Their Warrior-Themed Bachelorette Party Went Viral. Now, Other Women Can Get In On The Fun.

"We want our customers to have the opportunity to put a fierce face or outfit to how they feel inside."

In August 2018, photos of Alex Pinkerton's warrior women bachelorette party went viral around the world. The bride-to-be and her friends were considering the current political climate, having their voices heard, protecting each other, and having a positive group of women who would lift each other up and take on the world together.


The theme resonated with so many.

"We had an overwhelmingly positive response to the articles," Pinkerton tells A Plus via email. "Friends, family, and strangers across the country shared [the photos] over and over."

She continues, "People approached our significant others and told them they had seen us featured online! It was truly an inspiring and loving experience."

"We were so happy to see that something that had brought us so much joy, love, and amusement was doing the same for thousands of others."

Since then, Pinkerton has married "her best friend with her warrior women at her side." Furthermore, Pinkerton and her friends Lauren Doerning and Megan Pukala were inspired to start The Armourie, an unconventional line of bachelorette accessories that allow women to channel their inner warrior women.

Pinkerton explains that the idea for The Armourie began fermenting after the second news station picked up the warrior bachelorette party story. "We were shocked at not only how 99.9 percent of [the comments] were positive, but that it seemed most people were posting messages about wishing they could redo their bachelorette, or wanting to do something similar to us in the future." 

"It was actually the lovely comments from people online that made us think something was missing in the world."

Pinkerton highlights how the traditional range of bachelorette party options aren't fully reflective of women of today. "Do a Google search for bachelorette parties and you'll be flooded with pink tutus, frilly banners, and penis straws," she points out. "Women are more empowered than ever, but options for today's bachelorette are limited exclusively to pink and frilly, unless you get creative."

They say there was no way to easily replicate their warrior bachelorette experience apart from DIYing the costumes or "spending too much money online." 

"We wanted to provide an easy, cost-effective way for all the women who were excited by our story to build their own unique experience," Pinkerton explains. "We wanted to provide options, instead of just one version of what a woman or a bachelorette party should be."

And The Armourie was born.

With the launch, The Armourie offers decorations, party favors, head-to-toe ensembles, and more for fierce and fabulous bachelorette parties.

The group came up with the name and logo after careful consideration. "Originally, we gravitated to the phrase 'Warrior Women,' the name people were using for us online and in the media, but after some reflection (and Google searching) we wanted something that was broader reaching," the newlywed reveals. "We felt 'Warrior Women' wasn't inclusive enough of everyone who might want to participate in the future, but also that it focused too much on war, and not enough on support and love."

After the team brainstormed about their values, they decided on The Armourie. "We like that it is a mix of 'Armory' and 'Armoire', and a balance of strength and femininity," explains Pinkerton. "The Armourie can both 'arm' you for battle with its warrior gear and community support, but it can also be used as your personal armoire to pull from when you need an extra accessory or two for your girls' night out."

The founders went through a similar brainstorming session for their logo. Their goal was something that balanced femininity and strength, was bold and unapologetic but also had soft and feminine curves. "The logo was inspired by a battle helm to honor women's strength, with soft curves to celebrate the female form, and is topped with cascading peaks, a nod to the mountains of Banff [where the bachelorette party took place]," Pinkerton states. "Additionally, the three levels of peaks at the top represent our three founders, where the full collection of points throughout represent the entire group of ladies that helped make the inaugural trip and idea happen."

As seen with the name and logo selection, the brand's beliefs are something extremely important. "The Armourie stems from our belief in the power of women and female friendships, and is a guiding principle for our business," Pinkerton states. "Our bachelorette experience in Banff this summer reminded us of the respect and camaraderie powerful women can inspire when together, and we strive to emulate that as work together to build The Armourie."

"We are committed to helping other women express their inner warriors and celebrate their strength. We believe in the power of female friendships, and that women should celebrate their strength."

"We believe strength comes from within and from the experiences and partnerships we make in life. We believe a little fun goes a long way, and even the smallest actions amount to big change."

Furthermore, the founders of The Armourie believe that women have a responsibility to take care of each other, empower each other, inspire each other, promote each other, and support each other. And they feel a bachelorette party is a time to reflect on these things.

The Armourie recently had its soft launch in Las Vegas from October 26-28, but the brand is already looking to the future. "Our vision for The Armourie is to inspire women to celebrate their strength, and have fun doing it," Pinkerton wrote. "We're starting with bachelorette parties because they are a quintessential and culturally universal celebration of women. But we'd like to expand to any occasion women have to celebrate each other, whether it's a birthday party, a team-building event or just a girls' night out. We're also planning to equip allies (that means you, men!) with looks and accessories in the future."

She reveals that they will be catered to different types of customers. "We understand that not everyone wants to dress up in a full-on costume complete with sword, so we're equally focused on making 'extras' like tank tops, koozies, tote bags, decorations, etc. to spice things up in a more casual way." The launch includes tank tops, totes and can coolers with slogans like "Bride Battalion" and "Life Is Tough But So Are Women."

Fans can also expect more fun themes.

"Warrior Women" is The Armourie's first theme, but they plan to expand with Wrestling Women, which is reminiscent of GLOW, and a Superwoman theme. "We've even thrown out more ethereal ideas like mermaids, and our personal favorite and ultimate goal is to create a "Shades of Beyoncé" or 'RBG' [Ruth Bader Ginsburg] line!" they reveal.

"We know that dressing up in costumes does not make a woman strong; strength comes from within and from the experiences and partnerships we make in life," Pinkerton concludes. "But, we also know that a little fun can go a long way and even the smallest actions amount to big change. We want to empower the way women celebrate each other, and revolutionize the way women approach their bachelorettes, birthdays, and more!"

"We want our customers to have the opportunity to put a fierce face or outfit to how they feel inside ... We want our customers to feel they could take on the world with their friends by their side."

And The Armourie hopes others experience the kind of fun and strength they experienced during their viral bachelorette party. "We hope they feel the love, companionship, power, and overwhelming joy we felt."

For more of The Armourie, visit its website, and look for it on FacebookTwitter, and Instagram.


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