Jeff Bezos usually doesn’t hear the word no – but he did before his wedding.

The wealthy entrepreneur, 61, was eager to catch a glimpse of Lauren Sanchez, 55, in her wedding gown before their ceremony—so much so that he even pleaded at one point—but the bride stood firm in her decision.

Vogue Italia editor Laura Tortora told People that Sanchez ‘resisted because she wanted to give him this surprise at all costs.’

When they finally tied the knot on Friday in Venice, Italy, in the presence of about 200 celebrities, Sanchez walked down the aisle in a custom-made Dolce & Gabbana dress.

The garment was corseted and in a mermaid style, which piqued the interest of the Amazon founder prior to the nuptials, Tortora told the outlet.

‘This occurred following her final fitting at Dolce & Gabbana. Afterward, our sources saw her, and she was bursting with excitement,’ Tortora shared with People.

Jeff Bezos, 61, really wanted to see Lauren Sanchez wearing her wedding dress prior to their nuptials- he even ‘begged’ at one point – but the bride wasn’t having it. Pictured Sunday in Venice, Italy

Sanchez, seen with her new spouse in Venice, Italy on Saturday, didn’t want to spoil the surprise of Bezos seeing her in her wedding gown ahead of the nuptials

Tortora added that Sanchez ‘herself said, ‘It was stronger than I imagined,’ and she told us that Jeff wanted to see this dress.’

She continued: ‘Bezos begged to see the dress. But inside herself she resisted because she wanted to give him this surprise at all costs and so she managed it.’

Measures were taken to prevent the affluent businessman from seeing the broadcaster in the elaborate ensemble ahead of their special day, Tortora told the magazine.

Bezos ‘was kept in a room that didn’t face the lawn where she was being photographed,’ she said.

Tortora continued: ‘So even in that context, attention was paid to this so she could maintain the secret with her future husband.’

The Amazon founder and his new bride on Sunday departed their luxe hotel in a water taxi

The massive ring Bezos purchased Sanchez could be seen as they departed the high-end hotel

The list of celebrities for the scion’s big bash was unrivaled, attracting the biggest and brightest stars across multiple fields such as entertainment and sports.

Oprah Winfrey, Tom Brady, Kim Kardashian, Leonardo DiCaprio, Kylie Jenner, Usher, Khloe Kardashian, Ivanka Trump and Jared Kushner and new bachelor Orlando Bloom were among those who were present to see Bezos and Sanchez exchange vows.