Rewriting the Dress Code: How Becca Wenning is Using AI to Transform Bridal Retail

In 2010, Becca Wenning stepped into bridal retail just as Pinterest and Instagram were being born. She didn’t know it then, but the digital revolution was about to turn the wedding industry—and her career—inside out.

Becca ran her own boutique for over a decade, building a successful business that guided thousands of brides to their perfect dress. But behind the romance and ribbons, she saw chaos: brides overwhelmed by options, boutiques buried under manual processes, and designer brands unable to adapt to modern e-commerce expectations. By the time she sold her boutique in 2020, she had cataloged every inefficiency the industry refused to fix.

Now, she’s fixing them.

From Boutique to Breakthrough

Becca is the founder and CEO of Dressit, a smart technology platform that uses artificial intelligence to power designer websites and guide brides—confidently and effortlessly—to the right dress and the right boutique. Think of it as a digital matchmaker for the most important outfit a person may ever wear.

“Dressit isn’t just tech,” Wenning says. “It’s the emotional infrastructure for the next era of bridal retail.”

The platform helps designers and boutiques create personalized, data-driven experiences that meet today’s brides where they are: online, mobile-first, and digitally native. At the same time, Dressit modernizes backend operations for small and midsize shops that often rely on pen-and-paper systems, email chains, and guesswork.

“I know what it’s like to be the boutique owner watching a bride walk in with 200 Pinterest screenshots,” said Wenning. “Dressit brings clarity and connection for the bride, the boutique, and the brand.”

The Tech Behind the Tulle

After exiting her boutique, Wenning didn’t immediately rush back into bridal. “I honestly thought I was done with the wedding industry,” she says. “It was emotional, and I needed space.” She joined a tech startup to recharge—and rediscover her passion for technology.

But the problems she once faced in her own boutique kept resurfacing in conversations. She realized that if anyone could modernize bridal retail, it was someone who had lived it. And so, Dressit was born.

Built with AI at its core, the platform takes a complex, emotionally driven buying process and adds smart guidance, intuitive design, and deep industry empathy. Wenning calls it “a tech company with a soul.”

Building a Business From Coldwater, Ohio

Wenning is proud to be building Dressit from Coldwater, a small Ohio town better known for high school sports than high-tech innovation. But that’s exactly the point.

“You don’t have to be in Silicon Valley to build great tech,” she says. “You just need to deeply understand your problem, your customer, and your mission. We have that here.”

As Dressit expands its footprint, Wenning sees opportunity not just to scale a company, but to reshape an industry. “We’re helping designers grow, boutiques thrive, and brides feel confident and celebrated,” she says. “That’s the future of bridal.”