A milestone anniversary highlights the brand’s journey from Brooklyn origins to global scale, driven by passion, dedication, and enduring retail relationships.
In 2026, Justin Alexander marks 80 years in bridal, a milestone that reflects both longevity and sustained relevance in a rapidly evolving industry.
To mark the occasion, partner retailers were invited to an exclusive event at the company’s headquarters in Alblasserdam, Netherlands, where CEO and Creative Director Justin Warshaw shared reflections on the brand’s legacy, complemented by a fashion show unveiling the latest collections and an intimate evening celebrating both heritage and future vision.
Founded in 1946 as T&G Bridal in Brooklyn, New York, by Shirley and Ted, the company began as a bridal accessories business built on partnership and precision. Eight decades later, Justin Alexander has evolved into a globally recognized bridal portfolio distributed in over 2,000 retailers worldwide, while remaining family-owned and design-led.
The Campaign: “Eighty Years of Love”
The anniversary campaign honors the brand’s heritage while positioning legacy as the foundation for what comes next. Inspired by the handwritten letters exchanged between Shirley and Ted during wartime, the campaign places love, craftsmanship and partnership at its core. The limited-edition 80-year mark incorporates Shirley’s original handwriting, reinforcing authenticity, and emotional depth. Rather than separating past from present, the narrative demonstrates how decades of refinement continue to inform modern design.
Looking back at the brands’ extraordinary timeline:
Eight Decades of Defining Bridal
1946 – 1970s
- 1946, Justin Alexander began as T&G Bridal, Brooklyn, NY.
- Our story originated with bridal accessories, marking our commitment to crafting bridal beauty.
- Our early success was driven by our pioneering approach to inclusivity, featuring a diverse team and a female founder.
1970s – 1980s
- The 70s marked a decisive development with the second generation of the family joining the business.
- This era set the stage for significant expansion, with the family now venturing into bridal gowns in the mid 80s.
- The launch of Sweetheart Gowns marked our formal entry into bridalwear.
1990 – 2008
- By 1994, a business split redirected our focus toward Europe, where we laid the foundations for international expansion under the name Sincerity Bridal.
- This chapter was defined by service excellence and building the infrastructure to support a growing global vision.
- The core collections were Sweetheart Gowns, Sincerity Bridal, and Ian Stuart Bridal.
2008 – 2016
- The entry of the third generation marked a defining moment.
- It ushered in a design-led era that brought renewed creative ambition to the house, the adoption of the Justin Alexander name, and the opening of our US headquarters.
- While the creative vision sharpened, the values that built this company, partnership, quality, and a deep commitment to our retailers, remained at the center.
- With distinct brand identities, a growing design team, and integrated marketing to support a unified global presence, this generation laid the foundation for what the company is today.
2016 – 2021
- Since 2016, we’ve accelerated innovation to enhance efficiency and elevate service for our partners.
- This era marked major advancements in technology, digital infrastructure, and process optimization, strengthening our global operations and reinforcing our leadership in the modern bridal experience.
2021-2026
- This era marked a renewed sense of purpose and expansion. From deepening social impact with VOW for Girls and International Tree Foundation to bold consumer-facing campaigns.
- Our portfolio expanded with new brands, including Poeza, part of our Luxury Group, and our first flower girl line Fable by Justin Alexander, marking the beginning of our evolution toward a broader lifestyle vision.
As the brand evolved, so too did its commitment, moving from expansion into purposeful, long-term impact.
Sustainability: The Year of the Oak
The oak tree serves as both visual anchor and sustainability symbol. In partnership with the International Tree Foundation, Justin Alexander launched a long-term environmental initiative aligned with the “Year of the Oak,” reinforcing its commitment to responsible growth beyond product and marketing.
At the core of this vision lies a leadership philosophy grounded in family, longevity and purpose.
Justin Warshaw, CEO & Creative Director reflects, “Eighty years is both humbling and energizing. I’m incredibly proud of our family history and it fuels a deep passion and commitment to the work we do and the partners we do it with. We’re constantly striving not just to continue, but to improve, to grow, and to become a better version of ourselves while honoring everything that got us here. The secret to our longevity has been consistency in our presence, our relationships, and our understanding of our retail partners and the brides they serve. We’ve always believed in building something enduring by prioritizing quality and genuine partnership over short-term thinking.”
On behalf of Bridal Times, we extend our congratulations to the entire team on their 80th anniversary.
For further information on the brand, visit Justin Alexander