Girls of honour

What Girls of honour does

Girls of honour is a Dutch-Belgian wedding planning media and marketplace platform founded in 2014 by Marit Smit in Utrecht, Netherlands. The company operates an integrated ecosystem centred on the girlsofhonour.nl blog (355+ Dutch-language pages), a curated Lievelingsleverancier (favourite supplier) directory spanning 20+ wedding categories, a paid wedding guest app (app.girlsofhonour.nl, €149 per event), and a semi-annual print magazine TROUWEN (10,000 copies per edition at €14.95). The technology stack is a content management system augmented with custom interactive planning tools — a budget calculator, a personalised wedding checklist generator, a supplier matching interface branded as "trouwleverancier tinder" — and a guest-facing web app. Commerce, including the community/workbook package and supplier subscriptions, is processed through PlugandPay.

The business is monetised through five distinct streams: recurring supplier subscription listings in the Lievelingsleverancier programme, online display and affiliate advertising (the site reaches approximately 140,000 annual visitors and 30,000 monthly), print advertising in TROUWEN (€249–€999 per placement), direct consumer magazine sales, and one-time app licence fees. Marketing is organic-first — SEO-driven blog content, Instagram (11,000+ followers), Pinterest (1M monthly views), Facebook, an email newsletter of 2,705 subscribers, and presence at wedding fairs — supported by the founder's personal brand (12,700 personal Instagram followers). The platform is differentiated by an explicit inclusivity positioning: all listed suppliers self-declare as LGBTQIA+-friendly, and editorial content features diverse couples (LGBTQIA+, curvy, disabled, varied ethnicities), a positioning Marit Smit anchored personally after founding the blog following her own December 2014 wedding.

The company is privately held, founder-owned, and bootstrapped, with no disclosed outside investment. Headcount is 1–10, effectively a single-founder operation with named team members handling specific functions. Geographic scope is Western Europe, focused on the Netherlands and Belgium, with no stated global ambitions. All monetisation is denominated in EUR.

Name

Girls of honour

Legal name

Girls of honour

Website

https://girlsofhonour.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Girls of honour is a Netherlands-based wedding planning platform serving engaged couples in the Netherlands and Belgium with a Dutch-language blog, supplier directory, paid guest app (€149), and bi-annual TROUWEN print magazine, differentiated by an LGBTQIA+-friendly, inclusive editorial positioning.

Ownership category

akta.pro rank

Product category

Wedding Planning Media and Services

akta.pro industry

PRIMARYHSACABAG

Vendor Sourcing & Management (Venues, Catering, Photo/Video, Music)

Home & Personal Services/Event & Personal Concierge Services/Wedding Planning & Bridal Services

SECONDARYHSACABAD

Destination Wedding Planning

Home & Personal Services/Event & Personal Concierge Services/Wedding Planning & Bridal Services

SECONDARYHSACABAF

Bridal & Wedding Party Styling (Attire, Hair/Makeup Coordination)

Home & Personal Services/Event & Personal Concierge Services/Wedding Planning & Bridal Services

Keywords

• Wedding planning platform
• Wedding inspiration blog
• Wedding supplier directory
• Wedding planning tools
• Wedding magazine

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Lievelingsleverancier Supplier Programme: Wedding suppliers pay to be featured as 'Lievelingsleveranciers' (favourite suppliers) on the platform. Includes online directory listing, community access, networking events (koffie-meet-ups), workshops, and advisory sessions.
2. Online Advertising: Display advertising, advertorials, sponsored content on website and social media, and newsletter advertising sold to wedding suppliers and brands targeting engaged couples. Over 140,000 annual visitors.
3. TROUWEN Magazine Advertising: Print advertising in the semi-annual TROUWEN magazine (10,000 print run per edition). Ad formats include full-page (from €999), half-page (from €750), and supplier spotlight (€249).
4. TROUWEN Magazine Sales: The semi-annual TROUWEN magazine is sold directly to consumers (couples planning weddings) for €14.95 per copy, with 164 pages of inspiration. Available online and in bookstores.
5. Wedding Guest App (B2C): The Girls of Honour wedding app is sold directly to couples for €149, providing a digital companion to physical wedding invitations.
6. Community / Workbook Package: The 'Startpakket' (starter package) bundles the TROUWEN magazine, a wedding workbook, and community access, sold via the PlugandPay-powered community store.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Girls of honour is a Dutch wedding inspiration and planning platform operating a 355+ page blog, a paid wedding guest app (€149), and the bi-annual TROUWEN print magazine (€14.95). It also provides free interactive planning tools (budget calculator, personalised checklist, draaiboek/ runbook maker, supplier 'tinder') and a curated Lievelingsleveranciers directory of vetted, LGBTQIA+-friendly wedding suppliers across the Netherlands and Belgium.

Product overview

Girls of honour operates as a multi-platform wedding planning ecosystem consisting of a primary blog/website (girlsofhonour.nl), a paid wedding guest app (app.girlsofhonour.nl at €149), and TROUWEN print magazine (published twice yearly at €14.95). The platform also offers AI-powered planning tools including a budget calculator, supplier matching, and personalized checklist generator. The Lievelingsleveranciers directory curates vetted suppliers across 20+ categories. The ecosystem targets engaged couples in the Netherlands and Belgium, with a focus on radical inclusivity and diverse representation.

Differentiator

Problem solved

Functional benefit

Products and services

• Girls of Honour Wedding Blog & Website Primary Dutch-language wedding inspiration platform with 355+ blog pages, free interactive planning tools, supplier directory access and category pages covering all aspects of wedding planning. Used by engaged couples in the Netherlands and Belgium (~140,000 annual visitors, 30,000 monthly).
• Girls of Honour Wedding Guest App Per-event wedding guest app sold to engaged couples for €149, providing digital day-of coordination tools (programme with locations, RSVP, photo gallery, gift list, carpool matching, slideshow, chat) linked to physical invitations via QR code.
• TROUWEN Magazine Bi-annual Dutch-language print wedding magazine published by Girls of honour, 164 pages, sold for €14.95 per copy in Dutch and Belgian bookstores and online via vipwinkel.nl and shop.girlsofhonour.nl. Print run of 10,000 copies per edition, reaching approximately 5,000 readers.
• Interactive Wedding Planning Tools (Budget Calculator, Checklist, Draaiboek, Supplier 'Tinder') Free interactive planning tools for engaged couples: a step-by-step budget calculator based on 10 years of Dutch wedding market data, a 7-question personalised wedding checklist generator that outputs Excel or PDF, a draaiboek (runbook) maker for the wedding day, and a 'trouwleverancier tinder' supplier matching tool.
• Lievelingsleveranciers Supplier Directory & Membership Programme Curated, vetted directory of LGBTQIA+-friendly wedding suppliers across 20+ categories that couples can search and book; suppliers pay to be featured and gain access to networking events, workshops, advisory sessions, and the supplier community.
• Girls of Honour Community & Werkboek (Workbook) Starter Package Online community plus downloadable wedding workbook package for engaged couples, providing planning resources, supplier networking opportunities, and bundled access to TROUWEN magazine content.

Quantifiable outcome

• 140,000 website visitors per year
• +4 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• PlugandPaycoreTechnology or IntegrationGirls of honour uses PlugandPay (plugandpay.nl) as the payment and community membership platform for its Lievelingsleveranciers community store, supplier workbook packages, and community membership subscriptions.
• SoetzappigminorGTM or Marketing PartnerNikki and Imli of Soetzappig (creative design studio for wedding stationery) are featured as Lievelingsleveranciers and have co-created content for the Girls of Honour app (QR code design examples).
• Made for MomentsminorGTM or Marketing PartnerLievelingsleverancier for wedding stationery. Featured as an example partner for combining physical wedding cards with the Girls of Honour app.
• IT'S A GREAT DAYminorGTM or Marketing PartnerLievelingsleverancier for wedding stationery (sisters Anouk and Danielle). Featured as a partner for colourful card designs that combine with the wedding app.
• Studio Marjolein VormgevingminorGTM or Marketing PartnerLievelingsleverancier and contributor of a guest blog on creating a 'trouwhuisstijl' (wedding house style). Featured for wedding stationery design expertise.
• Club Malo (daylight studio in Utrecht)minorOthersA daylight studio in Utrecht referenced as a space available for suppliers and partners. The studio is listed in the footer as a resource for the supplier community.
• IJmNLminorOthersListed in the footer as a partner/link. No additional context available on the nature of the relationship.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Brides (Condé Nast): Established US wedding media brand owned by Condé Nast, with editorial content, vendor guides, and print magazine. Comparable content-plus-vendor-discovery business in the wedding category, but with much larger scale and a different ownership structure.

Direct peers

• Love My Dress: UK wedding blog featuring real weddings, supplier recommendations, and styled shoots. Comparable editorial, blog-first, supplier-referral business model in a regional English-speaking market.
• The Knot Worldwide: The largest US-based wedding planning platform, combining editorial content, vendor marketplace, planning tools, and a wedding website/app product. Directly comparable multi-format, content-plus-marketplace business model serving engaged couples and wedding suppliers.
• Zola: US wedding platform offering planning tools, registry, vendor marketplace, and a wedding website/app. Comparable end-to-end wedding planning product suite aimed at engaged couples.
• WeddingWire: Global wedding vendor marketplace and planning platform with strong SEO content and supplier directory. Closely comparable in pairing a content-rich blog with a paid supplier listing model.
• Rock My Wedding: UK-based wedding inspiration blog and supplier directory with strong editorial and styled-shoots content. Closely comparable content-led, blog-plus-supplier-directory model in a local-language market.
• Junebug Weddings: US-based wedding blog and supplier directory focused on fine art weddings and a curated vendor community. Comparable content-led supplier-curation model with paid listing programme.

Regional players

• Wedding.nl: Dutch wedding platform with venue directory, planning tools, and editorial content. Comparable in combining supplier listings with planning content for the Dutch wedding market.
• Bruiloft Inspiratie: Dutch wedding inspiration platform with editorial content and a supplier directory. Comparable content-plus-supplier model in the same Netherlands market but with broader mainstream positioning.
• Trouwen in Stijl: Dutch-language wedding platform featuring inspiration content and supplier listings. Comparable regional editorial-plus-supplier model in the Netherlands market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/girlsofhonour
• Instagraminstagram.com/girlsofhonour
• Pinterestnl.pinterest.com/girlsofhonour/_created
• Xx.com/girlsofhonour

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Girls of honour