NYBFW And Why We Create At All
I posted something that I wasn’t proud of.
Well, almost.
It was a Market recap and I was vague, tired and mostly overwhelmed.
It was a post that we just “needed to get out,” and while I’m a full subscriber to “done is better than perfect,” there was just something so uninspired about it - a harsh juxtaposition to what I was actually talking about: the massive inspiration that is Market.
Georgia Young
What I didn’t share in that post was Georgia Young.
We have had a relationship with her for years, and I truly believe she has always been ahead of her time. Her collection was outstanding. Only two silhouettes, and every one of them so intentional. Her fabrics are experimental but approachable; every drape was thought out, and you could see how excited she was about every dress she introduced. Her husband was there cheering her on, which is a dynamic that I love. I was just in awe of her.
It got me thinking about why we even create at all.
Why we started this shop
What motivates our talented designers to sweat over prototype after prototype to create a work of art that you wear at the top of the aisle.
The designers who move me most are not chasing a best seller, they listen.
They are dreaming of design and then harnessing it into reality.
And while I don’t think of myself as a creator in the literal sense, my partner recently reminded me that this shop did come from nothing. Nothing but an idea.
Why we create at all
So why did we even do this, and why do we keep doing it every day?
Because ‘service over sales’ - shopping for your wedding dress should be the most fun part of the wedding planning process.
Because ‘community over competition’ - there is room at the top for excellence, and you don’t have to use others to get there.
Because ‘innovation over reproduction’ - a dress that soars takes skilled craftsmanship, and a dupe rarely does it justice or is worth the money.
Because ‘celebration over secrecy’ - cheering each other on within this industry is immeasurably more important than hiding your trade secrets. It is a tight-knit and competitive industry, but lifting each other up brings so much more success.
Because ‘authenticity over brand’ - when you show up authentically for your brides, they feel it. When we give meaningful feedback to our designers (and vice versa), we successfully problem solve. When we show up online as ourselves, others don’t feel alone.
It may have just been one rushed post, but behind this brand there is more thought and meaning that goes into every dress than most will ever know.
It matters how you show up.
It matters who you support.
And it matters where you shop.
Thank you for trusting us. We will always show up for you.
XO TMB