Wedding Trader issue 13

Trader WEDDING

WEDDINGTRADERMAG.COM

Assessment

IS IT TIME TO RETHINK YOUR BUSINESS STRATEGY?

DOING IT ABROAD THE DESTNATIONS THAT ARE IN DEMAND

More winners

BEST SELLERS CHOSEN BY THE BEST

HAT TRICKS OUR PICK OF CROWNING GLORIES

ISSUE THIRTEEN • FEBRUARY ’19

VALENTINE’S DAY WILL IT DELIVER A WAVE OF NEW BRIDES?

Show business GET READY TO BUY THE BEST – WE TELL YOU WHERE AND WHEN

PROU SUPPO DLY RT BRITISHING BRIDAL W RETAILE EAR RS BLOG IT LEARN FROM THE ABSOLUTE BEST

FREE SAMPLES FOR QUALIFIED ACCOUNTS Apply online: www.dessy.com/retailers

– introducing –

BRIDESMAID

For more information contact Michele O’Neill email: michele@dessy.com or call: 0845 838 1041 www.dessy.com

RO M A N T I C A BRITISH BY DESIGN

Dreams do come true...

The Romantica bridal collection is influenced by timeless silhouettes, high quality fabrics and on-trend embellishments. Giving a modern twist to classic bridal styles and offering brides everything they dreamed of and more. New styles are designed and developed in the heart of the Devon countryside by our British design team led by head designer Hannah Gardener.

A bridal gown is so much more than just a dress, it is a statement of style, personality and above all romance.

Our award winning designs are available from a UK size 6 to a UK size 32. www.romanticaofdevon.co.uk

EXCLUSIVE AUTUMN 2 0 1 9 C AT WA L K S H O W S

10th/11th March 2019 - DUBLIN, IRELAND

17th March 2019 - CAMBRIDGE, UK

To make an appointment call 01954 232102 or email weddings@mon-cheri.co.uk

www.mon-cheri.co.uk

contents SOMEWHERE BEYOND THE SEA, P52 Sizzling-hot destination weddings are as popular as ever... find out how your business can benefit

W H AT ’ S

WHE R E 13 TA L KING P OINT The latest need-to-knows in bridal

57

19 I N MY OP INION Lauta Daly shares her 2019 wishes

60

22 L ET TER FROM AME R ICA Peter Grimes on gauging success

63

22 I N D EMAND Awards finalists on their best sellers

68

32 YPO S What suppliers really want from retailers

72 B R IDES TAL K On buying destination dresses

36 S IX O F TH E BEST Hats off to these brilliant head turners

74

40 B UY ING TIME Why Birmingham will work

79

42 S HOW TIME IN ESSE N European Bridal Week with 400+ labels

82

44

LBFW London kicks off the buying season

84

46 G UID E TO BOH O Ethereal, laid back, with a touch of luxe...

89

50 MEET MYRNA America’s ‘Tech Whisperer’ talks blogs

90

52

98

IN T HE IR OWN WO R D S Sadoni’s new atelier is a winner TIM TIME Good or great? No contest says Tim Oliver R EST R U CT U R I N G Ellie Sanderson on her new approach

L E AR NING C U RV ES Scoring points for plus-sizes HAPPY BIRTHDAY NATALIE ANN! Mum-and-daughter team celebrate 25 years in bridal YO U R C U P R U N N E T H OV E R Tea anyone? Delivering service in style WHAT MAKES A WINNER? Maria Musgrove on buying right SOCIAL MEDIA Gary Wilkins and his passion for Pinterest M O NE Y TAL KS A question of finance and expert answers AND FINAL LY More of what YOU have to say

MIAMIA

B EYOND TH E SEA Sun, sand and doing it abroad

VAL E NT INE ’ S DAY G O F I G U R E What the Valentine’s Day statistics mean for bridal

FEBRUARY 2019 ♦ WEDDING TRADER ♦ 7

CO NTACT US

Ed’s Letter

Editor Susi Rogol

There are times when good news is actually great news, and this is one of those times... and there’s lots of it. What to start with? Well, in no particular order, our Nardene has had her babe, little Isla – mum and child are thriving and looking ahead to a great new chapter. Next, Myrna Plaisir Daramy, regarded as the US’s key communications expert in the bridal industry, has joined our team and will be bringing valuable opinion and insight to the equation. Myrna and I have been friends for many years now, having met in New York, in the press queue for one of the designer runway shows. We started talking, and haven’t stopped since then!

And now, for the big one. With Wedding Trader’s unique platform that puts readers in the spotlight sharing opinions, arguing differences, discussing concerns, we listen... and plan according. Well, you’ve asked for more views, more advice-based features, more pages, and that’s what we are going to deliver in a bi-monthly format that will give us the freedom to think big! Exciting times.... for all of us.

EDITOR SUSI ROGOL-GOODKIND TEAM TALK Carrie Marsden Deputy Editor “Destination weddings are so en vogue right now. Check out favourite destinations (p52) and the frocks of choice.” (p46) Andy Allen Art Director “Myrna Plaisir Daramy is the queen of blogging in the US and she’s now a regular with Wedding Trader. Fab.” (p50) Nardene Smith Advertising Sales Consultant “Before I clocked off on maternity leave I read how Ellie has remodelled her business. It is inspirational.” (p68) Martha Cook Sales Executive “Winning retailers, regional finalists in The Wedding Industry Awards, list their best sellers. That’s brilliant.” (p26)

CONTRIBUTORS Michael Cahill, Debbie Cook, Laura Daly, Myrna Plaisir Daramy, Joy Dowell, Vivien Felstein, Roberto Fissore, Billy Fitzsimons, Michaela Gair, Peter Grimes, Anna Hare, Tim Oliver, Richard Lill, Bethan McCall, Rhiannon Moore, Maria Musgrove-Wethey, Nicola O’Rourke, Ellie Sanderson, Danny Saul, Jeanette Stevens, Melanie Storer, Anna Stringer, Gary Wilkins

Trader WEDDING

WEDDINGTRADERMAG.COM

VALENTINE’S DAY WILL IT DELIVER A WAVE OF NEW BRIDES?

IS IT TIME TO RETHINK YOUR BUSINESS STRATEGY?

Show business GET READY TO BUY THE BEST – WE TELL YOU WHERE AND WHEN

More winners

PROU SUPPORDLY TIN BRITISH G BRIDALW RETAILE EAR RS

BEST SELLERS CHOSEN BY THE BEST

HAT TRICKS OUR PICK OF CROWNING GLORIES

WT13_Cover 4aa 1SR.indd 1

Deputy Editor Carrie Marsden carrie@meanttobemedia.com

Art Director Andy Allen andy@meanttobemedia.com

Advertising Sales Consultant Nardene Smith nardene@meanttobemedia.com Mobile: 07957 372276

Sales Executive Martha Cooke martha@meanttobemedia.com Mobile: 07877 449122

ISSUE THIRTEEN • FEBRUARY ’19

Assessment DOING IT ABROAD THE DESTNATIONS THAT ARE IN DEMAND

susi@meanttobemedia.com

BLOG IT LEARN FROM THE ABSOLUTE BEST

Cover image: Gabbiano gabbiano.de

07/01/2019 21:39

@WeddingTraderUK @WeddingTraderMag @weddingtrader

weddingtradermag.com

Trader WEDDING

Wedding Trader magazine is distributed to hundreds of the best bridal retailers all over the UK. Designed and created by the makers of Love Our Wedding magazine and findyourdreamdress.co.uk, Wedding Trader is a new trade string to the otherwise consumer bow of Meant To Be Media Ltd.

MEANT TO BE MEDIA Wedding Trader is published by: Meant To Be Media Ltd, 68a Oldham Road, Manchester M4 5EE. Tel: 0161 236 6712 weddingtradermag.com meanttobemedia.com Meant To Be Media Ltd also publish: F IND YOUR

LOV E OUR

DREAM DRESS

FEBRUARY 2019 ♦ WEDDING TRADER ♦ 9

Affordable luxury for every bride

For further information please contact our authorized distributor: Krystal Bridal Agency, Michelle Blackburn | EMAIL sales@krystalagency.com | PHONE +44 (0) 7935 156 275

T RES C HIC B RIDAL W EAR . COM

TAL KING POINT The latest news in the wedding world, right here, right now

MADE IN ITALY

A Feature Of Rome Bridal Week The second edition of Rome Bridal Week, 23-25 March in the Fiera di Roma show centre, will include a luxurious ‘Made in Italy’ area where top domestic names – brands that are recognised internationally and revered by a big audience – will gather to reinforce the message of excellence that is entwined with the country’s name for pioneering design.

This elegant, intimate show is attended by buyers from across Europe. “To

find carefully-selected labels that focus on style and quality, rather than a mass collection of ranges that have little in common, puts a whole new light on the annual buying experience,” said one very satisfied retailer from Dusseldorf. “It makes buying more pleasurable and the atmosphere more exclusive.”

You can pre-register at romebridalweek.com and find full information on travel and accommodation deals.

A COFFEE TABLE MUST The bridal entourage will love the opportunity to leaf through this new book from Artisan Publishing, Modern Wedding. Author Kelsey McKinnon, editor of a Californian lifestyle magazine, has packed in stunning photographs giving inspiration and creative ideas and focusing on weddings in natural surroundings, seasonal food and flowers, modern

dresses, minimalist ceremony structures, and naked cakes. Case studies include a destination fête in Tuscany, a house party in Brooklyn and a New Age revel in Kauai. Bridal shop owners can order a copy from Melia Publishing on +44 (0)1628 633673. ISBN is 9781579657758, hardback price £30.99. The wonderful photography is the work of Abby and Lauren Ross.

F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 13

M ORE NA MES SI GN UP FOR HA RROG ATE FASH ION WEEK fashionable likes of John Charles, Gabriela Sanchez, Ribbons and Bows, Helen Moore, Coco Doll, James Lakeland and many dozens of others. Exhibitors are listed at harrogatefashionweek.com

TIA

The second edition of this styledriven trade event – 27-28 January – is attracting a growing roster of exhibitors keen to present their latest collections. Tia from the Godske Group will be joining the

Picture perfect Finding a photographer who understands bridal and can deliver the most beautiful images in the best possible setting is not easy.

We’ve discovered a company called Photography Works who understand the importance of getting the look right for your audience (brides, if you are a retailer, retailers if you are a supplier) and showing off products at their absolute best. Lead by head photographer Glen Pearson, the highly-experienced team takes on both studio and location work. Brilliant propping is part of the offering and that’s what makes a huge difference to the appeal of the end result.

More info at +44 (0)1924 499666

Maggie Sottero to show in London The ever-popular, constant bestselling Maggie Sottero collection of labels which includes Sottero & Midgley and Rebecca Ingram will unveil its scrumptious new ranges at the private Gallery Rooms in the ExCel centre, during London Bridal Fashion Week, 24-26 March.

14 ♦ W E D D I N G T R A D E R ♦ F E B R U A R Y 2 0 1 9

Top Names signed up for National Bridal Market 17-19 March

ROMONA KEVEZA

YUMI KATSURA

That US couture designer Romona Keveza has chosen to show at the big event in Chicago next month means that more buyers than ever will be descending on the city looking for all things bold, beautiful and with that magical, prestigious name tag.

Yumi Katsura, Matthew Christopher, Wayne Clark, Pia Gladys Perey, and Dominiss will be crowd pullers, too, along with the big, international boys including Justin Alexander, Adrianna Papell and Watters. The show’s new ‘Store of the Future’ education programme will introduce speakers in the field of retail, social media, the new bride and Interiors. nationalbridalmarket.com to where to go for the lowdown.

RIG HT PLAC E – R IGHT T IM E : DEF IBRILLATOR SAV E D MARK STEVE N S’ L IF E The sales director of Enzoani UK suffered a cardiac arrest in early December at 6.30am whilst working out at his local gym. Due to the quick action of fellow gym colleagues who performed CPR and used a defibrillator installed at the gym before paramedics arrived, not only is Mark lucky to be here to tell the tale, but his recovery and prognosis is fantastic.

Shockwaves hit everyone as Mark is such a fit and healthy man but it shows how no-one is exempt, no-one knows when, where, or if this may happen.

Enzoani has now purchased its own defibrillator (from defibshop.co.uk), registered it with the ambulance service and informed local businesses and neighbours of its location should they ever need its use.

“We’ve all realised how little we knew previously, and are now spreading awareness of these incredible ‘talking’ machines,” says Jeanette Stevens. “Mark

is making a great recovery; receiving wonderful messages from all over the industry, colleagues and friends has been a welcome distraction and a great comfort. Without that defibrillator this story could have been so different.”

Fancy Hat This month’s Six of the Best, p36, was difficult to get together. Actually, it was impossible. There are so many hugelytalented milliners in the UK, we should have done a full-on Guide to….

Here are two super specials: The Season Hats is an amazing and totally different collection which includes pieces inspired by Chinese paper folding techniques. This one, Sitara, is £895, and flat-packs like a fan into its own hat box that is just 5cm deep.

Prices start at £95 for a simple leather headband and go up to £995. Paul and Selena can be reached on +44 (0)7591 046091 / paul@theseasonhats.com.

Check out theseasonhats.com and be very impressed.

Not quite a hat, but certainly more than a fascinator, a flower and feather number from Poirier/Jupon is as pretty as can be and comes in a range of colours. Talk to Gary if you want to know more. +44 (0)1753 622922.

F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 15

W E LOVE KO B B U S … … and we love nothing more than a super-fast Q&A to get you familiar with a very special brand. Meet Kobbus Dippenaar, the mega design talent behind South Africa’s Anna Georgina label, and make a date to see the new collection at UK Bridal Week in May (see p40). Here’s goes with the Qs: What did you train?

The Clothing Technology College in Cape Town. And I studied millinery and corsetry in UK. What’s in your portfolio?

Three labels, Anna Georgina, Anna Georgina Couture and Anna Georgina light. Light will be seen in the UK for the first time in Birmingham. It’s for the budget-conscious bride.

How many collections a year?

One for each label.

Silhouettes for the new season?

There might be a comeback of the big ballgown. But my gut says the ethereal soft gowns and the mermaid will live long.

Today’s brides?

They are clued up on trends and want to be noticed .

Your fave fabrics?

Lace, beaded laces, brocades and luscious silks.

Your inspiration?

The needs of my clients, and the haute couture shows in Paris.

Who’d you like to create a dress for?

Can I have two? Sophia Vergara and Charlize Theron.

Your contact details? info@annageorgina.co.za annageorgina.co.za

16 ♦ W E D D I N G T R A D E R ♦ F E B R U A R Y 2 0 1 9

Exclusive Autumn 2019 Catwalk Shows

10th/11th March 2019 - DUBLIN, IRELAND

18th March 2019 - CAMBRIDGE, UK

To make an appointment call 01954 232102 or email sales@sophiatolli.co.uk

WWW.SOPHIATOLLI.CO.UK

WWW.CATHERINEPARRYBRIDAL.COM Retailer areas available in many parts of the UK & ROI. Suggested retail prices from £545. Low minimums.

For further details call +(0)1443 222600 or email info@globalbridalbrands.com

In my opinion Laura Daly believes that retailers should work together and support one another and talk when a problem or concern arises.

Bullying at distance through social media is not a solution, she says

Q

uestion: What made you decide to enter the world of bridal retailing?

Was it because you thought you could do it better than the existing stores? Did you have a lifelong dream to own a bridal shop? Were you born into it, taking over from a relative?

Was it the idea of being your own boss that tempted you? Did you just fall into it, perhaps, and now love it so much you never want to get out?

However you arrived in this industry, I’d wager that, if you’re re-opening your doors in 2019, you are doing so because you still have a passion for what you do.

It’s something that connects us all; that common thread fashioned from our very own blood, sweat and tears.

Only another independent bridal retailer can truly understand how we take every aspect of our businesses to heart. Our own little bridal bubbles that we have created and carefully nurtured with our very souls out there for all to see on those rails. The labels and gowns that we’ve lovingly chosen to reflect our aspirations and those of our customers are not simply stock, but part of who we are.

We take to heart the love, the lives and the losses of our customers, and lie in bed at night stressing over a late delivery or a faulty dress. We do this because we understand how important it is to our customers that we get every

detail right. We probably all have a little touch of OCD about us; we’re most likely control freaks, and we’re most definitely passionate about our businesses.

So, given that we all understand how hard we all work, and accepting that we are all pretty amazing to make any kind of a success of running a bridal shop, what on earth leads someone to comment on another shop’s social media stream in a derogatory manner?

Why call out a retailer on a forum, closed or otherwise, just because you don’t like something they may (or may not) have said? Why bad-mouth another shop to a customer, regardless of whether or not you personally agree with what you are being told this shop might (or might not) have done?

Why corner another retailer, face-toface at a social occasion, to spout your insulting views about them and their business, especially when you have no understanding of their ethos and don’t know them personally?

I’m well aware that all these things happen. It truly saddens me to say that I have been on the receiving end of some of it myself.

Channelled incorrectly, passion’s dark side can lead us to become blinkered and undervalue anyone’s feelings or efforts apart from our own.

When it results in a public ‘flogging’ of another retailer, not only can the recipient of such criticism be crushed

and confused, but the lack of support for a fellow retailer can often be taken by customers as a negative thing.

With one misinformed public rant, it’s easy to appear bitter and jealous.

When the rants become personal, it’s tantamount to bullying. And no-one likes a bully.

How about picking up the phone to have a chat first? Failing that, an email or a message? If you don’t like or agree with something that another retailer has posted or written, why the need to publicly criticise them before having had a word privately? If you don’t like the answer you receive, well at least then you’ll know the facts before you pass judgment.

Can we all join together in just one resolution for 2019 that would make our collective lives a little bit easier? Can we resolve to respect each other a bit more? I’m not suggesting for a moment that we all become best chums and go on holiday together, but we are working for the common cause here, and what does it cost to be nice to each other?

To be kinder and less judgemental of people and situations we know little or nothing about, and a private message instead of a public rant when we don’t agree with what weI read online.

To have a positive mental attitude and a bit more love to start the year because, as they say, love conquers all; these things make up my New Year’s resolutions… Who’s joining me?

F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 19

Letter from America Peter Grimes, the voice of the industry in the US and publisher of trade bible VOWS magazine, applies a mathematical approach to assessing success... and the figures are cheering!

F

air warning – I’m known for always having rose-colored glasses at the ready. And, if I may add a metaphor to that idiom, believe that even in the midst of the most frustrating market and financial turmoil to hit bridal, there’s always a silver lining.

Before you accuse me of being superficial, or “one of those” who doesn’t get the irony in Monty

Python’s Always Look at the Bright Side of Life, I offer the following observation: the frustration, aggravation and complaints about today’s brides seem to dominate the daily thoughts of many salon owners.

Brides, they complain, are difficult, indecisive, entitled, demanding and beyond inconsiderate.

All true – especially if one is captured by social media stories that would have us believe that a majority of brides exhibit this behavior in every salon they visit.

But is this the reality of bridal retail or an exaggeration fuelled by our nature to focus on the extreme or the negative?

I’ve heard these complaints more frequently in recent conversations with salons across the US– and as you may have thought or voiced similar frustrations, I’ll ask the same followup question of you: What percentage of your brides exhibit this type of in-store behavior, are so aggravating and so demanding that nothing you do or say elicits even

22 ♦ W E D D I N G T R A D E R ♦ F E B R U A R Y 2 0 1 9

a modicum of respect or joy? Five percent? Ten percent? 20 percent?

It would be surprising if your answer was any different than that of your US counterparts: the rather unscientific result is that on average store owners guesstimated that less than five percent of their brides were over-thetop Bridezillas.

Figure it out One out of every 20 brides... the significance of their answer, of such a low percentage, had an immediate impact as they came to realize that the energy expended to complain about what in reality was a small percentage of difficult customers actually robbed them of the joy of their work, and distracted them from the gratitude they received from the remaining 95 percent of their brides.

So, 19 out of 20 brides love what you do for them. Why hold them hostage for the one knucklehead?

Consider this: According to the well-known and established Pareto Principle (also known as the 80/20

rule), roughly 80 percent of effects (bad and good) in many events and circumstances come from 20 percent of the causes.

Loosely translated for this discussion (and through those rosecolored glasses): 20 out of every 100 brides should be the cause of 80 percent of your troubles.

Your five percent has that beat hands down.

Please note that this is not an attempt to gloss over the inherent difficulties and challenges of successfully guiding a bride through the planning and purchasing process.

Today’s bride, older and more mature with different concerns, issues and style needs than the bride of yesteryear, will none-theless continue to be indecisive and hesitant to commit, insecure about body image, and possibly worried about approval from Mom and/or the bridal entourage.

She may also use your boutique as a try-on showroom in an attempt to find a better price and purchase

elsewhere or online, and she’ll still miss appointments and refuse to buy a gown in the first boutique visited out of concerns of missing out on the shopping experience she’s planned.

Frustrating. Aggravating. Difficult.

Yet same as it ever was.

So… the silver lining: in the midst of all this uncertainty, negative news and distractions, we have the ability to control what we choose to think about and how we react to and judge every situation. It’s a universal rule echoed by generations of philosophers and spiritual leaders: What we focus on becomes our reality.

Marcus Aurelius, writing in Meditations, sums it ups quite nicely: “When you are distressed by an external thing, it’s not the thing itself that troubles you, but only your judgment of it. And you can wipe this out at a moment’s notice.”

Which suggests an action is needed… a deliberate effort to choose what we focus on to celebrate our successes, to learn from (but not dwell on) the mistakes.

As Winston Churchill so famously said: “Attitude is a little thing that makes a big difference.”

Last thought…

As any good pitch often states: there’s more. If you believe you have only a limited impact in this world, and with only a small number of clients, I would argue otherwise.

Your positive and calming touch ripples considerably beyond that happy bride as her attitude affects the bridal party, which in turn positively impacts all the guests.

Here’s rough numbers to help prove the point: Take 95 weddings a year (95 percent of 100 brides), with an average of 12 members of the wedding party, including bride and groom, three maids, three groomsmen, two sets of parents, and an average of 101 guests.

Multiply 95 weddings by 113 total participants.

Result: 10,735 members of your community you positively impact each year.

Cheers!

Calling all boutique owners!

Give this brilliant free wedding magazine as a gift to your brides!

ISSUE FOUR • OCTOBER 2015

STUNNING STYLES FOR EVERY TIME OF YEAR

Trend alert!

THE BEST DETAILS TO MAKE YOUR DAY WOW

REAL BRIDES

BEAUTIFUL WEDDINGS & REAL ADVICE INSIDE

ESSENTIAL PLANNING TIPS TACKLE THE BIGGEST PLANNING WOES WITH OUR HANDY GUIDE

PERFECT REAL-LIFE WEDDINGS

MADISON JAMES

DISCOVER MORE FROM THIS HOT NEW LABEL

FOUR REAL BRIDES SHARE THEIR BIG DAY STORIES, P58

DATES FOR YOUR DIARY THIS SEASON’S MUST-VISIT SHOWS

WIN TICKETS TO THE NATIONAL WEDDING SHOW!

BRIDESMAID HANDBOOK

‘I’m engaged!’

WE FOLLOW A REAL BRIDE-TO-BE ON HER WEDDING JOURNEY

EVERYTHING YOUR GIRLS NEED TO KNOW!

Gift ideas

FOOD IDEAS

GIVE YOUR NEWLYWED NEST A VINTAGE GLOSS WITH OUR BEST BUYS

TASTY DISHES FOR YOU AND YOUR GUESTS, P86

w LOW3_Cover Madison James 6aa JP.indd 1

03/08/2015 20:17

DRESSES FOR EVERY BODY SHAPE FIND A GORGEOUS GOWN THAT LOOKS & FEELS INCREDIBLE

Cute as a button

ADORABLE IDEAS FOR FLOWERGIRLS

GET AN AMAZING 25% OFF YOUR ACCESSORIES! PLUS-SIZE SHOPPING TIPS GREAT ADVICE FOR CURVIER BRIDES

LOW12_Coveridea Elbeth Gillis 3aa JP.indd 1

TIPS TO CREATE THE WEDDING OF YOUR DREAMS, FOR LESS!

ELBETH GILLIS HOW ONE OF SOUTH AFRICA’S BEST DESIGNERS IS SET TO WOW THE UK

Let’s celebrate!

NEW WAYS TO KEEP YOUR GUESTS ENTERTAINED

BEAUTIFUL WEDDINGS REAL STORIES WITH BRILLIANT IDEAS TO STEAL, P70

01/05/2016 18:20

ISSUE 27 • SEPTEMBER 2017

A little something extra for your brides Packed with top planning tips, dreamy details and bridal fashion, Love Our Wedding is the UK’s favourite free wedding magazine, and you can give this handbag-sized treat to your brides, free of charge!

Every issue can be delivered to your door in packs of 20, so you can distribute them to your brides as you wish. Proudly display them in store or put them in goody bags for your customers to take away. To become a stockist, email andy@meanttobemedia.com.

FLAWLESS NEW FROCKS FOR YOU & YOUR BRIDESMAIDS

• STATIONERY • DECOR • SHOES • JEWELLERY • CAKES &

MUCH MORE

Photo finish EXPERTS REVEAL THE BEST WAYS TO POSE FOR PHOTOS

Justin Alexander

THE SIGNATURE STYLES YOU’LL FALL IN LOVE WITH

LOW27_Cover Justin Alexander 3aa JP.indd 1

EXCLUSIVE DISCOUNTS INSIDE!

SO SASSI

SEE THE NEW STYLES FROM ONE OF BRIDAL’S FAVOURITE DESIGNERS

She’s the one

INCREDIBLE DRESSES FOR EVERY BRIDE, P14

31/08/2015 17:38

50 GORGEOUS NEW DRESSES

WE SELECT OUR FAVOURITE BRIDAL DESIGNS FOR 2017

He’s the one!

REASONS TO HIRE YOUR GROOM’S SUIT, P50 WORRIES OF A BRIDE-TO-BE SECRET THOUGHTS EVERY BRIDE HAS

BENJAMIN ROBERTS WHY THE NEW COLLECTION IS THEIR BEST YET!

HOT PLUS-SIZE GOWNS FOR FULLER FIGURES

FIND MY VENUE! WE DISCOVER THE UK’S BEST COUNTRY HOUSE VENUES, P115

Cute

couples 12 PAGES OF BEAUTIFUL REAL-LIFE WEDDINGS

HOW TO DE-STRESS BEFORE THE BIG DAY KEEP THOSE NERVES UNDER CONTROL WITH OUR TOP TIPS

TREAT YOUR LOCKS TO ONE OF THESE CUTE LOOKS

Catwalk chic

A BUMPER 1ST BIRTHDAY ISSUE!

SHOW TIME!

MUST-VISIT FAIRS TO ADD TO THE DIARY FINISHING TOUCHES MAKE YOUR DAY STAND OUT!

Seasonal food ideas DELICIOUS DISHES FOR YOUR MENU

OUR BIGGEST SELECTION OF BEAUTIFUL

WEDDINGS TO INSPIRE YOU

31/05/2016 17:49

REAL BRIDES

BRILLIANT IDEAS AND INSPIRING STORIES

The finer details

FROM STATIONERY TO BRIDAL ACCESSORIES, FIND HUNDREDS OF FINISHING TOUCHES INSIDE

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MINI MAIDS ADORABLE PICKS FOR YOUR FLOWERGIRLS

WIN A N HONEYMOO IN CRETE WORTH OVER £2,500 VENUE SPECIAL FIND THE PERFECT PLACE FOR YOUR BIG DAY

Wedding dress how-to FIND THE DRESS OF YOUR DREAMS WITH OUR BRIDAL GUIDE

You said

yes!

OUR PLANNING TIPS FOR NEWLYENGAGED BRIDES

READY, SET, CAKE! WEDDING CAKE TRENDS FROM A GREAT BRITISH BAKE-OFF PRO

Enzoani HOT 2018 STYLES FOR EVERY BRIDE

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Mini maids

PRETTY FLOWERGIRL DRESSES THEY’LL LOVE

DREAMY DISCOUNTS GREAT DEALS FOR EVERY READER!

02/10/2015 12:55

20/11/2017 16:30

Br ides REAL IDEAS, ADVICE AND DETAILS TO INSPIRE YOU

HOW TO PLAN YOUR PERFECT WEDDING!

WOW-FACTOR COLLECTIONS

THE LATEST FASHION TRENDS FOR YOU & YOUR BRIDESMAIDS

P lus-size gowns

A SELECTION OF GORGEOUS DRESSES FOR CURVY BRIDES

LOW6_Coveridea_RuthMilliam 4aa.indd 1

THE BEST OF BRITISH TOP HOME-GROWN DESIGNER NAMES TO LOOK OUT FOR

Hair ideas

TAKE THESE PRETTY STYLES TO THE SALON

Make a wish

THE BEST SELECTION OF DREAMY DETAILS FOR YOUR WISH LIST

ELLIS BRIDALS

WE FIND OUT WHAT THIS AMAZING TEAM HAVE IN STORE FOR 2017

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STUNNING WEDDINGS

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‘HOW I LOST OVER 3ST FOR THE WEDDING’ ONE BRIDE REVEALS ALL!

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ISSUE 38

• AUGUST 2018

TISSUES AT THE READY FOR OUR BEAUTIFUL REAL WEDDING STORIES

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FROM MARRYING ABROAD TO IDYLLIC HONEYMOON IDEAS – WE’VE GOT YOU COVERED

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Wedding trends 2018 EVERYTHING YOU NEED TO KNOW FOR YOUR DREAM DAY

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AMAZING ACCESSORIES DELICATE DETAILS TO FINISH YOUR LOOK

FOUR INSPIRING BIG-DAY STORIES

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SAVING TIPS

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Fabulous favours WEDDING FAVOUR IDEAS YOUR GUESTS WILL LOVE

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LIVE, LAUGH, LOVE & GET MARRIED!

ISSUE 16 • OCTOBER 2016

• APRIL 2018

Stress-free planning

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A HANDY GUIDE TO MARRYING OVERSEAS

WHY WE ADORE THEIR CHIC NEW COLLECTIONS

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Dress up!

‘I do’ abroad

SEE THIS YEAR’S CATWALK TRENDS

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Gorgeous Weddings BE INSPIRED BY THESE THREE REAL-LIFE CELEBRATIONS

ISSUE 36

• MAY 2018

Spring in her step CELEBRATE THIS SEASON WITH OUR BRILLIANT TIPS

Get the look GORGEOUS STYLES FROM VINTAGE TO GLAMOUR SO MUCH TO DO, PLENTY OF TIME! OUR CHECKLIST MAKES PLANNING A BREEZE

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Darling details LOADS OF PRETTY BUYS INSIDE, FROM JUST £1

Real fairytales

TISSUES AT THE READY FOR THESE SUPER-CUTE WEDDING STORIES

30 BRIDESMAID DRESSES YOUR GIRLS WILL BEG YOU TO LET THEM WEAR!

GREEN WITH ENVY VEGETARIAN RECIPES THAT ARE HEALTHY AND DELICIOUS, P70

• JUNE 2018

Inspirational Weddings REAL COUPLES SHARE THE DETAILS OF THEIR BEAUTIFUL BIG DAYS

NICHE NECKLINES COOL LOOKS FOR YOUR BRIDESMAIDS

Finishing touches FROM SHOES & CLUTCHES TO STATIONERY & DECOR

ROCK THE DRESS! 50 FIGURE-FLATTERING STYLES WE ADORE – AND SO WILL YOU!

Show time!

ESSENTIAL DATES FOR YOUR CALENDAR

HOT S HAIRSTYLE TO CHIC IDEAS TAKE TO THE SALON

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SHAPED TO PERFECTION STUNNING GOWNS FOR PLUS-SIZES

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BEAUTIFUL BRIDESMAID DRESSES FOR SPRING THROUGH TO WINTER

Martin Thornburg A MON CHERI COLLECTION THAT’S FIT FOR A PRINCESS

ISSUE 40

Making the cut!

• OCTOBER 2018

Real-life Weddings THREE CELEBRATIONS JAM-PACKED WITH GREAT IDEAS TO STEAL

IT’S ALL IN THE DETAIL...

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WAYS TO IMPRESS

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THE FULL PACKAGE CHIC STATIONERY SUITES FROM SAVE THE DATES TO THANK YOUS

TICK OFF YOUR WISH LIST WITH THESE DREAMY DRESSES FOR 2019

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FROM THE LATEST IN BRIDAL FASHION TO THEME IDEAS FOR YOUR RECEPTION

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Mum’s the word HOW TO GET YOUR MUM INVOLVED WITH THE PLANNING, P101

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SHIMMER & SHINE!

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Casablanca Collections

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GORGEOUS GROOMS GREAT IDEAS FOR YOUR MODERN MAN

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• MARCH 2018

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18 PAGES OF IDEAS AND INSPIRATION

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DRESSES FOR EVERY SEASON

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HEAVENLY HONEYMOONS THE BEST LOCATIONS FOR YOUR RADAR

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• DECEMBER 2018

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OUR GUIDE TO A HAPPY MARRIAGE PLUS THREE LOVELY REAL WEDDINGS

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AMAZING NEW BUYS GET YOUR WHOLE WEDDING KITTED OUT WITH THESE FAB FINDS

THE UK’S TOP WEDDING VENUES THE OUR PICK OF TO BEST PLACES SAY ‘I DO’ ACROSS BRITAIN, p89

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New Year resolutions THE ONES YOU SHOULD (AND SHOULDN’T!) BE MAKING

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All that glitters

WHICH WILL YOU CHOOSE – SUMPTUOUS SILVER OR GORGEOUS GOLD?

GUILT-FREE FEASTS!

DELICIOUS RECIPES TO TRY AT HOME, COURTESY OF SLIMMING WORLD

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F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 23

Pure Bridal offers brides designer style without the high price tag, all gowns retail from ÂŁ799 or below. With an incredible 8 week delivery time as standard!

View the brand new Pure Bridal 2019 collection here: www.romanticaofdevon.co.uk

I N DEMA N D OUR BEST SELLERS Who better to ask about their current best-selling gowns than the regional winners in The Wedding Industry Awards 2019, one of whom will walk away with the trophy in the national finals

MIA SPOSA BRIDAL BOUTIQUE THE BRIDAL COLLECTION WEDDING BELLES OF FOUR OAKS PURE BRIDES COURTYARD BRIDAL BOUTIQUE CLIFTON BRIDES ANNA BRIDAL COUTURE MATHILDA ROSE

Anna Stringer ANNA BRIDAL COUTURE Ringwood, Hampshire The one: Suzanne Neville, Delphine Silhouette: Soft fishtail with striking ‘V’ neckline Silhouette: Figure-skimming Fabric: Ivory silk crepe with lace detailing Size matters: 12 RRP: £2,495 +44 (0)1425 471176 annabridal.co.uk

Michaela Gair CLIFTON BRIDES Bristol The one: Alan Hannah, Millie Silhouette: Ballgown Fabric: Mikado Size matters: 10 RRP: £1,895 +44 (0)117 923 7928 cliftonbrides.co.uk

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Want to take part in our next round up in a couple of months from now? Email me – susi@ meanttobemedia.com

Rhiannon Moore and Bethan McCall COURTYARD BRIDAL BOUTIQUE Kettering, Northamptonshire The one: Jesus Peiro, 933 Silhouette: Box-pleated full skirt bow detail Fabric: Mikado Size matters: 12 RRP: £2,100 +44 (0)1536 510333 courtyardbridalboutique.co.uk

Joy Dowell MIA SPOSA BRIDAL BOUTIQUE Newcastle upon Tyne, Northumberland The one: Justin Alexander, 8799 Silhouette: A-line with amazing bust and waist definition Fabric: Chiffon with beaded portrait neckline and embellished belt detail Size matters: 14 RRP: £1,415 +44 (0)191 2211688 weddingdressesnewcastle.co.uk

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Anna Hare PURE BRIDES Norwich, Norfolk The one: Rebecca Ingram, Juniper Silhouette: Simple, boho romantic, chiffon gown with a sheer, delicately beaded bodice and spaghetti straps.

Fabric: Chiffon, cotton lace, dainty beading Size matters: 12 RRP: £999 +44 (0)1603 625000 purebrides.co.uk

Debbie Cook THE BRIDAL COLLECTION Lancaster, Lancashire The one: Mori Lee, Kenna Silhouette: Strapless mermaid, great to show off curves Fabric: Stretch satin and organza Size matters: 10 and 20 RRP: £1,090 +44 (0)1524 840 065 The-bridalcollection.co.uk

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Melanie Storer WEDDING BELLES OF FOUR OAKS Sutton Coldfield, West Midlands The one: Essense of Australia, D2503 Silhouette: Sheath gown with plunge illusion front and low back.

Fabric: Crepe and lace Size matters: 10/12 RRP: £1,650 +44 (0)121 3234033 weddingbellesbridal.co.uk

Nicola O’Rourke MATHILDA ROSE Lindfield, West Sussex The one: Suzanne Neville, Seranno Silhouette: A-line with plunge neckline Fabric: Ivory silk organza Size matters: 12 RRP: £3,350 +44 (0)1444 482077 mathildarose.co.uk

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W W W. A L L U R E B R I D A L S . C O M

YPOS

Will a handshake keep eveyone happy? This month a retailer questions relationships with suppliers and asks for a straightforward answer

BRIDES UP NORTH

YO U R P R O B L E M S O UR S O LU T I O N S “In these challenging times, it would be great to know exactly what suppliers are looking for from their retailers, and what we, as their customers, have every right to expect. Obviously, exclusivity is key – not just for the styles bought, but for the label itself and not just for one season, but ongoing. Here will be lots of tough decisions to be made here, on both sides, so transparency has to be central to the proposition.”

Jeanette Stevens Enzoani

1

Enzoani strongly believes that a partnership between supplier and retailer is the way to achieve greater success but also face

current challenges the industry throws our way.

Both retailer and supplier need to accept and recognise that one cannot exist without the other and, equally, both need to make margin to survive.

They need to work together, seamlessly, in partnership to identify what is needed to face whatever the current challenge is.

Recognising that not every retailer faces the same challenges is key, so a supplier needs to be able to adapt on a caseby-case basis and support accordingly. Analysing the return on investment (ROI) for

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a retailer, what can be done to increase this on both sides is always a good starting point. Restricting the quantity of authorised retailers (so not to flood the market) enables Enzoani to dedicate more time to each retailer and focus our attentions on how we can help them to grow their ROI. The more successful each retailer is with Enzoani, naturally the more successful Enzoani is, and vice versa.

Our perfect retailer would be one who wants to work in partnership with us, understands that both sides need to invest their time and efforts in a successful future

together with a transparency and realistic approach, and to be willing to discuss and analyse, try new concepts and be prepared to commit to the brand on all levels.

Recognising that both retailer and supplier have strengths and skills and embracing that together is the perfect recipe that overcomes most challenges we meet on our way.

A retailer in our opinion should expect exactly the same from each supplier they work with. Gone are the days of ‘us’ and ‘them’ – that gap has to be bridged and so we can travel united on the same highway.

Richard Lill Lionheart Portfolio for Ladybird

2

Unsurprisingly, suppliers are looking for the same as retailers – sales, loyalty, commitment and honesty; the challenges the industry faces are not dissimilar for both either. Like retailers, we all try to offer the very best product and service, in the hope it will inspire loyalty. What we at Ladybird look for from our retailers, is that they actively promote

our brand, based on the dresses, quality, fantastic service, openness and our commitment to them being both successful and profitable. This collaboration is why with our retailers we have achieved 12 continuous months growth in brides’ orders.

We don’t pressurise our retailers to hit targets or buy a minimum number of styles, as we believe that a shop having the right dresses and support is far better than overloading them with unwanted dresses just to hit a number.

This policy can be the single determining factor that increases a retailer’s profitability. Retailers need to start looking at the facts rather than perception to assess the profitability of a brand. Analyse your business, look at the number of samples you have and have to buy against the reorders taken.

However, from a

most profitable. When they ‘ran the numbers’ almost all were shocked to find that the brand they loved and protected as their best seller was not the one that was making them money.

Exclusivity is important but Like retailers, we all try to if retailers have which offer the very best product ais brand working for and service in the hope it them, the supplier should not want will inspire loyalty to jeopardise that relationship the supplier is getting a high by opening an additional account close by. percentage of each shop’s The key to it is be honest. total business, then that is If a brand is not working for all we can ask for and we you, then have an open and will support and encourage honest conversation with the those stockists every day. supplier and come up with Many years ago when an exit strategy – we publish I was with a previous big brand, we asked our retailers ours in our welcome pack.

There is never any which was their best-selling point in a retailer-supplier label? We then asked a relationship ending in an second question: “Who is acrimonious way; none of us your most profitable?” All ever know if our paths will retailers knew which their best seller was but not many need to cross again or what knew which brand was their the future holds. supplier’s prospective, we need to be realistic about the expected business levels from each retailer – a small rural shop may never yield the same business level as a large city centre shop – but if

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Danny Saul Mascara

4

It’s a two way street if the retailer supports the manufacturer than the manufacturer supports the retailer.

Too many retailers think they have struck gold

when they secure a brand exclusively and then go off to find other labels, which serves only to dilute the retailer’s support to the manufacturers and off we go and get into this big argument of exclusivity .

It’s basic economics: you buy into a brand, you stock the brand, and you sell it in volumes then the manufacturer has no necessity to find other competing retailers…

Lastly, who on earth taught the UK industry to stock sample dresses?

That is the maddest, most counter-productive sales strategy that I ever came across. Again, it’s basic business... if you ain’t got it you can’t sell it. Simple .

it’s a two-way street. Our Premier Bridal Stockists are automatically offered a large radius; otherwise it’s a five- to ten-mile radius.

Exclusivity is a tricky subject as all companies want to sell in to as many shops as they can. But it’s all about loyalty and by that I mean if your customer buys every time you bring out a new collection, albeit only Vivien Felstein two or three dresses but is Veromia consistent and repeats, why would you not offer them At Veromia we have no exclusivity as their shop will be full of your dresses? minimums. We hope However, I can underthat our customers stand the logic behind will like our styles enough some of the big wholesalers to buy into our Veromia, out there forcing their Sonsie and Veromia customers to take big Bridesmaid labels. We do minimums to keep their not pressure them to do this. We understand that it is area and exclusivity. It’s hard out there for the bridal like the way the FMCG [fast moving consumer retailers and we try to help goods] companies like, say, as much as we can.

We offer exclusivity, but Cadbury, works – the more

5

In these challenging times there are many points to be considered. We are looking for continued support from stockists of our Demetrios labels to re-establish the

Demetrios brand to its rightful position in the market place here in the UK and Ireland.

We will provide new and existing stockists with the level of service they have come to expect from us at SBWF; we will support our them with every possible selling advantage through social media; we will offer a loan sample service from our UK base, giving our retailers shorter delivery times and a larger loan sample selection.

We will offer our stockists excellent incentives when we meet them in person and at the Excel show in March.

Retailers realise how difficult these times are and we will support them wherever possible and with mutual respect.

product you have in your shop from one supplier and the nearer the front of the shop you display the product, the more likely you are to sell that label.

In our industry, the more you sell the more likely you are going to show these dresses to the brides. The more dresses you sell the more profit you make for yourself and the supplier and that is when you can demand exclusivity and the supplier can spend on the brand which in turn helps its retailers.

Every season, suppliers create, photograph and exhibit our collections. To be able to do this we need our stockists to believe in us and to buy into our collections.

At Veromia we offer extended credit terms and payment plans. We offer great customer service and

are always on the other end of the phone to give advice and to listen to what our customers tell us. We have a can-do attitude.

We offer designer days and encourage our stockists to take advantage of this.

We treat our customers’ businesses like our own – we are aware always that without our loyal stockists we would have no business.

We all need to support each other and listen to each other to ensure the industry survives. As a retailer, if you have an issue with a supplier, call them.

A lot goes on within the various retailer forums.

Suppliers don’t have a site like that. Maybe there should be one where retailers and suppliers can air their views, push ideas forward and find solutions to problems together. In the end communication is vital.

Billy Fitzsimons Demetrios

3

We’d like more views on this topic. Email me at susi@meanttobemedia.com 34 ♦ W E D D I N G T R A D E R ♦ F E B R U A R Y 2 0 1 9

w w w. e n zoa n i .co m

Head turners Hats are an art form in their own right, making a distinct fashion statement backed by design expertise, the finest craftsmanship, and the desire to be noticed PARADOX VIVIE S H ERI FF Style:N Hampton Style: She Loves Me RRP: £69 Materials: Sinamay and silk E: sales@paradoxlondon.com RRP: Bespoke £450-£950 W: paradoxlondon.com T: +44 512983 +44(0)1725 (0)20 8885 8000 E: info@viviensheriff.co.uk Available from January W: viviensheriff.co.uk 2019, this neat little toetapper, sparkling with crystals and gleaming pearl beadwork, is a red-carpet must, celebs or not!

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PHIL IP T R E ACY LO NDO N Style: OC607 Materials: Handblocked calotte in straw with veiling and sharp angled bow RRP: £1,950 made to measure T: +44 (0)20 7730 3992 E: studio@philiptreacy.co.uk W: philiptreacy.co.uk

J UDY B E NT INC K M IL L INE RY Style: Harumi Materials: Ivory silk dupion with spotted veil, black hackle feathers and black curled quills RRP: £600 RTW, £650-£700 bespoke T: +44 (0) 7966 272469 E: enquiries@judybentinck.com W: judybentinck.com

E MM A B RI DA LS Style: EDH005 Materials: Sinamay, chiffon and diamante RRP: £99-£275 T: +44 (0)330 1000 203 E: uk@emmabridals.com W: emmabridals.com J A N U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 37

VIXE N M IL L INE RY Style: 2040 Materials: Sinamay and silk RRP: £180-£350 T: +44 (0)1725 512983 E: info@vixenhats.co.uk W: vixenhats.co.uk

RACH EL T REVORMO RG A N Style: R1888 Materials: Fine straw disc with handmade silk spring flowers RRP: £1,750 made to measure T: +44 (0)20 7839 8927 E: info@racheltrevormorgan.com W: racheltrevormorgan.com

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CHRISSY

ronaldjoyce.com

Buying Time With waves of change in the bridal market, as in the whole retail industry, event organisers and show exhibitors are firmly focused on supporting bricks and mortar businesses by gearing both buying time and product choice to meet today’s needs

B

ridal is ready for something different. A fresh approach.

Balance. Channelled thinking. Determination. The objective is to succeed and the way to do it is take on new challenges, assess them and to arrive at the right workable solution.

“That’s what moving into a new

chapter is all about,” says Andrew Lookman of United Fairs, the exhibition group that includes the highly-successful European Bridal Week, Rome Bridal Week and the wild and wonderful Rome Fashion Week in its portfolio.

Gary Barbe, event director of United’s new UK Bridal Week agrees.

“It is all too easy to play it safe, and to hang on to existing methods of working, and that’s fine when the playing field is smooth and flat. But when everything that is familiar is turned upside down and shaken, you need to rethink your strategy and plan your next stage.”

In setting up the newest trade event on the calendar, Barbe and his team have invested time and knowledge into researching not only what is available, but also what to needed by the market right now.

“Suppliers, particularly top-end

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LILLY

TIME AND PLACE Getting to the NEC in Birmingham is easy, whether you fly, train or drive there

designer houses, are moving to one collection a year, ploughing their talents into a single consolidated offering that packs a punch and uses the best materials and the most creative design and production solutions,” he says.

“Retailers, too, are fast recognising, that with the consumer’s propensity to shop online, there is the need to deliver unparalleled services and, crucially, to have a constant flow of top-quality samples in store. It is rare today, for a bride to visit one shop only and she might return two, three or even four times and seeing new gowns each visit will reinforce her confidence in that particular store.”

Location location That UK Bridal Week will be staged at the NEC in Birmingham in May, after other more traditional shows have opened and closed their doors, is a

ANNA GEORGINA

ALAN HANNAH

edited down from those shown earlier leaving the cream of the crop to be showcased at Birmingham. Others, meanwhile, like Enzoani, will have particular labels and parts of ranges kept in reserve for the May show, the timing of which suits them better as previously they would have been held over for the autumn.

Design houses including awardwinning Alan Hannah and South African supremo Kobbus Dippenaar of Anna Georgina fame, see the timeline of UK Bridal Week as the first sign of real change. “It is a bold step, and an exciting one. It is also a necessary one that we have to take to make a statement, and move forward.”

To find out more about UK Bridal Week, 12-14 May, visit ukbridalweek. co.uk. To join a panel of the decisionmakers, contact Gary Barbe at gary@ ukbridalweek.co.uk

OPULENCE

ENZOANI

clear signal of a new way of working, and that United Fairs is paving the way to the future.

“Retailers may well have seen some collections earlier, though not in their entirety, but they now have that vital breathing space before making key decisions,” says Barbe.

“Brands like Enzoani, for example, will exhibit two of its labels in March, but the important eponymous collection will be shown for the first time in Birmingham in May, at UK Bridal Week.”

Retailers must be given the right to decide when they want deliveries – that’s a common thread that runs through research– and to many the prospect of centralising their main buying into a single late spring event makes real sense… from both time and a cashflow points of view. Also, many of the collections that will be shown at UK Bridal Week, will have been

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BRILLIANTLY STAGED More catwalk performances than ever are planned for the 2019 European Bridal Week

SHOW T I M E IN ES S EN European Bridal Week – 30 March to 1 April – promises to be the best edition ever with more than 400 collections on show. We talk to Siegrid Hampsink, Event Director of northern Europe’s foremost buying event How many collections were exhibited when you launched in 2015 and many are you expecting in the 2019 edition?

Our first show really introduced a new way of doing business in bridal. The focus was on timing and dates were

chosen that would be of greatest benefit to the industry as a whole.

Some 150 collections exhibited then; our 2019 edition, will see close to three times that number unveiled at Messe Essen at the three-day event.

How many visitors do you expect to welcome in 2019, and from where?

Taking our exhibitors’ estimates as well as our pre-registration numbers into account, I believe that we will top the 4,000 mark. That will make for a tremendous show. Last year’s visitors came from more than 41 countries; research confirms that our timing was spot on.

What are you planning for the forthcoming show that is different to past editions?

Our runway shows have long proved to be a big attraction – seeing the latest looks, perfectly styled, on stage

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is inspirational and we are frequently told by exhibitors that the gowns they send down the catwalk become their best sellers at the show. So, we will be building up those performances each day to give visitors the opportunity to see an even greater number of new gowns and accessories.

In this, our fifth anniversary year, we will have a complete new entrance and a gallery of dresses from top designers. And the hall itself will have a different look and feel and fabulous new vibe! Another first is that in addition to the multi-brand catwalk shows, a number of exhibitors will stage their own, exclusive shows in our special performance theatre.

Any special message to buyers visiting the show in March?

European Bridal Week is the bridal showground, bringing you the opportunity to meet the top designers,

challenging than ever before, with a multitude of changes in consumer shopping habits and greater competition at every level, it is the true professionals that score the points.

Be they the designers and manufacturers who pave the way forward and put product quality and customer service first, the retailers who are selective in their choices, or the event organisers who focus on timing and authenticity, the experts will always retain their position and protect their reputation.

A last word?

European Bridal Week claims a larger slice of the exhibition action every year. There is a reason for its accelerating success and it is a simple one… the formula is right.

Visit europeanbridalweek.com for regularly-updated information

ALEXVEIL BRIDAL

see the best of the new collections, exchange ideas with friends and colleagues. And when you want to relax a little, and review what you have seen, there are quiet seating areas, places to pick up a tasty snack, and a busy Champagne bar – a great place to share time and opinions with others.

Just as you are an expert when it comes to running a successful bridal boutique, we are proud of our reputation as organisers of events that help you drive your business forward.

We know that the more support services we put in place, the greater benefit to you, our show visitors.

From travel to and from the exhibition centre at Messe Essen to the hotels and the busy Dusseldorf international airport, to quality accommodation secured at a special price, we have your interests, and your comfort, as core to our offering.

Today, in a market that is more

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LOND ON B R I DAL FASH IO N WEEK forthcoming edition will be a hit.”

Cassandra Roberts, Head of Marketing and Content for Ocean Media explains what sets the event apart from all others: “London Bridal Alexander and Maggie Sottero join the Fashion Week 2019 promises to 250+ international brands showcasing deliver an experiential event unlike their collections at the main London any other bridal trade show in the Bridal Fashion Week.

UK. Visitors will see an immersive The 2019 event will celebrate ‘British’ theme running throughout the Britain’s bridal heritage with various exhibition, with a traditional afternoon themed features, as well as a larger tea room and British garden party seminar theatre and even more among the feature areas. business advice clinics, where “We will also see the return of attendees will be able to learn from the Bridal Retail Success Academy, the experts. with Seminar Theatre sessions at There will be an extensive fashion the beginning and end of each day, show programme, with Ronald and one-to-one Business Advice Joyce and Morilee, amongst others, Clinics with industry experts running confirmed to run private shows. throughout the day.

Jeanette Stevens of Enzoani And in 2019 we’ll host more private explains why London Bridal Fashion shows than ever before in the Fashion Week is a key event for the brand: “We Show Theatre, along with a skilfullyare delighted to again attend LBFW curated LBFW Preview Show featuring with the new 2020 Blue by Enzoani and a mix of top manufacturer and the Beautiful collections. The success designer brands.” of last season’s LBFW and the large number of retailers who attended the For detailed information and to register show, fills us with confidence that the now, visit londonbridalweek.com

24-26 March, ExCel London The first of the UK shows opens its doors in March and will be home to some terrific brands

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ollowing a successful relocation in 2018, London Bridal Week has rebranded to London Bridal Fashion Week for 2019 and promises to deliver a stylish event with attention-getting features. The name change comes as the show is striving to champion the fashion element of the bridal industry, showcasing to the media, buyers and wider industry that bridal is to be taken seriously in the world of fashion.

London Bridal Fashion Week will again incorporate White Gallery with key exhibitors including Alan Hannah, Andrea Hawkes, Catherine Deane and Charlotte Balbier while leading bridal labels such as Enzoani Blue and Beautiful, and the portfolios of Justin

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THE WED D I N G TRADER GUIDE TO

Boho

Laid back but with a touch of luxe, that’s what boho dressing is all about. The fabric has to be floaty, and the detailing intricate. Think sunshine, and big day smiles

LILLIAN WEST Style: 66035 Fabric: Jersey, tulle, chiffon, lace Colour: Ivory/nude Size range: 4-34 RRP: £980 T: +44 (0)1908 615599 E: info-uk@lillianwest.com W: lillianwest.com

RONALD JOYCE Style: Celestina, 69426 Fabric: Tulle and net Colour: Blush/claret/navy/ivory, also ivory or white Size range: 6-30 RRP: £2,750 T: +44 (0)1636 593483 E: enquiries@ronaldjoyce.com W: ronaldjoyce.com

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ELLIS BRIDALS Style: 18115 Fabric: Tulle Colour: Ivory/light gold Size range: UK 8-24 RRP: £1,499 T: +44 (0)20 8888 8833 E: info@ellis bridals.co.uk W: ellisbridals.co.uk

LADYBIRD Style: 319025 Fabric: Tulle and lace Colour: Ivory Size range: UK 6-34 RRP: £1,260 T: +44 (0)1423 876380 E: info@ladybird.nl W: ladybird.nl

ROMANTICA Style: Lena Fabric: Crepe with lace motifs and hand beading Colour: Ivory Size range: UK 6-32 RRP: £755 T: +44 (0)1823 674412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

MADELEINE FIG Style: Annie Fabric: French crepe and Venise lace Colour: Ivory Size range: US 0-24 RRP: $3,950 T: +1 310 953 5443 E: hello@madeleinefig.com W: madeleinefig.com

SASSI HOLFORD Style: Constance Fabric: English lace Colour: Ivory Size range: Made to measure RRP: £2,495 T: +44 (0)20 7584 1532 E: info@sassiholford.com W: sassiholford.com

BLUE BY ENZOANI Style: Lillium Fabric: Chantilly lace and embroidered lace Colour: Ivory Size range: 6-32 RRP: Collection range £1,200-£1,800 T: +44 (0) 1792 586615 E: infouk@enzoani.com W: enzoani.com F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 47

DONNA SALADO Style: Garbo Fabric: Chantilly lace Colour: Ivory Size range: UK 8-18 RRP: £1,275 T: +44 (0)1604 792869 E: donna@donnasalado.com W: donnasalado.com

MORILEE VOYAGE Style: Libby, 6896 Fabric: Tulle, embroidered net, scattered beading Colour: Ivory, white, ivory/nude Size range: 2-30 RRP: £700 T: +44 (0)1636 700889 E: info@morilee.co.uk W: morilee.co.uk

DANDO LONDON Style: Tender Fabric: Lace Colour: Ivory Size range: US 2-18 RRP: £3,120 T: +44 (0)142 023490 E: Sales@dandolondon.com W: dandolondon.com

MARK LESLEY Style: 7317 Fabric: Chantilly lace and tulle Colour: Ivory Size range: 6-28 RRP: £1,425 T: +44 (0)1621 784784 E: info@marklesley.co.uk W: marklesley.co.uk

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STEPHANIE ALLIN Style: Georgia Fabric: Organza with 3D silk petals Colour: Ivory Size range: Made to measure RRP: £2,685 T: +44 (0)20 7486 7310 E: london@stephanieallin.net W: stephanieallin.net

PRONOVIAS Style: Melanie Fabric: Guipure and Chantilly laces Colour: Ivory Size range: 34-36 RRP: POA T: +44 (0)1636 593483 E: rmiller@pronovias.es W: pronovias.com

WILDERLY BRIDE Style: Adara Fabric: Lace Colour: Ivory/platinum Size range: US 0-30 RRP: US $1,199 T: +39 025 004 1261 E: roberto.f@allurebridals.com W: wilderlybride.com

LOIS WILD Style: Fleur Fabric: Silk organza with a rose floral underdress, lace applique Colour: Ivory and rose Size range: 8-22 RRP: £1,455 T: +44 (0)20 3432 5703 E: info@loiswild.co.uk W: loiswild.co.uk

DESTINATION ROMANCE BY DEMETRIOS Style: DR248 Fabric: Satin/organza/lace Colour: A fusion of Ivory and nude Size range: US 0-28 RRP : POA T: +44 (0)7774 410701 E: billy@demetrios.uk.com W: demetrios.com

TRUE BRIDE Style: Amber, W324 Fabric: Crepe, tulle and lace with matte lace appliqués Colour: Ivory Size range: 6-36 RRP: £945 T: +44 (0)1273 728637 E: info@truebrde.co.uk W: truebride.co.uk

Meet Myrna We are thrilled to welcome another big name to Wedding Trader, Myrna Plaisir Daramy, who is known across America for her ability to educate retailers on digital strategies. Her word counts

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and the main place where you can steer your prospective customers to learn more about your services or even better, convert them into making an appointment with you! It is where you have the most control over how they engage with your brand.

Your website also plays a vital role in regards to digital marketing. Your goal with every social media post should be to move your potential clients closer to becoming your client.

If you are using email marketing as part of your digital marketing strategy, you need to have a solid place to send them as well as a clear path for them to take once they’re there.

Gone are the days of websites merely showcasing pretty pictures of wedding dresses. Let’s face it, the web is oversaturated with sites hat do that. Your website should showcase the services you provide as well as communicate what makes the To blog or not to blog Throughout my career of working with experience at your bridal salon the over 200 bridal salons worldwide, one best one for your target brides. of the questions I’m asked most often Why should you blog? is whether or not blogging is worth it Blogs build trust and establish for retailers. With #AllTheThings that credibility. When you blog on your bridal salon owners have to manage website, you are creating fresh when it comes to digital marketing content, otherwise known as dynamic (social media, google ads, SEO, content. The purpose of this is to event promotions, bride reviews,) I understand how tacking on one more make your business relevant with time-consuming task seems daunting. information that your prospective customers may be looking for.

However, blogging is worth Brides are constantly searching for the effort if you want to increase information and insight on how they the credibility and visibility of your can find THE DRESS with ease. As business. But in order to incorporate a bridal salon owner, you are faced blogging into your digital marketing with brides asking questions all day strategy effectively, you first need to long, so providing them with insightful understand the importance of your information will position you as a website. trustworthy resource.

Why your website counts More couples use the internet to plan Blogs and Google Having a static or non-changing their weddings than couples who do not. As a result, brides will most likely website is simply not enough if you want to increase your visibility and encounter your brand from some reach more brides. Google and other online platform, possibly way before they visit your website, call you, or fill search engines scour the internet for new content constantly so by adding out your appointment request form. new material you’re alerting the Even though they may encounter search engine robots to crawl your your bridal salon from social media website more regularly. or a designer website, your website Simply having a blog on your acts as the backbone of your digital presence. It is your home base online website increases leads by 126%! yrna Plaisir Daramy is a digital media strategist, often times referred to as the ‘Tech Whisperer’ by her clients. Over the past 14 years, she’s transformed countless luxury lifestyle and bridal brands by combining her expertise in digital analytics, technology management, and SEO with a deep understanding of all things creative. Myrna has a gift.

She’s easily able to translate ‘tech talk’ into concepts that make sense to even the most non-technical of business owners. She takes pride in helping her clients peel back the layers of their brand, utilise the latest technology tools, and return to them an optimized site and digital strategy that convert better than ever before.

In her first Wedding Trader column she explains the value of blogging…..

In fact, Google actually rewards websites that have a blog by ranking them higher on search engine result pages (SERPs). The reason for this is that Google’s major objective is to connect searchers with content they are looking for. So, the more relevant content Google can find and present to a person searching, the better. In a nutshell, having a blog helps with search engine optimization (SEO).

Blogs compliment your digital marketing strategy When you publish a new blog on your website, the next thing to do is to share it with your audience on your social media channels, or include the link in an email to your customers, to increase your potential readers and page views. The latter are important to Google and they use this statistic to determine how relevant your content is to your audience. The more page views you receive, the more Google will reward you and rank your blog higher. Sharing your blog posts on your social media channels also increases the chances for engagement.

How often should you blog?

Now that you understand the importance of blogging and why you need to do it, let’s talk about frequency. There is no magic number to hit when blogging, as it truly comes down to you and your staff’s ability to produce fresh, new content. Based on my years of experience in bridal, blogging at least once a month will keep your website relevant and indexed on a regular basis. If you can blog more frequently, it will increase your chances for visibility, credibility and outreach.

Throughout this series, I hope to give you the tools necessary to establish a successful online presence that will have you connecting with your target brides better than ever before!

Together we will explore how to blog successfully, search engine optimization, digital cohesiveness, content creation, and much more! Stay tuned!

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Somewhere beyond the sea...

ANYWHERE AWAY WITH YOU...

Weddings abroad are as popular as ever but what are the implications for bridal?

The thought of saying I do on foreign soil grips some with an unsurpassed romantic fervor. For those set on a sweep-me-off-myfeet destination wedding, how best can your business cater for them...?

H

ot on the heels of post-Christmas and Valentine’s Day proposals (see p57), the newly engaged will be turning their attention to all things wedding. Top on their list will be ‘The Where’. While the average cost of a wedding abroad is said to be around £6,5oo (compared to a Home Counties wedding that averages around the £38,000 mark!), a destination wedding could be the smart play for many newlyweds this year. We’ve canvased the opinion of brides who chose a destination wedding for their insights on shopping for the dream dress and how boutiques can best cater for them (see more on p72) But how exactly does this relatively unexplored trend for destination weddings impact on the bridal world at boutique level? How do you market ‘destination dresses’ and to what extent do these feature on your website? Are you able to advise brides who are looking into weddings

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abroad and are your sales team armed with answers should brides come a-asking? In short, what can you do this New Year to make your business more travel friendly and ‘world-centric’?

Logistics, logistics…

So how exactly do couples get married abroad? In essence, an international marriage should be recognised in the UK if couples fulfil whatever the local law requires.

This varies, however, depending on the country. In Italy, for example, civil weddings have to be conducted in a town hall, whereas in France, a civil marriage has to take place before a church ceremony, so many couples find it easier (and quicker) to have a civil ceremony in the UK before travelling for that picture-postcard quintessentially French wedding. Conversely, in Las Vegas, where 122,000 couples a year get married, all that is required is that the couple are both 18 and can pay the $40 required for the license and a further $10 for a copy of the certificate.

Somewhat surprisingly, Las Vegas still tops the polls for the most popular location for destination weddings (see the destination hot list on p54).

The prospect of Brexit may, however, have affected the cost of weddings abroad with exchange rates hit hard, especially with regards to the rest of Europe, and weddings abroad in Italy, Greece and France were down

HEAD GONDOLA HEELS City or beach, sightseeing or new experiences, newlyweds continue to crave that unique ‘I do’ backdrop

20 percent for 2017 (source: the Telegraph Financial Services).

So however the situation transpires with Brexit (currently as we go to print, still embroiled in something of a quagmire), it’s useful for staff to be in the know here and to be able to advise new, first-time brides on where to go to seek more information.

Specialist destination wedding planners address queries that range from legal guidelines, costs, destinations and ‘how to’ planning tips, and sites like weddingsabroadguide.com and perfectweddingsabroad. co.uk (voted four successive times as the Best Specialist Weddings Abroad and Honeymoons Operator by the British Travel Awards) provide excellent food for thought as well as testimonials from real-life brides.

Destination Dresses Incongruous though it may be with the early New Year British weather, hosting a ‘Destination Dresses’ event in your boutique could be just the ticket to entice and enthral brides who may be looking to book their wedding abroad. Do your research and this could prove quite the little New Year (money) winter warmer.

It’s worth, for example, canvassing the support of your local travel agent and inviting them to the event as your ‘in-house’ expert. Such an invite could prove reciprocal

with any weddings abroad booked through them flagging you in return as a ‘must see’ specialist in wedding dresses for destination weddings.

If you need an excuse for revamping the shop floor with a ‘Sun, Sea and Sangria’ theme (we can’t think on what grounds anyone possibly would…), let it be the fact that 90 percent of weddings abroad are booked up to 12 months in advance, with bookings spiking in the month of January; those light, bohemian, tulle-tastic, beach-ready and heatfriendly dresses will be snapped up precisely now when it’s blowing a blizzard outside in good old Blighty.

Additionally, think about how best to market and position destination dresses in your store – not just for events but for the every day. Many brides we spoke with would have appreciated clearer signposting to lighter fabrics and loose-fitting designs. Advise brides which dresses will travel well and be in the know about travel options (thebridalbox.co.uk offers fantastic ‘breathable’ travel cases with acid-free paper to protect dresses).

Destination Details For the New Year, consider stocking an additional range of accessories that can be targeted for the ‘wedding abroaders’. Think lighter, ‘less is more’ jewellery and finely intricate hair combs; experiment with veil lengths, and don’t forget the shoes! Ballerina pumps and lightweight,

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Top ten destinations couples are choosing for their wedding (source: loveholidays.com) 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

LAS VEGAS ROME DUBLIN ANTIGUA JAMAICA ST LUCIA CYPRUS DUBAI MAURITIUS VENICE

open-toed sandals work well and travel well, and if they’re on hand in your store, it will help brides envisage their entire bridal look. xxxxxxxxxx Destination Dotcom How can you best reach out to this demographic of destination brides on your website? Your social media platforms will help you promote any events you’re running, but can a destination bride readily find her dream dress on your website? Put yourself in her shoes and review your website with fresh eyes. Is it immediately obvious where she should ‘click’? How many clicks did it take you to find destination dresses? Was this clearly signposted?

It may be worth a bit of tinkering here to showcase exactly what you have on offer. We love the look of Ivory & Co.’s website and its clever use of the ‘Platinum Bay’ and ‘Under a Tuscan Sun’ campaigns. Shot against a backdrop of sand, sea and sun, as well as the heady heat of an Italian skyline, these dresses clearly cater for brides looking for a gown they can picture for themselves.

Knowledge is power!

We’re not suggesting you suddenly become travel agents! But anticipating brides’ questions and being abreast of the latest trends, fact and figures in destination weddings, makes your business look slick, professional and polished. Such inside knowledge inspires faith and confidence in the brides themselves, and being armed in advance with informative, user-friendly advice stands your business in good stead and could even give you the edge over the competition.

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www.propress.co.uk

Bridal

Styled by Steam

Valentine’s Day Go Figure...

With a head for the stats, we plunge headfirst into the most cherished of days in Cupid’s Calendar to find out what Valentine’s Day really means for bridal...

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n Valentine’s Day in 2017, men spent 49 percent more than women according to Barclaycard. This fact is so shocking to this particular author and wife (whose husband has bought her precisely two cards in the entire 17 years of their relationship) that she had to go and sit down and be still for a while. You bet he’s going to hear about this later.

But crunching the Valentine’s Day numbers proves even more illuminating than merely just that. So what exactly does Valentine’s Day have to say to those of us in bridal?

What do the stats behind the stats really mean? Sit back, pull up a rosepetal-adorned chair and let us speak

know what’s wrong with them either). in the language of love… and Maths.

Attitudes may, therefore, be on the Yep, the language of love and Maths... turn, particularly amongst Millennials But it’s so obvious we hear you cry!

– those aged 25-34 and the wedding People propose on Valentine’s Day… there’ll be a whole new wave of bonny industry’s target demographic (the average age men get young brides In 2018, only one in ten married in the UK is 30.8; to cater for for women, it’s 28.9). What at the end of women wanted to be these men and women February... think about Valentine’s that’s how proposed to on Day matters to bridal. it affects us Valentine’s Day Research from Forbes and hurrah magazine suggests that for that! when it comes to love, Millennials are Yes… and no. Research from ripeinsurance.co.uk last year revealed indeed a funny old bunch. They are happy to dispense with some tradition a surprisingly low 27 percent of men whilst simultaneously remaining and women thought it was romantic wedded to others. to propose on Valentine’s Day, with Interestingly, if not incongruously, only one in ten women wanting to be proposed to on Valentine’s Day (I don’t social media may be the cause

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ON BENDED KNEE? 65 percent of men, aged 2435, got down on one knee to propose in 2017

traditionally romantic Valentine’s here. Millennials are by far the most Day as the day to pop the question, likely to have shared the news of New Year’s Eve and Christmas Day their engagement on social media, remain ever-popular, with a proposal with a staggering 95 percent of the falling on a ‘random day’ over the 24-35 category having posted it festive season making an end-ofon Facebook within the first week year or New Year of becoming proposal the most engaged!

Social media may be popular choice for Social media making the younger Millennials (58% may be making of those surveyed the younger generations more, not became engaged generations less, conventional... in either December more, not less, or January). conventional when Research from chillisauce.com it comes to engagements; visual platforms such as Instagram and Snap agrees: it’s the period between Christmas and Valentine’s Day that Chat have meant couples are keen to sees the most number of proposals. be seen proposing with the right ‘set pieces’ in play (flowers, bended knee, So whilst bridal may indeed see an upswing in brides’ visits in the early diamond ring, etc). Some 65 percent months of the New Year, it’s as likely of men aged 24-35, for example, got down on one knee to propose in 2017. as not to be from Christmas/New Year proposals as from Valentine’s Day. Whilst seemingly shirking the

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Food for thought for your boutique in the New Year; don’t wait until postValentine’s Day to get things spick and span!

Please note The first Valentine note ever written dates back to 1415 when Charles, the Duke of Orleans – imprisoned in the Tower of London at the time – sent a love letter to his wife. It still exists to this day as part of the British Library’s collection.

Both my letters from hubby are available should the British Library be interested.

Incidentally, it is estimated that an incredible 15 percent of women this year will send themselves flowers on Valentine’s Day. Given this author’s CURRENT husband (author’s own emphasis), I predict, alas, she’ll also be one of them…

www.morilee.co.uk PA L O M A

GO WITH THE FLOW Cool cuts and fabrics with movement are the perfect partners – romantic and stylish

IN T H E I R OWN WO R DS In each issue we will be talking to a noted designer (in this case duo) about their business, their attitude to change and, of course, their latest collections. We’re starting off with Trude and Hamid of Sadoni, Norway’s shining bridal star

T

he idea of creating our own manufacturing atelier has always been a dream for us as designers. And now that dream has become reality. We have just celebrated its first anniversary but it feels like it has been a part of

our story forever. We are immensely proud of the highly-professional team we have and enjoy every minute of working directly with our staff; we can now communicate more effectively and provide even faster, better service to our clients.

Our employees are like family; they are loyal to us as we care about their well being and provide good working conditions. We create the Sadoni collection together, sewing our dresses with love and paying attention to every detail to ensure we provide the highest quality.

A real bonus of working with a small talented team is that we can truly get to know each other and learn from one another. As a group we design, create, laugh, work hard and care about each other.

Having control of each and every step in the production process makes an incredible difference while also instilling confidence in what we do and what we offer. And that in turn gives us a real sense of freedom as a business – being able to control the quality of our gowns and our distribution

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channels are real benefits, and we can share them with our brides and our retailers.

Of course, our very location in Oslo, northern Europe, is an added bonus with its closeness to our main market in Europe, and allows us to be highly competitive in terms of delivery and product excellence. At the same time, our new venture allows us to support the local economy while helping to look after the environment by removing long-distance transport from our agenda.

Our goal these days is to educate and inspire the bridal world by making the work process more transparent.

We not only want to share our knowledge and expertise about latest trends and style that match the bride’s individuality, but our values, too.

Many people want quality clothing, but do they know what it actually means? We will be introducing our customers to that very concept through the Sadoni blog in which we will be sharing knowledge about different fabrics and the benefits of handmade clothing and include lots of

LAID-BACK BOHO Intricately-worked laces over nude underlays are soft and feminine and just a bit daring

handmade detailing are central to that design proposition.

Brides these days have changed.

With borders being opened; they A balanced approach are the citizens of the world with While there is a lot of information international sophisticated taste. Many around and details of current ‘must haves’, we feel sometimes brides may of them care for the environment and get pulled into something they do not put their beliefs into practice.

Nowadays brides do not seek like or want because they have been the ordinary; overwhelmed with they strive advice and suggestion.

Nowadays brides do not to be unique We want to help brides find themselves, seek the ordinary; they and want that personal touch consider what is strive to be unique and that makes a important to them and their values and to want that personal touch difference.

At Sadoni, find that special dress that makes a difference we have an that makes them feel innovative way wonderful. of thinking and reaching out. It’s crucial We are focused on the new bridal collection for 2020 that we will launch for us to meet brides who share the same values as us. We think outside in the forthcoming spring. We are of the box in our approach to design inspired by Nordic spirit and nature; trying to differentiate, communicate the collection has that authentic and meet brides’ needs. It is important Sadoni signature that marries pure that brides not only look beautiful, but simplicity with a laid-back bohemian feel beautiful; the dress should never style, and has a freshness that is take over, but it should reflect their inherent to its personality. The layers of pure silk, the refined laces, and the personality and lifestyle. lively information about bridalwear in general and trends specifically.

The new Sadoni collection is inspired by brides of today, by their individuality, their taste and their need for a personal look with a touch of luxury. With that in mind Sadoni is presenting two different looks - one for the sophisticated bride, the other for the free-spirited bohemian bride.

The first fuses simplicity with the most luxurious silk satins and softest chiffon fabrics emphasizing timeless, but thoroughly contemporary elegance; the second makes a statement about creative bohemia, expressed through geometrical laces with a delicate transparency, and introducing blush undertones.

The silhouettes vary from slim fit, to flowing full skirts and soft mermaid shapes; the fabrics are mixed and matched to create a chic, modern touch with delicate detailing. Sadoni is reaching out to re-interpret traditional bridal fashion, giving it a Nordic, innovative twist. +47 47 27 57 69 sales@sadoni.no

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HARROGATE FASHION WEEK

27 - 28 JAN 19

FIRST SHOW OF THE SEASON ACCESSORIES | DAYWEAR | FOOTWEAR | KNITWEAR LIFESTYLE | OCCASIONWEAR

Maggy London

Michaela Louisa

John Charles

Ella Boo

Lizabella

REGISTER TODAY

Gabriela Sanchez

www.harrogatefashionweek.com

TIM TIME Tim Oliver looks at the difference between good and great and he’s not talking product quality here, but rather the way in which it is delivered.

Communication is the name of the game and key to forging successful relationships

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couple of weeks ago I bought a new car. What should have generated excitement, turned out to be one of the most underwhelming and lacklustre purchases ever. So, what went wrong?

Reputable main dealer, posh showroom and a great car – surely that’s all the ingredients, yes? No, that’s just not enough to make a great experience or, as it turned out, even a good one.

The experience could have been great, it should have been great, but something so simple and yet so important was missing throughout: clear communication.

few seconds, it’s all about YOU. Getting those brides into the shop can be the easy part; keeping them there is your challenge.

We all know that awkward feeling of the courtesy browse; we do a lap, although we knew full well the moment we walked in that this wasn’t for us. It just goes to show, it’s all about communicating your image so the bride can decide if you’re the right fit. It boils down presentation.

It’s you, your staff, your brand, it’s the look and feel of your shop and even your promotional material.

Ok, so the showroom’s sorted, what about the car?

Having the knowledge on your Having knowledge on specialist subject is essential, using it to guide the bride to making the right your specialist subject is decision is key.

Getting it wrong Poor communication leads to assumptions, which can result in misaligned expectations and essential – using it to guide disappointment. When we talk about The proper balance the bride to making the right Knowing your industry inside and communication, what do we actually mean? What is the objective? out should be a given, but it’s the decision is key Well, for us in bridal, we want people who apply and relate that a happy customer who leaves with the confidence that to the bride who make the difference between good and they have got the best dress for them. But of course, great experiences. If you keep picking the most expensive ultimately, we want the sale – after all, we’re in business dresses off the rail without qualifying why – styles, trends, to make money. If we get all this right we have done our complimentary colours and lead times – the bride and her job and will be remembered for it. So the objective is to hanger-ontourage will all undoubtedly have something communicate in various ways and stages of the process, negative to say! both visually and verbally and to ensure we exceed the bride’s expectations – simple.

Winner or loser?

The way we present ourselves defines who we are; the If the bride feels you are simply offering a one-size-fits-all moment the bride steps inside your shop they should type of service then nothing sets you apart from any other know why you’re the best. bridal retailer, and you have thrown away any competitive At this point, it’s not all about the dress; for the first edge you may have.

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settle for good – it’s an insult to all the time and hard work Making sure you take time to get all the information you put into the sale. about the bride and her plans for the big day will make But the good news is that the amount of time and work selecting appropriate dresses a simpler task. There is no you put in to be great, as opposed to good, is actually the point letting her fall in love with a dress that she either can’t afford – don’t get me wrong, I’m all for upselling if it’s same or even less. You have the beautiful shop and the fabulous stock, then it’s just the way you choose to do it, in the customer’s interest – or won’t be ready in time for her wedding. You will have elevated her expectations only great is natural, it’s the way you would like to be treated, plus a bit more. And that’s where communication comes to fall further to inevitable disappointment. in – it’s the sometimes missing link After this experience you can be sure you won’t be able to show her Good will get you by but it between presentation, knowledge and expectation that is the difference another dress that fulfils her dreams, is neither remarkable not between good and great. and she will no doubt leave as a non-customer and certainly will not memorable and it probably Think about this... be recommending you to her friends and family. won’t get your those much- Communication is often underrated, but it’s one of the most important If the bride chooses things that are needed recommendations tools we are equipped with. Verbal outside the parameters she has given or written, most of us tend not to you, then she needs to be skilfully shown alternative dresses with similar design features and exploit its power, and reap its benefit.

You’ve gotta know your onions and to be able to of the style that seems to be her preference. demonstrate it to the bride and relate it to her individual So, what I am saying is that good is just not good requirements. Don’t under-estimate the research that enough. Sure, good will get you by, but it’s neither remarkable nor memorable and it probably won’t many brides will have already done before visiting you.

As soon as you give them misleading or inaccurate get you those much-needed recommendations information, the customer loyalty bond is broken and at from happy customers that make a difference to your best you will only ever be good. future business. And, more importantly, you shouldn’t

Get connected with the UK’s most exciting, passionate, new wedding industry magazine

Trader Trader Trader WEDDING

WEDDING

WEDDINGTRADERMAG.COM

ISSUE FOUR • MAY ‘18

My website journey

ONE RETAILER ON THE ROUTE SHE TOOK TO TO PERFECT HER ONLINE PRESENCE

SHOW NUMBERS SPECIAL FINDS AND NEW DISCOVERIES AT LONDON BRIDAL WEEK

GETTING IT RIGHT EVERY TIME THE NAMES AND THE LABELS YOU NEED TO KNOW MORE ABOUT

GROOMS WITH A VIEW WOW FACTOR DRESSING IS NOT JUST FOR FEMALES

If I was a retailer

VATANA WATTERS GETS ON THE OTHER SIDE OF THE COUNTER

Two to one

WEDDINGTRADERMAG.COM

Your buying season starts here

Trying for a trophy?

WHICH AWARDS PROGRAMMES ARE THE WINNERS

WHO IS SHOWING WHAT... AND WHERE

BUYERS, BLOGGERS, MARKETEERS DELIVERING NEWS, VIEWS AND HONEST OPINION

BRIDES ON BOUTIQUES WHAT YOUR CUSTOMERS THINK ABOUT THEIR SHOPPING EXPERIENCE

YPOS

SERVICE LIFTS

NOT ANOTHER ONLINE OP! IT’S YOUR PROBLEMS, OUR SOLUTIONS. HELP AT HAND WHEN NEEDED

WHAT TOP SUPPLIERS ARE PROMISING THEIR CUSTOMERS

WHEN DOWNSIZING IS THE VERY BEST BET

WEDDING

ISSUE TWO • MARCH ‘18

WEDDINGTRADERMAG.COM

A NEW SHOW SCHEDULED FOR 2019 PROMISES TO MAKE A DIFFERENCE

HIGH STREET DEBATE WORKING TOGETHER TO WIN BATTLES

LONGEVITY HOW TO BE

LY PROUDTING SUPPOR BRITISH AR WE BRIDAL ERS RETAIL

DOING WHAT YOU’RE DOING MANY YEARS FROM NOW

WT2_Cover_RACHEL ALLAN 5aa.indd 1

WEDDING

WEDDINGTRADERMAG.COM

The High Street debate continues WE CANVAS OPINION ON THE FUTURE OF INDEPENDENT RETAILING

Have a ball

SOLE MATES STEPPING OUT IN STYLE WITH THE LOVELY RACHEL SIMPSON

ISSUE NINE • OCTOBER ’18

THE NEXT BIG THING

WELL, WHAT’S IT TO BE?

SAY HOLA TO THE BRANDS THAT MEAN BIG BUSINESS

SAME SEX WEDDINGS SOMETHING TO SERIOUSLY CELEBRATE

SLEEVES

GOING TO NEW LENGTHS, AND ANYTHING BUT PLAIN

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WT8 COVER_Enzoani 4aaSR TH.indd 1

WEDDINGTRADERMAG.COM

Justin & Savannah INTRODUCING THE PERFECT COUPLE

04/09/2018 15:54

WINNERS! WHAT IT FELT LIKE ON THE BIG NIGHT

GROOM SERVICE ENTER THE NEW-AGE BOYS’ ZONE

ISSUE TEN • NOVEMBER ’18

Changing the game plan

ADDING EXTRAS TO YOUR OFFERING THAT WILL PULL IN NEW BUSINESS

PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS

Get togethers WORKING WITH OTHER SERVICE SUPPLIERS

OH KNICKERS! WHAT GOES UNDER THAT BEAUTIFUL DRESS

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07/08/2018 16:21

WEDDING

WEDDING

VIVA ESPAÑA

LY PROUDTING SUPPOR BRITISH AR WE BRIDAL ERS RETAIL

06/02/2018 14:53

Editor Susi Rogol susi@meanttobemedia.com

A BIT OF BESPOKE GIVING YOUR PLACE A WHOLE NEW LOOK

SUSTAINABILITY IS THE BUZZWORD OF THE MOMENT – GET IT?

Trader Trader Trader 03/04/2018 20:47

Sales Executive Martha Cooke martha@meanttobemedia.com Mobile: 07877 449122

ISSUE EIGHT • SEPTEMBER ’18

UK Bridal Week

WE PICK THE BEST OF THE GOWNS

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TO WORK W I TH US , CONTACT:

WEDDINGTRADERMAG.COM

Survivial of the fittest WHERE DO WE GO FROM HERE? OPINIONS, ADVICE AND HARD-HITTING FACTS

ISSUE ELEVEN • DECEMBER ’18

PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS

JEWELLED HEELS...

SIX OF THE ABSOLUTE SPARKLING BEST

FAMOUS FACES THE VALUE OF HAVING BIG NAMES ON BOARD

DISCUSSION: SHOULD YOU SHOW PRICES ON YOUR WEBSITE?

OUR GUIDE TO THE PRETTIEST PROM FROCKS

New York

THE STARS AND THE SHOW STOPPERS

09/10/2018 13:40

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06/11/2018 09:56

Finally, it feels that the gap has been bridged and suppliers and retailers are all on the same page, working and talking together. Susi and the fabulous team have recognised this in abundance and created a monthly handbag explosion of fascinating insight, construction opinions, hints, tips and captivating reads. Truly inspirational!

Jeanette Stevens, Managing Director, Enzoani Europe

B R I D A L

View the brand new Lily Rose Bridal 2019 collection here: www.romanticaofdevon.co.uk

Ellie Sanderson re-models her business “I have always been on top of my costs,” she says, “but it is eye opening where I have saved money and how I did it.” Ellie shares her journey...

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weird, once I had my head round it, it he gave me a 20 percent reduction in was a brilliant move. Sometimes weird rent. He offered me ten percent off, is good. so I left. (The unit was empty for ten months which cost him a lot more than Relocation property savings £25,000. negotiating with me.)

Property two: The next property At this point I felt a little sick, it was change was Oxford city centre. My like playing poker and I knew I had love affair with Oxford had slowly died just lost. But I was adamant that the as the rates were increased and the building was not worth the money.

I relocated our Fitting Atelier out of new shopping centre changed the lay of the land. I had a break in my lease town. I moved into a Regus building. in April 2018. I started negotiations It was a nerve-racking thing to do in 2017 and once again my landlord at the time as it involved taking the was not robust operational side of planning and We are going through the enough with his counter deal fittings out of A bit of background biggest Retail Revolution so I left. Again both shops. I My journey of change started 18 I buckled up was also worried months ago when my Brexit nerves EVER. People are still for the ride as I about telling first kicked in, when a number of was only at the our brides the suppliers closed, when WED2BE was spending but they are early stages getting into full swing and when I was fittings were changing how they spend negotiating a somewhere else. getting an increasing number of calls new location.

Getting my head for coaching from businesses who Then the new shop we were after around such a change to the norm in were in free fall. bridal wasn’t easy but I kept reminding fell through. Well, I actually pulled the Like many, I started to feel plug as the landlord was inflexible with myself that the norm isn’t going to concern and I wanted to make sure what I wanted. I wanted a two-year protect my future. my business was in the best possible tenant-only break-clause. He said no, I did however, underestimate how shape to face a downturn in trade. I so we didn’t proceed. I totally believe needed a ‘what if’ plan. I needed to re much our clients have changed, they in this current climate with change so didn’t bat an eye lid. A huge chunk of look at my break-even and come up rapid that a two-year out is crucial. I shops don’t offer fittings these days with a plan to reduce costs ahead of moved on to the second shop, which any decline that may happen in sales. and so it was met with nil resistance.

It was seen as positive because of the then went into liquidation.

Let’s be honest here and admit We have now been without an that it is a worrying time to be in retail. location on the motorway, parking is Oxford shop for eight months. easy and free, we have a wonderful We would be kidding ourselves if we weren’t nervous and, if you are reading reception lounge, the fitting suites are During this time, without a shop, we modern, air conditioned and beautiful. have still operated and seen our this thinking all is fine, think again.

Oxford brides in Beaconsfield but So, whilst at first I thought it was We are going through the biggest Retail Revolution EVER. People are still spending but they are changing how they spend.

My review covered three areas, property, process, people and product. The infamous four Ps. hanging the shape of your business in terms of cost base and operation can take some time. It’s not something you can do in three months. This is the main reason why the big high street stores are struggling because for them the scale of change required is huge and can take years; for many that’s been too long. We are small and we are nimble and we can future-proof ourselves now.

PROPERTY I have three shop units, two for retail selling, one for dress fittings, styling and bridesmaid sales.

Property one: I had a break in my fitting suite lease in December 2017.

So I grabbed the bull by the horns and started negotiating to reduce my costs with my landlord. I thought, why not – let’s see how far I can push my luck.

I said I would have to leave unless

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up my much-needed cash. we did miss out. It also gave me a Refund of rent deposit £13,000 moment to stand back and check if I really needed two stores and the answer was a resounding YES. I knew In summary, I saved £52,000 and it as they don’t overlap geographically put £13,000 back into my cash flow.

I am not going to lie and say it was and have different shopping catchments but what an indulgence to easy, I had the negotiations managed professionally and cost me £5,000 but be able to check it.

We opened our temporary shop in I am more than happy with this result.

It’s been a journey of hell but I am Woodstock in January 2019. The new delighted I started it when I did. unit will be ready in March and is just We need to along the road so we will be We need to challenge our challenge our landlords to help moving again. landlords to help us survive; us survive; we That final new need to be clever home will be we need to be clever with our with our lease well worth the wait as the lease terms and make sure terms and make sure they have lots landlords were they have break clauses of break clauses – eager to fill it sometimes doing asap and the contract I finally have is one that works something that feels weird can pay off.

Brides have changed and we need for me first and foremost. to change with them. Pop up shops In that eight-month gap, we have hosted many pop up shops to maintain are not the answer for non-established businesses but they worked short our client base and whilst they were term for me. I was also 100 percent exhausting they were so successful. happy that they didn’t encroach on any Relocation saving £27,000 other retailer’s area of exclusivity.

Property three: I have a brilliant PROCESS landlord in Beaconsfield and was I literally started with a time and happy with my rent even though I motion study of all that we do. I know had a break in September 2018. I we have a lot of processes but I am did, however, decide to negotiate the adamant that some of what we do return of my rent deposit. I had paid my rent on time for 11 years and felt he wins us sales and loyal customers. no longer needed the security of tying That said, bad habits creep in, extra

processes are introduced by the girls and it was time to stand back and take an aerial view.

I started with how many phone calls we answer per day, how many emails per day, customer enquiries and so on. There were a few things that had to change.

The volume of emails for appointments was insane; often taking up to four or five return emails to confirm the booking. And the volume of phone calls to pay for premium appointments was huge. I calculated this was almost 40 hours a week just managing the emails.

We have had an online diary system for years but I now wanted to hand access over to our clients. I started working with a small company to automate our booking system, our payment system and our data system.

We had a huge plan of change that started in January 2019, first with online bookings and automatic payments by Paypal, with clients automatically dropping into our database from the bookings. The next phase is to connect our staff scheduler so that our rota is part of the bookings platform. From there we connect our clients to our social platforms based on preferences.

It is going to be insanely epic, but most of all it will connect us correctly and remove all the process that takes up time. The cost invested in this is not cheap but the savings are four times the cost.

The added benefit is that we will retain all our staff but we will invest their time into the best client experience ever. We have some plans for adding technological gizmos, too.

PEOPLE People have always been the most important part of my business. I am proud that my girls have been with me for years. That does, however, bring challenges as change can be difficult and some may resist.

My approach was very much about removing jobs from them to enable them more time to do the things they love – styling.

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JUPON PETTICOATS THE 1 STOP ACCESSORY SHOP PETTICOATS LINGERIE BOLERO’S VEILS AND MUCH MUCH MORE Jupon Petticoats Ltd www.jupon.com info@jupon.com 01753622922

“It wasn’t always immediately clear where I should head to in bridal boutiques. It would have been helpful to have had clear signposting in the stores themselves so that dresses for warmer weather, which were lighter and less fitted, were placed all together, for example, for ease of comparison.”

“I definitely thought there was a ‘home turf’ bias when it came to choosing my dress for my wedding in Cyprus.

I wanted something bohemian and light but struggled to find ‘the one’ amidst the sea of heavy material and detailed corsetry.

I was looking for my dress over the winter months and perhaps this explains it...”

Out of the Mouths of (Bridal) Babes...

We canvased the thoughts of brides who chose to marry abroad for their reflections on the experience of dress shopping for a dress that could travel!

Two schools of thought…

“For my wedding in Barbados, I knew I would need a dress that would travel well but I didn’t want to feel limited to just tulle! I really wanted to still feel ‘bridal’ and knew a more ‘traditional’ look – complete with veil and lots of lace – was what I was after. I also didn’t want to compromise on shoes: I still really wanted the skyscrapers! I did 72 ♦ W E D D I N G T R A D E R ♦ F E B R U A R Y 2 0 1 9

meet some resistance when I told my boutique the dress I had chosen was for a wedding abroad but I knew it would work.”

“It was so hot in Madrid that I am really grateful to the shop assistants for steering me away from all the fabric! Having staff with experience to guide me meant I chose a dress appropriate for the climate.”

XXXXXXXXX

“It was wonderful to be shown a variety of options when it came to shoes for a beach wedding.

Flip flops to me certainly aren’t bridal, so I was delighted to find a pair of bejewelled, open-toed sandals in the same place that I found my dress. I was able to try them on together, which really helped me paint a picture of the overall look, and we managed to get the maids’ sandals here too!”

“I am so grateful to my boutique for their knoweldge of what works best for a wedding abroad. They talked me through how best to transport the dress and even directed me to some websites for steaming. Their incredible knowledge really inspired confidence!”

“I really liked the fact that my boutique had a dedicated section for ‘Destination Dresses’. I felt well catered for.”

“The staff knew exactly how to customise the dress of my dreams for a wedding abroad and this made all the difference.”

“I wanted to keep my accessories light and easy to wear and was really grateful that many boutiques I visited had clearly thought of showcasing earrings and necklaces designed for a wedding abroad.”

“I knew I didn’t want to wear white for my wedding abroad, and it was so reassuring when the boutique I bought my dress from went the extra mile in locating a pale pink, chiffon gown for me. I didn’t know that would be ‘the one’ until the lovely owner said she knew exactly what I was looking for and would find it for me! Amazing customer service!”

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Learning Curves It was not that long ago that dedicated plus-size collections were something of a rarity and manufacturers would simply upscale their patterns, claim they were catering for larger sizes and hope for the best.

Today, specialization is key, as the sector leaders have proved

T

here is a reason why a growing number of bridal shops are focusing on the plus-size market; they know that there is an audience out there made up of fashion-savvy brides-to-be who want to be treated to a wide choice of products, designed and made with them in mind. Give them the options, treat them right, and you’ll have a loyal following. A bridal shop where there are just one or two samples worth trying on, is of little interest; fit is crucial whatever a bride’s measurements, and vital for those with real curves.

In recent years new labels have

emerged that are dedicated to providing that choice, offering a wonderful selection of silhouettes, fabrics, colours and embellishments and cut structured to smooth and shape and lay up the positives. It’s the hidden features, though, that make the difference… gentle boning in all the right laces, stretchy inner linings with controlled give that guarantees comfort, and speciallyplaced panels give freedom of movement.

Every bride needs to feel confident as well as beautiful on her big day, and designers today are concentrating on proportion and measurement in order to build the

BEAUTIFUL BRIDE PLUS Style: BB1950 Fabric: Beaded Mikado Special features: Built-in corset Size range: UK 18-36 RRP: Collection range £1,000-£1,500 T: +353 1 866 5882 E: info@specialday-ireland.com W: specialday-ireland.com

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perfect shape, be it a slinky mermaid gown, a classic A-line or a ballgown.

Necklines, too, are specially designed to show off shoulders and emphasize the décolletage.

This is an exciting time in the market, with more activity and promotion than ever before. Plus size ranges that deliver elegance, romance and, above all, exemplary fit for the bride who wants to look every inch the star are the ones that are raising the bar and creating new sales opportunities for retailers who recognise the potential of the sector.

Carry a range of samples across the sizes, and brides looking for choice will be making appointments…

MORILEE JULIETTA COLLECTION Style: Perla, 3256 Fabric: Soft tulle Special features: Frosted Venice lace appliqués, diamanté and pearl beaded neckline trim Size range: 18-34 RRP: £1,500 T: +44 (0)1636 700889 E: info@morilee.com W: morilee.co.uk

LOIS WILD VIVACIOUS Style: Gloria, LWV08 Fabric. Corded lace/silk organza Size range: UK 16-32 RRP: From £1,350 T: +44 (0) 20 3432 5703 E: info@loiswild.co.uk W: loiswild.co.uk

CASABLANCA BRIDAL Style: 2354C Liliana Fabric / Embellishments: organza, sequined tulle, laser-cut floral lace Special features: A matching veil and optional front lining Size range: US 2-32, plus customisation to any size measurements RRP: US $1,529 T: +1 714 758 8888 E: marketing@casablancabridal.com W: casablancabridal.com

WHITE ROSE GRACEFUL Style: 4808 Fabric: Lace and tulle Size range: 18-32 RRP: £1,300 T: +44 (0)20 8368 1500 E: info@whiterosebridal.com W: whiterosebridal.com F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 75

MARTIN THORNBURGH A MON CHERI COLLECTION Style: Annie, 119279 Fabric: Beaded Schiffli lace with metallic thread appliqué, sequin tule and sparkle tulle Special features: Illusion sleeves Size range: 18-26 RRP: POA T: +44 (0) 1954 232102 E: weddings@mon-cheri.co.uk

TRUE CURVES BY TRUE BRIDE Style: TC313 Fabric: Embroidered tulle over structured satin Special features: Lacey cap sleeves Size range: UK 18-36 RRP: £1,799 T: +44 (0)1273 728637 E: info@truebride.co.uk W: truebride.co.uk

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SOPHIA TOLLI Style: McKenna, Y11948 Fabric: Misty sparkle tulle with lace appliqués Special features: Skirt available without the glitter layer Size range: 2-30 RRP: POA T: +44 (0)1954 232102 E: sales@sophiatolli.co.uk W: sophiatolli.co.uk

SILHOUETTE BRIDAL Style: Bonita Fabric: Satin Special features: Hand beaded belt and plunge neckline Size range: 16-34 RRP: £875 T: +44 (0)1823 674 412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

CALLISTA™ Style: Knightsbridge Fabric: Ivory printed organza over pale ‘frost’ coloured satin lining Special features: Seed pearls on the bodice Size range: UK 12-34, plus made-to-measure RRP: £1,295 T: +44(0)1909 774471 E: michele@callistabride.co.uk W: callistabride.co.uk

LADYBIRD PLUS Style: LS419064 Fabric: Soft tulle and lace Special features: Detachable long sleeved, button backed jacket, embellished with beaded lace appliqués Size range: UK 6-34 RRP: £1,560 T: +44 (0)1423 876 380 E: richard.lill@lionheartportfolio.com W: ladybird.nl

A FAC E TO T HE LA BE L Progressive, liberated and adventurous, Grace Loves Lace is thrilled to be working with body positive advocate and stunning Aussie model, Kate Wasley. The brand showcases that beauty comes in many sizes, celebrating the woman, her body, her character and her desire to epitomize more than the obsolete concept of what a bride should be.

Meanwhile, Justin Alexander, continues to lead the way in promoting body-positive attitudes, empowering brides of all body shapes to be confident, through the brand’s work with international model Iskra Lawrence, who champions the cause. Promoting bricks and mortar local specialist bridalwear retailers is central to the new campaign. “The expertise and service given by bridal boutiques in this internet age needs to be recognised,” says Justin Warshaw .

GRACE LOVES LACE

JUSTIN ALEXANDER

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BEAUTIFULLY HAND CRAFTED BRIDAL VEILS AND ACCESSORIES

DESIGNED AND MANUFACTURED IN THE UK

JOIN US AT ONE OF THE FOLLOWING TRADE SHOWS The Bridal Roadshow - Harrogate

The Bridal Roadshow - Birmingham South

London Bridal Fashion Week

The Harrogate Bridal Show

The Majestic Hotel, Harrogate 3rd & 4th March 2019

Excel, London 24th, 25th & 26th March 2019 Stand A22

The Chateau Impney, Droitwich Spa 10th & 11th March 2019

Harrogate Convention Centre, Harrogate 8th, 9th & 10th September 2019 Stand A11/A12

FOLLOW ELIZABETH DICKENS ON SOCIAL MEDIA Facebook: ElizabethDickensVeils Twitter: @ElizabethDVeils Instagram: elizabethdickensuk YouTube Channel: Elizabeth Dickens

GET IN TOUCH WITH ELIZABETH DICKENS Phone: +44 (0)1353 723675 Email: enquiries@elizabethdickensveils.co.uk Web: www.elizabethdickensveils.co.uk

HAP PY B IRT HDAY NATAL IE A NN

T Celebrating 25 years at the top of their game, we catch up with the Liverpudlian mother-and-daughter team on their success...

here’s nothing we don’t love about this beautiful bridal story. On 29 January 1993, owner of Natalie Ann Brides, Karen, opened the doors for the first time to Liverpudlian brides, making dresses from scratch and pursuing her designing dream.

Daughter Natalie, then aged 10, remembers sitting in on fittings, utterly mesmerised, and occasionally trying on dresses and tiaras. The die was well and truly cast for Natalie (and who can imagine a more glorious childhood that that?).

Utterly besotted with bridal, Natalie later joined her mother as manager and the mother-and-daughter partnership has gone from strength to

strength. This January, 2019, Natalie Ann Brides will be celebrating 25 years in the bridal business. We reflect on their journey and find out how they will be celebrating…

Mum’s the word “It was a tough first five years,” says Natalie, “but Mum always held work and family together with a very positive attitude even when times were hard. She fought her way through and never allowed herself to feel defeated; any bit of money made would go straight back into the business.”

Making a name for Natalie Ann Brides slowly but surely saw the business expand and take on other

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designers such as Donna Salado, Eternity, Alice James, Veromia, White Rose Bridal, and Romantica of Devon.

After Natalie had her own little boy, Karen asked her to join the business and come in with her on the shop front. “It was the best move I ever made,” says Natalie. “I never quite realised how much I actually knew about wedding dresses, design and fashion. It must have been all those home-visit fittings I watched as a child; all the wedding dress magazines I read, and all the buttons I helped to hand sew. Everything just clicked into place: my new marriage, our new child, a new job! I was on top of the world and it was my oyster.”

Oysters and Anchors Natalie and Karen dreamed big whilst remaining grounded. Their success spanning 25 years is founded on a driving ambition for the business coupled with a commitment to the ‘little things’ that once added up, prove not so little after all. “Building relationships with the brides is everything,” says Natalie. “Brides have to trust you; they need to know they

are buying from the right shop, the right person, the right owner, and mum and I can offer that with ease.”

Whilst working with Mum (or your daughter) might not be everyone’s cup of tea, Natalie and Karen clearly have the Midas touch when it comes to the perfect working partnership. Together, their skill and expertise offers all brides, of all ages, reassurance that inspires confidence .

Keeping apace with change If fantastic customer care anchors Natalie Ann Brides, moving with the times has also propelled the business and engendered a sense of self.

Natalie established the business on social media platforms and believes that spending money on the shop itself is a vitally important investment for future brides. “We make sure we have a full revamp every five years and spend lots of the budget on keeping the shop looking fresh and contemporary. You have to keep on top of our fast pace modern lifestyle – especially with the scousers!”

The business currently works with 475 brides a year who go on to buy

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their gowns from Natalie Ann Brides.

“We put our faith in our designers and believe in their concept and make it our own,” says Natalie. “This, too ,is a massive factor for us: believing in what you are selling. My top tip would be to work alongside your representatives, show them respect and, most importantly, to believe in the dresses you’re selling. Your brides will see this and trust you. I’m giving away all my secrets now but to be fair, Mum and I do wear our hearts on our sleeves so what you see is what you get!”

Birthday celebrations Natalie Ann Brides will celebrate a quarter of a century by throwing a good old-fashioned party and giving away a wedding dress to one lucky bride-to-be. Staff members will be dressed in wedding gowns that epitomise the style of each half a decade the business has been running! What a fabulous idea! We’ll be sure to raise a glass on 29 January! +44 (0)151 4821158 natalieannbrides@googlemail.com natalieannbrides.com

Your cup runneth over...

Shabby-chic, vintage, or a taste of the exotic, we showcase our favourite afternoon teacups and saucers...

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01 Delicate flora and fauna on a pretty stoneware collection from Kew Gardens Meadow Bugs Collection. creative-tops.com

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02 Fun, quirky and cute, don’t forget the milk! We love these milk jugs from Emily Smith. houseofbotta.com 03 Delightfully decadent and old-school in on-trend spearmint-green, Regency Teacup And Saucer from Rex London. rexlondon.com 82 ♦ W E D D I N G T R A D E R ♦ F E B R U A R Y 2 0 1 9

06

04 Both classic and contemporary, a welcoming mug from Emma Bridgwater’s Winter Flowers collection will go down a treat! emmabridgewater.co.uk

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05 Curioser and curioser… classic fine bone china set from Sophie Allport Alice In Wonderland Tea Pot, 150th anniversary limited edition. sophieallport.com 06 A touch of the exotic in cherry

blossom porcelain rose and gold from Early Bird. hurnandhurn.com

07 Mix and match for a fabulous display of gentrified crockery from royalalbert.co.uk 08 Vintage pastel perfection from Katie Alice Ditsy Floral Teacups and Saucers. creative-tops.com 09 Colour-pop fantastic with oversized bowls (fill to the brim with shortbread) from Talking Tables Truly Scrumptious And Truly Romantic. talkingtables.co.uk F E B R U A R Y 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 83

www.milliemaybridal.co.uk 0208-368-1500

What Makes A Winner?

campaign photography or a simple throw of the dice?!

With the year’s exhibition season shortly to take off, Maria Musgrove weighs up the importance of instinct, intuition, experience and hanger-appeal when it comes to making buying decisions

4 And what about Esme and Papillon?

The answers have nothing to do with famous places and cars, Beatles’ songs (yes, I know it’s Julia not Julie), favourite girls’ names or French names but everything to do with my bestselling dresses over the past 22 years.

So what’s the secret of a best seller? Now if I knew the answer to that question I’d be knocking back the Bolly in Bermuda rather than banging away at my keyboard in Blighty, wouldn’t I? Mystic Meg and her crystal ball was writing this column on would be in high demand if she could Christmas Eve so it should come predict a best-seller! Instead you’ve as no surprise that Christmas got me – Mystified Maria with two cracker riddles were on my mind. decades of experience of getting Here goes: 1 What do Manhattan, Mayfair, Madrid it wrong as many times as I’ve got it right with insights from several of and Mercedes have in common? the members of my Facebook Bridal 2 What’s the connection between Business Owners group.

Michelle and Julie?

Do we trust our instinct, our 3 And the same question for Ingrid, Gabrielle, Jessica, Emma, Scarlett and sales agent/designer, our fellow retailers, the basic shape and cut, the Gracie?

I

Instinct?

So, a bit of a lecture coming up on trusting our instinct (not quite the BBC’s Royal Institution Christmas Lectures). When we ignore our unconscious mind only to process information or apply our knowledge, we are more likely to draw the wrong conclusions. Instead, learn to read your gut feeling – to trust your instincts – and understand what your intuition is telling you.

Intuition comes to us from instinctive feeling and not conscious reasoning. Intuition is our inner perception and is grounded on past knowledge and experience. We all experience intuition. Sometimes it is finding an answer to a question or knowing valid solutions to a problem. Ideas just appear from our unconscious mind before we can give them credence. We may choose to listen to our gut feeling, to trust our instincts. Or to consciously review and question... to use logical reasoning.

Intuition?

But how reliable is intuition? And how trustworthy is logical reasoning?

The reliability of our intuition depends greatly on past knowledge and specific experiences. For instance, if we’ve had years of experience with a particular designer we will tend to have a better instinct or intuition about the designs, whereas if we are new to the collection we may feel a little vulnerable.

However, the downside to intuition – and logical reasoning for that matter – is an inclination for bias and

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a propensity to ignore some of the facts. For these reasons, we must choose when to trust our instincts and when to use reasoning. I know that over the years I have missed out on several best sellers because in previous seasons a certain style hasn’t worked and it’s still on my sale rail with a big neon sign screaming “I haven’t sold and I cost you £1,000 plus VAT and I can’t even give you away”.

My bias then is if any design vaguely resembles this one it gets a big NO from me.

I missed out one of the best-selling Suzanne Neville gowns of all time because it was strapless and I hadn’t sold any strapless dresses at that point in 2001. I chose to invest in the version with straps because my bias was that strapless wasn’t my market.

That poor gown groaned every time I snapped the straps down to show her strapless only for my bride to say that she just “couldn’t imagine it”. Similarly, there have been dresses that I’ve really resisted and my team or the designer have talked me into and they really haven’t worked.

So the trick is to learn to recognise your inner voice and what it is telling you. It could be for the best or it could be that you have got a personal bias and you need to tell that inner voice to “shut the you-know-what up” and listen to your team and/or your

Here’s my thinking At a show and with a glass of fizz in hand, the well-intentioned “this has been flying out of the door for me”

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comment might be the best tip you’ve ever had and worth a punt... or it might be like throwing your money away by backing a 100 to 1 outsider with a £500 to £1,200 bet! Remember what might be flying in Fulham might be a flop in Fife! When I had five boutiques over four counties and 250 miles between them (why and how did I do it?), I quickly realised the demographic differences in terms of brands and best sellers.

There are certain exceptions to the rule and there are some evergreen dresses that will be “anywhere, any place, any time” and for me there were several best sellers across all of my shops regardless of postcode.

Here are some of the blasts from the past. Suzanne Neville’s Manhattan, Gracie and Leading Lady; Sassi Holford’s Gabrielle and Jessica; the Design Room’s Chianti in both red and ivory; Hollywood Dreams Scarlett and Cameo; and Maggie Sottero’s Celeste, Michelle, Mercedes and Julie. Jenny

MORILEE 5216

GRACIE BY SUZANNE NEVLLE

agent/designer.

Both Emma Roberts from Perfect Daze in Yorkshire and Sasha Ffierce from Couture & Tiaras Bridal Shop in Sussex say they get goose bumps or butterflies from the moment they choose the gown. Sarah goes on to say that by the time it arrives excitement has exceeded the Richter scale.

and had no fixed waist so was great on all proportions. This and another best seller, Emma, had no rail appeal at all.

Kristy Wynack from Embrace in Geelong, Australia, agrees: “A dress that fits more than one body type and, if my girls love a dress then they usually sell it many times over”.

Amanda Bills made me LOL with this comment: “We have a dress from Special Day. It’s taffeta, asymmetric and strapless and lacks any hanger appeal. I don’t put this dress on anyone smaller than a 28. But when it’s on them it is just amazing – it hugs the body in all the right places and it has the most amazing structure so you don’t need a bra”.

KALYPSO BY ENZOANI

Campaign photography Two of my gowns which owe their popularity initially to a marketing campaign with fabulous imagery are Suzanne Neville’s Gracie and Leading Lady. Rewind back to 2011 when we were just coming out of recession and my strategy was to keep my pricepoint below £3,000. Both gowns were well over that, so I allowed my head to rule and passed on them.

As soon as Suzanne’s campaign went live the phone was hot with enquiries so I did a retro buy and never looked back. Gracie was remy Pronovias sales in 2018.

Packham’s Clare closely followed by sampled three times and I got good Sarah Smith of The Bridal Gallery, Papillon, Eden and Esme – I swear money for all three samples. I had there was a month of mourning across Coventry, had this to say: “One of our brides flying in from Norway, Iraq and best ever sellers was a complete the country when these gowns were accident. When it arrived, my Saturday Dubai for Leading Lady and one bride discontinued. just turned up with Brides magazine If it’s a new label I’m more inclined girl took one look at it and asked if saying she had been dreaming of it I’d been on drugs when I ordered it. to listen to my agent/designer as for years and was now engaged and I’d taken the rep’s word that it would I’m not fully in tune with their line. A wanted it. be a good seller and it was. We were classic example of this was when we Emma Roberts sums it up: “The devastated when it was discontinued”. took on Mori Lee and Steve advised gown that the designer has gone to on two best sellers of all time 2105 town on with heavy advertising and Shape, cut and hanger appeal (which we’d seen in many different brilliantly-styled photography will I asked the members of my Business guises over the years) and 5216 a attract more attention and get more classic fairytale gown with sweetheart Owners group what they considered interest. If this is combined with a the criteria for a best seller to be and neckline, crystal-encrusted bodice whether the gown has hanger appeal gown that is well-structured with a and gathered tulle skirt. Three years defined waistline then it will become or got pulled by them and their team on and we’re still taking orders from a great bread and butter dress like because they had confidence in it. size 8 to 28. A great pattern block Suzanne Neville’s Mayfair”.

Anneliese Ward of Chameleon, and great price point make these My final thoughts on choosing Bournemouth, says that: “Maggie gowns winners. a best seller is summarised in this Sottero’s Nadia was a great gown as Atelier Pronovias Vicenta was quote: “If it’s still in your mind. It’s it was a full dress with a corset back recommended as a retro buy and worth taking a risk. that gave everyone a fabulous figure represented more than half of all of

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Fairy tale comes to life in the 2018 ‘Love story’ collection. Bringing you exclusive designs incorporated by Diana Elizabeth dresses. Fine delicate embroidery and appliqué detailing the perfection of design and implementation. Diana Elizabeth dresses will make your wedding day a true ‘Love story’.

Diana Elizabeth’s signature style is wedding dresses with and amazing silhouette and fit.

www.dianaelizabeth.co.uk Telephone +44 (0) 7850 855673

GETTING INTO SOC IAL MEDIA a mobile phone. The great thing is that a picture of themself them wearing that very same veil.

Pinterest is Google linkable.

The newest and best feature you What makes Pinterest so different from the other social media platforms? will find is the Pin Lens. It doesn’t work Well for a start, it uses boards (albums), for us as a supplier but for a retailer and each board and all the images you it’s a no-brainer, letting you sell direct to the consumer. The Pin Lens allows place there are visible on your home a potential bride to walk past your screen. This differs from Facebook shop, take a picture of a dress in your and Instagram where you have to window. It tells the user all the details click on a particular board to see all including price and the bride can then of the images... on Pinterest you can purchase that dress without leaving the showcase a whole range of relevant picture or Pinterest. products at any one time.

Pinterest is more time-consuming Boards are easy to find on your home screen – you don’t have to scroll down than the other platforms because you have to load up more images, and input and hope to find a post that was put descriptions with all your relevant key up a few weeks ago. Pins on Pinterest are known as Evergreen, because they words, which will be seen by the user.

It’s worth the time spent as it boosts always stay at the top of your page, believe that Pinterest is a must-have unlike other platforms that usually pin a you up the SEO rankings in Google.

From a user perspective Pinterest post for just 24 hours. for retailers and I’ll explain exactly is like your own why... As one of the newest of the search engine; social media platforms, it runs The Pin Lens feature doesn’t work for if you search rather like Instagram but has a host of additional features. suppliers but is a no-brainer for retailers, ‘boleros’ you will find thousands of I was using Pinterest originally to letting you sell direct to the consumer images and if others get ideas for cake decoration – one of click on yours, it will my own passions – and I would google link through to your website. When the Another feature is One-Tap pins images to find inspiration, but I never that allow you to add an image to your user creates their own boards, if they gave a thought to the platform’s value board that you can link directly to your choose to show your image, it will be to business until recently. website; all a user has to do is click the shared by their family and friends and Let’s see some interesting stats: potential searchers of the key word. image and they are taken straight to Pinterest boasts 250 million+ active I hope that I have opened your eyes the pertinent page rather than having users a month, of which a high to search through your whole site. So, if a little into the Pinterest world and look percentage are females – a definite I post an image of a particular push-up forward to seeing more of you posting bonus in our trade! More and more bra, the rest of the range will be shown on there soon. brides are reportedly heading to Next month I will go into detail about as well; a great a form of promotion.

Pinterest for ideas before going Facebook and give you some handy User Image is another benefit I like; anywhere else; in fact, 55% of users hints and tips on how to get more you create a pin – let’s say of a veil – make purchases as a result of visiting business for free on that platform.

Pinterest, 85% of whom log on through and once it goes live a visitor can post

We had lots of comments about Gary’s column in the last issue of Wedding Trader from readers who gave the thumbs up to his tell-it-like-it-isand-from-the-start approach.

This time round, Gary assesses the value of Pinterest to social media newcomers

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Money Talks...

initial funds invested is vastly different and depending on your trading structure, profits and type of contribution made – eg employee or employer – different forms of tax relief may be available on pension contributions.

Generally, the maximum that can be contributed in total from all sources (for example you personally and your company) in each tax year is £40,000. The £40,000 limit includes the money you put into your pension personally, the money the government pays in pension tax relief, any contribution paid in by someone else (eg your employer or your company), and any benefits you build up in a final salary scheme.

I recommend that you seek advice if you are considering making significant pension contributions as the £40,000 limit can be restricted if you’ve flexibly accessed a pension, or where your adjusted earnings exceed £150,000. Your adjusted earnings are broadly your total taxable earnings plus any pension contributions paid by your employer.

You will only receive tax relief on pension contributions paid personally up to your earnings or £3,600, whichever is higher.

I would recommend you speak to your accountant or Financial Adviser to seek further advice specific to your circumstances as the Pension Flexibility reforms in 2015 have increased the attraction and flexibility of pensions as part of your overall financial planning.

GOING LEGAL

Michael Cahill walks us through some excellent top tips for tax savings, pensions and medical insurance... all the low-down you’ll ever need for a financially frutiful future for your business in 2019 If I were to take a bit of my profits each year and invest them in, say, an ISA or a pension of some sort, is that allowable and what is the tax implication? I am new to business and as you can tell, quite naïve about money.

Putting a small amount away regularly on, say, a monthly basis, can result in your savings growing quite quickly with the benefit of compounding, and I would always encourage putting money aside for a ‘rainy day’ If you are new to business, I would also suggest you set money aside regularly to cover future tax bills (eg VAT, corporation tax, self assessment etc).

Turning to your specific question on ISAs and pensions, ISAs can only be held in the name of individuals. You will not receive any tax relief on the funds you invest in the ISA but any investment growth is free of income tax and capital gains tax.

Funds can be invested in a cash ISA and/or a stocks and shares ISA – the maximum amount you can invest in ISAs during the tax year ending 5 April 2019 is £20,000.

If you do not use all of this allowance by then, any remaining allowance is lost as is it is not possible to carry it forward to the next tax year.

With many ISAs you can access your money instantly or at short notice should you need to do so, unlike pensions where it is likely that you will not be able to access the funds invested until you are at least 55 years of age.

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My husband was recently made redundant and, as a specialist in his field, it could be a good while before he finds another job. Would it be sensible and a taxsaving to put him on my payroll?

It is ok to add a spouse to the payroll but they should actually perform some work for the business or else this could be challenged by HMRC. There may be some tax advantages to doing so but this will depend very much on your individual circumstances.

For example, if your husband is a higher rate tax payer in this tax year and you are a basic rate tax payer, there is unlikely to be any benefit. However, if in the next tax year he has no income and therefore has unused personal allowance and you remain a basic rate tax payer there would potentially be a benefit.

Timing can be key so speak to your accountant to seek further advice.

I probably shouldn’t be asking you this, but can I put a holiday down as a business expense if I were to be looking, say, at the local market there, or if I buy items that could conceivably be of interest to the business?

If you make a trip or take a holiday which has a mixed purpose, ie a holiday but also some business purpose, there will be a duality of purpose and as such the expenses incurred will not be allowable for tax purposes as they are not incurred wholly and exclusively for the purpose of the trade.

Where the sole purpose of the travel is for the benefit of the business then the costs would be allowed in full, notwithstanding the fact that there might be some incidental private benefit.

Where the trip has a mixed objective, any elements which are separately identifiable and exclusively for business reasons should be allowable as a deduction – eg items purchased for the business, a conference attended – but things such as travel and accommodation costs would not be allowable on the basis that they have a mixed purpose.

Medical insurance for my family – me, husband and two early teenagers – is this an acceptable business expense? The cost of a family policy is huge and having had uninsured friends recently faced with a major problem, I am getting increasingly nervous.

Medical insurance premiums for you and your family are not an allowable expense if you are an unincorporated business.

If you trade as a limited company, the company can fund the medical insurance premiums but this would be regarded as a benefit in kind. The company would receive a tax deduction for the premiums but would need to declare the value of the premiums paid on behalf of each employee on form p11D at the end of the tax year.

The company is also liable for class 1A NI at 13.8% on the value of the premiums. The employee is then subject to income tax on the value of the premiums which HMRC may collect either through their tax code or via the self assessment system. .

Find out more at albertgoodman.co.uk/wp/wpcontent/uploads/AG1244-Autumn-Budget-2018Summary.pdf.

Email your business finance questions to susi@ meanttobemedia.com in inclusion in the first available issue of Wedding Trader.

If you’d like to consult directly with Michael Cahill email michael.cahill@albertgoodman.co.uk

Get connected with the UK’s most exciting, passionate, new wedding industry magazine

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WEDDING

WEDDINGTRADERMAG.COM

ISSUE FOUR • MAY ‘18

My website journey

ONE RETAILER ON THE ROUTE SHE TOOK TO TO PERFECT HER ONLINE PRESENCE

SHOW NUMBERS SPECIAL FINDS AND NEW DISCOVERIES AT LONDON BRIDAL WEEK

GROOMS WITH A VIEW WOW FACTOR DRESSING IS NOT JUST FOR FEMALES

GETTING IT RIGHT EVERY TIME

If I was a retailer

VATANA WATTERS GETS ON THE OTHER SIDE OF THE COUNTER

THE NAMES AND THE LABELS YOU NEED TO KNOW MORE ABOUT

Two to one

WEDDINGTRADERMAG.COM

Your buying season starts here

Trying for a trophy?

WHICH AWARDS PROGRAMMES ARE THE WINNERS

WHO IS SHOWING WHAT... AND WHERE

BUYERS, BLOGGERS, MARKETEERS DELIVERING NEWS, VIEWS AND HONEST OPINION

BRIDES ON BOUTIQUES WHAT YOUR CUSTOMERS THINK ABOUT THEIR SHOPPING EXPERIENCE

YPOS

SERVICE LIFTS

NOT ANOTHER ONLINE OP! IT’S YOUR PROBLEMS, OUR SOLUTIONS. HELP AT HAND WHEN NEEDED

WHAT TOP SUPPLIERS ARE PROMISING THEIR CUSTOMERS

WHEN DOWNSIZING IS THE VERY BEST BET

WEDDING

ISSUE TWO • MARCH ‘18

WEDDINGTRADERMAG.COM

ISSUE EIGHT • SEPTEMBER ’18

UK Bridal Week A NEW SHOW SCHEDULED FOR 2019 PROMISES TO MAKE A DIFFERENCE

HIGH STREET DEBATE WORKING TOGETHER TO WIN BATTLES

LONGEVITY HOW TO BE

LY PROUDTING SUPPOR BRITISH AR WE BRIDAL ERS RETAIL

DOING WHAT YOU’RE DOING MANY YEARS FROM NOW

A BIT OF BESPOKE GIVING YOUR PLACE A WHOLE NEW LOOK

SUSTAINABILITY IS THE BUZZWORD OF THE MOMENT – GET IT?

Have a ball

WE PICK THE BEST OF THE GOWNS

Trader Trader Trader

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03/04/2018 20:47

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WEDDING

WEDDINGTRADERMAG.COM

The High Street debate continues WE CANVAS OPINION ON THE FUTURE OF INDEPENDENT RETAILING

06/02/2018 14:53

ISSUE NINE • OCTOBER ’18

WEDDINGTRADERMAG.COM

THE NEXT BIG THING

Justin & Savannah INTRODUCING THE PERFECT COUPLE

WELL, WHAT’S IT TO BE?

SOLE MATES STEPPING OUT IN STYLE WITH THE LOVELY RACHEL SIMPSON

SAY HOLA TO THE BRANDS THAT MEAN BIG BUSINESS

WINNERS! WHAT IT FELT LIKE ON THE BIG NIGHT

SAME SEX WEDDINGS SOMETHING TO SERIOUSLY CELEBRATE

GROOM SERVICE ENTER THE NEW-AGE BOYS’ ZONE

SLEEVES

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04/09/2018 15:54

ISSUE TEN • NOVEMBER ’18

Changing the game plan

ADDING EXTRAS TO YOUR OFFERING THAT WILL PULL IN NEW BUSINESS

PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS

Get togethers WORKING WITH OTHER SERVICE SUPPLIERS

OH KNICKERS! WHAT GOES UNDER THAT BEAUTIFUL DRESS

GOING TO NEW LENGTHS, AND ANYTHING BUT PLAIN

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07/08/2018 16:21

WEDDING

WEDDING

VIVA ESPAÑA

LY PROUDTING SUPPOR BRITISH AR WE BRIDAL ERS RETAIL

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WEDDINGTRADERMAG.COM

Survivial of the fittest WHERE DO WE GO FROM HERE? OPINIONS, ADVICE AND HARD-HITTING FACTS

ISSUE ELEVEN • DECEMBER ’18

PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS

JEWELLED HEELS...

SIX OF THE ABSOLUTE SPARKLING BEST

FAMOUS FACES THE VALUE OF HAVING BIG NAMES ON BOARD

DISCUSSION: SHOULD YOU SHOW PRICES ON YOUR WEBSITE?

OUR GUIDE TO THE PRETTIEST PROM FROCKS

New York

THE STARS AND THE SHOW STOPPERS

09/10/2018 13:40

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06/11/2018 09:56

TO WORK W I TH US , CONTACT: Sales Executive Martha Cooke martha@meanttobemedia.com Mobile: 07877 449122

Editor Susi Rogol susi@meanttobemedia.com

Finally, it feels that the gap has been bridged and suppliers and retailers are all on the same page, working and talking together. Susi and the fabulous team have recognised this in abundance and created a monthly handbag explosion of fascinating insight, construction opinions, hints, tips and captivating reads. Truly inspirational!

Jeanette Stevens, Managing Director, Enzoani Europe

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F IND YOUR

DREAM DRESS

MOST VIEWED… BRIDAL DRESS DANIELA BY CATHERINE PARRY This gorgeous gown from Catherine Parry has had a massive spark of interest since the festive season.

Perhaps this year’s brides are looking for added glamour! We adore the chic sleeves.

Digital snapshot

F I ND Y

DRE DRE

WHAT YOUR BRI DES A R E SHOPPING FOR O N LI N E We look at what trends brides are searching for this month on findyourdreamdress.co.uk MOST READ… BLOG FEATURE FASHION FOCUS: ILLUSION NECKLINES One of the biggest trends in 2017/18 was the illusion neckline, and there’s been a new burst of interest as we enter 2019. This blog post has reached record numbers, with brides then searching for illusion necklines, arms and backs.

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WHAT IS FIND YOUR DREAM DRESS? Brides-to-be can use this super-helpful website that allows them to filter various categories in order to find their dream dress in among FYDD’s database. Then, the site tells the brides where the nearest boutique is to them that stocks their dress of choice. If you’re a designer and you’d like to see your collection of gowns featured here, or if you’re a boutique owner who would love to have your business included in the search results, then visit findyourdreamdress.co.uk to discover more. Alternatively, drop Martha an email at martha@meanttobemedia.com.

MOST SEARCHEDFOR… DESIGNER ENZOANI Always a big hit on the website, Enzoani’s collections are getting a lot of muchdeserved attention.

No matter what your bride is looking for, they always seem to come up trumps with every beautiful shape and style.

MOST SEARCHED-FOR… DRESS SHAPE FLOATY For the second month in a row, floaty styles have been the most searched for on the FYDD site.

Caressing curves and pulling in at the waist, like this design from Elbeth Gillis.

MOST VIEWED… PLUS-SIZE DRESS AUSTIN BY CALLISTA This stunning floaty number is turning heads, complete with its pretty sparkly waist detail. An ideal choice for summer weddings or a big day overseas.

MOST VIEWED… BRIDESMAID DRESS STYLE D16557 BY SPECIAL DAY Bridesmaids are set to be looking pretty in pink if this choice is anything to go by! The super-cute tea-length styles from Special Day have been getting lots of traffic on the site, and it’s easy to see why!

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ALLURE BRIDALS

B UYING AGEN DA Make a note of these key dates

27-28 January 2019 HARROGATE FASHION WEEK HARROGATE CONVENTION CENTRE harrogatefashionweek.com

3-4 March 2019 THE BRIDAL ROADSHOW HARROGATE thebridalroadshow.co.uk

10-11 March 2019 THE BRIDAL ROADSHOW BRISTOL thebridalroadshow.co.uk

17-19 March 2019

MARTIN THORNBURGH A MON CHERI COLLECTION

NATIONAL BRIDAL MARKET CHICAGO nationalbridalmarket.com

30 March-1 April 2019 EUROPEAN BRIDAL WEEK MESSE ESSEN europeanbridalweek.com

24-26 March 2019 LONDON BRIDAL WEEK EXCEL LONDON londonbridalweek.com

24-26 March 2019 ONE FINE DAY JJ WIMBOURNE, SHOREDITCH onefinedaybridalmarket.com

23-25 March 2019 ROME BRIDAL SHOW FIERA DI ROMA romebridalweek.com

13-15 April 2019 PARIS BRIDAL FAIR PORTE DE VERSAILLES parisbridalfair.com

4-6 May 2019

14-16 April 2019 THE KNOT COUTURE SHOW NEW YORK coutureshow.com

26-28 April 2019 BARCELONA BRIDAL FASHION WEEK BARCELONA barcelonabridalweek.com

INTERBRIDE MESSE DUSSELDORF interbride.eu

12-14 May 2019 UK BRIDAL WEEK BIRMINGHAM NEC ukbridalweek.com

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www.louloubridal.co.uk 0208-368-1500

COMING THE NEXT ISSUE...

• Caio bella – say buongiorno to Italy’s best names • Groom service – what the chaps will be asking for and what the big houses plan to deliver. And yes, some quirky stuff, too • Re-vamps... who is doing what to give their shop a whole new look • Baby talk...perfect dresses for the mum-to-be bride-to-be

OKSANA MUKHA

• Curtain’s up on what to expect in the 2020 collections

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“I loved, loved, loved reading Gary Wilkin’s column. Jupon is a supplier of mine and I have always found them to be straightforward and far more helpful than others in the buiness. Gary is right – there are many of us out there who have only just started getting to grips with social media, which is usually hard to admit when you think everyone around you is an expert.

Gary’s learning curve is so refreshing and I am looking forward to hearing about – and learning from – the next stage in his journey.”

“When I see columns like your Six of the Best and find that I am carrying more than one of the collections or specific products you list, it really boosts my morale. I feel I am getting a pat on the head when it comes to making buying decisions.”

“One of the things I am enjoying most about Wedding Trader is that there are wordy articles which put forward a viewpoint, raise questions, and make you think and perhaps even reconsider your own business strategy. It is so easy to show collection after collection when that is the one thing we retailers can find online or direct from suppliers. The challenge you lay down puts a whole new perspective on business and that’s what shops need.”

LINEA RAFFAELLI

“Any advice on getting the best out of the forthcoming trade shows would be gratefully received and not just by me, but by other retailers, too, who, however experienced they are, can make mistakes when buying that stay with you for the seasons ahead.

I certainly would be keen to hear about others’ experiences – I know only too well the importance of pegging your offering in the right position for your location and audience.”

...and finally What’s the word on the street? We’ve rounded up who’s been saying what, whether it’s about Wedding Trader or the industry in general

“Congratulations on a major coup getting Peter Grimes of VOWS magazine on board with you.

It is terrific knowing we can get first-hand info – from the Number One man, no less – on the way the market in the US is moving. It actually makes it easier to deal with concerns when you realise they are shared both sides of the pond.”

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“That article about second marriages really got me thinking about how to promote the looks that work best for older brides and I know I will be looking for some very different lines when I visit the shows in March and onwards.”

“It is fascinating reading the views of our suppliers and it puts a different perspective on everything. Knowing they understand my problems strengthens our relationships.”

NOW

AVAIL AB

LE IN

F IND YOUR

THE U

DREAM DRESS Use our handy tool to search through 1000’s of dresses online for all the bridal party, then click to find your nearest stockist!

www.findyourdreamdress.co.uk

SA