MAKING AN IMPRESSION

Couture designer Amy Mair took the decision during lockdown to rework her website herself and be involved in every stage of the process. The results show what dedication and determination can achieve

Like many, I have had some time to think and be productive during lockdown and some time to rest, too, but with the continuous waves of emotions and moments of feeling drained of any energy, it was important for me to have a task and to challenge myself to adapt to this new way of life, this new ‘normal’, and use the time that I may not have had before to teach myself about all things tech and, paramount, communications.

I wondered if I needed a new approach and a new way of reaching clients and making an impact in these uncertain times so I decided to focus on developing a brand new website myself, having control over every aspect of the build from page layouts to fonts, writing about myself, the label’s identity and our pledge to be a sustainable business, considering our fashion-conscious future in the bridal industry.

I know that marketing and promotions are a pivotal part of every business but for new independent designers they are key and cannot be ignored today when it is vital that we pour our energies into building a brand story that is appealing to customers. I had to consider how I could ride this storm and have something at the end of it all that would keep my label current and recognised as a contemporary design house in the industry.

“My label has been active throughout the lockdown period as my employees have been able to work from home so I never swayed away from ensuring our brand would survive this pandemic... in fact, it has made me more determined to succeed.

We have come up with solutions and proactive ways of engaging with our customers by ensuring that visuals are the focus throughout the socials and website.

Our label is niche and original and we knew we could display it best with imagery, developments in the workroom, design processes and detailed production videos on our

social media platforms. The message I wanted to put across is that we use terms like ‘luxurious’ and ‘intricate’, ‘care’ and ‘time’ because we consider our ethics and ethos in the making of every wedding gown.

I have also spent time studying what our brand’s voice is, in addition to the visual message the label gives out, thus focusing on every aspect of Amy Mair Couture.

I fully understood the importance of underpinning our vision and telling the story of the journey of our label – that we strive to be sustainable and ethical, that we are a Welsh label with all aspects of production being fulfilled in Wales. And that we

are responsible for every stage of production from sourcing fabrics to delivering first-class service to our stockists and our brides.

Our aim is to evoke emotion and even though weddings have been postponed and or delayed we can fulfil a bride’s desire to have a personal experience and a unique gown. More than anything else, we want brides to fall in love with our dresses for their ethereal and romantic qualities and value that they are something completely original, quaint and innovative.

“With my influence on the website now continuous, I feel I am closer to enquiries and contacts and reaching

both brides and businesses. I am inspired to keep offering alternatives to what is available from the traditional and conservative competitors.

We have completely updated our Real Life Brides stories, and this has proven to be a very popular feature on the new site. And incorporating my own words has made a major difference, too. Our Bespoke Process area; Our Story – which tells of my history with fine art; Our Collections; As Seen On… they all come from a different perspective now... mine. And our contact details and stockists’ listings have also taken on a new life, because I have been able to pour my own passion and experience into the equation. An added benefit is that the new site is very efficient and easy to navigate, which is vital in today’s busy society.

All of this has motivated and inspired me to not let go, and to do more. I would like to start writing blogs and reaching out to customers by answering their questions, be they be about made-to-measure possibilities or the value of handmade. I know these are things worth shouting about that will impact

on our position.

So this is a journey for me that will continue and forge ahead. And it has given me huge confidence in what I can achieve to support, market and promote my brand. Newsletters are part of the plan now and will provide insights, incentives, offers, and news that is of genuine interest rather than a filler for customers’ inboxes.

If you haven’t already tried to direct, manage and control your communications, take it from me, you’ll enjoy the journey and your business will benefit