The Interview: Lucy Menghini on building Six Stories into a £10m occasionwear brand

When Lucy Menghini launched Six Stories from her spare room in 2019, she had no idea it would become one of the UK’s fastest-growing fashion success stories or that, within just a few years, it would evolve into a £10 million brand reshaping the bridal and occasionwear market.

Working for Steven Bartlett at the time, Menghini absorbed his entrepreneurial mindset - a spark that collided with her own wedding and the emotional world of women’s celebrations. The result was Six Stories: a brand built on storytelling, sentiment, and a relentless focus on community.

Since then, Six Stories has appeared twice on The Sunday Times 100 fastest-growing companies list, launched into the US with Nordstrom and Macy’s, and cultivated a fiercely loyal customer base who see it as more than just fashion, but as part of their life milestones.

In this interview, Menghini shares how she turned a side hustle into a movement and how Six Stories is leading a new category she calls "sentimental fashion".

Can you tell us about your start and what inspired you to start the brand?

Six Stories started as a side hustle from my spare room, making handmade flower girl tutus after getting married to my childhood sweetheart. I was working with Steven Bartlett at the time, and the entrepreneurial environment paired with the overindulgence in my own love story was a perfect storm.

I was spending my nights talking to women via our Etsy shop about their weddings. She absolutely loved us, and I could see a clear gap in the market. Something that felt modern, romantic, fusional and social first and emotionally connected.

Six Stories has grown from a small startup to a £10 million business in just a few years. What has been the key to that rapid growth?

We’ve stayed obsessively close to our customer. Every product, every email, every campaign starts with her. We talk to thousands of women through surveys, WhatsApp groups and our community spaces, and that feedback drives every decision we make. Our latest drop of bridesmaid dresses was created by over 4000 pieces of individual feedback. We’ve also kept the business lean and creative, moving fast, testing constantly, and letting authenticity outperform polish.

How has your vision for the brand evolved since launch?

At first, it was all about making beautiful flower girl tutus, one by one by hand. Now it’s about so much more… it’s about how women feel. We’re designing for every moment around the wedding: the night before, the morning of, the honeymoon, the celebrations from engaged to ever after. Our vision now is to be a brand that grows with her, one that celebrates confidence, community, and modern femininity long after the wedding is over.

Six Stories was recently named one of The Sunday Times' 100 fastest-growing companies for the second year running. How did this feel and how do you sustain that kind of momentum?

It’s surreal. We started this with no funding, no safety net, just belief and a lot of hard work. To be recognised alongside some of the most exciting businesses in the UK feels incredible.

Sustaining that momentum comes down to culture. We’re still founder-led, still obsessed with our customer, and we move quickly. We have incredible belief that this specialness we have is taking us to the moon.

When was the moment you thought "ah, we’ve made it"?

Honestly, I don’t think I’ve ever thought that. Every milestone just opens a new door. But there have been moments, like seeing our name on Nordstrom’s site, or when a bride sends a message saying, "I’ve never felt so beautiful in my life." That’s when it hits me, we’ve created something that genuinely matters to people.

You recently appointed Richard Davies as Commercial Director. What does his arrival mean for the next phase of growth?

Richard Davies joining us is a huge moment. He brings incredible experience and a calm energy. He’ll be instrumental in tightening our commercial model across wholesale partnerships and international expansion. It’s the perfect time for someone like him to join.

We’ve built the emotional brand, now we’re ready to deepen our operational strength and global reach.

The brand recently launched in Macy’s and Nordstrom. What’s next in terms of international expansion?

The US remains a major focus for us - it’s an incredibly exciting market, and the response so far has been phenomenal, especially considering that everything we do is completely organic.

Throughout 2025, we’ll be expanding our product range and rolling out local activations across the country. Beyond that, we’re thrilled to be launching on two exceptional platforms in Australia and the Middle East - regions with a rich wedding and occasionwear culture and where our aesthetic really resonates.

Six Stories has built a strong emotional connection with customers. How have you cultivated that loyal community, particularly in a category that’s often so one-time purchase-driven?

It’s all about honesty and conversation. We show the behind-the-scenes, we share the messy moments, and we celebrate our customers like friends. None of it is performative, it’s often not sexy, and it’s not PR worthy, but one by one they have compounded to create such a rich and loyal fan base.

From handwritten notes to WhatsApp chats and social storytelling, we’ve made the experience feel human. That emotional connection means they come back for anniversaries, holidays, and even baby showers. We’ve built something far deeper than a transaction.

What’s next for Six Stories?

We’re going to continue building this new category of sentimental fashion, creating elevated occasion pieces that take us beyond the wedding day. We’re also planning more collaborations and community-led activations, from pop-ups to experiential shoots that bring our story to life in real time.

Where do you see Six Stories in five years?

In five years, I want Six Stories to be the brand women think of when they think of confidence. Not just for weddings - for every moment that matters. I see us as a global brand with deep roots in community, design, and storytelling. We’ll keep evolving, but in our hearts, we’re celebrating women and the stories they create. I am passionate that we will always stay this way.