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Our story

Welcome to Chelsea Reece, where our community is at the heart of everything we do. Beyond creating elegant, timeless apparel, we've cultivated a vibrant community that celebrates femininity and strives to make the world a better place.

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Our mission

Our mission is to inspire connection with the most beautiful parts of yourself, reflect on your inner child, and encourage inclusivity in all aspects of life.

This mission is brought to life not just by our dedicated team but also by the passionate individuals who make up the Chelsea Reece community.

Together, we've built a space where people can rediscover the magic within themselves and embrace joy. Our community members support each other, share their experiences, and contribute to a collective vision of elegance and inclusivity.

Not just a dress

At Chelsea Reece, you're not just purchasing a dress; you're joining a movement that values ethical manufacturing, inclusive sizing, and the simple delight of twirling without fear.


We invite you to be a part of our story and help us continue to build a community that celebrates the beauty and strength in all of us.

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The Ingenue Spirit

Our community personifies the spirit of an Ingenue, capturing the unburdened essence of a dancer lost in the joy of movement. We radiate the kindness that defines a princess, embracing a benevolent and compassionate approach. Just as the gentlest souls extend their care to animals, our embodiment of this compassion creates a sense of companionship and connection. 


If this resonates with you, then we encourage you to join our community. Post your adventures with your dress on our Facebook page, or come join us for an in person meetup. Twirling is much more fun when you can share it with other like-minded people.

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our Values

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Elegance

We strive for a culture of elegance in all aspects of our work, from product design to customer interactions. We embrace sophistication and refined aesthetics to create an enchanting experience that marries elegance with function.

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Empowerment

Foster a culture of empowerment where every team member is encouraged to take ownership, make decisions, and contribute their unique strengths. Empowerment leads to innovation and growth.

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Inclusion

We cultivate a culture of inclusivity that invites everyone to participate through representation and outreach. We celebrate the beauty that is already in us all and leave an open seat at every table.

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Community Spirit

We embrace a community-centric culture that values teamwork, collaboration, and mutual support. We nurture a sense of belonging and camaraderie among team members bridging the gap in manufacturing, creating a united Chelsea Reece community.

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Kindness

We prioritize an atmosphere of inspiring positivity that uplifts team members and customers alike. We encourage a positive outlook, kindness, and a can-do attitude that radiates in every interaction.

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Transparency

We uphold transparency in all our endeavors, valuing open communication and honesty in our interactions with customers, team members, and manufacturing partners. We strive to provide quality products and fulfilling work for our team members at all levels.

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Why We Are Different

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Timeless Silhouettes

Our silhouettes are not influenced by trends, but inspired by unique classic designs that never go out of style.

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High Quality Standards

Our pieces are designed to last a lifetime; therefore, each one is carefully handcrafted with the highest quality materials.

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Intentional

Our products are made with love by women for the feminine. Furthermore, each one is designed with the intention of making the world a better place.

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Company Milestones

Nov 2024

Aaron & Marlee acquire 
Chelsea Reece

In November of 2024 Chelsea Reece was sold to our new owners, Aaron and Marlee! With new ownership came new opportunities for both our incredible Chelsea crew, along with our vibrant Chelsea community. The new ownership will provide us with opportunities unlike anything we’ve seen in the past at Chelsea Reece, creating the ability to expand and grow beyond our wildest dreams.

July 2024

250K Instagram Followers

Another monumental milestone! Social media is the main way we connect with our Chelsea community, so every new friend is the chance to share our story and make fashion history. Thank you for being on this journey with us. 

Jun 2024

Raised $3K for the New York Marine Life Rescue Center

Chelsea Reece has always had a passion for giving back, with the desire to one day create a dress for a charitable cause. When we designed the teal version of our popular Princess Puff dress, it reminded us of the beautiful blue ocean and all of the creatures that call it home. We decided to name it “The Sea Turtle Dress” and donate a portion of our proceeds to the New York Marine Life Rescue Center. We’re grateful for the Chelsea Reece community and their support of this meaningful cause. 

May 2024

1st time seeing our dress in the wild (viral video of Megan)

On a warm spring day in May of 2024, our founder was in New York City when someone wearing a Chelsea Reece dress bounded down the stairs of a subway station. Determined to catch up to her, our founder followed quickly after “the girl in the red dress” and started recording to capture the moment. Chelsea girl Megan was the first Chelsea Reece fan we saw in the wild and the video captured of us finding her became one of our most watched reels of 2024! You can now spot Megan in some of our marketing materials. 

February 2024

Our first Influencer Collaboration (Dapper Danielle)

For our Spring 2024 collection, we created a color pallet that was reminiscent of fantastical places from our favorite stories. To name our colors, we reached out to our friend Dapper Danielle who created the official color names Beautiful Tomorrow Blue, Palace Purple, and Golden Afternoon. We are thankful to Danielle for her creativity and being our first influencer collaboration. 

Dec 2023

1st Celebrity Feature - Maitreyi Ramakrishnan

We like to treat all of our customers like celebrities, but it’s not everyday a real celebrity wears one of our dresses! Maitreyi Ramakrishnan (best known for Never Have I Ever and Turning Red) styled our Lost Princess Lavender Dream Dress for a birthday photo shoot in December of 2023. To say we were starstruck is an understatement. 

Nov 2023

1st in person pop up event (Dapper Day)

In our first nine months as a company, we realized that our dresses were often being worn to theme parks and special events. So what better than to sell dresses for the first time in Anaheim, California at the Dapper Day Expo! We loved meeting the Chelsea Reece community in person for the first time and twirling with you IRL! 

Oct 2023

100,000 Followers on Instagram

100,000 people joined the Chelsea Community within eight months from when we started. 100,000 new friends that will never have to ask if their dress has pockets (spoiler: they all do)

Sept 2023

Chelsea Reece goes to Paris

Bonjour! With the creation of our first fall collection, we decided to travel abroad to shoot the collection in Paris, France! Many of the dresses released that season were inspired by historical artwork and European elegance. Tres chic! 

June 2023

1st Employee Hired

Four months after the company was started, we hired our first employee to assist in order fulfillment and warehouse operations. This was a monumental moment for us, as we realized our small business was starting to grow beyond our two person team!

April 2023

10K followers on Instagram

In just two months we hit 10,000 followers on Instagram!  At an early age the Chelsea Reece community was already very active; inspiring joy and elegance all around the world. 

March 2023

1st International Customers

Very quickly we started getting international customers.  By this time over 6% of our sales were coming from outside of the United States.  The top 3 countries being Australia, Canada, and the United Kingdom.  

Feb 2023

Chelsea Reece is Founded

It all started with a school project.  The Dream Dress was created so that dancers could twirl without flashing anyone.  After a TikTok video of the Dream Dress went viral, it quickly blossomed into a fast growing startup.  

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Join our VIP Circle
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Join our VIP Circle

If you are passionate about Chelsea Reece and regularly shop with us, we've created a loyalty program just for you!

Coming soon!
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Dress Timeline

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Manufacturing

Our manufacturers are Business Social Compliance Initiative (BSCI) certified.  This certification ensures that our production adheres to the highest ethical and social compliance standards.  We prioritize principles of ethical manufacturing, sustainability, waste reduction, size inclusion, and cultural diversity.

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See the Impact in Real Time

Because of you, our mission to create change is possible.

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$3,331

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Meet the Team

Aaron Cheung

Aaron Cheung

Owner

Marlee Bunn

Marlee Bunn

Owner

Taylor Stephens

Taylor Stephens

CEO

Joey Albertson

Joey Albertson

CFO

Amanda Fox

Amanda Fox

Brand Relations Manager

Karina Gillette

Karina Gillette

Creative Director

Margaret Mower

Margaret Mower

Social Media Manager