THINKING IT THROUGH

Sue Lovell, of Susan Nichols Opulent Bride, has become a regular contributor to Wedding Trader with a series of heart-felt features behind her and many a thought to share for the future

Finally shops are starting to Staff training and run throughs, sung joyously, confetti thrown, cake reopen, and as we grapple risk assessments and re-arranging cutting and Champagne flowing toasts with social distancing in such changing rooms and furniture are with group photographs of laughing a personal environment, it’s all part of the big opening plans, loved ones, first dances and gorgeous fair to say it’s been a very productive with a focus on cleaning, protecting flower girls, will not be able to fulfill and somewhat exhausting time. and quarantining dresses and still that vision. Which is why most shops We are all on a learning curve – but providing a bride with a magical have been taking more distressed happy to share what we are doing to experience and her dream dress. calls, with more new wedding dates promote a safe and still welcoming added to 2021. environment for staff and customers. Planning for a different event This is obviously causing retailers Shops have really stepped up to the As the new guidelines from the some major logistical issues. Storing challenges, reorganising the way Government were announced, it of dresses, increased insurance, we work and interact with collecting balances for dresses each other whilst keeping no longer required as wedding everyone safe, but without So deep breaths everyone – masks up, plans change. Looking after dampening the fun and future brides at the beginning excitement every new bride crowns on, and let’s focus on supporting of their dress journey, whilst wants and expects when still caring for brides who dress shopping. each other. We will prevail should have been preparing

Sanitising stations, mask for their big day, or enjoying wearing, temperature checks married life by now, is still a and defined seating areas are all became increasingly clear that priority. There is no question, 2021 is standard now, and early indications the postponements were going to going to be incredibly busy with two are that brides are returning, ready continue, probably late on into the years of weddings squeezed into one. to buy, and happy to accept the new year. Whilst small weddings are I have brides who were forced to protocols. Facetime appointments romantic and intimate, those who postpone just a few days before their are proving popular, involving excited had planned a bigger event and March wedding, and now their Autumn bridal parties, from a safe social dreamed of walking down the aisle wedding is being rescheduled – in distance. with their dad by their side, hymns some cases to 2022 – as dates for 2021

have already been snapped up.

Ensuring everyone gets the service and attention they require is my top priority, but logistically I can’t store dresses for two years and I can’t hold off getting balances in as brides don’t want to try on their dress just yet. Tough decisions have to be made in order to survive and still be here to provide a service in 2021/22 and beyond.

Getting organised Giving our brides a sense of security and reassuring them that they will be looked after is key. Our ‘21 alterations diary is already bursting at the seams, but with careful planning and firm organisational skills, we will prevail. No bride will be left behind, every bride deserves to be excited, and every bride needs to know her wedding matters.

And that is where independent bridal stores will always beat online, or big box conveyor belt stores. Stack-them-high-sell-them-cheaper stores cannot begin to look after their customers like we can. Brides now need more than a dress, they need to know they are looked after, too. They may not be able to see all of the face behind the mask, but they need to recognise that they can trust us.

Right now brides need some certainty. We can’t make Covid disappear, but we can do everything possible to keep It at bay and limit the spread, and work hard to keep staff and customers safe. We can reassure all our brides that we take our commitment to them seriously and most of all, that we are here to help.

Shops are sharing their new store layouts with brides, showing customers what to expect when visiting via social media, videos and blog posts and comforting emails, showing that we take our responsibilities to staff and customers’ health as seriously as we do our desire to help them find their dress.

That applies to our suppliers too. Shops need to know that suppliers are aware of the challenges we are facing and that we need to be able to count on them, too.

Without being able to sell much of the 2020 collections, funds for investing into 2021 will be limited, and we may have to choose more wisely and have extra consideration of payment terms.

But it works both ways… we must also support our suppliers. If we can’t attend Harrogate, if it goes ahead, then we need to make sure we see reps and make ourselves available.

And most of all we need to really be honest. We all need some security, some reassurance and to know that we are seen and understood. If you aren’t concerned about where we are heading, you aren’t paying attention, but if you recognise that by confronting potential difficulties head on, preparing for future lockdowns and disruptions and by putting plans in place to minimise the chaos, we won’t just survive, we will thrive.

We need nerves of steel as there may be a rough six-12 months ahead. People are counting on us to keep focused. We need to be seen, not blindly promising fairy tales, but honestly addressing the worries, and showing we are prepared for difficult times. We have our plan, and plan B and plan C. Acknowledging the challenges we face and reassuring customers that we are ready to face them will bring confidence and trust.

Once this all over – and it will be – let’s never speak of 2020 ever again. The year hugs and kisses were banned when we needed them most; the year grey hairs were visible and smiles were hidden behind a mask.

So deep breaths everyone – masks up, crowns on, and let’s focus on supporting each other.