Adelaide has welcomed PRIV’ELLE – a luxury bridal boutique helmed by Tonia Annese. Featuring high-end designer gowns and South Australian exclusives, Priv’elle presents growth to a well-loved family dynasty.

Tonia is the daughter of Jenny and Gerry Giannitto, who have made their names synonymous with bridalwear for more than 50 years. Tonia says her parents provided endless inspiration for making weddings as special as possible.

“They’ve been in the industry for such a long time, and working with them has shown me what brides are looking for,” says Tonia. “They want someone with a hands-on approach who is truly looking out for who they are – women with a story, a style, a past, and a future.”

“Priv’elle is an evolution of what my parents have built, retaining the excellent customer service among a luxe feel and designer dresses waiting to be adored. We will honour heritage while welcoming disruption,” says Tonia.

Dresses include designs from houses Vera Wang, Nicole Milano, Pen.Liv, Wona, Martina Liana Luxe and Atelier Wu.

The Priv’elle collection is curated by Tonia, a believer in more than the polished, perfect bride. Brides, and bridalwear are textured, modern, contradictory, and real, representing a blend of softness and strength amongst both unexpected disruptors and the classically romantic.

“Our role is not to instruct her, our role is to reflect her,” says Tonia. “Bridal is no longer about perfection. It is about authorship in a moment where who she is matters more than who she is expected to be.”

Tonia has created Priv’elle after identifying that brands which recognise the shift towards identity-led bridal will define the next era of growth. She says weddings no longer fall under a single look or feel, but a curated series of expressions as bridal showers, ceremonies, receptions and day after parties all have their moment.

“We champion the multi-moment bridal wardrobe as expansive, expressive, and deeply personal,” says Tonia. “We’re here to empower brides.

“Ivory, satin, pearls… these are codes of tradition. But modern luxury lives in contrast, a sculptural line, a bold accent, a tonal shift that breaks the rules with intention,” says Tonia.

Accessories include the Couture and Perla collections from established Welsh fashion house Halo & Co. Renowned globally for their timeless headpieces and jewellery, the handmade items claim instant heirloom status.

Tonia says that luxury is about having a relationship with celebration and meaning over excess.

“Luxury is the feeling of being seen, understood, and celebrated. It is craftmanship that honours the woman wearing it. It is service that feels human, warm and emotionally intelligent,” says Tonia.

Online appointments from Thursday to Saturday are essential for brides-to-be, offering Tonia’s personal touch and decades of experience. Prices for gowns are between $6,000 and $9,000, and all dresses are sold off the rack but can be altered or customised.

Priv’elle is now open at Level 1, 54-58 Payneham Road, Stepney by appointment only at privelleatelier.au.