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Revelry's bridesmaid dress business toasts to a 400% increase in revenue on BigCommerce

How one woman disrupted the bridal industry, one sample box at a time


26% 56% 785%
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The Revelry success story

Michelle DeLoach started Revelry in 2009 during her senior year of college.

Initially, she created custom apparel for sorority chapters to outfit their members for recruitment. Years later, as Michelle’s customers transitioned to the next phase in their lives and were getting married, they needed bridesmaid dresses.

Now, Revelry specializes in designing and producing custom, affordable, trendy, and designer quality bridesmaid dresses while offering an unparalleled online shopping experience.

The direct-to-consumer company offers a sample box program so customers can try everything on in the comfort of their own homes.

$500K achieved with static webpage linked to a Google Document

As told to BigCommerce by Michelle DeLoach, Owner and Founder, shoprevelry.com

I started my business before there was an easy platform to use to launch an online store. The first website I ever had was a static webpage with a link to a Google document.

I achieved $500K in sales through this Google document. I decided this wasn’t scalable and it was time to find a new solution.

Launching an ecommerce store on BigCommerce was one of the best things I’ve ever done. The user experience with BigCommerce is so helpful and it’s important to have an accessible ecommerce platform that anyone can master.


As soon as we switched to BigCommerce's new framework called Stencil, the load time of our site became much faster and it’s almost instantaneous on mobile.
Michelle DeLoach, Owner and Founder, shoprevelry.com 

Immediate load time with new framework, Stencil

As told to BigCommerce by Michelle DeLoach, Owner and Founder, shoprevelry.com

As a designer, I am very particular about aesthetic, which translates directly into how our online store looks.

We recently launched on BigCommerce’s new framework called Stencil,which is so easy to use and is super fast.

As soon as we switched to Stencil, the load time of our site became much faster and it’s almost instantaneous on mobile.

This is very important for our customer because she is shopping on Pinterest, she clicks on a product, it goes to her page, and it needs to upload immediately.

Easy shipping and accurate inventory levels via BigCommerce partners

As told to BigCommerce by Michelle DeLoach, Owner and Founder, shoprevelry.com

We previously utilized a third party fulfillment company to handle shipping. As our business grew, we needed to have full control of the process, so I moved the shipping literally in-house -- to the 1,400 square foot apartment in downtown Austin that I shared with my husband.

After living among boxes for eight months, we graduated to a 5,600 square foot office and warehouse. Since moving into the new space, shipping and inventory has never been easier.

We use ShipperHQ, which enables international customers to obtain the shipping options they need for specific products. InStockNotify alerts us when customers want products that are out of stock and notifies them via email once it’s replenished. ShippingEasy enables us to process and print labels in bulk and track shipments.

We are always looking for ways to make shipping seamless for us and our customers.


BigCommerce is always adding features and staying on the cutting edge of ecommerce.Michelle DeLoach, Owner and Founder, shoprevelry.com
BigCommerce offers so many integrations that really help us run a smooth operation.
Michelle DeLoach, Owner and Founder, shoprevelry.com
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Staying innovative in the click of a button with BigCommerce

As told to BigCommerce by Michelle DeLoach, Owner and Founder, shoprevelry.com

BigCommerce is always adding features and staying on the cutting edge of ecommerce.

For example, shoppable posts on Instagram is a feature that BigCommerce implemented immediately. The social influence and aspect of our business is important for creating trust and authenticity with our customers. It takes just one click from our Instagram feed to direct customers to a product page where they can purchase the dress they just can’t live without.

Plus, the user interface on the backend is seamless and intuitive which is integral to our business. On your first day as a new Revelry team member - whether you are in marketing, operations or customer service, you are working with BigCommerce.

More sales, less fees with PayPal + BigCommerce

As told to BigCommerce by Michelle DeLoach, Owner and Founder, shoprevelry.com

BigCommerce offers so many integrations that really help us run a smooth operation. We launched our PayPal powered by Braintree integration which is saving us .5% on all credit card transactions and our conversion rate has gone up 3% since we launched.

The Braintree App has a PayPal button, so when people are checking out, they know they can trust PayPal. It’s a seamless experience with no barrier to the checkout process.

Ecommerce management from absolutely anywhere

As told to BigCommerce by Michelle DeLoach, Owner and Founder, shoprevelry.com

As a new parent, being able to know what’s happening on my ecommerce store from anywhere is really important.

All I have to do is login to BigCommerce and check the analytics to know how business is going while I’m at home with my newborn.


As a new parent, being able to know what's happening on my ecommerce store from anywhere is really important. All I have to do is login to BigCommerce and check the analytics to know how business is going while I'm at home with my newborn. Michelle DeLoach, Owner and Founder, shoprevelry.com 

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