I was expecting to pay $1000-$1500 and ended up finding the perfect one for $450. It had a square neck and empire waist, and had long straight column silhouette -- think Elizabeth Bennet in Pride and Prejudice, except it wasn't a heavy expensive material, but rather several layers of floaty chiffon with an opaque underlayer. The sample I saw was designed by a super-young local designer (he looked about nineteen, but was probably in his mid-twenties) and because he was just starting out, he made one to measure for me. It was perfect for my short slim shape, I felt fab, and was quite pleased not to have paid a lot for yards of silk.
To answer your questions -- yes, it was very important to find the right dress, but I wasn't stressed out about it. I had great fun looking! As for wearing it again -- no. I definitely wanted my bridal gown to be a costume, which meant I would wear it precisely once. I wasn't about to get married in a outfit that could pass as a cocktail dress for some other occasion. I wanted my wedding gown to look unmistakably like, well, a wedding gown! Some women are of the opposite opinion, of course. My own mother got married, in the 1960s, in a fabulous pale blue sheath mini-dress with matching jacket (with gorgeous pearl buttons), which I happily wore for my high school graduation in 1990! It's all good, as long as you know what you want.
Also, new was important to me. I wasn't going to rent, or wear someone else's gown. However, one of my husband's friends got married a year after we did, and the bride asked to borrow my gown. I said yes. It looked better on me, though.