Everybody loves the bride but… the flower girl usually steals the show. I mean, it’s fun. It’s beautiful. It’s happy. My name is Belinda Sarooei CEO/President of Flower Girl Dress for Less My grandmothers, one was a seamstress, other one was a wedding cake maker and I love bling and I love sequins and I love all kinds of you know crazy fabrics and, you know, that’s kind of what kids clothes are all about. We show every single dress that’s made by every single label. There’s like 30,000 different
products that you can choose from. I went to design school and, uhm… but I was told by a professor that I would never make any money in children. So I stayed in women’s. And then I met my husband and he said, you know, you really love to do
kids stuf. Why aren’t you doing kid stuff? and I said, okay. I need to make this change in my life. My name is Sasson Sarooei I’m the Technology and Marketing Head
for Flower Girl Dress for Less. It was definitely early on when we saw the internet
growing leaps and bounds. It was clear to me and to Belinda that that was going to be the future. We just felt very strongly about just going strictly after online business. We built our own (web)site and you know, we started shooting a lot of videos and producing a lot of custom content. “You are doing so good my princess.” Everything is about research — market research. And so I saw that there were
people going to wedding stores and paying $150 for a flower girl dress. Whereas with us, I decided, okay I would be a discounter and we would do a volume-based business. And I really didn’t know if I was going to make it or not. I really didn’t. I knew that I knew how to work hard I don’t know if it’s luck or just all the planning of my background, my history but you know, for us it became successful. Having a customer write back in and say that they had a kid, that they were just so happy and they didn’t want to take the dress off, that’s probably the best day.