Skip to content

Annie Lane Bridal Announces Virtual Experience Sharing

Annie Lane Bridal Announces Virtual Experience Sharing

For Immediate Release

July 17, 2020

Annie Lane Bridal Announces Virtual Experience Sharing

Launch of the “AnnieCam”!

Zeeland, MI— July 17, 2020 — Today, Annie Lane Bridal announced immediate availability of the “AnnieCam” as a new approach to engage family and friends in the selection of a special gown!

“Now brides-to-be can get direct video and verbal input from anyone, anywhere in the world that they invite to their gown-selection experience.” said Annie Hamstra, Owner of Annie Lane Bridal. The AnnieCam is a rolling tripod-mounted Sony video recorder with special accessories to feed real-time video into a computer using the ZOOMTM video conferencing application. The image is displayed on a 75” LED color screen directly across from the mirrors and modelling pedestal. The customer can send meeting invitations to anyone they desire. On the day of the appointment, the invited attendees open the ZOOMTM application on their computer or mobile device and click into the meeting. Each invited guest is then individually admitted to the event allowing the bride to see their facial expressions and hear their thoughts on her dress options.

Positive Customer Impact

Some customers have already enjoyed an additional benefit of the AnnieCam. During the beta testing, one bride commented that she could face the mirror to look at her gown and, in the mirror, see the backside of the gown framed in the huge color monitor giving her a wonderful 360° view!

The AnnieCam Concept

 The AnnieCam concept came out of not only a response to the health mandate of limiting group sizes in the boutique shop during the pandemic, but also an observation that the customer’s party was often trying to share the experience using their cell phones. This was a distraction for them, and it reduced their ability to provide needed input on the gown selection. The AnnieCam allows everyone to participate without being distracted by setting up the needed technology. The AnnieCam system was designed by Bret Emerson of Commtech Design and Brandon Emerson ofVisual Valency in Rockford, Michigan.

Founded in 2019, Annie Lane Bridal opened in downtown Zeeland to offer a unique, boutique-like experience selling all new wedding gowns, flower girl dresses, veils, belts and tuxedo rentals. It is family-owned and operated by Annie, her daughter, daughter-in-law, her niece and her mother. Unlike many bridal shops where you pick a gown and then wait weeks (or months) for it to arrive, Annie Lane Bridal is an “off-the-rack” boutique where you select your gown and can leave with it the same day! Because they are “off the rack” and are sourcing gowns from all over the USA, they typically have a larger variety of designers’ lines than stores that are limited to two or three gown designers. If alterations are needed, they have a list of professionals that can make those final finishing adjustments. They typically have 200+ gowns in the store from many of the well-known designers, and new stock arrives almost weekly. They have gowns typically in the range of $399 to $2,000. During this transition back to “business as usual” they are having clients come in by appointment to keep the number of people in the shop lower to allow safe shopping for their customers as well as for their staff. Customers can schedule their special day online at their website or simply call the store.


For more information:

Annie Hamstra


For more information on The AnnieCam:

Powered By GrowthZone
The West Coast Chamber often takes photographs & video during our events for use in brochures and on the Web. 
By registering you agree that the Chamber may use any image of you that might appear in photographs or video taken at a Chamber event. 
Scroll To Top