Picking the dream dress should be a joyous occasion, but sadly that's not always the case for some brides whose mums, sisters and best friends don't hold back with their opinions.
In the wake of the Caroline Flack's tragic death, Bijoux Bridal, Hamilton wrote a very honest post on their Facebook page in a bid to encourage customers to adopt the Love Island star's #bekind mantra.
Staff wrote: "At work, the Caroline Flack tragedy has really upset us. It's so sad she thought that was her only way out.
"Every day we meet brides and emotions run high. Its an exciting, stressful, nerve wracking time for them. All they want is encouragement and support. They bring along with them their most important people, whose opinion they value more than anyones.
"They stand semi-naked in a fitting room with someone they have never met. They tell you what they don't like about their body and would prefer to cover up. They are in the most exposed and vulnerable position.
"They try on a dress that ticks all of their boxes. They look amazing in it.
"We can see their faces light up and we haven't even done the zip up yet."
Despite feeling self conscious with their bodies, when brides slip into the 'the one', staff say their mood and confidence quickly improve.
Well, that's until their so called loved ones give them their very honest opinions.
The firm added: "They think it's the one. They never thought they would ever feel this good in a dress.
"They never thought they would look this good in a dress.
"We tell the important people 'OMG she loves this one' before we open the curtain to let them know how the bride is feeling.
"Preparing them to be kind."
'Nah, no for me.'
'Does nothing for you.'
'Not my style.'
'I want you in a ball gown.'
'It will probably look better once you've lost a few pounds.'
'That colour is awful on you.'
'I'm paying for it and I prefer the other one.'
'It's nice but I won't be able to get the dress I want if you choose that.'
'Maybe, you look like you've got boobs, I suppose.'
Only a handful of brides answer back, standing their ground saying: 'I don't care what you think. I love it', however most saying nothing according to staff.
The post continued: "We preach to others about being kind, hate on trolls, thinking how could those keyboard warriors write such nasty things about celebrities?.
"Yet here we are, hurting our nearest and dearest with our own words.
"Some will never get over it.
"Bijoux is a safe place for brides to share their fears, anxieties, thoughts and dreams.
"We won't let you crush them.
"If you can't be kind, be quiet."