Twice a year, designers send me dozens (sometimes hundreds) of gowns to consider for Lillian Ruth. I also receive invitations to carry new designers monthly, if not weekly. The part most brides never see? I say no to more dresses than I say yes to. In fact, curating our collection is less about the gowns that make it through the door, and more about the ones I choose to leave behind.
There are beautiful dresses that never make the cut—not because they aren’t beautiful, but because they aren’t right for our bride.
- Some have details that feel trendy today but won’t stand the test of time, even just a year or two from now.
- Others are exquisite in fabric but fall short in construction.
- And sometimes, I’ll pass on a dress simply because it doesn’t align with the elevated-yet-approachable spirit of Lillian Ruth Bride.
As the owner, my responsibility is not just to chase beauty—it’s to chase meaning. Every gown in our collection needs to resonate with our brides: classic yet modern, Southern-influenced yet globally sophisticated.
What I’ve learned is that “no” is often the most important word in building a collection. Because when I say no to dozens of gowns, I’m really saying yes to clarity, to curation, and to the confidence that when you step into Lillian Ruth Bride, every dress here deserves to be here. And, this ongoing process has given me a lens to always be able to put myself in our brides’ shoes: shopping seemingly endless dresses, but somehow finding perfection with what remains after saying “no”.
