After spending nearly a decade in the wedding industry in both the UK and Canada, SWF's founder and designer, Ashley Miran, recognized a common problem when it came to shopping for wedding dresses. All too often, brides had to make a sacrifice between style, or cost. It seemed they could either shop beautiful on-trend designs, or settle for something a little less special in an effort to be kind to the wallet. In Ash's mind, this just simply shouldn't be the norm. Putting pen to i-pad, Ash began daydreaming up the first of many collections to come. She now serves SWF as a Designer alongside Ashley Marguerite, and also acts as the Director of Marketing and manages business to business relationships.