Monica Ashauer

She’s Creating (Much) Better Options for Bridal Parties

Monica Ashauer and her best friend Grace Lee Chen launched Birdy Grey in 2017 to create a better bridesmaid dress. By offering stylish gowns starting at $99 — and by incorporating extensive customer feedback via social media and more — the friends built a direct-to-consumer bridalwear powerhouse that raked in more than $100 million in revenue in 2024. Ashauer, who was named Chief Strategy Officer in January, has been central to that growth. Not only has the Wharton grad helped the brand expand by identifying new customer segments, she also kept the company’s cash flowing by creating a hybrid inventory model of made-to-order products, allowing for zero inventory and reverse working capital. She also set up the supply chain and helped launch the brand’s new groomsmen line, offering suits starting at $199. Thanks to Ashauer’s strategic insights, a new CEO, and a serendipitous bit of publicity (Sabrina Carpenter donned a Birdy Grey gown in a now-viral SNL skit), the brand is well on track to continue its breakneck double-digit growth.

By Audrey Goodson Kingo