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How many times a bridesmaid does it take to become a business owner? For Birdy Grey founder Grace Lee, the number was six. After being a bridesmaid six times in 10 years, Grace thought there had to be a better way to buy those one-time-use bridesmaid dresses.
“I was like, ‘Wow, no one had bothered to innovate in bridal party dressing in over a decade,’” Grace says. “Where I started was, you know, I’d love to be able to find affordable bridesmaids dresses online. It felt like very much a brick-and-mortar experience, and I wanted to change that.”
That’s how Birdy Grey was born. It’s an online retailer specializing in affordable bridesmaid dresses, in addition to gifts, getting-ready outfits, shoes, and other accessories for the whole bridal party.
Birdy Grey’s signature bridesmaid dresses are priced under $100, often at least half the price of other dresses on the market. Grace says she knew she wanted to sell bridesmaid dresses for less than $100 because many people would only wear the dress once.
“I quickly realized that you can make the margins work,” Grace explains. “You can buy a totally beautiful, photo-ready dress online at an affordable price point.”
Luckily, Grace was based in Los Angeles, so she didn’t have to go far to start sourcing.
“I didn’t really have any experience in manufacturing and I just had to hit the streets of downtown L.A., and that's how I found suppliers,” Grace says. “I wouldn’t have been able to do it anywhere else.”
Grace originally bootstrapped Birdy Grey with some money from family and friends. Instead of using the industry-standard made-to-order process, she bought wholesale dresses from suppliers in L.A.’s Fashion District. That allowed her to get rid of the inconvenient “no returns or exchange” policies at other bridal supply stores, and also enabled her to start the company as a cash-flow-positive business.
By the end of its first year, Birdy Grey had brought in $2 million in revenue. That’s when Grace started looking to raise money to continue scaling the company. She relied on metrics to help her convince mostly male venture capitalists to invest.
One of the most encouraging metrics about the bridal wear industry? That acquiring one bride means she’ll bring back an average of five bridesmaids to buy the dress. Those bridesmaids will go on to recommend the dresses when they’re in other weddings, making the network effect of word-of-mouth advertising great for repeat purchasing.
Grace often leaned on stats like these when pitching Birdy Grey in rooms full of men, but when it came to learning other aspects of being a founder, she felt more out of place. For example, Grace didn’t know any examples of prominent Asian female business leaders. She forged the path toward more affordable bridal party clothing and accessories largely without role models that looked like her, with the exception of her parents.
“My parents are pretty entrepreneurial,” Grace says. “They’re immigrants, they have their own business. They came to America with nothing and made a name, built their lives. And so I feel like they saw that spark in me and they were so, so supportive. They were the first people to encourage me to quit my job and give me a bit of funding to get the company off the ground.”
To learn more about how Grace was able to expand Birdy Grey from bridesmaid dresses to become a one-stop online shop for the whole bridal party, take a listen to Grace’s full interview on Shopify Masters.
Birdy Grey FAQ
What is Birdy Grey?
Birdy Grey is an online bridal retailer selling bridesmaid dresses priced under $100, along with gifts, shoes, and other accessories for the wedding party. Founder Grace Lee launched the brand after being a bridesmaid six times in a decade and finding no affordable, convenient way to shop for dresses online. The company has since grown into a one-stop shop covering getting-ready outfits and other bridal party essentials.
How much do Birdy Grey bridesmaid dresses cost?
Birdy Grey's bridesmaid dresses are priced under $100, often at least half the cost of comparable dresses sold elsewhere. Current collections start around $89, with pricing varying by fabric, such as chiffon, satin, or velvet. That lower price point was a deliberate choice by founder Grace Lee, since many bridesmaids only wear the dress once and don't want to overspend on it.
What sizes does Birdy Grey offer?
Birdy Grey dresses are available from XS to 3X, with dedicated plus-size, maternity, and junior collections included in the lineup. Shoppers who need adjustments can use the brand's free hemming service to get a proper fit. The wider size range and hemming option help bridal parties with different body types find a dress that works without needing a separate tailor.
How long does shipping take for a Birdy Grey order?
Ready-to-ship Birdy Grey dresses typically arrive within 3 to 6 business days, while made-on-demand styles take up to about eight weeks to produce and deliver. Because of that lead time, ordering bridesmaid dresses four or more months before the wedding date leaves enough room for shipping and any alterations. Shoppers on a tighter timeline can shop the ready-to-ship collection instead.
What is Birdy Grey's return policy?
Birdy Grey allows returns or exchanges within 30 days of delivery for US and Canadian customers, whether the fit is off, the color's wrong, or the dress just isn't a match. For preorder items, that 30-day window starts once the product begins tracking rather than at the time of purchase. This gives bridal parties flexibility since dresses are often ordered months in advance.
Can I try on dresses before buying from Birdy Grey?
Yes, Birdy Grey offers a try-at-home program that lets shoppers order up to three dresses for $10 each to check fit and color before committing to a purchase. Customers typically have about a week to decide which sample to keep and return the rest. This lowers the risk of ordering the wrong shade or size for a bridal party photo lineup.
