Alexandra Macon

June 26, 2024

Alexandra is wearing the Abigail Dress.

Vogue alum turned Bridal expert and Over The Moon Founder Alexandra Macon chats with us about starting her business, and shares her wedding planning tips - including her favorite ways to style a bridal party.

Tell us about Over The Moon! How did it come to be?

I launched Over The Moon in 2015 as a content site because I was attending a lot of weddings and I felt like there wasn’t anything that featured aspirational, yet attainable, wedding coverage through a fashion lens. There was nothing that spoke to people in an authentic and “cool,” for lack of a better word, voice that felt very of the moment and in the know. Everything that was in the market felt overly saccharine and cheesy. So Over The Moon began as a way to fill that void and really took off from the start. People were organically interested and started submitting their weddings to be featured, so there was no shortage of content. I was the managing editor at Vogue.com then—I was actually the third hire on the web side and worked to launch and scale it—and from that experience I knew that selling ads on the internet to support content wasn’t a viable revenue stream. There had to be an e-commerce element, which was always my dream. I also knew there wasn’t a one-stop shopping destination for couples, so initially, to test things, I launched a small shop on the site to see if people were willing to transact. And, they were.

From there, I brought on Emilie Ghilaga, who had a background as a buyer at Moda Operandi. She and I set out to on board about 150 brands across Fashion (RTW & Bridal), Jewelry & Accessories, Kitchenware, Homeware, and Childrens & Baby. We launched the ecomm platform in September of 2020. At that point the pandemic had started, and this worked in our favor because people shopped us as a lifestyle site from the get-go, and we weren’t silo-ed as just wedding specific. People were purchasing pajamas, plates, tabletop items, anything to make them feel more comfortable while they were isolating at home.

A huge part of our success has been our careful curation, which Emilie has overseen. We are also very strategic when it comes to creating exclusive capsule collections with brands that we want to be aligned with. In April 2021, weddings that had been postponed started to return, and we launched the registry. The registry is incredible in that it serves as this viral customer acquisition tool in that every time one couple registers the URL for their wedding registry is pushed out to all of their guests and they’re instructed to shop our site. It’s essentially free marketing and has an incredible amount of virality–and really the only time in the e-commerce shopping world when one person sends another person a link and instructs them to shop like this. In 2023, we created our Baby Registry, solidifying our place as a destination for all of life’s celebratory moments.

What has been the proudest moment for you in your career?

Is it weird to say when Beyoncé told me she loved my dress at Serena Williams’s wedding? But really, I think that was it!

How would you describe your personal style?

I think my own personal style is very much reflected in Over The Moon. I would describe it as classic, timeless, and feminine. I don’t like a lot of fuss, but I am drawn to pretty prints and colors in silhouettes that will stand the test of time.

What motivates you when you need an extra push?

I am motivated by great ideas. I’ll get excited by something that myself or one of my colleagues imagines for Over The Moon and I just want to make whatever it is a reality as quickly as possible.

Who are the women that inspire you?

I have always admired Queen Elizabeth II for her unflappability. Running a startup, I find myself thinking about the mantra “keep calm and carry on” often. Within the fashion space, I have obviously learned a great deal from Anna Wintour and respect her highly. Also, Tory Burch and Aerin Lauder. Shonda Rimes, Jenny Han, Reese Witherspoon. All of these women are extremely creative and business savvy and they have brought their own dreams to life in a way that goes beyond their own personality.

What is your favorite trend right now in the bridal world?

I am not big on trends, but I do like the continued shift toward mix and match bridal party styling. I love when members of the bridal party are invited to express their personal style to some degree. It feels more modern, and it is also a fabulous way to incorporate color into the ceremony and the photographs. We have seen a lot of mixing and matching with our styling clients who have us help with the bridal party as well. We are able to help them achieve the look in a way that still feels cohesive and true to the bride’s aesthetic.

What advice would you give to a bride planning her upcoming wedding?

First things first, create your registry with Over The Moon!

We have a customizable template that is beautiful and functional, allowing you to add products from other stores, register for experiences, transfer funds, and track thank you notes. We also have a carefully curated assortment filled with gifts you won’t find anywhere else.

If you were a color, what color would you be and why?

Definitely blue—it’s calming. And I love a delft tile.

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