After having been a bridesmaid many times over, former fashion and beauty writer Grace Lee Chen knew there had to be a better and more affordable way to shop for bridesmaids dresses and she would be the one to create it.
Chen said the experience of shopping online for bridesmaids gowns was “a painful experience.” Dresses were expensive and not easy to order online. Women often cite the expense of being in multiple weddings as taking away some of the joy of being chosen.
Armed with a decade of experience in the fashion and beauty world at brands such as Kate Spade and Stila Cosmetics, Chen’s several stints as a bridesmaid led her to found Birdy Grey. She said the goal was to make the bridesmaid dress shopping experience delightful and affordable.
That was in 2017, and the industry-shattering price point of the gowns made the Los Angeles- based Birdy Grey instantly popular with brides and bridesmaids. The company’s mission statement, “to celebrate and elevate friendships during one of the most important milestones in a person's life: THE WEDDING,” also resonated with brides.
A year later Chen hired her best friend Monica Ashauer to work alongside her as co-founder, and the two have led the company to double digit growth every year since the beginning. Birdy Grey reached $100 million in revenue last year, a milestone number for such a young company.
Priced from $99, the affordable and on-trend gowns come in a variety of colors, and brides can order free fabric swatches to help them make color decisions. Many dresses are in stock and can be delivered within five to 10 business days. There is also the option of custom made dresses.
Outfitting the Entire Wedding Party
Chen and Ashauer realized that their business model did not have to be limited to bridesmaids. They recognized the need for affordable and coordinated attire for grooms and groomsmen as well. Traditionally, selecting groomsmen attire has involved rentals or high-cost purchases. Birdy Grey is changing this model by providing stylish options that are not only budget-friendly but also versatile enough to be worn long after the wedding day.
Grooms and their groomsmen can choose among suit and tuxedo options in two cuts and in colors coordinated with the dresses. “The idea is for a bride to come find her perfect bridesmaid dresses and then find coordinating groomsmen suits to match,” Chen said. The opening price point for the suits and tuxes is $199, or about the same as it costs to rent a tux. Free fabric swatches are also available for suits and tuxes. Ties, pocket squares and socks to coordinate the look are also available.
Jewelry and Accessories for an Elegant Touch
From sparkling to sophisticated elegance, from delicate to glamorous, Birdy Grey’s jewelry selection for brides and bridesmaids is affordable as well as being high fashion. Brides can choose from pearls to gold to rhinestones to add the perfect touch to complete their wedding day look. The jewelry also makes an affordable gift for bridesmaids that they can wear for the wedding and for years to come.
Wedding day elegance requires the perfect finishing touch, and Birdy Grey has a collection of shawls and cover ups. Whether it’s a chic wedding shawl, a cozy wrap for chilly evenings, or a stylish addition for bridesmaids, Birdy Grey has it covered. Their dress shawls are not only practical but also come in various styles, which makes them perfect for bridesmaids and wedding guests as well.
Everything Wedding All at Once
While bridesmaid dresses are the main event at Birdy Grey, in addition to jewelry, the company also offers little white dresses, shoes, pajamas, slippers and robes, Chen wants Birdy Grey to be one-stop shopping for wedding attire. She and Ashauer know that every detail matters when planning the perfect wedding and to that end, they have most of the wedding attire covered. That is except for the wedding gown. Chen said she would like to add wedding gowns to the brand’s offerings, but that is far down the wedding aisle.
They Really, Really Love Us
Birdy Grey’s success lies in its ability to create connections, with its customers and through social media. With 129,000 Instagram followers and counting, Birdy Grey has created a loyal community. Customer photos tagged with #BirdyInTheWild show the company’s dresses in real life, from sunlit outdoor ceremonies to intimate indoor receptions. Birdy Grey’s website also features a gallery of photos from customer weddings, which gives brides a real-life look at how a wedding party looks in various colors and styles.
The brand has also gained visibility through influencer collaborations. Since its founding, Birdy Grey has dressed over 200 influencer bridal parties, spanning platforms like TikTok, YouTube, and Instagram. Birdy Grey has also been featured in major publications such as Brides, The Knot, and Business Insider. In fact, the brand was one of The Knot’s 2024 Best of Weddings winners.
Its customers are the brand’s biggest fans, giving Birdy Grey reviews that consistently give five stars. From ease of ordering to comfort, quality, variety of styles and colors, customers report positive experiences with the brand.
As it continues to add to its offerings, the future of the wedding attire business is Birdy Grey’s to have and to hold.
