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Savvy car buyers often avoid buying a brand-new because of the immediate depreciation.

The same principle can apply to wedding gowns. If you buy a gently used bridal frock, you can easily save 20 percent or more.

Even better, if you can simply borrow it, you may save more than 10 percent to 30 percent of your wedding budget. Either way, you can fulfill one of the four commandments of your wedding day of wearing “something old” or “something borrowed.”

Founded by Jacqueline Courtney, a former fashion publicist and one-time bride, is one website tapping into the mindset of saving money during one of life’s most expensive events and even leaving a minimal...