Your bridal style should be unique, chic, customizable, and a true reflection of your personality. This is the mindset that MunaLuchi Coterie member and wedding dress designer Laurie Underwood of Laury Bride brings to the gorgeous pieces she creates.
The former Project Runway contestant is pushing the boundaries of traditional “bridal” fashion by creating designs that are modern and forward-thinking. Just check out her new collection of interchangeable bridal wear!
We were honored to feature one of her custom creations on New York Times best-selling author Luvvie Ajayi for the cover of our Fall 2019 issue, and we are obsessed with her innovative takes on classic silhouettes.
Learn more about Laurie and her approach to creating timeless yet distinctive bridal wear below.
- Name: Laurie Underwood
- Business Name: Laury Bride
- Founded: 2019
What did you do before starting your business in the wedding industry?
I designed women’s custom fashion, with my former brand, Wanda Grace. When I came back from Project Runway, I wanted to challenge myself as a designer. So to me, that challenge was bridal. I had never designed bridal or evening wear before, so I thought that my perspective on style could fuse well into bridal wear. I promised myself that if I get into this industry, I would never fall into the traditional norms of what a bride should be wearing. If I was to do this, it would have to be design on my terms and not what the industry pushed as “this is bridal.”
How long have you been in the wedding industry?
About 2 years.
How would you describe your style?
Chic, bold and sophisticated.
What motivates you?
My children and having the desire to build something for their future, and wanting them to have someone right in their home to look up to while having a blueprint for their own success.
Why should brides/grooms choose you?
Brides should choose Laury Bride because they want to be unique and different, yet be true to their own personal style.
How does your company define and measure success?
I define success through happy and satisfied clients and I continue to refine and build from there.
What do you enjoy most about your work?
I truly enjoy the design process, which includes searching for inspiration and designing pieces that come from my soul.
Describe a proud moment while working in the wedding industry.
A proud moment for me was having my dress featured on the cover of Munaluchi’s 2019 Fall cover. Why such a proud moment? In January of 2019, I was really trying to find my sweet spot as a designer, while honing my entrepreneurial skills at the same time. During my morning commute to work, I was listening to Jacqueline Nwobu’s interview on Side Hustle Pro. I was so inspired by the Munaluchi brand, that I had professed in my mind that I would one day be featured in this magazine. I believed it and I made sure to do the work that was required for my vision.
Eight months later, I got an email from Munaluchi Bridal asking if I had any gowns to be used as options for Luvvie Ajayi, as she was being featured in the Fall 2019 issue. I said, yes, and immediately started prepping a design that I did not know I would create. I found out later that my dress would be on the cover and the tears just came rolling down my eyes, because I had remembered what I told myself back in January about being featured, and I remember that I dedicated myself to do the work that was required for my vision, and that made me realized that I can truly have and do anything I want if I put my mind to it. Believe it has already happened and do the work required for the vision. That is my life’s philosophy.
What’s the best compliment you’ve received for your work?
With the launch of my new collection, someone from Instagram complimented me that the concept of my collection was inventive and innovative. That made me feel like I created something that was needed in the industry, versus just offering another addition to the industry. So, I am really grateful that someone could see what I was envisioning to come through for my brand. I had the idea to create an interchangeable collection of bridal separates when I first started Laury Bride. I honestly didn’t know where to start or how to even market it. I just knew I had this vision in my head and one day, I would see it come to life.
What are your business goals?
As a bridal brand, I want to offer no-fuss style bridal looks that are non-quintessential, yet very essential to the bride who desires a true style option on her wedding day. I strongly believe the wedding industry is changing before our eyes and my goal is to challenge my brand to be forward-thinking and in-sync with those changes.
What’s your favorite part of the wedding industry?
The final photos from all in the industry, where one can be inspired to create.
Where do you find the most inspiration?
On Pinterest, while I search for all things related to high style, from streetwear to haute couture to inspire my bridal looks
Is there anything else you’d like our readers to know?
I recently launched my new bridal looks, the Forever Collection, which is an interchangeable series of separates, allowing the bride to have multiple looks on her wedding day. The collection also gives her the option to choose the separates again to mix and match with the pieces in her personal wardrobe. From 2-pieces to 3-pieces, this collection is a must-have for today’s modern bride, who desires style and choice on her wedding day.