Wedding Trader - issue 8

Trader WEDDING

WEDDINGTRADERMAG.COM

UK Bridal Week A NEW SHOW SCHEDULED FOR 2019 PROMISES TO MAKE A DIFFERENCE

DLY PROURTING SUPPO H BRITIS EAR LW BRIDA ILERS RETA

SUSTAINABILITY IS THE BUZZWORD OF THE MOMENT – GET IT?

ISSUE EIGHT • SEPTEMBER ’18

HIGH STREET DEBATE WORKING TOGETHER TO WIN BATTLES

LONGEVITY HOW TO BE

DOING WHAT YOU’RE DOING MANY YEARS FROM NOW

A BIT OF BESPOKE GIVING YOUR PLACE A WHOLE NEW LOOK

Have a ball

WE PICK THE BEST OF THE GOWNS

FREE SAMPLES FOR QUALIFIED ACCOUNTS Apply online: www.dessy.com/retailers

For more information contact Michele O’Neill email: michele@dessy.com or call: 0845 838 1041

www.dessy.com

RO M A N T I C A BRITISH BY DESIGN

We will be showcasing our brand new 2019 collections at The Harrogate Bridal Show: 9th - 11th of September.

Come and see us at The St George Hotel, opposite the main halls.

We will also be showcasing: Silhouette Bridal & Lily Rose Bridal This year we are proud to be a finalist in the Best Bridalwear Manufacturer Of The Year category at The Bridal Buyer Awards 2018. www.romanticaofdevon.co.uk

OfficialMonCheriEurope @moncherieurope @moncherieurope

See the 2019 collection at Harrogate Bridal Show, Stand Q47 New and existing customers welcome

www.mon-cheri.co.uk

contents

EASTERN PROMISES, P24 We visit the likes of Belarus, Ukraine and Bratislava in the search for wonderful talent

WH AT ’ S WHER E 13

TALKING P OINT The latest headlines and need-to-know news stories within the bridal world

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GU IDE TO BA LLG OW N S Forget over-sized meringues – these have soft, light fabrics and cascades of soft folds

I N MY OP INION 78 S IX O F T HE BEST Let’s work out the message that needs to Our pick of the sweetest shorties go to our brides, and let’s deliver it together 82 V E NI V IDI V IC I 24 EASTE R N P ROMIS ES Meet Ronald Joyce’s pride and joy: the Our world tour continues as we check out award-winning designer Veni Infantino the best Eastern European designers 86 BESPOKE MY BOUTIQUE 30 HAR R OGATE: P T III A refreshing take on how to give your boutique Next month, it’s the Big One. What will be character, individuality and ambience setting the trends at Harrogate Bridal Show?

92 SECOND OPINION 36 2B OR NOT 2B Recruitment training guru Helena Cotter Simon Ryan of Catherine Parry launches a teaches us vital steps on how to deal with staff frank and open debate about the high street 94 ALLURE: A PORTFOLIO 42 UK BR IDAL WEEK Inside info on a leading brand: everything United Fairs has announced a major you need to know about Allure Bridals annual trade event here in the UK 98 BRAND RESPONSIBILITY 44 YP OS Flora Davidson of Supplycompass talks about Want to be around for years? Here’s how sourcing ethical and sustainable products

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T RÈS CH IC This six-label portfolio ensures that each line has its own individual signature

100

56 T H E E XTRA MILE Top tips from the nominees for the 2018 Best Customer Service Award

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FAB U LO U S FA B R I C S What comes first: the fabric or the inspiration?

Three suppliers tell us what’s new and now GO ING L EGAL Suzanne Lurie of Affinity Resolutions is on hand to answer all of your legal queries

ALLURE BRIDALS

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SEPTEMBER 2018 ♦ WEDDING TRADER ♦ 7

The Collection will be presented at the Harrogate Bridal Show Stand Number B13/27 / 9 -11 September, 2018 For Trade Inquires please contact: sales@nicolespose.it | ph. +44 7508 724 671 www.nicolespose.it |

CO NTACT US

Ed’s Letter

Editor Susi Rogol susi@meanttobemedia.com

Notice... We’re creeping up in pagination as more and more big names in the industry are starting to advertise with us, and that means additional editorial pages. So, more space for opinion, more room for brand profiles, more column inches for in-depth features. All in all, this is a more-ish month for Wedding Trader.

In this issue you’ll find some serious debate on the changing high street landscape with suggestions from major players in bridal as to how the industry can pull together best and come out on top. There’s also an interesting news spot about the increased spending on engagement rings, which would suggest that more and more (there’s the M-word again!) consumers are bringing luxury back into fashion. Are you finding that as a trend right now?

You can also read about UK Bridal Week, the all-new trade event that launches next year in May, and promises to bring change to the market. Finally, if you’re ready for some serious shopping, check out our piece on Eastern European designer labels. As for Harrogate EDITOR September – we have it covered…

SUSI ROGOL-GOODKIND TEAM TALK Tom Harrod Production Editor “Simon Ryan debating the high-street landscape makes for riveting reading…

And begs responses.” (p36) Andy Allen Art Director “I picked up some tips from those in the know – boutiques nominated for Best Customer Service gong.” (p56) Nardene Smith Advertising Sales Consultant “Bespoke My Boutique was so witty and fun! Also many pearls of wisdom in there about store ambience, too.” (p86) Laura Lismore Fashion Sales Executive “With this seemingly endless summer of sun, it was refreshing to see ‘Six of the best Short Frocks’ on display!” (p78)

Trader WEDDING

WEDDINGTRADERMAG.COM

UK Bridal Week A NEW SHOW SCHEDULED FOR 2019 PROMISES TO MAKE A DIFFERENCE

ISSUE EIGHT • SEPTEMBER ’18

HIGH STREET DEBATE WORKING TOGETHER TO WIN BATTLES

LONGEVITY HOW TO BE

DLY PROU TING SUPPOR BRITISHEAR W BRIDALILERS RETA

DOING WHAT YOU’RE DOING MANY YEARS FROM NOW

A BIT OF BESPOKE GIVING YOUR PLACE A WHOLE NEW LOOK

SUSTAINABILITY IS THE BUZZWORD OF THE MOMENT – GET IT?

Have a ball

WE PICK THE BEST OF THE GOWNS

WT8 COVER_Enzoani 4aaSR TH.indd 1

Cover image: Enzoani

CONTRIBUTORS Michelle Blackburn, Michael Bristow, Debbie Cook, Helena Cotter, Laura Daly, Flora Davidson, Lisa Farley, Billy Fitzsimons, Nicola Garton, Stephanie Hanks, Emma Hartley, Tracy Hollinshead, Veni Infantino, Claire Jackson, Maria Kelly, Helen Lord, Suzanne Lurie, Carrie Marsden, Melisa McKenna, Diane McMann, Nick Moore, Robert Moyles, Michele O’Neill, Rob Pearce, Andrew Pearce, Rachel Scott, Tracy Shortland, Mark Stevens, Mel Storer, Nicole Swain, James Waddington

05/08/2018 12:50

Production Editor Tom Harrod tom@meanttobemedia.com

Art Director Andy Allen andy@meanttobemedia.com

Advertising Sales Consultant Nardene Smith nardene@meanttobemedia.com Mobile: 07957 372276

Fashion Sales Executive Laura Lismore laura@meanttobemedia.com Mobile: 07903 858078

Sales Executive Martha Cooke (maternity leave) martha@meanttobemedia.com Mobile: 07877 449122 @WeddingTraderUK @WeddingTraderMag @weddingtrader

weddingtradermag.com

Trader WEDDING

Wedding Trader magazine is distributed to hundreds of the best bridal retailers all over the UK. Designed and created by the makers of Love Our Wedding magazine and findyourdreamdress.co.uk, Wedding Trader is a new trade string to the otherwise consumer bow of Meant To Be Media Ltd.

MEANT TO BE MEDIA Wedding Trader is published by: Meant To Be Media Ltd, 68a Oldham Road, Manchester M4 5EE. Tel: 0161 236 6712 weddingtradermag.com meanttobemedia.com Meant To Be Media Ltd also publish: F IND YOUR

LOV E OUR

DREAM DRESS

SEPTEMBER 2018 ♦ WEDDING TRADER ♦ 9

w w w.enzoani.com

STAND Q45

www.mon-cheri.co.uk Launching 2019 collection New and existing customers welcome

TAL KING POINT The latest news in the wedding world, right here, right now

KEEP IT SHORT When we starting picking our favourite short dresses of the season, we didn’t think we’d be overwhelmed with choice… But we were! This fab frock from Ian Stuart, Georgie Girl, is an example of what the designer end of the market has to offer. The fabric is rose jacquard, the colour shown here is cherry blossom and the retail price is £1,350. +44 (0)20 8761 6302

SPA RK L IN G N EWS According to James Brown, director of jewellery insurance provider Protect Your Bubble, research shows that spending on engagement rings has nearly doubled in the past year, with the average engagedto-be forking out £1,483 now, as opposed to £785 in 2016. “This hefty increase in the amount that Brits are willing invest in engagement rings could be a sign that consumer confidence is finally returning to the luxury goods market,” he said.

It would be interesting to know from Trader readers if the average spend on a gown in their shop has increased in the past 12 months, too. Do drop us an email on this!

Walking Tall We simply love this shoe from Paradox London. Called Codee, it comes in silver or bronze shimmer and has a chunky heel embedded with crystals. With an RRP of £79, this could well turn out to be the fashion buy of the season.

Visit pinkparadoxshoes.com for more.

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HAVE TO H AV ES

The new Jupon collection that you will see at Harrogate includes not only a great selection of bras and knickers, body shapers and petticoats, but also stunning headpieces, furry stoles (especially

fab in pink), silky kimono-style wraps and fine lace capelets and toppers to introduce a whole new look to a simple gown. All this and much much more. Get there early to beat the crowds. Stand B40.

BEST SMALL SHOPS COMPETITION RETURNS The Best Small Shops competition, managed by the Independent Retailers Confederation (IRC), celebrates the commitment and creativity of independent retailers on the UK’s high streets and the central role they play in their local community. After successful campaigns in 2011 and 2015, this year’s competition is set to be bigger and better than before.

The evolving retail landscape has witnessed numerous high-profile closures of larger stores, but specialist independent retailers can thrive in this climate by delivering a truly unique retail experience thanks to the passion, service, flexibility and knowledge they offer. The Best Small Shops competition is a chance to celebrate and show customers what makes independent retailers so special.

The competition is open to any UK independent retailer, defined as a non-corporate business selling goods or services to the public for use or consumption rather than for resale, from a business-rated premises here in the UK. Entry closes 9 September. A judging panel made up of key figures from the independent retail industry will select a winner from a shortlist of 25. Finalists will be invited to attend the competition reception in the autumn, where the winner will be announced.

To qualify for entry, applicants must showcase their innovation, entrepreneurial spirit and community ethos by submitting details of their business via the online application form. For more information and to enter, go to bestsmallshops.co.uk.

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WHY ANGEL FOREVER? How many reasons do you need to pick a particular brand? Let’s start with these: There are around 300 styles of special occasion dresses in the Angel Forever lineup, including red carpet, prom, pageant and eveningwear; there are 10,000 – yes, 10,000 – dresses in stock at any one time and orders placed before 4pm are delivered in the UK the next day; UK deliveries on a Saturday can be arranged; and plus sizes 22-26 can be ordered. Want more? The colour range is vast and the embellishments are stunning. Prices? That’s another reason to have Angel Forever by Elegancia UK on your must-see list at Harrogate. RRPs go from £249

WEAR IN G W E LL When you represent a beautiful brand, you should be able to borrow the odd sample for a special occasion. When you have a whole portfolio of gorgeous labels, and three sisters attending the same event, then it is time to let the fashion parade start! The Morton daughters got to show off their faves, when they went to Ladies Day at Newmarket Races in July. Left to right: Abi Desimone in Ellie Wilde for Mon Cheri; Katie Bevington in Social Occasions by Mon Cheri, and Nicole Swain dressed by the new Sara R collection.

to £1,100. Drop them an email – eleganciaukltd@hotmail. co.uk – or call +44 (0)20 8127 0108 and get yourself a firm appointment at the show.

You’ll find Angel Forever on stand A18-34.

BEEN GOING THROUGH NIGHTLY WITHDRAWAL SYMPTOMS? If you’ve been at a loose end around 5.30pm Monday to Friday, since The Posh Frock Shop came to an end of its 25-episode series,

then you will be delighted to learn that Channel 4 are already in negotiations with Ian and Pete and team for a second series. Hooray!

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T

S TA N D B 4 0

he foundation of your wedding day should start with the Lingerie. The correct lingerie will not only shape the body but will shape the dress to. It can also look as though you have dropped a dress size.

It enhances your curves and brings you in at the waist. All our bridal lingerie is figure correcting.

The correct petticoat will also shape your dress and enhance your dress depending on how full the bride would like her look.

Jupon are the one stop accessories shop offering Lingerie, petticoats, tiaras, Veils and much more.

All Jupon Petticoats are made in the UK, we offer same day dispatch before 2pm.

Jupon and Poirier have been in business for 27 years.

JUPON PETTICOATS YOUR 1 STOP ACCESSORY SHOP PETTICOATS, LINGERIE, VEILS, JEWELLERY AND MUCH MUCH MORE

Jenny Packham launches its first Chinese mainland flagship store

Jenny Packham has launched its first Chinese mainland flagship store. At 153sq ft, it’s housed within the prestigious Peninsula Hotel, Beijing. The design concept is minimalist and modern, in keeping with the fashion house’s London flagship aesthetic.

The store opened its doors on 6 July, offering an exclusive selection of coloured bridal gowns alongside an edit of traditional bridalwear.

“Asia is a major growth market for us across all categories.

Demand and brand awareness is high and we very much enjoy doing business in the region,” said Mathew Anderson, CEO. Creative Director Jenny added: “This year we celebrate our 30th anniversary in business. To open our first store in China feels like an exciting move into the next stage of growth. I love designing for the Chinese market and am looking forward to offering our customers our signature brand experience.”

S OME T H I NG BLUE PR REBRANDS TO C H A P T E R COM M UN I CAT IO NS Specialist weddings, parties, hospitality and lifestyle agency Something Blue PR has undergone a full brand revamp with the launch of a new identity, website – chaptercommunications.co.uk – and social media handles. The independently-owned creative communications and brand development consultancy

has also announced the launched of Chapter Studio, an in-house capability to deliver branding services alongside print and digital content solutions for forward-thinking brands. MD Neil Kent commented: “this rebrand represents the next chapter in our development as a company, from a kitchen table start-up back in 2010 into a multidisciplinary, integrated agency with a growing team and a client list we’re incredibly proud of.”

Chapter Communications represents a wide range of brands from iconic global labels including Charlie Brear and The Wedding Gallery to impressive names like Hugo Burnand Photography and ‘party architect’, Johnny Roxburgh, as well as newly-emerging talent, such as Motee Maids. If you are looking to spread the world about your business, start off by calling +44 (0)1483 385400 or email hello@chaptercommunications.co.uk.

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A fashion first at Harrogate The lauch edition of Harrogate Fashion Week was welcomed by exhibitors and buyers alike with many saying it is what the industry has been waiting for. James Lakeland is just one of the key brands that has already confirmed their intention to exhibit at the follow-up event, in January 2019. “This is a one-stop event for independent retailers,” he said. “Fashion and fun together under one roof,” added Pomodoro, who were delighted to open many new accounts.

PHOENI X O N THE UP AN D U P It seems that every season Phoenix Gowns raises the bar and notches up another round of winners. The designers of its three labels (the lush Danielle Couture, Envy by Phoenix for the curvy bride and the brand that started it all off, Phoenix Gowns) consistently get it right with on-trend styling, great detailing and a brilliant choice of fabrics.

The ranges you will see at Harrogate include intricate laces, and soft shadings like blush, sand and café. And there’s a stunning less-is-more gown – Meghan would love it – that you will find irresistible. Aware of how today’s brides want to get involved in their dress, there are customisation options across all three ranges, which is another bonus. Phoenix is organising a Social Media Workshop for its stockists on its stand – C9/10 – during the Harrogate show.

For details, and to make a date, call +44 (0)1689 831841 or email info@phoenixgowns.co.uk.

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9 TH - 11 TH SEPT, STAND M24

www.morilee.co.uk

L I B E RT Y

w w w. e nzoa ni.co m

In my opinion Okay, we won’t mention names, but the high street is throwing increasing challenges our way, says Laura Daly. Now is the time to see what message we need to get over to consumers, and to shout it together

M

any bridal retailers are tilting their heads and reporting a ‘meh’ season with static or even negative growth, if you’ll pardon the oxymorons. I’m hearing grumbles from frustrated shop owners across the UK about how tough it is to actually sell anything to anyone, right now.

The finger of blame for this season’s struggles nearly always points to a certain, now nationwide, off-thepeg retailer whose name I shall not mention. Even though the longevity of such a business remains questionable in my mind, there can be no doubt that they are leeching sales away from many of us in the meantime – especially those with middle-to-low price points. So, perhaps we need ask ourselves why a bride might choose an off-the-peg retailer over a traditional boutique.

Why would she happily buy a dress there that has been tried on, probably by many, without demanding a discount? Why would she merrily trot off with her dress in tow to an unknown seamstress? And why on earth would she be content to keep her dress at home, stuffed in a bag until the big day, potentially liable to attack from the family cat/dog/ gerbil/little brother?

Is it just price? Is it the immediacy of the sale and the fact that she can take the frock away with her there

and then? Maybe, but I’d wager that a lot of those customers choose to shop that way because they just don’t understand how a modern independent bridal boutique operates.

Their perception of us as being overpriced, judgemental or elitist may even have carried some weight in past decades, but it seems to me it’s been reinforced over the years by lazy journalists and researchers, favouring the Pretty Woman version of bridal retailing over today’s truths.

For example, just this week an article appeared in the Telegraph and

is likely either to rock up in some dreadful creation that the wardrobe department had left over from the ‘80s, or a badly fitted version of the nation’s current top-selling style, thus instantly crushing the dreams of hundreds of brides-to-be who have that very style on order. Add to this the countless Facebook groups busily slating and libelling anyone or anything that doesn’t measure up to their mob-rule mentality, and we have a problem!

Sadly, if we as a collective don’t work harder to clear up the common misconceptions held about bridal shops, then nobody else is going to jump in and do it for us. Our sales will A lot of customers just suffer as more and more girls opt for don’t understand how ‘no frills’ because ‘frills’ to them mean expense, embarrassment or whatever a modern independent frightens them the most.

What can we do to change bridal boutique operates hearts and minds? Well, apart from a firmly worded blast to whoever the Mail Online, claiming that we are misrepresents our industry whenever all struggling to compete with ASOS we catch them at it, we can use our and clawing money back into our tills by charging ridiculous amounts for our social media streams to educate potential brides about our businesses appointments. In preparation for the and how they work. Some retailers are piece, several leading names in our doing exactly this already but, without industry were contacted, including the collective voice of us all, their the RBA, but sadly only soundbites efforts can’t possibly reach a whole that corroborated the writer’s nation. A strong, positive affirmation preconceived ideas were used.

Television writers don’t understand from a group of strong, positive business owners - that would be a our industry either and show zero force to be reckoned with. That way, interest in anything other than what serves them best. A soap opera bride urban myths can be dispelled.

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T H E M AJ E ST IC HOT EL H A R RO GAT E | SEP T E M BER 9 -11

A L L U R E B R I D A L S . C O M

ROUN D TH E WO R L D

Eastern Promise Designer collections from Tania Grig Poland, Czech Republic and Ukraine-based and 15 years Russia are representing a in the business, this house new breed of creative talents has attracted a following from canny buyers across the world. whose work is bold and Feathers, tassels and plenty of sparkle are the key features in highly individual and far the newest collection, which removed from current high includes frothy ballgowns, amazing veils and embellished street offerings body-skimming dresses with

W

hat can we do to stand out from the crowd and widen the gap between budgetpriced, take-it-away-today collections that many regard as a threat to the stability of our market? Well, for starters, we can offer something the budget-priced high street emporiums can’t: collections that say ‘tomorrow’ rather than ‘yesterday’; looks that get noticed, rather than blend in; and names that impress.

Labels from Eastern Europe are fast-becoming major statementmakers on the international stage, with their lavish use of fabrics, their extravaganza of detail and their fusion of fairytale romance with the sizzle and sex appeal of hot red-carpet glamour. These are brands for the confident bride who has a clear vision of how she wants to look on her big day. For this bride, blending in is not a consideration.

flesh-coloured tulle inserts at the side. +38 095 596 97 64 info@tanyagrig.com tanyagrig.com

Tania Grig

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Love Story The latest collection from another Ukraine company, fmanufacture, focuses on natural beauty and its colour choice – milk, blush and nude – carries the story through. The dresses are feather-light and supremely pretty – a brilliant choice for destination weddings. Silhouettes include A-line, fit ‘n’ flare and mermaids. +38 063 430 66 98 fmanufacture@gmail.com fmanufacture.com

Domenico Rossi Just a couple of years ago, this company moved from being a small designer studio in Bratislava to a wholesale producer of its own line of wedding dresses, using its ten-plus years of experience as a retailer to spearhead its development plan. Fabrics are lush, prices are right and a generous stock holding means that there is always something special close at hand. Some great laces here – wonderful as an overlay on nude underskirts. +42 194 468 88 98 sale@domenico-rossi.com domenico-rossi.com

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Rara Avis Wonderfully soft, floaty fabrics – many with prints or top layers of added detail – are a signature of this vibrant young brand from Belarus.

There are ruffles galore and oversized flowers, and gentle pastel shades including the palest of blues. Also in the same portfolio is a label called Blammo-Biamo, inspired by historial costume and is a combination of cool and quirky. There is also a lingerie collection with pieces that could well be worn out for dinner. +375 44 776 97 98 rara.avis.belarus@gmail.com raraavis-official.com

It’s also worth checking out…

ANGE ETOILES

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GIOVANNA ALESSAMDRO

Giovanna Alessandro +38 0633 497 171 Giovannaalessandro.com

MIA LAVI

Pollardi +38 067 930 45 45 Pollardi.com

Ange Etoiles +375 44 553 02 92 ange-etoiles.com POLLARDI

Mia Lavi +48 502 087 774 mialavi.com

ronaldjoyce.com

Ronald Joyce invites you to view the NEW 2019 collection 9 - 11 Sept - Stand M19 N E F E RT I T I

We will be showcasing our luxurious 2019 collection at The Harrogate Bridal Show: 9th - 11th of September. Come and see us at The St George Hotel, opposite the main halls.

www.philcollinsbridal.co.uk

T H E H A R RO GAT E BRIDA L S HOW Over 350 labels, catwalk shows, Champagne and gin bars, the BBSA party and the Bridal Buyer Awards… Harrogate will be buzzing. As collections are being edited and finishing touches put in place, we talked to some of the exhibitors who are looking forward to a great event BIANCO EVENTO There will be offers on selected accessories from this fabulous collection of collections, which includes gowns – check out the Meghan-inspired pure lines – jewellery, headdresses, veils, petticoats and the great-looking 25-piece Avalia shoe range (serious bit of comfort here).

Everything is made in Europe, so there’s a fast turn-around on items in stock – three to five days – and around 200,000 pieces are held at the Berlin head office at any time.

The newest wedding gowns are spot on trend, and beautifully executed. There are body-skimming bridal jumpsuits with floral or beaded lace, beautiful boho interpretations, and some stunning twists on classic silhouettes. Laceembellished long veils and back-buttoning off-theshoulder boleros will be a definite favourite. +49 30 330 060 59 45 sales@bianco-evento.co.uk bianco-evento.com Stand C20/42

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JASMINE The two bridal labels from this stylish US house – Jasmine Couture and Jasmine Collection – focus on delivering glamorous, romantic gowns at affordable prices. And they do it beautifully, introducing the key styling trends including boho and vintage, and a host of the latest fabrics. Best of all, the company offers a whole host of personalisation services, so a bride can tailor her look and influence her own, individual choice. Fabrics for the new season for maids – there are three collections, B2, Belsoie and Jasmine Maids – include velvets and matte crepes and the colour choice is terrific. There are no surcharges across the portfolio for plus sizes, or maternity, with 2-36 as standard. One trend Jasmine is seeing reflected in orders from their stockists, is the number of bridesmaids per wedding. Good news for retailers – and their suppliers! +44 (0)1707240068 enquiry@uk.jasminebridal.com jasminebridal.com Stand C28/34

JORA COLLECTIONS Think prom and you have to think pretty. Pretty sharp, pretty chic, and pretty girly! This is a big collection and one that will satisfy every prom queen’s wishlist. Art from a dazzling colour choice, one especially great plus point for Jora comes from its range of sizes, from 3XS to 3XL, so every girl will find something that’s the perfect fit. One hundred styles will be on show at Harrogate, and some can be delivered immediately. +44 (0)1908 226600 enquiries@joracollections.com joracollections.com Stand C16

ELIZA JANE HOWELL Known for its delicious blend of ancient techniques and new ideas, this is a label that pulls in the crowds at every show and gets stand-up applause when its models shimmy down the catwalk. There’s lots of sparkle and gleam to catch attention – the style of beadwork changes each season so every look is brilliantly new. Here are 35 new styles in the 2019/2020 collection and this time round, the skirts are softer and colours include gold, rose gold, glacé and platinum. +44 (0)20 7436 2992 info@elizajanehowell.com elizajanehowell.com Stand B38

SOPHIA TOLLI

DOM BRIDALS Big names and beautiful collections from some of the greatest talents in bridal. The 35 Sophia Tolli Australia designs include five Première pieces, offering a curated selection of richlyembellished gowns.

Sophia herself will be at HBS presenting her new collection. Like Sophia, Martin Thornburg is incorporating a luxurious stretch crepe into his fabric selection.

Known for his great fit and delicate use of colour, Martin has some delicious surprises, including a spin on an embroidered satin. Do check out Enchanting if your are after glamour at a great price. These lightweight gowns in ivory, whites, nude, light gold and vanilla are intricately detailed with beading and embroidery. +44 (0)1954 232102 weddings@mon-cheri. co.uk mon-cheri.co.uk Stand Q47

Stand xxx

The venue The Chicago Bridal Market is housed in the magnificent Merchandise Mart (known as theMART), a historical building built in the 1930s. Art Deco in style, theMART is the world’s largest commercial building. It has recently benefitted from a major renovation

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LUSAN MANDONGUS Four extraordinary labels – Lusan Mandongus, LM By Lusan Mandongus, Annasul Y and Snow by Annasul Y – that never fail to thrill.

Layering is part of the signature, showing off subtle hints of belowthe-surface detail. There are 70 pieces for 2019/2020 - look out for the shimmer of Swarovski. +852 2542 4222 sales@lusanmandongus.com lusanmandongus.com Stand B39

ANNY LINN

UK BRIDAL IMPORTS Bringing together fine brands and famous names from overseas, at Harrogate you will see the latest from Anny Linn, Franc Sarabia, Manu Alvarez, Kanali K, NC Sposa, represented over here by UK Bridal Imports. Nilla Calabrese’s work epitomises Italian design individuality, while Franc Sarabia’s sleek approach to bridal and occasionwear makes for wow-factor dressing.

Seville-based Manu Alvarez is another favourite who plays with fabric and colour and cut, turning simple lines into works for art; in Anny Linn’s new collection there’s an amazing silk brocade glitter fabric. +44 (0)1524 220250 contact@ukbridalimports. co.uk Stand A3

TWILIGHT DESIGNS There are more than 200 pieces in this collection of headdresses, jewellery and veils and delivery is super-fast– usually within five to seven working days. Returning for the first time in many years to the busy halls of The Harrogate Bridal Show, Twilight is looking to broaden its retailer network and, with its big offering of versatile high-fashion styles, it will certainly attract a good audience.

The new collection that will be on display – alongside the company’s timeless best-sellers – includes gleaming gold and rose gold metallics and some of the prettiest vines you’ll find. +44 (0)1827 55444 info@twilightdesigns.co.uk twilightdesigns.co.uk Stand C77

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WILVORST Style, innovation and individuality make up the theme of the new collection from this German tailoring master, where every look is completed with the essential accessories – from fine shirts and waistcoats, to cravats, bow ties, shoes and belts. Colours are precisely matched or tone-on-tone, while fabrics include texture.

Newest of new is the Green Wedding collection, a suit range that focuses on fashion, sustainability and fairness. It’s a great story and one that couples who care about the environment will want to buy into. andy@ara.uk.com wilvorst.de | 0117 9327905 Stand B30

HEIRLOOM If your customers include grooms and their party, then Heirloom, Ultimate Formal Hire and Swarbricks will be familiar names, representing the best in contemporary formalwear; the all-new Quintessential Collection has some über-stylish products. The stock holding is huge, so deliveries with a week can be expected – brilliant if an extra best man is added to the party at the last minute. +44 (0)1706 367711 jane@heirloomwaistcoats. co.uk heirloomwaistcoats.co.uk Stand B34

TORRE The pride of Portugal and an acknowledged leader in the market, Torre never stops experimenting... And they continue to add to their good-looking collection. There will be 50 new pieces at Harrogate, and tweed promises to be the Big One. Expect to see colours like pearl grey, graphite grey, ice blue, denim blue, and the more adventurous red tartan, green tartan and green tweed.

Waistcoats are bold and often bright, introducing a new personality to solid colour suitings. The size range goes up to 64, but little brothers can be dressed to match their elders. +44(0) 1252 623111 torreukltd@btconnect.com torre.pt Stand B9

MASTERHAND Barutti and Benetti are the key labels for weddingwear in this impressive portfolio, fusing high style with classic cuts. Great news is that while some chaps prefer the straight and narrow, classic versions are part of the handsome offering.

The latest colour line up includes slate grey and blue.

Chest sizes range from 3260, and there is a great stock holding for fast delivery. At HBS you may find some special deals, which retailers will find very appealing. +44 (0)1622 873434 harpersmenswear2@gmail. com benetti.ie Stand B2 S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 33

D E BATE

2B or not 2B?

Think about it. When we buy online we are able to take all the time in the world to browse... And without a single sales assistant looking over our shoulder. Then, once we’ve narrowed down our selection, we’ll compare prices from a selection of online retailers to make sure that we’ve got the best deal, or go hunting for a voucher code in the hope that we can save at least ten percent.

When it comes to buying clothing online, many of us will existed. The vast majority of think nothing of ordering the same our target market, however, are outfit in several colours or sizes wrinkle-free twenty-somethings with the intention of keeping one who have been Snapchatting and and returning the rest.

Instagramming for almost as long Online retailers like ASOS have as they’ve been able to walk.

Okay, so I might be exaggerating tapped into this trend and have geared their business model a little, but the point is that many around the convenience of ‘trying of today’s brides have grown up on at home’. There are countless leading digital lives. They feel examples of e-commerce brands more at ease communicating adopting this model to great via Facetime than face-to-face. success while, by comparison, They love the immediacy and our high streets are dying and convenience of ‘fast fashion’. even retail stalwarts like House of “So how does this affect my Fraser, Debenhams and John Lewis business?” I hear many of you are being forced to re-structure saying. “Most wedding dresses their operations. are not purchased online!” That’s So while online retail has true enough, but just because the been the biggest threat that transaction can’t be completed the high street has ever faced, by the click of a button, doesn’t until recently in the bridal mean that we should ignore the aspects of e-commerce that are so industry we’ve all relaxed in the knowledge that a wedding dress appealing to the Millennial bride.

With the retail sector in a period of enormous change, Simon Ryan of Catherine Parry looks at the challenges faced by independent bridal boutiques and suppliers, and what the industry can do to secure its future

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hether we like to admit it or not, digital technology – and in particular the rapid rate that the internet and smartphones have developed over the past 20 years – has hugely enriched all of our lives. If we’re being honest, how many of us could really live without Facebook, Instagram, WhatsApp, Netflix or Amazon Prime?

However, it is our increasing reliance on technology that has also brought a fundamental change in consumer behavior.

The retail sector is being forced to adapt to ensure that the high street can remain relevant in an era where 25 percent of all nonfood purchases are made online.

The ‘Millennial’ effect Many of us can remember what life was like before the internet

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is a product that isn’t well suited to e-commerce. Sure, a small minority of brides might buy online from a Chinese website or a pre-loved dress from eBay, but for most brides, the risks of doing so outweigh the benefits. And the media has helped in no small way to underpin the negatives.

However, as an industry, what we’ve failed to appreciate is that when it comes to buying their wedding gown, Millennials want the benefits that online shopping provides: choice, the ability to compare prices easily, and to be able to browse at their leisure. Couple all of this with the economic uncertainty and sense of financial insecurity that we’ve seen since the Brexit vote in June 2016, making many people more costconscious, and suddenly all the conditions were right for someone to come in and disrupt the market.

And that ‘someone’ is retail chain WED2B. WED2B’s winning formula WED2B recognises that today’s bride will initially spend many hours of research online. So it’s no surprise they have a great website, with beautiful images, and they connect with their target audience through engaging social media activity. What’s more, they have

independent boutiques as being invested heavily in search engine ‘expensive’ or ‘pretentious’. optimisation – SEO for short – so She then visits a WED2B store that their website appears at the and is able to browse the rails top of search results in each area before choosing the dresses she that they have a store. They have wants to try on, while the sales a TV campaign, too – with slots staff keeps their distance. By between episodes of Say Yes to comparison, she’s nervous that the Dress – which serves to raise a one-to-one awareness appointment in of the brand, Millennials want the an independent while at the benefits that online shopping boutique will same time her feel filling the provides: choice, the ability to make under pressure bride with confidence compared prices easily and to buy. (“They must Our bride may to be able to browse at their have seen a local be a big, trustworthy independent brand – they’re advertising on TV”). boutique advertising a sample They proudly publish their sale, but she doesn’t want to buy rock-bottom prices in all of their an ‘ex-sample’, which by definition marketing, too. So a bride sees a suggests something that has been beautiful image of a dress that, used and has no value. She wants to the untrained eye, looks like a a new dress. million dollars, coupled with the The irony is that she doesn’t message ‘Wedding dresses from realise that the ‘new’ dresses on £99’. They also tell her that she can the rails in WED2B have all been walk in off the street and browse, tried on many times before. with no appointment necessary. By WED2B may not be somewhere comparison, she visits the websites that you would choose to buy your of her local independent boutiques wedding dress from and it won’t and few, if any, publish any prices. appeal to every bride, but with What’s more, you have to book an annual turnover north of £20m an appointment – which requires last year and, with 30 stores and a reservation fee in some cases. growing, it’s clear that WED2B has The conclusion: she perceives already taken a significant share of WED2B as being great value and the UK bridal market.

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What’s next In researching this article we not only spoke to some WED2B customers, we also spoke to a former WED2B employee. This insider, who wishes to maintain their anonymity, gave us some interesting insights about the company’s future plans that might come as a wake-up call for many who believe that WED2B has already reached its peak.

Inside story Miss A, as we’ll call her, explained that the company’s objective is to continue to take market share from independent bridal boutiques so as to force as many of them as possible to the wall (though they put it rather more bluntly when communicating this same mission statement to their staff!).

With the financial backing of wealthy investors, WED2B plans to open another eight stores within the next 12 months. Also, following a recent deal with Next that saw the first WED2B concession store open inside Next in Manchester in June, concessions within 30 more Next stores are in the pipeline. So even if you don’t have a WED2B near you now, the chances are you will have one very soon.

Once they’ve gained more market share – forcing more independents to close in the process – we understand that WED2B’s plans involve raising its

price point from its current ceiling of £899 up to £1,299. The message is clear and if you are one of those who still believes that WED2B isn’t a threat to your boutique because your prices start at £1,000, it’s time to think again.

As further confirmation of just how well WED2B understands the Millennial bride, we also know from recent press interviews with WED2B’s owners that they plan to launch a ‘click and collect’ service and other “digitally-focused projects designed to enhance the customer experience”.

Redressing the balance Is it all doom and gloom? No. If we embrace change and work together, we can overcome the challenge that faces our industry and look forward to a brighter and more prosperous future. But the time to act is now. Retailers may be on the front line, but suppliers and our media partners also have to shoulder some of the responsibility, too.

We need a consistent narrative to ensure that today’s bride understands what independent bridal boutiques offer: quality, choice, world-class brands, expertise, customer service, support and value. Above all, independent bridal boutiques are experts in their field, often with many, many years of experience, and who give their time and

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expertise free of charge when you buy from them.

Boutiques need to be open and inviting places, where bridesto-be can see what is on offer and are given time to browse without feeling pressured in to the purchase. Price points should be clear and easy to find, so that brides aren’t left to make inaccurate assumptions or wonder whether setting foot in an independent boutique might end up in an awkward situation where they can’t afford anything on the rails. WED2B have dresses priced at £899, but it doesn’t prevent them from using the £99 message in their marketing.

We need to banish the word ‘sample’ from the bridal vocabulary, replacing it with a term that doesn’t de-value the product.

Many of the thoughts and ideas I’ve outlined here have stemmed from recent conversations with retailers and fellow designers.

We’re an industry that’s built upon creativity and passion, and its clear that the will and the talent exist to drive real change.

I’m proud that Catherine Parry is part of a growing group of designers and manufacturers who will soon be getting around a table to see how we can pool our resources to raise the profile of independent boutiques. We want to play our part in securing the future of our industry.

SHARED VIEWS James Waddington, Romantica: “Bridal is a changing industry but the need for choice will always remain. There is a place for all buyer experiences, but we need to keep up with all demands. WED2B aren’t trying to sell the whole experience – instead they sell a ‘Bridal Lite’ version. They have quality marketing with very good social media interaction, coupled with ‘off the peg’ delivery. The shops are clean and modern, and the bride can try on many gowns in her size and walk out with her dress the same day on most occasions.

“The introduction of concessions is interesting, but also has its own risks; it has been tried many times before with negative consequences.

Do brides want to buy their dress next to a girl buying a pair of jeans?

That may be a step too far.

“The entire industry needs to unite against a model in which none of us will be included – retailers, suppliers and bridal press alike. Consumer magazines and online platforms have a massive role to play and need to highlight the bespoke nature of a wedding gown and its conception from design to delivery so that girls see buying their wedding dress as being far more special than the cash-and-wrap option.”

Nicole Swain, Mon Cheri: “Independent retailers offer brides

the most memorable experience.

From the moment they step into the boutique, a consultant is there to help and advise on the different styles of gown, colours schemes, accessories and all things wedding!

They are there to support the bride ensuring that she gets the dress of her dreams, one that is made especially for her. That alone is a tremendous selling point.

“Regular activity on social media and up-to-date websites will entice the bride to make an appointment. The one-to-one exclusive attention and quality of customer service, is what needs to be strongly promoted.”

our rails and also being more transparent about our pricing?”

Tracy Hollinshead, Cherish Bridal, Northwich: “We are finding brides are spending more time searching for gowns. The internet allows them to do even more research and they are also shopping around for the best prices.

“We ask each bride who doesn’t buy from us where they bought and why. Those who went to WED2B thought the gowns were reasonably priced and that they bought what they thought was just as good, if not better, than what an independent bridal store could provide. Some brides made Michele O’Neill, Ruby Productions: comments on the service and the conditions of the gowns, but it “Dessy retailers can offer over didn’t seem to put them off buying.

400 styles in up to 100 colours There is no doubt that and fabrications and 17 sizes from independents have to fight the 00 to 30, and matching junior, onslaught of brides visiting child styles and accessories.

WED2B; we ourselves are Brides need to know about the constantly rethinking strategy and style options and delivery times incentives weekly – if not daily. available to them.”

We have to keep a strong focus on professional service and aftercare, Tracy Shortland, Sugar & Spice and hope that eventually brides Brides, Brackley: “Brides seem to will realise that we are the best love WED2B publishing their full collection and dress prices online. place to choose their dream gown.”

On the flip side, I do hear negative feedback about dresses advertised We’ d love to hear your thoughts on not being available to try on when this! How can the industry can work together and campaign to raise the a bride gets to a store. Perhaps bar collectively and get the message the way forward is investing in over the brides? Drop me an email: ensuring our own websites are susi@meanttobemedia.com. up to date with what we have on S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 39

We will be showcasing our beautiful 2019 collection at The Harrogate Bridal Show: 9th - 11th of September at The St George Hotel, opposite the main halls. Offering you gowns from: ÂŁ170 to ÂŁ299, along with an excellent 8 week delivery time, as standard. www.romanticaofdevon.co.uk

UK Bridal Week TO L AU N C H I N 2 0 1 9

Heralding what promises to bring change to the industry, United Fairs, owner of European Bridal Week, Rome Bridal Week, Rome Fashion Week and BridalBiz magazine has announced a major annual trade event in the UK

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move on the exhibition circuit is being welcomed by key international names including Justin Alexander and Enzoani.

Event Director of UK Bridal Week is Gary Barbe, previously director of the National Wedding Show

ENZOANI

ith an increasing number of influential labels now producing a single collection each year, and seeking that perfect timing that will guarantee deliveries into retailers across the seasons, and others choosing to exhibit just once a year, this newest

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portfolio, and with more than 14 years’ experience orchestrating market-leading trade events; Judith Sutton, with her huge knowledge of the bridal industry, heads up the marketing team.

Partnering the event is Meant To Be Media with Wedding Trader and Love Our Wedding print and digital offerings that reach

12-14 MAY 2019

every retailer in the UK and include search engine Find Your Dream Dress.

UK Bridal Week will be staged at the NEC Birmingham, which is ideally located for visitors travelling by air, train or car, and offers an excellent choice of accommodation. Special prices will be negotiated with local hotels as well as

transport providers.

Said Larry Warshaw of Justin Alexander: “We are excited to have an early exhibition outside of London.

Presently the market has too many competing events over too many weekends. United Fairs has done an excellent job for us in Rome and Essen, accomplishing that essential mix that is key to success, by bringing together popular manufacturers and designers with retailers who have an open to buy and are excited about the collections on show. The new UK event and venue should be a win/win for all parties involved.”

It is expected that 240 collections will go on show during the three-day exhibition, carefully selected

to provide quality choice and design innovation.

In addition to the big international market-leading brands, UK Bridal Week will include a designer label section, and areas dedicated specifically to occasionwear, accessories, menswear and childrenswear, making viewing and buying easier for retailers. A particularly strong feature will be a business advice centre, where both retailers and exhibitors can meet experts on a one-to-one basis in a closed, private environment.

Says Mark Stevens of Enzoani: “We are continually looking for ways to improve the buying experience for retailers – we know that an overabundance of bridal shows takes its toll on them.

With time out of the store and huge costs involved

bringing advisory staff to events, there has to be a better way for retailers to buy their new season’s dresses and accessories.

As a one-collection-a-year manufacturer, we feel that a centrally-based show with excellent transport connections is key, and the reason why Enzoani has decided to take part in the new UK Bridal Week event.

In addition, the timing of this event in May works perfectly for Enzoani’s new season’s launch, and we are looking forward to being able to serve our customers with efficiency.”

Michele O’Neill of Ruby Productions, the new owner of the Callista label and distributor of the Dessy Portfolio which includes Jenny Packham Bridesmaids, is also firmly in favour of the new venture. “If United Fairs delivers the quality of show it created in Essen, with that luxurious look and stand

fit, and at attractive pricing, there is no question…. we will be there. We only want to do one show a year and are not planning to do London.

Bridal is ready for change.”

Andrew Lookman, MD of United Fairs, has based the structure of UK Bridal Week on research findings that analysed and assessed what both exhibitors and retailers were looking for in this current environment.

“The industry has undergone huge change is recent years,” he says, “and there is more to come. We need to be working together towards a new future, rather than relying on formulas of the past.”

Gary Barbe adds: “2019 will be life- and businesschanging for all of us. The challenge will be met with enthusiasm, dedication, and professionalism – and a thorough understanding of what suppliers and retailers really need and want.”

For further information: Gary@ukbridalweek.co.uk

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YPOS

YO U R P R O B L E M S O U R S O LU T I O N S In these challenging times, it’s easy to get nervous and question where the market is going. This month’s topic is about longevity in business As we retailers are all too aware, the market has changed, buying habits have changed, and brides’ expectations have changed. And, of course, challenges from the high street and internet have changed everything, too. I have been in business for three years and want to be in business for the next ten at least, but I do feel threatened.

How do those who have clocked up decades stay on top of the game? I could do with some sound advice here…

Andrew and Rob Pearce Creatiques Southsea, Hampshire

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As a bridal retailer for over 28 years, we’ve had our fair

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share of ups and downs within the industry. The main thing that we have learned in our time is that every bride is different to the next, and that means you have to constantly adapt your style and approach to meet each bride’s requirements and expectations. This is why it’s called ‘Customer Service’ - the service you offer to every individual bride.

Something else we’ve learned is that you could have the best dresses from each designer, but they may not necessarily

be the right dress to suit your market and fit with surrounding venues. Think about the area you’re in, brides’ budgets, and popular wedding venues in the vicinity. In Southsea we have a selection of beautiful seafront hotels, and some 15 miles up the A3 there’s a whole host of rustic barns – both of these venue types call for different wedding themes and dress styles.

Another tip we’ve learned over the years is to spend time before any major show going through your stock. Look at what

you are missing and don’t buy gowns for the sake of buying them. Do you really need that strapless, dropped-waisted A-line that is very similar to five others you already have? Make a note of it and include that particular dress in your trunk show event.

Finally, be consistent.

Offer the same level of

service to each and every bride who steps through your door. Whether you work by appointment or not, every bride wants to feel like they are the only bride in the world.

We are a very small team in comparison to other shops we know; aside from we two owners, we have one full-time member

of staff, Kayleigh, and we all offer the same level of continuity, compassion and customer service to our clients. That goes a long way when it comes to the word-of-mouth recommendations that are key to building your boutique’s success.

In our industry, customer retention is hard to measure,

due to it really being a ‘once in a lifetime’ thing to get married (but we know that times are changing; in fact, we’ve seen the same bride twice for two different weddings!), but by ensuring that each bride sings your praises to her friends, those girls will make a point of visiting you when, in turn, they get engaged.

THE WINNING FORMULA You need to be tough, and take an honest and analytical look at your business, says Helen

Helen Lord Lulu Browns Whalley, Lancashire

Your competitors are not sat on your door step or in the next town; they are the boutiques that carry the same labels as you.

The main issue If your bride wants, say, with our sector a Justin Alexander gown (independent bridal and you don’t stock that shops) is that there are label, let it go. You simply too many of us. Sadly, you can’t have every designer. have every reason to feel If your bride buys the same threatened as our diluted market fights to service the gown that you stock, from another store, it’s then same number of brides as more and more shops open. when you need to ask yourself, why was that? Was My best piece of advice it your service? Were you is to keep your eyes down beaten on price? Answers and your mind focused on to questions like these will your own business. Don’t help you build a stronger get caught in the trap of watching what other shops business going forward.

I’ve included some tips: are doing.

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l Buy from fewer designers, but stock them in depth and become important to them. l Choose gowns that sell, not necessarily the ones that you like. l Make your advertising and social media one of – if not the – most important job in your business. l Do not compete on price – let your service shine and you won’t have to discount your product or products. l Spreadsheets don’t lie. Test and measure everything so you can make informed decisions. l Invest in training your staff. To stand out from the

crowd, you have to offer a customer service that is second to none. This comes from passion, but also their knowledge of your product. l Don’t look at your figures on a monthly basis; analyse at least six months at a time, or better still, a full year. l It takes a lifetime to build a reputation and a moment to ruin it. Always have your game-face on, even when you don’t feel like it. l Be realistic with your business finances. If you’re still not making a profit after two or three years, I would say it’s time to close or make drastic changes to your business.

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STAND Q47

W W W. S O P H I AT O L L I . C O . U K

Launching 2019 collections New and existing customers welcome

Life as a retailer has never changed as quickly as in the past few years. Brides will no longer accept the same level of store layout, décor and ambience, the same ‘slow-to-load and difficultto-navigate’ website or just ‘average’ customer service that they all took as the norm once upon a time.

Everything from the minute they start looking on the internet for shops to visit to try on dresses must be easy for them and it must be an enjoyable experience.

Stephanie Hanks Customers definitely Bride To Be want an ‘experience’ and Reading, Berkshire no longer see buying their dress as merely ‘shopping’.

In my opinion there are two golden rules I would say ‘embrace’ those for ensuring longevity girls who come into your store and who you think in business. The first and will never buy a dress from key rule is ‘a willingness to you, because you assume embrace change’.

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they would rather buy from the high street. You will always manage to convert a percentage of them – it’s amazing how, if a girl loves a dress, she will find the money from somewhere!

In addition – even if you don’t manage to get her to buy a dress from your store – she will tell all her friends how wonderful you are and it’s quite probable that one of them will have enough of a budget to buy from you when her wedding day comes around. Word of mouth is powerful.

My second golden rule for longevity is to keep a tight rein on your cash flow.

The old saying ‘turnover is vanity, profit is sanity and cash flow is king’ has never been more appropriate than in today’s difficult climate.

To run a successful business, it is vital that you pay your rent and suppliers on time, that you can afford your VAT and tax bills and that you can employ good staff. If you want to work with the best suppliers, it’s vital that you pay them in a timely manner – after all, they are not banks there to fund our businesses! If you look after them, then they in return will look after you.

It could be so easy to think you have lots of money to play around with when you have your own company, but one very wise accountant once said to me “it’s not the bills that make a business go bust, it’s the flash lease cars parked on the driveway!”

These words have always stuck with me!

LOOKING INVITING Stephanie Hanks’ Bride To Be has a fine reputation, earned over the years by never moving from her golden rules of business

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PIERRE CARR/ EDDIE JUDD PHOTOGRAPHY

Clothes to treasure for your memorable day 020 7821 9499 www.littlebevan.co.uk

Nicola Garton The Wedding Shop Colchester, Essex

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Don’t be afraid of change: be willing to adapt your business.

How often do we watch Mary Portas or Alex Politzi try to help a business owner who just cannot see that they are doing things wrong, that they want to keep doing it the same way they have for years because it worked back in 1980?

The pace of change within bridal retailing is quicker than it’s ever been and we must be prepared to try new approaches and techniques. Brides now expect far more than years ago and we have to change our levels of service to mirror this: refreshments, comfy sofas, longer appointment times.

Never lose sight that for the bride this is her one and only experience of buying a wedding dress; she wants it to be perfect, and rightly so!

Customer service is key.

Great customer service is a must to win sales, but it’s also vital that you learn how to deal with unhappy customers. Make sure you have procedures in place

to handle complaints in a professional manner – try turning a complaining customer back into a happy one. Deal with complaints swiftly and try to speak to the customer in person.

Remember that emails can always be read in the wrong way and that a dispute can escalate through email when a quick phone call with a genuine apology can often nip a potentially difficult situation in the bud.

Retail is Detail. Make sure your shop always looks its best, and that includes the exterior – it sets the tone for what a bride expects from the off, and when she steps inside make sure she gets a great first impression.

Don’t over-buy. It’s easy to visit your favourite designer and order more dresses than you actually need as you get caught up in the moment or think you must have that dress for the window. These can prove to be costly mistakes in the

long run. It’s important to research the designers you are stocking and make sure that they will be able to give you the back-up service you need. If you’re trying out a new designer, make sure you are confident in them and their ability to deliver.

Don’t be tempted to have too many designers – try to find suppliers that work well for you and stick with them.

It’s always better to be a good customer to fewer suppliers that an average customer to many.

BUYING RIGHT Nicola,who is Chair of the RBA, says choosing your suppliers with care is vital

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Come And See Us At

K S 1 4 M A I N S TA N D F O R B B S A CHAT TO A COMMITTEE MEMBERS ON STANDS B21, C16, C25 C28, M10, M22/23, Q47 GEORGE HOTEL

Emma Hartley Emma Hartley Bridalwear Colne, Lancashire

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How to survive in bridal in ten easy steps... Oh, if only it was that easy I would have sold the magic formula and made a fortune by now!

I think there are common attributes which separate

the businesses that survive the long haul from the ones that fall by the wayside.

The magic ingredients are passion, determination and hard work. Unfortunately, you can’t buy any of them, but the survivors in this industry possess them all.

I am not just talking about passion for the product – let’s be honest, it’s not too hard to muster up enthusiasm for beautiful bridal gowns. It’s about passion for your customers and being determined to find every bride the perfect gown. Not just to make a profit, but because you want to help someone.

You must be passionate about training your team to a high standard and assisting in their personal development. You also

need to have a genuine passion for retail and constantly strive to improve your customer experience.

Determination is the next ingredient. You need to never give up on your dream, even when the odds seem stacked against you. Be determined to be the best you can be as an owner, as a team and as a business. Always look for ways to improve and be determined to remain relevant in today’s everchanging market.

The final ingredient is hard work… Be prepared to put in the hours. Bridal is not a lifestyle choice unless, of course, your dream lifestyle is working every weekend, with ideas constantly whirring through your mind even when you

are not physically present.

The work can be physically and emotionally hard – you are dealing with the most important day in someone’s life. There is no room for ambivalence and no room for error. You have to offer excellent service to every bride every day.

If you feel you have passion, determination and are prepared to work extremely hard, there is no reason why you will not still be here in ten years’ time.

The six retailers who have taken part in this month’s YPOS are the finalists in the Best Long-Standing Retailer of the Year category in this year’s Bridal Buyer Awards. If you would like to take part in a future YPOS feature, email susi@meanttobemedia.com

THE RIGHT FORMULA Others might think the life of a bridal retailer is all fun and frills, but Emma knows that is far from the truth S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 51

Très Chic!

What an appropriate name for the company set on creating gowns that are elegant, romantic and timeless. But this six-label portfolio also ensures that each line has its own, individual signature

ON TREND Beautiful laces and illusion panels are part of the new season’s story

THE PORTFOLIO The Très Chic Collection A collection focused on the quintessentially classic, romantic wedding gown.

Miss Emily Traditional and elegant gowns specifically designed for the bride with curves.

Jessie K Budget-conscious, romantic

and traditional, with beautifully designed high-quality details.

Brinkman From contemporary twists on vintage to the free-and-easy look of boho.

PURE by Elia Moreni Trend-forward, and introducing a sophisticated dimension of dramatic elegance.

Elizabeth Grace Glamorous, sophisticated gowns in the most luxurious of fabrics.

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A

ELIZABETH GRACE This puts elegance as a key design ingredient.

RRPs for this top range go up to £1,700

Très Chic will be exhibiting at Harrogate Bridal Show (stand M20/21) and the UK Bridal Road Shows across the country.

The company is represented here by Krystal Bridal Agency. +44 (0)7935 156275 treschicbridalwear.com

ll too often, a multi-label house will run a successful look across all its lines, modified, perhaps, by a small change of embellishment or the curve of a belt. That can be frustrating to a retailer who may then be faced with two very similar dresses with very different price tags, but it is a situation Dutch manufacturer Très Chic will simply not allow to happen.

It keeps brand personalities distinct, while at the same time allowing for customisation so that a bride can take part in creating her dream dress. Sleeves can added or removed, necklines can be altered or covered, fabrics can be switched, and even skirts can be modified.

Très Chic has a dedicated in-house design force who work year-round creating the following season’s ranges. The final decision on what goes into a line is made jointly by sales, design and production teams. And when a special request for customisation comes in via a stockist, the design and production experts will ensure that the changes requested are workable and will provide the perfect fit.

Très Chic was established in 1964 by Marinus Kuipers in Hengevelde, The Netherlands, with the original aim of keeping local brides beautifully dressed at affordable prices. By 1972, the company was employing more than 150 staff to handle the demand not only from The Netherlands but from Austria, Germany, Norway, Switzerland and Sweden.

Today the company is headed by CEO Brian Kuipers, son of the founder, and its products are sold in 22 countries worldwide. Importantly, the ‘affordable luxury’ promise has been kept and that alone has certainly helped Très Chic’s enormous growth. Great fabrics – glitter tulle is a dead cert for success in the new season – RRPs that start at £600, a generous 4-28 size range, and six different lines mean that there really is something for every bride and every budget.

New retailers will appreciate private label options – there for the asking if you can meet the minimums required. Fancy having your own-name label? Now’s your chance. All stockists get heavyweight support – POS materials, social media promotion, and trunk show options.

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O B

OPULENCE BRIDAL DESIGNED BY HANNAH GARDNER

We will be showcasing our sensational new 2019 collection at The Harrogate Bridal Show: 9th - 11th of September at The St George Hotel, opposite the main halls. www.romanticaofdevon.co.uk

GOING THAT EXTRA MILE What makes great service?

What sets bridal retailers one step ahead of the high street? Delivering the level of service and the ‘experience’ that only small independents can.

We asked those vying for the Best Retailer Customer Service of the Year title in the Bridal Buyer Awards, what they feel got them to the finalist line up Diana McMann The Little Pearl Bridal Boutique Pickering North Yorkshire Customer service is at the heart of everything we do. From the moment a bride gets in touch with us to even after they have said their I Do’s.

No request is too much trouble for us, whether that be changing a dress at the very last minute, making bespoke pieces for a gown, opening outside of normal hours or taking a bride’s dress to her on the big day.

One thing I think does make us stand out from the crowd is that every

CREATING MEMORIES The ‘experience’ of dress shopping is something that brides love and cherish

bride who visits us has the whole boutique to themselves, with our undivided attention – whether it be for a bridal, bridesmaid or accessory appointment. Our brides always comment on this and how important it is in their dress shopping experience, and we listened.

What customers said: “Not only is The Little Pearl Bridal Boutique a beautiful shop, but Diana is just fantastic – nothing is too much trouble. Her manner and customer service are second to none. I was made to feel welcome, comfortable and

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excited about the whole experience from start to finish.”

“Diana is so kind and very helpful. I was quite nervous as well as excited, but she put me at ease and made the experience a million times better.”

“A huge thank you to The Little Pearl, for giving me the most amazing firstdress shopping experience. Although I didn’t find ‘the one’ with you, I want you to know how much I appreciated the time you spent with me and the patience you showed throughout my dress shopping experience. You provide a service like no other.”

Rachel Scott Rachel Scott Couture Edinburgh I’ve being running Rachel Scott Couture for 14 years. I must admit that initially I was concerned that I didn’t have the stereotype ruthless competitive nature to be successful in business. I realise now that my nature – reflected in my brand identity – and the way I run my business are the attributes that have made Rachel Scott Couture successful. The emotionally-driven clients, colleagues and designers I work with respect and respond to my honesty and empathy. It’s this business success, by being true to myself and genuinely putting customers’ first, that continues to drives me to develop my brand concept further.

We offer a luxury experience and luxury products, but it is important to me personally, and to my business model, that we provide this in a relaxed, unpretentious environment.

Our brand personality is built on approachability and we are welcoming to all, whether they are buying or not.

I believe that truly excellent customer service is not flashy – it’s not about extravagancies or addon gifts, or even glasses of bubbly (much as we love those!). It’s about having empathy for the bride and her family and the huge life event they’re working their way through.

Understanding the unique stresses planning a wedding can bring to a bride and by putting that at the forefront of every personal and business decision I make, I can guarantee to go above and beyond any client’s expectations.

It’s about warmth, friendliness, making styling decisions for a bride based purely on their likes and dislikes, not on sales targets or my personal preferences. Understanding what the bride really means (rather than perhaps what they’re saying!).

My discerning clients appreciate the extra effort we put into adding value through our expert knowledge, attention to detail and a perfect

WHOLE LOTTA TRUST Rachel Scott believes that great customer service comes down to trust – don’t give you clients a reason to doubt!

balance of ultra professional attitude with light-hearted frivolity.

It’s in my nature to be open and make a client (or indeed anybody) feel important to me, because they are

that important. Truly great customer service is about wholehearted trust – and my clients are never in doubt that I will do whatever it takes to provide them with exceptional memories.

Lisa Farley Mousetrap Dress Boutique Havant, Hampshire Customer service will always be the most important aspect of our job; going above and beyond for our brides is second nature.

We are so proud of the reputation we have achieved within the industry, and the heartfelt cards and reviews we get on a daily basis from our lovely brides reminds us why we do what we do.

From a bride’s first step through our door, right through to their wedding day, we are on hand to help. Just last week we received a distressed call from one of our brides whose dress had split on her big day. It was closing time, but our girls rallied together, picked out a selection of gowns and delivered them to her so she had a stunning dress for the rest of her day. We would never abandon a bride in need, regardless of the situation.

What customers said: “It really is lovely, the staff make it such a nice experience with no pressure and plenty of help. Would recommend Mousetrap to anyone.”

“What fabulous customer service! So friendly and welcoming, and they made us feel so at ease, answering questions with patience and kindness. The place to go for any bride.”

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Affordable luxury for every bride

For further information please contact our authorized distributor: Krystal Bridal Agency, Michelle Blackburn | EMAIL sales@krystalagency.com | PHONE +44 (0) 7935 156 275

T RES C HIC B RIDAL W EAR . COM

Debbie Cook The Bridal Collection Lancaster, Lancashire Our customers are at the heart of everything we do; they are the lifeblood of the business, so our service to them has to be our highest priority. As a team, we have high expectations of ourselves and the service we provide. We continually ask, what can we do that will makes us stand out, and how do we make a bride’s experience with us so amazing that she tells all her THE RIGHT EQUATION friends about it? We don’t aim for Passion and professionalism customer satisfaction, instead we are key elements in a successful business aim for customer delight!

Going the extra mile is part of our ethos. It helps having and Rob and Andrew Pearce keeping the right team. Our staff Creatiques, Southsea, Hampshire are fully involved in all aspects of Creatiques is a multi-award winning bridal boutique based the boutique; they have ‘ownership’ in the heart of Southsea, Hampshire. Home to over 140 and the ambience in the boutique sample gowns from leading designers including Justin that this exudes is evident and Alexander, Maggie Sottero, Sottero and Midgley, Eliza Jane commented on by our customers Howell, Sincerity, Mark Lesley, LouLou Bridal and Sweetheart, our small team when they visit. Look after the offers an appointment-only service to each and every one of our brides. With team, and they will then look after over 28 years in the bridal industry, Andrew, Rob and Kayleigh ensure that the customers! each bride receives a completely unique and bespoke service tailored to her We have a reputation for sorting personality and needs, focusing on their longstanding company ethos: ‘From out any problems brides are faced the first step through the Creatiques door, to your first step down the aisle’. with without fuss – for example, Creatiques has become a destination store, not only offering its exclusive swapping gowns for brides who service to brides, but now also to bridesmaids and mothers of the bride and become pregnant, or who have groom in their beautiful Southsea Boutique. dramatically lost weight and have What customers said: “What can I say? An amazing experience from start to fallen out of love with the silhouette finish… The experience and customer service at Creatiques is second to none and they chose when they were bigger.

I wouldn’t hesitate to recommend them to any future brides. Thank you!”

It’s a poor show if we, with all of the gowns available COOL AND CALM to us, can’t sort You have to accept this out for them. every scenario and Life happens and deal with it as it arises situations like this that were once thorny issues are more and more commonplace – we see them as part and parcel of everyday life. Some clever person has already coined the phrase, ‘We won’t make a drama out of a crisis’, but it’s an approach that we take, here.

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Mel Storer and Claire Jackson Wedding Belles of Four Oaks Sutton Coldfield West Midlands The moment a bride makes contact with us – whether that be by email, phone or social media – we ensure that we make her feel very special and celebrate this magical moment with her. This same high service continues throughout her appointments, including fittings and then, finally, her dress collection.

Over the past couple of years we have introduced some special touches, such as sending birthday cards to our brides to celebrate and a congratulations card for their big day from all the team.

Our shop is filled with those allimportant and much-appreciated extras – like pamper boxes that include perfume, deodorant, hairpins and so on in each changing room – and we have a lovely refreshment bar for everyone to enjoy.

Our shop is filled with a signature scent from Connock London and we have some of their gorgeous products on offer for our brides, so that they can remember that special moment when they found ‘the one’.

Our Facebook page is filled with lots of amazing reviews and we feel grateful that brides take their time to write so many lovely and kind words…

What customers said: “From the first point of contact by telephone with Hester to book an appointment, they went above and beyond asking about me, the wedding, the theme – this really did put a smile on my face. I had my appointment with Kate and she was very welcoming; we felt very comfortable in the shop. Kate instantly knew what vibe I was going for and picked out some gorgeous gowns.

Kate also let my mom pick a dress for me with Kate’s guidance. I finally said ‘yes to a dress’ and was given some bubbly to celebrate – staff were very excited for me. Would definitely recommend this bridal shop – I just wish I had come sooner.”

A FRIENDLY APPROACH If brides feel comfortably and relaxed with you, that’s a great start

Melisa McKenna Sophie Grace Bridal, Wokingham, Berkshire At Sophie Grace Bridal, we are proud of our reputation and our genuine passion for helping brides find the wedding dresses of their dreams. We have built an excellent customer service reputation and we are delighted to say that we have more than 80 five-star reviews on Google and that we won the Guides For Brides Customer Service Awards in March 2018. We have more than 6,000 followers on Instagram and a successful wedding blog on our website, featuring real weddings, inspiration, ideas and useful planning advice.

We provide our brides with a beautiful array of quality designer wedding dresses, while maintaining an exceptional level of customer service. This means that brides and their guests have a truly memorable and enjoyable experience from the moment they step through our door to the time they pick up their wedding dress. We offer a unique and bespoke dressmaking service on a range of our gowns, which enables brides to create their very own wedding dress by changing features on some of the beautiful dresses from our designers. Ultimately, we want to make our brides’ experience be the best it can, which is summed up in our reviews!

What customers said: “The team are extremely friendly and put you at ease straight away. I didn’t feel embarrassed or judged, I actually loved the whole experience and that is down to how lovely the ladies here are. They listened so carefully to what I was looking for, and created a wedding look that is absolutely perfect.”

FIVE OUT OF FIVE Sophie Grace Bridal have achieved more than 80 fivestar reviews on Google

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.

Looking for stockists at this exciting time.

Sale price range ÂŁ349- ÂŁ899

For more information contact: James McKenna T: 07551 006 995 jamesmckenna@rachelallan.com Kirsty Voce T: 01765 570 040 kirstyvoce@rachelallan.com

www.rachelallan.com

Prom

BY ROMANTICA

We will be showcasing our glamorous new 2019 collection at The Harrogate Bridal Show: 9th - 11th of September at The St George Hotel, opposite the main halls. www.romanticaofdevon.co.uk

We will be showcasing our gorgeous new 2019 collection at The Harrogate Bridal Show: 9th - 11th of September at The St George Hotel, opposite the main halls. www.romanticaofdevon.co.uk

THE WED D I N G TRADER GUIDE TO

The newest ballgowns Ask suppliers about silhouettes that they believe will be in demand in the seasons ahead, and the word ‘ballgown’ will crop up again and again. But forget oversized, heavyweight meringues… The 2020 interpretations get their fullness from multi-layerings of the softest, lightest fabrics, or cascades of soft folds

OPULENCE BRIDAL Style: Hollywood Fabric: Lace Sizes: 6-32 RRP: £1,370 T: +44 (0)1823 674412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

HOUSE OF MOOSHKI Style: Lucille Fabric: Duchesse satin overlaid with layers of soft tulle Sizes: All size required RRP: £1,950 T: +44 (0) 7894 015 730 E: bridal@houseofmooshki.com W: houseofmooshki.com

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LO ‘ADORO Style: 644 Fabric: Tulle with lace appliqué Sizes: 2-10 RRP: £1,257 T: +44 (0)1765 570040 E: jamesmckenna@rachelallan.com W: rachelallan.com

SASSI HOLFORD Style: Lydia Fabric: Satin and organza stripe Sizes: Made to measure RRP: From £2,650 T: +44 (0) 1823 256100 E: info@sassiholford.com W: sassiholford.com

LADYBIRD TRANSPARENT Style: 319053 Fabric: Tulle and lace Sizes: 6-34 RRP: £1,425 T: +44 (0) 1423 876 380 E: richard.lill@lionheartportfolio.com W: ladybird.nl

BOWEN DRYDEN Style: Rose of the Forest Fabric: Sheer tulle Sizes: 6-18 RRP: £2,555 T: +44 (0)7801 446985 E: info@bowendryden.london W: bowendryden.co.uk

ADRIANNA PAPELL PLATINUM Style: Louisa Fabric: Tulle and lace Sizes: US 0-30 RRP: From £579 T: +44 (0) 8707 707670 E: info@eternitybridal.co.uk W: eternitybridal.co.uk

STEPHANIE ALLIN COUTURE Style: Georgia Fabric: Organza and georgette Sizes: All sizes, half sizes and made to measure available RRP: From £2,685 T: +44 (0) 1792 361477 E: sian@stephanieallin.net W: stephanieallin.net

ELLIS BRIDALS Style: 17051 Fabric: Satin Sizes: 6-28 RRP: POA T: +44 (0) 20 8888 8833 E: info@ellisbridals.co.uk W: ellisbridals.co.uk

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ANNE BARGE Style: Michelle Fabric: Duchess silk satin and beaded embroidered lace Sizes: US 0-22 RRP: Mid $5,000 USD range T: +1 404 873 8070 E: info@annebarge.com W: annebarge.com

CASABLANCA BRIDAL Style: Madeline #2349 Fabric: Floral embroidered lace, organza Sizes: US 2-32 RRP: £1,425 T: +44 (0) 07759 226220 E: denise@casablancabridal.co.uk W: casablancabridal.com

CHARLOTTE BALBIER Style: Gem Fabric: Brocade organza, beaded belt Sizes: 4-22 RRP: £1,725 T: +44 (0)333 234 6420 E: cbsales@linzijay.co.uk W: charlottebalbier.com

INES DI SANTO Style: Sylvie Fabric: Tulle and silk organza Sizes: US 0-24 RRP: £14,200 T: +1 905856 9115 E: veronica@inesdisanto.com W: inesdisanto.com

KENNETH WINSTON Style: 1798 Fabric: Embroidered cotton lace/all-over Chantilly lace Sizes: 4-30 RRP: £1,795 T: +44 (0)1765 530282 E: victoria@privatelabelbyg.com W: kennethwinston.com

ELBETH GILLIS Style: Chloe top and Scarlet skirt Fabric: Stretch satin bodice with full-circle silk skirt Sizes: Made to measure RRP: £1,882 T: +27 (0)21 423 2220 E: info@elbethgillis.com W: elbethgillis.com

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ELLA ROSA Style: BE 460 Fabric: Embroidered cotton lace, tulle Sizes: 4-30 RRP: £1,250 T: +44 (0)1765 530282 E: victoria@privatelabelbyg.com W: kennethwinston.com

ANNA GEORGINA COUTURE Style: Brigitte Fabric: Tulle and bespoke handbeading Sizes: Made to measure RRP: £6,488 (additional 10-15% for sizes above 38) T: +27 (0)21 423 7810 E: info@annageorgina.co.za W: annageorgina.co.za

ROMANTICA OF DEVON Style: Goddess Fabric: Lace and tulle Sizes: 6-32 RRP: £950 T: +44 (0)1823 674412 E: enquiries@romanticaofdevon.co.uk W: romanticaofdevon.co.uk

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Fashion Accessories They go unnoticed so that you won’t

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When was Enzoani first launched?

The Enzoani Collection was launched in 2006, with Blue by Enzoani following on in 2007. Most recently, Beautiful was launched in 2012.

Q&A

W I TH MAR K STE V E N S O F E N ZOA N I

We quizzed the Sales Director about all things Enzoani – from its portfolio to sample sizes to exclusivity... and what we can expect to see at Harrogate!

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What are the collections in the portfolio today?

Enzoani Founded in 2006, Enzoani is the exclusive flagship collection that truly represents the brand’s signature style. It exudes timeless elegance with fashion-forward translations of classic bridal designs, lace details, exquisite beadwork and superior product construction.

Blue by Enzoani Founded in 2007, Blue by Enzoani epitomises the quintessential, classic bride by offering styles that endure time and tradition without forsaking fashion and price. This collection’s detailing and styling are carefully designed and curated by Kang Chun Lin, with each gown meticulously and thoughtfully constructed to produce a high-quality fit and finish like no other. Blue by Enzoani is moderately priced and is designed to complement the flagship label Enzoani.

Beautiful Founded in 2012, the latest bridal division of Enzoani embodies many of the style and quality elements as its sister collections, but with an emphasis on understated, feminine styling.

Beautiful’s styles are influenced by Kang Chun Lin’s own background and inspirations, keeping embellishments on each gown subtle yet tastefully modern. This range is designed to achieve the same luxury looks as Enzoani and Blue by Enzoani, but at a modest price point.

Your design team – who heads it and where are they based?

Kang Chun ‘KC’ Lin, a London College of Fashion graduate, is the creative mastermind behind the design and development of the brand name Enzoani. Additionally, he has since pioneered the innovative creations for the Blue by Enzoani and Beautiful Bridal collections, too. Through his vision, the label has gained attention for its use of luxurious fabrics,

a good representation of the Enzoani collections on their rail, ranging from around ten to 40, in some cases. The Enzoani styles are so eclectic and often are strong, repeating gowns, so many retailers have a full collection in store for their brides.

STYLE BT19 We adore the offthe-shoulders look in this gown in the Beautiful range

exquisite beadwork, and unmatched construction techniques. KC has design studios in Taipei and LA. How many retailers do you have worldwide, and how many of them are in the UK? Enzoani has over 1,200 retail partners worldwide and growing! The European office has over 600 retailers covering 36 countries. This is made up of over 200 in the UK and over 400 within the rest of Europe, with each store representing one or more of our labels.

When does the design process start (as in, how far in advance of launch)?

The design process starts well in advance of the next season. A year in ahead of designing the collections would be a fair marker for the creative team. This is an ongoing process, where KC will introduce a new style later in the season if he feels we have something to complement the current line.

In ideal terms, how many styles should a retailer carry to really convey the Enzoani strengths?

Normally we’d expect a retailer to have

And what about sizes covered in the sample line up?

Our samples originally start out as all size 8 (UK), until we have a gauge for a retailer’s preferences – and then we add additional samples in a size 16. This allows us to have samples dedicated for magazine photo shoots as well as trunk shows in mixed sizes of 8 and 16.

In addition, we also have a Curves trunk show with samples ranging from size 16 up to 28, that consists of specific styles that are proven top repeaters with brides in these sizes.

Curves can be added onto a normal trunk show to give a much wider size selection to a store’s customers.

this may look like using our special Enzoani custom kit.

What are the best ways to display a gown in store?

There are many creative ways to display our gowns in store. As Enzoani has become one of the mostrequested collections by brides, the simple use of branded dress tags is the quickest and easiest solution.

These give all the details regarding a dress, plus an image for brides to get ‘a feel’ of what it will look like on. Once a retailer has taken advantage of our customisation training, they can also hang a crib sheet of options alongside the swing ticket; often this prompts brides to take a closer look at a style that can be modified or customised.

NICKY This dramatic deep-V from the 2019 Enozoani Collection has us swooning

Where are fabrics sourced?

KC will source fabrics from far and wide, visiting Paris and other European cities for inspiration. KC also has the freedom to design Enzoani’s own unique laces.

Tell us about your customisation programme – it seems more advanced than any others on offer of the shorten/lengthen variety?

Besides increasing the variety of custom changes possible, the new programme is more about empowering sales consultants by providing a variety of tools that enables them to offer brides multiple solutions in their first appointment to help them to say yes to their perfect Enzoani dress, every time.

If a bride has to wait for an answer to a custom change (be it price or feasibility) and leaves that initial appointment, most retailers tell us 90 percent of the time that they have lost that bride as a customer. However, our combination of unique tools enables them to offer a solution with a price (all options and pricing are style-specific) and even show them physically what S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 75

Enzoani. A new-found confidence and excitement follows the training, with consultants embracing the proficiency and connecting with brides on a much higher level with their Enzoani knowledge. Every year we follow with What do you provide your stockists refresher training to keep the sales with to help them get the message teams up to date with any changes and out that they are Enzoani retailers?

We provide comprehensive cover, with developments at Enzoani. a well-organised website where brides What does a retailer have to do to can easily find their local boutique, get – and retain – exclusivity? or simple door stickers showing that they are authorised retailers of Enzoani Exclusivity will always be discussed gowns being just two examples of the with a retailer’s personal Account Executive. There are several factors simple options we have to promote that determine exclusivity; first retailers carrying Enzoani products. and foremost is investment in our We also have a key social media company through the purchase of campaign where retailers can share samples, yearly. There are obvious their brides’ experiences. demographics that also determine exclusivity, such as population. An Tell us about your in-store training account that lies within one of our – does it really make a lasting larger cities would not get the same difference? as a retailer that is in rural Ireland for Our Brand Ambassador and custom example, but in both cases this will be training is delivered either in-store discussed and agreed. All retailers are or at our head office, complete with given exclusivity when signing up to a full tour behind the scenes at our Enzoani – there should never be any offices. Sales consultants graduate dispute after your initial meeting with as Brand Ambassadors of Enzoani, the Account Executive. with more detailed knowledge and understanding of everything What are the criteria you set before accepting a new stockist?

LANE First, do we really need a new retailer Wonderful back details… It’s another in the area that may be well-serviced winner in the Blue already? We have the ethic of better Collection retailers – not more. More retailers do not always mean more sales for the manufacturer. Our focus is on helping our retailers to get the best possible return on their investment and growing each individual store. Partnerships are key. Credit history is also examined, along with industry references.

Any advice on things like hangers?

Enzoani can provide branded hangers; there is a small charge involved, but the benefits are great.

Finally, the collection you will show at Harrogate – share all the details!

Over the three collections we will take to Harrogate there is quite simply a dress for every bride!

I’m beyond excited at the reaction we have had so far for our collections.

There is everything from unusual Devoré lace in the Beautiful collection to the most incredible glitter A-line gowns in the Enzoani range.

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LENNOX The Blue by Enzoani Collection offers fantastic style at pleasing prices

Dramatic trains feature throughout all the collections, paired with a variety of fabrics to give that twist.

Nude panelling to the gowns also makes a statement, something that UK customers seem to be embracing, despite its risqué nature.

Every silhouette and neckline seem to be running through the collections, even the deep V-necklines (that a season ago caused a stir, but are now being purchased and swooned over).

Body-clinging stretch georgette is featured for those brides who dare, but there are also more forgiving ballgowns, flattering A-lines and drop-waist gowns for retailers who prefer to play safe.

If you’re an existing retailer waiting to see this season’s creations, or a retailer looking for a multiple awardwinning company to partner up with, come over and see us! We may be able to help and we always like a chat. +44 (0) 1792 586615 infouk@enzoani.co.uk enzoani.com/en Stand Q6A

Show dates for 2018 The Bridal Roadshow Bristol, 19th & 20th August 2018, Exhibition & Conference Centre, The University of the West of England, BS34 8QZ Harrogate Bridal Show, 9th - 11th September 2018.

Harrogate, North Yorkshire, Stand C77

01827 55444 | Info@twilightdesigns.co.uk | www.twilightdesigns.co.uk

Shorties Short is sweet, sassy and chic, no question about that… And it is why more and more labels are raising hems and upping their game

RO MA N T I CA OF D EVON Style: Caroline RRP: £799 romanticaofdevon.co.uk +44 (0)1823 674412 If you want to make a statement then colour and cut are the first consideration. This tulle dress is a classic in terms of silhouette, but when scattered with sapphire beaded lace motifs becomes cool and contemporary.

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HO USE O F M O OSHK I Style: Robyn RRP: £1,350 houseofmooshki.com +44 (0)7894 015 730 From the tiny mandarin collar to the detailed edging round the hem, this ivory satin and lace Mooshki number perfectly represents the label that has long been applauded for its very individual approach.

B R IGHTO N B E L L E Style: Aspen RRP: £975 truebride.co.uk +44 (0)1273 728637 All the fashion-right ingredients with a distinct ’50s look... we love the wide V-neckline, tattoo-effect sleeves, and floaty multi-layered skirt. Ivory tulle with the prettiest beaded lace appliqués makes for a winning combination.

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R ITA M A E Style: Arizona RRP: £845 ritamae.co.uk +44 (0) 20 8 04 1444 Rita Mae, from the award-winning Alan Hannah portfolio, designed by Marguerite Hannah (who is current holder of the British Bridalwear Designer of the Year title), has gone dotty with ivory tulle and big burgundy spots.

ENCHA NT I N G

BY MO N C H ERI Style: 118141 RRP: £780 mon-cheri.co.uk +44 (0)1954 232102 A real move from the traditional short gown, this one piles on the style with asymmetric folds of organza that layer together to create a fluted short-to-long skirt. As you can see, it shows up the lace appliqués perfectly.

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LO ULO U Style Callie RRP £1,150 louloubridal.co.uk +44 (0)20 3432 5703 In ivory mikado and with gleaming pearl buttons on the back, this retro gown comes in different lengths – we’ve shown the 36” waist-to-hem version here. If you want off-the-shoulders, then look no further.

Brighton

Visit us at the Harrogate Bridal Show

New Orleans

stand C46

Ripon

For stockist enquiries please call: 02380 334322 or email: teresa@tiffanys-online.co.uk

V ENI VIDI VICI Meet Ronald Joyce’s pride and joy, the award-wining designer Veni Infantino, who conquers the market and creates the trends with every new collection 82 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R 2 0 1 8

Where did you train and did you always want to be a designer?

As a young girl I always wanted to be a designer. A teacher at school spotted my talent and put me forward for an interview at the London College of Fashion where I ended up doing my degree in Fashion.

Who did you first work for?

Ellis Bridal came to the presentation at my university’s graduation fashion show. They offered me a position!

Which silhouettes work best with different figures and height types?

I find that an A-line always works the best. It makes you look slimmer, taller and is the easiest for fittings.

What are your favourite fabrics?

I like working with different kinds of lace. It hides undesirable features really well! I also like working with a stretch crepe fabric for someone who has an amazing figure.

If you were getting married tomorrow, what would you wear?

I would wear a fitted halter-neck dress, with a sleeve and a lace fishtail.

Tell us about the new collection that you will be showing at Harrogate?

We’ve included a wide variety of lace and introduced shapes for everyone, from halter-neck gowns to full A-lines.

There are many dresses that can change colour –they have two sets of lining, so you can remove the top layer and change the colour of the underneath. This allows the bride to have a different look for the evening.

We’ve introduced colours such as blush, charcoal and various shades of golds, and a range of fabrics that includes soft chiffons and crepes.

Detail is a real focus giving individual personality to every dress and to both the front and the back. In the Victoria Jane collection we’ve opted for a more of a destination look, which is really modern and less formal.

Do you start off with an idea/theme when you begin each collection?

I close my eyes and I imagine the bride I’m designing for. I consider her shape, her features, her age and then I consider the fabric. I do an extensive amount of research and analyse the various trends that stand out in the market, not only within the couture arena, but also on a commercial level.

After around a month of research, I sit down and begin sketching.

What did you think of Meghan’s choice of dress?

I did like her gown, but I think a dress like that needs to be much more fitted What are the biggest changes you have seen in brides over the years? than it was.

The shape of women and their desire for sexier dresses. We’ve had an What would you have created had you been asked to design her dress? increased demand for more revealing styles – for plunging necklines and To be honest I’d have designed backs that are almost entirely bare. something very similar to her Stella McCartney evening dress. I would And in mums? have given her the same shape, The mums have become much made the dress in lace and given younger and far more fashionable! her a sleeve. We have a dress that matches this in the new Ronald Joyce Even if a mother of the bride is not physically young, their attitude Collection. towards fashion is certainly younger.

Any famous women you’d love to What do you feel is the biggest design for and why? threat to bridal today?

Audrey Hepburn and Grace Kelly. I adore their look and shape. I love what Most definitely online selling. The fluctuation of the pound is making they used to wear – it embodies my own sense of style and fashion tastes. our dresses more expensive and

obviously there is big competition in pricing. It is vital that our retailers give their customers the best experience possible rather than simply the opportunity to buy.

And the greatest opportunity?

It’s an ideal time for designers to be more daring. It’s all about providing something that the online stores and outlets can’t offer. I think the days of playing safe are gone. The message today is ‘the bolder, the better’.

There is concern for the growth of multiples – do you think they will take over?

It is a concern. However, we are more focused on giving our customers and brides a more personalised buying experience. I specifically like to keep to the integrity of the design, fit, finish and overall quality of the product ensuring a much more couture feel.

Three pieces of advice please, to retailers in the current climate?

It’s all about giving your bride an experience. The dress she buys is a dress she will remember for the rest of her life; she will not make this decision lightly. Also: product knowledge. Confirm that your staff are well-trained and equipped with the right knowledge to ensure that the bride picks the perfect dress.

Sell them a dress that looks amazing on them so that you will get repeat business. Finally, at the shows, retailers should buy pieces that are different – I think it’s time for the bridal world to step it up and come out with pieces that are unusual and fabulous.

What did it feel like whenever you won an award?

It is such an incredible feeling and to know that your work has been recognised by the industry is remarkable. Even to be in the final three is so surreal, and so rewarding. +44 (0)1636 593483 enquiries@ronaldjoyce.com ronaldjoyce.com/en

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NOW

AVAIL AB

LE IN

F I ND YOUR

DREAM DRESS Use our handy tool to search through 1000’s of dresses online for all the bridal party, then click to find your nearest stockist!

www.findyourdreamdress.co.uk

THE U

SA

MAKING AN IMPRESSION The boutiques shown here are up for the the Best In store Display title in the Bridal Buyer Awards.

This one is Aurora Bride in Sutton

B ES POK E M Y BOUT I Q U E Whether you’re a start-up or fully established, don’t miss these top tips for creatively customising your bridal boutique. Carrie Marsden gives a view…

R

ecently I was in a restaurant and in the ladies’ room, written across the mirror in an italicised hand, read the words: ‘She was incandescently beautiful and beauty was the least of her.’

I was wearing their carbonara sauce at the time so I highly doubted the sentiment, but still, my goodness me, it made me feel something. It was unexpected and glorious and new. Evoking and sustaining this feeling in every bride who walks through your door is the remit of a beautifully bespoke bridal boutique.

And just like that brilliant restaurant, it can be as simple and inexpensive as a decorative wall adorned with beautiful quotes in different sizes, font and colours

delicate china. You’re you because you’ve painted one wall with chalkboard paint and customers leave their testimonials in their beautifully eclectic scrawl on your novel ‘graffiti wall’. (although we think monochrome You’re you because you’ve would work best). You’re not in rigged up your favourite moments sales, you’re in sensations. So let it from weddings in films on a loop be sensational. We explore our top to be played in black and white tips for creatively customising your on a giant screen at the back of bridal boutique… the store. You’re you because you give guests a choice of mood music - from classical composers I Am Who I’m Meant To Be: to Hollywood Belting Ballads from This Is Me (Your USP) the ’80s. Whatever it is, find ‘you’ Who are you really, and what do and make a big play of it. you do that’s you? This needs some thought. You’re the boutique Top tip: Don’t forget the boys.

While the grooms might stay that takes old-school polaroids of away on pain of death, the father brides and gives them as gifts in of the bride could well put in an a goodie bag. You’re you because appearance. Have a staff member you don’t offer Prosecco but your designated and primed for the men signature drink – a Dirty Martini – and why not treat them to a whisky just because. You’re you because (as if by magic from an old-school you’ve teamed up with the local globe that opens James Bondbakery and offer your clients a style and twice as cool). slice of wedding cake served on

1

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ADDING DETAIL Mousetrap Dress Boutique in Havant, Hampshire piles on the style

2

Meet the Team (You had me at hello…)

Your staff are your ambassadors; invest in their training. They need to be knowledgeable, personable and approachable. We like the thought of a dress code, perhaps a uniform colour, but certainly not black. Consider incorporating something of your brand name into their ‘look’ - a silk scarf, for example, that can be worn in different ways. These men and women are your boutique; they need to inspire faith and confidence and put brides completely at their ease. Consider hiring female staff both in their twenties and forties; your brides could be young first-timers, on their second marriage, or choosing to say ‘I do’ later on in life.

Top tip: If you have married staff, ask them for a photo of their own wedding dress and make a collage.

Nothing says ‘accessible’ like “yes, we’ve done this too!”

INDIVIDUALITY Adding colour and lush textures gives Mousetrap its special personality

3

The Narnia Effect haven. In physical form, it ought (Ambience is everything) to afford the bride the equivalent Picture the scene: a nervous bride emotion of, “Lady, I got you. I’ll crosses your threshold shielded by take it from here.” an entourage of family members.

There are a million different She has that distinct look in her ways of creating ambience, eye that says something like: “I most of them well known (think know I’m engaged and definitely tactile, layered textures, incredible will be a bride, lighting, and Who are you but right now I decadent seating). don’t feel like a So let us take the really and what do bride and I have road less travelled… no idea what you do that make you… Why not open on I’m looking for a Sunday in time for You? You need to give Steve Wright’s love and I stupidly ate a doublesongs? Ambience, this some thought cheese burger atmosphere, someprecisely 16 minutes ago and in the thing different: it’s all there. Let name of all that’s holy I think I’m brides truly step into a wonderland wearing black underwear and my and create themed ‘pockets’ in nan says she’ll disown me if I don’t your store (Boho-Chic, English wear a veil and I have no idea what Country Garden, and so on). high-low length means and I’m Do your homework and be in FREAKING OUT, MAN!” the know: read Love Our Wedding This is why ambience is so for its Find My Theme features and important. For exactly this reason recreate the look. Then team with right here. Your boutique is a four or five dresses that epitomise

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Beat the Buck! l A statement bouquet of flowers every three to five days a little out of your price range? Diffusers are a longer-lasting and cost-effective alternative, and they come in a delicious range of scents to set the mood. l Flea markets are your friend!

Second-hand wardrobes and chest of drawers can be picked up at a steal and then repainted in Farrow and Ball for a transformative way to display accessories and headdresses.

Especially wonderful for sourcing beautiful and unusual drawer handles (do mix and match!), and unique but inexpensive flutes for your welcome drink. l A polished wooden floor in deep mahogany will both set the white dresses off in all their glory, and ensure the gowns ‘flow’ when being worn and aren’t snagged by any bulky fibres. Plus, a reclaimed flooring will certainly be less expensive than carpet.

INSTANTLY IDENTIFIABLE Yep, no mistaking television’s favourite bridal destination... Ian Stuart’s Blewcoat GO FOR GOLD Knowsley Bridal Suite in Prescott, a few miles east of Liverpool, makes brides feel like princesses in very regal surroundings

this style. Help brides visualise their day. Make your boutique a feast for the senses inspired by the Lookbook, mood board approach.

Top tip: Plan ahead and be inventive. Who can you team up with in the community to put on events with – how about photographers florists, or venues?

Offer to be the venue and start the collaboration.

Create a framed table plan-style ‘what’s on’ for the week/month ahead’ at the entrance of your shop and be high-vis. Tea-length Tuesdays, anyone?

You’re aiming for your customers to be so enamoured with their surroundings and your exemplary service, that they nestle in deep, breathe easy,

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Checklist:

SOFTLY SOFTLY Si... Bridal in Newcastle Upon Tyne uses gentle colour as a background to show off the lavish detail on every dress

l A selection of headdresses, accessories, shoes in a range of sizes, and veils – all essential Bridal Imagination tools l A fridge complete with your signature drink, always in stock, but out of sight l An endless supply of top-notch tissues when emotions run high! l Afternoon tea, excellent shortbread, fine bone china l Copies of Love Our Wedding in store for inspiration!

relax, and stay. They forget they’re here for a dress, because they’re being treated to so much more.

Your boutique need not be a theatrical, Moulin Rouge-style spectacular (although if Ewan McGregor is about, we’d definitely get him in for his rendition of Your Song), but it does have to be memorable. An experience.

The bridal boutique industry undoubtedly faces challenges from both the high street and the internet. But neither of these can create your unique atmosphere.

And it’s precisely this irreplaceable experience that brides want and will keep coming back for. Plus, you’re not fazed by a challenge, right? And no one can do what you do, correct?

Like anything worthwhile, getting it right will be hard work.

But where there’s passion, creative flair and commitment, there will also be a beautiful bespoke bridal boutique…

But what if I fall?

Oh my darling, but what if you fly?

Next month, Terry Moore, international retail design consultant, gives his views on how to make your store look amazing.

PERSONALISATION Kimberley Anne Bridal Boutique in Clitheroe get brides curled up on the sofa that bears the shop name... or at least its initials!

FAUX PAS , NE PAS ! l Don’t stack dresses in heavyduty plastic zip bags. Not only do they obscure the dresses, they also carry a distinctly ‘we’re at the mortuary’ vibe. And let’s face it, wherever you are, that’s never a good vibe. l Don’t carry mix-and-match hangers (such as different sizes, or some plastic, some wooden).

This looks tacky and distinctly

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amateurish. If you’re using hangers, invest in a standardised look, but one that says luxe. l Don’t make tea/Prosecco/Peach Bellinis in front of your guests.

This needs forward-thinking prep, discretion and, preferably, a back room somewhere to conceal the mess. Cracking open a packet of bourbons right there and then can kill a bespoke boutique vibe!

Harrogate Bridal Show Stand Q17

SECOND OPINION You’ve been asking us for tips on best ways to deal with staff. We recruited training supremo Helena Cotter to deliver some sound advice with six pearls of wisdom Avoid blurring the professional and the and misinterpretation. A procedures manual will personal when running your business help you keep everything concise. It also alleviates It’s a hard ask to be a leader and a friend, isn’t it? you having to be on call to answer questions or As with your customers, you should always avoid queries that are well within the remit of your staff to extreme crossing over of the two; neither too bossy answer or deal with. a boss, nor best friends.

Contracts of employment most certainly are a UK Of course, being friendly and approachable is a legal requirement. The contract needs to have the given. Learning about your staff to help them be the terms and conditions of employment and include best they can be is a necessity. a written set of particulars (brief job description), Always be there to guide and support them. Be which must be given to an employee within a good listener – it will serve you well in the future eight weeks of commencing and enable you to work together employment. To help, I’ve as a tight, lean, team. When Keep your message included a link to the UK you cross over the line between leader and friend, you will change consistent – staff members Government’s guide to contracts: gov.uk/employment-contractsthe dynamic which can then lead will struggle if they are being and-conditions. to conflict.

told one thing one day only

Create structure so there Create healthy, clear boundaries for it to change the next are no grey areas It is not fair if staff do not know Keep your message consistent what is expected of them and from the start. Communication is one of the keys what they can expect from you. Always give to successful leadership and it can be overlooked anyone who works for you – be it full- or partwhen running a busy retail shop. As a staff member, time, high days or holidays, job descriptions and a there is nothing worse than being told one thing comprehensive procedures manual. This may sound one day, only for it to change the next. When you do long-winded and time-consuming, but while not a change anything, tell everyone and make sure you UK legal requirement, job descriptions and manuals stick to it. are nevertheless vital. How much time do you spend Don’t rely on other people to deliver the message going over and over the same things; repeating for you in your absence. They may get it wrong, yourself? A lot, I bet! It is important to list job/duties misconstrue the core information, or forget because and areas of responsibility. It creates clarity and they are too busy. minimises miscommunication, repetition 92 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R 2 0 1 8

Establish values and beliefs for your business All staff should be aware of how you want your business run in terms of standards. l Consistency l Open communication style of leadership l Smart appearance; the smarter, the better l Work ethic l Company ethos l Customer service and care levels matched and delivered l Levels of expected professionalism throughout

Get connected with the UK’s most exciting, passionate, new wedding industry magazine

Trader Trader Trader ISSUE SEVEN • AUGUST ’18

Ian Stuart

ON CHANNEL 4’S MOST-WATCHED LIST

EMERGING TALENTS NAMES TO KNOW FROM ACROSS THE POND

GO AWAY...

HEAD FOR THE BEACH

The Awards

Demonstrate strength Often when there are problems with staff and a business, it is down to weak leadership. Staff are looking to you to lead. They will mirror your leadership levels and demonstrate them on the shop floor, good or bad. Ultimately, all decisions must be yours as the business owner. That doesn’t mean there cannot be feedback from your staff; feedback should be encouraged. Your staff are at the coalface so to speak, so they are often the source of fantastic ideas and suggestions.

WEDDING

WEDDING

WEDDINGTRADERMAG.COM

DESTINATION DRESSING – OUR GUIDE TO THE VERY BEST

WHO IS IN THE RUNNING FOR A COVETED TROPHY?

WEDDINGTRADERMAG.COM

Time with Pronovias

HEAD DESIGNER HERVÉ MOREAU IS IN LOVE WITH LACE

A NEW WAY OF WORKING

A MATTER OF OF MINIMUMS A THORNY SUBJECT, BUT ONE THAT SUPPLIERS LOOK TO ADDRESS

Mums’ stuff WHAT THE BEST-DRESSED MOTHERS WILL DEFINITELY WANT

OUTSPOKEN OPINIONS BIG NAMES – POWERFUL VIEWS

WEDDING

ISSUE THREE • APRIL ‘18

EXCLUSIVE! HOW ENZOANI GIVES RETAILERS TOOLS FOR CHANGE

Going global

BARCELONA, ESSEN, CHICAGO, NEW YORK, DÜSSELDORF, MILAN: WHAT TO SEE WHERE IN ATTENDANCE PRETTY MAIDS ALL IN A ROW – THE BRIGHT NEW CROP OF BRIDESMAIDS DRESSES

WEDDINGTRADERMAG.COM

ISSUE FOUR • MAY ‘18

My website journey

ONE RETAILER ON THE ROUTE SHE TOOK TO TO PERFECT HER ONLINE PRESENCE

SHOW NUMBERS SPECIAL FINDS AND NEW DISCOVERIES AT LONDON BRIDAL WEEK

GETTING IT RIGHT EVERY TIME THE NAMES AND THE LABELS YOU NEED TO KNOW MORE ABOUT

GROOMS WITH A VIEW WOW FACTOR DRESSING IS NOT JUST FOR FEMALES

If I was a retailer

VATANA WATTERS GETS ON THE OTHER SIDE OF THE COUNTER

Two to one

Designer-owned bridal stores

WHEN DOWNSIZING IS THE VERY BEST BET

HOW THE BIG NAMES HELP THEIR STOCKISTS

Trader Trader Trader WT7_cover 3aa TH.indd 1

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WEDDING

WEDDINGTRADERMAG.COM

06/03/2018 19:17

ISSUE FIVE • JUNE ‘18

WEDDINGTRADERMAG.COM

Trying for a trophy?

A NAME TO NOTE

AND A LOOK TO LOVE. JOSÉ MARIA PEIRÓ FOR WHITEDAY COMES TO THE UK

HAS THE BRIDE BOUGHT ONLINE? HOW RETAILERS DEAL WITH THE INEVITABLE TEARS

Associations

WHICH ONE WORKS BEST FOR YOU?

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SUB-BRANDS WHAT THE MANUFACTURERS HAVE TO SAY

If I was a supplier ELLIE SANDERSON HOLDS NOTHING BACK

SOUTH AFRICA BRANDS YOU NEED TO KNOW ABOUT

Catwalk stars

HOW ELIZA JANE HOWELL AND SAVIN LONDON BROUGHT THE HOUSE DOWN

WHICH AWARDS PROGRAMMES ARE THE WINNERS

BUYERS, BLOGGERS, MARKETEERS DELIVERING NEWS, VIEWS AND HONEST OPINION

SERVICE LIFTS WHAT TOP SUPPLIERS ARE PROMISING THEIR CUSTOMERS

03/04/2018 20:47

WEDDING

WEDDING

ISSUE TWO • MARCH ‘18

Your buying season starts here WHO IS SHOWING WHAT... AND WHERE

BRIDES ON BOUTIQUES WHAT YOUR CUSTOMERS THINK ABOUT THEIR SHOPPING EXPERIENCE

YPOS

NOT ANOTHER ONLINE OP! IT’S YOUR PROBLEMS, OUR SOLUTIONS. HELP AT HAND WHEN NEEDED

WEDDINGTRADERMAG.COM

UK Bridal Week A NEW SHOW SCHEDULED FOR 2019 PROMISES TO MAKE A DIFFERENCE

ISSUE EIGHT • SEPTEMBER ’18

HIGH STREET DEBATE WORKING TOGETHER TO WIN BATTLES

LONGEVITY HOW TO BE

LY PROUDTING SUPPOR H BRITIS AR WE BRIDAL ERS RETAIL

DOING WHAT YOU’RE DOING MANY YEARS FROM NOW

A BIT OF BESPOKE GIVING YOUR PLACE A WHOLE NEW LOOK

SUSTAINABILITY IS THE BUZZWORD OF THE MOMENT – GET IT?

Have a ball

WE PICK THE BEST OF THE GOWNS

Build trust When you work in a small team where every member of staff is a vital cog in your business wheel, it can be hard to lead. Create an open-door leadership style where you are approachable and firm but fair with healthy boundaries. Empathy and compassion are needed to be a good leader, but avoid becoming too entangled and keep your sensitivities in check.

Where you are paying staff to manage and run your business for you, let them do their job properly. Organise regular meetings to iron out any issues early on.

Pitch it right from the start in terms of leader/ friend, so you don’t have to back-pedal. And remember, you should always put your staff first, not your customers. Why? Because happy staff equals happy customers. +44 (0) 1582 451238 info@helenacotter.co.uk helenacotter.co.uk We here at Wedding Trader are interested in your own business ethos or mantra, or a personal opinion – especially if you have an angle on your approach to staff. What are your dos and don’ts when it comes to your team? Share your thoughts – email me at susi@meanttobemedia.com

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01/05/2018 20:00

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TO WORK W I TH US , CONTACT: Advertising Sales Consultant Nardene Smith nardene@meanttobemedia.com Mobile: 07957 372276

Sales Executive Martha Cooke martha@meanttobemedia.com Mobile: 07877 449122

Editor Susi Rogol susi@meanttobemedia.com

Finally, it feels that the gap has been bridged and suppliers and retailers are all on the same page, working and talking together. Susi and the fabulous team have recognised this in abundance and created a monthly handbag explosion of fascinating insight, construction opinions, hints, tips and captivating reads. Truly inspirational!

Jeanette Stevens, Managing Director, Enzoani Europe

W E D D I N GT RA D ER M AG .CO M S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 93

A L L YOU N E E D TO K NOW A BO U T

Allure Bridals

In the start of a new series, we give you the inside info on a market-leading brand – the sort of detail that will help you make those key buying decisions ABOUT THE BRAND Labels in the portfolio, personality of each, and RRPs Allure Bridals, classic with a hint of cool, £995- £2,395 Allure Romance, dreamy ballgowns with princess appeal, £895 - £1,895 Allure Couture, elegant, with a focus of luxe features, £1,850- £3,995 Allure Women, making the most of curves, £1,195- £2,295 Madison James, high-fashion, very stylish, £995- £2,195 Wilderly, boho at its best, and a little wild, £750- £895 Number of pieces per collection, number of collections per year 18-25 pieces, two collections per brand Size range US 0-32 Latest fabrics Crepe, mikado, satin, jersey… And lots more.

Added sparkle from Swarovski crystals.

BEST SELLERS Great cuts, amazing fit and all the on-trend detailing a bride could want

Custom changes?

Yes, two per special order.

Advice to retailers... l Attend all trade shows – even if you don’t buy – just to see the trends and colours that are emerging. l Buy from established manufacturers who you know will deliver your special orders and support you with advertising that drives brides to your store. l Be aware of your competitors. Compete with them where possible on price and try to exceed their customer service.

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GOT IT COVERED You name it and Allure has it, from cool classics to edgy contemporaries S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 95

ABOUT THE BUSINESS Early days Allure Bridals has been manufacturing since 1997, having started out as a family-owned bridal salon in Memphis, Tennessee.

Number of staff employed worldwide today 100 Number of stockists today 1,500 worldwide Greatest growth area In the past five years, the UK and mainland Europe.

Where’s the design team?

In the States, there’s a five-strong team of super-talents.

Is stock available?

Normal delivery is 17-18 weeks from order, but a huge stock holding make short lead times and rush orders possible.

What else do you do for your stockists?

Grant exclusivity depending on location population, number of labels stocked and the size of order placed; Designer weekends; loan samples where available; digital and print advertising to promote the labels to consumers.

The man you need to know…

Billy Fitzsimons, +44 (0)7774 410701

Allure will be exhibiting in Harrogate, 9-11 September, at The Majestic Hotel. +44 (0)1707 643633 allurebridals.com

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Show dates for 2018 The Bridal Roadshow Bristol, 19th & 20th August 2018, Exhibition & Conference Centre, The University of the West of England, BS34 8QZ Harrogate Bridal Show, 9th - 11th September 2018.

Harrogate, North Yorkshire, Stand C77

01827 55444 | Info@twilightdesigns.co.uk | www.twilightdesigns.co.uk

S USTAINA BL E F UTURE With ever-increasing pressure to source products from brands that position themselves as ethical or sustainable, Flora Davidson – co-founder of Supplycompass – explains how you can tell if the wedding dresses and accessories you buy come from truly responsible makers

F

lick through any fashion magazines and you’ll see a feature on sustainable fashion. Stella McCartney, Veja, Finisterre, Patagonia, People Tree, Kowtow and Reformation are leading the way towards a more ethical future within the fashion industry. Movements striving for positive change like the annual Copenhagen Fashion Summit are pushing for greater transparency, better social compliance and more positive environmental impact from brands and their supply chains across the fashion industry.

With ethics and sustainability becoming so much more important to consumers, how can you ensure that the wedding brands you are buying are catering to the needs of both consumers and the planet?

Positioning Today’s consumers expect clarity – they want to know what a brand stands for, what it is doing to be sustainable and ethical. The message shouldn’t be over-complicated. What stands out in a busy marketplace is a clear, singular approach to responsibility that resonates with end users; a brand that is all about discovering and working with innovative, sustainable fabrics.

With terms like ethical, sustainable, conscious, responsible, transparent and organic often being used interchangeably, it can be confusing to know which to use or which is most attractive to consumers.

Look for terminology that resonates with your target consumer. Focus in on a few areas that are right for your consumers and make it clear and consistent.

Sustainability and materials What are the origins and impact of the raw materials TIP 1: Look for brands with clear, realistic positioning that your customers can understand and get behind.

If it’s over-complicated, then you’ll struggle to communicate it to your clients.

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used in the dresses and accessories? Ensure fibres are sustainably and ethically sourced and manufactured into fabric. Fabrics considered to be amongst the most sustainable are linen, recycled PET, organic cotton and Tencel. Keep an eye out for new innovations within the fabric and dye industries, like synthetic spider silk by Bolt Threads, fabrics made from orange and pineapple fibres, and low-impact and biological dyes.

Stella McCartney places real emphasis on working with ethical and sustainable fabric. An option for a wedding dress could be this white gown made from sustainable viscose fibres.

US brand Reformation has a goal of zero waste; it has created the RefScale to monitor their carbon footprint and works with a range of recycled fabrics. thereformation.com/categories/weddings-parties Durable design Look for high-quality products that will last and that customers can love forever. That may be a wedding dress that can be passed down the generations, or altered to make it into a wearable dress for the future.

Mother-of-the-bride outfits that can be worn again and again. Bags and shoes that will stand the test of time.

This can mean thinking about end of life and supply chain circularity, working out ways for your customers to recycle, reuse and repair your products.

Dr Martens shoes come with a lifetime guarantee – and they have great designs for the quirky biker bride.

People and ethics Consider a brand’s supply chain partners – are they working exclusively with those who are focused on having positive social impacts and caring for the wellbeing of their workers? This could be offering benefits such as crèches, or supporting the local community. Certifications such as Fairtrade, SA800 and GOTS indicate social compliance. Does the brand take the time to visit their supply chain partners to

TIP 2: If certain aspects of sustainability and ethics are important to you, then ask your supplier questions about their suppliers – and then pass that information on to your customers. Today’s modernminded bride will celebrate your decisions. understand what they are doing, and why, first-hand?

For wedding guest attire, womenswear brand Beulah has a printed maxi dress and gives 10 percent of their profits to helping end modern slavery. Bridal designer Sanyukta Shrestha was one of the first to focus on ecofriendly fabrics. More recently, in-grid has built a real following fast because of its attitude to responsible sourcing and manufacturing.

Transparency A brand that is open and transparent provides details on all their other suppliers, from zips and fabrics to labelling and packaging. Transparency can also mean offering a full breakdown of costs, splitting out labour costs, material costs, logistics costs and taxes.

Manufacturing partners Picking the right manufacturing partner is key for any fashion brand and those who are serious about sustainability and ethics will have chosen suppliers with the relevant certifications. They will also visited them in person, telling them what’s important to them.

Stay well informed Become informed of what is available, and achievable.

Being a more responsible buyer means being more conscious of your social and environmental impact, and constantly striving to improve every aspect of your supply chain. Every step of the way, question your decisions and think whether there is a more responsible option. Ethics should be front of mind for every buying decision. For your shift towards being more a more ethical and sustainable buyer to be authentic, it can’t be an add-on or something pushed for a marketing campaign. To make a real, lasting impact, to appeal to a more conscious consumer, it needs to become part of your brand’s DNA and influence all decisions you make within your business.

Supplycompass is a tech-enabled, end-to-end production management platform for responsible brands that want to find and work with the best international manufacturers.

It enables brands to find their perfect partner at home or overseas. Brands can create tech packs, get matched with a manufacturer and use the platform to manage production from design to delivery. Supplycompass works with brands and manufacturers to embed responsible and sustainable practises in their businesses, deliver value and create opportunities for growth. supplycompass.com

HELENA

♦

COTTER

T H E B R I D A L I N D U S T R Y E X P E R T Est. 2003

EMPOWER, I N N OVAT E , I N S P I R E .

Give your staff all the tools they need to become even more successful. Don’t get left behind in this fast moving Industry.

Investing in Training in the long run will prove better more economical than the cost of not having it at all because your untrained staff cost are costing you money.

Enjoy a maximum return on your investment with an unrivalled in house training experience delivered right to the heart of your business.

Guarantee the future health of your business, contact me today for a FREE, no obligation consultation.

Just as your customers want to be treated as individuals, mine do too. Understanding and interpreting each and every one of my clients specific business characteristics is my USP. It’s the reason I continue to develop niche Courses and Services exclusive to personal requirements. It’s one of the many things which sets me apart from other training organisations. It’s what is going to help you have the edge – and keep it too.

T: @HCSalesTraining Insta: hccoaching LinkedIn: Helena Cotter 01582 451 238 / 07896 944 759 info@helenacotter.co.uk www.helenacotter.co.uk S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 99

FA B ULOUS FA BRICS What comes first, the fabric or the design inspiration?

Or do the two come together? We asked three of the leading suppliers what’s new and now

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PONGEES When did you launch? The origins of the present-day Pongees Ltd lie in Switzerland, a country that has historical connections with silk trading with China stretching back over many hundreds of years. In the mid-19th century, Ostertag Hausamann Faes was established and quickly became a leading silk trader. In 1931 a branch office was opened in London under the name Pongees Ltd – pongee being a generic term for a group of Chinese silks that were especially popular at that time.

What are your main bridal and occasionwear fabrics?

Duchess satin, taffeta, faille, double faced satin, zibeline, ghazar, marocain, heavy satin, tulle, organza, lace, chiffon, georgette, damask and douppion And from which countries?

France, Italy and Far East Minimum order? No minimums Current most popular colours?

White, ivory, silver, beige, sable/ gold, Champagne, cream/gold, vanilla, biscuit Current most popular fabrics?

They’re all popular!

MICHAEL’S BRIDAL FABRICS

Do you sell to many bridalwear retailers? Yes Delivery times from date of order?

Next day delivery. We aim to dispatch all orders on the day of receipt.

Orders received after 3pm (UK time) will normally be dispatched the next working day or can be collected from our London showroom. There are over 1,000 fabrics held in stock and these can be purchased direct or via Pongees’ new transactional website.

What will be the Next Big Thing?

Fabrics that can express a sculptural, elegant, feminine silhouette will be in demand. “Gowns will feature strong ’40s shoulders and ’50s finesse,

blend quality that has complimenting colours on each side (like duck egg with silver on the reverse, and dusky rose with coffee). We also have two When launched? silk-blend jacquards that colour22 years ago in May 1996 match the mikado. The sales of lace What are your main bridal and are still very good, but we are buying occasionwear fabrics? more new designs in embroidered, We find there is often a similarity sequinned and beaded tulle. between the types of fabrics used in And from which countries? both sectors – it just so happens that Our fabrics come from all round the ivory is the dominant bridal colour world. Most of our silks are from Italy, and occasionwear uses a variety of and other plain fabrics come from shades.

Japan, Taiwan, South Korea and China.

For bridal we still see large sales on duchess satins, and very often we The majority of our embroidered also supply chiffon, georgette or tulle fabrics come from China, but much of fabrics in matching colours. One of the the beading is now done elsewhere.

Laces come from many sources fashionable fabrics at the moment is mikado. This sells very well in various including France, Japan, China and Italy, while edgings and motifs come shades of ivory for bridal, but for from China, India and France. occasionwear we sell our Italian silk

reminiscent of creations by Hubert De Givenchy or the élan of ’60s Cristobal Balenciaga, so selecting the right fabric will be crucial,” confirms Nick Moore, joint-managing director at Pongees. “We believe designers will also use clever cutting that adds volume to a slender silhouette when in motion, and we expect to see everything from demure high mandarin collars and flirty tulle or chiffon capes through to daring, plunging necklines.” +44 (0)20 7739 9130 sales@pongees.co.uk pongees.co.uk

Minimum order?

We have no minimum, by length nor order value.

Current most popular colours?

For bridal it is shades of ivory, with

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Do you sell to many bridalwear retailers? Yes. At the last count somewhere between 1,000 and 1,300 worldwide. We are regarded by many as having the biggest stock collection of bridal fabrics, edgings and motifs in Europe.

Delivery times from date of order?

For items that are in stock and ordered before about 2pm, delivery will usually be the next day in UK. We allow an extra one to two days for shipment to most of mainland Europe and then three to five days to places such as Australia.

What you see as the Next Big Thing?

“I think that sales of embroidered and beaded or sequinned tulles will continue its recent growth, particularly designs using laser cut 3D panels,” said Michael Bristow. “Also, there will be an increase in the sales of plain fabrics, allowing customers to select their own choice of embellishments like edgings and motifs – we offer over 400 of each.”

mint, baby blue and shell pink.

Current most popular fabrics?

Fabric choices for bridal gowns seem When launched? 1972. to be split. For the majority of brides What are your main bridal and the most popular choices are soft and occasionwear fabrics? feminine fabrics such as our doubleDouble-faced matt satin, cationic chiffon, satin-backed faille, Italian soft faced satin Enthrall, cationic chiffon Gemini or layers of tulle Dolce Vita. In tulle, mikado, corded lace,beaded addition, there are also brides who are lattice on tulle, matt duchess satin. opting for more structured gowns.

From which countries?

Our mikado Pasha is going strong Our fabrics are sourced from all over and we’ve recently added three new the world; Japan, China, India, Turkey colours of white, Champagne and and Italy, to name just a few. silver to the range. Brides are still “We feel that scouring the globe has allowed us to offer our customers wanting embellishment – whether it’s from embroidered tulles, trimmings the widest range of fabrics and or appliqués. accessories possible,” says Robert The multiway dress remains Moyles, adding: “Our long-established popular for bridesmaids, hence our relationship with all of our mills has Ritual jersey from the John Kaldor meant that anything is attainable. If it range is set to see new colours doesn’t exist, we can create it!” arriving for next season. Mothers, Minimum order? meanwhile, are favouring our new None. Our customers can order as little as one metre of any fabric or trim, jacquard Devotion and our everpopular John Kaldor Tocca lace. or a single pair of appliqués.

Current most popular colours? The most popular colours for bridal gowns are still shades of ivory. An increasing trend has seen brides expanding on neutrals and opting for a wider range of pastel shades such as Champagne, silver, nude and baby pinks. One of our most recent introductions that compliment this trend is our Sienna embroidered tulle in mocha.

Bridesmaids and mothers of the brides are also choosing neutral shades on a wider spectrum; the most popular colours we’re seeing right now are lilac, silver, coffee, lavender,

Do you sell to many bridalwear retailers? We sell to all bridalwear retailers who offer a made-tomeasure, bespoke service.

Delivery times from date of order?

All goods are available ex-stock.

Orders dispatched within 24 hours.

What you see as the Next Big Thing?

“It’s the first time ever that we’ve seen bridal and fashion trends almost on a parallel,” says Robert. “The increasingly popular geometric trend can be seen on our embroidered tulles. In terms of styles, it seems bridal jumpsuits with beaded embellishments and wide leg bridal trousers are set to be the next big thing! As a result, we would therefore expect fabric choices to stay fluid to allow designers to create natural, feminine shapes.”

the paler shades being most popular – shell pink, antique rose, and dusky rose are in demand.

For occasionwear it is navy, dusky rose, duck egg, silver and gunmetal.

Most popular fabrics? Satins (both duchess and soft qualities), chiffons, georgettes and tulle along with mikado for bridal. We run over 400 designs of lace and are seeing growing sales of embroideries on tulle. In occasionwear there are the same fabrics as mentioned for bridal, along with crepes in both polyester and Italian wool.

CARRINGTON FABRICS

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+44 (0)1322 380480 admin@michaelsbridalfabrics.co.uk michaelsbridalfabrics.co.uk

+44 (0)1204 692223 sales@carringtonfabrics.co.uk carringtonfabrics.co.uk

www.propress.co.uk

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QA

GOING LEGAL

A delivery that doesn’t appear, a local competitor who does, and the way to approach your landlord about a front-of-store refurb… Our legal eagle Suzanne Lurie of Affinity Resolutions comes up with some clear guidelines I ordered from a collection I saw but was not familiar with, but the company (although accepting my order) has not delivered, despite phone calls and emails from my manageress. I now find they are supplying a shop just a few miles away. I now have to contact other suppliers to see who has stock as my rails are looking bare!

Always check the Terms and Conditions of business, before entering into a contract. This will help you understand the way this trader operates – it may be that the company has a disclaimer included in the small print.

If you cannot find any ‘get out’ clause then, on the face of it, the contract to supply you can be enforced. Send an email advising the trader of this, and if you do not get a response you can instruct a solicitor or issue a claim through the Small Claims Court.

If you have paid for the dresses, and depending on how, you may have some protection.

With debit cards, there is a scheme known as ‘Chargeback’, which participating banks have agreed to follow. To start the

with what is called dilapidations.

This is where a tenant can be responsible for returning a property at the end of the lease in the state in it was in when they took over the tenancy agreement.

This can often lead to a dispute if it is unclear.

If your lease makes no reference to dilapidations or repairs, then when you approach your landlord for permission to do the work, agree that he will not require you to return the front of your premises to the original.

This is a complex area of law and I would advise that you seek legal advice from an expert in this field to avoid problems.

A shop has opened up in the same small town and although we do not have any suppliers in common, I have learned that she is distributing leaflets locally, not just in shops but in the street and outside the train station, saying that she has the best selection, best prices and so on.

What can I do to prevent this?

From a legal perspective, I would check with your local council to see if your competitor needs permission to distribute leaflets – usually a licence is required for such activities and a person can be fined if they do not adhere to Council Regulations.

The Council can also place conditions on what, when, where or how a person leaflets If I ask my landlord permission and the Advertising Standards to redo the front of my premises (at my cost) and vastly improve it, Authority produces guidelines for direct marketing material, so can he demand I return it to the your competitor may not be able original when my lease is up and to describe herself as having if I decide to move?

It is important to check your lease the ‘best selection, best prices’ unless it is true. It may be worth (which is the legal agreement approaching her first, though. between you and your landlord).

This should set out what happens Need advice? Send you questions to if you make improvements to the susi@meanttobemedia.com property and should also deal process, contact your debit card company and explain what has happened. They will then try to reclaim payment for you directly from the trader. There is a time limit for making a claim, so do so as soon as possible.

If you have paid by credit card, the transaction will be protected under section 75 of the Consumer Credit Act 1974 for a purchase between £100 and £30,000. This means that provided the items you bought cost at least £100 each you can make a claim against the credit card company if the goods do not arrive. You may also wish to claim damage to your business if a shortage of stock resulted.

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F IND YOUR

MOST VIEWED… BRIDAL DRESS AC456 BY ART COUTURE With stunning geometric beadwork detail all over, it’s no wonder this bohoinspired gown is most viewed this month.

DREAM DRESS

Digital snapshot

F I ND Y

DRE DRE

WHAT YOUR BRI DES A R E SHOPPING FOR O N LI N E We look at what trends brides are searching for this month on findyourdreamdress.co.uk MOST READ… BLOG FEATURE BEAUTIFUL PLUS SIZE GOWNS From Allure Women to Callista, there are breathtaking gowns to pick from for the curvy bride to be. It looks like they are doing their research before they buy…

MOST SEARCHEDFOR… DRESS SHAPE FIT AND FLARE Fit ‘n’ flare gowns are such a figure flattering style, and they are one that’s clearly popular at the moment.

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WHAT IS FIND YOUR DREAM DRESS? Brides-to-be can use this super-helpful website which allows them to filter various categories in order to find their dream dress in among FYDD’s database. Then, the site tells the brides where the nearest boutique is to them that stocks their dress of choice. If you’re a designer and you’d like to see your collection of gowns featured here, or if you’re a boutique owner that would love to have your business included in the search results, then visit findyourdreamdress.co.uk to find out more. Alternatively, drop Nardene an email at nardene@meanttobemedia.com.

MOST SEARCHEDFOR… DESIGNER MARTIN THORNBURG A MON CHERI COLLECTION Brides know what they’re getting with a Martin Thornburg gown – high-quality fabrics, hand-beaded Swarovski crystals and an impeccable fit.

MOST VIEWED… MOTHER OF THE BRIDES DRESS STYLE 991028 BY RONALD JOYCE A bold colour choice with this strong magenta number, perhaps this sunny weather is encouraging bright colours?

MOST VIEWED… PLUS-SIZE DRESS STYLE W371 BY ALLURE WOMEN A jewelled sweetheart neckline and the wonderful trailing lace applique might be the reasons why this is so popular right now.

MOST VIEWED… BRIDESMAID DRESS D17233 BY SPECIAL DAY DIAMOND COLLECTION This column dress makes for quite the statement, with a plunging neckline and its spectacular illusion, dipped back. Listen to the brides – they’re fans of this one!

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DO US A FAVOUR, LIFESAVER DO US US A A FAVOUR, FAVOUR, DO DO US A FAVOUR, LIFESAVER LIFESAVER LIFESAVER Anthony Nolan saves the lives of people with blood cancer – and by choosing from the charity’s new range of wedding favours, youNolan can help lifesaving Anthony savessupport the livestheir of people with work. blood cancer Anthony Nolan saves the lives of people with blood cancer – and by choosing from the charity’s new range of wedding – and by choosing from the charity’s new range of wedding favours,Nolan you can helpthe support their lifesaving Anthony saves lives of people with work. blood cancer favours, you can help their lifesaving work.

– and by choosing fromsupport the charity’s new range of wedding favours, you can help support their lifesaving work.

LIFESAVING'S IN LIFESAVING'S IN LIFESAVING'S IN OUR DNA OUR DNA DNA OUR LIFESAVING'S IN OUR DNA

“Following my leukaemia diagnosis, I was unsure “Following my leukaemia diagnosis, I was unsure I’d live to see my wedding day. Without Anthony “Following mymy leukaemia I was unsure I’d live to see weddingdiagnosis, day. Without Anthony Nolan mymy stem cell donor I wouldn’t be here I’d liveand to see wedding day.IWithout Nolan and my stem cell donor wouldn’tAnthony be here today.

They’ve given me an opportunity to live.”

Nolan my stem cell I wouldn’tto be here today. and They’ve medonor andiagnosis, opportunity “Following my given leukaemia I was live.” unsure today. They’ve given me an opportunity to live.”

Ruth and her husband, Peter, I’d live to see my wedding day. Without Anthony Ruth and her husband, Peter, celebrated their long-awaitedwedding weddingininMay May 2017. celebrated their long-awaited 2017.

Ruth and her husband, Peter, Nolan and my stem cell donor I wouldn’t be here celebrated their long-awaited wedding in May 2017. today. They’ve given me an opportunity to live.”

Ruth and her husband, Peter, celebrated their long-awaited wedding in May 2017.

Visit Visitthe theshop shopat:at: Visit the shop at: shop.anthonynolan.org shop.anthonynolan.org

shop.anthonynolan.org

CATHERINE DEANE

BUYIN G AGEN DA Source the big names and the bright newcomers at the forthcoming events

19th August

15th September

7th-9th October

THE BRIDAL ROADSHOW, BRISTOL

NATIONAL BRIDAL MARKET, CHICAGO

THE KNOT COUTURE SHOW, NEW YORK

thebridalroadshow.co.uk

nationalbridalmarket.com

coutureshow.com

9th-11th September

21st September

3rd March 2019

THE HARROGATE BRIDAL SHOW

WEDDING FASHION PRAGUE

theharrogatebridalshow.co.uk

wf-prague.com

THE BRIDAL ROADSHOW, HARROGATE thebridalroadshow.co.uk S E P T E M B E R 2 0 1 8 ♦ W E D D I N G T R A D E R ♦ 109

COMING NEXT MONTH IN THE

October issue • Harrogate – the winning brands: who did you put your money on?

• Boy talk – wild, wacky or deeply conservative? What next year’s menfolk will be wearing • Briefly... lingerie that will clock up those sales • Blogs and how to produce a winner every time

STELL

A YOR

K

• What’s happening down under

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alzheimers.org.uk/weddings

‘It was our way of making our friend Pat involved, even though she couldn’t be there. Seeing everybody wearing Alzheimer’s Society pin badges made us think of Pat everywhere we looked.’

Rebecca and Leigh

The perfect gift for the perfect day Your wedding day will create wonderful memories to last a lifetime. If someone you love can’t be there because of dementia, you can still make them part of your celebration.

Honour them in a really special way by supporting Alzheimer’s Society. You can invite your guests to make a donation to us rather than give you a gift, organise a collection on the day, or order our unique wedding favours.

As you enjoy your big day, your generosity will help us defeat dementia - the best wedding gift of all.

To find out more visit alzheimers.org.uk/weddings or call us on 0330 333 0804

Photo of Rebecca and Leigh © TDH Media Alzheimer’s Society operates in England, Wales and Northern Ireland.

Registered charity number 296645.

I NDUSTRY

Classified From job vacancies to new closures or relocations, you’ll get the lowdown on opportunities and announcements here N E WSFLASH T H E D E AT H O F T H E H I G H S T ?

Despite her town experiencing challenging times to compete with online shopping in general, Tara Trethowan of The Bridal Studio in Helston, Cornwall, has actually seen an increase in sales in her boutique, to the point where she has expanded her store upstairs. She now sells hats and shoes for both men and women, and The Bridal Studio of Helston is getting noticed – customers have even travelled all the way from London to try on her dresses.

“Shops need to have an online presence,” she told Cornwall Live. “But for shops like ours, which sell such an emotive thing as a wedding dress, ladies may look online, but we will always have brides come through the door to try them on.”

It just goes to show that a website will never replace the all-important experience only you as a boutique owner can provide.

T H E G R E AT WA L L Wendy Wallis of True Bride is attempting something truly inspiring in an attempt to raise money for Acorns, the largest organisation for children hospices in Europe. Acorns will be 30 years old this year, and in the last year alone Acorns have cared for 876 children and supported 1,097 families, including those who are bereaved across Birmingham

and the West Midlands, including Coventry & Warwickshire, Walsall, Sandwell, Dudley, Wolverhampton, Worcestershire, Herefordshire, Gloucestershire, Staffordshire and Shropshire regions.

Wendy is taking part in a fantastic challenge of trekking part of the Great Wall of China. To find out more, please visit her Just Giving page justgiving. com/fundraising/wendyandallison.

AV E R AG E W E D D I N G C O S T Wedding planning app Bridebook has completed a survey that stated that millenial couples (getting married in their twenties/thirties) are spending 45 percent more of their combined annual income on their wedding than those getting married in their forties.

The average couple is now spending £17,913, which is a 6% rise from previous years.

Three-day weddings are becoming more popular too, with more Brits opting to spend more on venues, catering and, importantly for you, bridal wear.

S PECIAL O CCAS ION S 2ND ANNIVERSARY Wedding Trader would like to pass on our congratulations to Welsh bridal boutique Pritchard & Moore, based in Whitchurch, Cardiff, who celebrated

two years in business on 27th July. We hope you celebrated accordingly!

5TH ANNIVERSARY Congratulations are in also order to Jadie Leigh Bridal Boutique in Ebbw Vale, Wales, who have recently celebrated their 5th ‘birthday’. Well done, team! Here’s to another five…

STOC K IST S E A R C H LOVE OUR WEDDING The UK’s favourite free monthly consumer magazine, Love Our Wedding, is looking for more boutiques across the UK to stock their magazines free of charge. These handbag-sized magazines are perfect for you to gift to brides that come in store or for goody bags at special events. To become a stockist now, email andy@meanttobemedia.com.

We’ll send it in the same delivery as your copy of Wedding Trader!

WH AT A B OU T M E ?

Do you have news of your own that you want to share with the rest of the bridal world? Just celebrated an anniversary of your store opening? Have you closed a store, or perhaps moved to a bigger, shiny new premises? Maybe you’ve won a snazzy award? This is the place to be heard! Send us your news by emailing tom@meanttobemedia.com.

SEPTEMBER 2018 ♦ WEDDING TRADER ♦

I AM FLOR

“I personally love that Wedding Trader is in print; for me it’s a welcome time out each month to sit and read from cover to cover with my trusted notepad and pen.

It’s informative, unabashedly honest and great that the viewpoints and opinions are coming from my colleagues, our suppliers and industry bodies, so there is a real mix of views and information coming through, giving an invaluable insight into the bridal world.

Whether it’s personal stories, financial advice, industry news or frivolous fun, I love it all.

By sharing both the good and the bad, it’s definitely a way to move forward and strengthen our businesses – thank you Wedding Trader!”

Leigh-Anne Murray, Avorio Bridal

ENCE

“Wedding Trader strikes the perfect balance, offering an informative perspective of both latest news and developments in the industry, alongside real issues faced by those on the front line of bridal. The strong presence of the retailers voice is a particularly valued contribution, not only in enabling shared learning and experience, but in validating retailers views and their continual resilience in the ever changing landscape of bridal.”

Angela Robson, Iconic Bride

“Wedding Trader magazine is an amazing addition to the industry; I really love reading all the advice and pearls of wisdom from well-respected boutique owners. Oh, and it’s also handy that it’s handbag-sized, too!”

Shannon Martin, Dotty Bridal “I am thrilled to be working with Wedding Trader magazine. It’s an fantastic publication and one I am delighted to be a regular part of. Fresh, forward thinking with very competitive advertising rates what’s not to love!”

Helena Cotter, Bridal Sales Training Expert

...and finally What’s the word on the street? We’ve rounded up who’s been saying what, whether it’s about Wedding Trader or the industry in general

“Wedding Trader is a fabulous source of inspiration for a tiny shop in West Wales.

The retailer focus is fantastic too, and I love the content – really interesting and useful!”

Sally White White Bride

“Wedding Trader Magazine was a great tool in the early stages of our business, in particular because it highlighted specific topics and obstacles that we hadn’t yet come across, ourselves. It also helps to create a sense of community among retailers.”

Rachel Iravani, Olive Jones Bridal

“Ohh, where do I start with Wedding Trader? The variety. From what real brides think to website templates; a matter or minimums to MOTB market; Royal weddings to rumours and dealing with them… It’s very much aimed at the retailer and what’s keeping us awake at night – or what should be keeping us awake at night!”

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Carol Waggott, Carol’s Bridal Boutique

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