Happily Ever Borrowed
happilyeverborrowed.com • New York City, NY • Opened in 2012
Founded by Brittany Finkle
I have three older sisters, and from the age of 12, I was helping to plan their weddings. When I was in college and designing bridal gowns, my one sister asked me to make hers. That was far too much pressure for me, but I offered to help shop with her. When I saw the poor quality and construction of the cheaper gowns, I was horrified. All women deserve to wear quality products on their wedding day. We were also astonished at the high prices of veils, headpieces and jewelry. After spending their entire budget on their dress, most women forget that they need to accessorize as well! This is one of the most common instances where brides exceed their budget. My sisters begged me to find a solution. I let the idea sit for quite a while, but after my 3rd sister got married, the idea started to materialize.
We buy our pieces directly from the designers with exclusive partnerships and relationships. We buy at wholesale so that we can afford to pass the discount on to our brides for low rental pricing!
How did you earn your first sales? Which channels are now generating the most traffic and sales for you?
In the beginning it was quite slow! But thankfully, sales picked up due to a few marketing pieces that came out. As word of mouth spreads, it's certainly the best way for us to gain customers, but pinterest and facebook definitely drive the most traffic for us, as well as a few recurring editorials we've had on CBS, Martha Stewart and more.
Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?
Shopify payments has been such an amazing integration for us, but the one integration we couldn't live without is Book that App. This app allows us to manager our rental calendar which is obviously essential to our business!
What are your top recommendations for new ecommerce entrepreneurs?
My best advice is to continually ask for feedback from everyone and anyone. Obviously your customers are your best feedback, but ask friends, families, strangers, enemies. Anyone to take a look at your site and share their thoughts. You'll start hearing common themes and threads that will help you edit your online shop.