Pretty as a Flower

Anastasia tiara from the Ice collection, $250

by Kate Parrott

Try doing an Internet search for the meaning of “Tiger Lily” and you’ll find meanings aplenty: wealth, pride, prosperity, etc. But for Mandy Greenan, founder of D.C.-based bridal jewelry design company Tigerlilly, the word means so much more: luxury, versatility and one-of-a-kind design. The up-and-coming designer sat down to talk with I Do about how she began, this season’s hottest accessory trends and where Tigerlilly is heading in the future.

I Do: What piqued your interest in creating bridal jewelry?
Greenan: I never considered it until I got engaged in 2000. I’ve always made jewelry as a hobby, but when I started looking at headpieces for myself, I was totally inspired. I definitely felt an immediate and strong attraction to creating headpieces.

I Do: When did you realize you could turn your hobby into a business?
Greenan: I became really consumed with it right away. Every spare moment I had, I was making different types of tiaras and combs and exploring new materials. Things took off fairly quickly. I took a bit of a leap of faith and started doing it full time because I was so passionate about it.

I Do: When did you know that Tigerlilly had become a successful, well-known company? What was your defining moment?
Greenan: It was probably when we showed at our first wholesale market in New York in 2004. Nobody knew who we were, but we opened a dozen accounts in one weekend with some of the best stores in the country.

I Do: Describe the look and feel of your pieces.
Greenan: It’s actually hard for me to say what my “signature look” is. I love to mix things up every season and come up with totally new and interesting pieces. However, I do find that I often come back to nature with flowers, leaves and vines. I love the “Midsummer Night’s Dream” look—a really natural, magical vibe.

I Do: Speak to the versatility of your pieces. They can convert from bridal jewelry to everyday wear. Was this the goal you had in mind when you began designing?
Greenan: Custom, handcrafted bridal jewelry is an investment for most brides. A lot of brides fall in love with a design but can’t justify the expense when they’re only going to be wearing it one day. I totally get that, and I think about that when designing new pieces. Just last week, a bride called us and asked if we could make one earring for her. She was married four years ago, and she still wears her Tigerlilly earrings all the time and was so upset when she lost one. I love that she still gets so much wear out of them! We sent her a new pair.

I Do: Tell us about your trademark piece, the convertible tiara.
Greenan: I started out doing all custom work for brides, and I kept hearing over and over, “I wish I could wear this for more than just one day!” I was styling a photo shoot one day and was putting a necklace into a model’s hair, so it would look like a headband. It occurred to me that the length of a choker necklace is about the same as the size of a headband. At that moment, the Tigerlilly Convertible was born. Brides just love it because you can wear it on your wedding day as a headpiece, then wear it as a necklace on your honeymoon. Some brides wear it one way to the rehearsal dinner and another way for the wedding itself.

I Do: What are some of your favorite trends that you’re currently seeing with wedding-day accessories?
Greenan: I have a lot of brides wearing a traditional veil/tiara combination for the ceremony, then changing into a more daring piece for the reception, like a birdcage veil or feathered piece. I love the two different looks, especially because they are ordering really fun accessories in bright, bold colors for the reception.

I Do: What do you consider to be the most rewarding part of your career?

Greenan: Seeing an entire, final look put together. Photo shoots, runway shows and seeing my designs on real brides is so much fun. We’re surrounded by all of this sparkly jewelry.

I Do: Where are your products sold?
Greenan: We currently do not have a retail location; we sell directly to brides from our Web site, www.tigerlillyjewelry.com. There are also more than 100 stores worldwide that carry Tigerlilly products.

I Do: What can we expect from Tigerlilly moving into the future?
Greenan: I want to be the Madonna of bridal accessories! I definitely want to continue coming out with new and innovative designs each season and expand the business in the new directions it’s taking. I’ll never stop custom work with brides, but I also love designing for runway and television.