Tell us about the BHLDN collection.
Brought to you exclusively by Anthropologie, BHLDN (pronounced “beholden”) focuses specifically on weddings. Our carefully edited collection of heirloom-quality wedding gowns, mix-and-match bridesmaid dresses, and artisanal accessories and decorations cater to the bride in search of unusually beautiful things. Through collaborations with top designers like Anna Sui, Badgley Mischka, Catherine Deane, Jenny Yoo, Tadashi Shoji, and more, BHLDN is proud to carry many exclusive styles.
Which bride is most attracted to BHLDN?
Our customer has a vision about her wedding. She’s a woman who wants to create an event that reflects her own unique perspective and vision, putting a twist on tradition. Our customer is confident, has a strong sense of her own personal style, and is looking for a wedding or party dress that reflects who she is, creating a look that is uniquely hers. She is looking for a dress to wear, not a dress that will wear her.
What should Nashville brides know about BHLDN?
We go beyond the dress. We’re looking to really connect with our customer on her most-special occasions. We want to help a woman create a wedding that reflects her own unique perspective and vision- it’s not so much about our point of view as it is about capturing hers. Our objective is to focus on personalization. We’re part of an amazing organization that prides itself on nimbleness and customer-centric responsiveness, as well as creativity in product and design that isn’t found elsewhere. Our Nashville customer has always had a strong loyalty to Anthropologie so we know that she will love BHLDN’s offering when it comes to finding the perfect look for her special day.
Why did you choose Nashville for your trunk show?
We were thrilled to bring a taste of BHLDN to Nashville for the first time. Thanks to the recent opening of our Atlanta shop inside Anthropologie, we know we have an extremely dedicated customer base in the South. Nashville brides have been envying their neighbors to the south and we wanted to be able to give them the in-store experience that they deserve.
What made CJ’s Off the Square and the selected vendor team perfect for the BHLDN event?
BHLDN chose to host the event at CJ’s because it is widely known as the area’s premier wedding venue, and it reflects the brand’s overall aesthetic. During the event, many of the rooms on the first floor of the house were decorated with unique furniture that created lovely vignettes and seating areas. Gowns were displayed on iron garment racks placed in the drawing room under a vintage chandelier. Visitors easily navigated the space to admire every layer of tulle and lace, and selected gowns that they wanted to try on. Two rooms in the front of the house were rearranged to create a bridal salon, where BHLDN stylists met with brides in pop-up fitting rooms. A third salon was located on the second floor of the house in the bridal suite.
How can brides purchase BHLDN?
Customers can schedule bridal consultations with our expert in-store stylists in one of our two standalone boutiques located in Chicago and Houston or in one of our six shop-in-shops located inside Anthropologie stores in Atlanta, New York, Georgetown, Chestnut Hill, MA, Beverly Hills, and Seattle. Customers are also welcome to walk in and browse the collection at any time. They may shop the full collection and learn more at bhldn.com.
BHLDN Preview Party Vendors
Photography: Jenna Henderson, Photographer
Location: CJ’s Off the Square
Dresses, Shoes, Accessories: BHLDN
Flowers: Enchanted Florist
Vintage Rentals: Southern Events Party Rental Company
Catering: Main Event Productions
Lighting: Bright Event Productions