Vow To Be Chic, the first and only designer bridesmaid dress rental startup based in Santa Monica, has received $5 million in a Series A funding to give millennial women the shopping experience and dream wedding that they desire while providing aspirational designer dresses at a fraction of the cost.
The round includes existing investors Pritzker Group Venture Capital and Wavemaker Partners, and new investor, Women’s Venture Capital Fund. The funds will be used to scale the business, improve technology systems and grow the team to enhance customer experience and support growing demand.
“Men have been winning for decades by renting tuxes while women purchased expensive dresses that they only wore once. I knew something had to change. Someone needed to solve the ’27 Dresses’ problem,” Vow To Be Chic CEO and Founder Kelsey Doorey said. “With these funds, we are excited to continue expanding our offering so that women have a superior option when planning their weddings.”
Vow To Be Chic offers an affordable $50-$95 designer bridesmaid dress solution to the standard $300 dress, while catering to an on-demand-obsessed generation with top tier customer service. “Vow To Be Chic is a company for women and by women focused on disrupting an outdated industry to better service the way that millennials want to shop online, cost-effectively and hassle-free. The Women’s Venture Capital Fund has been closely tracking Vow for the past year and their robust growth has proven that women are eagerly seeking this option. The time was right for us to invest,” Monica Dodi, managing director and cofounder of The Women’s Venture Capital Fund, said.
Word of mouth has been the catalyst for growth. Seventy percent of Vow To Be Chic’s customers have referred at least one friend and 20 percent of customers have referred five or more of their friends to Vow. “Vow understands that a great, white-glove customer experience is vitally important in the wedding process. Once the team and operations are scaled, their growth will exponentially increase.” said advisor of Vow To Be Chic, Lizzie Francis, founding partner at Brilliant Ventures and former CMO of Gilt Groupe and President of JustFab.
Vow To Be Chic currently offers the option to rent or purchase their dresses and has recently expanded its’ offering into accessories for purchase. Vow will continue to introduce new designers and brand extensions into their business.