November 9–11 | Nashville, Tennessee
For the bridal store owner who knows the industry is changing—and wants to lead the change, not chase it.
Build a Modern Bridal Store That Gen Z Brides Want to Book, Buy From, and Belong To
Join us in Nashville for an intimate, high-touch retreat created for bridal store owners who are ready to better understand today’s bride, refine their brand story, strengthen their marketing and website, elevate their in-store experience, and do it all within a community that truly gets it. This is not just about learning more. It’s about leaving with clarity, confidence, strategy, and connection.
November 9–11 | Nashville, Tennessee
Capacity is limited to 20 bridal store owners
Only 5 spots remain
Applications close 9/15
The application takes approximately five minutes. Applications are reviewed within 48 hours.
View the Three-Day Experience
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You feel it too. The bride has changed.
She is shopping differently. She is consuming content differently.
She is making decisions differently. And in many cases, she is visiting more stores, feeling less brand loyal, and treating the appointment process more casually than ever before.
Meanwhile, you’re over here trying to keep up with it all.
Your marketing feels invisible
You are posting consistently, but your content seems to drift into the algorithm without reaching or resonating with the right bride.
Brides are overshopping
Your store risks being treated as another place to try on dresses instead of the place where she wants to purchase and belong.
Your differentiation feels unclear
Your website may look like every other bridal boutique, while the experience you describe sounds similar to the store down the street.
You are carrying it alone
You are making important decisions without a trusted room of bridal store owners who understand the realities behind them.
Because when you are the owner, the visionary, and the one carrying the weight of the business, it can feel like there’s no one to talk to who truly understands what you’re navigating.
If you’ve been craving:
- more clarity around the Gen Z bride,
- more confidence in your marketing and messaging,
- more differentiation in your brand and store experience,
- and more connection with store owners who understand this season you’re in,
You are exactly who this retreat was created for.
Now imagine this instead:
You arrive in Nashville already equipped with an outside perspective on your business—because your marketing, website, and digital presence have been evaluated through the lens of a Gen Z bride.
You sit in a room with bridal store owners who understand your challenges and speak your language. You stop guessing where your brand is missing the mark and start seeing exactly where and how to strengthen it.
You leave knowing:
- how to refine and use your brand story more intentionally,
- how to market in a way that feels authentic to you and your bride,
- how to create a stronger competitive advantage both digitally and in-store, how to refresh your website and digital footprint so your brand is more found, felt, and remembered,
- how to integrate smart technology and AI in ways that support your business without losing your heart,
- and how to create a more intentional experience for the modern bride from first click to final yes.
Most of all, you leave with something so many store owners are craving: the reminder that you are not doing this alone.
Join Us for The White Dress Society Retreat
The Modern Bridal Store: Branding, Storytelling, and Smart Technology for Today’s Bride
The bridal industry is built on something technology will never replace:
The appointment.
The emotion.
The trust.
The moment she says yes.
That experience is sacred.
But running a successful bridal store today requires more than heart alone.
This retreat is designed to help you protect what makes bridal irreplaceable while building a smarter, stronger, more future-ready business behind it.
Over three intentional days in Nashville,
we will help you:
- understand today’s Gen Z bride more clearly,
- sharpen your storytelling and positioning,
- strengthen your website and online client experience,
- modernize your marketing,
- improve your in-store experience,
- and create a plan to move forward with focus.
This retreat is for bridal store owners who want to lead with heart, operate with strategy, and build legacy brands that last.
Applications close 9/15
This retreat is designed to give you both insight and implementation.
What you’ll experience at The Retreat:
An individualized Gen Z brand and website audit
Before you arrive, your marketing, social media, and website will be evaluated by a Gen Z Lipscomb University student through the lens of a Gen Z bride. You’ll walk into Nashville with a clearer understanding of what’s working, what’s missing, and what needs attention.
Brand story refinement
You’ll learn how to refine and utilize your brand story in a way that creates emotional connection and helps your store stand apart in a crowded market.
Marketing strategy that feels authentic
We’ll talk about how to market in a way that is true to your brand while also speaking directly to today’s bride.
Website and messaging clarity
You’ll identify practical website solutions and messaging shifts that can help your store convert more effectively.
AI and smart technology education
You’ll learn how technology can support your visibility, efficiency, communication, and operations—without replacing the human experience that makes bridal special.
In-store experience strategy
We’ll connect what’s happening digitally to what the bride experiences once she walks through your doors.
Hot seats, breakout sessions, and group strategy
This is not passive learning. You’ll participate in hands-on discussions, collaborative problem-solving, and peer conversations with stores of similar size and stage.
Community that lasts beyond the event
The relationships built here are one of the greatest gifts of The Retreat. You’ll leave with a trusted network of bridal store owners to lean on all year long.
There are conferences. There are workshops. There are networking events.
And then there is The White Dress Society Retreat.
This experience is intentionally different.
Here's Why:
It’s intimate.
This is a small-group retreat limited to 20 bridal store owners, so every attendee has the opportunity to participate meaningfully.
It’s interactive.
Our speakers are not standing on a distant stage talking at you. They are guiding, teaching, and collaborating with you in a close, high-touch setting.
It’s strategic.
Every conversation is designed to help you improve your visibility, messaging, client experience, and conversion.
It’s protected.
Each attendee is offered 100-mile territory protection, and all attendees sign an NDA, so everyone can share openly and honestly.
It’s curated.
An application is required because we want to ensure this room is filled with store owners who are aligned with the focus of The Retreat and ready to fully engage.
It continues after Nashville.
Every attendee becomes part of The White Dress Society community, gaining year-round support, education, and connection beyond the retreat itself.
This is not about exclusivity for exclusivity’s sake. It’s about creating a room where you can feel safe, supported, challenged, and inspired.
Your 3 Days in Nashville
DAY ONE | Monday, November 9
Focus: Big Picture Business + The Online Client Experience
Location: Ampersand, Music Row
Education Hours: 10:00 AM – 4:00 PM
Evening: Welcome Party at 6:30 PM
Included: Lunch, snacks, and dinner
Day One includes:
- Store Audit Reviews
- A State of the Industry Address with TWDS Founder, Beth Chapman
- Attracting the Right Bride & Booking More Appointments
- AI Strategies That Will Set Your Store Apart with Myrna Daramy
- Refining and Utilizing Your Brand Story in Marketing
- Introduction of a Unique Experience for Your Store
Evening Experience:
Welcome Party at Barcelona Wine Bar, Nashville
Sponsored by Justin Alexander
Walking distance from Adorn Bridal and neighboring hotels, this is where the conversation begins, the walls come down, and the friendships start to form.
DAY TWO | Tuesday, November 10
Focus: In-Store Experience
Location: Adorn Bridal, Music Row
Hours: 8:30 AM – 4:00 PM
Included: Breakfast and lunch
Evening: On your own to explore Nashville
Day Two includes:
- Store Tour + Community Building and Education
- How Veils Can Increase the In-Store Experience (and Make Money) with Sara Gabriel
- Overcoming “I Have Another Appointment” with Beth Chapman
- Group Hot Seat
- Breakout Sessions
- Free Time in Nashville
This day is all about helping you create an experience that feels intentional, elevated, memorable, and worth saying yes to.
DAY THREE | Wednesday, November 11
Focus: Pulling It All Together
Morning Location: Ampersand
Later Location: Lipscomb University
Core Hours: 9:00 AM – 4:00 PM
Free Time: 4:00 PM – 6:30 PM in Nashville’s 12 South neighborhood
Evening: TWDS Retreat Pizza Party
Included: Breakfast, lunch, and dinner
Day Three includes:
- Goal Setting + Your 30-Day Refinement Plan
- Gen Z Panel Discussion with Lipscomb Students
- Private Exhibition Tour at the Lipscomb University School of Fashion
- TWDS Retreat Pizza Party
Day Three is where insight becomes action.
You’ll pull everything together, hear directly from Gen Z voices, and leave with a clear next-step plan for your business.
Applications close 9/15
A CITY BUILT ON STORY
We chose Nashville because it is a city built on storytelling and experience—two things a thriving bridal store needs more than ever.
Our retreat locations give us space to think strategically, step inside the customer experience, hear directly from the next generation, and enjoy the creativity and energy of the city together.
Our Retreat Locations
Ampersand | Music Row
A luxury co-working space that sets the tone for elevated conversation, thoughtful strategy, and focused business growth.
Adorn Bridal | Music Row
A beautiful, unique bridal store that allows us to step directly into the in-store experience conversation in a setting that feels relevant, aspirational, and real.
Lipscomb University School of Fashion
A meaningful setting for our Gen Z panel discussion and private exhibition tour—bringing fresh perspective directly from the next generation.
Barcelona Wine Bar
The perfect setting for our welcome gathering—warm, stylish, and within walking distance of nearby hotels and retreat venues.
12 South
Built-in time to shop, explore, and enjoy Nashville together.
One of the most intentional parts of this retreat is that our locations are close to one another, giving you more time for networking, education, and fun—and less time spent in transit.
What Retreat Alumni Are Saying
"The White Dress Society retreat is the best thing you can do for yourself if you need some time away from your store, and away from your employees to give you time and clarity to breathe life into your business.
If nothing else, you will leave the retreat with new bridal besties that you can always count on to bounce ideas off of all year long!”
Sarah Ashworth
Owner of Heart to Heart Bride & Two Hearts Bridal
2024 + 2025 TWDS Retreat Alum
"I was so lucky to spend the week with a group of amazing bridal boutique owners on a White Dress Society Retreat.
As a one-woman bridal store owner, I often find myself with no one to talk to about an issue or a win I might be having. Being able to be around a group of women who love their businesses and have such great advice was so empowering. I highly recommend going to this retreat. You will learn so much and make some really great friends.”
Kim Ortiz
Owner of Pink Petal Bridal
2025 Retreat Alum
“The connections. The clarity. The confidence. The reminder that I’m not alone in this. This retreat changes everything.”
Tierney Jutzi
Bridal House of Charleston
2023–2025 Retreat Alum
"Words fail me! What a life-changing experience in the very best way.
I have been in such a burn-out rut this year, but attending the retreat breathed much-needed life back into me and in turn, I will be able to pour more into my business.
All of my expectations were exceeded beyond measure!”
Elizabeth Bishop
Owner of Ella Park Bridal
2025 Retreat Alum
"I have been going to The White Dress Society retreat for two consecutive years and it’s been beautiful to create friendships and relationships through this.
You receive a sense of belonging when you walk into the retreat. Having a sense of community in a world full of the unknown is reassuring and motivating.”
Taylor Mallow
Owner of Ever After Bridal
2024 + 2025 TWDS Retreat Alum
Applications close 9/15
Your Retreat Experience Includes:
Three days of intimate retreat programming ($1,997 value)
Strategic education, facilitated conversation, breakout sessions, and collaborative learning.
An individualized Gen Z brand + website audit ($997 value)
A powerful outside perspective you can use before the retreat even begins.
Access to industry and cross-industry experts (priceless)
Thought leaders who are there to teach, guide, and support—not just present.
Breakfasts, lunches, and hosted meals ($397 value)
All meals are included except Tuesday dinner, giving you one evening to explore Nashville on your own.
A beautifully curated welcome experience $147 value)
Including our Welcome Party at Barcelona Wine Bar.
A private fashion exhibition experience at Lipscomb University ($47 value)
A thoughtful, memorable addition to the retreat that connects fashion, perspective, and inspiration.
TWDS Retreat Pizza Party ($47 value)
A favorite tradition and a meaningful closing celebration.
Coveted TWDS swag ($197 value)
Because the details matter.
100-mile territory protection (priceless)
So you can share openly and confidently.
A confidential environment (priceless)
All attendees sign an NDA to help create a safe, supportive room.
Ongoing White Dress Society membership benefits ($690 value)
Every attendee receives access to The White Dress Society community, including live monthly trainings, discussion groups, the TWDS Facebook forum, the TWDS Resource Hub, and partner offers and discounts.
One Year of Quarterly Store Manager Calls ($279 value)
Just because your store managers are not at The Retreat, does not mean that they can’t experience the impact and develop relationships. Store managers of Retreat attendees will have access to quarterly calls facilitated by Beth and Ty’s store managers.
The White Dress Society Membership Retreat has a total value of $4798+ including invaluable networking and education, a complete audit of your branding, website and social media, dining experiences, workshops and break outs, extras, and Beth Chapman feedback and strategy time.
Also included for non-members:
If you are not currently a TWDS member, your retreat investment includes an annual membership to The White Dress Society, plus 2 bonus months of membership included. ($138 value)
Attendees are responsible for:
- Airfare / travel to Nashville
- Hotel accommodations
- Local transportation as needed
- Tuesday dinner
- Personal shopping / leisure expenses
We are providing attendees a list of hotels with reasonable rates including: Motif on Music Row, The Graduate by Hilton, Virgin Hotels Nashville and The Kimpton Hotel. A number of local Airbnbs are also available in the area.
Retreat Investment
TWDS Member Investment
$2,800
Non-Member Investment
$3,490
Includes an annual membership to The White Dress Society
Plus 2 bonus months of membership included
PAYMENT PLAN OPTION:
Capacity
Only 20 bridal store owners will be accepted.
Only 5 spots remain.
Complete the ApplicationApplications close 9/15
How Registration Works
Step 1: Apply to Join Us
Complete our short application form. It takes about 5 minutes and helps us confirm territory availability and ensure the retreat is the right fit for your business goals.
Step 2: Become a Member (if needed)
If you are not already a member, we will send you a registration link to join The White Dress Society membership. This gives you access to:
- Monthly live trainings and discussion groups
- The TWDS Membership Facebook Forum
- The TWDS Resource Hub with hundreds of past trainings
- Education on marketing, operations, sales, and finance
- TWDS partner offers and discounts
Step 3: Pay Your Registration Fee
Once your application is approved, we will confirm your attendance within 48 hours and send your registration link so you can complete your booking.
Applications close 9/15
Complete the Application
Meet Your Retreat Hosts
Guided by women who understand the business behind the bridal experience
Beth Chapman
Founder of The White Dress Society
Owner of The White Dress by the Shore | Sales Expert | Creator of Bridal Retailer Academy
Beth Chapman founded The White Dress Society to give bridal store owners the support, strategy, and community they need to thrive. As the owner of The White Dress by the Shore since 2004, Beth brings decades of hands-on bridal retail experience to the room—along with deep expertise in sales, store leadership, and the bridal customer experience.
This is the 9th White Dress Society Retreat, and Beth’s vision remains the same: to help store owners lead with heart, operate with innovative strategy, and build legacy brands that last.
Ty McBrayer
Founder of Refined Business Collective
Owner of Twirl Boutique, Lexington | Branding + Leadership Expert
Ty brings a thoughtful, strategic perspective on leadership, brand positioning, and building a business that feels aligned from the inside out. As the owner of Twirl Boutique since 2011, she understands the realities of bridal retail and the importance of building a brand that connects deeply and leads confidently.
Liz Cox
Marketing Coordinator for The White Dress Society
Co-Founder of Refined Business Collective | Branding + Social Media Expert
Liz helps bridal businesses bring their brand to life through strategic marketing, cohesive storytelling, and intentional social media. Her perspective will help attendees think more clearly about how they are presenting their store online—and how to make sure what the bride sees digitally aligns with what she experiences in person.
Frequently Asked Questions
Who is this retreat for?
Do I have to be a White Dress Society member to attend?
Why is there an application?
Is there territory protection?
Will attendees sign an NDA?
What is included in the retreat investment?
What is not included?
Where should I stay?
Can I come alone?
What time should I plan to arrive and depart?
Will there be free time?
What is the refund policy?
Can I transfer my registration?
What happens after I apply?
What happens after I register?
Have another question?
YOUR NEXT CHAPTER DOES NOT HAVE TO BE BUILT ALONE
You do not need another idea to add to an already overwhelming list. You need space, perspective, strategy, and people who understand.
Maybe you have been trying to decode the Gen Z bride, refine your marketing, improve your website, support your team, and elevate the client experience while still carrying the daily responsibility of running the store.
Maybe you know your business needs to evolve, but you are not sure which changes matter most—or how to make them without losing the integrity of the brand you have worked so hard to build.
The White Dress Society Retreat gives you the space to step back, see your business more clearly, and move forward with a plan.
It also gives you something no spreadsheet, webinar, or social-media strategy can provide: a trusted community of bridal store owners who understand the responsibility and privilege of this work.
The connections.
The clarity.
The confidence.
The reminder that you are not alone in this.
November 9–11 | Nashville, Tennessee
Capacity is limited to 20 bridal store owners
Only 5 spots remain
Complete the Application
Applications close 9/15
"The sense of community offered by The White Dress Society Membership is a cornerstone of its value, enriching not just professional endeavors but also contributing to personal growth and resilience in the business landscape.”
