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, 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
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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 and their one-eared dog. Frida Bonita. She loves romantasy novels, barre, traveling and drinking wine on a patio with her girls.
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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.
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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, she was exactly what the shop needed to take the business to the next level.
Ruth lives in Petersburg with her partner and their dog, Maddy. She loves to travel, perform burlesque, cook and handle projects around her historic home.
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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 Shockoe Bottom and loves playing D + D, spending time with her partner, making films, shaping young minds and exploring fun places around Richmond.
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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!
Thank you Mod Motion for filming and producing this for us!
a little more about us
let’s do this
01.
Book your appointment, we recommend shopping 9-12 months before your wedding.
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.
03.
Invite up to 4 of your favorite people to shop with you. Only encouraging, body-positive loved ones allowed.
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.