Wedding Trader - issue 31 by Love Our Wedding

PROUDLY SUPPORTING BRITISH BRIDALWEAR RETAILERS It’s show Harrogatetime...2022 NEED-TO-KNOWS FOR THE BIG EVENT finalistsAwards WHO WILL TAKE THE CROWN? moodtheSetting SHOPFORAMBIENCETHEGETTINGRIGHTYOUR MEET THEIR NEW UK DISTRIBUTOR newsExclusivefromDessy

ENZOANI.COM

10 NEWS New collections, people and places 14 FIRST PERSON Laura Daly on the importance of working together 18 DESSY DEVELOPS New labels, new collections, and a new UK representative 22 SECOND OPINION Sue Lovell gets ready to shop 28 LETTER FROM AMERICA Peter Grimes on retailer highs and lows 30 OVER TO ELLIE Clear thinking and direction to cope with rising costs 36 THE BEST LONGSTANDING RETAILERS The six finalists who stand out 44 THE RBA ADVISES Members on buying at Harrogate 48 BE PREPARED Maria Musgrove-Wethey of Get Savvy Coaching, on opportunities 52 THE NEW BEST SELLERS This is what their makers reckon 62 AWARDS FINALISTS The categories and those competing for the trophy THE LITTLE PEARL SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 5 68 ON DISPLAY Creating the ideal ambience 72 WHEN IT’S TIME FOR A NEW CHAPTER If you’re ready to move away from bridal to into different pastures, here’s help from others 74 BRIDESPEAK Shopping alone, or mob-handed? What do the brides themselves prefer? 76 WHO TO SEE AT HARROGATE The up-to-date exhibitors list, as of early August. So there’ll be more on the day! 84 YOUR REACTIONS What retails – and suppliers – have been discovering on our website 86 TECHNO The kit for taking notes at the show, and making it easy 90 ESSENTIALSTRAINING Getting to an ideal mix 94 GOING LEGAL The legalities of age-inclusion, and non-compete restrictions 98 AND FINALLY… Your place, where you can voice an opinion

We will be launching our stunning new 2023 collections at Bridal Week Harrogate from the 11th - 13th of September. Find us at The St George Hotel. For more information about becoming a stockist, please email: BRITISHsales@romanticaofdevon.co.ukBYDESIGN

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Ed’s Letter

SUSIEDITORROGOL-GOODKIND 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 Contact us @@WeddingTraderUKweddingtrader@WeddingTraderMag weddingtradermag.com Meant To Be Media Ltd also publish: Wedding Trader is published by: Meant To Be Media Ltd, 18 Taylors Lane, London SE26 6QL. Tel: 0785 558 7219 weddingtradermag.commeanttobemedia.com SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 9

This issue of Wedding Trader, in print and digital form, is very much a celebration of the Big One – this year’s Harrogate Bridal Show, which kicks off on 11 September for three days of new collections feasting. All the big names are there, the brands that influence the market, creating the trends that tomorrow’s brides will be asking for.

Andy Allen Art Director

“Seeing what the designers themselves reckon will be their best sellers at Harrogate really gives you a steer.” (p40) Cover image: This stunning gown is by Casablanca Bridal

Trader WEDDING

“I find that the Bridespeak column gives real insight into the loves and hates of the end customer.” (p66) Jade Pepperell Love Our Wedding “It’s so exciting that the Awards are back and that a plush, lush event awaits us. Good luck to all the finalists.” (p48) Martha Cooke Head of Ad sales

Wedding Trader magazine is an online magazine read by the 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.

Social media plays a huge part in getting the style message over to a big audience – and your target customer – so expect to see the latest looks featured across the different platforms. It is always worth asking your suppliers what they are doing to promote their collections and to get involved where you can; your name and location on their websites and social posts can introduce you to a wealth of potential clients. At Harrogate, give yourself time to visit the Designer Area, where innovation leads the way and both existing names and bright new talents come together to make unique style statements. And don’t miss out on the catwalk shows that bring everything to life.

But show time is not only about having a good time; to retailers it is about making key decisions on where their budgets will go for the year ahead. That’s why we’ve packed this issue with advice from many of the long-standing names in the business; their thoughts may vary but there are so many common threads to learn from.

TALKING POINT More

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A stunning portfolio

The Bridal Collective has given us a early peek of its newest collections - Love, Blue, Enzoani, Elysee, Etoile, Elysee Editions and Atelier. There’s so much… and every gown is a winner. What we love is that each label has a COLOUR PALETTE

According to True Bridesmaids, the move is definitely towards mix, without the all-expected match, so each maid is choosing the dress that works best for them. And when they’re happy, the whole group is happy. Top colours for the new season are tipped to be: Moss Green, Hunter Green, Desert Blue, Cinnamon and www.truebride.co.ukTopaz. news – and new products that make the wedding world so special

Movie Classics

Isn’t Romanticait Ahead of Harrogate, we got to see the beautiful new images of the Romantica collections. See them for real at the St George www.romanticaofdevon.co.ukHotel.

MATTERSPRESSING

A great name for the new collection from Dando London that will feature at Harrogate in September. Shot in Marrakesh, Movie Classics oozes timeless elegance with a twist of glamour, a touch of boho, and body enhancing shapes. 3D flowers, delicate beadwork with seed pearls and shimmering crystals are part of the special personality. www.dandolondon.com

Propress MINI, the handheld steamer, is going down a storm with brides and bridal retailers alike. Whilst not designed for professional use, its amazing performance makes it irresistible to many bridal boutiques because of its compact size. And brides are snapping them up when they see how brilliantly they perform. Contact Propress for further details on becoming an approved stockist. hello@propress.co.uk

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THE DESIGNER ARENA 29 EdwinaDeborahColbyChicBanuAmsaleAelAtelierEsteGuvenNostalgiaJohnKDesignO’Gorman Freda Bennet Halo & Co House of Hersee Kate Fearnley Katy MiabelleMaryliseMaleeBritton Mila WendyWattersTHRemboOlympiaNicolaNatalyaNovaJamesAnneSposaStyling&THMakin Harrogate promises some great names, including these that will star in the designer area. Check page 18 for stand numbers. 12 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

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First Person

Laura Daly delights in that retailers now work closely together and exchange views on business as well as on suppliers, but stresses the need to strive for perfection if you want to stay on top

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T he autumn exhibition is fast approaching and I still get just as excited about attending as I did that very first time back in 2001. I love catching up with my industry friends, and I love the buzz in the Harrogate halls. I think it behoves any serious business owner to be knowledgeable about what’s out there, and to see what all the various labels are producing, including those we don’t stock ourselves.

I’m extremely proud to know some absolutely fantastic shop owners; business people with a real passion for their industry. Your dedication to making your businesses a success mirrors my own and I salute you all!

The same goes for my suppliers. Without a solid base of designs and customer service, I couldn’t operate Bellissima in the way that I do, and I am grateful for their forward-thinking and support. I will happily walk around every hall multiple times, to get a feel of where designs are going and to ensure that my shop will be best able to reflect the trends on show. I’ll talk to any and every one, and make it my business to renew old acquaintances and spark up new contacts. I love the parties, the dinners, the impromptu meet-ups and chit-chat, and the camaraderie that is so special within the bridal industry.

The traps and pitfalls of trading can be avoided - but it does take constant dedication, time and effort. So, have fun at Harrogate but tread carefully and thoughtfully - oh, and come and meet us on the RBA stand and consider joining us in our quest for excellence! help if you need to. There are plenty of bridal business coaches out there these days who, for a fee, will help you see the light if dark clouds are gathering, or may even be able to stop you from making mistakes in the first place should you be a new start-up.

Fortunately, there are many suppliers and designers who consistently get the

Alternatively, if you’d prefer advice from the collective experience of over 100 years of bridal retailing, you can join the Retail Bridalwear Association and have unlimited access to the brains and experience of the owners of some of the top shops in the UK. Associate membership of the RBA is available for those who have been trading for less than five years, and full membership for those trading longer. We will advise, mentor and assist our associate members to bring their businesses up to scratch because we truly wish to see our industry improve. You can choose one of us or all of us, whoever you feel an affinity with. It’s only £500 a year (plus VAT) and could well be the best investment you’ve everFormade.suppliers, well, walking around the exhibition halls these last few years, I’ve come to the conclusion that that there are way too many suppliers chasing the same market with virtually the same dress and I’d say this needs to Thosechange.who sell overpriced and underdeveloped styles that are impossible to alter or have a poor fit, may well have a few years of being the ‘it’ label if they fit the zeitgeist but, unless they continue to develop and

Sometimes it’s not been too much of a surprise - bad customer service or shoddy quality are not typically qualities that ensure you a long and profitable life in business - but, sometimes, it’s been quite shocking to see how quickly a seemingly successful brand can tank. It’s got me thinking about what really makes for longevity in this industry and what traps can be avoided to ensure that we remain current, desirable and (dare I say it) profitable!

Those who don’t support a retailer in times of need - for example, a burst zip, a faulty dress, a late delivery - will increasingly find themselves dropped for companies that do. And, as shops across the country nowadays are much more inclined to share information with each other than ever before, we know who you are!

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We retailers have to walk that tricky line between being true to our own unique vision and giving every customer exactly what they demand.

In our quest to be all things to all people, if we’re not careful, we can lose our identity; that special something that our particular ‘Bride Tribe’ seeks out. From there, it’s easy to become just another stop on the route to the wedding where everything’s adequate and perfectly pleasant but nothing’s special or memorable in any way. Of course, we need to move with the times, constantly re-invent our offerings, our décor, our staff training, our social media - the list is endless. And we need to have the courage to price our goods properly, understanding their value in the market, and not underprice just to win sales that ultimately don’t bring in enough to balance the books.

consumer,aswhoinvestmovetocompanieswell.correctprice/design/servicequality/ratioandwillalwaysdoRetailerswillseekoutwhostaytruetheircorevalues,whowiththetimes,whointhebusiness,andpositionthemselvesadesirablelabeltothethebride.

move with the times, no doubt they will eventually hit a brick wall.

It’s always refreshing to find a supplier who looks after the retailer, who maybe even spoils us occasionally, who takes the time and effort to understand what we go through to sell their products. The truth is, ultimately we have to work together and we each need the other if we’re going to make any significant progress.

Failure to address these issues can have a very detrimental effect and all the money that’s been invested, all the time and effort that’s been applied, all the sleepless nights, all the hopes and desires and everything else could count for nothing; so don’t be afraid to ask questions or look for “We retailers have to walk that tricky line between being true to our own unique vision and giving every customer exactly what they demand.”

Over the years, I’ve seen many bridal shops, labels and designers appear, flourish, win awards, and then disappear, never to be seen again.

Our brides are becoming more and more aware of ecological and political issues, too, and we need to be able to understand the supply chain better and, at the very least, to be able confidently to confirm that no child labour is involved in the production of a dress.

The Dessy Group have announced a new UK distributor, find out who shes is. Also, they are launching a new social and occasionwear label.We find out all the gossip from one of the biggest names in the wedding industry... Big fromnewsDessy UK distribution of The Dessy Group is now in the capable hands of Ruth Larkin. Many of you will know Ruth from her highly successful company Lark Bridal Ltd which she established ten years ago. The business distributes across the globe a huge range of luxury American goods across 32 countries. All UK and European operations for The Dessy Group will be handled by Ruth so both existing stockists and new enquiries can contact her at... STOCKIST ENQUIRIES Ruth ruth@dessy.comLarkin or 0845 838 1041 RUTH LARKIN ALFRED SUNG CYNTHIA & SAHAR 18 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

Two designers that have worked closely with head designer (Vivian Dessy Diamond) at The Dessy Group have joined forces and created their own collection called Cynthia & Sahar.

Cynthia & Sahar drew inspiration from high end luxury brands such as Michael Costello, Hervé Léger and Galvan. Cynthia & Sahar have managed to create an exclusive upmarket designer look that is budget friendly, something they are proud of in these challenging times. The collection comes in over 24 colours including the most popular Evergreen, Desert Rose, Midnight Navy, Champagne, Mist, Toasted Sugar and a new colour Pale Gold. The full size range is available to fit and flatter women of all shapes.

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CYNTHIA & SAHAR CYNTHIA & SAHAR

The designers in question are Cynthia Vor Broker Dessy and Sahar Nasrolai. The duo have seized upon over 25 years worth of knowledge and experience in working with Vivian and created a gorgeous occasion wear collection that is forward thinking, bold with curve hugging designs.

Cynthia & Sahar features a new Luxe Stretch Satin fabric. Luxe Stretch Satin offers a smooth soft luster with generous stretch. Subsequent offerings will include Velvet and Crepe options.

The range of dress styles produced are figure flattering with an emphasis on showcasing feminine curves and highlighting hourglass figures. A spectrum of design classics including fishtail skirts, horse trimmed hems are all encompassed into the new line.

The collection is available now worldwide and boutique owners in the UK wishing to learn more about the Cynthia & Sahar should contact UK Distributor Ruth Larkin.

New occasionwear label Cynthia & Sahar is launched

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

Who is heading to Harrogate? It is going to be a good onethere is a lot to be positive about, and with so many designers exhibiting this year, it looks like it’s going to be a bumper show. The hotels are bursting at the seams, and that is always a good indicator as to how busy it is going to be. So, whether you are a newbie to the event, or a seasoned pro, there are a few little tips to get the most out of it your time in the halls. Plan ahead Read Wedding Trader, read the promotional emails you get – see who is offering deals before you go.

Take a video... ...of your shop, have photos of your best sellers, and the dresses that do not shift. It is easy to forget what you already have, when surrounded by beautiful new gowns, and a glass of Prosecco is warming your cockles. And on that note, eat! Prosecco may go down well, but a clear head is required when spending, so do not drink on an empty stomach, and better still, have a drink when you are browsing, and after you have placed your order – tipsy buying is not to be recommended. This cautionary advice comes to you direct from London, where two giggling fools hit the stands after a ‘Welcome’ glass of bubbly. It wasn’t pretty and proved to be expensive. Review your sales Before I go, I go through my previous six months’ sales, and remind myself of my customer and the sizes I sell most of. I re-read pre-appointment interviews. If I get customers asking for a style I do not have, I make sure I look out for it. Sometimes I know a dress will not be a good seller, but I know that by trying it on, my bride will be able to rule it out there and then, and focus on what she does know she wants, rather than losing her to another shop.

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Sue Lovell has been a Harrogate devotee for very many years and follows a strict (well, strictish) agenda when it comes to shopping at the show

Now is the time to be ruthless with current failing labels; if it hasn’t made you money, do you really want to spend more? Have you given it time to settle in?

SecondOpinion

“Look out for opening offers and discounts, but don’t be led by gimmicks, quality of both product and service is more important than a few pounds off. ”

BUYING TIME

What hasn’t performed well this year?

Working out ahead of time who you definitely want to see will save you a lot of leg work. Look out for opening offers and discounts, but don’t be led by gimmicks, quality of both product and service is more important than a few pounds off. Look Hard... ...at your shop before you go. What is missing on your rails and shelves?

I have one dress in store that has it all - and I hope it never sells until it has outlived its usefulness. It is a beautiful gown, full of promise – but it just does not deliver. It is one of my favourites because it really helps to rule out what isn’t wanted. Forward orders If all of the last collection hasn’t arrived, I make sure I have photos with me, so I don’t order anything too similar. I know what sells well, and what sells from the sale rail. I try to pick for 12 brides, all with different budgets, body shapes and varying ages, and of course, different types of weddings. These brides are real people. I know what they would want in a dress and I make sure I am buying gowns that I know will appeal to all brides. I know what my bread and butter gown is, ones that give security, and I like my gowns to sell themselves, so my bride gets the feeling, rather than being sold to. By knowing who I am wanting to sell to, I know what I need to buy. I don’t get it right all the time, but generally I do have all my brides covered, Know the direction you are taking! Before I get on the A1, I know who I am going to visit, and where I am headed. That alone surprises those who really know me, as the A1 and A14 look and sound surprisingly similar and I have been known to confuse the two, but after this many trips to Harrogate even I can find my way. If you are thinking of changing direction sightly by adding another department, like Mother of the Bride, do your research before you go. In my area, MOB is not very well catered for, so I know there is a call for it, as I am constantly asked about it. I ask what their price point is, so I know what will work in my shop.

Browsing I like to do a day of browsing at Harrogate, making notes on who I want to come back to. I like to catch up with friends, and we have a messenger or whatsapp group, giving each other the heads up on where to go, what shouldn’t be missed, and what to avoid. It is good to share opinions. Reps have different relationships with shops, one shop can think a rep amazingly helpful and trustworthy, whilst another thinks he/she is a bit slippery. I know of reps who will take a shop with them when they move brands, because they have built up such a level of trust and respect. It isn’t always about the product, but it can be purely about the people. For me, I still buy from people I like – that I trust. If someone on a stand isn’t engaging with me, at a time when they could sell to me, then I doubt very much there will be good communication going forward. Customer Service is important.

“I make a point of looking at the new designers, as well as the tried and tested ones.”

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Buying day On Monday I visit the suppliers I am committed to buying from. I make it a rule to never buy on the Sunday, I go back, look again with fresh eyes, compare my photos to the previous day and then I buy. The budget I set goes totally out of the window, but at least I thought about it, and it is the thought that counts.

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Photographic evidence I take photos of what I want to buy, as I work better with visuals than codes. I have a set budget that I am working to for each supplier. I look carefully at the dresses I have initially chosen, and then look at them through the eyes of a seamstress. How will they be altered, do they have a double lace hem, (who thought that was a good design feature – two lace hems to alter in one gown), is that an alteration cost too far, or will it cause to much of a time constraint in a busy season? Then I make an appointment to go back the following day. New designers I make a point of looking at the new designers, as well as the tried and tested ones. Delivery times and feedback from other shops is also important to me. I take photos of new designs on the stands, so even If I don’t buy this time, I can look out for their marketing, and I am more likely to buy from them next time, if their name keeps popping up.

Modern, glamorous and unforgettable... Let us introduce you to the SS 23 collection from Pure Bridal, where all gowns retail below £999. Available to view at Bridal Week Harrogate, please find us at The St George Hotel.

• How much longer brands anticipate these disruptions continuing

Whether the excitement of the new, or a return to gala events, stores are intent on conferring with reps and brands on the following topics: Supply chain questions include:

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• What options are available for close wear dates and customization Peter Grimes of VOWS magazine looks at the status of the market in the US, and buyers’ current views on business potential Market Outlook: wary, weary... and optimistic

The outlook for Prom and bridal markets in the States and for the five regional pop up bridal events that commenced in early August and will continue through October, appears promising in terms of buyer anticipation and participation.Thoughwary

• What price increases are projected in terms of percentage and frequency

Letter from America the resources they carry. For some, the renewed excitement is due partly to the debut of the new West Coast-based Vow Bridal & Formal market in Las Vegas, Nevada; and also to the long delayed return of a celebratory formal ball at the National Bridal Market Chicago.

about the future economic climate and its effect on the next crop of brides, and weary from the crush of the current season and the effort required to service their brides while protecting the integrity of their brands, stores and buyers do seem invigorated to once again see, touch and feel gowns of the season… even as they carry with them questions and concerns about

• What plans and/or strategies brands have in place to address what is looking like medium-to-long term disruptions to production and deliveries

Prom and consumer trends: In addition to the supply and pricing questions above, stores are also looking to their Prom resources for a clearer picture of what to expect for Prom 2023. • If the energy and record sales recorded in 2022 that seemed to be partially due to pent up demand, should be projected for Prom 23 • How brands view any demographic shifts in this audience, if and how the Prom 23 shopper has changed Possible economic downturn: A percentage of boutiques bought conservatively last season reacting to the headlines shouting about a pending recession, the swooning of the stock market, and the possible shock to consumers’ confidence and budgets.Thisseason we see a subtle shift from this attitude of worry to strategic, as stores continue to evaluate and adjust the resources they carry based on salability and support. Questions regarding the future include: • What brands think about how a further slowing of the economy/ recession will potentially impact the industry overall • What marketing plans are in place to reach and reassure 2023-24 brides • What changes brands see in the bride’s attitude, buying preferences, and style choices

The VOWS perspective regarding Markets… cautious optimism. I don’t foresee that fears of economic turmoil will overshadow market activity, primarily as any economic downturn or recession, while trying and potentially worrisome, cannot compare with that which we’ve already survived… the lengthy and severe disruptions of shut downs and near collapse of the nation’s economy through the worst of AndCOVID.secondarily, because of the continuing steps and actions taken by brands and stores to successfully adjust to and address cost of goods and supply issues.

And, of course, the dramatic and exciting styling we’ve seen emerging for the season across all categories… bridal, bridesmaids, mothers, prom and accessories!

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Running a small business is now more expensive than ever and according to the FSB (Federation of Small Businesses), 78% of small businesses say that their costs are the highest they have been since 2014.Whether you read Drapers, B.O.F (The Business of Fashion) or general news, it is reported by many industry leaders that these spiraling costs are threatening the survival of many small businesses. Also reported is the year-on-year inflation measured by the Consumer Price index which rose to 9.6% in May (and is set to I t’s buying time again, which has us running to evaluate turnover and margins and no doubt ask ourselves how the heck do we manage our rising costs, supply chain problems, staff shortages and the soaring costs of energy. Oh and the end of COVID support schemes, and the realisation that Brexit has finally hit home with huge cost implications when importing fabrics from Europe. Sorry everyone, but this is a sobering factual article and my goal is to leave you thinking (hopefully, not depressed). Right now, this industry needs to get to grips with what fast-rising costs and inflation are doing to our businesses.

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increase further), largely driven by food and energy price increases. This is the sharpest increase since August 1988, and a worrying statistic for sure.

Having projected sales along with administration costs for Ellie Sanderson for the next operating year, I literally felt sick at the costs. I thought It may be useful to share that they will be 19% higher than last year. Electricity / gas / water / business insurance / staff costs / petrol and travel / dress bags / dry cleaning / bank charges. Seriously, it’s going to be a very hard few years and whilst we are basking in the glow of post

There are tough times ahead and the right approach is vital

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manufacturers are finding it more challenging right now. My biggest anxiety right now is that the UK manufactured bridalwear margins will not be sufficient to enable UK retailers to survive if they solely sell British dresses. I was once 100% British but have had to mix up my labels to increase margins which will help manage the soaring costs. I now buy from the USA, Australia, Ukraine and Spain. I only sell one British label now. I am also not sure if we will ever see the costs reverse where we can afford to operate our shops on less than 2.5 markup which is the average of British Labels. Our product margin balance now needs to be carefully considered.Backtomy very sobering and worrying point. Costs. for general manufacturing shows some growth but orders are slowing and exports almost at a standstill with investments nosediving as companies cut or postpone plans to maintain their cashflow. The

seriousness of the situation means that industry cannot wait for the promised help in the Autumn by the Chancellor, Nadhim Zahawi, and that urgent Government help is needed now to address business costs. All sobering stuff and British covid backlog, this will seriously bite us in the bum soon. Suppliers are also increasing the cost of goods making their products more expensive for the consumer and making it harder for us to convert sales. They, too, have cost increases to manage, staff costs probably being the biggest issue for them with the mass exodus of the European labour force. British manufacturers will be feeling this more than anyone else and whilst inflation across the globe is through the roof, the sad deterioration of our country’s ability to manufacture fabrics means we are already at a disadvantage buying them from other countries and importing to the UK at huge cost. Makeup.org – a manufacturing body with an online site has said that the outlook “Look at each outgoing and ask yourself if you really need it, to be successful. Do the ends justify the means?”

DON’T GO IT ALONE

• Review business processes – can you automate anything (whilst keeping it personal). Can you remove anything that you’ve always done but now don’t need to?

• Check all your utility suppliers to see if you can improve on deals.

BENCHMARK SUPPLIERS

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• Can you cut back on things that don’t bring financial results? Look at each outgoing and ask yourself if you really need it, to be successful. Do the ends justify the means? This can help you to decide where cuts can be made. You will find at least one thing.

Whilst undertaking this exercise you may find that certain outgoings that are no longer fundamental to your business’s success and you can chop them off.

• Staff productivity - do all your girls earn their keep? Do you need one instead of two girls in – have you flexible contracts that enable you to cut hours.

• Energy, I switch lights, fans, Irons literally everything off all the time.

When was the last time you benchmarked your key business •suppliers?Benchmark your dress suppliers and evaluate margins and hidden costs to make sure you are charging correctly and that you are making money.

KNOW EXACTLY WHAT YOU ARE SPENDING

• Evaluate every single item on your shop floor to ensure your margins are correct. I discovered we were massively underselling a belt supplier as we hadn’t added in import duties.

• Evaluate operating hours - are you open when you don’t need to be or can you consolidate hours. Even seven hours a week is £3k a year staff costs!

• Evaluate your accountancy firm and bookkeeper - there are often cost savings to be made here.

I have regular meetings with my accountant (prices agreed in advance) to discuss my future costs. Their advice is always sobering and unemotional. Accountants focus on numbers and forget all the stuff we get engulfed in like areas of exclusivity, minimum buys etc. If a label is not performing for me and no matter how exclusive or gorgeous they are, my accountant and I will always agree on a way forward. I did that review In January and really mixed up my product to counterbalance some of the above issues. It’s not a speedy process though so it’s good to have a clear plan before you buy one dress at Harrogate!

Good luck everyone

PASS INCREASES ON Another potential way to mitigate the impact of rising business costs would be to raise prices to account for these Understandably,costs. we all find the prospect of passing the increases on to our customers a daunting one, whether due to the level of competition, bad PR, or the fear of losing business. But sometimes this has to be done. Your business needs to make money on the goods and services you supply. So if the price of raw materials are increasing and your profit margins falling, even a small or temporary increase can help to mitigate the impact of rising costs.

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www.romanticaofdevon.co.uk Contemporary, Opulent and breathtaking - The new AW 23 collection from Jennifer Wren Bridal offers your brides unique glamour on their big day. Please contact kerry@romanticaofdevon.co.uk for more information on becoming a stockist.

Wedding Trader quizzed the finalists in this year’s Bridal Buyer Awards for Best Long-Standing Retailer category, to find out what they believe makes them special – and award-worthy SIX OF THE BEST ABIGAIL’S COLLECTION & THE GROOMS ROOM Birmingham “Since launching in October 2005, bridal has evolved so considerably and I think our bridal team have always (consistently) strived to understand (with as much depth as possible) what brides really want in terms of style and bridal experience. “We hold experience at the heart of what we do and work extremely hard to impress, wow and delight! As a result brides want to become an Abigail’s Collection Bride and that is what brings year on year recommendations, success and growth. “As a team we obsess about the customer’s happiness and enjoy a genuine connection with Brides and the role that we have in their wedding journey as Bridal stylists.” The Portfolio Abella by Allure Eva RebelMarkMadiLillianEvieLendelYoungWestLaneLesleybyEva Lendel White Rose 36 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

The Portfolio

“Initially, the intention was to keep it small; I would work largely alone with Michael doing the books in his spare time. However, these plans changed fairly swiftly when the business took off at such a gallop that, try as we might, we just couldn’t keep it small - the demand was simply too great.

BELLISSIMA WEDDINGS

Laura Daly

,Blue

“Bellissima Weddings opened her doors 21 years ago in a tiny unit tucked away in a corner of the small town of South Woodham Ferrers in Essex. I’d always been interested in fashion; my grandmother was a milliner and my mother a model, who made all our clothes until I was old enough to reject our matching dresses! “After living abroad and working, amongst other things, as a bridal model, I returned to the UK with the thought of setting up a jewellery and accessories business. This soon changed, though, when the opportunity presented itself for my husband, Michael, and I to open our very own bridal shop.

“Our social streams garner huge engagement and our fledgling YouTube channel is now achieving good audience figures. We strive always to make sure Bellissima Weddings is a magical environment for our employees and customers alike, and we are beyond proud to be a finalist in the Longstanding Bridal Retailer category of the iconic Bridal Buyer Awards - an honour we were delighted to have won in 2017. To be included again as a finalist is absolutely amazing and we look forward to celebrating with this year’s winners!”

“We relocated nearby to larger premises and the enterprise expanded year upon year. It’s been growing almost continuously for the past 21 years. We’ve won numerous awards, both regionally and nationally, and I’m now a regular columnist in Wedding Trader magazine and a judge for The Wedding Industry Awards. We employ a team of 12 plus four freelance seamstresses and we’ve recently expanded to take over a second floor, creating a fittings and alterations suite.

Collective –

Of Australia

Justin MaggieKennethAlexanderWinstonSottero

Mori Lee main line plus Julietta,Voyage, Blu White & Lace by Milla Nova Love (private label) SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 37

Élysée, ElizaÉtoileJane

Bridal Enzoani By Enzoani, Howell Essense

BRIDALCREATIQUESBOUTIQUE Andrew and Robert Pearce To be in this category is an achievement in itself, with over 30 years of knowledge, creativity and business acumen behind it and the only boutique to be run by two men must say something about ‘the boys at Creatiques’. “Our journey has been amazing over the past 30 years and to be with the cream of the bridal business in this section only makes you feel proud to still be one of the best long standing businesses in bridal.” The Portfolio MaggieAdore Sottero Mark Lesley 38 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

The Portfolio Caroline Castigliano Essense Jesus Piero Martina Liana Milla

SuzanneStellaSavinMorileeNovaLondonYorkNeville

THE SHOP

WEDDING

SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 39

Nicola Garton

“We are absolutely thrilled to have made it through to the finals for Long Standing Retailer. To have achieved this milestone in the bridal business is a huge accomplishment, we are all winners already!

“The Wedding Shop opened in 1980 and has been trading for over 40 years. In that time, we have moved premises three times and expanded the square footage of our business considerably, establishing ourselves at the heart of Colchester town centre across the road from Fenwick and next door to the Rolex store.

“We employ 21 staff and have an amazing onsite workroom where we do all our own alterations. It is part of the success of our business, being able to offer a completely holistic service from beginning to end. Social media and strong branding have made us stand out and helped our business to grow – brides recognise our posts and we have a very loyal following on Instagram and Facebook. “More than ever now brides value the experience of choosing and fitting their wedding dress and we try to meet with this expectation with a curation of the best collections, excellent customer service, a beautifully appointed store, first class alterations in a friendly and professional atmosphere that the brides trust us to make their dreams come true!”

BLACKBURN BRIDAL Russell Blackburn “The past 17 years in business have been amazing but also a challenge at times! We have had to weather various recessions, not to mention the pandemic! During this time resilience has been paramount. “I believe the key to our success has always been our customer service and passion for our brides – we truly care about our brides having the very best experience with us from the moment they enter our boutique. “We have remained true to our offering and continually strive to offer our brides new and exclusive designers - this is what I believe has been our key USP within the bridal industry.” The Portfolio Anna Campbell Anna BlackburnKara Couture Fran Rios Katy Britton 40 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

“When we opened in 1997 the south east was saturated with shops selling satin, sequinned ‘meringues’ worthy of that eponymous line from Four Weddings and a Funeral! Our niche was to offer the best designer gowns under one roof outside of London, with Harrods and Virgin Bride as our competition.

RichardJupon Designs SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 41

“In 2000, we opened a second boutique in Tunbridge Wells aimed at the bride with a much lower budget. I needed to be aware of who I was targeting, which brands I should offer and what level of service from appointment length, to charge or not to charge, in house or external alteration service and all the other peripherals from beverages to branded bags.

“Our third secret is that the we eat, breathe and sleep bridal! Each of us is a ‘Bridal Lifer’ with a minimum of 20 years and then me, ‘The Grande Dame’ with over 25 years.”

The Portfolio Bridal Collective (Enzoani)

“The secret of our success is knowing our ideal bride and not trying to be everything to all brides (unless you’re Kleinfeld and even then they’re not bargain basement!). Even though we love to hate Wed2be, I admire their focus on who their bride is.

“Location, location, location is our second secret. The boutique is just 50 minutes from London by train and brides are seduced by the cosmopolitan café culture of the historic Pantiles.

Maria Musgrove

Jesus SassiMaggiePeiroSotteroHolford(since we opened 25 years ago!} Suzanne Neville (for over 20 years) Accessories: The Couture Veil Ivory & Co

“The better you know your bride then all of your customer attraction via your website, social media and search media can be focused at her as can the product and level of service you offer.

THE BRIDEPANTILES

WEDDINGTHE SHOP Nicola Garton YearsColchesterofexperience:

Laura Daly, Vice Chair of the RBA, gathered recommendations from fellow members on how to make the most of your shopping

2 Don’t get caught up looking at what everyone else is buying. Trust your own judgment to make sure your shop is the one that has the most exciting and fresh designs!

CHAMELEON Anneliese Ward YearsBournemouthofexperience:

Anyway, it got me to thinking about how other people buy and who better to ask than some of my fellow RBA committee members. I asked them for a few top buying tips and here’s what they said:

Buying Tips From The RBA 44 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

2 Study your return on investment before you head to Harrogate.

It’s not just the number of units that you’ve sold that you need to look at but also your margins. Don’t forget the idea is to make a profit out of what you buy!

4 Prosecco can make you regret your choices - I’ve been there and it’s not pretty!

When I go buying at Harrogate, I have a set of very strict rules, which I try to adhere to, that keep me focused on the job at hand. Together with my shop manageress, Amelia, we’ll have already crunched figures and label performance and we’ll have a pretty good idea of what we want and how much we are prepared to spend.

3 Prosecco AFTER you’ve placed the order!

41 1 To the above, I’d add that you want to be doing some pre-Harrogate homework on up-and-coming brands if you’re thinking of adding to your designers. Have a look in the exhibitor listings [in this issue of Trader on pages 74-81] to see what new and exciting labels will be showing and check them out online and via social media. If you like what you see, make contact with them immediately, check availability in your area and make an early Sunday appointment to get to know them better.

3 Look at what percentage of rail space and inventory each designer represents in store, then check this against your sales.

Most of the time, I stick to the plan, as I know it makes good business sense, but it has to be said that there have been times when I’ve been seduced by something not only totally frivolous but also, in all likelihood, entirely unsellable.

10 1 Never finalise orders on the first day. Visit all your suppliers first to see what they have and then sleep on it. Go back the next day once you know what you want and finalise the order.

4 Look back over the year’s orders for your customers’ average spend and also the average size of dress ordered. That way you can keep an eye on the cost of the samples you’re buying and you won’t price yourself out of your market when they go on your rails. Also, work out the average size sold in your store - this is the size you want to buy for the core of your samples.

1 When you’re crunching those numbers before you go, remember the 80/20 rule. 20% of your dresses will be making 80% of your sales. It’s called the Pareto principle, and can be applied to sales as well as other aspects of your business.

2 Make sure you know in advance what your best sellers are and, like Tracy said, identify what your rails will need and what gaps you need to fill or what discontinued dresses you may need to replace.

AURORA BRIDE Alison Parish North Cheam | Years of experience: 14

Cheers!

BELLISSIMA WEDDINGS

BEAUTIFUL BRIDES Tracy Tyler Nottingham | Years of experience: 17

4 When in doubt, drink the Prosecco!

Laura Daly South Woodham Ferrers

Years of experience: 21

SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 45

The sound advice from above, plus...

4 I’d second Anneliese’s tip on sleeping on things first. Take pictures of everything you think you want and then go back to your hotel and look at them all together. If you have a laptop with you, then it’s easy - get the pictures all up on screen and make sure you have a good coherent group of dresses. Don’t forget that, for all the partying, Harrogate is first and foremost a place of great importance for the future of your business and, as such, you do need to put in the effort!

OPUS COUTURE Sharon McPherson West Kilbride | Years of experience: 37

2 Also keep in mind the Goldilocks effect when looking at what you want to buy. If you concentrate too much on having a whole store of gowns with the ‘perfect’ price point, you could well see a dip in sales. You need to have something more expensive and something cheaper to sell the one in the middle!

3 Don’t run out of time and forget to buy accessories. It’s easy to think you’ll do them later and then phone a hurried order through once you get home or, even worse, just resort to a box of best sellers. The perfect time to make the best choice is straight after you’ve purchased the gowns; that way you’ll be sure to have items that really work together instead of generic things that everyone else has as well.

5 Drink all the Prosecco as, for once, you’re not paying for it!

2 Set a budget and then stick to it.

All of the above plus...

4 Always prepare your stats before you arrive.

2 Take pictures of everything you order as you go along - this way if you have a bride asking for something you don’t currently have, but you know is on its way, you can reference the pictures and potentially get the bride booked back in at a later date and still get the sale! This also stops you buying the same dress from different designers.

5 Resist the urge to ‘buy by committee’ - it’s a trap I’ve fallen into in past years but, in truth, it’s as unhelpful as when a bride brings too many opinions in to your shop. As far as the Prosecco is concerned, I’ll say only this...

Don’t be fooled by alleged ‘Best Sellers’, as what works in one part of the country will not necessarily work in yours, so buy only if you love that style.

Consider taking one of your stylists with you who knows what current brides have been asking for, preferably, someone who is a completely different body shape and ‘style fan’ from yourself. This should stop you from repeatedly homing in on the same style that you know suits you, and wanting to buy it from everyone.

Consider buying small and large sample dresses that will work well on all sizes and include curvy styles in your purchases as well.

5 Prosecco after hours only!

Buy what you need and not what you are told to buy.

Identify your best sellers. That way you know what is working well already and you won’t be so tempted to buy too many alternative styles. Whilst you’re at it, identify the gaps you have in your collection, and make sure you fill them.

Buy your top-selling label FIRST and keep photographs of everything to ensure that what you choose makes a coherent collection that sits well on your rail. If you are not an expert on sewing and fittings, take someone with you who understands the technical side of the sogowns,that you can relax with the alteration possibilities of each dress.

www.elizaandethan.com

Visit us at Harrogate Bridal Week 11-13StandSeptemberKS05

48 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

• in denial about a label’s performance

• place an order, have buyer’s remorse kick in then cancel or change it

• play the game and buy said minimums and when the order arrives this war cry may sound all too familiar: “We’ve got another ten of these already!”

Our show strategy could be that we:

• doubting whether we should stay in bridal at all!

• deliberating ‘the minimums’

• dreading being dumped because we’re in debt

Maria Musgrove-Wethey of Get Savvy Coaching has never missed a Harrogate show in all her years in the bridal industry. Advice from her about maximising on opportunities is invaluable

• play ‘Dodge the Supplier’ by working out an elaborate plan of how to navigate the aisles so as to avoid said supplier

Question: What do these events have in common – Princess Diana’s death in 1997, the Petrol Crisis in 2000 and 9/11 in 2001? Answer: they all happened during the Harrogate show! Both exhibitors and buyers panicked at the petrol problem and went into denial at the shocking news of Diana and the Twin Towers. The mood was far from uplifting. Contrast this sharply with the upbeat vibe of Harrogate 2021 when we partied hard after lockdown and the catastrophe of Covid. Now it’s almost showtime again with Harrogate just weeks away, and I wonder how upbeat we will all be a year on? We’ve had 18 months of ‘normal’ trading; 2022 was predicted to be a bumper bonanza for bridal, but so far the year isn’t what many of us had hoped and prayed for. Boutique owners are reporting that it’s been their busiest season ever, sadly not for new brides and new sales, though. A third of my fittings were for postponed Covid brides (with their change of heart, size and status –many are now mothers). And many of our Get Savvy members are reporting theAndsame.now here we go with another round of buying when many of us are struggling to pay back government loans, our landlords and our suppliers. Let alone ourselves. What are you feeling in the run up to Harrogate – fearful or full of fun, stressed or super excited? I’ll confess to still having mixed feelings about trade shows (even after 28 years – yes, I was there for all of the catastrophes) and that’s without the commercial killer of Covid and a possible recession to look forward to in 2023. So why angst rather than eager anticipation at viewing all those brand new collections?

Prepared

Some of the reasons for this could be because we’re:

• dithering about dropping a label or investing in a new one

As there’s such a lot at stakereputation, relationships and return on investment it’s hardly surprising that some of us may view a trade show like a trip to the doctor for a smear test! Necessary but not necessarily enjoyable.

Planning for the show

If you’re not a Spreadsheet Supremo, here’s a simple formula to calculate your ROI. Take the return from your investment minus the cost of that investment and divide it by the cost of the investment and this is then expressed as a ratio. Keeping up? Here’s an easy example:

Making sense of the formula

• Sales from Label A are £40,000 minus investment of stock for Label A which is £10,000 makes £30,000 divided by cost of investment for Label A (£10,000) Your ROI is x3, or I in 3, or 33%. This is the minimum return to consider re-investing.

If your definition of preparation is all about hair, eyebrows, nails, outfits, travel, hotel and dinner reservations, then it’s time to re-think your approach and stop analysing your supper locations and start analysing your suppliers. And I don’t mean just doing a quick “back of a fag packet” number crunch on the drive up or at breakfast on the first morning of the show!

Ask yourself if this is a buying trip or a boozing trip? Even stopping off for a quick gossip whilst walking around the aisles loses valuable time and can often mean little time to reflect. Buying is stressful enough without lack of sleep and the hangover from hell.You need to stick to the schedule. Plan your time at the show like a military operation and finalise orders either at the end of the show or when you’re back in the shop. Make sure that you have visuals of what’s already on order and take photos of all the gowns you are considering buying as often we’re into another buying round before our last stock order has been delivered let alone paid for. Before signing off new orders compare all these images otherwise that savage cull may need to start all over again.

If you’re sitting smugly in the knowledge that at a press of a button you can run a report showing sales by supplier, shape, size, colour, price point etc then you already know that pre show preparation and retail metrics are your best friends! If the word ‘spreadsheet’ sends shivers down your spine what should you be analysing and how and when should you be doing this? Pre show Pre show you need to be analysing what is and isn’t working for you. Return on Investment is critical to managing your business. ROI is a business performance measure that is used to evaluate the efficiency of any investment.

If the words formula, ratio and percentage make your head spin here is a way to take a very crude visual snapshot of which labels deserve your rail space: Be brave and pull out ALL the dresses you’ve never taken an order on and group them by designer. Pull the gowns you’ve repeated on once and a third group of gowns with two or more repeats. No calculator needed to see which labels are earning and which are costing you money. There might be one gown which has repeated into double figures so it justifies keeping designer x. However, once that gown ‘dies’ or is discontinued, it might be a different story. The numbers do not lie! They give you the power to make informed decisions and help you identify where you should re-invest.

Imagine you’re just opening your shop and ask yourself “Who is my target bride?” and decide what of your remaining stock would appeal to her. Only after this cull (possibly a massive 50% has now gone) should you analyse your gaps. You should now know which designers to keep, what are your gaps and which of your existing suppliers can provide this. Only then should you start scouting for a new label! And what to do with the “Who bought this then” stock? Be brutal. You need to move the gowns on as soon as you can to make money and room on your rails for new stock. You could have a ‘Buy me now” price on each dress, a super sample sale, create an outlet/ goodbye collection page on Instagram and on your website or, for a quick injection of cash, sell a job lot to an outlet. Number crunching done and you’re ready for the show are you? Not quite yet. Being armed with your spreadsheets is great ,but you still need to plan your time at the show. One of our most popular workbooks in our Get Savvy membership group was our Harrogate Planning Guide with daily schedules, checklists galore for packing, and social media and goal setting sheets. To quote Tony Robbins : “Where focus goes, energy flows”.

• Dress Samples (wholesale) are £10,000 (gowns older than a year old at 50%) ten gowns @£500 is £5,000 and 20 gowns (were £500) @£250 each is £ 5,000

“If your definition of preparation is all about hair, eyebrows, nails, outfits, travel, hotel and dinner reservations, then it’s time to re-think your approach and stop analysing your supper locations and start analysing your suppliers.”

• Dress sales (retail) on Label A are £40,000 (new orders and samples)

OCTOBER 2022 ♦ WEDDING TRADER ♦ 49

If some of this resonates then maybe it’s time to re-assess how you plan for the show to get the perfect mix of gowns in your boutique. You need to go armed with a well-planned buying strategy. And for this you need to prepare.

If you’re flirting with taking on a new supplier, it’s critical to get the con-tract correct at the start of a relationship. Go armed with a list of questions about exclusivity, minimums, lead times, discontinuation policies, etc. It’s very easy to get caught up in the excitement of a new label and realise that you haven’t covered some of the basics.One of the most popular training sessions we did in Get Savvy was Negotiating with Suppliers, and empowered by their numbers and key questions many members agreed more preferable terms with suppliers at the show. And that’s what it’s all about isn’t it? Getting the best deal for your business, growing and maintaining strong relationships so you’re no longer fearful about attending a trade show and can focus on meeting your suppliers rather than avoiding them! By following these ideas there’s also less chance of making costly mistakes. What seemed a fab idea with fizz flowing at a fashion show often falls flat five months later on a foggy Friday in Fife, Filey. Fintona or Fishguard when your first order lands and there’s a resounding chorus of “Who ordered this then?”

If you’d like a free downloadable copy of Get Savvy’s Harrogate Planning Guide then drop an email to getsavvy@boutiquepulse.com. Want more information on the membership group, coaching and sales training then visit getsavvycoaching.com. Or better still make time in your busy Harrogate schedule (now that you have one!) to book in to see Maria or Christine at the Business Advice Clinics Sunday 2–4pm and Monday 12am–2pm (bookable on the day) or on stand C15 bookable in advance via our web-site. “You need to stick to the schedule. Plan your time at the show like a military operation and finalise orders either at the end of the show or when you’re back in the shop.”

50 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

Finally, if all else fails, employ a savvy soothsayer, preferably with extensive bridal experience complete with crystal ball who can predict next sea-son’s trends and pick out the best sellers. Anyone know where to find one?!

69784 ronaldjoyce.com

WILL THESE BE THE Style:2CUTE23211 Stand: A1 With the big show of the year coming up, designers and manufacturers have a pretty good idea of which gowns in their new collections will be the season’s favourites. Here are the ones they’ve singled out for us… New Best Sellers 52 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

ALAN HANNAH Style: Alev Stand: Q6 SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 53

Style:MIAMIAAdley Stand: Q6 Style:LIBELLEHindy Stand: Q7 ANGELA BIANCA Style: 1065a Stand: Q4 ARIANNA BESPOKE Style: Divine, AR738 Stand: B23a ANNY LIN BRIDAL Style: Fiona Stand: A1 DANIELA DO MARINO Style: 6732 Stand: Q4 COUTURE BY MODECA Style: Udaya Stand: M28 DONNA SALADO Style: Evelyn Stand: Q7 54 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

HALO & CO Style: Venice Stand: Q34 Style:JOYCERONALDPiper Stand: M20/24 ELLA ROSA BY KENNETH WINSTON Style: BE621-DT Stand: B21 HERVE PARIS Style: Bellini Stand: M28 IVORY & CO Style: Rosalita Stand: M36 KANALI K BRIDESMAIDS Style: 1838 Stand: KA1 SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 55

Style:FEARNLEYKATE Sydney Stand: Q33 56 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

Style:DAYSPECIALPROM P23568 Stand: Q5 Style:WATTERSEverheart Stand: Q38 MARK LESLEY BRIDE Style: 7462 Stand: Q7 MONICA LORETTI Style: 8233c Stand: Q4 MICHELLE BRIDAL Style: 2302 MONREALStand:B20 BRIDAL Style: Iris Stand: B12/29 Style:MIKAELLA 8233c Stand: Q4 Style:MORILEEFortunata Stand: M22/23 SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 57

PALOMA BLANCA Style: 5028 Stand: Q49 RANDY FENOLI Style: Dakota Stand: M28 Style:RELEVATION Raffaela Stand: A1 TWILIGHT DESIGNS Style: 1824 Stand: B1 Style:WILLOWBYEverheart Stand: Q38 58 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

CheriPROMTIFFANYSSydney Stand: Q44 SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 59

SOPHIA TOLLI AUSTRALI A www.sophiatolli.com

Visit us on stand Q1 at Bridal Week Harrogate from the 11th-13th September for your chance to see the unforgettable new SS23 Collection. To enquire and make an appointment please email denise@galaxyagency.co.uk. SOPHIA TOLLI AUSTRALI A

BRIDALWEAR RETAILER OF THE YEAR – ENGLAND Aurora Bride | Dotty Bridal | The Aisle The Bottom Drawer Bridal Boutique | The Bridal Studio Cornwall Wedding Belles of Four Oaks BRIDALWEAR RETAILER OF THE YEAR – IRELAND Alice May Bridal | Curvy Chic Bridal | Diamond Bridal Eden Bridal | The Bridal Company NI | The Bridal Lounge BRIDALWEAR RETAILER OF THE YEAR – SCOTLAND Bijoux Bridal | Emma Roy of Edinburgh | Kathleen Richmond Couture Madison Rose Bridal Ltd | Midnight Elegance Bridal | Sophia Grace Couture BRIDALWEAR RETAILER OF THE YEAR – WALES Cariad Bridal | High Society Bridal Boutique | Laura May Bridal Wynter Isabelle | The Bridal Den | Timeless Elegance AWARDS2022THELINE UP AND THE FINALIST ARE… 62 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

MAKING A DIFFERENCE In the challenging year that was 2020, the Bridal Buyer Awards were dedicated to those who had been deserving of special recognition because of their immense contribution to the industry at large, the community, and the initiatives that had been set up to help others. It is worth once again, saying thank you to those awarded, for bringing change to our world. They were: Act of Kindness Bijoux Bridal – Laura Boland and Lynsay Speir Unsung Hero Lauren Roberts of Carol’s Bridal Boutique Community Support – Suppliers Prom Frocks Community Support – Retailers The Bridal Rooms Exceptional Customer Service for Brides Creatiques Bridal Boutique Exceptional Customer Service from a Supplier Maggie Sottero Designs Digital Innovation – Suppliers, Manufacturers & Designers Enzoani Digital Innovation – Retailer Joint Winners Dotty Bridal and Lily Christina Bridal Collection Editor’s Choice Award Sanyukta Shrestha The winners of the 2022 Bridal Buyer Awards will be announced on Monday 12 September 2022, at the black tie celebration dinner at The Majestic Hotel. Tickets were sold out early, but doubtless social media platforms will be the first to carry news as it happens. SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 65

Introducing the stunning new Martin Thornburg collection from the Mon Cheri Bridals group. Visit us on stand Q1 at Bridal Week Harrogate from the 11th - 13th September for your chance to see the SS 23 Collection. To find out more or make an appointment, please email enquiries@moncheribridals.co.uk or ring 01823 674 905. www.martinthornburg.com

The mood, character, and atmosphere of your business is what helps creates ambience. The temperature, the building itself, the interior décor, colour schemes, lighting, wallpaper, tidiness, what you and your team wear etc all form your customers’ first impressions when Your shop front is probably the most important thing to get right when trying to establish your business brand and visibility.

Kerb appeal. Can your customers see your shop front? Is it immediately in view when they arrive? Customers who don’t live in your town, and sometimes those who do, may call you prior to their appointment to ask your where Banners,abouts. signage, a fantastic (regularly changed) window display can all help shout about where you are and who you are. Metal signage on a bracket where possible gives customers an immediate cue as to where you are when they walk down the road.

THE RIGHT AMBIENCE

The way your business looks, sounds and smells tells a story to the customer, and it’s also the story of who they are because they are choosing to shop with you.

Customers not only care a great deal about what you offer, they also care about how your boutique makes them feel. Most people want to feel like they belong.

On Display 68 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

Customers are looking for a seamless, stress-free, soothing, enticing and bride-focused caring environment. That all import human

Do you think online shopping has a great ambience? Personally, I don’t. Not being able to touch and see items in the flesh, so to speak, takes away the specialness of shopping.

This is where you have the advantage. We all lead busy lives and whilst shopping can be a drag when buying day to day items, when we think about something as special as buying a wedding gown, the instore experience cannot be matched.

Helena Cotter suggests ways to get the message right, outside and in they walk through the door.

THE CLEANER THE BETTER Irrespective of how wonderful your gowns and other items are, if customers see that neatness and cleanliness are not a priority, they’ll give themselves reasons to not commit and will instead seek out your potential competition. When you tell customers your service and care is the best, try not to disappoint them. Whether it’s customer facing, or behind the scenes where customers Tip Customer flow is hugely important so avoid any log jams during your customer appointments. Make buying from you easy for them. Move away any unnecessary pieces of furniture, displays chairs etc. Ideally, there should be strategic points in your boutique which enable the customer (and your team) to understand where they are on their appointment journey.

won’t be going, endeavour to keep everything clean, neat and tidy. Creating a culture of neatness in a business helps keep a business clean. A reception area which is cluttered and dusty probably won’t inspire confidence in the customer, or their guests. That all important first impression needs to be 100% as perfect as possible.

Faster music equals faster shopping and the reverse is true of slower music. Find the right balance for your team and your customers.

And remember that social media posts go hand in hand with creating the best environment for your brides. I personally love a goody bag. Filled with not too expensive treats. This can be seen as a reward for shopping with you. Remember the last two minutes of any appointment will create that all important lingering last impression on your customers.

touch and built-in human interaction simply cannot be compared with online shopping. You must make sure your service matches the message you are trying to deliver when creating all of the above; this goes a long way to instiling brand loyalty in your business.

Over 80% of your business will come from recommendation. It makes sense to try and get it right every single time. According to consumer behaviour, customer service is one of the top factors most important to customers. 63% of consumers feel very loyal to small businesses over the last two years of uncertainty. That is very reassuring, isn’t it.

Flowers, diffusers, candles and even a beautifully fragranced soap or liquid soap in your loo can leave a lasting impact. A vanilla scent, in research, has been shown to uplift sales figures!

STATS For 88% of customers if there’s one thing they love more than shopping, it’s saving money. Given that so many of us shop online now, it’s vital to be able to offer something tempting for your brides to encourage them through the door. Try holding special in-store events with other wedding-related local businesses, or offer discounts (for a limited period of time) that your customers can take advantage of only if they come through the door.

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IN TUNE Surveys show that paying close attention to which music you may wish to play can influence and affect customer spending habits. For instance, customers listening to classical music will subconsciously purchase more expensive items because they are experiencing mental clarity and creativity, while contemporary music will help boost mood levels of younger customers (who may be your target market), leading them to form favourable opinions of you and your business.

THE SWEET SMELL OF SUCCESS Scent is the number one human sense. It’s the one that creates the most emotion. By having a lovely smelling boutique, customers will remember you. They’ll feel confident and comfortable when in your premises.Afterthey have left, they’ll always associate the scent with you, creating and bringing back happy memories whenever and wherever they smell that fragrance again.

BookTel:Linkedin:Twitter:Insta:W:info@helenacotter.co.ukhelenacotter.co.ukhccoaching@HCSalesTrainerHelenaCotter+44(0)1582451238+44(0)7896944759afreebusinessconsultation

I’ve never known such hard working, determined people who not only want to run a successful business, but want to make it the best for their customers too. Never underestimate how brilliant you are and what a fantastic job you are doing of keeping the high streets and retail flourishing. Keep up the amazing work. online and live chat courses available

and yourself, a clean, clutter-free environment keeps the mind clutter freeCeilingtoo! lights with working bulbs. Clean paintwork on the ceilings and walls, polish mirrors – removing tiny handprints! Ensure your furniture – chairs, sofas and tables– are scufffree and Keepingdust-free.thefront of your boutique spotlessly clean includes external windows, sweeping the front pavements, window sills, signage etc. There are always cigarette butts, drinks cans/bottles and general food waste dumped all over the place these days in this throw away world.

E: at Harrogate show: 11–13 September, 10am–4pm The Morrison Suite, Hall Q The Harrogate International Centre. Tip I use a fantastic app called FixMyStreet which is absolutely brilliant. You type in your town, it goes to a map where you plot the problem, add a photograph if you have one, report the rubbish/fly tipping or any other issues, and the message comes through to your email where you confirm your report and it is sent straight to your local council. It takes less than 5 minutes.

Recently, I had coffee with a friend who works at our council. He told me that the powers that be had been in the highest level talks with a very well-known mid-to-high-end department store about opening a superstore with a supermarket on a piece of land which is up for development around the corner from where I live. I was astounded. What a coup for the town. Just what we need forTheregeneration.councilapparently took another view – the short-sighted one – that retail is on its way out and the much-needed redevelopment isn’t going to happen; instead we are going to be looking at three distribution centres. I felt crest fallen. Our high streets do need a lot of luck if they are to keep going. One thing I know for sure, bridal retailers can teach other retailers a thing or two when it comes to making it work.

the

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www.chicnostalgiabridal.com

Sue Lovell is a listener. And she talks to retailers when they question the validity of their business, offering them advice and, importantly, support So…

When It’s Time For A New Chapter

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So what can we learn from shops that have been and gone? Firstly, no one on social media knows your business, so their two pennies are not valid currency. If someone has the time to dedicate to being a keyboard hag, trying to profit from your closure, that speaks volumes about them, not you. Nothing they have to say affects you – because they are not worth a moment of your time. You have better

your best friend phones you at midnight, distraught, can’t sleep and literally can’t face the day ahead because the relationship they are in is causing them to be sick with anxiety.

Over the years, I have been involved in helping some shops close down. The goal is always to close without casualties. Customers are usually aware of the closure date, and are sad but supportive. But then there are the other closures – not so planned, but forced. Often, it can be seen a mile off by the owner, but positive affirmations and serious praying has not worked, and time has run out. It still comes as a shock. The learning curve

Or perhaps, your friend tells you that the relationship is on the rocks, better things, greener pastures await, bright new possibilities are on the horizon, they just need to get out of the relationship they are in. “It’s not you, it’s me. The love is just not there anymore, the passion is elsewhere”. What would you say to your friend? You’d hopefully say: “we will work it out together, you don’t have to stay where you are, so unhappy and alone.” But if it’s bridal business rather than a relationship - then what do you say? I would, and I do say exactly the same thing: “Let’s find a way out of this, you are going to be okay!” But so often the response from others, from strangers, is a judgement of failure and shame, a verdict delivered via social media posts. I know I’m a broken record, and I’ve been saying this for more years than I can remember, but closing a business does not mean you are a failure. It should not mean people distance themselves from you, and it certainly should not have you contemplating hurling yourself off a bridge. The trolls are under the bridge, don’t feed them. We all change, adapt and move on in some capacity, and whether in every day life or work life, the main focus should ultimately be on what is right for us, right now and in getting us to the right place in the future. We hear so much about what to do when running your business, and we need to drink in all the wonderful positives and pearls of wisdom on offer – but we can’t ignore that sometimes it is time to move on.

“If someone has the time to dedicate to being a keyboard hag, trying to profit from your closure, that speaks volumes about them, not you.”

Believe me when I say, we all know who these people are. They are neither respected nor are their opinions valued, so if you are giving a second of your time worrying about what the stone throwers think, reclaim your time now. You will find nothing of use where they like to dwell so don’t go there, don’t listen.One owner told me, that if she spent time on tackling problems, rather than on social media worrying about comments, she wouldn’t have had half the stress. Focus on what matters, not the noise.

“The day it all hit the fan, I spoke with the Insolvency Practitioners, and they told me that my company was insolvent, not me - my business. They took the personal aspect out of it and made it less about me, and more about the facts. I needed to hear that.

and more valuable things to focus on.

The right advice But who do you listen to, when you know it is time to close? Those who have been there, those who know exactly what you are going through, is a good place to start, because they navigated that swamp, and guess what - they didn’t die, they didn’t wither away, and they have moved on. Because what they feared the most, didn’t actually happen – they survived, even if the business didn’t. But they often fade away, their story not heard – because we don’t want to face what we don’t find pleasant or positive. But that needs to change. The more we know, the more we grow. I caught up with someone recently who closed last year, her perspective may help someone thinking of their future in bridal right now.

“I thought I was a victim of the pandemic, or a shameful failure, depending on what day it was, and I wallowed in that place for too long, waiting for something to happen. Every day I felt sick, avoiding the phone calls, ignoring staff questions. I planned to end it all, slip away one night and save my family the grief of being associated with me. That still upsets me – how did I think that would help anyone?

“Everything was sold, fixtures and fittings included, but that didn’t come close to paying off everything, but it did go a fair way. In hindsight, I should have acted sooner, I waited probably a year too long. My advice would be

“There was no more money to pay the bills, and no more lifelines. I had already tried to get outstanding orders in, with personal funds, and with the help of others got dresses in from different routes. Other shops rallied around and helped me out – they don’t even know who they helped, they just knew a shop needed help to find a customer dress or veil, and they got it to me.“But there were some inevitable ones that I couldn’t get in time, and they were the ones keeping me awake at night. There were a very few who claimed back on their credit card and the reality was that no customer lost out financially, but I do recognise that the stress caused to them initially was devastating.

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to get professional help – there are things that can be done to limit the damage. I didn’t, because I was scared of what people would think; where are those people now? Now I know they didn’t matter. I do feel bad about the suppliers who were not paid, but it was the customers who really were my main concern.“When everything was sorted, the suppliers got something, but not the full amounts. When I separated myself from the business, the pressure lifted. I ran a vibrant successful shop for a long time, and I am proud of that – I wish I had acted sooner, got a grip earlier, missed a collection for a season, there are so many things I could have done differently – but I can’t allow myself to go there. What I do know is that my life changed, because it needed to, I could not go on the way I was.“IfI could go back in time, I would plan to close with the same care and attention I gave my shop when It opened. The people who supported me, the businesses who were owed money deserved that from me, but I was scared and I wasn’t honest with myself. I wasn’t in control, and I should have been. But that’s all I would change, I do not regret closing, I just wish I had been better prepared for how to go about it.”

Lou

Charlotte

Are brides influenced by their attendees – those who join them on the dress hunt? Or are they preferring to go it alone, something retailers do

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“I went on my first appointment by myself and liked so many of the dresses the consultant showed me, I was so undecided. I arranged a second appointment and took my best friend from school days and my sister with me. Their views really did help me finally pick out my dream dress. They did not try to impose their likes and dislikes, but rather looked at how a dress suited me. My sister said she was only interested in what made me look radiant!

“I have to say, before there were restrictions,I went on a couple of appointments with a full complement of friends and family. Huge mistake. On each of the three occasions, my supposed best friends took over completely, went through the rails despite being asked not to by the consultant in question, argued between themselves and did not take my views and wants into consideration. It was almost like it was their party. I eventually, really upset over a period of a couple of weeks, went back to one shop with my mum. The salesperson looked worried when she saw me until she realised it was just mum and me. She couldn’t have been more helpful and understanding. By the time of the wedding, I had forgiven my mates, but not forgotten!”

“As a same-sex couple, we are only interested in our shared views. Our shared nieces and nephews who will be our attendants are too young to voice an opinion on our choice of dress anyway!”

BRIDESPEAK

P&J “My problem is simply this. I am fairly opinionated when it comes to fashion and what works best for me, and I am not, in any way, about to be influenced by friends or family, or even an expert salesperson. I have been looking at zillions of dresses online and know what I want. I have made appointments in two shops and will go there solo and with a precise musthave list.”

Cassandra

“I made an appointment at a particularly wellknown bridal shop in my area. I gave them all the details of wedding date and place etc by email before my appointment, and had also said I had a budget of circa £2,000. I arranged for my four closest friends to accompany me. The day before the appointment, the shop phoned to reconfirm and when I mentioned that I had four joining me, they said that was impossible, and if I insisted the appointment would be cancelled. I was furious, made an appointment elsewhere, took my friends and found my dress first time round. If asked my views on the first shop, I would certainly advise brides against going there!

Joanna

“My mum is my best friend, no question about that, but shopping with her for the most important dress I’ll ever buy was a none-too-pleasant experience. She spent what seemed like forever telling the shop manager about her wedding day 30 years ago, and visibly shuddered at every dress I tried on, because of the amount of skin on show or the plunging neck and back, or the price! She hustled me out of there and I went back by myself a few days later. The people at the shop had obviously experienced this before and were really kind.”

“I always had this vision of a party in a bridal salon when it was my turn to find my dress. You know, lots of bubbly and girly giggling... So, I was disappointed when there were restrictions of numbers and that party atmosphere couldn’t happen. When I mentioned this to the saleslady in the bridal boutique, she sighed a huge sigh of relief and then proceeded to tell me horror story after horror story about the disasters that used to occur when big groups got involved. It was just me and my best friend and we had a pretty good time, picking the gown, and having a glass of fizz! I would advise others to play down the numbers.”

Claudia

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BRIDALHARROGATEWEEK 11-13 September 76 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

0-9 2 Cute Prom A1 29 Atelier Q25a A A Plus B35 Abella Majestic Hotel Adore by AlexanderJustin Majestic Hotel Adrianna Papell Platinum C25/39 Ael Este Q36 Alan Hannah Q6 Alchera B35 Alfa Beta A30 All Who Wander Hall D Allison Webb C24/40 Allure Bridals Majestic Hotel BridesmaidsAllure Majestic Hotel Allure Couture Majestic Hotel Allure Limited Majestic Hotel RomanceAllure Majestic Hotel CoutureAmaré Bridal M19/25 Amarra A1 Amoré From The House Of Nicholas Q11 Angel Forever A16/35 Angela Bianca Q4 Annalise Bridal M37 Anny Lin Bridal A1 Antonio Villini C10 Arianna Bespoke B23a Art Couture Bridal AvaliaC25/39 C20/42 B MischkaBadgley Majestic Hotel Banu Guven Q37a BB Plus by Special Day Q5 Beauty by VK A15/36 Believe by Gaia Q8 Bella Premium A10 Beloved M19/25 Benetti C12 Bianco Evento C20/42 Blush Francescaby Avila C24/40 Blush by VK A15/36 Bridal Buyer KS7 Bridal Fabrics M38 BridalStar A1 Brighton Belle Q9 British Bridal M37 Brother B3 C Calla Blanche A26/29 Cameron Ross B27 Carta Branca Q39 Casablanca Bridal M19/25 Cengiz Akturk A12 Charlie Brear Majestic Hotel Chic & Holland C18 Christian Koehlert C1/2 Expect To See…. SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 77

Christina Wu C25/39 Christina CelebrationsWu C25/39 Claddagh Collection by Special Day Q5 Colby John Q26 Colette for Mon Cheri Q1 Colours KennethbyWinston B21 Cupid Fine Intimates C65 Curves by Modeca M28 D Dama Couture B13/28 Dando London Q2 Daniela di Marino Q4 Danielle Couture A19/33 Danielle Sykes Bridal Designs Q11a Deborah K Designs Bridal Accessories Q28 Diamond Collection by Special Day Q5 Diamonds B19/23 Donna Salado Q7 E Eddy K Bridal M15 Edwina O’Gorman Q23 Eliza Jane Howell B38 Elizabeth Dickens A39 Ella Boo A10 Ella by VK A15/36 Ella Rosa by Kenneth Winston B21 Ellie Wilde for Mon Cheri Q1 Ellis Bridals KS1 Emily Grace St George Hotel Emma Bridals C14 & C16 Enchanting by Mon Cheri Q1 Envy Phoenixby Gowns A19/33 Erteks Tekstil B24 Essense of Australia Hall D Essential Bridesmaids Q9 Eternity Bride C25/39 Eternity Prom C25/39 European Collection by Special Day Q5 Eva Lendel Q3 Evie Young KS2/3 Evita London A41 F Faith Bridal Couture A1 Femme KennethbyWinston B21 FP & Co B7 Frazer & James of Knightsbridge C10 Freda Bennet Q51 French Collection by Wendy Makin Q31 G Gaia Q8 Gallery KennethbyWinston B21 Georgie Mae Bridal C62 Get Savvy Coaching C15 Gino Cerruti Bridesmaids C32 Gino Cerruti Prom C32 Global Gallery KS7 Grace A10 Gurbani by FF London Ltd A25/30 78 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

H Halo & Co Q34 Hayley Paige C24/40 Heathcoat Fabrics M12a Heirloom Waistcoats and Neckwear B36 CotterHelena Morrison Suite Hall Q Hermione Collection C67/68 Herve Paris M28 Hilary Morgan A34 House of Hersee Q35 I Indiebride London M12 Island Bridal Curve C36 It was all a Dream...Majestic Hotel Ivory M32 Ivory & Co M36 J Jack B3 LouiseJacquelineMulitways C51 Jadore C71 JenniferWren St George Hotel Joan Lee Accessories B5 Jora Collections C27 Josephine Scott Q6a Julietta M22/23 Jupon B41 Jupon Petticoats B41 AlexanderJustin Majestic Hotel Justin SignatureAlexander Majestic Hotel Juzenna B10 K Kabul Tekstil B18 Kanali KA1 Kate Fearnley Q33 Katy Britton Q25 Kay Heeley C6 Kelsey Rose KS6 Kenneth Winston B21 Knightsbridge Neckwear B34 L La Perle A26/29 La Petite C24/40 Labella by Gino Cerruti C32 L’Amour Calla Blanche A26/29 Lanico Bridal C72 Lazaro C24/40 Le Blanc Collection M19/25 Le Papillon by Modeca M28 Lenovia Bridal C32 Libelle M28 Lillian West Majestic Hotel SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 79

LILLY B19/23 Linzi Jay Accessories B24a Linzi Jay Bridesmaids B24a Little People A34 Little White Dress by Amsale Q41 Lizabella A10 LJ Bridal Veils B24a Lo’Adoro by Rachel Allan B15/26 Loré B17/25 Loré Chíc B17/25 Loré Mére B17/25 Loré Privée B17/25 Loré Soirée B17/25 Loré White B17/25 Louisa Jackson Bridal M9 Louise Bentley C29/31 LouLou C29/31 Love and Liberty Q7a Love and Lux Q7a LQ Designs London C17/45 LQ Designs London C55-57 Lucia C24/40 Luna by True Bride Q9 Lustre and Love Jewellery Q28 Lydia Couture A1 M GardenerMadeline Couture M22/23 Madi Lane KS2/3 JamesMadison Majestic Hotel Maggie Sottero Queens Suite Malee Q40 Mark Lesley Bride Q7 Mark Lesley Bridesmaids and Eveningwear Q7 Martin Thornburg for Mon Cheri Q1 Martina Liana Hall D Marylise Q39 Mary’s Bridal B15/26 Mary’s Bridesmaids B15/26 Mary’s Flowergirls B15/26 Mascara C22/41 Mascara Bridal C22/41 Mascara Bridesmaid C22/41 Mascara London C22/41 Mascara Mother of the Bride C22/41 Masculini A1 Maxxe A1 McBurn White C58 Mia Lavi C9 Miabelle Q32 MiaMia Q6 Michael’s Bridal Fabrics Ltd M1 Michelle Bridal B20 Mikaella Bridal Q49 Milane Collective KS2/3 Millie Grace Bridal C29/31 Millie May Bridal C29/31 Miraclesuit C65 Modeca M28 Monica Loretti Q4 Monreal Bridal B12/29 Moonlight Bridal A18 Moore Curves B2 Morilee M22/23 Morilee Blu M22/23 Morilee Bridesmaids M22/23 Morilee Voyage M22/23 Mybridal Software M37 N Naomi and Nicole C65 Natalya James Bridal Q24 Nicki Flynn by True Bride Q9 Nicola Anne Q27 Nieve Couture B39 Nouvelle Amsale Q41 Novias M13 NS SPOSA B14 Occasions by Hayley Paige C24/40 Omnisew M4 Only Way Q12 80 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

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P Paloma Blanca Q49 Passions B19/23 Patricia Eve C65 Paul Zeni M31 Phoenix Gowns A19/33 Poirier B41 Pongees M11 PRO Omnisew Steam M4 Prom Frocks B37 Propress C7 Pure Bridal St George Hotel Purewhite B19/23 R Rachel Allan B15/26 Rachel Allan Junior Prom B15/26 Rachel Allan Prom B15/26 Rachel Elizabeth M7 Rainbow Club M40 Randy Fenoli M28 Randy Fenoli Bridal M28 IngramRebecca Queens Suite Rembo Styling Q39 Retail AssociationBridalwear KS0 Richard Designs C48 & C53 Rings Majestic Hotel Romantica St George Hotel Ronald Joyce M20/24 S Sarah Alouache M11a Savin London Majestic Hotel Secret Weapons C65 Sempre Sophia M37 Serabella M32 Sevva B4 Sewing Supplies Direct B3 Shane Moore Designs B2 Signature by VK A15/36 BridalSilhouette St George Hotel Simply Divine M33 Sincerity Bridal Majestic Hotel Sophia & Camilla C6 Sophia Tolli Q1 Sottero Midgley& Queens Suite Special Day Q5 Stella York Hall D Sydneys’s Closet B20 Syvo M5 82 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

T T&G Majestic Hotel Tania Olsen Designs B11 Tansew B3 Tara Keely C24/40 Tarik Ediz A1 Tease Prom B20 Teresa Atelier A44 TH&TH Q35a The Bobby Pin M10 The House of Nicholas Q11 The Other White Dress M22/23 The BridalPerfectCompany C6 Theia A19/33 Ti Adora C24/40 Tiffanys Bridal Q44 Tiffanys Bridesmaids Q44 Tiffanys Prom Q44 Timeless Bridal by Tiffanys Q44 To The Nines M14/29 True Bride Q9 True Bridesmaids Q9 True Curves Q9 Twilight Designs B1 U Unique Europe A24/32 V Val Stefani A18 Victoria Jane M20/24 W Warren York A40 Watters Q38 Wendy Makin Bridal Designs Q31 Wendy Makin Ready to Wear Q31 White Collection By VK A15/36 White Rose C29/31 White Rose Graceful C29/31 Wilderly Majestic Hotel William AccessoriesTurner C12 Willowby Q38 Wilvorst B33 Wona Concept Q3 Wtoo Q38 SEPTEMBER/OCTOBER 2022 ♦ WEDDING TRADER ♦ 83

We’ve had a look back on what you have enjoyed reading the most online. We feel there is always something new to learn from different perspectives within the wedding industry and love sharing it with you. Be it new collections, the latest bridal news, to boutique owners putting forth helpful words of advice... What’s most read on Wedding Trader...

London bridal fashion week’s best sellers

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This story told it direct from the designers’ mouths what actually was their best selling dress from the London show. We heard what and why they feel that particular dress sold so well. Boutique owners were keen to see if they had picked the gowns that were predicted to seriously perform.

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Our back issues contain the best advice in the wedding business From global events that trickle down to affect us, to new ideas that boutique owners are using to their advantage, some of the most succesful UK businesses share their top tips and ideas with us,while brides themselves give viewsob different aspects of finding that dress. There are training solutions for improving staffing skills, legal problems are examined and advised on, insurance diliemmas looked at in detail,and business pitfalls to be avoided. And every issue, expert advice on the latest tech gear to help streamline yourPlusbusiness.thebig names in fashion talk about their products and showcase their new collections. Read all out back issues www.weddingtradermag.com/issue/at Peta’s Short Stories We love it when Peta Hunt writes for us and this feature proved to be one of the most popular. This story, launched just before summer, focused on the labels and styles that were delivering the look so many modern brides want, and included adapables that resulted in two looks for one.

Another favourite writer of ours is Laura Daly,of Bellissima Weddings. This feature hit the spot for all newbies thinking of opening a boutique, and also proved to be a good read for the more seasoned store owners. Laura’s guidance, and 12 helpul steps to success was advice packed.

Thinking Of Opening A Bridal Shop?

One of the most powerful tools for getting the most out of the Harrogate show may be already in your possessionyour smartphone.

Battery Bank Having the phone in use all day will kill the battery early, so extra power is a must. Belkin’s new Boost Charge battery pack is roughly the same size as your phone and stores 20,000mAH of power delivered at a rate of 15W. It has a USB-C port and two USB-A ports so three devices can be charged at the same time. Stylus Writing on the screen is made easier with a stylus, and one of the best is the Elzo, a slim metal dart with a tip made of nanofibres to replicate the feel of a pen. Two pens come in the pack, with four replacement tips - outstanding value. £6 at amazon.co.uk

Chris Partridge tells all Making notes is easy using a smartphone, either by typing or dictation. The camera can take high quality photos and can scan the QR codes to download exhibitors’ online materials.Andhigh quality video for your social media streams can be made on your smartphone with ease. Luckily for smartphone users, the two best note-taking apps come free: Google Keep is available on Android and on iOS; and Apple Notes which, as is Apple’s way, is iOS-only. Another option for Samsung users is Samsung Notes, but this lacks a few features that makes the app a bit frustrating to use. It is the flexibility to create notes quickly with text, voice or photos that makes Google Keep and Apple Notes such a boon for exhibitions. Press on the app’s logo and a blank note will appear, with a keyboard. You can either type the text or click on the microphone logo to dictate. As you speak, the text appears on the screen as if by magic. When you finish, Google Keep also stores the voice file so you can check any weird-looking transcriptions later. Look in the app’s menu for buttons to take photos, which are automatically added to the note. You can also scan captions and have the text automatically transcribed into the note - brilliant for recording long captions that you don’t have time to readNoteproperly.appsalso allow you to make sketches on the screen (look for the paintbrush icon). The sketches can even be made to look professional by straightening lines and making circles perfectly circular. When you are done, simply press the ‘back’ button to save the note. If you are connected to the internet, it will also be saved in the cloud and will appear on all your other devices that have the app installed, so when you get back to your room you will be able to use your notes on your laptop to create proper reports immediately. Though all smartphones are powerful note takers, the king is the Samsung Galaxy S22 Ultra. Not only does it have a huge screen and a brilliant camera, it also has the Samsung S-pen held neatly within the

(Well,MadeExhibitionsEasyEasier)

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entering text so much easier and adds little to the weight of your suitcase. The Logitech 480 Bluetooth keyboard has a slot in the top to hold your phone or tablet at the right angle, and can be paired with up to three devices.

In Google Keep, if you press and hold the icon you will raise a list of the types of note you can make. You can add any of these icons to your home screen, or add a widget with buttons for every type of note. Set reminders. In the top right hand corner of a Google Keep note is a bell icon. Press on it and you can set a a reminder to go off at any time you choose, and the reminder will appear in Google Calendar and on your phone. Add labels. Again in Keep, you can label all your exhibition notes to easily keep them together. Pin important notes. Notes containing info you need all the time can be pinned to the top of the list by selecting the pin icon at the top of the note.

Though all smartphones are powerful note takers, the king is the Samsung Galaxy S22 Ultra.

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Tablet A tablet gives you extra screen area for comfortable reading and easy photo editing, but carrying a monster device round all day is exhausting. The new Nokia T10 tablet has a convenient 8in screen but weighs just 375g. A memory card slot supports up to 512GB which should be more than enough, though the WiFi will enable you to upload stuff to the cloud as necessary. The T10 also has a ‘second screen’ feature allowing it to be attached to your Windows laptop via a USB-C cable and used to provide extra workspace. £130 are transcribed on the fl, which feels much more natural than tapping on the titchy keyboard. It works really well as long as you don’t scribble, and the transcription gets better and better the more youThewrite.S-pen also has a button that can be used as a remote shutter control for the camera, which is handy if you want to take pictures of yourself on a stand. A few hints to make note-taking on your phone a better experience. Practice in advance. Both Google Keep and Apple Notes are simple to use, but if you haven’t used them before a few hours practice will avoid much aggravation on the exhibition floor. Add shortcuts to your home screen.

Keyboard I’m a keyboard-takemoveworkingwhenminimalistitcomestoontheandIliketojustmyphonebutaBluetoothmakes

ALLUREBRIDALS.COM

One of the largest costs for a small business is having to rehire and retrain staff because research shows a whopping 45% of employees leave a company within the first 90 Therefore,days.high quality training is great for enhanced staff retention and reduced absenteeism, whether it be ongoing sales training, product knowledge training, industry training or procedures training. Any training you offer gives your team a fantastic opportunity to expand their industry knowledge and display courage and tenacity on the sales floor and behind the scenes.

Training will help with performance appraisals and reviews. Any areas individual staff may need extra help with can be identified, improved and solutions worked towards.

WHAT TYPE OF TRAINING WILL SUIT YOUR BUSINESS NEEDS? SALES TRAINING

It will help them improve their job skills and become even more efficient and effective in your business. They’ll learn in a consistent and systematic way, negating the trial and error costly way of learning.

Essential training in a busy environmentretail

checking up will become unnecessary; you will feel assured you can spend more time actually running your business which is a fulltime job in itself! When you invest in your team it shows them they are supported, appreciated, and valued. They will not only feel like better workers, but will feel like more productive members of the team. Ongoing investment improves morale, motivation, and workYou’llcapabilities.beletting your team know exactly what is expected of them, where you want your business to go, and how they can help you reach the top of your game – all together.

Being known for looking after and training your employees will help you attract and retain the highest calibre of staff and further, increase confidence and trust as far as your customers are concerned.

It goes without saying that anyone who steps onto your shop floor should feel safe in the knowledge they have all the tools needed to help them achieve.

You’ll be able – where applicable –to move team members up the ranks with extra training; taking on more responsibilities and goals.

STANDARDISING WORK PRACTICES

Excessive supervision and You have to work hard, and to a cohesive plan to get you staff working as a team. Professional training is a vital element in running a successful ands upported business.

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Helena Cotter is the expert in the field

This is the way to ensure that everyone is singing from the same hymn sheet. Learning about your professional ethics, values, policies, business morals and goals will give your team the assurance they need to do their jobs well. Applying and following the same guidelines and foundations with their own personalities on top, makes for a happy team and we all know a happy team = happy customers. Despite the cost, the return on your investment can be immense and guaranteed provided training is dependable and relevant.

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PROCEDURES

Do you use a computer to book appointments, to order your gowns, to run your diary? If so, it’s very important your team are familiar with all the technology needed to run a modern bridal boutique. Training should be ongoing.

PRODUCT KNOWLEDGE

Being on the sales floor can be a learn-it-on-the- job type of arrangement. However, sending a team member out there without sufficient knowledge can be viewed by customers as inefficiency and they may doubt their abilities. On that basis alone, they’ll probably decide not to buy from you irrespective of how good a price/deal the gown appears to be.

On the job training and shadowing helps, but nothing compares to an outside professional trainer coming in to help your team hit the ground

I am a firm believer in a procedures manual. The go-to file/folder with everything in it. Any one of your team should be able to access it and know how to do their jobs in your absence or when left to their own devices.

running.Sales can be seen be seen as a dirty word. It shouldn’t be! The reasons you are in business are, I imagine, varied. Being successful financially and literally I am sure are right up there in your long-term goals. So sales success should be regarded as a good thing. Don’t be shy when shouting about success. Be proud of your team, your prices, and yourThebusiness.bridalretail selling environment is totally different today therefore ongoing sales training will help you stay one step ahead of any competition. Your team deserve to learn how to help you reach and maintain your top slot as the number one bridal retailer in your area. Learning the best possible skills to enhance what they do will show in your sales figures. Winging it by throwing them in at the deep end is probably not a good idea. Today’s bride is very buyer savvy. They know if they are being manipulated or pushed. Customers love to buy and be sold to – well. They’ll be able to determine very early on if the person who is serving them isn’t confident or knowledgeable. This tends to be when guests take over an appointment (we’ve all been there!) and the poor member of staff gets swallowedCustomersup.want to know they are dealing with an expert. Sometimes though, they will defer to the person who appears to know more, and that may not be the staff member who is with them. This eats away at the trust and rapport you’ve worked hard to build. Offering an elevated, superior buying experience will have your customers talking about you for all the right reasons and grow your standing in the industry. Your team will love putting new ideas, best systems, processes, and fresh knowledge into practice. You’ll find your staff will work harmoniously together as a tight knit team.

This is so important in today’s world. Social media is hot to trot and you’ll need to be firing on all cylinders to succeed in delivering your message. Creating a cohesive message across all social media and instore will help create the best for your customers. Due to the nature of most social media, younger staff will have a good handle on how to use it for maximum effectiveness. You can see the full list of in-house, online and live chat courses available to you here: E: BookTel:Linkedin:Twitter:Insta:W:info@helenacotter.co.ukhelenacotter.co.ukhccoaching@HCSalesTrainerHelenaCotter+44(0)1582451238+44(0)7896944759afreebusinessconsultation at the Harrogate show: 11–13 September, 10am–4pm The Morrison Suite, Hall Q The Harrogate International Centre. “Being known for looking after and training your employees will help you attract and retain the highest calibre of staff and increase confidence and trust as far as your customers are concerned.”

MANAGEMENT TRAINING

SYSTEMS, IT AND ONLINE SAFETY

Over 35% of managers do not receive adequate ongoing training. Training to manage a boutique and a team is paramount, preparing them for more responsibilities and managing all aspects of the business. Working with different personality types, team dynamics, people who work at a different pace and who take in information and duties in different ways, and being able to manage –that is Dealingvital.with customer complaints, managing customer expectations, analysing team roles, working with multi-generational staff members, inclusive leadership and working wellbeing team training, setting goals, maximising performance, building trust, providing support, communication to the owner and the team, thinking creatively, delegation. There are many, many hats a manager needs to wear in this role. Training them to prepare for it is highly desirable.

SOCIAL MEDIA

WILDERLYBRIDE.COM

Every issue we will be bringing you

WEDDING TRADER GOES LEGAL Are You Ageist? 1 2

your

Recruitment

Robust equal opportunities and anti-harassment policies are the lynchpin of good employment practice when it comes to ensuring diversity and inclusion in the workplace.Suchpolicies also set expectations in relation to fashion employees’ behaviour towards their colleagues, so it is important that they are regularly reviewed and kept up to date.However, policies that are hidden on the intranet offer little practical Fashion brands have used models in their 70s & 80s in recent advertising campaigns. Aron Pope, an employment law partner at Fox Williams LLP, explains the legalities of age-inclusion

policiesEmployment&training

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Whether you recruit staff through online advertising, social media, or print, the content and tone of recruitment language should be ageneutral, positive, and inclusive. A business that targets the younger end of the fashion market may find this a tricky tightrope, but employers should be on the lookout for unconscious (or conscious) bias towards younger candidates.

Examples of direct age discrimination in recruitment, such as setting an upper age limit for job candidates or using overtly discriminatory language, such as “youthful enthusiasm”, are rare in practice. However, indirect discrimination can be harder to spot at first glance. This would be relevant if some aspect of a recruitment process applied to all candidates but affected one age group adversely compared to another. For example, advertising for candidates to have at least 15 years’ experience of designing menswear potentially amounts to indirect discrimination. It would be impossible for people below a certain age to meet that experience requirement. However, it could still be a lawful criterion if the employer can justify it as a proportionate way of meeting a legitimate business aim, such as ensuring that senior management have the necessary skills and breadth of onprocess,openmediachannelsadvertisingimagesnotthatcandidatestomethodsPractically,experience.existingrecruitmentshouldbereviewedensurejobsareaccessibletoatallstagesoflife,andadvertsandjobdescriptionsdocontainproblematiclanguage,orrequirements.Also,throughavarietyof(ratherthanonesocialplatformforexample)willupabroaderpooloftalent.Whenitcomestotheinterviewdiscussionshouldfocusobjectiveinformationinrelation to skillset, capability, and relevant experience, rather than personal information that is irrelevant to the role.

While age-inclusivity has been embraced for marketing,consumeritshould also be high on the agenda for fashion employers managing their workforces.Agediscrimination claims have generally been less common than claims based on other protected characteristics under the Equality Act 2010, such as sex, race or disability. However, the recent successful direct age discrimination claim brought by a 56-year-old exknitwear designer for Superdry has shone the spotlight on this area of employment law. We highlight the three key age discrimination risk areas below and offer tips to avoid the potential pitfalls. the latest information of new legalities that could affect business. This is where advice from the experts really matters...

employee to lead designer, and to assess her as a low “flight risk” from the business, was because of her age.When it comes to promotion opportunities, new roles should be available to all employees who meet the relevant criteria, regardless of age. Older staff should not be overlooked because of any preconceptions about them being close to retirement, or less willing to take on a new challenge. The preferable approach is to consult all employees about professional theperformersexperiencetovaluedThediscussedemployer,shouldaspirations.opportunitiesdevelopmentandtheircareerConversationsaboutretirementnotbeinitiatedbythebutfutureplanscanbeifraisedbyanemployee.aimisforemployeestofeelandfashionemployersaccesstheskillsandindustrythatolderstarcanstillbringtotable.

promotionreviewPerformance&

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3 benefit to employers. The best way to reinforce the inclusivity message, and to create a potential defence to employee discrimination claims (on any protected ground), is to ensure regular and effective diversity training across the whole business.

Ideally, managers leading performance review processes and making promotion decisions should apply clear, objective, performance criteria in a transparent and consistent way across their team. A detailed paper trail which supports their decision-making should also be kept. If an employee has not hit the mark in terms of performance, feedback should be prompt and constructive, with a plan forInimprovement.theSuperdry case, the employment tribunal held that the decision not to promote the

Despite training, some employees may continue with what they perceive as “banter” with older or younger colleagues. The age discrimination caselaw is rife with examples of stereotypical comments about employees being “set in their ways”, less “agile” than colleagues, or “too demanding” in reference to the millennial generation. This should receive short shrift from fashion employers, as it will damage an otherwise positive workplace culture and may also expose the business to liability for an age-related harassment claim under the Equality Act. Behaviour which oversteps the mark should be dealt with through internal disciplinary procedures.

With two theCourtjudgmentsrecentintheofAppealonsubject,dowe now have clear guidance as to what is and what is not reasonable when it comes to the duration and extent of such restrictions?

The Credico agreements contained two non-compete provisions. The first restricted the agent (in this case Mr. Lambert) from working for anyone else during the course of the agreement. The second was a post-termination restriction not to work for anyone else for a period of six months after the termination of the agreement. Credico justified these noncompete restrictions by highlighting the confidential information provided and the time spent training the agents, as well as the money spent assisting the agents in becoming profitable and successful.

The Court of Appeal decided that the post-termination restriction was not enforceable. Essentially, the fact that business support had been provided during the lifetime of the agreement with Mr. Lambert did not amount to a legitimate business interest which needed to be protected after the agreement had ended.

The Enforceability Of RestrictionsNon-Compete 2 PART 96 ♦ WEDDING TRADER ♦ SEPTEMBER/OCTOBER 2022

Further, the information gained through the specialist training was deemed not sufficiently special and the Court of Appeal likened the knowledge and skills learned to the

After an atMillieStephenneedendagreementdistribution,agency,orfranchisehascometoan,non-competeclausestobeconsidered.Sidkin,partner,andPierce,traineesolicitorFoxWilliamsLLP,explain

TheCredico:judgmentsCredico Marketing Limited v Lambert concerned a marketing company (Credico) entering into a number of agency agreements –known as ‘Trading Agreements’ – with a series of agents who would provide marketing services for customers.

• In respect of commercial agency agreements it is important to bear in mind the provisions of the Commercial Agents Regulations which concern the enforceability of post-termination non-compete restrictions. Such non-compete restrictions will only be valid if they are in writing and relate to the geographical area or group of customers and the geographical area entrusted to the commercial agent, and to the kind of goods covered by their agency under the contract.

In respect of distribution (and franchise agreements), it is also important to bear in mind that following the coming into force on 1 June 2022 of the Vertical Agreements Block Exemption Order; if a non-compete obligation is indispensable to protect know-how, it may be enforceable as a matter of competition law.

Dwyer: Dwyer v Fredbar concerned a franchise agreement for specialist drainage services and in this case the Court of Appeal followed the judgment given in Credico. In particular, the Court of Appeal was concerned with the respective bargaining power between the franchisor and the franchisee and made clear that inequality of power “where it exists is not only relevant but is the significant factor in determining reasonableness”.Inthisrespect, the Court of Appeal departed from the established position which was that a posttermination non-compete restriction lasting 12 months or less that protected a legitimate business interest would be enforceable. In contrast, earlier judgments had not been concerned with equality of bargaining power. What do these judgments mean for agency and franchise agreements?

Whilst Credico was concerned with agency agreements and Dwyer with a franchise agreement, what is clear from the judgments of the Court of Appeal is that equality – or lack of it – of bargaining power will be a key factor in determining for agents and franchisees alike the reasonableness of post-termination non-compete restrictions and therefore their enforceability provided that there is a legitimate business interest to protect. Meanwhile for non-compete restrictions operating during the

• As such non-compete restrictions in agreements used as precedents should be checked and possibly re-written.

Take home points

In distribution agreements, the position of common law is that supplier and distributor owe an implied duty of good faith to each other, as long as this reflects the presumed intention of the parties and the relevant background against which the agreement was made.

position of employees who would be learning and developing skills whilst employed by a company.

• In contrast, the provision of training and business support services provided during the lifetime of an agreement will no longer justify a post-termination non-compete provision. Instead the issue will be equality of bargaining power.

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) lifetime of an agreement, the test remains whether the restriction does no more than is reasonable to protect a legitimate business interest. However, it should not be forgotten that the starting point at common law is that an agent owes a duty of loyalty to its principal being a duty which attracts fiduciary obligations to put the principal’s interest above its own interest and that of a third party. Curiously, the Court of Appeal in Credico failed to consider the common law position. What do these judgments mean for distribution agreements?

• It is always good for principal, supplier, and franchisor to be confident that non-compete restrictions in agency, franchise, distributorship, and supply agreements will be enforceable. But the tests that will be applied to determine enforceability are different depending on whether the restrictions are to operate during the lifetime of the agreement or after it has come to an end.

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www.foxwilliams.comwww.distributorlaw.co.ukwww.agentlaw.co.uk

For distributors, this implied duty can in some ways be seen as comparable to the fiduciary duty of an agent. However, will the Court of Appeal’s failure in Credico to consider the common law position also be mirrored in determining the enforceability of non-compete restrictions on a distributor?

• Whilst the Court of Appeal in each of Credico and Dwyer decided that the non-compete provisions which applied whilst the agreements were still operating were enforceable, the onus is still on the principal, franchisor, and, by extension, the supplier in a distributorship agreement to ensure that such non-compete clauses are reasonable and do no more than is necessary to protect legitimate business interests.

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SAHAR&CYNTHIA

“I am finding your features particularly valuable and not only the advice stuff, but also the views on certain categories of merchandise, like short dresses, and styles for the curvier customer. I do feel you give me a good idea of what is available and that’s going to give me a steer when I get to Harrogate to do my year’s buying. I do wish you did more on men’s.” Got a view you want to share with like-minded others? Want suggestions from industry colleagues? All you have to do is get in direct touch: email me – susi@rogol-goodkind.com – and we’ll get the conversation going. We are for retailers, and about retailers.

“In my area, there are very few fashion shops that handle good-quality motherof- the-bride collections and I have been wondering if this is something I should get into. I have the space, but feel I need advice from others not only on the labels that sell best but also on accessories and, above all, on ways to market myself to a local audience. Do I carry samples and take orders, for example, or do I have to invest in stock and if so is their a size and quantity ratio I need to know about.

Also, are there any trade shows that specialise in MOB-wear? I am not interested in prom or bridesmaids. Any thoughts? Can you email me via Trader please? Many thanks in advance.”

“With Harrogate and the Bridal Buyers Awards coming up, I just want to wish all those contenders the very best. I’ve been a finalist a few times over the years and although I have never picked up the title, I’ve got over my initial disappointment and was proud to carry the finalist badging.”

“You know something – you can’t beat advice from others in the same industry and in your sector, ie in retail. Some of those who write in Wedding Trader have really strong views, and often quite scary to those like me who have only been around for five years or so. But who better to learn from than those who have been there and done that and are ready to share their experiences, good and bad. Actually, I can deal with the scary stories –they make me stop and think clearly. So big thanks to all at Trader and those who produce the articles.”

COURSES INCLUDE aIn-house training days aOnline training courses aLive chat mini courses aLet me help you build a course to suit your professional needs SERVICES INCLUDE aDirector mentoring aManagement development aTeam building aOne to one coaching aFREE ongoing business support. +44 (0) 1582 451238 and +44 (0) 7896 944759 info@helenacotter.co.uk www.helenacotter.co.uk Helena Cotterhccoaching Investment costs start from just £225 DATES FOR YOUR DIARY Harrogate Bridal Week, The Morrison Suite, Hall Q, 11th - 13th September. Learn how to work smarter, not harder with a range of Sales Training Courses & services designed specifically for the niche Bridal Industry THE HELENA COTTER TRAINING ACADEMY - BRIDAL. EST. 2003 Don’t miss an issue! Subscriber to the Wedding Trader newsletter and keep fully up to date with the latest magazines and news

www.jupon.com 01753622922 gary@jupon.com @jupon.petticoats @jupon_petticoats @juponpetticoats Glamour since 1991 Poirier is specialized in bridal bodywear and accessories for the contemporary bride. By focusing only on using the best designs and materials our mission is to make our brides glamorous and beautiful. Enjoy the best bridal accessories on your journey of love. The one-stop wedding shop including petticoats, veils, lingerie, head pieces, tiaras, jewellery and much, much more.

Wedding Trader - issue 31

Articles inside

TECHNO

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YOUR REACTIONS

WHO TO SEE AT HARROGATE

TRAINING ESSENTIALS

BRIDESPEAK

OVER TO ELLIE

ON DISPLAY

LETTER FROM AMERICA

WHEN IT’S TIME FOR A NEW CHAPTER

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FIRST PERSON

DESSY DEVELOPS

THE RBA ADVISES