A woman who bought her wedding dress at Stone Fox Bride was probably going to wear a flower crown along with it. She most likely idolized the Olsen twins and had an active Instagram presence. Her wedding was not going to be religious, but it was going to be spiritual, and her vows might even include curse words. She was going to buck tradition, and she was going to do it in a sunset-pink robe dress with silk chiffon bell sleeves that cost $6,800.

“Cool wedding culture — I’m proud to say, I think I was the pioneer of that space,” said Molly Rosen Guy, the writer and designer who founded Stone Fox Bride in 2012. The high-priced bohemian wedding brand was born out of Ms. Guy’s frustration when she planned her own wedding and didn’t see retailers and media brands that reflected her vision for her special day.

“I couldn’t find anything that looked or felt like how I looked or how I felt,” Ms. Guy said. “I felt like I was entering this radical union with this really radical person, and I wanted to celebrate it and explore it. But all I could find was like, articles on bouffants and Bergdorf Goodman, where my sister got her wedding dress.”

Once she got into the business, Ms. Guy started posting “cool wedding” content on Pinterest and Instagram, which were beginning to take off. Sharing photos of her clients, herself, her family and glamorous weddings past, she amassed over 100,000 followers on Instagram. She also started a website and an email newsletter, landed a book deal, and became the executive weddings editor at Domino magazine.