[Written in partnership with Gelly Wee Wedding Gown, but the editorial team had full control over the content.]
Gelly Wee, the founder of the eponymous Gelly Wee Wedding Gown, never quite expected to be an entrepreneur. At least, not for wedding gowns.
“I began my career as a makeup artist,” she shared with Vulcan Post. “I sort of stumbled into the bridal industry, but once I saw the joy on brides’ faces when they found their perfect gown, I knew I’d found my passion.”
Joining her creative visions is Gelly’s husband and partner-in-crime, Json Ler. A former photographer, Json is now the CEO of Gelly Wee Wedding Gown, tasked to ensure everything runs like a well-oiled machine at the company.
“We’re a dynamic duo,” Gelly proudly shared. “Together, we’ve turned a few gowns into a full-fledged brand known for luxury, style, and helping brides shine on their big day. It’s been an amazing journey, and we’re just getting started.”
Saying yes to the business
Although starting Gelly Wee Wedding Gown wasn’t exactly planned, there’s no doubt that it was a venture filled with passion.
As a makeup artist, Gelly worked on a lot of bridal clients, getting them ready for their big day. However, she noticed that some brides’ wedding gowns didn’t quite match their beauty or vibe.
“One time, a bride loved her makeup but felt her gown wasn’t doing her justice,” Gelly pointed out. “So, I offered her one of the few gowns I had, and when I saw her happiness, I realised, this is what I wanted to do.”
“That feeling of helping brides feel confident and beautiful really inspired me to step into the bridal gown world.”
With that, Gelly Wee Wedding Gown got its official start in 2008.
As inspired as the founder was, though, things weren’t easy in the beginning.
“After a failed business partnership, I was left with just five wedding gowns,” she opened up. “But I took that as a new starting point.”
Fuelled by past failures, Gelly persevered, growing her wedding gown business to where it is today.
Bringing international designs to Malaysia
In pursuit of the perfect wedding outfit, some brides travel overseas to get the perfect gown, unable to find their ideal dress locally.
This has become especially the case as Malaysian brides grew more fashion-savvy and global-minded.
Noticing this, Gelly thought, “Why not bring international designer brands to Malaysia and give brides access to those stunning designs without the need to go abroad?”
That’s how Gelly Wee Wedding Gown became one of the go-to Malaysian brands for internationally renowned bridal designers, carrying the likes of Elie Saab, Zuhair Murad, and Provonias.
“It wasn’t about competing with local designers. In fact, I have so much respect for the incredible talent we have here in Malaysia,” the founder clarified. “Instead, it was about filling a gap and giving brides more options.”
Ultimately, it’s all about making sure every bride who walks into Gelly Wee Wedding Gown finds a gown that makes her feel stunning and unique—a gown where brides can proudly and assuredly say yes to.
Curating the collection
Just because the team wants to offer the perfect dresses to their brides doesn’t mean they’ll carry anything under the sun, though.
Instead, Gelly Wee Wedding Gown prides itself on offering the best the industry has to offer.
“I look for brands that are known for their superb craftsmanship, attention to detail, and luxurious materials,” Gelly said.
“A wedding gown isn’t just a dress, it’s a piece of art. The stitching, the fit, the flow of the fabric, everything needs to be perfect. Brides deserve gowns that make them feel special and stand up to the importance of their big day.”
She also loves going for brands with a distinctive design flair. From intricate lacework to bold silhouettes, Gelly believes that each designer needs to bring something unique to the table.
“I want our brides to feel like they’re getting something exclusive and not just another mass-produced gown,” she reasoned.
The team also keeps a close eye on global bridal fashion trends. If a particular style is making waves in other parts of the world, then Gelly Wee Wedding Gown should be the one bringing it to Malaysia.
Of course, every bride’s dream is different, so diversity in style is important. The business aims to carry designs that suit different wedding themes, from beach weddings to garden ceremonies, from grand ballroom affairs to minimalist celebrations.
“I don’t just look at what’s trendy, I think about how a gown will make a bride feel,” Gelly added. “Does it bring out her personality? Does it make her smile from ear to ear? I believe a gown should match a bride’s vibe, body shape, and wedding theme, whether she’s walking down a beach, a garden aisle, or a glamorous ballroom.”
Selling dreams, not dresses
At the end of the day, the wedding industry is a multi-billion dollar one, and that’s because weddings are more than the sum of all the tangible parts—it’s all about the meaning we assign to it.
Wedding dresses aren’t just dresses. They’re an encapsulation of a bride’s identity and aspirations, a culmination of a beautiful union between two people.
Beyond wedding gowns, the business has also scaled up to offer suits for men. After all, it’s their special day, too. This part of the brand, rather suitably, is called The Man Suits.
“When I founded Gelly Wee Wedding Gown, my vision was pretty simple yet powerful. I wanted to help brides look and feel their most beautiful and confident on one of the most important days of their lives,” Gelly shared.
“For me, it was never just about selling a dress; it was about creating a special, joyful experience for each bride.”
17 years in, this objective still hasn’t changed. Holding true to Gelly’s original mission, the team continues to help brides across Malaysia say “I do.”
- Learn more about Gelly Wee Wedding Gown here.
- Read other articles we’ve written about Malaysian startups here.
