The Ivory Grey Project

The Ivory Grey Project We develop marketing strategies and messages for bridal brands. Servicing new bridal labels seeking t

07/28/2026

NEW BLOG POST: Bridal designers and retailers are reporting slower sales, longer decision cycles, and less predictable appointments.

I ran a Google Deep Research report examining eight global markets and the results suggest the issue is more complicated than a simple decline in demand.

Luxury bridal is still resilient. What has changed is how brides compare, spend, and ultimately decide.

Read the first of a 3part series on our website. Link in bio.

Video Lee Petra Grebenau

Currently on my desk: a global report on what’s actually happening in luxury bridal right now, covering eight markets, f...
07/20/2026

Currently on my desk: a global report on what’s actually happening in luxury bridal right now, covering eight markets, from the US and UK to Japan, Korea, Singapore, and Hong Kong.⁠
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A few early findings I thought I’d share:⁠
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— Wedding spending is holding while broader luxury softens. The gown is the last thing couples cut.⁠
— What’s changing isn’t how much brides spend, it’s how they buy. Longer timelines, more comparison, rental and pre-owned on the rise.⁠
— The UK is compressing. Japan’s per-wedding spend just hit record highs.⁠
— In much of Asia, the opportunity isn’t marketing at all. It’s channel access.⁠
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And a note on process, because I get asked: I used AI deep research to cover eight markets in hours instead of days or weeks. Then spent just as much energy interrogating it. Cross-checking sources, catching a decade-old statistic dressed up as current, verifying the numbers that matter against primary data. AI did the research and I did the doubting. That’s the partnership.⁠
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More soon, including what this means if you’re a brand deciding where next season’s budget should go. 🤍⁠
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Photos: Lee Petra Grebenau
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Ever feel like staying informed in your industry is a part-time job on top of your actual job? Here’s how you can automa...
07/09/2026

Ever feel like staying informed in your industry is a part-time job on top of your actual job? Here’s how you can automate it:⁠
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We set up a weekly briefing using Claude’s Cowork mode that scans the web, filters out the noise, and hands me only what’s relevant to my industry, summarized, with context on why it matters.⁠
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Then I automated it to run every Monday morning and save straight to my Drive.⁠
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No more scrolling ten newsletters. Just a clean, ready-to-read briefing waiting for me each week.⁠
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Swipe through for the exact 4-step workflow (it works for any industry) 👉⁠
Full breakdown on the blog — link in bio.⁠
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Luminous, sculptural, and impossible to pin down. 💫 Something so chic and mysterious about Francesca Miranda’s HALO PF26...
07/08/2026

Luminous, sculptural, and impossible to pin down. 💫 Something so chic and mysterious about Francesca Miranda’s HALO PF26 collection.⁠
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From sheer floral lace and liquid satin to veiled silhouettes, fringe, and light-catching embellishment, the collection lives in the tension between softness and edge. It feels cinematic without being loud and romantic without being predictable.⁠
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Reach still matters.⁠⁠If your content is reaching more people, that usually means Instagram is seeing some kind of posit...
07/01/2026

Reach still matters.⁠
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If your content is reaching more people, that usually means Instagram is seeing some kind of positive signal and continuing to distribute it.⁠
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But reach alone does not tell the full story.⁠
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The better question is, once people saw the post, what did they do next?⁠
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A save means someone wants to come back to it later. A send means someone thought it was worth sharing with another person.⁠
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For bridal brands, that might look like a bride saving a gown to revisit later or sending it to her sister, planner, stylist, or fiancé.⁠
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For other businesses, it might mean someone saving a helpful tip, a product idea, a service reminder, or a post they want to return to when they are ready.⁠
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Reach tells you the content traveled.⁠
Saves and sends tell you it mattered.⁠
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Photography: North Carolina Film + Digital Wedding Photographer for Lihi Hod Bridal⁠
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I haven’t written about Instagram in a while, mainly because there has been so much happening with AI and the broader fu...
06/30/2026

I haven’t written about Instagram in a while, mainly because there has been so much happening with AI and the broader future of digital marketing.⁠
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Still, Instagram matters.⁠
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For businesses using Instagram for visibility, brand awareness, customer trust, and inquiries, it is still worth paying attention to what the platform is recommending now.⁠
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In my latest blog, I’m breaking down 11 recent Instagram updates and what they actually mean for businesses, including reach, saves, sends, collabs, hashtags, Trial Reels, carousels with music, and more.⁠
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The bigger point: Instagram is giving us clues. The job is to pay attention, test what applies to your business, and build a content rhythm that is sustainable.⁠
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Read the full post on the blog - LINK IN BIO!⁠
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Are you still posting for an algorithm that no longer exists? Social platforms now use large language models (the same t...
06/11/2026

Are you still posting for an algorithm that no longer exists? Social platforms now use large language models (the same technology behind ChatGPT) to decide who sees your content.

It reads what you post, infers your niche, and builds a profile of your brand. The feed isn’t social anymore. It’s editorial. Swipe to learn what that means for how you show up.

The rules changed. Your strategy can too. Reach out if you’d like to talk through what that looks like for your business.

Five AI workflows you can build into the rhythm of your boutique or studio this season. None of them replace taste. All ...
06/06/2026

Five AI workflows you can build into the rhythm of your boutique or studio this season. None of them replace taste. All of them save you hours.⁠
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Save this for your next planning session, and share it with the boutique owner, stylist, or marketer still doing the work by hand!⁠
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What we cover, slide by slide:⁠
01 Trend Radar⁠
02 Designer Brief, Caption Ready⁠
03 Content Planner, Bridal Calendar⁠
04 Appointment Follow-Up, Personalized⁠
05 Bride Stories, Ready to Post⁠
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Built inside Claude’s Cowork mode. Curated by The Ivory Grey Project.⁠
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Specificity is the new visibility.⁠⁠In my latest blog post, I’m breaking down the new rules for bridal brands that want ...
06/03/2026

Specificity is the new visibility.⁠
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In my latest blog post, I’m breaking down the new rules for bridal brands that want to stand out in Google/AI search, and why generic content will no longer be enough.⁠
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I also created a free prompt pack: 30 Non-Commodity Content Prompts for Bridal Brands, designed to help boutiques, designers, and stylists uncover the insights they already have but haven’t written down yet.⁠
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Read the full post + DM me to get the free prompt pack!⁠
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Images: Lihi Hod⁠
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