It’s time to be “Engaged” in your Business → LEARN MORE
About APPLY NOW Login

About The Better Bridal Group


The Better Bridal Group (BBG) was founded by Jon Saltzman in 2006.  Feeling a strong need to give back to the bridal industry, Jon created the BBG community.  Although Jon has since retired from bridal, he has had a lasting impact on our industry. 

Michelle McFarland



Jon Saltzman  


Jon Saltzman founded BBG in 2006 with the intention of nurturing connection, providing continual education and building a community for member stores.

While on buying trips, Jon quickly realized the seminars offered at market were not truly on target or beneficial to retailers.  Wanting to address the day to day challenges retailers face, Jon spoke at the Las Vegas Fall Market in 2005.  With almost 600 attendees, he couldn't deny the strong need for retailer to retailer interaction.  So he created a forum board called the Better Bridal Group where membership was restricted to brick and mortar bridal store owners who did not sell wedding gowns over the internet. The first annual BBG seminar was held in 2006.  Peter Grimes, the owner of Vows Magazine, told Jon BBG was the only place that bridal retailers could get truly “unfiltered” information.

Initially starting BBG as a way to "pay it forward" for all the blessings in his life, he acknowledges BBG is one of his proudest accomplishments.  BBG transformed from a place where retailers could just exchange information to a venue where bridal retailers could escape their sense of isolation and form lifelong friendships. 

Michelle McFarland

Michelle opened her first bridal store, The Wedding Shoppe in Berkley, Michigan, December 3, 1999. She joined the BBG online forum and attended her first annual seminar in 2007.  

Joining BBG and attending her first annual seminar truly changed the way she approached her business. She is now a leading expert in bridal as well as one the most successful, profitable bridal stores in the country.  She cherishes the safe environment of BBG. "Other groups can be scary because you never know who is lurking and reading your vital business information. On BBG, you are territory protected, you can see who the other members are, you get to know them at the seminar and see them at markets."

In additional to running BBG, Michelle is also the President of the NBRA - National Bridal Retailers Association and co-owner of Ivoryology Bridal in Cordova, TN. 

"I'm honored to lead BBG into the future. I'm passionate about helping other store owners to grow their business. I wouldn’t be where I am today without BBG. I am forever grateful."

Michelle McFarland

Owner of The Wedding Shoppe, Berkley, Michigan

President of the Better Bridal Group

President of the NBRA - National Bridal Retailers Association

Co-owner of Ivoryology Bridal, Cordova TN


Better Bridal Group (BBG) is an organization for bridal gown retailers by bridal gown retailers. Founded in 2006, it is the longest running group of independent bridal retail professionals focused on education and supporting each other to succeed. And because it’s free of industry manufacturers, designers, corporate and on-line stores, it’s a safe-space for you to learn, share information and speak freely about your brick and mortar bridal gown business.

BBG is a 501(c)(3) non-profit.


It’s time to be “Engaged” in your Business

The doors are currently closed but join the waitlist today to be the first to know when the doors open in the spring.

Engaged is your partner in training and supporting your team so you can focus on the big picture items. It is your system for continually training your team to reach its goals and succeed!


50% Complete

Two Step

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.