About
Second Story Bridal sells designer wedding gowns that have been worn once, on behalf of the women who wore them.
Almost every other way of reselling a wedding dress photographs it dead: flat on a bed, or hung on a wire hanger against a wall. You cannot see how it moves, how it falls on a real body, how it reads in daylight with a bouquet in front of it. So the dresses sell for a fraction of what they are worth, and the women who own them conclude it was not worth the trouble.
We do the opposite. Every gown here is shown on the bride who chose it, on the day she wore it, with her story attached and her photographer credited. It is a better picture of the dress, and it is a better reason to want it.
Everything is one of one. Everything is documented: condition itemised and photographed, provenance recorded, fit range published. And everything is sold in a room, privately, with ninety minutes and a tailor, because a wedding dress is not a thing you should have to buy from a photograph alone.
It also happens to be the least wasteful way to buy a beautiful dress, though that is not usually why anyone books.
Georgia Duddy
Georgia has worked in fashion for over ten years, the last six at Manolo Blahnik as Internal Operations Manager and Executive Partner to the chief executive.
She married Charlie twice, once in Shrewsbury and once in Marrakech. She wore a Kate Halfpenny dress and her own Manolos, and she has since had the conversation every bride eventually has with herself about what happens to a dress afterwards.
That is most of why this exists. The rest is that a decade inside a luxury house teaches you what a well-made thing is worth, how it ought to be photographed, and how much of the gap between fifteen hundred pounds and four thousand is simply the care taken over the picture.
She chooses the shoes for every gown in the wardrobe, which is not something any other resale house can offer.
