NEWS

TALKING POINT

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

BRIDESMAIDS SPECIAL

Essentials by True Bride has launched a capsule collection called Bronte, a selection of dresses that is focused on price point styles that don’t compromise on quality or design. The pre-ordered pack that’s ready to dispatch consists of all six styles in best selling colours and designs for only £399 (typically £603). For more information email enquiries@truebride.co.uk

A SLICE OF THE ACTION

A good talking point – the cake! According to the experts at https://jackandbeyond.com/ size really does matter. Topping the list of the most expensive celebrity wedding cakes is the one made for Priyanks Chopra and Nick Jonas for their 2018 wedding in Jodhpur, India. It was 18-foot tall, featured tiny windows and golden Baroque detailing and came in at an estimated £15,000. Here’s what other top spenders said yes to:

Grace Kelly and Prince Rainier £10,000 Kaley Cuoco and Ryan Sweeting £ 9,000 Princess Eugenie and Jack Brooksbank £ 6,500 Sofia Vergara and Joe Manganiello £ 6,000 Chiara Ferrangi and Fedez £ 5,600 George Clooney and Amal Alamuddin £. 5,600 Olivia Buckland and Alex Bowen £. 3,500 Megan Markle and Prince Harry £. 2,900 Idris Elba and Sabrina Dhowre £ 1,900 Gwyneth Paltrow and Brice Falchuk £ 1,500

If your brides ask for advice, tell them to work out a budget and see what the options are in that price range. The fewer fancy adds-ons the better the price.

FROM A BRIDE IN THE BUSINESS

Nikita Thorne of Guides for Brides got engaged a month ago. “It is such an exciting time for me,” she said, “but as a wedding pro, it also opening my eyes to couples’ pain points. I have taken a step back from what I already know and looked critically at my experience through various points of my planning. Here’s the key concerns I have come across starting my wedding dress search that may be helpful to have on your radar as a retailer.”

1Pricing 2 Response times

There’s nothing worse than sending an enquiry or question to a boutique while excited, and not receiving a response. The excitement fades and your bride may select an alternative. I highly recommend that you at least have an out of office or automated DM responder that gives a clear response time frame and keeps your potential bride engaged with your brand while they wait.

3Personality

On page 74 Peta Hunt takes us on a voyage round the world to see the collections she loves, country by country. One on our favourites is Grace Loves Lace, the top Australian brand. This gown, Nathalia, in mirror stretch lace, says it all.

I was expecting pricing to be pretty clear across the board with bridal boutiques. However, the number of boutiques I found that didn’t give an indication of the price range of their collections on platforms like Guides for Brides and their own website was huge. It makes it difficult to know whether you can afford to shop there and can put brides off booking an appointment. Those that were clear were more likely to be on my shortlist of boutiques! When shopping for your wedding dress, you open yourself up to people’s critiques and that can be nerve-wracking! As a bride, I want to feel like the boutique would help me to have fun and feel confident during the appointment. I identified that boutique based on the personality they presented on their social media and tone of their website. So, are you showing your team’s friendly and approachable personality in your marketing?

Hopefully, these points will allow you to do a quick analysis of your marketing and operations process to ensure you are giving yourself the best opportunity for a smooth conversion from interest to sale!

GROOM SERVICE

Graham Phebey of The Kent Wedding Centre represents the dynamic Benetti collection in the UK. Known for its fashionable and affordable menswear, Benetti for the new season is all about lightweight, soft fabrics, with blues and beiges top choices. Interestingly, Graham’s retailer clients across the country say they are finding grooms want to buy, rather than hire. Find out more from Benettimenswearuk@gmail.com

When Ellie Said

“I DO”

Wondered why we don’t have a column from our own Ellie Sanderson this month? Well, she was simply too busy, tying the knot with her soulmate, Simon Flowers. And it was no smalltime wedding, The couple had a fabulous three-date event at Chateau de Lisse, France, owned by her new sister-in-law. It started with supper in the Bamboo forest on Friday evening to welcome the 50-strong guests. The wedding ceremony itself, on 25 June, was under the shade of a massive Sequoia tree, and followed by canapés and dinner on the upper terrace. Ellie’s stepdaughter, who is signed to Island Records, sang for 30 minutes before the bride arrived, completing her set with Diamonds as Ellie made the walk across the lawns and down the stairs to meet her

gorgeous groom.

The dress? First question in this industry. Right first time, it was Suzanne Neville. Said Ellie: “We worked up a new design based on my obsession with ruched sleeves and soft tulle. Suzanne, as ever, utterly nailed the dress.”

Katie Reay Scott did hair and makeup, Andrea Verrinini took the photos, and the Sunday was all about Bloody Marys and cheese!, and a dress by Jesus Peiro.

Ellie and Simon – many, many congratulations and all the joy in the years ahead, from all of us at Trader.

ELYSEEBRIDAL.COM