Being a bridesmaid is one of the most cherished roles in a wedding. It’s an honor to stand beside loved ones on their special day, but it also comes with challenges, particularly when it comes to finding the perfect bridesmaid dress. Bridesmaids often face a choice between overpriced designer options or budget-friendly dresses that fail to meet their standards for style or quality. Bridging this gap is Birdy Grey, a Los Angeles-based brand that has redefined bridesmaid fashion since its launch in 2017. Offering chic, high-quality bridesmaid gowns for just $99, Birdy Grey has become a favorite among millennial and Gen Z bridal parties.

From Bridesmaids to Entrepreneurs

Birdy Grey was founded by Grace Lee and Monica Ashauer, two women who have walked the aisle as bridesmaids 14 times combined. Their personal experiences gave them deep insight into the difficulties bridal parties face when shopping for dresses. Grace Lee, a former journalist at InStyle, brought years of branding and fashion expertise, while Monica Ashauer, with her extensive background in strategy and operations, helped shape Birdy Grey’s business model. Together, they created a company that would simplify and improve the bridesmaid dress shopping experience.

Their goal was simple: to make bridesmaid dresses that are stylish, affordable, and functional. Birdy Grey quickly established itself as a leader in the bridal fashion industry, attracting a loyal following of customers who value its thoughtful approach to design and pricing.

Affordable Luxury for Bridesmaids

A major factor behind Birdy Grey’s popularity is its commitment to affordability. The average bridesmaid dress in the market costs around $140, but Birdy Grey has disrupted the industry by pricing all its gowns at $99. This budget-friendly pricing has made it accessible to a wide audience, especially younger bridal parties who are cost-conscious but unwilling to compromise on quality.

Despite its affordability, Birdy Grey’s dresses don’t sacrifice quality. The brand uses premium fabrics, ensuring that every gown is fully lined and comfortable to wear throughout the day. Bridesmaids love thoughtful features like stretch materials for better fit and movement, and iPhone-friendly pockets, a practical detail that has become a signature feature of Birdy Grey’s designs.

Trend-forward designs and Mix-and-Match Options

Birdy Grey stays ahead of the curve by offering designs that reflect the latest bridal fashion trends. The brand has embraced the mix-and-match aesthetic, providing bridesmaids with a curated palette of colors that work together seamlessly. Popular hues like sage green, dusty rose, and mist grey allow bridesmaids to personalize their look while still complementing the wedding theme.

The versatility of Birdy Grey’s collections is another major draw. From flowing maxi dresses to convertible styles that can be worn in multiple ways, the brand ensures that bridesmaids of all shapes and sizes can find a gown that flatters them. This inclusive approach makes Birdy Grey a trusted choice for diverse bridal parties.

Comfort Meets Functionality

Long wedding days can be tough on bridesmaids, but Birdy Grey designs its products with comfort in mind. Many dresses include stretch materials that allow for ease of movement, while their shoes are engineered with memory foam padding, enabling bridesmaids to stay on their feet from the ceremony to the dance floor.

These functional details, combined with elegant designs, ensure that bridesmaids not only look great but feel great, too. This thoughtful approach is one of the reasons Birdy Grey has cultivated such a loyal customer base.

Sustainability at the Heart of the Brand

In addition to offering beautiful and practical dresses, Birdy Grey is committed to sustainability. The company has introduced several eco-friendly initiatives, including using recycled fabrics in its newer collections and transitioning to sustainable packaging made from post-consumer materials.

This focus on sustainability resonates with its environmentally conscious customer base. Bridesmaids and brides alike appreciate knowing that their purchase supports a brand working to reduce its environmental footprint.

Birdy Grey also encourages a culture of reuse by facilitating dress donations. Through partnerships with organizations like The Princess Project, which provides prom dresses to teens in need, the brand ensures that its gowns have a second life beyond the wedding day.

A Seamless Digital Shopping Experience

As a direct-to-consumer brand, Birdy Grey has mastered the online shopping experience. With 80% of its site visits coming from mobile devices, the brand’s website is optimized for ease of use, allowing customers to browse, compare, and purchase with minimal hassle.

Social media has been a cornerstone of Birdy Grey’s success. The brand has amassed over 129,000 Instagram followers, leveraging the platform to engage with its audience and showcase real bridesmaids wearing its dresses. This user-generated content not only boosts customer confidence but also highlights the brand’s ability to deliver on its promises.

Influencers and Community Building

Birdy Grey has uniquely embraced influencer marketing. Since its launch, the brand has dressed over 200 influencer bridal parties—all through gifted collaborations rather than paid promotions. This approach has helped Birdy Grey build an authentic reputation while expanding its reach to a broader audience.

The brand’s customers, affectionately known as the “Birdy Girlgang,” are another vital part of its community. Approximately 65% of customers recommend Birdy Grey to their friends and family, helping the brand grow rapidly through word-of-mouth referrals. This strong sense of community has been instrumental in Birdy Grey’s success.

Giving Back to the Community

Birdy Grey’s commitment to social impact extends beyond its sustainability efforts. The company has launched several initiatives to support underserved communities, including Giving Tuesday campaigns and International Women’s Day promotions. These efforts have resulted in thousands of dresses being donated to organizations such as Operation Prom and Becca’s Closet.

Through these programs, Birdy Grey empowers women and girls in need, solidifying its position as a brand that prioritizes giving back. This dedication to social good aligns with the values of its target audience, many of whom appreciate supporting companies that make a positive difference.

Looking Ahead

Birdy Grey has already revolutionized the bridesmaid dress industry, but the brand shows no signs of slowing down. By continuing to prioritize affordability, sustainability, and customer satisfaction, Birdy Grey is poised to remain a leader in the bridal fashion market for years to come.

Its focus on innovation ensures that it will keep meeting the evolving needs of modern bridesmaids. Whether through introducing new color palettes, expanding its product line, or launching additional social impact initiatives, Birdy Grey is well-positioned to continue its success.

For bridesmaids looking for stylish, affordable, and functional dresses, Birdy Grey offers more than just a solution, it offers an experience. With its thoughtful designs and commitment to making a difference, Birdy Grey has redefined what it means to shop for bridal party attire.