6 minute read
LOCKDOWN WITH VENI
If you’ve been on social media this last week you will be no stranger to seeing the hashtag #loveisntcancelled trending on Instagram as suppliers worldwide share their thoughts. We caught up with award-winning Veni Infantino (by Zoom of course) to hear all about how her brand Ronald Joyce is changing with the times
“It has been a tough year for many of my stockists,” Veni tells us. “With weddings postponed, shops closed and now another lockdown it has been so difficult for brides, but they never fail to amaze me with their optimism. My own daughter Claudia had to postpone her wedding, which was due to take place earlier this year, so I know first-hand how terribly sad it has been for these girls whose dream weddings were taken away from them. “Remaining upbeat we still celebrated by having our own little garden party and the wedding will go ahead next year, just with a cut-back guest list for those who cannot travel and to comply with whatever the guidelines will be at the time.
“Well, one good thing for me is that the Ronald Joyce Office is in my home, so I was lucky enough in lockdown to spend all those extra hours at home doing what I love - researching and sketching. I will say that this is the most time I have ever had to sketch and come up with ideas!
“For Spring 2021 I have released two collections which we were able to show to our customers at smaller, more intimate events given that the big bridal shows couldn’t go ahead this year. I find speaking with my customers at the events incredibly rewarding – I have worked with some of them for decades. They had to have personal appointment slots to come and see the dresses which meant I could sit down with them and really discuss the individual pieces. There are certain dresses we changed there and then on the day if a stockist thought a dress would suit their clientele better with a different fabric, sleeves, or beading. It meant I could really listen to them and adapt styles that I knew would be a success for them. There was one style where I completely cut-out the back which meant more customers bought that style!”
Let’s look at the collections…
“My signature collection, The “The new collection comes with Ronald Joyce Collection, is made up many customisable elements of gowns with influences from catwalk giving brides a real sense of both trends. It is for the timeless, romantic personalisation and value for money. bride with a flair for fashion. I love Brides have needed to be adaptable watching runway shows and shopping with changing regulations meaning in London spotting the next big they’ve had to change venues, thing that I can carry over into bridal. wedding dates and times of year, so I’m always collecting fabrics and my dresses also need to be adaptable examples of things I love to see if I can for changes in venue and of course replicate them into my designs. the seasons!
“The look I go for is very classic “Some of my favourite pieces in style and shape, but with eye- from the collection include 69609 catching elements such as 3D flowers, Frida, a fit and flare gown with an a standout sleeve or neckline and lots on-trend plain skirt paired with a of texture. heavily beaded tulle bodice that has
“This season the collection is 3D floral appliques, sheer sleeves smaller than I would usually release and a plunging neckline. It is such because I understand that stores had a beautiful, understated look which only just purchased our last season could be easily worn for a smaller in lockdown, and much of the public Covid-secure wedding. And then I are still to get into store to see it. have designed a matching overskirt The pieces I have introduced bring for (69610) to carry on the beaded in a totally new dimension and so tulle look over the skirt which could complement last season’s gowns be worn to the bigger post-Covid in store. celebration!
“Then there is the romantic and bodice lining for those who don’t elegant Fernanda, 69608, a high- want the sheer look. There my some end, couture-style strapless lace delicate 3D flower appliques added to appliquéd gown. It has sexy sheer the wait to soften the look. cut-out side panels and light beading “My other collection, The Victoria for a touch of glamour. The dress also Jane Collection, is for the modern comes with detachable chiffon ruched bride. I like to think of it as affordable sleeves to give a different look to suit luxury. These dresses were designed each individual bride’s taste. with smaller, more intimate weddings
“Another favourite which is inspired in mind and so they tend to be by new beginnings and summer understated with less layers, less weddings is Felicity 69606. A bold beading and simpler lace designs. floral lace with an almost crochet feel. This season it is a capsule collection It is utterly modern and whimsical. It of five totally different looks. My has a stunning high neck and striking favourite is Violet, 18501, a chic back teamed with a chic A-line skirt. strapless crepe gown with a matching The gown comes with a detachable plain crepe cape – meaning the bodice to suit both season and outfit is perfect for any season. It has personal style and a detachable belt. the simplest sparkle belt and needs
“And there’s a chunky lace design nothing else – a real statement piece! with a real boho feel called Francesca, “Another chic and minimalistic style 69607. It has a real light and airy gown is Viviana, style 18506. A light feel perfect for outdoor weddings. and floaty jersey gown with soft Our stores loved the delicate falling blouson chiffon sleeves. A matching off-the-off-shoulder cap sleeves and beading to the waist and cuff that is also comes with a detachable completes this elegant look.”
Helping stores through another lockdown
“I have a great team which has put into place digital brochures, videos and social media content for our stores on our customer retailer portal meaning everything is in place for stores to spend lockdown updating their website and social media to enable them to continue to engage brides.
“With our designer trunk show weekends having to be cancelled in many parts of the UK we are still sending out the samples to stores so they can hold a virtual event over social media or Zoom, or they can simply be creative and use them to make video and social content as they please. The samples are far better off in our stores than sitting in our warehouse unused!”
