Okay, well, the wedding cake. Sure, the exchange of wedding rings is important too. The vows? Yeah, they're significant as well.

Hmmm. So, perhaps the bridal gown isn't the most important part of your wedding. But let's be honest: the wedding dress is certainly at the top of the bride's list of priorities. If it wasn't so, why spend hundreds (thousands?) of dollars on this dress you'll wear for, at most, four hours?

So, we contend that the bridal gown is much more important to brides than just about any other part of the wedding. Flowers? They'll be dead by morning. Invitations? Just paper. The cake? No one eats it anyway. Photography? Who cares what the pictures look like if you're not wearing a spectacular dress?

That established, a recent survey of "Things Likely to Drive Brides Insane" ranked buying a wedding dress second, right behind having a root canal the day before the ceremony. For some reason, the bridal dress industry has decided to turn the process of procuring a gown into some sort of sick torture test. What should be a simple dress purchase often turns into a test of wills between the Bride (wearing white, weighing 120 pounds, in one corner) and the Evil Apparel Industry (wearing black, weighing 320 pounds, in the other corner.)

And that's why we're here. In previous editions of our book, Bridal Gown Guide, and now on BridalGown.com, we hope to even the odds and smooth the path between You and That Damn Dress.

In the reports listed at left, we're arming you with more than 10 years of experience, research, and insider information that will hopefully make your experience buying a bridal gown a positive one.

The Seven Rules of Bridal Gown Shopping As you head out into the world of bridal gown retailers, be sure to remember these seven rules of bridal gown shopping: Demand excellent service. This ain't a cheap dress and you have a right to expect top-notch customer service. Unfortunately, some bridal shops have yet to learn this concept. If you believe you're being mistreated, take charge of the situation and go to another shop that values you as a customer.   Plan in advance. Most bridal gowns have to be special-ordered, and it can take up to six months to order certain dresses. Then you have to leave time for alterations. A word to the wise: start shopping for a gown nine months to a year before your wedding.   Keep an open mind. It is easy to fall in love with a certain style you see in a magazine. Yet dresses look much different in real life on real brides. The best advice is to keep an open mind and look at a wide variety of styles.   Take along only one trusted "shopping partner." Whether it is your mom, a close friend or your fiancé, it's always helpful to get a second opinion. On the other hand, shopping with an army of well-meaning friends or relatives is usually a mistake.   Do your homework before going shopping. Check with your ceremony site on any dress restrictions. Bring shoes that will be similar in height to what you plan to wear for your wedding day.   Get it in writing. Make sure all the details of your gown order (and any promises the shop makes about delivery, sizing, etc.) are in writing BEFORE you place your deposit.   Put your deposit on a credit card. As you'll read later in the steps listed at the left, credit card purchases are protected by special consumer protection laws; paying with a check or cash is much more risky.

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