Sareh Nouri's passion for weddings, particularly the dress, wasn't just a childhood infatuation; it was a defining force. When her own quest for the perfect wedding gown in 2009 proved fruitless, frustration ignited a spark of creativity. She couldn't find a dress that married sophistication and tradition with ethereal elegance, so she decided to design it herself.

This wasn't a leap into the unknown for Sareh. Armed with a graphic design degree from George Mason University and a deep understanding of traditional Persian art, she possessed the tools and vision to bring her dream dress to life. Her prior success in commercial and nonprofit media ads, profiled in various publications, further solidified her creative prowess.

The result? A stunning gown that became the genesis of the Sareh Nouri line. This wasn't just about one dress; it was about redefining the bridal experience. Sareh's diverse industry experience, from high-end salon work to bridal modeling, had given her invaluable insights into the anxieties and aspirations of brides-to-be. She channeled these sensitivities into her designs, crafting gowns that spoke to the modern woman's yearning for romance, femininity, and timeless sophistication.