Borrowed & Blue

About Borrowed & Blue

Borrowed & Blue operated as an online wedding content marketplace, providing a platform for couples to plan their weddings. The company was founded in 2011 in Charlottesville, Virginia, by Adam Healey, who served as the CEO. Healey is a serial internet entrepreneur, having previously founded and sold hotel meta-search engine hotelicopter. His experience in building and scaling consumer-facing web platforms was directly applied to the wedding industry with Borrowed & Blue.

The platform's primary function was to enable couples to discover and book wedding vendors through its website. It served as a digital marketplace connecting engaged couples with various wedding service providers. The business model centered on being a content-rich resource that guided users through the wedding planning process. The company's revenue streams were linked to the vendor booking and discovery process on its platform. In 2017, the company was successfully sold to Zola, a larger online wedding planning and registry company. Following the acquisition, the content and employees of Borrowed & Blue were integrated into Zola's operations, effectively ceasing its independent existence.

The acquisition by Zola was part of a larger strategic expansion for the New York-based wedding company, which had recently secured $100 million in Series D funding. The move allowed Zola to incorporate Borrowed & Blue's curated content and expand its own service offerings, aiming to make online wedding planning more seamless for the millennial consumer group. Healey, the founder of Borrowed & Blue, subsequently moved on to establish Novela, another software platform targeting the wedding industry.