Weddington Way: Bridesmaid Dress Shopping Made Simple and Social

A few weeks ago while attending the Style Me Pretty Little Black Book mixer that Abby put together during the Engage!12 conference at the Mandarin Oriental, I met Ilana Stern. Ilana is the founder and CEO of  Weddington Way, a fantastic bridesmaid dress site and I love the concept!

Weddington Way brings together brides and their bridesmaids from all across the country and globe and allows them to connect online and shop for bridesmaids dresses together. It is a group shopping site for bridal parties. They have built a social component into the shopping experience (my favorite!) by enabling a bride to invite her bridesmaids to join her bridal party on Weddington Way. Bridesmaids can rank the bride’s favorite dresses as well as purchase the bride’s final selections (and through the process, the bride can track each bridesmaid’s progress so she doesn’t have to worry about who has done what!).  Weddington Way stylists support the experience by working with bridal parties one-on-one to answer style and fit questions.  Fashion, technology and deep commitment to customer service combine, creating an ideal bridesmaid dress site that brides and editors have been absolutely loving.

Ilana’s background in fashion includes working as a buyer for Bloomingdale’s in New York City.  She started Weddington Way in 2010 while attending Stanford Business School. Having been a bridesmaid herself 8 times, Ilana had a vision to make bridesmaid dress shopping a more joyful and less stressful experience for a bride and her best friends by combining fashion and social technology. They named the company Weddington Way because she grew up on Weddington Street in Los Angeles.  They are a full-time team of 10 in San Francisco and are passionate about impacting a group of girlfriends at a time in life when it really counts.

“Weddington Way brings brides the aesthetic of a fashion company, the ease and efficiency of online shopping, and the service of a personal shopper, all in one online boutique.” It’s brilliant!

HOW I T WOR K S – S H O P. C O M PA R E . S H A R E . T R AC K .

Shop a curated selection of the top designers and filter by style, theme, color, price, and more.
Compare favorites side- by- side using simple drag and drop functionality to create the dream lineup.
Share select styles with bridesmaids to rank and collaborate with them on a shared social page.
Track all bridesmaids ranking and order activity online (it’s easy to stay on top of the process without turning
into bridezilla!).

Weddington Way has been featured on Style Me Pretty, Martha Stewart Weddings, Daily Candy, and Weddingbee.


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  1. What a wonderful concept! I must say that when I went to the site I thought I might buy myself a dress as well because there is such a wonderful selection of styles and fabric!!

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