Wedding Trader - issue 16

Trader WEDDING

WEDDINGTRADERMAG.COM

LY PROUDTING R SUPPO ISH BRIT EAR W BRIDALILERS RETA CAPES... SOMETHING YOU SIMPLY HAVE TO HAVE IN 2020

ISSUE 16 • JULY/AUGUST ’19

What you think...

THE BRICKBATS AND BOUQUETS OF BRIDAL TODAY

Getting ready for Harrogate WHY THE SHOW WITH A PROUD HISTORY REMAINS FIRST CHOICE

HOW US TARIFFS MIGHT AFFECT THE UK MARKET

Closing the doors

ONE RETAILER ON WHAT MADE HER CHANGE DIRECTION

FREDA BENNET PROMISES TO BE EVERYONE’S FAVOURITE

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 C O L L E C T I O N S BRITISH BY DESIGN

We will be launching our brand new 2020 collections at The Harrogate Bridal Show from the 8th - 10th of September.

Find us at The St George Hotel. www.romanticaofdevon.co.uk

WINNER Best Supplier Customer Service

WWW.CATHERINEPARRYBRIDAL.COM See us at The Harrogate Bridal Show, stand Q38. Retailer areas available in many parts of the UK & ROI. For further details call +(0)1443 222600 or email info@globalbridalbrands.com

contents

THE PERFECT COUPLE And the perfect gowns from Romantica’s big and beautiful portfolio

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

70

19 I N MY OP INION Would Laura Daly do it again?

72

22 L ET TER FROM AME R ICA Peter Grimes on the dangers ahead

76

26 G IRLS’ TALK Freda Bennet, all new, all different

80

36 S IX O F TH E BEST Gowns with added glitz

82

44 MOBILE FIR ST Why it is crucial to your website 46 COOL CAP ES Our guide to the biggest new trend 50 I SN’T IT ROMANTICA The business where family comes first 56

F ROM ME TO YOU Getting the right team working

T HE R IS E O F T H E LJ G R O U P Neil Flatley spreads his commercial wings M E NSWE AR Will the tux get back into fashion?

B R IDES TAL K Are brides doing research before they visit you?

Oh yes, and big time!

A DAY IN T HE LI F E You’ll get exhausted just reading this!

84

FANCY A CUPPA? Pretty, practical, must-haves

86

TECHNOTALK Waterproof gadgetry so you can work by the pool

88

FIND YO U R DRE A M D R ES S Check out what your customers are busy investigating online

91

S O C IAL M E DIA Gary Wilkins tells it like it is and what you get with Twitter

60 HA RR OGATE Still the biggest and the best

92

64 B EST SELLERS And some real surprises

94

69 L EG AL ADVICE Avoiding unpaid invoices

98

MONEY TALKS Your financial queries answered HO NING YO U R B U S I N ES S Getting the ingredients for success right AND FINAL LY. . .

Here’s what you have to say this month

SERRANO BY SUZANNE NEVILLE

40 MA KE IT STAND OUT Veromia’s new occasionwear man

S ECO ND O PIN I O N Elbeth Gillis challenges show business

JULY/AUGUST 2019 ♦ WEDDING TRADER ♦ 7

www.fredabennet.co.uk | hello@fredabennet.co.uk | 01322 537741

CO NTACT US

Ed’s Letter

Editor Susi Rogol

The buying season is drawing to a close but the grand finale – the Harrogate Bridal Show – is yet to come and it looks like it will be the biggest and best ever, certainly in terms of suppliers vying for attention. A long history makes a key difference when it comes to exhibitions but that aside, Harrogate does remain the home of bridal, and breakast at Betty’s certainly takes a lot of beating. And then, of course, there’s the big Awards programme, a vibrant ingredient in the September mix. Good luck from all of us to all of you who are in the running for a trophy.

It will be interesting, however, with the turbulent times we are going through right now (and that’s even without mentioning the ‘B’ word) to see whether visiting retailers will be in serious buying mode. But we have seen many of the collections that will go on show and we know that the market is in for a treat.

As a result, brides themselves will have much to get enthused about as you present all things new..

EDITOR SUSI ROGOL-GOODKIND TEAM TALK Andy Allen Art Director “We’ve got a reputation for delivering no-nonsense advice and opinion, and this issue tops anything previously.” (p32) Nardene Smith Advertising Sales Consultant “Forget jackets and boleros... the new season capes are amazing and introduce a whole new way of bridal dressing.” (p46) Martha Cooke Sales Executive “Legal advice from real experts is always invaluable to those running a bridal boutique,” (p69) Jade Pepperell Love Our Wedding “I am so looking forward to Harrogate and all the retailers I have been speaking to feel the same.” (p60) CONTRIBUTORS Dominic Bliss, Michael Cahill, Helena Cotter, Laura Daly, Myrna Plaisir Daramy, Jill Eckersley, Elbeth Gillis, Peter Grimes, Daniel Lee, Jane Hancock, Sharon MacPherson, Chris Partridge, Jade Pepperell, Catherine Rickett, Ellie Sanderson, Jo Stott, James Waddington, Christine Wilke, Gary Wilkins.

Trader WEDDING

WEDDINGTRADERMAG.COM

Y PROUDL TING SUPPORSH BRITI EAR BRIDALW RS ILE RETA CAPES... SOMETHING YOU SIMPLY HAVE TO HAVE IN 2020

What you think...

THE BRICKBATS AND BOUQUETS OF BRIDAL TODAY

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

@WeddingTraderUK @WeddingTraderMag

weddingtradermag.com

FREDA BENNET PROMISES TO BE EVERYONE’S FAVOURITE

ONE RETAILER ON WHAT MADE HER CHANGE DIRECTION

WT16_Cover 2aa.indd 1

dominic.bliss@btopenworld.com

@weddingtrader

WHY THE SHOW WITH A PROUD HISTORY REMAINS FIRST CHOICE

Closing the doors

Menswear Editor Dominic Bliss

ISSUE 16 • JULY/AUGUST ’19

Getting ready for Harrogate

HOW US TARIFFS MIGHT AFFECT THE UK MARKET

susi@meanttobemedia.com

Cover image: Casablanca Bridal, style Monica 2386

28/06/2019 11:45

Trader WEDDING

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

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

LOV E OUR

DREAM DRESS

JULY/AUGUST 2019 ♦ WEDDING TRADER ♦ 9

www.dandolondon.com

For details on becoming a Dando London stockist contact sales@dandolondon.com

Dando London

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

To Cape It All

Our guide this issue is to capes – see page 46 – the unmissable, totally fabulous new trend. This one is called Templeuve and comes from the latest Herve Paris collection. It’s in chiffon and French lace and will retail at around £500.

FOOTNOTES Wedding trainers are fast becoming first choice for brides planning nuptials away – especially to destinations where sand and cobblestones are part of the appeal. We’re loving these two: Gracie is from the new Charlotte Mills collection, comes in ivory pearl leather and glitter, and retails at £145. +44 (0)1457 879900 / info@charlottemillsbridal.com.

Rachel Simpson’s luscious Starlight is in bush satin and gold leather, and costs £189. +44 (0)121 433 5492 / info@ rachelsimpsonshoes.co.uk

Gracie Charlotte Mills

Starlight Rachel Simpson J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 13

Luxury dressing, brilliant business

What a dress! And what a price!

Gorgeous isn’t it? This Victoria Jane gown, style 18322, featured in our Guide to Beautiful Backs in our May June issue.

The beautifully-cut A-line in chiffon and crepe looks a million dollars, and we quoted the price at just over £2,000. We are right about the million dollar sense of style but wrong, wrong, wrong about what a bride will have to pay for it – the RRP is actually £960. This will make a lot of your customers very happy indeed. Apologies for our blunder. +44 (0)1636 593483 / enquiries@ronaldjoyce.com 14 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

The three-day event, Rome Fashion Week, a celebration of creative innovation and quality of the highest degree, proved to be exactly what the buying market wanted.

The show, where more than 250 collections from the top international names in occasionwear, saw over 2,000 retailers from 40 countries researching and studying what was on offer and making their calculated buying decisions for the year ahead.

This exclusive exhibition in Fiera di Roma, which has stormed its way to the number one slot, owes much of its success to the skilfully-curated ranges that have put the ‘haute’ back into ‘couture’, influenced by directional design that makes a bold statement. Price, in this market sector has little relevance; this is fashion for the woman who understands and appreciates the very best and, of course, cares about the name on the label.

This year’s edition, was spectacular in every respect, with higher visitor figures than anticipated – music to the ears and magic to the order books of the likes of Musani, Nicole, Pronovias, Notaro, As Seleccion, Frank Lyman, Gattinoni, Gai Mattiolo, Maria Vittoria Vinci, Bianca Brandi, and the Maestri Group.

The aisles of the show and the stands were packed for the entire three days and the lavish catwalk performances played to standingroom-only as cameras flashed to capture both the atmosphere and the sensational fashions that strutted their stuff to rapturous applause.

Rome Fashion Week has proved itself to be the key purchasing centre for Southern Europe. Removed from the bridal sector (which is the domain of Rome Bridal Week, owned by the same team), it is able to focus on the best in occasionwear, concentrating on the core buyers in the sector and the world media through its website, newsletter programme and FashionBiz magazine which is distributed to over 4,000 stores across Europe.

Plans for the 2020 edition are already underway. Make a note of the dates now! 20-22 June 2020

YOU ARE IN FOR A TREAT Alex Evenings is a new name in occasionwear – well new to the UK, that is. It has been a big success story in North America for three decades with a reputation for delivering great, elegant, grown up style at incredible prices.

The collection will be at Harrogate in September and is being handled in the UK by Andy and Denise BurgessFarrant. Stock will be held in the UK, so fast deliveries can be expected. RRPs range from £225 to £375. Lace, chiffon, crepe and comfort-fit stretch fabrics make for engineered silhouettes, so no surprise women are faithful to the brand. Make a date and get in there fast, is our suggestion. +44 (0)7759 226220 enquiries@ifg-uk.com

Our heartfelt condolences We at Wedding Trader were all deeply saddened to hear of the passing of Ben Allen from Richard Designs. He was unfortunately unable to overcome a cancer diagnosis and was aged 41. Ben worked in the family business since 2010 and was extremely popular and well liked in the bridal insustry and no

doubt many of you would have worked with him and seen him at trade shows.

We offer our deepest sympathies to his family and colleagues at this difficult time. His funeral will be held at Mintlyn Crematorium, King’s Lynn on Friday 12th July at 14:30, all are welcome to attend.

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 15

Pure has great speakers lined up At Pure London, 21-23 July, fashion designer, social entrepreneur and TV commentator Patrick Grant will be a keynote speaker on the Sunday at 3.20pm. On Monday at the same time, Brigitte Stepputtis, Global Head of Couture at Vivienne Westwood will be ‘In Conversation With’ Tamsin Lejeune, CEO of Common Objective.

Patrick, who helped re-ignite British textile manufacturing with the launch of social enterprise Community Clothing and is Co-Chair of HRH The Prince of Wales’s charity ‘Future Textiles’, will reveal his journey from materials science engineering student to saviour of tailoring business Norton & Sons and ready-to-wear brand E Tautz.

Continuing Pure London’s Power of One campaign to drive change in the fashion industry, Brigitte Stepputtis will be discussing sustainability, the path and progress of the Vivienne Westwood brand, new developments in the wider industry, how to tackle challenges and where to take chances.

Visit purelondon.com for further information.

YO U R MES SAG E IN LIGHTS! Prezzybox is a company that comes up with stylish ideas – one after the other. Perfect for a shop are its neon sign prints which can be personalised with the text of your choice – up to 100 characters. There are various styles, from jungle prints to florals to those all-important hearts, different sizes, finishes and borders. And all less that £20. Check out prezzybox.com for these, and more.

A NEW LABEL THAT CONCENTRATES ON CURVES Frances Marlow – that’s a name for your address book. Launched at Interbride earlier this year, the range is designed and manufactured by sibling team Amanda and Michael O’Neill and covers sizes 12 to 32.

The signature is distinctly boho and includes mix-and-match separates – wide-legged chiffon trousers and soft crepe skirts, which can be teamed with a plain fitted, or beaded bodice, or a sequinned cami

Designer Sabina Motasem opens in Islington One of our very favourite lessis-more designers, Sabina Ali of Sabina Motasam, has moved into N1’s trendy Cross Street and created an intimate luxury boutique where she’ll be showing off her stunning collection. For 2020 Sabina stays true to her elegant, contemporary sense

of minimalism and introduces new premium couture styles with innovative cuts in wonderful sandwashed crepe satins, heavy crepe silk and ivory sequin-embellished soft tulles.

Interested stockists should email commercial@motasem.co.uk to arrange a viewing.

16 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

and lace jacket. The internal corsetry gives perfect support, with fitted shapes, detailed sleeves, fishtail skirts and tulle ballgowns. Fabrics are soft and details are intricate, with highlights of lace, beadwork and sparkle. Colours are soft ivory, rum and Champagne, and retail prices will ranges from £695 to £1,595.

To find out more contact +44(0)1909 774444 / orders@ francesmarlow.co.uk

INTER BRI D E N UM B E R S Some 5,000 industry visitors from 50 countries attended the Interbride show in Dusseldorf in May where 180 exhibitors unveiled their 2020 collections. The three-day event was the best in the exhibition’s

seven years, according to CEO Ulrich Wendel and this year included ‘business talk’ gettogethers designed to provide a platform and actively encourage industry networking.

CVAs are fatally wounding our high streets Monsoon is the latest store to seek to weather the retail storm by convincing its creditor landlords to agree to a company voluntary agreement (CVA). But the e-commerce home delivery expert ParcelHero says CVAs are at best a temporary bandage for store chains, and at worst will hasten the demise of the high street and reduce the value of many pensions, many of which are partially invested in commercial property markets.

Says ParcelHero’s Head of Consumer Research, David Jinks MILT: “CVAs should be a last resort, not the standard retail business practice they are fast becoming. Yes, they give chains the chance to slash rents and ditch poor-performing stores; but closures are becoming unsustainable.

Debenhams is axing 22 stores and House of Fraser 31 stores under CVAs, while Carpetright has already used its CVA to ditch around 92 stores, Mothercare 50 and Homebase 92. Not only is the trust between landlords and retailers being destroyed; but many of our pensions are invested by their administrators into retail property.

Institutional investors such as pension funds and insurance companies are large investors – both directly and indirectly – in commercial property markets.

“Property landlords have to choose between either accepting a huge cut in rental income, or losing the tenant altogether and having large properties standing empty. This diminishes the market for new retail developments. Many large pension schemes may typically have around 8% of their funds invested in commercial property developments and management; but with returns on those investments falling, pensions are being impacted and some schemes are seeking to reduce their exposure to the sector. And many of us may have our pension pot invested in a specialist property pension fund. As an example, the makeup of one well known fund includes 9.2% invested in shopping centres and around 9.5% in standard retail stores. And Britain’s high street banks have around 8% of their loans tied to commercial properties.

“BHS could be said to have started the current CVA ‘trend’, forcing its creditors into accepting far lower rents and even rent ‘holidays’ for some stores; we all know where that ended for BHS. Likewise, Jamie’s Italian also negotiated a CVA with its creditors in February, but collapsed entirely a few months later.

“CVAs don’t remedy the fundamental faults at the heart of a brand; they are a desperate measure that will simply mean property investors move into alternative markets, and our high streets collapse under the weight of closures and terminal underinvestment.”

For more information about the impact of CVAs on Britain’s department stores, see ParcelHero’s industry study Departing Department Stores at parcelhero.com/blog/news-updates/departingdepartment-stores J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 17

In my opinion In June, Laura Daly celebrated the 18th anniversary Bellissima Weddings. During a day spent with customers and colleagues, she was asked if, knowing then what she knows now, would she have opened a wedding shop

I

style, not someone simply trying to get

f I could have looked into a crystal

gown as you pin the hem; they can

ball all those years ago and seen

faint and convulse from the excitement through to the NHS helpline. And some once zipped into their dress; and, while customers will be astonished to realise

my lovely shop as it is today, I

would undoubtedly have said yes. they sit in the shop waiting for their I walk around the space I have created, friend, they can eat a whole rotisserie chicken, stink the place out and leave consider the accolades won and the

that a lace-up back isn’t made of lace.

If a bride asks to see an off-theshoulder neckline, take her to the

customers and friends acquired along

the carcass on your desk. They can

strapless section and smile sweetly

the way, and I can honestly say that

stomp out of the door because their

as she says, “yes, the boob tubes”.

I love my business, I love the people

father won’t buy them the dress they

Remember, too, that the difference

who work in it, and I love seeing our

want; and they can refuse to wear

between a tulip, a fishtail, a mermaid

happy brides.

knickers because, after all, “knickers...

and a fit-and-flare is entirely in the eye

what’s that all about?” I kid you not.

of the beholder, and that an A-line

However – it wouldn’t be bridal if there wasn’t a ‘however’ – to get to

Then again, just as easily, they can

could be just about anything.

this point, it has not been all unicorns

also anonymously pay the balance

and sparkles. Dealing with the general

on a dress for their niece; send

Don’t take criticism personally

public at such an emotional time in

flowers to a bride to coincide with her

Although you know your shop is a

their lives was not something that I had appointment time; or even sell their car to allow their daughter to buy the really considered... I quickly learned a

projection of your very soul, your customers are blissfully unaware of this fact. When your life’s work has

few important things…

gown that means so much. They can

No-one prepares you for dealing

write such beautiful heartfelt feedback been disregarded in ten minutes with comments like: ‘it’s a bit crusty” (it’s on social media that it will make you

wih the general public I had been a

cry tears of happiness and spur you on

heavily beaded) or “it looks like it’s got

member of the general public myself

to greater things.

bird poo on it” (it has vertical beading patterns), or “it’s too white” (the sample

before opening my shop, so I didn’t believe others would be different.

Not all customers know their bridal

is white) or “it’s too bridey” (it’s a bridal

Well, it turns out they can do and say

terminology If a bride says she’d like

gown), just smile. Resist the urge to

all kinds of bizarre things and behave

a “tea towel thingy for my head” just

shout ‘FIRE’ and shove them swiftly

in ways completely alien to me.

take her immediately to the veil rail

out.

For example, they can appear

and watch her face light up. If you have

Repeat to yourself: ‘The customer

quite fine one moment and, the next,

a telephone enquiry about a dress

is right, even when she’s wrong’ on

projectile vomit all over a new carpet

with a “bandage around the waist”, it’s

the hour, every hour for 18 years... you

and straight down the front of their

likely to be about a draped or swagged might even end up believing it!

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 19

Letter from America Difficulties in the US could be coming to the UK, says Peter Grimes, publisher of VOWS magazine

Two interrelated issues 1. The prospect and potential impact of 25% tariffs applied to the entire Ladies Dresses category of US imported Chinese goods, which includes bridal, prom and special-occasion dresses in all price points. If applied, and included in a manufacturer’s and retailer’s mark up, this could increase the average retail price of gowns in the US by at s if bridal retail in the US isn’t least $300; higher priced dresses by much more. difficult enough… what with US brands are taking the threat the speed of changing bride demographics and shopping very seriously, with a two-prong approach: pricing their products and preferences, the ongoing and very organising a unified response. visible financial struggles of David’s Bridal and its impact on consumer Regarding pricing... confidence, the shifting bridal media Several have privately suggested landscape, and the promotions from that they will incorporate only a increasingly sophisticated direct-toconsumer websites that siphon sales percentage of the tariffs within their mark-ups, or handle as a surcharge from brick and click stores, we now without mark up or, in the case of one add the uncertainty and very real impact of the trade spat between the supplier, absorb the tariffs without increasing prices.

US and China.

Others have indicated that One aspect may not affect UK their products and pricing will be stores; the other most certainly will.

A

22 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

unaffected as their primary source of supply is not China.

Tariffs, if instituted, will also affect components imported from China.

Regarding organising an industry response...

American Bridal and Prom Industry Association President Steve Lang has been invited to testify before the US Trade Representative’s public hearing on the impact of potential tariffs on the wholesale, retail and consumer bridal, prom and special occasion market. It is his second appearance before this Congressional committee requesting consideration and exemption from trade tariffs.

The hearings, which were held over two weeks in June, included testimony of over 300 associations, organisations and business leaders urging the Trump administration to exempt their categories, to delay their implementation or to not apply at all the prospective tariffs on over $300 billion of Chinese imported products.

The ABPIA was armed with over

400 letters of support from retailers and manufacturers and other industry groups, including the International Bridal Manufacturers Association, Bridal Boutiques US, National Bridal Retailers Association, National Bridal Sale Event, Better Bridal Group, White Dress Society, and VOWS magazine, all requesting exemption and describing in non-emotional but vivid detail the impact a 25% increase in costs would have throughout the industry.

(The proposed tariffs are a supplemental action in response to China’s unfair trade practices related to technology transfer, intellectual property, and innovation, based on the findings in USTR’s investigation of China under Section 301 of the Trade Act of 1974. Tariffs on $250 billion in goods from China are currently in effect under Section 301 trade action.)

Tough to guess when a decision for or against would be made. With two weeks of hearings, it could be months. Regardless of the decision, I’m encouraged by the momentum of

and investment firms funding the development and promotion of the direct-to-consumer model for the bridal and special occasion categories.

As they fine-tune their approaches, And following on...

2. The second issue raising our blood rectify the mistakes they will undoubtedly make, and successfully pressure and creating a great deal of develop their model for the US, the discussion is one that will affect UK UK will be next. stores sooner than expected: The Please don’t misunderstand: I am increasing number and sophistication not calling for a boycott or group of Chinese factories reacting to the uncertainty and changing demands of action against direct-to-consumer online businesses. the US market by creating direct-toWhat I am suggesting is that we consumer sites developed to bypass need to level the playing field… tighter wholesalers, retailers, duties and tariffs by delivering deeply discounted customs controls in the US (and probably the UK, too) so that these gowns as gifts or non-commercial ‘gifts’ have to pay their share of duties items. and tariffs.

These potential tariffs, with the Yes, it’s becoming more difficult to corresponding increase in retail prices succeed in bridal retail. But when we no matter how they are handled, act collectively for the good of us all, provide a further opportunity for we will succeed. unscrupulous counterfeit houses to I encourage your participation in tempt unsuspecting consumers to all industry groups. There is strength buy online. in numbers.

Additionally, and more alarming, And in a unified vision. is the entry by Chinese equity this industry-wide effort and reaction, and hopeful that we’ll keep the fires burning to address other pressing industry issues.

Calling all boutique owners!

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ISSUE FOUR • OCTOBER 2015

STUNNING STYLES FOR EVERY TIME OF YEAR

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

EVERYTHING YOUR GIRLS NEED TO KNOW!

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03/08/2015 20:17

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01/05/2016 18:20

ISSUE 27 • SEPTEMBER 2017

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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.

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31/08/2015 17:38

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

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The finer details

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

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MINI MAIDS ADORABLE PICKS FOR YOUR FLOWERGIRLS

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

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

You said

yes!

OUR PLANNING TIPS FOR NEWLYENGAGED BRIDES

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

Enzoani HOT 2018 STYLES FOR EVERY BRIDE

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Mini maids

PRETTY FLOWERGIRL DRESSES THEY’LL LOVE

DREAMY DISCOUNTS GREAT DEALS FOR EVERY READER!

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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

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

Hair ideas

TAKE THESE PRETTY STYLES TO THE SALON

Make a wish

THE BEST SELECTION OF DREAMY DETAILS FOR YOUR WISH LIST

ELLIS BRIDALS

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

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STUNNING WEDDINGS

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

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GOLDEN GIRL ACCESSORIES FIT FOR A QUEEN

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SEE THE CHIC NEW DESIGNS

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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

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AMAZING ACCESSORIES DELICATE DETAILS TO FINISH YOUR LOOK

FOUR INSPIRING BIG-DAY STORIES

Seasonal maids

PRETTY BRIDESMAID DRESSES FROM SPRING TO WINTER

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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

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Chloe Bridals

FRESH DESIGNS FROM CANADA’S HOTTEST BRIDAL BRAND

07/11/2017 11:16

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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

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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

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A HANDY GUIDE TO MARRYING OVERSEAS

WHY WE ADORE THEIR CHIC NEW COLLECTIONS

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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

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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

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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?

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GORGEOUS GROOMS GREAT IDEAS FOR YOUR MODERN MAN

RUTH MILLIAM

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ISSUE 30 DECEMBER 2017

Wowfactor weddings

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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

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Love at first sight

AMAZING VENUES! Beauty ideas

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ISSUE SEVEN • JANUARY 2016

SHE’S IN FASHION

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HOW TO PLAN YOUR BIG DAY IN SIX MONTHS

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THE BEST IDEAS FOR UK BRIDES!

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• 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

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Curvy couture

HOT NEW HAIRSTYLES

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TOP TRENDS, FASHION &

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HOW TO CREATE THE WEDDING OF YOUR DREAMS

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Perfect planning

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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

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• DECEMBER 2018

It must be love!

OUR GUIDE TO A HAPPY MARRIAGE PLUS THREE LOVELY REAL WEDDINGS

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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

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• JANUARY 2019

New Year’s 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

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

04/11/2018 19:33

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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

04/12/2018 14:58

02/09/2018 17:16

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07/10/2018 20:39

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 23

We will be launching our brand new 2020 collection at The Harrogate Bridal Show from the 8th - 10th of September.

Find us at The St George Hotel. www.romanticaofdevon.co.uk

PERFECT CUT Design balance is so important to Christine and Jane. From their chosen form they can add detail

Girls Talk Freda Bennet is a new wedding dress label from the British award-winning duo Christine Wilke and Jane Hancock. If you loved what they did before, you’ll adore what they are getting into now

26 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

UNDERPLAYED DETAIL Even the bows have a sense of flow, casually looped to introduce an added dimension

SOFT AND FEMININE Gentle lines are cut to flatter and show off the best in every fabric

First a bit of background please – tell us about LouLou and Louise Bentley and their history.

Loulou was a label that we founded in 1991 called such because of our shared middle name – Louise. We started as a bridesmaid company and in 2006 we began manufacturing in China, working with Direct Eastern, where we had complete design control. The collaboration enabled us to be more competitive on price and opened up a new level of manufacturing for us. We moved into bridal in 2010, developing our vintageinspired look and in 2015 we launched a designer label, Louise Bentley, as a more sophisticated sister.

Direct Eastern decided to take both the Loulou and Louise Bentley labels back and design them in-house, wanting to broaden their appeal.

So, as a result, a new name, a new chapter… is this the realisation of a long-held dream?

We have always considered the possibility of having our own company and boutique label again. With so much change in the industry itself, it felt like the time was right for us to move forward and re-invent ourselves.

Where did the name come from?

The name comes from our two sons Fred and Ben. It’s a nod to the next generation. It had to be a name that And what brought that era to an end? was personal to both of us.

Did you have a business plan right from the start?

We have always had a grand plan, and have always put our heart and soul into our labels as if they were our own.

We were ready to spread our wings and be in control of our own future… the pieces in the jigsaw fitted together perfectly.

What about sourcing manufacturing facilities, and fabrics?

A particular factory in China was recommended to us and we visited them and studied their production processes, quality control and order management before deciding to go with them. We sourced our fabrics with the very expert team there who have the contacts and buying power.

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 27

So, tell us about the Freda Bennet personality – is it completely different to your past work?

Freda Bennet is a contemporary label – modern, clean cut, unfussy, well priced, good quality – and aimed at today’s bride who knows what she wants and what works for her. We needed our new signature to be far removed from that of LouLou, which took its inspiration from the past.

Freda Bennet is definitely different… and forward thinking!

You launched at White Gallery in London in March – what was the response?

Very good! Our loyal customers were all interested in seeing our new direction and impressed by the creative proposition. We secured 17 shops and another ten immediately following the show… and more since.

And come September, at the big Harrogate show, how many pieces will you introduce and what will the RRP be?

We will be adding 15 new styles to

the line up at Harrogate Bridal Week, taking the collection to 45 pieces.

Our standard size range is 8-26, and recommended retail prices go from £1,200 to £1,600.

Do you see this as a very British label, or will you be looking for international distribution?

We see Freda Bennet as a contemporary label with world-wide appeal. And that is so exciting.

Will your stockists be granted exclusivity?

Absolutely. We will be offering retailers a 15-mile radius.

Your message?

We are thrilled to take creative control of our new company and label and to work with integrity and passion in an industry that has been our world for over 27 years.

Freda Bennet T: +44 (0)1322 537741 E: hello@fredabennet.co.uk W: fredabennet.co.uk

28 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

Inspired thinking Jane and Christine had a clear vision of the personality they wanted for their new label.

Importantly, they wanted it to be different to anything they had previously designed – a completely new signature.

They looked at fashion magazines, rather than bridal; they visited fashion exhibitions; they studied contemporary pattern cutting books, especially Japanese pattern cutting, and took inspiration from modern sculpture and art.

Expect to see...

• Elegant lines • Crisp cuts • Defined features • Streamlined details • Sculpted silhouettes • Skirts with movement

CLEA

ronaldjoyce.com

Ronald Joyce invites you to view the new Spring 2020 collection

8 - 10 Sept - Stand M19

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

ERROR We stated in our July-August issue that Debbie Buck, formerly of Glamour Bridal in Bolton, is a member of the Bridal Retailers UK & Ireland group. According to the group, this is not the case, and we apologise for the error. Wedding Trader will not be running the planned follow-up story.

34 ♌ W E D D I N G T R A D E R ♌ J U L Y / A U G U S T 2 0 1 9

Sparklers

Some brides want plain and simple, others go for shimmer, shine and gorgeous glitz. Here are our current faves...

M IA M IA Style: Betinna Silhouette: Ballgown Fabric: Beaded organza Colours: Ivory Size range: 6-30 RRP: £1,300 T: +44 (0)20 8804 1444 E: info@miamiabridal.co.uk W: miamiabridal.co.uk

36 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

M O R IL E E Style: 2095 Rihanna Silhouette: Ballgown Fabric: Beaded net with sequinned embroidery, available in three lengths Colours: Ivory, white Size range: 2-30 RRP: £2,100 T: +44 (0)1636 700889 E: ukmarketing@morilee.com W: morilee.co.uk

RONAL D J OYC E Style: 69467 Corinna Silhouette: A-line Fabric: Beaded tulle with beaded sleeves Colours: Ivory, white Size range: 6-30 RRP: £3,000 T: +44 (0)1636 593483 E: enquiries@ronaldjoyce.com W: ronaldjoyce.com

C HR IST INA W U Style: 22706 Silhouette: Cowl neck sheath, in knee, tea and full lengths Fabric: Sequinned elasticated tulle Colours: Rose gold, shown, plus 20 others T: +44 (0)8707 707 670 E: info@eternitybridal.co.uk W: eternitybridal.com

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 37

M OR IL E E A F CO UT UR E Style: 1732 Raja Silhouette: Slim Fabric: Beading and embroidery on net over Chantilly lace Colours: Ivory Size range: 2-26, choice of three lengths RRP: £2,520 T: +44 (0)1636 700889 E: ukmarketing@morilee.com W: .morilee.co.uk

E N ZOAN I Style: North Silhouette: Mermaid Fabric: Sequin-embroidered organza Colours: Ivory Size range: 6-30 RRP: Collection range £2,100-£3,100 T: +44 (0)1792 586615 E: infouk@enzoani.com W: .enzoani.com

38 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

LOVE IS IN THE AIR Give special day fabrics the care and attention they deserve.

Visit propress.co.uk

MAKE IT STAND OUT BIG PLANS Designer Daniel Lee is clearly focused on making the most of every occasion

Wedding Trader gets into conversation with Daniel Lee, the new name at Veromia who puts ‘special’ into every occasion When did you join Veromia Group?

I started with the Group in 2018.

Some background please – where did you study design?

I attended Central St Martins and graduated with a BA in Fashion Design.

So what was your first job in fashion?

I became design assistant with Frank Usher.

Take us through your career path from there. Which houses have you worked with and in what capacity?

I was with Frank Usher in the Dusk division as design assistant, and then moved on to design manager for both Frank Usher and Dusk, and then head of design for Dusk. I moved on to Morreko where I was merchandise director, and then joined John Charles where I was head designer until 2017.

Which area of fashion most appeals to you today and why?

All facets of occasionwear, which

40 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

Dress Code

Irresistible

Veromia Occasions

allows me to express myself creatively across all the areas within that particular sector.

nurtures talent and creativity.

And what appealed to you most about joining Veromia?

The range of lines the Group offers allows me to exercise my desire to create across the whole spectrum of occasionwear. I was also delighted to work with Vivien Felstein who has the confidence and vison to allow me, as design director, maximum scope to express myself and work in an environment which values and

Talk us through the process, right from the start. Do you have a vision for each collection? What comes first, the design or the fabric?

Do you see introducing many The vision starts with the personality changes to the individual brand of each label and the woman it serves. personalities?

I find beautiful fabric to enhance that We are on a journey to give Veromia and each line in the portfolio a modern, personality and create shapes and fresh and confident image that clearly looks which will help define each reflects all the different aspects of the collection and provide a woman with a choice that works for her and that occasionwear market.

So which brands in the portfolio will you be focusing on?

Three – Irresistible, Dress Code and Veromia Occasions.

What inspires you?

Making a woman feel beautiful on that very special day or occasion .

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 41

Dress Code

Veromia Occasions

special occasion she is dressing for.

Has the market changed a lot since you first started designing?

Do you have fabrics that are exclusive Oh yes… and it continues to change all the time as tastes and shopping habits to the label? move in new directions.

Yes we do have a range of fabrics exclusive to Veromia.

What are the main changes?

More for less; more accessible, Where do you source fabrics and wearable fashion that is less trimmings? constrained by a particular expectation We search and source from the best perhaps driven by age or convention. houses across Europe and Asia.

How many pieces will you have in each of the ranges?

There will be around 25 to 30 in each label – choice is vital today.

How important is plus-size options in your on-going vision?

We make beautiful clothes for all sizes and our Dress Up collection caters specifically to the woman with curves.

What can retailers expect to see at Harrogate in September – what surprises do you have waiting?

You will see a more confident, stronger identity across our occasionwear offering.

I am very excited about our palette and new silhouettes and detailing.

Any special promotions planned at the Harrogate show?

42 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

Irresistible

We are confident that our designs will speak for themselves and people will recognise the quality, style and development of our various lines.

Prices – how much do they influence the consumer buying decision?

Like most things, clothing is price sensitive – people will spend for that special occasion but they still want good value and something which adds to their wardrobe and choices.

Three pieces of advice to retailers?

Keep the buying pattern dynamic, continually evolve and reflect the current times and trends rather than relying on more of the same.

T: +44 (0)20 8502 2257 E: style@veromia.co.uk W: veromia.co.uk

www.morilee.co.uk

8 TH - 10 TH SEPT, STAND M24

www.morilee.co.uk R AYA

Why a mobile-first website is crucial US guru Myrna Plaisir Daramy says it’s important to dive deep into the psychology of a bride and explains the importance of a mobile-first approach to your web presence

T

his May, I had the honour of speaking at the third annual White Dress Society Retreat – a community created to establish community over competition within the bridal boutiques.

Beth Chapman, owner of The White Dress by the Shore, and former bridal store owner Charlotte Poling created The White Dress Society because they understand the importance of education and networking within the industry. It’s an amazing community focused on empowering bridal salon owners through education and connection.

During the retreat, industry leaders discussed how the mindset of today’s modern bride has changed. One of the key messages in almost every presentation was the importance of your business being mobile responsive.

According to a recent study from The Knot, brides are spending more time on their mobile devices and in front of their tiny screens. This is changing how they approach planning and shopping for their wedding.

As a result, it is most likely that their first encounter with your business will be on their phones. In order to make a good solid impression, you need to create an engaging, user-friendly

44 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

experience. If your website is not mobile responsive, you’re inviting people to ‘x’ out.

Chances are if you have had your website updated within the past three years and are using platforms like Squarespace, Wix, Weebly, or ShowIt, then you have a mobile-friendly website – a website that has a fluid and flexible layout that adjusts according to screen size.

Most business owners don’t know they can make some tweaks to ensure mobile responsiveness; while being mobile friendly is not a new concept to the bridal industry, there still seems to be confusion on identifying exactly what mobile responsive actually means. To put it in layman’s terms, in order for your website to be deemed as mobile responsive you need the following:

1 Readable text, adjusted buttons and images Have you ever visited a website on your mobile device and had to pinch or expand it just so you can read what it says? It can be a very frustrating experience which can deter visitors from learning more about a particular business or offering.

In order to ensure that the text is legible, the font size should at least be 12 px. Buttons should also adjust in size appropriately so that your fingers can click on them easily.

2 Adequate space for tap buttons or links There should be enough space in between buttons so that website visitors can clearly click on the link they want to go to.

3 No horizontal scrolling Mobile phones are typically oriented in the vertical or portrait position, so scrolling normally occurs in the up or down directions. Having a website with the scrolling capability from left to right is not acceptable.

w

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ISSUE 10 • APRIL 2016

4 Removal of intrusive content A couple of years ago, Google started to crack down on mobile site versions and content that could be considered as intrusive or taking up too much real estate on your phone screen.

The reason that Google started doing this is that they wanted the most important content to be visible and not hidden by popups or what could be considered interstitial content.

LET’S GET PLANNING!

FROM DECOR IDEAS TO CUTTING THE GUEST LIST

WIN YOUR WEDDING SHOES & ACCESSORIES

Readings & speech tips

ENSURE THERE’S NOT A DRY EYE IN THE HOUSE!

ALLURE BRIDALS

WE TAKE A LOOK AT THE NEW DESIGNS

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ISSUE 11 • MAY 2016

THE A-Z OF DRESSES

MAKE FINDING YOUR GOWN A BREEZE WITH OUR HANDY GUIDE

Special details

100s OF PRETTY FINISHING TOUCHES TO CREATE A DAY TO REMEMBER

Real weddings

FOUR BEAUTIFUL BRIDES SHARE THEIR STORIES, P74

01/03/2016 12:37

REAL-LIFE BRIDES

FOUR BEAUTIFUL WEDDINGS FILLED WITH INSPIRATION

Dream dresses THE PRETTIEST GOWNS TO MAKE YOU SWOON THE WEDDING CHECKLIST TICK OFF YOUR TO DO LIST WITH OUR PLANNING GUIDE, P89

HEN HEAVEN FUN PARTY IDEAS THAT ARE CLOSE TO HOME

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OH-SO ORIGINAL BIG DAYS PACKED WITH IDEAS TO STEAL

New ways to save

HOW TO GET MORE STYLE FOR LESS SPEND

• STATIONERY • DECOR • SHOES • JEWELLERY & MUCH MORE! A NIGHT TO REMEMBER! FUN HEN PARTIES FOR ALL AGES, P153

MODECA

DISCOVER THE INCREDIBLE COLLECTION FOR 2017!

FABULOUS FLORALS NEW WAYS TO USE YOUR BLOOMS

Seasonal dresses

JEWELLERY, SHOES, DECOR & MUCH MORE!

How to choose your venue

THINGS TO CONSIDER BEFORE YOU BOOK

05/04/2016 08:42

Real

Brides

REAL WEDDINGS WITH THE WOW FACTOR

THE STORY OF A LUCKY BRIDE WHO WON HER DRESS!

Chic sequins

TAP INTO THIS TREND FOR A GLAM THEME

LOVE YOUR BRIDESMAIDS

STUNNING DRESSES FOR YOUR BEST GIRLS

ISSUE 13 • JULY 2016

50 GORGEOUS NEW DRESSES

FIND A GORGEOUS GOWN THAT LOOKS & FEELS INCREDIBLE

Cute as a button

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

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WHERE TO MARRY ABROAD & HONEYMOON IN EVERY SEASON READINGS & MUSIC IDEAS THE SOUNDTRACK TO YOUR DAY – SORTED!

ALLURE BRIDALS

w

TICKING ALL OUR TREND BOXES FOR 2017!

02/12/2016 13:52

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LOVEOURWEDDINGMAG.COM

• JUNE 2018

A BUMPER ISSUE OF THE BEST BRIDAL DRESSES

Curvy couture

PRETTY PLUS-SIZE STYLES FOR FULLER FIGURES

WIN PRIZES WORTH £10K!

DESIGNER DRESSES, DECOR, STATIONERY & MUCH MORE, P164

Dress to impress 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

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 ES HAIRSTYLTO CHIC IDEAS TAKE TO THE SALON

AN INCREDIBLE PRIZE FROM CATHERINE DEANE

‘I do’ overseas

100+ AMAZING ACCESSORIES ALL THE FINISHING TOUCHES, SORTED

Party time!

TEN BRILLIANT IDEAS FOR THE ULTIMATE HEN DO

TOP PLANNING TIPS FOR THE PERFECT WEDDING ABROAD

SHAPED TO PERFECTION STUNNING GOWNS FOR PLUS-SIZES

Beautiful Brides SUPER-STUNNING REAL-LIFE WEDDINGS

MAID TO MEASURE

OR WILL IT BE LONG SHORT DESIGNS FOR YOUR GIRLS?

FIND YOUR DREAM DRESS WHY EVERY BRIDE SHOULD BE USING THIS FABULOUS WEBSITE

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

Seasonal Style GORGEOUS GOWNS FOR EVERY TIME OF YEAR, P20

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

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

Real Wedding Special OUR BIGGEST SELECTION OF BEAUTIFUL

WEDDINGS TO INSPIRE YOU

31/05/2016 17:49

LOVEOURWEDDINGMAG.COM

ISSUE 33

Wedding trends 2018

TOP HOME-GROWN DESIGNER NAMES TO LOOK OUT FOR

Hair ideas

TAKE THESE PRETTY STYLES TO THE SALON

Make a wish

THE BEST SELECTION OF DREAMY DETAILS FOR YOUR WISH LIST

ELLIS BRIDALS

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

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18 PAGES OF IDEAS AND INSPIRATION MINI MAIDS ADORABLE PICKS FOR YOUR FLOWERGIRLS

WIN A HONEYMOON 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

05/06/2018 14:39

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

• FEBRUARY 2018

Dreamy details SHOES, STATIONERY AND THEME IDEAS

WIN AMAZING PRIZES WORTH £7,000!

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

WE VIEW THE STUNNING SPRING COLLECTION FROM ALLURE BRIDALS

Dress up!

NEW BRIDAL GOWNS FOR 2018

PUMP UP THE JAMS! HOT WEDDING SONGS FOR YOUR PLAYLIST

Fashion special DIY WEDDING FLOWERS HOW TO CREATE PRETTY PAPER BLOOMS

We love curves!

GORGEOUS GOWNS FOR FULL-FIGURED BRIDES

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

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

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LET’S GO OUTSIDE! BEAUTIFUL OUTDOOR WEDDING INSPIRATION

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05/02/2018 11:47

LOVEOURWEDDINGMAG.COM

• APRIL 2018

Stress-free planning EXPERT ADVICE FROM A REAL-LIFE WEDDING PLANNER

100+ DREAM DRESSES FOR YOU AND YOUR GIRLS

Suits you!

Modeca 2019 THE NEWEST HOT BRIDAL STYLES FROM EUROPE

Love your shape!

BRIDAL GOWNS TO SUIT EVERY BODY TYPE

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

20/11/2017 16:30

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22/12/2017 10:26

FLOWER POWER OUR FAVOURITE FLORAL DETAILS FOR SPRING

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ISSUE 39

Finding the one OVER 100 GORGEOUS WEDDING GOWNS

Flower power!

WHICH BLOOMS WILL WORK BEST IN YOUR BOUQUET?

• SEPTEMBER 2018

Gorgeous Weddings BE INSPIRED BY THESE THREE REAL-LIFE CELEBRATIONS

CURVY COUTURE STUNNING PLUS-SIZE STYLES TO WOW YOUR GROOM

ISSUE 40

Making the cut!

HOW TO TRIM BACK THE GUEST LIST, P103

IT’S ALL IN THE DETAIL...

SHOES, DECOR, JEWELLERY, STATIONERY & MUCH MORE

WIN YOUR WEDDING RINGS, FROM PURELY DIAMONDS! P71

GOLDEN GIRL ACCESSORIES FIT FOR A QUEEN

01/07/2018 12:19

06/03/2018 11:11

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Travel special

WIN A WEDDING DRESS WORTH £1,500!

30/07/2017 17:41

• AUGUST 2018

TISSUES AT THE READY FOR OUR BEAUTIFUL REAL WEDDING STORIES

FEARLESS, FEMININE GOWNS FOR 2018

THE DESIGNERS AND DRESSES YOU HAVE TO SEE

MENSWEAR TRENDS FOR THE NEW SEASON

HOW TO PLAN YOUR BIG DAY IN SIX MONTHS

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Love at first sight

Elbeth Gillis

EVERYTHING YOU NEED TO KNOW FOR YOUR DREAM DAY

ISSUE 34

Wilderly Bride

Last-minute weddings

Seasonal sisters!

BEAUTIFUL BRIDESMAID DRESSES FOR SPRING THROUGH TO WINTER

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

Trends for 2019 FROM THE LATEST IN BRIDAL FASHION TO THEME IDEAS FOR YOUR RECEPTION

• OCTOBER 2018

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

She’s in fashion!

TICK OFF YOUR WISH LIST WITH THESE DREAMY DRESSES FOR 2019

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

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04/08/2018 19:57

LOVEOURWEDDINGMAG.COM

ISSUE 41

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

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

SHIMMER & SHINE!

TO DREAMY DETAILSTHE GIVE YOUR DAY WOW FACTOR

• NOVEMBER 2018

283 WAYS TO IMPRESS

INSTAGRAM-WORTHY DETAILS PLUS 40 DREAMY DRESSES FOR 2019

Let’s get married!

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?

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STUNNING WEDDINGS

REAL COUPLES, REAL BUDGETS, REAL IDEAS

LOVEOURWEDDINGMAG.COM

ISSUE 32

• JANUARY 2018

Real-life weddings

LOVEOURWEDDINGMAG.COM

• MARCH 2018

ISSUE 14 • AUGUST 2016

THE BEST OF BRITISH

LOVEOURWEDDINGMAG.COM

ISSUE 31

Curvy couture

A BUMPER 1ST BIRTHDAY ISSUE!

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LOVEOURWEDDINGMAG.COM

ISSUE 38

• JULY 2018

Win your wedding dress!

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

30/12/2016 19:45

LOVEOURWEDDINGMAG.COM

ISSUE 37

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

ELBETH GILLIS

LOVEOURWEDDINGMAG.COM

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Perfect planning

ISSUE 27 • SEPTEMBER 2017

SHE’S IN FASHION!

LOVEOURWEDDINGMAG.COM

ISSUE 12 • JUNE 2016

DRESSES FOR EVERY BODY SHAPE

LOVEOURWEDDINGMAG.COM

GORGEOUS GOWNS FOR EVERY TIME OF YEAR

MODECA

LOVEOURWEDDINGMAG.COM

ADORABLE IDEAS FOR FLOWERGIRLS

ISSUE 20 • FEBRUARY 2017

ISSUE 19 • JANUARY 2017

BEAUTIFUL REAL-LIFE WEDDINGS

ISSUE 36

In order to make your mark on the wedding industry, you must have a mobile-friendly website that invites your potential clients into an experience instead of giving them

LOVEOURWEDDINGMAG.COM

LOVEOURWEDDINGMAG.COM

Inspirational Weddings

5 Click to call link and clear calls to action Making it easy for brides to contact you is vital. Be sure to include a click to call link so that website visitors can just tap on your phone number and make the call.

so you can book more brides in for appointments than ever before!

I can’t wait to see how it turns out.

a headache. Start incorporating these small tweaks and adapting your website for the mobile viewer

FEAST YOUR EYES ON THE GORGEOUS NEW DESIGNS

Maid to measure

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

Save in style

GET A DECADENT LOOK WITHOUT THE HUGE BUDGET, P95

GROOMED !

TO PERFECTION IDEAS FOR YOUR MAN, STRAIGHT FROM THE CATWALK

HEAVENLY HONEYMOONS THE BEST LOCATIONS FOR YOUR RADAR

02/09/2018 17:16

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07/10/2018 20:39

Calling all bridal boutique owners!

Want to give your brides a gorgeous free wedding magazine?

We distribute our sister magazine Love Our Wedding completely free of charge to UK boutique owners to hand out to their brides. Get in touch with andy@meanttobemedia.com to order your free copies.

J U L Y / A U G U S T 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

Gowns with Capes Long or short, simple or sumptuous, the cape is one of the new season’s key features found on gowns in every big-name collection. We’ve picked our favourites...

KENNETH WINSTON Style: 1833 including detachable cape Fabric: Embroidered lace with soft tulle Colours: Ivory/silver, white/silver Size range: US 2-28 RRP: £2,097 T: + 44 (0)1765 530282 E: contact@privatelabelbyg.com W: kennethwinston.com

46 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

ATELIER PRONOVIAS CRUISE Style: Moonlight Fabric: Crepe Colours: Ivory Size range: 36-64 RRP: POA E: info@pronovias.es W: pronovias.com

SILVER SPRINGS COLLECTION, RANDY FENOLI BRIDAL Style: Angel Fabric: Embroidered lace with soft tulle Colours: Ivory/silver Size range: UK 2-34 RRP: £2,300 T: + 31 854 899278 E: info@randyfenolibridal.eu W: randyfenolibridal.eu/

CLAIRE PETTIBONE Style: Vicky capelet (shown with Victoriana Gown) Fabric: French embroidered tulle Colours: Ivory Size range: US 2-20 RRP: US $925 (capelet) T: +1 310 360 6268 E: bridal@clairepettibone.com W: clairepettibone.com

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 47

BLUE BY ENZOANI Style: Lunaire Fabric: Sequin embroidered lace and glitter tulle Colours: Ivory/sand Size range: UK 6-30 Price: Collection range £1,200-£1,800 T: + 44 (0)1792 586615 E: infouk@enzoani.com W: enzoani.com

STEPHANIE ALLIN Style: Dakota cape Fabric: Sequin tulle Colours: Ivory Size range: One size RRP: £595 T: + 44 (0)1792 361477 E: mumbles@stephanieallin.net W: stephanieallin.net

48 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

SASSI HOLFORD Style: Iris cape Fabric Spotted tulle and lace appliqué Colours: Ivory Size range: Custom RRP: £625 T: + 44 (0)20 7584 1531 E: marketing@sassiholford.com W: sassiholford.com

JUSTIN ALEXANDER Style: 8920C, cape Fabric: Chantilly lace Colour: Ivory Size range: 2-32 RRP: £206 T: +44 (0)1908 615599 E: info-uk@justinalexander.com W: justinalexander.com

FOX BRIDAL Style: Fascination Street Fabric: Tulle Colours: Ivory/ivory, ivory/nude, white/white Size range: US 4-24 RRP: £1,395 T: +44 (0)01217337309 E: info@foxbridal.co.uk W: foxbridal.com.au

CASABLANCA BRIDAL Style: Leona, 2339 Fabric: High stretch georgette - gown Colours: Ivory/silver, white/silver Size range: US 2-32 RRP: US $1,215 T: +1 714 758 8888 E: marketing@casablancabridal.com W: casablancabridal.com

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 49

ISN’T IT ROMANTICA Romantica of Devon, the market-leading brand with a 35-year pedigree is responsible for five separate brands - Romantica itself, Opulence, Olivia Rose, Pure and Silhouette - plus bridesmaids and promwear ranges. Jill Eckersley got James Waddington in conversation

REAL CHOICE Across the Romantica ranges there is something for every bride and every style of wedding

50 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

ON TREND This house leads the way with the latest looks

HOME FROM HOME Every day is family gettogether day, each member with their own responsibilities

Sally Waddington Creative Director

R

omantica, born in Tiverton and the child of Sally and the late Mike Waddington, has remained firmly in the family way over the years. Today, James Waddington is sales and marketing director, his brother Kelvin is managing director, and his sister-inlaw Jennifer is a leading designer.

“I joined nine years ago,” James told us. “The company actually grew very quickly. We began with Mum making the dresses and Dad selling them but soon we had to employ seamstresses and we ended up having to outsource our production to the Far East. We started off in a small factory in the Devon countryside but had to move to larger premises 20 years ago. We now have a staff of around 25, of whom five work in production, five are in sales and others make up the warehouse team and office staff.”

The choice to return production to

James Waddington Sales Director

the UK for one of their newest labels - Olivia Rose - was made, James says, because that is the way the market is going.

“We wanted to make the range affordable without compromising on quality in any way,” he says.

“The brand is named for my two-year-old niece – yes, she has her own bridal collection already – and features stunning dresses which retail at up to £1,500.

We were finding that high

Hannah Gardner Design

Hayley Logan Marketing

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 51

fuel and transport costs from the Far East were making prices higher – more than some of our customers could afford. Sourcing fabrics and embellishments and manufacturing in the UK meant that prices were more affordable and, because we own our own premises, we do not have the overheads of many major corporations based in the UK or the USA. Decisions about fabrics, colours and so on are taken by the team as a whole and we look for the best value available.”

James gave us an update on the company’s big portfolio: “Romantica – well, that’s the name above our door and it remains our most popular brand,” he says. “We think of it as ‘affordable luxury’ with price points between £600 and £1,200 at retail.

“Pure is our lower-priced range, a fresh, youthful look often in lightweight fabrics with all dresses below £800, while Silhouette is our curvy collection. It is often a huge challenge to get retailers to stock gowns in appropriate sizes, as well as producing styles which are suitable for bigger girls. Ultimately, if larger sizes are not available in shops, brides will simply not buy. We produce dresses in a wide range of sizes and make sure that our samples and photographs feature curvy brides, too. Events such as Designer Days are pointless unless the right sizes are available for the brides to try on!

“Opulence is our upscale brand, but is also very price-sensitive.

The gowns tend to be rather more

ROMANTICA Maurelle is glamour all the way, from the handbeaded lace bodice to the floaty skirt

TEAMWORK Carefully-controlled production means that quality is never compromised

52 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

OPULENCE A twist on the traditional with lavish lace motifs adding volume and texture

traditional in style with slightly more luxurious materials and embellishments. They retail at between £1,200 and £1,800 because we know that our brides really can’t afford to pay more.”

Focus on quality Whether their dresses are manufactured in the UK or abroad, Romantica never compromises on quality. Every dress is carefully checked at its Devon base before it is sent to one of their 250-300 stockists all over the country.

“We have a purpose-built ‘steam tunnel’ which can steam-clean 120 dresses per hour,” says James.

“Whether they have been packed in China or made here at home, we steam all of them and check for marks and creases here, rather than expecting our stockists to do it. Once we have steamed all the creases out of a gown – and heavy creasing can be very hard to remove – any marks or faults can be seen very easily and

SILHOUETTE When brides can try on a dress that’s the perfect fit, they are likely to love it

ILLUSION It’s a trend that’s loved especially by brides planning a destination wedding

we can deal with them there and then. All my stockists love the fact that our dresses are as perfect as we can make them, so we have very few returns. It’s cost-effective for us and the shops appreciate our work as it saves them so much time – one tiny run over with an iron and the dresses are ready to display.”

Romantica stockists are chosen for their knowledge and passion for bridalwear and many have been part of the retail network for decades.

“We are always looking to create a good business relationship,” James says. “Naturally we have limited numbers of stockists in each geographical area, but we are always looking for more in the areas where we are not well represented. Our stockists vary in size – some are major stores others small bridal boutiques, depending on the individual brands and the area.

“We don’t believe in minimum orders and are quite happy to receive an order for one dress! Perhaps with

the first order I’d expect a retailer to take a reasonable number – say six to eight pieces – but after that there is no pressure.”

Reaching out Romantica has also exported to Germany, the Netherlands and Scandinavia and when we spoke to James he was about to set off for Barcelona. Like all exporters he says the company has not been helped by the uncertainties over Brexit, and wishes that more information was available from the Government.

“Our Dutch colleagues have had help from their Government, and they’re not the ones leaving the EU,” he points out with exasperation. “It has been a constant conversation piece and our Irish customers have kept asking us what was happening, too.

But so far, all seems OK.” Where marketing is concerned, Romantica uses a combination of digital and traditional methods, both of which they find work well for them.

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 53

COLOURSCOPE From bold and bright to soft and subtle, the choice of bridesmaids colours is vast

PARTY-GOERS The new promwear range is high fashion and fabulous... at an affordable price

“We employ a full-time social media manager and so far have achieved about 70,000 ‘likes’ on Facebook,” he says. “We also have a strong Instagram presence and contacts on the largest wedding websites such as ‘Hitched’, and we advertise widely in the national press. Then there are Designer Days most weekends – we feel that our collections are something to shout about and that brides-to-be appreciate seeing the entire collection.”

Looking forward So what trends has the company identified this year and what will we be seeing at Harrogate?

“Crepe, softening silhouettes, fewer very slinky fishtails which can be uncomfortable to wear, and more fit-and-flare,” says James. “Perhaps brides are becoming practical? And of course we always offer great value for money. We love Harrogate, the atmosphere is always really good, and it is the only stable show that has

54 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

been around for 20 years or more!”

In addition to their five bridal brands, Romantica also offers bridesmaid ranges with more than 60 colour options so there is something for every style of wedding. Most recently the company has also diversified into promwear and their launch range was well received; James feels that this was at least partly because, once again, the focus was on value for money.

“The inspiration for prom dresses came originally from America,” he says “and their brands tend to be very expensive. Ours come in at between £250 and £399 whereas US dresses can easily cost twice that, which is more than British prom-goers – or more likely their parents – are able or willing to pay! We have always been customer-centric and have moved with the times; these days we are much more eco-conscious and try to avoid using plastics as well as continuing to believe that the Romantica brands can offer a dress for every bride!”

T: +44 (0)1823 674412 E: sales@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

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56 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

Hi, I am Jo the founder of the incredible Y.A.P. Bridal Boutique and now the owner of Jo Stott Consultancy and I have my fingers in a few other business pies which I love, too. I write for some of the most informative bridal magazines and judge industry business awards.

The secret to my success is I do everything with mindfulness first. I am then mindful in my decisionmaking and always towards my staff, my brides and my industry colleagues. My heart rules – after I pause for thought that is – and being mindful is way more productive than being impulsive. Here are a few hints and tips and some ‘stuff’ on my thoughts on our sometimes crazy yet magical bridal world.

means a weekly one-to-one chat, and seem to click in to place the way you a discussion on the previous week’s want it to. events that covers topics like what It honestly does begin with recruitment. Getting this process right else could have been done to improve a particular situation, or said differently helps deliver the people you want to to enrich a bride’s experience. your door; and starts the wheels in Get the team thinking – question motion of the connection you need which leads to a successful business. what would have maybe happened if the sales approach had been different Being successful is incredible and and what outcome could have the right people in your boutique will resulted from that. help your success grow year on year Creating a ‘dream team’ is possible, I and see profits soar. I could write promise. It is very hard work and takes forever on this topic as your people a lot of heartfelt are integral to business time, your brand, too!

Get the team thinking – love, creativity, Once you compassion, have done the question what would have emotional ‘process’ stuff – that is recruited maybe happened if the sales intelligence and, to top the lot, a staff you feel are right for approach had been different great leader.

And in my your shop and view being a who meet your great leader is the hardest thing about all-important person spec – you next running a business. Get it right and need to induct and then train and the people who walk with you walk coach them every single week. proudly, feel your passion and, most Whether you have one team importantly, have their own passion. member, or it is just you and your They are the ones who will deliver for partner, or you have a fleet of people you daily, while screaming from the working for you, a weekly coaching roof tops: “our brand is the best”. What session is a priority. This doesn’t necessitate a full training day; it simply business owner wouldn’t want that?

THE RIGHT TEAM Your staff should instinctively know how to make a bride feel valued

The importance of creating and growing a successful team The most precious thing of all to get right is getting your people right! If you don’t do this well the other business stuff pretty much does what it can to create a decent business, BUT (a word I don’t use often as it minuses out what you have either just said or written), if the people you have walking by your side don’t buy into your brand, then the rest of the work you do will never

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2 Be open all hours... I don’t mean literally, but I do mean you should be contactable, always. Yes, I sometimes find this hard work especially when a bride messages me via a social media platform at 11.45pm on a Friday night. But you need to ensure you are reachable – or that someone from your boutique is; your customers need to know they can get an answer to 1 Don’t over-buy labels in that their question there and then. desperate need to sell gowns; Get the basics right – opening likewise, don’t under-buy or you hours, telephone messages replied to, will have nothing to sell. This is my social media responded to efficiently, ‘Mr Selfridge & Mr Crab Syndrome’. phone calls answered on the third ring I loved the television series Mr – with a smile Selfridge. He was – emails dealt a courageous See what your brides are with promptly, business man, a risk-taker with a saying about your boutique appointments made accurately can-do attitude of spend-toon social media. I guarantee and qualified and any problems grow, while his or situations trusted cautious it will be about you and your that occur are accountant, Mr Crab, would staff… your gowns might just addressed immediately hold him back or with honesty and give him some get a mention. integrity. Your seriously good leadership skills are tried to the max money advice with no risk involved. here and for all to see; done right and I was always Mr Selfridge – full you begin to shine. of passion and with a ‘let’s do this’ If every staff member abides by attitude. Meanwhile, my trusted best these basic rules, your brides will be bridal friend in the whole world – shouting about how accessible your Elaine Rawlings from Elaine Rawlings services are.

Bridal Boutique in Cornwall – was Obviously, you need to have a good Mr Crab; she would hold off and not work-life balance, which doesn’t come buy today. Hence our syndrome was easy when you are trying to grow any created. business. And you need to remember Needless to say, we were great that all of the above is before your for each other back then and still bride even sets foot into your beautiful are today, albeit, a little more grown boutique; the hard core stuff comes up now. next… selling gowns.

We are still very much the same in judgement while making our buying decisions. (You need to get this bit right General advice tips for other bridal retailers: what is a brand? from the word go). Do lots of market I think as you grow your business you research and do your homework on can lose sight of what your brand is the labels around your area and what seems to be selling well and try to find and who is instrumental in showing it off! a designer who delivers what you are We are all in this together and we all looking for in gown styles, costs and know how much goes into running a with a similar mindset to yours.

You don’t want to be doing business successful bridal boutique.

It is so easy when everything is with people who don’t feel and think just running along wonderfully to be like you do about their products and unprepared for difficulties that may your brides.

Two general advice tips for smaller retailers or new retailers just starting out in our magical world of bridal...

I recently met a few smaller retail bridal business owners – wonderful determined women and men who want success for their new boutiques.

Here’s my advice to them:

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suddenly arise.

Surrounding yourself with positive people is a key piece in your business puzzle. Honestly, I even loved my postman at the boutique!

Everyone has a job to do in helping you be the best leader, the best businessperson, the best salesperson and even the best tea maker. I say it every time… it is all about the ‘people’ – your employees, accountants, web designer, SEO guys, industry colleagues and your brides – the people who make the brand what it is and then enhance it to help you out big time! Ensure you surround yourself with these positive types and if there are any ‘mood hoovers’ – people who sweep away your positive flow – get rid of them!

Your brand isn’t just your gorgeous logo or your plush furnishings, it is the people who you choose to surround yourself with. Take five minutes to read your reviews on social media and see what your brides are saying about your boutique. I guarantee it will be about you and your staff… your gowns might just get a mention.

A little tip for advanced business owners Once you have grown your boutique to a successful level then ask yourself where you go from here, I would suggest you change something. It could be anything, nothing too drastic, even a mannequin positioning or the colour of the ribbons your labels hang from. Something that will help you to see your boutique from a different daily perspective will enhance your consciousness and help you to make more positive, informative decisions about your business.

One last thing to leave you with: when I induct a new employee we begin with this statement – “Great businesses are not built by extraordinary people, but by ordinary people doing extraordinary things.

Welcome to our team.”

Want to talk? You can find me on +44 (0)7949605286 / email Jo@jostottconsultancy.co.uk

Glamour since 1991 Poirier is specialized in bridal bodywear and accessories for the contemporary bride.

By focusing only on using the best designs and materials our mission is to make our brides glamorous and beautiful.

Enjoy the best bridal accessories on your journey of love.

www.jupon.com

01753622922 gary@jupon.com @jupon.petticoats

@jupon_petticoats

@juponpetticoats

The History

Where and when 8-10 September Harrogate Convention Centre

The Harrogate Bridal Show The next big thing... was also the first big thing 60 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

It started with the Harrogate Fashion Fair. In the early 1980s, exhibition house Brintex pulled in exhibitors from across the world who showed their latest wares in the halls, the hotels, in marquees and in restaurants. There was little bridal in the mix – just Margaret Lee, Ellis and Hilary Morgan.

In 1983, six companies broke away from the main show and set up business in the basement of the George (now the swimming pool) and Jim Monk of Margaret Lee took an order from Biento Madame in Belfast worth £12,000!

One year later, bridal became something of an independent force, moving to the Swan Hotel, where Conference Manager, one Wendy Hopkins (later to become Adams) was charged with building the business; Roger Witherick, publisher of the then Wedding & Home, produced a show guide.

The show grew fast, taking over the Crown. The fashion fair moved to the NEC and bridal had its home – and became the industry focal point, moving later, under the ownership of RAS Group, into the Harrogate Exhibition Centre to improve the buying experience of attending retailers.

And they came from far and wide to the twice yearly show organised by the then independent conference and event director, Wendy Adams, who has been responsible in no small way for the success of what was to become BBEH. Today, under the ownership of Ocean Media and renamed the Harrogate Bridal Show, Wendy ensures this event continues to lead the way.

CATWALK SHOWS Staged in the magnificent Royal Hall Theatre. The Bridal Preview (Sunday 8 September 2.30pm and 6.30pm;Monday 9 September 12.30pm and 4.30pm) and Designer Preview (Sunday 8 September 4.30pm and Monday 9 September 2.30 pm and 6pm) feature top collections including Dando London, Victoria Kay, Eliza & Ethan, Allure, Ladybird, Goya, Atelier Sposa, Ellis Bridals, Casablanca and Randy Fenoli.

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The Bridal Buyer Awards Undoubtedly one of the biggest Awards schemes in the industry, this plush event is attended by hundreds as it celebrates talent and recognises industry leaders.

This year it will be held on Monday 9 September at the Convention Centre. Get out your dancing shoes and enjoy!

WHAT TO EXPECT IN SEPTEMBER • 350 collections – key brands include Morilee, Ronald Joyce, Catherine Parry, Maggie Sottero, Essense, Mark Lesley, Special Day, Romantica of Devon, Enzoani, Dando London, Allure, Demetrios, Modeca, Randy Fenoli, Mon Cheri, Sophia Tolli.

• First timers – names to watch out for... Madi Lane, Windsor Jewellery, Freed of London, Sposa, Kiss me Kate, Selestia, Posy & Pearl • Key returners – welcome back to Ian Stuart and Elbeth Gillis

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Eat and drink • Take a bit of time out and enjoy the free gin happy hour in the Posh Gin Bar, sponsored

by Peter Posh • There’ll be Prosecco and eats throughout the day in the Champagne Bar • In the Terrace Café you’ll be served delicious salads and hot dishes with a tasty Moroccan twist.

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

IN D EM A N D

RACHEL SCOTT COUTURE ANNE PRISCILLA BRIDAL

OUR BEST SELLERS Which labels and which gowns are your brides just loving... and buying?

THE CONFETTI BOX WEDDING BELLES OF FOUR OAKS

THE PANTILES BRIDE

ANNE PRISCILLA BRIDAL Glasgow The one: Sassi Holford, Vivian Silhouette: Gentle A-line with plunge neck Fabric: Silk crepe and tulle Colour: Ivory Size matters: 12 RRP: £2,395 T: +44 (0)141 222 2504 W: annepriscillabridal.co.uk

Says Karen: “Some of our clients have customised the design by ordering the skirt in different fabrics and volume, all of which can be easily accommodated by Sassi Holford. That’s one of the many advantages of working closely with British Designers.”

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THE CONFETTI BOX Eccles, Manchester The one: Maggie Sottero Sophronia Marie Silhouette: Ballgown Fabric: Satin, with vintage-inspired beading Colour: Ivory/nude Size matters: 10 RRP: £1,650 T: +44 (0)161 788 8210 W: theconfettibox.co.uk

Says Maria: “We have an in-house seamstress so we can customise any gown.”

THE PANTILES BRIDE Royal Tunbridge Wells The one: Suzanne Neville Serrano Silhouette: Plunging V-neck, circular sort Fabric: Crepe and silk satin organza Colour: Ivory Size matters: 12 RRP: £2,895 T: +44 (0)1892 514515 W: thepantilesbride.com

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WEDDING BELLES OF FOUR OAKS Sutton Coldfield The one: Essense of Australia, D2548 Silhouette: Mermaid Fabric: Lace over stretch crepe Colour: Ivory/rum Size matters: 8 and 12 RRP: £1,850 T: +44 (0)121 323 4033 W: weddingbellesbridal.co.uk

RACHEL SCOTT COUTURE Edinburgh

Says Rachel: “Customisation is a staple for a Rachel Scott bride!”

The one: Alice Temperley, Toledo Silhouette: Column Fabric: Silk satin with embroidered tulle overlay Colour: All the autumnal colours you could think of!

Size matters: A girl would never tell!

RRP: £3,000-£3,500 T: +44 (0)131 556 1520 W: rachelscottcouture.co.uk

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

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SPECIALDAY www.specialday-ireland.com

Elizabeth Dickens

DESIGNERS & MANUFACTURERS OF BRIDAL VEILS GET IN TOUCH WITH ELIZABETH DICKENS

Phone: +44 (0)1353 723675 Email: enquiries@elizabethdickensveils.co.uk | Web: www.elizabethdickensveils.co.uk

AVOIDING UNPAID INVOICES Wedding cancelled? Dress not wanted? Dress not paid for in full? Catherine Rickett, debt recovery manager at top 200 national law firm Roythornes Solicitors and an expert in dealing with non-payment to businesses, has some top tips

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hen a potential client comes to you to purchase their outfit, they are reserving a dress that, once altered, cannot be sold to another. The wedding dress is arguably the most important piece the bride will purchase, so whilst it needs to be perfect, it also needs to be paid for. Your bride is buying your time, as well as the dress. The gown will no doubt need to be fitted, and if alterations have been made before the dress has been paid for, you could find yourself out of pocket if she doesn’t return to collect it and make the final payment; you need to protect yourself by having terms in your contract.

It should be your priority to set out conditions regarding payment terms, particularly in respect of requesting a deposit with any order. Consider also including a payment plan or interest-free instalments according to the dates leading up the wedding as an additional safeguard. Brides will no doubt be grateful that you are accommodating them by helping them fund the dress of their dreams.

A word of warning in the event of non-payment: as you’re pursuing a consumer rather than a business, and because it’s not a commercial debt, you won’t have the protection of the Late Payment of Commercial Debts (Interest) Act 1998, so it’s advisable to specify terms that allow for interest, compensation and legal costs.

Remember though, you must act fairly when dealing with consumers.

A Court is unlikely to find that consumers are legally bound by unfair terms. Likewise, a couple may well get carried away when planning a wedding so it is advisable to have a 14-day cooling-off period from the date the original contract is signed. It may also be a good idea to establish whether the couple has wedding insurance, and if they don’t, suggest that they consider taking out a policy in order to protect themselves (and your business).

So, what should your tiered charges look like in order to be fair? w Deposits should act as a reservation fee for the services and should therefore be a small percentage of the total price, say, 20%, depending of course on the costs to your business at that time. w Once alterations are to be made, an additional deposit of perhaps 50% should be requested from the client.

Make it clear how many fittings are included in the price, and at what stage each payment is due. Any nonrefundable advance payments and charges should reflect the business’ actual net costs or loss of profit resulting directly from non-payment or collection. w The final payment should become due once the dress is ready for collection.

If a bride changes her mind sufficiently in advance that you can cancel the order with your supplier without any direct loss to your business, it might be seen as the right thing to do to give the customer a full refund of any monies paid less an amount to cover your administration costs to date. Therefore, you should look at each situation individually as all circumstances are different.

Whilst you don’t want to lose out financially, it’s very important not to be seen to be making money from a service or goods that you are no longer supplying – and remember that word of mouth can ruin a reputation.

It may be that your client had to cancel their wedding for reasons of genuine hardship, so trying to extract any owed payment at all may be difficult. If a delay in payment is unavoidable, then it may be prudent to offer the client a payment plan to spread the cost, which will save you from throwing good money after bad.

Whatever the situation you find yourself in, provided the terms and conditions in your contract are fair and reasonable, a legal team can be brought in to help chase payments and provide advice if further steps need to be taken.

For more information visit www. roythornes.co.uk or follow @roythornes on Twitter

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Second opinion South African designer Elbeth Gillis, has been showing in the UK for a number of years and attracted a serious following among a selected group of prestigious retailers. She is concerned, however, about changes in the UK market and among fellow designers, and the lack of vetting by exhibition organisers

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• Nowadays everyone needs to be on other hand, will be surprised if they outiques and buyers may suddenly find they have to pay import board with marketing, from stores to have been surprised to find designers; find out what the designer duties and freight when they didn’t that not every exhibitor and is doing to get the word out in your expect this. If designers haven’t designer at White Gallery market. prepared for the ramifications of this year were export-ready. But how increased production, then the quality would you know that until you’ve Tips for designers of the finished gowns may drop and signed contracts and begun doing • Imagine you’re a store owner. What delivery dates may be overshot, business? And shouldn’t one be able would you want to know from a new affecting a store owner’s reputation. to expect that international vendors designer you are thinking of taking on?

Buyers may also find that fabric have been vetted, with exportcontinuity changes because designers • And then imagine you’re a store readiness one of the check boxes? need to have enough capital to invest owner who is considering buying I saw this dilemma play out all too in buying large quantities of fabric that from an international designer. What sadly. Unsuspecting store owners import/export factors should you be will enable them to deliver the same meandered through the aisles considering? dress a year or two down the line. and designers inexperienced in • Consider the market you want to international trade proudly showed off With all this in mind, perhaps a few target, and make sure your fabrics and their gowns. And the show organisers? tips would be helpful. the quality of your work matches All too happy to have filled the floor. that.

I’m writing this article because • Check with the revenue services I’m a designer, a boutique owner, The onus is on buyers to ask in your country and review a trade show vendor and to top it requirements and trade off – I’ve been exporting gowns for as many questions as they need export agreements. over eight years now. I know what it means to meet the demands to gain clarity and peace of mind • Ask the potential stockist about their target market, how long of international clients and they’ve been in the industry, government policies, and I want to which other designers they stock, share a few tips and thoughts that will and what their ambitions are. These help all the players unwittingly caught Tips for retailers • The onus is on buyers to ask as many questions will give you an initial idea of up in this kind of situation.

But first of all, it might be helpful to questions as they need to gain clarity whether there might be some synergy. understand why this really is an issue. and peace of mind.

Tips for trade show organisers • Store owners should inquire about • Vetting exhibitors is a competitive whether a designer is registered for The core problem advantage. As buyers become export.

When I started exhibiting at White increasingly educated, exhibitor • You’ll want to know whether duty Gallery in 2015, designers had to go vetting could once again become an and freight are included in the through a vetting process. Designers important competitive advantage that gown costing and, if not, what those were selected by a panel before they sets you apart from other shows. additional costs are. were invited to exhibit. Unfortunately, • Vetting exhibitors serves your • Understanding lead times on dress this practice fell away a few years delivery is critical, because this affects clients. Publishing vetting criteria ago. Since this process changed, I’ve and educating stockists can become which brides can order which gowns. seen a lot of exhibitors who are not export-ready and who have very little For example, a bride who leaves dress useful service differentiators that demonstrate genuine partnership. shopping until three months before experience. This seems a disservice • Vetting exhibitors nurtures better her wedding probably won’t be able on all fronts. to order from a designer who needs 15 business. Trust and economic Designers will know that creating a sustainability (especially in light of weeks’ lead time. collection is no small feat and costs a • It’s good to know where the designer Brexit’s uncertainty) are foundational lot of money. Then there are the costs to fostering thriving businesses that sources their fabrics and how much of the collection’s photo shoot, not to help sustain economies. mention travel, shipping samples to the variability you can expect in quality and shades over several seasons. show, and the costs of the show itself.

If White Gallery would once again All of this amounts to a big investment, • Find out how many dresses the vet its exhibitors, while at the same and if there is no return on this, it could designer produces in a week or time educating its buyers and future a month, and how they expect to mean a significant set- back, or even exhibitors, I believe the entire industry maintain their standards should closure if it’s a small business. would benefit. production increase.

Unsuspecting buyers, on the

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T H E R IS E A N D RISE OF THE LJ GROUP Next year, Neil Flatley and his team at the Blackburn-based LJ Group will be toasting the company’s 25th anniversary and its journey from small-time accessories supplier to major player across the sectors. Jill Eckersley went visiting

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n 1995, Neil Flatley set up his business, Linzi Jay. His background was in accountancy and he was originally employed by the Cupid bridal company, which later swallowed up the big names, Pronuptia and Youngs.

“We started with accessories

because I felt that was a less competitive market than dresses,” he says. “We employed a salesgirl and a merchandiser from Cupid so we had the contacts right from the start.

We were also aware of the demand for communion dresses in Catholic areas such as Liverpool and Northern

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Ireland, so that, too, was an obvious market for us.”

Some five years later, and by now a well-established name, Linzi Jay launched Arianna accessories. “We wanted to design and manufacture ourselves and produce something different from the standard

accessories which were coming in from China. It seemed a natural development for us and we found we could provide what our customers wanted. Our main showroom is here in Blackburn but we have a smaller operation across the country in Lincolnshire where Debbie, our Arianna designer, can customise her work to suit particular stockists.

Tiaras can, of course, be expensive to manufacture, but less so than dresses. Today we are seeing a lot more detail on the backs of wedding dresses and we have followed that trend with some of our accessories.

Back jewellery has really taken off for us in the past 18 months or so.”

Today, the Arianna brand incorporates not only back jewellery, tiaras and combs but also half halos, hair vines and draped jewellery. There is real choice and that is what has contributed to the LJ Group’s success.

Maid the decision The company’s expansion into bridal gowns was a cautious one, with Neil feeling that there was too much

planning. The takeover of the competition, especially with the Chinese-made dresses then flooding already-established Amanda Wyatt into the market. His next move was to and Charlotte Balbier brands in 2017 signalled growing confidence and an create his bridesmaids’ collection.

“I felt that was a better route at the upward spiral.

The LJ Group, as it is known today, time with maids being more of a niche is almost all-female, apart from Neil market,” he says. himself and one sales rep.

The Linzi Jay Bridesmaids brand “We employ 20 people including offers something for everyone, be two designers, two sales reps and they mature bridesmaids or tiny two production flower girls. staff plus There is a palette Today, with more detail warehouse and of 36 colours and office workers,” featured fabrics on the backs of wedding Neil explains. include chiffon, satin, taffeta, dresses we have followed “I have the final say but I don’t lace and tulle; dresses come in that trend with accessories get involved in the design both full length aspects of the business. I make a and short styles including tea-length point of speaking to our retailers and ballerina, two-pieces and coabout any problems they may have ordinating sets for both bridesmaids and the styles and trends they are and flower girls, and adult sizes looking for. It’s vitally important for me ranging from 4 to 40. to be informed about what works and The Group’s latest brand, Georgia doesn’t work for them.

Bridal, launched this year – confirms “We source fabrics and trimmings a success story that has continued from all over the world and work with to grow and branch out over the overseas manufacturers who we years, with the support of strategic

BUYING IN STYLE The LJ Group showrooms are designed to create a relaxed environment

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LINZI JAY BRIDESMAIDS

ARIANNA

The right names The LJ group has kept the Charlotte Balbier name although Charlotte herself is no longer designing for them. “Charlotte Balbier was always associated with a unique boho look and an original use of colour and we have tried to maintain that,” Neil says. “The Charlotte Balbier label is exhibited at White Gallery and is stocked by high-end boutiques.

The label appeals to brides who are looking for different fabrics as well as boho styles.”

The latest addition to the portfolio is Georgia Bridal – named for Neil’s daughter - which is something of a

new concept, not just in design terms, but also in the relationship that the company will have with its stockists, whom Neil prefers to think of as partners.

“We will be selling in a different way and partnerships with our retailers is the key to that,” he says.

“There is no ‘heavy sell’ from us and we will definitely be working with them. Our job is to listen, first of all, ask about any problems they might be encountering, and then help to solve them. Whether they need advice on social media sites such as Instagram, or financial advice, we will be there to offer our expertise.”

Jenny Packham Bridal

have learned over the years are both reliable and produce excellent quality products.”

New season So what trends has the LJ Group identifed for 2020?

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“There will be some movement away from lace and beaded gowns and towards more straight cuts,” says Neil. “We also have to be aware that what sells well in, say, Sheffield, may not be so popular in central London.

We have been planning our ranges since January 2019. The Georgia dresses themselves have a young, fresh and fun look and a retail price point between £900 and £1,500.

“We also hear from our retail partners that size can be an issue. It’s sometimes difficult for curvy women to find exactly the right dress. We will always try to encourage samples in different sizes, and we also explain that a particular style or a dress structured in a particular way may be more suitable for a size 18-plus bride. This is the sort of discussion

CHARLOTTE BALBIER

GEORGIA BRIDAL

businesses cannot only survive, but can do well. Bridal is one area where shops can compete because the whole experience is so personal. With many online clothes sales you can more-or-less see what you’re getting on the screen. With bridalwear, you can’t - and bridal has a lot of potential because of that.”

Alongside the development of Georgia Bridal, the LJ Group has taken on a new Creative Director, Helen Lord, from the award-winning Lulu Brown’s Bridal Boutique in nearby Whalley, whom the team have known for some time.

“As well as running her own, highly-successful business, Helen is responsible for all the marketing for Georgia Bridal. The concept of partnership with our retailers Accepting change came from our joint discussions,” “Bricks-and-mortar retailers these days must build on service to provide says Neil. “I always knew she was right for us because she knows the an experience that brides just don’t market so well and, being a retailer, get if they buy online. For women getting married, choosing their dream can see everything from the other dress is a huge emotional experience. perspective.”

The LJ Group will be showing at It’s not like buying a pint of milk in Harrogate this year and with its new the local Tesco! Of course, the retail marketing concepts and strong social world is changing but those of us working in bridal can offer something media presence it will continue to go from strength to strength. special to customers so that our the styles you think will sell in your boutique.’ As for minimum orders, retailers would probably need to purchase about six. Once they receive the samples we will help them to sell.

Whether this includes a presence on Instagram or other social media, we will be there for them. Our retailers are people who appreciate marketing, 2020 style.

“Retailing is definitely changing, especially on the marketing side.

We use social media to back up our customer service. We want a bride’s journey, from her very first visit to the shop to the day she picks up the gown she has chosen, to be totally seamless, a never-to-be-forgotten delight.”

LINZI JAY COMMUNION

which benefits both us and our retail partners because if their business works, so does ours.”

Accessories continue to play a big part in the company’s success.

Arianna jewellery and headpieces made with Swarovski crystal in the UK retail between £30 and £180, and the Linzi Jay veils can cost anything up to £360, depending on length and the complexity of design. The company is also considering an expansion into the ever-popular prom market.

“We are following the US, as trends so often do,” says Neil. “The prom market is rather like communion wear, in that it has a short season in the shops. At the moment, though, Georgia Bridal is taking up most of our energies, as it’s new this year.

And yes, we are looking for more retailers as partners, especially in the south of England as we are Northernbased ourselves. Many of our existing stockists have been with us right from the start, and new retailers are approaching us all the time.

“As for what we can offer them we have always given our partners what they wanted which is excellent customer service, and products they can sell! I always say to them ‘You pick

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HANDSOME DOES IT Designer label Huntsman has its own twist on the classics

OU R M AR K E T R E PORT

New Wave Dressing Our menswear editor Dominic Bliss looks at the ever-growing popularity of casual formality and asks if it is the end of the tux

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ritish bridegrooms are a fickle lot. Give them a royal wedding and they clamour for morning suits. Show them a footballer’s wedding and they long for lounge suits. Show them the latest Hollywood wedding rom-com and they hanker after black tie. Much of this is thanks to the enormous

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influence of social media. But overall, men’s wedding wear is becoming less formal. Morning suits aren’t as popular as they used to be, and both lounge suits and black tie are filling the gap.

That’s certainly the message from Britain’s most prominent formalwear hire brand, Moss Bros. Established in London’s Covent Garden all the way back in 1851, this company has hired out more men’s suits than any other UK brand. It currently has more than 130 outlets across the UK and Ireland.

“There has been a downward trend in the formality of morning wear but an increase in the hire of more relaxed products such as lounge suits,” said their chief executive officer Brian Brick this spring.

In recent years Moss Bros has

MARC WALLACE

RICHARD JAMES

invested in two new sub-brands of modern suit tailoring for the retail rather than the hire market. Moss London, which offers skinny fit suits for younger customers, and Moss 1851, which is a “tailored fit brand designed to accentuate your silhouette” couldn’t be further away from the look of the traditional morning suit.

“Our recent investment in lounge suits continues to prove appropriate as customer demand continues to move away from the traditional morning wear hire market,” Brick adds.

It’s all part of a general trend which has seen British men dressing less formally across the board – whether that’s for weddings, for work or for social occasions. Yes, of course, there will always be the ultra-conservative attire of the British

actors attending weddings in tuxedos, and the recent slew of American romcom movies with black tie or lounge suit-wearing grooms in the cast (American Wedding, Made of Honor, Wedding Crashers, The Wedding Date), and you realise how the morning suit has gradually been drowned out.

There are home-grown reasons for the demise, too. In the old days, it was traditional for the wedding couple to get hitched in a church late morning or in the middle of the day – when morning wear was appropriate and Relax… evening wear would have looked So why are sartorial standards ridiculous – before throwing a slipping? You can certainly lay much of the blame on our American cousins. reception in the afternoon.

Nowadays, though, any wedding Traditional morning wear has never worth attending will focus around a been very popular across the other big party that lasts long into the night side of the Pond. Add to this the – and when the groom and ushers are images of glamorous Hollywood aristocracy (as seen at Prince Harry and Meghan Markle’s wedding last year, for example), and at many formal weddings the groom will choose to deck himself and his ushers in morning suits. But this trend is waning.

Ten years ago, males of the British upper-middle classes – particularly those in the south of England – were expected to get hitched in tails and waistcoats. But in 2019, it’s all starting to feel a little bit staid.

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BENETTI

BARRUTI

dancing to killer tunes at midnight, they look far more sophisticated in black ties and dinner jackets than they do in morning suits. In any case, as etiquette experts Debrett’s clearly state: “Morning dress should not be specified to be worn at an event starting after 6pm.”

The scorching summer we all enjoyed last year must have had an effect on the British choice of suits. No groom wants to be sweating on the dance floor beneath a heavy tailcoat and waistcoat; in the summer heat, a dinner jacket and a loosened bow tie are far less stifling.

Top names do it their way So, what styles of dinner suit are Britain’s top designers offering? A quick perusal of some of the Savile Row designers gives a good crosssection.

Gieves & Hawkes has a handmade classic black or midnight blue dinner suit at £1,995, or a dark navy dinner suit at £995, and a beautiful handmade Sea Creature Jacquard evening jacket at £945.

William Hunt offers its Baker

classic black or Baker navy geometric weave dinner suits at £695 and £895. But for the more dandyish grooms there are dinner jackets in cobalt blue with floral paisley, in sky blue with red paisley, maroon with crimson red paisley, or chocolate with muted bronze paisley.

At Richard James and Chester Barrie it’s more traditional.

The former has a classic evening suit or a shawl collar evening suit (both in wool and mohair and both at £1,000), or a classic evening suit wool and mohair crystallised at £1,750. The latter, meanwhile, has a dark blue four-ply worsted two-piece dinner suit or a black shawl two-piece dinner suit, both at £1,500.

And for more ambitious budgets, Huntsman has a black mohair singlebreasted peak lapel evening suit at £2,750.

Granted, these outfits may look a

AFFORDABLE Ireland’s Benetti, top, German brand Wilvorst, above, and Portuguese house Torre, right, offer choice at a good price for retail and for hire

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little bit risqué on a Saturday morning in a village church. But on the dancefloor of a marquee they cut a very cool silhouette indeed. And they should keep even the most fickle of bridegrooms happy.

“I was really lucky. Both my sister and my best friend had got married in the previous year and I had gone with each of them when they were dress hunting so when it was my turn I had a pretty good idea of the sort of style I wanted, and the shops where they had got the best attention. The boutique I chose for me was perfect and the owner recognised me from visits with my sister and that made me feel special.”

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

We asked a number of brides what homework – and how much – they did into different labels at the start of their dress search and if their minds changed along the way “I always liked the idea of a bit of red carpet glamour and I have to admit I scoured the internet night after night to see what celebs were choosing.

I did like websites I then came across with filters that narrowed down the choices for necklines, skirt shapes etc, and I kept careful notes of designer names that kept appearing. It did help me, when I 80 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

“From saying yes to the proposal I was ready to say yes to the dress hunting almost immediately! I did go through magazines and I went online.

First I looked at local shops to see which labels they carried, and then looked at the websites of those designers themselves. I shortlisted a few different names and then made appointments by phone. I think the time I spent researching was well worth while and I also asked for shop recommendations from others on social media.”

started the trawl around the shops, to find a sales consultant who understood exactly where I was coming from and who in fact suggested another boutique in a nearby town that she felt specialised in the look I wanted. They did, and I found my dream dress there, but I invited Linda from the first shop to my wedding!”

“I’m a plus size and always thought shopping for a wedding dress would be dreadful but I was so wrong. Finding a shop that had samples that actually fitted me turned the experience from a potential nightmare to a dream, and proof that specialists know their business better than anyone else. The fact that so many wedding dress companies seem to have special plus size ranges is very reassuring when you are a larger build. I did do careful checks online first, looking for specific plus-size collections who understand the needs of us curvy girls, rather than just look at regular ranges that covered all sizes.”

“I had no idea and am the first of my group to be getting married. I made an appointment at a shop in my local town and told the very nice saleslady that I wanted to try on six completely different style dresses. From that one hour session I actually had a good idea of the shape I wanted – and the colour. Jeanette then arranged for another appointment so I could try a selection of dresses in a similar style. That did it for me and I didn’t go elsewhere. Mind you, she did make me try a different style on the second appointment and I ended up following her advice rather than my original instinct.”

“I find advice from others invaluable – not just when it comes to styles and labels but also thoughts about fabrics etc. I am getting married in Italy next year and meeting others on social media who have been there and done it has been so helpful. I have also avoided the boutiques that I have seen posts about criticised for not making a bride-to-be feel special.”

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Waking Hours Sharon McPherson owns two award-winning bridal salons in West Kilbride – Opus Atelier and Opus Couture. Her diary is action-packed, every hour, every day, every week

Opus and fashion. When she was studying during the summer break, she spent many hours working in our sewing room with our seamstress.

She has picked off enough lace hems to circle the earth and her own body 6.45am First alarm goes off… I try very hard to surface but I’m not great in the weight in crystals and pearls. I think I may have sparkled her out by the time morning so this can take a while. she reached ten!

She also has her own studio and 6.55am Second alarm goes off… and I takes haute couture commissions as get up this time as I know I have to do well as teaching master classes on physio exercises for my knee. natural dying at the weekend. Her 7.30am Stewart (Mr Opus, our Financial schedule is crazy, and I do worry about her doing too much.

Director and my partner in business and in life) makes some coffee and we 8.15am By this time I really need to be plan our day together. We both work showered and dressed and on my way in the business but have separate offices, diaries, agendas, and separate to work for a 9.30am start. We don’t live far from the salons. meetings each day. If we don’t take this time to check in we may not even 9.30am is our official starting time speak until late in the evening, when on weekdays but it’s 8.45am at the we eventually arrive home by which weekends. time neither of us are capable of The first thing I do is open up the communication. lap top and check Bridal Live to see if anything has changed, then I check 7.45am We often speak to our the phones and emails, phone texts, daughter at this time, who will be on Messenger, Face Book, Instagram, and her way to work and walking to the WhatsApp. We really do get contacted tube. She lives in Holloway with her from every direction these days, and partner and works in central London you have to keep on top of it all. for Alexander McQueen, so I love to My Atelier assistant Lauren, who hear about what happened yesterday starts at 9.15am on school days, and what might happen today. She is will be beavering around gathering my only child and we are very close. together my fitting appointments and We talk about everything, especially

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collections for the week, so everything is in order when the bride arrives for her appointment. We have two salons Opus Couture and Opus Atelier.

9.45am I have anything from 15 to 45 minutes with my Opus Couture manager, Susan, or assistant manager Khara, depending on the rota. On Tuesday mornings we have a full senior staff meeting. This is when we present our weekly KPIs [key performance indicators], conversion rates, figures, and financial reports, as well as our plans for the week ahead and deal with any pending issues.

On Tuesdays in the winter months, I also try to fit in a Tai ji quan or Tai Chi class early in the morning and then phone my daughter in the evening.

which usually consists of learning new skills, sharing tips on closing the sale, product training, information sharing, brainstorming, pin fitting and alterations information, team building and of course lunch – Kandy Bar Bakery Rolls and Yum-Yums (it’s a Scottish thing, a bit like a Danish pastry and we all love them).

These days have proved invaluable to our business and have helped us build the team we have.

It’s hard work but our managers prepare for them and I help deliver on the day. Everyone attends – even the tech, alts and finance staff – and it’s so worth it.

Most days I try to finish before it gets dark as I love to go for walks. Where we live is right on the coast and the views and sunsets are amazing. So a good walk will blow away the cobwebs and all the pressures of the day. I have a few favourite spots that I aim for and I stop and take it all in. On these quiet rocks, just at the edge of the sea is where I sit and meditate. I know it sounds crazy and it’s weather I love meeting with the RBA Council. permitting, but it really helps me to We are from all over the country north not feel overwhelmed by this crazy to south, as are our members and industry we are in. it helps me stay connected to the But you have to agree... we all need industry as I am up in Scotland. a certain amount of crazy to survive.

We have a Facebook group and our members are always chatting about how things are going with them and encouraging each other and helping with support and advice.

The Council meetings, on the other hand, are full on. We start at 9.30/10am depending on trains, planes and automobiles, and don’t lift our heads until 6pm. Someone will run out for lunch or we bring something with us – there is an M&S close by thankfully, so I keep fully stocked up with Percy Pigs!

Every six to eight weeks, on a Friday – depending on the time of year (we do more in our quieter months) – we have staff training days.

Altogether as a team, we meet from 9.30am to 12.30pm and have an in-house session, sometimes with an invited guest, or external training MEETING TIMES From new business to fittings to staff training, every day is action-packed

,

10.30am is usually my first appointment on weekdays. It could be a new bride appointment, a fitting appointment or a meeting. These appointments will take me up to lunch time and, if I’m lucky and they don’t run over, I will have time to have a cup of tea.

It’s pretty full on at the moment as we are in the middle of the bridal season. Every second is taken up with steaming, alterations and fittings on top of new bride appointments.

1.30pm is my next appointment time.

Monday, Tuesday and Thursdays are all fitting and selling days, and each one can be a late night in my Atelier Salon, whereas in my Couture salon a Monday and a Thursday are late night fitting days, with Wednesdays on standby for really busy months.

We have three members of staff on fitting appointments at one time, usually one fitting per hour on the hour, so these are busy evenings and we all go home exhausted. This year our busiest month is September for weddings, so we really are in the thick of it just now.

Wednesdays are my meeting days where possible, especially when the meetings are not in Opus. This also works well for the RBA meetings, as I am an Executive Councillor and we meet in London, so I can travel down and plan my work diary around them.

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Time for tea!

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Serve your customers their favourite brew in one of these cute cups...

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01 www.daisypark.co.uk £POA 02 www.wilko.com £2.50 03 www.homesense.com £4.99 04 www.homesense.com £7.99 05 www.dotcomgiftshop.com £8.95 06 www.creative-tops.com £9.95 07 www.artwow.co £15 08 www.lauraashley.com £15 09 www.hurnandhurn.com £17 10 www.daisypark.co.uk £19.95 11 www.amara.com £45 12 www. villeroy-boch.co.uk £35 13 www. amara.com £45 14 www.sweetpeaandwillow.com £17.95 15 www.lauraleedesigns.co.uk £20 16 www.riverisland.com £POA 17 www.sophieallport.com £21 18 www.amara.com £40 19 www.sweetpeaandwillow.com £30 20 www.gettingpersonal.co.uk £12.99

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Water Right Okay, so you’re off on hols but chances are you’ll still be thinking work when you’re by the pool or on the beach. Water and sand can kill phones, cameras and speakers so hooray for new technology such as nanocoatings that seal gadgets from moisture and dust, says our techno wizard Chris Partridge

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ow can you tell whether your expensive new gizmo can be taken deep sea diving or will only survive a bit of a splash? The answer is the IP or ‘ingress protection’ code.

Phones Most IP codes consist of the letters IP followed by two numbers which indicate the level of dust and water protection, respectively. The rating for dust starts at 0 (none) and goes up to 6 which indicates the casing is totally dust tight.

The water protection rating starts at 0, rising to 4 for splashes, 7 for immersion up to 1m and 8 for immersion up to a depth specified by the manufacturer.

If either digit is replaced with an X, it means there is no data to base the rating on.

In practice, an IP67 rating will

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mean any gadget will survive being dropped in a swimming pool for half an hour, which is probably as much as you need.

Most new high-end smartphones including the Apple iPhone X and the Samsung Galaxy S10 are now water- and dust-proof to IP67, which is reassuring. However, one of the things they don’t tell you about smartphones is that the touch screens are almost impossible to use when wet, however waterproof the phone might be. For some reason, wet fingers just don’t work very well.

For sailors, surfers and others who might rely on their phone to get help when floating in the briny, a phone with old-style pressable keys might be the answer, working even when wearing wet-suit gloves. So, keep your phone in your beach bag, and have a towel at the ready to dry wet fingertips.

E-readers Another of life’s great pleasures is relaxing in a deck chair on the beach,

options are a bit klutzy. But the price is right – at £330 it is significantly cheaper than the GoPro. Less athletic but more aesthetic photographers still need their snappers hastily pop their SLRs cameras to withstand ordinary in their bags when it starts to outdoor conditions while producing rain. Nowadays, cameras that top notch images, and the new Lumix can withstand the elements G90 does just that. It is a mirrorless are usually not very capable camera that mounts Micro Four in comparison, with smaller Thirds lenses, but with seals on all image sensors and shorter zoom the buttons and openings to make it PHONE HOME lenses giving less than sparkling splash- and dust-resistant.

Be aware that touch screens results. And most of them feature are almost impossible action-man styling that will mark the Sound advice to use when wet user as more Bear Grylls than David The latest battery powered Bluetooth Bailey. speakers can pump out extraordinarily Filming action footage as you good sound wherever you or the kids surf or dive has long been owned by decide to party. the GoPro Hero 7 camera, with its Kitsound’s Diggit XL speaker iconic big lens on a small body. Now, is stylish in its bamboo and fabric however, it has a rival in the new DJI covering – you wouldn’t believe it Osmo Action. is water- and dust-resistant to IP66 DJI is best known for its drones, standards, making it ideal for outdoor but many of its drones have cameras use, using its attachable stake to dig built-in and the Osmo Action it in to the sand or turf. It even has a borrows many features such as downward-facing led light that makes auto-stabilisation from the drone it into an attractive garden feature. technology.

You can daisy-chain several It may look a bit like the GoPro speakers to cover the garden with but it is fully waterproof to a depth of music and really paty on the summer 11m without a case. Its most notable beach. The Diggit XL costs £80. external feature is a small colour screen on the front that helps frame Chris Partridge has been writing about selfies (and which sportsman, or technology since the days of wireless holidaying business owner can resist sets with real mahogany cases with taking selfies with sharks?) glowing valves inside, mainly for The video stablisation is on a par newspapers such as The Times, the with the GoPro, but it lacks features Daily Telegraph, the Observer and the Sunday Times. reading, but water is almost as bad for such as GPS and the social media paperbacks as it is for electronics.

Which makes Amazon’s decision to leave waterproofing off the feature SOUND WAVES list of the new entry-level Kindle (£70) Listen to you favourites really annoying. It has a fancy front-lit knowing you have picked screen but that is helpful only in the the best for the occasion dark - for reading on the beach you will have to fork out for the IPX8-rated Paperwhite ((£120) or Oasis (£230).

The Oasis has a sharper screen and a lovely balanced design with physical page-turning buttons.

SNAP IT Okay, use your phone, but you could also go for a bit of pro stuff on hols

Photo-finish Traditional cameras are delicate bits of kit – watch a group of professional

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F IND YOUR

DREAM DRESS

MOST VIEWED… BRIDAL DRESS PURE GRACE BY IVORY & CO This beautifully simple gown from Ivory & Co is attracting a lot of attention. Oozing effortless elegance with its simplicity, we can see why brides are putting this gown on the top of their wish lists.

Most searched for...

WHAT YOU R BRI DES A R E SHOPPING FOR O N LI N E We look at what trends brides are searching for this month on findyourdreamdress.co.uk

MOST READ… BLOG FEATURE REAL LIFE BRIDESMAID INSPIRATION Good news for bridesmaid designers!

This has been a huge hit on the blog since it was published.

Brides are thinking about their best girls, and how to dress them in style, (without upstaging, of course!).

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

MOST SEARCHEDFOR… DESIGNER ENZOANI Yet again, Enzoani stay another week at the top of the FYD most-searched list.

The variety on offer means this brilliant brand really can cater for any, and every, bride. Hot property, indeed!

MOST SEARCHED-FOR… DRESS SHAPE FIT & FLARE Brides are still loving the figure-hugging shapes out there right now, being pulled in at all the right places. This Morilee gown is a great example.

MOST VIEWED… PLUS-SIZE DRESS W445 BY ALLURE WOMAN This wow-factor dress is ticking all the boxes of visitors to the site. We adore the illusion neckline and arms, adorned with pretty appliqué.

MOST VIEWED… BRIDESMAID DRESS STYLE 1600 BY ALLURE BRIDALS It’s another pretty Allure bridesmaid dress that’s being sought over this month. This time it’s this floor-sweeping stunner in a delicate peach hue.

Perfectly timeless.

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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….

Plains • Laces • Embroidered Beaded •Tulles • Edgings • Motifs • Buttons • Accessories COME & SEE US AT: Bridal Roadshow, Bristol, UK 18th - 19th August 2019 Bridal Wholesale Showing, Melbourne, Australia 25th - 26th August 2019 Bridal Wholesale Showing, Sydney, Australia 1st – 2nd September 2019 Harrogate Bridal Roadshow, Harrogate, UK 8th – 10th September 2019 Textile Forum, London, UK 16th -17th October 2019

Michael's Bridal Fabrics

@michaelsbridalfabrics

@MichaelsBridal

All about TWITTER... w 70% of small businesses use Twitter; 67% of customers buy as a result, 40% because of an influencer’s tweet. w 11% of Twitter ads are more likely to result in sales than TV ads. w 71% use Twitter to keep up to date with news as it happens.

And the golden rule with Twitter is the more you tweet the more you will his time round I hope to be followed. So where do we start? open your eyes to the power First, create an account with a name of Twitter and its surprising relevant to your business, a nice header simplicity. photo and profile photo; you will need Founded in 2006, it is the second to put your address in and links to your social media platform to be born website or other social media accounts. behind Facebook. It was originally There is a box for the famous hashcalled Status but after scouring the dictionary for a better name they came tag – this needs to be relevant to what you are selling, eg #weddingdresses; across Twitter (‘a short burst of words’, the top ten or 20 hashtags will be found ‘chirps from birds’) which fitted the bill

by Google. Did you know that Twitter perfectly, and resulted in that logo! didn’t invent the hashtag but was the Twitter was originally described first social media platform to use and as SMS [Short Message Service] for promote what is now one of the most the internet, allowing you 140 text characters but, this has now doubled to used characters in the world.

Okay, so now your page is ready 280. Let’s delve into some facts: w Twitter users send an astonishing 500 to show the world! It is best to start following as many people as you can – million tweets per day – that’s roughly friends, of course, but it’s your suppliers 5,787 per second. and industry colleagues who will help w There are 750million-plus users on Twitter with a slightly higher percentage boost your soon-to-be followers. Target people known in the industry such of female – good for our trade. as Meant to be Media and Love Our w Twitter is the third biggest tool for Wedding magazine, obviously focusing business users behind Linkedin and on the items that you sell.

Facebook. w 80% of users are outside of the USA Now you’re ready to tweet and only 20% are teens... more plusses Remember SMS: you don’t want to for our business. w 93% of tweets are viewed on a mobile go overboard on the hashtags on this platform; keep it short and sweet. phone.

I always think – and statistics prove w 55% of tweets with a gif (a single this – that pictures are always better image or very short video) get more accompanying text, so put an image up engagement.

Gary Wilkins on the importance of hashtags and images

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of your dress, and a very short bit of text with a couple of hashtags. It’s always best to tag in the post, so use the @ sign, the supplier’s twitter name and you’re done.

Keeping it relevant is always good.

A few years ago we were selling gloves like crazy, thanks to the popularity of TV’s Downton Abbey so I created a tweet about gloves and used @ downtonabbey, thus targeting the show’s followers too – and they had millions. You can google the biggest accounts and if you find a relevancy to your mesage, go for it.

As I said before Gifs are very big on Twitter as well as Emoji; the good thing about Twitter is that it has more fresh content, including the latest news! What I am saying is don’t always keep things to bridal... people love the humour on Twitter as well as debates.

If you find a funny Gif or see something amusing in the news that day, tweet or retweet, make sure you add an emoji or two to your post. Why? Because research shows it creates more interest.

At over 30, I am classed as one of the older generation. Twitter may no be my go-to platform – I prefer to communicate in greater detail with my followers – but it is quick and simple to use. When you post just include Twitter in the share options and you don’t need to visit your page as often, but do remember the golden rule: “tweet as much as you can”.

So with a twit twit twoo it’s good bye from me. Join us next time when I will be looking into another platform that can benefit your business.

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Money Talks...

GOING LEGAL

I am planning to downsize from my current shop and will be taking on smaller premises in the same area, where I am known. Should I duck out of being VAT-able and what are the advantages for me in doing so?

And the disadvantages?

When a business has reduced income it may be possible for it to deregister for VAT. A business that is making VAT-able supplies is required to register for VAT if its supplies exceed the VAT threshold (currently at £85,000) in a rolling 12-month period.

The business can, however, deregister for VAT if its supplies fall below £83,000 for a rolling 12-month period.

A business can apply to HMRC to deregister either online or by post using form VAT7.

When a business deregisters for VAT, from the date of deregistration it must stop charging VAT and it must keep its VAT records for six years.

A final VAT Return will be required for the period up to and including the deregistration date, and the business must account for any stock and other assets it has on this date if: w it could reclaim VAT when it bought them w the total VAT due on these assets is over £1,000 For businesses which trade with consumers or non-VAT registered businesses, a key advantage of deregistering for VAT is that selling prices could reduced by up to one sixth as VAT no longer needs to be charged on the transaction.

For small business, another benefit of deregistering may be the reduced admin burden as VAT returns will no longer be required.

The main disadvantage of deregistering for VAT is that the business will no longer be able to reclaim VAT on expenses and business purchases. The impact of this will depend of course on the nature of expenditure and the amount of VAT at stake.

There are many advantages and disadvantages of de registering. It is important to look at your individual

This issue, Michael Cahill answers your questions about deregistering for VAT when down- sizing your premises, the legalities of Auto Enrolment and staff pensions, and buying equipment for a family member What is the legal standing on employers contributing to pensions for staff and what sort of paperwork is required? Do I need to include this in letters of agreement when taking someone on? And what about long-standing staff?

Auto Enrolment is a government initiative and requires every employer of staff normally working in the UK to put their qualifying staff into a workplace pension scheme and to make contributions towards their employee’s pension.

The UK Government has set up a workplace pension scheme called NEST which employers can use to comply with the rules but there are other schemes available.

Qualifying staff who must be enrolled into a workplace pension are those who: w work in the UK w are not already in a suitable workplace pension scheme w are at least 22 years old, but under State Pension age w earn more than £10,000 a year for the tax year 2019-20 Employees enrolled in the scheme can opt out of the scheme subsequently and where this happens neither the employee nor employer is then required to contribute to the scheme.

Where employees opt out they are automatically reenrolled after three years and must opt out again at that point if they do not wish to make pension contributions.

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8% of qualifying earnings must be contributed to the pension scheme with at least 3% coming from the employer.

There is more useful information to be found at: https://www.thepensionsregulator. gov.uk/en and also at https://www.nestpensions.org.uk/ schemeweb/nest.html

situation to decide which is the best course of action for your business when making this decision.

My younger daughter will be heading off to university in the autumn. Can I buy her a laptop and also a good camera on the business if they are down as my property and insured along with the shop and stock etc?

Do I just get the invoice made out to the business when I purchase those items for her?

The provision of assets to family members and the possibility for tax allowances will depend on the business vehicle that is being used.

If the business owner is trading as a sole trader or as a partner in a partnership and the asset is not used for business purposes this amount would not attract any tax relief as it is not wholly, exclusively and necessary for the business. In this instance the asset should be purchased personally.

But, if the business vehicle being used is a limited company, then the asset may be given to the daughter for her personal use. This will, however, result in a benefit in kind being assessed on the parent and subsequently lead to a class 1A National Insurance liability for the company and an income tax liability for the parent who works for the business based on the value of the asset.

The benefit in kind is calculated each year as a value equal to 20% of the value of the asset when it was provided to the employee (ie your daughter). This value will be assessed every tax year until the asset is returned to the Company and therefore could mean that, if the asset is held long term, the tax charge will be greater than the value of the asset.

If the asset is subsequently transferred to the employee, that employee will then be taxed on the higher of: w how much the asset is worth when you transfer it w the original purchase price of the asset If the asset has previously been made available to the employee the employee will then be taxed on the higher of: w how much the asset is worth when you transfer it w the original price of the asset less any amount that has previously been assessed to income tax when provided to the employee.

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 for professional advice, then email michael.cahill@ albertgoodman.co.uk

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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, constructive 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 J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 93

Money Avoid thinking that what all customers want today is the cheapest, not the best. Full price customers do exist. Often the first thing a bride wants to know is: “what’s new?”

Genuine customers will pay for being the first to wear something. They are looking for the best choice, not more and more of the same thing.

Full price customers make up a high percentage of business.

So, it pays to establish your uniqueness early on in your marketing.

Creating your own brand persona Fill your business with fabulous personalities. Remember, customers are influenced by you and any staff you employ. Trust, rapport and building relationships is hugely important and a vital component for business success.

Which style do you favour? Warm and friendly? Calm and relaxed?

Honing Your Business Business advisor Helena Cotter examines the vital ingredients that make for the successful mix in today’s chop-and-change environment

I

n our personal world we are often guilty of trying to be everything to everyone, stretched this way and that, never being able to, or knowing how to, say no.

When it comes to business though, attempting to be everything to everyone may lead us to becoming nothing to no-one! Stretching out your arms trying to capture and hold onto every type of potential customer can result in failure.

Therefore, clarifying and understanding who your customers truly are and who they are not is fundamental.

It is important to recognise that no appointment should be viewed as a waste of time, as all make for experiences good and bad... and it is experiences that we can learn from.

Having said that, being able to filter out those customers who probably are not yours to start with makes perfect sense.

Don’t get caught out giving in to demands or 94 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

Upbeat and dynamic? I’ll say it again... you cannot be everything to everyone, so a good mix of styles will help you win through and enable you to work with all types of customer.

Make sure you match and marry the same messages throughout all areas of your business, online social media, local advertising, national advertising etc.

requests which go against your better judgement, your gut feeling, or company procedures.

Why? It’s because you’ll never be able to offer every single product out there to every single customer. You cannot please everyone all of the time.

It’s frustrating isn’t it when, towards the end of an appointment, the customer utters those immortal words: “I’ve fallen in love with a dress down the road”, or “I’m going to think about it” or “I’ve got other appointments”.

And the myriad of other reasons they come up with to not buy today. The smokescreen objections as I call them.

Unfortunately, these objections can sound like a big NO at which point, most people will give up and say: “I’ll just write the details down and hope to see you again”.

The likelihood is, you will never see them again.

They may leave wonderful reviews online saying how brilliant you were, what a fabulous experience it was, but they will buy their dress elsewhere.

STATS • 70% of customers notice when staff are untrained and lack knowledge. This will result in a lack of sales.  • 89% of customers will walk away – even if they love a dress – should they have a negative, unprofessional experience.

• 70% of customers will buy based on how they are treated; if the experience they have matches and exceeds their expectations.

Stock

Looking ahead

It’s easy to overestimate demand. We’ve all been carried away at shows which can result in a stock room/garage/ spare room at home full of dresses that are never going to sell as they don’t represent your target market.

Don’t be worried about saying no to taking on something you are unsure will sell. Instead of over-broadening your product range, narrow it down! It doesn’t necessarily mean less, just more

• Efficient service is ranked high.

A whopping 78%.

of the right thing for your own particular

Today’s customer

core clientele will allow you to focus on

Remember, everyone is aspiring to offer brilliant customer service. How do you stand out from the crowd? What do you do to draw customers to you, giving them such a brilliant experience they will want to buy from you?

Your customers will be very clued up these days and have done bags of homework online before making the decision to come to your boutique, let alone buy anything.

Give your customers some love and they’ll love you back.

Keep delighting them. The smallest acts of kindness go a long way.

They’ll fly the flag for you and your business – for FREE! Especially after they purchase from you.

Offer a consistently high quality experience. Remember, over 80% of your business will come through your door via recommendation. So, it’s hugely important for your customers to leave with a good impression.

quality, not quantity of appointments.

boutique/shop.

Highlighting and tightly defining your

Appealing to a smaller, honed group of customers makes better business sense.

Keep it lean!

Don’t get stuck in the past, and don’t look back because you aren’t going in that direction.

One of the reasons small businesses struggle is because customers today make the rules and their bare essential expectations are not being met.

You are the shining light for retail. The best of the best, so the key is to innovate on the basis of who your customers are and will be in the future. Listen and engage with them to help create a more prosperous business.

Recognise when you need help – and act!

There is no shame in asking for help. Someone to support you while you grow your business. We all need help from time to time. None of us knows everything. Retail – and especially bridal retail, changes all the time.

You need to be ready to face these changes headon with a can-do attitude.

Understanding this will take you one step nearer to achieving your goals. Lead the way with your innovative and high energy approach to running a contemporary, outstanding bridal business.

I think this expression from the good people of Tahiti sums it up perfectly: “Eat life or life will eat you”.

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 95

COMING IN THE NEXT ISSUE...

• What Rome Fashion Week served up for special occasion dressing • Prints for 2020... the bigger and bolder the better • Got a problem?

We’ll get advice on how to sort it • Show time... Why Harrogate is still the biggest player in the field • Destination weddings and who is going where

JUSTIN ALEXANDER

• For better or for worse... learning from the experiences of others

J U L Y / A U G U S T 2 0 1 9 ♦ W E D D I N G T R A D E R ♦ 97

“I found your Waking Hours story fascinating.

Apart from providing an insight into how other people work in this crazy industry of ours, it also gave me a far better understanding of the stresses and strains that our suppliers have to contend with. As a retailer, I always think about things from my perspective – especially when it comes to buying at shows. I for one will be more sympathetic in future. Tracie of Enzoani, you have my admiration!”

VIEWS ON OPENING HOURS: Lots of thoughts from retailers. Consensus of opinion is that publicising the availability of outof-hours appointments does attract interest and brings more brides in, but for fixed appointments, not casual drop-ins. The idea of closing till noon was not well received with concern that brides shopping around would look elsewhere.

CHARLIE BREAR

“Reading how the boys at Creatiques got together their own photoshoot was proof positive that if you put your mind to something and pull in the right people, you can achieve a result that is yours alone. And it also made me think about the sort of ‘models’ that will attract a particular audience without all that photoshopping to make things so perfect that no one identifies with it. I am already giving thought to what I can do to get a very personal message over.

Thank you, chaps.”

“Reading what sold best from the collections at White Gallery, straight from the designers themselves, was hugely helpful. I discovered from that feature in the last issue that I have made some very right decisions in my buying, but was also aware of some of the things I missed. Now I can catch up on those... thank you for the guidelines.”

...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

“One of the things I like most about Wedding Trader is that you tell it like it is and give everyone, in all sectors of the business, a platform to voice an opinion and ask questions and, more than anything else, share deep-felt worries. Knowing you are not alone in your insecurities makes a world of difference and actually gives me confidence in what I am doing.”

98 ♦ W E D D I N G T R A D E R ♦ J U L Y / A U G U S T 2 0 1 9

“Luxe Bride seems to be streets ahead of others by really offering the level of advice and support we retailers need today. I like that their approach is no-nonsense; you have to be tough in this current business environment and sharing concerns and steering forward together can only help those who recognise how the market has changed.”

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