OUR BRANDS
Altar’d State
Founded in 2009,Altar’d State has grown to include 120+ stores nationwide and delivers a unique shopping experience full of fashion, faith & giving back. For women 16+.
Arula
Founded in 2016,Arula is raising the bar on the mid & plus size shopping experience, celebrating what makes each guest unique. For women sizes 10-24.
Vow’d
Founded in 2020, Vow’d is a different kind of wedding brand. We believe every bride deserves a one-of-kind shopping experience, and a dress that’s beautifully crafted at an honest price. For brides everywhere.
Tullabee
Founded in Spring 2022,Tullabee is a children’s concept, focused on serving the needs and tastes of young mothers who value experience over convenience. For babies and toddlers.
AS Revival
Launched in Summer 2022,AS Revival is an athleisure concept devoted to inspiring physical, mental and spiritual growth.An activewear brand for every woman.
OUR MISSION
Create a world where relationships are celebrated and enrich the lives of all who encounter Vow’d.
OUR MOTTO
Deliver the unimagined wedding experience.
Company Goals
Top 10 Great Place to Work 2. Best Specialty Retailer in North America 3. Best Giveback Company in the World
1.
OUR SERVICE PROMISE
We are the enthusiastic host.
We make each interaction personal, unencumbered, and memorable - We create one-of-a-kind experiences.
Our doors are open to anyone in need of celebration.
When it comes to setting the new standard for wedding service - there are no rules .
5 STEPS OF SERVICE
This goes beyond our 4-walls to the way we treat everyone who encounters our brand. From an Instagram message to a guest service inquiry to a bride entering our doors.
1. Prepare their arrival.
2. A sincere greeting - Introduce yourself & use their name.
3. Genuinely listen & engage.
4. Create a joyful & personal goodbye.
5. Reconnect throughout their journey.
THE GUEST RULES
AVow’d guest is any internal or external human being that we interact with. We’ve created a list of 14 simple to follow rules to help improve our mindset and approach to the guest.
1. Guest services is not a department
Guest experience is the responsibility of EVERYONE in our company. It is YOUR responsibility! Every associate, every store team, every Home Office department is responsible for providing our guests a genuine experience that shows how much we care.
2. Not no, but NO problem
In interactions with the guest, find a way to say “no problem”. Overcome challenges. Find solutions. Make the extra effort. If you have the mindset that your guest’s happiness is the #1 priority, you will figure out how to satisfy the guest, every day, and in every way.
3. Expect more, get more
Our guests expect a lot from Vow’d, from you and the team. People tend to give what they are expected to give, so expect this from everyone, and you shall receive it. Setting high expectations will not cost the company one cent. Hold yourself and your teams accountable to do their best in their personal and professional lives. Never lower your expectations. Our guests have high expectations, Vow’d has high expectations, and so should you.
4. Curtain’s up
Begin each workday as if you are stepping onstage to perform the show of your life. What is the perfect experience for a guest visiting your store or office? If you are upbeat and positive, the guest will feel that. Make eye contact, offer a friendly smile, and engage her with a warm greeting. Avoid anything that tells her you don’t want to be interrupted, like tasking in a store or wearing earbuds in the home office. Ensure the environment is a place of refuge. What does she see, what does she hear, what does she smell, what does she feel? Curtain’s up. Are you stage ready?
5. Surprise and Delight
Every time a guest meets you, it is a moment of truth. Your reputation is is about to get better or worse, as is the company’s. Find a way to make her feel happy and special. Do something that will surprise and delight her. If you do this, that moment of truth will make the guest look forward to coming back. How can you go above and beyond, and do something special? If you do this, your “brand” will grow in value.
6. Look and act like a professional
People will make assumptions about you in the first few seconds they spend with you. Look sharp, with the appropriate body language (alert, attentive, energetic, and eager to serve). Bring a positive, can-do attitude to your work. Show up on time and ready to go. There will be times you need to dig in and go the extra mile to get the job done, but that’s no problem. You are a professional, and you will figure out how to deliver to your guest.
7. The triple crown of guest service
The Triple Crown of guest service is having a great skill set, an “I will do what is needed” attitude, and an amazing passion for your work. Having the skill to do the job is not enough. You need to care deeply and be committed to doing whatever it takes. You need to take the stairs and not the elevator. Hard work works. You need the right attitude and passion to provide the best guest experience imaginable. As Henry Ford said, “Whether you think you can or think you can’t, you’re right! Attitude and passion trump skill set.” After all, you can teach skill set. You can’t teach attitude and passion.
8. Like your mom said, do your best
The people that are the greatest at anything never stop searching for ways to improve. Constantly look for ways to do it better than you did it today. Leave it better than you found it. Imagine what a great experience you could deliver if everyone in your store, in your division, in the entire company was in the habit of gathering and spreading good ideas to constantly improve performance. Challenge yourself and your team to generate ideas for how to improve. Ask, why we do it this way? What would be a better way? What do our guests like most about the way things are done? What do they not like? It’s more fun and rewarding to do your best, so there’s no good reason not to!
9. Know the truth and nothing but the truth
It’s critical to know the truth about how you are doing. The truth is what the guest genuinely feels. It is not what you think or feel. Be humble. The only way to find out the truth is to ask the guest questions designed to get at the truth. For example - “What can I do better?”, “What did I do that you didn’t particularly like?” or “How can I improve your guest experience?” Commit to developing an approach for getting feedback from your guests on a regular basis. You are doing a good job only if your guest believes you are doing a good job.
10. Is ASAP your standard guideline?
People want what they want, and they want it now, hassle-free. When it comes to taking care of your guest. As soon as possible should be your standard timeline. When your guest wants help, make yourself available ASAP. Be resourceful and responsive. Collaborate & brainstorm with your team on how to do things faster, sooner, earlier.
11. Be a giver, not a taker
Studies have found that people who serve others are healthier, happier, and live longer. Giving part of yourself to a guest, even something as small as a friendly smile, will leave her feeling positive about you, and you will feel better about yourself. Not to mention, it’s the right thing to do. Be a giver, not a taker. It’s not right to allow takers to take and require the givers to carry the full burden. “Ask not what your country can do for you, but what you can do for your country.” - JFK. Replace “country” with another word (say, company, or family) and this still rings true.
12. Don’t get bored with the basics
Delivering a great guest experience requires doing the basics right. It’s human nature to start ignoring the little things when you are busy or when things are going well. Focus on what matters. Be consistent. Walk your area of responsibility every day and make note of every detail that is not quite right. Immediately set about making needed corrections. Use tools like a checklist to help you keep track. The fancy stuff doesn’t matter if you don’t get the basics right.
13. Does it pass the tug test?
Backbiting is talking negatively about a guest if they are not present. Wouldn’t it be great to work where there is not backbiting and no gossip? If so, commit to using the TUG Test! Is it TRUE? Is it USEFUL? Is it GOOD? If something is not TUG, stand up against it. Don’t indulge in petty gossip, whine when things don’t go your way, or complain about workplace snafus. Openly share your point of view before a decision is made by someone else, but once it’s made, grab onto it and prove the decisionmaker right. Stand Out, for TUG!
14. Own it
When your guest has a problem, make it your problem. Take responsibility. Don’t make excuses (the guest doesn’t care). Own it, and try to come up with a quick, easy solution. If you can’t, ask if you can work on the problem itself that drives guests away, it’s how poorly you resolve the problem and how slowly you resolve it. Success is a choice. Make it right for your guest and you will earn her loyalty.
Stand out with #VowdCrowd
You own your journey from the minute you say “YES” to Vow’d.These personal statements are a reflection to your promise & purpose within our brand.
1. I build strong relationships, creating Vow’d fans for life.
2. I control my impact on the world.
3. I see every interaction as an opportunity for innovation.
4. I create an inclusive work environment.
5. I enrich the lives of everyone I encounter.
6. I am empowered to create unique and memorable experiences.
7. I seek opportunities to continuously learn and grow.
8. I am proud of my appearance, language, and behavior.
9. I have an improvisational mindset, it is never “No”, it is “Yes, and”
SERVE HER BETTER
When it comes to shopping for her wedding, there are endless options for the dress. From high to low, she can find a lot to love both locally and online. What sets us apart is not our product assortment, but rather our unwavering dedication to the guest experience. We cannot win her over with just a pretty dress.
There is no one-size-fits-all recipe for the level of service we provide our guests - though we’ve certainly learned a thing or two along the way. It isn’t about tools, or promotions, or champagne (usually). Instead, it is you and your ability to personalize the experience that will move it from ordinary to extraordinary!
It’s all about connection and making every day a confetti day!
INTRODUCTION TO GUEST FEEDBACK
NPS, GOOGLE REVIEWS & VOG (VOICE OF THE GUEST)
Our confetti moments are certainly worth celebrating, but they’re just one patch on the intricate quilt that is the voice of our guest. She is constantly providing us with rich and meaningful feedback, both good and not so good, to help us serve her better.
Instead of fighting against the guest, we strive to always accept her feedback warmly, openly and honestly.The goal is to handle it immediately with grace and a smile.
Feedback is a tool for continual improvement.
Ways to listen to the guest…
Mystery Shops
To provide the store team with objective and honest feedback we work with a third-party provider on mystery shops in every store.These monthly shops provide a glimpse into your bride’s experience and help educate your team on ways to improve your service habits. We’ll cover more on this a little later in your training.
Google Reviews
You will actively seek reviews from brides who convert in-store through follow-up, but we also see brides proactively reviewing your store on their own.These reviews give potential guests a snapshot of what to expect when they visit your unique store.
One Thing Better Survey
As a post-purchase follow-up, we’ve included a simple one question survey that is sent via email to all converted brides (online and in-store). The question - What’s one thing we could do better?Their incentive to complete the survey is a chance to win a $100 Visa gift card.
Seasonal Feedback
In addition to the OneThing Better Survey, we often send longer surveys to our guests on a wide range of topics - bridesmaids, accessories, service, etc.This gives us even deeper insight into what is or isn’t working for our business.Their incentive to complete these surveys includes a prize that ranges from $100-500 in Vow’d credit or Visa gift cards.
Internal Surveys
You’re our guest too and on the frontlines with our bride! We regularly survey our teams internally for insights on everything from marketing to events to products.You have an important voice in how we build our brand.
Now that you’ve learned a little about what makes Vow’d so special, let’s have some FUN!!
It’s your turn to step into her shoes & try-on our Top 10 Dresses!!
Don’t forget to complete a Fit Card as well.
End of Day 1
Day 2 Stylist Training
Day 2 - 4 Hours
● Review of the Bridal Industry 10 mins
● What makes VOW’D Stand Out, For Good? 2 mins
● Employee Promise 10 mins
● Being a Vow’d Stylist - 40 mins
○ Tone & Language
○ Expectations of a VOW’D Stylist
● What we offer - 25 mins
○ Our Services
● The Bride’s Journey 90 mins
○ Intro to the Bride’s Journey
■ Watch Intro Video
○ Pre-Appointment
■ Watch Pre-Appointment Video
○ The Welcome & Intro to the Appointment
■ Watch the Welcome & Intro to Appt. Video
○ Appointment Expectations
● Dress Try-On!! 40 mins
○ Try On 5 Dresses of your choice & don’t forget to complete your Fit Card!
NOTES:
Now that you’ve learned who we are & what we stand for, let’s take a look at the bridal industry & how we Stand Out to give her the best guest experience that she will remember for a lifetime.
Day 2
INDUSTRY AT A GLANCE
The Opportunity
Over 2 million couples get married in the USA each year. Generating over $60B in revenue.
Current Market
6,400 wedding dress businesses
Market Share
28% David’s Bridal
70% Independent Bridal Boutiques
Pricing Model
Average cost + alterations = $1750
David’s Bridal avg. = $1500
Boutiques avg. = $2500
Vow’d avg. = $1200
Product Positioning
Boutiques place one-off-orders that lead to high mark-ups and long lead times.
Vow’d stocks inventory in sizes 0-24W, passing the volume discount onto our brides.
THE PROBLEM
The wedding industry has remained largely unchanged for the last 70 years.
It consists of a fragmented collection of independent retailers with inflated prices and stagnant inventory. There is currently no national boutique chain to fill the void between the discount offerings at David’s Bridal and the high markups at premium stores.
THE SOLUTION
Vow’d is removing the velvet rope.
Brides deserve a better wedding shopping experience, one that aligns with how she lives and shops every day.
Them
● By appointment only
● Dresses arrive in 6-8 months
● One-size fits all service
● Local but not localized
● Charge for cancellations
● One size to try-on
● Brick-and-mortar options only
● No pricing or product information available online
Us
● Weekday walk-ins encouraged
● In stock dresses arrive in 5-7 days
● Personalized service
● Giveback culture
● Free appointments
● Multiple sizes to try-on
● Shop online or in-store
● Transparent pricing & product information
THE BRIDE’S JOURNEY
The bride’s journey is as unique as her love story.
Instead of dictating her options, we encourage our bride to explore and discover Vow’d however it suits her.This methodology is why we do not offer individual bonuses or incentives.The entire company is measured against our goals and we succeed or fail together.
It does not matter how she gets here, we’re just glad she came!
DESIGNED TO CELEBRATE
Ashopping experience that’s uncomplicated and fun.
For too long the wedding industry has pressured brides to choose between a locked door session in a stuffy boutique or an overly stuffed warehouse that’s unwelcoming to say the least.
Our stores break the mold…
THE AESTHETIC
Our stores are a manifestation of our desire to build relationships - each location is unique, but rooted in celebration, joy and authenticity.
Unlike a traditional bridal boutique, we do not prescribe to a single archetype, and instead are creating a completely unique experience.
Every aspect of the journey reinforces both the emotional fun of exploring the gowns, while leaving room for conversation and discovery.A communal space for all to enjoy.
THE FEEL
When you walk into our stores it’s like walking into a hug!
You’re greeted warmly, hear happy songs overhead and smell a sweet perfume in the air.This ambiance creates an instantly relaxing space for an anxious bride and lifts the spirits of her appointment-worn guests.
Your job is to make sure her instant connection with our space extends into a personal connection. We’ve set the tone, it’s your responsibility to set the mood.
THE PERFECT VOW’D LOCATION
● 4,000-8,000 square feet
● Where she works and plays
● Close to other bridal options in her city
● Local vs. Chains
● Instagram-worthy murals or landmarks nearby
These are just a few of the things that make each of our Vow’d locations so special.
OUR FUTURE
We’re building a pink-tinted world.
Since opening our doors in the summer of 2020 we’ve seen our brand awareness grow with each new market we enter -The bride is happy we came! You have an opportunity to grow your career and build something with lasting impact on our guests’lives.
Service Without Walls
We’re on the lookout for ways to add additional services for the bride both online & in-store.That could look like pop-up shops, event rentals, dress resale, experience packages, and so much more.
Training and Development
We’re investing in our teams with ongoing improvements to our training programs and continual learning for the internal guest. We want to help make you an even better you.
Beyond the Dress
As we grow, our buying power grows too, giving us further opportunity to expand into new product categories for the entire bridal party. We won’t stop at wedding dresses and bridesmaids!
Through your passion for service, and drive to innovate and celebrate her, we will become the wedding industry leader in…well just about everything!
Employee Promise
At Vow’d Weddings, our people are our most valuable asset.
We celebrate each employee’s unique contributions by fostering a work environment where entrepreneurial ambition is encouraged, creative aspirations are fulfilled, and inclusivity is nurtured.
Employees should feel confident in bringing their whole self to work, understanding that their investment drives opportunity.
