bridal - Attire Bridal magazine

Transcription

ATTIRE
Bridal
JAN/FEB 09 ISSUE 9
PLUS SIZE
BRIDAL
Your exclusive guide
WIN A
BESPOKE
BRIDAL
COURSE
Flower Girls
Beautiful dresses for
young attendants
Bridesmaid
Shoes
Our pick of the best
Classic
Plus
Industry
News
Expert Advice
Retailer Interview
CUFFLINKS
Stylish accessories for grooms
WWW.ATTIREBRIDAL.COM
Wholesalers and importers of tiaras, bridal hair accessories, occasion hats,
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29
Contents
Regulars
8
Industry News
Keep up-to-date with all the latest news
from your industry in our regular round-up
23
Competition
Win a bespoke bridal course for you, and
up to four members of staff, worth £1000!
24
Business Link
Peter Mulhall offers his top business tips
on credit control
36
15
The Year Ahead
We speak to bridal retailers across the UK
to find out how they fared in 2008 and
their hopes for their businesses in 2009
Insurance Health Check
Christmas covered with TH March
20
Q&A Technology
Beth Scott runs down the 12 days of
Christmas technology
Feet First
Beautiful bridesmaids shoes for adults
and children
29
Jane Watson
More useful advice from our regular
bridal columnist
Sugar and Spice
We find out about the latest flowergirl
collections on the market
35
Retailer Interview
We speak to Eleanor Searles and Charlotte
Rutter about their award-winning bridal
boutique, Ellie & Charlotte
Young at Heart
We speak to talented designer, Margaret
Furber, about her stunning British-made
flowergirl dresses
36
Cuff Love
For a simple add-on sale, look no further
than our selection of chic cufflinks
39
Warehousing
Navigating the warehousing maze
42
Bridal Fashion
We showcase monochrome and figurehugging bridal gowns
61
Plus Size Brides
We take a look at this lucrative market
66
Talk about It
Kev Ward talks about his exciting new
on-line forum, designed to support UKbased bridal retailers
69
Couture Bridal
Bea Das reveals all about her couture
bridal designs
26
Q&A Special
Jane Watson and Charlie Eve answer your
retail queries
40
61
54
57
58
70
74
Features
Up and Coming
We speak to bridal designer, Leigh
Hetherington and find out why she’d love
to design for a Royal wedding
Looking Back
Abigail Neill talks shop
20
ATTIRE 3
Fashion
JANUARY/FEBRUARY 2009
ATTIRE
Bridal
GROUP EDITOR
Demelza Rayner
+44 (0)1376 535 609
editor@attirebridal.com
EDITORIAL ASSISTANT
Danielle Harvey
+44 (0)1376 535 611
danielleh@attirebridal.com
Forwards thinking
full of features to help bridal retailers flourish.
While the start of the year may be slow for many
industries, bridal retailers should be poised for
SALES EXECUTIVE
David Jenkins
+44 (0)1376 535 612
davidj@attirebridal.com
action following all those Christmas and New Year
proposals! And not forgetting that Valentine’s Day is
just around the corner.
DESIGN MANAGER
Vicky Longman
+44 (0)1376 535 616
vickyl@attirebridal.com
PRODUCTION MANAGER
Stuart Weatherley
+44 (0)1376 535 616
ADMINISTRATION
Scott Brothwell
+44 (0)1376 514 000
Industry News Page 8
Flowergirls Page 29
Bridal Fashion Page 42
Plus Size Brides Page 62
Welcome to our Jan/Feb issue, which is packed
SALES MANAGER
Mark White
+44 (0)1376 514 000
markw@attirebridal.com
GRAPHIC DESIGNERS
Sarah Barnes
Sophie Farage
Laura Perry
Steve McKea
+44 (0)1376 535 616
Cover image courtesy of
Amanda Wyatt
Most of the population will be feeling the pinch
after the festive excesses, so January is the perfect
time to hold an in-store event for all those new brides-to-be, complete with
complimentary nibbles, refreshments and exclusive discounts for those
who attend.
With so much media hype surrounding the current economic downturn,
it’s often difficult to get a clear and accurate view of how it is affecting bridal
retail. We speak to retailers up and down the country to find out how they
fared in 2008: their successes and challenges, and ask about their aims
for 2009. I’m sure you’ll agree, it makes interesting reading.
Kline Davis Limited
Broseley House
Newlands Drive
Witham, Essex CM8 2UL
www.attirebridal.com
Also in this issue, we take a look at how the plus-size bridal market
has evolved, talk to some leading designers of flowergirl dresses, and
showcase some sensational cufflink designs that would make great addon sales.
Staff photographs courtesy of
Ian Scott Photography
Tel: 01707 263 844
www.ianscottphotography.co.uk
ISSN 1758-0072
Attire Bridal is solely owned,
published and designed by Kline
Davis 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 £40 per annum (incl.
p+p), Cheques should be made out
to Kline Davis Limited and sent to
Attire Bridal @ Broseley House,
Newlands Drive, Witham, Essex
CM8 2UL.
Finally, we have a great competition prize up-for-grabs that should appeal
to all bridal retailers. With more than 30 years in the business designing
and altering beautiful wedding gowns, Shelagh M is now offering a range
of courses to help retailers better understand the alteration process. She’s
offering a full day’s bespoke tuition to one lucky winner, and up to four
other members of staff, for. Turn to page 23 to find out more.
Enjoy reading
Demelza
Demelza Rayner
Group Editor
ATTIRE 5
www.JonathanJamesCouture.com
www.JonathanJamesCouture.com
The stunning ICON Collection
is now available.
Please contact us to make
an appointment.
UK Sales Executive: Mr Robert Wilson
07783 476 408
INDUSTRY NEWS
Take a look at the industry’s movers and shakers in our regular round-up
ALL THAT GLITTERS
The newly-launched jewellery collection from Elodie marries
sterling silver with precious stones, and is perfect for bridal.
Hand crafted and beautifully designed, Elodie offers a
contemporary and fashion forward collection. Designs are
highlighted with diamonds, freshwater pearls, sapphires,
tanzanite and tourmalines.
The eight capsule collections comprise of 70 pieces
including earrings, bracelets, bangles and pendants that will
indulge the senses with their clever, luxurious and glamorous
style. Prices range from £60-£475. All stones are conflict free.
For all trade enquiries telephone +44 (0)1271 312 025 or visit
www.elodiecollections.com
New Charlotte Balbier collection
Charlotte Balbier’s sixth bridal collection to-date
promises to be her best yet, featuring oversized
corsages and one-shoulder designs that she has
effectively translated from cutting-edge fashion
catwalks into bridal. Charlotte’s love of lace and
taffeta is clearly evident, with soft and pretty
French lace in ivory hues and rich vintage golds a
key look. Light, paper taffeta full gowns with drop
waists and vintage effect brooches in a structured
fit are polished to perfection and sit alongside
slinky silks in soft silhouettes. To promote
her designs to brides, Charlotte invests in
professional fashion shoots and runs advertising
campaigns in leading consumer bridal titles. To
find out more, call +44 (0)1625 521 547 or visit
www.charlottebalbier.com
News & Events
NEW BRIDAL ACCESSORIES FIRM
Viva la Diva
Fresh from Diamon’T, the UK’s leading diamanté
bridal clothing and accessories brand, is the
new ‘VIVA’ collection. T-Shirts are available in a
variety of sizes, from 8-24, and are priced at just
£9.99 each. There is also a personalised option
available. Following the initial launch of black
fitted t-shirts this January, Diamon’T will filter new
products into the VIVA range. For further details
visit the website at www.diamon-t.com
Annabelle by Design is a new bridal accessories business based in
Gloucestershire that now offers a wholesale service to bridal retailers.
Specialising in bespoke, handmade accessories for brides, bridesmaids
and mother of the bride, the firm has a dedicated wholesale website,
with the added bonus of no minimum order quantity.
“Our handmade accessories are very popular with brides who require
something a little bit special for their wedding day,” says Annabelle
Plumridge. “We would like to offer our range of handmade hair
and jewellery accessories or our bespoke design service, through
retail outlets in the UK and Europe. We can deliver nationally or
internationally.” To find out more, call +44 (0)1285 711 785 or visit
www.annabellebydesign.co.uk
Glass Oyster launches 2009
Bridal Collection
Glass Oyster has recently launched its stunning
new 2009 bridal collection. Although the
collection still retains Glass Oyster’s signature
style of flower and leaf motifs inspired by the
natural world, the new collection also takes
inspiration from Art Nouveau as well as fabrics
and vintage pieces.
Gail Jones, designer and owner of Glass
Oyster, said: “The new collection offers today’s
modern and stylish bride inspirational designs in
a variety of styles to compliment the gorgeous
gowns seen on catwalks recently”.
Glass Oyster specialises in striking, romantic
bridal hair accessories and jewellery. Shimmering
mother of pearl, subtle crystal sparkles, iridescent
fresh water pearls and smoky antiqued sterling
silver all feature. Brides can choose from
imaginative bridal hair bands, vines, hair pins and
combs as well as stylish necklaces, bracelets
and earrings. Each piece is hand made to order
in the UK with the greatest attention to detail.
You can view the 2009 bridal collection by visiting
www.glassoyster.com
MICHAEL’S BRIDAL FABRICS LAUNCH
NEW WEBSITE
Michael’s Bridal Fabrics officially launch their new website on January
5th 2009. There will be more information about their products and many
new improved quality images. The website has been built by Coralie
Happe a French university student working with them for three months.
This has enabled most pages to be created in French and English.
At launch the website should have at least 300/400 images, featuring
many of the latest additions to their range including, the heavy crystalled
edgings and motifs. Any customer visiting the site during January and
wishing to post a message, sharing any of their good experiences with
other visitors to the site, will be entered into a draw for a £20 reduction
off their next order.
There are some special offers available by quoting the code word to
be found on the website www.michaelsbridalfabrics.net
ATTIRE 9 ·
Hollywood Dreams takes to the catwalk
In celebration of Hollywood Dreams’ 25 years
of excellence in bridal, and to show support to
all stockists across the UK, the company recently
held a spectacular fashion show and luncheon to
preview the new collection. “I was overwhelmed
with the comments from stockists about the event
and the collection; many said it was very hard
to choose a selection of gowns as there were so
many wonderful designs,” reveals designer, Marina
Adamou. She continues: “My new collection was
mainly inspired from the last 25 years of best
sellers; we stuck to our signature of beautiful
beadings and lots of sparkle on our fairytale gowns.
Two of my favourites from the new collection
include Montana, which features fabulous
beading and beautiful red fabric, and Elizabeth
which is a combination of two of my best-selling
gowns. Many shops ordered this style knowing
immediately that it was a combination of Scarlette
and Cameo.” Find out more by calling Hollywood
Dreams on +44 (0)20 8801 9797 or visiting
www.hollywooddreams.co.uk
Little Eglantine is launching its new summer bridesmaid
and flowergirl collection online at the beginning of
January. For further details visit www.littleeglantine.com.
Patriotic performance from
John Charles
Passionata, the all female opera group, recently
performed at the Team GB Opening Dinner at the
Natural History Museum, London, for the Olympic
medalists’ home coming. Dressed in stylish John
Charles dresses to represent the colours of the British
Flag, the talented singers wowed the audience with
their performance. From left to right, the styles worn
were 23609, 23665, 23539, 23665 and 23628.
For further details, visit www.johncharles.co.uk
News & Events
Are you ready for the effects of
the “credit crunch”?
At a time of economic uncertainty, True
Bride have launched a budget collection of
bridesmaid/prom dresses ‘True Essentials’.
Retailing between £109-£149, True have
responded to the general feeling that brides will
watch what they spend on bridesmaids and
will be looking for quality gowns at exceptional
prices. All designs will be available in the
extensive True colour shades, available in sizes
4-36 and will be in stores from March. Starter
packs of x 6 styles are available for £295. Call
+44 (0)1273 728 637 for further details.
SPRING SOURCING
Next year’s British Bridal Exhibition in Harrogate (BBEH) takes place from
8th-10th March 2009, and promises to showcase the very best bridal fashions
for autumn/winter 2009. There are over 200 collections on display and retailers
can preview the hottest trends of the
season at the glamorous catwalk show,
The Bridal Preview. Don’t miss the next
issue of Attire Bridal, which will contain
an exclusive independent preview into
the show. For further information on
BBEH Spring visit www.bbeh.co.uk.
NICOLA ANNE WINS MICHAEL’S BRIDAL FABRICS CUSTOMER OF THE
YEAR 2008 AWARD
Given the difficult economic climate, Michael’s Bridal Fabrics decided that it would be nice to create an award with a difference.
“Various organisations give awards to recognise the efforts of their suppliers, but we decided that it would be nice to give an award
the opposite way to our best customer of the year,” says Michael Bristow. “Nicola was chosen because of her constant cheerful, and
understanding approach to any difficulties that have arisen throughout the year, combined with her useful input into the direction
we as a supplier should be heading and last but not least just for being a really nice person to deal with.” Nicola has been presented
with gift vouchers to spend as she chooses. In response to the award Nicola said: “We’re delighted to have been recognised in this
way. The award was a complete surprise but very welcome. We’ve always enjoyed working with Michael’s Bridal Fabrics and will
continue to do so.”
ATTIRE 11 ·
Henry Kaye introduces formal wear for baby boys
having identified a gap in the market for formal wear for boys too small to hire a suit, an
exclusively designed formal suit for baby boys has been added to the Henry Kaye Wedding
Accessories Catalogue for 2009.
In response to customer feedback, Henry Kaye took up the challenge to design a little
suit which looked appropriately smart for a baby boy at a formal occasion and yet was
comfortable for him to wear. The Alfie suit is the result of considerable research and definitely
ticks all the boxes.
Managing Director, Sharon Gavin, said: “Every year we get asked for little baby sized suits
for weddings, christenings or other smart occasions. After careful research we’ve designed a
soft yet smart outfit that babies and mums will love.”
The Alfie suit is available in three sizes to fit baby boys from six months to two years. The
suit is available exclusively from Henry Kaye and can ordered from the Henry Kaye Wedding
Accessories website now ready for delivery in February. For further details telephone
+44 (0)845 345 5464 or visit www.henrykaye.co.uk
Company forges ahead despite credit crunch and recession
After trading for 32 years, Jane Watson has secured the sale of the assets of Samantha Jane
Collection and Eva Jordan Bridal to Clare Wilson in Cambridge. The manufacturing unit
was sold in June 2008. Existing clients have been notified of the changes ahead and the
reaction has been encouraging. The company names will slightly change, being “Eva Jordan
Bridal Ltd” inc: “Samantha Jane Bridesmaids & Proms.”
The reason for the sale of this family business is that Jane Watson is looking at semi
retirement from the fashion side of the industry. It was 18 months ago that her husband,
Steve Watson, retired after working within the company for 12 years. Furthermore,
Samantha Bryce, Jane and Steve’s daughter, whom the company Samantha Jane was named
after, now wants to concentrate on her young family just having had her third baby.
Jane will continue to exhibit at the British Bridal Exhibition (BBEH) as a bridal
consultant. The Bridal Consultancy Business was established in 2000 and has grown
rapidly with the services being in demand more and more as the credit crunch and now the
recession hits hard on some bridal retailers.
Samantha Jane Collection was established in 1978. The company first exhibited at the
BBEH in 1986, 22 years ago. In 2003 Eva Jordan Couture Bridal was introduced to the
BBEH with a very welcome response.
Jane now feels that this company needs young blood, someone enthusiastic with a passion
for the bridal fashion industry and has now found such a person in Clare Wilson.
Jane met Clare through the Consultancy Service when Clare was establishing her
bridal retail business in 2001; having been a consultancy client Jane knew Clare took her
involvement within the industry seriously. Clare is also familiar with the collections, being
a stockist of Eva Jordan and Samantha Jane Collection since opening and is aware of the
quality of the designs and service.
Jane says: “I feel I have the right person to take the company forward, expanding the
collections and client base. I will still be involved initially within the company to ensure a
smooth transition.” She continues: “Clare is in constant contact with brides and their needs
and has a vast experience of what the bride is looking for, with a natural ability for design,
therefore, a good understanding of what the retailers may want.
There are new photo shoots being organised for the 2009 and 2010 collections, and the
new designs by Clare will be available to view at the BBEH in March 2009. Everyone will
be welcome and, as a special thank you, there will be offers to encourage new stockists, while
existing stockists will receive a special thank you gift.
The launch offers will be as follows: purchase 12 Eva Jordan Bridal Gowns of your
choice and receive a 50% discount on the total invoice price. Buyers can also purchase six
Samantha Jane Bridesmaids/Proms and receive three extra dresses free. Clare Wilson will
be looking forward to seeing and meeting existing and new clients at the show. In addition,
the web sites have been updated to ensure a constant flow of visitors.
For further details, email Jane Watson on janewatson@bridalbusiness.co.uk or Clare
Wilson on info@evajordan.co.uk. Clare can also be contacted on +44 (0)1954 263 030.
12 ATTIRE
Clare Wilson
From l to r: Steve, Jane and Samantha
IANSTUART-bride
DESIGNER OF THE YEAR 2004/2005/2006/2007
OUTSTANDING CONTRIBUTION TO THE INDUSTRY 2008
ianstuart-bride. cÊUÊ³{{Êä®ÓäÊn7È£ÊÈÎäÓÊÊ
Style: 8654
Vogue Fashions Ltd
Cavell House, Stannard Place, St Crispins Road, Norwich, Norfolk NR3 1YE
Tel: 01603 821170
Fax: 01603 821171
info@voguefashions.uk.com
Retail Barometer
The Year
that was
We grill leading bridal retailers to find out about
their successes and challenges during the past
year, and their aims and ambitions for 2009
llie
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Sa
son
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e
nd
2008
There’s no doubt that 2008 has been a tough year for UK businesses.
After years of inflation, rocketing property prices and a strong currency,
we’ve all been unceremoniously brought back down to earth. So it was
with some trepidation that I approached bridal retailers from across the
country to find out how they had fared in 2008 and what plans they
had set in motion for 2009. It seems that bridal retailers are not easily
deterred, seeking to take direct action to boost their businesses, rather
than waiting for the inevitable. Read to find out more…
NAME: Ellie Sanderson
JOB TITLE: Owner
COMPANY: Ellie Sanderson
Bridal Boutique, Buckinghamshire
This year has been: incredible, Ellie Sanderson
celebrated its first birthday in July 2008 and
things just keep getting better.
Our greatest success this year: has no doubt been securing two fabulous new labels exclusively for the boutique, Rosa
Clara and Kate Sherford. Rosa Clara has the most incredible styling and wonderful use of unusual fabrics making
her very, very special. Kate Sherford won best new British designer in 2007 and is no doubt one to watch, her styles
are young, fun and fresh.
Our biggest challenge: has no doubt been giving everyone an appointment that wants one, we currently have a four
week waiting list for Saturday and Sunday appointments. This will change slightly next year as we extend our
operation and increase our opening hours again.
Next year we aim to: stay focused on giving the best possible service, everyone is panicking and reducing prices and cutting costs which means in the end
the customer suffers. We will remain true to our simple values. To give the best service and ensure that every bride we meet feels supported and has our
undivided attention.
ATTIRE 15 ·
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NAME: Abigail Neill
JOB TITLE: Joint Proprietor
COMPANY: Abigail’s Collection
Bridalwear, Essex, Consultancy &
Menswear Hire
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NAME: Debbie Williams
JOB TITLE: Owner
COMPANY: Amychloe Bridal,
South Wales
This year has been: fantastic! Another successful and enjoyable year
(despite long hours).
Our greatest success this year: proudly winning the 2008 ‘Bridal Retailer
of the Year’ award at The Wedding Retailer Awards and increasing
our year on year sales by just over 100% as a result of relocation and
business expansion.
Our biggest challenge: understanding the menswear hire marketplace
and applying a relevant marketing strategy in order to become one of
the best menswear hire services in Essex.
Next year we aim to: continue to enjoy our business! Increasingly
build upon our strong reputation by providing fabulous products and
excellent customer services to our Brides and Grooms. Develop our
unique business concept despite media doom and gloom caused by
recent economic uncertainty. Take more holidays!?
This year has been: incredible that’s the only way I can put it. Amychloe
Bridal is in quite a small town about 15 miles away from Swansea so
I guess it was a little risky opening where we are, to say the least but I
felt I could make it a success. I knew it wouldn’t happen overnight so
with that in mind I just offered something new, fresh and welcoming
to brides. Now we have really taken off and brides are travelling from
all over to buy their garments from us. I would say most of our business
is now through recommendations as we have grown over the past five
years. I always ask customers who call to book an appointment, where
they heard about Amychloe I would say 90% of them say through a
friend or they went to a wedding that we supplied for. I’m very happy
with the way things are going for Amychloe.
Our greatest success this year: well there have been a few lovely surprises
this year. Amychloe Bridal was nominated for the Style Awards. We
were delighted to be in the final three shops. There was my store,
Amychloe, River Island and Next. Next beat us to the winning line but
I was so proud and chuffed to even be in the finals as these were two
huge corporate companies.
And just last week I had a call from Carmarthenshire radio to say I
had won Business person of the year. Which as you can imagine I was
speechless and very happy to receive such an award.
Our biggest challenge: to stay on top with in the market place. Brides
are looking for excellent all round good service and value for money.
Especially in this economic slowdown that all businesses are facing
in 2009.
Next year we aim to: introduce Mother of the Bride. Most of the mums
who get to know us keep asking me to do a collection for them. I think
this is simply down to the fact we are down-to-earth, friendly and try
to go the extra mile to keep our customers happy. Even if it means
going out of our way to give them what they want. After all, they’re
spending a huge amount of their wedding budget in my shop. I think
it’s only fair they get what their paying for and besides we really do
enjoy serving them.
16 ATTIRE
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This year has been: fantastic! I’ve had the best year so far. I didn’t know what to expect as before
becoming a retailer I specialised in made to measure from more of a studio environment. Moving
to our shop in Bedford Place and getting in other designers’ work such as Jenny Packham was going
into the unknown for me but it works really well.
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Our greatest success this year: just being able to offer our brides a service that is adaptable. We offer
such a wide bespoke service as well as gowns by established designers. The options are endless for
our brides.
Our biggest challenge: taking on unexpected brides from another shop who had closed unexpectedly,
I think this had far reaching consequences for all shops in the area.
NAME: Shay Harris
JOB TITLE: Designer/Owner
COMPANY: Shay Harris Bridal
Lounge, Hampshire
Next year we aim to: re-launch our bridesmaids room, expand my collection specifically for petite
brides and continue to offer our unique ability to fulfill all requests for bespoke work be it a bracelet
or gown.
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NAME: Lorraine Moore
JOB TITLE: Manager and Owner
COMPANY: Tantrums n Tiaras
Bridal House, Kent
This year has been: challenging for us as we have had new stores
opening locally on the eve of a credit crunch; however, our reputation
has kept us ahead of the game and we have still managed to keep
business flowing.
Our greatest success this year: has been the introduction of our large
prom and evening department, which has encouraged new business.
Our biggest challenge: was to condense our designer lines. Whilst
keeping our customer service at its high standard we wanted too offer
a strong 2008 collection which would suit all budgets, especially in this
time of financial change.
Next year we aim to: expand our bridesmaid department, have a
larger selection of 16 plus gowns, and also to release our captivating
Demetrios designer gowns all of which will be added to our already
strong 2009 collection. We look forward to an exciting New Year.
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NAME: Morag Clifford
JOB TITLE: Owner
COMPANY:
Clifford Burr Bridal,
Hertfordshire
This year has been:
reassuring, with no
significant decrease in the
number of girls getting
married. We have been
delighted with the number
of brides that have come
to us on recommendation;
from friends, workmates,
photographers, florists
etc. It is lovely when a girl
recommends our services even though she has perhaps ordered her own
dream dress from another shop.
Our greatest success this year: has been the increase in our men’s formal
hire. We are lucky enough to be able to provide a separate room where
the men are fitted, thus keeping them away from anything bridal.
Our biggest challenge: has been to continue offering a very high level
of service when the brides are leaving a much shorter lead time for
their dresses. It has been difficult to provide the girls with seamstress
appointments that suit them especially during peak summer months.
Next year we aim to: continue to offer quality and personal service. At
present we have one late night opening but are going to increase this to
two for both bridal and men’s formal hire appointments thus becoming
as ‘bride friendly’ as possible. A
18 ATTIRE
Feet First
LT
U
@
Glamorous shoes in classic
colours will secure special
occasion footwear sales
D
A
We take a look at some stylish
shoes for special occasion
wear, featuring sumptuous
satins and pretty detailing
There’s no better excuse for a woman to buy
a new pair of shoes than a wedding, whether
she’s the mother of the bride, a bridesmaid, or
simply a guest. And where better to find the
perfect pair than a bridal retailer? While some
brides may only bring along their mother, or
a best friend, to help her choose her dream
dress, others are flanked by nothing short of an
entourage. All these women will be searching
for a special pair of shoes to wear on the big
day, so it’s well worth presenting the best
possible range of footwear to secure vital sales.
Read on for our pick of the best new shoes to
help consumers through the big day…
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3
@
4
5
1. Benjamin Adams +44 (0)20 8509 0001 www.paradoxlondon.com
2. Lexus Collection +44 (0)1902 456 800 www.lexusinternational.com
3. Colour Studio by Rainbow Club +44 (0)1392 207 040 www.rainbowclub.co.uk
4. Belle +44 (0)20 8509 0001 www.paradoxlondon.com
5. Meadows Bridal Shoes +44 (0)1603 219 174 www.meadowsbridal.co.uk
20 ATTIRE
Bridesmaid
Bridesmaid Shoes
Shoes
D
IL
H
@
C
These fabulous white party
shoes are just perfect for young
female attendants
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@
3
4
5
1
1. Henry Kaye
+44(0)845 345 5464 www.henrykaye.co.uk
2. Meadows Bridal Shoes
+44 (0)1603 219 174 www.meadowsbridal.co.uk
3. Else
+44 (0)1392 207 040 www.rainbowclub.co.uk
4. Henry Kaye
+44(0)845 345 5464 www.henrykaye.co.uk
5. Little Miss Pink +44 (0)20 8509 0001
www.paradoxlondon.com
ATTIRE 21
Competition
n
i
W
A BESPOKE BRIDAL COURSE FOR
YOU, AND UP TO FOUR MEMBERS
OF STAFF, WORTH UP TO £1000!
Bridal gown designer and manufacturer, Shelagh M, talks to
Attire Bridal about her exciting new venture.
After what seems like two lifetimes spent in the
bridal industry, retirement got a little bit boring.
So I started thinking: what had I got to offer the
industry that had not been done before? What
skills do I have that are needed in today’s hectic life
of a bridal retailer? What can I share with you all?
Yes I could be a consultant to those who are just
starting out, but my knowledge of bridal is wider
than that.
Simple! Run courses for retailers and their staff
on altering wedding gowns to fit the bride perfectly
(not forgetting the bridesmaid).
In my years as a designer and producer of
wedding gowns, one cry had often been made to
me: Help, how do I alter this gown? How do I pin
the bride in the gown? What shape dress should
I sell for a lady who is short? Tall? Pear shaped?
Heavy on the top but a tiny waist? How do I put
the dress back together so it looks as if it has not
been altered?
I am one of the few people in our industry
with detailed knowledge of garment construction,
design, and production. As a supplier of bridal
gowns to retailers, I have worked closely with shops
and have an extensive knowledge of the problems
you face. Now I have ceased running Shelagh M
Ltd I have the time to share my 30 years of bridal
industry knowledge with you all.
Have you been lucky enough to have a fantastic
alteration hand? If she is now leaving and you’re
looking to the future in dread, why not consider
doing some of the work yourself? With a little help
you will be surprised at how much you can do.
Have you just bought a bridal shop? Setting
one up? Again, alteration is a very important part
of the service for your client. A good after sales
service will make sure she recommends you to all
her friends.
As well as working with the general public I
have also worked with brides to create their gowns,
bringing the dream dress to life, so I know all the
pitfalls of dealing with a lady at this exciting time
in her life.
I am now running courses in wedding gown
construction, fitting and alterations, with the
benefit of a telephone help-line for my students. In
the first instance students have the opportunity to
come to my studio; where I have all the necessary
machinery and materials. I can offer a greater
understanding of the alteration processes as I
demonstrate just how much can be done to a gown.
The second part of the course can be at your shop
and alteration room. Time will be spent with the
bride and your fitter showing exactly how the gown
can be improved.
Perhaps you have a team of ladies in your
alteration room and they would like to polish up
their skills, learn faster ways to complete alterations
and, therefore, ensure a better profit is added to
your business bottom line?
Some of you may have heard your alteration lady
say, “that it is not possible” or “it cannot be done;
you should not have sold that gown to that body
shape”. With a little more training she will say;
“YES I can do that”.
This is one area that can make a great difference
to your business. Bridal is a challenging industry so
give yourself an advantage over your competitors,
treat yourself and your staff to further training in
the following areas:
• Selling the correct dress shape for the body
• Fitting
• Alterations
• Alterations to princess-line gowns
• Corsetry
• Boning a bodice
• Pattern making
• Pattern adaptation
• Sewing machine skills
• Cutting a garment
• First fit
• Second fit
• Garment decoration
• Fabric sourcing
• Component sourcing
• Working with the bride for the garment fitter
Each course is tailored to your needs; you can pick
and mix components, or do one area in great depth.
The prize
Shelagh will travel to the winner’s bridal
boutique, where she will spend a full day with
the winner, and up to four other members of
staff. Content of the course can be tailored to
the winner’s requirements. For your chance to
win, simply visit www.attirebridal.com, follow
the competition link and answer the following
question: “How many years has Shelagh M spent
as a bridal gown designer and manufacturer”.
Terms and conditions apply. A
Further information
To find out more about Shelagh’s courses,
simply telephone +44 (0)1490 412 273 or
+44 (0)7702 668 103. Alternatively, email her
on shelaghm1@hotmail.com
ATTIRE 23
Keeping hold
of the purse strings
It’s hard to ignore the state of the current financial climate at the moment as it is
affecting businesses and consumers alike. However, it is not all doom and gloom
and there are things that small businesses can do to protect themselves during these
difficult times - to strengthen their business enabling them to survive the storm and
come out the other side.
Peter Mulhall, business adviser at Business Link, talks about some of the positive
actions that can be taken now to help secure the future health of your business.
because in a higher risk customer portfolio the
This is a very big subject area so for the purpose
PLANNING
contingency may need to be higher. Having a
of this article I am going to concentrate on how
A major customer, or for that matter a significant
forecast will also allow you to predict the effects on
to protect the sales and revenues that you have
number of smaller ones, delaying payment or
your cash balance of taking on that large exciting
made. Any business adviser would be able to tell
defaulting is a real risk in a tough trading climate
sales order, which you will have to fund until the
you numerous stories
particularly when bank
If your business is overly
customer pays.
of seemingly successful
funding is tight. Nothing
businesses going bust
exposed to one or two really big you can do about that,
or running into serious
I hear you say! If your
CONTROL
customers you need to watch
financial trouble. The
business is overly exposed Don’t bury your head in the sand, check your bank
them carefully for signs that they to one or two really big
order book can be
balance regularly – I mean several times a week,
healthy and the forecast are in trouble
customers you need to
not just when your statement arrives at the end of
for profitability good, but
watch them carefully for
the month. Update your cash forecast when you
in the short-term the company can run out of cash, signs that they are in trouble – news (even gossip),
have new information, and this would likely be
find that they can’t pay the bills as they fall due,
listening for tell-tale signals from your contacts in
weekly. Have a column on the forecast at the side
and then the trouble starts.
the customer’s business. Sounds like paranoia, but
of the budget for the actual cash in and out, as of
such events are rarely sudden, and it’s your money
the last day of the month, and compare the two.
that is at stake. Reliance on one key customer
Do this as soon as you can after the month-end
BUT HOW DO THEY GET INTO THIS
is quite common and in the longer-term such
and adjust the forecast for the next few months
POSITION IN THE FIRST PLACE?
businesses should develop a strategy to create a
based on your current performance and your view
• A major customer delays a large payment or
more balanced customer portfolio.
of the immediate future, but most importantly take
completely defaults resulting in a fatal bad debt;
You should plan for an increase in debtor days
corrective action.
• Poor debtor control;
and bad debt anyway, which means that you will
Bank funding is very tight, but banks and other
• Allowing credit without properly checking for
need the working capital to cover this. Having a
funding bodies are still open for business. If your
credit worthiness;
strategy which simply
forecast is telling you that
• Poor or no financial control;
relies on you delaying
your bank balance is at
• Being under capitalised in the first place
Creating a simple cash budget
paying your own creditors will allow you to forecast the
risk of dipping into the
increasing the risk of over-trading;
is not sustainable.
red or below the agreed
• Accepting large sales orders without first
effect on your bank balance if
Creating a simple cash
overdraft limit, talk to
forecasting the effects on working capital and again
and when customers slow down your bank relationship
budget will allow you
increasing the risk of over-trading.
to forecast the effect on
manager as soon as
• Poor security policies and procedures.
payments.
your bank balance if and
possible. Bank lending
The list could go on, but there are two clear
when customers slow down payments. Forecast
is based on their assessment of risk, a business
themes emerging that we should look at in more
for a percentage of your debtors to default i.e.
that shows it has a robust planning and financial
detail. Firstly, the need for financial planning, and
you might allow for five per cent of debtors as
control process is more likely to get support than
secondly, the need for financial control.
a bad and doubtful debt contingency, but study
the proverbial ostrich. Seek advice from your
your customers and their past records of payment
accountant and Business Link adviser.
24 ATTIRE
Business Link
GOOD DAYTODAY CREDIT CONTROL IS
ESSENTIAL TO SURVIVAL. TOP TIPS:
1
2
3
4
5
Credit checking new customers is
cheaper than a crippling bad debt you could;
• Buy a credit rating report;
• Ask for trade references;
• Ask for a bank reference;
• Study historical accounts;
Look for press reports on
the company.
Ensure that your terms of trading are
clear before the sale is agreed, issue
them with every invoice and ensure
you stick to them.
Consider asking new or risky
customers for cash with order, or cash
before shipment, or cash on delivery.
When net credit days are given,
send the invoice with the goods so
that the clock is ticking from the
delivery time.
Get on first name terms with people
in their accounts department and
phone the customer within 24 hours
of their receipt of goods to ensure no
problems with the order and/or the
invoice. This helps avoid a common
delaying tactic.
7
8
9
10
If terms are say 30 days, call the
customer on day 31 from the invoice
date to ask about progress of the
payment.
Send a month-end statement of
account to the customer as a matter
of course.
If still no payment, call every few
days to chase it, but reinforce this
with a more formal letter, at say
day 37, to the accounts department
in the first instance followed by a
final letter to the MD or FD if still
no payment despite promises. Be
courteous and succinct at all stages.
Ensure that the face of
the invoice says that you
are aware of your rights
under the Late Payment of
Commercial Debts (Interest)
Act 1998 i.e. "We understand
and will exercise our statutory right to claim
interest and compensation for debt recovery costs
under the late payment legislation if we are not
paid according to agreed credit terms."
11
Consider stopping further
supplies.
12
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14
15
16
17
Arrange to meet the company
if the amount is significant.
Consider retaining a
collection agency.
A final recourse is that you
could seek to wind up the
customer’s company if the
debt is £750 or more, your
customer will know this so use
it as leverage before setting it
in motion.
Use your judgement
throughout the whole
collection process to ensure
you don’t risk a valuable
customer, but at the same
time protecting your own
company.
You could consider invoice
discounting or factoring,
this can be much lower risk
than overdraft, but is often
more expensive and difficult
to reverse.
Take up debt insurance (often
called credit insurance). A
If you are worried about how the current climate
is affecting your business, you can contact Business
Link who will provide you with free, impartial
and skilled advice. Call +44 (0)8457 17 16 15 or
visit www.businesslink.gov.uk/east.
ATTIRE 25
QA
ALL THE ANSWERS
Jane Watson and Charlie Eve solve your retail worries
Charlie Eve is a partner
at Spofforths Chartered
Accountants. Charlie covers
management, accounting and
taxation issues and specialises
in management consultancy
and auditing in the SME
sector. He is based at the
firm’s Brighton office.
Call +44 ( 0)1273 811 000
or send an email to
charlieeve@spofforths.co.uk.
Jane Watson has over 30
years’ experience in bridal
retail, selling dresses to brides
and supplying shops with Eva
Jordan Couture Bridal and
Samantha Jane Collection
Bridesmaids and Proms.
In response to retailer
demand, seven years ago she
launched a consultancy firm,
‘Starting a Bridal Business’,
to advise new and existing
bridal retailers on all aspects
of running a successful shop.
Catwalk Couture
Q
I’m lucky enough to have a spacious bridal studio and am considering
putting on a small fashion show for local brides. Can you give me any
advice on organising and promoting the event?
A
Jane Watson says: I would suggest holding the event over two days,
ideally a weekend, and then having fashion shows three times each day,
for example: Saturday and Sunday at 11am, 1pm and 3pm. Book brides into
different sessions so they are not too overcrowded. You will be able to talk to
each bride after the show and give her the personal attention that all brides
want and need to make them feel special and want to buy from you. Advertise
in the local paper three weeks before the event, and put a big elegant poster in
the window inviting brides to book in advance.
26 ATTIRE
Taxing Times
Q
A
I am a retailer with multiple product lines and a lot of time is spent on
VAT accounting. Is there a simpler approach?
Charlie Eve says: Flat rate accounting can suit some businesses
with multiple product VAT liability. The flat rate scheme is open to
all business with an annual turnover of £100k exclusive of VAT or £125k
turnover, exclusive of VAT, including the value of exempt supplies and other
non-taxable income. Companies can stay in the scheme until turnover of
£150k including VAT is breached.Net liability can be calculated by applying
a flat rate percentage to the tax inclusive turnover. The percentage figure is
defined by the trade sector within which the business operates and ranges
from 5 to 14%. The need to record all details of invoices issued or purchase
invoices received is eliminated. Flat rate accounting can save on admin and
in some cases produce lower payments. Businesses will continue to charge
customers and issue invoices to VAT registered customers at the normal rate.
Companies should seek expert advice to ascertain that this approach is the best
one for their business.
Foreign Climes
Q
I’m fairly new to bridal retail and recently I’ve been seeing a lot of
brides who are getting married abroad, particularly in hot climates.
What advice should I be giving these brides when choosing their gown and
transporting it overseas?
A
Jane Watson says: There has been a lot of emphasis on the wedding
abroad, especially when it was the new and “in thing” to do. If you look
at the advertising in the glossy consumer bridal magazines you will see that
many bridal photo shoots take place abroad, indicating that these gowns look
lovely in the sunshine. The bride just needs to make sure the fabric of the dress
is not too heavy and travels well. I would suggest the bride opts for a dress that
is not too heavily beaded, as this is not helpful if the wedding is taking place
in a very hot country. The bride could then request a special service from the
travel agent or perhaps take the dress with her as hand luggage in a safe dress
bag cover.
A
@ɄȨȽɜɄȘȨпȐɑȐȽȃȐ
Q
A
There are three other bridal retailers in my town. How can I set myself
apart from the competition?
Jane Watson says: You can only be the best at service and presentation,
and having an inviting showroom. Making the bride, her friends and
family welcome is the best recipe for good customer service. If the bride likes
you she will want to buy her dress from your showrooms.
Never talk about a competitor in a negative way. If a bride makes a negative
comments about a competitor “don’t comment”. I have heard of one bride
who found the dress she wanted for her wedding in a certain showroom
but was warned by the competitor that the retailer she was to purchase her
dresses from may be closing down the business, (a complete lie of course).
This is not acceptable and I personally would be careful of running down your
competitiors as brides do not like this sort of behaviour.
The other way of setting yourself apart from the competition is by having
lots of events and attending as many wedding fayres as possible so you are
constantly in touch with the bride and her family.
As a mother of a bride and a mother-in-law of the groom I loved all the
attention so make a mental note to always include the parents. If the bride and
mum like you it’s a win win situation.
HȐɜǸȨȽȨȽȝLɜǸп
Trudy Lee
Bridal Dress Collection
Q
A
The credit crunch means I cannot increase staff payments. Are there
any other small ways I can help employees in these difficult times?
Charlie Eve says: You can give key personnel company loans of up
to £5k each without them attracting a tax liability. Company loans to
staff above £5k are taxed at the current interest rate. The loan could assist the
individual and might help to tie them into the business plus you would get
the money back. There are some government assisted schemes that might help
at this time. For example, there is a tax free government voucher scheme for
holiday childcare. If parents are employed by a participating business they can
elect to receive part of their pay in childcare vouchers and the cost is deducted
from their salary before tax and National Insurance is paid. Typically, the
vouchers can save parents £100 a month or £2392 a year if both parents are
employed by the company. Businesses can help employees who want to cut
petrol costs by taking advantage of a government scheme where employees
buy a bike through their employer. The business buys the cycle and effectively
hires it to the employee. The full retail price of the bike is paid back through
instalments taken out of gross pay before tax and National Insurance. This
translates to almost 50% off a new bike. An employer can decide to keep the
VAT saving or pass it on. Lean and fit for the times ahead. A
Further Information
If you have a question about any aspect of your business, simply write to Q&A Special,
Attire Bridal magazine, Broseley House, Newlands Drive, Witham, Essex
CM8 2UL. Alternatively, send your queries to editor@attirebridal.com
www.trudylee.co.uk email: info@trudylee.co.uk
tel: 01707 643633
ATTIRE 27
Flowergirls
Sugar and spice
DISNEY CONSUMER PRODUCTS
Kirstie Kellie, Head Designer www.disneyconsumerproducts.com
Describe your flowergirl collection.
Our flowergirl collection is a confection of ruffles, bows and flowers. Truly,
every little girl dreams of a princess dress, and we think we’ve given them a
beautiful option here.
What inspires your designs?
Everything around me. People, fabrics, details. When you are designing
a gown for a little girl, you have to consider her view of the world and the
thrill of being part of a wedding at such a young age.
and all things nice
We find out about the latest flowergirl collections
on the market
Disney Consumer Products
What is your favorite flowergirl dress from the collection and why?
Style C2942. Layers of tulle with a tulle bodice. A very dreamy dress with
layers of fabric.
Has the market for flowergirl dresses changed in recent times?
Our dresses are very special, we have received an incredible response to
them since we launched the collection. Because of the different silhouettes
there are many styles to choose from and the dresses can be used for
different holidays and events throughout the year.
How is your collection going to evolve over the coming 12 months?
Stay tuned, and expect to see lots of magic and princess details!
How can bridal retailers boost sales of flower girl dresses?
Flowergirl dresses should be sold in for all events, not just for weddings.
They are a perfect story for editors to write about because they are so sweet
to look at, and so magical for the little girls who wear them.
THE SHERFORD GROUP
Martin Jenkins, Managing Director www.olivia-mae.com
The Sherford Group
Olivia Mae Flowergirls are classic English flowergirl dresses designed by
Sassi Holford, offered in a gorgeous palette of fashionable colours.
Sassi gets her inspiration from the delightful little girls coming into her
boutiques to be flowergirls.
What is your favourite flowergirl dress from the collection and why?
‘Lucy’ because it has a big swishy skirt and is easy to wear, and is trimmed
with a pretty sash and brooch.
Has the market for flowergirl dresses changed in recent times? If so, how?
After seeing a decline in sales in the first half of the decade, our flowergirl
orders are now steadily increasing each year.
Currently, the demand is for a wider selection of fabrics rather than styles
so that is what we are focusing on.
How can bridal retailers boost sales of flowergirl dresses?
To stop customers buying flowergirl dresses on the high street the retailer
should have three or four samples showing the range of styles, fabrics and
colours and should emphasise the benefits of choice and quality offered by
‘made-to-order’.
ATTIRE 29 ·
PERFUME RIVER
TRUE BRIDE
Ha Ngo, Founder
www.perfumeriver.co.uk
Nicki Flynn, Director www.truebride.co.uk
The collection is inspired by
the romantic Perfume River,
which flows majestically
through the ancient city of
Hue, the most beautiful city
in Vietnam and the city
where I grew up as a child.
What is your favourite
flowergirl dress from the
collection and why?
My favourite flowergirl
dress is our ivory taffeta
silk dress design; it has two
layers of soft tulle, ballerina
length and comes with a
choice of sash colours. I like
it because it’s simple and
elegant but also flexible in
fitting in with the colour
scheme of any bridal party.
Has the market for
flowergirl dresses changed
in recent times? If so, how?
Yes I think the market has changed. People leave getting married until much later so
they are more likely to have little ones of their own, friends with little ones or aunties
of little ones that can be flowergirls. Also couples are becoming more financially
stretched as a result of high costs of borrowing and greater job insecurities. For their
big day I think the majority of brides-to-be are sensible about the costs of kitting out
their flowergirls (this cost includes the dress as well as the matching shoes and hair
bands). They are looking for a nice quality product but at an affordable price. Perfume
River Collection caters for this very well as our dresses are made on a small bespoke
scale, with quality design and finish but we are able to offer them at high street prices
and not designer prices.
The Perfume River Collection will become even more adventurous in their design
through the use of different fabrics (we will be introducing linen, lace and silk satin
into the range) and bigger choice of colours. We are looking to introduce more
natural toning colours into our collection and more subtle flower embroidery for
our dresses such as orchids and water lilies which are synonymous with the Perfume
River region.
Retailers can boost sales of flowergirl dresses by doing the following:
•
•
•
Consider a range of flowergirl dresses that can be ordered in for their customers
with a short lead time i.e. one week rather than one month.
Consider brands that offer flowergirl dresses that are flexible in terms of their
designs to easily fit in with the bridal party. This means retailers carry less stock
and save on premium space in the shop.
Offer a more affordable range of flowergirl dresses. Retailers may need to
consider a lower margin of 2.5 rather than 3 – this way they can then compete
with the high street on price but offer a much more unique product combined
with personal service. I think if bridal shops were able to offer flowergirl dresses
at high street prices then brides to be would not be forced to look elsewhere for
a cheaper option.
30 ATTIRE
Princess but practical!
Either total fairytale or a very cute version of the grown up
bridesmaids.
What is your favourite flowergirl dress from the collection and
why have you chosen this design?
C906 – fantastic use of strong vibrant shades, simple but striking.
Has the market for flowergirl dresses changed in recent times? If
so, how?
With easy access to high street brands offered in ivory at
very low prices, our collection has become more focused on
coordinating with teen and adult gowns.
How is your flowergirl collection going to evolve over the
coming 12 months?
We intend to design flowergirls that will complement various
bridals and adult bridesmaids. Price will be important so a
new brand of adult and child dresses called ‘True Essentials’ is
currently being launched to compete with the high street.
Always emphasise the vast range of colours, the fact they make
great party dresses for wearing again and let the little angels try
them on…who would be able to resist?!
Avaliable in sizes UK 4-30 in
over 150 colours. Please contact
our Sales Representative Jenny
Williams on +44 (0) 151 339 9139
for further information.
www.ebonyrosedesigns.co.uk and
email: enquiries@ebonyrosedesigns.co.uk.
LITTLE EGLANTINE
Stephanie Staub, Designer www.littleeglantine.com
Little Eglantine features personally-designed dresses for flowergirls, and exceptionally
sophisticated suits for pageboys. Already well established in Paris, I personally ensure
that flowergirl dresses and pageboy suits are uniquely tailored and of excellent quality.
With us, children receive the personal, warm and sophisticated touch of French
“Haute Couture”, which set Little Eglantine’s collection apart. What makes Little
Eglantine so unique not only lies in the exceptional and innovative design we offer,
but also in the choice of our embroidered or plain taffeta fabrics: I travel all around the
world to source such rare fabrics.
My first inspiration came from my own wedding. It is such an important and unique
day, after all, the bride and the groom want everything to look perfect and beautiful.
I am so passionate about beauty - I like to think I can add a little touch of beauty and
refinement in weddings, it is a kind of gift I wish to offer to the bride.
My inspirations for my creations come from a background not just of Parisian chic
but also from the artistic and aristocratic surroundings of my family.
Fabric is very important to me. Once I have sourced the most exquisite embroidered
taffetas, I love to play with fabrics and colours to make them harmonise.
What is your favourite flowergirl dress from the collection and why?
My next summer collection will feature pastel tones and also, more vibrant and
contrasting colours. Among all the outfits, I would say my favourite little couple is
Anais and Louis: I love the soft vibration created by the harmony of pastel colours
of these two designs: Anais, all in softness with her embroidered green and old pink
dress, is valorised by the complementarity of Louis’ brown chocolate trousers and green
cummerbund.
I also love the design of Anais’ dress: look at her back, the sash is crossed and not tied,
in order to follow the shape of the neckline… every little detail counts.
Has the market for flowergirl dresses changed in recent times? If so, how?
High end brides-to-be really want the best for their wedding, as you know, they want
it to be unique, and they are more than happy to be able to get personalised flowergirl
dresses. They love to be able to choose the design, match the fabrics according to their
taste or wedding theme.
Since very recently, one could only find ready-to-wear dresses, and not of the best
quality, and the AB1 women couldn’t find the quality and style they were looking for.
Once they have found the designer they like, they are ready to spend money to have
unique flowergirl dresses and pageboy outfits. So I would definitely say there is a market
for luxurious flowergirl dresses, and it is still undersupplied.
My 2008 winter collection was inspired by Slavic tradition, matching fur and deep
blue taffetas. Next summer my creations will source their essence in French refinement,
whilst also retaining children’s mischievousness and innocence.
How can bridal retailers boost sales of flower girl dresses?
For those who have ABC1 clients, I think the most important is to answer to the wish
of the bride-to-be to have a unique day: they do not want to see the same dresses at
their relatives’ wedding. So give them choice, that is what we do at Little Eglantine.
Have a gorgeous little couple of mannequins stand in your shop, to create the desire for
unique outfits, (brides want something unique, but they don’t know that their dream
dress can be found!) and offer a personalised service, with a catalogue of photos and
fabric samples, so they can choose among a range of outfits.
Brides look for perfection, but they also like to have everything in the same shop, so
they do not have to spend months to find the accessories they need.
It is very valorising for your shop to be able to offer a wide range of services to your
clients, and especially if you are able to offer luxurious flowergirl dresses. And if you
don’t have a shop big enough to sell flowergirl dresses, you can always show suppliers’
postcards/leaflets so the brides can find the high quality flowergirl dresses they are
looking for. This little detail will promote the kind of service you offer and your clients
will certainly talk to their friends about everything they were offered in your shop.
The cute impact of little children in gorgeous outfits, walking along the aisle with
the bride, or pictured on the wedding photos will last forever and is very important to
consider. A
32 ATTIRE
899
Exciting new collection
Showing at BBEH
Hall C, Stand C1/C2
from 08th -10th March 2009
Free Bridesmaids Samples
for bridal stockists
923
916
919
www.christinarossi.com
948
For all trade enquiries, please call our sales team on
+44 (0) 845 686 0015 or
email: info@christinarossi.com
Tel: 0161 280 6980
Email: clifvalins@aol.com
www.mylady.co.il
Profile
Young at
Heart
We speak to designer, Margaret Furber,
about her move into bridal wholesale,
supplying British-made flowergirl dresses
Tell us a little about your background. What
prompted you to begin a career designing flower
girl and bridesmaid dresses?
I have been in the clothing industry since gaining a
degree for pattern cutting and clothing technology
in the 1970s. I decided six years ago to open my
own bridal studio and made all the flowergirl and
most of the bridesmaid dresses in my “in house”
workshop. They have proved very popular with my
retail clients. Then a friend in the bridal industry
asked me to supply my flowergirl dresses for her
studio (not in the same area). This gave me the idea
to create The Blossom Collection for wholesale.
What do you enjoy most about your role?
I love every aspect of my job, especially trying new
style ideas and seeing my granddaughter Charlotte
model them.
Tell us a little about your current flowergirl
collection, how you would you describe it?
This is the first range of dresses for The Blossom
Collection. I set out to design about eight styles
but got carried away and ended up with twice as
many, and the collection is still growing. All of
which I think will complement any wedding, from
informal to designer.
Your dresses are individually handmade in the
UK. Would you ever consider having the dresses
made abroad? If not, why?
I have no intention of getting my dresses made
abroad as I don’t want to compromise on quality by
mass producing. I also believe in creating jobs for
local people. I employ a great team of reliable staff
from my local area. Nor do I want to jeopardise in
any way the personal service we provide.
What type of retailer is your collection most
suited to?
I think my collection is diverse enough for any
bridal studio.
How does your couture service complement your
offering to retailers?
By offering choice of colour, fabric and trimmings,
or clients’ own fabric. Clients can have dresses
made to their own individual requirements. There
is no such thing as a standard fit for children
nowadays. The size chart is only a guideline, I am
happy to make adjustments to measurements to
give the best possible fit to each dress.
I have always been a look, listen and learn type of
person. Inspiration just materialises.
Where do you source materials?
I source my materials from fabric wholesalers
specialising in bridal fabrics. I have a number of
suppliers that provide me with a wide variety of
colours in each type of fabric. They only sell good
quality materials and their customer service is
excellent. Reliability is absolutely everything in the
bridal business.
How do you view the bridal market?
It is very competitive; you have to offer a service
that is just that bit better than everyone else. I will
go that extra mile to give my wholesale clients the
edge they require.
What do you hope to achieve for your business in
the next five years?
Over the next five years I hope to have a Blossom
stockist in every area in the UK. A
Further information
The Blossom Collection
+44 (0)151 677 4809
www.blossomflowergirldresses.co.uk
ATTIRE 35
Masterhand
10
ɤпLove
For a simple add-on sale that
should generate good returns,
look no further than our
selection of chic cufflinks
1
2
5
4
STYLISH
MONOCHROME
These classic black, white and
silver cufflinks would enhance
any groom’s outfit
8
3
6
11
36 ATTIRE
7
Cufflinks
Anthony Formalwear
4
RAINBOW
BRIGHTS
Add the fun factor to ushers’
outfits with these colourful
cufflink designs
CONTACTS
1. Allison Wiffen
+44 (0)7880 520 071
www.awceramics.co.uk
2. Amy Perkins
+44 (0)7968 070 453
www.amyperkins.co.uk
3. Annika Rutlin
+44 (0)1273 388 764
www.annikarutlin.com
4. Babette Wasserman
+44 (0)20 8964 9777
www.babette-wasserman.co.uk
5
6
5. Josef Koppmann
+44 (0)20 7371 3176
www.josefkoppman.com
6. Ortak Jewellery Ltd
+44 (0)1856 872 224
www.ortak.co.uk
9
7. Rob Morris Jewellery Design
+33 297 70 40 14
www.robmorrisjewellerydesign.com
1
8. Simon Carter
+44 (0)208 683 4475
www.simoncarter.net
9. S Reymer
+44 (0)208 543 6821
www.sreymer.co.uk
8
10. Sonia Spencer
+44 (0)1367 244 441
www.soniaspencer.co.uk
10
11. Jewellery World
+44 (0)161 834 5007
www.jewellery-world.co.uk
ATTIRE 37
Sasso
Wishing a Happy and Prosperous New Year
to all Sasso customers
Sasso Marabou and New Vintage Collection
for you to view at www.sassobride.com
Telephone: 0113 289 9658
Faxline: 0113 224 2192
2nd Floor, Suite 2, 60 Green Road,
Meanwood, Leeds LS6 4JP
"LOSSOM
7KH&ROOHFWLRQ
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7KLVZRQGHUIXOFROOHFWLRQLQGLYLGXDOO\KDQGPDGHLQWKH8.LVEHLQJODXQFKHGWKURXJKRXWWKH8.DQGLVDYDLODEOHQRZWRHQKDQFH\RXUFXUUHQW
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FRORXUVWKLVGLYHUVHFROOHFWLRQLVDZRQGHUIXODGGLWLRQWRDQ\PRGHUQEULGDOVWXGLR
:HDUHDOVRRIIHULQJDFRXWXUHVHUYLFHXVLQJFOLHQWVRZQIDEULFVWRHQVXUHDSHUIHFWPDWFKWRDGXOWEULGHVPDLGGUHVVHV
)RUPRUHLQIRUPDWLRQRUWRYLHZ7KH %ORVVRP&ROOHFWLRQFRQWDFW0DUJDUHWDW
margaretfurber@live.co.ukYLVLWZZZEORVVRPÁRZHUJLUOGUHVVHVFRXkRUSKRQH
%DUQVWRQ/DQH0RUHWRQ:LUUDO&+71
Warehousing
Navigating the
warehousing maze
As the Christmas season comes to a close and we enter the New Year, it will be a busy time for
UK warehousing. Andrew Williams, managing director of CW Logistics Ltd, offers advice and
guidance on identifying the right warehousing solution for your business.
Warehousing is continuously developing and,
as many bridal businesses will use outsourced
warehousing at some time, it is important to find
the one that best suits your company. Warehousing
comes in many guises, this article will help you to
identify the important elements and know which
questions you should be asking any provider.
For many businesses, outsourcing the
warehousing, order processing and despatch side
of the organisation can be a complicated process.
There are a few key areas that should be addressed
which will immediately identify a high quality
facility with the necessary skills to service your
individual needs.
Andrew Williams
The Site Visit
Firstly, cost aside, the most important part of the
decision making process is the site visit.
• Make a checklist and take it with you.
• Identify your criteria and make distinctions
about your particular product and operation. If
your product includes small components; if you
pick to carton or piece level; if you consolidate lots
of items on to one order or multiple orders onto
one delivery; or you need additional services for
repackaging or labelling, then it is essential that the
warehouse has experience in dealing with similar
items and can demonstrate this during the visit.
• Check that the warehouse is clean, tidy and
that health and safety legislation is being adhered
to. All of these are positive indicators of a well
managed and efficient warehouse.
• In regards to service, ask for statistics that show
how accurate their picking is. It should always
be running at a minimum of 97per cent, a good
warehouse should be able to provide you with this
information and guarantee a minimum level.
• Ask for a demonstration of their warehouse/
stock management system, then ask how many
claims they have received over the past 12 months
for breakages or misplaced stock. These may
be uncomfortable questions to ask but they can
prevent misunderstandings in the long term.
Staffing
Your warehouse facility must operate as an efficient
department within your own business. Ensure
that you meet the staff and managers who will be
dealing with your contract and be clear about your
expectations. You may or may not be an expert on
warehousing but you do know your product and
how you like it to be handled.
Testimonials
Do your research - due diligence is imperative.
Get references from the customers who are already
using the service, if these are not readily available;
ask to be put in touch with some of their clients,
any reluctance tells its own story.
Guarantees
Ensure that you are asking what type of service
guarantee they are offering, and what solutions
are put in place should anything go wrong. In
addition to this you should be offered a service
level guarantee which outlines timescales for
confirmations of order receipts and despatch.
Costs
Finally, keep the overhead to a minimum and
keep the charging mechanisms simple, preferably
to a unit level that you operate at (carton, pack or
piece). The most cost effective method of storing
is the “pay as you use system” as opposed to buying
a fixed amount of warehousing space that you are
invoiced for regardless of how much of it is filled.
Often customers with larger quantities of stock
prefer to know that their space is reserved and pay
for a fixed amount of storage, but there is no reason
why you can’t have an agreement in place to ensure
your peak stock holding can be covered and still
only be charged for what you use. Be aware of the
options on offer, carefully consider which system
is best for you and question any additional costs,
remember, in the main your product moves three
times. It is received, picked for an order and then
despatched for delivery and that is all you should
be charged for. Ensure that you get at least two
or three quotes so you know the current storage
rates, but remember the distance from the port,
major cities or the centre of the country will have
significant effect on these costs. Consider transport
arrangements and charges to complete your
picture, ensure the provider is capable of arranging
your preferred distribution method whether
parcel carrier, small numbers of pallets on a pallet
network or full loads.
With these tips you can be assured that you will
confidently choose a suitable facility for your stock
and relax in the knowledge that your bridalwear is
in careful hands. A
For further details call +44 (0)1379 871 437,
email info@cwlogistics.co.uk or visit the
website www.cwlogistics.co.uk
ATTIRE 39
Christmas Covered?
In a time of uncertainty and with the festive season just around the corner, making sure your business
is ready for a happy Christmas is more important than ever. Here Jim Pittman, ACII Chartered
Insurance Broker of T.H. March & Co Limited discusses the importance of having the correct cover
over the Christmas period.
Jim Pitman
Further information
T H March is a wellestablished family
business founded in
1887. With offices in
London, Birmingham,
Manchester, Glasgow,
Sevenoaks and Yelverton,
near Plymouth, the
company has departments
covering household,
motor, travel, commercial
and scheme insurance.
To find out more visit the
informative website at
www.thmarch.co.uk
* stats from
www.cbi.org.uk
Mortgage costs are increasing, energy
costs are set to rise, food is getting
dearer and in some cases retail sales are
dropping. But we can all hope that sales
will naturally increase as people ‘absorb’
the festive spirit and start some additional
retail therapy!
With ambiguity and insecurity in the
air, you may wonder how this affects
your business insurance. As wholesalers
and manufacturers supply clients for
December, their stock levels will be
dropping but traditionally for fashion
accessories retailers Christmas is a time
when stock is increased.
As a retailer carrying higher stock than
normal at Christmas time, insurance
cover needs to be checked. It’s common to
see many policies that include an inbuilt
automatic increase for the festive period
but is this really adequate? Check and if
not, tell your insurance advisor.
Importantly, you need to look
carefully at the loss of profits or business
interruption cover and ensure that the
period of increase covers the duration you
need it for. Some packages provide high
levels of cover automatically – check your
“As a retailer carrying
higher stock than normal
at Christmas time,
insurance cover needs to
be checked.”
40 ATTIRE
policy as practice can vary.
With busy schedules and hectic
lifestyles, Christmas shopping is starting
later each year and you want to make the
most of all potential festive sales. The last
thing you need is something that will
dramatically affect a good run of business
at Christmas.
Disasters can strike at any time and a
fire, flood or escape of water will never
happen at a convenient period.
“Disasters can strike
at any time and a fire,
flood or escape of water
will never happen at a
convenient period.”
Using fire as an example, the last thing
you need in the run up to Christmas is
such ruin happening to your shop. Smoke
and water can both badly affect your shop
and just as important, your stock. The
chance of being back up and running in
time for Christmas is slim and even if you
managed, you’d have no stock to sell.
Following such a blow to your business,
you source your records, kept at a
separate location and hope that all stock
can be replenished. Your suppliers are
sympathetic but as in lots of cases, they
are unable to restock you with all the
items you need.
The result of this is that your
“It is essential to have
adequate cover in place
and you need to be
considering 24 months
protection as a minimum.”
anticipated Christmas sales do not occur
and many of your ‘usual’ customers have
enjoyed shopping at a competitor’s outlet.
The loss of sales can continue for much
longer than expected with custom not
returning in the New Year due to the new
retailer your customers have found. You
may also be contractually obliged to pay
your staff, this together with a severe drop
in sales could mean your business survival
is threatened.
As a result of an unwelcome disaster,
trading, in some cases, may cease or
more than likely be reduced for some
time whilst repairs are carried out. At
this point your loss of profits cover will
protect you, however many people do not
buy loss of profits cover or simply buy
insufficient cover. It is essential to have
adequate cover in place and you need to
be considering 24 months protection as
a minimum.
From experience, many of the mall
operators insist on five years’ rent cover,
as an event causing serious destruction
could affect retail centres for long periods
of time. So ensure you buy adequate cover
and take advice from your professional
advisor. A
EJ
Exhibiting at the BBEH for 22 years
Now under new ownership
Eva Jordan Bridal
&
Samantha Jane Collection
Bridesmaids and Proms
We aim to continue offering a dedicated
service to all existing and new clients
Celebrate with us and take advantage
of fantastic offers for the re-launch
If you are looking for new
Collections for your showrooms
You won’t want to miss this opportunity.
“New Elegant Designs”
Created for Eva Jordan Bridal
by Clare Wilson
Stunning collection, wide choice of
fabrics to support all price ranges.
Select 12 Bridal gowns of your
choice and receive 50% discount
from the total invoice
Exciting New Collection of Bridesmaids
and Proms from Samantha Jane Collection
also created by Clare Wilson.
Fantastic colours, best quality fabrics,
give all the dresses that elegant look
whilst being affordable.
Buy 6 Bridesmaids/Prom dresses
and receive 3 Dresses FREE
If you would like to be an exclusive stockist of these designs
visit us at the BBEH in The Old Swan Hotel, Harrogate
or contact us now: P:01954 263030
Every bride wants to feel
fabulously feminine on her big
day, so why not suggest a
flattering figure-hugging gown
with a flared skirt?
Body
BEAUTIFUL
CONSTANTINA
+44 (0)1792 564 710
www.constantinabridal.co.uk
42 ATTIRE
ALFRED SUNG
+44 (0)1909 772 540
www.alfredsungbridals.com
Fashion
ELLIS BRID
AL
+44 (0)20 8
888 8833
www.ellisbrid
als.co.uk
BENJAMIN R
OBERTS
+44 (0)1792 56
4 710
www.benjamin
roberts.co.uk
I
ENZOAN
BLUE BY
0
1
7
4
6
5
92
+44 (0)17
i.co.uk
byenzoan
e
lu
.b
www
JADE DANIELS
+44 (0)1909 774 471
ATTIRE 43 ·
Contact: sales@spriggsmenswear.co.uk Tel: 0116 2362304 www.eddyk.com
CHARLO
TTE BAL
BIER
+44 (0)16
25 521 54
7
www.charl
ottebalbie
r.com
Fashion
T
NOVIA D’AR
015
8
37
2
93
4
+3
rt.com
www.noviada
E
OUTUR
MES C
A
J
N
HA
JONAT
6 408
om
783 47
)7
uture.c
(0
+44
mesco
ja
n
a
th
na
www.jo
VENUS BRIDAL
315
+44 (0)1603 409
co.uk
www.venusbridal.
TIA BY
BENJAMIN R
OBERTS
+44 (0)1792 56
4 710
www.tiabridal
.co.uk
ATTIRE 45 ·
EE
TRUDY L
7 643 633
0
7
)1
+44 (0
ylee.co.uk
www.trud
VENUS BRID
AL
+44 (0)1603 40
9 315
www.venusbr
idal.co.uk
N
ING KESTERTO
MAUREEN MYR
00
+44 (0)20 8368 15
k.co.uk
m
ym
sb
www.gown
ROMANTICA
+44 (0)1884 860 458
www.romanticaofdevo
n.co.u
k
46 ATTIRE
TRUE BRIDE
8 637
+44 (0)1273 72
e.co.uk
www.truebrid
Style: T3904
Style: TB4910
Vogue Fashions Ltd
Cavell House, Stannard Place, St Crispins Road, Norwich, Norfolk NR3 1YE
Tel: 01603 821170
Fax: 01603 821171
info@voguefashions.uk.com
CONSTANTINA
+44 (0)1792 578 705
www.constantinabridal.co.uk
Chic
MONOCHROME
Brides in search of a
striking colour theme for
their wedding should look
no further than classic
black and white. Here
are some of the best new
designs on the market…
50 ATTIRE
Fashion
KELSEY R
OSE
+44 (0)20 8
888 8833
www.kelseyr
ose.co.uk
NTA
ALVINA VALE
1 870
56
3
42
)1
(0
+44
.co.uk
www.jlmeurope
EDDY K
+44 (0)116 236 2304
www.eddyk.com
WYATT
AMANDA
4
25 522 34
+44 (0)16
om
.c
tt
a
y
w
a
nd
www.ama
LUCCA BRIDE
+45 (0)989 33444
www.luccabride.com
ATTIRE 51 ·
MARYLISE
+32 3260 6070
be
www.marylise.
ROMANTICA
+44 (0)1884 860 458
n.co.uk
www.romanticaofdevo
LINEA RA
FFAELLI
+32 1377
1476
www.linea
raffaelli.co
m
WEISE
91 66
+49 7962 8
.eu
www.weise
TRUE BRIDE
+44 (0)1273 728 637
www.truebride.co.uk
VEROMIA
+44 (0)20 855464
36
www.veromia.co
.uk
52 ATTIRE
Q&A TECHNOLOGY
Beth Scott of Loud-n-Clear.com runs down her 12 days of e-commerce. Read on to find out more...
1
2
3
On the first day you’ll want to think about your sales channels
(from the web site? Via eBay?) and how you’re intending to use
your web site: promotional tool, basic sales platform or online
community?
On the second day you may want to consider the look of your web
site. You’ll need to decide questions such as who will do the actual
design and implementation, and whether to style it in keeping
with your current branding or to go for a new look. If you are
using a professional they will need a good brief about what you
want and you should both be clear about exactly what is required.
The third day you just know that, at some stage, you’ll need
to update your site, even if it’s just to change a price. You may
want to update your site yourself using some form of content
management system (CMS) or you may leave the responsibility
to your site designer. If you decide to do the updates yourself then
please be careful – getting a price wrong can be embarrassing but imagine how
you’d feel if you managed to leave your site with no products available to buy.
Paying your site designer to make the updates may sound the safer option, but
you do need to know how much it will cost and that the designer will actually
make the updates in a timely manner.
Loud-n-Clear.com Ltd have been making
websites for over a decade, specialising in
e-commerce sites. Beth Scott from
Loud-n-Clear.com answers your retail queries.
4
5
6
7
8
54 ATTIRE
The fourth day should be dedicated to deciding how you are going
to sell from your web site. The choices range from the simple,
albeit off-putting, print and post order form, through third party
check-outs such as PayPal or Google Checkout to a bespoke
shopping basket system using your merchant account through a
secure processor like Protx or WorldPay.
On the fifth day you’ll need visitors to your site. As well as
advertising and publicising the site (please remember to put the
site address on all marketing material) you’ll want people to be
able to find it in search engines. Your web site designer should
have built basic search engine readiness into your site. If you’ve
designed the site yourself you’ll want to think about the search
phrases potential customers may use to find you and optimise your
design accordingly – there are many resources online to help you
with this.
By day six you will be hoping to see a return for all the effort so
far; you’ve got a beautiful web site which is getting a lot of traffic
so you can capitalise on it by selling advertising space on your site.
Google AdSense is probably the simplest solution for selling space
but you can always sell adverts directly to suitable advertisers. It
may be considered wise not to accept advertisements from your
direct competitors.
On the seventh day you may have realised that there are items
that complement your own products which your customers may
be interested in but which you don’t sell. To take advantage of this
you could consider affiliate-marketing schemes such as Affiliate
Window or Amazon. These allow you to put items you don’t sell
yourself on your web site by linking to the affiliate and you receive
commission on any sales they make.
On the eighth day you could think about your ongoing
relationship with your customers. You will probably find it
worthwhile to let them know about new products, special offers
and sales. A good way of doing this is by sending out an email
newsletter. The important thing to bear in mind here is that it
should be an opt-in newsletter: you want it to go to people who
are interested and you really don’t want to find yourself guilty of
spamming people.
9
On the ninth day you realise that you’ve got usage statistics
for your web site. They can be very useful, telling you not
only how many people have looked at your web site but
also how they found it, where they entered, where they left,
how long they spent and how many pages they looked at.
This information not only lets you assess and fine tune your
marketing but also allows you to both plan and monitor
changes to the site structure.
10
On the tenth day you might consider the various aspects of
your online security. The hosting company should be taking
precautions against hackers and denial of service attacks but
you should take care of your data security. In particular you
should take precautions against being the victim of credit
card fraud – using a service such as Verified by Visa will
help here.
11
12
On the eleventh day there is your personal data security
to concentrate on – all the web site security in the world
won’t help if the access details can be acquired from your
own computer. An anti-virus program is essential (and you
must keep it updated), you should keep your computer’s
operating system (usually Windows) up to date with the
security patches, and security software such as a firewall
(for example Zone Alarm or Windows Defender) is highly
desirable. In addition to these software solutions you should
also be aware of things like phishing scams and domain
transfer attempts.
On the twelfth day you can relax and look forward to the
year ahead. A
Further information
We welcome readers’ questions for future issues. Please visit our web
page at www.loud-n-clear.com to find out more about the numerous
services available.
Creative Wedding & Portrait Photographer
Launches New Bridal Fashion Photographic Services
Discounts for new accounts
• Print Packages
from £400.00
(All day Photoshoot)
• Digital Packages
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• Albums to showcase
your images also
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Do not leave your
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BOOK NUNO SILVA
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• Special occasion and Mother of the bride
• Collections in sizes 6 to 36 now available
• Please call for your nearest stockist - 0113 2749999
Column
Good
Housekeeping
How many times over
the last few weeks or
months have we heard
the words ‘credit
crunch’ or ‘recession.’
Now is the time
to take the present
climate seriously.
Introducing
the correct
documentation to
protect you and your
customers has never been more important. Brides
to be may want to cancel orders or claim for
imaginary faults after the event to help pay those
credit card bills. You must make your terms and
conditions clear to all concerned for the sale of the
goods you are offering.
When having Contents or Building Insurance,
you hope you will never need to claim.
Furthermore, you hope that having a burglar alarm
installed will protect you from intruders; this is
a good deterrent but does not always stop them.
Equally, terms and conditions will not protect you
100% but are a good deterrent against customers’
unnecessary or unjustified claims against you. In
the present climate it is also important to secure
those sales before your competitor, so you will need
contact details to inform brides of any events or
offers you may be promoting.
I have listed five documents that are so
important to the everyday running of a good,
organised business.
1
ENQUIRY FORM
This form can be used when a prospective
bride visits your showrooms for the first
time, enabling you to take all her details
for her forthcoming wedding, giving you
an indication of how many weddings are
imminent and a record of the styles of dresses
brides are drawn to. The form will also help
you to secure contact details, which you can
use to invite the bride to any promotions you
may have on the horizon. Having this simple
document also informs you of how many
times the bride has visited your showrooms.
Maintaining good customer records and proper
documentation at every stage of the sale are key to any
successful bridal business. Jane Watson explains more…
2
DOCUMENT FOR RECORD OF
CUSTOMER SIZES
It is very dangerous to use an odd bit of paper
to write down the customer’s measurements.
Recording the measurements of the bride and
all the bridesmaids can eliminate heartache later
if the client says she wasn’t the dress size you
have ordered. There it is in black and white on
your completed document. The document also
has to be signed by each person measured.
3
SALES INVOICE
Listing the items the customer has actually
purchased is a must. My son was married last
year and his fiancée was given a piece of note
paper with the deposit paid but unbelievably
no other details such as the delivery date, style
of dress etc. Having good terms and conditions
is essential, stating the goods purchased and
the procedure for deposit refunds. For example,
what happens if the beading on a dress
becomes loose? Are the alterations included
in the sale price of the goods? Delivery dates?
etc. You can always check out your terms and
conditions with a solicitor if you are concerned
the content is restrictive and illegal. This is well
worth the time and money and could save you
a lot of hard work later fighting court battles.
4
FURTHER DEPOSIT DOCUMENTS
When a customer returns to pay the balance for
her goods the best way to record the payment is
not to write it on the existing sales invoice. This
makes it difficult to record the sales efficiently for
VAT purposes. You will have recorded your sales
invoice and the deposit received; you can then use
a further deposit invoice for the balance of the
sale, then list as a new document.
5
COLLECTION NOTE
If I had a pound for every shop who has let
the customer take the goods before signing
a collection note, I would be very wealthy
by now. This document should have a list of
boxes to tick, for example, is the zip working?
Are there any marks? Is the beading secure?
This will definitely help if the customer wants
to take you to court later saying the dress was
marked etc.
EMAIL
Have you sent an email and not received a
response? I have on many occasions. Email is
a bit like the post, sometimes it gets lost in the
system or flagged up as spam. If you do not
receive a response from an email you send there
is normally a good reason. Make it a policy to
always follow up with a second email then if
you do not receive a response you will know
there is a problem. You can then contact the
person by phone. A
£§•
Further information
The Bridal Consultancy has developed a full set
of these forms so if you would like additional
information of how to put together your own
documents, simply contact Jane Watson on
+44 (0) 1256 766 744 or send an email to
janewatson@startingabridalbusiness.com or
sales@bridalbusiness.co.uk.
ATTIRE 57
TWO’S COMPANY
Attire Bridal speaks to Eleanor Searles and Charlotte Rutter about their award-winning bridal
boutique, Ellie & Charlotte
clients are mainly London/Surrey based; however,
we do get clients from all over - from North
England to Russia!
Tell me a little about your backgrounds. Why did
you decide to open a bridal boutique?
We first met when we were both studying fashion
at ‘A’ Level, and started working together in
1999/2000 after we finished our degrees. Ellie
went to Epsom Uni (called U Creative now) and
studied Fashion. I went to London College of
Fashion and studied Product Development for the
Fashion Industries.
We never really sat down and said ‘let’s start our
own business’ as such – it started when Ellie was
making an evening dress for a family friend and
asked me to help her with it. We thought it was
good fun and this started the ball rolling. As it was
1999, our next venture was to make some leaflets
advertising bespoke millennium party dresses. We
got a few enquiries and ended up making a few
dresses, which we thoroughly enjoyed. As a result,
we decided to design and make our first ready to
wear collection.
We made eight ready to wear collections that
sold to boutiques around the UK and Ireland.
We were always designing and making bespoke
wedding dresses and evening wear and that side
of the business naturally took over. In 2005 we
changed our name to Ellie & Charlotte (more
suited to what we do) and we focused on the
wedding industry. We were studio based at this
stage and in 2007 the business was building and we
decided to take the next step and get the shop.
How did you decide on the location for the store?
Apart from falling in the love with shop when we
first saw it, the location was ideal for our client
base, close to Clapham Junction and the A3 as our
58 ATTIRE
How did you decide which designers to stock?
Our wedding dresses are all Ellie & Charlotte
designs, designed, fitted and made in-house; our
workshop is at the boutique.
For bridesmaids we stock Watters, a very stylish
bridesmaid collection from New York. We chose
them as they complement our wedding dresses
perfectly. We also offer a bespoke and made-tomeasure bridesmaid service.
In our Boutique Collection we stock ready-towear collections that are perfect for wedding attire
or for Ladies Day at Ascot, from Allegra Hicks,
Almost Famous, Pyrus and for next summer our
own ready-to-wear collection, E&C.
Did you have/are you experiencing any
‘teething problems’?
Relying on suppliers was probably the biggest
teething problem, as this was unknown territory.
Retailer Interview
What do you believe is the key to running a
successful bridal retail business?
Listening and understanding to what your
customers want and responding to that.
Understand what your concept is and stick to what
you want to achieve and communicate that to your
target audience.
What prompted you to enter The Wedding
Retailer Awards?
Mainly the fact there was a panel of judges rather
than voted for by brides. Even though it’s great to
be acknowledged by your customers the fact that
there was a panel means the stakes are even higher
for all the finalists.
We needed to build on that relationship by finding
out what they are prepared to do to help you, as a
retailer. Until now we’ve controlled all the timings.
boutique for that side of the business gets great
service and walks away with the perfect dress for
any occasion.
What advice would you give to other people
considering opening their own bridal boutique?
Do your research and be ready for the commitment
– it’s an obvious thing to say, but you really need
to think about the reality of running a boutique.
Besides that, follow your gut instinct and believe in
what you do and why you do it.
Do you hold in-store events?
We’ve only been open a year so last year we had a
Christmas opening evening and invited all our past
clients and neighbours, and this year we’ll probably
do the same.
How would you describe your current collection?
Our current collection keeps with our signature of
combining different bridal fabrics and beautifully
simple silhouettes.
All our dresses are bespoke so we very rarely
make a dress exactly as we’ve sampled it. The new
collection was about designing different styles for
our brides to try on at their consultation to show
them lots of varied silhouettes, and demonstrating
how different fabrics feel, fall and look.
What do you enjoy most about your role and the
bridal business in general?
Ellie: I most enjoy designing for each individual
client and working with her to design and create
her perfect wedding dress!
Charlotte: I enjoy building up a relationship with
the client and helping them with every aspect
of their wedding. On the bridesmaids/boutique
side, making sure everybody that comes into the
What do you feel makes your store unique and
how do you self-promote?
Apart from Ellie’s beautiful dress designs, our
service mainly sets us apart from others, the fact
that we genuinely care about each and every
person’s experience at Ellie & Charlotte. The fact
that we design, make and sell gives us an edge and
understanding of what styles and silhouettes suit
each individual. I think our age helps as well; as
most of our clients are around our age it’s easy for
people to relate to us and vice versa. We’re also very
honest about what styles suit and those that don’t
– according to our clients!
How often do you update your window display?
We don’t have a normal window display – they’re
not full-length windows so we have large images
showing one of our wedding dresses and a rail
in the other window with some of our boutique
collections hanging up. It’s not really a traditional
bridal boutique window, but I think that reflects
our style and concept.
How did you feel when you found out you’d won
the award for Bridal Boutique 2008?
Really HAPPY! We couldn’t believe it, especially
as the boutique has only been open for a year (even
though we’ve been working together for several).
It was really great to get acknowledged, especially
as our retail concept is quite different from other
bridal boutiques.
How would you like to see your business develop
over the next five years?
Not another shop or probably selling on line – we’d
like to keep our bespoke service really personal.
We’re planning on extending the business back
into manufacturing over the next few years…we
plan on designing and creating a made-to-measure
wedding dress range that can be stocked in
selective wedding shops (a bespoke service will
always be available at our boutique) and then
extend/build on our ready-to-wear collection
that we’ll hopefully get stocked in boutiques and
department stores.
For the time being we are busy focusing on
our present boutique concept which is quite
unusual in itself – not only can you get a beautiful
bespoke Ellie & Charlotte wedding dress, but also
bridesmaids, eveningwear, Mother of the Bride and
dresses for any occasion. We have a great selection
of fashion dresses from Allegra Hicks, Almost
Famous and, from spring/summer 2009, E&C
(our ready to wear label we’re working on) that
are perfect for our customers to wear; from their
friend’s wedding to the Christmas party season
– any occasion where you’d want to feel stylish and
chic. We are the true definition of a ‘dress shop’ I
guess! A
Further information
To find out more about Ellie & Charlotte, simply
visit the website at www.ellieandcharlotte.com.
ATTIRE 59
Glamour plus from bridal™
Plus-Size
Plus-Size Bridal
Bridal
Plus-Size
Bridal
We speak to leading plus-size bridal
suppliers to reveal how retailers can
capitalise on this rapidly evolving market
ATTIRE 61 ·
REBEKAH ROBERTS, DESIGNER,
ETERNITY BRIDE & ART COUTURE
Tel: +44 (0)8707 707 670
Web: www.eternitybridal.co.uk
How long have you been offering plus-size bridal?
We have been offering plus-size bridal for 10 years.
Describe your latest plus-size bridal collection – what is the
size range?
Our whole bridal collection goes up to a US size 30 which is a UK
size 32.
Describe your latest plus-size bridesmaid collection – what is
the size range?
Our whole bridesmaid collection goes up to a US size 28 which is a
UK size 30.
What shapes, styles and fabrics work best for plus-size brides?
I think A-line dresses work best. Ruching or pleats across the body
work very well, and anything with asymmetric or vertical lines give a
slimming illusion. I think it is important that it fits well and is flattering
over the waist and hips, nothing too tight and nothing too huge.
SUZANNE BISHOP, OWNER, BIG BEAUTIFUL BRIDES
Tel: +353 1 866 5882
Email: info@specialday-ireland.com
What prompted you to introduce a brand for plus size brides?
The foundation for Big Beautiful Brides was laid four years ago. I had my own
mainstream bridal boutique and I could see that there was a niche in the bridal
market for shops to stock plus sizes only, hence the development of Big
Beautiful Brides. The boutique was an instant success. After listening to brides’
opinions and comments for four years, you acquire a feel for what is needed.
It was a given that we would develop our own brand. In conjunction with
Special Day Bridal Dublin, a company with 25 years’ experience in the bridal
industry, we feel we have aligned ourselves with the best niche market
company in the business. The name and image has struck a chord with brides
and bridal retailers alike, in fact the Big Beautiful brand is being developed
in other areas. The British Bridal Exibition in Harrogate was an overwhelming
success, we are now in 14 stores in Canada, with additional stores in Finland,
Denmark, Ireland and the UK. This number grows weekly. The bbb collection,
as we refer to it, is a contemporary range of classic bridal gowns designed for
the fuller figure.
We don’t believe a bride should be limited to certain fabrics or even styles, a
bride must wear what makes her feel fabulous on her special day; it’s our job to
make that possible.
How does the bbb collection differ from other plus-size brands
currently on the market?
The bbb collection differs in that every gown has a couture fit bodice, with
our own special touches. This ensures that every bride has great shape and
support on her big day.
The beauty of the bbb collection is that the styles have been test marketed
on the shop floor for a year, we know what sells. For anyone considering
developing their plus size ranges, bbb is a must. It’s a modern classic. We will
be launching six great new designs, in a variety of fabrics, in March 2009.
How do you feel the market for plus-size bridal will develop over the
next few years?
The plus size market is developing year on year. At present, just over 30% of
brides fall in to this category. It really has only just begun as far as supply filling
demand with a collection that isn’t merely an up sizing of a gown that was
designed with a smaller frame in mind.
62 ATTIRE
How do you think the market for plus-size bridal has changed
over the past five years?
I think the demand for plus sizes has grown and, therefore, there is
a bigger a better selection of styles for brides to choose from. Every
dress, from all our collections, is offered in the full size range, not just
a select few styles.
What advice would you give to retailers considering stocking a
plus-size line?
To research thoroughly into the correct styles to suit plus-size brides
and to have a good range of sample sizes for brides to try.
On Display
The fabric of a great wedding…
…starts with a great dress
Help your bride choose the best fabrics
for her bridal party. The Carrington Bride
book is a beautifully presented collection
of stunning, quality fabrics brought
together in one indispensable volume.
&
st le
Fa liab e
Re ervic
S
Annabelle by Design
Handmade Jewellery &
Bridal Tiaras
We offer a bespoke bridal
tiara and Swarovski
crystal jewellery service.
Our handmade tiaras are
available in a wide range of
colours, to match the bride’s
wedding colour theme.
We also offer a range of
bridesmaids hairslides,
fascinators and fairy wands.
Wholesale online ordering
available. No minimum
order quantity.
To order your copy
call 01204 692223 or visit
www.carringtonbride.co.uk
Specialists in the Art Of Dyeing Shoes
Email: sales@annabellebydesign.co.uk
www.annabellebydesign.co.uk Tel: 01285 711785
Michael’s Bridal Fabrics
Unit F15, Northfleet Indst Est, Lower Road, Northfleet, Kent DA11 9SW
Tel: 01322 380480/568 FAX: 01322 380680
We offer a fast, reliable and friendly service on our continually increasing range
(currently over 1,500 choices) of bridal fabrics.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, shimmer,
chiffons, crepes, laces and brocades, various embroidered and beaded fabrics,
inc tulles and chiffons.
We also offer a range of embroided/beaded edgings and motifs.
Visit our new website - with many new images
We have no minimum order value or quantity.
Credit/Debit card payment accepted. Free monthly updates on stock availability
Email: michael@michaelsbridalfabrics.co.uk - www.michaelsbridalfabrics.co.uk
64 ATTIRE
Place your order 24/7
View online swatches
Order samples swatches or full orders
quickly and easily
%HQHÀWIURPRQOLQHGLVFRXQW
See our latest ranges as they are added
Beadmaster.com
( 21st Century Beads )
Beadmaster.com are a leading supplier
of loose beads and jewellery making
components to costumiers, jewellers,
designers, dressmakers, dancers and
many more people. We are dedicated
to offer a new and extensive range of
beads and components to our loyal
and new customers.
Tel: 01924 240 947
Unit 11, County Workshops,
Wood Street, Dewsbury,
West Yorkshire,WF13 1QU
Plus-Size Bridal
Bridal
Plus-Size
DEAHNE COPELAND, BRIDAL™
CORPORATE BRAND MANAGER.
Tel: +61 7 3852 1421 Web: www.bridaltm.com
What prompted you to introduce a plus-size bridal brand?
Plus-sized brides have been visiting bridal stores with the hope of trying gowns on above
size 12 that encapsulate popular seasonal trends rather than dowdy, heavy laden, satin
embroidered gowns. Well, bridal™ was listening…
The SAVVY Glamour plus™ collection is inspired, pushing the creative envelope using
luxurious fabrics and intricate hand finishes.
Bridal retailers could not meet these needs through existing plus size ranges available
in the market. Glamour plus™ is recreating the way a plus size bride has been previously
represented.
Plus-size brides look for off the rack couture styling that enhance their natural beauty
and this is part of the vision behind Glamour plus™.
Our passionate team at bridal™ are very proud to be part of this revolution making
sure that they source the best silks, French laces and intricate finishes for their gowns.
With part of the team at bridal™ feeling the plus size pinch the decision was made
to make sure all brides considered plus are able to choose their wedding gown from
the Glamour plus™ collection. Sizing starts at size 16 and goes to size 30 for stock
samples, but all sizes above 30 are catered for.
How does Glamour Plus differ from other plus-size brands currently on the
market?
With award-winning designer Roslyn Lakelin at the helm, the Glamour plus™ range is
designed with an extensive understanding of form and an unique ability to identify a
particular women’s shape. The dresses are visually minimising and emphasise specific
attributes, so Glamour plus™ is passionately dedicated to the female form.
Our specialised Glamour plus™ collection provides off-the-rack couture styling for
glamorous women that encapsulates popular seasonal trends.
Describe the latest Glamour plus™ bridal collection.
It’s a beautiful bridal collection of glamorous gowns that encapsulate the latest seasonal
trends. Beautiful fabrics are used, from heavy delustred satin to smooth taffetas,
embellished with exquisite embroideries, beading and laces.
The collection has a heavenly feel, offset by floaty butterfly sleeves and veil-like capes for sheer coverage.
Soft fabrics overlayed over corseted satin gowns create seamless lines that float and skim the silhouette whilst giving the wearer the construction
required to shape the body and feel 100% comfortable all day.
The Glamour plus™ collection has a gown for every bride; whimsical romantic to vintage glamour, traditional bridal to princess ball gowns. There’s a
gown for every bride and every body shape.
What shapes, styles and fabrics work best for plus-size brides?
Head designer, Roslyn Lakelin’s extensive understanding of different body shapes is at the forefront of each collection.
The Glamour plus™ design bank has a clear footprint of specific body shapes that represent the plus size market and each gown is designed with these
particular body shapes in mind.
Each season’s range features 12 stunning new designs; two gowns dedicated to each of the identified body shapes and this gives our retailers variety
not only in styling but also the ability to provide a service backed with understanding and knowledge when dealing direct with the customer.
We provide our retailers with knowledge that has taken head designer Roslyn Lakelin and her team years to put together. This way our retailers know
what shape style and fabric works best for their clients. Knowledge equals understanding which in turn equates to passionate service.
How can retailers benefit from stocking a plus-size line?
Plus-size brides are being restricted to stores that cater to their size. Therefore, stores who offer this service, attract plus size clientele from near and far.
The Glamour plus™ design formula is to cater to a variety range of body shapes identified by a plus size bride. In this way, a retailer can feel confident
that when servicing these brides she will be able to find a gown that creates that wow factor and, in turn, closes sales.
Some bridal wholesalers may argue that they do offer a plus size orderable option within their bridal range as do bridal™ with their other bridal collections.
This does not mean their design takes into consideration the various changes the female form takes when a plus size or that the bride can try on a sample
gown from their collection.
How do you feel the market for plus-size bridal will develop over the next few years?
As history has proven, over the generations women are becoming increasingly larger in structure, with little to no time for themselves. This has made all
fashion industries sit up and listen to the voice of their consumers. This is an incredible opportunity for bridal stores to be part of this revolution and shatter
industry prejudices towards fuller figured women.
Therefore, bridal™ is seeking new stockists for the UK, who recognises the growing demand for this niche market and invite any interested party to
email brand@bridaltm.com to see the February 2009 collection and find out more about becoming a Glamour plus™ stockist. Bridal™ offer exclusivity to
stockists on all bridal™ brands. A
ATTIRE 65
Talk about It
We speak to Kev Ward about his exciting new
on-line forum designed to support UK-based
bridal retailers
What prompted you to set up the forum and when did it ‘go live’?
The forum was developed early 2008 and went live in August of the same year
with only a few early members. Once we were sure everything was working
properly, at the beginning of October we began inviting more bridal shops to
join and since then we have experienced steady growth.
My wife is a bridal retailer and runs an independent bridal shop (although
my money has set up her bridal business!) She was having everyday issues and
problems and ideally needed to speak with other retailers. Having realised
that a mainstream forum for UK bridal retailers didn’t exist and, realising the
potential benefit that a forum like this could be to the industry, I decided to
set up the Bridal Retailers Forum (BRF) to facilitate the exchange of opinions
and tips between bridal retail professionals across the whole of the UK.
How do you become a member and who is eligible for membership?
The BRF is a closed forum which the general public cannot access.
Membership is free to all UK bridal retailers who fulfil the basic membership
criteria. Simply, you must be trading in the UK from a bricks and mortar
retail premises which aren’t a part of your home. You must stock at least two
recognised bridal gown suppliers/designers and not sell gowns online. The
length of time you have been in business is not an issue as long as you are
actually trading.
Although membership is free, all applicants are verified prior to
membership being granted so that members can rest assured that once within
the forum they are among other genuine bridal retail professionals.
Becoming a member of the BRF is quick and easy. To sign up simply visit
www.bridalretailersforum.com and follow the on screen instructions. Once
your application is received you will be sent an email asking for certain
information about your shop in order to verify that you are a genuine bridal
retailer. Once you are verified you can log in and begin posting straight away.
Are members’ details private?
A great feature of the forum is that none of your details are visible to other
members. At registration you pick a user name which is all the other members
can see. There is also a feature that allows you to list the rough area of the UK
that you are based in and the type of location i.e. town centre, rural etc. This
is not compulsory, but it will help other retailers gauge what is happening in
other parts of the country and help other members in understanding local and
national trends. The anonymity aspect allows for frank and honest discussion
on all topics relevant to the bridal industry.
How can the forum help bridal retailers?
The BRF can help bridal retailers in many ways. During these particularly
challenging times we feel that by providing a vital support link between
members, retailers can band together and the “virtual networking” the forum
allows will help members gain invaluable help, advice and support, avoiding
costly mistakes.
Prior to the BRF, many members thought only they were experiencing
certain problems. They have now realised they are not alone – for morale
66 ATTIRE
Membership is free to all UK bridal retailers who fulfil the
basic membership criteria. Simply, you must be trading in
the UK from a bricks and mortar retail premises which aren’t
a part of your home.
boosting alone it is proving worthwhile!
Whilst the government agencies such as Business Link are a great help,
so much of bridal retail is specific to the bridal industry – often the only way
to get a specific question answered is to ask another bridal retailer and being
anonymous means you don’t have to be guarded about your replies.
If you are thinking of doing something new you can run it past forum
members first, canvassing opinion. Only by making informed choices and
decisions will retailers really go from strength to strength. There is certainly
strength in numbers!
How have retailers responded to the forum?
Current members have responded to the forum extremely positively, some
of them telling their industry friends about the site which has led to more
memberships on the site.
Members are finding it a useful resource and quite addictive! On most days
members are posting steadily from early in the morning to very late at night
with a wide range of questions and answers. Some members are describing the
forum as their virtual staff room and others have said they think it’s the best
thing since sliced bread.
We listen to our members and try to improve the site to be of even more
relevance, so that they can get the very most out of being a member.
Have you had to overcome any difficulties when setting up and developing
the forum?
Other than technical issues involved with setting up the forum, finding
e-mail details for retailers was a challenge and we feel only a fraction of
retailers have been covered. Thus, the publicity/exposure trade magazines can
offer is invaluable to let all retailers know about The BRF. Only by gaining
more and more members can the forum reach its full potential and become a
truly invaluable resource for retailers.
What are the key topics retailers are currently discussing on the forum?
The forum is incredibly popular with topics posted minute by minute. Topics
range from how suppliers are performing and their service issues to issues with
On-line Advice
brides. The forum is also great for just having general chats about how you
set up/why you set up and why you still do it! Members have been comparing
notes and finding striking similarities about many issues including what brides
want and are saying to retailers from all different areas of the UK and which
suppliers they think are the best of the bunch.
How many members do you have and how do you plan on growing the
membership over the coming year?
The forum has gained over 100 members in two months and membership
requests are being processed on a daily basis. Growing the membership further
will be achieved by exposure, publicity and word of mouth.
How do you plan to develop the forum over the next 12 months?
In the coming year we look forward to expanding membership and increasing
awareness of this useful industry resource.
We are currently looking into the inclusion of a supplier section within
the forum where retailers can raise issues and suppliers can directly answer.
This section would be separate to the members’ area as the current members
opinion is that they prefer to keep their section for members only and not
have suppliers viewing their comments directly. The suppliers section would
include areas where members are able post topics which suppliers could then
participate in, and likewise, suppliers could post topics asking for example
what retailers were looking for in a supplier and what things are more likely to
get more stockists for their brand.
To possibly gain preferential deals and discounts for active forum members
with suppliers and other relevant organisations.
To continue to respond to forum members and be led in directions/
expansion into areas they would find the most helpful.
To be a unified voice for bridal retailers and to continue to provide a service
that we hope will both benefit and advance the industry. A
For further information, or to join the forum, simply visit
www.bridalretailersforum.com
ALTERATIONS CAUSING A PROBLEM?
The answer is to come and learn how to
add more profit to your bottom line,
By adding more knowledge to your work room
FITTING AND ALTERATION COURSE
BRIDAL GOWN CONSTRUCTION
COURSE
This can take place here in our purpose built studio
Or on your premises.
Each course is tailored to the students needs
The Tutor is
SHELAGHM.
BRIDAL GOWN DESIGNER
I have over 30 years experience in the design
and production of Bridal Gowns
More information please contact Shelagh on
01490 412273 or 07702668103
EMAIL: shelaghm1@hotmail.com
www.shelaghmbridalgowndesigner.co.uk
Are you allied to any particular bridal association? If not, why have you
made this decision?
The BRF is not allied to any particular bridal association or supplier. We felt
that as all the existing bridal associations do a fantastic job in their own right,
rather than expanding on what existed already, our concept was to create
something new that hadn’t been done before.
The BRF is available to businesses in their formative years and this is the
time which is likely to be when they will need the most help and advice. The
BRF is not an organisation and does not present itself as an authority on the
industry, but is designed to be the internet equivalent of having an in-depth
chat at Harrogate with other retailers who understand your issues and can
offer up varied, informed opinions and advice without any bias.
ATTIRE 67
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Profile
Made in
England
We speak to Bea Das who
creates wonderful bridal gowns
here in the UK, and is now
supplying wholesale
to select retailers
What prompted you to begin a career as
a designer and when did you decide to
specialise in bridal?
As a child I always loved art and excelled in it
at school. I pursued a career in the subject just
to fulfil my strong desire to be an artist of some
form. It was during my foundation year in art
that I started playing with fabrics and found
the medium wonderful to work with.
I graduated in textiles and fashion and it was
when I was thinking how to use my creativity
in fabric within fashion that I stumbled upon
creating fabrics for bridal wear.
I explored hand printed fabrics for bridal
wear, and found it difficult to do productions. Then, I began working with
embroidery materials and decided to produce hand embroideries to be used in
bridal wear and specialist collections.
I adore creating interesting designs and working with simple as well exotic
components that will create beautiful embroidery that will embellish a bridal
gown, the most important outfit for a woman.
I love creating designs for new collections and producing fabrics to use in
these designs.
Tell us a little about your current collection, how you would describe it?
My current collection is a mix of traditional and modern themes. I consider
my current collection to be feminine with a douse of chic style.
Be it a country wedding, city chic or weddings abroad we have a unique
collection for the discerning bride specially made for her.
The classic collection is in pure silk with ‘A’ line and Princess line styles, all
styled to give the Bea Das cut. Often brides who come to the salon at 47 High
St Sevenoaks, ask us what style a particular gown is and we have to say it’s ‘Bea
Das style’ as it is uniquely cut for us. Our ready-to-wear collection is hugely
popular and has the same attention to detail using fabrics other than silk.
Most of the gowns are embellished in crystals, pearls, swaroski crystals, hand
embroidery, sequins, glass beads, silk ribbon and so forth.
I am inspired by travel, cultures, and classic films.
I have many suppliers that I work with and, being an avid traveller, I often pick
up gems…which are simply the best!
What prompted you to move into bridal wholesale and how did retailers
respond to your collection at the recent British Bridal Exhibition?
Over the past few years we have had shops contact us asking us if we supplied
other retailers. Looking at the whole picture we felt we reached a point
where we could offer our product, which is designed and made in England, to
selective shops.
What type of retailer is your bridal collection suited to?
Our collection would suit any retailers who want an award-winning British
designer with a strong pedigree to be part of their collection.
By stocking us they don’t just get the superbly made British product but also
the story behind the product.
Retailers will benefit hugely by stocking a brand which is not only embraced
by brides but by reputed organisations that have seen the work involved in
each piece and valued it. Our gowns have a broader appeal. It will suit retailers
who want a personal service attached to the product! I have won the coveted
new designer of the year award by Brides magazine and two of our designs
have been immortalised as porcelain figurines by the prestigious company
Wedgwood/Coalport.
What would you say is your greatest achievement?
Having my two sons!
Wedgewood created a porcelain figurine based on one of your dresses. How
did this come about and are you planning any further collaborations with
this prestigious company?
Wedgewood representatives saw my award-winning designs in a magazine and
contacted me - the rest is history. They are producing a second figurine next
year titled ‘The Anniversary’.
How do you view the bridal market?
The bridal market is very diverse and competitive now. In my opinion,
magazines need to promote British-made collection of gowns so that brides
continue to source their dresses from them.
If you could design a wedding dress for someone in the public eye, who
would it be and why?
It would have to be Salma Hayek… she is beautiful, elegant, feisty and
charming.
What do you hope to achieve in the next five years?
We hope to gain a select number of retailers on our books, who would be
holding the Bea Das range and to maintain the best quality and service. I
would also like to enlarge our territory abroad. A
Further information
To find out more about Bea Das Couture, call +44 (0)1732 740 959 or
visit www.beadas.co.uk.
ATTIRE 69
In the Detail
We speak to bridal designer, Leigh Hetherington about her latest
collection and find out why she’d love to design a gown for a
Royal wedding
Bethany
Tell us a little about your background. What prompted you to begin a career
designing bridal gowns?
I studied fashion design at Northumbria University and qualified 10 years
ago. I have a great passion for all aspects of fashion but in particular couturiers
of the past. I have always been inspired by designers such as Christian Dior,
Norman Hartnell, Jeanne Lanvin and many more. I love their attention to
detail, the fit and cut of their gowns, and knew I wanted to bring elements
of this into my wedding dresses. I spent many years designing and producing
wedding dresses for the individual but I always knew that I would one day like
to produce my own collection.
How would you describe your current bridal collection and what would you
say is your signature style?
My current collection has elements of 1930s glamour and 1950s silhouettes.
Although I do often look to the past for inspiration, I like to keep on top of
what is happening currently in the fashion industry and pick up on trends that
can be incorporated into my designs.
Bows play a big part in my collection, whether it is a sash tied into a soft
bow or a bow that is oversized and structured on the front of a skirt.
Subtle detailing is definitely my signature style. I don’t believe in
overpowering a bride with lots of embroidery and beading. I am more
interested in the fit and cut of the dress and of course the fabric which makes
a dress feel so special.
Anything and everything. I have a great respect for couturiers of the past
and I find their work and techniques extremely inspiring but I can also find
inspiration from architecture, theatre, film and art. I love to work on the stand
and drape fabric and see what happens. I have a scaled down tailor’s dummy
that is a miniature size 12 and it goes back and forwards from work to home
with me. If I have an idea in my head and I want to see if a design will work I
just work on this stand and play around with pieces of fabric.
I use beautiful laces from France and silks from Italy. I also work with
suppliers from here in the UK.
When did you move into bridal wholesale and what prompted you to do so?
I have been supplying wholesale for approximately three years. This was
the step forward to our company becoming known both nationally and
internationally.
What is your favourite gown from the latest collection and why?
It’s really hard for me to choose because I like so many of them. I am currently
advertising in Brides magazine with the ‘Bethany’ dress and jacket so I will
choose that one. I love the cut of this dress as it is extremely flattering. I love
70 ATTIRE
the way the pleating accentuates the waist. The jacket adds a finishing touch
with its high collar and three quarter length sleeve with its turned back ruched
cuff with Swarovski crystal detailing. The hand made silk flower corsage is
reminiscent of a 1950s prom detail.
How did retailers respond to your collection at the recent British Bridal
Exhibition?
It was quite overwhelming. It was well received by everyone that came to our
stand. People loved the designs and the quality of the workmanship. Brides
magazine have used several dresses for their fashion pages which I am looking
forward to seeing.
Your dresses are made in England. Would you ever consider having the
dresses made abroad? If not, why?
For me this is where the romance is, in those three little words – made in
England. I have a fantastic team of skilled workers who I work with every day.
I am able to keep a close eye on the quality and standard of work that leaves
the premises. I would not have this constant contact and quality control if the
dresses were getting made abroad.
What type of retailer is your collection more suited to?
My collection is most suited to a retailer that sells high end designer wedding
dresses or to someone that may already sell mid range priced dresses but is
looking to have something that can be shown as an exclusive collection. We
only take on a limited number of stockists so that the country isn’t swamped
with Leigh Hetherington dresses. Customers will travel that little bit further
for something that is exclusive and the retailers won’t have to worry that
someone nearby is selling the same dresses.
How does your couture service complement your offering to retailers?
We have made couture dresses for so many years and are able to offer the
retailer the benefit of our knowledge. Most of our collection comes in a
wide range of colours, and we can offer a full toile service, and alter sizes as
required. If a bride would like straps added to a design we can accommodate
her requirements. If a bride wanted to have the bodice of the Phoebe dress
added to the skirt of the Bethany dress we would be able to oblige. Options
are limitless.
I am a very hands on person. I love coming up with new concepts and design
ideas and seeing them move from paper to fabric. I still do most of the pattern
cutting as this is what I enjoy and get the most satisfaction from. To see a
design on paper and then see it as the first sample is wonderful.
What would you say is your greatest achievement with the business to date?
It is probably producing my own collection and other retailers wanting to have
the collection in their shops. Knowing your designs appeal to other people is
highly motivating.
What do you hope to achieve in the next five years?
I would like to think that my collection could be seen in all the fashion
capitals of the world, London, Paris, Milan and New York. I would also like to
produce an evening wear collection in the near future.
If you could design a bridal dress for anyone in the public eye, who would it
be and why?
I would like to design a wedding dress for Kate Middleton. She is naturally
beautiful and I feel one of my designs would complement her beauty rather
than overpower her. It is every wedding dress designer’s dream and it would
be a great honour to design a dress for a Royal wedding. This would be the
ultimate dream come true. A
ATTIRE 71
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ATTIRE 73
Winning some and
losing others
Our regular columnist, Abi Neill, reflects on what has been a turbulent year for her and her business
Emotionally speaking,
2008 was a difficult year.
At the end of January
my lovely father in law
died after suffering
a serious stroke last
summer. Unbelievably,
three weeks later my dad
also died. Oesophageal
cancer was the cause and
tragically dad’s treatment
proved unsuccessful. Both my husband and I were
devastated. Sadness enclosed us and looking back
I’m not sure what kept us buoyant. Probably each
other. That or perhaps a subliminal determination
to ensure that our business did not collapse. What I
do know is that sadness and grief are not conducive
to the wedding world and so with a big fake smile
and a secretly heavy heart I trudged through the
first part of the year...
It is enough of a challenge resisting the urge
to spontaneously strangle the latest ‘Bridezilla’
at the best of times, let alone at worst. For many
retailers the current economic situation is a
real threat and BSS (Bridezilla Strangulation
Syndrome; symptomatic of business pressure and
sudden inability to cope with unreasonable bridal
demands) is on the increase. Luckily for us 2008’s
business was unaffected and despite the ‘credit
crunch’ media hype I am feeling very positive about
what 2009 will bring.
In view of the crunch, spending wisely on
advertising in 2008 was a good move and careful
dress sample selection has paid off. I really enjoyed
my buying trips during the year. As business has
evolved so has my market knowledge. BBEH
was a huge hit for us, especially in September
when we particularly enjoyed VIP treats in Hall
Q. Three glasses of champagne later and feeling
slightly squiffy I giggled my way through a buying
meeting with the Veromia girls and then behaved
like Gollum at the Donn’s of Manchester Jewellery
stand. Good job that my husband was there for a
reality check (husband = no purchase).
Talking of Rob and I; this year we have had
other small mountains of sorts to climb. After
an exciting expansion into menswear, a little
orienteering was required in order for he and I to
adjust to working together full time. Rob joined
74 ATTIRE
chosen member of staff was great but with us on
a temporary basis before announcing that she
wanted to become a pilot. Yes a pilot! She’s now
training at Ground School in Spain and doing just
that. Anyway, Miss Top Gun left and was replaced
by an equally lovely and brilliant Lauren and she
too is a star - I’m just hoping that she doesn’t
decide that she would like to swap wedding dresses
for space suits and enrol with NASA.
Staffing presents a challenge within most
businesses. And this year I’ve learnt that it requires
constant attention. It is because of our team that
we won the Wedding Retailer’s ‘2008 Bridal
Retailer of the Year Award’. That was an amazing
evening and we were absolutely thrilled to win.
Our award now has pride of place within the shop
and many customers have warmly congratulated
us, commenting that we are worthy winners. On
reflection, it is my greatest business highlight of
2008. It was a superb evening and particularly
special as the awards were held on September 27th,
my late father’s birthday. Dad was very proud of
my business achievements and so I suppose along
with smiling down on me, he is working some
magic up there. A
the business this year and put it this way it was,
well … er … ‘interesting’. After three years of
managing the business myself I was apparently
fairly easy to wind up. My favourite ‘man from
mars’ style situation was when Rob in the first
week pointed at my well organised set of six
aluminium in-trays and casually said: “I’ve totally
reorganised that paperwork, it was a mess but it’s
okay now I’ve sorted it.” Unsurprisingly my first
words were not: “Thank God I’ve been rescued
from disorganisation and utter chaos.”
Mountains aside, I’m pleased to report that
after many discussions (and thousands spent with
Relate) we now make an excellent team. Having
established clear areas of demarcation including
in-tray reorganisation, we are officially partners and
work exceptionally well together.
All jokes aside, teamwork has been important
this year. I genuinely believe that you are only
as good as your team and after much effort we
have a great one - small but perfectly formed.
This year included the inconvenient realisation
that I had to dismiss an employee. It was a tough
decision and telling her was awful. Our next newly
Abi with the Veromia girls at BBEH
Further information
Abigail Neill runs Abigail’s Collction,
based in Colchester, Essex.
Tel: +44 (0)1206 574 575
www.abigailscollection.co.uk

bridal - Attire Bridal magazine

Transcription

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