Alternative wedding ceremony styles are driving an increase in bridal resale


The cutting-edge style purchaser has a totally distinctive relationship to possession than preceding generations, being a long way more likely to buy pre-owned luxury goods. That’s translated to an upswing in search and sales for pre-owned wedding earrings, clothes, and different bridal fashion.

According to The RealReal, engagement jewelry jumped from the website online’s forty-third to the 7th most-saved product on the website. (Users can keep “Obsessions” to their profile to be notified of price modifications.) Searches for engagement jewelry have almost doubled yr-over-yr from 2018 and sales of engagement rings have jumped up 30 percent on account that remaining year. Searches for wedding clothes have grown by way of 42 percentage.

The RealReal attributes this increase to the combined upward push in popularity of resale and sustainability and the fact that even excessive-profile celebrities are carrying pre-owned jewelry.


“Women at the moment are more worried within the [ring] shopping process than ever before, mainly while buying secondhand,” said Trish Stevens, category director of first-rate earrings and watches at The RealReal. “As the sustainability movement gains extra momentum, consumers value the fact that their piece was already in lifestyles, decreasing the impact of mining and/or production on the environment. Celebrities like Zoe Kravitz & Gwenyth Paltrow, who both have antique engagement earrings, have also helped pressure this trend inside the marketplace.”

The increased hobby via style clients in pre-owned bridal style has given upward thrust to agencies like Nearly Newlywed, which has constructed a commercial enterprise on promoting pre-owned wedding ceremony attire.

“There are some converging elements,” said Jackie Courtney, CEO of Nearly Newlywed. “There’s loads happening in resale in the standard. There have been some first-rate partnerships among luxury manufacturers and resellers, like Stella McCartney and The RealReal, that have made the category very normalized. And a whole lot of the cultural matters around wedding ceremony clothes have eroded over the years, like the truth that you have to own them, they should be highly-priced and you need to bypass them right down to your daughter.”

The demand for pre-owned wedding attire isn’t always necessarily tied to charge or value, according to several resellers. Dresses offered on Nearly Newlywed have a tendency to be around forty% to 50% inexpensive than shopping for them new from the identical designers, averaging among $800 and $2,000 in place of up to $four,000 for a brand new get dressed. Courtney said that when Nearly Newlywed became founded seven years ago, most of the early clients had been extra than prosperous sufficient to find the money for the latest gets dressed.

Instead, much of the demand comes from people trying to allocate that money towards wedding ceremony-related reports, like protecting the ceremony in a distinguished destination, over gadgets. Additionally, The RealReal said its customers are turning to resale so that you can locate unique dresses that might not suit the typical “wedding ceremony dress” style or fashion.

“I assume one of the fundamental things is that we’re seeing brides look for — I hate to apply the word ‘opportunity’ — but non-conventional wedding attire,” stated Sasha Skoda, class director of girls at The RealReal. “A lot of human beings simply want a fab white get dressed for his or her wedding ceremony, instead of a ‘wedding get dressed,’ and there are not continually a ton of in-season alternatives there. But with resale you could see stock from the past 10 seasons, or but ways again you need to head.”


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