Wedding Trader issue 14

Trader WEDDING

WEDDINGTRADERMAG.COM

ISSUE 14 • MARCH/APRIL ’19

Showtime BIG AND BOLD OR EXCLUSIVE AND INTIMATE... WHICH SHOW IS FOR YOU?

DESIGNER SPEAK THE BRITPACK TALK ABOUT FORTHCOMING TRENDS

David’s Bridal WILL ITS REPRIEVE HURT THE INDUSTRY?

BREXIT THE POSSIBLE POSITIVES FOR BRIDAL

Jenny Packham

AND WORKING WITH DESSY

WHAT THE TRADE ASSOCIATIONS CAN DO FOR THEIR MEMBERS

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...

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

We will be showcasing our brand new Romantica, Opulence Bridal, Lily Rose Bridal, Prom & Bridesmaid collections at the following shows: London Bridal Fashion Week - 24th, 25th & 26th of March European Bridal Week - 30th & 31st of March and the 1st of April Interbride - 4th, 5th & 6th of May UK Bridal Week - 12th, 13th & 14th of May The Harrogate Bridal Show - 8th, 9th & 10th of September www.romanticaofdevon.co.uk

WINNER Best Supplier Customer Service 2018

WWW.CATHERINEPARRYBRIDAL.COM Retailer areas available in many parts of the UK & ROI. Suggested retail prices from £675. Low minimums.

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

contents ON THE RUNWAY See 2020 collections on stage at LBFW, 24-26 March at ExCel

W H AT ’ S W HE RE 13 TA L KING P OINT The latest need-to-knows in bridal

69

19 I N MY OP INION Laura Daly on keeping abreast with changes

72

22 L ET TER FROM AME R ICA Peter Grimes on David’s Bridal

76

26 B EST SELLERS The dresses that are flying off the rails

78

32 B RE XIT AND BRIDA L The projected impact assessed and analysed

82

36 S IX O F TH E BEST Find your sole mate in these platform shoes

87

42 BA R CELONA Ten reasons to visit VBBFW next month

88

44 YOUR WEBSITE Great advice from Myrna

94

46 KEEP ING IT SIMP LE Our guide to the best ‘luxe is less’ looks

98

50 I N T ERBR ID E What’s on offer in Dusseldorf

100 THE FAIREST OF THEM ALL

52

T HE PACKH AM TOU C H Jenny Packham dresses the girls

105 S O C IAL M E DIA

56 DESIGNER TALK The shape of things to come

106 MONEY TALKS

60 T IME FOR A SH AKE U P Ellie Sanderson on what the industry needs

108 FYDD

64 T ERRY FOX Keeping the industry in stitches

114 AND FINAL LY

LO O KING T HE PA RT Maria Musgrove on revamping your boutique ALWAYS T HE BR I D ES M A I D. . .

The trend for Professional Bridesmaids B R IDES TAL K And you need to know what they are saying NE W NAM E , G R E AT H I STO RY Q&A with Maria and Paul of Zeni Bridals T HE B IG 3 0!

Celebrating thirty years with Clifton Brides T IM T IM E On the need to impress, every time R E AC HING T H E B R I D ES Why specialist consumer shows work J O INING U P The trade Associations put their cases forward A DAY IN T HE LI F E Christine Dando never stops Dazzling mirrors add sparkle to your decor Why Gary Wilkins loves Facebook

What brides want to see More of what YOU have to say

LILY ROSE, ROMANTICA

Your financial queries answered

MARCH/APRIL 2019 ♦ WEDDING TRADER ♦ 7

CO NTACT US

Ed’s Letter

Editor Susi Rogol

Comfy shoes at the ready and brain in gear for the start of the show season. And this is a big one, kicking off with the Bridal Roadshows in Harrogate and Bristol, then the National Bridal Market in Chicago, Rome Bridal Week in, yes, Rome, London Bridal Fashion Week and White Gallery at the Excel, the first UK edition of One Fine Day, and then the big European Bridal Week in Essen. And that’s just March! It’s going to be busy busy month.

We’ve packed as much as we can on forthcoming trends into this issue – our first bi-monthly – and the leading designers have been great talking about directions.

But as important as new collections info are the straight-talking opinions from the professionals on everything from the possible Brexit effect to the shows of real consequence. We have retailers’ stories, a look at what the trade associations are doing for their members, and advice on everything from shop revamps to the supply chain. This is YOUR magazine, where you can air your thoughts.

EDITOR SUSI ROGOL-GOODKIND TEAM TALK Carrie Marsden Deputy Editor “A professional bridesmaid can actually be the best possible right hand for a bride and smooth the way to a great big day.” (p72) Andy Allen Art Director “Designer Terry Fox’s specialist courses sound fascinating. Now the professionals can be even more so.” (p64)

Trader WEDDING

WEDDINGTRADERMAG.COM

susi@meanttobemedia.com

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 14 • MARCH/APRIL ’19

Showtime BIG AND BOLD OR EXCLUSIVE AND INTIMATE... WHICH SHOW IS FOR YOU?

DESIGNER SPEAK THE BRITPACK TALK ABOUT FORTHCOMING TRENDS

@WeddingTraderUK WHAT THE TRADE ASSOCIATIONS CAN DO FOR THEIR MEMBERS

@WeddingTraderMag @weddingtrader

weddingtradermag.com

David’s Bridal WILL ITS REPRIEVE HURT THE INDUSTRY?

Nardene Smith Advertising Sales Consultant “When baby Isla is asleep I get to catch up on the world of bridal. The possible Brexit positives are so encouraging.” (p32) Martha Cook Sales Executive “I like hearing what brides themselves have to say. There are lessons there we can all learn from.” (p76)

CONTRIBUTORS Marina Adamou, Nicola Ball, Amanda Bradwell, Julia Braime, Michael Cahill, Jenny Packham, Laura Daly, Christine Dando, Myrna Plaisir Daramy, Karen Forte, Terry Fox, Michaela Gair, Nicola Garton, Jen Glantz, Peter Grimes, Alan Hannah, Emma Hartley, Fross Hockley,Sassi Holford, Gill Levings, Eva Martin, Emma Meek, Savannah Miller, Maria Musgrove-Wethey, Rob and Andrew Pearce, Ellie Sanderson, Ian Stuart, Gary Wilkins, Daniela Wittig, Tiffany Wright, Paul Zeni.

Trader

BREXIT THE POSSIBLE POSITIVES FOR BRIDAL

WEDDING

Jenny Packham

AND WORKING WITH DESSY

WT14_Cover 4aa SR2.indd 1

05/03/2019 15:51

Cover image: Casablanca Bridal casablancabridal.com

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

MARCH/APRIL 2019 ♦ WEDDING TRADER ♦ 9

Rome Bridal Week March 23rd – 25th Booth 63 London Bridal Week March 24th – 26th Booth B25 Barcelona Bridal Week April 26th – 28th Booth A134, Hall 2 Interbride Düsseldorf May 4th - 6th

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

Wow Factor Demetrios never fails to stun. This incredible gown from the 2020 Cosmobella collection says it all about style, glamour and out-and-out sex appeal. We love it. See the portfolio of labels from Demetrios James Elias at LBFW stand F40. Demetrios.com

LONDON BRIDAL FASHION WEEK – 24-26 March, at ExCel This big event will showcase more than 250 UK and international brands, and offers a free educational programme, inspirational live fashion shows and after-hours ‘happenings’. Check londobridalweek.com for details of exhibitors and add-on specials.

White Gallery, which is now incorporated into the exhibition, boasts some interesting names, including newcomers to the UK. M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 13

W H Y WE LOV E S U Z A N N E N EV I L LE Showing to her network of stockists at Home House, on 24-26 March, Suzanne’s new collection will include a remarkable range of silhouettes from slim,

bias cuts to ravishing romantic ballgowns.

Exclusive laces and embroideries, and crisp, clean silks with immaculate hand beading will feature.

Home Grown And Heavenly It may sound French but La Poésie is thoroughly English, born and raised in the capital and focused on cool, contemporary dressing. Effortlessly chic, the new collection includes gorgeous French Levers laces, embroidered silk organza, silk chiffon, silk satin and a favourite – heavy silk crepe. You can see and delight in the 2020 range at the showroom right next to the ExCel Centre. To book an appoint for 24-26 March call +44 (0)7921 998204 or email monika@ lapoesie.co.uk.

Eternity is launching a mini-maids collection under the Christina Wu Celebration label. See the little girls in all their very pretty grown-up glory at LBFW stand D50

14 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

TRUE TO FORM Size-inclusive bridesmaids’ dresses are the latest offering from True Bride. The range is a delight, with fashion-forward features, and available in a good choice of colours, and in sizes UK 6-36.

LBFW stand B21

N OT TO B E M I S S E D The highly successful Australian boutique show, One Fine Day, which took the market in New York by storm, is set for its inaugural edition in the UK, at JJ Wimborne Studios in London’s Hoxton on 24-26 March. The eclectic collection of collections includes: Alexandra Grecco | Bo And Luca | Karen Willis Holmes | Aleena Leena Bridal | Am Faulkner Bridal | Bekah Anne Accessories | Cathleen Jia | Daalarna Couture | Diane Lewis | Divine Atelier | Elizabeth Bower

Ask Brian Chen for three words to describe the latest collection of gorgeous gowns and he’ll say: Authenticity, Boldness and Confidence. This dress says it all. Visit brianchenbridal.com and see the collection at LBFW stand F20

| Hello Bride Instanbul | Jane Hill | Katya Katya | Lola Verdu | Luna Bride | Madbridal | Madi Lane Bridal | Shachar Zantberg Bridal |Vagabond Bridal Retailers, the media, and industry influencers will doubtless be heading here first for a selection of contemporary design-driven collections; who can resist the opportunity to garner ideas and discover names that are new to them? For sheer delight visit Onefinedaybridalmarket.com

Catherine Parry goes for Decadence British bridal brand Catherine Parry has delighted retailers with its new Decadence collection of figure-skimming gowns with unusual laces and dramatic cutaway trains. If you missed it at the two events earlier this month, do contact Simon and Maria Ryan on +44 (0)1443 222600 or email info@globalbridalbrands.com

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 15

Q & A W I TH JA M ES E LLIS Ellis Bridal has announced its allegiance to UK Bridal Week in May. We found out why: What prompted you to take the decision to support the new Birmingham show?

For many years we have held the belief in producing a oncea-year collection. September is too late, May is perfect for the collection launch. The more retailers push the twice-a-year brands to only buy once a year, the closer we will get to a cohesive Bridal industry.

Which of your labels are you taking to the NEC? Our three are Ellis Bridals, Kelsey Rose Bridesmaids and Kelsey Rose Bridal.

Do you feel you will be seeing a high percentage of your stockists there?

We believe most of our retailers will visit us. We have shown at the NEC many times with John Chares and it is a very convenient location for much of the UK. What can retailers expect to see from you at UKBW? We believe in British design and our London studio is the heart of our business. We will continue to innovate with a passion.

Do you feel that the market as a whole is finally coming together and working together?

Unfortunately not, we still have the UK market led by the US brands who continue selling two ranges a year resulting in shops unnecessarily overspending on samples to retain exclusivity. Designers and brands like ours are trying to shift this but ultimately it is down to the retailers.

How many retailers do you have worldwide and which countries are the best for you?

200 worldwide, and best for us is the UK and Germany.

Wed2Be – are they a real threat?

They have quickly built up a large turnover and this has affected many shops across the UK. However, will they survive as a chain in the long term? We have our doubts, but time will tell.

16 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

The Jesus Peiro 2020 Collection The labels that everyone adores, Jesus Peiro will open Valmont Barcelona Bridal Fashion week on Tuesday 26 April but retailers who want a sneak peek are invited to a social gathering at the

uber-cool Persevence Works, Shoreditch, 24-26 March. It’s a great opportunity to meet the team and view the dresses in a casual, non-sales environment.

For an invitation to either event email marion@jesuspeiro.

A new name launching at White Gallery Freda Bennet is a new wedding dress label from the British award-winning design team Christine Wilke and Jane Hancock, who were the creative force behind both Loulou and Louise Bentley. Their contemporary boutique label will unveil at ExCel this month – 24-26th – with 38 delicious pieces, designed to flatter the modern bride. Stunning silhouettes, fab fabrics, and wonderful detailing.

Expect great things. Say the girls: “We know what is important to make a label a success and great designs are only the beginning.”

You can make an appointment now. +44 (0)7966 433341. and see the collection at White Gallery stand E31

FROM RUSSIA WITH LOVE At White Gallery you have to make time to see the extraordinary Rara Avis collection. The gowns are nothing short of divine and they are different, too. No design compromises here, with detail piled on detail and some of the very finest hand-embroidery we have seen. Check out raraavis-official.com – you will be inspired.

LBFW stand F24

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 17

w w w. e nzoa ni .co m

In my opinion There is no question that the industry as a whole will survive better in these trying times if we are open and honest with eachother and committed to working together toward a strong future says Laura Daly

R

egardless of where we are in the UK or what type of bride we target, our customers are constantly changing. Their shopping habits, their expectations, their wedding budget priorities are all evolving, all the time. And collectively, as a group of independent retailers, we need to be prepared to keep up with those changes. As long as we do, the business is still there. If not, I fear the road ahead will become bumpy and the journey more than just a little uncomfortable.

It sounds harsh, I know, but I don’t believe there has ever been a more challenging time for our industry. We need to be prepared.

Traditionally, an affluent area has been likely to cater to brides who appreciate and seek out a designer label and are prepared, or even happy, to pay for a name, while poorer areas have seen lower bridal budgets with brides more willing to take a chance on a £150 bargain on the internet.

Whilst such scenarios have not, by any means, disappeared, I believe the situation is much more complex than that today. More than ever, our customers are showing us daily how they want to shop; with their actions; with their words and, ultimately, with their feet.

If we want to protect the concept of independent retailing, then it’s up to us as a family to read the signs, get our

message out loud and clear, and start communicating and educating our prospective clients.

Before you all start shouting at me for stating the blooming obvious, ask yourself the question: “what am I actually, proactively, doing about this?” I reckon you NEED to be doing something NOW – especially if you’re one of the shops suffering with poor sales or reduced footfall. Help is out there if you look for it. From business mentors, trade associations, social media courses or simply peer-to-peer advice, there’s quite a lot of choice.

Put your feelings to one side and ask yourself the painfully brutal question – is your business still relevant and viable in today’s market? If the honest answer is yes, then get a move on and do something while you can. I won’t insult your intelligence by saying what needs to be done if the honest answer is no.

Equally important is that it’s time to consider what your suppliers are doing to support you. If they are offering sales advice, incentives, product or social media training, then grab it with both hands. If they are not, then think about what else they can do and suggest it. They want you to be selling their dresses and it’s in their interest to help you. More communication from both sides can only be a good thing.

Our suppliers must listen to the feedback from retailers; they need to

know what works and what doesn’t.

If there’s a choice as to which way they should spend their budget, you could let them know that point-of-sale material and branded hangers are lovely but don’t get brides into your shop – connecting directly with them via social media and pointing them in your direction is far more likely to do so.

Quicker lead times; assistance with spreading big bills; unquestioning help if something is faulty, and decent margins – these are things we need in order to remain solvent and competitive. Mention them. There are some very proactive and helpful suppliers out there. Work with the ones willing to support you.

For far too long, there was no constructive communication between wholesalers and retailers. Thankfully, things are changing. The only UK suppliers’ association, the BBSA, is now in ongoing talks with the RBA and has agreed that it’s in everyone’s interest to work more closely and openly together.

Although it’s in its infancy, there is work afoot to create a campaign to drive business to independent retailers.

This may require a few old hatchets to be buried but I sincerely hope good progress can be made.

There will always be a place for independent bridal retailing, but we need to work together in order to protect our market share. In these challenging times, take the challenge!

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 19

Rome Bridal Week March 23rd – 25th Booth 63 London Bridal Week March 24th – 26th Booth B25 Barcelona Bridal Week April 26th – 28th Booth A134, Hall 2 Interbride Düsseldorf May 4th - 6th

Letter from America Peter Grimes, the voice of the industry in the US and publisher of trade bible VOWS magazine, analyses the latest news about the re-emergence of David’s Bridal

T

he news on most salon owners’ minds Stateside is that of David’s Bridal emerging from bankruptcy with a reduced debt load, and with a specific plan it believes will return the 300+ chain-store operation to longterm profitability.

The move, which has been receiving a great deal of press due in large part to David’s Bridal’s rapid entry and exit from bankruptcy without the apparent forced closure

of stores, is being closely watched by brands and retailers regardless of market niche or location.

(Background: David’s Bridal filed for bankruptcy protection in late November of last year having defaulted on significant interest payments, and exited by mid-January after creditors agreed to reduce its debt to $343 million from a then current debt of $777 million.)

Apparently, David’s Bridal’s has come to that very conclusion as well and now realises (and may partially understand) that in order to succeed, it must act like you do – as a specialist bridal salon.

The David’s Bridal plan In case you missed or haven’t already been sucked in by David’s Bridal aggressive, months-long consumer media PR campaign, its CEO, Scott Key, has been quoted as stating that Most retailers are nervous the following steps are included in its And understandably so, anticipating turn-around plan: a potentially financially stronger – Improve its digital customer service competitor. But while that may be to include Blueprint Registry tool probable, a few of us see it a bit – Aggressively price its best-selling differently: dresses, and promote and discount its David’s Bridal’s much ballyhooed bridesmaids’ dresses plan of steps and services is actually a – Operate exclusive in-store events confirmation that independent bridal with designers salons, with their highly-personalised – Expand its plus-size offering and service; their specialised boutique options… experience; their unparalleled product And the step I found most knowledge, and their deep ties to the compelling: community, offer exactly what today’s – Offering one-on-one consulting for brides want, expect and need. brides, which it promotes as ‘free’.

22 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

Specific comments from Key about its approach, as quoted in the 1 February article in USA Today: “That said, I believe we have a significant opportunity to improve the customer experience in our stores and have been working to do so, with early steps being the introduction of a one-to-one service model,” said Key. “In the past, in a busy, peak period ... brides-to-be might find themselves in a situation where they’re sharing the attention of the associate [consultant] with another bride. And that was a dissatisfier for our customers.

Now brides have the attention of a dedicated bridal stylist.”

When asked if that meant a shifting or hiring personnel, he said: “We actually reworked things. We created the bridal stylist, which is the most experienced of the staff we have in stores, and then what we call a dress specialist, who handles the bridesmaids and special-occasion side of the business.”

Sound familiar? This personalised attention may be a revelation to

and staffing costs and significantly investing in its online platforms whilst maintaining its existing store numbers? That question may take some time to answer.

In the meantime, what does this mean to independent local bridal boutiques, whether Stateside or UKbased...even those not in the shadow of a David’s Bridal, nor at its price points?

Simply stated: You must continually strive to improve, to further raise that bar at which David’s Bridal’s must compete; to be even better at who you are and what you do; to be at the least tech savvy, and to reinforce your importance and commitment to your local community.

David’s Bridal’s positive spin on its trials and struggles will continue to play out in the media for some time, potentially influencing all brides and infecting them with a nagging doubt as to all of bridal’s legitimacy.

Might this suceed?

Our work does not get any easier…

So, will David’s Bridal regain its footing but our raison d’etre has been clearly and expand its market share by confirmed. cutting prices, increasing overhead David’s Bridal, but it’s nothing new to independent bridal salons, in which hands-on customised service has always been at the core of your business model and success.

In that same USA Today article – and echoed in other interviews – Key provided this comment identifying a longer-term strategy: “If you look at market share today, the reality is that the majority of the units and the sales happen in physical retail locations. But as is true of every other category of retail that will change over time,” he said.

“We see that first pivot happening in the bridesmaids’ category, but over time that will shift into the gown, too.

So we are very focused on improving our digital customer experience and have a project going on that front.

“Think of online as the future and stores as the present. “

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

LOW5_Cover idea Allure 5aa NEW COLOURS.indd 1

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

LOW31_Cover Enzoani ideas 1aa.indd 1

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

LOW14_Cover Ellis 6aa JP.indd 1

STUNNING WEDDINGS

REAL COUPLES, REAL BUDGETS, REAL IDEAS

WIN TICKETS TO THE NATIONAL WEDDING SHOW!

Theme ideas for 2017

NEW WAYS TO DO VINTAGE, BRIGHTS & MUCH MORE, P101

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

01/07/2016 15:12

ISSUE 38

• AUGUST 2018

TISSUES AT THE READY FOR OUR BEAUTIFUL REAL WEDDING STORIES

Travel special

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

Blue by Enzoani WHY WE THINK THIS IS THE BEST COLLECTION YET!

OVER 100 GORGEOUS WEDDING GOWNS

Flower power!

WHICH BLOOMS WILL WORK BEST IN YOUR BOUQUET?

WIN YOUR WEDDING RINGS, FROM PURELY DIAMONDS! P71

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

Fashion special THE DESIGNERS AND DRESSES YOU HAVE TO SEE

DIY WEDDING FLOWERS HOW TO CREATE PRETTY PAPER BLOOMS

We love curves!

GORGEOUS GOWNS FOR FULL-FIGURED BRIDES

LOW33_Cover Elbeth ideas 3aa.indd 1

LOVEOURWEDDINGMAG.COM

GOLDEN GIRL ACCESSORIES FIT FOR A QUEEN

01/07/2018 12:19

SEE THE CHIC NEW DESIGNS

03/11/2015 14:22

SHOES, STATIONERY AND THEME IDEAS

WIN AMAZING PRIZES WORTH £7,000!

INSPIRATIONAL BRIDESMAID TRENDS ALL THE TOP LOOKS THAT YOUR GIRLS WILL LOVE

Wilderly Bride WE VIEW THE STUNNING SPRING COLLECTION FROM ALLURE BRIDALS

NEW BRIDAL GOWNS FOR 2018

PUMP UP THE JAMS! HOT WEDDING SONGS FOR YOUR PLAYLIST

REAL-LIFE WEDDINGS

EXPERT ADVICE FROM A REAL-LIFE WEDDING PLANNER

100+ DREAM S DRESSE YOU AND FOR YOUR GIRLS

Suits you!

Elbeth Gillis FEARLESS, FEMININE GOWNS FOR 2018

WIN A WEDDING DRESS WORTH £1,500!

LET’S GO OUTSIDE! BEAUTIFUL OUTDOOR WEDDING INSPIRATION

05/02/2018 11:47

LOW34_Cover Modeca ideas 2aa.indd 1

AMAZING ACCESSORIES DELICATE DETAILS TO FINISH YOUR LOOK

FOUR INSPIRING BIG-DAY STORIES

Seasonal maids

PRETTY BRIDESMAID DRESSES FROM SPRING TO WINTER

LOW7_Coveridea Allure 6aa JP.indd 1

SAVING TIPS

HOW TO GET YOUR PERFECT DAY FOR LESS, P77

29/11/2015 17:08

16 PAGES OF AMAZING REAL-LIFE CELEBRATIONS

Beautiful bride LOOK DREAMY IN YOUR DRESS WITH OUR TOP TIPS

Fabulous favours WEDDING FAVOUR IDEAS YOUR GUESTS WILL LOVE

STEP UP BRIDAL SHOES FOR EVERY BUDGET P50

SLIMMING WORLD RECIPES

FOR THE FESTIVE SEASON

LOVE YOUR SHAPE! GOWNS THAT MAKE THE MOST OF YOUR FIGURE

LOW30_Cover Chloe ideas 1aa.indd 1

Chloe Bridals

FRESH DESIGNS FROM CANADA’S HOTTEST BRIDAL BRAND

07/11/2017 11:16

LOVEOURWEDDINGMAG.COM

Real

Stories

PLANNING PERFECTION!

SLIMMING INSPIRATION & A RECIPE TO TRY AT HOME

Party picks

FIVE FABULOUS BIG DAYS PACKED WITH IDEAS

Modeca 2019 THE NEWEST HOT BRIDAL STYLES FROM EUROPE

Love your shape!

FLOWER POWER OUR FAVOURITE FLORAL DETAILS FOR SPRING

FOOLPROOF TIPS TO ENSURE YOUR DAY RUNS SMOOTHLY

OUTFITS FOR MUMS, MAIDS & YOUR GROOM

HONEYMOONS & WEDDINGS ABROAD OUR PICK OF THE BEST LOCATIONS OVERSEAS

AMAZING PRIZES WORTH OVER £8K!

ALLURE BRIDALS

WHY THE CHIC NEW COUTURE COLLECTION IS A MUST SEE

w

WIN YOUR DRESS, MINIMOON, DETAILS & MUCH MORE, P126

LOW16_Cover Allure 2aa JP.indd 1

05/09/2016 18:41

LOVEOURWEDDINGMAG.COM

LOVEOURWEDDINGMAG.COM

ISSUE 35

BRIDAL GOWNS TO SUIT EVERY BODY TYPE

YOUR DREAM DAY FOR LESS! MONEY-SAVING TIPS THAT EVERY BRIDE NEEDS

22/12/2017 10:26

LIVE, LAUGH, LOVE & GET MARRIED!

ISSUE 16 • OCTOBER 2016

• APRIL 2018

Stress-free planning

MENSWEAR TRENDS FOR THE NEW SEASON

Last-minute weddings

LOW32_Cover Allure ideas 3aa.indd 1

A HANDY GUIDE TO MARRYING OVERSEAS

WHY WE ADORE THEIR CHIC NEW COLLECTIONS

LOVEOURWEDDINGMAG.COM

ISSUE 34

Dress up!

‘I do’ abroad

SEE THIS YEAR’S CATWALK TRENDS

Allure Bridals

Follow us on social media, too!

• FEBRUARY 2018

Dreamy details

• SEPTEMBER 2018

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

Allure Bridals

FALL HEAD OVER HEELS FOR THE NEW ROMANCE COLLECTION

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

‘I do’ overseas

TOP PLANNING TIPS FOR THE PERFECT WEDDING ABROAD

SHAPED TO PERFECTION STUNNING GOWNS FOR PLUS-SIZES

06/03/2018 11:11

@LoveOurWedMa g 283 LoveOurW edding She’s in Save in style fashion! get loveourwLet’s ed married! dingmag Trends for 2019 LoveOurWedMa g

CURVY COUTURE STUNNING PLUS-SIZE STYLES TO WOW YOUR GROOM

Seasonal sisters!

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...

SHOES, DECOR, JEWELLERY, STATIONERY & MUCH MORE

LOW39_Cover Mon Cheri ideas 3aa JP.indd 1

04/08/2018 19:57

• NOVEMBER 2018

WAYS TO IMPRESS

INSTAGRAM-WORTHY DETAILS PLUS 40 DREAMY DRESSES FOR 2019

Maid to measure

GOWNS TO ENSURE YOUR GIRLS LOOK (ALMOST!) AS GOOD AS YOU...

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

TICK OFF YOUR WISH LIST WITH THESE DREAMY DRESSES FOR 2019

PASTEL PERFECTION LAVENDER, BLUSH & MORE PRETTY SHADES FOR YOUR MAIDS

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

LOVEOURWEDDINGMAG.COM

ISSUE 41

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

HOW TO TRIM BACK THE GUEST LIST, P103

GET A DECADENT LOOK WITHOUT THE HUGE BUDGET, P95

SHIMMER & SHINE!

TO DREAMY DETAILSTHE GIVE YOUR DAY WOW FACTOR

REAL STORIES: FROM WHEN HE POPPED THE QUESTION, TO THE DAY THEY SAID ‘I DO’

Casablanca Collections

Allure Bridals

WHICH COLLECTION DO YOU LOVE THE MOST?

LOW40_Cover ideas 3aa JP.indd 1

LOW38_Cover Enzoani ideas 2aa.indd 1

GORGEOUS GROOMS GREAT IDEAS FOR YOUR MODERN MAN

RUTH MILLIAM

LOVEOURWEDDINGMAG.COM

ISSUE 30 DECEMBER 2017

Wowfactor weddings

LOVEOURWEDDINGMAG.COM

ISSUE 39

Finding the one

SAY ‘I DO’ IN ONE OF THESE IDYLLIC PLACES

USE OUR EXPERT TIPS TO CREATE A PRETTY WEDDING LOOK, P44

• MARCH 2018

LOVEOURWEDDINGMAG.COM

Love at first sight

AMAZING VENUES! Beauty ideas

LOVEOURWEDDINGMAG.COM

ISSUE SEVEN • JANUARY 2016

SHE’S IN FASHION

LOVEOURWEDDINGMAG.COM

ISSUE 33

HOW TO PLAN YOUR BIG DAY IN SIX MONTHS

30/07/2017 17:41

LOVEOURWEDDINGMAG.COM

THE BEST IDEAS FOR UK BRIDES!

LOVEOURWEDDINGMAG.COM

ISSUE 32

• JANUARY 2018

18 PAGES OF IDEAS AND INSPIRATION

YOUR DREAM WEDDING DAY

HOW TO PLAN THE PERFECT PARTY WITHOUT BLOWING THE BUDGET

STUNNING REAL-LIFE WEDDINGS &

WE REVEAL OUR PICK OF THE BEST WEDDING GOWNS

ALLURE BRIDALS TAKE A SNEAK PEEK AT THE NEW COUTURE COLLECTION

LOVEOURWEDDINGMAG.COM

Real-life weddings

LOVEOURWEDDINGMAG.COM

ISSUE SIX • DECEMBER 2015

ISSUE 14 • AUGUST 2016

Real Wedding Special LOW13_Coveridea Benjamin Roberts 8aa final.indd 1

ISSUE 31

Curvy couture

HOT NEW HAIRSTYLES

LOVEOURWEDDINGMAG.COM

LOVEOURWEDDINGMAG.COM

Dress to impress

TOP TRENDS, FASHION &

details

HOW TO CREATE THE WEDDING OF YOUR DREAMS

ISSUE 13 • JULY 2016

Perfect planning

LOVEOURWEDDINGMAG.COM

ISSUE FIVE • NOVEMBER 2015

LOW4_Cover So Sassi final.indd 1

LOVEOURWEDDINGMAG.COM

ISSUE 12 • JUNE 2016

LOV E OUR

LOVEOURWEDDINGMAG.COM

LOVEOURWEDDINGMAG.COM

ISSUE THREE • SEPTEMBER 2015

DRESSES FOR EVERY SEASON

FEAST YOUR EYES ON THE GORGEOUS NEW DESIGNS

GROOMED TO PERFECTION! IDEAS FOR YOUR MAN, STRAIGHT FROM THE CATWALK

HEAVENLY HONEYMOONS THE BEST LOCATIONS FOR YOUR RADAR

LOVEOURWEDDINGMAG.COM

ISSUE 42

• DECEMBER 2018

It must be love!

OUR GUIDE TO A HAPPY MARRIAGE PLUS THREE LOVELY REAL WEDDINGS

ISSUE 43

223

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

LOVEOURWEDDINGMAG.COM

• JANUARY 2019

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

“IT WAS JUST PERFECT!” TISSUES AT THE READY FOR THREE WONDERFUL REAL WEDDING STORIES

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

Soul sisters TREAT YOUR BRIDESMAIDS TO AN EXTRA SPECIAL GOWN

LOW42_Cover ideas 2aa JP.indd 1

FASHION FORWARD STYLES FOR 2019 BREAK TRADITION WITH A COOL BRIDAL LOOK

04/11/2018 19:33

LOW43_Cover ideas 1aa JP.indd 1

THEMES FOR 2019 HOW TO TAP INTO THE LATEST WEDDING TRENDS

LET’S GET THIS PARTY STARTED! GORGEOUS BIGDAY DRESSES FOR YOU AND THE GIRLS

Hen heaven

A GUIDE TO PLANNING THE PERFECT PARTY

WORK YOUR CURVES PLUS-SIZE STYLES YOU’RE GOING TO LOVE, P29

02/12/2018 19:00

02/09/2018 17:16

LOW41_Cover Casablanca ideas 3aa JP.indd 1

07/10/2018 20:39

M A R C H / A P R I L 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 at ÂŁ849 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 Okay, so this is becoming a regular by demand. Each issue we’ll be contacting retailers to see what is doing best for them. If you’d like to take part, let us know...

This issue we’re south-focused CONFETTI & LACE Lakeside Shopping Centre, Thurrock The one: Morilee, Maribella Silhouette: A-line with crystalbeaded sheer back and waistline.

Fabric: Ivory Marcella satin Size matters: 14 RRP: £1,492 +44 (0)1708 890353 confettiandlace.com

CREATIQUES Southsea, Hampshire The one: Mark Lesley 7227 Silhouette: Body-skimming sheath customised with lace appliqués Fabric: Ivory/nude crepe Size matters: 10 RRP: £1,320 +44 (0)2392 826622 Creatiques.co.uk

26 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

EMMA HARTLEY

KAREN FORTE ELLIE SANDERSON CONFETTI & LACE FROSS WEDDING COLLECTIONS CREATIQUES

ELLIE SANDERSON Beaconsfield, Buckinghamshire The one: Suzanne Neville, Orianna Silhouette: Fit and Flare with offthe-shoulder detail Fabric: Ivory crepe Size matters: 14 RRP: £2,495 +44 (0)1494 674440 elliesanderson. co.uk

EMMA HARTLEY Colne, Lancashire The one: Enzoani Beautful, BT19 Silhouette: Strapless ballgown with ruffled skirt Fabric: Embroidered Chantilly lace and tulle Size matters: 10 RRP: £1,160 +44 (0)1282 859000 emmahartley. co.uk

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 27

FROSS WEDDING COLLECTIONS Uckfield, East Sussex The one: Stella York 6758 Silhouette: A-line Fabric: Ivory mikado Size matters: 14 RRP: £1,395 +44 (0)1825 763380 frossweddingcollections.co.uk

KAREN FORTE Bassingbourn, Cambridgeshire The one: Pronovias, Drail Silhouette: Mermaid, with optional detachable cape Fabric: Off-white crepe Size matters: 14 RRP: £1,560 dress only, £2,160 with cape +44 (0)1763 242790 karenforte.com

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

28 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

EUROPEAN TRADE SHOWS 10th-11th March 2019 - DUBLIN, IRELAND 30th March -1st April 2019 - ESSEN, GERMANY

18th March 2019 - CAMBRIDGE, UK 5th - 8th April 2019 - MILAN, ITALY

26th - 28th April 2019 - BARCELONA, SPAIN

WEDDINGS@MON-CHERI.CO.UK

W W W. M O N - C H E R I . C O . U K

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

BRE XIT A N D THE WE DDI N G INDUST RY The UK is due to leave the EU on 29 March and Brexit will undoubtedly have an impact on people’s spending habits. What this impact is remains to be seen, but we all do crazy things for love, right? Arguably, the one certainty is that people will still want to get married... says Michael Cahill

P

ost Brexit or no Brexit, those in the industry need to consider many things including whether the number of people getting married will change. Will the average spend change? What impact will Brexit have on their ability to provide their service to customers? For some this may bring opportunities and for others it may present a significant threat to their business.

Interestingly, the Office for National Statistics recently reported the graph on the opposite page as a representation of their own findings on how Brexit will affect growth in the wider UK Economy.

32 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

The lack of clarity around the UK’s exit from the EU means that predicting the future is extremely difficult and planning for the different scenarios is challenging. What we can say, however, is that the general view of the future post Brexit is one where the UK economy will contract for the next few years to come.

Some key areas for those in the wedding industry to consider include: 1 Exchange rates are at an historic low level and are likely, but not definitely, to remain at these levels. If exchange rates fall further, the cost of getting married abroad will be more expensive

and UK-based weddings will be more cost competitive.

2 If exchange rates fall, the cost of importing goods from abroad will become more expensive.

3 Restricted movement of individuals could mean that some businesses, including those involved in design and hospitality, could have a lack of available workers or face an increased cost, which may need to be passed on.

4 Time delays on imports of goods could occur due to stronger border controls.

Destination Weddings – should I stay or should I go?

One of the biggest and most notable immediate effects of Brexit is likely to be the fluctuation of the exchange rate. When the vote was announced that Britain had decided to leave the European Union, the pound dropped steeply against other major currencies including the Euro and the US Dollar. If this is repeated, or the pound remains at historically low rates, it could have an effect on whether couples choose to stay in the UK for their wedding or head off to sunnier climes to tie the knot and celebrate.

Destination weddings have been on the increase despite the falling strength of the pound making them more expensive. But if Brexit tightens the purse strings of the British public further, more couples may decide to stay at home and get married in the UK – either because their own budget is restricted, or perhaps it is more difficult for their friends and family to be able to afford to join them for their big day.

It is now believed that in addition to the 300,000 British couples who marry on their home ground, a further 100,000 – one in four British couples – may just decide to stay put rather than venture further afield.

In the majority of situations there will be winners and losers. Whilst the weak sterling may mean UK couples lose out as the cost of going abroad is more expensive, it could mean that foreign nationals are more attracted to coming to the UK for their wedding, particularly as the UK is seen as a place with great

if indirectly, will affect the hospitality industry due to an increase in the cost of products being used, mainly food A possible positive: An increasing demand from overseas couples looking and drink. It is believed that, depending to come to the UK to get married would on the type of Brexit that takes place, food prices will rise between six and give a welcome boost to the industry. ten percent meaning a large increase not only on a consumer’s weekly shop Suppliers – will we still get value but also on costs in the hospitality for money? industry.

In addition to exchange rate movements affecting how couples A possible positive: This does, however, spend their money, business owners may see an impact on the cost of items create an opportunity for UK food and from suppliers, which may, in turn, need drink suppliers to grow their market share as the prices of their products to be passed on to the end customer.

Two key areas to consider are the costs could be much more competitive in the market place. A prime example of of goods imported and the availability this could be an and cost of increase in the labour from the In 2017, 53% of UK imports cost for imported EU. As a whole, came from the EU, compared items such as Champagne, a greater to 44% of EU exports going to resulting in an percentage of the goods the EU. Even small changes opportunity for alternative imported by the UK come to this will have an effect... products, such as English sparkling from the EU. wine, to be given greater consideration The parliament.UK website states that as an option. in 2017, 53% of all UK imports came from the EU, compared to 44% of all UK exports going to the EU. Even small Affects on the hospitality sector The hospitality industry also employs changes in the costs of imports will, a large number of foreign nationals therefore, have an effect on the UK and one of the potential outcomes of economy.

Brexit is that overseas workers will be Two of the larger wedding areas likely to be impacted are the hospitality discouraged from moving to the UK and there will be a smaller pool of people and fashion industries. Imports, even heritage and tradition.

Free trade agreement

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 33

BREXIT, BRITAIN AND BRIDES Deal or no deal? Calm, collected and anticipating change ensures your business is a Cool Britannia

employees becoming harder it could from which to recruit. The dynamics mean that these expert and creative of supply and demand will mean that workers are discouraged from coming where demand is high and the supply to the UK for work and choose to remain is low, staff are likely to demand higher overseas. A shrinking pool of talent wages. Higher wages and additional costs, such as the cost of VISAs, can all entering the UK to work in the fashion industry is likely to result in an increase add to the costs for an employer. in the cost of employment and a trading With margins being squeezed for all environment in which UK fashion businesses during an already difficult houses will need to meet the challenge financial climate, this is likely to mean in order to remain competitive. that the additional costs cannot be absorbed and A real positive: inevitably, it Any business importing Bridal, of course, may need to be goods need to know what is very different passed on to the couple to be impact Brexit will have on to general mainstream married. their business and plan fashion and has the advantage A possible positive: accordingly of fulfilling a There could be more job opportunities – and part-time cherished dream. Brides in search of options – for UK residents. With training bargain prices will, undoubtedly, still schemes put in place new and valuable be sure to find them, and those looking for high quality and designer-driven talents could emerge. labels will continue to be woo’ed by the retailers who deliver on their promises The dress One of the biggest costs after the venue of service. And, with an increase in the for most couples is, of course, the dress. number of UK bridal brands choosing The British fashion industry as a whole, to manufacture, or part manufacture, here in the UK, those brands will find employs a large number of foreign themselves in a better position to workers within the UK – currently, it is control costs, quality and lead times. believed, more than 10,000, a number of which are highly skilled.

Longer lead times?

At any time, the best talent can be In the modern day where the world hard to find and with the movement of

34 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

is much ‘smaller’, overseas suppliers for anything from a ring cushion to bridesmaids’ dresses are more frequently used. Whilst – especially with lower-priced items – the cost increase may not be as noticeable, changes to importing arrangements and increased border checks could result in longer delivery lead times than before Brexit.

Any company importing goods needs to understand what impact this will have on their business and plan accordingly.

A possible positive: Forward-planning is vital. Once a retailer establishes new schedules that specify achievable order-to-delivery timings, they can avoid sudden delays and letting customers down. The greatest positive, however, could be an increase in quality products from domestic suppliers.

Conclusion Forecasting for the future is extremely difficult, after 29 March 2019. There are many possibilities, which include a deal with Brexit, a ‘no deal’ Brexit, or even the distant possibility of no Brexit – and all could have wide-ranging effects on exchange rates and the movement of goods and people.

The future is very uncertain at present, but there is one thing for sure: hundreds of thousands of people will continue to marry each year. The more we can do to inspire confidence and a sense of calm that all those Big Days will go without a hitch, the better.

EUROPEAN TRADE SHOWS 10th-11th March 2019 - DUBLIN, IRELAND 30th March -1st April 2019 - ESSEN, GERMANY

17th March 2019 - CAMBRIDGE, UK 5th - 8th April 2019 - MILAN, ITALY

26th - 28th April 2019 - BARCELONA, SPAIN

WEDDINGS@MON-CHERI.CO.UK

W W W. M O N - C H E R I . C O . U K

Platform Shoes This is the way to strut your stuff. These foot-stoppers will be your fashion sole mates, and your customers will love you for the introduction

THE P ERFEC T BRIDA L COMPA NY Style: Zoey Materials and trim: Lace and satin Whether dyeable: No Special features: Detachable chiffon flower trim RRP: £94 Sizes range: 36-42 T: +44 (0)1455 823814 E: sales@theperfectbridalcompany.com W: theperfectbridalcompany.com

C HA R LOT T E M IL L S Style: Chloe Rose Materials and trim: Nude leather and ivory metallic leather Whether dyeable: No Special features: Sixpence in the insock RRP: £250 Sizes range: 35-41 T: +44 (0)1457879900 E: info@charlottemillsbridal.com W: charlottemillsbridal.com

36 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

E M M Y LO NDO N Style: Victoria Materials and trim: Ivory fine nap suede and metallic silver leather Whether dyeable: Yes Special features: Paying sparkling homage to the Art Deco era, using mirror glass and silver sequins for striking geometric embellishments RRP: £795 Sizes range: 36-42 T: +44 (0)20 7704 0012 E: enquiries@emmylondon.com W: emmylondon.com

PA R A DOX Style: Hallun Materials and trim: Ivory satin Whether dyeable: No Special features: Diamanté and pearl hot-fix embellished RRP: £79 Sizes range: 35-41 T: +44 (0)20 8885 8000 E: Sales@paradoxlondon.com W: paradoxlondon.com

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 37

R A INB OW C LUB Style: Amber Materials and trim: Ivory satin Whether dyeable: Yes Special features: Open-toe court with 3” heel RRP: £79 Sizes range: 35-41 T: +44 (0)1392 207030 E: shoes@rainbowclub.co.uk W: rainbowclub.co.uk

FR E YA ROSE Style: Stardust Materials and trim: Metallic silver upper with mother of pearl heel inlaid with sterling silver stars Whether dyeable: No Special features: Genuine mother of pearl, the Freya Rose signature RRP: £575 Sizes range: 36-41 T: +44 (0)845 371 4466 E: info@freyarose.com W: freyarose.com

38 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

w w w. e nzoa ni.co m

Alan Hannah

Exclusive previews EXQUISITE DESIGNS

Enchanting catwalks EXCEPTIONAL QUALITY 1 2 - 1 4 M AY 2 0 1 9

NEC BIRMINGHAM    U K B R I D A LW E E K . C O . U K

M E D I A PA R T N E R S F I N D YOUR

LOV E OUR

DREAM DRESS

BRIDAL VOGUE Strike a pose there’s nothing to it...daring, different and dramatic. Incredible new designs on show

VB BF W – T E N REAS O NS TO V I S I T The newly-named Valmont Barcelona Bridal Fashion Week – 23-26 April – promises some stunning new features as well, of course, as the most spectacular catwalk shows.

Here are ten reasons why you should be there...

1 The talent More than 400 brands – 70% of them international ones from 34 countries – will make VBBFW a great global pole of attraction.Present will be all kinds of professionals (influencers, journalists, bloggers, designers, creators and entrepreneurs) interested in finding out more about the latest trends from the most important labels in the world, as well as young talents who bring freshness, innovation and commitment to

change with their designs. All that, plus exhibitions, workshops and side events held in the most iconic places in the city.

2 On stage Thirty-five of the most prestigious brands in the world will appear on the catwalk at VBBFW. And not only domestic ones like Pronovias, Rosa Clará, Jesús Peiró, YolanCris, Isabel Sanchis and Sophie et Voilà, but also others, such as Cymbeline, Marylise, Carlo Pignatelli, Maggie Sottero, Flora, Mori Lee and, this year, US firm Marchesa, which will feature at a spectacular parade on Barcelona Bridal Night, as Reem Acra, Ángel Sánchez and Naeem Khan have done in the past.

3 Representing every sector This is not just about the best in bridal and men’s formalwear; cocktail and evening wear, party and communion dresses – a world of fashion-led accessories come together at VBBFW. And there are multiple tiers

42 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

of product, covering different tastes, and varying budgets, from high-end luxury to the more easily accessible.

4 The buyers VBBFW’s ‘Hosted Buyers’ programme is part of the organiser’s international strategy, to bring important retailers from across the world to the fair.

Buyers like Mark Ingram, Rebecca La Sposa, Penelope Spose, Kleinfeld Bridal, Sak’s Fifth Avenue, Bergdof Goodman and many others, were among the total of more than 20,000 visitors in 2018. This year retailers from more than 50 countries have confirmed their attendance and an increase of ten percent is expected over the last edition.

5 An international bridal centre The significant presence of international firms turns Barcelona into the sector’s global platform.

Exhibitors come mainly from the UK, USA, Italy, Holland, Germany, Turkey, France, Portugal, Belgium, Poland, Lebanon, Israel and Ukraine.

A VISUAL BONANZA A spectacular surprise for the senses, VBBFW takes the term ‘show time’ to a whole new level

6 Innovation VBBFW is a springboard for innovation, where the latest trends and collections for the following season are showcased one year in advance. It enables professionals to gauge the pulse of the sector; a particularly dynamic and changing one in that it involves fashion.

distinctive image is core to the fair’s personality; this year’s theme is Conquer the Extraordinary and the decor is a reflection of that inspirational concept. Every little detail is master-minded in such a way that brands can display their collections on the very best stage.

course of Barcelona, a city destined to become the bridal capital of the world; it fully deserves to be visited by both professionals and fashion lovers during its remarkable and memorable Bridal Fashion Week.

10 The city Barcelona, the home of daring design, forward-thinking fashion and the 9 Tradition adventurous avant-garde, is one of Spanish bridal fashion has its own 7 Knowledge dissemination centre the traveller’s top choices of urban identity and relevance due in no The fair is also a centre for destinations. small way to its design expertise and disseminating knowledge and Renowned for its shops, its inventiveness, coupled with its quality market trends. Each year the gastronomy, its bustling street life production. organisers analyse economic data and its packed cultural schedule, The Catalonia region has a and consumption models, as they Barcelona is magical. The Sagrada long-standing pedigree in textile did in 2018, when the future of bridal production – an industry that became Familia cathedral; the Gothic quarter; commerce and the digital challenge the works of Gaudí and the great faced by fashion stores were debated. established in the 19th century and museums (such as the National developed in the 20th. The wedding This year an update of the study Museum of Art of Catalonia and dress is the result of the expertise of Millennial Brides, born in the 1980s, the Picasso Museum) are just a few Marrying Today published in 2016, will the craftsmen who worked in familyexamples of its magical and inimitable be presented with the key data on the run workshops, many of which still attractions. exist, contributing their knowledge, bridal market sector and trends and attention, respect and care to the potential development flows. creation of a piece that still embodies For information about Valmont Barcelona Bridal Fashion Week, visit all these qualities.

8 It’s spectacular History and tradition thus mark the barcelonabridalweek.com Each year an impeccable and M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 43

Is your website working for you?

Myrna Myrna Plaisir Daramy is the advisor who shops across the US listen to. We asked her for her five key tips on what every bride expects to see today on a retailer’s website

I

n today’s modern world, it’s almost impossible to run a successful business without having a website.

Over the past 12 years of working in the bridal industry, I have partnered with over 150 salons and assisted them with the development of their online presence.

It’s amazing to see how much things have changed since 2007 and how the needs of consumers have shifted. Today’s tech-savvy bride has totally embraced #allthingstech to the point that technology has become a major factor in how she makes decisions throughout her wedding planning process. In fact, in 2018, 83%

By the time they enter your store, of planning was done online. they have already spent countless Finding THE perfect dress used to hours comparison shopping. As a be a mystical journey where bridal result, the relationship between you salon owners were the gatekeepers and your prospective brides begins to all the essential information well before they enter your store. It needed to make a purchase. But starts online. today, brides are provided with Although each store has been information overload along with too unique in their messaging and many resources at just the tap of a aesthetic, and technology has finger when it comes to the wedding drastically evolved planning over the years, process The relationship between you I’ve been able to as well as bridal gown and your brides begins well determine five major elements essential shopping. before they enter your store. in converting There is no surprise It begins when they first go prospective brides into customers. that today’s online.. and discover you Brides expect the tech-savvy following from your brides do website: their online research way before they decide to 1 A seamless mobile experience make an appointment with a bridal According to the XO Group, more than salon. They have already browsed 90% of couples use smartphones for through dozens of websites with wedding planning activities and the wedding dress images as well as educated themselves about shopping most popular smartphone wedding planning activity is browsing wedding tips and the buying process.

44 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

questions) page on their websites, from the designers you carry; just having a logo from each followed by a which accomplishes three major objectives: firstly, a quick reference for couple of images will do the trick. brides to learn more about your salon; Unless you have designated staff secondly, a way to leverage search who can update these images on a engine optimisation (SEO); thirdly, regular basis as soon as new season I also suggest that salons include collection images are available, this information about the team – you and could be a gruelling task, which your staff – on their websites as this may take up a lot of energy without gives prospective brides an idea of warranting any results. (Take it from who they may be working with during me who used to update over 20 their appointments. salons’ image galleries every bridal market season!)

5 The next steps Millennials and Generation Z The purpose of your website is to brides are very connected to brands, convert prospective customers into so placing logos on your website actual customers. So providing them to showcase who you carry is a with clear CTAs (Calls to Action) and great way to provide this valuable easy-to-follow information steps that inform without too them of what they much effort on Now that the web is need to do in order your part.

2 Beautiful imagery of your store to come to your Brides want to see images of your saturated with weddingstore is key.

4 What to beautiful salon and the actual dress photography, there If your salon expect when gowns you have displayed. Chances they come in are, they have already seen the really isn’t as much a need works by appointments, designer stock images from browsing There has for your website to consist of including an through other wedding websites and been a major shift in the way social media by the time they are hundreds of stock images appointment request form bridal salons searching for where to go in order to or allowing promote their purchase a gown. for them to businesses; Visual imagery that displays your make their own appointments will ten years ago, they used to rely showroom, fitting areas, and special streamline the process and move heavily on their designer partners to moments in your store will allow them along your sales cycle. Including support them through editorial, ads, prospective customers to get a feel and trunk show promotions. Because information about what is expected for what’s in store when they visit.

After all, your main objective is to sell information was limited and resources of them during their appointment the experience brides will have when were scarce, brides didn’t know what is also helpful. Whether you use an to expect and seemed to learn as they automated scheduling system or you they purchase from you. have an appointment request form went through the process. for them to fill out, or you want them Fast forward ten years, and brides 3 The designer collections that you to call your salon so that you can are equipped with all the details carry in your store regarding how gown shopping works screen them, you need to provide that Back in the day when information direction clearly. and they are overwhelmed by the was limited, it made perfect sense over-saturation of bridal salons and for bridal salons to have extensive The way brides plan their weddings, galleries of designer gowns carried in resources. Technology has levelled including shopping for gowns, has their collections to give brides a place the playing field and made it so that bridal salons now have to use creative changed drastically over the years. to peruse, right? But now that the Understanding what today’s brides web is saturated with wedding-dress tactics to differentiate themselves expect is essential to success. from their competitors. photography, and media outlets with I hope these points have been As a result, you need to relay the social media provide brides with the helpful and that you’re excited to get type of experience they will have most up-to-date images as soon as started implementing these updates. when they book an appointment they hit the runway, there really isn’t I sincerely believe you’ll see results in with you. I often advise my clients as much a need for your website to no time at all! Good luck... to include a FAQ (frequently asked consist of hundreds of stock images to see the latest in gowns.

What does that mean for bridal salons? It means that your website not only has to be mobile-friendly and provide website visitors with an amazing user experience, but it also needs to be easy to place a call to your shop, schedule an appointment (if applicable), and get directions with one tap.

Brides want to be able to access your information easily, so by ensuring that your website is mobileresponsive, you can feel confident that you are not losing potential customers due to a bad user experience.

Not sure if your website is mobilefriendly? Take this free mobilefriendly test at search.google.com/ test/mobile-friendly to find out now.

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 45

T H E W E D D I N G T RA DER GUIDE TO

Keeping It Simple Plain is pretty... and proving to be first choice for many brides today.

Cut, fabric and detail are what lifts the simple to the supreme

DIANE LEGRAND Style: 7539 Fabric: Soft satin Colour: Ivory or white Size range: EU 32-64 RRP: €1,299

BIANCO EVENTO Style: Tiffany Fabric: Satin Colour: Ivory Size range: 10-20 RRP: Collection between £700 and £1,200

T: + 44 (0)7931 370425 E: wellconnectedagent@gmail.com W: dianelegrandbridal.com

T: +49 30 330 060 59 10 E: contact@bianco-evento.com W: bianco-evento.com

46 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

FOX BRIDAL Style: Gilded Rose Fabric: Crepe Colour: Ivory or white Size range: US 2-24 RRP: £750

RONALD JOYCE, THE VICTORIA JANE COLLECTION Style: IDONY 18314 Fabric: Satin Colour: Oyster, ivory, white Size range: 6-30 RRP: POA

CHARLOTTE BALBIER Style: Moonstone Fabric: Lightweight crepe Colour: Ivory Size range: 4-20 RRP: £1,245

T: + 44 (0)121 733 7309 E: info@foxbridal.co.uk W: foxbridal.com.au

T: + 44 (0)1636 593483 E: enquiries@ronaldjoyce.com W: ronaldjoyce.com

T: +44 (0)333 234 6420 E: cbsales@linzijay.co.uk W: charlottebalbier.com

ALAN HANNAH Style: Rosalind Fabric: Crepe Colour: Ivory or off-white Size range: 8-22 RRP: £1,900

BELOVED BY CASABLANCA BRIDAL Style: BL283 Emma Fabric: Stretch georgette Colour: Ivory/nude/silver; white/white/ silver Size range: 8-22 RRP: £1,900

IVORY & CO Style: Primrose Fabric: Silk taffeta and silk satin Colour: Ivory Size range: US 2-24 RRP: £1,575

T: +44 (0)20 8804 1444 E: info@alanhannah.co.uk W: alanhannah.co.uk

T: +1 714 758 8888 E: marketing@casablancabridal.com W: casablancabridal.com

T: + 44 (0)1684 592030 E: info@ivoryandcotiaras.co.uk W: ivoryandcobridal.co.uk

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 47

MORILEE BLU Style: Providence 5712 Fabric: Peau de Soie Colour: Ivory or white Size range: 6-30 RRP: POA

MIAMIA Style: Ballencia Fabric: Japanese mikado Colour: Ivory or off white Size range: 8-22 RRP: £1,250

PHIL COLLINS Style: PC8903 Fabric: Crepe Colour: Ivory Size range: 6-32 RRP: £715

T: + 44 (0)1636 700889 E: info@morilee.co.uk W: morilee.co.uk

T: + 44 (0) 20 8804 1444 E: info@miamiabridal.co.uk W: miamiabridal.co.uk

T: + 44 (0)1823 672641 E: enquiries@philcollinsbridal.co.uk W: philcollinsbridal.co.uk

LADYBIRD ROYAL Style: 319107 Fabric: Duchess satin Colour: Ivory or white Size range: 6-34 RRP: £1,275

MORILEE VOYAGE Style: Paxton 6903 Fabric: Peau de Soie Colour: Ivory or white Size range: 6-30 RRP: POA

WHITE COLLECTION BY VICTORIA KAY Style: W253 Fabric: Satin Colour: Ivory, Champagne Size range: 6-38 RRP: £995

T: + 44 (0)1423 876 380 E: richard.lill@lionheartportfolio.com W: ladybird.nl

T: + 44 (0)1636 700889 E: info@morilee.co.uk W: morilee.co.uk

T: + 44 (0)1424 49165 E: glenn@vctoriakaygowns.co.uk W: whitecollection.victoriakay.co.uk

48 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

PURE BRIDAL Style: PB0020 Fabric: Satin Colour: Ivory or white Size range: 6-32 RRP: £499

TRUE BRIDE Style: ANYA W336 Fabric: Mikado Colour: Ivory Size range: 6-36 RRP: £995

SILHOUETTE Style: Bonita Fabric: Satin Colour: Ivory/light rumpink/silver or all ivory/silver Size range: 16-34 RRP: £999

T: + 44 (0)1823 674 412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

T: + 44 (0)1273 728637 E: info@truebride.co.uk W: truebride.co.uk

T: + 44 (0)1823 674 412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

LILY ROSE Style: Birch Fabric: Satin Colour: Dusky pink, ivory, or pale ivory Size range: 6-32 RRP: £975

ROMANTICA Style: Averil Fabric: Crepe Colour: Ivory Size range: 6-32 RRP: 650

SAVANNAH MILLER Style: Nancy Fabric: Stretch crepe Colour: Oyster Size range: US 0-20 RRP: Collection $1,800-$4,000

T: + 44 (0)1823 674 412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

T: + 44 (0)1823 674 412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

T: + 1 845 369 6631 E: info@savannahmiller.com W: savannahmiller.com

PLUS ONE INTERBRIDE are looking to tackle the add-on sales for those accompanying the bride

WO RT H K NOW IN G A B O UT I NT E R B R ID E WHEN: 04-06 MAY WHERE: MESSE DÜSSELDORF

The Düsseldorf show in early May will see the 2020 collections from many of the big names in the business.

We asked the organisers for a bit of detail about this wellestablished annual event How many years has Interbride been running?

The 2019 edition will be the seventh; the show was launched in 2012.

Who launched the event and what was the justification behind it?

It was created by Interbride GmbH, an initiative set up with the express purpose of creating a new environment for bridal and occasionwear manufacturers. The idea was for a premium trade fair that provided exhibitors and visitors with an all-round experience, combining

representing some 40 countries. Those are big numbers in today’s climate and will please out exhibitors.

The 2019 edition – where and when?

Interbride is staged in the ultramodern Hall 3 at the Exhibition Centre in the heart of Düsseldorf with more than 20,000 sqm of exhibition space. The show will take place: Saturday 4 May: 9.00am to 6.00pm Sunday 5 May: 9.00am to 6.00pm Monday 6 May: 9.00am to 5.00pm

quality, internationality, networking opportunities, and service and customer communication. The philosophy ‘from Is the show compex difficult to find – the industry for the industry’ is the brand som many of them are today. message.

Düsseldorf has been one of the most important cities for fashion in Germany Has the event grown much over the for almost seven decades. It is easily seven years since it joined the circuit? accessible by plane, car or public The number of exhibitors has hardly transport and the airport is just 3km varied since we first launched, as the from the exhibition centre. strategic orientation focuses on quality The city itself in centered around rather than quantity. The mere sale of an attractive old town with modern square metres is not a priority. architecture and great cultural venues In terms of visitors, we are expecting – there is something for every taste, 5,500-6,000 specialist retailers this year, including great restaurants.

50 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

How many collections will go on show at Interbride?

We are expecting more than 180 top international brands, with around 400 collections presenting the trends for the year ahead.

elimination of long searches.

The product experience is the priority at Interbride. The manufacturers present their collections in impressive ‘showrooms.’ The visitors can see dresses on stage in our catwalk shows,

How do you look after your visitors?

Visitors can register directly on the website and print out their admission ticket. Entry is free for everyone.

Throughout the show soft drinks, coffee and tea are free. There is free parking, and hotels can be booked on the show’s website at a preferential rate.

The word ‘experience’ describes the essence of the trade fair: Interbride is an experience – an experience of trends

Are there any new features this year?

In the past year, the hall concept has been completely revised. Due to this new ‘cluster’ structure, companies with the same orientation and target group are located in a single area.

The four themed clusters are: bride, bridegroom, evening and event fashion, and accessories. The visitor will benefit from a more intensive product experience, shorter distances, the

examine fabrics and their workmanship, and obtain in-depth advice. The word ‘experience’ describes the essence of the trade fair: Interbride is an experience: an experience of trends and an experience of industry diversity.

networking and professional dialogue – face to face – are prioritised at the trade fair. Specialist retailers and manufacturers are given their own platform to network effectively and efficiently. On the Saturday and Sunday evenings, there is a get-together with a DJ and food and drink.

What is the breakdown of exhibitors – how many bridal, menswear, occasion wear etc?

60 % Bride 15 % Bridegroom 15 % Evening wear 10 % Accessories For more information visit interbride.eu

Do you run seminars as part of the three-day show?

Interbride brings the industry together in its own, exclusive way. Direct M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 51

TH E PAC K H A M TO U CH Jenny Packham is one of the biggest names in fashion, with an international business that crosses all sectors. We talked to her about her bridesmaids’ collection – a collaboration with Dessy Group – that brings her magical label within reach of a huge audience 52 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

Are you involved today in every Did you always have a passion for collection that carries your name fashion, even as a young girl? and every piece that carries your I have always wanted to design and label? What aspect of design gives create beautiful pieces for special you the most pleasure? moments and I was very influenced Absolutely, I love the entire process by cinematic fashion as a child. from delving into the collection’s I like statement dressing and to inspiration to my initial sketch, play a part in someone’s history and such a special day is a real honour. To sourcing fabrics and embellishments, create a garment that makes a woman to seeing the final look in the atelier. feel elegant and To create a garment that Do you get confident, is the same thrill both my greatest makes a woman feel today as you did pleasure and when you first challenge. confident in is both my started? greatest pleasure and I most definitely When did bridal do! I work with loom large in challenge a very creative your life – was and passionate team, and together, there any special reason or event we are always looking to keep the that introduced it? collections exciting, innovative and Our first bridal collection launched breathtaking. back in 1997, after many brides had I love seeing our customers and been requesting versions of our brides wearing my designs. Elle and evening gowns in ivory.

Dakota Fanning recently wore our At the time, beautiful ballgowns powder-blue bridesmaids gowns to a were very much in vogue and our wedding in Los Angeles – they looked design aesthetic transformed the wonderful! bridal industry.

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 53

Occasionwear, bridal, accessories are all under the very beautiful JP belt… when did you move into bridesmaids?

Designing bridalwear is one of my greatest pleasures and to extend the signature Jenny Packham design aesthetic to create a beautiful, elegant bridesmaids’ collection is so exciting.

We started conversations with Dessy in 2017 and the first collection launched in 2018. Both accessible and contemporary, the synergies between the two brands made it the perfect partnership and I greatly enjoy collaborating with the Dessy team.

Do you find that today’s maids are different to those of say, ten years ago, and what constitutes those differences?

Brides’ styles have definitely changed

over the years – I love looking through the archive and seeing how the designs have evolved and how certain trends seem to come back into fashion. I think that there is now a lot more variety and that brides have become more trend-led with bridesmaids’ styles. It is becoming increasingly popular to have a larger bridal party and so brides are opting for different styles, colours and silhouettes for their bridesmaids.

mist-blue hues – perfect for a spring/ summer wedding.

Is today’s bride giving her ladiesin-waiting a free hand with picking styles and colours?

I am sure every bride is different! think it is important for bridesmaids to try lots of different silhouettes and styles until they find the one that makes them feel wonderful and that the bride loves.

Given it was your decision, and a party of five maids, would you have them perfectly matched in terms of style and colour, or mixed in a posy of different looks?

I love the idea of mixing different Any new colours for the new season? silhouettes, colours and fabrics.

This season, I love the blush pink, buttercup yellow, celadon green and What have you found are the most popular colours and silhouettes in the bridesmaids’ collection?

JP1101 in midnight blue is one of our best-selling gowns and features a lace bodice with embellished waisbelt and crepe skirt – perfect for the fashion-forward bride to choose for the attendants.

How many collections a year do you focus on for bridesmaids, and how many styles are there in each?

I design two collections a year, one each season each around eight pieces.

Jenny Packham Bridal

Apart for your design expertise, what has put you up there, top of the tree in fashion?

When we started the brand in 1988, we wanted to create something niche and to excel at it and these values remain integral to our designs today.

What comes next in the JP story….

London will always be home but we are focusing on international expansion. In January, we opened the Jenny Packham Apartment in Paris.

Located in the 8th Arrondisement, the apartment is by appointment only and offers an exclusive edit of eveningwear and bridal collections.

Last year we opened our first Chinese store in Beijing, following with Shanghai in April, and in the same month, we are closing Shanghai Fashion Week. This year will be about travel and launching more Jenny Packham flagships stores. jennypackham.com 54 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

www.morilee.co.uk

PENELOPE

THE I R WAY

Want to know what’s happening in the season ahead and what brides will be asking for?

The big names, the top designers who set the trends that others follow, tell all

MARGUERITE HANNAH OF ALAN HANNAH The silhouettes: Sculptural, body skimming and soft.

Everything is very feminine and romantic.

Key features: We are designing lots of unusual bows which will be placed strategically to give a drama and presence to the pieces.

Fabrics: Crepe, soft satin, chiffon again reflecting the romantic direction of the collection.

Colours: Pure soft ivories and cream.

Embellishments: Very delicate laces and beading. Every embellishment is designed to subtly enhance the new silhouettes and not overpower.

Your bridal design personality – in three words: Sculptural, cut, perfectionist www.alanhannah.co.uk

56 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

IAN STUART The silhouettes: Disney Princess ballgowns.

Key features: Texture, 3D embellishments, Two looks in one dress – a ceremony look and a night time look – detachable elements such as overskirts and cap sleeves. Matching veils which incorporate lace from the dress are the icing on the cake as far as sales are concerned.

Fabrics: Thai silk, tulle, metallic laces, silk satin and silk chiffon.

Colours: Powder blue, Champagne, dark ivory – definitely no white! (As venue prices rise in the summer months, we are seeing more Christmas weddings, and brides wanting to ‘theme’ their dress to suit that season.)

Embellishments: Twinkle and sparkle as opposed to full blown bling; lace motifs to cover tattoos; detachable elements .

Your bridal design personality – in three words: Memorable, unforgettable, fabulous. www.ianstuart-bride.com

SASSI HOLFORD The silhouettes: Ballgowns will feature heavily this new season.

Key features: Different textures will be big this season, giving an extra dimension to the wedding gowns.

Fabrics: They have to be fluid.

Colours: Blush and grey.

Embellishments: There will be lots of heavy embellishment on the gowns. More is more this season.

Your bridal design personality – in three words: Feminine, romantic and innovative. sassiholford.com

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 57

HALO & CO The silhouettes: Big bold and most definitely gold! The season is all about being daring and individual. Brides no longer want the traditional pearl vine, they want something fashionable that they can wear again.

Key features: Think heirloom treasures but taking the old world tiara and revamping into a modern luxe hair accessory.

Materials: It’s all about the finish. Nothing is high shine and it’s all the subtle hues of antique gold metal work that are key.

Colours: Dark antique gold leads the way.

Embellishments: Looks encapsulate historic treasures and embellishments are that of royal jewels.

Your bridal design personality – in three words: Leading. The. Way. www.haloandco.com

CAROLINE CASTIGLIANO The silhouettes: Skirts: fit and flare, full circle, wide A line. Halter necks, square necks, tux-style bodices. plunging V-necklines.

Key features: Contemporary, tailored and chic lines; soft fluid movement.

Materials: Crepe – light satin faced organza – understated shimmering laces, guipure, damask, texturised fabrics.

Colours: Ivory, white, water colour blush, pale mocha, vanilla cream.

Embellishments: Delicate embellishments simply as highlights, soft and chic. Light 3D effects with appliqué and trickling details.

Your bridal design personality – in three words: Clean, understated, glamorous. www. carolinecastigliano.com

58 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

STEPHANIE ALLIN The silhouettes: This year we have a very soft, ethereal and pretty story going on with wistful transparent skirts overlaid on figure-hugging silhouettes complimented by effortlessly wearable bodices with hidden structure.

Key features: Skirt splits. We are loving experimenting with splits in different ways to make them wearable in a wedding dress.

Materials: We use only the best quality silks and the most interesting 3D floral surface texture, placement embroidery, delicate flocked spots and beautiful embellished stars.

Colours Subtle hints of blush into this collection which compliment our soft ivories. Our embellished fabric has silver and gold tones which look magical against the skin too.

Embellishments: We have a little sub-story emerging within our collection which consists of twinkly embroidered stars and subtly embellished lace making the most divine separate pieces including trousers, bralets and jackets.

Your bridal design personality – in three words: Timeless yet fashion-forward www. stephanieallin.net

SAVANNAH MILLER The silhouettes: This season we are building on the elegant silhouette synonymous with the brand.

Key features: i am currently obsessing over pearls so they appear in various shapes and sizes across the collection. from delicate embroidered chiffon to full-blown pearl-scatter beading on bodices.

Fabrics: We love our heavy silk crepes and matt and shine is a key brand signature.

Colours: Warmer tones of ivory and pale pink Champagnes give the classic ivory gowns an archival quality.

Embellishments: From delicate embroidered chiffon to full-blown pearl-scatter beading on bodices.

Your bridal design personality – in three words: Understated, elegant, archive. www.savannahmiller.com

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 59

Runway to Retail Ellie Sanderson has long recognised the need for change in our industry and now, she says, more than ever before, a new approach is vital if we are to remain an industry of consequence

60 ♌ W E D D I N G T R A D E R ♌ M A R C H / A P R I L 2 0 1 9

Change? Did I miss something?

Bridal did see some change last year; the main trade exhibition was pulled forward to March from May. At the time I recall asking how this change would positively affect our consumer.

I was left astounded that this change was made with little consideration to our consumer – the consumer was not the driver.

– This change did not ‘gift’ our supply

chain an extra eight weeks production what is hot and current. Our brides love seeing red-carpet dresses made because the timing was ill-judged.

– This change didn’t mean the product by their favourite dress designer, who in turn smashes social media was in store eight weeks earlier. for maximum coverage and fast – This change did not consider the commercial gain. supply chain production cycles; suppliers confirmed it would make NO difference to new season delivery The name counts The power of our celebrities on social times. is easily measured. Huge success – The big prize of reducing runway to stories like Marks and Spencer who retail was totally missed. used Holly Willouby to promote – This change was created for a selffulfilling media goal to ensure that the ‘Hollys Edit’ and then watched sales go through the UK had the first bridal market on Our Millennial consumer lives roof says it all.

Last year the European absorbing reality shows and also saw Megan calendar. The Markle cause a beneficiaries live events on Instagram. £45 M&S jumper were not the to sell out in retailer, the ‘Influencers’ influence them eight hours after supplier, or our and not always realistically she was seen very precious wearing it. consumer.

Phrases like ‘Runway to Retail’ What this change should have and ‘See now, buy now’ are not new. engendered was a time reduction in However, now more than ever, they are the gap between runway to retail – defining our customers expectations the timing of the show was key, the and this has huge implications across timelines for the supply chain were the supply chain. key, and we missed a big opportunity for change.

Instant reaction Our Millennial consumer lives When our consumer sees an image on absorbing reality shows and live instagram her minimum expectation events on Instagram. ‘Influencers’ is that the item will be available influence them and not always somewhere to buy and it is... unless it’s realistically. a traditional wedding dress.

Events like the Grammys and the Imagery is out there for months Brits have the consumer clambering before the product. Whilst my biggest all over Instagram for live details of Models walk the runway at the Burberry show during London Fashion Week in February.

IMAGE: JOHN PHILLIPS/BRITISH FASHION COUNCIL/GETTY IMAGES

A

s London Fashion Week came to a close, the key question I had, with a big prize attached, was: who will get product from runway to consumer first?

Fast fashion outlets across online channels and in stores are working round the clock to churn out designs seen on the catwalk to waiting and eager consumers – consumers who have been sucking up all the finer details live. With social media running riot and influencers driving the level of demand, British fashion production is in total ‘busy meltdown’. As London Fashion Week’s spring edition ended the race to be first on the rail began.

It’s over a year since I wrote about Burberry streaming their collection launch live across social media and then having the product available for purchase immediately afterwards.

At the time this was a game changer and a pivotal moment in fashion for mainstream retail. It also catapulted Christopher Bailey into the spotlight.

Somehow though, bridal retail has carried on as usual and totally missed this radical change, seemingly forgetting that the mainstream consumer is getting her fix of fast fashion and cannot understand why this doesn’t apply to her wedding dress. She can barely accept it takes a few months.

We need to emulate mainstream retail now, and before we all jump to the old and rather safe conclusion, “that Bridal is different” we must remind ourselves of one very crucial thing – OUR CONSUMER IS THE SAME. So why should bridal be so very different?

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 61

concern used to be missing out on a sale, my concern now is that the product is dated before it arrives and the consumer is on to the next live event.

Retailers I coach are telling me that they are having an increase of brides changing their minds on their dresses because they saw “the next big thing” on Instagram.

It’s down to timing Today’s brides can buy a wedding dress online with 48-hour delivery and a 28-day refund policy. I must stress that I am not talking here about terrible imported copies.

Bridalwear by Stella McCartney, Rime Arodaky, Temperley, Emilia Wickstead and Halfpenny London are available on Net A Porter with prices from £1,500 to £3,700. Then there is Ted Baker, John Lewis, Whistles and French Connection to name a few more, prices from £195 to £695, all with full refund policies and 48 hours delivery.

THE BIGGEST THREAT we now have is that they have supply chains built to deliver small collections in a depth of sizes. When it’s gone, it’s gone, and they move onto the next trend fast.

They can have it from runway to retail in two to four weeks and whilst our consumer is enjoying this we are left waiting six months.

It’s no shock that the expediency

of their operation means they win the bang-on-trend prize, too. I don’t want to go to print suggesting some of these dresses are very similar to some of our designers’ best sellers, (I think I just did!). You can be the judge of that. Another example of their speedy supply chain is that many of these labels had Megan’s wedding dress for sale six months ahead of anything I could buy.

Three years ago, I wrote an article similar to this fo a trade title and several people demanded I resigned my column. Today I sit here and reiterate the same points and I hope now, that thoughts on my words have moved forward. I hope that there is a stark realisation now that unless we change our modus operandi we will be the next House of Fraser.

I hope for the following change...

Smaller collections delivered throughout the year...

– This will enable our designers to react to demand based on the instant feedback on social media.

– This will keep our collections fresh and up to date throughout the year.

– This will enable all suppliers to manage the production highs and lows more easily across the year.

– This will help retailers manage cash flow throughout the year.

Small and nimble is critical in our

JOHN PNHILLIPS/BRITISH FASHION COUNCIL/GETTY IMAGES

Designer Bethany Williams in her show finale at London Fashion Week.

62 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

niche industry. I live by something my mentor often said to me at pivotal moments of change.

“If you always do what you’ve always done, you always get what you’ve always got.”

Way to go I find it interesting to look at other industries and how they are responding to a changing consumer.

In 2012, The British Motor Show closed after 107 years, Why? The show had become less important. It had little influence on the new car buyers who were watching videos on line, accessing all sorts of research and studying YouTube, Facebook and Instagram. The car manufacturers were forced to re-focus their resources onto brand activities and influence the consumer differently.

Imagine if the same happened with bridal. Retailers buying product via video links, thus allowing the supplier to focus on production and brand building? Whilst the British Motor Show was a consumer event the message is the same.

As a consumer of products, I want to see a change, different methods, different and more cost-effective ways of buying product. I don’t want to go to London, Barcelona, New York and Harrogate. That is simply out of the question now.

We are all looking for change and its time to make IT happen. I no longer want what I have had for the past ten years, as it doesn’t work with my business model.

We have all embraced the seismic shift with social media and client engagement. We now need to embrace this supply chain shift – and now before it’s too late.

Retailers are looking for alternatives to the current approach and our shows, markets and supply chain will become totally fragmented and broken unless change happens soon.

Inevitably and undeniably, there will be a big slice of market share to be gained by the first brave, bold, and forward-thinking label that can make this change.

CELESTE

ronaldjoyce.com

TE RRY FOX She’ll have you in stitches Couture sewing and fitting workshops from this award-winning designer can help you improve your skills immeasurably. And they are brilliant fun, too

64 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

A STITCH IN TIME Terry specialises in those final finishing flourishes that make all the difference to the overall look

T

erry Fox is addicted to fashion. She created her first collection at age ten – selling stylish Tressy doll outfits to the girls at school – and hasn’t stopped since. Terry has loved every minute of her 45 years in the sewing and bridal industry, from her early days working for Dame Zandra Rhodes and the Emanuels (who famously designed Princess Diana’s wedding dress), to selling her own designs around the world.

“The Emanuels introduced me to couture,” she says. “We made gorgeously-constructed gowns, and I fell in love with the mystery of the couture world. Couture is art – the clothes tell so many stories, from wedding dresses to iconic suits.”

Terry believes that while creativity is important, you also need to pluck up your courage. Her great moment came when she created a few dress samples and a sketchbook of ideas and headed to Harrods to meet the buyer. “I was petrified!” she says.

The buyer loved them and ordered a collection from the sketches. “I

picked myself up off the floor and went home and made them. A few months later I had a wedding dress in the Harrods window with my name next to it – what a moment!”

You’re probably familiar with Terry’s own collections. But now, in addition to creating bespoke, one-of-a-kind wedding gowns, evening dresses and

From her stylish red locks to the flash of her nimble fingers, it’s obvious that Terry is delighted by all things fashion-focused occasionwear, she’s launched The Academy of Couture Sewing and Creative Textiles.

In hands-on workshops, Terry shares her passion for sewing – and her secret tips for exquisite couture creations and fine fittings. There are fabrics galore and plenty of individual inspiration and support. “I love seeing the ‘lightbulb moments’ when

something just clicks,” she says.

For years, Terry ran Liberty London’s prestigious sewing school, so she knows how to deliver amazing workshops. She offers inspirational days for brides-to-be and hen parties, serious sewing workshops for experienced seamstresses, and training for boutique owners.

“All the workshops are fun, but pretty intense,” says Terry with a smile. “I believe in value for money!”

Her warm personality is infectious, and she’s bursting with energy and enthusiasm, from her stylish red locks to the flash of her nimble fingers as she aligns a seam for a perfectly tailored fit. It’s obvious that she’s still delighted by all things fashion. Even her cat is named Miss Shabby Chic!

Talking shop Terry’s industry workshops for boutique owners and their teams can help you win orders and build positive relationships with brides, dress designers and manufacturers. In these challenging times, it’s more important than ever to provide quality service

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 65

and a personalised experience.

Terry knows the bridal business from every perspective, from the bride to the boutique owner, the designer to the manufacturer. “I’ve been in this industry for so long, I want to give something back, to share my knowledge and experience.”

In ‘The Wedding Dress Experience’ workshop, boutique owners learn to do personality profiles, with seven tips to help a bride choose ‘the’ dress.

You’ll pick up useful techniques to keep the bride focused – which can improve your sales pitch and get the till ringing.

“Pins mean sales,” says Terry emphatically. That’s why her ‘From Fit to Finish’ training is invaluable for boutique owners and sales advisors, even if you have a seamstress on board for the actual alterations. You’ll learn how to fit, pin and measure, so you can capture the bride’s imagination and help her visualise your sample as the perfectly-fitted dress of her dreams.

Then there are the ‘Couture Workshops’, designed to help experienced makers perfect their techniques. Of course these are BYOSM (bring your own sewing machine). Learn about the

construction of full-skirted gowns, soft silk skirts, bias satins, French seam inlays, chiffon hems and perfectly positioned godets, fishtails and trains. And there’s flawless finishing, from fine piping, binding and mitreing, to zip placement, rouleau loops for covered buttons, spaghetti straps, hand-rolled hems and more.

And ‘The Collection’ workshop is a masterclass of Terry’s ten favourite everyday techniques, from setting in a sleeve to a professional zip placement.

Favourite things Terry loves every dress she’s designed, but has a soft spot for one spectacular gown. “The bride wanted so much detail, which suits my storytelling style. Her dress is my greatest achievement, made with 100 metres of plain silk organza, embellished with hand-cut lace appliqués and diamanté beading, and all in just three months. I worked night and day to get it ready in time.”

While some brides want a dramatic, showstopper dress, others prefer a more understated look. “I love seeing a bride find her own unique style,” she says. “A dress that’s just right for her personality and character

66 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

– and her budget.”

What about Terry’s own guilty pleasure? It’s her elaboratelydecorated corsets. “Each corset is an individual, a bit boho and definitely theatrical. I adore them.”

Terry’s seen every kind of wedding, from extravagant days with every luxurious detail styled by professional planners, to stunning events where the bride and her friends and family have done it all themselves. “There’s no right or wrong way to celebrate the big day,” she says. “I’ve even made a dress for a ‘geek wedding’. The wedding date was, of course, May the Fourth (be with you). It was amazing!”

Her top tip? “A moodboard. I actually do moodboard workshops,” she says. “I love them! There’s so much gorgeous stuff out there, and the moodboard keeps the bride on track with her colour scheme and mood, whether it’s romantic and whimsical or kitch and theatrical.”

Trend zone So, what’s in for 2019? “This year we’ll see all the glamour of the Golden Age, with a contemporary, minimalist twist,” says Terry. She’s definitely noticed the influence of the two beautiful royal weddings in 2018.

“I’m seeing a shift towards a clean, tailored cut with a minimal aesthetic.

No lace – nowhere to hide,” she says.

Terry loves this look, with beautifully sharp seams, finely tuned to the contours of the body.

“This style,” she says, “relies on quality fabrics and outstanding craftsmanship, with a construction that defies the possibilities of the cloth itself – pure couture!” You can feel her excitement.

Everyday fashions are also finding their way onto the ivory catwalk. “I’m seeing higher necklines, like turtle, bateau and jewel, co-ordinated with long sleeves of all descriptions: finefit, gathered and relaxed into deep button-down cuffs.”

She’s also seeing flattering halterneck styles, thanks to Meghan Markle’s elegant evening wedding dress. Beautifully slim and simple silhouettes paired with long veils, capes and detachable trains, which add to the regal drama.

If Terry were getting married tomorrow, what would she wear?

“Ooh, I’d change my answer every week,” she says with delight. “If it was still cold, I’d choose a mermaid style, not too full in the hem, with long tight sleeves and a high turtleneck.

I’d embellish one side of the neck, coming down to the front and both cuffs with my signature 3D effect, created from cut lacework, small pieces of fake fur, tiny feathers and cord, embedded with vintage pearls, mother-of-pearl, crystals and diamanté. All to give texture and an illusion of fake fur.” She stops for air.

“I really haven’t thought about this at all, have I?!”

Sew what?

Many different types of people flock to Terry’s workshops, but they all share the same passion and love of style, fashion, fabric and construction.

They want to learn to produce a professional – and beautiful – final result. And that makes Terry very happy indeed. “Now I’m doing everything I love most – designing, creating, making and sharing!”

Sign up for a course at The Academy, and leave buzzing with knowledge and inspiration...

The Academy of Couture Sewing and Creative Textiles Workshops, 10am-4pm, Farnham, Surrey (less than an hour from London), or at your boutique.

Arrive from 9am for coffee or tea, then dive in at 10am sharp.

Beautiful fabrics are prepared and ready for you. Refreshments are provided, and there’s a lunch break (though lunch is not included).

Couture and sewing workshops 1, 2 or 3-day workshops, BYOSM (Bring your own sewing machine!)

Masterclasses on couture, design and stylish dressing. You can perfect hand-stitching and machine techniques to get the perfect fit, from creating a boned bodice to the finishing details.

Mixed-media workshop for brides Farnham, Surrey, Creative inspiration to create moodboards, journals, scrapbooks, stationery and decorations, working with beautiful fabrics, plus stamping, stitching, paints and collage.

Hen parties and groups Terry can organise a venue or travel for a tailor-made workshop making fabric corsages or pretty headbands and hair clips.

The Signature Academy 5-day comprehensive workshop.

The ultimate class in creating beautiful and professional gowns for weddings and elegant occasions. Work through a design brief for your own dress, a client or your own collection. Includes fullsized practical work.

See the full list of courses at terryfox.co.uk

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 67

Visit our showroom during White Gallery/London Bridal Week at Western Gateway E16 1DR next to ExCeL London. 24th-26th March 2019 Book your appointment to by calling 07921 998 204 or email monika@lapoesie.co.uk Modern, luxurious and exclusively silk bridal gowns made in London at www.lapoesie.co.uk

Looking the part...

Maria Musgrove has revamped and re-revamped many a bridal boutique over the years and shares the wisdom that only experience and a sharply focused eye can bring to the equation many bridal shops in the UK and abroad and in all sorts of capacities – official and unofficial, paid and unpaid, in person and virtual. And there are the same simple mistakes being made time and time again.

My personal ‘Room 101s’ are odd hangars, dress tags on show, plastic dress covers, overcrowded rails, and no order to the way the gowns are organised. At its best, more Primark than Prada, and at its worst, more Village Jumble Sale than Valentino or Versace.

Of course, there are shops that hat’s your favourite make me have ‘shop envy’ so I’m not fantasy (and I’m not saying that I’ve got it 100% right and talking Fifty Shades of Grey here!)? I’m talking that all others have got it wrong.

One of the most memorable was a who you would like to be or what you would like to do? Confession time – I’d boutique in Warwickshire that I took adore to be the Mary Portas Queen of over 20 years ago, complete with a Bridal shops and give Mary (or Maria) haberdashery cabinet that wouldn’t Magical Makeovers or, even punchier, have looked out of place in the fading Grace Brothers department store in lead a Bootcamp Bridal Boutique Are you being served? (1972- 1985). I Brave New World. know some of my millennial boutique Over the years, I have visited so

W

owners weren’t even born in 1985!

Not only was the cabinet more suited to Grace Brothers but it showcased kitsch teddy bears with handembroidered bibs with wedding dates and the bride and groom’s names.

And just when I thought it couldn’t get any worse I walked into the workroom (the shop’s chicest space with double doors leading to the river) to be greeted with mayonnaise and ketchup bottles atop the fabulous French fireplace.

And they wondered why they hadn’t sold a dress in months! Four years later, with not a bear’s bib in sight, I had transformed the boutique and increased its turnover by £250,000!

That transformation was one of only 14 shop fits over six boutiques that I managed over the past 22 years.

It might have been useful then to have known about the seven Layout Secrets of the Big Retail Chains – entrepreneur.com/article/22308.

We’ve all heard about steering customers to the right but what about ‘Offering hugs’ and ‘Creating breaks’?

Apparently, we are attracted to round and U-shapes as these make people want to stop and enter the space, which resembles a person extending their arms for a hug.

More by good luck than good management my fitting rooms in The Pantiles Bride have circular columns and an arched wall – all inspired by the columns outside and not by reading the aforementioned article! Brides often comment on how welcoming and spacious the fitting rooms are, so ‘offering hugs’ is something to consider when designing your space or selecting furniture.

Research also shows that 20% of a shop’s merchandise gets missed because long, uninterrupted aisles don’t get people’s attention. If you’re now calculating the cost of a re-fit,

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 69

why not group gowns according to look/colour as that will naturally create a break? Alternatively, position a mannequin half way along, a front facing gown, mirror, shelves for accessories, or even a visual. Anything to break that continuous line of gowns and create a stopping point.

Let’s look now at how to group your gowns. Paul Simon sang that There might be 50 ways to leave your lover and I think that there may be almost as many ways to showcase gowns in your boutique!

I favour frocks arranged by shape/ silhouette and then by fabric as it guides both brides and sales consultants through the collection and makes the shop look tidy and uncluttered. One shop I visited had the gowns numbered so that they go back in the same place. I thought that was anal!

Some shops favour displaying by designer but my argument is that most brides don’t have a clue about designers, but they do know that they want a particular shape or look. The other advantage to this is that you can introduce your gowns in groups – whether that be by silhouette, fabric or look. This can help manage the appointment as brides will often be drawn to certain areas in your shop.

I have six separate cabinets and usually a bride gravitates towards a maximum of three. If she’s not discerning and dithering between all of the shapes and styles then it’s an indicator that she’s either not serious or needs some serious guidance.

Although we have our six cabinets we rotate constantly to keep the space refreshed. No dresses in bags, no signage, no clutter of any description.

Which takes me to the big issue – ‘To bag or not to bag that is the question’ and, even more contentious, laminated tags with a visual of the dress! Bags AND tags? Almost as naff as photos of food outside restaurants.

Imagine my horror when one of my coaching clients confessed that her gowns are in bags at her insurance company’s insistence because of

As a Master Practitioner of NLP (Neuro-linguistic programming), I’m very aware of what we call representational systems and how we have a preference for one or more of these in the way we view/sense/hear the world around us. In that sentence I’ve used visual/kinaesthetic/auditory language to appeal to three of your senses. There are also the lesser senses – gustatory and olfactory (unless you’re a sommelier or perfumier of course).

Have you ever felt when you’re preparing the shop for an appointment that it’s like preparing for a romantic rendezvous? Candles lit, play list prepared, flowers artfully arranged, canapes carefully chosen, Champagne chilling, and pillows plumped up? We’re appealing to all five senses whether we’re awaiting our partner or our bride.

Research shows that 20% We would all agree with Steve of a shop’s merchandise Starr of Starr Design (his business helps design spaces that satisfy gets missed because the senses) that: “It’s all about the experience; it’s all about evoking the uninterrupted aisles don’t emotion”. What’s important to know get people’s attention is that all five senses play a role in determining how a person feels in a was re-arrange a few gowns and hide particular environment.

Senses influence a person’s away the blue dress tags that had been dangling on different lengths of emotions, and emotions drive ribbon with different coloured ink and purchase decisions. The sensory experiences you choose to create handwriting on them.

Now, I quite like handwritten labels should help communicate your store’s but please, be consistent and choose overall brand message. Think of the Party Porn atmosphere created by the colleague whose handwriting Abercrombie & Fitch compared with is closer to calligraphy than to the the Turquoise Tranquility of Tiffany’s. spider’s script scrawling over the My final suggestion is to never page! This quote might make a underestimate the power of your Montblanc pen one of your mustown personal connection with your have items: “Writing with a biro is the bride. A handshake upon meeting and emotional equivalent of giving your loved one a plastic rose on Valentine’s a hug when a bride finds her dress can help establish trust and build Day.” Retailer’s details even down to relationships. your dress tags!

So far I’ve focused on the visual If you’d like to indulge Maria’s fantasy to layout of a boutique. When a bride be the Mary Portas of the bridal world visits you, she bases her impression on more than meets the eye – literally. email her on maria@pantilesbride. com, visit bridasalestraining.com She experiences your shop not only through sight, but also through sound, or join her Bridal Business Owners Facebook page. She’s available for smell, touch and, to some extent, consultancy and sales training . even taste. a discolouration problem and that she’s added a laminated tag. When I asked how it was affecting sales she responded: “Brides love it as it minimises the chance of picking the wrong shape because they can see that it’s really different on, just from on the hang tag.”

Still to be convinced? One sales agent shared that one shop had trialled half of the shop with and half without photos and, you’ve guessed it, laminates equals more sales.

Talking of tags – should they be on display or not? My view is that every gown should definitely have a dress tag but that it should be hidden from view when the gown is on the rail.

I was asked recently by one of my clients how she could make her shop look more luxurious. All I did

70 ♦ 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

For more information contact Michele O’Neill. Email: michele@dessy.com or call: 0845 838 1041 Free samples for qualified accounts. Apply online: www.dessy.com/retailers

Always the Bridesmaid (for hire)...

Welcome to the world of the professional bridesmaid! We find out what life is like for two bridesmaids for whom it’s a paid job

E

ver intrigued by this fascinating, rollercoaster of a ride we call bridal, it seems the industry is never short of casting itself anew in entrepreneurial

and unexpected ways. Meet Jen Glantz and Tiffany Wright, two professional bridesmaids.

Yep, professional bridesmaids – bridesmaiding is their business.

In May 2016, Tiffany became the

72 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

UK’s First Professional Bridesmaid after setting up her company, The Undercover Bridesmaid and, similarly, across the pond, Jen Glantz’s business, Bridesmaid For Hire, has been going from strength to strength since she first donned the dress for brides in the USA three years ago.

So what explains this blossoming new trend? Do our modernday brides-to-be suddenly find themselves mateless, we wonder, or is the bridesmaid’s lot so burdensome that only a professional can shoulder the load? Curioser and curioser, we think… so we go and find out…

Ladies, do tell us more! How in the world did you realise there was a potential business to be made from being a bridesmaid?

Tiffany: “It was actually at my own wedding! I got married in 2012 and had six bridesmaids – all of whom were very close friends. But on the day of my wedding, I realised there were certain things I needed help with, but just didn’t feel I could ask

them. For example, my shoes were really uncomfortable and I would have loved to have asked them to nip out and get me some blister plasters, but I didn’t want them running around town and not being there at the wedding. That’s when I wished there was a ‘professional’ who I could have hired to do all these little things for me.

A slight spark of an idea arrived that day and then in the months that followed – whilst attending lots of friends’ weddings – I realised that they all had one thing in common: the bride was always stressed and there was no one there to help. So, The Undercover Bridesmaid was born!”

Jen: “The idea started with a passing comment from my flatmate. I’d been asked to be a bridesmaid by two different friends on the same day and my flatmate remarked that I was becoming a professional. It was a light-bulb moment. I posted an advert on Craigslist, the classified advertisements website, and the response was phenomenal. I couldn’t believe it, I knew I was on to something.”

What exactly do your services include? (Tell us about some of the wackier things you’ve been asked to

ALWAYS THE BRIDESMAID...

Jen and Tiffany’s duties include getting the party started and being on hand when there are problems afoot

bridesmaid but on one condition…

I had to dye my hair brown! She wanted an Instagram-worthy wedding and she didn’t like the idea of me being the only blonde bridesmaid! I also had another bride who asked me to spy on her groom on his stag do – I was reluctant at first but she was so worried about it that I stepped in and did it!” do – we love a cheeky anecdote!).

Jen: “Simply put, I’m the bride’s Tiffany: “I basically do whatever the on-call therapist; social director; bride needs me to do – if there is personal assistant, and peacekeeper. something stressing her out then I will solve it! This could mean anything I’ve served as the bride’s bodyguard, kicking out uninvited from firing one of her “I’ve given my bra to a guests; I’ve helped brides pee; I’ve given bridesmaids mother of the bride, and my bra to a mother of who isn’t bride, and I’ve even doing their job I’ve even been the one to the been the one to call off properly, to chatting to the call off the wedding for a the wedding for a bride with cold feet.” mother-in-law bride with cold feet” and insisting she Tiffany, that hair-dying step back from the wedding planning! I also manage request is giving me nightmares.

How much do you charge? the bridesmaids, plan hen dos, write Tiffany: “I start by talking to the bride brides’ speeches…the list is endless! and finding out what they need help I have had to deal with my fair share of Bridezillas – one bride asked with and then charge depending on the amount of time I’ll need to me to walk down the aisle as her

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 73

AMY LOUISE PHOTOGRAPHY

commit. Prices can start from as little Tiffany, you often visit UK-based boutiques as part of your job; what as £100 (for a skype chat helping solve one or two dilemmas) to £5,000 are your impressions of those?

Tiffany: “This is often one of my upwards if a bride wants me for the main jobs. As you can imagine, full wedding planning service.” choosing bridesmaids’ dresses can Jen: “Prices range from roughly be very tricky – especially when $400-$4,000. The service works on your bridesmaids are all different a system of ‘packages’: starting from $300 (£230), you can have the ‘Virtual shapes and sizes. There are often Bridesmaid’ package, which includes clashes of opinions about the sleeve length, the tightness, whether knees one-to-one sessions to help brides are on display or not! with their “I call boutiques to Thankfully, having to-do list worked with over 100 and plan the make sure they have a bridesmaids I now know day’s itinerary, to the ‘by good selection of maids’ the type of dresses that suit everyone, or I your side’ dresses... the best ones suggest that bridesmaids bridesmaid wear the same colour experience, always do...” and material but that starting from we adjust the dresses to $1,000 (£770), where I’m with the bride for the whole highlight their best assets. Sometimes I will call the bridal boutiques in experience, including mingling with advance if I know I have a particular the party and appearing in photos.”

74 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

A TAILOR-MADE SERVICE Professional Bridesmaid ‘packages’ accommodate all aspects of planning for the big day

group of fussy bridesmaids to make sure they have a good selection of dresses available, and the best ones always stock a range of options.”

Final question – and we can hardly let this one pass – do you get to keep the dresses, and do you have a wardrobe, 27 Dresses style?!

Tiffany: “Yes! At the moment I have a complete cupboard dedicated to bridesmaids’ dresses! I love keeping the dresses as each dress has a story to tell.”

Jen: “Yes and I have over 40 of them…

Katherine Heigl, eat your heart out…!”

It seems business is booming for these ultimate gal pals. Check out their websites at tiffanywright. co.uk/undercover-bridesmaid/ and bridesmaidforhire.com. And what do our brides make of this phenomenon?

Find out on page 76...

EUROPEAN TRADE SHOWS 10th-11th March 2019 - DUBLIN, IRELAND 30th March -1st April 2019 - ESSEN, GERMANY

18th March 2019 - CAMBRIDGE, UK 5th - 8th April 2019 - MILAN, ITALY

26th - 28th April 2019 - BARCELONA, SPAIN

SALES@SOPHIATOLLI.CO.UK

WWW.SOPHIATOLLI.CO.UK

“Having someone around on the day who none of my family and friends know would be incredibly strange. I wouldn’t want to have to explain that I’d felt the pressure in the buildup and hired a professional – and I would undoubtably be asked! I think it’s all a little odd if I’m honest.”

“I’m completely stunned at this idea! My maids would have been horribly offended if I’d felt the need to hire a professional bridesmaid! Any bridesmaid worth her salt should do all of these things for free and out of nothing but love for the bride. Isn’t that what friends are for?”

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

“My maid of honour was – and remains – a bit of a handful. I like the idea of having a ‘neutral’ around to, er, neutralise!”

How do brides – past and present – feel about hiring a professional bridesmaid (see more on page 68)? We canvas opinion on this emerging new trend...

Two schools of thought…

“What a brilliant idea! I wish this had been a ‘thing’ when I got married in 2010. I had five bridesmaids on the day and I think it’s fair to say I chose poorly... they were – and are – brilliant friends but they were all young, free and single and the lure of the young, free and single men’s table proved all-too tempting... I don’t think I 76 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

saw much of them past the wedding breakfast!

Looking back, it would have been great to have had someone I didn’t mind asking to do those little jobs that inevitably crop up on the day without feeling like I was ruining a friend’s fun.”

“The thought of including as one of my bridesmaids a person I didn’t know and love makes me want to sob!”

“I can see the merit in this. I actually had an argument with my mother-in-law about her involvement in the build-up to the wedding and all of my maids were either related to her or felt utterly overwhelmed at the thought of stepping in on my behalf. I would have really appreciated someone with a little more distance helping me out (and it would most definitely have been worth the money!).”

“I totally get this. Wedding planners help with the details but professional bridesmaids help with the people. No one who has been involved with a wedding underestimates what a ‘people-playing’ operation this can be, so I think this is money well spent.”

“I think the ‘professional’ bit inspires confidence.

Most of my maids were first-timers and one even had a bad case of stage fright just before we walked down the aisle. Looking back, having someone who knew the ropes and was a ‘maid expert would have really helped calm everyone’s nerves.

I’m a fan of this!”

“I think if you haven’t got a group of girls who would be ready to step in over an argument, or lend you their bra, or hold your dress whilst you’re going for a wee, or be the first on the dancefloor... then you need to rethink who you hang out with.”

“I am seriously considering hiring a professional bridesmaid. But I’m worried my husbandto-be will question the additional cost. My three best friends are brilliant but so rubbish at organising that it looks as though I’ll be planning my own hen! Plus, two of them live abroad, which makes it hard, and it’s too late now to make a new best friend by June!

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 77

SWE E T DR EAMS AR E M A D E OF TH IS Paul Zeni Bridal is coming in to its second season after a hugely successful launch at Harrogate Bridal Week in September. We caught up with owners, husband and wife team Paul Zeni and Marina Adamou of Hollywood Dreams fame, as they get ready for LBFW 78 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

When did you first decide to create a brand new label?

We have been thinking about it for the past couple of years. We decided to use Paul Zeni (Zeni being Paul’s family name) for the new brand and Paul himself is very involved in the design statement and process. Between us we have over 40 years experience in the bridal and fashion industry.

times. Our wealth of knowledge and experience makes us stand out from the rest.

Gut feeling aside, did you research if there was a slot in the market for another brand, particularly in today’s challenging climate.

We spent many months researching what sector of the market we would target and we went for midNo minimums, no range pricing discontinuations, exclusivity with high end of a minimum of 15 miles in design and making.

What makes Paul Zeni Bridal different to others in the market? built-up areas Knowing what Have you the market learned lessons in recent years? actually wants is key to our design The key one is that there is always and brand personality, and affects room for a good, innovative wedding what we put out to the market place. dress collection.

We offer the service of design/ colour/specification changes and What is the label’s personality and that fulfills many of today’s demands who is the target bride? from stockists and of course from brides themselves. We are different in Paul Zeni Bridal offers a lot of gown for the money with its luxurious fabrics, the sense that we are able to supply laces, beading and embellishments. stunning gowns at very reasonable We value and love listening to our prices in these turbulent trading

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 79

brides and stockists and that helps us create the perfect collection.

Our personality is defined through our unique, well-fitted designs and long-standing experience in the industry. Our collection will stand out and appeal to the brides of this generation. We have taken on board what they are looking for and that includes sleek designs and a pleasing colour palette.

Retail price range?

Our gowns will retail between £1,100 and £2,000.

How big is the collection?

At London Bridal Fashion Week we will be showing 54 pieces.

How many retailers are you looking for to create your ideal network?

We are looking to increase our stockists list to around 80 in the UK.

Where do you manufacture?

Our patterns, calicos and some samples are made in our London workshop in Enfield and production is mainly in China.

How are you getting your message to brides themselves?

We have been promoting Paul Zeni Bridal on the various social media platforms and advertising in some consumer magazines. We have also been taking part in wedding exhibitions and shows where we can talk direct to our brides.

Are you offering plus sizes?

Our gowns can be made in any size but we are not in favour of giving our gowns a Curvy or Plus label. Standard sizes are from size 8 to 22 and a small What do you regard as the biggest challenges to the industry right now surcharge will be applied to sizes and how they be overcome? above that.

Suppliers and retailers can overcome certain challenges by supporting each What special services are you other and working together to move offering your retailers? forward through good relations and No minimums, no discontinuations, proper, transparent communication. exclusivity of a minimum of 15 miles in built-up areas and 20-plus miles Paul Zeni Bridal in more rural areas. We will also do +44 (0)20 7871 2299 design changes and colour changes Info@paulzenibridal.com to a stockist’s specification. And we paulzenibridal.com also offer Designer Days and loan LBFW stand B30 sample gowns, too.

80 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

䜀䔀吀 䤀一 吀伀唀䌀䠀 圀䤀吀䠀 䔀䰀䤀娀䄀䈀䔀吀䠀 䐀䤀䌀䬀䔀一匀 倀栀漀渀攀㨀 ⬀㐀㐀 ⠀ ⤀㄀㌀㔀㌀ 㜀㈀㌀㘀㜀㔀 䔀洀愀椀氀㨀 攀渀焀甀椀爀椀攀猀䀀攀氀椀稀愀戀攀琀栀搀椀挀欀攀渀猀瘀攀椀氀猀⸀挀漀⸀甀欀 圀攀戀㨀 眀眀眀⸀攀氀椀稀愀戀攀琀栀搀椀挀欀攀渀猀瘀攀椀氀猀⸀挀漀⸀甀欀

䴀䄀䐀䔀 䤀一 吀䠀䔀 唀䬀

DRESSED TO IMPRESS Perfectly poised in gorgeous Clifton, the shop’s window display always carries a bit of statement sparkle

THE BIG 3 O! Celebrating 30 years in the business, Clifton Brides, winner of the Bridal Retailer South West in The Wedding Industry Awards, shares with us the memories and the magic…

all in the mood for reminiscing and celebrating. One of the industry’s friendliest and most-loved boutiques in the South West (check out their incredible reviews from real brides on their site!), we find out how Clifton Brides has kept its cool and its composure, along with its passion and panache...

History and historic buildings…

Michaela opened her first bridal business in Weston Super Mare in 1989 with her mum, Brenda, as her ith over 60 years of business partner. The start-up was combined experience small and needed no additional staff in the bridal business, at first, but this mother-and-daughter this 30-year landmark achievement for mother-and-daughter powerhouse team still managed to secure labels such as Marilyn Martin, team, Brenda and Michaela, has us

W

82 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

Margaret Lee and Le Bon. In fact, it is testament to Michaela’s unending commitment to honest, friendly, and genuinely warm relationships with suppliers and designers alike, that Mark and Lesley Monk of Mark Lesley were guests as Michaela’s wedding!

In 1993 the business moved to its current gorgeous premises in Clifton, Bristol. A double-fronted property in a listed building with huge windows is the perfect setting for showcasing wedding dresses, as is the intimate showroom where dresses are presented to brides on a one-to-one appointment basis.

The A-Team…

Brenda retired five years ago but soon

HOME FROM HOME The flagship boutique has that sumptuous feel that puts you at your ease

found herself missing boutique life, and so is back in the shop every now and again. Michaela is back at the helm full time after taking a back seat for whilst having her children.

“In retrospect, this didn’t work for the business,” she says. “It’s lovely to be back full time and running things the way I want them done, and it’s been a huge success with turnover and customer feedback – the best it’s been in years.”

In addition to Michaela, Eloise joined the team earlier this year, and her background in weddings has also brought fresh ideas and fun to the boutique. Similarly, new saleswoman, Adele, has been an absolute hit with all the brides thanks to her great eye

INTERIOR DELIGHTS Chandeliers? Check. Gilded mirrors? Check. Baroquestyle armchairs? Check.

for style and natural ease with all challenging a times as these for the the brides and families she meets. bridal industry. How does Michaela With new seamstresses, Esther and account for this enduring popularity?

Sophie, on board too, it is clear that “Most of our customers are from Clifton Brides is set recommendations, One of our highlights last which is the for nothing short of global domination best year was sponsoring Gok absolute (we love a powerful feeling,” she says. team of women we Wan’s ‘One Size Fits All’ “Maintaining a do!). strong presence on event in Bristol our social media On 30 years at the top… platforms keeps things current and is, No one stays at the top of their game in a word, indispensable.” by chance. Clifton Brides is a shining Keeping Clifton Brides in the beacon of inspiration to the bridal spotlight by always being on world and testament to what a true the lookout for new and exciting success story, founded on sheer opportunities has also stood the commitment to hard work, really looks boutique in excellent stead. “One like – even, and especially, facing as of our highlights last year was

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 83

FASHION FORWARD Michaela has an eye for stocking dresses that are sizzling-hot and sure to make brides’ dreams come true...

sponsoring the Gok Wan One Size Fits All event in Bristol (#gokwan #onesizefitsall),” says Michaela.

number of guests brides bring with them to appointments; we recently had nine with one bride!”

On changes and challenges…

“I think more suppliers are becoming increasingly understanding about minimum orders, and such realism on their part certainly helps overbuying from the boutique’s perspective,” says Michaela. “There can be a lot of pressure to take on labels you’re not really sure of as a shop owner and my advice to my fellow retailers would be to trust your instincts here and don’t be swayed; if you’re not absolutely sure and instantly in love with a style, don’t buy it!”

And if she could wave the proverbial wand and change one thing about the industry? “I’d definitely eradicate the

On the future…

“Where do I see myself in five or ten years?” asks Michaela, “Probably still here! It would take a lot to better this location and our reputation.”

Looking ahead to the shows in London and Harrogate, the team continues to view these events as an essential platform for the industry and, in typical Clifton Brides fashion, as an opportunity for “catching up with all of the friends we’ve made over the years” (arguably the cornerstone to their incredible success).

In addition, the store itself is awaiting a re-vamp this year including a new fitting room and an entirely new

84 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

Michaela and hubby raise a toast to 30 years!

re-brand of their logo to celebrate their 30th year. And how will the team be celebrating such a landmark achievement? “We are celebrating this anniversary by holding an event in Bristol but it’s still in the planning stages so I can’t say much more… watch this space!” says Michaela. sales@cliftonbrides.co.uk +44 (4)117 923 7928

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

Come and visit us at Stand D6

ExCel LONDON 24-26 MARCH 2019 Opening Times Sunday 24 March: 9.30am-6.30pm Monday 25 March: 9.30am-6.00pm Tuesday 26 March: 9.30am-4.00pm

TIM TIME Tim Oliver says don’t lose sight of the hero – the dress that you buy that your customer is going to want. A hero has to look every inch the part and that means perfect in every way. Enter the professional steamer – it is something you simply have to have

I

t’s been a busy two months here at Propress HQ, with importance of the hero of the story. How good does it feel London Fashion Week Mens in January and London when people are looking at your designs and wanting Fashion Week in February. to buy them? It’s the ultimate reward. Whilst I don’t We have been supporting, sponsoring and actually sell clothing, you would be surprised how many supplying these events for many years. Originally it was people paw over the dresses we use to demonstrate our not something we actively pursued, but designers and equipment, wanting pricing and delivery information. production companies needed a dependable steamer The hero: to be the star of the show in your shop it has to behind the catwalk to ensure the collections reflected make an impact. It must look the part, well lit and creasetheir energy and creativity And 15 years on, we still are. free. Having crumpled dresses is unforgivable, they won’t We are very proud to be able to support the fashion even be in the running for the short list. Getting a goodindustry in various ways during the first couple of months looking stand might help draw some punters, but if they of the year when London becomes don’t like what they see, you’re not Fashion Central. If you have never even part of the chorus. And please, How good does it feel when let’s have a word about nightmare been to a LFW show, I highly recommend putting it on your bucket people are looking at your fabrics, the ones that you can’t iron or list. I have seen many shows over steam and whose creases become a designs and wanting to buy “feature of the natural fabric”. the years and never tire of the great buzz in the air. There’s always a wild Your designers and manufacturers them? It’s the ultimate reward might mixture of people, full of excitement give you some gorgeous and anticipation. For me, if possible, pictures and display material, but front row next to the legendary Pam Hogg is top of my list. when the stock doesn’t look like the serving suggestion, The one thing common to all shows is that regardless of you need to steam the dish to perfection! how spectacular the show space, the hair, the makeup and As I have pointed out to many new boutique owners, the models, the clothes are always the hero. when their dresses arrive at the shop they won’t look like In March we would usually be gearing up for a bridal they do on the exhibition stand; heroes don’t just arrive by show or two, but due to so much confusion in the market UPS... they always need the helping hand of a Propress we have decided to take a step back, though of course steamer! we might finally submit to the continual bombardment To all those exhibitors, I hope the shows go well for you of phone calls and book a stand! With so many shows this season; and to the buyers, I hope you find your heroes. to attend now, all competing for the same buyers, it’s If you are missing the finishing touch, visit propress.co.uk impossible to know which ones will work for you. and this March, use code ‘hero’ at check out, it might put a I started writing this piece with a clear message: the spring in your step. Shameless plug, I know!

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 87

HAYLEY BAXTER PHOTOGRAPHY

AMY LOUISE PHOTOGRAPHY

Going local Julia Braime of Unveiled magazine and top UK wedding blog and events producer Brides Up North talks to Wedding Trader about the value of exhibiting at local consumer bridal shows

I

t’s official: bridal shows are making a comeback (if they ever went away in the first place). Leading wedding fair producers are offering events that are more diverse, exciting and better for your business than ever before – as long as you pick the right show for you and your dream clients.

I’m the founder of wedding blog and leading events brand Brides Up North, championing suppliers and

celebrations in the Northern half of the country and the host of around 40 bridal events of varying venue, theme and size each year. Having been in business for almost ten years, there’s not much I haven’t experienced when it comes to wedding fairs – the bad, the good, the best and the even better.

In the age of blogs and social media, we have predicted a move away from concepts like print

88 ♦ 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

publishing and visiting wedding shows as a means for couples to draw together their big day team.

Indeed, for a few years back there, as the online presence of the top blogs became stratospheric and brides and grooms took to Pinterest and Instagram as their main sources of inspiration, it looked like in-person planning might become a thing if the past. Not so.

The backlash has begun: for 2019, our exhibitor bookings and bridal enquiries have reached a fever pitch.

The events are bustling with talented suppliers – often selling out – with queues at opening time of eager couples. As an aside, our biannual print magazine Unveiled is also regularly at capacity on sponsored contributor space as we struggle to maintain stylish layout standards and resist selling advertising inches to ‘just anyone’ who will buy it.

It seems that couples once again want to shop with all five senses – to touch, taste, talk and try before they buy. Whilst they are very much still

AMY LOUISE PHOTOGRAPHY

that and suggest that there’s a wedding event for every bridal business out there, I would still preach caution to those looking to invest.

All wedding fairs are not made equal. It would be easy for me Fair dues to stand on my soapbox and say From a supplier bookings point of view, there is no better way to engage why our shows are the best, but in reality they might not be the with potential clients and show them perfect fit for you and your ideal what you can do than meeting them face to face. Weddings are an emotive customer. If they are, of course, affair, and most couples want to build we’d love to hear from you, but I’d always prefer that a team that they any client does like and trust.

Ask organisers which their homework The value in a events they think you before parting with bridal event is that it gives that initial would be a good fit for. their deposit.

My top tips for contact personality Bigger does not always suppliers looking to and breathing try out a wedding space. It’s hard mean better show for the first for a couple to go time would be: elsewhere once you have their engaged interest Pick Your Team Work with a wedding and have built a rapport as well as show organiser who has a track presenting an excellent product in record for putting on high-quality an all-round enjoyable and uplifting events, both in the type of suppliers environment. that they work with and the sort and But whilst I say hallelujah to all of getting their inspiration online, they also want the experience that comes with planning a wedding, and our glossy magazine and bridal events calendar meet that need perfectly.

numbers of couples that they attract.

Ask other suppliers for recommendations and booking conversion information and don’t be afraid to raise any queries with the producer themselves. A reputable company will answer any questions honestly and try to guide you towards the right show for you. A good host would rather have a client’s repeat business than a quick sale that’s totally wrong for the business in question.

Consider the sort of client that you would like to attract and try to align your business with the type of events

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 89

and booking discounts. Reputable organisers will limit supplier numbers by type of service and popular shows can often book out years in advance in some categories.

AMY LOUISE PHOTOGRAPHY

Stay Local Brides and grooms are very often looking to connect with suppliers in their immediate area or the vicinity of their venue. Added travel time and cost can put a couple off and means extra hassle for you.

Look for good events that are local to where you are based or where you want to work.

that they would enjoy. We try to offer a wide choice in our portfolio from luxurious stately home events, via industrial chic and country charm to full-on festival fun. If you aren’t sure, ask the organiser which events that they think you would be a good fit for. Bear in mind that bigger does not always mean better.

90 ♦ 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

On The Day We always encourage our exhibitors to go all out on event day – the better the show looks overall, the better experience the visitors will have and the more likely they are to make bookings. Your producer should be on hand to help with any lastminute issues and to make sure that you have everything you need.

Once the show is open, an engaging stand, information for the couples to take away, a tablet for data capture and a welcoming smile is all you need. more info? bridesupnorth.com/exhibit

THE FACTS

All The Admin There shouldn’t be much legwork involved beyond

AMY LOUISE PHOTOGRAPHY

Enquire Early The best events sell out for that reason. Get in touch with organisers and venues who you would like to work with as soon as possible to ensure your space and take advantage of early-bird rates

Venue Hunt Venue-based events can often be very effective for wedding businesses as they cover two bases – putting your products or services in front of the type of client that would be shopping at your chosen venue and, additionally, forging links with the venue team themselves. There’s no better way to get in front of as many ready-to-book couples as possible than to be on a venue’s events team’s radar whilst supporting their wedding shows. I’d always recommend supporting the larger, professionallyhosted wedding fairs at a venue as well as open days, as the footfall will be larger and more diverse, offering the opportunity to spread your sales across additional venues – with the potential to make even more connections.

picking the event that will work for you and turning up on the day, but to keep things moving smoothly make sure to fill out any booking forms and make payments on time when these are requested.

Beware of shows asking for big payments upfront as you should be able to secure your space with just a deposit payment. You may also be asked to complete risk assessment forms and provide PAT test certificates for electrical equipment. Ask your organiser what is required if you are unsure. A good producer will provide an exhibitor pack and any pertinent details prior to the event, as well as marketing materials to share on your social media channels.

Since its launch in 2010, Brides Up North has skyrocketed in popularity and profile to become one of the most visited wedding blogs in the UK, and is the top bridal blog for Northern Brides.

Brides Up North has been named Best Blog for Northern Brides by Channel 4; crowned Best Big Day Inspiration blog and Best Social Medi” platform in the Wedding Magazine Awards and Best Wedding Blog” in the Northern Blog Awards, Brides Up North was also a finalist in the Cosmopolitan Blog Awards, Vuelio Blog Awards and UK Blog Awards) For more info: contact@bridesupnorth.co.uk

Visit us at stand D62 Showing Full New Signature, Passion and Couture Collections.

By Association There are three Associations that operate within bridal in the UK. One is devoted purely to a retailer membership, one is geared to suppliers’ needs but includes retailers, and one, the newest, is focused on changing the industry. We asked each to explain their benefits team of long-standing bridal retailers who have a combined experience of over 100 years and give their time voluntarily.

We currently have 72 members, who we believe are the strongest UK independent bridal shops; all members have to meet a certain criteria and be: From Nicola Garton • Trading for a minimum of five years.

THE RBA • Trading from a dedicated retail The Retail Bridalwear Association premises, on which business rates (RBA) was formed in 1995 and is still are paid. considered the gold standard of trade • Have a minimum turnover of associations. £180,000 inc VAT. As independent retailers, we can • Have a good account history with often feel isolated and as if we have their suppliers and have passed our little support around us. The RBA stringent credit checks. (We carry has worked hard to change this and out quarterly credit checks on all has given retailers a chance to join members to ensure they are paying together to combat common issues their bills on time.) and talk through difficult and often frustrating situations.

There is a wealth of advantages to At the RBA we are striving to uphold high levels of professionalism, being an RBA member and these include: standards of service and store Free legal advice We know how presentation at all times. We are constantly looking to strengthen and stressful disputes and complaints can promote strong relationships between be and with our industry becoming retailers and suppliers and addressing ever more litigious, it is important to know the law and be confident the concerns of our members. We believe we have collective strength in of where you stand. From brides’ complaints to HR and landlord negotiations and possess a powerful disputes, the legal team are there to voice as we continue our mission to advise you all the way. improve our industry and make our Brides Protection Scheme The BPS businesses more successful. was introduced in 2011 so that brides Our Executive Committee are a

94 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

could ‘Buy with Confidence’ from an RBA member store and, in the event of an RBA shop closing involuntarily before a bride has collected her dress, the RBA will endeavour to locate a replacement gown or refund the deposit.

The BPS is still going strong and is a great selling tool. Part of the insurance also includes that a member is able to claim back unpaid balances from brides.

Discounts From PDQ rates and website design to shop insurance and printing, there are many great savings to be had by being an RBA member.

We offer discounts on Payroll and PAYE, plus offers on dress bags and BridalLive software, which all help in the day-to-day running of your businesses.

Training days and conferences Our members’ conferences and training days have covered an array of topics over the years including social media, marketing strategies, sales training and neuro linguistic programming to name a few. Our next training day will be in the spring.

Membership of the RetailADR (formerly The Retail Ombudsmen), RBA members automatically receive membership of RetailADR when they join. In the event that a dispute cannot be settled by the bridal shop, the RetailADR can step in to help and will also keep you up-to-date on incoming legislation that may affect our businesses. They offer a generic set of terms and conditions for you to use and will personalise/tailor your own for a minimal, subsidised cost.

RBA Closed Facebook group The Facebook members’ forum offers a supportive network where members can chat to eachother, raise topics or

ask for business advice.

RBA Times Our quarterly newsletter is a great way for members to keep in touch with what’s going on in the world of bridal, read up on essential industry news/dates for the diary, and enjoy exclusive discounts and offers.

Logo and website placement All members have access to the RBA logo, which can be used and displayed in their shops, promotional materials, and on website/social media platforms.

For more info rbaltd.co.uk

From Amanda Bradwell THE BBSA As BBSA suppliers we work hard in the background, primarily with the Government lobbying to achieve the following: • Amazon, Alibaba, Ebay and the like, enjoy better tax and import duty advantages over high-street suppliers like our members. We want a level playing field: online suppliers do not have rent and rates to pay.

We want the Government to stop disadvantaging the high-street.

• Other governments give grants for exhibitions to companies exporting; the UK Government should be doing the same. If UK suppliers’ costs are reduced, savings can be passed on to the retail sector.

In addition, we are working on: An exciting partnership is being launched with Ocean Media Group, resulting in deals for BBSA members – both retailers and suppliers. We are also looking to collaborate with other organisations who want to support and represent the independent retailer.

Facebook We have set up a new private Facebook group for BBSA members. This is a great platform for retailers, suppliers, designers and manufacturers to share information, tips, feedback and also somewhere we can contact you.

We’d love you to join facebook.com/ groups/2208380689436045/ If you don’t already follow our social media visit: facebook.co./bridesbeware instagram.com/bridesbeware twitter.com/bridesbeware .

Don’t forget to post your updates and photos using #BridalSaleweek and we will repost it across the BBSA, Bridal Sale Week and Brides Beware platforms, reaching in excess of 30,000 followers. It is everyone’s responsibility to protect our industry and the high-street. Any shops that would like leaflets in their store or the poster design to print out please get in touch: bridesbeware@ bridalsuppliers.co.uk or come and see us at: London Bridal Sale Week, 24-26 March.

After an outstanding 2018, we are bringing the Brides Beware campaign and Bridal Sale Week closer together – we are totally committed to ensuring that today’s bride understands that visiting independent retailers is the only viable option.

That is why, in addiition to a vibrant Facebook presence, we use the National Wedding Shows – dates below – as a platform to spread the message to an audience of more than 90,000.

Birmingham NEC 1-3 March Manchester Event City 9-10 March London Excel 13-14 April London Olympia 20-22 September Birmingham NEC 27-29 September London Excel 12-13 October Manchester Central 26-27 October As a BBSA member you can take advantage of a great discount if you wish to exhibit at the National Wedding Shows. We have a limited number of free tickets if you would

like to attend any of the shows. Just get in touch with us.

Bridal Sales Week The last year saw another two successful Bridal Sale Weeks across the UK and Ireland.

“We had some very satisfied brides in during the November Bridal Sale Week. I think that they were all very focused on the fact that it was a special event and that they could grab themselves a fabulous, genuine designer dress for a fraction of the price. We made room for some new dresses in the process, so everyone was happy,” said Sam of Daisy’s Bridal Couture.

This is a great opportunity for retailers to clear out excess stock and add to the much-needed cashflow.

The dates for the 2019 Bridal Sale Weeks are 5-7 July and 29 November to 1 December. (Black Friday Weekend), all advertised free of charge for our members.

Insurance Our members get a comprehensive insurance policy, which offers every bride £1,000 of cover irrespective of the dress cost; our supplier members are committed to working with brides and its members to ensure no bride is ever let down by factors outside her control.

For more info bridalsuppliers.co,uk

From Emma Meek LUXE BRIDE Luxe Bride means so many things to so many people; owners of bridal boutiques, bridal designers, the wider wedding community, and brides-to-be.

Since its informal inception five years ago, to its incorporation 18 months ago, to its renaissance in October 2018, the business has evolved enormously to meet the challenges of a demanding retail climate.

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 95

Luxe Bride believes a bridal boutique at its bijou best is like a perfect local deli or wine merchant, sourcing small batch dresses that are matched perfectly to the taste of its local market and delivered with warmth and expertise. The artisan nature of boutique bridal can – and is – bucking the doom and gloom forecast of bigger retailers.

The aim of the new Luxe Bride website launched in January is to be much more ‘magazine’ in format and it will provide real-time expertise for brides-to-be and the trade. Original content, production, and thought leadership underpin the project and Luxe Bride’s reimagining hopes to blur the distinction that normally exists between trade and consumer titles.

Luxe Bride is for boutiques At its inception, Luxe Bride was conceived to be a directory and a marketing platform for the best independent bridal boutiques. It is this and so much more. Luxe Bride has branched out into training and mentoring and built a community of women in business ready to work in positive collaborations.

If you own, or are planning to own, a bridal boutique, simply put, Luxe Bride is THE trade group that you ought to be in. Luxe Bride’s Digital School, the second of which took place in in February is a unique, independent facility that teaches the skills that bridal boutiques specifically need to understand and harness social, digital and email marketing.

Our social channels can amplify your marketing communications.

Our partnerships with Love My Dress, luxury brands and service providers help brides-to-be find their right boutique.

Brides will also be reassured that their boutiques have completed the Luxe Bride Business Contingency Plan (which launches in the Spring) and that if there are any bumps in the road, our respected and connected team will step in to help.

Leonie Lawmon’s skills; her business wizardry; her love of a

spreadsheet; her ability to address a window envelope in a timely fashion; her couture dressmaking training, and her calm nurturing personality that won her so many bridal fans, are now being channelled into her full-time role at Luxe Bride.

Helping women (and the odd man!) build sustainable bridal businesses and to create unique shopping experiences is at the heart of Luxe Bride’s plans… and Leonie is at the heart of Luxe.

Luxe Bride members are ready to cite Luxe Bride as business angels.

“Luxe has been a saviour in times of doubt and pure confusion - seeing the Facebook comments, doing digital school, and now knowing there are people out there who understand and have been through it, is a sanitysaver, and has prevented a few less arguments in my household,” said Jo of Iris and Belles.

Emma from Perfect Daze is loving the “Luxe effect.” Like many bridal shop owners Emma had structured her business around a young family and found it isolating. Lacking a genuinely positive peer support and mentoring service, Emma has adored the confidence boost. The skills and tools learned in Digital School have already seen a 50% rise in orders for 2019 and the sense of safety, companionship, and having someone who has got your back has been priceless.

Luxe Bride is for the whole wedding community Luxe Bride and our members are committed to effective and transparent collaboration across all disciplines. From planners to florists, photographers to stylists, the Luxe Bride team and member boutiques want to champion the best professional service providers and artisans.

Given our daily connection with the UK’s most stylish brides via our member boutiques, Luxe Bride is uniquely positioned to showcase the genius we know that exists in the UK wedding industry.

96 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

Luxe Bride is for brands, labels and designers Luxe Bride is working to promote bridal designers, accessory designers and wedding-related products services on a ‘campaign by campaign’ basis. Luxe Bride, our member boutiques and our brides represent an unparalleled, niche influencer and consumer group that you know will love your products.

The Luxe Bride network can provide real-time feedback and trend analysis from the shop floor and help brands and service providers know what the game changing brides and early adopter brides are asking for.

Luxe Bride is for brides-to-be The relationships between Luxe Bride and Love My Dress, Brides The Show, The UKAWP (the UK Alliance of Wedding Planners), and Chapel Designers are unique and ground breaking; we are committed to redefining how trade, industry and media relationships work.

New ventures and groups are in the pipeline to be launched this year.

Specifically, the Love My Dress trusted relationship with its readership, Luxe Bride’s trusted relationship with its members; our joint expertise garnered from our physical shop floors meeting the virtual community of consumers, produces an exhilarating combination of digitally savvy disruption and creative innovation.

On a practical level the Luxe Bride directories and social media channels seek to highlight boutiques that are run by women who define their own style and whose expertise is unparalleled. On a philosophical, political and ethical level, we are committed to debating, challenging and changing the industry we work in for the benefit of all, especially brides to be.

Luxe Bride wants to help change and direct the shopping experiences of the future, addressing issues both of style and substance.

For more info luxebride.co.uk

A DAY IN THE LIFE...

L Christine Dando, the tour de force behind exquisite bridal label, Dando London, shares with us one of her typical, but extraordinarily colourful, days...

iving in Canada but traveling back every month to manage Dando London (not to mention the company’s factories overseas), it’s fair to say that life for Christine Dando is busy, colourful, and above all, very full!

Negotiating different time zones, mountain hikes, quick sand and Say Yes To The Dress is all in a day’s work for this multi-talented designer…

out of bed and up to my office; I turn on the lights and start sketching...

Emails keep coming thick and fast all hours of the day and night and I am often communicating with my team in England when it is 3am in Canada.

Tonight is spent organising logistics for a shoot here in Canada as well as a Lakeside shoot of Say Yes To The Dress. It’s going to be another very busy one!”

Night-time inspiration…

“I am extremely fortunate not to need too much sleep and can sleep in twohour blocks and feel refreshed. I often wake up, sit bolt upright with a vision of a dress I just have to create – it may have been an old Hollywood movie I watched or a red-carpet event on TV that prompted the inspiration. Once the germ of an idea is in my head, that’s it: no more sleep for me! I creep

Time for the shoot: Canadian-style capers…

“My home in Canada is all about designing; the scale of the landscape here is breathtakingly beautiful, giving me the perfect backdrop for my designs. My photographer has come up with an amazing location for today although he failed to tell me it’s a 30-minute hike from the road and we have to carry all the dresses, cameras

98 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

and kit to get there! I help dress and undress the models in the freezing temperature – Dando London models have to be game, I’ll say that for them!

The photographer works with light, wind, and shadows and is constantly aware of the changing elements around us. He shouts for me to bring a dress NOW just as the light is fading, and running with the dress held aloft, I lose my footing and squelch straight into the stickiest, quick-sand mud.

Everyone shouts around me: “Save the dress!” and we do, as I am left to slowly sink, disappearing up to my thighs in mud. (I can laugh about this now!). The images produced were stunning and have been loved around the world, so it was worth every cold, bone-wearing and mud-bathing moment!”

Lakeside filming of Say Yes To The Dress…

“Being chosen to host Say Yes to the Dress UK with David Emanuel was a huge honour. I have still never lost the thrill of excitement as I walk into my showroom in Lakeside – Confetti & Lace. I love its black marble floor and chandeliers; to walk in makes

everyone feel wonderful.

Travelling so much inherently means getting off a plane into a taxi and straight on to the next task. After travelling 14 hours, there’s time for a quick freshen up in the taxi from Heathrow – a slick of lipstick and a dab of concealer to hide the tired eyes! – and then the camera starts rolling.

Filming with brides is a challenging joy. I am not always told the full behind the scenes story by the show’s director, as they like to capture natural and spontaneous reactions. Believe me, they are.

I have shared some extremely poignant moments with brides. The bride I was fitting today is wearing the stunning Canary Wharf from my collection – she is a beautiful mature bride, yet I could see there was something not quite right. I asked her if there was something else she wanted and what she asked left me so emotional and tearful; I forgot the cameras and just hugged her.

This lovely woman’s son had passed away and she had a cloth picture of him she wanted sewn into her gown over her heart. We both then had to

go out to the waiting entourage with cameras still rolling. It was so hard to film but an amazing episode to watch.”

Homeward Bound…

“Another incredible day! As I head home I am excited and a little anxious, looking forward to my new Dando London 2020 Signature Collection and Couture Collections being launched at LBFW in March.

I turn to my sketch book I carry with me wherever I am in the world and I start to sketch out another dress as inspiration strikes. Taking these designs from the sketchpad to the catwalk brings such a cacophony of emotion and I am picturing already how I will feel about this particular dress: excitement, fear, joy, relief and above all, pride.

I reflect on the mud bath I had earlier today and what a privilege it was sharing one bride’s emotional and heart-rending story. It is 365 days a year and each one brings new joys, challenges and goals to pursue…” +44 (0)1420 23490 sales@dandolondon.com dandolondon.com

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 99

The fairest of them all...

Mirror, mirror on the wall… reflect on your decor with these decadent and dazzling choices…

01 02

04

03

01 Beautifully bridal, a Venetian frame like this one lends any boutique star quaity £325 frenchbedroomcompany.co.uk 02 Decorate an entire wall with these hexagonal mirrored wall tiles £32.99 for 18 my-furniture.co.uk 03 A daringly dramatic dazzler destined to delight See more at covethouse.eu/ 04 Curvy contours make this hand-carved mirror truly sumptuous £560 frenchbedroomcompany.co.uk 100 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

05.

06

07 09

08

05 A Parisian-boudoir feel featuring seven vanity mirrors £37.45 florafurniture.co.uk

10

06 Sunburst Golden Southedge mirror in distressed gold with a hint of teal £109 thefarthing.co.uk 07 The Pigeonhole Mirror displays trinkets that deserve to shimmer £349 atkinandthyme.co.uk 08 A marvellous monochrome look £379 frenchbedroomcompany.co.uk 09 Antique gold strikes a vintage note £375 frenchbedroomcompany.co.uk 10 Shabby-chic, Mamma Mia-style, sunsoaked fabulous fun £27.50 each iansnow.com M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 101

E: admin@michaelsbridalfabrics.co.uk • T: 01322380480 • W: www.michaelsbridalfabrics.co.uk

We provide a fast, friendly and reliable service on our increasing range of products such as….

Plain • Laces • Embroidered Beaded •Tulles • Edgings • Motifs • Buttons • Accessories COME & SEE US AT: Bridal Roadshow, Droitwich, UK 10th - 11th March 2019 Textile Forum, London, UK 13th - 14th March 2019 London Bridal Fashion Week, London, UK 24th - 26th March 2019 European Bridal Week, Essen, Germany 30th March - 1st April 2019 Paris Bridal Fair, Paris, France 13th - 15th April 2019

Michael's Bridal Fabrics

@michaelsbridalfabrics

@MichaelsBridal

GETTING INTO SOC IAL MEDIA information, and to ask for ideas and your posts to a wider audience (this is recommendations, giving you the the paid-for service). It is very easy to opportunity to comment or show an use: you create a post as normal but image thus attracting those brides to you select the audience you wish to your business. view it and the number of days you The main groups have hundreds wish to boost it for. Each day you will be notified of the cost and the potential of thousands of users and also do a promotion – normally on a Sunday reach of your message, Facebook will – where they allow businesses to also contact you daily to tell you how promote their Facebook page and also the post is doing and the audience it actually is reaching. We have done this their website. At Jupon we have found a few times; the cost is minimal and as that to be a huge benefit. acebook, one of the world’s Facebook Messenger is a fantastic largest social networks, boasts a promotionl tool it is brilliant. tool and you can get a downloadable As with all the other platforms, it is some 3 billion users, of which app for the service making it easy important to build your page up with 83% are females and 88% of to converse with people. No other followers – regular new content is a users are 18-29 year olds. platform has this function although I must for Facebook. Competitions and Over 60 million users have a Facegive aways are a great way to get likes hear others are under development. book Business page and 93% of those and shares – get the bride sas involved Via Messenger, you can communicate use paid advertising (Facebook Ads.) directly with brides via texts with Users spend an average of 35 minutes as possible, they love it. images or videos. And it is a free You can go the extra mile on a day on Facebook and access it at service. least eight times a day.

If you find you’re Most of us already have our own A bride will message me with an image always busy you personal social media account, so of her dress and ask which petticoat can even put a bot adding a business page is simple – place to generate you tag it onto the back of a personal they need. I tell them, and point them in an automated reply account. It is important that you until your free. take the time to design your page to back to the shop I use this daily promote your business.

Facebook which you can’t do on other myself. A bride will message me Facebook has way more interaction platforms, thanks to Facebook Groups. regarding, say, which petticoat they than the other social media platforms; need to go under their dress and where Facebook Groups are an excellent this leads to conversationm which to purchase it. ,They send me an image route for promoting your bridal is what you want – brides talking and I tell them what they need and business; there is a group for virtually about you, your product and, most everything on Facebook. It is important point them back to the shop. I work importantly for a retailer, your service. on a quick response rate and I often that you join the groups with high To post is simple: an upload of a find that the bride will leave me great great product picture and a few words popularity rating, and there are a few and you’re done, That’s it! And although on here! Type ‘weddings’ or ‘bridal’ into feedback on our page. the search bar, have a look at what’s on Facebook is not hash tag governed, Check back in the next issue of offer and request to join. there’s no harm in adding details that Why are these groups so good? might make a difference.

Wedding Trader to find out all the The brides use them to search for You also have the option to boost fuss about Instagram.

Gary Wilkins delves deeper into the world of Facebook and says it is a must-have for your business. Check out the stats...

F

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 105

Money Talks...

be needed to complete the login process.

A very new company has asked me to do a bit of consultancy work to help them set up properly. They cannot afford to pay me right now and I am not sure how to play this as I really want to get be part of this and like – and trust – the people involved. What should I ask for as a commitment from them? I really have no idea other than I want to feel secure and respected.

The answer to this question comes down to your personal financial position; how much you are willing to offer, and your judgement of risk.

For example, if the new business is being started by family or friends you may be willing to give a bit of time for free, but then expect some payment beyond a certain stage.

If the new business is being started by people unconnected to you then you may want to be earning some form of reward sooner. Using the latter as an example, you may request consideration of £x per day but offer extended credit terms (eg payment isn’t due for three months).

You will need to use your judgement as to what you feel is fair, how likely the business is to succeed, and if you can afford to not be remunerated for the consultancy you provide. Starting a new business is difficult and if you are not going to receive payment immediately you must be aware of the risk that the business may fail and payment may not be forthcoming subsequently.

If you are providing the consultancy to a limited company, a couple of other things which might be worth discussing with the client are: - You could potentially have a shareholding in the new business rather than be paid in cash, but there are other tax and commercial considerations, and so you should seek advice on this, – You could ask for a personal guarantee from the directors/owners so that if the limited company fails, you can still seek payment from them personally.

Above all else, you need to have a clear agreement with the new business owners so that you both know where you stand and the risk of a falling out further down the line is avoided.

GOING LEGAL

Michael Cahill listens, analyses and then passes a view in response to your questions about financial matters. This time round, the tax implications and practicalities of renting out a property is particularly interesting I have a question for you about common sense, or, rather, knowing the right thing to do. I tend to use the same password for virtually everything, simply because I find it easier and don’t have to keep looking things up if I buy something from, say, Amazon, or if I book flights or purchase accessories for my shop. My husband keeps telling me I am crazy to do this, but am I? Does it make much difference?

Password management is a frequently-discussed topic and whilst I don’t profess to be an IT security expert, doing all you can to protect yourself online must be sensible.

The use of different passwords for each different website or software you use is a good first step.

There is some useful guidance on passwords at getsafeonline.org/protecting-yourself/passwords/ and there is quite an interesting article on the National Cyber Security Centre website which may be worth a read for some background– check informationncsc.gov. uk/guidance/password-guidance-simplifying-yourapproach for more detail.

Two-factor authentification is also now widely recommended wherever possible. Often referred to as two-step verification, it is a security process in which the user provides two authentication factors to verify they are who they say they are.

HM Revenue and Customs have now started using this and, for example, when you login online, a code will also be sent via a text to your mobile phone, which will 106 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

I inherited a small two-bedroom flat from my late father and was using it as a stock-room for the first

Get connected with the UK’s most exciting, passionate, new wedding industry magazine year (it is a stone’s throw from my shop). I have been renting it out through an agent, but in the past year, since I started, I have had to replace a window and frame, the result of an attempted break in, which cost me over £600. In addition, I have had to buy a new fridge-freezer, and spent a lot on the small garden. There is no mortgage on the property, which is worth, today, around £350,000, if local estate agents’ windows are anything to go by.

My current tenant is moving abroad and I am wondering now if I would be better off selling the flat and investing the money – and if so, in what? I have been getting £300 a week rental, and paying the agent ten percent.

If you are earning £300 per week rental, that equates to a full year’s rent of £15,600 and a gross rental yield of approximately 4.45%.

If that was the end of the story, it is a reasonable rate of return but, as you have already experienced, other costs can eat into your profit and cannot be controlled.

Whether you should sell and invest elsewhere is a decision only you can make but matters to consider include these: – What is the area like where the potetial new property is located?

– Is it likely to keep requiring repair? A survey is vital, especially if it is an old building.

– Will it benefit from capital growth?

– Do you have a good tenant who is likely to stay in the property long term and pay the rent on time? Or will you need to keep finding new tenants, which may incur additional costs and increase the risk of a bad tenant occupying the property?

You should also check with your accountant whether any Capital Gains Tax would be payable on the sale of the property.

If you were to take the decision to sell the flat, what else you would invest in depends on your attitude to risk and personal circumstances – £350,000 is a lot of money to invest and I would therefore recommend you meet with an Independent Financial Advisor who can talk to you about this and, once they understand your future aspirations, can help you make the best decision.

It is important to have a financial plan in place, which should then also be kept under regular review, to help you achieve your future goals.

Email your business finance questions to susi@ meanttobemedia.com for 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

Trader Trader Trader WEDDING

WEDDINGTRADERMAG.COM

WEDDINGTRADERMAG.COM

THE NEXT BIG THING

The High Street debate continues

Justin & Savannah INTRODUCING THE PERFECT COUPLE

WELL, WHAT’S IT TO BE?

WE CANVAS OPINION ON THE FUTURE OF INDEPENDENT RETAILING

VIVA ESPAÑA

SAY HOLA TO THE BRANDS THAT MEAN BIG BUSINESS

LY PROUDTING SUPPOR BRITISH AR WE BRIDAL ERS RETAIL

WINNERS! WHAT IT FELT LIKE ON THE BIG NIGHT

SAME SEX WEDDINGS SOMETHING TO SERIOUSLY CELEBRATE

SOLE MATES STEPPING OUT IN STYLE WITH THE LOVELY RACHEL SIMPSON

WEDDING

WEDDING

ISSUE NINE • OCTOBER ’18

GROOM SERVICE

WEDDINGTRADERMAG.COM

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

ENTER THE NEW-AGE BOYS’ ZONE

SLEEVES

ISSUE TEN • NOVEMBER ’18

WORKING WITH OTHER SERVICE SUPPLIERS

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

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

OH KNICKERS! WHAT GOES UNDER THAT BEAUTIFUL DRESS

GOING TO NEW LENGTHS, AND ANYTHING BUT PLAIN

ISSUE EIGHT • SEPTEMBER ’18

HIGH STREET DEBATE

WE PICK THE BEST OF THE GOWNS

Trader Trader Trader WT9 test COVER_4aa.indd 1

04/09/2018 15:54

WT10 Cover 3aa.indd 1

WEDDINGTRADERMAG.COM

ISSUE ELEVEN • DECEMBER ’18

WHERE DO WE GO FROM HERE? OPINIONS, ADVICE AND HARD-HITTING FACTS

WEDDINGTRADERMAG.COM

WT11_Cover 1aa SR.indd 1

LOCATION, LOCATION, LOCATION MAKING THE MOST OF WHERE YOU ARE

THE STARS AND THE SHOW STOPPERS

06/11/2018 09:56

DOING IT ABROAD THE DESTNATIONS THAT ARE IN DEMAND

More winners

BEST SELLERS CHOSEN BY THE BEST

WHAT THE LATEST BUDGET MEANS TO YOUR BUSINESS

New York

WEDDINGTRADERMAG.COM

IS IT TIME TO RETHINK YOUR BUSINESS STRATEGY?

SAYING “I DO” AGAIN AND AGAIN

OUR GUIDE TO THE PRETTIEST PROM FROCKS

DISCUSSION: SHOULD YOU SHOW PRICES ON YOUR WEBSITE?

ISSUE TWELVE • JANUARY ’19

MEET ANNY LIN AND HER UNIQUE MIX OF FASHION FLAVOURS

Repeat performance

FAMOUS FACES

07/08/2018 16:21

WEDDING

Dressing Assessment with dash

PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS

JEWELLED HEELS...

SIX OF THE ABSOLUTE SPARKLING BEST

THE VALUE OF HAVING BIG NAMES ON BOARD

WT8 COVER_Enzoani 4aaSR TH.indd 1

WEDDING

WEDDING

Survivial of the fittest

09/10/2018 13:40

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

PROUDL SUPPOR Y TING BRITISH BRIDALW RETAILE EAR RS

HAIR VINES CHECK OUT OUR FAVOURITES

BLOG IT LEARN FROM THE ABSOLUTE BEST

Letter from America

PETER GRIMES FROM VOWS JOINS THE WT TEAM

WT12_Cover 5aa.indd 1

04/12/2018 10:33

WT13_Cover 4aa 1SR.indd 1

07/01/2019 21:39

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

W E D D I N GT RA D ER M AG .CO M M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 107

HELENA

♦

COTTER

T H E B R I D A L I N D U S T R Y T R A I N E R Est. 2003 AU T H O R , T H E W O W FA C TO R • Increase your sales by 25 - 40%.

• Multiple Retailer Training days.

• Discover how to work smarter not harder.

• Director Training.

• Industry specific in-house Training Courses.

• Management Training, and more.

If you want to be the best, come to the best.

01582 451 238 / 07896 944 759 info@helenacotter.co.uk www.helenacotter.co.uk

T: @HCSalesTraining Insta: hccoaching LinkedIn: Helena Cotter

ALLURE BRIDALS

B UYING AGEN DA Make a note of these key dates and get packing

17-19 March 2019 NATIONAL BRIDAL MARKET CHICAGO nationalbridalmarket.com

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

24-26 March 2019 LONDON BRIDAL FASHION WEEK/ WHITE GALLERY EXCEL LONDON londonbridalweek.com

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

30 March-1 April 2019

13-15 April 2019

4-6 May 2019

PARIS BRIDAL FAIR PORTE DE VERSAILLES parisbridalfair.com

INTERBRIDE MESSE DUSSELDORF interbride.eu

14-16 April 2019

12-14 May 2019

THE KNOT COUTURE SHOW NEW YORK coutureshow.com

UK BRIDAL WEEK BIRMINGHAM NEC ukbridalweek.com

26-28 April 2019

28-29 July 2019

BARCELONA BRIDAL FASHION WEEK BARCELONA barcelonabridalweek.com

HARROGATE FASHION WEEK HARROGATE CONVENTION CENTRE harrogatefashionweek.com

RONALD JOYCE

EUROPEAN BRIDAL WEEK MESSE ESSEN europeanbridalweek.com

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 111

COMING IN THE NEXT ISSUE...

• Is black the new white? Is bridal ready for full-on colour?

• Groom service – we promised this last time, but it looks like we’re getting there now • The B-word – what comes next • Curves – everyone is doing them but who is getting it right?

• 2020 trends... indications from the early shows on what buyers just loved

ROSA CLARA

• Raves, rants, and opinions worth taking on board

M A R C H / A P R I L 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 113

“Reading views from across the pond – both Peter Grimes’ and Myrna Plaisir Darramy’s – does make you feel that there is so much in common and so much to learn from the way retailers deal with their everyday problems.

What I particularly like in reading these columns is the support leading lights in the industry give to boutique owners.

They really treat us with respect and I find that so encouraging.”

“Congrats on being so committed to telling it like it is in this indurstry. We need that honesty and straight talking.”

“I like your financial advice pages. The language and reasoning is easy to follow, even to a non-financially-minded peron like me. And including more personal issues relating to family matters and safe-guarding the future is clever of you, and certainly appreciated by me.”

“Reading your Out of the Mouths series with brides’ views of the shops they have visited inspired me to photocopy those pages and use them as a basis for our monthly team discussion. The result was surprising and started conversations about “do we do that?” among my staff. I really think they can learn from articles like this, so please keep the series going every issue – it is great training material .”

CHRISTIAN KOEHLERT

“Your piece on best sellers around the country is illuminating to say the least and really shows differences in tastes and spends across the country. Some of the gowns retailers showed as their best of the month would never sell in my shop and to my brides, but then, I guess, what counts for me as a serious earner, wouldn’t work for them. Do suppliers base exclusivity rights of what sells and in what quantity, I wonder? Thouhhts appreciated.”

...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

“Knowing that Ellie Sanderson is remodelling her thinking as a retailer gives me huge encouragement to take a long, hard look at my own business and assess the value of changes in the short, medium and long-term. Thank you, Ellie, for sharing your experience, knowledge and expertise with others.”

114 ♦ W E D D I N G T R A D E R ♦ M A R C H / A P R I L 2 0 1 9

“It will be interesting to see post Brexit if our new way of life affects destination weddings (featured in February). Knowing now that marriages overseas don’t show in the official UK figures, makes me realise the market is actually bigger than I had previously thought.”

“I am really enjoying your guides to different merchandise categories – they have been acting as an instant address book for me and introducing new names.”

S U N 24 T H M A R C H /

9AM - 5PM

JJ WIMBORNE STUDIOS

MON 25TH MARCH / 9AM - 5PM

1 5 1 -1 5 5 N E W N R D, H OX TO N

TUES 26TH MARCH / 9AM - 4PM

LO N D O N N 1 6 TA , U K

FEATURING ALEXANDRA G RE CCO / B O A N D LUCA / KA R EN W IL L IS HO L MES / ALEENA LEENA B RI DA L / A M FAUL KN E R B R IDA L / BEKA H A N N E ACCESSORIES / CATH L E E N J I A / DAA L A RNA CO U T U R E / D IA N E L EW IS / DIVINE ATELI E R / E L I ZA B E TH B OWE R / H E L LO BR ID E / JA N E HIL L / KAT YA KATYA / LOL A V E RDU / LUN A B RI DE / MA D BR IDA L / MADI LANE BRI DA L / S H ACH A R ZA N TB E RG BR IDA L / VAGA BO N D BR IDA L

F O R A P P O I N T M E N T S & TO R E G I S T E R / O N E F I N E DAY B R I DA L M A R K E T.CO M