Something Old, Something New, Something Borrowed…

Something Blue

When Rochelle Sheldon and Megan Hutchison caught up for coffee just a few months ago, the last thing on either of their minds was launching a new business together.

“It was very low key. We were talking about doing a giveaway with our existing businesses – Rochelle’s Joyable and my little white book. It’s hard to believe that over the course of a latte, it turned into the biggest project either of us has ever undertaken!”

An hour after meeting for the first time in 5 years, they’d started Something Blue – New Zealand’s first bridal subscription company.

“We wanted to create something really exciting to celebrate the occasion of getting engaged, and which would continue to spoil a bride-to-be over the course of her journey down the aisle. A surprise box of beautiful gifts every month at a really accessible price.”

The business launched 35 days after that first coffee and sold 250 boxes in the first week, completely sight unseen. They didn’t reveal a single product until the second week, and within that first month sold almost 500 boxes.

It wasn’t all smooth sailing though, with the custom-designed boxes delayed due to international shipping constraints and quarantine, not to mention the logistics of packing and shipping so many boxes – without commercial premises or any staff.

Thankfully the boxes arrived just in time, they shipped them all in 3 days, and the response was incredible. “We had almost 100 of our brides sharing the contents on social media – I don’t know who was more excited, us or them. It was pretty amazing.”

“The best part about it is knowing that it’s not a one-off, we are working so hard to deliver amazing boxes every single month. We want each bride to be as surprised and happy when she opens her new gift as she was when her fiancé popped open the ring box!”

Something blue offers both one-off and monthly subscription boxes, join them for your wedding journey at

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