talk to us about storefront! what was your thought process behind creating this and how can other founders apply that thinking to their own brands?
i saw that the wedding market was ready for more commerce and discovery online. the customers had been for awhile, i was one of them, but the industry took a longer time to evolve, so i was really waiting for the moment in which i thought there was enough need and appetite on the b2b side to coincide with the already existing demand of the customers (brides).
there is a lot of chatter about disruption in spaces, and i don’t necessarily see nearly newlywed and our role in weddings as that. it is, in a way, disruptive, but ultimately there are incredible designers and stores in the wedding space and outside of it that want to sell and market to wedding customers. some are very anti-change and sustainability but many, many are open and want to innovate and adapt. i don’t want to disrupt the industry, i want to support and offer the customer what she wants – choice, value, amazing products and i want to help those in the industry that are open to market to the changing landscape and customer, to help fit the pieces together, offer them a digital voice and expertise and hopefully, create prosperity and value for everyone in the process.
you see one million brides a year – i repeat, one million. what is your strategy to make sure you stay engaged with an audience of this size?
i think scale is a tough thing. not scaling fast enough makes you feel like a snail and scaling fast is hard to keep up with. we did a good job of taking it slow, a million is big but seven years is also longoooo. but that is still a challenge. it is very hard for me that i can’t help every customer, talk to every designer, write every message to someone that messages us on social. i try, because that is part of our dna, but it’s a challenge. the biggest thing we do is keep things in house. we don’t outsource customer service, social, any of it. so everyone is part of the nearly newlywed team and brand full-time, [they] believe in it and are just as much a part of building it as i am. so even though, they aren’t me or maybe weren’t here from day 1, they are a part of the nearly newlywed team now and i think you can feel that when you interact with our brand and experience.
best advice to brides or funny bridezilla story?
if you find a dress you love, especially if you buy it, stop looking at dresses. amazingly and also frustratingly the world is full of incredible, amazing, gorgeous things and gowns. the architect of the idea that there is one dress and one look for every bride was a marketer, trying to close a sale. you will see something else that piques your interest and it will only upset your satisfaction with your current dress. that really goes for most things. look, be selective, and by all means, wear two dresses! three! five! but once you decide move away from inspiration boards and browsing to something else so you don’t unnecessarily wage war on yourself with fomo which you just don’t need.
you’re a business owner and a mom…how f*ck do you do it?
ask me tomorrow? haha. honestly, women are incredible. all of them. every single one. we make time and space for things and fight battles that inspire me all the time. motherhood is just another facet to that and it has made me much more measured about my time and forced me to get better at saying no. and i suppose also more bold. not sure if it is because i am constantly tired? or because i want to set an example to my son and think, well shit, if i am not going to be the person i want and set out to be now, then when will i? that definitely helps curb the moments when i want to throw myself out a window.
i am also very thankful for some of the female founders and networks i have been a part of and many of which are for mothers or are mothers. heymamaco in particular is a great resource and connector for women that are mothers and in business.
now for our signature question… inspiration behind the name?
ah. well, we wanted a play on the idea of new vs used. newlywed was a term i always loved and thought it transcended just the wedding day idea because it speaks to the idea of fresh, fun, happy love. that honeymooning period (which we need to extend and keep reigniting rather than demarcate to the first year, but i digress) but the idea of a newlywed or someone on that path felt fun and light and lovely. and someone that was nearly there was on that journey to lifetime commitment and love. and then the play on nearly new was there, as we started with only used dresses that were ‘nearly new’ and we marketed to ‘nearlyweds’ and ‘newlyweds’ – also so many urls were taken, so we were like, ok it’s a mouthful but we like it.