Our New Theme – Arts, Crafts, Design, and Marriage

We’ve just closed a financing in Borrowed & Blue and Jason joined the board. Given that Jason is also on the board of Craftsy and Havenly, I’m going to bring up the idea with my partners today that we create and design a new theme around arts and marriage. See what I did there?

A friend of mine sent out a wonderful note (well – actually an FAQ) last night about eloping. He and his now wife are in Hawaii at an event and tied the knot over the weekend. I’m psyched for them as we talked to him recently about whether they should elope or not. Amy and I eloped so while we are a fan of weddings, we realize how stressful and expensive they can be.

Enter Borrowed & Blue, whose tagline is the ‘Smarter Way to Wed’. B&B is taking a content and data-centric approach to serving the wedding industry. B&B is focused on helping couples discover vendors through their work. Every photo on the platform is tagged with the relevant vendors whose work is featured, and links to more detailed information about that vendor. To build up this repository of content, the company publishes more weddings than anyone else online, adding 350+ new weddings a week to its platform. The company has doubled its audience in just the last four months, and already has 18,000 vendors actively engaged on the platform. Borrowed & Blue has also recently launched an iOS app available in Apple’s App Store.

On top of this foundation of content, Borrowed & Blue is building the first transactional marketplace for the wedding industry, so couples will be able to book their venue, photographer, planner, etc. on the platform. Borrowed & Blue’s goal is to provide vendors with a true pay-for-performance model, while offering couples a one-stop shop to both discover and book all their wedding vendors online. Our marketplace theme posits that technology can be the answer to galvanize the two communities of wedding vendors and planning couples, and create a highly attractive business. We were particularly attracted by the company’s product focus and data-driven model.

So – you can elope, stress out, or try out Borrowed & Blue. And, if you have a good name for our pending Arts, Crafts, Design, and Marriage theme, leave it in the comments.

Late breaking news: Ryan reminded me that fashion should be included in the mix, as Jason is also on the board of Betabrand.


Also published on Medium.

  • The theme that ties all of those things together may be beauty and art.

  • Congrats. Having two daughters in their 20s I clicked over to the site and saw that the average wedding for 100 guests in Chicago is $38k. Gulp. Now I have indigestion.

  • Thesis is hitting at top of maslow’s hierarchy. “Maslow’s Peak”, but should find some older, less-academic words.

    I think borrowed and blue can do well. But I don’t want to use it. I want something like that that isn’t trying to get a cut of the obscene spend on weddings. I want a marketplace that guides me to alternatives. I don’t want to make it easier to waste 50k on a wedding. I want a marketplace for how to hit the important parts of a wedding (meaningful people), perhaps even with a counter in the top right “you’ve saved $X0,000 towards a home by not spending $5k on flowers!”

    • Rich Weisberger

      I was under the impression that single use sites are very difficult to cover customer acquisition costs.

  • Loved that FAQ. And donated on their behalf!

  • How about Self-Expression?

  • Congrats. Weddings are a massive market with many entrenched players, but adding the transaction flow into the planning experience is innovative and new so it will be a clear differentiating factor. Also impressive amount of content and the directories on the site is great.

    Foundry already has a Marketplace theme, doesn’t this fit in that?

    On the other hand, a Consumer theme will also fit and might provide the room for expansion.

  • Rich Weisberger
  • Erica Schreiber

    – Express: Whether it’s love, style, or artistic impulse, innovators in this space facilitate and simplify personal expression through tangibles or experiences that feed our insatiable drive to create and connect. Sample companies include Borrowed & Blue, Havenly, Betabrand, and Craftsy.

  • Erica Schreiber

    – Express: Whether it’s love, style, or artistic impulse, innovators in this space facilitate and simplify personal expression through tangibles or experiences that feed our insatiable drive to create and connect. Sample companies include Borrowed & Blue, Havenly, Betabrand, and Craftsy.

  • <<— planning a wedding. eloping doesn't seem to be an option. B&B looks to be helpful (TheKnot is lame)… thanks for the timely post

  • Sounds like a right-brain theme. It’s a creative realm. Create-tech?