Yesterday I read some pretty fantastic news in the world of bridal. Women’s Wear Daily revealed that The Aisle New York will make its debut late next month. The site’s founders: Mark Ingram, Shara Levy, David Yassky and Deborah Moses are all bridal industry vets and it appears as though they’re bringing the fire with this new endeavor. Want proof? The site will feature labels from fashion bigwigs like Oscar de la Renta, Monique Lhuillier, Marchesa, Angel Sanchez and Jenny Packham.
The site’s splash page is up and open now for pre-registration. Membership is free, but does require your name, email address and zip code. (Wedding and birth dates are optional.) Most of The Aisle’s merchandise is not current season and is therefore reduced in price — which means savings (usually 50% off retail) for you! The Aisle will work directly with design houses who are supplying overages, returns and in some cases, one-of-a-kind archival pieces (!). “There are so many brides that I don’t reach through my store. This [site] is for that other bride,” explains Ingram. Co-founder Yassky points out, “Shopping for a wedding dress can be intimidating at times, so the selection is small.” Sizes will run from 2 to 12. I sincerely hope they expand their size range early on so that plus-size brides can get in on the fun, too.
The site will launch with wedding gowns, veils, headpieces, costume jewelry, evening bags and shoes. Down the road however, bridesmaid and mother-of-the-bride dresses, tabletop and an online registry will be added. And as if you weren’t excited enough, there is a charitable component. Each featured designer will select a charity that will be highlighted with a first-person testimonial. The Aisle will donate 2% of every dress sale to that charity and the designers have the option to match the donation.
What do you think about The Aisle New York? Exciting? Or are you still skeptical about purchasing a wedding dress online? Leave me a comment with your thoughts, folks.