In early 2019, the founders of Anomalie, an online direct-to-consumer provider of bridal gowns, have just agreed to an $13.6 million Series A investment from a Silicon Valley VC. They are considering three major initiatives as they move forward. (1) To scale their very successful organic acquisition process that already engages 25% of the brides-to-be in an active discussion, (2) to automate their largely manual offering that allows the bride to design her own dress, or (3) to invest heavily in technology to support their unique strategy of buying direct from the factories in Suzhou, China bypassing both the distribution and retail channels.