IT HAS been helping brides find their perfect wedding dresses for decades.

Now more than 40 happily married woman have headed back to the place which provided the attire for that special day.

Owners, John, Shirley and daughter, Shelley Jory have served generations of brides, survived three recessions and been around for five royal weddings. Whilst many other bridal firms have fallen by the wayside Brides of Southampton, on Portswood Road, has flourished.

Brides from across the decades joined the family in the celebration yesterday to mark 40 years to the day since the business opened. Most opted to show off their original wedding dresses, some putting them on for the first time since their big day. Dress designers and suppliers also attended the lunch party to add their congratulations.

The business was started by Shirley Jory in 1976 when she moved to the South with her husband John. She put her twenty years of London bridal wear experience to use in her own bridal business. It is now run by daughter Shelley who combines a successful career in powerboat racing with the serious business of making women feel special on their wedding day – not your usual paring!

She even turned up in her boating gear to the event. (Pictured) "It was an amazing and really quite emotional day," said Shelley, who has run the business for 26 years.

"We had lots of people here to celebrate with us and I thank everyone that came.

"I could not have wished for it to be better."

Ms Jory's parents were also surprised when members of staff organised to have a horse-drawn carriage pull up outside the store filled with models.

Forty years ago, a horse and carriage was used to promote the opening of the store in the same way, something staff thought would be very apt to replicate.

"Mum had no idea. It was really lovely," added Shelley.

"She was really really shocked when it pulled up and thought she was standing outside because of the amount of people inside!

"When it pulled up the models gave my parents and all the staff a ruby rose."

Leading up to the event, passersby were been greeted by some dresses from yesteryear when they peeked into the shop's window.

The business placed classic dresses from the past 40 years in the window; some featured hats, whilst others showcased contrasting coloured jackets.

Speaking about what the future holds, Ms Jory added: "Just to carry on as we have been for the next 40 years.

"We want to serve more and more brides in the decades to come.

"It is one of the most enjoyable jobs in the world and I could not ask for a more lovely and dedicated group of staff to work with."