale. One such place is Milady, a premium bridal salon that has been making dreams come true for brides with impeccable taste since 2007. Every detail here is thoughtfully designed to turn your wedding preparations into a joyful experience.

A family story with haute couture at its forefront

The salon was founded by two sisters, Feruza and Dildora, who managed to unite aesthetic vision and strategic thinking, creative inspiration and precise planning in a single endeavor.

Feruza was immersed in the world of fashion from a young age: she sketched dress designs, selected fabrics, and dreamed of the perfect silhouettes. She went on to study fashion design at the Institute of Textile and Light Industry. Dildora, on the other hand, was drawn to business: captivated by numbers and strategies, she had that sharp entrepreneurial instinct essential for any successful venture.

“Every love story is unique. And so should be the dress,” shares Feruza.

After both sisters had taken time to build families and raise children, the moment came to reclaim their dreams. In 2007, they opened their first intimate salon, Milady. It quickly gained popularity, with more than 1,000 brides finding their perfect gown there each year. In 2014, following a large-scale rebranding, the salon took on a new identity – a spacious, luminous, and conceptual space in the very heart of the city.

ELLE: What was the moment you realized, “It’s time to open a salon”? 

Feruza: Looking back, I believe it was meant to be. As a child, I loved drawing, sewing outfits for dolls, and was fascinated by the wedding atmosphere. I remember circling wedding-themed films in TV guides so that I wouldn’t miss them. I adored watching brides at family celebrations. At first, I thought it was just a childish dream – after all, every little girl dreams of wearing a dress like that one day. But in time, it all made sense.

I kept my passion for sewing and modeling and went on to study fashion design. I worked in the industry and was sure I had found my calling. But destiny had other plans. One day, while on maternity leave, I was watching “The Wedding Planner” and something just clicked. I suddenly realized I wanted to design and work with wedding dresses.

I shared the thought with my sister, and she smiled: “Maybe it’s a sign?” We were unsure at first, but after talking it over with our parents, who supported us wholeheartedly, we decided to begin. No experience, no big capital, just a dream and faith in each other. Together.

Milady was never a solo project; it was a partnership. I’m the creative one: styling, fabrics, and clients. Dildora is the analyst: order, finances. I’m more publicly associated with the brand because I speak at events and appear on television, while Dildora prefers to stay behind the scenes. But she’s the foundation. Milady is both of us – two different, yet equal, halves of one dream. 

Collections that inspire 

At Milady, you’ll find gowns from brands whose collections are featured on the runways of the world’s top bridal fashion weeks:

• Wona Concept
• Eva Lendel
• Justin Alexander
• Luisa Sposa
• Nora Naviano
• Navy Blue
• Laura Sposa 
• Casablanca
• Murat Acar
• Bianca Sposa
• Maxra Govana
• Badgley Mischka and others.

ЕLLE: What criteria do you use when selecting brands to work with at Milady?

Feruza: We choose brands that share our values around femininity and aesthetics. We prioritize the quality of materials, fit, and construction because we operate in the high-end segment. There’s no room for random choices here. 

Everything must be flawless – from the fabric to the final button.

We also stay tuned to current trends by regularly attending European exhibitions and studying the collections shown at Bridal Fashion Week. In addition, we pay close attention to how our brides’ preferences evolve, because in the end, they set the real trends. It’s essential to us that the dresses “resonate” with our local sensibility – not everything fashionable on a Paris runway will appeal to our bride.

“I believe in the power of the dress – it awakens and reveals the true beauty of every bride.”

ЕLLE: What matters more: fashion/concept or emotion? How do you strike the balance? 

Feruza: In the bridal industry, you can’t prioritize one over the other. The balance doesn’t come from compromise, but from harmony – when fashion and emotion work together, not in opposition. For us, they’re inseparable. Emotion without taste can be vibrant, but not always graceful. Fashion without emotion is just an object. In bridal fashion, everything matters: visual beauty and genuine feeling.

We choose dresses as if we were choosing for ourselves, and always ask: can a bride fall in love with this at first sight? Is there something that touches the heart? Because a gown should not only be fashionable or conceptual – it must speak to the bride. That’s when the magic happens.

Everything you need for the perfect look 

Milady offers brides a complete wardrobe experience. Here, you'll receive advice on the best fabric combinations, which accessories will highlight your facial features, and which shoes will carry you confidently through your first day of married life.

To complement your bridal look, you’ll find:

• Veils, tiaras, hair combs, and jewelry;
• Handmade hair accessories;
• Luxurious bridal shoes;
• Traditional chapans (robes) for the groom. 

ELLE: What principles guide your work with brides?

Feruza: Sincere participation, sensitivity, and an atmosphere of trust. Behind every gown choice is something much deeper – an image the bride once saw in her dreams. So, it’s crucial to listen without imposing. That’s the heart of our work, and our loyal, dedicated team makes it possible.

All of our consultants have been with us for over ten years. Their professionalism and warmth allow us not just to choose a gown, but to walk this journey with the bride. Women who were once our clients now return with their daughters, sisters, or friends. It’s more than service – it’s the care they remember.

ЕLLE: What moment with a client has stayed with you the most?

Feruza: In 2018, we spotted a beautiful train with intricate embroidery at an exhibition in Italy. It came with a creative bridal jumpsuit. Our partners agreed to sell us the train, but due to a shipping error, they sent the jumpsuit instead. It didn’t fit our usual Milady aesthetic – it wasn’t a dress, but a bold, conceptual, daring pantsuit. We didn’t return it. We displayed it on a mannequin in the showroom, hoping someone might notice it. But not a single bride wanted to try it on.

Eventually, realizing that it might just be not our type of clothing, we put it in storage and forgot about it.

A year later, a young woman came into the salon. She said that after the formal ceremony, she and her friends were planning an after-party in white suits. But she needed something special – bridal, because she was the bride. She showed us a picture and asked if we had anything like it or could custom-make something similar.

And at that moment, the consultant recognized it – our “forgotten” jumpsuit.

The lace insets, flap pockets, and satin collar – it was nearly identical. We brought it out, and it fit her perfectly.

This story proves that every gown has its bride. Sometimes, they just meet a little later.

Feruza: Each dress is a story told through fabric. It’s a chance to touch one of the happiest moments in a woman’s life – a moment she’ll remember forever. And knowing that you can be part of that story, it’s incredibly inspiring.

Milady is a part of our lives, our destiny, our families. It’s a 20-year journey filled with doubts, fears, inspiration, mistakes, and triumphs. But most importantly, each of us poured something deeply personal into it.

Milady, to us, is like a grown daughter. Once, we held her hand. And now – she leads us forward.