Bridal Brands Are Adapting and Giving Back During the Coronavirus Crisis

If you were planning on getting hitched in 2020, you might have had to make some adjustments to your plans. While the news media rightfully focuses on travel and restaurant layoffs, those in the bridal industry have similarly struggled amid cancellations, schedules and order changes.

However, these hardy entrepreneurs won’t let a little thing like a global pandemic break their stride. Discontent to keep their heads afloat, they’re going above and beyond to help the less fortunate. Here’s how bridal brands are giving back during the coronavirus crisis.

Even though it’s nearly a year since news of a mysterious pneumonia-causing illness broke from Wuhan, China, personal protective equipment (PPE) remains in short supply. However, if you can manage the delicate embroidery work on an intricate gown, you can sew a mask — and that’s precisely what some bridal brands are doing.

Brands such as Naeem Khan and Carine’s Bridal Atelier, along with David’s Bridal and JoAnn Fabrics, got into the idea. While some match all sales proceeds with donations to hospitals, they can’t do their mission alone. Interested individuals can reach out to the manufacturers with offers of donated fabrics and funds to support this cause.

Recent economic reports show dire predictions for many who are struggling. With the holidays upon us, millions wonder how they’ll keep their families fed, let alone treat them to the accustomed feast.

However, brands like Alexandra's Boutique are stepping up to fill their plates. Instead of charging a steep admission price to get into a show, interested brides-to-be and their parties can bring nonperishable food donations to make the season brighter for those going hungry. Some will match their participant’s generosity, creating a win-win for strapped local food banks. 

Okay, technically, the raw material to make many invitations does come from trees — but what can you do when you’ve already sent yours, then had to change plans? It costs a small fortune to have all the components reprinted, never mind the postage price.

Brands such as Artifact Uprising and Zazzle realize that many brides don’t have the budget to reorder everything after shelling out a hefty sum for their big day. The former is offering a free reprint for invitations ordered during the spring of 2020. They also will issue a promotion of $50 to those who can’t get reprints of their stationary.

Zazzle’s new flexible event policy lets brides-to-be buy invitations now and reprint them later in the event of a change. Interested parties should contact their customer care team for further details.

Billionaire and Spanx founder Sara Blakely took the “something borrowed” tradition to a whole new level. When the pandemic struck, she took to social media to offer to let strangers borrow her wedding gown — yes, the one she wore.

The gown is strapless, but her act of kindness inspired others to make similar offers — many followed her lead in a boon for brides-to-be. However, decking folks in something borrowed isn’t the extent of her charitable contributions. She’s also ordering food from local restaurants to deliver to frontline hospital workers and giving 1,000 female entrepreneurs $5,000.

The bridal industry is hurting like everyone else, but they don’t let hardship stand in their way of giving back to folks in need. Brides-to-be can feel good planning their big day knowing that the people making their gowns and supplies care enough to help others.