Second Opinion

For Sue Lovell, the next big buying event will be Harrogate in September, her favourite event and one which she has attended for so many years now, it feels like home. She makes a weekend of it, and tries to catch the last of the summer sun as well as enjoy everything Happy H has to offer

Actually, I really enjoy the London event at Excel, kicking off buying season. There wasn’t any sun to catch this year, but I stayed at The Sunbourn London, and caught up with friends and acquaintances. It is such an excellent location and always such a lovely atmosphere.

Well, usually it is. This year I shamefully brought down the entire vibe, as I managed to behave dreadfully to a fellow retailer. It was far too early for alcohol to be blamed so I can only blame the altitude as we were on the fourth floor, but I was consumed by a fit of the giggles, the likes of which still makes me blush all these months later.

At completely the wrong moment, witnessing something painful and potentially dangerous, I burst into inappropriate and excruciatingly embarrassing laughter. And not only that, it was so infectious that I took down another innocent bystander, Fiona, who as it turns out is also afflicted by this terrible and strange condition.

No laughing matter

I am thinking of starting a charity to find a cure. Once I started, I couldn’t stop, and Fiona and I formed an awkward tag team of chortling. The only way to deal with this dreadful outburst was to take myself away from polite society for a while, and walk the bridal exhibition halls alone until I could pull myself together. I laughed so much that I cried, and looked like I was distraught; it was as acceptable as laughing whilst in the front row of a funeral.

I did try to apologise, but every time I tried, the laughter bubbled over and I made things worse. So a huge and heartfelt public apologies via the pages of Wedding Trader, to the lovely Leeanne.

It wasn’t funny, I don’t know why I was laughing and I am very ashamed of myself, and will take her advice and not apply to work at the Samaritans or in any of the other Emergency Services. I will seek out the help of a support group, and I will do better.

Getting a focus

Whilst I was wandering lonely as a cloud around the halls, in my self-imposed exile, I was forced to concentrate on what I had come to London to do... to see what was new, what was on offer, and to look at new labels and products that may benefit my customers.

I intended to take my own advice and to think seriously about what styles I actually needed to find, and what was missing from my current collection, and to only buy what I really, truly needed.

I was sitting with another Leanne, one who I had not yet offended, who was considering taking on a new label, so together we watched the Morilee catwalk and I think that her excitement and the fact that the collection was superb meant I yet again completely ignored my own words of wisdom, and placed my ridiculously large order.

I am pleased to say though, that I have seen the social media posts and I am certain that my catwalk comrade will be thanking me the next time we meet, as she is now a stockist too, and looks to be killing it already.

Considered decision

It is a huge undertaking to bring a new label or product on board. It is never a small financial outlay in bridal, and nothing is guaranteed to bring in more sales. It is a case of trusting your instincts, knowing your own customer, and also listening to others to get their recommendations. Often, you don’t get a true sense of success or disappointment for a couple of seasons; sometimes it isn’t the products that don’t necessarily work for you, it’s the people behind the brand.

A brilliant sales person at the show can turn your head, but a mardy greeting when you call the company, or a surly voice on customer services can really turn you off. Personally, I wouldn’t go into a shop and spend my hard-earned money with a miserable and unhelpful person behind the counter, but sometimes I am left wondering why I should accept this from a supplier.

Thankfully the majority of my suppliers are wonderful and a cheery “hello” when I call is all I require. Throw in a thoughtful “how are you”, and I am all yours.

I am very easily pleased, but give me a monotone announcement and a curt connection as I am transferred to another line and I start to wonder what I am doing here!

New finds

Whilst in London I stumbled onto the Secret Weapons/ Patricia Eve stand. I had seen a few recommendations on the BrideCo forum from other stores who had become stockists, and I had earlier in the day shared a pizza with someone who was singing their praises, so I thought I would have a look.

Within moments of arriving, I was in deep conversation with Jerry, discussing the merits of butt lift briefs and stick on boobs. He was very informative, engaging and thorough, even though it was a busy stand, he took the time to explain the different ways each product enhanced, flattened, lifted and hid, or accentuated various body parts, and the effect created when under a dress. I placed my order, and was not only impressed with how quickly I received it, but also the quality of the product, packaging and the promotional material.

I know I am not about to become a millionaire by selling pants and boob tape, but I can see the potential for selling more gowns when brides can see the difference good pants can make, and also the potential for add-on sales at the point of alterations. It isn’t always about the profit margin of a product, but the potential to increase sales by utilising a product to the benefit of another.

As Tuesday drew to a close, and Excel started to wind down, I was eventually allowed back to sit with my travel companions, as they chose their dresses from Rachel Allan. I wish I could take them on as a new label, but sadly I would be stepping on to the toes of my friends and competitors who had just signed up to be stockists, and as I was already on shaky grounds with Leeanne, I sat on my hands, and quietly helped choose the most gorgeous gowns.

Once again, it was not only the product that was so appealing, but the people behind it, too.

I fell in love with Rachel Allan gowns at the catwalk at Harrogate last year; the Swan Lake theme and the phenomenal black show-stopping gown was so memorable, and a real highlight of the entire show for me. People still talk about it.

I don’t always remember who I have seen and where, as usually I am talking too much, but the Rachel Allan catwalk was breathtaking and stuck in my mind. So it was wonderful to talk to people behind the show, and to see how passionate and dedicated they are to the brand.

I know my friends will have huge success with them, and as sad as I am to be unable to have them for myself, I am so excited to see how well they will do, and it was a really pleasure to be able to sit in and help spend someone else’s money.

In my opinion, suppliers are like lovers – some are one-time-only acquaintances –nice while it lasted, or perhaps deeply regrettable hook ups. Some can change your course completely, putting a spring in your step and creating an unbreakable bond that stays firm until someone new comes along and offers you something a bit more exciting, and some are so brilliant you just have to tell everyone and even consider sharing.

But when considering taking on a new supplier, do your research, ask around, see how they treat others. But most importantly of all, ask yourself are they going to bring you in more sales and be a benefit to your customers.

Like pants, we need to find a good fit, and although I don’t expect flowers or a brass band when I place an order, a smile and a bit of pleasantries never go amiss.

That is why I love Elizabeth Dickens Veils, not only brilliant veils made in the Cambridgeshire fens, but they always come with a bit of banter and an understanding that sometimes someone may have forgotten to place an order, and without any judgement, Alan jumps in to save the day!