Second Opinion

Who would ever have thought that world events, political sanctions, the war crimes of a madman, would ever affect the day to day running of a Bridal Shop? But here we are. Sue Lovell voices her thoughts

Well, 2022 is turning out to be a corker of a year. Globally, it’s the equivalent of being punched in the gut, whilst suffering horrific food poisoning, from a bacteria contracted whilst enjoying the first proper meal eaten since you found out you had an aggressive intestinal parasite. And while it may be seen as a stretch to how our bridal business is linked to world politics, if we want to run ethical businesses, if we want to do the right thing, whilst still supporting our customers and our industry, then we need to put plans in place.

Back in December, I told my brides that we would have to get used to the word ‘no’. To not see that as a negative, but as a positive. With the anticipated supply chain issues, I needed to prepare my brides that sometimes it is better to give an honest ‘no’ rather than a hopeful ‘yes’, if it means that alternatives can be found, or contingency plans put in place.

Wedding planning, I predicted at the tail end of 2021, may not yet be plain sailing, and preparation, planning and a willingness to compromise may be key to stress-free nuptials. Obviously, in those heady days of coronavirus, I was still thinking of the knock-on effects Covid would have on us all, but I did not foresee genocide, and the threat of nuclear annihilation, and the resulting effect on the world in general. But here we are. I have talked to suppliers and shops alike since the London show, and there is no doubt, that whilst we are trying to be optimistic, we are also cautious and careful with our buying. Our hearts are preparing for big weddings, and big spending brides, but our heads are still focused on supply chains, petrol prices, inflation – the same issues our brides are thinking of when budgeting for and planning their day. We are all independent, but we are all linked, and we are part of a worldwide chain of events, whether we want to admit that or not.

Think about this…

I was reading the “about us’ page of a particularly beautiful bridal shop, stocking so many prestigious and well-known designers, and accompanied by photographs of the beautiful staff, fabulous premises, and the most spectacular shop window. It said: “The salon team will be happy to help make the most cherished dream of every bride come true and make your wedding day truly fabulous and unforgettable. In the variety of world brands presented in the salon, you are sure to find your perfect dress. On the appointed day and hour, a personal consultant and fitter awaits you. They will do everything to make the dress fit perfectly on the figure. It’s nice to know that a whole team of professionals carefully and painstakingly works to create your unforgettable image.”

I think about this shop every day. Situated in the heart of Kyiv, and marked as ‘Temporarily Closed’ I can’t help but wonder how the brutality of the Russian invasion has affected the lives of these beautiful women. At Christmas, they would have had the same staff parties, family get togethers that we had. At New Year they would have made the same Resolutions that we had, knowing they would probably be broken by 14th January, but made with determination all the same. A glass of bubbly, a new year’s kiss, or in bed with a good book or a loved one, or a random one, would have seen In 2022 welcomed in with hope, just like we did. And they hoped that Covid would abate, and life would get back to normal. Just like we did.

If you pop on over to the website of Ukrainian designer Eva Lendel, there is a heartfelt message letting us know of how their lives have changed. Making items for the military as well as bridal gowns. So full of hope, pride, and a fearless resilience, asking us for support and prayers. Asking us not to look away and be indifferent to what our Ukrainian colleagues are facing. Showing us how we can help.

Making sense of the madness is futile, there is no sense to be made of genocide, nor can we process the brutal images coming out of Ukraine. But what we can do, what we must do, is look to see how we can support our Ukrainian colleagues. The bridal consultant, the bridal owner, the seamstress, the Saturday girl, the people who just like us, who worked hard to make dreams happen,

So, can we make a difference?

Well, the first thing is to make sure that when this horror is over, we support Ukrainian designers, in whatever way we can. Ukrainian brands should be promoted, shouted about, and displayed, brides will want to buy these labels, brides will want to show their support. One day ‘Made in Ukraine’ will be the must-have label.

The second thing is that we make a conscious decision not to support designers, who support Russia. China has not come out against Russia as I write this, but as an industry we need to be in a position to support the manufacturers who do support our freedoms, who do not support Russia. Sanctions are made by Governments, but whether you are an industry leader or a small independent shop, we can all make decisions on who we buy from.

I had a few ladies in my shop recently who made it very clear that they will not be purchasing any items that come from China if the Chinese Government does not come out to denounce Russia. Now I know that Putin will not be shaking with fear hearing that Claire from Cambridge, and Kara from Kettering will actively look into where their wedding dress is made, before making the decision

to purchase, but if thousands of Claires and Karas make an informed choice - then that affects the brands we stock and sell. That affects the manufacturers we buy from. The power of the people is not just a cliché, it is a fact. We can overlook the provenance of many things, to make a profit, but can we really overlook genocide, can we really support designers who buy from factories, who support Russia? I know I can’t. I know many brides who won’t. So, we need to find suppliers, factories that are on the right side of humanity. We are part of a worldwide chain So we choose. We choose where we buy from, and who we of events, whether we support. We choose not to be indifferent. want to admit that or not. For me, it is an easy choice, the beautiful faces of three bridal shop consultants, colleagues of us all, who up until late February made dreams happen for brides and who faced all the shop joys and struggles that we all do. I know that I may never know where they are today, I may not be able to offer them a place of sanctuary, and I may never know if they are refugees, are safe, or even if they are still alive, but I know that I will not support any designer who supports the Russian government, that has deliberately put these women, their friends and families and their country in the cross hairs of war. Google those beautiful shops in Ukraine, see who they stocked – who they supported. Let us hope that these big, beautiful brands support them now. Let the big brands show too, that they are not indifferent.. WT