This programme takes the `Say Yes to the Dress' franchise to one of the largest and busiest bridal salons in the southern US, Bridals by Lori, which is visited by roughly 10,000 brides annually. Part bridal story, part fashion makeover and part family therapy session, each episode looks at the personalities and craftsmanship that come into play as the shop's staff, headed by owner Lori Allen and fashion director Monte Durham, go to sometimes extreme lengths to realize each bride's dreams.