If you're marrying the guy you want to be married to, you're "already winning at life", duh.
There are awesome dresses out there and not a penny over $3K at most. My daughter looked at everything from Monique L' what's her name for $11K to David's Bridal for $1,000 and ended up with a fabulous gown from a Spanish designer for $2K - in 2008. In fact she and her husband and wedding party are part of the advertisement for the photographer -
Of course, it helps that she is a cutie...