Plum Pretty Sugar is Making Bridesmaid Pre-Game Attire a Thing

By Jordan French Jordan French has been verified by Muck Rack's editorial team
Published on November 15, 2018

We thought we had heard of everything. But bridesmaid robes is now… a thing.

Plum Pretty Sugar launched to meet the niche-est of niche markets and put bridesmaids and brides into what are apparently the comfiest of threads imaginable as they gear up on “the big day.”

We took the chance to chat with Plum Pretty Sugar founder, Charlotte Hale, on all things whimsical with her brand and the latest in the bridesmaid attire evolution.

Grit Daily: What’s behind the name Plum Pretty Sugar?

Charlotte Hale: Plum Pretty Sugar was born as an interim business. I had just wrapped up a business and thought I would do something giftable and temporary for a season while I created a new business. I came up with a whimsical, fun name that flew in the face of traditional marketing: It was long, it had similar words, it could be confusing… and I went with it. I took a chance, which I believe in general to be very important in order to grow anything. Now nearly a decade in, the business has evolved and in many ways, so has the name: It has become a symbol of a category and an expression of leadership within the bridal industry. In the years to come, we hope to advance beyond bridesmaid robes and bridesmaid dresses to a lifestyle based on our belief system and how we are evolving as a company.

Plum Pretty Sugar founder, Charlotte Hale

GD: How do new fashion brands cope with the omniscient “Amazon threat”?

CH: I think about Amazon in a positive way. Our brand is present and active on Amazon and we embrace the opportunity to showcase Plum Pretty Sugar to an audience that perhaps would not have found us otherwise. There are so many ways to support other retail relationships as well as our own e-commerce: it just requires creative, strategic planning. Overall, having a clear business strategy, measurable objectives and a true understanding of brand direction is key for fashion brands as they move forward and grow, whether on Amazon or not. Across all channels of the business, you really have to be conscious and confident about what you are doing (or not doing) and stay true to that.

GD: How does a woman’s fashion reflect her confidence or other aspects of her life?

CH: Fashion is the outward expression of our personalities. I tend to believe we all have an innate characteristic driving our decision-making that goes much deeper than deciding what to buy in a shop or vie e-commerce. There is an underlying motivation as to why someone selects one thing over another, even if they are along the same trend lines. Some psychology there for sure… But, it is also fun and no doubt when someone feels good wearing something, they are confident and that is nothing short of awesome. I love that Plum Pretty Sugar can do that… bring confidence… whether it is a bridesmaids robe or a stunning maxi dress… looking good and feeling good are tied tightly.

GD: What are your best lead channels? Why?

CH: Our organic channel is by far our most valuable. It is our brand, it is what we have fostered for the last ten years as the heritage of the “getting ready” bridal category. It means our name and our values as a company are reputable and realized within the community. It is the result of branding and focused, strategic marketing as well as long-term, original and authentic crafting. Plum Pretty Sugar is the creator and leader of a dynamic category and space… As with the brand, our organic channel holds tremendous value and significance and is 100% organic and valued as a result.

GD: What’s next for your brand?

CH: 2019 will be an exciting year for Plum Pretty Sugar. We have spent many years crafting and setting the stage for what we will see in 2019 and into 2020. While we are unable to reveal the details at this time, I can say it is the result of a decade’s worth of focus. We will also to continue to surprise. There are risks in that, but it is one of my personal favorite things… it can be scary and there is always the possibility of failure, but it is important and significant in order to push ahead.


By Jordan French Jordan French has been verified by Muck Rack's editorial team

Journalist verified by Muck Rack verified

Jordan French is the Founder and Executive Editor of Grit Daily Group, encompassing Financial Tech Times, Smartech Daily, Transit Tomorrow, BlockTelegraph, Meditech Today, High Net Worth magazine, Luxury Miami magazine, CEO Official magazine, Luxury LA magazine, and flagship outlet, Grit Daily. The champion of live journalism, Grit Daily's team hails from ABC, CBS, CNN, Entrepreneur, Fast Company, Forbes, Fox, PopSugar, SF Chronicle, VentureBeat, Verge, Vice, and Vox. An award-winning journalist, he was on the editorial staff at and a Fast 50 and Inc. 500-ranked entrepreneur with one sale. Formerly an engineer and intellectual-property attorney, his third company, BeeHex, rose to fame for its "3D printed pizza for astronauts" and is now a military contractor. A prolific investor, he's invested in 50+ early stage startups with 10+ exits through 2023.

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