Wedding Trader - issue 44

Ed’s Letter

The start of a new year. Many will be sighing with relief to see the back of 2024 which, there is no denying, was one of the worst in memory, not just for our industry, but for the world as a whole. And many will be looking ahead now – nervously perhaps – but determined to adapt and introduce the changes needed to shape tomorrow.

Yes, there are businesses, sadly, that have not made it through the rough times, but there are others that have accepted the need to be different in order to stand out. And that goes not only for retailers, but also for suppliers at every level, exhibition organisers across the globe, wedding planners, service suppliers and couples themselves, the end customers, who our industry serves.

In this issue of Wedding Trader we’ve gathered serious opinions and highlighted views – many controversial – held by key players. And what has emerged, and should be celebrated, is the understanding of the importance of working together and supporting each other through times, both good and bad. The RBA is a perfect example, delivering advice to its long-standing members and also to newcomers who can benefit from the experience of others.

Given rentals a thought? Read the views of a number of retailers, some who are ready to investigate the possibilities, others who say absolutely “no way”. We introduce new collections and the design directions that will style future brides, and we detail the 2025 shows that may be worth attending. Here’s to the new world of bridal.

EDITOR

SUSI ROGOL-GOODKIND

Andy Allen Art Director

“So much talk about the challenges of online sales, so reading brides’ anti-views is pleasing.” (p86)

Jade Pepperell Love Our Wedding

“It’s great to see the names of the brands that will be exhibiting at Harrogate, a confidence booster.” (p64)

Martha Cooke Head of Ad Sales

WEDDING

image: This gorgeous gown is from Le Blanc by Casablanca

“That whole subject of rentals is fascinating, but the negatives seem to be on par with the positives.” (p50)

Editor Susi Rogol susi@rogol-goodkind.com

Deputy Editor

Jade Pepperell jade@meanttobemedia.com

Sales Manager

Martha Cooke martha@meanttobemedia.com

Art Director

Andy Allen andy@meanttobemedia.com Contact

@WeddingTraderUK

@weddingtrader @WeddingTraderMag weddingtradermag.com

TALKING POINT

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

‘Serenity’, Sassi Holford’s Fall 2025 collection, was created from the peaceful mindset that she channeled on her two-week charity walk for Mind, not often found in the deadline-dependent wedding world we all work to.

This season’s trips to Milan and Paris sourced the world’s best fabrics, rich in texture and movement. “I feel it’s a privilege to create the garment of a lifetime with the most beautiful fabrics,” says Sassi. The result is a collection with necklines that appear to dance between modest and seductive. The lineage of British fashion is taken into the 21st century with Sassi’s cutting edge silhouettes. www.sassiholford.com

Warm and wonderful

Poirier is cosying up to fashion-forward brides, and their timing could not be better. We love (and want!) this hooded marabou coat that adds volume and flair to any outfit. It is style Bol-26 (there is a jacket-length one, too, style Bol-25); sparkly earrings are the perfect accompaniment and there are lots to choose from. www.poirier.nl

Pearly princesses

Freya Rose is an award-winning designer in London, offering the most unique and distinctive handcrafted shoes that are timeless wearable works of art. No two pairs will ever be the same. And Freya has stunning bags in her new collection, exquisite mother or pearl and abalone jewelled clutches that make heirloom-worthy presents. Check out the jewellery, too. The handcrafted Sumba collection is bold and beautiful. www.freyarose.com

STYLE AT EVERY TURN

Leonora from True Curves by True Brides goes from UK size 18 to 36 and features all the key details that brides today want. And it’s not only the best possible fit that appeals, also the top layers of texture, with lace appliqués, the split skirt and the statement sleeves. www.truebride.co.uk

WORKS OF ART

Captivated by the dramatic interplay of light and shadow in Renaissance masterpieces, Ines di Santo embarks on her own creative ‘rebirth’ this season, daring to explore bold new dimensions of artistry and design. The Renaissance Era sparked a revival of philosophical movements that explored the individual human experience and its vast potential. This shift led to art that portrayed people with greater depth and emotion than ever before in both subject matter and technique.

As artists broadened their focus beyond traditional religious depictions to include dynamic portraiture and scenes from contemporary life, the lines between life and art began to blur – life imitated art, and art imitated life. Ines’s Renaissance Reimagined collection echoes the artistic spirit of the period by reflecting the desires of the modern bride and how she is perceived.

Through a nuanced exercise in texture, proportion, and grandeur, guided by her innate eye for detail, Ines has created a timeless fusion of tradition and innovation that challenges expectation. Michaelangelo, right, is a sleeveless asymmetrical hand-draped gown with plunging V-neck, low back and train. A work of art indeed. www.inesdisanto.com

Rosa Clara

cocktail collection

The Spanish house is serving up some real treats in its new occasionwear range. Look out for a vibrant colour palette that includes bright fuchsia, flamingo and azalea pinks, pistachio, aquamarine, jade and Klein blue as well as more restrained tones of ice blue, silver, navy, iris blues and chalky pink. Micro floral embroideries on cuffs and necklines highlight crepe dresses, along with knots, flowers and feathers. There’s so much to talk about, so check www.rosa-clara.com

HERA HEROINES

From New Zealand comes a fabulous brand, Hera Couture, whose 2025 ‘Distilled Finesse’ collection transforms the essence of luxury into an art form, capturing the most beautiful aspects of life in exquisite floral laces and impeccably-crafted gowns. Head designer, Katie Yeung, has created a harmonious blend of simplicity and sophistication, where every detail is meticulously refined to achieve a perfect balance. Luxurious satins, intricate lace detailing, and exquisite beading define this collection, while iconic corsets provide a timeless foundation. www.heracouture.co.nz

Inspired by Bridgerton

From Nieve comes a brilliant contemporary interpretation of the elegance and romance, the essence of the Regency era, as captured in the brilliant Netflix series. The new collection features intricately-embroidered lace and 3D floral details, and fabrics include a luxurious satin and a new stretch crepe. Matching veils add the right touches. www.nieve-couture.com

SHOW DATES T IME TO PLAN

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

Harrogate International Centre

2–4 February 2025

www.harrogatefashionweek.com

The Mart, Chicago 9–11 March 2025

www.nationalbridalmarket.com

Parc des Expositions 9–10 March 2025

www.parisbridalfair.com

Fiera di Roma 16–18 March 2025

www.romebridalweek.com

BRIDAL WEEK HARROGATE

Harrogate International Centre 23–24 March 2025

www.bridalweek.com

EUROPEAN BRIDAL WEEK

Messe Essen, Essen, Germany 29–31 March 2025

www.europeanbridalweek.com

BARCELONA BRIDAL FASHION WEEK

Fira Barcelona Fashion Shows: 23–26 April 2025  Trade Show: 25–27 April 2025

Vivienne Westwood will headline the 2025 event with a runway show on Barcelona Bridal Night. The house will launch its 2026 Bridal Collection with a catwalk presentation: the first dedicated exclusively to its bridal collections.

www.barcelonabridalweek.com

2–4 April 2025

www.thebridalcouncil.com

SI SPOSAITALIA COLLEZIONI

Milan Bridal Week

Fiera Milano

4–6 April 2025

www.sposaitaliacollezioni.fieramilano.it

ONE FINE DAY BRIDAL MARKET

450 W 31st St 7th floor, New York

New York Bridal Fashion Week 8–9 April 2025

www.onefinedaybridalmarket.com

The Truman Brewery, London 9–10 April 2025

www.whitegallery.com

Fiera di Roma 24–26 May 2025

www.romefashionweek.it

Harrogate International Centre 3–5 August 2025

www.harrogatefashionweek.com

The Mart, Chicago 17–19 August 2025

www.nationalbridalmarket.com

Harrogate International Centre 14–16 September 2025

www.bridalweek.com

www.casablancabridal.com

IFirst Person

Laura Daly had to cope with an exceptionally difficult year but has emerged to start 2025 warmed by the support of those around her

didn’t make it up to Harrogate this September. After several years of an unholy fight against Alzheimer’s Disease, my once vibrant, beautiful and superintelligent Mum was fading away before my eyes and there was no way I was going to trade staying by her side during her last few days on Earth for buying more stock I didn’t really need.

As an only child, I knew I needed to be there for her and my Dad as well as for myself. My ‘Bellissima Baby’ had to take a back seat. In fact, I’d taken more or less permanent time out from way back in July, when she’d been taken into a care home, so I’d been out of the bridal loop for several months and am only now just surfacing again to take stock of the affect my absence has had on my business.

Of all the years for me to take my eye off the ball, I couldn’t have picked a much worse one, could I?

The vacuum created by lockdown is still very much apparent in the low numbers of brides wanting to buy a dress; the endless closing down of wedding shops continues to create a glut of samples on resale platforms; and an uncertain economic and political future for the UK in the wake of a General Election certainly did put a huge dent in our bottom line.

Add to this a stylist who left to travel the world, another on maternity leave (when isn’t there one?), a new recruit who, it transpires, suffered with social anxiety but didn’t think to mention it until she locked herself in the toilet mid-appointment never to return, and my assistant manager deciding it was time for a career change, handing in her notice the very day I returned to work.

I think it’s fair to say that I fully expected the remaining Bellissima team to arrive at the start of 2025 somewhat bruised and battered but, for all that, they are more united than ever.

Why have I said all that, you may well ask. Well, because I found myself in the extremely fortunate position of discovering that, in my hour of need, quite apart from my amazing husband who was my rock,

I had the most magical web of friends, acquaintances, suppliers and staff who were unfailingly there for me, offering not only support but extraordinary kindness. It was truly humbling. I’d been able to step away from the shop because the team can run it admirably without me.

My suppliers have been generously supportive because we’ve formed such good solid two-way relationships over the past 23 years.

For a long time now, I’ve realised that, as a business owner, my time is my most valuable resource, and I seriously encourage everyone to take this on board. For your own sanity, please try to find ways to work on your business rather than just in it.

Working in the business means we’re involved in the daily operations, doing tasks that, while important, can and should be delegated. In contrast, working on the business leaves you to focus on the bigger picture and is crucial to avoid burnout.

It’s tempting to try to wear all the hats, juggling everything from customer service to financial management. This approach may seem necessary at first, especially when resources are limited but, in the long run, it is unsustainable. Our businesses really shouldn’t be entirely dependent on us for day-to-day operations.

If we are constantly needed for it to function, it creates a significant risk; what happens if we fall ill or face a crisis, whether expected or otherwise? We have to learn to let the routine stuff go and, in order to facilitate this, we must develop processes and systems that allow the organisation to operate independently.

I am so full of gratitude to everyone who was there for me, who kept my spirits up and enabled me to step away as I did. Thank you all so much. Also, of course, to my dear Mum who, years ago, on seeing me frazzled and worn out after several years without a holiday or even a day off, reminded me of the aphorism that “there is no ‘I’ in team” and said that she was sure the shop would be able to survive without me...

Well, it turns out she was right! In loving memory of my Mum, Elizabeth Bye 21/12/31 19/09/24.

Peter Grimes Publisher of American trade magazine VOWS

A LETTER FROM AMERICA

US Boutiques are feeling cautious optimism for 2025, but worried about possible tariffs under the new Government. Peter Grimes of VOWS magazine reports

Based on a variety of indications, economic and otherwise, US boutique owners are feeling cautiously optimistic about the upcoming 2025 bridal season, but they are also keeping a wary eye on the incoming Trump administration’s oft-touted statements about increasing tariffs on goods from China and other US trading partners.

While seemingly hopeful that these statements of intention are merely saber-rattling prior to trade negotiations, brands and boutiques alike are nonetheless thinking of contingency plans in the event that tariffs are further instituted, resulting in a possible 20%+ spike in cost of goods… a figure suggested by research recently undertaken and completed by the National Retail Federation (NRF).

on all goods they purchase, not just bridal apparel. Many remember the institution of tariffs on goods imported by China eight years ago and how every link in the distribution chain responded. Their concern this time is on what a final retail price could look like, and whether it will breach the bride’s price sensitivity, thereby encouraging further migration to online wedding apparel direct-to-consumer websites.

This concern is echoed in the NRF report:

“ Research by the KNOT indicates that the average wedding dress cost continues to hover at around US$2,000, and that most brides prioritise their wedding day look”

Its conclusion: based on the potential increase in tariffs under discussion, apparel retail prices could see an increase of 12.5% on the low end to 20.6% at the high end, with a loss of consumer spending power of US$13.9 billion to US$24 billion every year they are in place.

Bridal boutiques and brands understand that it is not China paying tariffs but brides paying increased prices

“We find that even after changes in sourcing the proposed tariffs would have a substantially negative impact on American consumers purchasing the targeted products. In brief, we find that the additional costs associated with these proposed tariffs would be too large for US retailers to absorb and, when passed on to consumers, would result in prices higher than many consumers would be willing or able to pay. Some consumers would stop purchasing the items and demand would fall.”

This wariness comes on the heels of a difficult 2024 for boutiques as they have been dealing with the double whammy of fewer brides visiting their boutiques and the increased anxiety and indecisiveness of those brides; staffing issues and related frustrations; worries about the overall economy and its impact on brides’ budgets, and

the strife and drama of the US presidential election. And just when they thought things were turning for the better, they have this potential storm to think about.

What research suggests

There are indications to justify at least their cautious view of 2025, aside from the tariff question. Among them:

• Signet reported in September that engagement jewellery unit sales in its most recent fiscal quarter surpassed 2023’s figures. Those are real numbers, not projections, and are an encouraging sign for boutiques eager to see more brides;

• Google and Instagram searches for engagement rings were noticeably trending during the fall;

• Research by the KNOT indicates that the average wedding dress cost continues to hover around US$2,000 in the US. Also, fewer brides are foregoing a wedding gown while most prioritise their wedding day look. According to its research the gown retains immense appeal and importance, and brides seem, by and large, content to chase cost savings elsewhere... though they still expect to squeeze every bit of value from the gown transaction;

• Gen Z is more optimistic than ever about marriage, according to the KNOT’s 2025 Wedding Trends to Watch report, which claims that a majority of this demographic reject the notion that “marriage is dead.”

From the report...

We quote: “Despite macroeconomic uncertainty, the outlook for marriage remains promising. Marriage continues to be highly valued by Gen Z as they reach peak marrying age, with an impressive 86% of respondents envisioning it in their future. Of this group, 58% intend to legally marry, while 28% are considering

it. These numbers reflect a growing enthusiasm for marriage among younger generations, signaling a bright future for the industry.”

Moving

forward

• The age of today’s US bride continues to trend older, translating to those tending to be more financially secure with a better understanding of value compared to their younger counterparts;

• Continued strength in the bridal and wedding accessories niche is encouraging as boutiques increasingly rely on customisation options to personalize and develop a near unique look for their brides, which in turn is helping them finalize the sale;

• A gradually improving operating environment in 2025, thanks to lower interest rates, moderate inflation, healthy employment figures, and steady if unspectacular growth in the nation’s overall economic activity should result in improved shoppers’ attitudes.

In general, US boutiques appear to be anticipating this up-turn of business by:

• Fine-tuning their marketing and social media campaigns to address, educate and entice their specific client demographic;

• By concentrating on stylist hospitality training with a concentrated effort at role-playing exercises that we’ve suggested should be renamed Rehearsals as to make the training more palatable to those stylists uncomfortable with their interpretation of sales training as manipulation techniques;

• By further developing appropriate and consistent follow up programmes to encourage return visits, and that reinforce the boutique’s brand in the minds of their brides and in their marketplace. TW

SECOND OPINION

Sue Lovell Owner of Susan

Nicholas Opulent Bridal, Cambridgeshire

TheBridesWay Shop

Times change, and with them trends, opinions and approaches. Sue Lovell looks at today’s brides shopping habits

Iam finding a bride is either buying years in advance of the wedding, or just a few months before. One week in November, I had one bride purchasing for her wedding in 2027 and another planning to tie the knot at Christmas just gone.

For the first time since I started trading, I have done equally as many destination weddings as there have been the traditional summer ones, and far fewer church weddings than ever before. I am also noticing that, because so many weddings are in one place, under one roof, the traditional wedding car is far less common, as it is not needed, and many other once-helddear traditions are less and less

considered. Garters are becoming very rare, and so many brides have not heard of the ‘something old, borrowed & blue’. It seems like so many traditions we took for granted are no longer necessary or required.

If I see a bride after her wedding,

“I think as times get tougher –and they are challenging right now – we need to fiand new ways of working.”

often for dress cleaning, or when they bring me a little gift and a thank you note, I always ask how the day went, and what would they do differently. The answer is always the same, it went too quickly, they wish they had had more time to take everything in, and they spent far

too much money on planning and food for people who didn’t bother to turn up!

This year has seen some surprises. Far more brides want to spend their money on things that matter only to them, and their wedding day enjoyment, like hair and make-up, content creators and videographers, and less on wedding favours, invites and flowers. I have noticed a real decline in spectacular wedding cakes, too. They are still lovely, but cakes definitely do not have the attention I have seen in previous years.

Brides are more focused on their hen parties, which are definitely more extravagant and destination based, and much earlier, too, with many of my brides having their hens six months before their big day.

I have found brides are happy to spend more money on their wedding dress, and much less on shoes, veils and hair accessories. This is a trend I find particularly saddening, as to me a perfect veil enhances the perfect dress, and a little bit of my soul dies when a bright white, stiff veil is brought out at the fitting, and slaps the face of the soft ivory dress. I take no prisoners now, and point out the glaring clashes, in a gentle, but pointed way. To me it is like having fluffy dice on a Lamborghini. But each to their own.

I am also noticing brides are paying for their own dress, without much help from parents. This is not always the case, but more and more brides are telling me that they are paying for the majority of the wedding, and so they are far more focused on where they are spending their money. When I first opened my doors, it was very rare for a bride to fund her own dress purchase, but as the years have moved on, so have the brides, and although it is extra special to have a mum or dad pay for their dress, it is no way any less of a special moment to pay for it yourself. Selffunding is also very freeing, and the control is in the hands of the bride, rather than restricted by a parent’s purse strings.

Brides like a lot of choice, and I am not talking about dress styles, I mean locations, and I am often greeted by a bride in floods of tears because she has found her dress, unexpectedly, and wasn’t ready to purchase it yet. With appointments booked far into the future, it is often upsetting for her to realise she has found the one at the first store she has visited, and that confuses her; the desire to carry on looking is strong, even though they know that the dress they are in is 100% the one. But what do they do with the next seven Saturdays and the different people they have asked to come with them to each appointment?

The pressure is on. Although selfinflicted, it is still pressure.

I had an appointment recently which was a full-on social media experience. The bride was filmed going into the changing room, obligatory hand over the camera lens, then filmed dramatically emerging from the curtains in a dress, and swooshing joyfully around.

For every single dress she tried on, there was a filmed reaction, and no doubt endless hours of editing after, with her chosen dress hidden from view. The big reveal coming on the wedding day.

Although the appointment was lots of fun, for them, the pressures

on me were not so fun, as on a busy Saturday I am always conscious of the time, whilst still wanting to have my bride feel as she’s had choice. So much time was spent for the benefit of others not present, and probably people unknown to the bride, that I was worried she was not focused on finding a dress, but gaining likes. But a dress was found, and then a massive discount asked for, as she would be posting her experience to her tiktok followers.

I think brides are changing how and where they buy their wedding dress, what they expect from an experience, and are thinking more carefully on how and where they spend their wedding budget.

I do some pop-up events, with other stores, an d I have lost count of the number of brides who tell me they have had a fabulous time, found their dream dress, but would never ever step foot in a bridal store.

So what do we do to get their attention? They are very much our customer, but somehow we have missed connecting with them.

I think we all need to re-evaluate once a year who our customer is, who isn’t a good fit with our offering, and how we need to reach our chosen audience.

Brides change and we need to change with them, so we can all benefit and grow with each other.

NAMES YOU’LL WANT TO KNOW...

Basque waists, heavy embellishments and halter necklines were the fall 2025 stars at the recent New York shows. We introduce you to three designer-driven collections, each with a remarkable story

YULIIA LOBACHOVA MARCO & MAR Í

YULIIA LOBACHOVA

Yuliia Lobachova is the visionary founder and creative director behind Ricca Sposa, a Ukrainian-based bridal and eveningwear brand renowned for its meticulous craftsmanship and timeless designs. With over 13 years of experience, Lobachova’s collections have graced bridal boutiques across 55+ countries, earning her global recognition in the bridal fashion industry. The eponymous collection for 2025 represents the next evolution of her work, catering exclusively to high-end bridal boutiques around the world.

“I wanted to create something extraordinary, something that would resonate with brides who seek exclusivity and luxury in every detail of their wedding gown. This collection is not just about beauty, but about

making every bride feel like the most exquisite version of herself on her special day,” says Yuliia Lobachova.

Despite the ongoing challenges of producing garments in a country deeply impacted by war, Lobachova has remained committed to her roots, continuing to create every piece locally, within Ukraine, showing her determination to showcase the resilience, artistry, and skill of Ukrainian craftsmanship on a global scale. Each piece reflects not only her dedication to her craft but also her unwavering support for her homeland.

The Yuliia Lobachova collection will feature 14 meticulously crafted, made-to-order designs, some of which require over 200 hours of work.

Get a glimpse of the collection at www.yuliialobachova.com

NADIA MANJARREZ

Nadia Manjarrez Fall 2025 collection draws deeply from the surreal, dreamlike world of Latin American painter Guillermo Lorca. Hand-drawn peonies and irises come alive in this collection, echoing the natural elements found in Lorca’s work. These blooms not only adorn the fabrics but are brought to life in 3D forms, giving the garments a dynamic and sculptural quality. A soft, sea foam green, borrowed from Lorca’s palette, becomes a central hue for a dramatic ballgown, complementing the fantasy and dreamlike quality of the designs.

Corsets reign supreme, present in nine of the 11 styles, lending structure and a sense of regality to the garments. Sweetheart necklines emphasize the romantic, while structured drop waists and picot flounces create a modern, yet timeless silhouette. These shapes embody the collection’s balance between control and whimsy as if each piece is plucked from a surreal narrative.

The collection’s fabrications are carefully selected to enhance the sense of fantasy and otherworldliness.

Luxurious jacquards, corded lace, and ‘hand-painted’ tulle bring texture and depth to each design. Italian poly faille and crinkle chiffon add movement, while lace tulle combinations and rose appliqués create a rich, tactile landscape. The use of sheer linings and lace details further evokes the tension between opacity and transparency, much like the balance of power seen in Lorca’s art.

The sea foam statement gown in the collection represents a link to the natural world and a dreamy, ethereal atmosphere. This tone, combined with delicate lace and chiffon, give the collection a soft, enchanting feel while retaining an edge of mystery.

Nadia invites the wearer to step into a world where fantasy meets reality, where nature’s beauty is at once delicate and powerful, and where every garment tells a story inspired by the interplay of light, dark, and the surreal.

www.nadiamanjarrez.com

Marco & María ‘Los Paraisos Perdidos’ (The Lost Paradises) Collection reflects the brand’s signature decadent style and dedication to intricate handmade couture. Infused with diverse cultural and architectural references, the new season features captivating silhouettes, showcasing dresses adorned with layered fabrics and colours, where floral motifs bloom within folds of delicate tulle. Romantic yet sensual, the wedding dresses feature a range of necklines, from high collars to thin straps and strapless silhouettes. Lingerie-inspired details are ever-present, with bustiers subtly visible beneath sheer fabrics. Removable accessories like jewelled necklaces

and loops add versatility, allowing each dress to transition seamlessly through different moments of the celebration. A variety of volumes is at play, all designed to maintain the elegant fluidity of the garments. The colour palette spans from white to black, with soft touches of pinks, blues, and yellows enhancing the dreamy aesthetic.

At the recent New York Bridal Fashion Week, Marco & María debuted six new styles that capture the essence of their brand, while introducing fresh structures and fabrics like silk taffeta. Exquisite embroidery and intricate accessories add to the collection’s allure. www.marcoymaria.com

MARCO & MAR İ A

JUSTIN ALEXANDER ON THE INTERNATIONAL CIRCUIT

Exhibitions remain a crucial aspect of the bridal business today, both for exhibitors and visitors. The Justin Alexander Group of brands are featured at some 25 trade exhibitions per year to reach local buyers. Harrogate is always a big one for the brand, and Rome Bridal Week 2025 promises to be a highlight, too

Expected to be a vital and vibrant player in the 2025 bridal exhibition arena, Rome Bridal Week, 16-18 March at Fiera di Roma, is setting the stage for success not only with the important ‘Made in Italy’ collections, but also the key international names that attract a big audience. Justin Warshaw of multi award-winning house Justin Alexander, with its portfolio

of five design-driven brands and a global network of 2,000 retailers, talked to us about the industry today and the value of the right exhibition environment.

“The exclusive feel and intimacy of an event play a significant role,” says Justin. “The carefully curated environment allows for meaningful interactions between designers, retailers, and industry professionals, building

JUSTIN ALEXANDER SIGNATURE

ADORE BY JUSTIN ALEXANDER

strong relationships and collaborations. And the location of Rome Bridal Week adds a unique charm and allure. Rome’s rich history, culture and elegance provide the perfect backdrop for showcasing bridal fashion, enhancing the overall experience for attendees.

“The high-quality exhibitors and diverse international participation ensure that the event remains fresh and exciting each year. This diversity brings a wealth of perspectives and styles, making it a must-visit for anyone in the bridal industry.

“Trade shows are invaluable for expanding our network. Exhibitions are about creating and building relationships,

gaining insights, and growing our network. Rome Bridal Week is crucial for raising awareness and attracting new retailers. It provides a unique platform to showcase our latest collections and innovations to a broad audience of industry professionals, helping to build our brand’s reputation and appeal. Italy is a key market for us in Europe and Rome’s international draw makes it a key event for us in 2025.

“Retailers increasingly value dedicated time and attention from suppliers, which can be more effectively achieved through smaller, more intimate events or one-on-one meetings. This shift allows for deeper

JUSTIN ALEXANDER

LILLIAN WEST

It’s Party Time!

Justin Alexander is planning an exclusive, invitation-only evening event at Rome Bridal Week that promises to be spectacular, marking the debut of its spring/summer 2026 collections. “While we want to keep the details a surprise for now, our goal is to entertain and captivate our retail partners on a global scale,” says Justin. “We will be inviting our top partners, media, and global influencers to join us. We are excited about the creative execution of this event and look forward to sharing more details as our plans are finalised!” If you are interested in learning more contact info-eu@ justinalexander.com

connections and tailored experiences, ultimately benefiting both retailers and suppliers,” says Justin.

At Rome Bridal Week, the five core brands – Justin Alexander, Justin Alexander Signature, Adore by Justin Alexander, Lillian West and Sincerity – each catering to the diverse tastes and preferences of brides, will have a dynamic presence. In addition, the brand will showcase its Thanks&Goodluck Accessories line, which allows brides to personalise their look.

For brides themselves, Justin Alexander is focused on digital marketing, leveraging social media, email campaigns, and direct engagement through events. The

company has ramped up its celebrity and influencer outreach. “These strategies aim to create a seamless and supportive journey for brides, from discovering their dream dress to the final fitting,” Justin explains.

The forthcoming show will be special – and different – in many respects, moving to a new level where glamour and quality, design ingenuity and innovation are the key focus. “This initiative is about more than just commerce,” says Elena Colonna, Event and Sales Director of Rome Bridal Week. “It is about elevating the entire bridal experience for exhibitors and visitors alike. Because innovation is part of our game.”

SINCERITY

SEEN IT ALL

Christine has experienced all areas of bridal first hand from manufacturing to retailing

HANGING UP THE VEIL

As Christine Marchant, retailer, supplier, advisor, moves out of bridal and into a new life, we got her talking about her years in the industry and the changes she has seen

Working in the Corporate role I was jettisoned into the bridal world at the tail end of 1999 and, like so many, with no experience of the bridal industry. A friend in Hong Kong called to ask if I could help with his wife’s new project and represent her bridal collection in the UK, which had successfully launched

at the Harrogate Bridal Exhibition earlier in September 1999. Knowing nothing of the industry, except that I had made my own wedding dress, he explained I’d be provided with a set of samples to show retailers, I’d place orders, distribute, collect the cash and pay them, and my sales experience would do all the rest – what could be simpler?

A SPECIAL STORE

How it started

Augusta Jones, being one of the first companies to introduce the concept of mix-and-match corsets and skirts, launched in the UK with an amazing selection of contemporary, simple and beaded styles, many of which continue to be backbone of designs on sale to this day. Many of our stockists will remember names such as Anerley, Jean ‘with streaks’ and Paige – the ethos of the company was to produce high-quality, affordable gowns, delivered quickly, and to offer brides a blank canvas to enable them to design their own gown. Dresses were handmade in an atelier-style factory, could be made to measure and we tried never to say no to any style changes. It was an instant hit, especially with those boutique owners prepared to step outside of the box or with a designer flair.

soon the style was stocked by most of our stores. This feature was quickly followed by every magazine in the industry. It was the highlight of the catwalk at the National Wedding Show and, interestingly, the style – a simple strapless two-piece, with a fishtail skirt overlaid with ruched tulle and embellished with hand-cut flowers and pearls – has recently been reborn and offered by designers from all over the world.

“In the heady days of the early 2000s, the industry was buzzing, the halls in Harrogate crammed full of retailers jostling to get onto our stand.”

In the heady days of the early 2000s the industry was buzzing, the halls in Harrogate crammed full of retailers jostling to get onto our stand, and soon the label was stocked in over 140 stores around the UK plus across Europe and the USA.

Augusta Jones really took off with a beautiful twopiece set called Kirsten, which was photographed on a beach by Brides magazine; those were the day of printed media only! The phones rang off the hook, retailers were requesting to loan our sample and

Moving forward

The growing success of Augusta Jones led many designers to my door, and over the next few years I also represented several unique labels such as Solo Sposa, introducing coloured silk taffetas and hand-cut floral embellishments, Brinkman, with its unusual earthy tones, Penrose Bridal Lingerie – one of the first to raise an eyebrow to show a collection on the catwalk at a bridal exhibition, and Emmerling, a full selection of accessories and extensive Communion collection By 2004, prices were beginning to creep up and a couple of Augusta Jones retailers locally to my home found that the collection was heading into the £1,000 price point. They couldn’t see a way forward, and the idea of White Mischief, my own retail boutique, was born.

The area in the South East of England was demographically well placed for a boutique to offer

White Mischief projected a distinct personality and exuded confidence

THE GO-TO BOUTIQUE

White Mischief attracted a big audiece because of what it offered

higher priced collections, and I made the decision that £1,000+ would be our starting point. Having access to some wonderful retailers’ help and advice, I thought naively that I could open the boutique on their advice that all I needed was a mirror, tape measure and tin to collect the cash! However, the bank manager had different ideas. Business and marketing plans were submitted, and we were off and running with their full support.

Shop talk

I opened White Mischief in Spring 2005 and we soon became a popular boutique for brides in the South East of England and beyond. With no social media to promote the boutique, in addition to local and national advertising, we regularly attended the National Wedding Show and every local bridal fair advertised.

Weekends of leisure became a thing of the past and after a busy day in the boutique on Saturday (following a week in the office) I seemed to be constantly loading and unloading the car transporting an equally weary team member to yet another Bridal Fair.

In ‘this lovely business to be in’, I can honestly say I believe I saw and heard it all! We had a boutique full of laughter, tears, sadness, tension and tantrums. Bridal is not for the faint hearted; it’s a business where you can see the best and the worst of people, where you can shut the door at the end of the day physically and emotionally drained and where you must be prepared for every eventuality as never are two days the same.

By 2016/17 we were noticing that the industry was

shifting. Bricks and mortar retail stores were finding it harder to compete with online shopping. The sheer volume of reasonably-priced goods to be found via the internet, with fast shipping and generous return policies, changed the face of shopping and this was also true for the bridal industry.

Sales were getting harder to close, foot traffic down and spend on wedding gowns diminishing. Coupled with ‘off the rail’ retailers able to fulfil orders instantly, it was time to take an unemotional look at the business and how it performed. With the help of an external company, we retrained the team, introduced a lower-level price point as we found our base level had crept up to around £2,000 and, although this helped the volume of sales, our margins were reducing and our costs increasing. Given our lease was due for renewal, I made the sad decision to close the business, carefully ensuring that every bride was looked after right through to the day of their wedding.

Yet more challenges

This trend was echoed by Augusta Jones the following year. Many retailers explained that sales figures were not justifying the purchase of new samples and repeats were simply not where they were just a couple of years previously. Without stores buying samples in some depth into the new collections, repeats further dropped off.

Brands such as Augusta Jones, who not only designed but also manufactured, marketed, and distributed, simply couldn’t thrive. Given the investment into the people,

BEST SELLERS

a fully equipped factory to run, the business could not be supported nor sustained with ever-dwindling returns. The business model no longer worked in this dynamic and changing environment, and with the strong headwinds facing the industry, the owner was forced to accept that there was no choice left but to close Augusta Jones Bridal. This was coupled with a number of other challenges at the time, posed by looming and worrying tariffs, Brexit, declining currencies and rising costs.

It was a sad time, but with hindsight the right time, especially with a global pandemic just around the corner! However, never one to be deterred by the changing landscape of the industry, for the last few years I’ve enjoyed my time in the industry representing Nieve Couture without the added responsibility of being a business owner.

Having had a foot in both camps with an insight into retail and wholesale, I remain passionate about the industry. It may be evolving and the landscape changing, but as new generations enter the industry, with it will come the use of new technologies, new ideas and a better understanding of how it can become more sustainable and inclusive.

Advice to others

For those finding the business difficult now, or those who are looking to come into the industry, there is so much information available to you to be able to make a professional judgement rather than an emotional one, which is so often the case.

Don’t do it if it’s always been your dream with no experience. Don’t spend your redundancy or inheritance

on it and don’t re-mortgage your home! Ensure you are well equipped with full knowledge of who your customers will be; don’t open with the same labels because your competitor has them, and don’t think you are going to make a fortune.

Gone are the days of the bridal industry being a cottage industry; those retailers that I see at the forefront and thriving are those who open their doors at least six days a week, answer their phones, are hot on social media, undertake regular training with their team and are not afraid to turn away from a loss-making label even if their competitor is waiting in the wings for it – if it doesn’t work for you it probably won’t work for them, either. And don’t embellish your sales figures to your suppliers or competitors – they are easily verified! If you cannot tick those boxes, take a long hard look at how your business is positioned, or how you wish to position it, and is likely to evolve. And don’t ever be afraid of saying “time’s up” before it’s too late.

Looking forward

After 25 years, I shall miss the industry, but it’s been time well spent with lots of laughter, especially at the Harrogate Bridal Exhibtion; I’ve made many friends with whom I shall enjoy spending time at my leisure. The face of the industry is changing, the business model needs to be updated to meet the challenges of the future, but I’m happy to leave that to others and get my passport flexed, spread my wings and fly off into retirement without my laptop or mobile to disturb the peace and quiet. But never say never to a return...!!

Fun Fact: I’ve never tried on a bridal gown – I made my own.

Augusta Jones came up with one winner after another which stockists adored

Planning for now... Planning ahead

In today’s ever-changing and always-challenging environment, it is vital to adapt to the needs and wants of the end consumer. Jill Eckersley gets an overview, and the opinion of two wedding planners

Traditionally, the wedding industry has been thought to be recession-proof. After all, it has survived the 2008 financial crash, and then Brexit in 2016, the latter leading to economic uncertainty, some disruption to trade and changes to destination weddings. In 2020 came the Covid pandemic and its associated lockdowns, when for a time weddings were restricted to just the happy couple, the vicar and a mere two guests.

At that time, Wedding Trader spoke to experienced wedding planners like Mark Niemierko and Sarah Haywood who said that although times were hard, that need not mean disaster and that people would always want to get married. In fact, a ‘wedding boom’ was predicted for 2021 and 2022 as restrictions were being

eased. To some extent, of course, that did happen, with planners reporting excellent business from new clients as well as those wanting help organising the weddings which had to be postponed in the lockdown years.

However, there is now a feeling that, perhaps, a chill wind is blowing across our industry again. Some say that the Harrogate trade fair was rather quiet, and that many bridal businesses of all kinds were being sold, perhaps as a result of new employment laws or tax changes. A little research on the Internet showed that a number of bridal boutiques were closing down, from Glasgow and Livingston in Scotland to Worthing on the South Coast of England, and many points in-between. And, of course, the effects of lockdown didn’t just have an impact on couples, their guests and bridal boutiques, but also

venues and other related businesses, from bakers to florists and photographers. There were several reports in 2023 and 2024 of established wedding venues closing their doors at short notice - often leaving couples not only desperately disappointed, but also with little time to find an alternative.

Post-pandemic, even after the lockdown rules were lifted, there were other factors for couples to consider. Gloomy world news and even the effects of climate change can have an impact on wedding plans. Wildfires in Greece and floods in Spain could easily make those contemplating a destination wedding think twice. There’s the cost-of-living crisis, too. Economic uncertainty and job insecurity are sure to have an effect - as have social trends. Back in the day, magazines were the main source of inspiration for brides when considering anything from the style of their dress to the venue for the reception. These days, of course, couples look online with Tik Tok apparently being the go-to social media platform.

Today’s younger couples, it seems, prioritise ‘experiences’ over material possessions - which means that smaller, more intimate weddings have become fashionable - sometimes known as ‘micro-weddings’. Environmental awareness can play a part, too. Wedding planners report that couples are concerned about sustainability, which can affect anything from the choice of catering to the supply of floral decorations, in addition to a search for biodegradable confetti!

The increased use of technology can mean that huge gatherings may no longer be necessary as friends or family abroad can join in via Zoom. So, how can wedding

planners adapt to these changes and ensure that they provide what is wanted, while protecting their businesses at the same time?

We spoke to Holly Poulter of Revelry Events, a company which is based in Surrey but works around the UK and abroad. Holly told us that she and her business partner have definitely been able to detect a downturn in spending on weddings overall. Their company offers a ‘Pay as you Plan’ option, which balances what clients need - or want - with what they can afford. Revelry Events is also determined to be as ‘green’ as any wedding planners can be, with Holly driving an electric car, her business partner Rhiannon being a vegan, and both being committed to recycling everything that can be recycled!

“As wedding planners with more than 15 years of experience, we are aware that couples’ budgets are not stretching as far as they were in the past,” she says. “Our brides and grooms look to us to advise on spending the money they have as well as possible, so that they never feel that they have had to scrimp on the important details.”

Smaller weddings, Holly says, are very much part of the story today.

“Priorities have certainly shifted, post-pandemic,” she says. “Headcounts are getting lower, which is far and away the easiest way for couples to make their budget go further. It is much more acceptable today not to have to invite the big extended family, that couple whose wedding you went to, but haven’t spoken to in years, and the neighbours’ children! Investing more per head in the

people you really want to be celebrating with you is a much smarter way to spend.

“Weekday weddings became a bit of a necessity in the post-lockdown wedding boom, and it seems to be a cost-saving trend which has stuck around. This is great news for us and a lot of other suppliers, who in the past would normally only book out weekends, so it’s a welcome change.”

Holly maintains that the recent trend towards more weekday weddings can be seen as a win-win for both those marrying, who are given a wider choice of dates, and wedding planners needing to protect their business.

“Working with more couples who are willing to consider marrying on a weekday means that our diary, as wedding planners, is more open, too. We then don’t have to turn down so many enquiries which might come in, asking about the popular weekend dates, and that, of course, allows us to increase our revenue as well! We encourage a lot of our couples, especially those who are planning a destination wedding in the UK, to consider a weekday. This will increase their chances of supplier availability. In some cases, it can also reduce their costs.”

Another highly experienced wedding planner, Ruth Mundy, whose company is based in Totton, Hampshire and has won a Guides for Brides five-star Customer Service Award, agrees that our industry faced a surprising and significant shift in 2024 that will continue into 2025.

“As a wedding planner, I see this first-hand,’ Ruth says.

“Couples are more cautious with their budgets, spending is more considered, and expectations have evolved. This is not just a ‘blip’; it is a sign of change, and businesses across the industry have to adapt.

“Economic uncertainty has meant that couples are prioritising value and personal experience over traditional extravagance. Wedding businesses which understand this shift and can offer clients flexibility, transparency and unique personalised options, are likely to thrive in this new climate. We have entered a phase where creativity and adaptability are paramount. For planners, as well as venues and suppliers, it is all about showing couples we can provide and deliver dream experiences that also respect their financial limits.

“I would say that, along with my suppliers, it is vital to offer more flexibility. We are seeing more intimate weddings now, and more buildable options are preferred, rather than an inclusive package. We have had to adapt to the new way couples book their weddings and suppliers – which means a longer ‘nurture time’ for us all! “Couples are also more savvy than they once were, choosing to shop around and taking longer to commit, and this is something we all have to learn and adapt to.

From flexible payment plans, to customisable packages, and intimate, immersive experiences, it is time for all of us to re-align our offerings to meet the moment. By prioritising meaningful connections and tailored services we can navigate this shift and continue to make wedding dreams come true!”

T W

RENTALS

AN OPTION TO CONSIDER?

With retailers and suppliers, show organisers and the media all looking at new ways of working, the idea of wedding dress rentals is one to consider. Or is it? Peta Hunt chatted to a number of top retailers to get their views...

According to some manufacturers, the market seems “a little soft” right now. I heard it whispered at various exhibitions, though there were plenty of smiley people happy with the way things were going, too. There is the natural circle in life, and business, which sees people retiring and new ones entering the arena.

As someone who has no retail experience whatsoever

– well, not unless you count a Saturday job in a Greengrocers or first job in London at Biba’s – I have given some thought to what our retailers could learn from those in other countries.

Rental options are a starting point. Gen Z and Millennials seem to spend a massive amount of time online so let’s get them out and into stores. For all I know they may be thinking wedding dresses worn once are

KAREN WILLIS HOLMES

not very green – sustainability has become a buzzword in fashion retail with lots of clothing retailers promoting more environmentally friendly products.

Renting rather than buying is gaining ground in certain fashion circles. If the desire to contribute to the protection of the planet by consuming less is a worthy driving force, there is also the appeal of wearing high end designer clothes without spending excessively.

So, if they consider that buying a dress specifically produced to be a one-day wonder goes against contemporary thinking, they may believe that renting allows them to ease their conscience ethically, while having two to three dresses and that OTT wedding of their dreams, that would look so impressive on socials. Brides here have always gone the traditional buying

Favourite Gowns

Marie M: Suzanne Neville Stravinsky and Degas. 1

Russell: Waldorf by Josephine Scott 2

Morgan Davies: Alessandra by Alon Livne 3

Wedding Club: Amelia by Zuhair Murad 4

Mirror Mirror: Mirabella by Milanova 5

route, whereas brides in Japan, the Far East, Germany and some Scandi countries have historically been used to rental. So are we ready for change?

For this article for Wedding Trader, I contacted more than 30 retailers and asked for their thoughts on the potential/or not of renting wedding dresses. The majority did not come back to me, but those who did had strong –and often different views. Here are the questions I posed, together with their opinions:

If you are considering rentals, would you buy in a few key styles and rent them – maybe a white label so it’s unique to you?

Maria Musgrove-Wethey, The Pantiles Bride: This isn’t an enticing idea to me. If any other boutique is going to

3 4

consider this then I would suggest gowns that are easily altered, ie minimal boning and structure. Hems that can be slip-stitched so no organza or any fabric that would show stitch marks. Washable, so no wait for dry cleaning. So a very limited selection!

Maria Yiannikaris, Mirror Mirror: We have so many current samples available at brilliant reductions, it doesn’t seem like a good idea to invest in more stock just for a rental market. Fittings, getting the length right and the addition of specialist cleaning after would all be add-ons that would defeat the objective price wise.

Maddy Weston, Morgan Davies: Yes, we would consider it. We would probably buy a few styles specifically for rental if we moved forward with it. The logistics would have to be thought through – deposits/refunds, damage etc. which would be tricky to manage.

Clare Thompson, Wedding Club: We would have key styles as a capsule and would rent them up to three or

four times. After that, we would sell as a sample or give to charity.

Russell Blackburn, Blackburn Bridal: I would potentially consider renting for the 2nd dress for reception as I feel this is where retailers could be making some additional money as most brides budgets do not allow them to have that 2nd party dress. I would possibly look at doing this by buying into some shorter styles for rental and some key longer styles that work for a reception style party.

Or would you go for an off the peg selection for the impatient bride and /or the smaller budget bride?

Maria Musgrove-Wethey: Much more preferable. One would need to source suppliers with short lead times, and promote your sample gowns as the majority of boutiques are overstocked anyway. The sample price needs to be at least 50% of the normal price otherwise

brides aren’t interested and can go onto online sites such as Still White and buy directly from brides.

Maddy Weston: I think it is for a bride who wants lots of outfit changes and/or the budget conscious bride. Also a civil/town hall vibe wedding.

Clare Thompson: We always offer samples where needed to help brides.

Russell Blackburn: I have done this by opening a Sample studio downstairs in my boutique for brides on a budget or who are in a rush to buy a dress. All these dresses start from £495 up to £1,500 and are available to buy on the day of their appointment.

Or stick to what you do now because you know your market?

Maria Musgrove-Wethey: Preferably, if you are at the luxury end. You could consider offering a pre-loved service to brides who have bought from you (this can

help if a gown is over budget) and other brides who want to sell on their dress.

Maddy Weston: I think fewer brides would genuinely consider renting than we think. Most want something personalised on the dress, a raised neckline, a lowered back, etc. and they cannot do that with a rental.

Clare Thompson: We have previously considered rental and have not ruled it out as a future additional offer.

Russell Blackburn: The market is ever evolving so as a retailer who has been in business for 19 years I have to move with it or I will get left behind.

If you were asked by a bride if rentals were possible, would you be willing to accommodate their needs?

Maria Musgrove-Wethey: No. Better to sell a sample instead.

Maria Yiannikaris: I think in the high fashion end with less structured dresses, there may be the possibility of a rental option but I personally wouldn’t want to create a business around the rental model.

Maddy Weston: Depends on the dress and how much they want to spend. If it is a popular style that we take orders from, it makes more sense for us to keep it in store and take orders. If it is a bride with a social following and wants to rent it, it is always a yes.

Russell Blackburn: Dependent on the dress as once it’s been rented it’s likely not to come back in a condition that will make it worthy of using in the boutique . Rental involves still having to have the dress altered to fit and this is where the issue lies as every bride is a different shape and height. I would, however, potentially consider rental on some dresses from my sample studio.

Would you rent veils? Tiaras? Bags?

Maria Musgrove-Wethey: No, because in a tough declining market we need to ensure maximum spend per bride. Delicate items get damaged easily. Also, your stock would be depleted so limiting the choice to your brides who want to buy.

Time to write contracts, accept returns and the whole process makes for a small ROI when the hassle factor is taken into account.

Maria Yiannikaris: The amount of time with a one-toone stylist, processing a rental order/contract and then servicing it after so it’s good to go again would negate any profitability.

Maddy Weston: Yes, 100%.

Clare Thompson: Depending on the circumstances of the individual and hygiene (earrings, etc), we could also apply to accessories.

Russell Blackburn: No. I work on a commission referral basis for headwear now so I send brides to certain suppliers we work with. Our veils would get damaged if they were rented and would not come back in a condition that we could resell or rent them again.

The Wedding Industry Awards

Picking up a trophy, and an awards title, shows your work is recognised and stands out. Susi Rogol, Editor of Wedding Trader and a long-standing judge in the TWIA (The Wedding Industry Awards) programme, talked to founder Damian Bailey about what makes his initiative a driving force

When did you launch TWIA and why?

We launched TWIA in 2011 because there was a need for a rigorous, credible and coveted awards programme done in the right way and for the right reasons; voted for by clients and judged by experts. We set out to recognise and reward excellence in the industry and help anyone organising a wedding to find tried and tested suppliers.

What was your vision at the start?

– An in-depth client-only voting process with voter feedback provided.

– A separate panel of experienced and respected experts for each category.

– Regional awards first and foremost because the industry works on a predominantly regional basis.

– National awards as the cherry on the cake.

– Regional and National Awards Events to build a community of like-minded wedding business owners.

How many categories were there in the early days and how many are there now?

We used to have about 20 categories. We now have 27.

Has there been a big change in entries and entry content over the years?

Yes! The quality of entries has increased greatly, for two main reasons:

– The market has become much more discerning, which means that all businesses have had to up their game, and continue to do so.

– In the context of the awards, TWIA has set the standard for quality in the UK wedding industry. To win you need to be at the top of your game. This has forced people to raise their standards for their own benefit, but also for the benefit of their clients.

What do you feel retailers are missing out on in the entries?

– Poor or absent photos of their stores.

– Not completing their Profile Questions.

– Not showing informative videos of their premises, themselves and their staff.

– Not getting a high enough percentage of eligible voters to actually vote.

With a good few big-name suppliers closing their doors, do you feel we are entering a very different chapter in bridal?

We don’t really hear about businesses that have closed, only those that enter the awards.

Retailers say they are suffering with a much lower level of appointments and fewer brides making any decisions. There is some weight to the notion that there is an engagement gap caused by Covid. Fewer couples met during the pandemic so there is a temporary downturn in the number of couples who would normally be getting engaged and married this year.

I have heard this anecdote from several business owners in different sectors.

What are your plans moving forward?

We have launched TWIA in Scotland and Wales this year, which is really exciting... and about time, too!

Our events have been more popular than ever, so we need to find larger venues for next year so that more people can come and share the excitement.

Do you see industry changes reflected in the rate and quality of entries?

Yes. Everyone and everything is improving. The competition for business is very tough and that is reflected in the awards. Even becoming a finalist is extremely difficult to do, let alone winning.

What about when it comes to suppliers - what changes are you seeing/hearing about?

We have a new category for Seamstresses or Tailors, which has been received really well. Wedding Content Creators are showing up more and more but in general, most businesses are already doing a great job and are looking for small, incremental ways in which to improve and differentiate. Entering TWIA is just one great way to do this!

Overall, how many entries have you had in this year’s awards in the retailer categories?

– 1500 entries across 27 categories.

– 103 Bridal Retailers across two categories.

– Bridal Retailer Established More than 4 Years.

– Bridal Retailer Established Less Than 4 Years.

– 1100 finalists across all categories.

– Approximately 70 Bridal Retailer finalists across two categories.

– 27,355 client votes (a record number) across all categories.

Do entrants pay a fee?

Yes. The entry fee this year was £108 (this is the same as last year).

How does the judging work?

The TWIA Judging Process is the most comprehensive and fair in the UK wedding industry.

All judging is undertaken by the judging panel individually, remotely, independently and without consultation. This is to ensure that no single judge in any category has undue influence over any other judge.

Do you help winners and finalists promote their success?

Yes. We share social media content of finalists and winners. We provide all finalists and winners with TWIA logos to self-promote. We provide finalists and winners with editable press release templates. Our events are a great way to create engaging content for social media audiences. We provide professional event photos and videos to attendees to help them self-promote. And all entrants get a free listing on our directory: https://directory.the-wedding-industry-awards. co.uk/. This is incredibly popular with couples as we have done much of the filtering for them. After all, why wouldn’t you want award-winning wedding suppliers for your wedding?

Any great stories to share?

We have had a positive impact on so many people and businesses over the years. This is a great story: https://www. the-wedding-industry-awards.co.uk/blog/hard-to-admitwhen-you-are-wrong/

Do you visit bridal stores that have entered the awards?

No. In order for ‘secret shopper’ visits to be effective in any awards, each judge would have to visit each store so that fair comparisons can be made. This is just not possible with ten Bridal Retailer judges based all over the country.

Three words to sum up the TWIA personality? Rigorous. Reputable. Respected.

TOUGH TIMES; TOUGH DECISIONS

We asked four award-winning retailers how they would advise others who may be contemplating closing their doors

As a bridal retailer that turns ten next year and a mum with a young family, I’ve seen out quite a few highs and lows, not just in business but also in managing it all, whilst keeping your sanity!

If you’re standing at a crossroads, wondering whether to keep going or step away, my first piece of advice ispause. Reconnect with the why behind your boutique and your business. Why did you start? What made you fall in love with the bridal world? Why did you want to work for yourself? In times of uncertainty, it’s easy to forget this, but spending some time reflecting and digging deep can help you navigate the right way forward.

Yes, the market has been tough this past year; competition is at its highest and consumer behaviour is changing (as it will continue to do), but there are opportunities, too, if you are willing to adapt.

Brides are prioritising authenticity, personalisation, experiences, and sustainability more than ever. They are also more aware of how they part with their money! Think about how you can adjust your business to meet these changing needs and purchasing decisions?

There are ways to do this without huge investment, but you need to want to put the work in. It can be tempting to suffer in silence, whilst you doom scroll comparing yourself to others who are seemingly smashing it, but I encourage you to seek some support.

You will not be alone!  Find a community, reach out to other retailers or businesses and mentors for advice and support.  Looking at ways to collaborate can be a lifeline for you and your business.

It’s also ok to be honest with yourself.  Being in this industry and ultimately working for yourself requires determination, passion and adaptability, but taking a new

direction or moving onto something new doesn’t mean you have failed in your original plan. It just means you are proactive in trying new things, you’re adaptable, and can learn from your experiences. I am a big believer in that! Diana McMann

The Little Pearl Bridal Boutique

Fellow bridal retailers, if you are struggling with lack of brides, lack of sales, lack of profit, lack of motivation and are contemplating shutting up shop, ask yourselves:

– Do I still have passion for the industry?

– Do I still enjoy the job and feel the magic when a bride finds a dress that makes her look and feel amazing?

– Is my business making a profit or at least breaking even?

– Do I pay myself a decent wage?

If the answer to these questions is yes, I would recommend listening to Peter Gabriel / Kate Bush Don’t Give Up and then starting to formulate ideas to make your business work for you.

I have been working in bridal retail for 26 years and it is my passion. I have no plan B so when the dark days come (as they must) I remind myself that we have weathered many storms over the years and we are still here not just surviving but thriving. The industry has changed beyond all recognition, and you need to be able to embrace change and rise to the challenge.

If you have genuinely lost all passion for the industry, no longer enjoy the job and the business is running at a loss, I would say your quality of life and mental health are more important than clinging on to a dream that has become more like a nightmare.

In these circumstances, my advice would be to wind the business down in the quickest way possible whilst honouring all existing orders. Then walk away with your head held high. You followed your dream; you gave it your best shot and now it’s time to start the next exciting chapter of your life. Good luck.

Emma Hartley

Emma Hartley Bridalwear

Should I stay or should I go? I reckon over the years (and especially recently) that this has been something most of us have, albeit fleetingly, pondered when we can’t sleep and we’re staring at the ceiling.

If your decision is based on the fact that your business model no longer works then however harsh this may sound, hand the keys back as soon as you can and get out. Selling bridal is a vocation, and the emotion it evokes in us is unquestionable, but you need to be emotionless and look at the cold, hard facts. There’s no shame in closing at all.

If, on the other hand, you love what you do and you are

in the position to change your current business model to become profitable again, then do that. The whole world has changed, not just bridal, we CAN change with it, but it will take guts, mental agility, determination and deep pockets. For our sector to survive we need way less bridal shops, much higher margins and the flexibility to sell both in store and online. It can be done, but it won’t be easy!’

Laura Daly Bellissima Weddings

Iwould ask the question “Do you still love bridal?”. If the answer is a resounding “Yes” I would encourage the owner to think about what they need to change to get their business back on track. This would range from looking at overheads/stock/location/their ideal bride and diversifying or dropping other lines such as prom/bridemaids/mother of the bride.

If the answer is “No, I wish that I had never got into bridal”, I would say “Then you’ve no business being in this business and I would advise an exit strategy. Most reasons why bridal boutique owners are jaundiced is that they’re earning less than minimum wage (with many not drawing any salary) and working 60-hour weeks. My mother used to say: “When poverty comes in the door, love flies out of the window”.

The exit strategy could be putting the business up for sale (good luck with that one if the profitability is low and the debt, stock levels and overheads are high). The market is already saturated with bridal boutiques for sale with unrealistic asking prices. If the love really has gone, then discuss with your landlord if you can get out of your lease or if you own the property, consider selling it or winding down the business and renting it out to another company.

Tempting though it may be to “go bust”, that needs to be carefully managed from both a financial and an emotional point of view. My advice would be to contact a professional liquidator who would take you through your options. Even if you are a limited company you could be responsible for debts if you have signed personal guarantees on loans, leases, etc.

I often compare bridal to an abusive dysfunctional relationship. When times are tough we want to get out. Then we have a good month with lots of “Say Yes to the Dress” moments and we forget the bad times. Until the next time.

The next time a bride says: “You’ve got a lovely job” and you want to say: “You’re joking, aren’t you”, ask yourself “Shall I stay or shall I go?” It’s your choice and it’s not an easy one.

Maria Musgrove-Wethey The Pantiles Bride

See page 28 for Sue Lovell’s starting over article.

Sue

piece be before new article.

Andy”

lovell

A NEW AND DIFFERENT CHAPTER

Sue Lovell changes course, taking her passion for bridal with her

By the time this goes to print, my little bridal studio will have closed the doors for the last time, and I hopefully will be mid move to a new part of the country, as my husband and I head ‘up north’. New beginnings, a fresh start and hopefully putting what has been a truly dreadful year behind us.

As readers know, in March of this year, I had just arrived at Harrogate when I got the call that my dad, who suffered with dementia, was very sick. I cried for every one of the four hours and 23 minutes it had taken me to drive there.

Sitting in the horrendous traffic, utterly exhausted and feeling sorry for myself, then getting the news that I would have to turn around and go straight home, just added to my distress. I quickly did my orders, organised what needed to be done for work, for my dad and family members, and put the wheels in motion to return straight home.

I watched my dad slowly pass away. But in between those long nights, and horrible days, I would rush back to work for an appointment – smile, laugh, and make brides feel very special, and give them the joy they deserved for their special day, then return to my dad.

I don’t have staff – there is just me – and my commitment to my customers is very strong; I didn’t want to let anyone down. So I didn’t. My dad died, I hugged my mum, I went to work, did a fitting. I got on a plane, went to Barcelona, came home, planned a funeral, worked, worked and worked some more. After the funeral, I went back to work. I got through the busy summer, presenting a happy front and not letting anyone down.

Then in September, sitting in Harrogate again, almost in the exact same spot, I realised that someone I loved very much was facing the exact same thing that my family had gone through, and I was going to have to ask her to work on an emergency dress at a time when she needed to be with her family.

I tried to arrange an alternative, but she immediately put our bride first. It was that moment that I realised that nothing is ever more important than family, and the moments that you can’t get back. Thinking that she would have to leave people who needed her just to please me and fulfil my requirement, suddenly brought everything into focus.

I grieved so hard for her grief, because I knew exactly what she was going though, and I was angry at myself, for not affording her or me, the kindness and the time to deal with the truth.

I spoke to her soon after and she told me that someone else, also self-employed, had the same thing at the weekend. He, too, had put customers and business first, and buried his own feelings, so as not to upset or inconvenience others.

So, what has this sad little tale have to do with Wedding Trader, I hear you sigh.

Right now, I am not in denial, my truth levels are so high, and my passion for this industry is higher than ever before, as is my determination to change the narrative, and be searingly honest with people.

So here goes...

Entitlement and Truth

If you frequent the social media platforms and see a post saying: “Is it okay to go dress shopping and find a

style, when I have no intention of buying a dress from that store?” fight back.

Be bold, and tell the truth. Let them know that as a small business, you have to pay for your stock, heat, rent, rates to give them a wonderful time in your store, and that you are here to sell dresses, not to provide a free service because they feel entitled to have that experience. Make it clear that you do not expect every bride to buy a dress, but you do expect every bride to be a potential customer. I have always thought that those faux-customers may bring in other brides who will buy – indeed, I voiced that on many occasions. But in recent months I have had countless more faux-customers tell me that they have come to me on a recommendation because I made someone feel fabulous, and they, too, want to find their confidence and style with me, but will also be buying cheap online.

It should become normal to ask the question: “why should someone feel entitled to that special experience when they have absolutely no intention of supporting your dedication and commitment?”

Shout it loud that you are bloody fabulous at what you do, that you choose the best dresses, from the best suppliers, and you give an unparalleled service, in a beautiful store, and you do that not just to make them feel amazing, but also to put food on your table and a roof over your head.

Bridesmaids and shoes

When a customer asks why there isn’t there the abundance of bridesmaid dresses to try on, and shoes to look at, be honest. Because shops were inundated with big parties wanting to have a fun experience, try on lots for styles and colours, ask for measurements, and then buy online. Those appointment hours came at a huge cost to the store – and ultimately led to the downfall of a big part of our industry for stores, suppliers and genuine customers.

With shoes – the blame for that lies squarely with the suppliers. We supported them for years, but they supported the big retailers and online selling in a way that they never supported us. In a quick poll recently, ten out of ten of my brides had purchased their shoes online, most from Shein.

Temu, Shein & Alibaba

How many brides rock up to an appointment with a veil or hair accessory purchased online? Having tried on the ones in store, beautifully presented and packaged, they return for fittings with the cheap versions.

David Beckham is the face of Alibaba. Yet his wife sells luxury products through high end stores. He gets paid handsomely to tell others not to support our small businesses. It is the ugly truth, and his handsome face can’t disguise that.

Our customers are being told constantly that they can buy it cheaper, directly from China. This devalues everything we do. We find a product, buy it and add a mark up to run a business, and we do this to provide a service and pay our bills, and hopefully make a living. There is no shame in this, and wanting to be your own boss.

We need to stop the trend of online buying. It is vital that we reinforce our value and our worth. Suppliers need to wake up to the battles we are fighting every day. They need to support us all, not just the highfliers, but the little stores who aim to expand and prosper, or just stay as they are, and continue to be fabulous!

Big brands and small exclusive ones need to be advertising the fact that their products can only be purchased from a real person, and to champion that there is value and an expertise to be had from buying from specialist stores. Our suppliers need to show the end user that they value us.

We need to change the narrative

We need to say what we are, that we are small, independent businesses that want to make a difference to people on their wedding day, and be financially rewarded for it. We need to charge for our time and our products, and we need to know our own worth because if we don’t, if we don’t promote ourselves as exceptional, knowledgeable and valued, then bridal gowns will go the same way as shoes, bridesmaid dresses and accessories.

Some people will say that I am scaremongering, and brides will always make a big purchase like a wedding dress in store, and I agree, some will. But remember the fate of the mobile phone shops; everyone has a mobile phone, but how many people go into a store to actually buy one?

As it turns out, big girl pants are quite uncomfortable, especially when they are made of steel and pulled up to your underarms - so mine are coming off! I am going commando.

I am not giving up bridal. I am staying firmly in what I do best, just in a different area, in a different formatone that allows me to have more freedom, and more time to focus on helping other shops succeed and find the right balance, and support the best of this amazing bridal world.

My happy smiley front is no longer a façade as it has been in recent months. I can feel my true self returning. I am excited for the future, and the adventure continues...

Read more about Sue’s plans, and her move into a new chapter in retail in the following issue of Wedding Trader. TW

HARROGATE HOW IS IT?

Bridal Week Harrogate and White Gallery lead the way in the UK exhibition sector, bringing together the names that set the trends and command respect. We asked event organiser Wendy Adams for her views on the status quo of the exhibition market, and the plans to move forward in the new world of bridal

When were your two shows launched, and how many exhibitors did each attract?

Bridal Week Harrogate first started in 1983 when it was just six brands showing from the St George Hotel. It has seen many, many changes over the past 40+ years but is still recognised as one of the largest events in Europe and the longest and most established bridal trade show in the world. White Gallery was launched in 2010 with the support of

some of the best British designers.  Now in its new home at The Truman Brewery in London, it is still the best platform in the UK for designer bridalwear collections to meet forward-thinking, cool boutiques.

Since Covid there have been so many changes in the world and in lifestyles. Do you think the challenges facing the industry today are a result of that?

The pandemic certainly rocked the bridal industry as it did with many other industries. Initially, shops were buying well as they had sold off the rails because no new samples were available, and all had the government retail grants. However, with the economy struggling since, and the cost of living increasing, there were fewer weddings in 2024.  Many think this is down to couples not getting to meet during Covid, so reduced numbers of weddings are a knock-on effect now, three to four years later.

A good few suppliers are withdrawing, here and in the US, including some big brands. What is driving their decision? Is this the result of an overcrowded market?

The only brands we have seen close recently have both been due to retirements – Mark Lesley, Stephanie Allin and Kenneth Winston. However, we saw JLM and Eternity go a while ago, and also Linzi Jay. These were the result, I understand, of a reduced level of sales and difficulties getting overdue payment cleared. (Linzi Jay Communion is now in the Sweetpie Collection portfolio, and Arianna is part of Twilight.)

Retailers are closing their doors in big numbers. Is this the result of too many sharing the same cake? Or is the business no longer there?

The business is still there, but you have to work at it. Longer opening hours and a good social platform are essential today. In the RBA Lounge at Harrogate in September I met with a few members who were having a bumper year.

How much is down to changes of consumer attitudes?

To lack of budgets, to lack of interest, to other demands being more important?

Lack of budget has been a problem in 2024 but the economy is improving, interest rates are lower, and if we see a decrease in the mortgage rates we should see more weddings happening again.

Harrogate was quiet. Is it wrong to compare today to yesterday? Should suppliers be focusing more on the end consumer and consumer wants and adjusting their business plans accordingly? Harrogate was quieter last year but with the support of

the major brands this year we can grow our numbers again. Our research shows that shops didn’t attend last year as they didn’t want to be persuaded to buy. New shops are opening all the time, and we saw 65 come to the September show that hadn’t previously been to Harrogate.

The industry is stronger in numbers and if all key brands are at Harrogate then the buyers will attend. Being under one roof means all brands then gain with the opportunity to see new accounts.  Shops complain to us all the time about having to attend private events around the country that costs them time and money.

Is now the time for a major get together of all sectors in the industry to compare experiences and plan moving forward?

We speak to our exhibitors constantly to ensure we are delivering the shows they want. We also do both a visitor and exhibitor survey after each show to get feedback to help us improve the shows for the future. Over the years we have launched many new features at Harrogate, including the Bridal Retail Success Academy, which the retailers love – it’s all free advice with lots of help and support.

Do you see exhibitions everywhere getting smaller and perhaps better defined, rather than the big, open house style of recent years?

No, I can’t see that happening. We had a slight decrease in brands at the show in September but some of that was due to a clash with Chicago. Barcelona Bridal Week had a similar footprint and European Bridal Week still stretched over two halls. There have been fewer buyers at most shows in 2024, but brands showing together is still the best way to target new business for the future.

What are Ocean Media’s plans moving forward and taking the current environment into consideration? Will you get more focused? Will you look to other areas that will benefit the industry as a whole? Ocean Media is keen to work with our customers and continue to invest in the shows. Despite all our costs having increased, we have held the rates for 2025.

Are you planning ways to attract more retailers into shows, or do you accept they are all - and at all levels - struggling to make sense of their businesses? We are always looking at new ways to get more buyers to the show.

We don’t have a magic wand but we do have an amazing database, a great trade magazine, an unrivalled digital presence and a dedicated and experienced team

BRIDAL WEEK HARROGATE 23-24 MARCH

At Harrogate Week, 23-24 March, you’ll see some stunning new collections from these top names - and there are more to come... Check www.bridalweek.com for updates

AAdore by Justin Alexander

Annalise Collection

Aruelle

Avenue by Josephine Scott

B

Bari Jay Bridesmaids

Beloved by Casablanca Bridal

Boomba

British Bridal

C

Calypso

Casablanca Bridal

Cupid

D

Dando London

Danielle Couture

Daria Karlozi

Diane Legrand

Donna Solado

E

EDit Veils

Ella Boo

Ellis Bridals

Emily Grace

Emmerling

Envy by Phoenix Gowns

F

FP & Co

H

Halo & Co

Hilary Morgan

I

I.nco

Ida Torez

Izabella Tekstil

J

Jane Aston

Jennifer Wren

Justin Alexander

Justin Alexander Signature

K

Kelsey Rose

L

Le Blanc Collection

Lillian West Bridal

Linzi Jay Communion

Lisa Donetti

Little People

Lizabella Loré

Loré Chíc

Loré Mére

Loré Privée

Loré Soirée

Loré White

Louise Bentley

M

Millie Grace Bridal

Millie May Bridal

Miraclesuit

Morilee

mybridal software

N

Naomi and Nicole

Novabella

O

Omnisew

P

Patricia Eve

P E R L A by Halo & Co

Phoenix Gowns

Pollardi

Pro Omnisteam

Prom by Romantica

Propress

Pure Bridal

RRachel Allan Bridal

Rachel Allan Flower Girls

Rachel Allan Prom

Rings

Romantica

Romantica Bridesmaids

Romantica Curve

S

Secret Weapons

Sempre

Shane Moore

Shane Moore Veils

Sincerity Bridal

Sophia & Camilla

Sophia Tolli

Sweetheart

Sweetie Pie

TTeresa Atelier

Thanks & Goodluck

The Perfect Accessory

The Perfect Bridal Company

V

Veni Infantino

W

Warren York

White Rose Bridal

White Rose Graceful Bridal

White Studio Curve London

White Studio London

White Studio Signature London

IN CONVERSATION Donna Salado

The retirement of Mark and Lesley Monk last year got Donna Salado considering about the new doors that open when an existing one closes. We got her talking about her design-driven past and her new chapter. First, how it all started...

“I have always loved drawing. I was the small child who loved a colouring book and couldn’t understand why my friends couldn’t be more careful and not go over the black lines.

As I went through Art and Design A-levels and Foundation course, I used to do pastel drawings of people’s pets to earn extra money, something I still do,

time permitting.

I loved theatre and period dramas. My first thoughts were to do graphic design and then theatre wardrobe.  My passion was always about the history and structure of garments, so I decided to focus on the technical aspects of design and manufacture – how to produce a sketch, make a pattern, fit and tailor a garment perfectly – and I

concentrated on developing skills as a pattern cutter and pattern grader.

With that came draping, and the manipulation of fabrics, two areas that are particularly vital in formalwear - and bridal.

In the third and final year of fashion during the Easter break, I started applying for jobs.  I was accepted by the Burton Group, designing for Top Shop. I was buzzing. I remember sitting on the train on the way home, wishing someone would start a conversation so I could say: “I’ve just got a job as a designer!”.

I still loved the theatrical side of fashion and in 1989 I got married and designed my first wedding dress – a fishtail with a peplum.  It was then I realized that bridal design was what I wanted to do.

I was accepted as a pattern cutter/grader for a London Couture Bridal house and worked with some very talented people who have also go on to produce their own awardwinning labels.

And so into bridal

Hilariously, my mother, Shirley, was in a fabric shop and heard a bride ask if they knew of someone who could make their wedding dress.  Shirley said yes my daughter and that was my first commission. Then came another, and another.  And gradually, from the profits, I started to get a collection of my own together.

I approached one of our local bridal shops.  I gave them the collection (it was around eight pieces) free of charge and they started to take orders.  At the same time, I worked extra jobs - in a meat factory in the morning from 6am to 12am, and for Avon in telesales from 6pm to 10 pm and in between I worked on my collection and orders that were coming in. Becoming more confident, I also started to approach other bridal shops to take some of my collection.

In 1991 the Northampton boutique invited me to take over the shop and the following March I took my first collection to Harrogate.

I love bridal – it’s the theatrical aspect, the drama of it all. It’s all about the entrance – everyone wanting to see the bride and what she is wearing. It’s special – it’s not just something you wear once and forget about... the photographs, the videos and the memories last forever.  And it is a privilege to be part of a bride’s story.

Part of the ML team

I joined forces with Mark Lesley Bridal in spring 2010. It was a fantastic opportunity to work with someone who had been in the industry for so long and had a wealth of experience and knowledge.  And it was very exciting to get onboard and be involved in the direction of the design side of the company, focusing on trends and creating collections that complimented and enhanced each other, fulfilling a vision to create gowns that would suit many different types of brides and their body shapes.

I was also involved in attending and styling the photo

shoots, creating and editing videos and working with post-production on the images.

Mark, Lesley and I worked closely and successfully together for over 13 years, until they decided on a welldeserved retirement in mid-2024.

Moving forward

I still have the boutique that I have run now for over 30 years. The feedback I get from brides first hand is invaluable, and I get the satisfaction and joy helping them find the dress of their dreams and be part of that moment.

I do stock other brands in the boutique, and of course my own. So many brides enjoy meeting and dealing with the designer of their dress.

I feel I have come full circle back designing and running my own collections, especially now, when the current trends show a return to the looks that were key when I fiirst started designing bridal. It seems fate has stepped in.

I am very proud of the new collections I have designed and am very excited to show them off.

I have created a Couture collection with some beautiful silhouettes, expertly fitted corsetry, and the attention to detailing that I have always been known for. There is exquisite hand beading and embroidery. Fabric manipulation. Luxurious fabrics, including silks and new laces. I will be offering design changes and made-to- measure in a mid price range of dresses with a mixture of silhouettes. I have also produced a capsule collection of plus size dresses, which I am delighted with.

I have worked with some wonderful stockists over the last 30+ years and look forward to showing them this new exciting collection of dresses that I am so proud of; I know they will not be disappointed.

I will be launching at the White Gallery, with some truly wonderful incentives and fantastic delivery times.”

PETA’S PLACE

What An Occasion!

Peta Hunt gets all partied up. And her ideas should inspire retailers

Mother of the Bride. When working in editorial, that phrase used to fill me with dread and despair. I questioned why you had to have an outfit that came with a label?

MOB or MOG – is it so difficult to find something that was appropriate? Do I really need to wear a stupid hat? Clumpy shoes? Loud print? Nothing too sexy? Do we really want to look

like a cheap version of a very distant cousin of the royal family? Who made up all these rules?

Obviously, being the mother of the bride you’re not there to completely overshadow the bride on her day; that would be dreadful. However, there’s nothing wrong in looking the best you possibly can. That’s why I’d like a dress with an internal corset, if not I’m jolly well going to get one of those all-in-one body suits that squeezes and flattens you in all different directions, loved by celebrities and Instagram. I also want to be comfy. Yes, there’s a slight

dichotomy, comfy but not frumpy because if you are not comfy you are grumpy, and nobody wants a grumpy mummy or a frumpy grumpy mummy.

Somehow, when we buy our wonderful outfit it has to be a bit of a miracle worker. It has to be practical, we don’t want to be fussing all day with stray straps, painful shoes, oversized, over-elaborate hats and impractical bags.

We need to look effortless, elegant and definitely want people admiring our sense of style. There’s nothing like a compliment to boost the self-

CARLA RUIZ

CHERI

COATS AND CAPES

esteem, when someone tells you you’re looking good it’s fantastic and uplifting. Of course, if you’re me, when somebody makes a flattering comment, you question if you have not looked nice in the past. But then, I am neurotic. I will tell them where it’s from and if it’s expensive; I’ll be at pains to say I got it on sale/ wholesale/discounted. I just can’t shut up. Instead of a graceful “thank you”, I babble on until the person I’m talking to falls asleep or runs away. Personally, back to sourcing the wonderful outfit, it has to cover my arms because no, I haven’t been to

the gym and the bingo wings are flapping. It must flatten my stomach, ditto, I haven’t been to the gym and I haven’t done Pilates at home, either. No stretches to make my legs look good, and I don’t want to wear seven-inch heels and stagger around because I am wobbly on heels.

My dream outfit has to make me look attractive, but not bland – who wants to be blending in with the beige curtains? And it can’t be so busy that it acts as camouflage with the floral arrangements. But also, I don’t want to stand out too much, and be a talking point for the wrong

reasons; the dress is too short, too low, too flashy, too dull, too young, too old. And that is asking a massive amount of One dress.

I asked the lovely Andrea from Eliza Jane Howell what makes her dresses so popular and slightly different from the more traditional look. She said: “Our multi award winning collection will ensure that you feel and look your best on your special day. Our hand-beaded dresses are masterpieces that redefine the Mother of the Bride or Groom outfit game. Each gown is a showstopper, a head-turner that

ADRIANNA PAPELL

MIABELLE

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makes an individual statement louder than a confetti cannon at midnight.”

A great mother of the bride outfit will be carefully cut, ensuring that you feel and look your best on The Big Day. I know we are all beautiful and all bodies are wonderful, but we are expecting this outfit to work miracles.

That’s why taking a deep breath and making sure of the right choice is so important, and a savvy selection doesn’t mean you have to look like a dodgy bridesmaid /contestant from Ru Paul’s drag race.

I want to look – if either of my two

METALLIC

remaining children decide to get married – just like me but in party mode with a cool jacket and a great dress and a fascinator because as much as I love a big hat it really isn’t practical when kissing cheeks, especially if one of them marries a Dutch person. With that whole three kisses thing going on, you’d have to hold on to your big hat for ages whilst pecking away.

It’s so important to spend time shopping, I consider time a great luxury, making sure complete looks are tried on, we are no longer everyday formal hat wearers, beanie

hats don’t count! Hats feel strange until you get used to them. Making sure you can see where you are going is paramount, and one of my pet hat hates is having a hat slapped on the back of the head like some cheap seaside “kiss me quick” straw boater. Getting the right headpiece, wearing it correctly makes a huge difference. Frankly it can make, or worse break, the outfit.

You may not know, but I am a huge fan of horse racing, I love how chic Francesca Cumani, and for the Derby and Ascot Charlotte Hawkins look, a little bit of Fan Girling here!

JEWEL COLOURS

PASTEL

PRINT

CARLA RUIZ

RIXO LONDON

They wear hats with plenty of style, not a hint of Barbara Cartland (a terrifying vision in pink, if you are too young and don’t remember her, Google her!). But the key thing to their personal style and why I admire them is that their outfits look natural and not forced, they look relaxed, effortless and at ease, which is surely what all MOBs would like.

It’s not alright to just settle for something that you think is okay – it has to be wonderful.

The importance of a great shop assistant/stylist who can steer a customer in a direction they

might not have gone should never be underestimated. And that’s something a retailer should promote.

We are all stuck in our own little fashion time zone, as much as I think I’m in the present, show me a jacket with a shoulder pad and I’m back there in the 80s with my Thierry Mugler nipped-in waist jacket. However, that has long gone along with my nipped in waist.

Things are changing in the industry, as we are all aware. Women are feeling younger and flashing their cash. Apparently, the strongest growth potential lies with Baby

Boomers, once a greatly ignored market by high street brands.

A new approach

I was speaking to James Ellis who has launched a sister brand to John Charles, Maisonel. “John Charles has always been synonymous with sophistication and timeless elegance. Our dresses are meticulously crafted, blending luxurious fabrics with flattering silhouettes that make each piece feel as special as the occasion it’s worn for,” he explained. “For years, we’ve taken pride in helping women feel both beautiful and confident with

MAC

DUGGAL

ROSA

CLARA

PINK

SASSI

HOLFORD

TROUSERS

designs that capture the essence of refined style.

“However, with Maisonel, we wanted to explore a fresh vision – one that brings a bolder, more contemporary edge to the elegance we’re known for. Branching out allows us to expand creatively, incorporating vibrant colours, intricate details, and a modern flair that resonates with today’s fashionforward woman.

This new collection reflects an evolution of our brand’s DNA, staying true to our roots while offering something new for the

woman who’s ready to make a statement.”

The mother of the bride, traditionally, buys her own dress before the mother of the groom, and then lets her know what she’s bought. That way, both mothers can ensure their outfits are complimentary.

I asked Kevan from Kevan Jon what made his collection work and he said: “We offer a different look that is modern and sophisticated. Today’s younger mothers want something less structured and restrictive, hence our designs are a lot more flowing

and stylish. At the same time, older mothers don’t want the traditional matching suits. I think our clever pattern cutting and ruching detail covers all bases.”

Top of my shopping list for the MOB outfit would be a full skirted shirt dress, or a skirt and blouse. Another firm favourite is the coat dress; easy to wear and elegant. I am a sucker for a suit, whether a trouser or dress and jacket one. Expertly designed ones can be worn together in endless equations, which I find really comforting. But that’s me.

GINA BACONI

MAISON AZZURA

BYMALINA

CARLA RUIZ

VENI INFANTINO

SHOES

EARRINGS

JIMMY CHOO

Time to rethink, replan, and reposition

There’s no denying it, right now a lot of thought is needed as to the direction a bridal business should take in this new chapter. Helena Cotter suggests ways to increase customer interest

Ibelieve the majority of us in the bridal industry can agree and cannot hide from the fact that it’s very tough out there right now. There are exceptions, of course, as in any industry, but on the whole, bridal is going through desperate times. I cannot ever remember – over a 30+ years in the industry – when things have become so bad.

There are many, many boutiques which are closing/have closed down and many for sale up and down the country. It can be put down to various things, including retirement, which is understandable, but also to business owners who have had enough of dealing with ever-increasing daily costs just to keep the doors of their premises open, together with the stress of trying to sell wedding dresses.

Now we have our current illustrious Government who appear determined to destroy small businesses with their tax hikes, increased NI contributions, workers contracts, etc. It all makes for a very depressing outlook.

My own business bookings have dropped off around 25% in the past year. When things get hard, investment in staff training and development is usually put to the back of the queue, which is a shame, but natural when more pressing issues are nipping at your heels like rent, rates and wages.

It’s a case of riding it out and looking forward to better times for all of us.

How to attract more customers to your bricks and mortar store

Facebook and Google advertising are a fantastic way of opening up to a larger customer base. Contact any journalist or blogger to help you promote your business. They are always looking for news and new stories.

Did you know that 88% of people who search for a local business online visit the store and buy their items. Why not a wedding dress in that case!

Set up a free Google My Business

account to measure and keep track of all the traffic to you.

Google Business Profile – get listed Google have seen a 500% increase in traffic for local people looking to buy locally using the words ‘Near me’, ‘Can I buy’ and ‘To buy’.

There is so much help out there digitally that it is very worthwhile considering investing in a course to help you navigate the choppy waters of the internet – if you are not completely confident and comfortable with it.

What’s in store?

Bridal boutiques in the UK and overseas are well known for their fabulous interiors. So, if your workspace is looking a little tired or old fashioned, how about a revamp? It doesn’t have to cost the earth.

Customers today are always looking for an easy shopping journey together with a fabulous experience. So, it is vital you are delivering on all levels, be it on social media,

your website and of course, in your physical premises.

Did you know?

Appealing to your customers by way of a new cleanly painted/ wallpapered/furnished store can increase your conversion rates by 40%. It’s a no brainer.

– Fabulous lighting in a bridal store is absolutely imperative. There is nothing worse than dresses not being shown off or being kept in shadow because of dim lighting or lights which do not focus on dresses. Ditto the shop floor and the fitting rooms. Sales can go up by 12% when correct lighting is installed.

– Avoid having all your dresses in exactly the same place all the time. Moving them around keeps the energy flowing positively. How often have customers asked you if a particular dress is new? It isn’t, you’ve simply moved it!

– How you choose to design the layout and décor of your business is of course up to you entirely. Like

everything to do with bridal retail though, décor is fashion conscious and therefore it’s worthwhile investing in updating your store interior when necessary.

Scuffed walls, peeling wallpaper, worn out carpet, damaged fitting room curtains, grubby mirrors equate to natural wear and tear problems we encounter when running a busy and successful business. Ensure you keep on top of these issues enabling you to maximise your sales potential.

Also, for any staff you employ, it is vital that they are working in the absolute best interests of your business and feel fulfilled in their careers. They will in a modern, clean environment. This will also trickle through to your customers. Happy staff = happy customers.

Your WOW factors

When we think about attracting more customers to your business, it isn’t easy to keep on top of your WOW factors. Being ahead of the curve means you need to focus on

extras. Goodie bags, sales where appropriate, social media excitement, recommendations, referrals, good news stories help, too.

However small and insignificant you feel it might be, put news on all your social media channels. Customers love a back story – the human element – and will want to know more about you, your team and your business.

This will help drive up customer numbers as they’ll feel they want to be part of your exciting and positive story. They’ll be talking about you for all the right reasons.

Appointments and sensory marketing

Make it personal. 62% of customers will want to visit your store and buy from you if they feel they are going to be treated as individuals. Tailor all your appointments to suit your customers’ wants and needs. As I always say, the one size fits all sheep dip approach simply doesn’t work. – Sensory marketing can be used

to attract customers, and also during an appointment. It will help increase sales by 10%. How the customer feels when they look at your social media, your website and when they walk past your door can be a signal as to whether or not they wish to spend their hard-earned cash with you.

– On arrival, how they are greeted will set the tone for the rest of the appointment so ensure it is always personalised and enthusiastic. Smoothly run and efficient appointments make the encounter a simple way for your customer to say yes.

– Avoid bogging them down and confusing them with sales spiel and too much technical information. Unless they are costume designers, couture designers, or seamstresses, they won’t understand what you are talking about and will be put off.

– How many times has a guest of a bride said to you: “I used to do a bit of sewing” whilst closely examining the hem of the bride’s dress. I say leave it

to the professionals!

– Do you have music in store? This can often create a more positive buying environment.

– Invite an influencer to your store. Someone who speaks the customers’ language. There are many out there who are so fashion conscious and who will help attract brides to you. Taking photographs and putting them on social media will only increase your standing in the industry and your footfall.

In store

– Window displays can be overlooked today in favour of the internet. Do make sure you regularly change your window. It is amazing how many people will stop and look. They could be your next customer or know someone who might be.

– Exclusive and special promotions which are only on offer in store are a great way to attract customers to you. Team up with other weddingrelated industry professionals to

create a fabulous event.

This is where you can showcase all you sell and it will help improve your presence in your local community. Be it for bridal, bridesmaids, prom, MOB and/or MOG and menswear outfits you sell.

– Consider putting hashtag stickers up in your store together with your social media name – in strategic places. Anything you can do to get people talking about your business, following and promoting you can only be a positive thing.

External shop front

Recently, we were looking at houses. We went to one which was lovely but so unkempt and grubby.

Lived in is fine and normal and can be cleaned, but what we couldn’t get over were the dirty windowsills and general unloved appearance. I was thinking about brides-to-be and wondering how they’d feel coming into that space if it had been a wedding boutique.

First impressions do count! It’s the same with your shop fronts.

– Keep the window sills and windows cleaned. Ditto the pavement outside. A gust of wind can help rubbish travel and accumulate in front of the shop door. Not a good look.

– Can brides see your store from the street? It amazes me how many retailers do not have signage which helps guide customers to the door.

I heard just the other day how a bride and her guests went into a boutique and were all commenting they had no idea the boutique was there. They have been there, on a busy high street, for years.

– Make it easy for your customers to find you. If you have free parking, tell your customers. Advise if not, where they can park and give directions and a map by email or on your website and social media. There’s nothing worse than feeling stressed out trying to find a boutique and arriving in a fretful (not open to buying) state of mind.

Keep smiling

Please do focus on the positives. You are unique in that you’ve chosen to be a big part of an industry which, whilst it may not reward you with grand financial riches at least to start with, it is unbeatable when it comes to the riches you’ll receive in other ways.

Pretty much every bridal retailer I know started their business because of what was in their hearts, not their heads. No bad thing, as long as we keep in mind businesses do run to also make a profit.

Money of course is vital to any business, and being able to help a bride find the dress of their dreams is hugely rewarding in its own way. Making a profit and talking about success when it comes along shouldn’t be discouraged.

Be proud of yourself and never forget what an inspiration you are. I have always maintained – having worked in retail since I was 15 – if you can sell a wedding dress you can

sell anything. You are superstars, you really are.

Please do remember, I offer a FREE business advice clinic. You are more than welcome to call or message me should you wish to speak to me in confidence. I am happy to be able to offer valuable help and guidance where required. Sometimes it feels good to offload to a third party, doesn’t it? I am non-judgmental and a good listener.

Staff training will help immeasurably when trying to offer the absolute best in bridal retail. The whole appointment structure can make or break a sale so your team will need to know how to run an appointment with ease. Contact me for details.

I wish you all the best for 2025.

Helena Cotter

The Helena Cotter Training Academy T: +44 (0)1582 451238 M: +44 (0)7896 944759 E: info@helenacotter.co.uk

RBA ASSOCIATE MEMBERSHIP: A LAUNCHPAD FOR SUCCESS

You’ve heard it again and again – in the lounges of exhibitions, in online chatrooms, and on the opinion pages of this issue of Wedding Trader –support from within the industry is a vital ingredient in today’s climate. Laura Dixon champions what the RBA can do for you

Established with a vision to uphold the highest standards in the bridal retail industry, the Retail Bridalwear Association (RBA) has been a cornerstone of the industry for decades. Our commitment is to ensure that every bride has access to quality service and exquisite gowns that make their special day truly memorable. To do this we must support the hardworking bridal retailers who welcome these hopeful brides into their bridal boutiques to help them make their wedding day vision a reality.

The RBA stands as a beacon of support and guidance for UK bridal shops. In recent years, we’ve recognised the unique challenges faced by new bridal boutiques

and have tailored our Associate Membership to meet their distinct needs. Today, we shine a spotlight on our Associate Membership and why it’s crucial to support young bridal shops in their early years of trading.

To truly understand the impact of this membership, we asked our first ever Associate RBA member, Fleur Morgan, to share her experience starting out as a new bridal boutique owner, and how the RBA supported her to achieve five years in the industry. Fleur is the owner of award-winning bridal boutique, Elsie May Bridal in Lichfield. We are really proud of Fleur’s long list of achievements in the first five years of her business and we look forward to being a part of her continued success in the years to come.

Says Fleur: “I entered the industry in October 2019 without any previous experience in bridal. I sought out professional bodies within the industry for advice and guidance but soon found very little in the way of nurturing startups and relied on gut instinct to get me through the first year – at times, it was hard going.

“My bridal network took time to build. I’d seen the RBA at events and online and always longed to be able to join for their expertise and experience. Fast forward a few years and the RBA opened their membership criteria to include Associate Members – I am proud to say I became their first!

“The RBA is like having a network of professionals specialising in your business needs, wants and aims. Imagine having the opportunity to

be part of the best this industry has to offer and being able to source advice quickly and effectively – it’s been a priceless attribute to my business and has advanced our growth exponentially. Starting your own business can feel lonely and sometimes, isolating, but just knowing you have like-minded retailers at the end of the phone can make a huge difference to your day.

“There are so many other benefits from joining too, along with supplier discounts and a Bridal Assurance Scheme which gives your Brides confidence in purchasing from an RBA shop. My brides love this perk.

“I am now in my fifth year of trading, and I am so proud to say I am now a fully-fledged member of the RBA. I have so much admiration for my peers in this group who inspire me daily. I feel part of a UK network of the best of the best!”

How the RBA can help you

The RBA Associate Membership is designed specifically for bridal shops in their formative years, offering a comprehensive support system that addresses the

multifaceted challenges of the bridal industry. This membership type provides young retailers with access to invaluable resources, including mentorship from seasoned industry professionals, training workshops, and networking opportunities with suppliers and fellow retailers.

One of the standout features of the RBA Associate Membership is its emphasis on fostering a community of collaboration rather than competition. By connecting young retailers with established members, we create a nurturing environment where experience and innovation converge.

We champion a strong sense of community and shared purpose, ultimately driving collective growth and innovation within the UK bridal retail landscape.

A wonderful example of our collaboration was our recent exclusive in-person multi-training day held in October, which brought together a fabulous cohort of our members. We enjoyed a rich day of learning, an exchange of fresh ideas and seasoned insights.

ALWAYS LEARNING

The event was facilitated by the RBA executive committee and a host of experts in SEO, branding, marketing, website building, bridal software and sales training. The practical interactive workshops meant that our members would walk away with goals and bespoke plans to put into place as well as the tools to actually do it!

We received a lot of positive feedback from the attendees following on from this event; they left feeling inspired, motivated and energised. It has been a tough year (few years) in bridal, so being part of such a supportive community is truly an invaluable resource. An epic lunch was also provided, which went down a treat with our members!

Applications are now open so if you are interested in joining the RBA as a full or associate member then head over to our website for more information. Associate members are eligible to join once they have been trading for at least one year and will be warmly welcomed.

www.rbaltd.org.uk info@rbaltd.org.uk

Left: Fleur Morgan of Elsie May in Lichfield, the RBA’s first associate member

BRIDESPEAK

Seriously formal or cool and laid back? There are multiple choices today, especially as the actual nuptials can take place in so many venues. We asked brides where they’d choose when it’s party time

Peter Grimes Publisher of American trade magazine VOWS

“Okay, I’ll admit it. For a good few years I bought stuff online attracted, naturally, by the prices quoted. And boy, have I made some mistakes. The sweater that looked so fabulous in the picture turned out to only have the colour in common – the shape was dreadful, the sleeves too short and the neckline too high. I did tell myself that I shouldn’t have expected better for £12! I bought some zip-round storage packs which turned out to be made of soft printed paper material; they ripped at the seams when I filled one up.

And the kitchen gadgets – the cutters and graters... my partner binned them on the basis they were dangerous. I guess the answer is to buy things from well-known brands, not Chinese companies that know how to photograph things. For our wedding, I would not consider buying a dress I couldn’t try on, although a local dressmaker is advertising that she can alter anything and make it perfect. My advice to those looking for anything online is to check the comments made by other customers and beware of anything that sounds negative, like orders not being delivered, products being different, no address for returns. ”

Julia

“If you think about the time spent online scrolling through dozens and dozens of ‘best price’ offers that may or may not be as described, you could have popped into a local shop to see what they have on their rails. I know some pretty big luxury brands sell online but nothing beats the pleasure of seeing and touching and saying yes in person. And whether you are buying a wedding dress or a designer handbag, a trained sales person’s knowledge cannot be beaten. I recently went to buy a bag and was ready to spend a fair amount on it, but the saleslady looked at my existing bag, asked me if I always carried around that number of things, and suggested a particular style by the same make, with a slightly wider shoulder strap. She’s got me for life!”

Eleanor

“I went to a bridal shop and they showed me dresses that were samples and could be altered for me, and also had preloved ones. I didn’t like the idea of one that someone else had worn (I’d forever be wondering if that marriage worked out!) but found one, with a bit of help, from the sample rail. I am more than happy, and the price was right.”

Nadia

“I ordered a veil, earrings and shoes on the online shop from two well-known brands and I have to say I am delighted with the shoes and jewellery but decided to return the veil. There was nothing wrong with it, and it was beautifully packaged, but it just wasn’t right. I did get my veil from the wedding dress shop as a gift when I placed my gown order – you can’t beat that for value! There’s no way I would buy from one of the dodgy companies who fill up my inbox with daily and sometimes twice daily emails shouting about savings.”

Suzanna

“Cheap and cheerful? That’s not for me. I have set myself a budget for my dress and accessories, picked a particular shop near me, and although my budget is a small one compared to others, I know I will shine on my day.”

Jenny

“All my friends who have got married talk about the whole dresschoosing ‘experience’ and how they enjoyed it and had total trust in the boutique they went to and its staff. That’s what I want – to be spoiled, to feel fabulous, and to be helped to make the right decision. Online? That’s for groceries as far as I am concerned.”

Celine

Think Big!

TA new generation of tablets with big screens rivalling those on laptops has arrived, transforming the tablet’s potential as a machine for serious work on the move. Chris Partridge gives them the thumbs up

he latest tablets have 14in screens or larger. But why would anyone want such a monster? The main reason is work. For years, tablets have been touted as a more portable alternative to a laptop, boasting longer battery life and the ability to work in portrait mode as well as landscape, but the limited functions of iOS and Android meant working with apps with severely restricted feature sets. The ability to open several windows on screen and the arrival of cloud-based office software has made big tablets more capable of handling professional tasks.

For content creators, especially digital artists, video editors, and designers, a larger screen translates to more workspace. The rise of styluscompatible tablets has made these devices powerful tools for creative professionals that love the intuitive way they can draw with a stylus compared with a laptop’s touchpad or mouse, and a 14in screen offers more room for sketching, painting, or editing videos without the need for external monitors or constant zooming and panning. It may not be coincidental that a 14in screen is about the size of an A4 sheet of paper.

Larger tablets also cater to business

and productivity needs by making video conferencing a much better experience (which is why the selfie cameras on tablets have moved to the long side of the device).

The new monster tablets also make watching video much more immersive. A 14in tablet, with its expansive display, offers a cinematic viewing experience, transforming video on the go. It is a TV you can watch on the sofa, in bed or out in the garden. The rise of cloud gaming services has also fuelled demand for 14in tablets which can provide a console-like experience that can be enjoyed anywhere. As these services continue to improve, larger tablets are becoming a viable alternative to gaming consoles or PCs for casual gamers who want to experience high-quality games without investing in dedicated hardware.

One of the critical challenges in developing larger tablets has been striking the right balance between screen size and portability. A 14in tablet is obviously less portable than its smaller counterparts, and

users who prioritise mobility may be hesitant to carry around a larger device. Manufacturers have tackled this challenge by designing tablets that are lightweight, slim, and easy to handle despite their larger size.

Battery life remains a critical factor. Larger screens consume much more power, so 14in tablets usually come with larger batteries to compensate. The arrival of fast charging means giving the tablet a quick burst of juice is much less of a hassle than formerly.

The first major manufacturer to launch a 14in tablet was Samsung with the Galaxy Tab S8 Ultra in 2022. And its latest mega tablet, the S10 Ultra, has just become available.

As you might expect from one of the world’s most respected makers, the S10 Ultra is a thing of beauty and a powerhouse. The 14.6in OLED display is bright and glowing, with an antireflection coating for easy reading. The MediaTek processor provides zippy transitions even when under considerable load.

Samsung’s stylus, the much loved S-pen, comes in the box, and using

it is a joy - almost like a real pencil. It attaches magnetically to the tablet so it is always in reach, and charges when attached to the back.

The cameras, both forwards facing and selfie, are top notch. An SD card slot allows for extra storage and there is a 5G option.

And, of course, the S10 Ultra comes with AI everywhere.

The big drawback with all this loveliness is, however, the price, which starts at £1,200 for the basic WiFi only model with 12GB of ram and 256GB storage. The 5G model with more memory costs a humongous £1,700. And that’s before you buy any of the accessories such as the keyboard folio, which are similarly optimistically priced.

Luckily, for people like me who like a big screen but don’t have an exaggerated need for raw power, Chinese maker TCL (best known for its TV sets) has just released the amazing Nxtpaper14 tablet.

As its name implies, the Nxtpaper has a 14in screen, but one with an unexpected superpower. By pressing

a button on the side, you can change it from full colour to ‘paper mode’, which is supposed to look more like the e-ink displays of e-readers like the Kindle, and is said to be kinder on the eyes.

Paper mode can be colour or monochrome, which the latter provides a pleasingly retro reading experience in which all the photos are black and white just like the 1940s. It also seems to boost battery life but I’m not sure about that.

The Nxtpaper14 has all you need, with 16GB of ram and 256GB storage. The MediaTek processor is not as new as the one in the S10 Ultra but it does the job smoothly until you try and do fast fourier transforms. The included stylus does a great job, and a basic but robust folio stand is also included in the box.

It has none of the features you don’t really need. No magnets in the stylus. No SD card slot. No extra memory. And no 5G option.

But the price is just £400. That represents really outstanding value for money. I have just bought one and I love it.

“With business quite quiet right now I have been looking at ways of changing the way I operate. Someone – not in our industry – suggested to do something radical with weekday opening hours that might just pull in working girls who have nine-to-five jobs. So, offering early morning first appointments, like 7.30am to 10am, and evening ones of 5.30pm to 10.30pm. My first reaction was that it’s a non-starter, but the more I think about it I do see the logic, and the appeal it might have to potential customers. It would also give me more family time during the day for school pick ups, shopping, etc. Love to hear others’ views on this.”

“I have been spending a fair amount of time looking at other retailers’ websites and putting myself in a bride’s position to see what appeals. I have always thought that showing prices with gowns is madness, but am now rethinking this. It does make the proposition clear and that means fewer disappointments when a bride discovers the dress she loves in the picture is way out of her budget and is embarrassed in the shop and fast to make an exit.

Have those who have tried price transparency found it to be a blessing? What are the negatives?”

“I am concerned about feeling pressurised at trade shows and then buying more than I can actually afford or need. The whole industry has changed so much, and is continuing to change and I just hope suppliers take that into account and stop demanding... or threatening to take their business elsewhere in my area. I know they have to meet their targets, but they need to support their smaller customers.”

And finally

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

“I have been working with a number of suppliers on a project I developed, and each month I am getting a free dress from a well-known name and publicising the collection as a whole and that there is a gown to be won. To enter, a bride-to-be has to make an appointment to try on gowns from that particular brand and her name is entered into a draw. Three months in and orders are resulting; the dresses are great!”

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.

MORILEE

THE HELENA COTTER TRAINING ACADEMY -

SALES TRAINING COURSES INCLUDE

aIn-house training days

aOnline training courses

aLive chat mini courses

aBuild your own sales training course to suit your needs

CONSULTANCY SERVICES INCLUDE

aDirector mentoring aManagement development

aEffective team work

aOne to one coaching aFREE ongoing business support.

“We have used Helena for a number of training sessions now, and each time has brought us so much success with our business. She shares invaluable knowledge and skills that can be used and adapted for every type of client, and we wouldn’t be where we are now without her. Not only is her insight inspirational, it’s also motivational for new staff members and as a refresher to everyone else. Would definitely recommend her professional services to a brand new boutique, or if you’ve been trading for many years! We will welcome Helena back anytime for training in the future”.

Agnes Lakuta, Si Bridal & Co, Newcastle