Aerin Launches Wedding Registry

MILAN — When Aerin Lauder prepared for her own nuptials, she registered at Bergdorf Goodman and was guided by legendary personal shopper Betty Halbreich, she recalled.

“I got married in 1996, and Oscar de la Renta designed my wedding dress… I did my bridal registry with my mother. And what’s interesting is that my taste has remained quite consistent from what it was many years ago. I registered for a beautiful pink floral Asprey set. I still have it and I still use them,” she reminisced in an interview, adding that she also selected vintage pieces and Murano glass, which she also still treasures.

With that memory in mind, Lauder was inspired to build a bridal registry experience for a broader clientele with simple, timeless pieces mixed with vintage finds.

“The elements that I registered for are very much part of our bridal registry concept,” she continued. To celebrate the launch, Aerin will partner with de la Renta for an upcoming event in New York City.

On Monday, the luxury lifestyle brand she founded launched its very own Wedding Registry and Gifting platform on Aerin.com. The Aerin registry brings together gifts for the bride, bridal party, mother of the bride and more, as well as home decor, entertaining essentials, and keepsakes.

The wedding registry includes tableware in neutral colors, to give potential brides and grooms room to express themselves. There are also frames, games, boxes, desk accessories, and even a vanity, which can also be used as a desk. Clients can also select from the Heirloom Collection, which includes vintage and made-to-order pieces and affords registered couples the opportunity to select plates with their initials on them.

Lauder is the granddaughter of beauty industry icon and Estée Lauder Cos. founder Estée Lauder. Aerin was founded in 2012 and makes everything from home decor, tabletop and bar products to fashion, beauty, candles, as well as furniture. Aerin Beauty is licensed by Estée Lauder Cos. but Aerin LLC, the lifestyle brand collaborating with Williams-Sonoma Inc., is independently owned by Aerin Lauder.

Since the launch, Lauder’s business has expanded in unexpected ways and has been driven by her own style and travels.

In 2024, Aerin and Williams-Sonoma Inc. deepened their relationship with two collaborations: Aerin for Williams Sonoma, a collection of tableware, and Aerin for Williams Sonoma Home collection. The latter expanded Lauder’s reach in the furniture realm. Since then, she has partnered with Italian design firm Bonacina for an exclusive vanity crafted in Bonacina’s premium rattan in its signature Losanga weave. The piece was a reimagined version of one originally designed by Mario Bonacina for Audrey Hepburn in 1971. The vanity comes in an array of classic shades, including Zenith light blue, selected by Lauder to reflect her dressing room in Palm Beach.

Aerin also sells hand-painted plates from Laboratorio Paravicini, headquartered in Milan’s 5Vie neighborhood and created in Costanza Paravicini’s Milan atelier. These are also part of the Heirloom Collection and made-to-order offerings.

Aerin is also expanding into new geographical markets, while the U.S. remains its biggest in terms of sales. Aerin’s beauty business boasts about 950 doors of distribution. “We just launched [home products] at Harrods and we are always exploring other markets. But we do have quite a presence because we actually have a lot of licensing partners,” she added, underscoring Aerin’s partnership with Visual Comfort & Co. “Our presence is very international.”

The Aerin Wedding Registry experience is designed to be simple, yet aspirational. “When someone registers something with us, you know, we are going to take this wonderful attention to detail and really work with this bride and help them curate the right selection for them. There is a human touch and a realness, which you want to always make sure comes across,” she said.

Lauder also recognized that new generations are pioneering fresh and even more casual entertaining styles. “What’s interesting is that younger people are showing a stronger interest in home design. For example, we see teenagers and college students putting more effort into personalizing their rooms — it’s about expressing personality across all ages now.”

With regard to setting up one’s home, variety is key in establishing the mood and one’s style. On that note, she can’t help but revert to her grandmother Estée’s wisdom.

“Estée had this wonderful quote that said, you wouldn’t wear the same dress to have dinner as you would to play tennis… why would you wear the same fragrance? That’s something that we believe very strongly. And on your wedding day, depending on where you’re getting married, you can pick a fragrance to create a mood, and a memory,” she concluded.