Harrogate review - Attire Bridal magazine

Transcription

ATTIRE
NOVEMBER/DECEMBER 2014 ISSUE 44
Harrogate
review
Bridal
BRIDAL
LINGERIE
Chic wedding night wear
w
o
d
n
i
W
g
n
i
s
s
e
r
d
winter
Plus-size
bridalwear
a
Create and
l
wonder
Exclusive
market report
Sheer
style
Firm foundations
Business basics
for new retailers
Focus on veils
Plus
Business
advice
News and events
Retail technology
WWW.ATTIREBRIDAL.COM
l
a
d
i
r
B
De-Vere Theobalds Mansion House
Sunday 23rd November till Monday 24th November 2014.
Lieutenant Ellis Way, Cheshunt, Walthamcross, Hertfordshire, EN7 5HW
Doors open 10am.
Call 01827 55123 or Email us for more information: thebridalroadshow@yahoo.co.uk
Roadsh
ow
All Companies listed are confirmed and will display
their latest range of beautiful bridal gowns and
accessories. We look forward to seeing you
For stockist enquiries contact Karl
KARL@DECORUMBRIDE.COM
01392 274694
Bride
DECORUM
WWW.DECORUMBRIDE.COM
Contents
Contents
Regulars
16
38
Industry news
Discover the latest bridal collections
and trade events
Shop window
Create a winter wonderland window
display inspired by Disney’s Frozen
40
Retailer round-up
We speak to four retailers about their
individual approaches to stocking plus
size bridal gowns
72
PR & marketing
Joanne Childs offers her top 10 tips on
sending the right message to customers
78
Hine Insurance
Rachael Carrington offers some advice
on how Key Person Protection can
help to get a business back on its feet
96
ACID
Protect it or forget it says Dids
Macdonald, CEO of Anti Copying
in Design
101
50
High society
The Fashion Files
49
High society
Necklines continue to rise this
season. We spotlight 10 gowns
that offer sophistication and style
in equal measure
55
The collections
The perfect accessories to match our
two key bridal themes
56
Sheer class
Light-as-a-feather overlays are perfect
for softening figure-hugging
silhouettes or giving a romantic sheen
to coloured bridal gowns
Columns
22
Twitter update
We bring you all the hottest news, stats
34
and facts from our followers
38
Shop window
Richards Designs Ltd
Louise Dicks investigates the
impact of direct selling to brides
Xedo Software Ltd
Raymond O’Hare asks if you’ve taken
appropriate steps to boost your
business this year
71
Heidi Thompson
Heidi Thompson of Evolve Your
Wedding Business offers some more
expert advice on blogging
87
Retail Bridalwear Association
Bridal shop owner and Chair of the
RBA, Nicola Garton, reveals how
independent retailers can play to
their strengths
106
The White Closet
Eve Broadhurst, Creative Director
and Co-Owner of The White Closet,
is feeling festive
55
56
The collections
Sheer
class
ATTIRE 11 ·
32
Euro Mode
Donner
GmbH
Profiles
32
Euro Mode Donner GmbH
Irina Donner offers an insight into
her two bridal collections – Lisa
Donetti and Diane Legrand
75
Catherine Parry
Simon and Maria Ryan have their
sights firmly set on the international
market for their first bridal brand –
Catherine Parry
Features
25
Bridal lingerie
Leading designers unveil their new
ranges for 2015
36
Retailer profile
Sarah Allam, owner of The Bridal
Boutique in Haslemere, chats to us
about her growing retail business
62
Up and coming
Klaire Van Elton is rapidly building
a reputation for beautiful
bridal accessories
62
Up and coming
75
Catherine
Parry
68
Collection
focus
12 ATTIRE
65
Big business
Bridal manufacturers reveal how
they cater for curvy brides
68
Collection focus
Hilary Silvester reveals why Sacha
James’ signature style is proving a hit
with UK brides
81
Prom trends
Find out what dress styles and
colours girls will be wearing for their
2015 prom
88
Retailer interview
Jess Russell of Stunning Bridal reveals
how she’s planning to develop the
family business
90
Light and shade
We speak to six leading veil suppliers
to find out what styles brides will be
buying next season
88
Retailer Interview
Shows
42
The Harrogate Bridal Show
We take a look back at this top trade show
42
The
Harrogate
Bridal Show
Editor’s letter
NOVEMBER/DECEMBER 2014
Image courtesy of
Allure Couture
www.allurebridals.com
MANAGING EDITOR
Jo Fletcher-Cross
TRADE EDITOR
Demelza Rayner
+44 (0)1376 535 609
editor@attirebridal.com
SUB EDITOR
Louise Prance
SALES MANAGER
Robert Clark
+44 (0)1376 514 000
robertc@attirebridal.com
SALES EXECUTIVE
Jan Griffin
+44 (0)1376 535 612
jang@attirebridal.com
PRODUCTION MANAGER
Scott Brothwell
artwork@attirebridal.com
+44 (0)1376 535 616
DEPUTY PRODUCTION
MANAGER
Sarah Barnes
SENIOR GRAPHIC DESIGNER
Vicky O’Connor
GRAPHIC DESIGNERS
Alex Bolton, Stephanie Hodder
Aimee Smith, Sarah Young
WEB DEVELOPMENT MANAGER
Stuart Weatherley
SUBSCRIPTIONS
Kay Tilbury, Cherie Love
+44 (0)1376 514 000
KD Media Publishing Limited
Pantile House Newlands Drive
Witham, Essex CM8 2AP
www.attirebridal.com
ATTIRE
Bridal
Editor’s pick
This stunning laceedged veil from Nymphi
Design provides the
perfect framing for any
on-trend bride.
Annual appraisal
Fashion file
on page 49
As we hurtle towards Christmas, now’s the
perfect opportunity to evaluate the strengths and
weaknesses of the year’s trading. In this issue,
Raymond O’Hare, Director at Xedo Software
Ltd, asks what changes you’ve made to your
business in 2014. Have you embraced digital
technology? Did you consider new opportunities
for your shop? More importantly, did you
formulate a business plan at the start of the year
and stick to it? If the answer’s no to any of the
above then you certainly won’t be alone – the key is to recognise
areas that could be improved within your business and take steps –
however gradual – to make positive changes.
To keep you on top of the current bridal trends, turn to our fashion
files where necklines continue to rise. We’re also seeing a range of
elegant overlays, revealing a hint of colour or pattern beneath.
Finally, we take a look back at The Harrogate Bridal Show.
Leading exhibitors reveal their experiences of this annual event,
along with their best-sellers.
Enjoy reading
Demelza
Demelza Rayner
Editor
PS – Follow us on Pinterest at
www.pinterest.co.uk/attirebridal or on
Twitter at www.twitter.com/AttireBridal.
ISSN 1758-0072
Attire Bridal is solely owned, published
and designed by KD Media Publishing
Limited. Whilst every effort was
made to ensure the information in
this magazine was correct at the
time of going to press, the publishers
cannot accept legal responsibility for
any errors or omissions, nor can they
accept responsibility of the standing
of advertisers nor by the editorial
contributions. The views expressed
do not necessarily reflect those of the
publisher. Attire Bridal is published
six times a year. Subscription rates for
overseas readers are £75 per annum
(incl. p+p), Cheques should be made
out to KD Media Publishing Limited
and sent to Attire Bridal @ Pantile
House, Newlands Drive, Witham,
Essex CM8 2AP.
Window dressing
on page 38
Average Net
Circulation: 3,236
Up and coming
on page 62
01/07/2013 - 30/06/2014
ATTIRE 15
Industry news
Read on for our roundup of this
season’s movers and shakers.
Bromley Brides
celebrates relaunch
Becky Griggs-Tyman, new owner of Kent-based bridal boutique,
Bromley Brides, recently hosted an event to mark its official
relaunch. Guests were able to browse the latest collections from
Alfred Angelo, Veromia, True Bride, Phoenix Gowns and Jasmine
Bridal while enjoying some delicious canapés and a glass of fizz.
Becky says, “I met the previous owner in 2012 when I
purchased my bridesmaid dresses from Bromley Brides. I was
already working in the wedding industry and we developed a
close business friendship.” She continues, “When the opportunity
to purchase the business came about, I knew this would be the
start of a new career. I took over the business in April, 2014.”
To give Bromley Brides a brand new look, Becky employed the
services of interior designer, Anna Ward, who helped to redesign
the layout of the store and installed some contemporary lighting. Visit www.bromley-brides.co.uk for further details.
Footwear designer secures new stockists
Since launching in April, 2014, Charlotte Mills Bridal
has already signed up 14 stockists across the UK, with
several more pending. Taking inspiration from the saying,
“something old, something new, something borrowed,
something blue and a silver sixpence in her shoe,”
Charlotte’s confident that her hand-finished luxury bridal
shoes, featuring a silver sixpence in each left shoe, will win
plenty more fans in British brides.
Charlotte Mills Bridal now offers a bespoke service
whereby brides can order any of the styles available in a myriad of colours and fabrics to suit
their wedding theme.
Take a look at www.charlottemillsbridal.com to find out more.
16 ATTIRE
Elsa-inspired gown sure to delight
Frozen fans
Disney and Alfred Angelo are offering an
exclusive sneak peek at the new Elsa-inspired
bridal gown from the 2015 Disney Fairy Tale
Weddings by Alfred Angelo bridal collection.
This high-fashion, conceptual sketch is an
interpretation of Elsa’s signature Snow Queen
dress featured in Disney’s Frozen. The ice-blue
softly flared sheath gown features generous
beading, a sweetheart neckline and dramatic
watteau train. To find out more visit
www.alfredangelobridal.co.uk.
News & events
London Bridal Fashion Week launches
In the latest addition to the 2015 trade show calendar, London Bridal
Fashion Week (LBFW) is a brand new event for the industry. Organised
by a team led by Alejandra Campos, previously Event Director of White
Gallery London, LBFW will take place on 17th-19th May, 2015 at Old
Billingsgate. Speaking about the exhibition, Alejandra says, “We’re
in constant conversation with the bridal industry and we have a firm
belief that in recent years the needs of this very specific sector have not
been met. The time is right for the launch of LBFW, the international
platform focused on representing the interests of both premium
manufacturers and designers.
Find out more at www.londonbridalfashionweek.com.
Elizabeth Stuart
collaboration
raises thousands
of pounds for
cancer charity
Emma Hunt kickstarts luxury LBD collection
At 5pm on 2nd October, 2014, the bell rang time on the campaign, with Emma exceeding the funding target
of £30,000 by an impressive £8,400, meaning that the new collection is now officially going into production.
Emma says, “I’m ecstatic to have surpassed our goal with the Kickstarter campaign as the funding will allow
me to expand the business and reach a different market. It proves that there’s an eager audience for the
collection, which will be critical when we sell it to buyers.” She continues, “Launching through Kickstarter
has not only allowed us to raise the capital to fund production of the collection here in my Wimbledon
studio, but has also acted as valuable market research; even those who couldn’t pledge have given us some
fantastic feedback, so I’m confident that the collection will do well.”
For further information visit www.emmahunt.co.uk/littleblackdress
Since the launch earlier
this year, over 5000
Elizabeth Stuart charity
pins have been ordered
and have contributed to
Cancer Research UK’s
highest ever number of
favour orders in the month
of June. Speaking about
the initiative, marketing
manager, Belinda Newham
says, “We’ve been delighted
with our collaboration with
Cancer Research UK – since
February the Elizabeth
Stuart pins have raised more
than £12,500!”
Due to the popularity
of the Elizabeth Stuart
pins, the designs will
be carried over into
2015. They’re available from
www.giveincelebration.
cancerresearchuk.org.
ATTIRE 17 ·
Lyn Ashworth launches new website
Made in England couture bridal house, Lyn Ashworth
by Sarah Barrett, has recently unveiled its new and
interactive website.
With usability key, the website is easy to navigate
and features images from the 2015 collection. As well
as stockist information and details about the bespoke
service offered at the Lyn Ashworth studio, the website
also showcases videos, so the dresses ‘come to life’ for
brides-to-be.
A fresh blog affords brides the opportunity to
interact with the brand.
Lyn Ashworth creative director and head of design,
Sarah Barrett, said, “We felt a fresh new direction for
the website was vital following the completion of the
stunning imagery for the 2015 collection. We’ve had
fantastic feedback from brides since we first launched
our interactive videos of the collections two years ago
and they play an important role on the new website.”
For further information about Lyn Ashworth by
Sarah Barrett, please visit: www.lynashworth.co.uk.
International Jewellery London reports
increased attendance
International Jewellery London (IJL) welcomed the jewellery industry in style
to its new home at Olympia Grand in London. With exhibitors announcing
robust sales, and positive visitor numbers, IJL not only reported quantity but
quality from the show floor.
“Our new venue proved to be the perfect setting for IJL’s best show ever,
with an increased number of senior key retailers and buyers attending,
especially from Ireland and overseas. As a barometer for the industry, the
feedback was incredibly positive and upbeat, confirming that IJL now rivals
its European counterparts,” says Sam Willoughby, Event Director.
With IJL providing the ultimate showcase for bridal jewellery in the UK,
designers with new collections found interest was high from buyers and
media alike.
Cindy Dennis Mangan, jewellery designer and owner of Dennis & Lavery
Platinum, said: “My new bridal collections have been extremely well received.
The heritage of IJL as the premier jewellery event gives it a great platform –
and puts me together with my suppliers, peers and future business partners.
IJL moves your business forward by six months in three days!”
IJL will take place from 6th-8th September, 2015 at Olympia Grand,
London. Visit www.jewellerylondon.com to find out more.
18 ATTIRE
Little Eglantine unveils winter collection
Flower girls and page boys will be dressed to impress this season,
with the winter collection from Little Eglantine. For little girls,
the soft lilac collection mixes dupion silk with ivory silk organza
and burgundy velvet ribbon. For boys, the outfits comprise soft
lilac three-quarter-length button shorts with burgundy velvet
cummerbund. The blue romance collection is also brand new,
featuring delicate boat neckline and cape for the girls, with
mandarin collar shirt and blue taffeta trousers for the boys. Visit
www.littleeglantine.com to find out more.
News & events
News in brief
• Congratulations to Perfect Wedding magazine.
The popular monthly consumer publication has just
celebrated its 100th issue.
• In our online poll we asked retailers whether they had a
procedure for collecting customer feedback. A massive 98
per cent said ‘yes’.
• Well done to The White Closet, recently awarded the
accolade for the Best Retailer In England. Turn to page
106 for Eve Broadhurst’s latest column.
NAOMI NEOH REVEALS ICONIC
COLLECTION
Inspired by the fabulous costumiers who dressed the stars of the
Golden Era of Hollywood in the ’30s, ’40s and ’50s, British designer,
Naomi Neoh, has indulged in the romance of full skirts for her Iconic
collection. The range also sees new elements of lace jackets, sleeves and
jewel belts to accessorise the dresses, allowing the bride to personalise
her gown in a variety of ways.
During the design process, Naomi has redeveloped the block to
improve the fit of her dresses, giving the bride the ultimate silhouette
and the perfect nipped in waist. Even with the slim line or low
back dresses in the Iconic collection, every dress contains Naomi’s
comfortable but capable corsetry. View the collection online at
www.naomineoh.com.
New dates announced for The Bridal Roadshow
Following the highly successful regional trade event organised
in Swindon in August, the Bridal Roadshow has announced
two more shows. The first will take place on Sunday 23rd and
Monday 24th November at The Mansion House, De Vere venues
Theobalds Park, Cheshunt. This will be the first time the show
has visited this convenient venue – located less than one mile
from junction 25 on the M25 – and the organisers have high
hopes of a good attendance due to the broad cross section of suppliers attending, from shoes to steamers, gowns to veils, fabrics to tiaras, petticoats to
promwear. Top up stock before the predicted busy January selling time, or catch up with suppliers you missed or ran out of time to see at The Harrogate
Bridal Show. For a full list of exhibitors please refer to pages eight and nine.
The second show will be held at Chateau Impney, Droitwich Spa, Worcestershire on Sunday 1st February and Monday 2nd February, 2015. This is located
in the heart of England, just five minutes from junction five of the M5 and close to Birmingham and Worcester. A full list of exhibitors will be announced
in Attire Bridal after the Cheshunt show.
To find out more, call +44 (0)1827 55123 or visit www.facebook.com/thebridalroadshow.
ATTIRE 19 ·
New site
launches to shift
surplus stock
Retailers seeking to sell on surplus stock to budget-savvy
brides may be interested in a new website from Sarah and
Clive Carr, www.cleverbride.co.uk
We speak to Clive to find out more:
When did you set up Cleverbride and what
prompted you to do so?
The website was built last year and went live
a few months ago. We were given the idea, or
one similar, from talking with a friend who’s
in the industry. The initial thought was to put
together a website whereby retailers would be
able to advertise their shop and upload photos
and descriptions of any surplus stock. Brides
are seeking good quality, affordable dresses.
This results in some brides visiting sites to
import poor quality goods or to buy from eBay,
PreLoved or similar sites, only to find that the
gown is inferior quality. Following further
research, we decided to create a directory of
shops whereby the bride would be able to type
in a post code and look up shops in the area
and their existing stock, whether full price or
reduced. We also offer retailers advertising on
our Facebook page and if they have any special
events, these can be listed onto the website and
Facebook. It just feels like a win-win situation
for retailers as they get further advertising at a
minimal cost.
How can bridal retailers sign up to
Cleverbride and what are the potential
benefits?
Bridal retailers should initially go to the website
and register their details. The site is easy to
navigate. Once they’ve registered we send them
a password which will enable shop owners to
add their details, logo, photos of gowns and
descriptions. Alternatively, they could call us on
+44 (0)7886 572 870 and we can assist them in
adding their information on to the site.
20 ATTIRE
we decided to create a directory
of shops whereby the bride would
be able to type in a post code
and look up shops in the area and
their existing stock, whether full
price or reduced.
There are several benefits:
1) Additional advertising on the site plus on
Facebook and Twitter, costing them £1 weekly.
These adverts show that they have good quality
gowns and good customer service
2) Sell through of stock as the bride will buy
from them, rather than source poor quality
garments from abroad or from other sites
3) More customers through the door
4) No commission to pay for any sales made
5) No hassle
6) Potential add on sales
7) If there are any events that the shops would
like to promote they can do so through
cleverbride.co.uk Facebook and Twitter
What feedback have you had from retailers
and how many have signed-up so far?
Most retailers have been very positive about the
idea. It’s still early days so we’re just starting to
sign retailers up to the site.
What are you doing to promote the site
to brides?
I’ve been calling shops to raise awareness of
Cleverbride and we’ve just started advertising in
Attire Bridal. We’re keen to build a strong brand
image and, hopefully, the more retailers see our
marketing, they’ll realise that it could be in their
interest to register.
How would you like to see Cleverbride
develop over the coming year?
We’re currently adding shops to our data base at
no cost to them, purely because we’ve nothing to
offer either bride or retailer until we have a good
client base of shops on board. Next year we’re
going to advertise in consumer magazines to
make the brides aware that this facility is available
for them and at that point we shall be looking at
charging retailers an annual subscription of £52.
Why
buy from Emmerling?
•
Free postage if order value exceeds £ 50
•
No minimum order quantity
•
No VAT charge if you have a valid VAT number
•
4% discount for early payment, otherwise 60 days’
credit terms
•
Standard delivery time of 1 week
•
The best of German quality and reliability
Our special offer for you:
Place an order with our wonderful agent, Maikel, and
you are entitled to enjoy our 3 for 2 special offer!
Thinking of becoming a new stockist? Call Maikel for
details on our attractive first order promotion!
Please contact Maikel Martens on 0787 9296322 or
martensmaikel@hotmail.com
www.emmerling.co.uk
Online retailing
Louise Dicks, Marketing Manager at Richard Designs, offers an insight into
retailers’ views on accessory suppliers selling direct to brides.
I’m writing this column from the skies above the Atlantic, as we fly back
from the National Bridal Market in Chicago. Chicago is one of my
favourite trade shows as it’s a great opportunity to catch up with our US
stockists, and I always learn so much about how they run their businesses.
Being away from the office gives me time to reflect and put things into
perspective, and enables me to focus on what’s important for our stockists,
especially those in the UK. Following my last column on the subject of
online retailing, I wanted to explore how independent bridal stores tackle
the pitfalls associated with buying from a supplier who sells direct to brides.
So I asked our top US stockists what they thought of online retailing and
how they go about fighting for their survival in a changing marketplace.
Survey results
Firstly though, I wanted to share with you the results from our recent
survey of UK retailers. We asked our stockists whether they buy from
accessories suppliers that sell direct to brides online. Just 16 per cent
answered ‘yes’, leaving a majority of 84 per cent that answered ‘no’. Many
stockists added comments such as, “I wouldn’t use anyone who sells direct
to the public” and “we wouldn’t deal with anyone who was selling direct”.
Perhaps this result is no surprise to anyone – it’s generally accepted that
the best way to protect offline retailers is to boycott the practice of online
selling completely.
However, the most interesting result of this part of our survey was when
we asked our stockists which other accessories suppliers they use. Many of
them listed suppliers that do indeed sell online direct to brides, although
they’d just answered ‘no’ to the question of whether they buy from online
retailers. In fact, if we include these in the total of stockists that buy
from online retailers, the total shoots up from 16 per cent to 45 per cent.
So almost half of all retailers buy – most of them unknowingly – from
suppliers that sell online. But just how is this affecting their business?
browse for their accessories, it’s so important that our product is in front of
them when they’re making buying decisions. Our website and our editorial
magazine presence pushes brides to visit our stockists, taking that step from
virtual browsing to actual sales.
Securing sales
While in Chicago, I spoke to Roxanne from Amelishan Bridal in
Milwaukee. This fantastic store is part of the MBBA (association of bridal
professionals) and one of Mori Lee’s top three US stockists, serving over
40 brides a week in store and making a sale with 50 per cent of brides they
see. I asked her about online retailers and she responded by saying that she
never buys stock from any supplier that sells direct to brides, following up
with an example of a top bridesmaid dress line she used to stock. When
this firm began to sell online and offered her their gown samples for free,
she decided to keep them on as a supplier when many of her fellow MBBA
members were going elsewhere. However, she soon found that brides were
coming into her store, trying on the dresses and then buying online. On the
surface she was doing well with the line as she was getting lots of enquiries,
and brides were coming into the store to try them on. But the sales weren’t
there, and in the end, that’s what counts.
I asked the same stockist what her biggest threat is at the moment and
she answered that cheap online copies of gowns were causing her and her
brides big problems. Factories overseas are using top designers’ pictures
and promising girls to make these gowns for $300, and then providing
them with poorly made, ill-fitting dresses. This is a story we’re all aware of,
and many of you may have had to deal with the unhappy brides. You only
have to visit the Brides Beware Facebook page with almost 12,500 likes to
see just how widespread this problem is. Our stockist said that a constant
education of brides is required but that “they just don’t want to listen”.
Protect your prices
Customer research
At a show we attended two summers ago, I met a potential new stockist
that asked me if Richard Designs sells online. I, of course, answered ‘no’
and explained that we like to protect our stockists by directing brides into
their shops. However, I was surprised when this particular retailer wanted
me to answer her question positively. She explained that she buys from a
well-known online accessory retailer and that she likes being part of their
marketing programme as it sends brides into her store. I asked her how
much she sells off the back of this, and whether she thought that instead
of closing a sale each time, she was acting as a showroom on behalf of the
online retailer. She couldn’t answer my question at the time, but I still
wonder whether she had a point, or if she was simply praising the high
profile of this brand rather than the act of selling online. Since I took on the
marketing at Richard Designs, I’ve been focused on getting our brand out in
front of brides. With the increasing number of brides using the internet to
22 ATTIRE
So if price is important to so many brides, how can we combat the view that
anything with the word ‘wedding’ in is overpriced? Amelishan Bridal told
us the story of a bride who came into her store and asked about the price of
a gown. “The prices are all here on the tickets,” she replied. “No, really what
is the actual price?” asked the bride again. But Amelishan Bridal decides
on a price and sticks to it, choosing not to offer discounts or devalue its
gowns. The bride then told her that she’d purchased her dress for $600 less
by telling the retailer that she’d seen it cheaper elsewhere, something she
admitted was a lie, told just to get a good deal. The lesson from this story
she told us is to offer fair prices on your gowns, and never offer reductions
or price matching. Sell your company on its service and product selection,
or all bridal shops will suffer as a result.
Excel in customer service
Another customer I spoke to, Pamela from Bridal Beginning in Pittsburgh,
“So what do retailers need from their suppliers in
order to succeed? I think the answer to this lies in
support. If we all work together then our industry will
be stronger as a result.”
gave me some very good advice to pass on to UK stockists. I asked her how
she deals with the competition from online sales, and she answered with,
“have passion and love for what you do”. She said that offering good service
is essential. “Just do it better” was her response. She explained that every
bride is special, and should be treated as a princess, “bring out the red carpet
for every bride” and care for and look after her. This really hit home for
me, as it’s the one thing that you can do when dealing with a bride in person
that an online retailer cannot. She told me that brides care more about
service than price, and this should be the focus of all your dealings with
your customers.
I could tell when serving Pamela that she was open to new ideas and
styles. Our collection of floral headpieces has been received very well,
especially with younger shops that don’t remember ’80s floral circlets!
However, Pamela was keen to try something new and fresh, and was more
focused on how her brides would react to the styles, and how they worked
with her gowns than the prices of the pieces. She kept in mind the style and
taste of her 20-something daughter and her friends, and often asked my
opinion on the products. She’s been trading for 31 years and says that she’s
still learning every day, something that is evident in the way that she carries
herself and deals with her brides. She was confident in her knowledge and
her level of service and didn’t worry about online retailers, saying it makes
her stronger and more determined to succeed.
So what do retailers need from their suppliers in order to succeed? I think
the answer to this lies in support. If we all work together then our industry
will be stronger as a result. If our industry is stronger, we won’t lose out to
online retailers or chain stores. We’ll be confident in what we’re offering, be
understanding of brides, offer fair prices and constantly adapt and be open
to change.
What can retailers do to help themselves survive amongst change and
competition? Offer more than the online retailer, make sure your samples
look new, clean and fresh, just like those pictured online. Brides expect to
see and try on a sample that looks as perfect as their final piece will look.
This can be difficult when selling from samples and relies on you keeping
your stock and store decoration refreshed. Finally, we all need to take a
lesson from Bridal Beginning here and remember to work harder, be better,
and look after our customer. This surely is the key to a successful business
and a successful future.
How do you cope with the competition from online retailers and cheap
copy gowns? Share your tips on Twitter @RDbridal or @attirebridal. A
WEBSITE: WWW.ALTEREGO-LINGERIE.COM
EMAIL: CUSTOMERSERVICES@ALTEREGO-LINGERIE.COM
Contact
Richard Designs
www.richard-designs.com
TEL: 0845 094 6603 | FAX: 0845 094 6602
Follow us on Twitter: @UKAlterego
Betty Bridal
Lingerie
Lingerie
Sweet dreams
Stocking lingerie is easier than you
might think. We speak to leading
designers and manufacturers
about securing some essential
add-on sales.
ATTIRE 25 ·
Roza
Ballerina
Alan Gordon-Freeman, Alterego
0845 094 6603
customerservices@alterego-lingerie.com
Describe your latest lingerie collections
European manufacturers Gracya, Control Body and Roza have all
introduced new bridal lingerie collections, whilst Ballerina has launched
new additions to their stunning bridal stocking collection.
What sets these bridal ranges apart from others on the market?
Many brands manufacture lingerie, and because they may make it in white
or ivory they call it bridal! Gracya bridal lingerie is actually designed and
produced by an award-winning wedding dress designer and manufacturer,
using fabrics and laces that are also incorporated into their wedding dresses.
Many boutiques are now understanding the advantages of fitting the
lingerie to the bride first, and then fitting the dress over the top. The way
that the gown fits, hangs and flows can all be determined by the correct
lingerie as a base to work from.
What were your best-selling designs for 2014 and why do you think
this is?
Gracya is already well-established in the bridal market, but the big growth
area for bridal lingerie this year has been shapewear. Italian brand Control
Body produce high quality shapewear, which gives a smooth and toned
silhouette for self-confidence and enhanced appearance. The shapewear also
provides firmness and support and is invisible under a wedding dress. All of
Control Body’s products are made using ‘seamless’ technology.
The other brand that’s done very well this year is Ballerina hosiery.
Retailers have caught on to the fact that there’s an area here that they can
easily create another sale. Ballerina’s bridal hosiery is very pretty, and its
innovative ‘hush hush’ collection, which is impregnated with gorgeous
smelling pheromones have been a big hit.
26 ATTIRE
Made with breathable
microfibre, the garments are
suitable for all climates, and
sizing goes up to a UK size 22.
What level of investment
is required for a boutique
to stock any of the ranges
you offer?
Alterego stocks all of its lingerie
in the UK ready for immediate
dispatch. There are no minimum
order quantities and no
contracted targets to meet.
This means the retailer can buy
just one item as a sample, and
sell from it if they wish, with
delivery available the following day if required.
What type of bridal boutique are you looking to partner?
Alterego is a one stop shop for lingerie, with everyday bra sets, bridal
lingerie, shapewear, exciting honeymoon chemises and peignoirs, nightwear
and hosiery products. There’s also a live customer service desk available for
advice to retailers on bestselling stock, availabilities, deliveries and general
advice. We believe in a partnership approach to sales, and are always looking
to build new working relationships with retailers.
How do you plan to develop the Alterego brand for 2015?
We’re always looking for ways to improve our customer support.
New suggestions on ways that we can help are always welcome. We
welcome feedback on our designs so feedback is always passed onto the
manufacturers for their consideration.
Tel: 01189 885 344
www.rosacouture.co.uk
Tel: 01189 885 344
www.kittychencouture.co.uk
Showcasing our collections at
The Bridal Roadshow
Sunday 23rd & Monday 24th November
held at the De Vere Theobalds Mansion House, Cheshunt
Venus
www.venusbridal.co.uk
0113 256 9627
Lingerie
trend-loving fashionistas, as well as those who love the pin up and vintage
style. Old Hollywood glamour has timeless and endless appeal.
How do you plan to develop the brand for 2015?
For 2015 we’re adding new lines for the autumn/winter season. We hope
to build a good range of stockists within the UK and across the world so
brides-to-be can try our beautiful garments on.
Claire Harris, Emma Harris
www.emma-harris.co.uk
Describe your latest
lingerie range
I designed our latest
collection with a mixture of
soft chiffon and silk. It’s a
luxurious lingerie range.
Betty Hobcraft, Betty Bridal
www.betty-bridal.com
Describe your latest lingerie range
Our latest range is for AW14 and is a selection of the very best sellers
from our sister brand, Betty Blue’s Loungerie. The Nell Collection, which
comprises a robe, teddy and slip are made in a luxurious corded ivory lace
and contrast silk satin. The Bettie Robe, another best-selling shape, has been
crafted from the finest silk satin with a little stretch for added comfort. I
defy any bride from feeling like a Hollywood star when they slip on any one
of the garments. Our aim is to make brides feel and look amazing.
What sets the bridal range apart from others on the market?
Most bridal ranges concentrate on the ‘big night’. While our items are
perfect for the wedding night as they’re sensual and sultry, we’ve put
thought into what a bride might wear while getting ready on the day. Our
robes are perfect for pre-wedding pampering, as well as on honeymoon.
We’ve thought about all aspects of a bride’s experience right from the
morning of the wedding to the last day of the honeymoon.
What was your best-selling design for 2014 and why do you think
this is?
Everyone loves the Nell Robe. It’s a mix of sophistication and elegance with
a little naughty twist in the sheer lace panels. I think the mix of the cheeky
lace and the ability to have more coverage in the silk main body of the robe
really appeals to people as it’s both tantalising yet modest at the same time.
The lace panels in a mock corset shape also gives the illusion of mega curves
so is really flattering on a variety of figures.
What level of investment is required for a boutique to stock the range?
Our minimum order is £500, with a £200 minimum for any top ups.
We’re best suited to boutiques where customers have a luxury budget. Our
items are hand-made in the UK and made from the finest silks and laces
so we sit best in the luxury sector. Our product suits both women who are
What sets the bridal range
apart from some of the
others on the market?
Emma Harris Lingerie is
one of the few true lingerie
ateliers in England. We
pride ourselves in our level of
quality – every piece from our
collection has been produced
in our English studio.
We spend hours upon
hours ensuring fabulous fit.
Innovative designs showcase
our technical skills and luxury
fabrics combine to produce a
collection which is perfect for the bride.
What was your best-selling design for 2014 and why do you think
this is?
The skirted thong is definitely our best seller – it gives a cheeky Brazilian
coverage. The skirted thong has been bought with either our bridal babydoll
or balcony bra.
Choice is entirely up to the boutique owner, they know their clients better
than I ever will and I’m happy to work with small minimums while their
confidence grows in Emma Harris Lingerie. Having the design studio allows
much more flexibility and fast stock replenishment.
What type of bridal boutique are you looking to partner with?
I’m lucky to be stocked in boutiques who offer their clients a fabulous
service and beautiful products. I’d love Emma Harris Lingerie to continue
partnering boutiques just like these.
Our signature styling is a firm favourite with brides. Next year we plan to
add key pieces including a glamorous robe and chemise. In addition our
main range for autumn/winter 2015 will see a capsule collection of new
shapes and designs. We will, of course, keep to our strategy of fun and flirty
luxury styling.
ATTIRE 29 ·
Richard Hall, Moonrise Lingerie
www.moonriselingerie.co.uk
Describe your latest lingerie range
We’ve launched our very first own bridal lingerie set from our Touch of
Elegance Collection. The Harmony wedding bra set is being released in plus
sizes, starting from 36DD-40H to give brides with a bigger bust the option
of wearing a luxurious wedding bra on their special day. It offers fabulous
support as well as an excellent fit. Harmony has been designed, tried and
tested by plus size women as well as being modelled by our very own plus
size lady, Elena Raouna. It’s a beautifully soft underwired bra made from
a gorgeous Boselli satin. The cups are finished across the top with a
decorative floral lace with a detailed bow at the bra centre that matches
the brief and thong.
What sets the bridal range apart from others on the market?
Leading up to designing our own plus size bra set we did a lot of research
on what plus size brides were looking for. The most common answer was
lingerie for their wedding day that was as pretty as the smaller ranges but
still felt special to wear. We took this feedback and created our Harmony
bra set. We’ve picked the finest materials from a supplier right here in the
UK and are pleased to say that our bra set is made in Britain! This is very
important to us, as it is to many brides in the UK.
What was your bestselling design for 2014
and why do you think
this is?
Our most popular
bridal lingerie item by
far is the floral low back
corset. This wedding
corset offers a gorgeous
lace front with a soft
mesh side and back
for extra comfort and
support. The low back
suits a lot of the modern
styles of wedding dress
while the light boning
helps define, support
and shape the figure
to really show off
those curves.
30 ATTIRE
A relatively small investment of just £500 would allow a boutique to stock
the Harmony set including the matching brief or thong. It sounds a lot
for an initial stock set up, but the Harmony is a luxury high end bridal bra
set made in the UK with the levels of quality and attention to detail to
manufacture that Britain is renowned for. It also allows boutiques to offer a
complete outfit for the bride at the fitting stage, in store.
We’ve several in mind but ideally we’d like our first flagship boutique
partnership to be someone who specialises in modern plus size gowns,
preferably with some of their own designs and who appreciates the
Moonrise Lingerie ethos.
With the current launch of our new Harmony ivory bra set being underway
for the plus size bride, we aim to bring out its white counterpart, Faith in
spring. We’ve also been working closely with some amazing people like
Bridal Eyewear who loaned us their bridal glasses for our shoot, Eyedream
Photography who did such an amazing job with our stunning photos at
Armathwaite Hall and also our amazing model – Elena Raouna. We’re
looking forward to having them all as part of our team again next year as we
have a very busy year planned. A
“We’ve picked the finest materials from a supplier right
here in the UK and are pleased to say that our bra set
is made in Britain! This is very important to us, as it is
to many brides in the UK.”
BLOSSOM
designed in the uk since 1986
01202 477873 | www.blossom.co.uk | sales@blossom.co.uk
Pretty Crafty Online
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Make your wedding day
a very special occasion.
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Lisa Donetti style 70405
EUROPEAN FLAIR
Irina Donner, Director of
Euro Mode Donner GmbH,
reveals why her two bridal
brands translate perfectly
to the UK market.
32 ATTIRE
Profile
Diane Legrand style 4215
Diane Legrand style 4206
When did you launch Euro Mode Donner
GmbH and for what reason?
The company was founded in 2005, in
Germany. I launched my company because of
my love of bridal gowns – I’m a very romantic
person who wants every bride to look beautiful
on her special day.
What’s your background in the bridal industry
and how has your experience influenced
your brand?
I started my career as a distributor of Enzoani,
Benjamin Roberts and Mori Lee in Russia and
in Germany. In this role, I was able to find out
exactly what brides want from their wedding
dress and I use my experience to create
commercial and beautiful bridal gowns.
Euro Mode Donner GmbH has launched two
bridal collections – tell us a bit about them.
Lisa Donetti was launched eight years ago,
and Diane Legrand four years ago. Diane
Legrand is a luxurious, high quality designer
collection that we offer to retailers at affordable
prices. There are 80 innovative designs that
provide the perfect fit using superb fabrics and
crystal embellishment.
Lisa Donetti is a collection of 50 designer
dresses, ranging from simple and elegant to
big dresses with voluminous skirts. They offer
the brides great fit, solid quality and boast
excellent prices.
What inspired the 2015 collections and
how long have they taken from first sketch
to production?
I get my inspiration from classic dress shapes
and try to bring them up-to-date with modern
silhouettes and fabrics. From the first sketch to
the production of the gowns takes me around
six months.
What fabrics and embellishments have been
used in the designs, and why?
We only use the best quality tulles, laces,
satins, precious beadings and taffetas. Our
gown styles are diverse, ranging from A-line
and ball-gowns to fishtail and slim fit.
What is your favourite gown in each collection
and why?
Diane Legrand 4215 is one of my favourite
designs because it successfully combines
a touch of innocence with a subtle sexiness
thanks to the fine neckline and low-cut back.
Lisa Donetti 70419 is another of my favourites
because it offers a simple elegance with a
beautiful waterfall low-cut back.
The two collections are now available to UK
bridal retailers – how did potential stockists
respond to the new collections at Harrogate?
Retailers were very curious about our
collections at Harrogate. I think we impressed
potential stockists with our intricate beadwork
and the beauty of the gowns.
What type of bride would these designs
appeal to?
Our Lisa Donetti collection is for brides seeking
classic and elegant gowns at affordable
prices. Diane Legrand is for brides looking for
sophisticated, luxurious gowns.
CONTACT
Euro Mode
Donner GmbH
+49 611 53 16 75 71
www.euro-mode.com
What is the price range of the collection?
Diane Legrand gowns retail between 1,0002,500 Euros while Lisa Donetti dresses retail
between 600- 1,500 Euros.
Are there any plans to launch further
bridal collections?
I’m working very hard at the moment on our
2016 collection. We’ll give retailers an exclusive
preview of the range in our showroom, here in
Wiesbaden, Germany. A
ATTIRE 33
Setting goals
Raymond O’Hare, Director at Xedo Software Ltd, looks back at the past year
and asks if you’ve taken appropriate steps to boost your business.
I know it seems like a lifetime ago, but back in
January 2014 in this column, I threw down the
gauntlet to all bridal retailers, and asked you to
consider doing three important things in 2014.
1 Make a start, and then make a plan for the
year ahead
2 Embrace digital technology (I did say ‘please’)
3 Think about possible new business
opportunities for your store
Did you sell those 10 extra dresses you planned
to, or take on that new designer you always
wanted to?
Or perhaps you planned to improve the
conversion rate of enquiries to sales? It’s now
time to start measuring how you’re doing against
the plan. It should be straightforward, providing
you have some useful software in place to help
you out. And that brings me nicely on to the
second point.
Taking stock
Staying ahead of the game
I’m keen to know how many of you focused on
these three things and what difference it made?
It’s time to start writing the report card for your
business. So, are you an A+ student or is it a case
of ‘could try harder’?
No business ever succeeds without clear goals
and a plan for how you achieve them. What goals
or targets did you set yourself at the beginning
of the year, and how are you doing against them?
I pleaded with you to embrace digital technology.
I did say that 2014 would be the year that the
bridal industry embraces digital technology for
real. This has indeed turned out to be the case,
based on regular conversations we’re having with
the top designers in both the UK and the USA.
Everyone is talking about upping their game
and doing much more with the software and
technology available to them; so it’s vital for you
to be a part of this new wave.
When you look back at the plans you made in
January, how easy is it for you to measure what
progress you’ve actually made? Can you easily
identify who is your top selling designer, what is
the most profitable item you sell; or what your
conversion rate from enquiries to sales is? If not,
why not? The technology exists to help you do
this – it’s important to start using it.
It should also be easy to identify which
enquiries did not result in the sale of a bridal
gown, but who could still be potential customers
for a bridesmaid dress or some other items
which your store carries. It’s simple to make use
of the technology to help you focus on these
potentially lucrative opportunities, as well as for
communications with your customers, prospects
and suppliers across a range of important topics.
But enough of the lecture on using technology
(sorry, it’s just that I know how much it will help
you grow your business!)
Maximise opportunities
I asked you to keep a close eye out for new or
potentially exciting business opportunities or
partnerships. My gut feel tells me that your
ability to take advantage of new opportunities
will also depend on your ability to use digital
technology in more areas of the business; from
customers and prospects to suppliers and other
potential partners. New business models are
emerging all the time and, in 2015, the digitally
enabled will be best-placed to take part.
The important thing to remember is that it’s
never too late to get started, so take a long critical
look at your ‘report card’. It may not yet say that
you are an A+ student; but my guess is it will say
‘has the potential to do better’; and that’s a great
place to start. A
CONTACT
Xedo Software
+44 (0)141 781 6545
www.xedosoftware.com
34 ATTIRE
Elizabeth Dickens
+44 1353 723675
email: ninaandalan@freeuk.com
web: elizabethdickensveils.co.uk
Visit us at the
Bridal Roadshow
De-Vere Theobalds Mansion House
23-24 November 2014
Leiutenant Ellis Way,
Cheshunt, Walthamcross,
Hertfordshire. EN7 5HW
Doors open 10 am
email the
bridalroadshow@yahoo.co.uk
Sister act
Sarah Allam, owner of The Bridal Boutique in Haslemere,
chats to Attire Bridal about her growing retail business.
What inspired you to set up a bridal boutique
and how long did it take you from the initial idea
to opening?
My sister Michelle owns The Bridal Boutique
in Biggleswade, Bedfordshire, and encouraged
me to open a branch in Surrey. I was previously
a product developer in the fashion industry
and have always dreamed of owning my own
fashion boutique – the fact that it’s ended up
being a bridal boutique is an added bonus. It all
happened a lot quicker than I initially planned.
As soon as I started thinking about opening a
boutique, the perfect premises became available.
After just three months, I’d signed the lease and
haven’t looked back.
Who are the key members of staff ?
Because The Bridal Boutique Haslemere only
opened 18 months ago, I’m the only member
of staff. The store is small and intimate, so I
run an appointment-only system. This means
I see one bride at a time, who has exclusive use
of the boutique. I put in a lot of hours as I run
every aspect of the business, from marketing to
shop floor duties. However, I’m now looking to
36 ATTIRE
expand the team and am currently advertising for
another member of staff.
Where are you based and how did you go about
finding the perfect premises?
We’re based in the gorgeous market town of
Haslemere in Surrey. I wasn’t actively searching
for the premises at the time, but I drove past a
beautiful old bay windowed shop and thought
‘I’ve got to have it’! Because we’re located on Wey
Hill and not the main high street, it means the
rent is about a third cheaper. I’ve learned that
keeping overheads low is key to a successful and
profitable business.
How have you created a point of difference in your
boutique, compared to others in the area?
I wanted to create a bridal salon with an intimate
feel. I only ever wanted to invite one bride in at
a time so that she felt relaxed, comfortable and
under no pressure. I’ve heard several stories from
my brides about shops trying to see three or four
brides at the same time, leaving them feeling
rushed and uncomfortable. I get a lot of positive
feedback about my approach.
Retailer profile
How have you found the first two years of trading?
What have been the highs and lows?
I’ve been pleasantly surprised by the success of
my first 18 months. Sales are increasing month
on month and I’ve had to introduce a waiting list
for weekend appointments. I think I was a bit
naive when I first opened, thinking I’d be fully
booked from day one. It takes time for people
to find you and for brides to start visiting based
on recommendations. Thankfully this is now
happening and I’m thrilled! Which bridal designers are currently stocked at
The Bridal Boutique Haslemere and why? Will
you be welcoming any more names over the coming
few months?
The Bridal Boutique currently stocks Essense of
Australia, Charlotte Balbier and Martina Liana.
We also stock Dessy bridesmaid dresses and
gorgeous shoes from Rachel Simpson. My sister
stocks Charlotte Balbier gowns at our branch in
Bedfordshire, where they sell incredibly well. The
gowns have a beautiful English vintage look and
feel to them which sits perfectly with the shop’s
surroundings. Essense of Australia is my more
commercial designer – it has a modern edge
and sells well. Martina Liana is at the top of our
price range. We’re not looking to add any new
designers just yet but I always have one eye open! How has the business evolved since the boutique
first opened?
I now have a much better understanding of what
my brides are looking for. When I first opened,
although I did a lot of research, it wasn’t until I
started meeting brides that I had a true sense of
their needs. Because of this, I’ve learnt to finetune my buying.
Aside from bridal gowns, what else do you offer
the bridal party? Are there any plans to introduce
new lines?
We offer bridal gowns, bridesmaid dresses and
shoes. We also stock accessories from Exceptional
Designs and Pretty Old Vintage. Although I’m
not planning to add anything else just yet, I’m
always getting enquiries for Mother of the Bride
outfits, so we may diversify into this market at
some stage.
What do you enjoy most about running your
bridal shop?
I enjoy buying the collections – it’s much easier
now that I have a more informed approach.
What are the most challenging aspects of running
your bridal shop?
As I run all aspects of the business, I guess the
hardest part is trying to have a healthy work/life
balance. However, I love what I do, so it’s not a
chore to work a weekend or a late night – it’s
very fulfilling.
What are your future plans for The Bridal
Boutique Haslemere?
Within the next couple of years I’d like to
introduce another leading designer to the
collection, while being conscious of minimums.
I’d also like to hold more events at the boutique
such as accessories and beauty evenings. Finally,
I’ve been toying with the idea of joining forces
with my local wedding suppliers and having a
pop up shop – something different and quirky to
promote the great services we offer in the area. A
CONTACT
The Bridal Boutique Haslemere
+44 (0)1428 288 012
www.bridalb.com/surrey
ATTIRE 37
Metallic and cream honeycomb
snowflakes, £8.50, Berry Red
+44 (0)1432 274 805
www.berryred.co.uk
Elsa-inspired gown, Alfred Angelo
www.alfredangelobridal.co.uk
Natural wooden reindeer
advent calendar, £30,
The Contemporary Home
+44 (0)2392 469 400
www.tch.net
Woodland reindeer loop
decoration, £3.50, The
Contemporary Home
+44 (0)2392 469 400
www.tch.net
Let it Snow
We select some wintry products to create a stunning
shop window inspired by Disney’s Frozen
Set of four snowflakes, £10, Diamonte Stag Head,
£60, The Contemporary Home
+44 (0)2392 469 400
www.tch.net
Fluted glass tealight holders, £14.95,
Telling Tales
0844 800 9891
www.tellingtales.co.uk
Ice Queen rectangular throw, £99,
The French Bedroom Company
0845 6448 022
www.frenchbedroomcompany.co.uk
38 ATTIRE
Reindeer ice bucket, £81.50,
Alison at Home
+44 (0)20 7087 2900
www.alisonathome.com
To view the new collection please contact one of the team
on 01424 854387 or sales@victoriakaygowns.co.uk
We are showing our new collection at the Mansion House, De Vere
Theobalds Park in Cheshunt on Sunday 23rd - Monday 24th November
Tel: 01424 854387 |
Victoria Kay Gowns | www.victoriakaygowns.co.uk
Sample savvy
We speak to four retailers about their individual approaches to stocking plus size bridal gowns.
Rachael Scott, Bridal
Lounge Highgate
What sample sizes do
you stock and why?
We stock bridal
gowns from a size 10 to 20, and the average size
of our brides is a 12.
Fitting samples is often tricky as brides can
get frustrated if they have to imagine what a
particular dress would look like in their size. In
an ideal world we’d stock one of each size – or
at least a couple of sizes – but sample prices
need lowering for us to be able to do that. I’ve
looked at the range of our dresses and two
or three of the samples are 12 or 14. We’re
constantly making sure we stock the right
gowns and I regularly ask our brides what size
they are, even if they don’t buy from us.
Do you or have you ever stocked a specific plus
size range?
We’ve never stocked a plus size range as there
are specific bridal shops around us that already
do. We get plenty of petite brides in and,
although we’ve looked into stocking a petite
range, we’re yet to find one.
Many brides are body-conscious. How do you
make them feel at ease when trying on gowns?
I would say that 99 per cent of our brides are
body-conscious. I hear stories all the time from
brides that have been elsewhere and have been
told they won’t fit in the dresses. I also hear
stories where the dresses were so big for the
bride that they couldn’t get a feel for what it
would look like in their size.
If someone talks about a certain part of their
body that they’re not happy with, I never make
from a certain selection because of their size.
We’d prefer to give them the choice of gowns
from our current collections, knowing that the
size and shape will be right for them. Natalie Colemam, Managing Director,
Brides by Natalie
What sample sizes do you stock and why?
We mostly stock samples in size 12, 14 and 16,
although we have a few that are larger to provide
our brides with a choice. We’ve found this to
work well for our customers as we can adjust the
dresses to accommodate a good range of sizes.
We never normally stock any samples smaller
than a 12.
size range?
We’ve been trading for less than two years so we
just don’t have the funds to stock a full collection
of larger samples as yet. When the time comes,
we’d probably choose a collection of styles from
our current designers that offer size changes to
accommodate plus size, rather than a specific
range. We believe that no bride should be made
to feel that they can only buy a wedding gown
40 ATTIRE
Many brides are body-conscious. How do you make
them feel at ease when trying on gowns?
Our store is owned and run by five women,
from all walks of life, and we become friends
with each bride that comes through our doors.
light of the situation or agree or disagree – I
just try to understand. When a bride chooses
which samples to try on, I always gauge what
size I think they are and select the dress likely
to offer the best fit first. This then reassures the
bride and starts the appointment off positively.
I also ask the bride if she’s happy for me to be
in the changing room with her and we provide
each bride with a dressing gown so she can
cover up in between dresses.
We understand that everyone has body issues
and on your wedding day, you want to feel full
of confidence. Therefore, we discuss shapes and
designs to help any bride feel her best in her
wedding dress.
Three of us are seamstresses and can offer onthe-spot suggestions to accommodate any body
issues, such as a little sleeve or a strap for support.
We care about our brides’ feelings and do our
utmost to ease any worries they may have.
Retail
Retailer
roundup
round-up
Faye Gee, Sposa Limited
What sample sizes do you stock and why?
Our samples range between eight and 18.
size range?
We’ve never stocked a specific plus size
collection. We’ve a couple of shops in our area
that either specialise in larger dresses or have a
vast collection of gowns for this market. We’ve
Claire Miller,
White Dresses
and Tiaras
What sample
sizes do you stock
and why?
We carry
samples from
10-24 as we
try to stock as
much variety as
possible. Our
main sizes are
12-16.
always felt that if we can’t offer enough choice
then we’re better to not do it at all.
Many brides are body-conscious. How do you make
them feel at ease when trying on gowns?
Our policy is to treat all of our customers as we’d
like to be treated ourselves. So we leave brides to
change into the dresses in privacy, and only step
into the fitting rooms when they’re decent. If a
bride has a particular body hang-up we’ll do our
best to draw attention away from that area with a
dress that highlights their best feature.
Many brides are body-conscious. How do you
make them feel at ease when trying on gowns?
We’re really fortunate to have small, individual
dressing areas. This means that the brides don’t
have to come out into the main showroom
where they could feel a little self conscious.
We try to make people feel relaxed from the
minute they walk into our boutique so – by the
time they head to the fitting room with their
cappuccino – they’re quite calm. A
size range?
We did try one plus size range but found that
most girls weren’t enthusiastic about trying on a
specific range for curvy brides. We’ve found that
larger samples of our best sellers or flattering
shapes work very well for us.
ATTIRE 41
Show business
A selection of exhibitors reveal how they fared at the recent Harrogate Bridal Show…
Karl Metcalfe, Decorum Bride
www.decorumbride.com
How did retailers respond to your new collection at
The Harrogate Bridal Show?
We were overwhelmed by the response to the new
collections from both existing stockists and a large
number of new stockists.
Feedback was great with many retailers returning
to the stand to place an order after looking around
the exhibition.
How much new business did you write at the show?
New retailer orders made up a large number of the orders
we wrote, many of them seeing the collection on the
fashion show and seeking us out on the stand to take a
closer look.
How did the show compare to last year’s event?
Although we did well in 2013, the industry was suffering
with the economy and the stigma of 2013 in general. As
a relatively new brand, the foundations were set last year
and we were well positioned to handle the large increase
in orders at the 2014 show. The overall feeling was very
positive and reminiscent of a few years ago. Buyers were
confident and this showed in their ordering.
What was the highlight of the show for you?
Marguerite Hannah, Alan Hannah
www.alanhannah.co.uk
For me, the highlight was to see so many customers
returning with new enthusiasm and renewed energy,
open to new ideas and embracing new styles.
How did retailers respond to your new
collection at The Harrogate Bridal Show?
I designed 10 new styles for MiaMia. These
were really well received by some existing
stockists who wanted to augment their White
Gallery collection, as well as retailers who
became new MiaMia stockists at the show.
How much new business did you write at
the show?
We decided to show MiaMia at Harrogate to
reach a wider audience and perhaps pick up
some new accounts in areas where we weren’t
already represented. We opened new accounts
in both Ireland and the UK. The MiaMia
label is expanding very quickly and we have
still got plenty of potential for new accounts
both at home and abroad.
Michelle Barrie, Eddy K
www.eddyk.com
We had a fantastic response, with so many compliments
about the collections and the quality of our gowns.
Retailers appreciated the fact that Eddy K offers one
collection per year – this is a great help to many stores,
and helps them to manage their sample orders.
Our business increased by over 100 per cent compared
to the previous Harrogate event.
We were very pleased with the show this year.
It was fantastic to be back in the bridal village
that is Harrogate, after a five year break. We
really missed the whole atmosphere so it was
good to return. 42 ATTIRE
The fabulous feedback from customers – and the fact
that many stores who were previously stockists of Eddy
K Gowns have now returned to place orders.
Harrogate
Katia Charalambou, House of Nicholas
www.thehouseofnicholas.co.uk
How did retailers respond to your new collection at The Harrogate Bridal Show?
The response was overwhelming. Our stand was heaving at times, and some of our regular
customers have phoned to say they couldn’t get on the stand to see the collection, and asked if
we could go to see them in their shops.
The majority of the business we wrote was with new customers, although we still saw a fair
amount of our regular customers, which we love. It’s great catching up in person when you’ve
been speaking on the phone over the year. How did the show compare to last year’s event?
For us, this year totally surpassed last year’s show.
The highlight, without a doubt, was the response we received for the new collection. We
worked so hard to develop the range, so it’s great to get such a positive reaction.
Stephanie Lomas, JLM Europe Ltd
www.jlmcouture.com
Kirsty Griffiths, Yarwood-White and Lily Bella
www.yarwood-white.com
www.lilybella.co.uk
How did retailers respond to your
new collections at The Harrogate
Bridal Show?
JLM is known for gowns that are
stylish and original and buyers want
to see designs that are creative and
fashion-forward. Stores loved our
cute lace play suit style 5458, our
dreamy new English net featured in
the gorgeous Alvina Valenta maids
and Tara Keely’s stunning long sleeved
heavy crepe gown.
We were overwhelmed by the number of new
accounts we opened at Harrogate. Bridal
boutiques loved our collection of affordable
high margin bridal belts and recognised the
enormous add-on sale potential our belts can
offer them. We also launched a bridal hair vine
collection – as a result our Kiki hair vine is off
to 35 boutiques.
We have 62 new bridal stockists and took over 100 orders at the
show. We gave out flash drives with our price lists on and ran out
on day one. The phone has not stopped ringing with boutiques
following up from the exhibition.
The amazing response to our new bridal collection – Ti Adora designed by
Alvina Valenta – was fantastic. This collection seemed to fill the gap for many
stores looking for a new, innovative collection that was not only competitively
priced in the £800 to £1,400 bracket, but still remained luxurious.
The bridal show always works well for us. We love the chance to catch up with
our existing stockists, meet great new stores and be a part of the buzz and
excitement this industry brings. How did the show compare to last year’s event?
Previously we’ve only ever exhibited at Harrogate in March. We
had a fantastic show in London in April but doubled the sales in
Harrogate this September.
It was fantastic to see the positivity and focus that came from the buyers. Dick van Zutphen, Modeca
www.modeca.com
It went very well. Being independent again, we had a lot
of traffic on our stand. Customers see that our dresses
are different and appreciate the large area of exclusivity
that we give to each retailer. Buyers that placed orders
with us previously returned and ordered extra dresses.
Meeting so many nice people and showing our products to the
industry experts. Reaching 150 stockists throughout the UK,
Europe and the world was incredible. How much new business did you write at the show?
We wrote a fair amount of new business so we were
pleased we exhibited.
It was a much better show.
Celebrating my birthday party with friends and
customers in the industry!
ATTIRE 43 ·
Sam Everard, Mia Solano
www.miasolano.com
How did retailers respond to your new collection at The Harrogate Bridal Show?
The retailers liked our new collections and the fact we were promoting some very special
offers. Our collection was a little bit different this year with beautiful beaded tops, matching veils
and a separate jacket which just sits over the shoulders.
We gained some new clients as well as taking orders from our existing retailers. We offer a 15
per cent discount against all shop samples which most retailers found helpful, and we have no
minimum orders which again got us some positive feedback. How did the show compare to last year’s event?
We didn’t exhibit last year, but this year has been good – we’re happy with the orders we’ve taken.
The highlight of the show was, of course, spending my birthday on the stand! Next year, my
birthday falls the day after the exhibition so I’ll get a chance to spend it at home. Actually, the
highlight was retailers saying such positive things about the collection.
Tian O’Donnell,
Phoenix Gowns
www.phoenixgowns.co.uk
How did retailers respond to
your new collection at The
Harrogate Bridal Show?
The Baroque collection was an unprecedented
success at Harrogate. The sheer beauty and
luxury of the new fabrics and styles received
a great reaction from existing stockists and
new business.
Carl Monk, Margaret Lee
info@romance-bridal.co.uk
The response to our new bridal and prom
collections was great. I remember one
particular new customer remarked that
they’d been round the whole show and had
to come back and place an order with us as
the quality of the fabrics, the make of our
gowns and the price point were the best
they’d seen.
the show?
We were delighted to open new accounts in
the UK and in Sweden.
How did the show compare to last
year’s event?
The market seemed to be lot more positive
then it was in 2013, although retailers are
still being cautious in what they are buying.
What was the highlight of the show
for you?
As the designer for the Margaret Lee
collections, my highlight is meeting all our
existing and new customers.
44 ATTIRE
Alan Dicks, Elizabeth Dickens
www.elizabethdickensveils.co.uk
How did retailers respond to
your new collection at The
Harrogate Bridal Show?
The new collection was really well
received. Veils with intermittent appliqués around
the edge were particularly popular such as our Flora
Mermaid and Dido designs.
the show?
How much new
business did
you write?
We added around 10 new customers at the show, but
expect more to sign up over the coming weeks.
The interest from
potential new
accounts was
phenomenal.
However,
due to our
commitment to
existing stockists
with regards to
regional exclusivity, we had to turn some bridal
shops away.
How did it compare to last year’s event?
Last year’s show was amazing for us when we
launched the Wonderland collection. We’re
so proud that this year’s Baroque collection
has been so unbelievably well received. Style
K611 actually silenced the auditorium when it
appeared on the catwalk, which was awesome.
Definitely the catwalk show and the positive
reaction of the audience to the gowns. Our
brand is getting stronger each year and we just
have to ensure that next year’s collection is not
only on-trend but continues to use new fabrics
and designs.
We found the show much the same as last year.
The highlight was welcoming a returning customer
from Greece who bought well. We opened the
account last September. A
Fashion files
ATTIRE BRIDAL
Fashion Files
FILE
1
Chanticleer
High
society
Necklines continue
to rise this season. We
spotlight 10 gowns that
offer sophistication and
style in equal measure.
FILE
The
2
Collections
Gorgeous accessories
to match our two key
bridal trends.
Alan Hannah
FILE
4
Up and
Coming
Klaire Van Elton has burst
onto the bridal scene with
her beautiful British-made
accessories. Turn to page
62 to find out more.
FILE
3
Sheer class
Light-as-a-feather
overlays are perfect for
softening figure-hugging
silhouettes or giving
a romantic sheen to
coloured bridal gowns.
ATTIRE 47 ·
File
File11
High
SOCIETY
Necklines continue to rise this season. We
spotlight 10 gowns that offer sophistication and
style in equal measure.
Alan Hannah
+44 (0)208 804 1444
ATTIRE 49 ·
2
1
3
1. Eddy K
+44 (0)1204 888 285
www.eddyk.com
50 ATTIRE
2. Maggie Sottero
+44 (0)151 482 3000
www.maggiesottero.com
4
3. BellaDonna Bridal
+44 (0)7771 542 042
www.belladonnabridal.co.uk
4. Allure Couture
+353 183 7162
www.allurebridals.com
File
File31 1
Karen Willis Holmes
+61 2 9519 3901
www.karenwillisholmes.com
ATTIRE
ATTIRE
51 51
·
1
2
3
4
1. Lyn Ashworth by
Sarah Barrett
+44 (0)1283 820 643
www.lynashworth.co.uk
52 ATTIRE
2. Nicki Flynn
+44 (0)1273 728 637
www.truebride.co.uk
3. So Sassi
www.sosassi.so
4. Cross My Heart
+44 (0)1204 888 285
www.xmyheartbridal.com
C HANTICLEER
Celebrating
25 years
of UK design and manufacturing
If you would like to become a stockist
of this exclusive collection please call
Chanticleer on +44 (0) 1242 226501
or email me direct;
tracey@chanticleerbrides.co.uk
info@chanticleerbrides.co.uk
www.chanticleerbrides.co.uk
@chanti_brides
/chanticleerbrides
File 2
The Collections
We showcase a collection of fabulous accessories to match
our two key fashion features.
High society
As necklines continue to rise, we
select accessories that either soften
or add drama to this stylish look.
Blossom Tiaras
+44 (0)1202 477 873
www.blossom.co.uk
Alan Hannah
+44 (0)20 8804 1444
Britten
+44 (0)1225 864 106
www.brittenweddings.com
Glitzy Secrets
stockists@glitzysecrets.com
www.glitzysecrets.coms.com
Sheer class
Liza Designs
+44 (0)1754 610 300
www.lizadesigns.co.uk
Delicate accessories in this season’s most subtle shades
create the perfect accompaniment to feminine overlays.
Harriet Wilde
+44 (0)20 7263 4147
www.harrietwilde.com
Charlotte Mills
www.charlottemillsbridal.co.uk
Camilla Carrington
www.camillacarrington.co.uk
ATTIRE 55
SHEER
CLASS
Light-as-a-feather overlays are
perfect for softening figure-hugging
silhouettes or giving a romantic sheen
to coloured bridal gowns.
Chanticleer
+44 (0)1242 226 501
www.chanticleerbrides.co.uk
56 ATTIRE
File33
File
1
2
3
4
1. Claire Pettibone
+44 (0)7733 884 501
www.clairepettibone.com
2. Venus Bridal
+44 (0)113 256 9627
www.venusbridal.co.uk
3. Blush by Hayley Paige,
JLM Europe Ltd
+44 (0)1423 561 870
www.jlmcouture.com
4. Jenny Packham
+44 (0)207 436 2992
www.jennypackham.com
ATTIRE 57 ·
Creating Exclusive Luxury Wedding
Dresses & Bridal Gowns
2015 Love & Romance Collection
For stockist enquiries please call
01323 741419
E-mail – enquiries@qianabridal.co.uk
www.qianabridal.co.uk
File
File33
Stephanie Allin
+44 (0)1792 361 477
www.stephanieallin.net
ATTIRE
ATTIRE
5959
·
1
2
3
4
1. David Tutera for
Mon Cheri
www.mon-cheri.co.uk
60 ATTIRE
2. Eliza Jane Howell
+44 (0)207 436 2992
www.elizajanehowell.com
3. Tabitha
+44 (0)208 850 5413
www.tabithabridal.com
4. Andrea Hawkes
+44 (0)208 525 5397
www.andreahawkes.co.uk
If you would like to become a stockist,
please contact Mark & Sam Everard
07711 208586 or 01202 424477
prettymadesmia@hotmail.co.uk
www.miasolano.com
Up and COMING
Klaire Van Elton is rapidly building a reputation for beautiful bridal
accessories. Read on to find out where it all began…
62 ATTIRE
Up and coming
Can you tell us a little about your
design background?
For as long as I can remember, I’ve always loved
making things. As a child, I’d happily spend my
time creating homemade cards or calendars for
my family.
I studied Graphic Design at university and
upon graduating I spent a decade designing
prints, graphics and embellishments for a variety
of retailers and boutiques.
When did you set up your bridal brand and what
prompted you to do so?
I was eager to put a personal stamp on our
wedding day in 2011 so I made what I could,
most notably our ‘flowers’ which were all
origami, folded from old novels. Once I returned
from honeymoon, I decided to make some
more flowers and set up a Facebook page. Soon
after, our wedding was featured in a national
wedding magazine and after that the enquiries
started flooding in. Over time, more and more
of my brides were asking for origami hair flowers
to co-ordinate with their bouquets and so I
expanded into hair adornments. The opportunity
to combine my love of fashion with weddings
was too tempting to resist! I spent a year or so
designing and perfecting my debut collection
of bridal accessories and launched at the end of
2013. I sell my pieces direct to brides through
my website and am now stocked in selected
boutiques nationwide.
What inspires you about bridal accessory design?
We live in such a mass-produced, throw-away
society that for the majority of brides, the only
time they’ll ever have anything made just for
them will be their own wedding. Being entrusted
to create such special and bespoke items is such a
privilege. I’ve always loved making small delicate
pieces and adore the intricacy and attention-todetail creating bridal adornments demands.
escape to when making and developing new
designs. I’ve found it’s particularly useful having
my components so close to hand – as soon as
inspiration strikes I can act upon it and create
something beautiful.
How would you describe your debut collection and
how often will you be releasing new designs?
I launched my debut collection of headdresses,
veils, vines, combs and cuffs at the end of 2013
and have just released my new 2015 collection
titled Botanic Crush which includes earrings
and sashes.
I’d describe both lines as extremely versatile
and wearable. The majority of adornments can be
worn in lots of different ways, thereby increasing
their commercial appeal.
What is your favourite piece from the collection
and why?
My own personal style is a little thrown
together, quite bohemian some might say and
I’m naturally drawn to my browband styles. My
current favourite is Dorothea from my brand
new collection.
Simply using ivory lace and pearls, minus any
sparkle, I love the refined pared-back nature of
this design.
Which era of design is the most interesting to you?
For my Botanic Crush collection I drew
inspiration from the botanical illustrations of the
’20s and early ’30s. It was such an opulent and
richly decorated time, I feel spoilt for choice
when I delve into this period.
What type of retailer is your collection most
suited to?
A retailer who has an appreciation of fashionforward gowns and designers, the Klaire Van
Elton bride tends to be quite savvy, trend-aware,
Pinterest obsessed and vintage loving.
How would you describe your signature style?
I’ve a penchant for trailing ethereal designs that
are light and easy-to-wear. I use a lot of origami,
lace and petite floral adornments within my
designs, perfect for brides who love all things
vintage but with a contemporary whimsical twist.
If you could design a bridal headdress for anyone in
the public eye, who would it be and why?
It would have to be Paloma Faith as I adore her
individual, creative style and love her personality
and music. I know any piece I’d be lucky enough
to create for her would challenge me as a
designer, but in the best, most inspiring way.
Where are your bridal accessories designed and
made, and for what reason?
Every piece in the collection is designed and
made in my home in Leicestershire. I live with
my husband and our daughter who is 20 months
old and is becoming more and more fascinated
in what I make. I have a small studio that I
What do you hope to achieve in the next five years?
To grow the brand in terms of its product
offering, reach and profile. I’d like to continue
challenging myself as a designer and to keep on
working and meeting with the most lovely bridal
industry folk. A
Contact
Klaire Van Elton
+44 (0)116 318 3100
www.klairevanelton.com
ATTIRE 63
Plus size bridal
BIG Business
Give curvy brides the collections they deserve with these stylish plus size lines.
VIVIEN FELSTEIN, VEROMIA
WWW.VEROMIA.CO.UK
How long has your plus size range been available to UK brides,
and what sets it apart from others on the market?
Our multi-award-winning Sonsie collection for the curvy, confident
bride was launched in September, 2009. We created the collection
because we wanted to design a beautiful collection of bridal gowns
with supporting construction that fitted and flattered the fuller figure.
This is not a collection designed for a size 12 and then sized up.
Sonsie has been especially created to enhance the fuller figure. We
invest a lot of time in Sonsie, ensuring the dresses are not only a good
fit but also pleasing to the eye. We’re also proud to say we were the
first manufacturer of plus size dresses to put plus size bridal models
Style 91460
on the catwalk at The Harrogate Bridal Show.
What was your best-selling bridal design for 2014 and why do you
think this is?
Our best-selling design for 2014 was Sonsie 91205. It’s a stunning
dress with beautiful lace and beading and is so flattering.
What advice would you give to a bridal retailer looking to invest in a
collection for fuller figured brides?
I’d encourage retailers to begin by purchasing a minimum of eight
dresses as a good representation of the collection, and to order sizes
from 22 to 28.
What can retailers expect from your 2015 collection?
More beautiful dresses and some stunning photography.
Style 91465
ATTIRE 65 ·
MICHELE O’NEILL, CALLISTA BRIDE
WWW.CALLISTABRIDE.COM
How long has your plus size range been available to UK brides, and
what sets it apart from others on the market?
Callista Bride has been in the UK and European market for five years.
Our brides say that we provide fashion-forward bridal styles to suit the
fuller figure.
What was your best-selling bridal design for 2014 and why do you think
this is?
Our best seller for 2014 is a style called London. It offers excellent cut, fit
and support, in lace and tulle that flatters all sizes.
What advice would you give to a bridal retailer looking to invest in a
collection for fuller figured brides?
I’d recommend that a shop realises that plus size means ‘plus’ and not
to just order size 16 or 18. The top selling re-orders are in sizes 22 to 26
and a plus size shop should have a mix of sizes ranging from 20 to 30.
Plus size brides feel at home in shops that offer gowns that fit, flatters
the parts they love and hides the bits they don’t. To really do justice to a
collection and to give confidence to the bride I’d recommend a minimum
of 10 styles, thus offering the bride a choice of style, shape and fabric.
We’ve introduced a selection of cover ups for 2015 in the form of capes
and over tops. This provides cover for the shoulders when needed.
PETE MEADS, BONNY BRIDAL UK LTD
WWW.BONNY.CO.UK
How long has your plus size range been available to UK
brides, and what sets it apart from others on the market?
Our collection has been available to UK brides for nine years.
What sets it apart is the research that goes into the initial
ideas for the gowns. We ask the brides what they’re looking
for and we understand the need for support and coverage
in the right places without compromising the styling. The
structuring is therefore specifically designed to support and
complement the plus size figure.
What was your best-selling bridal design for 2014 and why
do you think this is?
Style 1411 was our best-selling design this year.
What advice would you give to a bridal retailer looking to
invest in a collection for fuller figured brides?
If you’re going to invest in a plus size range, there’s no
point doing it in half measures. A good range of at least six
dresses allows you to have a variation in styles and sizes to
cover the range, i.e. 20, 22, 24, 26, 28, 30. Bear in mind that
not all plus size brides want to cover up, so include a couple
of strapless gowns. Grecian styles can work well, as can
fitted gowns.
The range will include pretty embellished fairytale dresses,
more lace, fitted and full gowns, and lots of back detail. A
66 ATTIRE
Style A1426
In great
SHAPE
Offering brides refined elegance
across its ranges, Sales Manager,
Hilary Silvester, reveals why Sacha
James’ signature style is proving a
hit with UK brides.
68 ATTIRE
Collection focus
Style A1424
Who set up the Sacha James label and how has it
evolved since this time?
Phil Scoging started in the bridal trade with his
brother back in 1983. In the mid ’90s he set out
on his own and 2001 saw the inception of Sacha
James. The brand has always strived to have a
varied styling philosophy suited to all brides,
including its popular curvy collection.
What have been the key milestones in the
label’s development?
You can never rest on your laurels with
customer service. Over the past few years we’ve
implemented an infrastructure to be able to
deal with the company’s steady growth without
affecting our commitment to the customer.
What was your best-selling bridal gown from the
2014 collection and why do you think it’s been
so popular?
Our 2014 collection has been extremely popular,
with style D1396 leading the way. I think the mix
of a beautiful lace – which has been used in a way
to create a flattering shape – together with the
subtle yet sparkly crystal beading on the bodice
makes it super glamorous.
Who designed the latest collection and how would
you describe their signature style?
Phil and I oversee the new collections, working
alongside our design team to develop initial
ideas into sketches, to the dress. Our customers
seem to appreciate our commitment in offering a
spectrum of different tastes, from floaty chiffon
and French satin organzas to rich glamorous
laces. Our signature styling is refined elegance,
Style D1396
letting the fabrics speak for themselves.
What’s inspired the 2015 bridal collection and
what fabrics and embellishments have been used in
the designs?
We constantly assess which of our designs stand
out from previous seasons and listen to the
feedback from our customers to understand
what they’re looking for. With one eye on the
red carpet and the other on what’s coming
through from the international fashion markets,
this inspired us to create a vintage collection of
figure-hugging designs.
We’ve created sexy trumpet and fishtail shapes
with illusion necklines and soft sweethearts. We
used lashings of lace, embellished with sparkle
and embroidery while appliqués have been used
on soft tulles and organzas. Adding to usual
the colour palette of ivory, we’ve introduced
champagne and blush shades.
What’s your favourite gown from the collection and
for what reason?
I just love style A1424 – it’s a simple, elegant
style in a lovely soft blush satin. It oozes glamour
with a touch of sparkle.
How often does Sacha James release new collections,
and what is the price range of your gowns?
We release two collections a year and our price
range is around £250-£425.
What type of retailer is your bridal range most
suited to?
I like to think we suit most bridal retailers, either
as their budget-conscious or high-end collection.
Style D1412
We’ve an excellent mix of on-trend designs aimed
towards the fashion-focused bride, together
with good bread and butter styles that have
high repeats due to their flattering shapes and
supportive construction.
How many stockists do you have in the UK and
what criteria do you use when choosing your
retail partners?
We have over 50 stockists in the UK and
always take into consideration the distance
and population between our accounts to
ensure that everyone has the mutually agreed
exclusivity radius.
How would you like to see the business grow over
the next couple of years?
Our Curvy collection has gone from strength to
strength over the past two seasons with designs to
enhance and flatter the fuller figure bride. Each
dress is enhanced with structure and support for
the perfect fit, giving an amazing silhouette while
providing flattering coverage. We’d like to see this
collection become the go-to range for retailers
specialising in this area.
Most of all, we want to continue our
commitment to offering quality workmanship
at a competitive price point and service of the
highest standard to all of our valued retailers. A
Contact
Sacha James
+44 (0)1245 690 035
www.sacha-james.com
ATTIRE 69
w w w. s a c h a - j a m e s . c o m
to become a stockist, please call +44 (0)1245 690035
Blogging
Write idea
Heidi Thompson follows up last issue’s feature on blogging with a handy
guide on penning great posts.
Many people get intimidated when it comes to
writing, but penning great content isn’t rocket
science. Many of us get nervous about writing
because we think there’s a right and a wrong way
to do it. Guess what – there isn’t. Despite what
every English teacher told you, there isn’t any
specific way you MUST write. Every person has
their own style, much like everyone has their own
voice. Do yourself a favour – stop criticising your
writing and wondering if it’s good enough. All
you have to do is get your message across.
While I can’t tell you how to write, I can
tell you what I’ve found to work well for blog
writing. (Disclaimer: These are not rules. There
are no rules. Write however you like and test
different things to see what works best for
your business.)
Write great headlines
Use headlines like the following to grab the
attention of the reader:
• Five little-known factors that could affect the
cost of your wedding
• Don’t make these three mistakes when planning
your big day
• The secret to finding the perfect wedding dress
for your body type
• How to survive your first wedding fair
Make sure that your headline leaves your ideal
client curious and wanting to find out more.
Break it up with bullets and headings
People skim when reading things online. You
can address this by making sure they can get the
general idea from the headings. Breaking up
large chunks of text looks less intimidating/
time-consuming.
One idea per post
Keep it simple and don’t over-complicate things
by trying to include a bunch of different ideas in
one post. If you have a lot to say on a topic you
can turn that into a series of posts on the topic.
“Stop criticising your writing and
wondering if it’s good enough.
All you have to do is get your
message across.”
Add a photo
If you don’t have a relevant photo, you can
easily create images with free tools like Canva,
PicMonkey, ReciteThis and Quozio. Having an
image for every post makes it far more ‘pinnable’
to Pinterest.
Call to action at the end of every post
When someone reads your blog posts, website
content or marketing materials, do they know
what you want them to do next? This might seem
silly but it’s statistically proven that using calls
to action (CTAs) really does get people to take
direct action.
You can (and should) use them at the end
of each post to get the reader to take a specific
action. Here are some examples:
• What do you think about [topic]? Let us know
in the comments below.
• If you enjoyed this post, please share it on
Twitter by clicking on the ‘Tweet’ button to the
right. To find out more about this, read (link to
another post on your blog).
• Click here to schedule a time to come in and
try this dress on yourself.
Keep in mind that your blog posts don’t need to
be works of art, they simply need to help your
ideal client. Don’t worry about being the best
writer in the world.
If you absolutely hate writing, you can always
create video or audio posts. Just focus on being
helpful and you’ll get a lot out of blogging. A
A
“When someone reads your blog posts, website content or marketing
materials, do they know what you want them to do next? This might seem
silly but it’s statistically proven that using calls to action (CTAs) really does
get people to take action.”
Contact
If you want to learn more about
how to use your blog to book more
weddings, visit
www.evolveyourweddingbusiness.com
/bookmoreweddings
ATTIRE 71
Email etiquette
Joanne Childs, Owner and PR Director at Sprae PR, offers her top 10 tips
on sending the right message to potential customers.
Gone are the
days when
you relied on
distributing
business
cards at networking events or wedding shows to
make your first impression to brides and local
businesses. Nowadays, first impressions are far
more frequently based on social media postings
or emails.
So, what does your email say about you and
your business? Are you succinct and straight to
the point? Is your tone warm and friendly? Is
your style formal or informal? When and how do
you send emails out?
Because email is now very much part of our
everyday lives, it’s often the primary method of
communication with both clients and colleagues.
It’s important that we’re aware of what and how
we’re communicating via email as this can make
or break a potential business opportunity.
Here are my top 10 tips on email etiquette:
1
Use the recipient’s name
When sending an email always
try to address the person by their
name. I get emails now from
companies and people calling me Sprae
or Mr – it shows that they haven’t done
their research properly. You can often
find people’s names by looking on their
websites or social media accounts. And
if you do find their name – make sure you
spell it right!
2
3
Spelling and punctuation
Make sure you spell check your
email before you send it as
mistakes are unprofessional. It
can be harder to monitor errors using
smartphones and Androids so always
re-read your message before you press
send. You can add the occasional
exclamation mark or smiley face when
appropriate, but use sparingly.
Be personal
Nothing is worse than getting an email with no personality so, where appropriate, try and
infuse a bit of your character in your message. On the telephone, it’s easy to build up an
instant rapport with the person on the other end of the line, but then you decide to stay in
touch via email and find their email personality is seriously lacking. You don’t have to get straight
to the point in all your emails but adding a bit of personality will give the reader a sense of who you
are – it’s key to building a good business relationship.
72 ATTIRE
4
5
Confidentiality
Never use emails as a form of
confidential communication, even if you
include a disclaimer. You never know
who else will see it.
Read it aloud
Read your message out loud
before sending it to ensure that
the tone of the email sounds
right – it’s easy for a message to come
across a bit abrupt as the recipient
cannot see or hear the expression in
written text. The last thing you want
is to come across as rude when
you’re working so hard to develop the
business relationship.
BLOSSOM
designed in the uk since 1986
Contact
Joanne Childs
Owner and PR Director
at Sprae PR
www.sprae.co.uk
info@sprae.co.uk
+44 (0)7720 893 867
Twitter: @SpraePR
01202 477873 | www.blossom.co.uk | sales@blossom.co.uk
6
7
8
9
10
Use a signature
Always include a signature at the end of your email that has all
your contact information. This should include your full name, job
title, email address, contact number and website. You can also
add some social media links as well so people know where they can
find you.
Try to reply within 48 hours
When you receive an email, it’s good practice to reply to
the sender within 48 hours. Any longer and it may give
the sender the opinion that their email isn’t important. An
overdue email response can sometimes mean that you’ll lose a
potential client or opportunity.
Set aside some time each day just for emails
If you have a busy day ahead, try to set aside an hour to
respond to emails you’ve already received along with any new
ones. If an email requires a lengthy response that you don’t
have time to reply to straight away, write back and let them know you’ve
received their email and you’ll be in touch soon.
New
E
£22vie belt
Autoreplies
There’s a time and place for autoreplies which can include
when you’re travelling, if you’re out of the country, or you’re
simply not available. There’s no need to have an auto reply
on constantly.
There’s no right way
Remember there is no right way to manage your emails,
everyone has different personalities and communication
styles. It’s important to be aware of how you’re
representing yourself in your messages and carefully monitoring what’s
being sent out into cyberspace. A
50 + wholesale bridal belts from £16
wholesale@lilybella.co.uk
www.lilybella.co.uk
ATTIRE 73
Stunning design at unbeatable prices with excellent customer service,
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www.modeca.com
Profile
Going global
Simon and Maria Ryan have
their sights firmly set on the
international market for their first
bridal brand – Catherine Parry.
Read on to find out more…
Style 1515
ATTIRE 75 ·
Style 1507
When did you launch the Catherine Parry
bridal label and what prompted you to
do so?
We officially unveiled Catherine Parry at
The Harrogate Bridal Show in September.
We decided to design our own collection
back in 2012, and it’s taken two years to
get to the stage where we were ready
to launch.
We’ve travelled around the world to find
manufacturing partners who can meet
the high quality standards that we want to
deliver for our retailers and their brides.
A lot of work has also been invested in
developing the branding and marketing
to create the right image for Catherine
Parry. It’s a competitive industry so a new
and unknown label will only succeed
with an image that retailers and brides
aspire to, and a strong presence in the
magazines and online.
What’s your background in the bridal
industry and how has your experience
influenced your brand?
Maria and I have owned a bridal boutique
in South Wales for several years. It was
actually my idea to open the bridal
boutique (Maria often reminds me of that
on the more stressful days!) and neither of
us had any prior experience in bridal
when we opened. My career began in
retail, selling hi-fi and home cinema
76 ATTIRE
systems – which are also high value
luxury lifestyle products. So surely
selling wedding dresses couldn’t be that
different? How wrong could I have been!
Opening the boutique was a massive
learning curve for both of us and I don’t
think you can compare it to any other
business sector.
We’ve achieved a lot with the boutique
in a short period of time. Maria has a real
affinity with brides and knows how to give
first class customer service. After only a
year of trading we won Best New Wedding
Business in the Welsh National Wedding
Awards, which means a great deal as the
winners are selected based on votes from
brides. We were also recently finalists for
Best Bridal Retailer (Wales) in the Bridal
Buyer Awards – whilst we didn’t win, it was
still amazing to have reached the finals.
Since launching Catherine Parry, Maria
isn’t able to spend as much of her time in
the boutique, but we’ve got a brilliant
team there and she’s provided the
training and support to ensure that they’re
able to maintain the same high levels of
customer service.
Having our own boutique is as real
advantage when it comes to Catherine
Parry, as we really feel that we understand
what retailers need from the labels that
they represent. Many of our competitors
have never worked in retail, so they
often don’t realise some of the issues that
stockists encounter. We know we can help
retailers to promote and sell our products.
How did you decide on a name for
the label?
Catherine Parry was Maria’s grandmother.
Whilst she passed away before Maria
reached her teenage years, they were
incredibly close and Maria and her family
describe her as a truly wonderful woman.
Catherine or Kitty as she was known in the
family, had an incredible sense of style that
was deeply influenced by the Hollywood
movies of the ’40s and ’50s. Maria has
many fond memories of watching the
classics like ‘Gone with the Wind’ and
‘Breakfast at Tiffany’s’ with her beloved
Nana Kitty, and on our wedding day Maria
carried Catherine’s silk handkerchief in her
clutch bag and wore some of her jewellery.
When choosing a name we wanted
something that related to the theme of
our collection and also conveyed the
fact that all of our gowns are designed
in Britain – so it had to sound British.
Catherine Parry met all of these
requirements and also seemed like a
lovely way to keep Kitty’s memory alive.
How would you describe your signature
bridal style?
Maria shares her Nana’s love of the classic
Hollywood movies and there are echoes of
this era, as well earlier movements such as
Art Deco, in many of our styles.
When we launched the collection at
Harrogate, we put style 1509 onto one of
the mannequins in the centre of the stand.
It really seemed to grab people’s attention
and we had so many comments about
it being reminiscent of something that
Audrey Hepburn might have worn.
What inspired the 2015 collection and
what fabrics and embellishments have
been used in the designs?
When designing the 2015 collection,
particularly with it being our first, we had
to design with our hearts and our heads.
Style 1509
Profile
We felt it was very important to achieve
the right balance between creating some
original designs that demonstrate our
creativity, with styles that would have
wide appeal and therefore repeat well for
our stockists.
One thing that we’ve learned from the
boutique is that there’s nothing more
disappointing than buying into a collection
only to find that only one or two styles ever
sell. The ones that don’t, take up valuable
space on the rail and end up being sold off
as sale items, often at prices below what
you paid for them.
So when designing the 2015 collection
we also did a lot of research at the
boutique and analysed the sales figures to
see which styles and shapes were the best
sellers. We used this to inform our designs.
We’re confident that there’s something
for everyone, from sculpted fishtails to
A-lines. Structure and fit was also very
important and Maria and the design team
have worked very hard to ensure that the
dresses help to create the perfect shape,
to fill brides with confidence as they walk
down the aisle.
What’s your favourite gown from the
collection and why?
One of our favourites is style 1515.
It’s actually the most expensive in the
collection, retailing at £1,449, however the
intricate beadwork on the bodice is a real
work of art and the fit is designed to give
brides an amazing shape. We’ve used this
one in a lot of our advertising and, in my
opinion, some of the images with 1515 feel
really iconic.
How did retailers respond to the
We’d visited The Harrogate Bridal Show
many times before but had no idea what
to expect as exhibitors, especially as a
brand making its debut appearance. And
whilst we believe in our collection, it was
the first time that we’d shown it to any
retailers, so we were both excited and a
little apprehensive!
We were delighted that all of the retailers
that came on to the stand were very
impressed with the collection – they loved
the designs and recognised the quality of
the dresses. Overall we had some great
feedback, which was very encouraging.
A couple of retailers signed up at the
show itself, which was incredible, however
we are also delighted to have had a
number of enquiries since Harrogate –
which goes to show that many retailers go
to Harrogate to do their research but don’t
necessarily make any firm decisions until
after the show.
How many stockists do you have at
present, and how do you decide which
retailers you would like to partner?
We currently have three stockists. As
I write this, less than two weeks have
passed since we launched the label, so
I’m not disappointed!
Whilst I’m sure that many brands would
say this, we very much mean it when
we say that we want to build genuine
partnerships with retailers and have
mutually beneficial relationships. We’re
about to take on our first stockists in
Ireland and have had discussions with
them about how we include some Irish
wedding magazines in our advertising
plans to help to generate awareness for
Catherine Parry in Ireland.
As retailers ourselves, we recognise
the importance of providing this level of
support and know that building great
relationships with our retailers will lead to
more sales.
How often will Catherine Parry release
new collections, and what is the price
range of your gowns?
We currently plan to launch just one
collection each year. There are 19
pieces in the 2015 collection but we
already have a number of other designs
that didn’t make it in due to time
constraints. Therefore we may introduce
a small number of new styles midway
through the year to supplement our initial
collection if we meet the targets that
we’ve set ourselves.
Suggested retail prices range from £945
up to £1,449, with the majority of styles
being in the region of £1,100 to £1,200.
How would you like to see the brand
grow over the coming years?
Our target for the next couple of years is
to build a network of retailers in the UK
that provides nationwide representation of
the brand, so that no bride will ever need
travel for more than an hour to find their
nearest Catherine Parry stockist. We’re
also committed to creating new collections
that excite and delight both retailers and
brides, and to continuing to build the
profile of the brand so that it eventually
becomes a well known name in bridal.
Beyond that, we’d like to take the brand
to overseas markets – we recognise that
Europe and the USA hold a great deal of
potential for British brands.
It might sound overly ambitious at this
stage but Maria and I never do anything by
half. And the parent company we launched
for Catherine Parry is called Global Bridal
Brands – so there are two clues in the
name as to our ambitions for the future! A
CONTACT
Catherine Parry
+44 (0)845 094 4775
www.catherineparry
bridal.com
Style 1519
ATTIRE 77
Protecting people
Rachael Carrington, an experienced Commercial Account Executive, highlights how Key Person
Protection can help to get a business back on its feet following the death or long-term illness of
a key member of staff.
The success or failure of
many small businesses is
often dependent upon a
few key individuals who
either manage and lead the
company or play a vital role
in its continued success. This
is particularly true for the
bridal sector where the majority of businesses are
owner-managed.
PEOPLE ARE YOUR GREATEST ASSET
In many offices, shops and factories in the UK,
there’s a notice proclaiming that the employer
has taken out insurance to cover accidents to
employees at work. Every car or lorry owned by a
business has to have at least the minimum level of
insurance required by law. Most prudent business
people will have arranged for insurance on the
factory, retail premises, office buildings and even
on the desk at which they work.
But one valuable business asset is often left
uninsured. Too few businesses have cover for the
one eventuality that can literally mean the end
of the business and the income it provides – the
death or serious illness of a key person.
WHO IS A KEY PERSON?
A key person is someone whose absence from
the business through death, or as a result of a
critical illness or long term disability, would have
a serious effect on future profits. The number of
key employees will vary but there will usually be
at least one. Examples of a key person include:
• Director or manager. This person is probably
the business owner and without them, there
could be severe implications for the company’s
finances and future direction.
• Sales person. Without your key sales person,
the profitability of the business could be affected
as new customers would be harder to attract and
existing ones may leave.
• Technical expert. Without this person, new
product development may be hindered and
products could be defective and not meet
customers’ needs.
• Research and development specialist. Without
this person the development of new projects
78 ATTIRE
could be slow or cease altogether.
HOW DOES IT WORK?
Key Person Protection provides a lump sum
on the death or diagnosis of a critical illness of
the insured key person. The money is then used
to help the business recover, either by helping
to replace lost profit or by paying the costs of
finding and hiring a replacement.
EXAMPLE CASE STUDY
Starlight Gowns UK is a bridal wear
manufacturer with a renowned reputation for
offering a complete service to meet their clients’
needs. Miss Cleverly designs its entire collection
and is famous for her creativity. After recent
discussions, the shareholders have realised that
their business relies heavily on the reputation of
Miss Cleverly’s designs. If she were to become
critically ill or die, the business could lose up to
70 per cent of its profits. The company may also
have to recruit and re-train a replacement, which
could take at least three years. They decide to
take out a Key Person Protection Plan to provide
the funds to deal with these problems should
anything happen to Miss Cleverly.
TALK TO AN INDEPENDENT ADVISOR
An Independent Financial Advisor will be able to
advise you on Key Person Protection and arrange
the right product for your business. Many
brokers have close working relationships with
financial advisors, so ask for a recommendation. A
Hine offers
• specialist knowledge in the bridal sector
• expert advice on the type and level of
insurance you need
• competitive quotations from a range of
leading insurers
• help with your claim in the unfortunate
event of a loss
• comprehensive after-sales support
Contact
Hine Insurance
+44 (0)161 438 0000
www.hine.co.uk
@hineinsurance
facebook.com/hineinsurance
Designed and made in the UK
For wholesale enquiries, please email us at:
info@sallycrawford.co.uk
www.sallycrawford.co.uk
Opulent...Sumptuous...Breathtaking
After their most successful
National Wedding Show you
can be confident that all of
their designs are right on
trend and loved by brides
throughout the Country.
+ Next Day delivery
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+ All items are presented in branded packaging
Tel: 0121 705 2244
www.girls-love-pearls.co.uk
e-mail: sales@girls-love-pearls.co.uk
After a successful LBS and Harrogate Bridal Show Heirlooms
Ever After are working on their latest collection and adding to
their existing Wax Flower, Duet, Keishi and Elegance Collections.
Heirlooms work closely with their stockists to provide a full
bespoke service to their brides. Each of their pieces can be
customised to create unique and personal bridal accessories and
jewellery for the brides who are wanting something different and
special. Specialising in Marcasite sterling silver jewellery there
are accessories to complement any bride.
Contact Rachael on 01629 732745
info@heirloomseverafter.co.uk / www.heirloomseverafter.co.uk
Prestige
UK agent · Andrew Roberts Agencies Ltd
Island House, East Swinford Mill
Swineford, Bristol, BS30 6LW
Tel: 0117 932 7905 · wilvorst@ara.uk.com
www.wilvorst.de · www.facebook.com/wilvorst
Eternity Prom
Prom
Talking trends
Leading prom wear suppliers predict the key looks for 2015.
ATTIRE 81 ·
REBAKAH HOCK, ETERNITY BRIDAL
“Next season we predict that sheer illusion beaded necklines and
backs will take centre stage. Chiffon and soft organza fabrics will be
popular, as will slim gowns with lots of fabric. We’re also anticipating
that bright shades and subtle candy colours will be in vogue with
prom goers. Finally, beading will appear on bodices, waistbands
and sleeves.”
IAN ELLISON, PROM FROCKS
VICTOR JONEJA, CRYSTAL BREEZE
“For 2015, pastel colours and sparkling embellishment are still very
prominent trends. Soft silky fabrics with vintage influences on both
silhouette and colour are definitely winners for us this season.”
82 ATTIRE
“Girls are moving away from the strapless prom dresses of the
past and are now embracing a more grown up look. We expect
that straighter, more fluid gowns will sell well in 2015, many
featuring illusion panels and shoulder detail. We’re also seeing
more crystal embellishment across the gowns as well as lots of
open and low backs.”
0161 456 2211 • joanleewholesale@btconnect.com
www.joanlee.co.uk
RandallRibbons
Mother of the Bride or Guest,
we can tailor make your perfect
wedding hat or fascinator.
www.randallribbons.co.uk
Randall Ribbons, 12 Frederick Street, Luton, LU2 7QS
Tel 01582 721301 ✺ Fax 01582 611054
Email sales@randallribbons.co.uk
Prom
GRAHAM BARTLETT, TWILIGHT DESIGNS
“Next season we expect to see strong sales of classic long length
gowns, sweetheart necklines and one shoulder dresses in pastels,
neutrals and bright colours. Many of the dresses will feature beading.
Our Utopia Prom & Evening Wear range offers a wide selection of
gowns for all occasions.”
NICOLE SWAIN, DOM BRIDALS
“For the coming prom season Tony Bowls has concentrated on
beautifully designed gowns in show stopping colours. Tony Bowls
short gowns are fun and exciting designs that are perfect for any
prom or special event.”
RICHARD AND JO WHITEHOUSE,
KISS ME KATE DESIGNS LTD
“The Red Carpet continues to influence prom trends so our new
Glamour Gown collection features low backs, see through mesh
panels and lots of sparkle.
“Chiffon in pastel colours is popular for a more traditional look
but for 2015 these have an edgier feel with cut out panels and bare
midriffs for the more daring!
“Lace is still in demand as an overlay, revealing colour beneath,
while jersey fabrics are also popular. Full skirts bring back ‘old style’
movie glamour, while long sleeves give a grown-up edge to gowns.
Don’t dismiss the big ball gown as these are creeping back onto the
red carpet, re-invented with a more subdued feel.
“We’ve seen Primary Prom grow in popularity with more schools
than ever taking part. The girls love the idea of being a princess for
their Primary Prom with a full skirted, sparkly gown.”
ATTIRE 85
Column
Customer service
Nicola Garton, owner of The Wedding Shop in Colchester, Essex, and Chair
of the Retail Bridalwear Association (RBA), reveals how independents can
exceed the bride’s expectations.
With all the many different places that brides
can choose to purchase their wedding dress from,
what’s the deciding factor that will make them
spend their money in your store? Customer
service is key to running a successful business,
you’ll probably never be the cheapest so you
might as well aim to be the best!
ADAPT TO CHANGE
In the competitive environment of the modern
bridal store, excellent customer service is vital.
Gone are the days when a bride came to your
store with her mum and sister or bridesmaids,
tried on some gowns for her wedding next year
and purchased one. Nowadays it’s a full on
military operation – hours spent poring over
magazines and trawling the internet followed
by weeks of shopping trips. Nevermind the
bride, mum and a close friend coming along
to give their opinion – nowadays half of the
wedding party are invited along in what turns
into an X Factor-type judging of the bride in
the dresses. Photos are taken and analysed and
the lady of the moment is turned into a mini
celebrity for the day. The pressure the bride heaps
on herself to obtain the perfect dress becomes
almost unbearable and – with all those different
opinions swirling around – it’s hard for her to
express what she wants to wear and how she feels
in certain styles. Navigating your way around an
appointment that has eight or nine guests can be
very tricky, with the constant risk of upsetting
the wrong person. Even showing your support
for the bride can land you in hot water. If you’re
lucky enough to have everyone agree on their
favourite dress, most ladies don’t want to talk
finances in front of the rest of the group so they’ll
often book to come back on another day without
all the entourage.
IN SAFE HANDS
Being a member of the RBA means you can
tell the bride that her wedding dress deposit is
fully insured and that she can have confidence
that you’re an established business that’s
met high standards of customer service and
professionalism. It’s another assurance that you’ll
still be there when her dress arrives and helps to
set you apart from the competition.
Even if you’re lucky enough to have the bride’s
favourite dress in your store this still does not
guarantee you the sale. With the internet,
pre-loved, home traders and hire websites now
appearing, you have stiff competition to win
“Great customer service is not only
serving refreshments with a smile
but having a true understanding
of that bride and how she
sees herself.”
the sale. How many times have you been told
by a bride that they love your store and service
but have been offered a better price elsewhere,
or that they were only visiting your area to see a
friend and are going to purchase the dress nearer
to home. This is when your amazing customer
service will win through for you. If the bride is
sufficiently impressed with your boutique she
will make the effort to travel the extra miles
to you, or be happy with a compromise on the
price she has been offered elsewhere. It may be
that you offer an in-house alteration service that
the other store doesn’t offer, you may offer late
nights or Sundays for appointments, or perhaps
you can offer a flexible payment plan to help her
spread the cost. Great customer service is not
only serving refreshments with a smile but having
a true understanding of that bride and how she
sees herself. The ability to tune yourself into her
personality and taste and to make her feel safe
in your hands – this is the reassurance the bride
is looking for. With these skills you stand the
best chance of winning the sale. There’s no doubt
that the modern bride has high expectations
and if you can exceed those expectations she will
become your best advocate. A
Contact
info@theweddingshop.co.uk
www.rbaltd.org.uk.
ATTIRE 87
Relative values
As the third generation to be involved with the family business, Jess Russell talks about
following in the footsteps of her mother and grandmother.
When did Stunning Bridal first open and how has the business
evolved since this time?
When we opened in 1991 we were originally a retail premises
for my mother’s bridal label, Donna Salado. When my nan,
Shirley Salado, retired from the business and passed the reins
over to me, my mother and I decided to expand our price
range and introduce more bridal brands. We rebranded as Stunning Bridal
in February, 2012.
When did you take over the running of the shop and how important was it to
remain a family business?
As the third generation to be involved with the 23-year-old business, it’s
such a fantastic opportunity to follow in the footsteps of my mother and
grandmother. It’s a much-loved business.
What’s the best piece of advice your mum or your nan has given you about
working in bridal retail?
The best advice they’ve given me is to enjoy myself and to take good care of
all our customers and their families. It’s so important that we give the bride a
fantastic experience – from selecting her gown right through to collection.
How would you describe your current in-store bridal collection?
88 ATTIRE
We’ve lovingly hand-picked an exclusive mix of traditional, vintage and
fashion-forward wedding gowns from some of the finest designers in
the industry.
Our collection at the moment is simply stunning, featuring delicate laces,
intricate beading and an extensive range of shapes.
Which designers do you stock and why? What criteria do you have when
sourcing and selecting your designers?
We currently stock Donna Salado, Mark Lesley and Mori Lee. I do have
an advantage in the fact that my mother, Donna Salado, has her own label
and is the Head Designer for Mark Lesley. I know what trends are being
predicted for the following season’s collections and I listen carefully to our
new potential brides.
What do you enjoy most about your role and the bridal business in general?
I love the fact that my role brings me something new every day – fresh-faced
excited brides with a dream of finding that special dress, organising local
exhibitions, working with the local radio station and other companies in
the industry. I also enjoy designing the window displays and merchandising
the show rooms. This is a business that’s constantly evolving and I’m always
learning. The friendships that I’ve built up with other retailers have been
invaluable, and I enthusiastically attend the trade shows.
Retailer interview
CONTACT
Stunning Bridal
+44 (0)1604 792 869
www.stunningbridal.co.uk
How do you ensure that the service your boutique provides is second to none?
Our philosophy at Stunning Bridal is to offer every customer a seamless and
stress-free experience when visiting our boutique. Our designs are carefully
selected so we can offer every bride – no matter what their budget – a
fantastic opportunity to find a dress that will exceed their expectations.
What do you believe is the key to running a successful bridal retail business?
The main key to running a successful bridal boutique is to know your
customers, your staff and your suppliers – you need a good relationship with
all of them. If something isn’t working, address it immediately. I’m not afraid
of change but I’ll look at it from every angle before making my decision.
We work together as a team to make sure we’re offering the best possible
experience for our brides and we constantly review our practises to see where
we can improve.
What would you say are the main challenges you face as a bridal shop owner?
One of our main difficulties is that other bridal shops sometimes under-cut
on price. In addition, the number of no shows to pre-booked appointments
has also risen which drives me crazy. We also seem to be seeing a growing
number of brides needing a dress within six weeks. To service these ladies,
I’ve now introduced a selection of gowns that are available with a four-eight
week delivery time.
Are there any men or women behind the scenes that are invaluable for the day
to day running of your business?
We’d be lost without Jenny, our amazing seamstress. We understand
that choosing the dress is only the start of the experience – the skill and
knowledge from her personal seamstress is possibly one of the most
important elements to ensure a bride feels and looks amazing.
Jenny is one of my mum’s original couture seamstresses who’s been
working alongside the family for over 14 years. She is the fairy godmother
of Stunning Bridal with an unrivalled knowledge on all bridalwear matters
and has helped thousands of brides to look amazing with her incredible skill
and talent at a sewing machine.
What are your plans for Stunning Bridal over the next few years?
I’m very excited about the future of Stunning Bridal. I have the perfect
blend of designers, but am considering adding another high-end label to
sit alongside Donna Salado. Our appointment system is spot-on, allowing
us to offer every bride an exceptional level of customer service. We want to
remain true to our values and won’t compromise on our exclusive one-on-one
appointments, quality of service or dresses. A
How important to you is your website and interacting with brides on
social media?
Website and social media is vital for the growth of the business. The search
for a wedding dress now starts online so we’ve spent a great deal of time to
develop our online presence. Interacting with brides via Facebook or Twitter
is a great way to show our knowledge, services and products. I can’t always
be on the shop floor but our brides get to know me through social media,
especially Facebook.
ATTIRE 89
LIGHT AND SHADE
We speak to six leading veil suppliers to find out what styles brides will be buying next season.
Hair vines have been proving a popular choice
with brides as they’re so versatile when choosing
bridal hair styles and veils to suit. We feel that
vines will help boost veil sales in that they can be
worn in so many different ways and are excellent
value for money
Alan Dicks, Elizabeth Dickens
What’s been your best-selling veil in 2014?
Our best-selling veil of 2014 is Flavia – a fine
oversewn scallop design with crystal drop.
Are you launching a new veil collection for
2015, or adding to existing collections?
We’re adding to our range for 2015 – we try not
to discontinue any designs if we can still obtain
the components.
Linzi Jay
Neil Flatley, Linzi Jay
Our best-selling veil so far has been style number
LA908, a two-tier plain stitched edge veil with
pretty crystal drops for a little touch of sparkle.
Available in diamond white, ivory and white,
and in a selection of lengths, this design suits
any bridal gown. Plain veils with slight beading
Linzi Jay
appear to have been the most popular styles
for 2014.
Due to popular demand we’ve reintroduced
the colour rum pink to a handful of our UK
manufactured veils to complement the new
colour being introduced to bridal. In speaking
to customers it’s been brought to our attention
that there are a few different names for this
colour which are sand, pearl and light gold. In
addition, we’ve introduced new heavily beaded
veils, delicate laces, birdcage styles and veils with
scattered components.
What do you predict the key veil trends will be
for the coming season?
We feel that soft tulle veils in longer lengths and
designs with lace edging will remain bestsellers
for the coming season.
Linzi Jay
90 ATTIRE
Jewelled hair adornments have been incredibly
popular in recent years. How has this impacted
upon demand for veils?
We predict more ‘feature’ lace veils – portions of
lace on the veil rather than continuous all the way
round – 72” and 126” lengths being the most
popular. Shades of ivory/cream and pale gold will
continue to sell well.
Veils will still sell well – a bride isn’t properly
dressed without a veil, it frames the ‘picture’.
Elizabeth Dickens
Daisy Day
Veils
Nilah & Co
Louise Day, Daisy Day
One of our best-selling veils has been a laceedged design. It’s a very simple single-tier style
in a warm shade of ivory. It’s an obvious choice
for a bride who’s wearing either a lace dress or a
plain gown with lace accents. The veil is timeless,
elegant and reasonably priced.
Most stockists order a core range of our veils.
There’s occasionally a new trend that means that
a collection has to be specifically designed, but
often our new designs are created throughout the
year as a direct response from our stockists.
Bridal veils are usually purchased once the bride
has chosen her dress and, therefore, accessories
are always subject to bridal trends. There’s been
a distinct shift away from AB crystals over the
past few years and a demand for a less glitzy
look. We’ve seen a surge in the ‘vintage’ look,
Daisy Day
and though I don’t think this will be going away
any time soon, I do believe that embellished veils
with droplets and scatter crystals are going to be
a key feature. Veil colours will always be dictated
by the dress, although a hint of gold is always
extremely popular.
Many brides are using hair pieces with veils, as
they like to place their veils towards the back of
their head in a chignon, allowing space for hair
pins and combs. I’ve seen no impact on the veil
business at all; in fact I’d say that bridal veils are
more popular than ever.
Nilah Petschelt, Nilah & Company
What’s been your best-selling veil in 2014 and
why do you think this is?
Our best-selling veil for the 2014 season has
been CASH1390. It’s a cathedral-length veil
with a slightly two-toned diamond white and
ivory colouring. Brides love the French Chantilly
scalloped lace with Swarovski crystal elements.
It’s our best-selling veil because it’s delicate,
feminine and goes with many different types of
dresses.
Jewelled hair adornments have been
incredibly popular in recent years. How has
this impacted upon demand for veils?
Jewelled hair adornments make a wonderful
accompaniment to any veil. They can still be seen
when the veil is worn and look wonderful when
it’s taken off after the ceremony.
We’re not finding jewelled hair adornments to
be impacting the demand for veils – we see them
as a great marriage of two beautiful products.
Nilah & Co
We’ll be launching a new veil line during the
2015 White Gallery London show being held at
Battersea Park in May.
Cathedral lengths are becoming more popular
for the dramatic effect they have as a bride walks
down the aisle. Ours are trimmed in a variety of
laces, jewels and a touch of gold metallic.
ATTIRE 91 ·
Rainbow Club
We’ve introduced some new tulles to our
collection for 2015. These are gathered softly
into the comb to enhance the drape of the
tulle and we expect them to be very popular.
Embellishment this season is all about the
delicate touch of crystal and lace to create a
subtle, feminine finish to the bridal look.
Diane Hassall, Rainbow Club
and Tracey Jackson, Joyce Jackson
Why do you think this is?
Orlando has been really popular – it’s a long
single tier with narrow lace edging.
Grenada has been another popular style this
season – a two-tier veil with satin ribbon edging.
We’re really excited to launch our new range. It’s
full of fresh veil styles and we’re also introducing
a brand new bridal belt collection to the Joyce
Jackson portfolio.
I think we’ll see a lot of cathedral-length veils
with long trains coming through. If possible, lace
is even more popular with the bride who desires a
traditional look.
Diamanté and sparkle details are also in vogue
with brides so we’re expecting that to carry
through into next season.
Rainbow Club
This is an exciting time for veils as they’re now
being incorporated into the headdress for
an easy-to-wear accessory. Some of our new
designs include crystal and touches of flowers
and lace on the comb, or are even attached to a
more elaborate headpiece. Our circlets and hair
jewellery are rising in popularity and can easily be
worn with a veil tucked in at the back. Any of our
veils can be requested to be included with elastic
loops sewn in instead of a comb, which means
they can be attached easily to our circlets and
then removed for later in the day if desired.
To embrace this trend, veils are featuring more
embellishments than ever! Diamantés, lace
details and pearls feature on many of our most
popular veils.
Louise Dicks, Richard Designs
Why do you think this is?
Simple edges are always popular such as satin
ribbon, fine ivory edges, and lace following
closely behind. We’ve also seen an increase in
demand for single-tier veils this year – these are
easy for our stockists to order as they can just
ask us to adapt a two-tier veil into a single-tier
design. Launched last September, our veils with
embellished combs and headdresses are quickly
becoming top-sellers with brides.
Our range for 2015 is so beautiful and feminine,
we’re really proud of our new styles and can’t
wait to see the reaction from our stockists. We’ve
included lots of exciting elements such as cut
crystal scatters, touches of gold and rose gold,
new silky tulle, and new beaded and corded laces
at amazing prices. Inspired by fairy tales, our new
92 ATTIRE
collection is pretty, feminine and magical, just as
a wedding day should be.
Richard Designs
Elizabeth Dickens
DESIGNERS & MANUFACTURERS OF BRIDAL VEILS. CREATING THE PERSONAL TOUCH
+44 1353 723675 email: ninaandalan@freeuk.com web: elizabethdickensveils.co.uk
Tara Lee UK
Manufacturers of
Flower Girl & Holy
Communion Dresses.
Made in England
Lead time of only 2-4 weeks. No minimum order.
To become a stockist contact Tara Lee sales
agent Samee Everard mob 07967 452558
email: prettymadesmia@hotmail.co.uk or
gloria@taralee.co.uk
Made in England
www.taralee .co.uk
HELENA COTTER
+44(0) 1582 451238
+44(0) 7896 944759
$UH\RXIXOO\SUHSDUHGIRUWKHIXWXUH
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Invest in your most important asset:
Your staff.
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Sales Training Courses and Consultancy services
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$BMMPSFNBJMNFUPEBZUPmOEPVUIPX*DBOhelp
you improve your business
info@helenacotter.co.uk
www.helenacotter.co.uk
Enquiries from overseas retailers always welcome
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)BNQTIJSF4159
Veils
Top trends
Lace edging
We reveal the most popular veil styles
for the coming season…
Cathedral length
Joyce Jackson by Rainbow Club
www.rainbowclub.co.uk
Nymphi Design
www.nymphidesign.com
Lyn Ashworth by Sarah Barrett
www.lynashworth.co.uk
Colour
Single tier
Linzi Jay
www.linzijay.com
Bird cage
Blossom Tiaras
www.blossom.co.uk
Emmerling
www.emmerling.co.uk
Richard Designs
www.richard-designs.com
ATTIRE 95
Cover your back
Protect it or forget it says Dids Macdonald, CEO of Anti Copying in Design.
Intellectual Property is a term that’s not only
being increasingly mentioned but is recognised as
a company’s most critical asset. Why? Because it
underpins most successful creative organisations,
whether it’s the brand, reputation, designs or
patented technology. IP has value and must be
protected. UK law protects the creations of the
mind and for product designs in a 3D format by
registered or unregistered designs.
Inventor Trevor Baylis is known for the windup radio and torch and protected it with a patent.
Yet when interviewed by The Times recently, he
admitted that other people made more money
out of his invention. Why? Because he couldn’t
afford to challenge them in the courts. Even the
earliest forms of IP insurance could have given
him the wherewithal to assert his IP rights.
Seeing a visually strong IP logo of deterrence
such as ACID IP Insured will become part of
a preventative strategy and dissuade potential
infringers. If infringers are challenged, IP
insurance will give financial as well as moral
backing to the IP rights. An additional and
significant advantage to having IP insurance is
the comfort it can give in easier access to funding
or refinancing a business.
The UK Government supports IP Insurance
as a valuable self-help tool for the Creative
96 ATTIRE
Industries. Design infringement can be very
costly to pursue and eat away at positive energy
needed for business building strategies to grow
and expand. Lone, micro and SMEs need help
and this insurance offer has been specially
designed, after consultations, to meet the needs
of the design sector.
Cobra Legal & IP is a specialist broker
accessing London Market insurers as well as
Lloyds’ syndicates. Since its formation, it has
concentrated on creating policies which assist
SMEs. SMEs are the most creative but often
worst served companies in the country. Many of
their existing clients are individuals or microenterprises. Financial pressures on SMEs demand
an IP insurance package to match their needs to
assist with likely costs of enforcing their rights.
Cobra has sought the most economical way of
providing such insurance.
ACID and COBRA have worked together to
provide an IP enforcement policy, adapted to
meet the needs of ACID’s UK members at an
advantageous and specially negotiated price. This
will offer cover up to £100,000 for cases taken
through the Intellectual Property Enterprise
court, formerly the Patents County Court. The
ACID scheme was launched in October 2014.
About Cobra
Cobra Legal & IP was formed by a father
and son team, Ian and Paul Wishart. Paul has
more than 20 years of experience in insurance,
particularly in professional indemnity and legal
costs insurance. He took time out in the middle
to study for and gain an Honours law degree. His
father Ian has an engineering degree and qualified
as a patent attorney 40 years ago, taking exams on
designs, trademarks and all forms of IP as well as
patents. He has wide experience in assisting both
large companies and individuals to protect and
assert their IP. The firm also has a legally qualified
broker and a consultant with one-of-a-kind
combined IP and insurance experience.
All dealings with Cobra Legal & IP are
confidential, but the company is happy to sign
NDAs if required. The company’s aim is to offer
unparalleled expertise in IP insurance to ACID
members, and to work closely with the scheme
insurer to offer the most cost-effective insurance
protection possible to ACID members. A
CONTACT
To find out more, visit
www.acid.uk.com
Lamb 1887, www.lamb1887.com
Xxxx xxxxxx
Clutch
bags
TO HAVE
AND TO HOLD
With the winter party season around the corner,
it’s time to start stocking those essential occasion
accessories. Take inspiration from our pick of the
latest and greatest clutch bags available now
ATTIRE 97 ·
1
2
4
3
5
7
78
98 ATTIRE
6
9
Xxxx xxxxxx
Clutch
bags
10
11
12
13
14
15
16
18
17
1&15: ILEX London: +44 (0)20 3657 5680 or www.ilexlondon.com; 2. And Mary: +44 (0)7712 898 763 or www.andmary.com;
3&11 Shruti Designs: +44 (0)1985 847 774 or www.shrutidesigns.co.uk; 4&17 Stacy Chan: +44 (0)20 3478 4733 or www.stacychan.com;
5. Dents: +44 (0)1985 212 291 or www.dents.co.uk; 6&12 Lamb 1887: +44 (0)1924 836 941 or www.lamb1887.com; 7&10 Jewelcity:
+44 (0)1494 444 200 or www.jewelcity.co.uk; 8&18 Juno Accessories: +44 (0)1484 475 800 or www.junoaccessories.co.uk; 9&16 Peach Pink: +44
(0)1234 400 495 or www.peachpink.co.uk; 13. Today I’m Me: +44 (0)1268 770 300 or www.todayimme.com; 14. Larah England: contactus@
larahengland.com or www.larahengland.com
ATTIRE 99
ATTIRE Online
Bridal
Featuring excellent usability, easy navigation and bags of content,
www.attirebridal.com is updated daily to ensure you’re in touch
with the latest industry news and trends.
Download our latest issue, free of charge online. Those working
within the bridal retail trade can register to receive free regular
copies of the magazine.
Supplier Directory
Improved supplier directory, enabling instant access
to 100s of bridal suppliers.
Back Issues
Every issue of Attire Bridal is now available to
download from our Back Issues Archive.
Twitter
Live Twitter feed, giving you
real-time industry updates from
www.twitter.com/attirebridal.
If you would like to find out more, log onto
100 ATTIRE
ATTIRE 100
Twitter Twitter
WEB WATCH
Attire Bridal is at the very heart of the online bridal community. Here’s
a quick update on what’s been going on…
Total num
ber of
followers
:
7,250!
SHORT AND TWEET
Two of Attire Bridal’s many followers, Holly and
Ryan from Maria Senvo, explain why Twitter is such
an invaluable social network for their business.
Name: Holly Cuthbert & Ryan Wilkinson
Company Name: Maria Senvo
Follow me at: @mariasenvo
When did you set up a Twitter account and what prompted you
to do so?
We set up our Twitter account back in November 2013 when we first
launched the brand. Social media is so influential in today’s market that
Twitter was a must have along with Pinterest and Instagram.
Has your business benefited as a result? If so, how?
As the Maria Senvo label is aimed at a younger, new generation bride, we
know most of our brides are using social media to assist in the planning
of their big day and joining in the wedding conversation on Twitter. Our
business has benefitted hugely from not only our own Twitter account,
but from interacting with bridal press, blogs and other wedding industry
insiders. Looking at the analytics on our site, Twitter is our fourth
biggest referral to the Maria Senvo website. How often do you tweet and what do you tweet about?
We tweet every day! We not only have the Maria Senvo main Twitter
but our own personal accounts too where admittedly Ryan’s feed is all
football and Holly’s is all XFactor! We try and keep our @mariasenvo
Twitter audience engaged by tweeting fresh daily insights from Maria
Senvo HQ, posting about current affairs and of course about our other
bridal-related finds. What advice would you give to first-time tweeters?
Try not to take it too seriously otherwise you risk social media becoming
a chore. Keep it fun yet relevant and you can’t go far wrong. Which bridal companies do you enjoy following on Twitter?
We regularly join in on #weddinghour every Wednesday night between
9pm and 10pm, the brainchild of Lisa Hogg of @weddingaffair.
This is one big online networking event where all wedding industry
professionals come together. A
This month on Twitter we’ve mainly been:
iTweeting from The Harrogate Bridal Show
iSupporting the launch of Small Business Saturday
iShouting about our latest issue
iRetweeting hot industry stories
Welcome to our
newest followers:
@tulipandnettle
@boutiquealts
@anabellabridal
Ethical and stylish
children’s fashion
Alterations studio
in Stockport
UK stockist of
Cotin Sposa
@AtelierBride
@LaPoesieBridal
@BritWedAwards
New boutique in
Alderley Edge
Beautiful and luxurious
wedding dresses
Brand new event
for 2015
We’re now following:
Bridalwear brand
Jewellery designer
Bridal boutique
@miamiabrides
Mia Mia Bridal
@Eala_Jewellery
Eala Jewellery
@DressesofDreams
Dresses of Dreams
ATTIRE 101
Next issue
Tony Bowls from
Dom Bridals
Next Issue
Top marks
Hair decorations for stylish brides
Camilla Carrington
Charlotte Mills
Hot steppers
Special occasion shoes
Retail roundup
Bridal boutique owners talk shop
Fashion files
This season’s hottest designs
ISSUE 45
January/February 2015
Advertising deadline: 9th December, 2014
Available from: 30th December, 2014
Party time!
Prom gowns come of age
Plus
Business tips
News and events
Retail technology
ATTIRE 103
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On Display
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We offer a fast, reliable and friendly service on our
continually increasing range (currently over 3,500 choices)
of bridal fabrics, embroidered and beaded edgings, motifs
and accessories.
Our range of dress accessories now exceeds 950+ articles
including many brooches and buckles with crystals.
Showing at: The Bridal Roadshow, Cheshunt near
Enfield, 23rd - 24th November
Email: admin@michaelsbridalfabrics.co.uk - www.michaelsbridalfabrics.co.uk
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ATTIRE 127
Images courtesy of onloveandphotography.com
Christmas
is coming
It may only be October but Eve Broadhurst, Creative Director
and Co-Owner of The White Closet, is fully embracing the
festive spirit.
My name’s Eve Broadhurst from The White
Closet in Manchester. By day I’m ‘Eve the bridal stylist’ who helps
gorgeous brides find their dream wedding
gown, by night I’m one of Santa’s elves! This transformation begins in October when
half of my brain becomes completely preoccupied with all things festive. That isn’t to say
that I’m super organised or have all my presents
sorted by 1st November, quite the opposite.
I’m, by nature, a slow burner who loves
collecting bits and bobs when they present
themselves at charity shops, artist markets, trips
abroad, house clear-outs and sales in the city.
This then comes together in a very last minute
composition of decorations, presents, cards and
seasonal events. By letting things happen organically over
the autumn months we usually end up with a
Christmas that we all love and enjoy creating.
Christmas isn’t only in December, some of the
real joy comes in the preparation. Window wonderland
As my skills lie in print design and graphics
we always have an illustrative element on our
windows. These are the focal point of our lovely
boutique and now an expected part of our annual
display from our neighbours. We’ve set a trend in
West Didsbury and many other businesses now
embrace window art just as enthusiastically
as we do. We use a variety of objects to narrate a
Christmas window but will always stick to
vintage or natural items as this fits with our
overall concept and character. For example, we’ve
a beautiful old wooden sleigh, real feather boas
(for a softer snow effect) and hand-crafted metal
sleigh-bells. If we were a modern boutique our
display would reflect this so consider the look of
your shop and mirror this in your displays. A word to the wise – when you order props
106 ATTIRE
With The Spoon, to provide bite-size Christmas
nibbles. After all, this is the time for indulgence. Twas the night before Christmas
“By letting things happen
organically over the autumn months
we end up with a Christmas that we
love and enjoy creating. Christmas
isn’t only in December, some of the
real joy comes in the preparation.”
online, always read the measurements. We’ve
previously received delivery of six-foot winter
tree branches that we thought were decorative
small twigs. That was a real shock when the
boxes arrived!
Sometimes popular culture inspires our
displays. Last Christmas we fell in love with the
animated John Lewis advert that featured Lily
Allen’s fabulous vocals. As a result, we took some
of the woodland animals and created an animal
trail across our windows in front of a night sky. Party time
When night falls, our boutique does have a
‘fishbowl’ quality to it where crowds gather to
watch our beautiful brides trying on their dresses.
This makes evenings the perfect time to hold
events such as accessory nights or sample sales
where brides can come along after work and have
a glass of bubbly while browsing and buying. Live music always enhances the festive feel and
we use local supplier, And The Dish Ran Away
Christmas is always a popular time for wedding
dress ordering as families get together and
Christmas presents can involve contributions
towards the chosen gown. It’s a wonderful time
of year for late night openings and other events
–traditionally the busiest time of year for a
wedding dress shop. Having said this, we do all have families
and personal commitments so we close over
the festive period, opening mainly for second
appointments when a bride returns to order her
dress. Many ladies visiting for the first time over
Christmas may only be home for the holidays
with no intention of ordering if they live far
away. A simple set of questions when booking the
appointment can ensure this doesn’t happen. Happy New Year
There are always a good number of brides who
have delightful Christmas weddings and we make
sure we’re organised well in advance. We love
seasonal celebrations as the styling is different in
texture, shape, accessories and character. These
weddings provide a constant flow of brides
for us and numbers tend to remain stable each
year. Brides will collect their dresses before 20th
December to ensure everything is ready well
before the big day. So, whether it’s dressing the boutique, styling
the brides, decorating the windows or preparing
for late night events – the Christmas Elf in me is
a happy chap from 1st October!
Merry Crimbo everyone! A
Contact
The White Closet
www.thewhitecloset.co.uk
Style 500
Style 506
Style 508
Due to bridal demand for our dresses we are
seeking new stockists. All areas considered
Please call us on 01279 418555
www.bonny.co.uk
Style 515
Style 1500
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Style 1511
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Harrogate review - Attire Bridal magazine

Transcription

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