Gigi & Olive turns 7 this year, and it's been an incredible journey building a beautiful e-commerce business, one I've pivoted many times, from made to order through to scaling a global brand. But I've always wanted G&O to be more than that. I've always wanted to build a Wedding World, one you can't wait to step into the moment you're engaged, and one that walks with you the whole way through. I wanted to build your Bridal best friend.
When I was planning my own wedding, I felt completely overwhelmed by social media, directories and Pinterest. I just wanted someone I trusted to tell me where to go, who to book and which photographer would actually understand the vibe I was after. The options at the time were to spend hours trawling Google, scrolling through directories with thousands of listings, or feeling deeply unproductive watching TikTok DIY Bridal videos. I wanted recommendations from a friend, and to be inspired without feeling totally overwhelmed.
That feeling has stayed with me over the past few years, and whilst we've been building, our community has been growing alongside us. Over the past year we've hosted more than 20 events meeting Brides in real life, hearing their stories and dilemmas, their hopes and dreams. We understand just how special getting married is, and we love answering questions on social or in real life, whether it's about the dress, the venue or planning a hen party.
The same questions arrive in our DMs every single day. Where should I get married in London? Who's the best photographer for a country wedding? Where should I take my bridesmaids dress shopping? We've been answering these one by one for years, and it became clear that what our community really wanted wasn't another search engine. It was a curated little black book.
So we’ve started the journey of building one.
The Directory launches with 50 partners. Every single one has been hand picked and vetted by us. We've either worked with them directly, or our Brides have recommended them. They are, simply, the people we would send a close friend to. Photographers, venues, planners, florists, beauty experts. The very best the UK has to offer.
However, as we started building this next iteration of G&O over 6 months ago, it quickly grew into so much more than a list. Alongside the Directory itself, we're launching a whole editorial world. How to find the perfect venue. Top tips from the wedding experts we trust. The Bridal beauty and skin prep routine you need to start now. Wedding 101 for the newly engaged. Real bride features. Expert advice from people who plan weddings for a living. We want this to feel like somewhere you come to be inspired, educated and entertained.
Because planning a wedding shouldn't feel like a project management task. It should feel like one of the most exciting chapters of your life.
This is the 7th year of G&O, and honestly this feels like the next iteration of everything we've built. A wedding world where brides feel excited rather than overwhelmed. Where the best suppliers are easy to find. Where the content is genuinely useful and beautifully made.
We're starting in the UK and we'll grow from here. 50 partners now, many more to come. I want to hear from you on what you'd love to see, what you want to learn about, and who you think we should be spotlighting next. If you're a supplier we should know about, or a Bride who worked with someone exceptional, tell us. We want to find the very best, and we'd love your help in doing it.
Welcome to the new G&O world, this is just the beginning.
Georgie x
