Wedding Trader - issue 40

Introducing the stunning new Romantica Bridal collections for 2025. Visit us at The Crown Hotel during Bridal Week Harrogate from the 24th - 26th March 2024 for your chance to see the range.

Contents

New collections, people and places

18 FIRST PERSON

Laura Daly studies the figures

22 IN THE LOOP

Creating a newsletter that works

26 LETTER FROM AMERICA

Believing in yourself and your work

30 THE VALUE OF THE RBA

What’s in it for newcomers to the industry

34 WHAT TO ASK NEW SUPPLIERS

Get the questions right and expect answers

38 RIP GRAHAM CONNELL

With love, respect and caring

42 ACCESSORIES

Peta Hunt picks her faves

50 CONNECTING WITH YOUR BRIDES

Helena Cotter advises

52 SEPARATES

Mix and match and create a story

54 BRIDAL WEEK HARROGATE

And here’s the line up of labels...

58 THE BRIDAL COLLECTIVE

The past, present and future

62 SETTING THE TRENDS

What’s hot for 2025

68 SMART GUYS

The men’s formalwear collections you’ll see in Essen

72 STYLING A SHOOT

Making the ingredients work

76 SELLING IN THE 21ST CENTURY

And really helping our brides

80 HARROGATE RESTAURANTS

Outside the show, discover the recommended eateries

82 WHAT BRIDES REALLY WANT

They answer our questions

84 TECHNO

Tap to pay – all you need to know about the workings of the system

86 STRICTLY LEGAL Agency agreements, and Pop-ups

92 SHOW DATES 2024

Ed’s Letter

Start of the buying season, and there’s so much to choose from, not only in the new collections but also in the exhibitions and private events themselves that will be staged to attract in the greatest possible number of retailers. It seems that more thinking has gone into the 2024 shows than ever before to create a perfectly balanced buying environment, with the support of dedicated business advice clinics and seminars with long-standing experts who have so much to share.

Plan your time at the shows with care and take advantage of all that’s on offer. And if you are looking at potential new suppliers, before you head off to Harrogate or Essen or Barcelona, digest the views of Sue Lovell on SNOB (page 32) who has laid out a whole framework of the questions you should ask brands that are new to you. Right now, in an industry that still faces many challenges, it is vital to be equipped with information, as well as recommendations from others.

In this issue, we have looked at the the accessories that will make a difference and up the value of a sale (page 38), the separates that are coming together (page 46), and the trends that big brands expect to make a real impression (page 58). Sandwiched between our product features are our speciality – advice from the experts, those colleagues who are there to support you. Sally Dixon's advice of styling a shoot (page 68) is inspiring.

EDITOR

SUSI ROGOL-GOODKIND

Andy Allen Art Director

“The line up of exhibitors at Harrogate makes you plan to be there for the duration." (p48)

Jade Pepperell Love Our Wedding

“Knowing the Harrogate restaurants that are first choice of the locals helps planning your time there.” (p82)

Martha Cooke Head of Ad sales

“Understanding the benefit to retailers of working with local venues can forge great partnerships” (p78)

TALKING POINT

The latest news in the wedding world, right here, right now

OLVI’S

GET INTO PRINT!

For the new season there are some wonderful soft prints, blurs of pastel blue and pale pink. But making the big style statements are the brands that go all out to be noticed. Check out Rosa Clara, above, and Olvis left, for some truly amazing options. But if soft is your thing, you’ll love Allure’s new collection, far left

ROSA

CLARA

WHO WILL BE THE WINNERS?

One of the finalists in these categories will walk away with the trophy at the Bridal Buyer Awards, 25 March at the Harrogate Convention Centre. The Black tie event, a highlight of Bridal Week Harrogate, kicks off at 7.00pm, and if you are lucky, you might still get a ticket (£90+VAT) at https://awards. bridalbuyer.com/awards-tickets.

This year’s categories and finalists are:

Best Use of Social Media

Anne Priscilla Bridal

High Society Bridal Lounge

Society Bridal Lounge

Ivory White Bridal

Laura May Bridal

Natalie Ann Brides

The Bottom Drawer Bridal

Bridalwear Retailer of the Year –England (Large)

Abigail’s Collection

Alta Costura Bride

Bride To Be

Pure Brides

TDR Bridal Birmingham

The Aisle

Bridalwear Retailer of the Year –England (Small)

Adella Bridal

Charlotte Elizabeth Bridal

Emma Hartley Bridalwear

Isabella’s Closet

Olive Blossom Bridal Ltd

The Bridal Rooms

The Little Pearl Bridal Boutique

Bridalwear Retailer of the Year –Ireland

Castle Couture

Diamond Bridal

Eden Bridal

Love Ellie Bridal

The Bridal Lounge

Bridalwear Retailer of the Year –Scotland

Aimee Bridal Couture

June Brides Glasgow

That Special Day Bridal

The Bridal Courtyard

Wedding Wise

Bridalwear Retailer of the Year –Wales

High Society Bridal Lounge

Laura May Bridal

Timeless Elegance Bridal

White Bride

Wynter Isabelle

Customer Service of the Year

Charlotte Elizabeth Bridal

Emma Hartley Bridalwear

London Bride Couture

Natalie Ann Brides

Silk & Maple

The Ivory Lounge

Inclusion & Diversity Award

Creatiques Bridal Boutique

High Society Bridal Lounge

TDR Bridal Birmingham

The Boutique

You Are Precious Bridal

Interior/Exterior Design of the Year

Adella Bridal

Ellie Sanderson Luxury Bridal

Nora Eve Bridal

The Aisle

The Aisle Edit

Willow & White Bridal Atelier

Longstanding/Established Retailer of the Year

Abigail’s Collection

Anne Priscilla Bridal

BRIDHA

Creatiques Bridal Boutique

Eden Bridal

Emma Hartley Bridalwear

Natalie Ann Brides

New Bridalwear Retailer of the Year

Brides View

Eva Joyce Bridal

In Love Club Bridal

Pearl and Eve Bridal

The Ivory Edit Ltd

Veil & Vow

Team of the Year

Aimee Bridal Couture

CG Boutique

Emily Bridalwear

Emma Hartley Bridalwear

Scarlet Poppy Bridal Boutique

Sisters of Grace

Website of the Year

Anne Priscilla Bridal

Ellie Sanderson Luxury Bridal

Emma Hartley Bridalwear

Sisters of Grace

The Aisle

Willow & White Bridal Atelier

SUPPLIER CATEGORIES

Bridal Accessories Supplier of the Year

Arianna Bespoke

Charlotte Mills

Halo & Co

Ivory & Co.

Richard Designs

The Perfect Bridal Company

Bridal Party Supplier of the Year City Goddess

Emma Bridals

John Charles

Richard Designs

The Dessy Group

Veni Infantino

Bridalwear Supplier of the Year (International)

Allure Bridals

Casablanca Bridal

Madi Lane Bridal Group

Maggie Sottero Designs

Monica Loretti

Morilee

Rembo Styling

Bridalwear Supplier of the Year (UK)

Dando London

Ellis Bridals

GAIA

Richard Designs

Romantica Collections

Ronald Joyce

Customer Service of the Year

Allure Bridals

Ellis Bridals

GAIA

Maggie Sottero Designs

Richard Designs

Selene Couture UK Ltd

Inclusion & Diversity Award

Allure Bridals

Dando London

Louisa Jackson Bridal

Maggie Sottero Designs

Sustainability Award

Indiebride London

Maggie Sottero Designs

Medusa London

Rembo Styling

Rolling In Roses

Sanyukta Shrestha

The British Design Talent Award

Alan Hannah

Caroline Castigliano

Eliza Jane Howell

Freda Bennet

Halfpenny London

Halo & Co

Josephine Scott

Miabelle

Savannah Miller Bridal

Shikoba Bride

Wedding Dress of the Year

Casablanca Bridal (Bellisima)

GAIA (Jasmine)

Justin Alexander (Grove)

Maggie Sottero Designs (Anniston)

Morilee (Mackenzie 2531)

Romantica Collections (JW230304)

Ronald Joyce (Kaoria 69868A)

REFRESHINGLY DIFFERENT

With separates attracting more attention, relaxed crop tops are scoring fashion points. We love this little cardi from Germany’s Forever & Eva, specialists in bridal knitwear.

FLOWERY THOUGHTS

Design by Conception is a South Korea-based jewellery design company which has included a crop of the prettiest flowers in its new collection of headdresses, pins and slides. Their tiaras have plenty of glitter.

AND BIG NEWS FROM TWIA

The hugely successful Wedding Industry Awards is spreading its wings. Says founder Damian Bailey: “We are delighted to announce that TWIA is coming to Northern Ireland, Scotland and Wales this year, providing a platform for all the amazing wedding businesses in these countries to shine and making TWIA truly reflective of the entire UK.

“We set up TWIA in 2011, and wedding businesses from Northern Ireland, Scotland and Wales have always been able to enter, but in one of the pre-existing regions of England. This was far from ideal, and it was always our intention to enable wedding businesses all over the UK to enter in their own ‘region’. Unfortunately, like so many things, Covid got in the way!

“Entries and Nominations are open, so if you own a wedding business based anywhere in the UK you can now enter the awards: https://www.the-weddingindustry-awards.co.uk/enter.

And if you know any great businesses, you can

nominate them at https://www.the-wedding-industryawards.co.uk/nominate

Full details on how the awards operate can be found at https://www.the-wedding-industry-awards.co.uk/ about-the-awards/how-the-awards-work”

First Person

The sun is out, the sap is rising, it’s nearly springtime and, finally, those elusive brides-to-be are coming out of hibernation.

Good news, or not? Laura Daly studies the latest figures

Is it just me, or has this latest wave of misty-eyed maidens had a bit of a character change? In previous years, the “I’m just getting ideas as I’ve got loads of time, my wedding is this May” bride would most likely finish her appointment purchasing, at the very least, an off-the-peg gown, if not a rush-cut or a dress pulled from a designer’s free stock.

However, 2024 brides really do seem to think they have all the time in the world, and just will NOT believe us when we say they need to get a move on and pick a frock!

This year, the “press-a-button-and-have-it-tomorrow generation” is finally out there in significant enough numbers that we bridal retailers are collectively having to change tack to float the new tribe’s boats long enough to achieve a sale! Often eschewing our

ex-sample dresses and off-the-peg solutions, these girls want to pick something from the latest collections… and they want it NOW!

Magic is not a possibility

When this happens, what do you do? Jump straight onto your designers’ available stock lists and hope and pray you’ll find the style in the colour and size you need. Let’s say you’re lucky and voilà, the miracle is performed –you’re then faced with a customer who will either want to go away and think about it, or basically say “I told you so – I knew I could get something quickly,” and happily skip off to tell all her friends that wedding shops are conning people by saying you need to order your dress at least nine months before!

I’m not even going to mention the problems that occur

when the said spare stock dress arrives and the bride decides she doesn’t like it but she can’t understand why we can’t just return it – considering it was “only on a rail in a warehouse anyway so it’s not like it was made especially for me…”

So, what to do? Whilst we never want to lose a customer because we can’t get her a dress in time, each time we do pick from those lists, we are re-affirming the bride’s suspicions and, a couple of years or so down the line, we could well find it all but impossible to sell a gown on what was hitherto a normal order time.

If things go this way, then those lists will dictate what sells in our shops. With their current arrangements and huge collections, it would of course be impossible for our designers to hold deep levels of stock in every style they produce.

UK. If you do a quick division, that’s just 40 dresses per shop in sales. Even if we were to add on another 20 per shop to allow for the weddings abroad that haven’t been registered in the UK, that still only averages at 60 dress sales per shop. So, if you’ve sold more than that, then someone else has sold fewer.

By comparison, if you’re purchasing from four different designers, with an average of ten new styles twice a year, you’re buying 80 samples. I fear we’ve reached something of a tipping point and, if weddings continue to decrease as predicted, our market is going to get very tough indeed.

Now is the time to embrace innovation in this most unique of industries, knowing that our journey is defined not by the challenges we face, but by the opportunities we seize.

For them to be nimble enough to conjure up dresses almost on demand, they’d probably need to produce fewer styles and maybe even think about offering one collection a year instead of two.

Facts and figures

This leads me nicely on to sharing with you some statistics. I hope you’re sitting down for this bit: According to statista.com, in 2019 there were 253,113 weddings registered in the UK. By 2023, this had dropped all the way down to 131,000. Now, there will of course be the weddings celebrated abroad, some already included in these figures and some not, but I think you can see that there’s most definitely a worrying trend here, and predictions for 2024 are no better.

According to business analysts IBISWorld, there are an estimated 3,284 bridal shops currently trading in the

It’s not unreasonable to imagine a scenario in the near future where we opt to purchase our minimums once a year instead of twice, or maybe halve the labels that we stock, choosing instead to invest a little more deeply into various size and colour options so that we’re more likely to be able to sell, as it were, at the drop of a headdress.

Changes ahead

Who knows, perhaps designers’ collections might even become smaller, with a promise of deeper stock holding and speedy delivery times. It seems to me that a transition to annual minimum orders and smaller collections would certainly cultivate a more sustainable business model for retailers and ipso facto benefit the sector as a whole.

Now is the time to embrace innovation in this most unique of industries, knowing that our journey is defined not by the challenges we face, but by the opportunities we seize. Every bridal gown is part of a love story. And, if the aphorism is true that the course of true love never did run smooth, perhaps it just needs a little adjustment from time to time.

With all Pure Bridal gowns retailing below £999, please get in touch below to find out how to become an exclusive stockist.

enquiries@romanticaofdevon.co.uk | romanticaofdevon.co.uk

IN THE LOOP

Creating a newsletter for our brides, both old and new, requires a thoughtful approach to ensure the content is both engaging and relevant, and also has a value. By

Sue Lovell

Do you send monthly newsletters to your clients? Who is your audience? Potential brides, existing ones, or do you want to include previous customers, too?

The goal is to provide information that helps brides-to-be plan their weddings while also showcasing your bridal shop as a reliable and trustworthy source. Sharing your knowledge and giving guidance to your brides builds your brand and gives your customers added confidence when they buy from you, or recommend others to visit you. And that helps promote your brand and build relationships, reinforcing your place in their mindset.

MAKE A PLAN

My advice is to segment your audience and personalise content based on where they are in their wedding planning journey – eg newly engaged or finalising details or previous brides who had positive experiences when they found their dress with you (a bride who is now married may still want to engage with wedding conversations, and help others with their preparations –let’s face it, it can be addictive!). Our audience is wide and varied so have something that appeals to everyone on some level.

Include high-quality images and even videos of wedding dresses, accessories, and real weddings to inspire and engage readers.

Align newsletter content with the wedding planning timeline, offering tips and inspiration relevant to the season or planning phase. Trend spotting, and introducing celebrity look-alike styles is a nice way to stay engaged. Many of us spotted Taylor Swift at the Grammy’s, and made the most of showcasing styles that we have in store that were similar to her gown, and that reinforces with our bride that we are relevant and following trends.

Incorporate interactive elements like polls, quizzes, or competitions

to engage readers and encourage participation. Everyone likes to share a story or read about other people’s experiences. Who doesn’t love a love story?

CONTENT IDEAS

Trend Reports Share the latest bridal fashion trends, including dress styles, colours, and accessories, with insights from industry experts.

Real Weddings Feature real weddings with a focus on the brides’ stories, their dress choices, and vendor recommendations. This can help inspire future brides and showcase your products in real-life settings.

Wedding Planning Tips Offer practical advice on various aspects of wedding planning, from choosing the right dress silhouette for different body types to tips for a smooth wedding day.

Vendor Spotlights Collaborate with other wedding industry professionals (eg photographers, florists, hairdressers, venues) to provide insights and special offers. This not only adds value but also

fosters a sense of community, and cross promotion is a brilliant and cost effective way to show loyalty and support for others in the industry.

Customer Testimonials Include stories and reviews from past brides who have purchased their dresses from your shop. This builds trust and credibility.

Exclusive Offers Provide subscribers with exclusive promotions, early access to sales, or invitations to private trunk shows and accessory events.

Q&A Sessions Host Q&A sessions with wedding dress designers, stylists, or wedding planners to answer brides’ most pressing questions.

COLLABORATORS FOR VALUE AND CONTENT

Wedding Dress Designers

Collaborate for exclusive insights into upcoming collections or design inspirations.

Wedding Planners Work with them to offer expert planning tips, checklists, and coordination advice.

Photographers For professional advice on wedding photography, advice for the day, including how to pose in a wedding dress and how to list people wanted in photos, as well as how to choose your photographer.

Former Brides Share their wedding stories, photos, and advice for future brides, creating a community feel.

Stylists/Makeup Artists Provide beauty tips, trends, and how-tos for wedding day looks, and include tips for skin and hair care routines to get wedding day ready.

Venues and Caterers Highlight unique wedding venues and catering ideas, including interviews with local venue managers, their wedding co-ordinators and even the chefs.

Cake Makers Tips on when and how to choose your cake design, and tips from caterers for tricks of the trade.

Content Creators Tips on the difference between videographers and content creators, and a guide on how to choose.

Dress Cleaning ensure they know where to get their dress cleaned and preserved, and tips for keeping clean on the day, and dealing with little spills and spots immediately (with baby wipes).

Incorporating a mix of these elements, individually, rather than in one lump, ensures your newsletter not only keeps brides informed and inspired but also positions your bridal shop as a central hub for wedding planning resources. This strategy fosters loyalty, encourages wordof-mouth referrals, and ultimately supports your business growth.

SIZE RIGHT

Bite size pieces that are fun and easy to read are something to keep brides coming back for more and to ensure your name is in the frame.

What I love about so many of the industry experts is their ability to share their knowledge and expertise, knowing that competition is healthy, but collaboration is even healthier.

I am so pleased that in my experience, gone are the days when stores viewed competition as a negative. Today they love the industry enough to share and support. I am not suggesting cross promotion to other bridal stores in your newsletters, but there is no harm in letting your brides know that you value and respect others in this field, and you recognise the support in the community.

ENGENDERING LOYALTY

Above all, a newsletter needs to be engaging and not feel like homework or a chore to read, because if it is, it has no value to anyone.

One of my regular readers is now divorced, but she sends me notes every so often, telling me how much she has enjoyed reading something I have sent out, and that she still feels a connection to me and to the time she was planning her wedding day. She still recommends me to family and friends and regularly comments on Facebook posts.

In a business that I hope doesn’t bring back many repeat purchases, this type of engagement and support is vital, and it keeps my name on her lips, which is invaluable.

And on that note, a bit of upcoming content for my audience: I am about to dress the third bride from a family of three sisters. At this point they feel like my family, and I am going to the venue to dress the bride this time, as it will be the last wedding for a while (as the mum says, she’s “run out of daughters”).

By keeping up the conversation with them, and providing them with beautiful dresses, they wouldn’t go anywhere else for a dress, and that to me is priceless – and definitely something worth talking about. To see her on the day, and be with the family for possibly the last time is a real privilege of me, and I can’t promise it won’t be emotional.

A newsletter doesn’t have to be about selling – it’s also about the experience, and getting to know you.

T W

A LETTER FROM AMERICA

Peter Grimes of VOWS magazine on acknowledging the part you play in trends

Peter Grimes Publisher of American trade magazine VOWS

When asked about trends in bridal, we often report on the continual evolution of gown styling and fabrication for the coming season, or of the seasonal trends we see in the subtle changes in the bride’s shopping and buying behaviour and preferences, and/or how the US bridal boutique owner confirms and interprets these trends through face-to-face interactions with their brides.

Recently we’ve written about each of these factors of owning and managing today’s bridal boutique (and continue to do so), including descriptions of the positive outlook the majority of boutique owners have for 2024.

Be aware

What we’ve also taken note of recently, confirmed by a deep dive into the results of December’s VOWS industry survey, is a noticeable and increasing shift in boutique owners understanding and accepting that they may be the primary brand in bridal, not necessarily the designers they carry… or at least consider that brand recognition for bridal and wedding apparel is an equal partnership shared with designers.

What they report is that fewer brides are asking to be shown a specific designer’s gowns, but rely more on the stylist to provide the intense personalised experience they crave that will result in their acquiring the perfect dress.

And it’s the reputation of the salon that draws their attention, not necessarily the designers it offers.

Now… I’m not suggesting (nor are these boutique owners) that well promoted, advertised bridal designers and collections have a diminished role in salon merchandising.

Quite the opposite actually, as store buyers continue to look to their key designers but increasingly focus on those styles that make the most sense for their particular bride and their specific marketplace rather than buying into some national trend.

Think local

Successful buyers have always looked at both national trends and local appeal… the subtle shift we see now is less on national trends, more concentration on what national trends have local appeal.

A shift from the “you can’t see the forest for the trees” adage that reminds us not to get so immersed in small details that we overlook the big picture, to more of a “think global but act local” perspective in which we stay aware of the global or national picture, but act in the best interests of our local marketplace and business.

Further, judging from those results, the strategy includes:

- Branded goods appropriate for local market

- A true private label collection that enables boutiques to not just obtain higher margins but to fully benefit from their reputations and market position

- An off-the-rack option for the last minute or boho/ specialty bride

- Unique styles reflective of the boutique’s image and reputation

Essentially, as one subscriber explained it, deciding on “who is running my store – the manufacturers? The customers? Or me?”

Part of the answer to that question is increasingly knowing your brand’s worth and understanding that brides frequent your boutique based on a reputation for providing the emotional intimacy she craves throughout the process within an experience that is professional, creative and personalised to her needs.

One possible indicator of a salon’s professionalism and prestige to this generation of brides: when appointments are required. There’s anecdotal evidence suggesting that a no-appointment environment encourages ‘play time,’ a disregard for the value of your time, and factors into her indecision to commit to a purchase.

Yes, she is buying a gown. From you. And will long remember you for how you made her feel throughout the buying experience.

Probably, it could well be longer than how she remembers the actual gown.

And that’s what your brand is all about.

THE VALUE OF THE RBA

Laura Elliot unveils the benefits of membership of the Retail Bridalwear Association and empowering women in business

In the ever-evolving world of weddings, staying connected, informed, and supported is vital for success as a retailer in the bridalwear industry.

The Retail Bridalwear Association (RBA) in the UK is a prestigious trade organisation that offers a range of benefits and opportunities to its members. Celebrating 30 years in action, the RBA provides a platform for collaboration, networking, and knowledge-sharing among its members along with other more tangible benefits like a delicious

daily FREE lunch and drinks at our VIP lounge at Bridal Week Harrogate!

The RBA facilitates invaluable networking opportunities, allowing members to connect with likeminded professionals within the bridalwear industry. Our private WhatsApp group provides a platform for members to exchange ideas, share experiences, and foster collaborations. By engaging with fellow industry experts, members can expand their professional network, gain insights from peers, and even explore potential business

partnerships.

Our members WhatsApp group creates a supportive environment where individuals can share challenges, brainstorm solutions and receive guidance from experienced members.

The group promotes informal interactions among members, fostering a sense of camaraderie and community; it allows individuals to connect on a personal level, share experiences and celebrate achievements. And that is what makes it particularly special.

Left to right: Alison Parish, Aurora Bride; Sharon McPherson, Opus; Melanie Storer, Wedding Belles of Four Oaks; Michael Hanks, RBA treasurer; Nicola Garton, The Wedding Shop (RBA Chair); Laura Daly, Belissima (RBA vice chair); Lisa Adnitt, Serendipity; Laura Elliott (RBA Admin) Photo: Sara Warne Photography

Real strength

In celebration of International Women’s Day on 8 March, it is important to acknowledge the efforts of organisations that actively support and empower women in business.

The RBA is one such association that plays a vital role in promoting the success of women entrepreneurs in the dynamic retail bridalwear industry.

The RBA recognises the power of networking and collaboration in driving success. Together we can learn from one another, seek mentorship, and forge partnerships that can lead to mutual growth and success. By facilitating a supportive network, the RBA empowers women in business to thrive. By supporting each of our members to be the best they can be, we are also collectively helping to shape the industry and promote excellence in industry standards and practices.

Added value

This brings us on to our most recent membership offer of becoming an associate member. The RBA recognised that times were evolving

quickly and there were a lot of wonderful ‘newer’ retailers opening up who had the foundations of an amazing business. These younger shops can go from fabulous to outstanding with the additional support of the RBA and the wealth of experience you can access as a member. The associate membership offer is an exceptional opportunity for bridal retailers looking to establish themselves or expand their business in the wedding industry – the affiliation with the RBA not only lends credibility to the bridal boutique for consumers worried about buying from a less established business, but also presents a unique opportunity for these driven business owners to gain valuable insights from the established shops that have stood the test of time and can help them to avoid some of the pitfalls. Members are encouraged to seek advice, guidance and support from one another. We are delighted that over the past 18 months we have grown our associate member numbers and it has been immensely rewarding to watch our full members (including those who make up our

executive committee) support them in their successes and mentoring them through the tougher ‘hairier’ moments. By facilitating these interactions, the RBA encourages members to feel a sense of community.

Looking ahead

This year we will continue to focus on connecting retailers and hope to have more face-to-face meet-up opportunities. We will be offering learning and development events to our members. And of course we will be hosting our hugely popular RBA awards in September, which unites retailers and suppliers in celebrating their excellence whilst enjoying a fabulous evening of networking, great food, bubbles, luxury raffle prizes and dancing till we drop!

If you are a UK bridalwear retailer and want a piece of the RBA action then please get in touch to see if you could be next to join our exclusive community of seriously amazing people!

Introducing the stunning new Martin Thornburg collection from the Mon Cheri Bridals group. Visit us at The Crown Hotel during Bridal Week Harrogate from the 24th - 26th March 2024 for your chance to see the range.

QUESTIONS TO ASK AT HARROGATE

When you head up to Harrogate to shop for the new season, go armed with a list of questions to pose to exhibitors you may consider ordering from. That way you’ll know just where you stand, says Sue Lovell

Aquick show of hands please

– who is going to Harrogate this month? There’s no more brilliant a way to kick off the buying year than Harrogate in the spring sunshine/snow/showers (delete as appropriate).

So what are you going to Harrogate for? To buy from existing suppliers, to check out new suppliers, or to just soak in the atmosphere, catch up with new trends, friends and vibes, and perhaps see what to spend your money on when you get there? I like the element of surprise – not knowing what I am going to find, and being open to new ideas, suppliers and products.

But, if you are looking for a new name, be it for wedding dresses, accessories, or even software, it is essential to gather comprehensive information to ensure their offerings align with your bridal shop’s quality standards, values, customer expectations, and business objectives.

So here are eight critical questions you might want to ask a potential supplier from the perspective of a

UK-based bridal shop owner. I say UK-based because many companies sell to retailers across the rest of the world, and what works in Madrid or Chicago will not necessarily resonate with the UK market.

We all have different buying needs and styles, and we need to ensure that we understand this before we sign. Here goes with the questions:

1 Order minimums and lead times

Ask: “What are your minimum order requirements and standard lead times for both sample and forward orders?”

2 Rush cuts

Ask: “How do you manage rush cuts and can specific requests for customisation, or shorter lengths be accommodated for rush orders?”  Find out how many per season you are expected to buy – and what happens if you want to miss a season – can you miss a season?

3 Pricing

Ask: “Can you provide detailed pricing information, including any volume discounts or incentives for

first-time orders?”

4 Payment terms

Ask: “What are your payment terms, and do you offer any flexible payment options for long-term partnerships?”

If you don’t ask you won’t get. Always ask to see what a supplier can do to entice you to buy and commit longer term.

5 Shipping and logistics

Ask: “How do you handle shipping, and what are the associated costs for delivery to and within the UK?” And “Can you accommodate special shipping requests, such as expediated delivery, and what are the additional costs?”

With many suppliers now charging for delivery at over and above the actual cost, it is important to clarify costs ahead of time. An extra £35 plus VAT per dress needs to be considered. With import duties, you need to be aware of the implications of ordering in larger amounts.

6 After-sales support and returns

Ask: “What level of after-sales

support do you provide, and how do you handle issues such as flaws or quality issues?”

They should not happen, but occasional issues will arise and you need to know they are handled correctly. I once had a prom dress delivered that was completely wrong, it should have been a two piece, and came as a one piece, and a different style.

The response from the UK supplier was that it was tough luck, and too late to rectify as the products were imported. I once had a bride return her wedding shoes because the heel had fallen off before she had even got to the church – her dad had quickly glued it back on to get her through the day. The response was, “as they were worn, tough luck”.

Both companies lost my business, and I share these experiences with anyone who asks about my relationship with them, because I expect a level of customer service that my customer expects from me. We deserve better, so I found better!

7 Social Media

Ask: “What support do you offer on

social media, promoting me as a new stockist, sharing images, and shout outs?”

As shops, we don’t have the once traditional magazines to market in any longer, and social media is Queen, so always check out their socials and connect with the marketing team to collaborate.

All too often we, as stores, promote and share our suppliers –but it should be a two-way street, what will this supplier do to promote their excitement about having you on board?

8 Sustainability

Ask: “What are you doing as a company to be sustainable, renewable and recyclable?”

In today’s world, showing that we care about the impact we have on the environment now and for future generations matters. By at least asking the question, it may help make those who have yet to read the memo, understand that we all have a responsibility to carefully source manufacturerers and to consider the imprint our footprints leave behind.

The more we show it is important

to us as retailers, the more chance we have for manufacturers to listen. It matters to our customers; it should matter to everyone.

Do your research

Don’t just go for the look or feel of a product, ask questions. Product quality, compliance, logistical efficiency, cost management, social media presence and customer satisfaction are at the core. They will help you gauge whether the supplier is a good fit for your bridal shop’s needs and standards.

In my humble opinion, standards matter, and they should be high, as they reflect on your brand. So when considering purchasing from a new brand, especially in the context of a bridal shop where product quality and brand reputation are paramount, thorough research is essential.

Research the brand’s history, mission statement, and values to ensure they align with your own shop’s ethos. Look for and ask for feedback from other retailers and consumers to gauge satisfaction levels and common concerns.

Check if the brand has

received any industry awards or recognitions that highlight its quality and innovation that you can share, and will in turn reflect your commitment.

In a world where we can seemingly turn a blind eye to child labour, poor working conditions, pollution and corruption, in exchange for a cheap product, it is important that the standards we set, and we stand by, show that we are not willing to engage in practices that promote and perpetuate the market in human suffering to get a product that is ultimately destined for landfill.

Take responsibility

I know my soap box is well worn with me standing on it shouting out this message, but we have to take responsibility and we have a duty to our children, the planet and other people’s children, who are not as lucky as our own.

We should not as a society be supporting an industry in which kids are forced into work at very tender ages, just to make a cheap product for us. We should not accept these trade routes.

We have to make it unacceptable to boast that we got knock-off shoes for £5 – and start asking, who actually made them, what did it cost them personally, to produce, market, package and deliver to you some inferior item that you can quickly toss away into landfill?

If the cheap price comes at a high price to a young worker, then we should stand up for what is right, and call out those who don’t.

As retailers, we have to know that the products we supply will not have started with a young child forced

to work and live in squalor, and we need to make sure our customers understand that we have standards and the products we supply are from ethical suppliers. Right down to the gift bags we offer, we should be finding and supporting ethical companies, and not looking for cheap unethical alternatives – no child or any human being should go hungry or be forced into labour to save a few quid on a paper bag!

There will always be people who do not care a jot about the provenance of a product, as long as it’s cheap. There are people who will gleefully say they know that slave labour was involved in making their tiara, but it was cheap, so they don’t care. Our standards should be higher than that, and we should be confident and proud in saying that the products we sell come from ethical suppliers, who pay a decent wage, and provide a duty of care to their workers.

No child should suffer to produce a flower-girl dress for a more fortunate child, and for us to be okay with that – accepting even – on any level. We should be proud to say that “no one was hurt in the making of this product,” rather than find it acceptable to trade in cesspools of abuse, to get something cheap and inferior.

Forced and slave labour should be as unacceptable as wearing fur, and we should not be in fear of pointing out the hypocrisy.

Ultimately, going with your gut instinct when finding a supplier is a good place to start (or when staying with one), making sure they align with your core values, and not being afraid to shout about the importance of providing your customers with good quality, ethically and responsiblysourced products – it isn’t always

about price, it is about value, and whether we value what we do, who we are and how we value our clients.

And about Harrogate...

Harrogate is the best place to start the year – and enjoy and learn. However long you have been in business, every day at Harrogate can be a learning experience, so don’t be afraid to ask questions, and be open to new conversations and do your research. And be proud to let your customers know that you understand and appreciate the value of your products and services, and only sell items that come from genuine, trusted suppliers because you know your worth.

For suppliers, let retailers know that you understand our needs, and whilst we don’t expect everyone to be completely on board with sustainability and renewable energy, etc, we do expect that they are doing something and are looking at ways to do more.

Give us talking points to share with our customers that will enhance the brand and show that we are more than just about making money, we have principles and values, too.

That’s the beauty of events like Harrogate, Essen and Barcelona, you get the chance to not only buy, but to ask questions, and to let suppliers know what really matters to you, and they have the oppor tunity to share their ethos and values, too.

When you can meet the supplier, and get to engage with them, you can learn far more than you can ordering online; there are opportunities for conversations that really matter, too, and you can build relationships that start from a solid and respected basis... a place of trust.

RIP GRAHAM CONNELL 1959-2024

The industry mourns one of the most-loved and highly respected individuals, who died tragically a few months ago. Graham – you will always be missed

At the beginning of his working life, Graham had a few jobs such as helping his mum at the garden centre, which he enjoyed. He eventually went on to train to become an accountant and his career at Lee Cooper, where he built great, lifelong friendships with his work colleagues.

In 2008, Graham joined Morilee and Ronald Joyce as a General Manager, and through his dedication, knowledge and passion he helped to build the business into what it is today. Graham was more than a colleague; he was a devoted member of the bridal industry’s family and a father figure for many who had the privilege of working with him.

For over 17 years, Graham worked with passion and commitment to help build the UK and International business, earning the industry’s respect.

Under his leadership and guidance, Morilee, Ronald Joyce and Veni Infantino grew into one of the world’s leading bridal and occasionwear manufacturers, and it will not be the same without him.

Graham made lifelong friendships

with his colleagues and industry giants that he valued dearly. He regularly travelled with work and had the opportunity to visit some incredible places.

It wasn’t a secret that Graham loved an evening out with family or friends, which would always (after a few Tequila Sunrise cocktails!) end with him insisting that he show off his attempt at the Michael Jackson moonwalk, and his other few signatures moves.

If this wasn’t impressive enough, he would turn to performing Rappers Delight saying he knew all of the lyrics, although everyone realised, after some 30 seconds in, that he actually didn’t.

Fitness was also a huge part of Graham’s life. He had a love for running and would head out most days to his favourite local spots, taking his much-loved dogs, Mollie and Maddy with him. He took part in many organised runs over the years alongside Loren and often his close work friends Matteo, Steve and Keith. Last year, Graham travelled to Rome and Valencia to compete in half marathons, which were huge achievements for him.

Graham captured unforgettable

memories during his life through photography and videos, and the endless ‘selfies’ that he would take in front of a beach sunset or occasionally with a fish that he had caught!

His hobby, alongside fishing, was aircraft photography. He would attend national and international airshows throughout his early life and take infinite photos of the aircraft – far too many in his family’s opinion! But he loved it and decided to reignite this hobby again in recent months, and visited Pensacola, in Florida, to capture the famous Blue Angels.

Graham’s passion for travelling, nature and life itself was incredibly prominent up until the very end. His family and friends will always hold on to the love, laughter, and happiness that he brought to all of their lives.

His loss leaves a void that can never be filled. We extend our deepest sympathies to Graham’s family for their loss.

Our heartfelt thanks to Graham’s family, and to Gemma and Sophie of Morilee, for providing Wedding Trader with this tribute.

PETA’S PLACE

Accessories

Okay, so Ms Hunt can’t think straight - she’s buried under personal and professional projects. We let her have a rave and rant, and then managed to corner her about accessories

Editor Susi asked me to write a piece about childrenswear. Would that open up an internal debate on should they even be at weddings? Trouble is, that required an awful lot of thinking about, and at the moment, I don’t have the space in my brain for it because, you may remember or not from one of my previous rants, I was trying to buy a house, hating solicitors, and everything to do with the process.

Of course, at the time when I’m busy with a huge, interesting job with one of my bridal clients, up to my neck in production, casting, styling, location hunting, accessorising and more, I just got the keys to my new house, which also re quires my undivided attention.

I’ve managed to get builders, too, and we all know how difficult that is. But before they go in and start demolishing walls, I have to start planning. All was going brilliantly, and then my mother decided she wants to come and live with me, too, so a massive rethink is needed on how to jiggle the house around to suit three generations of independent women! Plus, I need to ingratiate myself with my new neighbours and introduce myself, before the builder with his

sledgehammer arrives.

The outcome of this is a piece of very few words, very heavy on pictures, a great relief to many people, I’m sure...

Focusing on accessories

For the forthcoming season, the key trends to embrace are: pearls, bows, sparkle and white flowers; and the first rule of styling accessories is transformative. We’re going to be seeing a lot of pearls on ears, heads, and feet. Plenty of flowers and bows.

Diamanté never goes out of style, sparkle will still be around.

Sometimes I think it’s handy to have a pair of diamanté earrings in store for brides to try on. We all need a little touch of glamour, and a pair of statement earrings, or a bold necklace (one or the other, not both) will do it every time.

I love the idea of an earring bar with reasonably-priced pieces. If you’re thinking about giving it a go, check out people like Loverocks, Glitz, Secrets and Jon Richards –they are all budget friendly. What’s important, however, is that whether they are pearl or diamanté, the focus is to g o large on ears.

DEBBIE

TANIA

JESUS

BUTLER & WILSON

HALO

BAGS

HERMIONE DE PAULA

LULU GUINNESS

SOPHIA WEBSTER

HERMOINE DE PAULA

KATE HALFPENNY

CORNELIA JAMES

Heads Up

A trend that just won’t go away is the fascinator, and not just for the retro warrior. They work effortlessly – whether with a short or simple dress for a city wedding or a bigger statement dress, somehow a birdcage veil allows the bride who

wants a big dress to get away with wearing one, even in a registry office, I think it calms it all down. It’s very easy for brides to wear a birdcage, either on a hairband or with a tiara, it simply doesn’t feel quite as formal as a long veil. And they have sufficient gravitas to make the bride feel bridal without

being overwhelming. Thanks to celebs again, like Rihanna, Miley Cyrus and Hayley Bieber, for wearing them to evening events, making them a lot more accessible.

Headbands are still being stacked, but now you can buy them ready stacked together. A big thank you to

BRACELETS

FORMOSO

CYMBELINE

THE PERFECT BRIDAL COMPANY

LATELITA

LILY AND ROO

VIVIENNE

WESTWOOD

Eli Peacock, so if our bride can’t decide between pearls and diamonds she can have both.

Headpieces made from silk flowers, porcelain and polymer clay are light and beautiful, and who can resist a white flower?

Bows are everywhere this season on ears, shoes and hair. A simple hair bow works perfectly for that effortlessly chic half-up-half-down hair or on trend pony tail.

Veil power

Ramping up the bridal drama on the

runways at Barcelona Bridal Fashion Week was the veil in all its variations, from cathedral to short and sassy with a bow. Veils are show stoppers and are shorthand for bridal: it’s always good to see the new collection from Richard Designs, Rainbow Club and Linzi Jay, and specialist designers, like Hermione de Paula and A.M. Faulkner add that extra magic touch to theirs, too. And hand embroidered initials turn a veil into an heirloom.

There are plenty of big statement veils around that work really well with a simple dress, from Ruffle Queen’s

SHOES

look to Botias or Kate Halfpenny.

The band plays on

The big headband is still going strong and they, too, almost become heirlooms. Look at Halo & Co, Dolecka and Arianna.

I remember once going to a jewellery making masterclass. The only thing that I achieved by the end of it was huge admiration for anyone who creates any sort of beading or setting of crystals.

Although I’ve picked a few eyewatering priced items here, the re’s

CYNTHIA & SAHAR

DIANE HASSALL

SOPHIA WEBSTER

HARRIET WILDE

BELLA BELLE

LOEFFLER RANDALL

RAINBOW CLUB

JIMMY CHOO

IVORY & CO

LINZI

JAY

EMMY LONDON

RICHARD DESIGNS

IVORY & CO

THE BOBBY PIN

JON RICHARD

THE BOBBY PIN

quite a few websites popping up that will hire pieces for the big day. One of my favourites is PSbridal.co.uk –easy to use and has great brands – so when a bride with high expectations and slightly smaller budget rocks up, she can blow her budget on the dress and hire accessories.

Feet first.

The bridal Choo is on every bride’s fantasy wedding list, or is that just the stylist in me? I love a classic white pump: Rainbow Club has a cool selection as always, but you can go wild with Sophia Webster, or for

the fashion forward a comfy pair of Loeffler Randall peep toes?

Manolo Blahnik court shoes have inspired many, and Emmy London is a favourite of the royals, but with a bit of a 70s-80s revival I noticed there’s a lot more bridal platform shoes around. The uber high ones may be great for walking down the aisle but need to be abandoned just before the bride hits the dance floor or it may be necessary to have an ambulance on standby. I spotted some wearable lovelies at The Perfect Bridal Company and Charlotte Mills.

For flowery feet and bows look

VEILS

no further than Harriet Wilde, Diane Hassall, and for the ultimate floral boots, Bella Belle.

Finishing Touches

Bags and gloves are back. Sheer gloves with bows or pearls look great, and really transform a dress from aisle to evening. Shorter gloves with bows look fresh and not twee.

Of course, I’m not trying to sway anyone away from carrying a bouquet, but a bag can hold lipstick, perfume, tissues, safety pins and a phone, plus it lasts longer.

JUSTIN ALEXANDER SIGNATURE

LINZI JAY

HERMIONE DE PAULA

AM FAULKNER

KATE HALFPENNY

CYNTHIA & SAHAR

HOW WELL DO YOU CONNECT WITH YOUR CUSTOMERS?

Regardless of how your customers choose to make contact with you, be it online, on the ‘phone or in person, they should be left feeling they are wanted and valued as a bare minimum. Helena Cotter explains

How you interact and deliver your message will determine whether your customers feel they can trust you, and ultimately whether they’ll decide to spend their hard earned cash with you.

In this world of customer choice, the foundations you lay out now will help you retain the position of the go-to retailer in your area. As old fashioned as it may sound, first impressions count, and dictate how things will go.

there? Paperwork, payments, emails, orders, confirmations, measurements, social media. It’s non stop at the tail end of the business, which is why it’s wise to ensure you are able to devote time to those necessities otherwise they can pile

service and care beyond mere bare basics, you need to display a human, personal touch. This can be forgotten when on autopilot.

Subtle nuances in voice tone and body language tell a customer exactly how you are feeling on any given day. And of course, you will be able to tell how a customer feels about you and your presentation whether on the telephone or in person.

Always call your customers by their name and tell them your name, too. Whilst working in such a close personal environment it makes sense when trying to build rapport and a professional relationship with someone who is, effectively, a stranger.

Not using their names can be seen as lazy (we’ve all forgotten customer’s names, haven’t we, and the date of their wedding!). By not using their name or calling them something else, such as a pet name, can be viewed as the phrase I have coined: “The sheep-dip approach” – same, same, same, rinse and repeat. There is no individuality or specialness. They could feel like a number.

“ We all strive to constantly deliver 110% of the time; we are indeed an industry that should be recognised way more than it is for its achievements.”

Sometimes customers can be seen as an interruption in a very busy retail environment. It is interesting that the bulk of time spent working in a bridal shop is taken up in the office. There is always a good deal of work behind the scenes, isn’t

up and, as I said earlier, having to stop mid flow to see customers can be seen as a disturbance.

Who are your customers and who are you?

In order to deliver an atmosphere of mutual respect, top customer

As I have been saying for years, it is vital to find out what is important to them. This helps break the ice and can be a good solid stepping stone for building trust.

Taking ownership in the loosest terms by using your name will help you help them. Using their name also will foster a climate of “You are safe in my hands/my shop”.

Images of you and your team can increase conversion rates

I know some people can be shy of putting images of themselves and staff on their website and SM. Please do though, let your customers know who you are because everyone loves a back story. Share as much as you feel comfortable with. Add a real picture of your staff members’ faces next to their name/email/live chat, and so on. Always offer the most human experience possible. Putting a face to a name helps build rapport.

Knowing your customer’s story

There can be nothing as frustrating for customers who have to repeat themselves over and over again.

To avoid this takes a lot of listening, and as I teach my clients, not a lot of talking. When you ensure you at least know the bare basics and have tried to personalise their experience, it helps build trust and rapport which we know are the ingredients for a mutually beneficial sales encounter.

Using technology to help you

Have you tried using, or do you currently use Live chat as a tool? When this is incorporated into a telephone system you can personalise your appointments in a very human, face-to-face way.

Customers are more likely to share details if they are talking to you than they would on a computer. On the phone or using a live chat format, you can read each other very well.

Making it easy for your customers to buy from you

Have your systems in place to make it easier for your team to

be professional, to save time and enable your customers to enjoy a more personal and dedicated form of service. If there are areas which may need a tweak here and there, a brainstorming session or two with new ideas coming to the fore can really help.

When you streamline your systems, create clear paths for your customers to follow and participate in during their appointments – the customer journey, as I call it; you’ll reap the benefits both financially and reputationally.

Match and mould your business model to fit your customer’s needs. You should be as flexible as possible, to a point. Brides don’t like complicated jargon, shop speak, and of course here today gone tomorrow fads, and they most certainly do not appreciate short cuts in terms of your sales presentation, or complicated systems.

My message as always is keep it simple. My clients say: “We think you’re the best because you deliver your training with common sense and a back-to-basics approach”.

And I thank them immensely for that feedback. It means a lot to me to still be seen as the market leader after 21 years in business.

Why make things more complex than they need to be? Remember, balance is the key. Not being too accommodating and not being pushy. This is preferable to offering exactly the same for every customer. The one size fits all model doesn’t work as we’ve previously seen.

Feedback from your customers

If you don’t already, may I suggest

that you ask your customers for their feedback to establish how well you’ve done/are doing/did you meet their expectations – or exceed them.

This will give you all a clear indication of any areas in which small improvements could help you going forward. Feedback will demonstrate to your customers how valuable they are, how seriously you take them and they’ll feel proud of being able to help you. It’s all about personalising the customer experience again.

Do you carry out SM customer surveys in terms of how your customer base – your target market – chooses to communicate at least initially? Online SM customer surveys are a friendly and relevant way of establishing contact with existing or potential clients. Measuring who takes part will help you discern how many of your followers truly believe in you, your product and what message you are delivering.

Bridal retail is, in my opinion, absolutely the best at achieving this from the start. Other retailers can learn a lot from the bridal industry. We all strive to constantly deliver 110% of the time; we are indeed an industry that should be recognised way more than it is for its achievements.

Here’s to a fabulous year ahead. Good luck!

Helena Cotter

The Helena Cotter Training Academy T: +44 (0)1582 451238

M: +44 (0)7896 944759

E: info@helenacotter.co.uk

W: helenacotter.co.uk

T W

Two-timers... or three, or more

Separates continue to make waves with big traditional brands adding in those go-togethers that allow a stockist and their clients to mix, match, play around and make changes. And that could be the perfect – and affordable – solution for the two-look ideal that so many of today’s brides want.

There’s terrific choice, too, from the flowing skirt and lacy cropped top combo, to palazzo pants and big-sleeved ribboned and bowed blousons, to striking

tailored jackets with classical shirts and waistcoats. Shorts beneath layers of see-through skirts are another option and perfect for those laid back beach weddings.

The change possibilities are almost endless so a switch from an outfit for the formalities to a dance-thenight away two-piecer can be achieved in minutes. Best of all, separates are there for the keeping, and can be worn again and again teamed up with a favourite pair of jeans and trainers.

KELSEY ROSE one of the many choices is a split-front layered skirt with an off-the-shoulder top.

POIRIER makes classics contemporary, and short stories into long.

Who could resist this threesome from MELROSE BRIDAL – a cropped bustier, perfectly-cut trousers and a shortie see-through top of embroidered lace.

YOORA STUDIO introduces changes of colour and fabric between separates.

BIANCO EVENTO adds a casual v-back loose-cut top to fitted straight-leg trousers, alove, or a classic skirt to a plunge neck embroidered lace top, below.

ON SHOW AT BRIDAL WEEK 24-26 MARCH 2024

Brilliant brands, brilliant choice, brilliant atmosphere. That’s what makes this event so special. Here are the names you need to know and the collections you’ll want to see...

EDDY K

CASABLANCA

AAbella

Adore by Justin Alexander

Alfa Beta

Allure Bridals

Allure Couture

Allure Romance

Amy & Eve

Angela Bianca

Atelier by Monica Loretti

Atelier Juliette

Atelier Mila

Avec Amour by Très Chic

Avenue by Josephine Scott

BBeloved by Casablanca Bridal Boomba

Brinkman by Très Chic

CCasablanca Bridal

CM Cigdem Metin Bridal

Colette for Mon Cheri

Couturiosity

Cupid

DDando London

Daniela Di Marino

Danielle Couture

Daria Karlozi

Design by Conception

Disney Fairy Tale Wedding

EEddy K

EDit Veils

Ella Boo

Ellie Wilde for Mon Cheri

Ellis Bridals

Emily Grace

Enchanting by Mon Cheri

Envy by Phoenix Gowns

FFP & Co

GGabriela Sanchez

HHalo & Co

Hermione Collections

Herm’s Bridal

Herve Paris

Hilary Morgan

II.nco

Ida Torez

Ivory & Co

Izabella Tekstil

JJennifer Wren

Jubilee Collection by Très Chic

Julietta

Justin Alexander

Justin Alexander Signature

KKelsey Rose

RANDY FENOLI

Le Blanc Collection Lemteks

Libelle Bridal

Lillian West Bridal

Little People

Lizabella

Loré

Loré Chíc

Loré Mére

Loré Privée

Loré Soirée

Loré White

Louise Bentley

LQ Designs London

Lydia Couture

Lyla Lupa

MMade to Love by Très Chic

Madeline Gardener Couture

Madison James

Maggie Sottero

Margarett

Martin Thornburg for Mon Cheri

Michael’s Bridal Fabrics Ltd

Millie May Bridal

Miraclesuit

Miss Emily by Très Chic

Modeca

Monica Loretti

Morilee

Morilee Blu

Morilee Bridesmaids mybridal software

Nadri

Naomi and Nicole

OOmnisew

PPatricia Eve

PERLA by Halo & Co

Phoenix Gowns

Pollardi

Pro Omnisteam

Prom by Romantica

Propress

Pure Bridal

Pure by Très Chic

RRachel Allan Bridal

Rachel Allan Flower Girls

Rachel Allan Prom

Randy Fenoli

Rebecca Ingram

Rings

Romantica

Romantica Bridesmaids

Ronald Joyce

SWillow Couture N

Secret Weapons

Serena Bridal

Shane Moore

Silhouette Bridal

Sincerity Bridal

Sophia & Camilla

Sophia Tolli

Sottero & Midgley

Sweetheart

TT.L Mariage

Teresa Atelier

Thanks & Goodluck

The Perfect Bridal Company

Très Chic Bridal Wear

Twilight Designs

VV2 Classic

WWarren York

Wedcova

White Rose Bridal

White Studio London

Wilderly

JUSTIN ALEXANDER WARREN

Come and visit us at Stand:137

TIFFANY – ENZOANI

Sexy and sophisticated, this sleek Mikado gown features a plunging neckline with a ruched and fitted skirt with an alluring high slit. The full A-line detachable overskirt gives you two looks in one, and an easy outfit change option.

ALL ABOUT ENZOANI

Enzoani’s first collection premiered in 2005 to rave critics and consumer reviews, quickly catapulting the brand into prominence on the world bridal stage. Here’s what you may not know...

RYDER –BLUE BY ENZOANI

This sexy and sophisticated mermaid gown features a corset-style bodice and side cut-outs to accentuate curves. The sequined floral lace is carefully placed throughout the neckline, bodice, and the illusion back.

Enzoani’s ability to combine traditional and modern design, sex appeal, superior fit and an uncompromising focus on quality of construction positioned it as a forward-thinking couture house for the modern bride.

Founded and headquartered in Southern California, within just a few years Enzoani captured significant market share in the United States and Europe with current distribution in over 60 countries around the world.

RORY – BLUE BY ENZOANI

Feminine curves are enhanced with this sleek and classic fit and flare silhouette in a timeless gown with a curved draped neckline and dramatic, detachable off-the-shoulder sleeves. The back buttons trail down into the hem of the gown for a sweet and clean finish..

“We attribute our success to never resting on our prior accomplishments. Each year we strive to anticipate the needs and desires of our brides, offering modern, couture bridal gowns that are comfortable to wear, perfectly tailored and executed with the highest degree of craftsmanship. Our gowns are sold exclusively through premium authorised retailers and are never sold online,” is the message from Bridal Collective, which boasts a team of world-renowned designers, and

highly-experienced pattern-makers and beaders who work tirelessly to keep the brand at the cutting edge of bridal fashion.

“We utilise the latest and most premium materials available – there is no compromise when it comes to quality and construction. We source the highest-grade fabrics and Swarovski crystals, and employ the most experienced bridal construction experts,” they explain.

Each wedding dress produced by

TALIANA – ENZOANI

This glamorous mermaid silhouette features 3D floral embroidered lace, beaded feathery lace motifs, and exquisite leaf ornaments adorned with voluminous flowers and beading adding to the luxurious details. The sweetheart neckline and illusion side cut-outs enhance curves, while the multiple layers of godets add a whimsical effect to the sparkling glitter tulle skirt.

Enzoani across several collections and hundreds of styles is custom designed and custom made. The dresses are hand-beaded, and most dresses require several hundred hours to create.”

The design team behind Enzoani’s collections is led by the awardwinning master designer Kang Chun Lin, a graduate of the London College of Fashion, who brings an avantgarde inspiration to a timeless design

aesthetic. Kang Chun has been designing bridal gowns for nearly 20 years and he leads a team of designers who continuously strive to improve and expand on their prior work and accomplishments.

And now... the collections you need to know

Enzoani – fashion-forward, artfully crafted bridal style. Over the past few

years, Enzoani has continued to be a standout name in couture bridalwear, bringing forth innovative trend-setting design that transcends time.

The focus on superior inner construction makes the gowns lighter and more comfortable than ever before, while maintaining the signature glamour and high quality that Enzoani has come to be known for. Fashion-forward translations of classic bridal silhouettes, one-of-

CLAIRE – LOVE

Perfect for dreamy romantics, this ethereal A-line beauty showcases a plunging sweetheart neckline with intricate 3D floral motifs and embroidered lace atop sparkly glitter tulle fabric. The romantic exposed corset boning, illusion side cut-outs, and offthe-shoulder tulle straps tie together to create an enchanting bridal look.

a-kind lace patterns, and exquisite beadwork ensure an effortlessly elegant look.

Blue by Enzoani – Founded in 2007, the beautiful, enduring bridal designs from Blue by Enzoani epitomises the quintessential, classic bride by offering style that endures time and tradition without forsaking fashion and price. Carefully designed and curated, the collection is timelessly elegant

CORA – LOVE

Figure-hugging and glamorous, this contemporary gown showcases a sexy deep V-neckline with a sleek crepe fabric that contours the body. The decadent pearl detailing criss-crosses in the deep open back with artful draping on the sides. This irresistible gown features delicate buttons and sweeping train.

SEE THE 2025 COLLECTION AT BARCELONA BRIDAL FASHION WEEK, 19-21 APRIL

with romantic lace designs, sweet and sexy silhouettes, and fit and finish like no other. The label is moderately priced and designed to complement the flagship label Enzoani.

Love – Chic minimalism for the ultraromantic bride. Graceful, youthful, pretty and timeless, Love represents a ‘back-to-basics’ approach to bridal design, celebrating the beauty in simplicity.

With a focus on sleek, clean and minimalist silhouettes featuring stretch georgette, chiffon and mikado, this collection offers subtle yet ultraromantic detailing.

“Love is like our youngest sister in the Enzoani Family. The gowns are young, they are cute, they are full of character and have that modern edge. With the Love collection, I truly feel like the Enzoani family is complete now.” says KC, Artistic Director.

SETTING TRENDS

As the 2025 collections go on show at the leading trade events, including Bridal Week Harrogate, European Bridal Week and Barcelona Bridal Fashion Week, the latest trends will set the style for the seasons ahead

WATTERS

Rich textures, corset bodices with hand beading and laces.

CASABLANCA

Flurries of feathers to frame the shoulders and edge a jacket. The tiniest hint of colour.

ROMANTICA

Detachables – trains, overskirts, sleeves and capes.

vintage silhouettes.

And

WILLOWBY

Intimate lingerie details,

POIRIER

If it is going to be a bow, make in really big.

if it is separates, make it really distinct.

BIANCO EVENTO

Open backs with lots of lace detailing.

EDDY K DREAMS

Plain fabrics, detachable gathered sleeves.

REBECCA INGRAM

Daringly sexy, side ilusions, plunging necklines.

MADE TO LOVE

Crisp lines, wonderfully full skirts.

PURE Sleek lines, plain fabrics.

Think regal maximalism, slinky lines and gold

SOTTERO AND MIDGLEY

TRÈS CHIC

High neck, slit skirts, dressed sleeves.

SPOSABELLA

More feathers, making the impression.

CAVALIERE

MASCULINI

ENZO ROMANO

CRINOLIGNE

SMART GUYS... See them in Essen

If you cater to grooms and friends, a visit to European Bridal Week (13-15 April) is an absolute must. Europe’s biggest trade event is where you’ll find a big choice of remarkable collections

The big-name brands have chosen EBW, celebrating its 10th anniversary this year, to showcase their ranges to a vast audience of retailers from some 48 countries.

The 2025 look is clearly focused on slim cuts, high

style and innovative detailing that turns every groom into something of a superstar.

Yes, there are polished classics in traditional colours – the blacks, greys and navys – but it is twists and turns of design detail that adds red-carpet appeal. All things

green are scoring points in the favourites stakes, along with shades of terracotta, creams and beiges, and ones of pink.

Included in the line up at the show are Turkey’s Crinoligne with its Adimo and Benis by Crinoligne lines, Sweden Cavaliere partnering timeless elegance with thoroughly modern vibes, Spain’s Enzo Romano, where precision tailoring is ingrained in the brand’s handwriting. Also from Turkey are fashion forward Masculini and Mazetti, while Germany is represented by White Bros and Tradition, two labels from Gebr.Weis, Wilvorst with its big wardrobe of winning collections, and accessories from Real Guys and Lindenmann.

To find out more about the event, visit www.europeanbridalweek.com where you can register ahead now and fast-track your entry to the show.

TW

REAL GUYS

WEIS

The message that conveys it all

Create your own New York fairytale with fun, frivolous frocks and pretty pops of colour

{ Photographer Julie Adams | St ylist Sally Dixon }

PICTURE THIS

Creating captivating and attractive visuals may be the key to building your brand and following. But where do you start? We asked Sally Dixon for inspiration – and advice

COSMOPOLITAN BRIDE magazine

August/September 2010

Photographer: Julie Adams

Stylist: Sally Dixon

YOU AND YOUR WEDDING magazine

2012

Photographer: Chiara Romagnoli

Stylist: Sally Dixon

In a social media savvy world, imagery can make or break a brand. The average social media user has an attention span of mere seconds when it comes to brand engagement, meaning getting and keeping their attention is a fine art. Think of your imagery as your shop window to the world, what your brand images represent matters. Creating engaging images involves a combination of creativity, planning, and a good understanding of your target audience.

I’ve worked as a fashion editor and fashion director for not one, not two, but three bridal magazine titles, and three beautiful bridal magazines at that. My life revolved around creative imagery for many many years; conceptualising, directing, and styling hundreds of fashion shoots. So, it’s fair to say I have a few shoot tips and tricks in my toolkit.

Before you jump headfirst into the photography side of things there’s a bit of homework to be done. Homework that involves defining your brand. Who are you? Who

are you trying to appeal to? What’s your style and overall aesthetic? Having a clear understanding of your unique brand identity will allow you to create more cohesive imagery. Research your customer. What are their interests? What demographic are they? Where do they shop for everyday clothes? What magazines do they read? Are you targeting fun, upbeat, modern brides? Or perhaps you have a more classically elegant clientele.

Trying to be all things to everyone is a sure-fire way to appeal to no one. Maintaining a consistent visual style that aligns with your brand values gives you a cohesive look across all brand content, from your website to your social media. Hone down your brand style, then get creative.

Be inspired

If you’re struggling for ideas, get inspiration from elsewhere. Some of the big-name bridal brands produce beautiful imagery full of inspiration. Yes, they probably have huge budgets to create those images but

elements of them may spark ideas for your own visuals. Google old Vogue Sposa covers and fashion magazine images. Research some of the great fashion photographers such as Ellen von Unwerth, Mario Testino, Patrick Demarchelier, Peter Lindberg. Search other bridal brands on Instagram, @weddingstylemaguk always features beautiful imagery.

Create a mood board

Every fashion shoot I produced always started with a mood board. As a magazine editor focused on bridal trends, my mood board would study one trend in particular. I focused on collating images from many sources that resonated with the trend and overall feel I aspired to for the shoot.

Mood boards help you to visualise the images you want to create, the location type, the hair and makeup style you envisage, the lighting and mood of the images, the props, the models. On the shoot day itself, mood boards enable the whole team to embrace the concept and

December/January 2010

Photographer: Katie Kaars

Styling: Sally Dixon

brief for the shoot without too much explaining. The easiest way to get a mood board going is to start a Pinterest board. No faffing about with PDFs or PowerPoint presentations, simply search and add to your Pinterest board. Super easy to share with any shoot collaborators you might be working with.

Collaborate

Which moves nicely onto collaborators! Can you partner up with other creatives/retailers/ suppliers so you can all use the images for your personal brands? Photographer, hair and make-up artist, florist, wedding venue, shoe designer, etc. Sharing costs allows for a more budget-friendly shoot.

Just make sure you’re all on the same page when it comes to the creative vision. A light and airy mood board won’t benefit from a photographer who only wants to shoot dark and moody. Take the lead but also ensure each member of the team gets to showcase their talents if you’re working as a collective.

January/February/March 2017

Photographer: Jason Moore

Discussing all the elements of the shoot as a team well before the day is crucial.

Storyboard it

More boards you say. Well, yes, storyboarding a shoot can help bring all your ideas together in one place. If you’re shooting at a location venue, then it’s important to visit the venue beforehand (we call it a recce) with your photographer and visualise each shot on site. A storyboard will help the day go more smoothly as you’ll have pre-planned where and what to shoot, rather than winging it and leaving it to chance (which I’ve admittedly done far too often!).

Tell a story or convey a trend

A styled shoot flows when there is a story behind it. Whether it’s a trend such as oversized bows, short dresses, pastels, or florals, pick a theme and stick to it. This ensures a cohesive look across your imagery. Alternatively, if it’s a bride and groom shoot, then think about their story. Who is this fictious (or perhaps real)

April/May 2010

Photographer Antony Nobilo

Stylist: Sally Dixon

couple? What is their wedding style? Trying to fit too many different styles and trends into one photoshoot just ends up looking messy.

Likewise, changing up hair and make-up for every look is also not recommended. 1. It takes ages to do hair/make-up! and 2. It makes the shoot look disjointed if there are too many different make-up/hair styles going on. An exception would be if you’re focusing on close-up accessories as the entire shoot, then a change of hairstyle could make for an interesting set of images.

Keep media in mind

Where are your visuals going to be used? Is it for your website, for Instagram, for show banners? If you’re going to be using a range of media to feature your images, consider shot composition.

You might want to shoot landscape and portrait versions of each look on the day, together with close-up and wider shots. That will give you plenty of options for use in different media formats.

COSMOPOLITAN BRIDE magazine

WEDDING STYLE magazine

COSMOPOLITAN BRIDE magazine

WEDDING STYLE magazine

January/February/March 2017

Photographer: Jason Moore

Keep it natural

Using natural light and highresolution imagery is the best option most of the time. If you’re new to creating brand imagery, then now might not be the time to be experimenting with fancy lighting or flash photography.

Some of the best images you see, whether in bridal magazines or in social content, are the ‘reportage’ style captured moments that look spontaneous. Effortlessly captured emotion appeals to most brides as it feels attainable for their own wedding.

Don’t over style

Sometimes less is more when it comes to bridal imagery. Clean, crisp imagery stands out. Use props that are easy to source, but don’t overshadow the product you’re trying to sell by going prop crazy. Obscure angles are also a big no when starting out. Trying to be too clever with creative angles may backfire when viewed on a smaller screen – ie Instagram.

Likewise, don’t over-shoot it. If you think you’re going to get 20 different looks out of one day, then think again. It’s better to get really focused on eight to ten amazing looks than rush through trying to get 20-plus mediocre shots.

Be observant

On a fashion shoot you have to be your own continuity supervisor. Being ‘hawk-eyed’ on a shoot is a bonus. Does the model have a massive bulldog clip holding up the dress that is visible? Is the dress full of creases? Is it falling down? What is going on in the background? Is the model looking bored?

When the photographer is shooting, you must watch every angle for anything out of place. You don’t want your imagery to stand out for the wrong reasons.

Ditch the models

Don’t have any budget for models? Then get creative with still life product set-ups. Whether you’re selling shoes, dresses, jewellery,

suits, there are plenty of ways to achieve beautiful images without models. You just have to be prepared to put more time and effort into the backdrop, the props, the lighting (again natural light is best if you’re new to still life set-ups).

Get the professionals in!

Photo shoots are hard work, let me tell you. The amount of organisation and prep work that goes into the images you see in bridal magazine fashion shoots and brand images is time-consuming and meticulously planned.

If you’re not getting the results you want from your images, then it may be time to set aside a budget to get a professional team in to help you reach your vision. It doesn’t have to be a huge team but a few core people who know the ins and outs of fashion and brand photography. Again, you could partner up with like-minded suppliers/retailers to share the costs of a styled shoot, but be mindful of the final images not being exclusive to your brand.

SELLING IN THE 21ST CENTURY

Helena Cotter talks about the negatives in our relationships with mobile phones and other forms of technology in this digital age

Whilst I have no wish to categorise anyone, young adults born in 1995 or afterwards, the so-called Gen Z, are the generation who have never lived without technology, so their world is taken up with all-absorbing means of communicating with each other in a shorthand language together with shopping, spending leisure time and learning.

It has been found that this obsession with technology can impede productivity and interfere with cognitive abilities; we all know, whatever our age, that we are sometimes unable to switch off; become unable to sleep well and relax. Looking at the phone at night doesn’t help!

Over 60% of people have their phones on by their bed with it beeping away at all hours, constantly interrupting sleep patterns. No wonder so many people are ditching

their smart phones. I personally try to limit the use of mine and switch it off overnight.

The constant feeding of this insatiable machine is consuming so much time and energy that we humans are actually in danger of being unable to form and benefit from long term, deep human connections... the art of human oneon-one communication is slowly and systematically being lost.

level. And conversation can and does often feel intense, overwhelming, and not normal for them. So, putting them at their ease is essential. Using mobile phones during an appointment

We’ve all been in appointments where a guest takes photographs of every single dress. As we know, this can equate to a very confused bride. I’ve witnessed a bride on a pedestal with five friends walking around her all taking pictures.

It was surreal, high pressure for the bride and resulted in her not buying anything. She was emotionally drained, worn out and very uncomfortable at being the centre of attention...

On that note, do you allow photography? It’s a difficult subject, isn’t it? I hear a good deal of: “They won’t buy if you say no to photography”, and “Everywhere else allows them, it wouldn’t be right/fair for us not to allow it, too”.

And of course, the use of mobile phones throughout appointments –answering calls, texting, messaging, etc, when the bride probably wants to concentrate and focus on her choice of dress and whether to buy it or not – can be very distracting.

“I’ve witnessed a bride on a pedestal with five friends walking around her all taking pictures. This can equate to a very confused bride.”

This, I believe, is one of the top reasons why bridal retailers may encounter issues working with brides, the majority of whom are probably in the average age bracket of mobile technology users. And that could be where the problem starts during appointments – at a human

I completely understand these problems. I also know from experience that brides can and do change their minds following appointments when they have looked at the photographs on their ‘phones at home, shown every single friend the photos and decided they have bought the wrong dress on the basis of the images and of course,

feedback from her group of friends.

It can be a minefield, can’t it? There are no easy answers. You must choose to do what you feel is best in your own business, and what the customers decide they want from you in return.

There is a balance to be had and you, I am sure, will find the right one to suit you all.

Life before the internet

For those of us who are older – from a different generation even – it can be mind boggling just how detached some customers are from reality, and we well remember life before the internet and all the technology which has followed.

For me personally, I believe it’s a shame so much emphasis is put on the digital age. The whole world is poorer for it. Right now though, we probably cannot do without it. Perhaps, like everything in life, moderation is the key. There is a delicate balance between technology and it controlling us. We should be in control of it and not allow it to rule our lives!

Living in the real world

The simple fact is that the majority

of your customers probably do not need to or wish to live in a world where they all speak to each other, face to face or on the phone – their world is primarily all about digital; emojis, shorthand language, photos, videos, SM sites and more.

They can lose and miss the subtle body language cues given by speaking to a human being in front of them, failing to share real life experiences, to listen, and they have a very, very short attention span where everything is fleeting.

An analogy

I can best describe the danger of not living in the moment using the following real-life experience: I like to go to air shows at local and national air bases. It’s something I’ve always enjoyed. The aeroplanes from all eras and from all over the world flying is quite thrilling – if that’s your thing.

Without exception, every single show has a bank of people visiting, who photograph absolutely everything through any given day of a show. Their cameras are held up on tripods because the lenses are so long. Doubtless the footage is incredible. Unfortunately though, the

people taking the photographs and videos actually missed the shows in real time with their own eyes and only saw it through a lens. A bit like watching it on TV, which to me defeats the object of being there in person.

I believe this can happen to brides and their guests also. Not being present, attentive and actually enjoying the experience of looking for and buying their dream dress can be disappointing, for them and us.

Shopping online is so convenient and fast, the act of being in a bridal shop and spending time with the focus on a bride can be quite daunting for them, and a free-for-all for their guests.

When they don’t become emotional if they find ‘the one’ they will ask if it’s normal (because it’s all over the internet that is how they should feel) and may choose not to buy the dress. Adding pressure to the bride, and retailers. Not doing anyone any favours.

Stats

Research shows that on average the majority of us can spend at least 4.8 hours per day on our phones. It’s staggering isn’t it? 79% of us, in

fact, reach for our phones every 15 minutes. Stats also show that some people can spend up to nine hours a day on their phones. Isn’t that an unbelievable amount of time.

Freedom on the one hand in terms of convenience and speed, slavish behaviour on the other!

Change is coming

In Sweden right now a report shows how detrimental SM is to children and young people. It is harming children in school due to them being on computers all day.

This is why they and China are currently rolling back the use of screens in schools and learning facilities (whilst the UK continues to grow them). The use of this technology does affect their learning, and incredibly, speech development.

A Levels and GCSEs can now be taken without physically writing anything. All is done on a keyboard. What a sad state of affairs. Handwriting, to me, is one of man’s greatest achievements. Clicks, likes, followers, are all short term highs akin to addiction.

Which is one of the reasons why in the USA, laws are currently being passed which will limit the time children and young people spend on SM and the internet generally.

There will be codes, passwords, etc, in order to monitor usage and it will cut them off if need be! And here in the UK rulings are coming in regarding mobile phone in schools.

Apparently, (allegedly) according to one piece of research I read whilst writing this article, the big tech SM giants do not allow their children on screen! They make SM as addictive as possible because they invest billions of dollars in advertising revenue.

Light at the end of the tunnel

Interestingly, statistics show that despite the enormous rise in SM, smartphones, technology and the internet generally, the largest influencer for people buying today, which makes up 68% of sales, is down to family and friend

recommendations. Isn’t that amazing?

Despite all the online use, being glued to our ‘phones, human trust is the number one reason someone will choose to buy from you, which may give you a heads up in terms of attracting customers to your boutique.

Technology has its place of course, and today we simply cannot go without it completely. What we can do, though, is work smart to ensure that it doesn’t take over our lives completely and tworks in our favour.

A mix of modern and traditional I choose to fill my courses with exactly what my customers are looking for in terms of creating the ultimate buying environment in a bricks and mortar business whilst taking account of, and advantage of, technology.

Communicating with your customers can be made easier if you are all on the same page. When you speak a different language, you’ll find they will want to escape what it is that’s making them feel uncomfortable.

So, creating a modern buying environment is a good step forward using technology which is a given today.

This is what your customers will tap into to begin with. Your brand, your messages, your boutique is what will draw them in.

Once they come through the doors, don’t forget though the glue that really binds us is our unique ability to communicate with each other on a human level. This is singularly the most important part of your customer interaction.

I am currently developing a new course which will be available via my online shop, where you’ll learn a good deal about how to build a super successful bridal retail business without losing sight of who you are – and where you want your business to go, taking into account how brides buy today.

Also, I am in the process of having my book, The Wow Factor, How, When & Where to Buy Your Wedding Dress republished. It is packed full of all the information your brides will need prior to and during their journey to find their dream dress. All the myths dispelled and a good dose of common sense!

It’s going to be available on Amazon, or you may wish to offer your brides signed copies, which I can post to your premises. Wishing you the very best. And remember to switch that ‘phone off tonight!

T W

This should always be part of your business strategy and is absolutely crucial to delivering the best possible customer service and the care that is vital.

The Helena Cotter Training Academy

T: +44 (0)1582 451238

M: +44 (0)7896 944759

E: info@helenacotter.co.uk

W: helenacotter.co.uk

As a side, I have taken to reading more books, which I had drifted away from. And recently I bought some jigsaw puzzles to work on of an evening. It’s a fantastic way to stay off the internet and focus on something else for a healthy change.

Eating out Harrogatein

You’ve had a taste of the new season collections and you’re ready to relax. We asked local Harrogate dwellers to recommend their favourite eateries. One thing, do book ahead as the town is very busy when Bridal Week, 24-26 March, is in full swing

Cardamon Black

Indian 01423 313136

Fisk

Seafood/Asian 1423 560141

The Ivy

Modern British 01423 787100

Konak Meze

Turkish 01423 500330

La Feria

Spanish 01423 538181

The Malt Shovel

British 01423 862929

Oliveta

Mediterranean 01423 709553

The Orchid

Pan-Asian 01423 560425

Piccolinos

Italian 01423 705777

Pranzo

Italian 01423 560141

Royal Baths

Chinese 01423 536888

Spice Culture

Indian/Asian 01423 500021

William & Victoria

British Bistro 01423 506883

Thank you Wendy Adams, Susy Makin and Victoria Woodley for sharing.

KONAK

THE ORCHID

PICOLINOS

OLIVETA

SPICE CULTURE

THE IVY

What brides REALLY want

We asked a large selection of UK brides a series of questions to find out what they are looking for when dress shopping, with a few surprises!

I don’t want to be a fashion statement

Some designers choose to follow the trends on the fashion catwalks to inspire their designs, but this may not be the best way to go, according to our brides. One says: “I don’t want to wear a dress with a similar look to whatever is in fashion at the time, because it makes it feel less special”. Another agreed: “I want my dress to be completely bridal, not a fashion statement – it needs to be something I would never have worn before and will never wear again, just

a special piece for the biggest day of my life.”

I want to feel spoilt in store

Many boutiques offer exclusive appointments as well as other ‘extras’ such as a goodie bag or a glass of bubbly on arrival, and it seems these little details don’t go unnoticed. One bride says: “You know you’re going to have a lovely experience when it’s just you and your family and you’re greeted with friendly smiles and a glass of Prosecco!” Another added: “It can be quite nerve-wracking being the centre of attention and having to make such a big choose, so a glass of something really helps ease those nerves and make you feel more relaxed and ready to make a decision.”

More two pieces

Do you stock any separates? It might be a good time to start! “I found it difficult to find a boutique that sells separates, or even shorter dresses. I wanted to have one for the day and night, but the options were quite limited,” one bride commented. Another recalled: “I tried on some separates in one shop but they only had two options, which I thought was a bit of a shame because long, traditional bridal gowns just aren’t for me.”

Make

me try a veil!

insisted I tried a veil because it transformed my whole look into something so much more special.”

Spring and Autumn over Summer

Our data shows that more brides are steering away from Summer weddings, opting instead for Spring or Autumn. We asked why… “I chose a Spring wedding for two reasons – firstly, Summer weddings seem to cost so much more, and with the weather unpredictable in this country, why pay more if you could still end up with a rainy day? Secondly, I found a lot of friends and family holiday in the Summer so it meant more people would be able to make it!” Another bride said: “I think Autumn is such an underrated season, and it is so beautiful for a wedding. Summer weddings are usually hot, wasps everywhere, and a lot more expensive!”

Please don’t make comments unless I ask

Most retailers will already do this, but these brides just prove how important the veil is! “I hadn’t considered wearing a veil, but the shop owner made me try one and it was incredible – it turned my look from beautiful to beautifully bridal!” Another said: “I’m so glad the shop TW

Giving your opinion to brides is sometimes wanted, but often they want to make their own minds up. One bride told us: “I really fell in love with a dress, and the shop owner made a comment that she thought she could find something that would suit me better, which made me feel really gutted that it wasn’t as beautiful to everyone else as I thought. I hated the dresses she then chose but was too upset to buy the one I loved so I left it.” A second bride adds: “I found it quite irritating that the shop assistant kept telling me that every dress looked incredible and could be ‘the one’. It made it seem really disingenuous and like they desperately wanted a sale no matter what I chose.”

Tap to pay

FRetailers need to stay on the ball, especially when it comes to new payment methods that their brides will certainly be aware of.

Chris Partridge explains

or many, smartphones have already completely taken over the process of paying for stuff (I haven’t touched cash for years) so it should come as no surprise that they are rapidly becoming the preferred method of accepting payments, too.

All the major epos developers now offer apps that enable payments to be taken on smartphones, using the same NFC technology used in contactless payments.

Google Pay, Apple Pay and Samsung Pay all now include so-called ‘soft epos’ capability, allowing suitable smartphones to take as well as make contactless payments, known as Tap to pay.

Tap to pay is appearing on all the major epos apps including Zettle, Square, Dapio and Revolut, allowing payments to be fed directly into your financial management software.

smartphone simply as a back-up if your main epos terminal fails.

Key benefits

Other advantages include the ability to switch to alternative payment methods if contactless won’t work for any reason, such as QR codes (useful if the customer is Chinese and wants to pay with AliPay or WeChat Pay, for example). If worst comes to the worst, the phone can send a payment link.

Tap to pay also allows traders to take payments through other devices such as smartwatches and smart rings, although these are rare, as yet.

“Ensure that your staff is trained on how to process tap to pay transactions using your chosen mobile payment app.”

Taking payments by smartphone is attractive for lots of reasons. The customer can be presented with lots more information, the cost of a mobile terminal is avoided, and there is one less gadget to tote about and keep charged. It may also be useful to have Tap to pay installed on your

There is even talk of payment by a chip implanted under the skin, but that is well in the future and can stay there as far as I am concerned.

The costs

Charges for Tap to pay are the same as for ordinary contactless.

Juniper Research, the payments market analysts, forecast that the

global transaction value processed via soft epos will reach US$11.8 billion by 2028, up from US$1 billion in 2023, a growth rate of over 1,000 per cent.

“Growth will be driven by Apple’s launch of Tap to pay, coupled with soft POS low cost of acceptance, which will lead to significant small business adoption,” the company says, adding that growth will be particularly strong in markets with high numbers of small traders.

Adopting soft epos will also enable merchants to implement other POS software for unlocking centralised sales management, inventory, customer data and more, the researchers say. Market leaders in epos have an expansive list of technology partners, meaning services can be bundled with capabilities such as AI analytics.

If you are interested in implementing Tap to pay, the first step is to select the app you want to use. If you already have a contactless terminal, your provider may well already offer Tap to pay for both iPhone or Android.

If not, you will need to choose a suitable payment app. If you have an Android phone, you are limited to Google Pay because Apple Tap to pay only supports iPhone. However, Google Pay also works on iPhone so if, for example, the partners in a shop have different phone preferences Google Pay will accommodate everyone.

Apple Pay, Google Pay and the less-popular Samsung Pay will

accept payments from all the systems. A few tablets can also run soft epos apps, so a sales assistant can use the big screen not only to show sales material but take payments as well.

Having chosen the best app, you can download and install it from the respective app store. Follow the app’s on-screen instructions to set up an account, link your bank account or credit/debit card, and complete any necessary verification steps.

You will probably need to enable NFC on your smartphone, usually found in the connectivity or network settings. Make sure NFC is turned on before attempting to accept tap to pay transactions.

If you haven’t already, choose a payment processor that supports mobile payments and integrate it with your business operations. This may involve setting up a merchant

account and connecting it to your mobile payment app.

Share the details

Ensure that your staff is trained on how to process tap to pay transactions using your chosen mobile payment app. Conduct test transactions to familiarise yourself and your team with the process and troubleshoot any potential issues.

Since your smartphone will be handling financial transactions, it’s crucial to keep it secure. Set up strong passwords, enable biometric authentication if available, and regularly update your phone’s operating system and the mobile payment app.

Assure customers that their payment information is secure when using tap to pay. Additionally, provide digital or physical receipts for each transaction to enhance transparency

and customer confidence.

All the tap to pay systems use the same security features as contactless payment systems, including encryption within the phone and tokenisation so Apple, Google or Samsung don’t know who the buyer is or what it is they are buying. Contactless security is now validated by billions of successful transactions worldwide every day.

As well as accepting payments, traders can use tap to pay to read a customer’s payment card (with permission, of course) without making a charge, to add the card to the customer’s file for future transactions and to look up a previous purchase to help issue refunds in the absence of a receipt, for example.

Finally, contactless discount cards, loyalty cards and points cards can easily be read with tap to pay. TW

WEDDING TRADER GOES LEGAL

We bring you information of new legalities that could affect your business. Advice from the experts really matters...

Agency Agreementwritten or unwritten?

There is no requirement under English law that an agency agreement must be in writing - under English law, formality is rarely a requirement. Steve Sidkin, a commercial law partner at Fox Williams LLP, explains:

Why have a written agency agreement? The answer is that a written agreement can provide a great degree of certainty.

In this respect the key word is ‘can’. This is because:

(i) Where the Commercial Agents Regulations apply, certain obligations are automatically imposed on both principal and agent. Further in respect of many of these obligations, contracting out is prohibited by the Regulations.

(ii) Whether or not the Regulations apply to the agency agreement, certainty can evaporate when faced with the general language used or provisions which are poorly drafted in the written agency agreement.

The Commercial Agents Regulations

The Regulations impose on both the principal and the agent an obligation to act dutifully and in good faith towards each other. The Regulations provide specific illustrations of these

obligations. As such, for example, the agent is required to comply with the reasonable instructions of the principal. Meanwhile, the principal has an obligation to inform the agent within a reasonable time of the principal’s acceptance or rejection of an order obtained by the agent for the principal.

However, somewhat surprisingly, what is meant by the reciprocal obligation to act dutifully and in good faith, and the specific examples, which are given in the Regulations as well as the corresponding provisions, in the EU Agents Directive (which the Regulations implemented into English law) is, in turn, somewhat uncertain. This is because of the few court judgments which have interpreted these provisions.

The flip side of the lack of court judgments is that the opportunity arises for principal and agent to agree in the agency agreement provisions which build on these general obligations.

Nor do matters rest there. Recently, there have been some ‘innovative’ judgments given both by the European court as well as appeal courts in a number of EU member states in the interpretation to be given to the provisions in the Directive as to the principal’s obligation to

pay commission,

and as to how

the compensation payable to the agent on termination of the agency agreement is to be calculated.

The wording

Generally, imprecise language can be costly. Take, for example, on obligation to pay commission on goods sold. Expressed in such straightforward language in a situation where the buyer of the goods has not paid the principal for the purchase price, can the principal legitimately refuse to pay commission to the agent?

Interestingly, where the agency agreement is subject to the Regulations, the position is that commission can be withheld if the principal is not responsible for the non-payment by the buyer. So, in a situation where the buyer refuses to pay for goods delivered late, the principal will still be required to pay commission to the commercial agent.

Further the situation can become awkward for either or both of principal and agent. For the principal to impose its agency agreement on the agent, provisions which are considered to be unreasonable as they allow the principal to avoid performing its contractual obligations will be unenforceable.

Sometimes an agent will act for a principal which offers goods that compete with some of the goods of another principal also represented by the same agent.

A claim by the agent that the second principal was aware of the situation at the time of engaging the agent is most unlikely to prevent the first principal from being able to claim that the agency agreement has been seriously breached by the agent.

To prevent this situation from occurring, the onus is on the agent to obtain the prior informed consent of both principals to the agent acting for each of them.

Nor is the situation ameliorated by one principal putting onto the market a new product which was not offered for sale by that principal at the time when the agent was appointed or even when the agent took on another principal.

In brief, if the agent is to choose which product or which principal the agent is to promote at any point in time, both principals must agree to the agent having the right to choose.

A claim by the agent that it knows

which products better suit different customers is an unsustainable position for the agent to take.

And what of variations?

The parties to a written agreement can be expected to focus on the provisions they consider most important to their respective roles. Unsurprisingly this is no different in respect of an agency agreement.

However, most written agreements used in business will have a raft of different provisions tucked away towards the end of the agreement –after what are often considered to be the key substantive provisions of the agreement. These tailed provisions are usually given the dismissive, generic name of ‘boilerplate’ as if they are not worthy of consideration.

But care is needed, particularly if the agency agreement contains a “no oral modification” clause.

The general position following a judgment of the UK’s Supreme Court is that a no oral modification clause means just that – a variation of the agency agreement must be in writing. The fact that principal and agent

orally agreed to vary the written agency agreement is irrelevant.

The fact that by the actions towards each other, the conduct of principal and agent indicated a change to the written terms of the agency agreement is equally irrelevant.

And finally

Both principal and agent should be careful for what they wish. In the absence of there being a written agency agreement, both principal and agent can require from the other a signed written document setting out the terms of the agency agreement.

Whilst this provision in the Regulations is little known, it can be used by either principal or agent to its advantage by forcing the other party to the agency agreement to set out the terms of the agreement and being required to demonstrate how those terms were agreed.

© Fox Williams LLP 2024 agentlaw.co.uk / fashionlaw.co.uk / foxwilliams.com

Pop-Up Stores...

The key legal issues to consider before opening

Have you considered a pop-up for, say, a special sales event? Rebecca

Facey, a Real Estate senior associate at Fox Williams LLP, goes through the pros and cons:

Pop-ups are a great way of building hype around a new product, trialling a physical store set-up without the significant overheads of a long-term leasing arrangement, making good use of empty premises, and giving vitality back to the high street.

That said, pop-ups come with their own costs and obligations that you need to be aware of in order to get the most out of your venture. Here, we discuss the key legal issues facing brands when opening a pop-up:

Lease or licence?

Property owners often offer pop-up retailers short-term licences instead of longer leases.

Licences, being quicker and easier to negotiate, generally mean lower legal fees, and typically have an all-inclusive rent that encompasses service charge and business rates.

Licences also offer more flexibility, for both the property owner and the retailer, than more traditional leases, usually allowing the retailer to vacate the premises at short notice.

Critically, however, they do not grant exclusive occupation rights to the occupier, meaning the owner can access the space at any time and could relocate the occupier to a different space on very short notice.

In contrast, leases have a fixed term and guarantee uninterrupted occupation, provided the tenant does

not breach its obligations under the lease. In return, they often require that service charge contributions for use of any services and common areas at the premises are paid in addition to the rent, with tenants also being separately responsible for utilities and business rates.

Where the main rent is not inclusive of these additional fees, occupiers can find themselves responsible for hefty additional overheads.

Negotiation of the lease terms prior to signing is crucial to avoid unexpected additional charges.

Fit out, alterations and planning

The spaces used for pop-ups are often already fitted out, presenting lower setup costs than when taking a full lease. However, pre-fitted spaces may also be subject to stricter restrictions on the retailer’s ability to carry out alterations, meaning that any big plans for elaborate signage and interiors may be thwarted.

Early discussions with the property owner are recommended before spending time and money on the design and fitting out of the space.

Planning

Where landlords let space on a series of short term lets, it is possible that the planning permissions for one use do not extend to the use required by a subsequent occupier. It is therefore important to check that the property you are looking to occupy benefits from the proper permissions required.

There may also be specific conditions attached to an existing planning permission such as restrictions on the hours of opening, music, sale of alcohol or the sale of items outside the premises, and it is important to remember that your arrangement with the landlord may not necessarily reflect the Local Planning Authority’s position. Whilst the landlord may grant wide permissions under the lease or licence, you must also ensure that these are permitted by the local planners.

Regardless of what your landlord tells you, you should make separate enquiries of the planning authority and ensure any late night, food and alcohol licences are in place if required.

Telecommunications

We frequently come across shortterm lets that are deemed to be ‘plug and play’ – ready to go – but the internet and telecommunication connections are not ready.

Telecommunication providers can be slow to engage due to lead-in times, and if you have a particular provider you want to use, or a specific required level of connectivity, this should be raised as early as possible so you are not left hot-spotting!

Repairs

It is important to be clear on the extent of your repairing obligations. For a short term let you should be taking on minimal repairing liabilities and documenting the condition of the property at the outset with a detailed photographic schedule.

In contrast, if you have agreed to a full repairing lease, you will be obliged to put the property back into a good state of repair regardless of the condition in which you took it, which could mean significant dilapidation costs.

Bear in mind that the landlord is

also likely to require you to reinstate the property to the layout in which you found it, which may impact on your decisions around the extent and cost of the fit out of your pop-up.

Termination

To ensure flexibility, you may want to consider an early termination option, which will need to be negotiated at the outset. If you exercise the option, it is vital you follow the correct process, particularly in the case of leases, which typically allow you only one bite of the cherry when serving a break notice. Get this wrong, and a landlord in a difficult market may look for ways to challenge your break notice to keep you paying rent for the remainder of the lease term!

For increased flexibility, consider a rolling break option; this enables you to terminate the agreement at any time, provided the notice provisions are complied with, although this level of flexibility is usually reflected in higher rents.

It is important that you pay very careful attention to the drafting of any break clause, particularly the

conditions precedent, service and notice requirements as mistakes in the drafting of any of these provisions can be incredibly costly.

Going abroad?

A word of warning if you are setting up overseas – you will need to consider the difference between the laws in England and Wales from the laws in your country of choice, particularly in areas such as employment, health and safety, and disability discrimination, which can vary widely. You will also need to seek specific advice regarding taxation on the sale of goods overseas and whether by establishing an overseas pop-up you are creating a permanent establishment for tax purposes.

In summary

Pop-ups can be a great use of space and a lot of fun for the consumer. Get it right from the outset and it might also be the beginning of a whole new brick-and-mortar world.

© Fox Williams LLP 2024

2024 SHOW DATES

TIME TO PLAN YOUR SCHEDULE

For regularly updated details of the brands you can expect to see, and the special show features planned, check the websites weekly. And do contact event organisers to see if there are any travel and accommodation deals

MARCH

NATIONAL BRIDAL MARKET CHICAGO

17-19 March 2024

The Merchandise Mart Chicago

Number of exhibitors expected: 185  Year show first launched: 1975

National Bridal Market Chicago  www. nationalbridalmarket.com

ROME BRIDAL WEEK

23-25 March 2024

Fiera Roma, Rome, Italy

Number of exhibitors expected:

250+ collections

Year show first launched: 2018

Rome Bridal Week

www. romebridalweek.it/en/

BRIDAL WEEK HARROGATE

24–26 March 2024

Harrogate Convention Centre

Number of exhibitors expected: 200 brands

Year show first launched: March 1983

Bridal Week Harrogate

www. bridalweek.com

APRIL

ONE FINE DAY BRIDAL MARKET

3-4 April 2024, during New York Bridal Fashion Week

Canoe Studios, New York

Number of exhibitors expected: 25-30

Year show first launched: 2015

One Fine Day Bridal Market

www. onefinedaybridalmarket.com

EUROPEAN BRIDAL WEEK

13–15 April 2024

Messe Essen, Essen, Germany

Number of exhibitors expected: 500 brands

Year show first launched: 2014

European Bridal Week

www.europeanbridalweek.com

BARCELONA BRIDAL FASHION WEEK

17–21 April 2024

Fira Barcelona

Event after event over five full-on days.

17 April: Barcelona Bridal Night: A catwalk celebration that kicks off the big event

17-20 April: The fashion shows: Four days and one night that will have the bridal world talking. There will be more than 30 international and Spanish design houses strutting their stuff to amazingly staged backdrops, including Carlo Pignatelli, Cymbeline, Demetrios, Isabel Sanchis, Jesus Peiro, Julia Kontogrun, Marco & Maria, Sophie et Voila, Yolan Cris

19-21 April: The trade show, close to 400 bands, in bridal, groomswear, cocktail, communion and accessories

BBFW

www.barcelonabridalweek.com

MAY

WHITE GALLERY

8–9 May 2024

The Truman Brewery, London

Number of exhibitors expected: 70 brands

Year show first launched: May 2010

White Gallery

www. bridalweek.com/whitegallery

ROME FASHION WEEK

8-10 June 2024

Fiera Roma, Rome, Italy

Number of exhibitors expected: 250+ collections

Year show first launched: 2018

Rome Fashion Week

www.romefashionweek.it

JUNE AUGUST

HARROGATE FASHION WEEK

4-6 August 2024

Harrogate Convention Centre

Number of exhibitors expected: 180-200

Year show first launched: 2018

Harrogate Fashion Week www. harrogatefashionweek.com

SEPTEMBER

BRIDAL WEEK HARROGATE

8–10 September 2024

Harrogate Convention Centre

Number of exhibitors expected: 300 brands

Year show first launched: March 1983

Bridal Week Harrogate www.bridalweek.com

NATIONAL BRIDAL MARKET

25-27 August

The Merchandise Mart Chicago

Number of exhibitors expected: 185  Year show first launched: 1975

National Bridal Market Chicago  www.nationalbridalmarket.com

OCTOBER

WHITE WEDDING PLATFORM

6-7 October 2024

In the 2023 edition, 24 internationally-known brands from Ukraine presented their new collections in Milan’s stunning Villa Borromeo. Five speakers gave master classes and outlined trends in the wedding industry, and a charity workshop was hosted by photographer Diana Vartanova, the money from which will be used to support Ukraine during the war. For the 2024 event, visit www.platform.com

ONE FINE DAY BRIDAL MARKET

8–10 October 2024

Canoe Studios, New York

Number of exhibitors expected: 40-50 Year show first launched: 2015

One Fine Day Bridal Market

www.onefinedaybridalmarket.com

“With more and more talk about once-ayear collections from some of the big name suppliers, how are other retailers reacting to this? Are they planning to top up midway through the year, or are they looking for new suppliers who will deliver at different times? I feel constantly having new stock is so important now and a way we can get undecided brides back in to see the latest collections. It gives us something to talk about on our websites and in social media. Any views on this – I would find opinions helpful, especially before I head up to Harrogate.”

“A reader asked whether visiting lots of trade shows was a sensible solution to seeing everything that was available. Well, I did that last year and although I thoroughly enjoyed myself, I was out of the shop for too long and nervous about how my small team were dealing with appointments. So that nagging worry spoiled some of the pleasure. Also, one needs to do their homework properly in advance and see exactly who is showing where – there’s no point seeing the same brands mutiple times and not finding those labels that are unique to one event.”

“Having read your articles on the RBA, I am beginning to see as a new-ish-comer to the industry (I’ve had my shop for two years now) the value in getting support from those who have been around a long time. Interesting, the individual I bought my business from (it was an existing bridalwear boutique) told me that she never had ‘colleagues’ to lean on in the industry. Obviously, she didn’t know what is available. I do, (thanks to you!) and am planning to make it work for me!”

And finally

Ups and downs, ins and outs, but so much to look forward to

“Interior design for retailers? I find going around and looking at what others are doing (and what I would change of theirs – like colour schemes) is what gives me the best and freshest ideas. However, it is storage and display concepts and products I find of most value.”

Got a view you want to share with like-minded others? Want suggestions from industry colleagues? Email me – susi@rogol-goodkind.com – and we’ll get the conversation going. We are for retailers, and about retailers.

KELSEY ROSE