Tells Why Women Sell “The Dress,” Plus Top Three Tips to Do It Right

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It’s about more than money for most, survey shows

I hope my dress can make another bride feel as beautiful and charmed and graceful as it made me feel.

While it’s no surprise that thousands of women are selling their wedding dresses, their reasoning might come as a shock: in a recent survey of sellers on, 42 percent said sharing the dress is the biggest motivator – even more than the money.*

“Brides today really love their wedding gowns. They want to see them enjoyed and appreciated by another bride,” says Josie Daga, owner of “They believe a beautiful dress shouldn’t be tucked away in a closet for years and years.”

As Amara, a bride whose dress is listed on the site, explains: “I hope my dress can make another bride feel as beautiful and charmed and graceful as it made me feel. ... I don’t want to keep my dress sealed in a big box taking up space in the closet–I want it to have a life!”

Still, with an average price tag over $1,000, the proceeds from the sale can be significant, especially for popular designers like Vera Wang and Monique Lhullier. So, says Daga, it’s also no surprise that 26 percent do say money is their biggest motivator to selling a wedding dress. Most used the money to pay off the wedding (21 percent) or invest in a home (11 percent).

The No. 3 reason for selling can be chalked up to the excitement of purchasing a gown amidst so many beautiful choices: 23 percent of respondents changed their mind and bought a different dress.

Knowing they can recoup part of the cost is changing the way brides buy, Daga says. Nearly 36 percent of yet-to-be brides said they would go over budget if they found a dress they couldn’t live without. And 58 percent of brides planned to sell their gown before they even wore it.

Whatever the reason, it helps to keep a few things in mind when you’re ready to sell. Daga offers her top three tips to sell a wedding dress:

1. Price it right. To determine what your wedding dress is worth, consider the designer, the age, the condition and the original price. And remember, a preowned gown typically sells for 50 percent of the retail price. If after a few weeks you aren’t getting the traffic or inquiries you had hoped for, consider reducing your price.

2. Use great pictures. Pictures are the best way to showcase your wedding dress. Your listing should contain images of the full front and back of your gown, and close-ups of any detail. Pictures on an actual person will give a much better idea of the dress than pictures on a hanger. For your thumbnail or preview image, use a single image of your dress instead of a composite of two or three different pictures.

3. Give detailed information. More is definitely better. Include information about the fabric, the details, your measurements, the alterations and if/how the gown was cleaned or preserved. Assume that a buyer won’t know anything about your dress unless you tell her.
More tips and information about selling a wedding dress can be found here.

About helps women fulfill a dream by finding or sharing the dress they love the most. With more than 8,000 gowns listed on the site, connects buyers and sellers of new, sample and used wedding dresses and accessories. Recognized by Martha Stewart Wedding, InStyle Weddings, and The Wall Street Journal, has provided an elegant and trusted environment for connecting buyers and sellers since 2004.

Survey Results
*Survey was performed in August, 2011 on (current/past customers – 1000+ respondents).

Media Contact:
Stacey Clarke
(813) 393-9360


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Stacey Clarke
Just Drive Media
(813) 393-9360
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