Wedding Trader - Issue 27

Trader WEDDING

WEDDINGTRADERMAG.COM

ISSUE 27• JANUARY/FEBRUARY 22

Brit-fest

THE DESIGNERS AND THEIR DRESSES

Facebook CREATING A BUSINESS PAGE THAT WORKS

Shop talk RETAILERS ANALYSE THE STATE OF PLAY TODAY

PROU SUPPORDLY TIN BRITISH G BRIDALW RETAILE EAR RS

Head start SPARKLE: THE CROWNING GLORY

Armed for impact • THE LENGTHS • THE SHAPES • THE DETAILS

BADGLEYMISCHKA.COM

Contents 06

TA L KING P OINT News worth knowing

12

F I RST P E R SON Laura Daly looks forward

15

T HE W E D D ING INDU ST RY AWARD S 2022 Congrats to the regional finalists

56

PE TA’ S PIC K All you need to know, and love, about the new season’s sleeves

62

FAM ILY M AT T E RS Veni Infantino prepares for her daughter’s big day

68

SHOP TALK Retailers on how it’s been for them

74

M E E T SAB R INA TOY And discover what she has planned for Modeca

18

SECOND OPINION Sue Lovell gets ready for the year

22

EL L IE’S P LACE Sound advice that she follows herself

78

B EST OF BRITISH Home grown and gorgeous

T EC HNO Understanding the new codes

80

30

B RIDAL W E E K LONDO N Getting the new season off to a glamorous start

T RAINING Suggestions for a new year that will pave the way to success

82

34

HATS ON Headliners from the key designers

SOCIAL MEDIA Knowing how to build a better business

38

L ET TE R FR OM AMER ICA Pete Grimes is feeling positive

86

42

EUROP EAN BRIDAL WE E K Eddy K to star in Essen

L EGAL The first of a special series of advice columns that look at the legalities that can make or break a business

90

AVO IDING DISAST E R S Keeping dry is vital to the health and wellbeing of your premises, your stock and your staff

92

AND FINAL LY… You talk, we listen

24

46

G O FOR SPAR KLE Ronald Joyce piles on the shine

52

TOP NOTES What makes Halo & Co an all-time winner and always ready to shine

AGATHA BY SASSI HOLFORD

BRIDES OF ST PETERS

JANUARY/FEBRUARY 2022 ♦ WEDDING TRADER ♦ 3

ENZOANI.COM

Ed’s Letter

Contact us

As we pull the shutters down on the lows (and very occasional highs) of 2020-2021, we are all ready to open the windows to fresh starts, new beginnings, great experiences, and better business than ever before. What the pandemic has done, I believe, is make us think deeply, tread carefully, and never take anything for granted. We know now that we must always be prepared for a next chapter, even if that means we have to re-work our current objectives. Because of the pandemic, we have proved to ourselves that we can adapt, and as the result we have emerged stronger than ever before.

Now is the time to focus on new and different ways of working. Talking to retailers across the country, and suppliers, too, a sense of the positive comes across, and an understanding of how best to satisfy our business needs, our staff, our suppliers, and of course, our customers, many of whom whose planning for the future has been turned upside down. Those who dreamed for years of the perfect wedding day, awoke to find the unimagineable. But hopefully, that is now in the past, and we can deal successfully with their todays and tomorrows.

And helping us deal with ours at Wedding Trader, is Martha Cooke, who has re-joined the team and is heading up our advertising and promotion interests. We have WEDDING missed her hugely, and are delighted to have her back in our midst.

Trader WEDDINGTRADERMAG.COM

ISSUE 27• JANUARY/FEBRUARY 22

Brit-fest

Editor Susi Rogol susi@rogol-goodkind.com

Deputy Editor Jade Pepperell jade@meanttobemedia.com

Sales Manager Martha Cooke martha@meanttobemedia.com

Art Director Andy Allen andy@meanttobemedia.com @WeddingTraderUK @WeddingTraderMag @weddingtrader

weddingtradermag.com

THE DESIGNERS AND THEIR DRESSES

Facebook CREATING A BUSINESS PAGE THAT WORKS

EDITOR SUSI ROGOL-GOODKIND Andy Allen Art Director “Learning how to make the most of your social media presence for business is a valuable lesson.” (p82) Jade Pepperell Love Our Wedding “British designed and made bridal collections have a special personality and top the must-have list” (p24)

Shop talk RETAILERS’ ANALYSIS OF THE CURRENT STATE OF PLAY

PROU SUPPORDLY TIN BRITISH G BRIDALW RETAILE EAR RS

Head start SPARKLE GOES TO THE HEAD

Armed for impact • THE LENGTHS • THE SHAPES • THE DETAILS

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10/01/2022 18:56

Cover image: Look at those amazing sleeves, from Jesus Piero

Martha Cooke Head of Ad sales “I love sleeves, but I had no idea just how many variations there are. Peta Hunt listed them all.” (p56)

Wedding Trader is published by: Meant To Be Media Ltd, 18 Taylors Lane, London SE26 6QL. Tel: 0785 558 7219 weddingtradermag.com meanttobemedia.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.

Meant To Be Media Ltd also publish:

JANUARY/FEBRUARY 2022 ♦ WEDDING TRADER ♦ 5

TALKING POINT More news – and new products that make the wedding world so special LOVINGLY MADE IN THE UK Romantica’s sister label, Olivia Rose, is well versed in quality and high craftsmanship, offering flirty and fun gowns for every style of bride. Designed and handmade by the inhouse team in the heart of the Devon countryside, every stitch is a reflection of the label’s core values.

UK fabric suppliers are part of the story; the newest collection showcases a varied palette of botanical laces, each chosen to represent a love for the Devon hills, and with evocative names like Angelica, Myrtle and Fennell.

Says James Waddington: “Working in the UK allows our carbon footprint to be minimised. We use clever cutting techniques to reduce our fabric consumption and even create gowns using recycled fibres.

Every gown is supplied with a handsigned certificate of authenticity from the seamstress, along with an iconic blue rose.” romanticaofdevon.co.uk/collections/oliviarose-bridal

ROME BRIDAL WEEK Treat yourself to a great experience in Italy’s glorious capital, and check out some of the finest collections. The dates are 19-21 March, the venue is Fiera do Roma, and the website to get all the info is www.romebridalweek.it/en/

6 ♦ WEDDING TRADER ♦ JANUARY/FEBRUARY 2022

Raising funds for worthy causes Miss G (aka Andrew Pearce of Creatiques Bridal Boutique in Southsea), has donated a simply fabulous £2,000 to Portsmouth Down’s Syndrome Association from the proceeds of her popular cabaret show.

Local businessman Andrew, who is well known for his Miss G act, has been a wonderful supporter of PDSA and says he wants to do all he can to support the charity after hearing about its work through one of his clients, who said she found the charity’s support for her son invaluable.

MAGGIE SOTTERO Maggie Sottero has once again sponsored the A Cheer for Charity initiative in the USA. For every gown (samples and specials) ordered in December, the company donated two percent of the sale to Huntsman Cancer Institute, a leading research facility and hospital in its home community of Salt Lake City. “Cancer has hit home to us as a Maggie Family this year, and we know this disease continues to impact so many people around the world,” a spokesperson said. In addition, Maggie Sottero pledged $5,000 to the charity nominated by each of its five authorised retailers placing the largest orders in December.

HARROGATE FASHION WEEK Harrogate Fashion Week is delighted to announce new brands confirmed for the A/W 22 show, 6-7 February at the Harrogate Convention Centre, including Frank Lyman, Marie Mero, Andam, Beaumont, Talolo, and Elisa Cavaletti.

DO SH NEWS W ARE IT WEDDIN H US AT G TRAD ER OF ANY CHARIT Y INVOLV EMEN YOU HA TS VE.

These brands will sit alongside proven best sellers, and regular exhibitors at HFW – Marble, Pomodoro, Ella Boo, Foil, Orientique, Leo & Ugo and Rino & Pelle.

Due to demand, the show will now open earlier, at 9am on both days, to help exhibitors accommodate extra appointments. Please go to www.harrogatefashionweek.com for further details

JANUARY/FEBRUARY 2022 ♦ WEDDING TRADER ♦ 7

HIGH STYLE How’s this for the ultimate in red-carpet glamour? Anna Georgina’s Romance collection includes dotted jacquards, silk tulles and thick Chantilly lace in body-shaping silhouettes, and perfect for weddings in the cooler months are dramatic feather capes. The new collection includes some of the sleekest wide legged satin pants you’ll find. www.annageorgina.co.za

SCOOP X PURE Premium contemporary womenswear show Scoop x Pure, taking place at the Truman Brewery London on 8-10 February, is delighted to reveal its new campaign for the AW22 show, a cheeky and rococo take on love, fantasy, fun and style.

Under the creative direction of Karen Radley, founder and MD of the UK’s leading premium contemporary womenswear show Scoop, Scoop x Pure is set to showcase the most exciting Autumn/ Winter 2022 collections from

the best-in-show designers and labels across the Scoop and Pure London rosters, bringing together many of the finest premium and ready-to-wear womenswear and accessories collections from designers including Feri, Sancia, Louise Hendricks, Pom Amsterdam, Primrose Park and new faces including Way Out, Lam, Blanka Pukara, Mou, Norr Copenhagen and so many more. www.scoop-international.com and www.purelondon.com for more information.

Elle International Bridal Awards Announced

12 categories, 84 nominated top talents and an international jury of professionals, designers and celebrities from around the world recognised talent, creativity and excellence in the field. Here are the 2021 winners:

BEST BRIDAL GOWN Seraphina from the f/w 2021 Dancing Queen collection, by Galia Lahav BEST BRIDAL GOWN COLLECTION Spring/Summer 2021, by Viktor & Rolf BEST SUSTAINABLE BRIDAL GOWN BRAND Alma Gaia 2021, by Leila Hafzi BEST GROOM COLLECTION Sartorial Wedding 2021, by Carlo Pignatelli BEST WEDDING JEWELLERY COLLECTION Aura collection, by De Beers BEST AD CAMPAIGN 2021, by Romancera BEST BRIDAL FASHION SHOW Bridal 2021, by Yolan Cris

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BEST MULTI-BRAND BRIDAL BOUTIQUE (each boutique awarded) Micie – Japan Oh Oui Bridal – Germany L’Arca Barcelona – Spain Antonella Lepriero – Italy Vakko Wedding – Turkey Hanah Bridal – Hong Kong Kleinfeld (Barcelona Bridal Fashion Week) BEST WEDDING PLANNER Roberta Torresan – Italy BEST HONEYMOON RESORT Baros Maldives – Maldives BEST BRIDAL NEW TALENT Newhite – Juliette Kim, USA LIFETIME ACHIEVEMENT Peter Langner – Italy

TRUST TRACE Software developed to help keep wedding

keep the industry open.

venues open has been used in hospitality

Alison Hargreaves, director of

venues, nightclubs and sports venues over

Guides for Brides commented: “The

the past month, as a friendly alternative to

government has finally made it clear

the NHS App.

that they’ll prioritise important life

In settings where Covid passes are legally

events, including weddings. It’s up to our

required, the Guides for Brides Trusted Trace

industry to protect guests and everyone

check-in software lets attendees prove their

working at weddings. For couples, it is

Covid status before arrival, removing the

a one-time event, but those working

need to queue, and reducing pressure on

within the industry can’t afford time off

door staff.

work to isolate. Simple steps such as

Wedding venues and event organisers

encouraging wedding guests to take a

use the software to encourage guests to

test will keep key on-the-day workers

take a lateral flow test before attending

safe and reduce the chance of weddings

weddings, wedding fairs and open days, to

becoming superspreader events.”

reduce the chance of outbreaks and help

Find out more at www.trustedtrace.co.uk

NATIONAL BRIDAL MARKET Notice of restrictions The big US show, 13-15 March at The Mart, Chicago, is committed to providing a healthy and safe space for all attendees.

While currently proof of vaccination is not required for admission to the show itself, the City of Chicago’s Public Health Order – which states that individuals of five years age and over must show proof that they are fully vaccinated against COVID-19 to dine indoors, visit gyms or enter into entertainment or commercial event venues in areas where food or drink are being served – could be applied to the show. Keep checking www.nationalbridalmarket.com/ health-safety-guide for updates.

SEND THE MEN SHOPPING If you don’t carry menswear yourself, and are asked for suggestions by your brides and partygoers, you could direct them to Charles Tyrwhitt stores or online where there’s a great selection of well-priced and wellstyled suits, waistcoats, shorts and accessories. They should check out www.charlestyrwhitt.com

JANUARY/FEBRUARY 2022 ♦ WEDDING TRADER ♦ 9

RO M A N T I C A Please contact sales@romanticaofdevon.co.uk for more information about becoming a stockist. www.romanticaofdevon.co.uk

‘Is this the moment to start a different business model and sell off-the-peg? Or do we just keep everything crossed that this year the planets will realign, and all will once again be well with the world?’

First Person Laura Daly starts the New Year looking forward, and also looking back...

D

ecember 2021: Notes from a confused bridal retailer, who is finding it difficult to make sense of the past 12 months, and what it means to her business to be going into a third ‘Covid’ trading year.

In pre-Covid years, midDecember would find me crunching numbers, paying attention to what had worked, scratching my head over what hadn’t, and accordingly adjusting stock holding, procedures and staffing. The previous year’s successes and failures would have

been scrutinised and we’d do some extensive research into what we predict the next wave of brides might want in terms of service, experience, decor and, of course, dress styles.

What with all the stop-start, maskon-mask-off shenanigans, 2021 gifted us with a very wonky trading picture, and quite honestly, we may just as well play pin-the-tail-on-the-donkey as try to pull up any sort of future trading forecast.

With another disrupted and wobbly year, I’ve had to get my crystal ball out again. I peer into its depths looking for a glimpse of hope and

12 ♦ W E D D I N G T R A D E R ♦ J A N U A R Y / F E B R U A R Y 2 0 2 2

normality, but somehow I see only more of the same – and maybe even some fresh horrors as well.

Are we sleepwalking towards Covid passports to buy a wedding dress? Or to serve the public? Will we have to make employment decisions based on what our staff do and don’t want to inject into their arms? Will we have to turn away paying customers if they don’t wish to continue taking the vaccine boosters? How on earth would we police that?

Given the worldwide confusion and the fact that in many countries where our gowns are made, the vaccine roll-out has still yet to happen on any great scale, along with some ‘right dodgy’ news about power shortages, sick workers and empty factories, will we actually get all of our customer orders on time?

Is this the moment to start a different business model and sell off-the-peg? Or do we just keep everything crossed that this year the planets will re-align, and all will once again be well with the world?

Thinking it through I’m sorry to say that I have no answers to any of the above, but of one thing I’m still sure: Our brides need us.

Now, more than ever. At such an important life moment that is picking, and ultimately purchasing, a wedding gown, our brides turn to us as retailers to give them that experience and sparkle that they have been waiting for since the ring went on their finger.

Get connected with the UK’s most exciting, passionate, wedding industry magazine

Avoid blurring the professional and the personal when running your business It’s a hard ask to be a leader and a friend, isn’t it?

Mainstream media, fuelled with a tasteless passion for bad news, serve us up with almost nothing other than reports of a world gone crazy. Their message comes across as one of constant mortal danger.

Overnight, it seems we’re not allowed to express certain views for fear of offence - we’re having the very fabric of our history destroyed and rewritten.

We can meet in groups – oh hang on – now we can’t. We can have a snog – but wait – actually maybe it’s best not to... It can all get a bit grim, and it seeps into our collective psyche without our even realising it.

Check out just about any bridal designer or bridal fashion influencer, however, and their message is the polar opposite. ‘Real’ brides float down amazingly-styled aisles, or pose on white sandy beaches with the breeze in their tousled hair.

There’s fun, laughter, matching bridesmaids all smiling and loving life; grooms who look like movie stars; and many glamorous relatives and guests. There’s colour, inclusivity, hope and LIFE. So it’s easy to see why, once the customer gets through our door, she is hoping, expecting and longing for her own little slice of that very wonderfulness she’s been saving and pinning for years. Without sounding too dramatic, what we say and do literally has the power to change a bride’s life for the better.

If you think it’s still all about the dress, I’d urge you to think again - it’s just as important, if not more so, to make it all about the experience.

And that is what we can gift our customers, now more than ever.

The gift of love. In doing so, we also help ourselves and our teams to find the hope, love, light and laughter that is often sorely missing in these pandemic years, and, as a consequence, we pave the way to a brighter future for all our businesses.

That future begins today.

As with your customers, you should always avoid

extreme crossing over of the two;

neither too bossy a boss, nor best

Trader Trader Trader WEDDING

WEDDINGTRADERMAG.COM

Survivial of the fittest WHERE DO WE GO FROM HERE? OPINIONS, ADVICE AND HARD-HITTING FACTS

WEDDING

WEDDING

ISSUE ELEVEN • DECEMBER ’18

WEDDINGTRADERMAG.COM

PROUDL SUPPOR Y TIN BRITISH G BRIDALW RETAILE EAR RS

New directions TAKING A DIFFERENT APPROACH TO YOUR BUSINESS

WEDDINGTRADERMAG.COM

ISSUE 26•NOVEMEBER/DECEMBER ’21

FACE-TO-FACE, FROCK-TO-FROCK

FROM HARROGATE TO CHICAGO TO BARCELONA

Wedding Safe

SHOES WITH ADDED SPARKLE

Sleeves

FAMOUS FACES THE VALUE OF HAVING BIG NAMES ON BOARD

OUR GUIDE TO THE PRETTIEST PROM FROCKS

PROUDL SUPPOR Y TIN BRITISH G BRIDALW RETAILE EAR RS

GET READY FOR THE NEXT BIG THINGS IN BRIDAL

Brides are back!

Bridal is back!

New York

DISCUSSION: SHOULD YOU SHOW PRICES ON YOUR WEBSITE?

The trends to know about

PROUDL SUPPOR Y TIN BRITISH G BRIDALW RETAILE EAR RS

WITHOUT QUESTION, THE NEW ESSENTIALS

Opinion SHARING VIEWS, EXCHANGING IDEAS, WORKING TOGETHER

THE ESSENTIAL INDUSTRY STANDARD

Footnotes JEWELLED HEELS...

SIX OF THE ABSOLUTE SPARKLING BEST

ISSUE 25• SEPTEMBER/OCTOBER ’21

Harrogate

Show reviews

Trader Trader Trader THE STARS AND THE SHOW STOPPERS

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WEDDING

WEDDINGTRADERMAG.COM

WEDDINGTRADERMAG.COM

HOW OTHERS ARE MAKING CHANGES

Dear MP...

HERE’S THE LETTER EVERY RETAILER SHOULD WRITE

PROUDL SUPPOR Y TIN BRITISH G BRIDALW RETAILE EAR RS

Shows of the future WHAT THE ORGANISERS PREDICT FOR 2021

03/11/2021 10:49

01/09/2021 14:45

WEDDING

WEDDINGTRADERMAG.COM

Changing the game plan

Justin & Savannah INTRODUCING THE PERFECT COUPLE

ISSUE 20 • MARCH/APRIL ’20

I t’s buying time

SHARING OPINIONS, EXPERIENCES, VISIONS OF THE FUTURE

ADDING EXTRAS TO YOUR OFFERING THAT WILL PULL IN NEW BUSINESS

New chapters

WHAT TO EXPECT AT THE BIG SHOWS

STARTING OVER IN THE BRIDAL BUSINESS

PROUD SUPPO LY RTI BRITIS NG BRIDAL H WEAR RETAILERS

WINNERS! WHAT IT FELT LIKE ON THE BIG NIGHT

PRO SUPPOUDLY RTING BRI BRIDA TISH LW RETAIL EAR ERS

Brand awareness

GROOM SERVICE BUSINESS PLANNING

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ISSUE TEN • NOVEMBER ’18

ISSUE 24• NOVEMBER/DECEMBER ’20

TIME WELL SPENT

AND SO IS WEDDING TRADER

AND IT FEELS SO GOOD

WEDDING

06/11/2018 09:56

THE LABELS THAT MAKE A DIFFERENCE

Get togethers

ENTER THE NEW-AGE BOYS’ ZONE

WORKING WITH OTHER SERVICE SUPPLIERS

BREXIT OKAY, SO WHAT HAPPENS NEXT?

THIS IS WHAT YOU SHOULD FOCUS ON

OH KNICKERS! WHAT GOES 16:34 UNDER THAT BEAUTIFUL DRESS

Trader Trader Trader

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15/11/2020

WEDDING

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WEDDING

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WEDDINGTRADERMAG.COM

WEDDINGTRADERMAG.COM

TELLING IT LIKE IT IS STRAIGHT-TALKING COMMENTARY FROM THE KEY PLAYERS

ISSUE 23• SEPTEMBER/OCTOBER ’20

SHOWTIME WHAT TOMORROW WILL BRING IN THIS NEW AGE OF BRIDAL

OPINIONS

RETAILERS’ SHARED FEELINGS, FEARS AND FORWARD THINKING

Well trained

GETTING READY FOR OPEN DOORS

Special occasions DRESSING UP TO MAKE A REAL STYLE STATEMENT

PROUDL SUPPOR Y TIN BRITISH G BRIDALW RETAILE EAR RS

Looking ahead

WHAT THE TOP WEDDING PLANNERS ARE EXPECTING

ISSUE 21 • MAY/JUNE ’20

Coming together NOW WE ARE WORKING AS ONE

PRO SUPPOUDLY RTING BRI BRIDA TISH LW RETAIL EAR ERS

WEDDINGTRADERMAG.COM

New York greats

THE BEST BITS OF HARROGATE...

RETAILERS LIST THEIR FAB FIVE

ISSUE 18 • NOVEMBER/DECEMBER 2019

PROUDL Y SUPPOR TIN BRITISH G BRIDAL WE RETAILE AR RS COMING UP ROSES...

PINK IS THE PRETTIEST CHOICE

Reactions

THE WINNERS ON STAGE TO GET THEIR TROPHIES

THE NEW ‘NORM’ WHAT LIES IN STORE?

DIARIES AT THE READY SAVE ALL THE DATES FOR THE 2020 SHOWS

NEW SHOP FIT? WATCH WHAT YOU SPEND

Apple facts and all the fiction

SOCIAL MEDIA GETTING YOUR INSTA MESSAGES TO PERFORM WT21_Cover 1aa 1sr JP.indd 1

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02/03/2020 16:14

WEDDING

09/10/2018 13:40

17/05/2020 14:10

14/09/2020 16:11

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05/11/2019 12:18

TO WOR K WIT H U S, CONTACT: Martha Cooke martha@meanttobemedia.com Mobile: 0787 744 9122

Editor Susi Rogol susi@rogol-goodkind.com

Finally, it feels that the gap has been bridged and suppliers and retailers are all on the same page, working and talking together. Susi and the fabulous team have recognised this in abundance and created a monthly handbag explosion of fascinating insight, construction opinions, hints, tips and captivating reads. Truly inspirational!

Jeanette Stevens, Managing Director, Enzoani Europe W ED D I N GTRAD ERMAG.CO M J A N U A R Y / F E B R U A R Y 2 0 2 2 ♦ W E D D I N G T R A D E R ♦ 13

ELYSEEBRIDAL.COM

T HE WEDDI NG IND U STRY AWA R DS

2 0 22

The regional finalists in this year’s programme have been announced, and this month, the round of live Awards Events commences. Hotly contended, entries in the Bridal Retailer category underpinned the strengths and determination, pride and support that makes this industry so special

SOUTH WEST Bridal Reloved Street Street Bride by Design Warminster CG Boutique Amesbury Curve Bridal Weston Super Mare Jacqueline’s Bridal Boutiques Ltd Warminster NORTH WEST Somerset Bridal, Minehead EAST MIDLANDS Cheshire Bridal Boutique Ltd Cheshire The White Collection, Bristol Ashleigh Richards Nottingham Love Story Bridal Preston White Lave & Promises West Super-Mare Bellamme Bridal Lincoln Pretty White Dress Hale Bridal Reloved Leicester Serendipity Bridal Stockport WEST MIDLANDS Charlotte Elizabeth Bridal Matlock The Bridal Collection Lancaster Ava May Bridal, Solihull Dress Me Pretty Bridal Room Hinckley Willow Bridal Middlewich Bridal Reloved Shrewsbury Shrewsbury Nora Eve Bridal Chesterfield Elsie May Bridal Lichfield Shade Bridal Boutique Nottingham Emstrey Bridal Shrewsbury Soar Valley Brides Ltd Loughborough SOUTH CENTRAL Bridal Reloved Wallingford Gatehouse Brides Worcester The Wedding House Derby New Beginnings Bridal Milton Keynes Shropshire County Brides Nr Church Stretton Olive Blossom Bridal Basingstoke TDR Bridal Halesowen EAST OF ENGLAND Olivia George Bridal Winchester The Bridal Gallery Brinklow Butterworths Bridal Bedford The Karen Dornellie Artisan Collection Wedding Belles Love Stoke-on -Trent City Brides Ltd Norfolk Brighstone Dress Code Nine Ltd Kelvedon YORKSHIRE & NORTH EAST Essex Bridal Outlet Chelmsford SOUTH EAST Bijou Bridal Boutique Holmfirth La Closet de Chanel Witham Amore Brides Canterbury Ellison Gray Bridal Ltd Langley Moor Prima Donna Bridal Norwich Bride by Aster Dorking Laura Jane Bridal Leeds Pure Brides Norwich The Bridal Affair Easingwold The Bottom Drawer Bridal Kings Lynn Fross Wedding Collection Uckfield Love Me Do Brides Walton-on-Thames The Little Pearl Bridal Boutique Pickering Proposals of Chichester Chichester The Silver Sixpence Curvy Bridal The Bridal Boutique of Jules Kent Boutique Brotton Victoria’s Bridal Boutique Orpington Treasured Brides York J A N U A R Y / F E B R U A R Y 2 0 2 2 ♦ W E D D I N G T R A D E R ♦ 15

REGIONAL AWARDS EVENTS WHERE AND WHEN YORKSHIRE & NORTH EAST Monday 10 January The Vermont Hotel, Newcastle-UponTyne NORTH WEST Tuesday 11 January The Bowdon Rooms, Altrincham WEST MIDLANDS Monday 17 January The Mount Hotel, Wolverhampton EAST MIDLANDS Tuesday 18 January Norton Fields, nr Leicester EAST OF ENGLAND Wednesday 19 January Applewood Hall, nr Norwich

1

2

3

4

5

6

SOUTH EAST Monday 24 January Old Thorns Hotel, Liphook SOUTH CENTRAL Tuesday 25 January Trunkwell House, nr Reading SOUTH WEST Wednesday 26 January Frogmill nr Cheltenham

THE JUDGES* For further information and to book event tickets, go to www.the-weddingindustry-awards.co.uk/about-theawards/regional-events Currently, all events are going ahead as government Covid rules do not impact events of less than 500 people.

7

1. ABI NEILL Bridal coach, columnist and awardwinning retailer 2. BETHAN MCCALL Award-winning bridal retailer 3. CYNTHIA GRAFTON-HALL Bespoke bridal designer and retailee 4. ELLIE SANDERSON Bridal retailing expert 5. LAURA DALY Award-winning retailer, RBA vice chair, trade columnist 6. RHIANNON MOORE Award-winning bridal retailer 7. SUSI ROGOL Editor, Wedding Trader magazine *Not all judges judge each region. Where possible, they will not judge the region in which they are based. Similarly, RBA members will not judge together in the same region

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2420

Second Opinion What’s New for 2022? That’s the question Sue Lovell is being asked time and time again

on our toes.

As 2021 came to an end, I sat with my accountant discussing the past 20 months, and she asked me where I saw 2022 taking me. Usually, at this point in our meeting, I can roll off a list of exciting things I have planned – new designers, new collections, events and promos I have scheduled.

I can draw on what worked well the previous year, what I can do differently, and what was successful or taught ell, the new Omicron variant is definitely new me a lesson or two. This time around, however, I struggled to draw on any for 2022. Meaning that inspiration from 2021. we are not out of the The year started like a slap on the woods yet in regards to Covid. bum with a wet flannel, and three The new algorithms for Facebook and a half months of binge-watching and Instagram are fun and totally Netflix commenced, which in itself felt different to all we have previously like an eternity. known and come to terms with.

I took an online course in yoga, Delivery times have become longer, which I found greatly helped me in and prices are rising, and that in turn my quest to binge-watch Netflix. changes when and how we need our Season three of the Real Housewives customers to buy. was viewed mainly from a ‘downward So that’s all new! But hey, this isn’t dog’ position. I learned to eat a custard our first rodeo. We know how this cream without breaking from the works – we have got this – we are ‘Warrior Pose’ – a very good life skill ready, like coiled springs, to adapt to have – and I lay on a yoga mat and and rise to another challenge, and combined with the supply chain issues through gritted teeth, tense muscles and a clenched derrière, I relaxed – a and consumer uncertainty, we are heading for another year of being kept lot – and then I had another custard

W

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cream, and relaxed a bit more. No one could accuse me of squandering our lockdown time.

Then in April, we opened our doors – and the rest of 2021 was a blur. I didn’t know what I had done, what was successful or what was accomplished, other than every bride was dressed for her wedding day in the dress and accessories she had chosen, ordered, purchased. Regardless of weight loss, gain, change of venue, season, or mind on style, we altered, adapted and we blooming smashed it!

Seriously, we smashed it! BrideCo members helped me and each other work supply chain miracles, deal with alteration conundrums, and we pulled a few Hail Marys out of the bag on the way. When faced with a bride who had lost five stone, and trying to work out how we downsize a dress, low and behold, a bride who had ordered the same dress, and who had gained three stone over lockdown, dropped from the heavens and we were able to do a swap. Little wins that helped us get through, and no bride or dress was hurt in the making of 2021.

I keep saying “That’s what we do well, isn’t it?” We plan, prepare and anticipate every possible curveball.

Yet why do I feel I am in the opening scenes of Squid Games? A group of eager but nervously exhausted people inside a large room with a computerised voice announcing that: “Everyone in the industry has debts you need to pay off, winners of all the levels will get a handsome amount of money, losers will be eliminated – Welcome to Squid Games”.

It sometimes feels like that, like we have signed up for an ivory and lace version of a cutthroat gameshow, hopefully with less bloodshed, equally as brutal, but with undoubtedly more pressure. But oh, the joy is so sweet when we successfully complete another deadly round: we can’t pay attention to who has bowed out or been eliminated, we soldier on and we focus on the prize.

We successfully completed all the levels in 2021, now we have more trials to endure, more games are afoot, but hey, let’s keep focused, and keep our eye on that prize.

for inspiration to grab me by the shoulders, I knew I had to have a new plan in place. I had already done my marketing preparation, I had planned my social media strategies, and then realised that all that was once working, is now changing. Because of the changes Apple has brought about, the algorithms that previously worked have now become less reliable. Dare I say, pointless, in fact?

Images makers Because of the rise of TikTok, video is the defacto process for successful social media posts, and brides love a video.

Here is a fun fact: did you know that you will retain 95% of information given to you in a video, compared with just 10% of the written message?

If you watched a video of me saying that, you would probably retain that information far easier than you have by just reading it. That leads us into the algorithm: they can’t tell you how much of a written post is actually read by the target audience, but it can tell The next installment At this point, can someone remind me how far the video was watched. It can see how engaged the audience was, what the prize is? All this excitement has clouded my memory, and focusing and then serve up the results for you so you can fine tune your next video. on staying alive/afloat has not only I think there are many who have exhausted me. but has somewhat not wanted to embrace the world of taken the sparkle out of the industry.

But fear not, sparkle is everywhere. video and self-promotion. Some of us are not comfortable with our own We have embraced the glitter after a face being the face of our business. rough couple of seasons, and we are sparkling so brightly. There won’t be a But video content does not only mean embracing the TikTok generation, it bridal shop in the country that hasn’t got its full quota of glitter on the rails, means anything that the algorithms see as using an MP4. So, a standard or in the window. Sparkle isn’t just an picture post that has animated graphic embellishment, it’s a way of life! will have the same algorithm response We needed this to lift the spirits, as someone repeatedly bouncing in and give our brides a boost, to bring and out of a wedding dress. the excitement and joy back into I was at a party with a few wedding planning a wedding. So many brides photographers recently, and they had to forgo the wedding day of their were telling me that the impact dreams due to Covid, and this has really made 2022 brides more grateful Instagram is having on their industry is very disturbing. Some brides spend that they will/may/fingers-crossed, so much time filtering and altering get their day. We don’t take anything for granted any more, and that in itself, their own image before posting, that when faced with their wedding is a blessing.

So after sitting with my accountant, photos or videos, they cannot and nervously shuffling around looking identify with themselves. There is a

huge disconnect between how they perceive they look, and how they actually do.

This causes disappointment with their wedding photos, which has made some photographers give into pressure, blurring, manipulating and filtering images to be more in line with how the bride wants to look. But then others who recognise heavy editing, and find the bride unrecognisable. No matter what they do, someone is left disappointed and unable to trust what they see.

The right picture That got me thinking as to how we represent ourselves. If we are so heavily filtered that we are not recognisable to our brides – if our images are so manipulated to be flawless, thinner, taller – then how can a bride trust us?

We want to be the best version of ourselves, undoubtedly, but if we put out there a completely false image, there will be nothing to connect us when we meet someone in real life. No matter what is new, what we do that is different, the core principle should not change. Trust, and a recognition of honesty, is vital to every relationship.

While there is so much ‘new’ (and a little bit scary) in ’22, we should most definitely be keeping an eye on what is constant, reliable and real. In a world where we say we want to be authentic, we want to be unique, and true to ourselves, we shouldn’t be filtering out our individualities and manipulating ourselves to look like everyone else. We should celebrate our own individual looks, our own strengths and own them, and give our brides the confidence to be who they really are, not the filtered version.

Be real, be genuine, and our brides will recognise in us what is beautiful in them. So perhaps that is the prize in a world of fake and false image: be beautiful and comfortable In what you do, and show every bride that we fall in love with people, and that can’t be seen through a filter, that has to be taken on true face value.

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Silhouette BRIDAL

w w w. r o m a n t i c a o f d e v o n . c o . u k / s i l h o u e t t e

Modern, glamorous and unforgettable... Let us introduce you to the SS 22 collection from Pure Bridal, where all gowns retail below £899. Please contact kerry@romanticaofdevon.co.uk for more information on becoming a stockist.

Bring it on!

Are you wondering what 2022 is going to be like? Are you worrying about coping when the tsunami of fittings happens this spring/summer? You’re not alone, says Ellie Sanderson, who is in planning mode financially achieve in 2022 and we will numbers for May, June and July 2022. need to plan our cash flow wisely.

Unquestionably, there will be a ceiling Our turnover ceiling will be capped in 2022 and so it is a year to make sure on a number of levels: that you don’t commit financially to • We will see wedding venues hit things you can’t unpick. Keep your capacity, and many have reported that business nimble in terms of costs, and they are already fully booked for next always remain flexible. year. Clearly, this will force the newly engaged couples into 2023. But the Think about this ceiling is there for 2022.

Our current state of over-trading is not • Our supply chain will hit capacity sustainable, and I believe the factors levels and have serious struggles to listed above, which are largely outside fulfill orders. Many suppliers have our businesses, will cap our turnover. already removed “rush order options”, However, brides that cannot fit into with others unable to produce in 2022 will be spread into 2023. All in under six months. This is particularly all, we will be looking at 24 months of noticeable in the luxury end of the good trade, but careful planning of our cashflow is crucial. t’s fair to say most retailers I speak market, but not exclusive as many Now is the time for strategising, and to feel the same way. We have just manufacturers are having the same creating a plan for 2022/23. been through two years of massive issues. ➢• Registrars across the UK are I am drafting up my battle plan this uncertainty. reporting that they are fully booked week as I want to make sure everyone We’ve not known if we are coming on my payroll or going during this time. We have had at the weekends for 2022 and now some strong months, some average I firmly believe that there is engaged in it only able to take and accountable months, and some months when we is a ceiling on what we can for it. I have my weekday bookings were running to keep up with sales for the year; this, too, ‘planning and fittings. We have had to change financially achieve in 2022, annual will put a cap on the day’ with my direction, shift priorities, recruit and number of weddings train new people – frankly I feel and we will need to plan team booked in for 12 months ahead. for the second stressed just typing that. our cash flow wisely. week in January But, we can’t complain. Busy shops ➢• Photographers and when everyone are what we all hoped for this time last florists are booked is fresh and open to new ideas. year, and busy shops are what we had up for 2022 already, as are hair and One very important part of my right up until we closed for Christmas. makeup artists, and bands. A chunk of their business is rescheduled from battle plan is self-care.

Frankly, we all deserve a huge pat on 2020/2021 into 2022, again creating a Maintaining a work/life balance the back for surviving 2021. cap on what they can offer. is not easy. You don’t always have So, onwards we march into 2022, someone to hand over to, and it’s so which I believe will be a solid year for • Independent seamstresses have started to hit capacity levels as easy to bring work home and just keep us all. However, I also firmly believe most of us are looking at enormous going, but if we are to survive we must that there is a ceiling on what we can

I

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8. Manage your mind. This is different from ‘me time’. This is for those of us who permanently strive for perfection, are driven to be the best and can spend whole evenings staring at other retailers’ websites or IG accounts convinced they are so 4. Talk to the experts Plan time every much better than yours. Trust me, month with the experts in your most are smoke and mirrors – focus business to make sure you are on on your own shizz. track. I have a monthly meeting with my accountant, a 30-minute zoom 9. Positive affirmations. In the to update him, and for him to flag front of my notepad I have five things with me. I always feel better 1. Plan your days off and holidays business things that I am proud to when we have spoken. I speak months ahead and make them have achieved. I read them daily, weekly to my bookkeeper, too. known to everyone. I do this up to especially if I have fallen off the six months in advance so my team wagon and tortured myself looking knows when I am in and available for 5. Make time to talk to one other at someone else’s IG account. retailer every week (I do this on them or brides (and when I am not).

Friday mornings). I talk to people It also gives you some boundaries outside of bridal as well as insiders, 10 Be kind to everyone. Always. (This and something to look forward to. is work in progress for me as I don’t and I promise I walk away every suffer fools lightly.) week with one golden nugget.

2. Have set work hours and stick to Talking is so vital for personal them. I am rigid with this: I work in I refer to this list of ten (I have 15, as growth. Here’s my number if you three locations with my business I have a few other personal ones), to fancy a chat about business (on a and I have set days and set hours. keep on track. It’s okay to fall off for Friday morning): 07817 353 089.

It helps my girls, my suppliers and a week or two, but then get back on even my mother to know exactly it. 2022 is going to be incredible, and where I am! It also helps me to work 6. Network, connect and learn. Join while I have a little twinge of nerves in groups to learn but limit your time more efficiently when I know where my stomach, I am also deeply excited spent absorbing and only take the I am going. The location thing may good stuff; walk away from negative to be planning such a landmark year not be your challenge, but routine in my business. And I am repeating downbeat people. hours are good to have. what I said earlier – don’t commit to things you can’t unpick – be nimble 7. I have a weekly meeting with 3. Plan ‘me time’ when you are not and flexible and keep your eye on your myself to plan my goals for the at work – time for the gym, time to week. I also have monthly meetings cash flow, this year especially. go for a walk, time to relax away to check I am on track with my from phones, time without people annual plan. It’s healthy to see what making demands on you. Trust you’ve achieved. Keep reminding me you will be 100 times more yourself how far you’ve come! effective and happier. I have ‘me look after ourselves. I used to see people hit burnout in my corporate job and it’s hard to come back from; avoidance is the key.

Self-care has always been a vital part of my business life.

Here are my ten tips for achieving and maintaining a healthy work/ life balance, and I intend to take my own advice and achieve all ten this year.

In no particular order:

time’ Monday and Friday afternoons and they feel so decadent. My team knows not to call unless there’s an emergency – they respect my time out and I do theirs.

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IMAGE COURTESY OF SASSI HOLFORD

British by design...

British by make ALAN HANNAH When first launched 1990 Number of pieces in the new collection approximately 25 Where fabrics are sourced Italy, UK, France Fabrics and embellishments for 2022 Soft satin, mikado, chiffon, tulle.

Key design features in new collection Voluminous sleeves, sharp angular pattern cutting, intricate straps on bodices.

What makes British design stand out Marguerite not only designs the pieces, but they are made under her direct supervision. The design room and all its expertise are geared to one exclusive collection. The work conditions and sourcing of fabrics is always transparent and ethical.

Retail price range £1,500-£3,000 Can current styles be modified If requested, all styles can be customised, and if required, made to measure for each bride.

The key trends you predict for 2022 Strong clean lines, superb tailoring.

Are your brides looking to play it down… or up – plain and simple or gorgeously glam For our Alan Hannah collection it is definitely classic and clean, but with the technical flourishes that make a dramatic and beautiful silhouette.

How do you communicate with your brides, and your stockists Mostly with videos and new photo shoots via Instagram. +44 (0)20 8804 1444 info@alanhannah.co.uk www.alanhannah.co.uk

Style: Aubrey

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CAROLINE CASTIGLIANO

Style: The Four Seasons

When first launched 1991 Number of pieces in the new collection 40, made up of 25 gowns, six shrugs and six veils.

Where fabrics are sourced Italy and France.

Fabrics and embellishments for 2022 Crepe cady, satin faced organza, mikado, embroidery laces, 3D laces.

Key design features in new collection The ‘In Concert’ collection is quite diverse – you will see our signature basque corset with layered Chantilly lace and stunning 3d laces, all being offered with detachable sleeves, either full length, ¾-length caps, or off-the-shoulder, giving the bride a really broad selection of choices. There are our understated classic corsets fused with crepe fitand-flare skirts, with shrugs and veils completing the look.

What makes British design stand out Quality and fit. Nowhere else do you see the precision that goes into gowns created by hand in the UK. Retail price range For independent stockists £3,000-£3,750; in our Knightsbridge Flagship store, £5,000.

Can current styles be modified if requested All our gowns are custom made in the UK and can be modified if requested.

The key trends you predict for 2022 Sleeves, full gowns, gowns that can be adapted so you have day-to-night options. Glamour is back!

Are your brides looking to play it down… or up – plain and simple or gorgeously glam A mixture, but mainly making impactful statements even if the gown is simple.

How do you communicate with your brides, and your stockists We post regularly and advertise on Instagram, Facebook and Pinterest. We have been established 30 years so have a lot of word of mouth references. +44 (0)1476 514570 wholesale@carolinecastigliano.com www.carolincastigliano.com

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SASSI HOLFORD When first launched Sassi has been designing wedding gowns and couture evening wear for over 40 years.

Number of pieces in the new collection 26 gowns and five accessories including jackets, an oversized bow and a tulle coat.

Where fabrics are sourced UK and Europe.

Fabrics and embellishments for 2022 Hand-painted silk organza, silk brocade, beaded tulle, pearl tulle and different variations of lace.

Key design features in the new collection The ‘Love Conquers All’ collection is a beautiful collision of the best of the 80s with a Victoriana twist. Says Sassi: “I’ve had the time to go back to the beginning, to look at the archives and my early collections for inspiration. My feeling was to take a deep breath, trust my instincts, and dive in.”

What makes British design stand out We have always designed and made all our gowns in England and are proud to be part of a contingent of heralded British designers. British designers bring an original, authentic look to every collection and create their own identifiable design signatures that they stay true to season after season. There is a unique refinement to British designs that can never be replicated anywhere else.

Retail price range From £2,500.

Can current styles be modified if requested Yes, The key trends you predict for 2022 Long and statement sleeves, high necks, unique fabrics.

Are your brides looking to play it down… or up – plain and simple or gorgeously glam We are seeing a mixture of the two through our stores and from our stockists How do you communicate with your brides, and your stockistsThrough social media, our bi-monthly newsletter and blog. We have a dedicated newsletter we send every quarter to our stockists, and will soon be launching an online portal for them, too. +44 (0)1823 256100 martin@sassiholford.com www.sassiholford.com Style: Agatha

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KATE FEARNLEY When first launched 2002 Number of pieces in the new collection Approximately 12.

Where fabrics are sourced We work with the best UK fabric agents who have beautiful fabrics from all over the world.

Fabrics and embellishments for 2022 Feather embroidery with a hint of subtle sparkle as well as petal 3D flower embroidery and beautiful soft laces. One of our signature fabrics is a soft satin crepe, which hangs beautifully.

Key design features in new collection The gowns are relaxed yet luxurious, with movement, freedom and comfort at the forefront of every design. Using beautiful soft stretch laces, feathers, embroidery and sequins, coupled with vintage-inspired lace and the softest tulles and stretch satin… with pockets.

What makes British design stand out Forward-thinking originality, unique and quality design.

Retail price range £1,500-£3,500.

Can current styles be modified if requested We design and make all garments in our North Yorkshire studio so everything is individually cut and made by our in house team. Styles can be modified if requested and we are more than happy to work with our stockists and brides.

The key trends you predict for 2022 Romantic designs, with modern and fashion-forward silhouettes.

Are your brides looking to play it down… or up – plain and simple or gorgeously glam Our brides want a more relaxed feel to their dress. The ‘Awaken’ collection is inspired by the reawakening of my love of creativity, new beginnings and the awakening of the world in general, focusing on a lighter look on modern life.

How do you communicate with your brides, and your stockists We pride ourselves on customer service and have recently won an award to acknowledge this, which is a great honour as it was voted by our brides. We keep in touch with our lovely stockists often and help promote the brand through regular social media activity to support to create brand awareness. +44 (0) 1642638477 sales@katefearnley.com www.katefearnley.com

Style: Dove

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SUZANNE NEVILLE

Style: Aveline

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When first launched 1991.

Number of pieces in the new collection between 30 and 40.

Where fabrics are sourced Around the world, but mainly Europe.

Fabrics and embellishments for 2022 Plain luxury fabrics and embroidered florals are popular for ‘22.

Key design features in new collection Billowing sleeves and skirts with splits.

What makes British design stand out The quality of construction is more evident in an individually-made British dress.

Retail price range between £3,000 and £5,000.

Can current styles be modified If requested. Every single Suzanne Neville dress is made individually, so anything can be customised.

The key trends you predict for 2022 The 2022 bride is more fashion forward and experimental with split skirts, exaggerated sleeves, jumpsuits, short dresses and suits all more popular than ever.

Are your brides looking to play it down… or up – plain and simple or gorgeously glam They want plain and simple fabrics but dramatic silhouettes, or pretty dresses with 3D floral details.

How do you communicate with your brides, and your stockists Our brides work with their individual stockists to create their dream looks.

The stockists contact us for any changes etc We also keep in touch with many of our brides throughout the world on social media. +44 (01483 533209 jane@suzanneneville.com www.suzanneneville.com

69705

ronaldjoyce.com

B RIDA L WE E K LO ND ON Get planning. Be in the capital 20-22 March 2022 for the key bridal buying event in the UK, an unmissable destination for seasoned industry experts

Covid restrictions While the vaccination programme is in full flow in the UK, Bridal Week London is committed to working under the government guidance going forward. Currently, Excel will be checking for a COVID pass (double vaccine) or proof of negative test (within the previous 48 hours) on all entry points – see https://www.excel.london/visitor/ your-safety for regularly updated information from the venue.

To register for Bridal Week London and White Gallery, go to bridalweek.com/whitegallery/ whitegallery

B

ridal Week London connects brands and buyers from across the world. Held at Excel, London, the event will feature over 250 brands, live fashion shows, educational sessions and networking opportunities. The show promises to attract leading brands from across the globe – the best of the UK and US, Australia, France, Germany, Spain, Italy, Scandinavia and more.

This is where you’ll find the latest and most adventurous collections yet, from the likes of Allure, the Bridal Collective, Casablanca, Dando London, Ellis, JLM, Justin Alexander, Madi Lane, Maggie Sottero, Mark Lesley, Mon Cheri, Morilee, Private Label by G, Rachel Allan, Richard Designs, Romantica, Ronald Joyce, Sophia Tolli, Victoria

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Kay, Watters, White Rose, and very many more…

Bridal Week London is colocated with luxury brands event, White Gallery, where the roster of international designer labels include Atelier Emelia, Catherine Deane, Charlie Brear, Eliza Jane Howell, Freda Bennett, Halo & Co, It Was All a Dream…, Ivory & Co, Kate Fearnley, Marylise, Miranda Templeton, Rembo Styling, Rolling in Roses, Savannah Miller, Shikoba, Savin, and TH&TH. Special features In addition to the dazzling fashion shows where retailers can preview the new collections on the catwalk, and private catwalk shows staged

by Maggie Sottero, Mori Lee, Ronald Joyce and Savin, a not-to-be-missed ingredient in the event mix is the Bridal Retail Success Academy - set

•

ON STAGE The catwalk shows bring the latest collections to life

to be the biggest and best yet.

These free-to-attend sessions are designed to help boutique owners take their business to the next level, by tackling key topics including social media, sales, branding and more.

The programme will be made up of seminars, business advice clinics, and workshops.

Seminar Theatre sessions will be hosted by renowned industry experts and held on the Sunday and Monday.

There’s no need to book your session,

just make sure you arrive early to get a seat, and don’t forget your notepad and pen!

The Business Advice Clinic will feature a series of one-to-one sessions covering a range of topics including marketing, PR, and financial planning. You will be armed with new skills that will help drive revenue for your business. Sessions will be available to book at the Bridal Buyer stand at the start of each day and are on a first-come, first-served basis.

Where to stay MICE Concierge are the official accommodation partner for Bridal Week London. They have exclusive accommodation rates at all hotels surrounding ExCeL London, and will ensure you receive the best experience, and most importantly, the best rates.

To view exclusive rates and to book online, visit www.miceconciergeme. com/bwl2022

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To make an appointment to view the new collections, please contact: Michelle Blackburn: 07935 156275 | michelle@casablancabridal.eu

NOW AVAILABLE ON

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

Hats On

We talked to three leading milliners about the styles that the fashion cognoscenti – and that includes brides – will be wearing in the season ahead. Your customers will thank you for the introduction to the world of bespoke RACHEL TREVOR-MORGAN 20 Crown Passage King Street London SW1Y 6PP Launched 1990 Retail price range £600-£2,500 New Season details Fresh whites and naturals with pops of bright pink, yellow, green and blue.

Lots of signature florals.

Trend story for 2022 Optimistic bright dressy pillboxes. High drama racing hats. Effortless natural straws with simple trims.

Where sold Through own showroom, and in Harrods and Fenwicks.

T: +44 (0)20 7839 8927 E: info@racheltrevormorgan.com www.racheltrevormorgan.com

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MAGGIE MOWBRAY MILLINERY Hat Atelier Summerhall, Edinburgh EH9 1PL Launched 2012 Retail price range £285-£500 New season details Award-winnng Maggie, a Royal favourite, has a passion for beekeeping. The details incorporated in many of the hats echo both natural forms and the shapes of the honeybee flight paths and the movement of the bees, in an abstract form.

Trend story for 2022 Every piece is made to order. In bridal, there are wedding boaters and trilbys, elaborate halo headband hats, perch hats and berets.

Where sold Through own showroom, by appointment.

T: +44 (0)131 210 0117 E: info@maggiemowbraymillinery.co.uk www.maggiemowbraymillinery.co.uk

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WILLIAM CHAMBERS MILLINERY WCM Wholesale LTD The Italian Centre 168 Ingram Street Glasgow G1 1DN Launched 2008 Retail price range £195-£895 New season details Orange, pink and emerald green are key colours for 2022, alongside the ever-popular neutrals, but any shade is possible. Trimmings include leather flowers, silk flowers, crystals and veiling, on classic straw bases.

Trend story for 2022 Veiling hits the headlines in the 2022 collection – either over the face or as an explosion at the side, like the green hat made for the Duchess of Sussex.

Where sold Through own store in Glasgow, at Harrods and Suzannah in London, lovehats.com, and Eleganza Sposa in Glasgow.

T: +44 (0)141 237 3637 E: info@williamchambersmillinery.com www.williamchambersmillinery.com 36 ♦ W E D D I N G T R A D E R ♦ J A N U A R Y / F E B R U A R Y 2 0 2 2

Beautiful Brides + by

SPECIALDAY

www.specialday-ireland.com

Letter from America Peter Grimes welcomes the new year and looks at the positives ahead, as well as the negatives that could affect progress

I

n the States, as I suspect for the UK, it is the best of times… and the worst of times… a time of promise and a time of uncertainty, Best of times cines with the surge we experienced in the number of brides shopping and buying in brick and click boutiques this last quarter will be dwarfed by the potential increase in business forecast for 2022 and extending into 2023, partially based on the predictions that wedding numbers for the two coming years will vastly exceed 2021 numbers.

Worst of times in that costs throughout the system are dramatically increasing, including labour, goods, freight and shipping, with the added aggravation of product availability and shipping delays.

Freight costs in particular, remain

volatile, dramatically increasing both for domestic and international, with recent ‘capacity surcharges’ for international freight adding $15-22 per kilo.

In addition to escalating rates, labour difficulties continue to be an issue both in increasing costs and in flow of production as factories increase rates for components and finished goods.

And it is not just Chinese production; these same issues affect India, Vietnam and Myanmar, with no predictable end in sight.

In reaction, manufacturers struggle to absorb what they can before passing along increases, and/or adding transportation surcharges to invoices; stores pass along what they can within the price of the gown, while appeasing a world-weary and anxious bride.

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Light at the end of the tunnel?

However, in my optimistic view, the best of times and promising future clearly outweigh the drag of the worst of times and uncertainty of what variant is next... and what impact it will have on our businesses.

The reasons for my optimism include these: ✔ Consumers are very aware of shipping delays and rising prices, which provide a legitimate and added incentive for brides to make their buying decisions sooner. ✔ During this period, so different than pre-COVID, we are not seeing push back from brides regarding the price of their gowns. ✔ Online direct-to-consumer bridal resources are facing the same issues, but do not have the infrastructure and face-to-face contact you do that could help carry them through. ✔ Shipping delays may serve to drive brides into your store, where they can experience an actual person to assist, guide and answer their questions.

•

communication and leadership skills with staff to head off possible staff burnout. Be prepared to lean in when necessary. Bring joy and enthusiasm to every interaction. Create fun-filled staff meetings to vent frustrations and ✔ Relationship priorities among single friction. men and women have changed due to COVID 19. Specifically, and according Steps you can take to ease the frustration and anxiety to a Match.com recent survey, the majority of singles desire to be “off market,” with 62% desirous of the ✔ Pad your ship dates security and stability of a meaningful and committed relationship… and they ✔ Know your vendors and choose want this relationship in the next year wisely ✔ Every brand is committed to getting you product when you need it. Most recognise that it is your reputation at risk, and work diligently to protect that reputation and relationship.

✔ Looks are no longer the top priority for both men and women; their priority now is a partner who is open-minded, a good communicator, with a similar level of education and career goals.

And men are more interested in getting married, with 22% more now looking toward marriage.

Overcoming the negatives So how do we best handle these stresses that are essentially out of our control? How do we handle this crisis in confidence – confidence in factories by your resources, confidence in brands by stores, confidence in stores by brides?

With effective, direct, and consistent communication with your brands and staff, and by communicating to your brides the unique ways in which you personalise each experience to each unique bride.

Brides are nervous. They see price increases, understand product delivery delays, and know what is going on in the world, yet that doesn’t mean that they’ll forgive every miscommunication.

Consequently, to insure that your staff are all on the same page, create scripted answers for all questions you and your stylist receive from the bride, so that she is receiving consistent and authentic information. The key here is to avoid stylists talking off-the-cuff, making statements about deliveries, or product availability that could come back to haunt them and you.

And concentrate on your

✔ Backfill with best sellers and keep them in your pipeline ✔ Replenish your inventory throughout the season ✔ Control your expenses ✔ Push accessory items at the initial bridal appointment ✔ Evaluate what you are doing to personalise the bride’s experience in your store, and communicate your uniqueness to your brides.

According to a recent study by the consumer and marketing research group, Mckinsey & Company, 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn’t happen.

The study suggests that personalisation drives performance and better customer outcomes.

Companies that grow faster, drive 40% more of their revenue from personalisation than their slowergrowing counterparts. ✔ Place order with ship date rather than holding order in house for several months. ✔ Notify your resources of critical dates when placing order‚ not after the order has been placed.

with clear communication. If you have a particularly nervous or demanding bride, let them know. Most will work with you to get you product, and protect your reputation. ✔ Monitor inventory levels. In ‘normal times’ it’s difficult to maintain the right levels but for today not having any inventory is far worse than having a bit too much. ✔ Regularly check your goods costs and adjust quickly ✔ Pass through transportation surcharges And breathe… were it not for all these brides, we wouldn’t be having these problems.

The positive note Consider this acronym as a reminder for dealing positively with the stresses of the selling floor: FACE. Focus: on goals, on the reasons you’re in this business, on the positive and enduring impact you have on your brides Attitude: not just a positive outlook but an infectious, enthusiastic approach to each client and each task Control: as in managing preparation, appearance, language and the words used, and importantly your time: pre appointment, during the appointment, and post appointment Empathy: understanding and empathising the different demons and circumstances in which the bride finds herself. It’s your superpower, in need more now than ever. As Robin Williams once said: “Everyone you meet is fighting a battle you know nothing about.

Be kind. Always.”

✔ Stay in contact with your resources

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Introducing the stunning Martin Thornburg collection from the Mon Cheri Bridals group.

Exhibiting at Bridal Week London, for more information on any of the collections and to enquire about becoming a stockist, please email enquiries@moncheribridals.com or ring 01823 674 905.

www.martinthornburg.com

COVERING ALL TASTES From sweet and simple to out-and-out glamour, Eddy K offers real choice

KIMBERLY

ARIANNA

Italian treasures to dazzle European Bridal Week The five labels that make up the portfolio of Italy’s prestigious Eddy K, promise to set new trends in Essen, when European Bridal Week opens its very glamorous doors on 30 April 2022

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t top Italian design house, Eddy K, all tastes and styles of wedding are catered for, a vital success factor today when demands have changed as a result of the challenges of the past two years.

In fact, Eddy K is finding an increasing interest in the sweet and simple, and each of its collections includes beautiful styles that are perfect for low-key partying, and registry office nuptials, as well as the more lavish designs that have made this house a world player.

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For the year ahead, the namesake collection, Eddy K Italia, features stylish classics with timeless design details, while Dreams, as its very name suggests, is all about romance and femininity, and destinationstyle weddings. Statement-making luxury is the character of Milano Couture, where opulent trains and swirling ballgowns star, and the magnificent Sky collection is where you’ll find exquisite laces, layers of shimmer, and couture touches with a personality of their own. And then, of course, there is Curvy by Eddy K

TASHA

which offers the very best in structure and fit, coupled with fabulous design detail.

What you will see for the season ahead are detachables, like trains, to give two looks to one dress, and a perfect ‘add-on’ element to a chic, simple gown. And, of course, sleeves in their many forms – a trend that looks like being first choice for today’s brides, regardless of their budget of planned celebration. (More about sleeves on page 62.)

As a leading house that many others choose to follow, Eddy K has been clearly focused on delivering

CAMERON

the right messages to its retailers – using its chosen social media platforms, tirelessly and carefully.

Welcome news in these still difficult times, is that stock is available through the Eddy K B2B shop, so that retailers – and brides – do not have a long wait for a delivery.

LESLIE

European Bridal Week, 30 April-2 May, is the foremost bridal buying event in northern Europe – the largest and the earliest on the trade event calendar.

For information and to register now, visit www.databadge.net/ebw2022/ reg/?lan=en J A N U A R Y / F E B R U A R Y 2 0 2 2 ♦ W E D D I N G T R A D E R ♦ 43

To make an appointment to view the new collections, please contact: Michelle Blackburn: 07935 156275 | michelle@casablancabridal.eu

To make an appointment to view the new collections, please contact: Michelle Blackburn: 07935 156275 | michelle@casablancabridal.eu

Go For Sparkle Over to Chrissy Pratt at Ronald Joyce, for her pick of the new season’s gowns with a real gleam

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ur beautiful collection of modern yet timeless bridal gowns are made of the finest materials along with luxurious embellishments. Our fabulous

designer Veni Infantino (read more on page 70) has created show-stopping gowns that nod to the understated trend as well as having just the right amount of bridal sparkle. Let’s take a look…

FABIOLA Style 69659 RRP £1,600

VALLY Style 18551 RRP £1,350 For the modern-day princess wanting full on glamour, we give you Vally, our all-over beaded tulle bodice with ontrend scoop neckline. It has detachable full-length sheer shimmering sleeves and a romantic satin ballgown skirt, which has pockets for lip-gloss and that essential phone.

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We love this gown for an old-school Hollywood look! It is layered with sparkling sequinned tulle over jersey fabric with small- and medium-sized pearl beads, and features cap off-the-shoulder sleeves paired with a flattering V-neckline. The silhouette – fit & flare – is perfect for brides wanting to show off their curves. And there are detachable long sleeves to allow brides to change their look from daytime to evening.

VILANTE Style 18551 RRP £1,350 A dream dress for any destination wedding, Vilante is a sultry sheer gown with a heavily beaded bodice. It combines tiny strings of clear beading with linear diamantés, rhinestones and sequins on the bodice, with a plain light tulle and chiffon skirt with a high split. It can be worn with the detachable jersey modesty bodice and is also available to order without the front split.

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FARAH Style 69656 RRP £1,500 This exquisite mikado fit & flare wedding gown has beaded cap sleeves and a matching beaded collar and belt. There are delicate floral sequins, and classic bridal covered buttons down the back to the puddle train edge. The striking embellishment detailing means there is minimal need for accessories.

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VENICE Style 18570 RRP £1,350 Our strikingly beautiful full princess ballgown is created with layered tulle, sequin tulle, and floral 3D appliqués. It has a flattering V-neckline bodice with deep plunge, edged with beads, an open back, and a ruched tulle waist belt feature.

Venice is covered with floral lace, accented with sequins and clear beads. There’s a detachable modesty bodice, too, so all tastes are catered for.

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For more information on becoming a stockist, please email denise@galaxyagency.co.uk. www.sophiatolli.com

Top notes from Halo & Co Up there, in the top names in designer accessories in the UK, is Halo & Co, whose work is brave, bold and brilliant, and in demand by retailers across the globe, and brides to whom detail is desirable

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alo & Co is now in its 18th year. First established by mother, Barbara Ball, and daughter, Stephanie, it remains a family-run business today.

Nicola, daughter number two, joined the company when it was four years into its journey, and the trio of women guided Halo & Co from strength to strength, while building a reputation for adventurous design and exemplary craftsmanship.

Barbara retired a few years ago, leaving Stephanie and Nicola at the helm; the duo work together on all aspects of the business, both creative

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and management, and it’s a dynamic that has proven to be the recipe for success and growth… the combination of the sisters’ talents are what makes the brand work.

Team talents Based in picturesque North Wales, the studio and workshop are nestled between the Snowdonia mountain range and the beautiful coast. It’s a peaceful, creative space where the sisters and their highly-skilled team can turn ideas into actualities that will go on to become statement-making best-sellers for the stunning bridal

collection, and the high fashion line that gathers praise from fashionistas, and the media, everywhere.

“Our work takes us to every corner of the world,” says Nicola, “and we never fail to be inspired by what is around us – shapes, colours, lines, people, places and nature. We always return home with a myriad of ideas that we can’t wait to translate and incorporate into a new piece for the collections.”

The team of ten that form the core of the Halo & Co workforce is supplemented by a close network of outside specialists who can be called in when needed. “Each year, we create

two bridal collections and two fashion lines, along with white labels for other companies, so it’s a whirlwind of new collections and orders on a daily basis,” says Stephanie.

“Our diary is action packed, every day. We work at high speed – everything is required yesterday – and designing creatively is ongoing. There is never an end or a starting point; it is a constantly evolving process.

“We have to stay ahead of fashion and be able to pick up on incoming looks and potential trends from the fashion catwalks, even before they are spotted by the wider market.”

In accessories, the quality of the component parts is vital to the end result, and for Halo & Co only the finest will do. “We work with some of the best and most valuable materials produced, and consistently seek out all things new to ensure that they are included in our portofolio, if they are appropriate and can add something special to our offering. There is an expectation of our products and nothing other than perfect will do.”

Spreading wings The sisters are justly proud of their network of carefully-selected stockists

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– many of whom have represented the brand since its start. They also work with new entrepreneurs and see their exciting journeys beginning.

“It’s great to help assist and nurture them with our experience,” says Nicola.

Unsurprisingly, Halo & Co’s retail audience differs across their bridal and fashion lines, although a few products do work in both sectors.

It is some eight years since Halo & Co moved into the high fashion arena, and the brand was fast to become a favourite with VIPs, celebrities, and those all-important influencers who can send a label’s

winning combination for us.”

The new season for Nicola and Stephanie, introduces big looks and a nod to tradition. “Covid has made people really want to celebrate life’s Wedding day winners But let’s go back to bridal – which is our great occasions, and brides want to push the boundaries and have own main focus – and Nicola’s early just what they want. After so much design involvement. disappointment with dates shifting, “I don’t know if it was the first piece everyone wants to throw caution to the I produced, but it was the first that wind and party! It’s about being the took off and became a long-standing best you.” best-seller. It was a little delicate Colour plays its part, too. “It’s a pearl and crystal flower band called tool that helps individuals express Summer Meadows. It proved to be themselves, and as a society you can a true bridal classic. In bridal, we are celebrate everyone’s differences with known for headpieces, but brides love to have matching jewellery and that is a colour. It is popping up in so many success sky-high. The collection is a feature at London Fashion Week and iconic stores are proud to carry it.

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glorious combinations, we love it!

Twenty-five years ago we used to do well with emerald, ruby and sapphire stones that seemed to have been ignored over the past few years, but now we are seeing more and more brides wanting to bring some strong colours back. Blush and nude will always remain classics, so really it’s about the individual.”

Staying in touch Unsurprisingly, during these recent challenging times, social media has played a key role in keeping Halo & Co connected to its retailers and, ultimately, its brides.

“But we love doing a trade show,” Nicola confirms, “Harrogate 2021, after such a long gap, was like going home.

After showing there every year, twice a year, for 20 years, it was part of our annual calendar and great to be back.”

This year, Harrogate, London Bridal Week, and Barcelona are firmly marked in the diary.”

The collection prices at retail start at £50 and go right up to £1,500, and many are cherished as special keepsakes after the big day, taking up a lot less space that the gown!

Very recently, the girls heard from a customer who had bought a crystal bouquet from them more than 25

years ago and wanted another for her daughter’s forthcoming wedding.

“It was so wonderful to see the piece again after all this time and how beautifully they had kept it.

We have a loyal base of customers and we actually work with many brides throughout their different life occasions. To know we have customers who want to come back to the brand again and again, that is a real reward, and makes us hugely proud.” www.haloandco.com +44 (0)1745 403137 sales@haloandco.com

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Peta’s Picks Sleeves themselves are no big news, but the styles and detailing in the 2022/2023 collections move arm cover into a very different dimension

JESUS PIERO

HOUSE OF ST PATRICK

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ow I love a sleeve! Not only does it keep you warm, and I know love can keep you warm, but in January in the snow? Having pictures taken? Sleeve me up, as not only does a sleeve help in the cold, but it adds style and gravitas to a dress, and they are a crucial element of a garment’s look and silhouette.

Okay, so here are my current favourite sleeves, but they are subject to change, because I’m fickle!

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LIHI HOD KATE FEARNLEY KATE HALFPENNY

Think Princess Diana‘s sleeves. They epitomised a particular era, but now those giant puffy numbers look like making a return! The big shoulder/ sleeve combo is certainly runwayand social-media-popular. It’s quite a statement, and slimming, too (oops, not supposed to say that) – the old mutton chop sleeve definitely helps to make the most of the figure. Hot on setting this trend are Sassi Holford, Mia Mia, Katya Katya London and Jesus Piero, who all have their own version of the look.

For me the most romantic sleeve

is the classic, long lacey one which exudes elegance, as seen on Kate Middleton, Grace Kelly and recently on Paris Hilton in her Oscar dress, so I would imagine there will be an uptake of that almost traditional bridal look.

Hurrah! Oscar de la Renta does it to perfection, but for those of us not on an A lister’s budget, Justin Alexander and Anne Barge do have beautiful sleeves with fabulous dresses attached.

I do have a bit of a crush on sheer sleeves – they as super romantic, especially with a big cuff. Thank you Ellis Bridals, Kelsey Rose and Rebecca Ingram. Temperley Bridal also has a super-cute, short sheer sleeve that’s lace trimmed and a very flattering shape, as the lace hides and softens those areas that we often don’t choose to show off.

I am a big fan of the floppy, billowing sleeve look, too, perfect for that Boho vibe, being tight at the top and flaring out. This look gives you a chance to show off your jewellery, and your dance moves – by just waving your arms about you can create the illusion of some fancy footwork.

Love these sleeves from Ines Di Santo – she created a great look, a cross between a Spanish dancer and a hippy. Even more on the hippy trail is the fringe sleeve at Kate Fearnley; if

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JLM

ANNE BARGE

HALO & CO

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be seeing that in stores soon? Just a little oversized Barbie closet with a selection of sleeves? Somehow detachable sleeves make wearing a strapless dress so much easier.

Kavier Gauche’s new collection is petal inspired, as well as being visually inspired – their jacket with the huge flowery sleeves will bring out the smiles. It works by itself over a slim dress, or plain trousers, perfect for a fashion forward bride who really understands tailoring.

For 70s lovers (with a nod to Ossie Clarke), I love the sleeve on Alan Hannah’s dress – it has the right amount of vintage and modern mix.

Long, plain sleeves work (as illustrated by Megan Markle) for the understated bridal look. Best in crepe, but they have to skim the arm perfectly, no one wants to see a tight creased sleeve.

ALAN HANNAH

INES DI SANTO

ELLIS BRIDALS

your bride is having a country, barn, or tepee wedding, this dress should be top of her list.

The hardest sleeve look to pull off is, of course, the one sleeve dress. It has to be so perfectly balanced that, in my humble opinion, should be avoided unless the wearer is on the red carpet with hundreds of minders keeping the sleeve in place.

I love the idea of a giant bow that turns into sleeves; Sally Bean has created that bow/sleeve thing that works perfectly for me, while Kate Halfpenny has gone into sleeve overdrive this season, with a stunning collection of detachable, oversized sleeves, great for that one-dress-two looks combo.

Maggie Sottero, Mia Mia and Sottero Midgley also have a very romantic sleeve wardrobe – will we

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SAVIN LONDON XXXXXXXXXXX TEMPERLEY LONDON

HERMOINE DE PAULA

VESTAL

Sleeve lexicon 1 Set-in sleeve – attached to the garment’s armhole and sewn all the way around, it is the most common of sleeves.

2 Bell sleeves, or peasant sleeves – this is a long sleeve that’s fitted around the upper arm and flares out to the wrist.

3 Cap sleeves – this one is extremely short and doesn’t go below the armpit. It can be gathered, or float free.

4 Kimono sleeves – are generally used for Chinese-style robes and tend to be in one piece with the garment’s bodice. In a Japanese kimono, the sleeves are usually sewn separately.

5 Raglan sleeves – extend from a

MAGGIE SOTERO

Easy to wear and looking stylish is the balloon sleeve at Rasha London. I love the balance of bare back (daring) and big sleeve (modest).

One of the great looks that seem to be hitting the catwalk, is a cape sleeve whether it’s a great big flouncy one, from Hermione de Paula, to little tiny ones like at Lilhi Hod.

9 Dolman sleeves, or batwing sleeves – have a very deep armhole, and the sleeve gets progressively narrower to the wrist.

10 Puffed sleeves – these are gathered at the shoulder and puffy in the middle.

11 Cape sleeves – no surprise, these full and flowing sleeves look like capes; the fabric is gathered at the shoulder and flares out.

12 Lantern sleeves – here’s a long sleeve that balloons out from a gathered wrist to the elbow.

13 Balloon sleeves – they are long, puffed sleeves that are gathered at the shoulder and again at the wrist.

14 Slit sleeves – also called a ‘cold shoulder’ sleeve, this one has a slit down the centre usually exposing part of the arm.

15 Leg-of-mutton sleeves –gathered and puffed by the shoulder and upper arm and then fitted on the forearm.

16 T-shirt sleeve – it is set-in, starts at the shoulder and ends at the middle of the upper arm.

17 Detachable sleeves – the clue’s in the title!

SASSI HOLFORD

garment’s neckline, rather than from the shoulder, allowing for better movement.

6 Bishop sleeves – these flare out from the shoulder, with volume all the way to the cuff, where the fabric is tightly gathered.

7 Butterfly sleeves – like a bell sleeve, a butterfly sleeve flares out from the shoulder, but it usually does not fully cover the arm.

8 Flutter sleeves – are very similar to a butterfly sleeve but generally a little shorter and wider, falling loosely.

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A family thing of. As you can imagine, Claudia and I had long discussed what she would want, and by the time she woke up in the morning I had her dream dress designed on paper.

We never deviated from this initial design and when I got in touch with my seamstresses, they created the lace motif exactly how I had drawn it.

I did worry that with the wedding being postponed twice due to Covid-19, Claudia might change her mind, but she didn’t at all – in fact she said that every time she saw the When Claudia became engaged, what were your first thoughts about dress, she fell more in love with it. The only thing she had to do throughout her dress? the pandemic was not gain or lose We were actually in Las Vegas any weight as the dress fitted her with Claudia and Dean when Dean perfectly and to change it would popped the question. After a night mean unpicking the motifs, resizing it of celebrations, when everyone had and putting it back together again. Not gone to bed, I stayed up sketching something even I wanted to tackle. the dress she had always dreamed

Veni Infantino of Ronald Joyce talks to us about designing her daughter’s not one, not two, but three dream wedding dresses for her very traditional Sicilian wedding

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Did Claudia really know exactly what she wanted right from the start?

Claudia was a very decisive bride.

From day one she always wanted a Sicilian look – a high neckline, and her hair tied back. Even though Sicily can be very hot in the summer, Claudia was set on long sleeves, which I feel add elegance to any dress.

The gown features lace appliqués on top of Chantilly lace. I then designed a further two dresses: one for the wedding breakfast and one for the party. For the second and third gowns, Claudia wanted something non-restrictive to allow for movement and dancing. Therefore, we opted for a stretch crepe fabric and smaller trains which looked stunning and also allowed her to move more freely.

This is something I am hearing more

ELIZA JANE HOWELL

which we knew suited her – it’s a look she incorporates into her everyday style. When designing the dress back in 2019, this neckline was actually very fashion forward for bridalwear as it had not yet transitioned from the

and more from brides, so my new collection features traditional gowns with removeable elements such as capes, trains and overskirts that can be taken off to allow for movement and dancing, but also create a new look for the evening. It is a winwin really; not all brides can afford a second dress.

by wearing a strikingly similar gown in her nuptials to Carter Reum in Bel Air. This just goes to show that girls with style will choose to wear a dress with a high neck and sleeves, no matter the climate.

How about sparkle?

Claudia isn’t a huge fan of sparkle and didn’t really want any at all. However, I got my way with the final dress and added a little sparkle which not only gave a special lift to the gown but also reflected light onto Claudia’s olive skin tone.

Brides who leave it late end up panic buying a dress they don’t really love and that’s when they start to worry and change their minds

And about the neckline?

Claudia was set on a high neckline,

VESTAL

What about the decision on the silhouette?

Claudia has a lovely hourglass figure with a small waist so we knew a fishtail would work best to show off her shape. She did try on the bigger ballgown dresses, but they didn’t really work on her as she is only 5’ 4”.

catwalk into the bridal market.

As it happened, with two postponements due to the pandemic, the world was ready for a bridal high neckline. When the wedding eventually took place in September 2021, Paris Hilton followed this trend

How far in advance of the original wedding date did you start designing?

I started designing the dress about a year and half before the original

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HOUSE OF ST PATRICK AMSALE

STYLE 69573

date. I would say it is important to get the dress as soon as possible. If brides get a dress that they are totally in love with then they won’t change their mind. I’ve seen it for myself, and it tends to be brides who leave it late who end up panic buying a dress they don’t really love and that’s when they start to worry and change their minds.

If you start looking as soon as you become engaged, it is less stressful as you know you have lots of time so you can enjoy the experience.

JLM

STYLE 69717

couple of alterations needed for the dresses to make it fit like a glove.

Were there any surprises or hiccups along the way?

The only surprise to me was that Claudia loved the designs from the first sketch and didn’t make any changes to them – she is usually very fussy about what she likes!

FLORA

Now over to Claudia...

We asked Claudia and Dean what their favourite parts of the day were; Claudia said: “walking into the church How hard were the fittings in the with my dad, and seeing Dean for pandemic? the first time as I stood in the church The fittings worked quite well as Claudia was able to fly home from Los arch way, will remain one of the most special moments of my life.” However, Angeles for Christmas and to see us they both said “the band serenading in the summer. Both times, she tried on the gowns and loved them without us and our wedding guests down the cobbled streets of Taormina to any reservations. There were only a

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the venue was pretty spectacular.

All of the tourists and locals joined our celebrations and were literally dancing in the street, as they congratulated us into married life. The atmosphere was truly magical.”

On a final note, from Claudia herself: “For me anything that could’ve gone wrong went wrong, especially with Covid, but the actual day itself was perfection! So, for any brides who have had to postpone their wedding, the advice I would give is to take the extra time to perfect and fine tune your special day, embrace the changes and never compromise on your dream wedding. It will all be worth it in the end!”

A version of Claudia’s main gown, above, is to be included in the new collection, as style 69717, Her second dress, style 69573, is available now.

NOW FOR THE A L L- I M P O R TA N T WEDDING DRESSES The ceremony dress was a stunning unlined lace silhouette, with a high neck and long train. The intricate lace detail was made up of two different laces, layered together to create dimension and that Sicilian vintage feel that Claudia had dreamed of.

The reception dress was a long-sleeved simple gown but with a statement back as stated in Claudia’s brief. This dress was something Claudia choose from the current Ronald Joyce collection, and is a best seller today. It has a delicate lace detail on the sleeves and a tulle detachable train – perfect for that day-to-night look if it is the main wedding dress.

The party dress was simple, sexy, yet sophisticated. This was Claudia’s only dress that didn’t have sleeves. The racer-back style was lightly beaded on the bodice with a simple stretch crepe skirt which had a high slit. Veni included a small puddle train so that it still felt ‘bridal’ but allowed Claudia to move and dance.

Claudia wanted her bridesmaids to have dresses that they could and would want to wear again. They were designed to echo the high neck of Claudia’s ceremony dress, with a matching stole for arm cover at the church.

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Being the daughter of a bridalwear designer, Claudia had dreamed of her wedding and the all-important dress since she was a little girl.

In fact, when she was just ten years old, she told her father on a family holiday to Taormina, Sicily, that she would one day marry there in the church and hotel. And that is exactly what took place in September 2021.

Taormina is heritage town with incredible atmosphere, charming locals, and spectacular views. The ceremony was at the stunning Chiesa di San Giuseppe, a Catholic church, built in the Baroque style between the late 1600s and early 1700s. Located next to the famous Taormina clock tower landmark, the church faces out onto Piazza IX Aprile, overlooking the Mediterranean Sea. The Belmond Grand Hotel Timeo hosted the reception with just 68 guests instead of the original 120, with the wedding breakfast on the terrace, which overlooks the Sicilian coastline.

The newlyweds opted for an Italian inspired seafood menu that showcased the incredible local produce and talent of the resident chefs.

The wine paired with the three courses was from the local area of Mount Etna, where the volcanic soil nurtures some specular wine.

However, the headache of a Covid wedding was not over just yet. With restrictions changing daily, MOB Veni was told, just two months before the new September date, that there could be no dancing at the wedding reception.

By some miracle, however, a nearby private villa, Mon Repos, was available the night of the wedding. The family and their wedding planner, Liz Gaan, laid on coaches and took all of their guests to the villa where there would be no dancing restrictions. The night ended in the only way possible – with everyone jumping into the pool, fully clothed!

Another highlight for the guests was an appearance from musician Luke Burr, a friend and client of Dean’s, who serenaded the party with his impressive vocal on the keys. Claudia told us that it would be a dream to relive the day but as a guest, so that she could experience it all over again from another perspective.

As a bride, she says, you are aware of the itinerary, and constantly on edge and looking around to ensure all is going to plan. Hence why wedding planners are so essential.

MARK LESLEY

LILLY

T H E I R B I G D AY

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CLIFTON BRIDES Where Bristol The Boss Michaela Gair When opened 1994 in Bristol, but established in 1989

Labels carried Lillian West, Madison James, Alan Hannah, Eliza Jane Howell.

Since doors have reopened Definitely busier – brides more focused and ready to order.

What’s in demand Boho feel still a ‘vibe’ but nothing too outlandish! Less plunging necklines, and definitely a feature back.

Budgets – any big changes Budgets didn’t seem to have decreased; we’re finding brides are happy to spend a little more.

How is your appointment book looking Looking good, and filling up fast.

How are you reaching out to potential customers Most of our business is word of mouth from other brides.

Also, we have lots of nurses and doctors from the local hospitals, so word spreads.

Could your suppliers be doing more in the way of support Suppliers on the whole are very

accommodating and helpful, while others a little rigid on ‘policies’. Loan service is a great addition and really helps.

Which exhibitions are you planning to attend We will likely just do our annual trip to Harrogate.

Are your new brides planning to marry this year, or beyond We have a lot of enquiries for 2023

weddings, but in the main the brides aren’t ready to buy. The majority are for summer 2022.

How do you think this year will roll out We are really looking forward to 2022. Covid is with us and we have adapted well, and so far weddings are back and brides are planning and being positive.

Your New Year resolution for your business Well I guess it’s to stop fretting about social media. You know, looking at our order books, getting thousands of likes and followers doesn’t make a good business! We’ve been going over 30 years and actually I would say that 2021, despite the bumps, has been one of our best years in the last five or so.

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M O R G A N DAV I ES B R I DA L Where Hertfordshire and London The Boss Samantha Weston When opened 1991 Labels carried Hertfordshire: Halfpenny London, Anna Kara, Modeca, Maggie Sottero and Rosa Clara. London: Jesus Peiro, Stephanie Allin, Alon Livne, Alan Hannah, Ersa Atelier.

Since doors have reopened After the first lockdown, we were very busy for a month or so then quietened back to normal as people were still worried. After lockdown number two, we were only open for a few weeks before we closed for lockdown three. Since the last lockdown, we have been continuously very busy.

What’s in demand More brides are considering separates or mini dresses or trousers and many more are looking at rush weddings.

Budgets – any big changes Not really – some are spending less, others more.

How is your appointment book looking Weekends are already getting busy. We expect to continue being as busy as we are now.

How are you reaching out to potential customers Via lots of focus on Instagram.

Could your suppliers be doing more in the way of support Not sure.

Which exhibitions are you planning to attend

Barcelona, Harrogate and potentially New York.

Are your new brides planning to marry this year, or beyond This year and next.

How do you think this year will roll out Fingers

crossed, we stay as busy as we are and lots more brides can move forward with confidence, planning their wedding for the next few years.

Your New Year resolution for your business To take some time every day for a bit of downtime, to reset for the next day.

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J U S T A D AY B R I D A LW E A R and BRIDES OF ST PETERS Where Ipswich, Suffolk The Boss Sharon Higgs When opened Just a Day opened 1 April 1993; Brides of St Peters 13 April 2021.

Labels carried Just a Day: Sincerity, Mark Lesley, Tiffany, Eternity, Art Couture, Justin Alexander. Brides of St Peters: Pronovias, Justin Alexander, Donna Salado, Nicola Anne, Christine Wu. Since doors have reopened Just a Day was open six, sometimes seven, days a week, and doing late evenings. Sales are good, and yes, I would say busier than before.

What’s in demand We did note that we needed larger sizes than we carried before lockdown and many brides were asking for sleeves.

Budgets – any big changes Budgets were healthy and brides were not so worried. However, in the last quarter of 2021, Just a Day has had a lot more budget brides calling.

How is your appointment book looking Usually Just a day doesn’t get started until about the third week in January, but for 2022 we have several Saturdays that are almost fully booked already, and that accounts for seven appointments for each.

How are you reaching out to potential customers Mainly, for Just a Day we have been attending lots of venue open days and weddings fairs, which has kept a busy Saturday diary and a few sale appointments through the week, too. For Brides of St Peters, I have taken a very soft approach and done only a couple of open days, and am waiting for the dust to settle with Covid before I do a bigger push with it. A new boutique always gets business when it opens, so I have let it do its thing.

Could your suppliers be doing more in the way of support Suppliers have had a difficult time, too, but the only thing we could ask of them is to keep the minimum requirements down.

That would help at this time.

Which exhibitions are you planning to attend I plan to go to London as I need to find a couple of labels for the new boutique – having being open a year now, it’s shown me what it needs. Of course, I will go to Harrogate, too. If any of my suppliers do pop up shows I do try to attend but they have a habit of making me overspend.

Are your new brides planning to marry this year, or beyond Brides attending the boutiques at the moment are mainly late 2022 and 2023, but at wedding fairs, I find there are a lot of brides out there looking for 2023, who have not got venues yet.

We could be in for a good couple of years, I think.

How do you think this year will roll out 2021 was been better than I thought and we managed to move older stock to free up space. As for 2022, I think we could be in for a busy time.

Your New Year resolution for your business I make the same business resolution every year, which is something my father taught me. “Any person can take money, very few make money”.

With that said, my resolution is to make money.

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MISS BUSH Where Ripley, Surrey The Boss Emma Meek When opened 1988 Labels carried Jesus Peiro, Suzanne Neville, Anna Kara, and Sophie et Voila.

Since doors have reopened Absolutely off the scale, moving to seven days a week and three to five late nights.

What’s in demand Minimalism, statement sleeves, separates and wedding wardrobes – flexible options to cover several different events. Our brides are always after ‘different’ while retaining a sense of classicism. Miss Bush has also become a go-to for an alternative to beaded and plunge dresses, attracting brides looking for non-mainstream looks.

Budgets – any big changes I have found budgets increased within a certain demographic – brides and families unaffected by the pandemic have plenty of disposable income.

How is your appointment book looking Weekends are fully booked well into this year, with our fittings diary reaching capacity.

How are you reaching out to potential customers All marketing is still fully digital, with social media and website driving enquiries.

Could your suppliers be doing more in the way of support Our suppliers have been fantastic during the challenging 2021 season. However, there is a general list of ongoing requests: • More content to feed the hungry social media feeds but it needs to be of a high editorial level • Vast improvement to the stockist pages on websites to reflect the unique perspective of each retailer • A huge increase from suppliers with interaction online and a move to partnership relationships • Greater forecasting for production so we are know more quickly when they reach production capacity • A greater size range in loan samples • Use of more diverse models in age, size and ethnicity Which exhibitions are you planning to attend Barcelona Bridal Week, and possibly Milan Bridal Week.

Are your new brides planning to marry this year, or beyond 2022 and 2023.

How do you think this year will roll out I think it will be busy, challenging and exhausting. Another Darwinian year for the bridal trade.

Your New Year resolution for your business These are all quite contradictory, but a bullet point list would be: • Work-Life-Balance • Keep innovating • Sustainable growth • Campaign for change

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Y. A . P B R I D A L Where Newcastle Upon Tyne The Boss Danni Hesketh When opened August 2010 Labels carried Savin London, Maggie Sottero, Madi Lane, Rebecca Ingram, Aire Barcelona and Libelle Bridal.

Since doors have reopened The backlog of brides waiting for appointments post lockdown meant our diary has been busier than ever and we’re still working with a four- to six-week waiting list for weekend appointments.

What’s in demand We’ve seen a complete mix of style requirements on our brides wish lists – some have had to adapt and downsize their day, changing to elopements, so price point and simpler styling is wanted, while others have additional spends saved from the lockdowns and are adding a second dress, an evening look for their day.

Budgets – any big changes We’ve seen both sides since reopening. Our brides are all in such unique situations, and budgets have definitely adapted depending on personal circumstance after the lockdowns.

How is your appointment book looking Strong. Appointment requests are flowing in with brides keen to prebook their visits for the coming year. We feel it’s important to have the dress experience to look forward to, and brides are being a touch more cautious with regards to delivery schedules after the past year’s unknowns.

How are you reaching out to potential customers As always, our social media presence is key in our promotions, alongside our advertisements within national bridal magazines and online supplier guest lists.

Could your suppliers be doing more in the way of support Our suppliers this year have been so forward-thinking and we cannot thank them enough for this. We’ve experienced minimal delays and all our labels have been creative with virtual shows and content throughout the year.

Which exhibitions are you planning to attend We’ll be visiting London Bridal Week, Barcelona (travel permitting) and Harrogate Bridal Shows alongside visiting our designer showrooms. We feel that brides are now more confident that their plans won’t need to adapt again, so it’s important to have the best choice in store of the newest season’s gowns.

Are your new brides planning to marry this year, or beyond Our brides are planning ahead for 2022 and 2023, but we have had a few last-minute brides with a matter of weeks to plan, for whom we have been able to help match the dreamiest styles.

How do you think this year will roll out Positively.

Everyone is looking forward to 2022 and beyond and excited to start planning their day properly.

Your New Year resolution for your business Expansion is certainly on the cards for us both as a studio and our team - we’re excited for what 2022 has in store for us.

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THE HELENA COTTER TRAINING ACADEMY - B R I DA L . E S T. 2 0 0 3 Sales Training Courses & services designed specifically for the niche Bridal Industry COURSES INCLUDE In-house training days Online training courses Live chat mini courses Let me help you build a course to suit your professional needs

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Dates for your diary: The Bridal Roadshow at Birmingham, Voco St. John’s Hotel in Sunday 27th & Monday 28th February and Harrogate ,The Majestic Hotel , Sunday 6th & Monday the 7th March 2022 I look forward to meeting you at one of the venues.

+44 (0) 1582 451238 and +44 (0) 7896 944759 info@helenacotter.co.uk www.helenacotter.co.uk

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W EDD IN G TRA D E R INT ERVIEW

Sabrina Toy You’ll be hearing a lot about this design supremo who is spearheading the creative direction of the big Modeca collection of collections With a sparkling track record with some of bridal’s biggest brands, she’s looking forward to dazzling tomorrow with the famous Dutch house First, many congratulations on your new role. Tell us a bit about the chapter before this – what were you working on and who with?

With over 20 years of bridal gown design experience, my most notable positions included Senior Designer at Maggie Sottero for over 13 years.

Although I am most known for my designs for the Sottero & Midgley brand, I also designed for the Maggie Sottero, and the Rebecca Ingram labels. I also worked for Mon Cheri as their Head Bridal Designer for Mon Cheri Bridal, Mon Cheri Flower Girls, 2Be Bridals, and 2Be Couture.

There I launched Mon Cheri Couture

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featuring silk fabrications and upscale made a difference in the lives of over embellishments.

500,000 brides thus far, and counting!

This motivates me to be the best Where did you study design? designer I can be, knowing that I have I graduated Summa cum Laude from created a little bit of joy for these the Fashion Institute of Design and women, and partook in one of the Merchandising (FIDM). I attended the most special days of their lives.

San Francisco campus and moved forward to their elite third-year How do you work? Do you start each programme in Los Angeles, of which new collection with a fixed idea of ten students are accepted globally. the direction you take?

At the end of the Advanced Fashion Honestly, I am very meticulous about Design Programme, my collection how I start each new collection. I’m debuted at a gala. Within the year, very methodical in how I work and I won the award for Biennale de organise my focus. I set a goal for Firenze and TALA. I was a finalist myself and do whatever it takes to Designer for Giorgio of Beverly Hills, achieve that goal. I usually have a Dockers, Andrea Pfister, and Salvatore cohesive focal objective with my Ferragamo contests. design but it often, through osmosis, creates a life of its own, which is Was the move into bridal by chance, beauty within itself. I have learned to or a deliberate step? follow my instincts and trust my own In high school, I made costumes for judgment. my dance company and prom dresses for friends, without patterns… I simply What comes first, the fabric or the put the fabric on the floor, cut and design? sewed it, and somehow it magically The driving force for my work is fitted. When a teacher asked me to the design. I envision the final design and make her wedding gown, I dress, then put pen to paper to was hooked! reiterate my thoughts in this form After honing my skills to become of communication. I then research a master tailor at FIDM, I deliberately and find the perfect fabrications sought jobs that would get me closer and treatments for each design with to this goal. My first design job after precision and decisiveness. Knowing college was with Jessica McClintock, how different fabrics react is the who was best known for her prom key to any successful design. The gowns for the Gunne Sax brand. manipulation of those fabrics and Jessica was looking for a design realising their capabilities is my main assistant, but after our interview ingredient. created a position for me as a ‘Designer in Training’. She promoted What has joining Modeca meant me to Designer three months later. to you?

She then created a luxe bridal line for It has reinvigorated me with new me to design and that really jumppossibilities, and renewed my passion started my career in this industry. for design. The world, having gone During my stint at Jessica through such a tough period in our McClintock, I was also fortunate history, has changed in so many ways… enough to dress celebrities for their both negative and positive. Everyone big events and even weddings! I am was impacted to some degree, and forever grateful for Jessica’s belief for me this new venture has given me and trust in me. a second wind. I am proud and excited about where this road will take us!

What about the industry appeals to you most?

Which brands will you be working The most appealing part of the bridal on, and do you see developing a industry is really knowing that I have new personality for each?

The brands I will be working on are: Modeca, Le Papillon, Curves, Jazz, and a new and exciting Couture collection. I also design for Randy Fenoli Bridal. With the 2023 collections, a refresh has taken hold of these brands. You will see a focused, cohesive feeling within each label with its distinct voice and personality.

Modeca is for the elegant, romantic, classic bride. She is the Grace Kellyesque woman.

Le Papillon is designed for the urban chic fashionista, glamorous, sometimes boho, and sometimes edgy bride. She is the Sophia Lorenesque woman.

Couture is our luxe brand, imaged with the best fabrications, laces, and embellishments in mind. She has an edgy vibe with sophisticated details and upscale treatments. She is the Audrey Hepburn-esque woman.

Curves has been reimagined to include the latest in bridal fashion trends, made accessible to all shapes and sizes. My mantra is “Love yourself… you do you!”.

Jazz consists of on-trend mix-andmatch separates to create a unique look for a more personalized feeling.

Where do you get your inspiration?

Most designers will say they are inspired by places, sights, etc. Yes, I am also inspired by my travels and things I see, but it is the everyday occasions that inspire me the most.

My inspiration comes from within, and the feelings that are evoked by the stories shared with me. I am grateful to all the strong women that surround my everyday life and the stream of hope I feel when I am with them. Spending time with these women enlightens me – their passion and striving for achievement through personal struggle go straight to my heart, which then in turn goes straight into the heart of my designs. The woman I design for is my inspiration.

Do you have a design team working under you for each label?

I am proud to say that each dress has its own story and was created

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Will you be liaising with retailers?

As the state of the global pandemic is unclear, it is unclear if I will personally be attending markets in 2022. For now, I intend to be at the Barcelona and Chicago markets.

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With all the uncertainties of the past few years, do you see brides themselves changing their demands?

With the pandemic still much in evdence, yes, I do see a shift in the industry. Many retailers in the USA are shifting to a more private shopping experience. With some countries’ social distancing protocols, many brides have limitations to the entourage they bring with them. To many, this is a blessing in disguise, since often too many opinions can sway the bride away from her true heart’s desire.

I also feel that weddings will take on different paths. Yes, there will still be the grander wedding ceremonies for those who love the production of it all. However, I strongly feel there will be a higher increase in more localised/personal/ intimate ceremonies involving smaller attendees but making the event more of quality over quantity. This does not necessarily mean the dresses will be more casual though; the bride will still want the wedding gown of her dreams, but the event itself will hold more meaning in an intimate setting.

JLM

by many hands. It takes a uniquelytalented team of individuals to create a bridal gown. Nothing is a solo operation.

Our design studio in Taiwan is one of the best teams in the industry.

Their combined experience and unique cohesion are why these gowns are so beautifully crafted. With my vision, direction, and leadership, all our gowns take on a life of their own through the careful attention from our devoted design team.

I wish I had the space here in Wedding Trader to name all the people responsible for these works of art! I am truly grateful for their passion and respect their dedication!

LILLY

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The importance of QR Codes Retailers are including the blocky boxes in ads, on brochures and flyers, and even on their shop fronts, to allow people instant access to their websites, contact details, catalogues, special offers and much more. Chris Partridge explains

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arment makers are beginning to place codes on labels to give the customer instant access to the history of the item, its provenance, sustainability and all the other information that buyers like to know these days but that can’t all be squeezed onto a label smaller than the back of a bus. QR codes can even give information about the individual item, such as the date of manufacture, the specific materials used and so on.

QR codes were relatively rare until the pandemic, when track and trace made them ubiquitous. Now everyone knows that to read one, all you need to do is point your smartphone’s camera at it and wait for the web link to appear. It is amazing how quickly everyone learns how to do it, when you can’t get into the pub until you can.

In fashion QR codes new popularity has prompted many in the fashion industry to investigate uses. The R Collective in Hong Kong, for example, prints codes on the labels of its upcycled jeans which gives access to a website with information about the supply chain and tips on sustainable product care

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such as reduced-energy washing, restyling the jeans to prolong their life, and on recycling.

Fashion brand Gabriella Hearst prints a QR code on labels to give consumers access to a garment’s journey, with the narrative of the design, the materials used, country of origin and production processes; it even includes the carbon footprint.

Australian shopping website Klarna held a fashion show where the models didn’t wear the garments at all – they strode down the catwalk wearing dressing gowns and carrying boards with QR codes that linked to product online (all in the name of social distancing, of course.)

QR codes are also being used in one of the fastest-growing areas of fashion, garment rental. Danish brand Ganni is collaborating with Levi’s to rent out iconic 501 jeans. The unique selling point is that the jeans get better with wear, with no two people ever renting any one pair of jeans. The code gives a history of the individual garment and emphasises its unique pedigree.

It is surprisingly easy to generate and print QR codes using websites (see panl on right hand page) that take you through the process step by step.

And most of them are free, which is a bonus.

First of all, you choose the type of content that you want to appear when the code is read. You can include the URL of your website, a vCard

BEST QR CODE GENERATING SERVICES KAYWA qrcode.kaywa.com Simplicity itself, creating basic codes for URLs, contact information and coupons. With a Kaywa account, you can track usage.

GOQR.me goqr.me Works best with short URLs, but can store text, locations and event data. Gives a live preview for testing, which is nice. For a fee, a designer will add your logo to your code.

with your contact details, text, email addresses, images or links to your social media streams.

You will also need to choose between a static or dynamic code. A static code is simple and needs no maintenance but cannot be edited. If you want to change the details that appear on the customers’ phones, you will need a dynamic code.

You can also customise the code by, for example, incorporating your logo or including themes from your website. Don’t overdo it, though - go too far and you could make the code difficult to scan.

The finished code is supplied in one of several forms depending on whether it is primarily for printing or displaying on screens; jpeg is the most popular.

The best places to use QR codes

are in printed material such as brochures and fliers, and of course on the shop front so brides can get your contact details even when you are closed. However, it is not generally a good idea to place them online, such as on social media posts that are most often read on a phone – it is very frustrating to be invited to scan a QR code when you can’t because your camera is on the back of the screen you are looking at.

Other creative ways to use QR codes are bound to emerge, but one novel use by a bride-to-be at her hen party is unlikely to be widely adopted.

She wore a T-shirt with a QR code linking to her PayPal account, with the words “Buy the Bride a Drink” over it.

It is not recorded how many people scanned the code, but it is believed she got very drunk anyway.

SHOPIFY shopify.com/tools/qr-code-generator The popular online shop creation service offers this easy way to create QR codes for items in your online shop in one click. And you don’t even have to be a Spotify client to use it for free.

VISUALEAD m.visualead.com Creates a ‘visual’ QR code with colour elements that really catch the eye.

QR CODE GENERATOR qr-code-generator.com A simple and intuitive code generator – just drop a link in the box and it does the rest, automatically detecting the type of URL and producing a code in seconds.

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New Year Training Adopting a new way of working, and a new approach to your customers, could be the route to success in the season ahead, says Helena Cotter

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hen we look back, 2021 has been quite a year, hasn’t it? Back to work/ not back to work, strict measures, working from home (WFH), masks/no masks, and all the other issues that add to the way we are continually having to adapt to change in our personal lives and business worlds.

When we look forward to 2022, I really believe it has the potential to be an incredible year.

Here are some tips and hints to help you and your team get the most out of your business and create a win-win for both you and your customers...

more potent, and has a larger part to play than the price of your gowns and other products you may offer.

Your customer experience, and how you deliver exceptional service and care, can be the definitive deciding factor about whether your customers 1 Become a super leader will want to buy from you or not.

If you currently have no other Each step of your customer’s employees, you are still at the journey, from the initial contact – coalface so to speak, and are telephone, email, or SMS – to finding therefore responsible for leading them the dress of their dreams, has and guiding your business to great to be consistent throughout their success. As time moves on, you will remote encounters and, indeed, naturally grow your business. When appointments with you. you eventually employ any staff, it will When we think about the customer be vital to have everything in place experience, it goes without saying to be able to translate the message, that customers expect it to be positive your mission statement, the way you’d from the get go. That is why a good like things done, your systems etc. deal of bridal boutiques now charge seamlessly to new people. for appointments because customers So what makes a super leader? are willing to pay good money for the best experience. If you currently ✔ Honesty do not charge, you may wish to... ✔ Being accountable particularly at weekends. ✔ Having vision – knowing where you want your business to go – During my own research, it and how your team can help you appears that charging a fee for an all get there appointment/booking, leads to less cancellations, and ultimately more ✔ Integrity ✔ Demonstrating influence and being sales as the customer already feels influential both in your business and in they have financially and emotionally committed to you. the industry I understand the hesitancy from ✔ A positive role model some retailers. However, if everyone ✔ Empathy/compassion charges it will soon become the norm ✔ Energy/drive/motivation and customers won’t even question it. ✔ Working with flexibility ✔ Getting onto the shop floor.

3 Listening Engaging in personal, face-to-face Your customers are talking about you communication with customers and your team. Being physically present is and your business all the time. Do you indispensable when monitoring what know what they are saying? How can you monitor what they say? is happening day to day You might alternate between what are regarded as traditional ways of 2 What do your customers want communicating – for instance by and expect from you? using the telephone (underused We now live in a world where firstsecret weapon), and/or emailing your class customer service and care is

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carefully in what can be choppy waters. Be guided by your customer, their acceptance of you and faith in you, because long term relationship and rapport building are key.

Product knowledge training YOUR MESSAGE is essential. This will give your It needs to be concise, attentioncustomers extra confidence in your grabbing, and confirmation that abilities. Not knowing answers to you know your business, and your questions can eat away at their trust customers’ needs in you.

They may decide to leave without buying a dress simply because they are not convinced, and do not feel and relevant. Websites can often be customers. positive about your presentation. It’s overlooked in favour of social media Not forgetting – and it is crucial hard to restore that confidence and today – you can, of course, use social ✔ Email campaign start to build rapport again once it’s listening to find out and understand ✔ Social media promotions/ lost. what your customers are saying about announcements/news Ending on a high note, never forget, you and your business. ✔ Search engine marketing The more you spread your message you are the absolute best in Retail.

You may wish to conduct a survey.

I really believe that. Keep up the by incorporating multiple online, You could make it anonymous as brilliant work and I wish you all the digital platforms, the more you will customers will feel more inclined to very best in 2022! appeal to your customers because communicate openly and honestly. you will be speaking their modern When you have this information, language and can help provide a you can tailor your business to suit your customers, without moving away joined up, tailored, customer- friendly from your core values – your business experience one that they will understand. model, if you like – and your goals, which are what makes you special 5 Offering the easiest and best and help you stand out from any An amazing 73% of customers say buying experience: competition. their experience and how they are It is so important to ensure that you treated is an important factor in and your staff are fully trained before 4 Getting your unique any purchase decision they make. stepping over the threshold into message across A whopping 65% of customers the workplace. Training to sell goes The secret is to master the art of say that for them, their remote without saying. The world of sales has capturing your customers with the encounters and appointment changed dramatically over the years, right message at the right time, and experience is more important, and it is vital to keep up to date and in the right way. So, what does that and a has a larger influence and stay on the customer’s wavelength. mean for you in 2022? bearing on their decision to buy Systems and techniques you may Where can your customers be than any advertising campaign have relied on that have worked for found? Online. How do you think you may choose to run. you over the years, probably won’t they’d prefer to be in communication work today. with you? Digitally.

Manipulation is a no-no. High Embrace the digital revolution in all pressure and pushy selling your communications and marketing Helena Cotter techniques should be confined to strategies.

E: info@helenacotter.co.uk history.

Here are the most common and Having said that, there is a fine line www.helenacotter.co.uk effective methods for communicating Insta: hccoaching between being assertive and pushy. your customers: Twitter: @HCSalesTrainer The last thing you want to become is ✔ Your business website – your new Linkedin: Helena Cotter a pushover. So, negotiate and tread shop window! Keep it up to date

Experience Counts

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B U ILD I N G A B E TT E R B U SINESS Once you have identified who you between you and your potential customers, especially those who don’t think your target audience is, you then look beyond Facebook for information. need to check you were right, and how best to target them. This can be as This underlines that the better you simple as trialling various messages – know your customers, the better you including simple posts, complex polls can target them. or even Question and Answer sessions One of the most important first and private messaging, and seeing steps for any business wanting which ones get the best response. to grow, is to identify your target And as you grow your audience, you audience – something that is often create a perfect free sounding board easier said than done. But start with those who are already your customers; for potential new business ideas and if they like you, there is a good chance market research.

With a Facebook Page, you get a that others who are similar will like direct line to anyone interested in your you, too. In the same way, people business that you won’t get almost who like products such as yours are anywhere else, so it is crucial not likely to fit your target audience; for hy? Love it or hate it, only to have Facebook is the largest example, a Facebook people social media platform, If someone is looking for a Page, but also who like offering almost every fine wine target market and millions of people business that’s open till 7pm and use the tools and resources often like who could potentially fit your perfect can’t find this information on your available to good food. customer profile. It is therefore Facebook essential that your business not only Page, they’ll surely keep looking communicate your message has a Facebook presence, but that you can help until they find another place that’s effectively with you here. make the most of the impact it has.

(I feel another Here’s how to make the most of the With its more forthcoming, rather than risk itarticle soon Business opportunity: coming up!).

Pages First and foremost, a Facebook wasting their time I could Insights presence is an instantly-recognised spend some time talking you through reports, which gathers the data of validation that you are a legitimate the various benefits of a Facebook the people who like your page, and business, and a Facebook Business the more likes you get the clearer the Business Page and how to best utilise Page, in particular, helps you to immediately establish a broader reach. picture becomes of who your potential them but, as I underlined in my last article, video can be a more effective customers might be.

By clearly identifying you as a medium for this. There is a wealth of You may be glad to learn that business – and not just another social very good walkthroughs available user – it creates an additional channel Business Page not only helps you on the internet on how to set up a to identify your target audience, it beyond your website or any business successful page, so instead I am going also creates the ideal platform to premises you may have. It therefore to focus on some key points that are communicate with both existing and gives your business more visibility, best made in writing. potential customers. and it can provide the ideal conduit

Why not start the New Year with a resolution that’s easy to keep and your future-self will thank you for forever?

Learn how to maximise your business’s social media presence...and what better place to start than Facebook, says Jason Granville

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Creating a Business Page Believe it or not, a mistake that is more common than you might think is the confusion between Facebook Profiles and Facebook Pages, so let’s quickly deal with that.

Facebook Profiles are for personal use, and people connect with profiles by requesting to be added as a ‘friend.’ This allows both users to see posts from each other. Anyone with a Facebook Profile can set up a Facebook Page (Business Page) and, unlike profiles, people only need to like your page to follow it. This is what you want, as many people are wary of adding a business as a friend, so always set your business up as a page.

I am now going to talk you through how to do this, so you may want to read on while actually setting up your Facebook Business Page.

Go to your personal Facebook Profile, and on the left-hand side of your home page there is a menu that has a Pages icon. Click on this, and create a new page. It is a very step-bystep process, but it is a lot easier

to execute if you have prepared your information beforehand. But don’t worry, any of the details you enter can be edited later.

After you have entered your business, organisation, or brand name, you are asked to categorise your activity. These are pre-set categories so choose up to three that best describe your business.

Next, you are given 255 characters to describe your business – this is the short description that appears in search results. Once these three steps are completed you can click Create Your Page, and you’re done (If only life was that simple!). Now it’s time to add your profile and cover images.

This Profile Image accompanies your business name in search results and when you interact with users.

It also appears on the top left of your Facebook Page. The important thing is to help a potential follower or customer to recognise your page immediately, so either use your business logo or, if you are the face of your business, then a self-portrait

can work well.

As with your cover image, size is important. Although you have some flexibility when adding your image, it is best to size it to the recommended dimensions before uploading it, which is 180 x 180 pixels.

The cover Image is the most prominent image on your page, and I often compare it to a front window display. This image should capture the essence of your business and convey your business or brand personality.

Take some time over this, it’s important to create a good visual first impression, so choose wisely.

If you don’t have a good quality image of your own, consider using a relevant free HD stock image, again I would suggest Pixabay, Pexels, and Upsplash. As with a front window display, I would recommend changing the image three to four times a year.

This helps keep the page fresh and can be used to publicise special events, sales, seasonal celebrations etc. The recommended Cover Image size is 820 x 312 pixels.

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➢Once you have uploaded the images you can use the buttons in the top right of the preview to toggle between desktop and mobile views.

Use these to make sure you’re happy with how your images look in both displays. You can drag the images in the left column to adjust their positioning. Then, when you’re happy, click Save.

You now get the opportunity to link your Facebook page with WhatsApp. This is optional, and I will deal with the benefits in a separate article. But, if you can’t wait, a simple Google search will give you the basics.

Now it’s time to create your username; it can be up to 50 characters long but don’t use extra characters just because you can. You want it to be easy to type and easy to remember. Your business name or some obvious variation of it are safe bets.

Although you might be tempted to leave your Facebook Page’s ‘About’ section until later, it’s important to fill

out all of the fields from the start. As Facebook is often the very first place a customer goes to get information about you, having it all there is important to create a good and professional first impression.

For example, if someone is looking for a business that’s open till 7pm, they want to confirm this information on your Page. If they can’t find it, they’ll surely keep looking until they find another place that’s more forthcoming, rather than risk wasting their time.

Fortunately, Facebook makes this very easy. Just scroll down on your page view to the section called Set Your Page Up for Success and expand the item called Provide Info and Preferences. Fill in the appropriate details, starting with your website.

Don’t forget to complete the Add an Action button section. Facebook’s built-in call-to-action button makes it very easy to give the consumer what they’re looking for and it allows them to engage with your business in

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real-time.

The right CTA button will encourage visitors to learn more about your business, shop, download your app, or book an appointment. Again, I intend to go into this function in a lot more detail in a future article and how to optimise it for events and promotions.

Obviously, there are a lot more insights I could discuss, but if you have followed the steps above, you are ready to create your first post and start inviting people to like your page.

Don’t forget that there is a wealth of resources available on the internet to expand on what I have discussed and help you on your way. Failing that, please feel free to contact me if I can be of any assistance on your journey.

In the next issue of Wedding Trader, I will discuss what makes an engaging post strategy and the benefits of Facebook advertising.

Want advice from Jason? Contact him at jason.granville@yahoo.co.uk

Subscribe the the Wedding Trader newsletter and keep fully up to date with the latest news, articles, magazines and discussions.

W E DDIN G T RA D ER GOES LEGAL Every issue we will be bringing to you latest information of new legalities that could affect your business. This is where advice from the experts really matters...

Pricing and the law GOING LEGAL

Emma Roake, a Legal Director at Fox Williams LLP, explains what fashion brands need to know right now and how they will be affected by current and intended laws regarding pricing of goods to be resold

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U and UK competition law is changing in 2022, and there are some changes coming down the line in relation to prices. But, spoiler alert, price-fixing and resale price maintenance are, and will continue to be, against the law. So, what are the rules relating to pricing that those in the fashion industry need to know about, and how are things likely to change in the year ahead?

The basics A fashion brand that does not hold a dominant position in the market for the types of products that it sells, has considerable freedom as to the prices at which it sells its goods to its direct business customers. It is crucial that when setting the purchase

with your distributors or retailers on a fixed or minimum resale price – which could get you into hot water. These other pricing practices are usually referred to as “indirect resale price maintenance.” Some examples are: • fixing a distributor’s distribution margin • fixing the maximum % discount which the distributor can give retailers • stick-and-carrot measure with the Resale price maintenance aim of ensuring compliance with Resale price maintenance (RPM), in the minimum price – for example, the context of relationships between threats, penalties, and refusal to fashion brands and their distributors supply if a distributor or retailer and retailers, refers to any steps that fails to observe are taken Resale price maintenance or enforce a which are particular price, designed to is illegal.

The consequences or inducements ensure that the given to distributors of engaging in RPM can distributors or retailers be severe – fines can be as and retailers to do not sell the brand’s much as 10% of the worldwide persuade them to observe a products for turnover of the business particular resale less than a price specified price. Competition law prohibits resale price maintenance because in general What about Recommended Retail Prices? it leads to consumers paying higher Setting Recommended Retail Prices prices.

(RRPs) is not against the law, unless What is not always appreciated the RRPs are accompanied by other by brands is that there are various measures which have the effect of pricing practices – short of agreeing making the RRPs a minimum resale prices for its products, the brand does not coordinate or collude with its competitors; instead, the brand must set its purchase prices independently.

However, it is in the onward sale down the supply chain where competition law infringements often arise, because the brand must not impose fixed or minimum resale prices on its distributors or retailers.

Wedding Trader is working closely with Fox Williams under whose care fashion businesses flourish with everything from securing intellectual property rights to renegotiating agency agreements and commercial leases. (www.fashionlaw.co.uk; www.foxwilliams.com)

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price in all but name.

In a recent case, the Competition and Markets Authority (CMA) found that a ‘recommendation’ given by a manufacturer to retailers regarding prices had the practical effect of preventing retailers from selling below the recommended price, as the supplier used various monitoring and enforcement mechanisms to make sure that retailers did not advertise or sell its products below the recommended level. In this case, the supplier had originally received several complaints from its bricksand-mortar resellers about significant discounting of the supplier’s products online.

To address these complaints, the supplier at first introduced an online trading policy which required online retailers not to resell the supplier’s products online below a maximum discount of 20% off the RRP for that product.

The supplier revised its policy a few years later so that it contained a ‘recommendation’ – which was stated not to be legally binding – that online prices should be no lower than 25% off in-store RRPs. However, despite being described as a non-binding ‘recommendation’, the way in which the supplier’s trading policy was structured meant that the supplier could limit or withdraw a retailer’s right to use images of their products on the retailer’s site, if the retailer did not comply with the price recommendation.

In addition, the supplier monitored the prices at which the online retailers were selling the products and took action against retailers who were selling below the recommended price level, including threatening to refuse to continue to supply them.

The CMA fined the supplier around £800,000.

The consequences of resale price maintenance Resale price maintenance is illegal.

The consequences of engaging in RPM can be severe – fines can be as much as 10% of the worldwide turnover of the business.

Competition law regulators are increasingly active in their investigation and prosecution of RPM, particularly in the online channel.

For example, in the past two years the CMA has pursued suppliers and retailers in the musical instruments industry in five investigations into resale price maintenance, which led

into other sectors of concern, including two into RPM in the replica football kits market, one in relation to Rangers Football Club, and another in relation to Leicester City Football Club, and both involving JD Sports.

In terms of the use by suppliers of price monitoring software, the CMA and several national competition law regulators in EU countries have been heavily critical in recent years of parties that use such software to detect and punish resellers who sell below their RRPs. Therefore, fashion brands using such software should be careful, as it may lead to scrutiny from competition law regulators.

It is not just the suppliers which can be fined – distributors and retailers which are active participants in supplier’s attempts to maintain prices have also been fined.

The consequences of being found to have engaged in price fixing are not purely legal and financial either.

Significant reputational damage to the brand itself can also result.

Changes in 2022?

Although not yet confirmed, it looks as though dual pricing (where a brand charges the same retailer a higher price for products intended to be resold online than for products intended to be resold offline) will no longer be a hardcore breach of competition law. This will allow fashion brands to incentivise hybrid retailers to invest in brick-andmortar retail.

Further, more guidance is expected from the CMA on the potential to the CMA imposing fines totalling efficiency arguments which could more than £13.7 million.

On the back of these investigations, justify RPM. The current position of the CMA is that it remains open the CMA also developed its own to such arguments, which it will online price-monitoring tool consider carefully. Nevertheless, RPM which it is using to detect resale remains a material concern for fashion price maintenance in the musical businesses and one that should be instruments sector.

The CMA has opened investigations taken extremely seriously.

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Eco Or Not? It’s Vital You Can Support Any Claims GOING LEGAL

Partner Stephen Sidkin, and Associate Lucy Coffey, look at green credentials and what they really mean to the fashion industry

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he fashion industry has faced significant criticism for some time about its impact on the global environment, so it is easy to see why fashion businesses are increasingly keen to promote sustainability and ‘eco’ products.

Companies throughout the industry, from high street to the luxury market, are anxious to burnish their green credentials and consumers are now greeted by ‘green claims’ messages that suggest that a product or service is beneficial, or at least less harmful to the environment.

However, the industry is allegedly rife with green washing, where the sustainability credentials of a company’s product is overstated. It was no surprise therefore that the Competition and Markets Authority (CMA) highlighted the fashion industry last month when announcing its Green Claims Code (the ‘Code’) and accompanying guidance, to ensure companies are not overstating the sustainability credentials of their products.

So what is the Code about?

First, the law that regulates green claims, and in fact all advertising

on the consumer market.

As such, the recap given by the CMA of the position of consumer protection law within the guidance will be welcomed by the business-toconsumer (B2C) market generally.

That said, consumer protection law is not limited in its application to B2C relationships; anyone in the supply chain making a claim that is targeted at the consumer will need to ensure it • to put businesses on notice that acts in a consumer-compliant way. the CMA will be focusing on green The Code sets out six principles claims moving forwards. This will that are relevant to green claims be highly relevant to the industry given the push for sustainability and made by businesses directly or indirectly to consumers. accountability Advertising, marketing, and legal departments in fashion businesses • setting out extensive guidance will likely be familiar with these to illustrate what is likely to be an infringement of consumer protection principles, as they have their origins in the legislation used by the Advertising law, so as to help businesses Standards Authority in respect of navigate an extensive body of rules advertising generally. The principles are: While the guidance is not legally 1 claims must be truthful and accurate binding, it is helping businesses 2 claims must be clear and uderstand the underlying binding unambiguous law. It therefore needs to be taken 3 claims must not omit or hide seriously – and will be by the CMA. important relevant information Because the law is not new, there is 4 comparisons must be fair and no timeframe in which businesses meaningful need to ready themselves to comply – you should be complying with these 5 claims must consider the full life cycle of the product or service rules already.

6 claims must be substantiated What does the Code say?

It is easy to see the benefit of putting The Code and accompanying guidance is focused on green claims, green products on the market, but care needs to be taken by those while the underlying law relates throughout the supply chain that in generally to claims made making green claims you are not at by businesses in respect of the risk of breaking the law. products and services they put claims, is not new. Second, the purpose of the guidance is “to help businesses understand and comply with their existing obligations under consumer protection law when making environmental claims”.

Third, the objective of the CMA in publishing the Code and providing guidance appears to be:

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5 Look at the lifecycle of the product consumers in respect of the product Why should fashion businesses be and your supply chain, so as not to as a whole? concerned?

2 Misleading a consumer is not limited mislead consumers by focusing on Consumer protection law will be only one element of the product when infringed if a misleading claim is likely to taking positive action – you can mislead consumers by what you don’t making a claim. to have an effect on a consumer’s The CMA provides some helpful say, just as easily as what you do. decision-making process. As such, it ideas as to how to comply with 3 It is possible for you to fall foul of is not necessary that the misleading requirements where you are short of claim caused the consumer to buy the consumer protection law not only by label space – this is likely to product. be relevant when looking at Further, it is not simply Consumer protection law will be labelling. the CMA that may act. The The use of QR codes Advertising Standards Authority infringed if a misleading claim is likely and websites can assist in and Trading Standards, as well ensuring that key information as consumers, can act against to have an effect on a consumer’s and caveats to claims are not you if you do. This action is decision-making process. missed by consumers. not limited to civil claims in While the principles court, but also to criminal explicit claims, but also those that you overlap, and the guidance to the enforcement.

Code is repetitive concerning how leave to be implied by the consumer. the principles are to be respected in It is not just the words that you use What should fashion businesses that are important – even things such practice, brands that are currently take into consideration when promoting green claims in a as colours can be relevant. making ‘green claims’ consumer compliant- manner will 4 Comparative advertising, aimed at 1 The bigger picture – does making no doubt welcome the upcoming both B2C and B2B, is covered by the a claim about one element of your Code and its accompanying guidance. scrutiny in this area. product which is correct, mislead J A N U A R Y / F E B R U A R Y 2 0 2 2 ♦ W E D D I N G T R A D E R ♦ 89

How to protect against burst water pipes GOING LEGAL

Water and fire are the biggest risks facing bridal shops, taking weeks, months, and even years to put right. Catherine Brides of bridal insurance specialists, Hine Chartered Insurance Brokers, tells us what you can do to protect your business against burst pipes this winter

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your policy may cover burst pipes, if you fail to follow basic guidance and maintenance procedures, your policy may well be invalidated.

It is worth noting that water freezes at 32 degrees Fahrenheit (or zero degrees Celsius). It is generally advisable, therefore, to keep buildings at 55 degrees Fahrenheit (12 to 13 Maintain a constant temperature degrees Celsius) to avoid pipes While it can be tempting to turn your freezing and potentially bursting as heating off outside of opening hours to save on money and energy, keeping a result. However, your insurance provider may require that the it on, and at a constant temperature, temperature is kept at a different level will make pipes less likely to burst. as a bare minimum. It is always wise to Should you need to leave your check your specific policy to ensure building empty for an extended you are fully covered. period of time, I’d always advise checking your insurance policy. If it Identify your water stopcock states that the heating needs to be As a business owner, you should kept above a certain temperature, Check your insulation make the time to ensure you and all Ensure that all of your pipes and water you must take this into account as your staff know the location of your otherwise your provider may not pay tanks are insulated. Exposure to the water stopcock – most buildings have elements make them vulnerable, but out in the event of a claim. While uring the colder months, the risk of burst pipes significantly increases due to cold temperatures.

Should a pipe burst, this can have a devastating effect on your business – not only can it damage your building, electronics and stock, but it can also halt your ability to fulfill appointments with your customers.

Having spoken to many businesses who have been affected by water damage during the winter months, I have seen first-hand the stress and financial pressure this can cause.

Fortunately, however, there are ways to limit the damage if an incident does occur.

insulation gives protection against fluctuating temperatures, and at the same time reduces the amount of heat lost, potentially saving your business money. Insulation is not expensive, so it’s certainly worth considering.

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Five steps to take in the event of a burst water pipe While prevention is key, we cannot account for all scenarios.

Here are five things you should do if your shop is affected by a burst water pipe: 1 Shut off your water supply and switch off the central heating 2 Move any furniture/ equipment away from the flooded area. If safe, use towels to soak up water 3 Notify your insurer/insurance broker 4 Your insurer will then advise you of your next steps for repair 5 Make your staff and customers aware of the situation

an internal and external stopcock – as well as how to shut them off in an emergency, so that if an incident does occur, you can stop the flow of water quickly to prevent any further damage.

Drain your pipes If your building is going to be left empty for an extended period of time, it may be worth completely draining your pipes and water tanks to eliminate the risk of your pipes bursting. This is unlikely to be necessary for short breaks, but it may be useful if you are temporarily vacating the premises.

Conduct regular boiler inspections Every business should have their boiler serviced annually – ideally in early autumn – by a trained professional who will spot any

problems early on, thus avoiding any trouble further down the line. Regular maintenance not only reduces the risk of breakdowns, but it will also likely extend the life of your boiler.

If your boiler does break down during the winter period, this will potentially expose your pipes to cold temperatures.

I’d also advise regular assessments of your entire water system. This may be carried out by the person who services your boiler if they have the expertise, or you may wish to find someone whose knowledge matches your specific water system.

During the winter months, you might also want to think about having monthly health checks on your water outlets to ensure everything is functioning correctly.

Investigate all your water outlets Burst pipes are one of the main types of ‘escape of water’ (this is the overall term used to describe any leak within a home or business). However, they are not the only one.

Data from the Association of British Insurers (ABI) shows that the number of escape of water commercial claims has been steadily rising for over a decade. It also highlighted that the average cost of a commercial escape of water claim rose by 22% between 2016 and 2018, increasing from £4,167 to £5,349.

Retail stores often have more water

outlets than homes do, including air conditioning, heating systems and water coolers. Therefore, the impact of any escape of water, not just a burst pipe, could cause severe damage.

To discuss you individual needs, contact Catherine Brides.

T: 0161 438 1946 E: catherine.brides@hine.co.uk www.hine.co.uk

PROTECT YOUR BUSINESS Hine Chartered Insurance Brokers understand that protecting your stock is a huge responsibility, especially when you’re holding garments for weddings and important events.

We are Associate Members of the British Bridal Suppliers Association, so you can rest assured we have the expertise to find the right policy for your business. We offer: - Specialist knowledge in the bridal sector - Expert advice on the type and level of insurance you need - Competitive quotations from a range of leading insurers - Minimum 35% increase to the stock sum insured for April, May, June, July and August - Help with your claim - After-sales support and free access to our claims’ consultancy service

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“Since Harrogate, I have been in regular

“Just a note to thank Wedding Trader - again (!) for its sound sense and advice in so many areas of retail business. Of course I love to see all those notes, sharing ups and downs, having a long moan pix of beautiful new collections (who doesn’t) when needed. That is one of the few good things and I have, in fact, investigated brands that are that have come out of Covid – before I shared new to me that I have seen on your pages. But it nods with colleagues who now have become is, without question, hearing honest views from friends rather than business contacts. Nothing others in the business whose opinions I respect, offers more support than a network you can dip and who don’t mince into for advice and know that you’ll get words to be ‘nice’, that inspires me. honest responses you can trust. I Especially have already arranged to see a now, when we have all been number of my new soul mates through such difficult times – for drinks and conversation at as have all other industries, the London show in March.” of course – straighttalking is what’s needed.

Your formula is working

“I am getting increasingly worried about supply in the season ahead as my appointment book is full and my brides-to-be are committing far earlier than usual. What happens if deliveries don’t come through as planned? Are other boutique owners feeling the same concerns? Perhaps they’d offer a view on these pages, or via comment on Wedding Trader’s website or Instagram. It would be so much appreciated – talking to suppliers won’t help.”

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BY

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conversation with other retailers, comparing

And Finally Up and downs, ins and outs, but so much to look forward to

“I know things are still far from perfect, but I do feel we are moving forward in good-sized bounds.

With the London show coming up, and Barcelona, which I hope to attend, the opportunity to mix and mingle and talk and see the new collections, the positives will certainly outweigh any negatives. I am ready to party.”

“Need some views please about special promotions. What’s working best for other shop owners – discount vouchers, a gift of a particular accessory, a gratis session with a local hairdresser? Want inspiration please.”

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