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Home Buying Black Black Business Relief Fund Awardee #8: Laine London

Black Business Relief Fund Awardee #8: Laine London

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We Buy Black and SheaMoisture have teamed up to bring the culture the Black Business Relief Fund. After reviewing 3588 applications carefully, we have settled on 20 awardees, each who’ve been awarded a $5,000 grant. The eighth business is Laine London, an excellent business that is totally worthy of this honor.

Laine London is the only– as in another doesn’t exist– brick-and-mortar wedding dress rental company in the U.S. The company allows women to rent their dream wedding dress, instead of purchasing it. Laine London believes you shouldn’t have to spend thousands of dollars on a dress you’re only going to wear once, for a few hours. This woman-owned rental bridal shop provides a chic, high-end experience at sensible prices. They offer a wide range of beautiful, designer gown options in every price range, as well as a personalized “try-on” experiences to help women find the perfect gown.

Marriage and weddings, in particular, have strong class implications– income can dictate whether couples are able to even have a wedding. Laine London is on a mission to provide all brides-to-be the ability to say “I Do” in the dress of their dreams, without breaking the bank. According to the company, over 70% of couples go into some form of debt while wedding planning. Today’s consumer is more conscious of the impact of their purchases; renting your wedding dress represents a sustainable and fiscally savvy solution to a range of problems that brides face. Laine London is proud to be a disrupter in the wedding industry and on the forefront of something a paradigm shift in how brides go about making that special day happen.

It’s highly unlikely that you or anyone you know has been to a wedding, recently. COVID-19 has not only robbed countless brides-to-be of their special day, it has also ravaged the thousands of small businesses that make up the wedding industry. Laine London is no different and as a Black and woman-owned company, the road to normalcy will be much longer and complex for them, than most. In the meantime, the company has pivoted to offering virtual bridal consultations, enabling clients to chat with a bridal stylist and talk about their vision for that special day, from the comfort of their own home. In addition, Laine London has created a”COVID-19 Support Group for Georgia Brides” on Facebook. Even in the midst of a pandemic, Laine London is providing service to brides-to-be, preparing them for that day: the day that will most certainly come.

The $5,000 grant from We Buy Black and SheaMoisture comes at a critical time for Laine London but also, for the clients they serve. It will go a long way to help this great business stay afloat and create memories for many more couples, in the years to come.

*Health care workers receive a 25% discount on the rental or purchase of any Laine London wedding gown now through December 2021. From the janitors to the doctors, Laine London is so grateful for all the healthcare heroes working around the clock to keep us safe. Use promo code: “BUYBLACK2020”

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D'Juan Hopewell
I care about Black Power. Period. Currently working on creating jobs and funding new startups on the South Side of Chicago and writing here and there at HopewellThought.com. Follow me @HopewellThought.
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