From a small family business in Brooklyn to over 2,200 boutiques worldwide
In 1946, in post-war New York, Shirley and Ted Warshaw founded a small family company making bridal accessories.
Back then nobody suspected that decades later the name Justin Alexander would become one of the most recognisable brands in global bridal fashion.
Today, 80 years later, Justin Alexander Group is present in over 70 countries and more than 2,200 boutiques worldwide. But behind this international success stands not a corporation but a family. It is one of the few large companies in the bridal industry that remains a family business to this day, now run by the third generation. It is precisely this combination of tradition, consistency and a personal touch that explains why so many brides around the world have trusted the brand for eight decades.
A story that began with love
The campaign for the 80th anniversary is called:
In Love Since 1946
This is not just an advertising slogan. It is inspired by the true story of the founders, Shirley and Ted Warshaw. The love letters the two exchanged during the war became part of the inspiration behind the anniversary campaign. Even the official graphic identity of the anniversary uses Shirley’s handwriting as a symbol of the bond between generations. It is a rare example of a company that doesn’t create marketing around its history. It simply tells its own story.
Three generations of craftsmanship
Over the years Justin Alexander has passed through several generations of the Warshaw family. Each generation has contributed its own vision while keeping the same principles:
- uncompromising quality;
- respect for tradition;
- attention to detail;
- treating every bride as an individual rather than another order.
Today the company is led by Justin Warshaw – the founders’ grandson and current CEO of Justin Alexander Group. Under his leadership the brand continues to grow internationally without losing its identity.
In a world where many brands change owners, investment funds and direction, Justin Alexander continues to be what it was in 1946 – a family business built on trust and relationships.
Not just one brand, but a whole design group
Today Justin Alexander Group includes several internationally recognised lines:
- Justin Alexander
- Justin Alexander Signature
- Sincerity Bridal
- Lillian West
- Adore by Justin Alexander
- Sweetheart
- Alfa Brides
Each has its own style and character, but all share the same philosophy:
A wedding dress should be beautiful not only in a photo. It should be beautiful up close. It should fit properly. It should feel comfortable. It should accentuate the figure. It should create confidence.
Forever In Bloom – the anniversary show in Barcelona
During Barcelona Bridal Fashion Week 2026, Justin Alexander marked its 80th anniversary with a stunning show called:
Forever In Bloom
At the centre of the stage stands a huge oak tree. Not by chance. The oak was chosen as the official symbol of the anniversary year. It symbolises:
- roots;
- resilience;
- growth;
- longevity.
During the show the tree gradually “blossoms”, telling the story of the company over the past eight decades. It is not just a fashion show. It is a story of family, tradition and continuity.
Our story with Justin Alexander
Sometimes the most valuable partnerships are not measured in years of contracts. They are measured in trust.
Alfa Brides has been the official Justin Alexander retailer for Bulgaria since 2009. Over these years we have witnessed not only the development of the collections but also the development of the people behind them.
The photo shows Niko with Justin Warshaw during Barcelona Bridal Fashion Week. Interestingly, Justin has known Niko since he was a baby – since he was five months old. This photo is not just a memento of a trade fair. It shows something far more important: that after so many years the relationships between people remain as genuine as they were at the start. That is why, for us, Justin Alexander has never been just a supplier.
It is a partnership built on respect, trust and shared values.
Why brides around the world keep choosing Justin Alexander
After 80 years the answer remains the same.
Not because of the adverts. Not because of the logo. Not because of trends.
But because behind every dress there is:
- a true story;
- a family tradition;
- precise construction;
- quality fabrics;
- attention to detail.
Some brands follow fashion.
Others create a legacy.
Justin Alexander has been doing both for eight decades.
Alfa Brides
Wedding dresses in Sofia
Fittings by appointment
See the new collection of wedding dresses and Couture wedding dresses.
Also take a look at our luxury decoration agency Alfa Events.
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