TO THE NEWLY ENGAGED

negotiate with overbearing mums and bridesmaids. They give every bride the ability to walk down the aisle with confidence. We cannot lose those skills from our industry.

Bridal retailers throughout the country provide one of the most magical moments in any bride’s wedding journey, making their childhood dreams feel like a reality. This is a moment that will be lost forever if bridal retailers are forced to close and move online.

We need the certainty that weddings can take place so brides have the confidence to continue with their plans.

We need the certainty that there is a road map to allow for larger weddings next year so that new couples will start to plan.

We need exhibitions to be allowed so we can choose our stock and wedding fairs to be allowed so we can sell our stock.

Until that is possible, we need the financial support that will allow our business to survive.

The current situation for weddings is this:

The Challenges

• Few couples are prepared to go ahead with weddings for such small numbers. • There have been calls from wedding venues to be allowed to operate under the same guidelines as pubs and restaurants, with numbers limited by venue capacity. However, the Business Minister, Paul Skully, has indicated that weddings pose a significant risk of infection, due to theprolonged time that guests spend together and the likelihood of social distancing not being maintained. • Meanwhile, repeated postponements, cancellations and refund requests are putting financial pressure on venues and suppliers who have received very little financial support from government schemes. Couples are concerned that their deposits aren’t safe, leading to more cancellations. • Insurance companies have failed to settle claims for cancelled weddings. Couples wanting to plan during uncertain times are unable to get insurance. • Until larger weddings are permitted and consumer confidence can be addressed, very few couples are prepared to start planning.

The Solutions

• The industry has been asking for a task force. This would allow for clear communication between the venues and businesses that have the solutions for Covid-secure weddings, and the government. • Wedding venues are committed to finding ways of opening safely with larger numbers, in a way that would involve all suppliers, but need the opportunity to demonstrate that ability. • Weddings have been recognised as events where all those involved would be committed to rapid testing and contact tracing. These could form the basis for other sectors of the events industry. • Pilot events over the winter would give couples the confidence that there is progression towards larger numbers in the spring. • Although there is a clear need for financial support across the industry, a government backed deposit protection scheme, similar to the Film and TV Production Restart Scheme, would give couples and retailers the confidence to plan for the future.

Alison Hargreaves has worked in the wedding industry since 1991. Her experience includes owning a bridal boutique, a wedding cake studio and several high profile wedding media platforms. She is the founder and Managing Director of guidesforbrides.co.uk, prideguide.co.uk and beyondweddings.com

We asked Shannon Hurd to draft a letter that expresses the message retailers can and should send out to their brides-to-be

Dear Brides to Be:

Congratulations on your engagement! This is such an incredibly special time in your life filled with love, family bonding and precious memories! We are thrilled for you and wish you a lifetime of happiness to come!

Under any circumstances, planning a wedding can be stressful. This year, with the addition of the Covid-19 pandemic to contend with, there are unique challenges and considerations to bear. I want to reassure you that, amidst all the turmoil, there is one stable element you can always count on: Your local bridal boutique.

Independent boutiques are family owned and operated by people with deep ties and great love for their communities. These owners put their heart and soul into their businesses, aiming to bring you high-quality merchandise, extensive expertise and friendly, personalised service throughout the entire dress shopping process, from initial contact to the day you say “I Do” (and often beyond, as lifelong friendships are frequently made!)

Independent boutique owners and their stylists are experts in bridal, often with decades or more of experience. They eat, sleep and breathe this industry, working overtime to stay abreast of current trends, styles that best flatter each body type, timeline requirements, manufacturer/designer specifics and much more.

They carry extensive, reputable product lines and are skilled at helping you find the perfect dress, styling brides and bridal parties, and bringing your wedding vision to life. They have relationships with expert alterationists who perfect each dress for your exact figure, and they meticulously follow the entire process from dress order to receipt to ensure your gown arrives on time and in perfect condition.

In the rare instance a problem does arise they will fix it for you, made easier by the fact they have long-standing relationships with multiple manufacturers and designers, as well as other wedding professionals and businesses.

Their boutiques are created to give you the very best shopping experience. The décor and ambiance, the welcome gifts, the amazing selection, the luxurious dressing rooms, the ability to accommodate guests both in-person and virtual…these are just a few of many