Most Dreamers & Lovers brides buy their dress from home

Dreamers & Lovers says more than half of its wedding gown customers now order remotely, using a home try-on program instead of visiting its Redondo Beach showroom. The California atelier has served about 4,000 brides since 2012 and makes each gown to a bride’s measurements in Torrance.

Why it matters: - Dreamers & Lovers is showing how bridal shopping is shifting away from the traditional salon visit. - The model lets brides try dresses at home, then have the final gown made to their measurements in California. - The approach matters for brides who do not live near a designer or want a less traditional buying process.

What happened: - More than half of Dreamers & Lovers brides now buy their wedding gown without ever visiting the company’s California showroom. - Most customers start with Home Try-On, which sends up to three gowns to a bride’s home before she decides. - The company was founded in 2012 by designer Yanique Barnes after more than five years at Chanel in Los Angeles. - Dreamers & Lovers first sold online through Etsy and added Home Try-On early in the business. - Barnes said the concept was built so a bride would not need to live near the designer to get a made-for-her dress.

The details: - Brides pay $65 per gown to try up to three dresses at home. - After choosing a dress, brides submit their measurements. - Brides can book a video appointment for help taking those measurements. - Dreamers & Lovers then cuts and sews the final gown in its Torrance atelier. - The company can make certain design changes before production begins because each dress is made one at a time. - A recent bride tried the Savannah gown at home and requested a more fitted skirt plus pointed sleeves that extended past the wrist and looped around a finger. - The bride never traveled to California for that custom version. - Dreamers & Lovers has served about 4,000 brides since 2012 and ships gowns across the United States. - The company has a showroom in Riviera Village in Redondo Beach and produces its gowns in Torrance. - Its dresses are known for cotton lace, soft silhouettes, comfort, movement and an understated style.

Between the lines: - Dreamers & Lovers sits between traditional bridal retail and full couture. - The designs are pre-existing, but the final gown is not pulled from inventory. - Barnes argues the process starts with the bride’s body, not a standard size chart. - That positioning helps the brand keep the speed and accessibility of online shopping while preserving a custom-made product. - The company’s growth suggests more brides are comfortable making a major wedding purchase without an in-person salon appointment.

What's next: - Dreamers & Lovers will likely keep leaning on Home Try-On as its main sales path. - The company will continue serving brides nationwide from its California showroom and Torrance atelier. - The brand’s next challenge is scaling a made-to-measure model while keeping the personal customization that defines it.

The bottom line: - For Dreamers & Lovers, the first fitting room is often a customer’s bedroom, and the final dress is built from there.