Wedding Trader -issue 25

Trader WEDDING

WEDDINGTRADERMAG.COM

ISSUE 56

LOVEOURWEDDINGMAG.COM

ISSUE 25• SEPTEMBER/OCTOBER ’21

• SEPT/OCT 2021

Harrogate

THE BIG DAY A-Z FACE-TO-FACE, FROCK-TO-FROCK

MUST-READ TIPS TO USE ON YOUR WEDDING DAY

Wedding Safe THE ESSENTIAL INDUSTRY STANDARD

SHE’S IN FASHION! The trends THE LATEST DRESS TRENDS FOR YOU AND YOUR BRIDESMAIDS

to know about

THE Opinion T FINA O

L UCH SHARING VIEWS, THE E LITT S LE D THE ETAI MEXCHANGING OST L S !

C THE IN S ME Y OUNT T OUR JIDEAS, EWE YLE, FWORKING ROM DAY LLER YOU Y AN R THE D SH TOGETHER ROO OE MD

ECO

R

S TO

PROUD SUPPOR LY TIN BRITISH G BRIDALW RETAILE EAR RS

GET READY FOR THE NEXT BIG THINGS IN BRIDAL

BRIDES Brides are back! are BACK! AND SO IS WEDDING TRADER

BADGLEYMISCHKA.COM

Contents 06

TA L KING P OINT News worth knowing

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F I RST P E R SON Laura Daly on the new ‘norm’ YESTERDAY, TODAY A ND TOMORROW Mark Stevens of The Bridal Collective on the need to explore new avenues

A GR E AT S U CC ES S STO RY David Morton bids a fond farewell to the industry

50

T HE NE W WE DD I N G SA F E INDU ST RY STAN DA R D Making a difference to your reputation

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A B COMES FIRST The Bromilows, on moving from agent to distributor

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60 SEEING TH E PAND E M IC T HROUGH WITH M O R IL E E Chrissy Pratt on what went on 64 behind the scenes

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T HE BALANCING ACT James Waddington suggests making the right buying decisions

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SECOND OP INION Sue Lovell plans her marketing strategy

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SPECIAL TIMES FO R SPECIAL DAY Joanne McFadden on looking after stockists

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L ET TE R FR OM AMER ICA Pete Grimes reports from across the pond HA R R OGATE BR IDAL S HOW This event is key to bridal buying

CO L L ECT IO NS O F CO L L ECT IO NS Favourite labels and what they have planned

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ST E A M I N G A H E A D Propress goes Mini

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M A N AG I N G A C H A N G I N G B U S I N ES S E N V I R O N M E N T Time to rethink your approach

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TA K E A TA B LE T The new kit you have to have

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A N D F I N A LLY… You talk, we listen

OV E R T HE RAIN B OW Toes tapping with Richard Marsh NE W DIR ECT IO N S Peta Hunt’s pick of the trends coming through

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S U FFE R ING FR O M ZO O M FAT IGU E ?

An expert’s view on managing the condition

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PO RT FO L IO Our pick of collections where curves are the priority

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M AKING A DIFFE R E NC E The wedding charity, and the couples who you could help

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T R O PHY T IM E Damian Bailey of TWIA talks about the ideal Awards entry

CARRIE BY ELLIS BRIDALS

ETOILE, FROM THR BRIDAL COLLECTIVE

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contents

SEPTEMBER/OCTOBER 2021 ♦ WEDDING TRADER ♦ 3

CINDY

STAND M22

Ed’s Letter

Contact Us

Weddings are back and more appreciated than ever before. Business is getting that long-needed boost. And those soon-to-be-weds that this is all about are getting ready for their own next chapter, have braved the ups and downs for recent months. However difficult the pandemic has been for everyone, it’s those couples who have had to deal with the uncertainties at what should be the most joyous time of their lives, that we need to applaud.

Hearing how retailers have made the best of the worst of times by looking ahead, refusing to be defeated, and using their enforced time out to reevaluate their next step, makes you truly appreciate the resilience WEDDING of this industry of ours.

New friendships have been formed across the board and those relationships – between retailers themselves, and also between retailers and their Harrogate suppliers – have created a fresh FACE-TO-FACE, FROCK-TO-FROCK working model that is setting the Opinion stage moving forward.

SHARING VIEWS, Wedding EXCHANGING Wedding Trader is proud to be IDEAS, WORKING Safe TOGETHER part of that equation. We are here THE ESSENTIAL INDUSTRY to share, and to support.

STANDARD

Trader WEDDINGTRADERMAG.COM

The trends to know about

ISSUE 25• SEPTEMBER/OCTOBER ’21

PROUD LY SUPPORT IN BRITISH G BRIDALW EA RETAILER R S

GET READY FOR THE NEXT BIG THINGS IN BRIDAL

EDITOR SUSI ROGOL-GOODKIND

Brides are back!

AND SO IS WEDDING TRADER

Cover image: It doesn’t get better than this! Gown by Martin Thornburg

WT25_Cover JP.indd 1

01/09/2021 14:45

Editor Susi Rogol susi@rogol-goodkind.com

Deputy Editor Jade Pepperell jade@meanttobemedia.com Mobile: 07568 069785

Director Andy Allen andy@meanttobemedia.com Mobile: 0785 558 7219

Menswear Editor Dominic Bliss dominic.bliss@btopenworld.com @WeddingTraderUK @WeddingTraderMag @weddingtrader

weddingtradermag.com

Trader WEDDING

Wedding Trader magazine is an online magazine read by 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 the trade string to the otherwise consumer bow of Meant To Be Media Ltd.

TEAM TALK Meant To Be Media Ltd also publish:

Andy Allen Art Director “It is great to be back, and right in time for the Harrogate Bridal Show. Look forward to seeing you there.” (p42) Jade Pepperell Love Our Wedding “I’ve loved reading about readers’ experiences during lockdowns and how determination wins out”

Wedding Trader is published by: Meant To Be Media Ltd, 7 Derbyshire Road, Manchester M40 1QN. Tel: 0161 681 1771 weddingtradermag.com meanttobemedia.com

SEPTEMBER/OCTOBER 2021 ♦ WEDDING TRADER ♦ 5

TALKING POINT More news – and new products that make the wedding world so special

Twice The Appeal The search for a bridal pantsuit begins and ends with Casablanca’s Blanca. This dynamic two-piece features a strapless sweetheart top and tapered pants, in beautifully detailed floral lace with sequins and stretch chiffon. And there’s a matching detachable skirt for brides who want the classic feel of a wedding dress or the option to introduce a different look. in ivory, white, black and nude, sizes 2-32. +31 (0) 6 21351143 sonja@casablancabridal.eu www.casablancabridal.com

SANITISE IN STYLE Great for your counter, and changing rooms, this glamorous change to plastic dispensers comes from Llio. The Quartz, Amethyst, Lapis Lazuli and Citrine crystal sanitisers are a game changer and selling well into retailers and also to brides who want them available at their wedding party. For further information, visit www.llio.love/shop?category=Sanitiser 6 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2021

Something old, something new

Happy Blossoms The Wildest Dreams Dried Baked Blossom Bridal Bouquet is an alluring mix of colours in a bouquet that lasts! It features dried blue thistles, dried mini artichoke and dried eucalyptus, and would look just as good on your counter or coffee table. £85, www.thehappyblossoms.com

BOXING CLEVER The Empty Box Company is showing its newest range at Harrogate, including this pretty pink and grey set. Brides, the company says, are paying for things that are important to them, like ways to keep their dress and accessories properly. There is a new swatch sheet out, and anyone placing an order at the show will be presented with a gift box. www.emptybox.co.uk

Research from The Royal Mint shows that over 37 per cent of couples use the famous ‘something old’ poem to shape elements of their weddings. Despite this, 38 per cent of Brits are not aware that the verse finishes with ‘silver sixpence in her shoe’.

Clare Maclennan, Director of Commemorative Coin at The Royal Mint, the original maker of the silver sixpence, said: “We are delighted to offer a beautifully crafted silver sixpence to help couples celebrate in style. Carrying a sixpence for good luck is a tradition passed down through the centuries, and we hope the 2021 design will be a treasured keepsake for many newlyweds.”

Just so you know, the ‘old’ item in the poem provides protection for future children, the ‘new’ item offers optimism for the future, the item ‘borrowed’ from another happily married couple provides good luck, and ‘blue’ represents purity and fidelity. Finally, the silver sixpence is a symbol of prosperity and safety against evil done by others. The earliest recorded version of the rhyme is in the 1871 short story, Marriage Superstitions, and the Miseries of a Bride Elect that appeared in St James’ Magazine. At royalmint.com/gifts/ by-occasion/wedding-gifts/ there is a big

SEPTEMBER/OCTOBER 2021 ♦ WEDDING TRADER ♦ 7

ilLUMInating Grace Loves Lace has unveiled its first eco wedding gown constructed from 96% recycled materials, earning the brand an internationally renowned Global Recycling Standard (GRS) certification.

The first of its kind for bridal, the gown – named Lumi – is sustainably and ethically handcrafted in the brand’s Australian studio. From the exclusive lace to the soft tulle and the decorative covered buttons to the eyelash trim, each part of Lumi is a conscious choice for the planet.

Launching alongside it is the 2.8m Lumi veil, crafted from 100% recycled tulle and lace.

“Using recycled materials can be a more costly and time-consuming process than new fabrics, but it has many environmental advantages. We have worked really hard to ensure the quality of the fabrics and components are not compromised during the eco manufacturing process and meet the high standards that we’re known for,” says founder and creative director, Megan Ziems.

See the range at www.graceloveslace.com

Headliners At Harrogate, do make time to visit the Twilight Designs stand in Hall B to see the big selection of accessories that includes jewellery and headpieces, veils (including the new 144” length), belts and lacey garters. www.twilightdesigns.co.uk

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Stepping Out Rachel Simpson’s A/W collection features a rich navy with metallic highlights.

Silhouettes are bold with block heels and vintage-inspired lines, including scalloped detailing, delicate straps and contrast panels.

TEXTILE FORUM IS BACK 13-14 October 2021 One Marylebone, London After an 18-month hiatus, Textile Forum exhibitors will once again be offering quality fabrics with a low minimum order and speedy delivery as many collections will be available from stock.

Among the exhibitors will be Litmans, which is now also selling the Knipidee range, Michael’s Bridal Fabrics, Pongees, The London Embroidery Company, Graham Smith, Carrington Fabrics, Partap, Bridal Fabrics, The National Weaving Company, Laurent Garigue, Henry Bertrand and James Hare. www.textileforum.org.uk SEPTEMBER/OCTOBER 2021 ♦ WEDDING TRADER ♦ 9

SWEET DREAMS Making its debut under the Arianna Bespoke label is the Rose Collection – nightwear with a special personality. Designed and made in the LJ Group factory in the north of England, there are three beautiful kimonos, a camisole and shortie set, and both a mini and midi chemise, in the softest, silkiest satin and fine crepe. Pieces can be specially embroidered – with the bride’s initials, date of wedding, etc. www.ariannatiaras.com

D ECO TOP N OT ES Like its customers, this collection from Halo & Co, called Unity, is eclectic, varied, and allows self-expression. From traditional tiaras to modern simplistic styling, every piece contains the brand’s DNA. It’s a celebration of life love and differences. Nicola and Stephanie have reinvented some of their timeless classics, capturing the magic of their best work. www.haloandco.com

Get Into Training Great news, and great timing.

The Helena Cotter Training Academy has launched a new series of live chat mini courses, designed especially for on-thego bridal boutique owners and their staff, who want that vital knowledge in super-fast time.

Check out www.helenacotter. co.uk/livechatminicourses/ for the lowdown on the topics of offer.

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ELYSEEBRIDAL.COM

First Person Laura Daly of award winning Bellissima Weddings, shares her thoughts on getting into the new ‘norm’

I

wonder when things will get back to ‘normal’... Do I think they ever will, or are we going to have to live forever more dealing with the aftermath of Covid? Am I going to have to change my plans daily and always be at the mercy of restrictions and upheavals? Where and how are our life celebrations going to slot in with this new stop/start regime? How heavily is this all going to figure in my day-to-day life, and how badly is it all going to rain on my parade? Will there be, perhaps, just the occasional light shower, or a constant heavy deluge and dark clouds?

How are brides going to plan ahead? Are wedding dresses going to become obsolete? Are brides going to view planning a ‘traditional’ wedding as a waste of time and decide that a quick trip to the registrar in a trouser suit is the most viable option? How on earth are we going to be able to project what our profits might be, and how are we going to keep our business afloat?

I can absolutely promise you that all of the above, plus much more besides, pretty much played on an unstoppable loop in my head every single night during the last lockdown.

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And I don’t mind betting that the majority of those of us who work in the bridal retailing industry have been experiencing the same brain worms, during many a sleepless night. Besieged with countless ifs and maybes, I’m sure we all found the start of 2021 very hard indeed to process.

For the third time in a year, we had to reinvent ourselves, reconfigure and re-evaluate everything, while simultaneously trying in desperation to hang on to our collective sanity and our staff!

But, you know what? Somehow, we’ve done it. You’ve done it, I’ve done it. The sleepless nights seem to have done something that years of meetings, focus groups and secret (and not-so-secret) dinners have never really achieved. We’ve talked together – I mean actually talked and listened and helped each other.

Togetherness I don’t think I’ve ever been so proud to be associated with a group or an industry as I am at the moment. The resilience, the camaraderie, the sheer support that the UK’s bridal retailers have shown each other in this last year has been amazing. The old saying, “united we stand, divided we fall”, seems very apt indeed.

After a year of, let’s face it, epic gloom of doom proportions, the UK’s wonderful independent bridal shops are rising like hundreds of sparkly phoenixes out of the grim ashes of Covid. We’ve bolstered each other to continue to evolve, we’ve cheered each other on, and we’re reaping the rewards!

Via several public online groups for retailers, and many other less-public groups, too, I’ve seen more advice and information exchanged than ever, on all manner of things, including grants, loans, helpful suppliers, best styles, shopping habits and more... and it makes my heart very happy.

Although, as our shops have detailed explanations and a true reopened, many of the more informal feeling that we’re all in this together. social media groups that appeared Personally, I decided I didn’t have during the past 18 months have the brain space or the oomph to go fizzled out, the larger associations on that particular adventure, but I are still there and, if you do nothing know many who did, and I know that if else, then I’d strongly suggest joining I had suddenly decided to give it a go, one now.

I’d have been able to tap into a rich If you’ve been trading for more vein of bridal knowledge and support. than five years, there’s never been a I’ve been banging on for years better time to apply for membership about us all getting along and pulling to the Retail Bridalwear Association together rather than against each (RBA). With the wealth of knowledge other, and it seems to have taken a and help we now have on board, cataclysmic event to bring together, there’s really not much we can’t assist in an unprecedented way, if not our with, from branding, social media and whole industry, then at least our staff/owner training to legal and HR particular section of it. support. Monthly member video calls Let’s hope that we can continue also help us give direct and often like this in the future, as a united, much-needed more one-to-one advice. professional The sleepless nights seem representation During those lockdowns, l think of our trade. to have done something I’ve no doubt it we all changed; we simply had would only be that years of meetings, no choice. Our a good thing focus groups and secret for all of us. For businesses have had to adapt (and not-so-secret) dinners us to thrive, our to all sorts of prospective have never really achieved. customers ‘new’ ways to be profitable. Only need to have We’ve talked together this time, there’s confidence been a collective in the whole I mean actually talked pulling-together sector, not just and listened and helped in a few stores. to achieve the common goal: So, what each other. survival. next? Well, I The big shift think it’s fair to here for so many, was the use say that today’s bride-to-be, having of video calls and ‘virtual’ bridal been released from the shackles of appointments that some shops lockdown, is most definitely looking embraced during the lockdown. Now, for a memorable experience as much something so unique and personal to as simply finding a garment for the each store would normally have each occasion. Having been starved for so one jealously guarding the secrets long of social human contact, except of their success. But not so this time. for the occasional delivery person, There’s been a refreshing openness, and whoever they happened to live and a free exchange of what works, with, she’s venturing out with no what doesn’t, and who does what. intention of missing out on anything, Questions from retailers thinking of and taking no prisoners. adopting the same approach have This is where the agility of the small nearly always been answered with independent retailer comes to the

fore, with the ability to re-invent and re-brand at a moment’s notice that can really work to help us underline that customer ‘moment’ and maximise sales.

Next stage So, if you’ve been open again for a while now, and aren’t seeing the footfall and conversions that you’d hoped for, it may well be time to step it up and really look at what you’re offering your brides.

Now is the time to review, and if needed overhaul, your every customer touchpoint. Yes, it’s timeconsuming, yes it can be costly (although it doesn’t necessarily have to be) and yes, it’s scary – but it’s also vital.

Your customers are out there, but they could well bypass you if they don’t understand what you’ve got to offer them. I’m not talking about a lovely shop and excellent customer service as, quite frankly, this should by now be the absolute bare minimum requirement for any self-respecting business.

I’m not even talking about having the right labels because, again, that should go without saying, and it’s something you should be reviewing at least once a year in any case.

What I mean is – what’s your USP; what makes YOU stand out from the crowd? Why would a post-Covid, experience-starved bride pick your shop over your competitors?

Having all come so far, now isn’t the time to trip yourself up! Don’t just look at another shop and try to copy what seems to work for them as you’ll only end up being a diluted version of the original, offering nothing unique or special. Be yourself – but be your very best self.

Take a long hard look at every aspect of your business, decide where you’re going and how to get there... oh, and join the RBA, of course!

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Yesterday, Today and Tomorrow

enabling the designers to have close communication directly with our stores even during lockdown.

As always, Kang Chun Lin gave a refreshing view to his collections and the inspiration behind them, and also shared an insight into the new LOVE label, and why he had chosen to introduce it now.

Chris and Mark Russell shared their enthusiasm and insight into the ÉLYSÉE collections but blew us away with their new and ground-breaking Élysée X Édition – a size-inclusive label that has the most incredible design and construction and amazing Chun Lin (a resident of Taiwan) had huge restrictions when gaining studio hanger appeal!

Badgley Mischka, as always, time, due to personal lockdowns. But the endless Zoom calls, and the back delivered the Hollywood glam and red-carpet opulence that we’ve come and forth of fabrics from the design studio to the Creative Directors in the to expect. With a wealth of A-list designs under their belt, inspiration USA, somehow produced the most comes naturally, and shows in the stunning designs to date, and the most stunning designs, and use of addition of two brand new labels. fabrics.

Of course, this past season has If you are already a Bridal been the most difficult that retailers Collective retailer, you may have have seen perhaps in the whole of watched some, or all, the Zoom their time in the industry. With this in seminars, designed to give a first mind, Bridal Collective has worked insight into new collections, and to hard to be as supportive as possible whet appetites. to our loyal customers.

The Bridal Collective marketing We know that the next season team also focused on providing a is going to be difficult for retailers, fantastic array of sales tools, videos, so the first decision made was to and information on the BC Hub, after drastically reduce the number receiving so much positive feedback of pieces in the collections. This, from the 2020 season and retailers’ combined with a relaxing of experiences. In particular, it was minimums, was very well received; encouraging to hear how many of our our retailers seem appreciative that the number of pieces we are focusing stockists were more than happy to be visited by their Account Executive in on now makes the buying decisions person and work through their buying more manageable in the current climate. Understanding retailers may in the comfort of their store. With wish to completely refresh their rails, smaller collections we were able to produce some incredible images large discounts are also offered to on a much shorter timeline, and encourage them not to overspend incorporated some video footage of their allocated budget. ilemmas that needed each dress in movement. solutions : how to overcome This was well received by retailers Zoom did its stuff the problem when our who are recognising that today’s artistic directors/designers The collections launch was an buying experience is one that has outstanding success, with all were in lockdown in the USA but the distinct advantages and, importantly, three signatures hosting live Zoom design studio itself is in Taipei. Even new opportunities. calls to retailers around the globe, our Enzoani Creative Director, Kang

Lockdown certainly threw a few curve balls towards the bridal industry, demonstrating the definite need to review, adapt and explore new avenues, says Mark Stevens, Sales Director, Bridal Collective

D

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BLUE

ENZOANI

É LY S É E A T E L I E R

ETOILE S E P T E M B E R / O C T O B E R 2 0 2 1 ♦ W E D D I N G T R A D E R ♦ 15

LOVE Designed by Kang Chun Lin – Enzoani Artistic Director Enzoani has introduced this new line, that shows KC’s unparalleled vision.

Think LOVE and think PYT – Pretty with clean, simple, romantic details, Youthful and understated with a modern, refreshing twist.

Youngest sister in the Enzoani family, LOVE has the Enzoani signature, but it’s scaled down to create something new and refreshingly lighter.

“We receive many requests each year to include clean, simple gowns in both Enzoani and Blue, and LOVE is the answer to those requests,” explains Mark.

“LOVE, is a simply romantic gown, taken back to basics with the emphasis on fit and quality structure – clean, chic, romantic and striking. We have a collection that ‘holds hands’ with the rest of KC’s amazing designs.”

New Labels I N S P I R AT I O N T H AT C A M E F R O M THE IMPACT OF THE PANDEMIC As KC was unable to see his partner of many years, due to covid travel restrictions, he took to listening to a shared favourite track, which evoked special memories of special times, French song L’encre de tes yeux, remastered by Francis Cabrel about memories of love sent by the beloved partner.

He also had a photo printed of a Cherry Blossom Tree taken in an old friend’s house. Combined with the warmth of the music, this gave KC inspiration for his collections.

“Covid-19 has made us pause and take stock of what is most important to us: family, friends, loved ones, human relationships, touching, seeing faces, seeing smiles. Weddings have taken on even more meaning,” he says.

Accordingly, his new collections for 2022 go back to basics and give

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us the things that are most meaningful to us. “Imagine you are wearing your grandma’s earrings, or a bracelet that your mother gave to you when you were a child, the scenes of the city you and your beloved visited together for the first time… These small but meaningful touches are what I have tried to incorporate into my newest collections.”

É LY S É E X É D I T I O N Designed by Chris and Mark Russell – Élysée Artistic Directors “Chris and Mark Russell have introduced a new collection that we feel is going to be the benchmark for all size-inclusive designs,” says Mark.

“These gowns are for brides who love ÉLYSÉE styling and aesthetic, and they look very similar to their counterpart names from the ÉLYSÉE collection, but that’s where the similarity ends. Outstanding creative construction, plus new lining and pattern-cutting techniques, help give these gowns, size 20-34, real wowfactor appeal.

“Personally, I am super excited about this collection and really think it will be a hit with both brides and retailers. We will be featuring the ÉLYSÉE X Édition at Harrogate, where we will have the full collection to view in size UK 24, so stockists can see and feel the incredible construction first hand.

Elegance simply oozes from Chris and Mark’s designs. Classical baroque shapes and floral designs in the laces that are thoughtfully placed for body contouring effect, expanding on core styles to provide more options with some new features is a great additional feature.

Showtime “We had our private showing of all collections at the incredible venue, Botanical Gardens of Birmingham, in mid-August, running our presentation over four days (as opposed to one) with scheduled appointments to ensure we protected both our retailers and our own staff, while we all come to terms with living and working safely alongside this pandemic,” Mark explains.

“Harrogate Bridal Show also gives us the opportunity to exhibit our new collections on a stand that is dedicated to these latest additions to our portfolio. There, retailers will see Élysée X ÉDITION and LOVE alongside ÉLYSÉE Atelier and Badgley Mischka, and we’ll be presenting them on mannequins. Safety is of key importance to us.

“And while all of our designers would love to visit retailers in the UK, Covid travel restrictions mean that it will be a very unlikely wish for this year. Despite not being able to travel, their presence is felt when Bridal Collective exhibit at the planned trade events this year.”

Looking ahead “After the past 18 months, the bridal industry is bouncing back with an incredible flourish,” says Mark. “Our industry has only been ‘on pause’ and not completely lost like many others.

With full diaries, retailers are feeling that surge, that flurry, and the relief is without doubt felt across the nation.

“We truly appreciate our retailers, and will be there for them as they adjust to a new norm. We know that this journey back from the affects of the pandemic will be hard for many, and we will be supporting the industry as much as we can to aid full economic recovery for our incredible and unique industry.”

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AB comes first Since the AB Agencies team hit the road back in June, with its pop-up events and in-store meetings, they have have been overwhelmed with the positivity, not just for their collections, but for business in general.

There appears to be a renewed optimism within the industry and it’s a great buzz! Tony and Claire Bromilow report THE PORTFOLIO MODECA LE PAPILLON JAZZ BY MODECA CURVES BY MODECA RANDY FENOLI HERVE PARIS LIBELLE MIRANDA TEMPLETON

AB Agencies Ltd Email - abagenciesltd@gmail.com

R

etailers have been very excited to see our new collections in the flesh. To be able touch the gowns, see the fabrics, try them on, study the images and simply talk face to face has been a gift after the difficulties of the past year.

Visiting stores is always a treat and Tony has been spoilt by our stockists’ hospitality and taken snaps whenever possible. I am pleased to report that his selfie skills are improving greatly, much to everyone’s relief!

We have laughed and cried with our fabulous retailers. There have been so many ups and downs for everyone, but to see the resilience in the wonderful people we work with is uplifting.

We have had a very successful few months out on the road, but while being away from home for so long is never easy, it is most definitely rewarding and something we will never take for granted again.

Our pop-up events have given us a wonderful opportunity to showcase our collections in a calm and relaxing atmosphere without the need for our customers to travel very far to see the latest ranges.

on. We are very fortunate to work with some of the most wonderful designers and the team in Holland are incredible.

New processes We have a very simple, smoothrunning shipping system that has prevented additional costs and delays to our retailers, something that is more important now than ever before.

As the distributors, we deal with every aspect of the business night and day – all enquiries, sales, marketing, customer service and invoicing come through us. It’s demanding, yes, and different to how it was when we were agents, rather than distributors. But it is rewarding, as we learn something new every day.

And we have been very busy working on tools to help our retailers access the information they need quickly and efficiently without having to wait for an email response.

Good things ahead Our brand new sparkling website has launched and gives our retailers access to all the key information they need about our brands – such as delivery dates, links to check stock availability, collection links, prices, size charts, images, and videos that Learning and growing they can download to use on social Taking over the distribution for media, plus information on shipping, England, Scotland and Wales for so and countless extras. many successful brands has been a While there are always going to huge responsibility, and a big learning be teething problems with any new curve that we have welcomed business and a period of transition, we wholeheartedly, as it means we are better able to support our stockists on are absolutely delighted with the way things are running, and the support a more personal level. from our stockists speaks volumes in We have learned so much more their trust in us. about the needs of our retailers and We are incredibly grateful to each we hope to be able to improve the structure of our business as time goes and every one of them.

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LE PAPILLON This is Odetta from Le Papillon – a dreamy A-line gown in flowing tulle with a beaded lace illusion V-neck bodice with a plunging back.

MODECA Nadieh, a mikado ballgown with a body-shaping cummerbund and detachable back bow, has hidden pockets. A real favourite.

MODECA CURVES A perfect fit for the fuller figure, Paloma has flutter tulle sleeves with lace embellishments to introduce a real sense of romance.

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LIBELLE BRIDA

The new Bella Vista collec is all about cool, contempo dressing. The designs are d and innovative, the fabrics finest. Gigliola has been a h hit, a true celebration of m bridal fashion. It features d details – a dotted tulle skir bishop sleeves and a slend at the waist.

HERVE PARIS The My Freedom collection is just beautiful. Each gown captures a whimsical style with a wildly romantic European influence.

Nostalgic vintage shapes are modernised with sparkling iridescent beading, dramatic textures, and heavenly fabrics that harmoniously blend together to inspire confidence and femininity.

Ariane captures the look with a simple yet statement crochet bodice, billowing skirt and detachable bishop sleeves.

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RAN CEL COL

A celeb and silh and sty ballgow silhoue for ever stolen t She is a gown in necklin

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ction orary distinct s are the huge modern distinct rt, floaty der belt

NDY FENOLI’S E B R AT I O N LECTION

bration of design, fabrics houettes to suit any bride yle. From his trademark wns to classic understated ettes, there is something ryone. This year, Chloe has the hearts of our stockists. a beautifully stylish fishtail n mikado, with a Bardot ne and striking bow back.

HELLO BEAUTIFUL

BY RANDY FENOLI Hello Beautiful by Randy Fenoli is a new collection for this season, that is all about flowing lines, and the size range goes from UK 10 to 28. Freesia is a delicately beaded bodice with spaghetti straps and a beautiful full tulle A-line skirt. She is romantic and feminine.

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Seeing the pa through with M We caught up with Chrissy Pratt, Marketing Manager at Morilee to find out how they coped with the pandemic and kept communications lines open with their authorised retailers

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hen Covid-19 hit us over a year ago, no one knew what on earth to expect. This was all completely new to us, and there definitely was not a communications plan in place for a global pandemic!

After Boris’s big announcement, our office staff were sent to work from home as we acquired laptops and mobile phones, and set up redirects for our phone lines. The message was very much ‘business as usual’ with staff working their normal hours, just from a different location, with no affects to our customer services.

My new routine became home schooling, PE with Joe Wicks, and my meetings turned into ‘walk-andtalks’ on the phone, and getting my ‘steps’ in down by the River Trent in Nottinghamshire, not far from our head office base.

Due to the work undertaken in our warehouse to keep the supply chain working, we kept the facility open, with minimal staff, social distancing and all the necessary precautions in place. It is funny to think back now, that this was a time when you couldn’t get hand sanitiser anywhere as everyone has brought up the supply – remember breweries and distilleries switching to producing it!

We had launched our retailer portal back in June 2019 so the wheels were already well oiled and in motion when the pandemic hit. This gave

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customers the ability to check stock, and deliveries, and place orders online. We saw traffic to the portal increase during lockdown, even though our shops remained closed.

As for communication with our customers, we were constantly sending out updates to our stores informing them how to contact us, and offering suggestions of what they could be doing to help their own businesses in lockdown. A great opportunity for us then was to really get stuck into our marketing and do all those jobs that just fall by the way-side when we are so busy with product launches and trade shows.

The communications plan We took time to put together leaflets on social media, and ‘how to’ guides; we put together lots of readymade Instagram story content that stores could download and post; and our designer, Madeline Gardner, working from home in New Jersey, was able to record video messages to share on our social media platforms. We also took the opportunity to do some data cleansing of our email distribution lists to ensure everyone was getting our suggestions, and support.

Other online outlets such as Hitched, Bridal live, and our very own website, were also reviewed during this ‘down time’ to ensure all products and messages were up to date and consistent.

andemic Morilee A huge benefit for me personally of this working-from-home culture, was that there was no time and distance barriers to attending meetings. I could easily log onto Zoom and have face-to-face sessions with my colleagues across the pond, and of course see more of our amazing designer, Madeline Gardner.

We recognised early, the value of the shift to moving online, and worked with Love Stories TV in the US to create a catwalk showcasing our new collections. Our message – ‘grab a glass of fizz and join us’ – generated real excitement among brides-tobe, and our message, ‘Love isn’t cancelled’ added to that, with brides enjoying the build-up to their big day, despite not knowing when it was going to be.

And we kept our social media adverts running, and updated our posts daily; it was absolutely crucial to not furlough our social media account staff – keeping brides’ spirits high and their enthusiasm full of sparkle, was vital to the industry as a whole, to retailers, and to those key supporting suppliers.

During the pandemic, we lent out our sample loan gowns that would usually be at trunk shows, to support the photographers, make-up artists and wedding venues, who were using the downtime to organise styled shoots to showcase their products and services. That pattern of coming

together has introduced a new way to their challenges, keep lines of of working across the various sectors communication open, get excited about new collections and see what of the industry. they needed from us. These were kept informal and Madeline herself And then came the green light was able to join in with some of the When life as we’d come to know it meetings which the customers loved. changed for the positive, we knew We still managed to launch we had to be on the ball for an influx collections face to face at private of weddings. We ensured that we had extra stock of our classic gowns hotel events in-between lockdowns, available at late notice for all of those with track and trace and social cancelled and re-booked weddings; distancing in place. Customers had we waived our rush-cut service fees to book appointments to ensure numbers at any one time were kept from Easter to the end of July; we ensured our customers had updated to a minimum – but it all worked communications regarding stock; we really well. Some, understandably, did not want to travel or attend in listened to their needs and wants, person and we were able to send out and the feedback they were getting digital catalogues and video content. from their customers.

This process really cemented the With smaller and more intimate importance of video content as weddings the new order of the day, our Other White Dress collection was opposed to flat image – our stores born. The premise behind this range want to see how the dress fits and moves, and we showed just that. was that while some brides may The pandemic has been already have purchased their dream challenging but it has helped us gown, they wanted a less elaborate learn to grown and adapt quickly option for the simpler nuptials and to new ways of working. We hope were keeping the more elaborate the industry and our stores have dress for their big post-Covid party. successful years ahead following the This capsule collection of chic, challenges of the pandemic. understated gowns that includes dress and jacket combos as well as jumpsuits is now in its third season… a T: +44 (0)1636 700 889 success story in its own right.

E: ukmarketing@morilee.com With all the big trade shows W: uk.morilee.com cancelled, we really missed seeing our customers and set up Zoom Check out the Morilee bestsellers on catch ups with key accounts to listen the following pages...

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Adele

Adelaide

Morilee bestsellers throughout Stacey

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Bahati

Coraline

Cindy

Best sellers since stores have reopened for business

Chastity

Calanthe

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The Balancing Act James Waddington of Romantica is now dealing with a bigger than ever portfolio of collections, handling the Mon Cheri Bridals ranges for the UK and Europe, as well as UK distribution for Special Day. Who better to advise retailers on what to stock... and how?

Take a good look at what your silhouettes, price points and sizes – current suppliers are offering at whatever they may be in your area.

Harrogate. Do they have the gowns Many stores I have spoken to in the you need to fill your gaps? Or are past few months have been having to sell gowns off their rails in volumes like you going to have to look for another never before. Maybe you have big gaps label? A big show like Harrogate is a in certain size ranges or certain styles? great opportunity to meet with existing suppliers and to find new ones, but in Secondly, think about the brides such a large exhibition take care not to he decision on what to stock you have had coming in – have they go snow blind! been looking for something different in your store needs to be a Do a bit of research – going to the balancing act between your to what they had in mind before the show armed with a hit list of existing pandemic? head and your heart. Your and new labels Are they head because you need to know will help you get looking to go all that the companies you are working Knowing what direction you the most out of with are reliable in their dealings with out in the most the experience. decadent gowns you, and proactive in helping you to need to take your rails in Prior to the show, market your boutique. And your heart, – possibly as because of demand will be check if those a reaction to because if you don’t love the gowns 18 months of you carry, then how will your brides? key to making sure you can you want to see are working to dressing lowI am hoping to provide a few continue to grow your business an appointment pointers on things I would think about key? Or are system to help they looking for when investing in collections and something lighter and more flowing as stop overcrowding, and also if their designers over the coming months. collections are available in your area. they have missed the opportunity to dance with family and friends and just That way, you can make some key Think this through decisions early. want to let their hair down?

Firstly, take stock of what you I would also consider whether Knowing what direction you need to currently have in your store. Is there brides’ needs are changing because take your rails in because of demand anything missing? Unless you are a of the current circumstances. With so will be key to making sure you can very specialist store and focused on many venues booked up into 2023 and continue to grow your business over a specific area, I would advise you beyond, could this force more brides the months and years ahead. to carry the most asked-for fabrics,

T

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to consider destination weddings? Do you have the right gowns in your store to meet that need? Are your brides on a tighter budget because of the pandemic squeezing their budget, or have they got more to invest in their wedding – and their gown in particular – because they haven’t had the chance to the spend sums set aside earlier?

Knowing your demographic is vital in answering this question.

Redundant stock Finally, consider how to realise as much capital as possible out of your redundant stock. Do you run sale events to clear out older gowns? Have you considered selling them on to

stores that specialise in an off-thepeg offering? Are you reducing them enough in price?

Remember, these gowns are yours to do what you like with them. Is the skirt too big? Could you make the gown a tea-length? Is there a large and off-putting bow that the dress would appeal more without? Can you cut it off? Can you add a belt? Anything you can do to make these gowns more saleable should be considered.

Releasing money tied up on your sale rail will allow you to invest in the gowns you have identified you need in your store. Or maybe any funds realised would pay for a new marketing campaign to drive more footfall

through your door. Or cover the cost of that lick of paint and those new light fittings you have had your eye on?

The choice is yours, but in any business, minimising old stock and keeping fresh product coming should be a priority.

At Romantica, we have been working especially hard throughout the past 18 months to try to help address some of the points mentioned here.

We now have more stock than ever to help you fill missing gaps quickly, and our design team have been working nonstop to produce a dazzling collection of new gowns for the 2022 season that we believe you, and your brides, will love.

Watch the exclusive interview with James about Romantica’s recent taking over from DOM Bridals and distributing for the Mon Cheri group S E P T E M B E R / O C T O B E R 2 0 2 1 ♦ W E D D I N G T R A D E R ♦ 27

RO M A N T I C A w w w. r o m a n t i c a o f d e v o n . c o . u k

Come and see the launch of our new SS22 collection at the St George Hotel during the Harrogate Bridal Show, 12th- 14th September.

Its been too long, and we cannot wait to show you what we have been working on.

For more information on becoming a stockist, please contact sales@romanticaofdevon.co.uk

Second Opinion

After all the uncertainty at the beginning of the year, it has thankfully been a very busy season, as weddings have finally been able to take place. As things quieten down on the alteration front, Sue Lovell of SNOB, can start to concentrate on other matters – her marketing strategy for the year begins now

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The majority of my brides come through recommendations, but I can’t just rely on that, I have to keep up ‘the noise’. According to my BridalLive statistics, over 70% of my clientele comes from a recommendation, a fact that still amazes and delights me. One bride has brought in 15 other bridal sales through recommendations!

We are not an industry where repeat business is necessarily an option, but recommendations are a really positive and highly cost-effective form of marketing. The power of Facebook, and the continued connection it brings is invaluable.

Who is she?

Putting together a strategy is Getting your marketing right is the key to targeting your bride. Identifying certainly time consuming, but time your bride is the starting point. Who is and money aside, and to focus on my marketing, it is vital to know what my she, where does she live, what is her quarterly plans style, her budget? are, and to have Where does she search for Supplier Marketing needs everything in place, so inspiration?

Once you know to say to the bride “you want it actually happens, who she is, then this – then you can find it regardless of you need to know how busy I am. how to find her. here, here, and here”.

Having a Is she more likely Retailer Marketing needs to dedicated to be reached via Instagram, say “You want this- then you marketing budget is Facebook or ONLY need to come here”. important, Pinterest? Which identifying search engine will she use – Google, Yahoo or Bing? Did where you want to spend it is essential. You cannot afford to get this you know that more people use Bing at work – so will your bride be looking wrong.

The general rule of thumb is to for dresses in her lunch break, on her attribute at least 10% of your turnover work computer?

orking on 2020 postponed weddings, 2021 weddings, selling to 2022/23 brides and watching the 2020 Olympics, has made me unsure of what actual year I am in.

My working rail has gone from the brink of collapse to a refreshingly manageable amount, as each week that passes, dresses are taken away and finally make their trip down the aisle. It’s time for me to focus on my marketing strategy for the year ahead.

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to your advertising/marketing needs.

Making sure the budget is spent in exactly the right places is more crucial than ever today.

The right message It is exactly the same for suppliers – they also have to identify their potential stockists, to ensure that the bride who aspires to wear the gown, knows where to buy it.

A good supplier will promote and support their stockists, helping drive customers to our door. So their marketing has to be attentiongrabbing, aspirational and informative, appealing to both stockist and bride.

By marketing to the bride, and directing them to where they can find the dress, and by stores working to promote the labels we stock, we can capitalise, and piggy back on much bigger marketing budgets.

Keep this in mind... always Supplier Marketing needs to say to the bride “you want this – then you can find it here, here, and here”.

Retailer Marketing needs to say “You want this – then you ONLY need to come here”.

To maintain a level of presence through social media channels, and to be found organically on search engines, does take some work.

You can, of course, employ an agency to run your social media and website for you, but do they really know your business and can they

effective but you must be able to write strong ad copy and know how to set up the campaigns to deliver Define your target audience you appointments. That means It can all be done by setting up the correct audiences; this will determine getting to know the interface and discovering simple fixes, such as the geographic radius of where you want to target your brides. So, ‘females setting up negative keywords. These Make your presence felt are simply lists of words used in Your website, should clearly be up-to- aged 25-50 who are engaged’, is a search terms that are not relevant, good place to start, plus it loops in date and you should aim to re-dress it once a month, just the same way as the mother of the bride and groom by ie ‘cheap wedding dresses’ – the negative keyword is ‘cheap’, put that your shop window, or the content and widening the age bracket.

Google Ads will quickly empty your into Google and it will obey you by not interest will become stale. Plus Google loves changes! While there are lots of pockets if you do not laser target your showing your advert when that search bride and only use the Expert version, term is used.

DIY website builders out there such Both Google Ads and Facebook otherwise you hand over too much as the likes of Wix and Squarespace, are very obedient and they will do control to Google and you will be these are best avoided if you want exactly what you tell them, so become another bridal shop owner claiming your website to be fully optimised. a master of them and do not let them “Tried that, it doesn’t work”.

Wordpress continues to dominate rule your advertising spend.

Paid ads on Google are very the serious web building space and for good reason. It has countless plugins and a whole community of support, and any serious web designer would only build a site in Wordpress. It can be fine tuned to maximise the organic Keeping an eye on the future, and where marketing is heading is so search criteria of the search engines and will get you found! important. I have recently been looking into AR. Graeme from Cyan Group Websites are evolving, with Marketing has been showing me genARate, an Augmented Reality platform static content being replaced by informative and product led video, so that transforms traditional printed material into exciting, interactive 3D make the effort to get video content experiences that enhance engagement, while giving the customer all the uploaded and bring your site alive. information needed, delivery dates, colourways, a video.

Endless pages of content are no deliver the content that is in keeping with your voice and brand? On top of that, they are generally quite costly, and you can, with a little learning, undertake the basics yourself.

Then re-target them!

THE WAY FORWARD

longer relevant – brides want to see wedding dresses, video, and how to book in with you. How many times have you landed on a website to get the telephone number only to find it hidden on a ‘Contact Us’ page, which is never prominent! Top of your page should be your address, your email and your telephone number and a button to book an appointment online.

While a well optimised website can serve you well with organic traffic, investing in online advertising is a must. The two firm favourites being Google Ads and Facebook. But, before you part with any hard money, make sure you know what you are doing.

Mr Zuckerburg is very happy if you click that ‘Boost’ button but avoid this and use the Business Manager interface to set up your campaigns, your advert set and then the creative – but most important of all – make sure you TARGET the right people.

The beauty of this is that it can be updated regularly, giving all the information a traditional brochure would cover, but using less paper. This will revolutionise the way marketing is done in the future, reducing waste, our carbon footprint and maximising client engagement. For suppliers, price lists and other confidential details can be in the triggers, activated on the app, and updated regularly. This will work with mouse mats, mugs, keyrings etc., traditional promotional materials.

Promotional giveaways could have a more inherent value, if by the use of an app, your branded mousemat, or mug could update you on an offer.

If I could get notified of a dress promotion, a delivery date or a special offer from my coffee cup, I would be more likely to use it, keep it visible, and value it.

And that’s the key isn’t it, having a value, interaction and knowing we are reducing waste, but maximising opportunities. The throwaway society is over, moving forward we need to adapt to more innovative ideas, encouraging engagement, connections and being more thoughtful in our approach to marketing.

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Special times for Special Day Aware of the ramifications of both the pandemic and Brexit, and the effects being felt by UK retailers dealing with EU suppliers, Special Day has put measures in place to protect its customers. Joanne McFadden explains

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ike all businesses in our industry, we have found the past 18 months a monster struggle for survival. In that period, you can throw in the new commercial regime of Brexit. It has been a huge task, and thankfully we are now beginning to see some light in the distance. But it will be a while before we can all get back to anything like, where we were before this nightmare. Much of the recovery will depend on whether the vaccines will work in the long term, but assuming they do, then we in Special Day are ready to meet the new challenges we face.

Looking ahead Before Covid, we introduced a new Prom Collection, which was very well received. To kick start this project again, we showed our prom dresses

this raises serious questions.

Apart from the sheer inconvenience, and cash flow implications, will these new rulings influence their buying decisions? And will suppliers from the EU who do not supply from within the UK, lose customers hand over fist? If retailers stay with these EU suppliers, they will have pay an extra 12.5% on all stock from outside the UK. We at Special Day have teamed up with Romantica of Devon, and they will distribute our dresses within the UK, and we likewise will distribute their dresses within the EU. It is a winwin for both us as suppliers and our Turning a negative to a positive customers, and effectively it is exactly Then there was Brexit, which has led to as before the Brexit decision was many problems and new challenges, made. with Duty and VAT having to be paid We have been working this new upfront at the point of entry into the UK. business model since early May, and it The situation cannot fail but to change a is proving to offer a satisfactory solution retailer’s approach to buying a label, and to all parties. at Harrogate Fashion Week in August, and we will follow up now showing at the Harrogate Bridal Show this month.

We expect this to be the real start of the buying process for all of our customers in England, Scotland, and Wales.

Customers in Ireland, and Northern Ireland, are still very unsure of travelling in numbers to Harrogate, due to restrictions etc. I suspect that any customers from the mainland EU will be few and far between. That said, restrictions are lifting slowly but surely, and that will pave the way to better business.

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INTRODUCING THE NEW COLLECTIONS Over 15 new designs will be on show in our Beautiful Bride Plus Collection. Silhouettes range from figure hugging crepe styles with beautiful embellished bodices to statement ball gowns. This collection is available from a UK18-UK36 and offers classic elegant styles for the fuller figured bride.

The Harrogate Bridal show will be our first major trade show since the start of the covid pandemic and we will be showcasing all the collections in the Special Day portfolio. These include our Special Day Bridal collection, Beautiful Bride plus collection, European Bridal collection, Diamond range of bridesmaids and our Special Day Prom Collection.

The Diamond Collection features over 20 new styles of bridesmaids, teenage and flower girl dresses, which are available in over 80 colours.

Key design features include delicate butterfly sleeves and plunging backs with lace inserts.

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The Special Day Bridal collection features a beautiful range of classic elegant designs in a wide range of styles and silhouettes.

These include sumptuous beaded ballgowns to elegant flowing styles in chiffons and crepe. Statement backs with oversized bows and tails to deep embellished necklines and cowl backs add a touch of Hollywood glamour.

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Our European Bridal Collection offers affordable elegant wedding gowns to suit all tastes and budgets.

The collection includes vintage boho styles, 50’s inspired tea lengths in soft blush and ivory tones in fabrics ranging from crisp Mikado to flirty polka dot tulles and vintage laces.

The Special Day Prom Collection features over 20 new styles.This season’s colour palettes range from soft blush and oyster tones to vibrant shades of reds and purples to create a showstopping look.

Silhouettes also range from figure hugging ball gowns to slinky beaded crepes.

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Letter from America Opening nicely…but with a load of stress. Peter Grimes, Publisher of VOWS magazine, gives us an update of how things are across the pond

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are indicating that they set all-time eports from stores and sales records for June and July, manufacturers across which were traditionally slow the US, and from those attending the recent Atlanta months, pre-Covid.

Bridal Market, confirm rather positive • Little push back on gown costs, news about the current state of with a majority of brides showing bridal apparel retail, but also reveal flexibility with their budgets, an increasingly stressful working environment, which many of our front often choosing higher priced gowns. Their sentiment being that line stylists are enduring. everything else they purchase is increasing in price, and so no First the positive… surprise that the ‘one’ was a bit • Very strong sales and full more costly. appointment books: many stores

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• Larger bridal parties are back, with five to six attendants in mix-andmatch gowns, colour-coordinated to the bride’s choice.

• Mothers of the wedding are also back, choosing to purchase their dresses from bridal boutiques with sales staff who understand their particular body issues. and that can provide the options and styles they need. Price points here are also a bit higher: $300-500 US on average.

• Brides married during the COVID era, often in civil ceremonies with very limited guests, are planning a full wedding reception/celebrations on or near their first anniversary, and often with a new gown.

• Brides spending on accessories is also on the upswing, with many

•

service approach, and present a about the road ahead and into 2022 compelling brand story line will be look very promising, we still have positioned well and in-tune with significant speed bumps that could potential applicants’ mindsets. slow this recovery.

Specifically: • With increased store appointments • Under-staffed and overworked and traffic, the emotional and sales staff whose resiliency is being • Brides are generous in their praise indecisive bride has also resurfaced, affected, potentially derailing the to and appreciation of their stylist, often looking to keep the shopping delivery of exemplary customer as indicated by the surprising party going by visiting multiple service at a time it is most needed. amount of tips stylists receive at stores and/or booking multiple visits.

Though tempered somewhat by tips the purchase. This option, provided Correspondingly, average close through store management software received from purchasing brides, not every bride purchases. There is still a ratios have declined. systems such as BBL and BridalLive, real potential for burn out. has in many cases doubled the • Long delays in receiving samples hourly wage of stylists, which and specials, increasing freight and • Hiring is a major issue, as is retaining has helped with staff morale and transportation costs and frequent and compensating staffs, with retention. In some cases, store price increases, have added to stress applicants not showing up for owners report that the combination levels for store owners and stylists. interviews, or submitting resumés/ of commission, hourly wage and tips applications solely to continue to can exceed $40 per hour!

• These dramatic swings in sales, qualify for assistance. (This has emotions and circumstances (some begun to change in some areas, as • Margins are up – due partially to of which are beyond our control) assistance programmes are set to lower staffing overheads, stores can attack the resiliency that is at expire by late September). concentrating on selling gowns off the core of what we (and our staffs) the rack, working with designers do best.

• Many potential employees in this and manufacturers offering quick It’s in these periods of turmoil that age demographic are re-evaluating delivery, and to reduced last where they work, how they work, and an action plan is needed to support season’s buys. and bolster… one of repeatable, what culture they work within. Stores easy-to-grasp skills that restore that effectively communicate their Now the concerns… calm and focus.

Though these insights and projections community position, personalised looking to complete their personal look and style with embellished headpieces, complementing jewellery, and specialty veils such as cathedral length.

Planning your approach and grounds you in the moment and situation: “I am feeling stressed” or “I am feeling overwhelmed,” or “I am feeling very angry.”

Allow means to ‘let it be as it is.’

It is the acknowledgement and acceptance of your present moment reality, not to get caught up in the emotion of the situation.

R: Recognise what is happening As mindfulness coach Melli O’Brian A: Allow life to be just as it is explains it: “The reason this is so I: Investigate inner experience important is because we often have N: Non-Identification the unconscious impulse to push away, suppress or ignore difficult Recognise that a strong emotion emotions. When we engage in an is present and be aware, nonjudgmentally, of what is happening in inner struggle in these ways, we unknowingly create more suffering your body and mind. Some suggest that naming the feeling can be helpful and tension.”

Though this topic deserves a deeper dive than the space available here, there are succinct tips to effectively ward off staff burnout. One approach that resonates with me is the acronym R.A.I.N... a simple, easy-to-remember, repeatable acronym:

Investigate to understand why you’re feeling this way and to determine how turn it around for this situation,,, and the next.

Non-identification is the simple realisation that no matter how intense the situation, the emotion is passing and doesn’t define who you are ,nor the outcome.

Note that in this, and in all guidance on dealing with stress and maintaining resilience, the underlying message is that how we react to stressful situations, and stress-inducing individuals defines us… not the other way around.

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Modern, Modern, glamorous glamorous andand unforgettable... unforgettable...

Let Let us introduce us introduce you you to the to SS the 22 SScollection 22 collection fromfrom PurePure Bridal, Bridal, where where all all gowns gowns retail retail below below £899. £899.

Available Available to view to view at The at The Harrogate Harrogate Bridal Bridal Show, Show, findfius ndatusThe at The St George St George Hotel.

Hotel.

HARROGATE BRIDAL SHOW...

More important than ever The UK’s biggest and longest-running industry event opens its doors 12-14 September for that long-awaited time when suppliers and retailers meet face-to-face, collection-to-collection, for the first time in recent years.

We asked organiser Wendy Adams for the lowdown

“The Bridal Team is delighted to once again host the Harrogate Bridal Show,” says Wendy. “As we emerge from a very difficult 18 months we are thrilled to reintroduce key industry brands and unite them with bridal retailers from across the UK to enjoy the experience that only takes place at ‘The Home of Bridal’.”

What nationalities of visitors are you expecting this year?

We think that the majority of buyers attending will be UK based, or from Southern Ireland. Although now that quarantine restrictions have been lifted, we hope to have more retailers from mainland Europe. Our pre-registration is exceptionally high compared to 2019, which is when the last show was held, so all things considered, we are expecting a good turnout.

Are there many new features at this year’s event?

The show shouldn’t look any different, but behind the scenes there will be lots more cleaning and sanitising,

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and during the night the halls will be ‘misted’ to avoid infection. I’m sure some people will choose to wear face coverings and that’s fine – people must do whatever they feel comfortable with. We will also have hand sanitising stations throughout the venue.

What about accommodation in Harrogate, what’s been arranged?

We are working with MICE Concierge to help and reserve accommodation for all visitors to the show. Special rates have been negotiated in all the major hotels and all are within walking distance. MICE has allocations held and can be contacted via our website.

It is important to get your rooms

Will there be many names that are reserved quickly as Harrogate seems to be attracting lots of ‘Staycacions’ this new to Harrogate?

Lots of brands will be showing at HBS summer! for the first time including: Amsale, How many brands are you expecting? Caped & Crowned, Jayley Collection, In all, around 300, covering bridalwear, Kate Fearnley, Mia Lavi, Nicole, Savin accessories, occasionwear, menswear London, Tamana Boutique, The Bobby Pin, and Vienna Rose Bridal. and shoes.

What sort of feedback have you been getting?

Our exhibitors are just thrilled to be able to see their customers again, show off their new collections and welcome new stockists. The retailers tell us they are ready to buy and eager to see the lines they can order for the 2022 season.

And what about the famous HBS catwalks – are they happening?

When and where?

Get this is the diary now: The Bridal Preview will take place in the theatre in the Royal Hall. Showtimes are Sunday: 14:30 and 18:30, the latter preceded with a drinks reception, and Monday: 14:30 and 16:30.

Which labels are taking to the stage for the catwalk performances?

We have great labels lined up: Dando London Ellis Evie Young Fortras Gaia & Believe by Gaia Kate Fearnley Lore Lynn Grant Madi Lane Premium Bridal Rachel Allan Tiffany True Bride Vienna Rose Bridal

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THE BUSINESS ADVICE CLINIC The best way to enhance your bridal business is to embrace a culture of education, and you can’t have continuous improvement without continuous learning. At the Harrogate Bridal Show you can help improve your business by learning from the best and brightest in the industry.

Staged in Hall Q, on the Sunday and Monday, will be a series of one-toone ‘Ask the Expert’ sessions covering a range of topics, including marketing, social media, financial planning and sales. You will be armed with new skills and, in turn, help drive revenue for your business. Sessions will be available to book at the Bridal Buyer stand Q25 and are on a first-come, first-served basis.

The one-on-one Business Advice Clinics will cover sales, marketing, and finance. Check out the full timetable and get your questions ready.

10:00-12:00 Booth 1 Megan Garmers Social Media: audit what you have, plan what you don’t Booth 1 Get Savvy Business Success Path: are you heading in the right direction?

Booth 2 Ruth Larkin Improving your Sales Strategy, Customer Profiling and Conversions Booth 2 Jo Stott Ask Jo Live 12:00-14:00 Booth 1 Shannon Martin Branding and Marketing Secrets Booth 1 Ruth Larkin Improving your Sales Strategy, Customer Profiling and Conversions Booth 2 Get Savvy Business Success Path: are you heading in the right direction?

Booth 2 Anna Hare Grow Your Business: understand your numbers and take control 14:00-16:00 Booth 1 Abi Neill Taking your bridal boutique to the next level Booth 1 Shannon Martin Branding and marketing secrets Booth 2 Jo Stott Ask Jo live Booth 2 Abi Neill Taking your bridal boutique to the next level Register now at theharrogatebridalshow.co.uk to ensure you receive all the up-to-date information about the show, and to get your free pass to give you fast-track entry.

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THE EXHIBITORS 2 Cute Prom Abella Adore by Justin Alexander Adrianna Papell Platinum Agnes Fashion Group Alan Hannah All Who Wander Allison Webb Allure Bridals Allure Bridesmaids Allure Couture Allure Limited Allure Romance Amaré Couture Bridal Amarra USA Amoré From The House Of Nicholas Amsale Angel Forever Angela Bianca Annalise Bridal Anny Lin Bridal Antonio Villini Arianna Bespoke Art Couture Bridal Atelier Emelia

Avalia Badgley Mischka BB Plus by Special Day Beauty by VK Beloved Bianco Evento Blush by Hayley Paige Blush by VK Body Wrap Bridal Fabrics Brighton Belle British Bridal Core Collection BSS by Safiyya Babayeva Cape and Crowned Casablanca Bridal Charlotte Bridal Chic & Holland Chloe Christian Koehlert Paris Christina Wu Christina Wu Celebration Claddagh Collection by Special Day Collette Colours by Kenneth Winston Concept Covers Cosmobella

Cupid Intimates Curves by Modeca Dando London Daniela di Marino Danielle Couture Bridal Daria Karlozi DD Designs UK Demetrios Demetrios Platinum Destination Romance Diamond Collection by Special Day Diamonds Donna Salado Dora Sasu Edwina Arya Eliza Jane Howell Elizabeth Dickens Ella by VK Ella Rosa by Kenneth Winston Ellie Wilde Ellis ÉLYSÉE Atelier ÉLYSÉE Éditions Emma Bridals Enchanting by Mon Cheri

Envy by Phoenix Essense of Australia Essential Bridesmaids Eternity Bridal European Collection by Special Day Evelyn Bridal Evie Young Faith Bridal Couture Femme by Kenneth Winston Feya Bridal Frazer & James of Knightsbridge Freda Bennet French Collection by Wendy Makin Gaia Gallery by Kenneth Winston Georgia Bridal Georgie Mae Bridal Gino Cerruti Gino Cerruti Bridesmaids Gurbani Halo & Co Hangerworld Hayley Paige Heirloom Waistcoats and

Neckwear Hello Beautiful by Randy Fenoli Hermione Collection Herve Paris Hilary Morgan Hoesh International Ltd House of Nicholas House of St Patrick Ida Torez Ivory & Co Tiaras JABD by J Adore Bridal Design & Co Jayley Collections Jenn.y C0uture by J Adore Bridal Design & Co Jennifer Wren Bridal Joan Lee Jora Collections Jupon Jupon Petticoats Justin Alexander Justin Alexander Signature Kanali K Kate Fearnley Kelsey Rose Kenneth Winston

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Kingvel Labella LaBella Figure Lace & Pearls by Penguin Designs Ladybird LAONA Lazaro Le Blanc Collection Le Papillon by Modeca Lenovia Lenovia Bridal Lenovia VIP Libelle Lillian West LILLY Linzi Jay Linzi Jay Bridesmaids Liretta Little People

LJ Bridal Veils Lo’Adoro by Rachel Allan Loré Loré Chíc Loré Privée Loré Soirée Loré White Louise Bentley LouLou Bridal Love Love and Lux Love Story Bride LQ Designs London Luna by True Bride Luxe by Martin Thornburg Lynn Grant Madi Lane Madison James Maggie Sottero Designs Mark Lesley Bride

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Mark Lesley Bridesmaids and Eveningwear Martin Thornburg for Mon Cheri Martina Liana Mary’s Bridal Mary’s Bridal Bridesmaids Mary’s Bridal Flowergirls Mascara Masculini Mia Lavi Miabelle MiaMia Michael’s Bridal Fabrics Michelle Bridal Mikaella Bridal Milano Mayfair Millie Grace Bridal Millie May Bridal Miraclesuit

Miranda Templeton Modeca Molteno Creations Monica Loretti Mori Lee Naomi and Nicole NC Sposa Nicki Flynn by True Bride Nicola Anne Nicole Nieve Couture Novias Occasions by Hayley Paige Ojo Olive Olivia Rose Bridal Omélie Omnisew Onlyway Dress Oreasposa

Paloma Blanca Passions Paul Zeni Penguin Designs Penrose Perfect Accessories Perfect Kids Peter Posh Phoenix Gowns Pia Michi Poirier Pollardi Premier Designs ro OmniSteam Prom by Romantica Prom Frocks Propress Steamers Pure Bridal Pure Love pure white

Rachel Allan Rachel Allan Junior Prom Rachel Allan Prom Rainbow Club Randy Fenoli Bridal Rebecca Ingram Richard Designs Richard Designs Romantica Romantica Bridesmaids Ronald Joyce Savin London Secret Weapons Sempre Sophia Shane Moore Designs Signature by VK Silhouette Bridal Simply Divine Sincerity Sophia & Camilla

Sophia Tolli Sophia Tolli Première Sottero & Midgley Special Day Prom Sprezzatura Stella York Sydney’s Bridal Tamana Boutique Tamana Bridal Tara Keely The Bobby Pin The Dress Clamp Company The Empty Box Company The Perfect Bridal Company Ti Adora Tiffanys

To The Nines Torre – The Wedding Specialist True Bride

True Bridesmaids True Curves Unique Europe GmbH Vienna Rose Visara Vivaki Warren York Watters Wendy Makin Bridal Designs Wendy Makin Ready to Wear White Collection By VK White One White Rose Bridal White Rose Graceful Wilderly Willowby Wilvorst Wtoo Your Luxury House of Print Your Couture

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Dare to be different.

Visit us on stand Q1 at the Harrogate Bridal Show 12th-14th September for your chance to see the SS22 Collection. To enquire and make an appointment please email rob@moncheri-bridals.co.uk.

www.martinthornburg.com

Sophia Tolli Australia, and Best Prom Manufacturer in 2018 with Ellie Wilde for Mon Cheri, were highlights for the whole team, who had worked so hard to achieve that enviable status.

Another favourite memory for David was when he and Chris won a holiday to Jamaica, through a bridal magazine; and partied the night away with bridal manufacturers, distributors and designers.

A Great Success Story As David Morton passes over the reins of Mon Cheri Bridals to James Waddington of Romantica of Devon, we asked him to recap on the pleasure of the past 25 years, and the growth of Dom Bridals. His daughter, Nicole Swaine, went through the highlights

I

n 1996, David saw an advert in a trade magazine for a distributor for Mon Cheri Bridals LLC, and he applied to operate the UK side of the business. Having worked in the industry as a sales agent for many years previously, he already had a wealth of contacts, and relished the challenge of introducing Mon Cheri Bridals to the market here. And that’s when DOM Bridals was born.

David and his wife Chris started selling from their converted garage, which they soon outgrew as the orders came in fast. They moved to a converted barn in the next village, but within five years they had to move again to house all the customer orders, and the need for a much larger office and more staff.

Steady growth The team, led by David, grew rapidly, while Chris managed the warehouse,

Show time The trade shows are a highlight of each year, with the buzz of the new collections, catwalk shows and meeting your customers, new and old, in a relaxed environment. “Harrogate Bridal Show has always been a muchloved event for us,” David says.

More recently, DOM Bridals began staging its own show, inviting their customers from the UK and Europe to a complimentary weekend in Cambridge where the new collections were unveiled on the catwalk, and to eat, drink and enjoy. Without question, the event will be thoroughly missed, as will David himself, one of the bestloved individuals in the business.

The next chapter From the 1 August 2021, Romantica ensuring that everything was sent out of Devon began distributing for MCB on time and in perfect condition. across the UK and Europe, working Success leads to success and with the same sales agents that gave DOM Bridals the opportunity stockists are familiar with, which will and confidence to sell into Europe. help for a smooth transition to this David and Chris also recruited two next chapter for MCB. of their three daughters, Katie and Katie, David and Chris’ eldest Nicole, to start working with them – daughter, will continue working with Katie, initially in sales and then office Mon Cheri Bridals with her husband manager, and Nicole to manage the Rob, who is a sales agent for Martin new Sophia Tolli collection.

Thornburg for Mon Cheri, Ellie Wilde In the coming years, Katie and and Colette. Nicole will be taking Nicole both became directors of the some time out before she starts company, taking on a variety of roles looking for the next challenge! and contributing to the growth of the David and Chris will be kept busy business. with their eight grandchildren all under 12, who love nothing more than Winning awards running around their garden learning David comments that it has been an football skills from their grandad, enjoyable, at times demanding, 25 and cooking and gardening with their years in the industry, but certainly with granny. And they’ll be taking time out many more highs than lows. for David to play golf and them both Winning the Best Dress category in to visit their second home in Spain at the Bridal Buyer Awards in 2010 with every opportunity!

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VALLY

ronaldjoyce.com

T H E H A R R O G AT E B R I D A L S H O W Stand M24

The New Industry Standard Couples planning post-pandemic weddings have a completely new list of priorities to consider. They want to be certain that they are in good hands, but as a business owner, how do you demonstrate that you run a professional and reputable company? Now is the time to ensure you are getting the right message over

T

he Wedding Safe Industry Standard was originally developed during Covid to reassure Local Authorities and the Government, alongside the Tourist Board’s ‘Good to Go’ standard.

It is now being widely accepted as a kitemark for businesses to reassure future couples.

Director of online wedding planning website Guides for Brides, Alison Hargreaves, first came up with the solution after speaking to other industries and insurers about the way the wedding sector was perceived during Covid.

During and after Covid “It’s the large numbers of diverse, creative and micro businesses that make the wedding industry today so unique; but to many, the sector appears disseminated and unregulated, with a very low barrier to entry,” explains Alison.

“Our sector needed to address that – not just during Covid, but afterwards, too. For the sector to recover fast, couples need confidence to book, insurers need a way to accurately calculate risk, and to be frank, we all need a way for reputable companies to stand out from potential ‘cowboys’.

“Various industry associations were already doing a great job, so we worked with them to ensure that we established a Standard, which is meaningful to consumers, yet is achievable by any professionally-run wedding business.”

Insurance companies are discussing ways to incentivise couples to use Wedding Safe accredited businesses when they reintroduce insurance for weddings. There’s no cost for businesses to receive or maintain their Wedding Safe accreditation; the service is currently funded by Guides for Brides.

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Is your business Wedding Safe?

The Wedding Safe Industry Standard is designed to measure the reputation of a business, and help couples to find professionals who will be good, trustworthy choices for their wedding.

To attain the Standard, business owners complete a self-certification form. Those who reach the minimum standard are entitled to display the Wedding Safe logo and are listed online.

There are five sections that require completion/confirmation: Regulations You confirm that your business has read and understood all relevant government Covid-safe guidance.

Risk Assessments To show that your business carries out appropriate risk assessments, including Covid risk mitigation.

Insurance Your business has appropriate public liability insurance.

Contracts That clear contracts are provided for all new wedding bookings, an example contract being uploaded.

Trust Your business is established as part of the UK wedding industry.

Your application scored The scoring for the five sections is based on answers to various questions. Businesses can improve their score by uploading evidence or by improving their processes.

Statements made, such as membership of associations, or number of years trading, are visible to others, enabling the sector to selfregulate.

“Genuinely reputable wedding businesses will not have any issue meeting the minimum standard, regardless of the length of time they have been trading” says Alison. “All of the requirements in the selfcertification are common practice and any good wedding business, whether new or established, will welcome the chance to demonstrate these to their customers”.

Wedding Safe is a free service but there is premium content available to those that need additional resources

and reputation and want to know that they are in good hands when they choose your business. Businesses who achieve the Wedding Safe Industry Standard will be able to demonstrate this easily.”

With Wedding Safe, everything couples are wanting can be found in one place. You can prove that you are committed to safety through your risk assessments and Covid regulation knowledge. You’ll be able to show that Marketing the trust factor you have the necessary insurance and Consumers want to know they are that you trade responsibly with clear in safe hands before parting with and well-written contracts. their money, and that the venues, You can identify that you have a boutiques and other services they are solid, professional network to help if dealing with are professionally run.

Being able to demonstrate that your something unforeseen happens, by business is trustworthy and reputable demonstrating your connection to professional bodies and associations. has never been more important.

Finally, you’ll be able to actively show Alison hopes that Wedding Safe will that you are trusted by other couples not only provide an easy way for all and have given great service by wedding businesses to demonstrate linking your reviews. that they meet this expectation, but “Businesses can share a link to will also encourage couples to get their profile on Wedding Safe on their planning with confidence. website, in their email footer and “Couples are really feeling the in their social media” Alison adds. pressure to ensure they spend their “However, we have found that simply wedding funds wisely,” she says. showing the Wedding Safe logo is “They’ll be looking closely at reviews and assistance to ensure they are ticking all the right boxes.

There are also contact details of relevant industry associations, legal professionals and business consultants who can support businesses to ensure all of their documentation, risk assessments and insurance meets the necessary standards.

enough to instill confidence”.

Protecting the industry in the future Perhaps, most importantly, Wedding Safe can protect couples from scams.

Post Covid, the industry is expected to boom as a result of so many deferred weddings. Inevitably, the over-demand and high price tags associated with weddings will attract opportunists.

Until now, anyone could set up a website, take deposits, and then vanish before the wedding takes place. However, it takes seconds to look up a business’s score on weddingsafe.co.uk, giving an effective way for couples and planners to identify genuine businesses.

“We know that Wedding Safe will help the industry return stronger and safer, protecting the interests of both businesses and couples. This not only ensures the industry is self-regulated, but improves consumer confidence in the sector as a whole”.

Complete your self-certification of the Wedding Safe Industry Standard now on weddingsafe.co.uk.

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Collections of Collections We asked some favourite design houses to talk us through the key highlights of their 2022 collection, so you know what’s coming for the season ahead

MiaMia

MiaMia Separates

MiaMia

ALAN HANNAH

New fabrics and colours Chiffon, satin, Mikado, billowing tulle, lace

interchangeable bodices, skirts and sleeves, slim A-lines and splits.

In the main MiaMIa collection, tiered skirts and delicately rouched bodices, tulle sleeves and semi open backs with hand beaded pearl detailing. Full-skirted ballgowns are a feature

Hot design details In MiaMia Separates,

Size range UK 8-24

Labels in the portfolio Alan Hannah MiaMia MiaMia Separates

RRP range MiaMia £900-£1,500 Where can it be seen?

At the Harrogate Bridal Show.

Contact details +44 (0)20 8804 1444 alan@alanhannah.co.uk www.miamiabridal.co.uk insta: insta alanhannahbridal

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JUSTIN ALEXANDER Adore

Justin Alexander

Lillian West

Sincerity

Labels in the portfolio Lillian West Adore Sincerity Justin Alexander Private Label Available, Too New fabrics and colours Mikado, satin, tulle, detailed modern laces, fresh combination of laces, crepe, layers with different fabrics.

Hot design details A-Line with a modern twist, plain skirts with beaded bodices, square necklines, detachable sleeves, trend-setting accessories, rich embroideries, modern laces, romantic bohemian styles, destination wedding gowns, flowy plain dresses.

Size range US 2-32 RRP range £1,100–£2,200

Where can the new collections be seen?

The Harrogate Bridal Show. And our showroom In The Netherlands Is open all year round to visit.

What about online?

The video of the 2022 Collection is available online and shared in the exclusive retailer group on Facebook, where our stores come together to get the latest insights, trends and share experiences www.facebook.com/groups/ justinalexanderinsiders Help for retailers?

- Strong countrywide and local advertising campaigns to drive traffic to stores - Deep stock (UK warehouse) on best-selling styles always available - Sales programmes to increase profit - Full trunk show/event support - Optimized b2b portal with quick inventory look-up, easy order

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system, image bank - Show or pop-up events with new collection for retailers at least twice a year Contact details England/Wales Nick Day +44 (0)7768 502552 nick@justinalexander.com Chris Day +44 (0)7920 876957 chris@justinalexander.com Northern England, Ireland and Scotland Derek Thorpe +44 (0)7765 880379 derek.thorpe7@btinternet.com www.justinalexander.com

EDDY K Curvy

Dreams

Eddy K Italia

Sky

Milano Couture

Labels in the portfolio Dreams Eddy K Italia Curvy Milano/Couture Sky

RRP range From £1,200

Where can the new collections be seen?

Eddy K is bringing the show to your doorstep! They say: “Given the New fabrics and colours uncertainty of restrictions, and rising Crepe and tulle are the hot favourites Covid numbers, we have decided with our brides. Ivory is the key to send a set of gowns from the colour choice but champagne is still Dreams and Eddy K Italia collections very popular. from stockist to stockist so they can see the dresses up close and test Hot design details them with brides from the comfort of For 2022, Eddy K has added some their own shop.” stunning contemporary laces to its signature tulles and crepes, and Contact details expecting to see a diverse style of UK & Ireland wedding in the future, has created Siobhan King looks that range from the chic and +353 86 337 3964 underplayed to the traditionally Siobhan.k@Eddyk.com grand. That way, all tastes, all budgets, and all occasions can be www.eddyk.com catered for.

Instagram & Tiktok: @Eddyk_bridal Size range UK 4-32 S E P T E M B E R / O C T O B E R 2 0 2 1 ♦ W E D D I N G T R A D E R ♦ 55

MAGGIE SOTTERO

Maggie Sottero

Labels In The Portfolio Maggie Sottero Sottero and Midgley Rebecca Ingram

Rebecca Ingram

Sottero and Midgley

to select her own replacement layers What about online? in select styles.

The video of 2022 collection available.

Hot design details Simple and clean designs, natureHelp for retailers? inspired lace, maximalist details, When retailers place a minimum exposed boning, texture and 3D sample order, they can take elements, soft square and scoop advantage of their Premier Status necklines, and transformative discount. And, those who place a accessories. minimum order at Harrogate will have an opportunity to win a free Size range sample order!

US 0-28 Contact details RRP range Email: Contactus@Maggiesottero.

POA com

New fabrics and colours We continue to have fabulous pops of colour! We’re excited about our mocha and misty mauve linings this season, along with a favourite colour combination of black over champagne. We are also seeing a return to tonal, all ivory/white dresses. For fabrications, we’re using a laser-cut faux leather lace this season, as well as stretch mikado, stretch satins, new crepe fabrics, and new botanical leafy laces. We are Where can the new collections be layering fabrics in new and unique seen? ways, and have options for the bride Harrogate 56 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 2 1

www.maggiesottero.com/ Facebook: @Maggiesotterodesigns Instagram: @Maggiesotterodesigns

PALOMA BLANCA Mikaella

Paloma Blanca

Labels In the portfolio Paloma Blanca Mikaella

RRP range Paloma Blanca: £1,665 - £2,330 Mikaella: £ 1,650 - £2,100

New fabrics and colours A variety of new laces, crepe and Mikado, as well as new lace trims.

Where can the new collections be seen?

Harrogate Bridal Show.

Hot design details Ballgowns with slit skirts, removable bows and cowls, exposed corset boning, velvet belts, daringly low backs, square necklines, tiered organza skirts, ¾ sleeves.

What about online?

The video of 2022 collection available.

Size range All sizes accommodated

Help for retailers?

Availability of rush orders for brides who need a dress in a short amount of time.

Contact details Marie Murphy-Campion 07881 630891 mmcbridal@gmail.com www.palomablanca.com www.facebook.com/ palomablancabridal www.facebook.com/mikaellabridal www.instagram.com/ palomablancabridal/ www.instagram.com/mikaellabridal/ www.tiktok.com/@ palomablancabridal?lang=en

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PAUL ZENI Labels in the portfolio Paul Zeni

Paul Zeni

New fabrics and colours All-over beaded fabrics and a rage of soft pastels and ivory.

Hot design details Amazing collection of silhouettes and embellishments.

Size range UK 8-20 but other sizes available and made to measure.

RRP range From £1,225 Where can the new collections be seen?

Harrogate Bridal Show.

What about online?

The video of 2022 collection available.

Help for retailers?

Show offer from 20% off certain styles.

Contact details 020 78712299 info@paulzenibridal.com www.paulzenibridal.com www.facebook.com/ @ paulzenibridal www.instagram.com/paulzenibridal

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WAT T E R S Watters

Labels In The Portfolio Watters Wtoo Willowby New fabrics and colours Some amazing new simple fabrics as seen in Wtoo, as well as an extremely flattering and upgraded crepe in Watters. Thanks to this new trend, the design team had fun creating their own textures with these fabrics as the base. Look out for plays into colour in a printed organza with a dusting of delicate blush florals. In Willowby you’ll see it all: titanium skirts, muted baby blue embroidery, rose gold florals, and even a head to toe mauve two piece.

Hot design details In the latest Willowby collection, there are amazing long puff sleeves that really show off movement.

Loving how a simple fabric can lend itself to more daring and dramatic design details, there are exceptional pieces with a sense of their own.

Help for retailers?

There will be promotions at the Harrogate Bridal Show.

Size range US 00-24W Watters and Willowby US 00-32W Watoo

www.watters.com en-gb.facebook.com/watterswtoo/ www.instagram.com/watters/?hl=en www.instagram.com/ wtoowatters/?hl=en www.instagram.com/ willowbywatters/?hl=en

RRP range POA

Contact Details Sales: Chris.bush@Watters.com Customer Service: Kelly-Anne. weaver@Watters.com

Where can the new collections be seen?

Harrogate Bridal Show.

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Freya £99

Keily £85

Maya £89

Talia £125

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Crystal £99

Over The Rainbow Rainbow Club is the number one bridal and occasionwear shoe houses in the UK, with a remarkable pedigree, and record of success. We posed five questions to the boss, Richard Marsh, and then got a sneak peek at the new collection, which will be unveiled at Harrogate

Just how old is Rainbow Club?

We launched in 1986, so this is our 35th year. Something to celebrate!

400 stockists in the UK and 1,500 in Europe, firmly establishing ourselves as the UK’s leading brand.

What was the original vision? Was the collection huge, at the start?

The brand launched with just three styles – Candy, Connie and Crystal.

These three ivory satin shoes could be hand-dyed to one of 50 colour choices – a new, exciting and pioneering offer not seen before.

And what other areas of accessories are you in today?

Our in-house designer creates all our ranges of women’s and children’s footwear, as well as our bags, shoe clips and bridal veils collections.

How many pairs of shoes have you sold over the years?

We have sold more than five million pairs of shoes since our launch.

We now have over 50 designs in

What are your current best-selling heel heights?

Most popular are the 10cm stiletto and 9cm block heels. Customers are loving our new Clara, Freya and Maya heels – part of our limited-edition collections that we’re taking into 2022.

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Millie £89

Freya Pink £99

Clara £89

Freya £99

Tell us about the latest trends – what can we expect to see at HBS? Brides are now looking for unique, stand-out footwear to match the new ways to wed, post-pandemic. Taking inspiration from vintage glamour and modern silhouettes, our 2022 collection incorporates glamorous crystal embellishments, 3D floral detailing, chiffon bows and oversized pearls, in fashion-forward block heels and skinny party styles. What we have focused on for the new collection are the season’s biggest bridal trends, and introduced them into our designs. rainbowclub.co.uk T: +44 (0)1392 207030 E: shoes@rainbowclub.co.uk 62 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 2 0

ENZOANI.COM

New Directions While Peta Hunt says she would never presume to be a trendsetter, her perspective of what’s coming through is always a spot-on indication of the next chapter in bridal

KELSEY ROSE

HOUSE OF ST PATRICK

O

ne of the key trends – well, it’s a reality check really – will be off-the-peg, I believe. Let’s be honest, Needle & Thread, Self Portrait, Reformation, Wolf & Badger, Rixo, and Net A Porter are there for the onliners, and we have to acknowledge the existence of the bride who wants instant gratification.

To accommodate her, the girl who is short of time and needs a readyto-wear collection, this is all about simple shapes, flexible fitting, and thank goodness for lace-up-back dresses. The speedy no-fuss shopper

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VESTAL

JESUS PIERO

HALFPENNY LONDON TEMPERLEY

small weddings – I think some people are quite comfy and relieved with reduced numbers, and the revival of the old school registry office wedding, followed by reception at a local hall, pub, or the bride’s parents’ house, is now much more acceptable (without a coronation chicken sandwich, please).

It’s seen as modern, chic and ethical.

That doesn’t mean that bridesto-be are going to spend less on their dress, but they may be bringing fewer people with them when they’re will love to browse, try and buy selecting, and driving less miles from and I do believe that now is a great opportunity to update and utilise your one shop to another because they are finally getting a social conscience previous season’s dresses that have about mileage versus a £20 discount been literally hanging around for the on a dress somewhere 60 miles away. past year.

So I do think we need plenty of city Bye bye sale rail, hello new styles and registry office styles. Short upcycled, good-for-the-planet dresses, tea length, trouser suits, adapted dresses. By adding a bow, separates and, for the more fashionoffering a pair of little puff sleeves, forward bride, red carpet specials or shortening to tea length, you have giant tulle dresses. But remember, we fresh-looking dresses, ready to go. are looking at some brides who are doing their registry office wedding Think small I also believe there will be many more and planning a second ‘do’ – a big

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HALFPENNY LONDON

KELSEY ROSE

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DEMETRIOS

In a swirl The full-on ballgown will be, no pun intended, big news for the bride who wants to swish down the aisle.

Whether the wedding is in a church, a barn, or on the beach, the big light modern ballgown is here to stay.

Must-haves are pockets, and those

ELLIS BRIDALS

‘do’ – “when this is all over”. That’s two opportunities for retailers.

And there are new brides who have been glued to their laptops for the past 18 months and now feel they can create their own dress. This is where the value of offering separates comes into play, and gowns with add-ons and take-aways that enable them to pick and choose different elements. It’s not a new concept, but the new brideto-be will get an extra kick out of thinking she’s been actively involved in creating her dress.

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JUSTIN ALEXANDER SIGNATURE

KATE FERNLEY

MARYLISE

ELLIS BRIDALS

ALLISON WEBB BRIDAL

PRONOVIAS

MARCHESA PRONOVIAS

VERA WANG

ALAN HANNAH

ROSA CLARA

honeymoon, boho in style, beach weddings, country weddings, or nuptials in a forest setting.

Lace, tulle and chiffon are key here and they travel well. Whether high neck or boho-inspired, lace is the eternal bridal fabric. Key looks for me are from KatyaKatya, Alice Temperley, The Bridal Collective (Enzoani), JLM FLORA

gowns must be easy to move around in. I love the elegance of Rosa Clará, Ellis, Jesus Piero and Justin Alexander.

Elopement dressing is also coming into play. I think there are going to be many weddings in this bracket (minus ladders up against buildings).

Heading off, lower numbers, some abroad, combining a wedding and

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and Maggie Sottero.

We are constantly bombarded by influences from TV series such as Bridgerton, The Crown, Halston (and will be from the forthcoming House of Gucci movie), as well as SATC. And we all love a royal-ish wedding – take Kitty Spencer getting married in Dolce&Gabbana, plus music artists

weep at the sight of them, and they are hot right now. Halfpenny London, Alan Hannah, and Eliza Jane Howell all have stunning ones that add drama and work well on social media, too.

Conscience makers Many companies are now making you aware of their ethical credentials and it is key to flag that up to your bride.

The term ‘fast fashion’ is now regarded as bad language, so knowing the manufacturing journey and sustainability of a dress is more important than ever. And you have an opportunity to explain why it’s good to buy certain dresses, showing that their fabric is either recycled, made from left over fabrics etc. Grace Loves Lace, Yolan Cris, Pronovias are the names. Bear this in mind: a quote

HIGAR NOVIAS

ANNA GEORGINA

HAYLEY PAIGE

ALAN HANNAH

Gwen Stefani and Ariana Grande – their choices recently all had an impact on Instagram and Pinterest. Be aware of the trend for short dresses and long veils, coloured dresses and big statement numbers.

I know these micro trends have been hot news on social channels – Vera Wang seems to be the US celebs’ favourite one again! Nice that we will be able to get her collab with Pronovias – it is important that we take advantage of these points of reference to speak to brides in person or via your social channels.

I do think veils are making a resurgence. They can turn a plain shift dress into a wedding gown in seconds and, of course, anyone into a bride. Mums love them, grannies

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In the UK, we should celebrate our designers, too. I was fascinated to see the beading skills of the ladies at Alan Hannah – I barely can thread a needle without at least two pairs of glasses..

Sassi Holford, made in Somerset, Suzanne Neville, Savin London, Charlie Brear, Kate Halfpenny, Kate Fernley, Sabina Motesam, Andrea Hawkes, Kate Edmondson, Lucy Martin – these are all special names.

SASSI HOLFORD

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HALFPENNY LONDON

VESTAL

KENNETH WINSTON

PRONOVIAS YOLAN CRIS

MIAMIA

from Pronovias creative director, Alessandra Rinaudo: “EDEN features a greater number of #WeDoEco dresses, strengthening the sustainable bridal initiative launched

by Pronovias Group 2021. Crafted with specially developed, luxury eco fabrics and trims, they represent one more step forward in the company’s long-term plan to bring the bridal industry to higher sustainability standards.”

ELLIS BRIDALS

ROSA CLARA

LEONIE

Finishing touches Beading and sparkle: I never tire looking at anything that that shimmers and shines, and that goes for jewellery, too. Next season’s sparkle gives a nod to retro styling but it’s less Gatsby, and more 80s banging disco, perfect for evening weddings and, dare we say, a second dress. Or just because you are a fabulous showoff. Thank you, Eliza Jane Howell and Jenny Packham for carrying the twinkle torch.

Of course, as a complete contrast

to all the sparkle and lace, there is the bride who want it clean and simple. I love the understated luxury of heavy crêpe or a satin, but however simple, dresses need to be cut well. Charlie Brear, Jesus Peiro, Eva Lendel, Rish, Galvan (one quite London/New York/ LA centric collection) are my choice, and for sleek dresses that flatter, Justin Alexander, Suzanne Neville and Ellis all have heavy crêpe that skims beautifully.

Finally, I am still loving dresses with sleeves, puff sleeves, big sleeves, cap sleeves, tight sleeves, sheer sleeves, bell sleeves, off the shoulder sleeves, just sleeves.

Finally, finally, I am outing myself. I still love bridal.

ELIZA JANE HOWELL

Although it may not be a trend, I do think it is important to deal with companies that have a proven track record, are well established, and are nice to deal with.

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Visit us on stand Q1 at the Harrogate Bridal Show 12th-14th September for your chance to see the SS22 Collection. To enquire and make an appointment please email denise@galaxyagency.co.uk. www.sophiatolli.com

Suffering From Zoom Fatigue?

A

mazing though it is, to be able to do all the activities listed and maintain connections, while in the lockdowns of the last year and a half, the sad truth is that the interface I used to attend my dear uncle´s funeral was the same as the one I used to run a training session for 100 people unknown to me.

Some of us have had Zoom overload. Some of us are getting a taste of a new virus, ‘Zoom fatigue’.

In March 2020, there were 11.2 million downloads of Zoom. Today, most of us are in Zoom for meetings, therapy, interviews, chats, yoga, training, raves, family reunions, theatre, talks, museum visits, dating and even reaching out to people we have been out of touch with. Farah Naz explains the dangers

What’s it all about?

Even the billionaire Zoom founder, Eric Yuan, admitted to suffering from Zoom fatigue. Linked to an overuse of virtual meetings, the signs are like any burnout and can include: forgetfulness and difficulty concentrating; difficulty maintaining relationships and being present with loved ones; frustration and irritability with co-workers; physical symptoms, like muscle tension, pain, fatigue, and insomnia.

You might find yourself avoiding, cancelling, or postponing video conference calls or notice that after a work or family meeting, you’re tense and tired, or that you are finding it hard to handle your responsibilities.

These are signs that Zoom fatigue has set in.

Just some of the causes – Too much screen use in itself is connected with physical strain on your eyes, worsening of existing eye conditions like myopia, dry eyes, retinal damage and blurred vision.

There is physical tension resulting

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from hunched shoulders; sleep deprivation connected to blue light exposure; the increased risk of obesity and associated health conditions like diabetes; loss of cognitive ability – neuroscientists have found that the structure of the brain is altered by excessive screen time; impaired social skills – how many of us felt awkward when interacting physically after lockdown? And overuse of the screen can result in putting our brains into an addictive state – this explains why even though we may be sick of the screen we find ourselves glued to it.

– Exhaustion through monotony results when we are in the same room, with the same lighting, the same boxes on the screen, the same gadget, the same chair. The sameness of it all, and the blurred lines between work, relaxation and play, can lead to our brains remaining in an anxious, under-stimulated state and can therefore lead to exhaustion.

– Anxiety can be caused by an excessive amount of direct eye gaze as people look at other faces close-up. Professor Jeremy Bailenson, who examined the psychological consequences of video communication says, the direct eye contact is unnatural and not what people would typically do in-person.

During a zoom call, everyone is often staring at the speaker close-up, just like in public speaking, or in intimate communication.

– Seeing our own faces and gestures over several hours a day on video is

both stressful and taxing. Can you imagine, says Professor Bailenson, having someone follow you around all day with a mirror. Seeing yourself in a distorted way can also lead to anxiety about your appearance, where selfesteem may already be an issue.

People are using the editing function to enhance their self-view, thus basically giving themselves a virtual facelift. Noticing the distinction between yourself in an actual mirror may lead to some uncomfortable feelings.

and habits fast, if zoom is to become the familiar, habitual form of communication, it is very possible that in the long term we may find actual social interaction challenging, uncomfortable and intimidating.

Managing Zoom fatigue Even as lockdowns have eased, many of us are still struggling with the idea of travelling to see loved ones, so we carry on zooming to stay connected, even reluctantly.

As our sense of self, our communities, our self-esteem and happiness are all interconnected, Zoom meets a need. A simple conversation with someone can lead to us learning something about ourselves, and can help us work through a difficult issue or emotion.

And so, to avoid Zoom fatigue, we need to use it better.

– Video chats mostly force participants to stay in a fixed position, whereas in real conversation we naturally and spontaneously gesture.

On the screen every level of communication is deliberate, like unmuting to talk, talking only one at a time, use of emoticons to indicate understanding, and in work meetings 1. we might only unmute to say hello and bye!

This superficial and unspontaneous 2. communication undermines the main purpose of Zoom to maintain connection, and instead may leave us feeling lonely and disconnected.

3.

The brain creates new pathways

Use the old-fashioned mobile phone – without a video – for communication.

Take Zoom out of the full-screen option and reduce the size of the Zoom window to minimise face size.

Use the ‘hide self-view’ button

4.

5.

6.

7.

8.

Turn your eyes and body away from the screen so that you are not overwhelmed.

Stand up during calls, put your gadget on a cardboard box to raise it. Standing up automatically changes the setting, how you move and your mindset.

Don’t use the self-enhance function; be seen as you are.

Reach out and ensure that you have some real time with real people where you can be your real self!

If you are a leader of a company consider hybrid working – working solely on zoom is not ideal.

There is still yet a lot to learn about the effects of Zoom and considerable research is underway, but in the absence of more substantiated research, we can use our own selfawareness and take the time to notice how we feel and act accordingly.

Farah Naz BA MSc MBACP is a psychotherapist, Consultant and Clinical Hypnotherapist. +44 7462 355960 info@iamfarah.com | iamfarah.com

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TH E WE D D I N G T RA DER PORTFOLIO

Gorgeous Curves We’ve come a long, long way since standard patterns were upsized to accommodate curves. Today, the design, the structure, the cut and the comfort zone, are key priorities

DRESSED UP Style: Style: DU349 Fabric: Stretch glitter jersey Colours: Dusty pink, silver, navy Special detail: Floaty chiffon jacket Size range: UK 16-32 RRP: £555 T: +44 (0)20 8502 2257 E: style@veromia.com www.veromia.co.uk

BEAUTY BY VICTORIA KAY Style: Style: BE91 Fabric: Lace and tulle Colours: Ivory, ivory/champagne, ivory/ blush, ivory/mocha Special detail: The silhouette, fit, and structure make this a dream dress.

Size range: UK 12-38 RRP: £999 T: +44 (0)1424 439165 E: sales@victoriakaygowns.co.uk www. victoriakay.co.uk

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TRUE CURVES Style: Noelle W430 Fabric: Beaded overlace and stretch satin Colours: Ivory overlace; base satin in ivory, champagne, almond, rose, or gold Special detail: Plunging front and back v-neckline over a structured strapless satin bodice. Beaded split, floaty sleeves.

Size range: UK 18-36 RRP: £1,895 T: +44 (0)7841 369062 E: enquiries@truebride.co.uk www.truebride.co.uk

ÉLYSÉE ÉDITION Style: Francoise X Edition Fabric: Floral baroque lace, Chantilly lace and tulle Colours: Ivory/nude, nude, ivory Special detail: Thousands of hand-embroidered beads and paillettes sparkles over delicate Chantilly lace, curving gracefully around the body to contour and elongate the silhouette. High back, and double layer, sculpted baroque lace train.

Size range: UK 20-36 RRP: £2,505 T: +44 (0)1792 586615 E: info@elyseebridal.com www.elyseebridal.com

JULIETTA Style: Cosima, from the Starlight Collection Fabric: Net Colours: Ivory/prosecco/honey; ivory/ivory, white/white Special detail: Plnging neck and sides, intricate pearl and crystal beading to add shimmer in all the right places.

Size range: UK 16-32 RRP: £1,790 T: +44 (0)1636 700 889 E: ukmarketing@morilee.com www.uk.morilee.com

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SYDNEY’S BRIDAL Style: Katy Fabric: Chiffon and satin Colours: Ivory Special detail: Sequins and beaded appliqués. Optional back modesty panel included.

Size range: US 14-32 RRP: £469 T: +44 (0)7455 878578 E: uk@sydneyswholesale.com www.sydneyswholesale.com

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HELLO BEAUTIFUL BY RANDY FENOLI Style: Holly Fabric: Lace and tulle Colours: Nude/ivory; ivory/ivory Special detail: Illusion lace bodice with plunging V-neckline, multi-layered skirt with soft flow.

Size range: UK 18-28 RRP: £1,000-£1,500 T: +44 (0)1204 534817

JOHNATHAN KAYNE FOR SYDNEY’S CLOSET Style: Matador jumpsuit Fabric: Charmeuse with sequins Colours: Firecracker, jet Special detail: Detachable overskirt Size range: US 14-24 RRP: £649 T: +44 (0)7455 878578 E: uk@sydneyswholesale.com www.sydneyswholesale.com

THE HOUSE OF NICHOLAS Style: Amore Fabric: Tulle with beaded appliquéd lace Colours: Ivory, white Special detail: Constructed for comfort with real support for the fuller figure. In-built bra so no other bra should be needed.

Size range: UK 8-30 RRP: POA T: +44 (0)20 8802 1399 E: info@thehouseofnicholas.co.uk www.thehouseofnicholas.co.uk

SONSIE Style: SON92005 Fabric: Lace Colours: Ivory/silver, ivory/champagne Special detail: Criss-cross elongated bodice to show off beautiful curves.

Size range: UK 16-32 RRP: POA T: +44 (0)20 8502 2257 E: style@veromia.com www.veromia.co.uk

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Style: Chloe top and Scarlet

JOY ALL ROUND Natasha and Oscar Adkins married on F February 2019, in To Gloustershire. Natas skin cancer

LEE HAWLEY PHOTOGRAPHY

MICHAEL RILEY PHOTOGRAPHY

THE BIG DAY Emma Robertson, who has breast cancer, and Michael Sidell said “I do” on 10 April 2018 in Devon

Making A Difference Imagine what it would be like to have to plan a wedding when you only a short time left to live, and not a penny in the bank. Couples face this dilemma every day when they are given the devastating news that one of them is terminally ill. But you can help a UK charity to ensure couples in this situation get the chance to say “I Do”.

F

or the past ten years, Cheshire-based, non-profit charity, Gift of a Wed, has been donating wedding services to couples in the UK who have neither the time, nor the money, to arrange a wedding, because one partner has a life-limiting illness.

“We believe that there should be no barriers to the terminally ill having the wedding day of their dreams,” says Patricia Harrison, a wedding

planner who was approached to organise the wedding of a 27-yearold man, from Greater Manchester, who had no money and 14 months to live. He had brain cancer, and was expected to begin losing his ability to walk and talk. With no budget, she approached wedding suppliers from all over the North West of England, and secured £18,000 worth of free goods and services for the wedding.

Patricia quickly realised that the

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young man she had helped was not unique, and she also discovered that, if asked, thousands of wedding suppliers around the UK were happy get involved. On 14 February 2012, Gift of a Wedding was born, and Patricia has since made fulfilling wedding dreams her main mission.

Together with her team of dedicated volunteers, Gift of a Wedding has grown from strength to strength. Patricia says: “I could never have imagined ten years ago that I would have set up a charity, and that volunteering would be my life and mean so much to me. It is has been an honour and a pleasure to create this unbelievably special charity for some extremely deserving people.”

Gift of a Wedding is all about bringing joy, love and happiness to those with a terminal illness, regardless of age, gender, race or religion. Professionals from across the wedding, medical and charity sectors have come together to help create a distinct non-profit organisation make a real difference.

Making it easy The criteria for those applying for assistance is straightforward and simple, so approval can be granted quickly. Those requiring help can be nominated, or nominate themselves.

Friday 1 ortworth, sha had

G E T I N V O LV E D A N D Y O U C O U L D MAKE DREAMS COME TRUE If you would like to nominate yourself or someone else for a wedding, this link will take you to the charity’s website where you will find a nomination form, https:// www.giftofawedding.org/apply-for-a-wedding.

To donate services or products, or your time, contact suppliers@giftofawedding.org If you would like to make a donation, text the word BRIDE5 to 70085 to donate £5. This donation will cost £5 plus your standard message rate. If you would like to donate more or make an online donation, this link will take you to our donation page - appeal.donr.com/giftof-a-wedding

The applicants must be over 18 years of age, and a UK resident with a terminal or life-limiting illness. The wedding need and urgency is key and also that it will be in the UK. Finally, applicants should not have the time or finances to plan their own special day.

As most are nominated by medical professionals they generally tend to be approved.

The charity is extremely proud of the fact that it can create a wedding in any time scale and in any setting.

It has planned weddings in gardens, hotels, hospitals, hospices and even in an empty field. The quickest wedding was created in just three hours, but on average most couples require a wedding within three weeks from their initial request.

Fulfilling dreams Annemarie Blainey, one of the senior wedding planners at Gift of a Wedding says: “People always assume what we do is glamorous, I would say that it is extremely hard work and can be stressful at times especially as we never have a budget to work with and have to rely totally on the donation of goods and services. It’s a privilege to help our couples, when they need us most.”

What the charity achieves is no less than a miracle as they can do in a

Charity’s recipients, Marianne Stephens, say it all: “Gift of a Wedding organised our dream wedding. The charity helps so many couples show their true love and commitment to each other and to their families at what is the darkest of times, when one has been diagnosed terminally ill.

“All the volunteers at Gift of a Wedding, together with their team of suppliers, give up their time and donate services, to make dreams come true, as they did for my husband Bill and I in September 2017 – Bill had been diagnosed with cancer and given a two-week maximum prognosis in August of 2017.

“Bill sadly passed away on 7 April Counting the numbers Over the past ten years, 256 weddings 2018. We had eight and a half months have been gifted to couples from the together as man and wife, and not the four corners of the UK, none of which two weeks expected. Thanks to Gift would have been possible without the of a Wedding , we had the happiest help of over 7,000 wonderful donors. of wedding days, but of course it was also one of the saddest, because we These incredibly generous wedding and hospitality professionals have so knew we were not going to have our ‘happy ever after’. far given goods and services to the “The family and I have beautiful value of £4 million.

By the charity’s calculation, 10,500 memories to look back on, especially cupcakes have been consumed, and seeing Bill so happy and proud.” over 26,000 guests have attended a See the video of Lauren & José wedding to watch their loved ones tie the knot and create memories of a Rosa’s wedding, 22 February at facebook.com/giftofawedding/ very special day. posts/2193394574075978 The sentiments of one of the short space of time – and sometimes days – what most engaged couples look to achieve in 18 months or more.

Each wedding is based on the bride and groom’s exact vison for their day and can take up to 250 hours to plan. Each involves an average of 27 wedding suppliers who gift services and products, and the average total value of donations is £15,000.

Tammy Powell, a wedding planner in Sussex, who donated her time to help a couple says: “What an amazing charity, I was honoured to be involved in a recent wedding and must say how amazing this team are. It was a pleasure.”

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TROPHY TIME L

et me ask you this: how many times have you heard of a film being ‘Oscar Nominated’ or ‘Oscar Winning’? It makes you want to see the film, doesn’t it?

Entering a credible Awards programme can have the same impact on your business. However, not all awards are created equal, so consider the following to determine whether a business Awards programme is bona fide or not:

Awards. Every industry has their own. They are an opportunity to recognise and celebrate excellence, and are a great addition to an entrant’s marketing proposition. Damian Bailey of The Wedding Industry Awards (TWIA) initiative, explains and advises...

1 Is clear and transparent information on the Awards process publicly available? What is that process and how are the Awards judged? If details aren’t easily accessible, ask yourself why not. Too many ‘awards’ offer little or no robust methodology, and are simply a means of harvesting your valuable personal data.

2 Is there a judging panel and, if so, who is on it and are they experts? A credible Awards programme is nothing without a judging panel with specific experience and expertise in your field.

3 If voting is involved, who can vote?

If anyone can vote is this a valuable reflection on your business? If people can vote more than once, is that fair?

4 What does the Awards programme offer your business over and above the chance to win a trophy and a glitzy event? Branding, feedback, multitiered recognition (eg regional and national), exclusive directory listings – these are all things that can really help enhance your marketing.

Through the rest of this article, I shall

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assume that you have done your homework and found a respected, established, trusted, and coveted awards platform to enter. The next question is…

Why enter an Awards?

One of the main reasons people enter Awards is in order to raise their profile in the wedding industry; to stand out from the crowd. In short, it’s great for your marketing, but only if you make it work for you.

Social Media. We all know it’s important, but how many of us really know what to do with it? The main thing to remember is that your audience craves engaging content. In fact, Facebook and Instagram reward users who regularly show content with which their audience engages.

Do this on your platforms and you’ll tickle their algorithms right where they love it, and your content will get shown to more of your audience, often, resulting in an increase in business. Did you know that 62% of all TWIA entrants showed up to a 30% increase in business just from entering the Awards, let alone being a finalist or winning? ➢By entering for an Award, you are taking the brave, self-confident step of putting your hand up as one of the best in the business. This is an incredibly positive message in itself, and the start of a whole load of amazing content that you can generate with which to engage your audience(s).

An often-overlooked benefit of entering a credible and rigorous scheme is the chance for self-analysis.

Submitting your entry requires clear and concise thought about what you do, how you do it and why you do it.

As business owners we rarely get the chance to think deeply about such things, so the opportunity to do so is invaluable.

Tell your story Your audience and followers crave interesting and engaging content; it’s the Holy Grail of Social Media.

Just entering a credible Awards scheme is exciting news. You’ll be one of only about 2% of wedding suppliers in the country who have the self-confidence to enter TWIA. Your journey through the process over time produces increasing content as you go along and If you become a Regional Finalist and attend the Awards in

your region, there are loads of photo opportunities. Same if you get to the National Awards Event, too.

If you win (Regional or National)... just imagine! In short, your audience and followers will love to see that you have entered, and they’ll follow your progress. The confidence you show by entering will bring increased confidence in your business, which can lead to more bookings. They’ll talk about it, and in an industry driven by word of mouth, this is very good news.

Now, I know what you are going to say... “It feels like I’m boasting. No one likes a boaster!” and “What if I don’t win? It’ll be really embarrassing.”

I hear you. We are British, and don’t

like to stand up and shout about how good we think we are. But sometimes, you just have to...

By entering a great Awards, you have put your hand up as one of the best in the business. That takes considerable self-confidence and courage. This, in turn, gives brides and grooms (or anyone organising a wedding) confidence in you and your business, which can lead to more enquiries and more/better-quality bookings.

This is not boasting, it’s marketing.

You are using the considerable differentiation that a respected Awards scheme brings, to help promote your business. Why wouldn’t you?

“What if I don’t win?” I hear you on

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this, but if you don’t bring people with you on your TWIA journey you won’t so easily see the benefits of being involved.

If you don’t win you can still share this with your audience in a positive way, like this for example: “Well, it wasn’t my year this year, but I am going to learn from those who won, continue to try to improve every aspect of my business, and come back next year and try again. Thank you to all my amazing couples who voted for me; I have loved working for you all this year.” ... or something like that!

It gets in front of the story and turns it into a positive narrative. This also takes bravery and self-confidence; attractive qualities as already mentioned.

Share each other’s Awards journeys If you know others who have entered for an Award, tag them and share their journeys and ask them to do the same. There is strength in numbers so encouraging your industry colleagues to enter TWIA (see below) and then sharing each other’s content can be extremely powerful.

I bet you have a small circle of

suppliers that you love working with and recommend. A great photographer, make-up artist, hair stylist, florist, band and more. Run a venue? Encourage your preferred supplier list to enter with you.

If you all enter and then commit to a concerted promotional plan and strategy based around your TWIA journeys, the marketing potential is undoubtedly huge.

You could have a little photo shoot and send a brief write-up to your local paper. They are always looking for interesting content. If you become a finalist or win then a follow up article is a no-brainer.

H OW TO C R E AT E A N E Y E - C ATC H I N G E N T RY what you do (and where and how you do it, if applicable).

Before uploading your own photos, whether from an actual camera or from your phone, make sure you run them through some sort of editing app. Lightroom or Photoshop are the go-to essentials for photographers but apps like Snapseed are great for phone editing. Be consistent and don’t over-do it.

Where possible, ask the professional Grammar and Spelling photographers you know, or work Check and double-check your entry for spelling and grammatical mistakes. alongside at weddings, for access to their photos of your work/what you If you make one, correct it! If this isn’t do etc. your strong point, ask someone to You might want to do a photography proofread your entry. course with a specific focus – capturing images of the way you work, for Photos example. Maybe ask a photographer There is NO excuse whatsoever for you know for some tips to begin with. poor photography these days.

Not necessarily just for TWIA but to Make sure your photos really show Complete all parts of your submission – nothing annoys a Judge more than an incomplete entry. With specific focus on TWIA: • Answer your category-specific ‘Profile Questions’. Don’t write too much and don’t write too little • Get your points across in as concise a way as possible. Not easy but worth spending some time on.

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improve your photography for the benefit of your business. Show a great photo of yourself (and your team where applicable) on your website.

Videos If you have a video that is relevant to the Judging process, upload it. Why not make a short video on your phone showing the panel who you are?

I know, I know! No one likes how they look on film but suck it up and go for it. Most people don’t do this so if you do it might really help you stand out from the crowd.

This industry is all about people booking people. The skills offered by wedding suppliers can sometimes come further down the list. You are integral to what you do. Show this to the Judges. Be brave!

Make that video!

Entering Awards can be great for your business as long as you enter the right Awards and then make them work for you.

TWIA 2022 opened in August. For full details and to enter, go to www.thewedding-industry-awards.co.uk All photographs are from TWIA finalist events, held in January 2020.

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Steaming The recent introduction of the Mini to the Propress range, means that in addition to models designed to help the professionals prepare garments for display and sale, there is now a model that is perfect for home use, too

I

f anyone understands the importance of presentation, it’s bridal retailers. A wedding dress is the most important item of clothing that a woman ever buys, and retailers need to fulfil the fairytale. Unpacking new stock and transforming a gown into the showpiece in the window, or the star of shop, can be a daunting proposition, but a Propress steamer can banish those creases with the wave of a wand – a beautiful shiny steaming wand!

The British-made Propress PRO580 Professional Clothes Steamer is the top-of-the-range product, and by far

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the most popular in the bridal industry.

It has been used by bridal boutiques for decades, and many brides and grooms hire a steamer for their big day, ensuring everyone’s outfit looks its best. Venues, too, rely on a steamer to remove creases from marquee lining, to smooth chair covers and table cloths, and even to get the coconut matting to stay flat.

Crease-free is one thing, but there are plenty of additional benefits.

Delivering temperatures of 100ºC, a Propress steamer is an effective tool in killing bacteria that can cause unpleasant odours, and eliminating

Ahead moth larvae, which can cause irreparable damage.

The Propress PRO580 Professional Clothes Steamer costs around £609 and comes in various colours, including cream, granite and pink.

Now let’s talk about the Mini The all-new handheld Mini steamer has the same clever technology but in a more portable format. It may be small in size but it is mighty in functionality!

With a rapid warm-up time of just 45 seconds, it creates powerful steam super-fast, enabling garments to be refreshed in seconds. It has

a detachable easy-fill tank with a capacity of 130ml but there is also the big belly tank that can be attached to increase the water capacity to 230ml and steaming time from seven to 13 minutes.

This is a great item for boutiques to sell to their brides, or perhaps to gift to special customers as a thank

you. The Mini weighs in at just 750g and comes complete with a long-reach 3m power cord, steaming mitt and heatproof travel bag. In Arctic Grey, Idol Blue and Vintage Pink, it’s starting price is £110 and re-seller packs are available with a significant discount.

Visit www.propress.co.uk for more details.

WIN A MINI Propress is giving away four Minis, with Big Belly tanks, to lucky Wedding Trader readers.

Email andy@meanttobemedia.com with your name, shop name and address, and with ‘Propress Competition’ in the subject line. All entries will be pooled and the first names picked at random on 15 October 2021, will be at the receiving end of their own Mini steamer. Good luck!

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Managing A Changing Business Environment together. You can do this by listening and inviting them to evaluate changes.

• Changes you make should always bring direct or indirect benefits to your staff and customers. Having said that, staff should always be your number Getting organised one priority.

As you are all in this together, as a team, you will need to think about who • Involve your team fully when developing and planning long-term to involve in terms of specific duties, whether on the shop floor or in admin, change. They will feel valued. It is and how to set in motion the changes proven that when staff feel valued their motivation and success levels rocket. you want, and need, to implement.

Happy staff means happy customers.

This is crucial because an individual • Keep changes at a pace and level team member’s legitimate fears and you and your team can cope with; you concerns may include: don’t want to come unstuck. There are • The emotional roller coaster limits to growth in a small business, • Unfamiliar territory and it is important to recognise them • The future of their job and work within those parameters.

• Their future status • You should always aim to foster • An increased workload. fresh, vibrant change. Sometimes • Lack of control radical change is needed to meet the Where there is no demonstrable needs of ever-changing and dynamic resistance – it may be hidden. It is markets. your job to gently probe to discover • Successful bridal retailers and other any issues that may arise later in this bridal industry professionals don’t process. stand still. Constantly evolving to delight and inspire their customers and Tips for managing and embracing becoming the ongoing market leader change with your team • Don’t forget to plan changes. Include is one of the great keys to success.

And in turn, how fabulous to have a positives, negatives, short- and longterm goals, and provide any new skills team of dedicated, passionate staff sharing your vision and goals for the training that may be required. business.

• Avoid involving team members, too, • Analyse changes you have made early as you don’t want to create a over the past few years. Were they climate of nervousness, or anxietysuccessful? Which changes need laden staff, which can spill onto the modifying again? shop floor, undoubtedly impacting Focus on key areas first, master them negatively on customers.

• Remember, resistance or criticism of and then expand more widely as changes become the norm. The more change by staff can be well founded.

Everyone is going to have an opinion. It you embrace changes the easier it will is important to overcome resistance or become.

• Draw your team in using education challenges by working through them well like things just the way they are/ always have been, and that is also normal. Even more of a reason to have a plan in place.

All too often, when we’re wrapped up in running a business, changes that could and should be made can be overlooked.

This is a mistake, and one to be avoided, says Helena Cotter

A

s business owners, we can be resistant to change, wanting to stay put and do things the way we’ve always done them. This is understandable, because we all get comfortable and settled in our ways and habits.

Change can sometimes be viewed as difficult and time consuming. When we get stuck in a rut – or in the past – we will inevitably have to play catch up, while trading at a competitive disadvantage.

And any staff you employ may

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and communication. Manage their expectations with care. Discuss the areas of your business where you wish to change systems and procedures.

• Demonstrate why you feel the changes are necessary and how working together will help streamline and transform the business environment and make it better for everyone.

• Show confidence and strong leadership in the future vision for your business. Your team will follow your lead.

• Aim to change the culture of your business carefully in a measured way to ensure that everyone supports and is fully engaged in changes as and when they happen.

• Provide emotional reassurance to your team. I favour an open-door policy. Remote management has its limitations and in a busy retail environment, perhaps not the ideal.

I’ve spoken to many new and existing clients over the past year or so, a great number of whom have had their boutiques and office premises redecorated. What a great way to breathe new life into your business, and your team. If you haven’t done so already and wish to revamp your premises, ask the team for their feedback and

input re colours, furnishings etc.

Nothing beats going to work in what is effectively a new premises! It doesn’t need to cost a fortune either.

To your customers, giving your business a facelift exudes an air of confidence and longevity – this will help build trust. It shows you aren’t a flash in the pan – you are there for them for the long haul.

Good customer flow is vitally important when trying to give your brides a straightforward buying experience; keeping bridal fog, as I call it, to a minimum. I am not a fan of what I consider are log jams.

Ask your team if there are any shop floor rearrangements (where possible) they would like to see that could help with that flow; they are the ones who are at the coal face, so to speak, so invite ideas from them.

Have informal staff meetings. It’s a way to impart and manage change by actually showing your team how you’d like it done, and by what methods you can use to achieve goals. And, where you want to be in your business and how, as a team, you can get there.

Vital feedback This also provides the ideal

environment to invite regular feedback, progress reporting and problem solving. This will unite the team, and that in turn will lead to new ways of thinking, and promote further change. Also, it avoids problems building up. They can be dealt with early on which is far healthier when working in a close-knit team.

When you decide to make changes, carry them through. Keep your promises. Be adventurous and brave!

This is what you want to experience in your team and your customers alike, so why not you too? All will feel encouraged by your good vibes and want to be part of this exciting journey.

Set up challenges – perhaps sales targets. Once met, reward and celebrate collective achievements.

Assign responsibilities to individual staff members. This will help develop their commitment to you, and each other, and work wonders for their motivation and self-confidence.

Helena Cotter E: info@helenacotter.co.uk W: www.helenacotter.co.uk Insta: hccoaching Twitter: @HCSalesTrainer Linkedin: Helena Cotter

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Take A Tablet

Tablets are in many ways the ideal sales aid. Brides can see engaging videos of gowns rather than having to use their imaginations.

Accessories can be displayed, catalogues read and venues explored. And, at the end of the process, orders can be placed right on the device., says Chris Partridge

stylish and ergonomic keyboards, mice and styluses that enable real work to be done on their tablets, and loads of third-party keyboards and other accessories are coming out too.

The choice of operating system has widened, with iPadOS, Android and Windows now all credible systems for mobile working, and the range of apps for sales has widened.

Major new releases of all three operating systems are due to arrive this Autumn, and all make the tablet experience better. The three focus on making tablets easier to use, with the ability to run several apps at the same time and swap seamlessly between them.

Apple’s iPadOS 15 will be automatically pushed to all suitable devices, and Microsoft’s Windows 11 will be offered as a free update to Surface users. Android 11, on the other hand, will be supplied at the whim of the tablet maker and many have not been very prompt on this front.

The arrival of the new OS versions will stimulate demand for large tablets still further.

But…the latest iPad Pro is horribly expensive. The base 12.9in screen model is an eye-watering £999 and the accessories are pricey too. The Apple Pencil is £119 and the oh-sostylish Magic Keyboard, which makes the tablet seem to float above the keys, is an extra £279. It adds up pretty quickly.

Microsoft’s Surface Pro 7 is a more affordable £799. It has more ports for adding an extra monitor, and a handy kickstand. If you are an Office 365 subscriber already, it will give you instant access to all your stuff, and as it runs Windows, it will be compatible with lots of sales software. The Surface Pen costs £99.

Samsung’s highly regarded Galaxy Tab S7 Plus is officially priced at £869 but an S-pen is included, and prices online are considerably less, making the S7 Plus a very attractive

T

he great thing about a tablet is that it can be passed from hand to hand as simply as a phone but with a much bigger screen –so much more natural than a cumbersome laptop. And there is more – the sales consultant can use a tablet for note taking, possibly with a stylus, and to edit documents such as orders. Editing on the fly makes it much easier to get everything right first time.

Recently, tablets have become larger and more powerful, with 13in screens becoming the norm.

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APPLE’S IPADOS 15

and cheaper alternative to the iPad. The picture is further complicated by a couple of interesting new models.

One is Samsung’s Galaxy Tab S7 Plus FE, an S7 Plus with a slightly lower quality screen and a slightly less powerful processor, but at £589 offering a useful saving. Interestingly, it also has 5G mobile data, something normally associated with high-end tablets, but this is because it features a new Qualcomm chip intended for use in mobile phones, where the trend is for the phone circuits to be builtin to the processor to save money overall. If your tablets never leave the shop this feature will be of no interest, of course.

Samsung is rumoured to be launching a monster tablet with a huge 14in screen some time this winter, but its extra weight and price may restrict its appeal.

The other interesting device is from a maker that seemed to have lost all interest in tablets - Lenovo.

Lenovo has gone years without launching a new model, so the Yoga 13 is a bit of a surprise. The slab has a thickened lower edge which is handy for gripping and also provides

lots of room for some really beefy loudspeakers. The Yoga 13 also features a neat folding stand that allows you to prop it up at an angle or even hang it on a wall, so it is a great device for demonstrations. It costs £699.

For the sake of completeness I should mention the lovely Huawei MatePad Pro, which is a superb tablet but lacks access to Google’s Play Store, so apps you really need might well be unavailable. So it is impossible to recommend.

TECH ROUNDUP Nokia’s new XR20 smartphone is designed to withstand all that life can throw at it, with a super strong aluminium alloy case, a Gorilla Glass Victus screen that can be used with wet hands and even gloves, is dust- and water-proof and has a special textured back to help stop it slipping out of your hand. It even carries a MIL-STD-810H certification as used by NATO, so you can probably use it for hand-to-hand combat if necessary. Should the worst come to the worst and you break the screen, replacement is free for the first year.

The price starts at £400 depending on the memory you require.

Noise cancellation used to be available only in expensive and enormous headphones, but now the technology has reached reasonablypriced earphones. Soundcore’s Liberty Air 2 Pro earbuds use the dangling-stick design made famous

by Apple, but at a much more reasonable £130. They come in a neat carry case that includes a battery so they recharge when not in use, giving an overall playing time of 26 hours. The sound is crisp and clear, and nearby noises from engines and suchlike is joyfully excluded.

Nokia again, but I can’t resist the new 6310. If that number rings a bell, you remember 2000’s when it was the iconic 3G phone. The new 6310 keeps the sweeping aluminium band round the screen and the central control joystick, but the screen is bigger and in colour. The operating system is Nokia’s own S30+, which is designed for ease of use but has the drawback that very few apps will run on it. Two plus points: Snake is included and it costs a very acceptable £50.

MICROSOFT SURFACE PRO 7 NOKIA 6310

LENOVA YOGA

NOKIA XR20

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“In the past month or so, all the horrors of the previous 18 seem to have faded into the background. The damage they created was very real indeed, but now things have changed for the better and there is much to look forward to.

Harrogate is going to have the biggest impact, of course. I am just as keen to see old colleagues as I

“I am moving old stock now, and moving it fairly fast. Better to offer big reductions and make the space for all the gorgeous new gowns and accessories I am looking to invest in. These pop-up shows of recent months have really whetted my appetite to focus on buying for the new season.”

am the new collections!”

“I would like to thank you suppliers – you know who you are – who have gone that extra mile, or rather ten miles, to be supportive during recent, trying months. I have often thought that now is the time to throw in the towel and move into a different field, but you have kept me going with your offers of help, and, importantly, you staying in regular touch. Bridal is where I always wanted to be and now I couldn’t think of being anywhere else, despite the challenges we have all faced. Much of that is thanks to you guys, and I will be forever grateful.”

SPECIALDAY-IRELAND.COM

“Wedding Trader – so happy you are back, and feeding me with information and advice that will help me in this new chapter.”

“When brides come in smiling behind their masks, and leave equally happy, you know life is on the up once again. It’s been a long, bumpy ride, but I can finally see smooth roads ahead. ”

And Finally We knew this one would be full of positivity!

“You know something?

Because of Covid I reckon I have made more friends in our industry than ever before. We have shared our concerns, jollied each other up, and exchanged ideas. I have arranged to meet some of my new contacts face to face at the Harrogate show and I am so looking forward to that.”

“New collections? You bet. I can’t wait to shop. And I will be sensible – sort of. Having sales agents visit me in my boutique has been brilliant and that one-to-one attention makes the decision process so much easier.”

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LOVE IS IN THE AIR Steam doesn’t just care for fashion as it smooths creases and restores shape, it actually helps to kill bacteria and remove odours fast – without damaging soft fibres or delicate materials. So be gentle on fabrics, tough on germs, and love what you wear for longer with a Propress Steamer.

Visit or new website www.propress.co.uk

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