A Polaroid photo of two women, Jennifer and Christine, holding up a key. They are wearing glasses and have surprised expressions. The caption reads, "11/1/2013 Jennifer and Christine got the keys to what would become Urban Set."

Urban Set Bride began out of frustration.
Let us explain.

Owners Christine + Jennifer got to spend years all over the US and Europe as an Army family while their Dad/husband served.

Christine attended VCU for college and met all types of amazing, confident, stylish women during her time there. But when it was time for them to get engaged and start shopping for a gown, Richmond had limited options. It was either big box chain stores OR very conservative bridal shops that didn’t carry curvy samples, didn’t use any women of color in their marketing and certainly didn’t openly welcome members of the LGBTQ+ family.

So Christine shared her idea to open up a bridal shop with her parents, asked her Mom to join her and Urban Set was born!

We opened our doors in March 2014 to serve ALL brides. No matter who you are, what you look like, where you are from, how you identify or who you love.

You deserve a safe and cozy space to shop for an important piece of clothing.

Wanna know more? Full origin story here

  • A woman with short dark hair, wearing a black dress with sheer polka-dotted sleeves, smiling, with white wedding dresses hanging in the background.

    Christine Greenberg

    CO-OWNER

    Christine started as a wedding planner back in 2011 (after graduating from VCU) and noticed her clients could never find a chill, inclusive bridal shopping experience in Central VA. She opened our doors in 2014 with her mama, Jennifer, and never looked back!

    She lives in Bon Air with her husband, two boys, their one-eared dog Frida Bonita and their new puppy Pickles. She loves romantasy novels, barre, traveling and drinking wine on a patio with her girls.

  • A smiling woman with gray hair and blue eyes, wearing a black polka dot jacket over a black top, standing in front of a background of hanging white garments.

    Jennifer Haines

    CO-OWNER

    Jennifer hails from Ohio originally and met her husband Tom while serving in the US Army. Tom proudly served for 24 years while Jen always made sure everyone was taken care of as the family moved every 2 years. When Christine asked her to open a bridal shop with her, she jumped at the chance!

    She lives in Church Hill with her husband and their 3 Bernese Mtn Dogs. She loves reading, Dave Matthews Band and spending time with friends during her down time.

  • A woman with red hair, wearing gold earrings and layered necklaces, smiling, in front of a background with hanging white fabrics or textiles.

    Ruth Hedberg

    SHOP MANAGER

    Ruth found her wedding gown at Urban Set in 2020 and was excited to submit her resume when Christine + Jen posted a job listing. With a background in costume design for theater, tv and film (as well as bridal alterations) she was exactly what the shop needed to take the business to the next level.

    Ruth lives in Petersburg with her partner and their dachschund mix, Maddy. She loves to travel, cook for her loved ones and handle projects around her historic home.

  • A woman with shoulder-length brown hair, wearing a black top and black jacket, smiling, with wedding dresses hanging in the background.

    Chelsea Burke

    SENIOR STYLIST

    Another Ohio native, Chelsea is beloved by all and is genuinely excited to get to know you, learn your love story and hype you up through this process. When she isn’t crying happy tears with you, she is a talented film director, stage manager and theater/film professor at VCU.

    She lives in Forest Hills with her partner and loves playing D + D, making films, shaping young minds and exploring fun places around Richmond.

  • A woman with shoulder-length brown hair, blue eyes, and light skin, smiling while wearing a black sleeveless top, standing in front of a background of hanging white and pale-colored fabrics.

    Sassy Rychalski

    JUNIOR STYLIST - she/they

    Sassy joined our team in June 2025 after having the best time planning her own wedding this year and falling in love with the industry. Like Ruth, Sassy has a background in costuming for the theater world and is excited to learn and grow with our team!

    Sassy lives in the West End with her husband, step-child and their cat, Pinky. They love Diet Coke, reality tv and crab rangoons!

Five women looking at wedding dresses in a bridal boutique. Two women wear denim jackets with embroidery, one labeled 'Mrs.' and the other 'Urban Set.' The women appear to be shopping for a wedding dress.
Three women standing together in front of a black curtain and a framed mirror with the words 'Love, Marjorie' reflected in it. The woman on the left is wearing glasses, a black polka-dot top, and a long metallic gray skirt. The woman in the middle is wearing a bright pink suit with a black shirt underneath. The woman on the right has red hair, is smiling, and is wearing a white blouse with black details and a black skirt.
Three women smiling and hugging inside a bridal gown shop, with wedding dresses hanging behind them and a large mirror reflecting part of their backs.

Thank you Mod Motion for filming and producing this for us!

a little more about us

let’s do this

A bride and groom share a kiss outdoors on a paved pathway, with the bride wearing a strapless white wedding gown with a long train, and the groom in a white tuxedo jacket and black pants, with trees and a grassy park in the background.

01.

Book your appointment, we recommend shopping 9-12 months before your wedding.

Bride in a white wedding dress with a pearl necklace holding a pink and white bouquet, standing outdoors in a garden with warm sunlight.

02.

Check out our gown collection and save some styles you’d want to try! You can share those ahead of time or bring them with you.

Five women in pink and white pajamas sitting and standing on a marble floor and wall with pink patterned wallpaper, sharing a joyful moment, possibly during a bridal shower or sleepover.

03.

Invite up to 4 of your favorite people to shop with you. Only encouraging, body-positive loved ones allowed.

A bride and groom walking together, smiling, with bridesmaids and groomsmen behind them, outdoors in a green park, during a wedding celebration.

READY FOR WHAT’S NEXT?

LET’S get you in here, babe!

We are a small boutique and we only host one appointment at a time to ensure you get our full attention. We have a curated collection of 300 designer wedding gowns to shop from and we’ll be with you every step of the way.

book your appointment