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How one woman revolutionised the experience of shopping for wedding dresses in the Middle East
Fashion 07.10.19

How one woman revolutionised the experience of shopping for wedding dresses in the Middle East

When Eva Hachem struggled to find a dream dress for her own wedding in Dubai in 2016 despite visiting countless boutiques across the country, she decided to do something about it…

 Lucy Land
Lucy Land
author
Eva Hachem.png

How did online marketplace Dress Come True come about?
A few years ago, I just couldn’t find a dress. Prices were unreasonable – and I either had to compromise on the selection or the price. I even started to custom make my own dress before changing my mind.

After the wedding I tried to sell the dress. Calling many boutiques and talking to brides and industry leaders to enquire where to sell the dress, it turned out there was a need for a dedicated wedding dress marketplace, especially for pre-loved wedding dresses.

My husband and I thought of an online marketplace, serving both brides who want to sell their dress and brides-to-be looking for their dream dress at their dream price.

During our research, we found discovered established businesses, connecting buyers and sellers of wedding dresses across the world except in the Middle East. We decided to fill this gap and tailor our business model to this region.

evening wear dresses.png

Tell us a little about how it works…
Dress Come True is an online marketplace where buyers and sellers of new and pre-loved wedding dresses, eveningwear and wedding accessories can connect with each other. To list a dress, we charge a small one-time listing fee, while sellers get to keep the full selling priceand keep the dress safely in their own hands until sold.

We also offer a concierge service for sellers of wedding dresses, whereby we handle everything on their behalf, offering utmost discretion, convenience and saved time.

Buyers can choose their dream dress, from a large selection of different silhouettes, designers, sizes, colours, fabrics, locations and price points.

To make the selling and shopping experience as safe and convenient as possible, we offer a secure payment transaction service as well as support with international shipment.

Dress come true
Dress come true

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Have you seen a rise in interest for vintage and pre-loved gowns, with an increase in sustainability awareness?
There are three major trends happening in the fashion world: The rise of online-only fashion businesses; increasing popularity of pre-loved, where clothes are worn over and over again, especially wedding dresses; and sustainability consciousness. Imagine the man hours needed to design, embroider, cut and embellish a wedding gown, not to mention the amount of fabrics and materials required. It would be a crime to only wear this gown once and then store it in a closet!

As an online marketplace for new and pre-loved wedding dresses, Dress Come True is fully aligned with these major trends.

What styles of wedding dress are currently popular in the region?
We see a strong demand for simple, modern and bohemian-like dresses that are hard to come by in the region. At the same time, the princess-like ball gowns remain very popular, especially among Arabic brides. We also see a strong demand for regional and global designer dresses such as Elie Saab, Marchesa, Monique Lhuillier, Zuhair Murad to name a few which are now within reach as pre-loved.

bohemian dress.png

What’s your top wedding dress shopping tip?
Go with your gut. We all value certain people’s opinions – whether that’s your mother, your best friend or someone close to you, but when it comes down to the dress, too many opinions can become overwhelming. When you put on the right dress, you will know, so don’t let others’ opinions sway you from a decision that needs to be yours. Be true to yourself.

What’s next for Dress Come True?
After launching our business in the UAE, seeing our concept work and our business picking up, our aim is to connect brides across the Middle East and beyond. We want to be the go-to place for brides-to-be across the Middle East looking for their dream wedding dress. We are also planning to expand into evening gowns.

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