We created Lovely in 2009 because we saw a gaping hole in the market for a bridal shop that appealed to the alternative, DIY, creative and fashion-forward bride.  So we built our dream vision…. Emerging and inspiring indie designers-check. Warm and homey atmosphere-check. Friendly and low stress service from stylish sales girls-check. Gowns you can browse for yourself, just like a ready-to-wear clothing shop, of course!

We plucked some of the coolest indie designers off of Etsy, putting their darling designs into a bridal store for the first time, sprinkled in some of the classic design talents in the bridal industry, and opened our West Village townhouse door to critical acclaim in April 2010.

Five years later, we are a friendly collective of bridal shops across the country in New York, Los Angeles, Philadelphia, Washington D.C., San Francisco, and Rochester NY. We are proud to say all of our stores are owner-operated, which means, as a bride, you get to talk to the gal in charge anytime you want. Every city, every market and every bride is different, and our shop owners are there to listen to your needs directly and curate a bridal selection just for you. We think this personalized service is critical to keeping Lovely intimate and connected. And we just love that we are helping women get into business with our franchising efforts.

This free spirit still defines our shops today and our philosophy reigns true: you deserve access to awe-inspiring design, in a fun and intimate environment, with friendly and personalized service.



We are looking for franchisees across the USA, with particular interest in major metro cities. Email us at biz@lovelybride.com to learn more about our franchising program and to determine if you could be the next Lovely location!


If you are itching for a job full of glam and glitz, apply to be a sales stylist at your local Lovely. Contact your Lovely through our stores tab or email biz@lovelybride.com to inquire about corporate job opportunities.