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about us

How It Started

Lovely Bride was borne of the concept that bridal could be way cooler. When the company was dreamed up in 2009, there was a change happening in the wedding world, and brides were looking for something more authentic and REAL for their wedding day. Not the glitz and polish of weddings memorialized in gilded frames. The wedding dress shopping experience lagged way behind, with its formal, stuffy feel and outdated designers. So founder Lanie List plucked some of her designers off of Etsy and opened the first Lovely Bride in a West Village townhouse in April 2010. The sales stylists were fun, not judgy. The dresses were crafted, not produced. And the decor was light-hearted, not heavy. This unique style set the new standard for what bridal shopping could be!

Word spread about the new way we were doing bridal, which brought us a lot of attention from smart women around the country who wanted a Lovely in their town. So Lanie decided to franchise Lovely, since she loved the idea of helping women get into business.

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How It's Going

Today we are a collective of 20 bridal shops across the US and UK. We still pride ourselves in having the best creative designer collections, including some exclusives you can only get from Lovely. We have since created one of the most inspiring bridal social media presences across Instagram, TikTok, and Pinterest.

Thousands of brides shop with Lovely every year and they pay it forward by recommending Lovely to the next generation of brides. This positive word-of-mouth buzz has created a community of brides who are proud to say “I Am Lovely.”

Read up on us below!

Who We Are

Lovely Supports original Design

Female Founded, Female owned

An exclusive, inclusive bride club

Lovely is a collective of 20 individually-owned bridal shops, run by entrepreneurial, hardworking women who care deeply about offering you a personalized and locally-focused experience. Learn more about our Collective below.

Lovely redefined the wedding dress shopping experience by being the first to stock undiscovered designers who offer fresh bridal fashion. Because you deserve the real deal, trust us to find you a gown that's not so 'everywhere.'

Lovely celebrates body positivity and self-love. We work hard to choose innovative wedding dress designs in an inclusive size range. We believe in transparency, empowerment, and women supporting women.

behind the scenes

Read More About The Ladies Behind The Scenes

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our founder

I dreamed up the idea of Lovely in 2009 when I found my wedding dress off-the-rack in a chic little boutique in London. The experience was so fun and light-hearted. It was the exact opposite of my experience in the intimidating boutiques in NYC where I felt underdressed, underbudgeted, and underwhelmed. I’m a tough cookie and was shocked to feel intimated shopping for my own wedding dress. I’ve spent my whole life shopping so I should have felt like a pro! I found myself asking “Why wasn’t wedding dress shopping more chill?”

So I created Lovely to feel like your BFF of wedding dress shopping. I launched a blog in 2009, six months before we opened our doors, and was delighted to receive an outpouring of love from brides (and the bridal community) who liked our low-key way of working. We opened to a packed house, and more importantly, a bride community who were eager to shop with us.

That connection is still the backbone of our business today. I pride myself as a Jr inventor because I’m always looking for ways to be forward thinking on what our brides want most from us. In our Marketing, Branding, and how we do business, we listen to our brides and evolve. Our brand is us, but our brand is also you. And while we have been called ‘the cool girls bridal chain’, we know that your experience is not just about shopping at the coolest shop, but shopping at a place that is approachable, welcoming and warm. That is why the name Lovely just stuck with me…the definition is exactly what we want people to feel when they see our brides dressed in a Lovely Bride gown.



Having a beauty that appeals to the heart and mind, as well as to the eye.

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– Xo, Lanie

Our Collective

Our collective of shop owners has been the key to ensuring every bride gets the same TLC all day, every day. We don’t run our business from an ivory tower. A vested owner is there with you, making sure your experience is personal and real.

Meet the Owners

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1 lovely bride dc danielle headshot
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team 3
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team 9
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Team Lovely

Our HQ team is the uncorporate crew who manages our brand collective, and keeps our brand and company fun and inspiring. We have a company culture that celebrates loyalty, diversity and individuality. We believe that strong women lift each other up.

Anna Mathias Headshot
Tina Headshot



Director of Content + Social Media

Marketing Assistant

Interested In Opening A Lovely In Your City??

For franchising opportunities, contact us at biz@lovelybride.com.