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Lovely was born in the West Village of New York in April 2010. Opening its first bridal shop, Lovely answered the call from frustrated brides-to-be who couldn't find dresses from some of their indie favorites in a cool, hip atmosphere. Three years and four stores later, Lovely continues to outfit brides in stylish bridal gowns and accessories. And after hanging with these cool brides through their dress shopping experiences and their big day, we thought, 'Hey what if we can hang out with them some more, the big day and beyond?' In comes Shop Lovely, a shopping site launched May 2013 to give the brides, fobs (friends of brides) and really just any girl enamored with pretty, what she really, really wants...more Lovely in her life. Starting with a curated collection of dresses, jumpers, and separates, Shop Lovely is a haven for all things unapologetically pretty. We are excited to have you girling out with us and hope you enjoy as we add new products every week!

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