We’re excited to introduce you to the always interesting and insightful KRISTIE BARRETT. We hope you’ll enjoy our conversation with KRISTIE below.

Alright, KRISTIE thanks for taking the time to share your stories and insights with us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

As the owner of Smarter Bridal, I embrace the motto of “work hard, play harder,” but I still believe in the idea of finding joy in the work itself. At Smarter Bridal, my goal is to create an enjoyable experience not only for the brides we serve but also for my team of incredibly talented individuals. It is my hope that every bride we work with can sense our genuine passion for what we do.

Aside from cherishing our role in creating custom wedding dresses, we pride ourselves on three fundamental aspects that contribute to our success.

Innovative Bridal Designs: As a wedding dress entrepreneur, we stay ahead by constantly innovating our bridal designs to reflect the latest trends and timeless elegance. Our diverse team of consultants, fashion sketch artists, and seamstresses is dedicated to fostering innovation and advancing in our areas of expertise. This commitment guarantees a seamless and delightful experience for our brides.

Tech-Integrated Customer Experiences: Technology is crucial for our custom bridal businesses. Using digital platforms for virtual design collaboration and personalized consultations creates a seamless online experience for our brides. We want our brides to feel connected and valued throughout their entire wedding dress design journey, made possible by technology.

Collaborative Team:Our team’s goal is to collaborate and turn every bride’s dreams into reality. Each step is crucial, as we rely on each other to deliver each bride her dream wedding dress. Together, we’re dedicated to crafting a flawless and memorable experience for every bride we serve.

By focusing on these three core areas, we are constantly redefining success as a team and crafting exquisite, one-of-a-kind wedding dresses for our many brides. Our commitment to excellence drives us to work hard and have fun while creating stunning wedding dresses.

We recently had a wonderful example of our team’s seamless collaboration when we delivered a semi-custom wedding dress to a bride. While the process was enjoyable for the bride, there was a minor hiccup behind the scenes. Our seamstresses misunderstood the desired length of the train. Fortunately, our team’s ability to trust each other and communicate allowed us to quickly identify and rectify the issue.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Smarter Bridal is dedicated to making the dream of fully custom or semi-custom wedding dresses a reality for every bride. We are committed to crafting wedding gowns that truly embody each bride’s distinct style and vision. We strive to craft wedding dresses of unparalleled quality, aiming to create an unforgettable experience for every bride we have the privilege to work with.

Smarter Bridal was born from my (owner, Kristie) own wedding dress shopping experience 14 years ago. Disappointed by the underwhelming service at the bridal salons I visited, I set out on a mission to explore alternative avenues for shopping and acquiring my dream gown. This journey ignited a deep passion within me to help other brides bring their visions to life. The frustration I felt during my dress shopping ordeal was overwhelming. The thought of spending thousands of dollars on a gown that didn’t align with my vision was disheartening. Trying on ill-fitting sample dresses and struggling to determine the right style only added to my exasperation. As if that wasn’t enough, I was well aware of the additional costs that would further inflate the total. It soon became evident that I wasn’t alone in my frustration with the limited choices available when searching for the perfect wedding dress.

Not only do we offer competitive pricing on all our dresses, but each one is also customizable to suit the preferences of every bride. Our semi-customizable dresses start at just $695, allowing you to add your own personal touch. For a fully customized wedding dress, our options begin at $1,495. All our dresses are meticulously crafted with the utmost attention to detail, using only quality fabrics that meet the highest industry standards.

All our wedding dresses come with exclusive perks that are not typically offered or are an additional charge. These perks include, but are not limited to:

Custom Measurements: We celebrate the uniqueness of every bride and provide a dress tailored specifically to their shape and size. This saves both time and money on lengthy and expensive alterations. We never up-charge for tall, petite or plus size brides.

FREE Veil of Choice: We believe every bride should have the opportunity to wear a veil without worrying about the cost. That’s why we happily include a veil (retail value $150 or less). Brides can further enhance their fully customized wedding dresses by incorporating a veil crafted with the same lace and beading as their gown.

FREE Shipping: No matter where you are in the United States, we design and create wedding dresses without any additional shipping charges!

Set-pricing on Dresses: We offer one price for all the style changes you desire on both fully custom and semi-custom wedding dresses. No hidden fees or surprises.

Fabric Swatches/Fashion Sketches: Our fully custom wedding dresses come with 3-5 fabric swatches and professional fashion sketches for your approval. You have complete control and confidence in the dress before it goes into production. These touches also make for a wonderful keepsake.

Personal Wedding Dress Specialist: We understand that the wedding dress journey can be overwhelming. That’s why we provide a dedicated wedding dress specialist to answer all your questions and ensure you are taken care of throughout the entire process.

Optional Wedding Dress Insurance: Wedding dress insurance provides the flexibility to return your wedding dress without any questions asked. Whether plans change or a change of heart occurs, this coverage ensures peace of mind and hassle-free decision-making.

At our core, we take immense pride in providing every bride we serve with the same level of care and respect that we would expect when buying our own wedding dress. We truly understand the significance of this momentous occasion and never underestimate its importance. Our expertise extends to working with brides across various budget ranges. Our sole focus is on the bride, ensuring that she walks down the aisle in the dress of her dreams.

What’s a lesson you had to unlearn and what’s the backstory?

Running your own business brings countless highs, but unfortunately, it also entails its fair share of lows. One important lesson I’ve had to unlearn is perceiving failure as only a negative outcome in the world of business. Reflecting on 2023, I encountered numerous “failures”. However, these setbacks have granted me invaluable insights and a deeper understanding of what my business requires to flourish and expand.

While I’m not usually one to openly discuss my challenges, I believe it’s crucial to be transparent about the realities of running a business. Unlike a typical 9-to-5 job, running my own business encompasses every aspect of its operation. This means that unforeseen circumstances can occasionally disrupt my plans and the overall business.
Last year, I worked tirelessly with one bride to create her dream wedding dress. Unfortunately, we encountered a significant issue with the quality of the dress. It was an incredibly stressful situation, as I had never experienced anything like this the quality of dresses from the seamstresses I was using. However, I had to make some tough decisions about the future.

As someone who guarantees the highest quality in our dresses, this felt like a major setback. Making things right for the bride and ensuring her happiness was the easy part. The difficult part was having to pivot my business, reaching out to new seamstresses, and building new relationships while trusting them with the quality of their work. Choosing to work with the new seamstresses has proven to be the best decision for my business. Their impeccable talent in turning brides’ dreams into reality is exactly what I needed. Turning what I once deemed a failure into an opportunity, I embraced a different approach, and the results have been nothing short of astonishing.

Also, there have been instances where a bride doesn’t quite align with the services I offer, which feels defeating. However, I have to remind myself that not being the right fit for every bride doesn’t equate to failure. These experiences have actually provided me with valuable insights on how to better cater to brides I do work with. As a result, I now provide fabric swatches of proposed fabrics for fully custom-designed wedding dresses. Smarter Bridal also has the ability to source exquisite fabrics from Italy based on a bride’s specific preferences. The initial discomfort during a few consultations have ultimately paved the way for the exceptional offerings my business delivers today.

Embracing what I once perceived as failures, I leaned into them, eager to uncover lessons and drive change within my business processes. Consequently, the start of 2024 has been characterized by stability and profitability. Had I clung to the notion that failure equates to defeat, I would have shuttered my business, succumbing to a sense of discouragement. Instead, here I am, commencing the first quarter of 2024 with a stream of orders surpassing the entirety of the previous year. As a business, it is crucial for me to recognize that failure is a valuable lesson, rather than viewing it solely as a negative. I take immense pride in my work and always strive to provide the best service to the brides I have the privilege to work with. However, I understand that failure will be challenging to overcome as I continue to grow my business.

What do you think helped you build your reputation within your market?

At Smarter Bridal, we take pride in our stellar reputation. It has been built on our unwavering commitment to providing exceptional customer service and crafting top-notch dream wedding dresses. Understanding that each bride’s dream is as unique as her love story, we’ve fashioned a niche for those seeking something beyond the traditional bridal salon experience. Our approach, centered on offering custom measurements and customizable options, has become our trademark. By forgoing the extravagance of traditional bridal shop fanfare, we appeal to introverted brides, brides of all shapes and sizes, and brides with a vision of a one-of-a-kind gown. Our ability to craft that never-before-seen dress, tailored to the exact wishes of the bride, at a price point that respects every bride’s budget, has resonated deeply. It’s this distinct blend of personalization, inclusivity, and value that has established Smarter Bridal as a trusted name within our market.

Contact Info:

• Website: smarterbridal.com
• Instagram: instagram.com/smarterbridal
• Facebook: facebook.com/smarterbridal
• Other: www.tiktok.com/@smarterbridal