Shopify Masters
Building a $100 Million Brand, One Bridesmaid Dress at a Time
Apr 29, 2025
Grace Lee Chen, the founder of Birdy Grey, transformed the bridesmaid dress industry with her vision for affordable fashion. She shares insights on scaling her business from $10 Instagram ads to a $100 million powerhouse by prioritizing customer needs. Grace discusses diversifying into groomsmen's attire and the importance of mastering core products. She emphasizes tailoring the online shopping experience and maintaining affordability through direct manufacturing, while leveraging influencer partnerships and social media to engage a younger audience.
20:30
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Quick takeaways
- Birdy Grey scaled to a $100 million brand by prioritizing customer feedback and aligning product offerings with their needs.
- The brand expanded into groomsmen attire to provide a seamless shopping experience, reinforcing its position in the wedding market.
Deep dives
Innovative Approach to Bridesmaid Dresses
The fashion brand Birdie Gray was founded to address the high costs and common complaints surrounding bridesmaid dresses, stemming from the founder's own experiences. By offering stylish bridesmaid dresses priced under $100, the brand filled a significant gap in the market, focusing on affordability and innovation. Expanding on this success, Birdie Gray now serves as a comprehensive solution for wedding attire, recently introducing groomsmen suits that complement their existing bridesmaid offerings. This strategic move simplifies the planning process for brides, allowing them to coordinate their bridal party’s attire seamlessly in one place.
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