bbeh spring - attire bridal · keep your fi nger on the pulse with our roundup of bridal trade...
TRANSCRIPT
MAR/APR 10 ISSUE 16
Plus� Industry news� Bridal fashions� Retailer interview
IS YOUR WEBSITE WORKING HARD
ENOUGH?
Designers discuss the latest looks for brides
Our pick of the best bridal hair accessories
How to boost business with in-store events
BBEH Spring who, what, where & when
BIGGEST EVER ISSUE!
Heads up
The 2010 Gem Collection
www.JonathanJamesCouture.com
Gown ‘Jewel’ from‘The 2010 Gem Collection’
by Jonathan James
Regulars14 Industry news
Keep your fi nger on the pulse with our
roundup of bridal trade happenings
48 A fi ne romance
We speak to the designer behind the
Alan Hannah and MiaMia brands,
Marguerite Hannah
57 Marketing forces
Anna McDonald tells us about her
eponymous boutique
60 Supporting statements
We speak to Kelvin Gibbs about Phil
Collins Bridal
64 Staffi ng – sink or swim?
Our regular columnist, Abigail Neill,
muses on the topics of team building
and staff management
91 Th e magic number
Ruth Spriggs tells us about the three
Tres Chic labels just being launched into
the UK market
99 Something old, something new
Justine Horrocks explains how she’s
tackling a niche in the market
for gorgeous bridal coats
103 Time for tea
Rianna Fry puts together some ideas for
a vintage tea party window display
107 Understated glamour
Shoe designer Julie Mawson explains
the philosophy behind her
latest collection
111 Spreading your Net wide
Keith Padbury of Business Link explains
how to benefi t from using social
networking websites
114 Forward thinking
Find out how to maximize your bridal
boutique’s online presence
122 Speaker’s corner
Nikki Jackson off ers her perspective on
entering the bridal retail industry
Features53 Fashion forward
We ask a selection of designers about
forthcoming bridalwear trends
67 To top it off
We select some of the most gorgeous
bridal hair accessories
73 Bow belles
Seen on catwalk creations from daywear
to bags, bows are big in bridal this season
79 Aphrodites charm
Variations on the draped Grecian gown
abound in the latest bridal off ering
85 Shoulder to shoulder
Coming to the fore after years of the
strapless bodice fashion, embellished
straps are taking centre stage.
95 All part of the (marketing) plan
Expert advice on holding in-store events
105 On hand
We speak to leading suppliers about the
rising demand for beautiful bridal-
appropriate bags
109 Spreading the word
Find out how to do your own PR
Shows23 It’s showtime!
We give you the low-down on this must-
visit event
27 BBEH preview
Find out in advance who’s showing what
at this key industry event…
48
73
103
105
67
EDITOR
Rebecca Winward
+44 (0)1376 535 609
EDITORIAL ASSISTANT
Rianna Fry
+44 (0)1376 535 613
CONTRIBUTOR
Jennifer Kettle
+44 (0)1376 535 613
SALES MANAGER
Mark White
+44 (0)1376 514 000
SALES EXECUTIVE
Charlotte Nicholls
+44 (0)1376 535 612
DESIGN MANAGER
Vicky O’Connor
+44 (0)1376 535 616
GRAPHIC DESIGNERS
Sarah Barnes
Sophie Farage
Laura Perry
Steve McKea
+44 (0)1376 535 616
PRODUCTION MANAGER
Stuart Weatherley
+44 (0)1376 535 616
PRODUCTION ASSISTANT
Leanne Walsh
ADMINISTRATION
Scott Brothwell
+44 (0)1376 514 000
KD Media Publishing Limited
Broseley House
Newlands Drive
Witham, Essex CM8 2UL
www.attirebridal.com
Attire Bridal is solely owned,
published and designed by KD
Media Publishing Limited. Whilst
every effort was made to ensure
the information in this magazine
was correct at the time of going
to press, the publishers cannot
accept legal responsibility for
any errors or omissions, nor can
they accept responsibility of the
standing of advertisers nor by
the editorial contributions. The
views expressed do not necessarily
refl ect those of the publisher. Attire
Bridal is published six times a year.
Subscription rates for overseas
readers are £40 per annum (incl.
p+p), Cheques should be made out
to KD Media Publishing Limited
and sent to Attire Bridal @ Broseley
House, Newlands Drive, Witham,
Essex CM8 2UL.
It’s nearly that time of year again, when the
bridal retail industry descends on the spa town
of Harrogate to admire the latest new designs,
cement business relationships, and generally talk
shop. We’ll see you there! But in the meantime,
we’ve put together a show preview that highlights
some of the best bits, so turn to page 23 to start
planning your visit now.
While it’s widely acknowledged that we’re not
out of the woods yet, the bridal trade seems to be emerging from this
period of recession leaner and fi tter than before – and there’s more of an
emphasis on marketing practice. We’ve got a bit of a double whammy on
the subject this issue, since not only do we have a feature offering tried-
and-tested advice on holding in-store events (page 95), but there’s also a
page on making sure you’re maximizing the free promotional opportunities
than can arise through talking to the media (page 109).
On a more product-related note, we speak to suppliers about the
growth in demand for bridal bags (page 105), while leading designers
predict the latest trends for Autumn/Winter 2010 (page 53), and there’s a
gorgeous showcase of hair accessories that will prove a crowning glory
for your brides (page 67). Then of course there’s our usual selection
of company profi les – including Phil Collins Bridal, Tres Chic and Alan
Hannah – plus a focus on up-and-coming bridal coat designer Justine
Horrocks (page 99).
Last but not least, I should say that we’ve had an encouraging initial
response to our ‘Speaker’s Corner’ call to action, and various people
have already come forward wanting to share their views. But of course
there’s always room for more, and we really want to facilitate a dialogue
that will help the industry to pull together and, ultimately, generate better
business for all. So please, let’s be hearing from you!
Rebecca Winward
Editor
MARCH/APRIL 2010
Cover image courtesy of Justine Horrocks Bridal Coats Photographer: Jay Mawson www.jaymawson.co.uk
Industry news page 14Speaker’s corner 122Retailer interview 57Up and coming 99
ISSN 1758-0072
Average Net Circulation: 2,721 (01/07/09 to 30/06/09)
INDUSTRY NEWSRead on for the latest developments in the bridal retail trade…
Collaboration between The Florida Group and Filippa Scott announcedThe Florida Group has announced its collaboration with Filippa Scott. The partnership sees the company offering marketing, sourcing and operational support for the designer, allowing her to concentrate on creating her footwear, from the wedding collections to her new and exciting evening shoe range.
“I am delighted about working with The Florida Group. They have an enviable reputation within the footwear industry, and bring with them a wealth of experience and professionalism to this new and exciting joint venture,” said Filippa Scott. “With the operational side being expertly dealt with by The Florida Group, we can concentrate on cementing our customer relationships and building brand awareness within the bridal and evening shoe market. There are exciting times ahead, and we are all looking forward to a great start to the 2010 season.”
To find out more information on this collaboration, plus the stunning collection, please log on to either www.origabridal.com or www.filippascott.com.
Rami Al Ali’s latest bridal collection is dreamy,
romantic and rich in detail, offering the bride a
range of options from classical elegance to modern
chic. Shapes range from hip-hugging dresses that
accentuate the waistline, creating an hourglass
figure, to big voluminous gowns that are still light
and easy to move around in. Embroidery and
crystal work are focused on the upper part of the
dresses, where the borders are accessorized with
details of tulle and crystals. Some of the gowns are
heavily embroidered with beadwork and crystals,
and covered with layers of transparent tulle to
emphasize depth and softness.
To find out more about this stunning collection
visit the website online at www.ramialali.com.
RAMI AL ALI LAUNCHES HIS BRIDAL COLLECTION FOR 2010
January is a winter wedding washout, new
figures revealIt’s official ‒ January is the least popular time of the year to get married
in the UK, with the first two weekends of the month being virtually a
wedding-free zone.
According to new figures released by Ecclesiastical, only 1.7% of all
weddings take place during January, with January 2010 proving to be no
exception to the rule. “The unpopularity of January as a wedding month
can’t be entirely linked to the weather because December, which can be
equally chilly, is almost three times more popular, said Dave Simms, the
firm’s Personal Lines Manager. “Post-Christmas gloom may be a factor;
finance may be another. For many, January can be one of the toughest
months to budget for after the expense of Christmas and New Year.”
Ecclesiastical’s study is based on a sample of 3,000 wedding insurance
policies sold online during 2009 and 2010. The firm is a specialist insurer
of weddings, charities, schools, the care sector, churches and historic
buildings. Founded in 1887 to provide insurance for the Anglican
Church, it now offers a wide range of commercial insurances, as well as
home, travel and wedding insurance, selling through brokers and direct.
Find out more online at www.ecclesiastical.com.
Ispirato launches new collectionIdeal for the mother-of-the-bride and guests
alike, the Heather and Platinum collection
– from Ispirato, part of the Condici Group
‒ has a dazzling variety of styles to tempt a
sophisticated eye.
In its new Spring/Summer 2010 collection,
Ispirato uses the iridescent and radiant shades
of heather and platinum to add a lustrous
sheen to its flattering pieces. The collection
focuses on embellished floral nuances which
enhance the feminine silhouette. Moreover,
each style in the collection is accentuated with
detailing such as flattering ruffles, delicate
beading or refined lace to complement the
subtle pastel hues of the fabric.
To find out more call Annie Gowanloch
on +44 (0)20 7411 4382, email her directly at
[email protected], or alternatively visit the
website online at www.ispirato.co.uk.
New for the coming season, the Belle collection features Charnos’ signature style of elegance and femininity, and consists of a number of different pieces all making up the perfect trousseau.
The Belle basque is undoubtedly the star piece of the range. Styled in vintage stretch satin with an overlay of delicate lace, it is adorned with crystal drop beading, ribbons and tiny glistening sequin detail. Silky ribbon lacing down the reverse provides a stunning feature. With detachable suspender belts, the basque has been designed with side panels of satin which stretch and hug the figure providing a bride with a smooth silhouette.
A beautiful balconette bra provides another option – and both pieces have detachable, multiway straps so can be adapted to suit any dress, and sizes go up to a G cup. Paired with the matching thong or French brief, the final flourishes to this intricate line are the suspender belt and gorgeous garter all in the same, soft ivory hue.
To find out more call +44 (0)115 983 6000 or alternatively visit the website online at www.charnos.co.uk.
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StrapTraps is running a special 25% discount offer on its clever
innovation to stop a bride’s bra strap from falling into view on her big
day. The product is available in black or white, and attaches to the dress
shoulder so the strap simply slips through ‒ a clever replacement for the
rather fiddly traditional popper and ribbon solution.
“I have been using StrapTraps in my garments since I was introduced
to them in 2003 - and I have never looked back,” said Mette Baillie of
Freja Designer Dressmaking (for details +44 (0)131 556 5407 or visit
www.freja-fashion.co.uk). “I think they have been the best invention for
dressmakers since the zip over 100 years ago. They fully hold the bra into
place in any garment, whether it is a heavier structured bodice style or a
lighter weight evening dress, because the bra strap can slide within the
clip and it is not locked. We have lots of customers who thinks it’s such
a great idea, that after having one garment made with the clips in, they
come back in with all their other precious garments to have StrapTraps
put into them!”
Until 31st April, work room packs of 120 will cost £12.75 rather than
the usual £17, while multipacks of 18 white and 12 black StrapTraps
will cost £7 as opposed to £9.50. To find out about this offer contact the
company on +44 (0)800 612 5163 or email [email protected]. This
offer is not available online, but for more product information you can
visit the website www.straptrap.co.uk.
Stock up on StrapTraps
Henry Kaye, a popular supplier of satin wedding boots, has recently added
a children’s style of laced satin boot to its collection. Th e new Nancy boot is
a stylish and practical option ideal for winter weddings.
Th e collection, inspired by Victorian and vintage wedding attire, is made
in England and includes a good choice of styles, boot lengths and heel
heights for the bride. Th e new children’s Nancy boot has been designed to
complement the bride’s look perfectly, but at the same time off ers sensible
protection and comfort for little feet.
“In response to requests from brides choosing our ever-popular satin
wedding boots, the new Nancy design is our fi rst satin boot designed
especially for their young bridesmaids or fl ower girls,” said Sharon Gavin,
Managing Director of Henry Kaye. “Th e Nancy boots look great teamed
with one of our ballerina-length dresses and a warm faux fur shrug.”
Th e traditionally styled ankle boot is made from beautiful white or ivory
satin which is also fully dyeable. With a small 1.5cm heel and rounded toe
the boot will keep little feet dry, warm and comfortable for the special day.
As a fi nishing touch, the satin ribbon laces set off the boot superbly. Th e
Nancy design is available in child size 9 to adult size 2.
Henry Kaye’s full range of satin wedding boots can be viewed online at
www.henrykaye.co.uk, or to fi nd out more call +44 (0)845 345 5464.
Anna McDonald Bridal Gallery in Th ame,
Oxfordshire, has once again off ered the bridal
market something completely unique by
providing exclusive access to fashion designer
Kim West’s bespoke latex bridal collection. Kim
West achieved mainstream success in the ‘90s
with her wearable rubber women’s collection,
and she dressed many famous people including
Kylie Minogue, Isabella Rossellini and Helena
Bonham Carter.
Originally launched in September 1984, Kim
West has returned for Spring Summer 2010
with a new line ‒ including some of her previous
best-selling styles ‒ for the next decade. Her
bridal designs have been introduced with the
help of Anna McDonald, known for the world’s
fi rst iPhone bridal shop application, iBridal. Kim
has chosen to work with Anna not only for her
desire to innovate and take calculated risks in
the bridal industry, but also because she off ers
such a unique display and showroom in her
shop. In addition, Kim is also based in Th ame
which has made their business planning that
much easier.
“I feel so privileged to be working with
Kim and helping her to design a dress for my
market,” said Anna McDonald. “She off ers a
stunning, elegant, stylish collection made in ultra
fi ne latex, off ering the perfect wedding dress if
you are looking for something unique. Kim has
dressed so many fashion icons you can imagine
how excited I have been working with her!” “I
have loved every minute of this design project
working with Anna, one of the best in her fi eld,”
added Kim. “We both believe that we can off er
something diff erent for brides looking to stand
out from the crowd.”
NEW COLLECTION OF LATEX BRIDAL GOWNS LAUNCHED
New technology makes life easier for shoppersConsumers can now fi nd products
inside shops near them using an
‘augmented reality product fi nder’ -
something you would imagine James
Bond using if he were to go out
shopping! Th e shopper simply enters
their product query, their location is
determined automatically, and they
can fi nd what they’re looking for at
the touch of a button.
Augmented reality product
fi nders overlay product information (prices, descriptions, and images)
on top of the view of the real world. Each product is represented by
a marker, giving users an immediate sense of how near a particular
product is located as well as its general direction.
Th undre’s augmented reality product fi nder can be accessed on any
iPhone 3GS or Android phone and viewed using Layar, an augmented
reality browser which is free to download. Th e company is now ready
for bricks and mortar retailers world-wide to enter their data, although
currently coverage extends only to the United Kingdom.
For further details on Th undre’s pay-for-performance business model
and technology please go to www.thundre.com.
Children’s satin boot added to Henry Kaye collection
New DG for UK Fashion and Textile AssociationEric Musgrave, the former editorial director of Drapers, has been appointed
Director General Designate of the UK Fashion and Textile Association (UKFT).
He will succeed John Wilson when he retires in the summer after 38 years with
the industry’s leading trade association. “I am absolutely delighted that Eric has
taken this position. He has been involved in the fashion industry since 1980
and has an exceptionally broad knowledge of all aspects of the sector,” said Peter
Lucas, Chairman of UKFT. “He will make a worthy successor to John, who
has contributed so much to the industry and its associations during a long and
distinguished career.”
“This is a thrilling opportunity for me,” added Eric Musgrave. “Almost my
entire career has been spent in fashion and textiles and my passion for the sector
is stronger than ever. John Wilson and his team have done a fantastic job over the
years in representing the interests of the industry, and I intend to build on his legacy
and take the sector forward as confidently and effectively as possible.”
In addition to Musgrave’s appointment, Lucas also announced that Adam
Mansell, an executive at UKFT, has been promoted to Deputy Director, positions
also held by Elizabeth Fox and Paul Alger.
Five years on and 35,000 couples have had a wedding website address… About to celebrate its fifth birthday, the team at WeddingPath
has just announced that they have proudly delivered over
35,000 personal wedding websites to their brides.
The wedding website provider WeddingPath.co.uk was
launched on Valentine’s Day 2005. “Modern day brides and
grooms no longer just want the perfect invitations, the dress,
the vintage car and the stately home, they also want the
accompanying personal wedding website that is as professional
as the wedding they are planning, ” said Sujay Jayaram, the
company’s founder.
It was out with the reams of paper within the invitation, and
in with the online information pack telling guests about the
day ‒ complete with maps, route planners, weather forecasts,
streaming videos and photo albums to which guests can upload
photos. The websites are extremely easy to set up, with no
technical knowledge required by the couple-to-be. As well as
personalised pages with photos and links the WeddingPath
team, with their intricate knowledge of the wedding market,
have launched an impressive set of interactive, comprehensive
and easy-to-use suite of planning tools.
Couples can also access vast amounts of online information
found on the site, including approved wedding suppliers and
current wedding news snippets. They are also able to interact
on the numerous forums with other brides and grooms,
exchanging information, hints and valuable tips. To find out
more visit www.weddingpath.co.uk.
CocoRose’s Spring Snowflake first launched on a limited basis
in 2009, but proved so popular that the award-winning foldable
flat shoe company has brought them back in time for the 2010
peak wedding season.
The beautifully crafted ivory satin ballerinas are folded
inside a pretty purse finished with delicate lace and blissful
beading. Despite an aesthetic appeal that makes it a shame to
hide them underneath a wedding gown, the shoes’ core purpose
is to be at hand for whenever high heels start to cause pain. At
that point, the purse can be unzipped, the shoes unfolded and a
swap of footwear effected. Once comfort is restored to the feet,
the heels can be placed inside a satin carry bag found within
the purse, and hung up in the cloakroom for the rest of the big
day’s proceedings.
Spring Snowflake shoes, complete with purse, cost from £13
per pair at trade prices, according to size of order, and come in
three sizes: Petite (UK shoe size 3-4) Regular (UK shoe size
5-6) and Grande (UK shoe size 7-8). For further details call
+44 (0)7948 356 647, or alternatively visit the website online at
www.cocoroselondon.com.
Victoria Shearing creates stunning and unique couture
headpieces, fascinators and tiaras for special occasions.
Designed and hand crafted in her studio, Victoria uses her
creativity and knowledge of millinery and haberdashery
to create both seasonal collections and bespoke pieces. All
headpieces are hand blocked, individually hand trimmed
and lined to a specification not found on the high street.
With a career spanning the last 10 years, based in the
London art world ‒ including a year running a South
London design gallery – Victoria has a love of colour and
appreciation of the visual arts and design. This, combined
with the completion of courses at Central Saint Martin’s,
has made her a dedicated and innovative milliner.
For further information please call Victoria direct on
+44 (0)7812 022 007, email [email protected],
or visit the website www.victoriashearing.com.
Suzanne Ermann has created a quirky collection for children from two to 12, featuring flower girls’ dresses in keeping with today’s brides who no longer want the traditional designs.
Shimmering satin bias, ribbons dictating messages, magnets replacing traditional buttons, and a medley of superimposed fabrics makes this a fun collection for little ones to dress up in. The range includes satin pinafore or poncho dresses in plain flocked tulle; trapeze dresses enhanced with organza fronts and stitched with bows, sequins and intertwined tulles; and petticoats trimmed with Suzanne’s trademark curls. A colour palette of white, ivory, coal black, charcoal grey, chestnut brown, petrol blue, old rose and saffron yellow has been used, while the accompanying accessory collection comprises gloves, headbands, hairpins, bracelets, bags and umbrellas.
For further information call +33 156 249 394 or visit the website online at www.suzanne-ermann.com.
Suzanne Ermann launches children’s range
Campaign aims to help businesses keep good records
A major campaign is being launched to help small businesses get their books in order. Office supplies expert Staples is supporting HM Revenue & Customs (HMRC) in an innovative partnership that aims to promote and encourage good, accurate record-keeping habits. Many people don’t realise that a change in the law, introduced last year, means that there are penalties if you do not to take reasonable care with financial paperwork.
The message is simple – ‘do a little, do it often’. To link all the material together a visual of a mountain runs across all material – from in-store to online – reinforcing the point that leaving things to the last minute can be a real challenge.
“We hope this campaign will help get the message across that keeping records makes sound business sense,” added Simon Vessey, Head of Marketing Communications at HMRC. “We also want to communicate that record-keeping may seem like a challenge, particularly when you’re starting out, but it will bring real benefits to your business – and once you’ve got the record-keeping habit, you’ll find it’s one you won’t want to break.”
For details go to www.staplesforbusiness.co.uk or visit www.businesslink.gov.uk/hmrctaxhelp.
Don’t miss the buying and networking opportunities available at this March’s British Bridal Exhibition in Harrogate…
The spring edition of the British Bridal Exhibition,
held from the 14th – 16th March, is a must-see
for bridal retailers the country over. A total of
150 exhibitors will be showcasing 250 collections
within the six halls of the Harrogate Exhibition
Centre, four nearby hotels, and the fashion theatre.
Find trend-led designs your customers will love
either on the catwalk or at suppliers’ stands –
and make the most of the fabulous networking
opportunities available.
Exhibitors include all the popular bridal labels
you might expect, including Amanda Wyatt,
Benjamin Roberts and Ellis Bridal, while accessory
designers include Halo & Co, Rachel Simpson,
and Sasso Bride. In addition, formalwear suppliers
such as Cameron Ross, Peter Posh and Masterhand
will be in attendance, alongside occasionwear
specialists from John Charles to Anella Couture.
New to the spring event is a seminar
programme, which offers retailers the chance to
benefit from expert advice on online marketing,
shop interior design, and software solutions to help
the back office function run more smoothly.
By registering online at www.bbeh.co.uk, visitors
will have their badge posted to them in advance.
All registrants will be entered into a prize draw to
win a goody bag worth over £1,200 – including
the coffee table book Unbridaled by Swarovski,
the winner’s choice of Rachel Simpson shoes, a
maribou wrap from Sasso, jewellery from Girls
Love Pearls, a year’s subscription to Wedding
Magazine, a hair comb from Leigh Anne
McCague, a satin clutch bag from Dessy, a Mark
Wallace boxed candle in a glass and dinner for
two at a Harrogate restaurant. The winner will be
picked at random during the exhibition, so make
sure you attend the event for your chance to win!
IN BRIEF
Show: The British Bridal Exhibition
Dates: 14th-16th March 2010
Location: Harrogate International Centre,
Kings Road, Harrogate, HG1 5LA.
Opening times: Sunday – Monday 9:30am –
6:00pm Tuesday 9:30am – 4:00pm
Website: www.bbeh.co.ukIt’s showtime!
Getting to the exhibition
Airport
Leeds/Bradford airport is only a few miles
from Harrogate.
Shuttle bus
A complimentary bus service to and from
Leeds/Bradford International Airport is
available. Book in advance by contacting
Rachel Hall on + 44 (0)24 7657 1048 or via
[email protected]. Seats are on first
come, first served basis.
A complimentary bus service will also operate
from the Harrogate International Centre, to
all the major hotels – The Station, The Old
Swan, The Majestic, Hall A, and Cedar Court.
Bus times will be displayed in the entrance
to the Harrogate International Centre and
within the hotels too.
Taxis
Blue Line Taxis +44 (0)1423 530 830
Yellow Line Taxis +44 (0)1423 521 531
Trains
A regular service connects Harrogate with the
main rail network via York and Leeds.
Car parking
The Harrogate International Centre has two
large underground car parks, which will be
open on a pay-and-display basis throughout
the exhibition. All major hotels have adequate
parking for their guests. Alternatively there is
on street parking (metered) in the town centre.
Useful information
Internet lounge
Access the internet, and keep an eye on all those
important emails, without leaving the show at this
dedicated lounge.
Café
Visit Hall E for a variety of light refreshments.
Cloakroom
There are two cloakrooms, to be found in Halls A
and M. Luggage can also be stored here.
Crèche
There is a free crèche facility available on Sunday
only. This is located at the front of Hall A, and all
ages are welcome.
First aid
A medical service will be provided during the
exhibition’s opening hours. The first-aid room is
located in the link between Halls A and B.
VIP Lounge
Situated downstairs in Hall E, this facility offers
free refreshments to all VIP and Overseas Buyers
badge holders and their guest.
On the runwayBuyers keen to preview the latest Autumn/
Winter designs should check out The Bridal
Preview Show, which will feature Crystal
Breeze, Farage, Madeline Isaac-James, Natalie
French, Posh Bridal, Rainbow Club, Val
Designs, Veromia and Wilorst.
Bridal Preview times:
Sunday: 2.00pm, 6.00pm*
Monday: 11.00am, 1.00pm, 3.00pm
Tuesday: 11.00am, 1.00pm
*Join exhibitors and other visitors for a glass
of wine at the evening drink receptions on
Sunday 14th March
Phoenix GownsPhoenix Gowns
We will be exhibiting at BBEH in March, Stand C60 - we look forward to meeting you thereNo discontinued styles, no minimum orders
Elegant, beautiful, affordableElegant, beautiful, affordable
For enquiries please call +44 (0)1689 831841 Email [email protected] www.phoenixgowns.co.uk
T830 £268
T800 £178 T801 £228 T802 £168 T803 £188
T805 £188 T807 £198 T851 £278 T808 £228
Benjamin RobertsSt George Hotel+44 (0)1792 564 710www.benjaminroberts.co.uk
This March Benjamin Roberts will be showing gorgeous romantic dresses, and roses are a
particular feature in the collection as the new on-trend element. The company’s four other
labels will also be in evidence at Harrogate, with Tia offering another lovely selection of
10 lightweight, contemporary dresses that offer exceptional value for money, and Blue by
Enzoani offering some innovative dresses with inspirational design and real attention to
detail from a talented young designer. Enzoani has a refreshing and striking black and
white theme running through the collection, combining fantasy with a commercial bridal
gown at the top end of this market, while Love special occasion wear has another fabulous
collection of new cocktail, bridesmaid and mother-of-the-bride dresses.
Christina RossiHall C, Stands 1/2+61 393 837 711www.christinarossi.com
Renowned for its attention to detail in quality and fitting,
this label will be showing a selection of gowns created by
highly skilled and talented experts, made from beautiful
fabrics and accented with hand-sewn lace and hand-beaded
embellishments. Christina Rossi also has a special BBEH
offer, whereby retailers buying 10 wedding dresses will receive
three extra for free.
JLM EuropeHall C, Stand 24/40+44 (0)1423 561 870www.jlmeurope.co.uk
JLM Europe will be taking its new Blush collection of wedding
gowns to BBEH in March. Th e style of Blush is best defi ned
as casual elegance, with a unique modern feel and soft beauty –
achieved by taking elements from more elaborate designs and
simplifying them. Th is soft, fl owing essence helps to create a
feeling of quiet glamour, yet retains a sensual, fashion-forward
quality. Th e collection is to retail from £650, is US-made, and
is designed by JLM’s award-winning Jim Hjelm Occasions
designer, Francesca Pitera.
Ellis BridalsHall B, Stand 21+44 (0)20 8888 8833www.ellisbridals.co.uk
Th is label will be focusing on its Heritage
Collection at Harrogate this March ‒ through
an exploration of its rich archives, the label has
created a collection that truly refl ects its ethos of
quality and design. Each gown has been expertly
crafted with fi ne fabrics, handcrafted French
lace, intricate beading Swarvoski crystal, and
mother of pearl. Be it a Grecian goddess with
its soft cascading chiff on, or a sculpted duchess
satin fi shtail that Aphrodite herself would
desire, the collection is steeped in tradition and
grandeur, assuring the bride’s place as the elegant
centrepiece of the wedding.
Maggie SotteroMajestic Hotel+44 (0)151 339 9139www.maggiesottero.com
The key story for Maggie
Sottero’s new collection
is romance and glamour,
and the company has used
stunning fabric combinations
such as lace and taffeta, plus
delicate bodice topstitching,
intricate three-dimensional
embellishments and grosgrain
ribbon to provide rich texture.
Tufted skirts add romantic drama, while Swarovski crystals and pearls are
used to create a regal presence throughout the collection. Classic lines are still
signature for Maggie Sottero.
Kate SherfordHall A, Stand 8+44 (0)1823 256 100www.katesherford.com
The label’s mid-season collection continues in the theme of romance, but adds
texture and sculpture. The dominant silhouettes are ball gown and sleek fishtail,
while key fabrics are damask, guipure and tulle. Kate will also be bringing
sweetheart necklines that will show off beautiful bust shaping with fabulous fitted
bodices. This season statement accessories are essential, with bows and diamante
detail; ‘large’ and ‘luxurious’ are the watchwords.
The gowns, handmade in Somerset and each with an internal corset, provide a
high degree of structure and comfort. The Kate Sherford Collection retails from
£1,200 to £1,750.
Madeline Isaac-JamesHall A, Stand 22+44 (0)1252 377 725www.madelineisaacjames.com
Madeline Isaac-James will be introducing a selection of gowns from
its two new collections, Starlet Dreams and Candlelit Romance, at
BBEH in March. A sneak preview of eight to 12 dresses from these
two new collections will be on show at the stand, as well as on the
BBEH catwalk, while the remaining 21 dresses will be released at the
September show.
The Starlet Dreams Collection focuses on vintage, old Hollywood
glamour inspired by the gorgeous starlets of the golden era, and
promises wonderful gowns finished in silk with exquisite Swarovski
crystal accents. The Candlelit Romance Collection is inspired by the
ever-elegant style and finesse of the 1950s. This beautiful collection
is for romantic brides everywhere, with swathes of stunning silk
organza mixing with lace, silk chiffons, Italian silk taffeta, silk satin and
exquisite Swarovski crystal accents.
Phil Collins Bridal CollectionSt George Hotel+44 (0)1884 861 663www.philcollinsbridal.co.uk
A new collection billed by Phil Collins Bridal Collection as the firm’s strongest yet, this
year’s designs boast lower prices, and the label tells us that the quality is equal if not better
than previous years. The company has also introduced a bridesmaid collection, Infinity,
incorporating couture bridal structure into a range of 26 contemporary but commercial
styles. Fabrics include satin, taffeta and chiffon, and signature details of embroidery,
exquisite beading and brooches have been used on both tea- and full-length gowns.
Mon CheriHall M, Stand 21/22+44 (0)1954 232 102www.mon-cheri.co.uk
The new season’s Mon Cheri Bridals collection has been designed
around a love story of romance and femininity, using different
textures and laces. Made from chiffon, satin, silk and point
d’esprit, the collection has both mermaid and A-line silhouettes
combining Chantilly lace paired with geometric hand beading
and Swarovski crystals with pearls. The designer Martin
Thornburg expects another successful season following big
increases in sales last season.
Mark LesleyOld Swan Hotel+44 (0)1621 784 784www.marklesley.co.uk
There are around 20 new designs from Mark Lesley Bride, created to suit all tastes, sizes
and budgets. The collection retains a strong commercial appeal, with new additions featuring
splashes of strong colours ‒ such as black or burgundy, and soft shades like silver and pink.
The range includes more fitted gowns that cinch in the waist and emphasize natural curves,
as well as traditional A-lines and romantic ballgowns. The fabrics used are organza, tulle,
taffeta, satin and chiffon, while embellishments are understated. Complementary jackets and
shrugs will be available.
The Mark Lesley Paradise Bride collection is modern, contemporary, sophisticated and
lightweight, with beautiful structure perfect for the ever-growing destination wedding
market, while the new collection from Mark Lesley Couture Bride is sophisticated,
understated and contemporary ‒ each design is beautifully structured, offering exquisite fit
and detailing. Fabrics include silk dupion and taffeta, quality satin, and fine organza.
RomanticaSt George Hotel+44 (0)870 770 1024www.romanticaofdevon.co.uk
The Romantica range is as strong as ever, and boasts a diversity that enables
the company to offer something for every bride. There has a significant
increase in the amount and quality of beadwork and embroidery within the
range, but prices will still be among the most competitive in the market. The
Pure collection has changed slightly ‒ the designs are younger, better quality,
and again include more beading and embroidery. Prices are still low, and the
range now has the advantage of a small young bridesmaid range. The Opulence
Collection combines beautiful couture styling, structured designer fit and
exquisite hand beading and embroidery.
The Romantica Bridesmaid range remains competitive in terms of price and
quality, although the company has only made one colour addition this year,
as they feel they have found the right mix of shades for the collection. The
Bluemoon Eveningwear collection offers younger and more fashion-inspired
prices, and there is also the addition of some silk gowns that may suit the more
upmarket boutiques. The prom collection, Twilight, is also improved this year,
and the firm tells us it has found a supplier chain that is giving consistently
good quality and exceptional prices. The majority of the prom styles retail
under £100, making them among the most competitively priced in the market.
Sharon Bowen CoutureHall B, Stand 39+44 (0)1260 271 269 www.sharonbowencouture.com
The glorious Beverley Hills collection sees more glamorous sequins used
as embellishments this season, plus an introduction of colour ‒ soft nudes
and café au lait shades complement the 1930s vintage feel, but the styles
are still kept edgy. The softer English Romantics collection includes
eclectic styles and silhouettes ranging from 1950s full gowns to boho chic,
while lace, flowers and beautiful beading are still featured heavily.
Precious FormalsHall M, Stand 20+1 281 554 6846www.preciousformals.com
The Posh Brides division of Precious
Formals interprets the confidence,
style and grace of the well-heeled
modern bride, combining finely
detailed embroidery with the
whimsy of organza, tulle, satin and
taffeta. The dresses are structured
for dramatic effect, with sharply
cut A-lines that leave the shoulders
and neckline bare to attention. The
slight trains make a concession to
romance and tradition, but veils
are a definite no-no.
The Precious Brides collection
looks deceptively simple –
depending on the quality of fabrics and the lack of fuss in detail
to enhance the glow of a bride’s skin and hair. Very American in its
inspiration, this collection ranges from Vegas-wedding-style minis to
candle-glow organza confections. The silhouettes are slimmer, and the
shoulders and necklines are exquisitely bare. The structural elegance of
these styles, the minimal embellishment, the inspired selection of fabrics
all combine to make for a collection that’s striking and off-beat.
Trudy LeeHall A, Stand 1+44 (0)1707 643 633www.trudylee.co.uk
Within its March collection Trudy Lee has been experimenting with
fabrics and detailing to create various textural looks. The company has
also continued to give as many alternatives where appropriate – for
example, detachable straps, and shrugs to go with each design.
The designers have also included a selection of short dresses to
complement the new additions in September which included slinky
dresses, plus a new palette of colours has been introduced to the existing
options of white and ivory, including pale pink, silver, gold, sand and café.
The company supports its stockists by never discontinuing any of its
dresses, meaning retailers are never left with unrepeatable dresses in their
shops – plus it does not require a minimum order.
True BrideHall A, Stand 30+44 (0)1273 728 637www.truebride.co.uk
True and Nicki Flynn will feature bridal gowns with a strong
focus on strap detail, whether it be detachable, halter-neck, or
asymmetric shoulder strap with delicate lace detail. In addition
to taffeta, satin and organza, True will be introducing layered
chiffon and soft tulle for a more romantic feel to the collection.
True maids are going from strength to strength with three
collections now available, with prices remaining keen and
designs fashion lead. The True Essentials budget collection
is perfect for the price conscious, and now includes juniors
and teens to match in hundreds of colour shades, while True
bridesmaid/prom are in the spotlight for their commercial
silhouettes and introduction of yet more shade to their vast
colour palette. Luna B, a new range by the company, boasts
slinky exciting designs using soft fabrics that have both the
‘wow’ and ‘wear again’ factor.
Sophia TolliOld Swan Hotel+44 (0) 1954 232 102www.sophiatolli.co.uk
The new Sophia Tolli collection being shown this March in
Harrogate concentrates on sculpture, and features with fresh lines
and new silhouettes. Slim modified mermaid shapes and slender
A-lines have a strong presence in both regular and sheer taffetas,
while satin appears in experimental draping combined with fantastic
cluster beading. Sophia has hand-picked beautiful cut-out laces,
black embroidery accentuated with gorgeous detailed 3D flowers,
and beaded embroidery blended with lace appliqués, to create a truly
exclusive collection.
Amanda WyattHall A, Stands 18/36+44 (0)1625 522 344www.amandawyatt.com
The new 2010/2011 Amanda Wyatt collection breathes haute
couture with its distinction and style, while Amanda’s years of
knowledge, experience and expertise make the new offering her
strongest to date. Showcasing just a small selection of what to
expect from the 2011 collection, 11 new designs will be unveiled
in March. Lavishly embellished gowns with handmade ruffled
roses in Crimson Red and Hazelnut, aimed at the bride who
wants a real wow factor, sit alongside sleek and structured timeless
styles that embrace pure fantasy and classical elegance.
Justin AlexanderMajestic Hotel+44 (0)1908 615 599www.justinalexanderbridal.com
For Fall 2011 Justin Alexander is channelling Audrey Hepburn in her most
beloved films, My Fair Lady and Sabrina, by using the classic combination
of black and white and modernizing it for today. Here the label uses the
stronger tone as trim, as well as in splashes of gorgeous lace, beading and
colour blocking.
Besides the black/ivory theme, Justin Alexander has tapped into a more
sophisticated way to do pickups. This time they are not just pickups but
accenting features to display beautiful hand made roses, elaborate Swarvoski-
encrusted motifs, or lace embellished appliques in crystals and pearls. In
addition, the basic strapless is anything but basic this season. The designers
have paired it up with detachable cap sleeves encrusted in beads, bolero
jackets, coats, and decorative matching chokers.
Linzi JayHall B, Stand 20+44 (0)1254 665 104www.linzijay.com
The Arianna collection ‒ although still offering classic tiaras and
headbands ‒ will focus on new pieces with the introduction of simple
birdcage veils, plus crystal and pearl veil clips. The birdcage veils, made
from French veiling, will come attached to a small hair clip and are
designed to be worn with the firm’s range of statement crystal and
feather side combs. With the same premise, the new veil clips are simple
lightweight tiara-style designs on a wire, which can be pinned in front of
the comb of a veil. After the ceremony when the veil is removed, the veil
clip can be pinned into the back of the hair offering an entirely different
look for the reception.
The current jewellery collection is being expanded quite extensively.
Delicate tiaras will be available with co-ordinating bridal jewellery sets in
classic styles, while bold yet elegant statement pieces will also be available
in combinations of stunning diamante, pearl and Swarovski crystal, while
a chic and contemporary pearl collection in subtle colours offers beautiful
pieces for the mother of the bride.
Bridesmaid and prom accessories already available in a rainbow of crystal
colours will also be available in pearl as the firm expands its current colour
range. Also new for 2011, the company is offering bridesmaid dresses
constructed in delicate chiffon fabric, available in an array of colours. Ivory & Co TiarasHall A, Stand 17+44 (0)1684 564 310www.ivoryandcotiaras.co.uk
Gorgeous new designs will be showcased as part of the Ivory and Co Tiaras
bridal range this season. In addition to the already wide selection – one of
the largest ranges in Europe with over 200 tiaras – there will be some unique
vintage style headpieces plated in Rhodium for a darker silver antique look, as
well as headbands and combs in an Art Deco theme set with tiny pave stones.
The effect is of an authentic vintage piece, but without the huge price tag.
As well as the usual Austrian crystals some designs will now also feature
sparkling cubic zirconia cut with facets to look like real diamonds, perfect
for the bride looking for that extra glam look for their big day. In addition,
following the popular trend, many new combs and tiaras have been created
using freshwater pearls ‒ some conceived as hair vines, elaborate pieces with
emphasis on a trailing detail designed to be worn on the side of the head.
Ivory & Co also uses an unusual method of combining 14k gold with
silver to produce a ‘Champagne gold’ effect, which really complements the
Champagne-toned gowns available in so many bridal stores. As with the
entire collection, these designs range from impressive statements to small
delicate pieces. A selection of exquisite bridal jewellery is also available to
complement the whole tiara range, as well as classically styled brooches and
unique wedding cake toppers.
SassoHall M, Stand 11+44 (0)113 262 1724www.sassobride.com
New for Harrogate this year is a light silver fox feather, available as an option
on the Streisand stole, Minnelli shrug, and the Valencia stole with tails. In
addition there is the vintage cream long-sleeved Alexi jacket, and the fabulous
new Alaska jacket in glacier feather – burnt stripped ostrich wrapped with
marabou – for the extrovert. Also in evidence are eclectic hats with big bows,
birdcage veils and lace caps, flower headbands adorned with silk roses and tulle,
and classic designer gloves, Hepburn-style with a bow and Swarvoski crystals.
The firm is also launching the new bespoke offering featuring up-to-the-minute
designs, and introducing two more new collections – a bridal accessories range
from Barcelona featuring beautiful Austrian crystal, with gorgeous long statement
earrings and large crystal hair combs, plus a well-known UK designer’s beautiful
collection of vintage and freshwater pearl designs.
Vivien SheriffHall C, Stand 11+44 (0)1725 512 983www.viviensheriffmillinery.co.uk
Inspired by the timeless glamour of a bygone era, from the dazzling
1920s to the chic and classic 1950s, the Vivien Sheriff 2010 Bridal
collection is a step away from the traditional ‘princess’ bridal look.
Echoes of current trends such as pleating and feathering, mixed with
vintage embellishments, exquisite silks and tulles, create the label’s
signature look.
The 2010 collection includes a range of dramatic and exciting
silhouettes, from feather and crystal tiaras to wide feathered Alice bands
and petite veiled pill-boxes. The company will also be showing its new
veil collection at Harrogate.
NaysmithHall B, Stand 3+ 44 (0)1506 870 240www.naysmith.ltd.uk
Under its new label, Chrysalin Umbrellas, Naysmith is offering three new designs
‒ Giselle, Dianna and Lucy ‒ in Linen White and Ivory, plus a new lace parasol
in White or Antique Ivory called Heidi. Dianna has three sumptuous layers
of frills, while Lucy has a simple but elegant scalloped edge, and both of these
umbrellas have beautiful leatherette handles. The Giselle has an elegant long
handle to complement the sweeping lines of the pagoda-shaped canopy. All three
of these umbrellas can be used as parasols. In addition, the company will also be
getting the large chauffeur umbrella in the long awaited Ivory, to match the new
walking length umbrellas.
www.impressionbridal.co.uk
Impression Bridal welcomes you to view the new Autumn 2010 Impression bridal ranges along with best sellers from Spring 2010 at BBEH Hall C stand C28/34. Become an Impression Bridal stockist to qualify for our FREE Impression
Bridesmaid sample range and benefit from our new “5% Bridal Rewards” scheme. For further info call 01727 851452.
BRIDAL, BRIDESMAIDS, PROMS & MOTHER OF THE BRIDE
www.thehouseofnicholas.co.uk
0208 802 1399
Showing on 14th - 16th of March at the BBEHOld Swan Hotel, Bramham Suite
John CharlesHall B, Stand 40+44 (0)20 8888 8833www.johncharles.co.uk
This season’s collection by John Charles is focused on bringing out glamour, femininity
and sensuality. Inspired by 1920s Paris and autumnal oil paintings, the label has
created a collection of long, flowing evening gowns, on-trend cocktail dresses and chic
occasionwear. Influenced by the array of colours autumn brings, the designers have
worked golds, fresh greens and earthy sands into brocade jackets, dresses and skirts.
Luxury detailing is found in lace overlaid silk and intricate beadwork, and continues with
threads of gold and silver, which run through the collection.
The firm’s new cocktail collection brings in the trend-setting features of exposed
zips, weaved chiffon and striking gold chain detailing. The brand has worked on cuts
which highlight the figure and set apart the individual from a crowd, and the collection
comprises figure-sculpting cocktail dresses, and tailored gowns with co-ordinating jackets,
in lace, silk brocade, crushed satin, satin backed crepe, jersey and silk chiffon. Key colours
and patterns include platinum and gold metallics, plum, red, taupe, bronze, berry, havana,
royal, black and cream two-tone, lime key patterns, vintage rose and purple sky prints.
The House of NicholasOld Swan Hotel+44 (0)20 8802 1399www.thehouseofnicholas.co.uk
The House of Nicholas now has a
range of mother-of-the-bride outfits
to complement its existing bridal,
bridesmaid and prom collections. This
new collection has a slight twist, in as
much as it is not in the traditional vein
‒ the gowns have a more contemporary
feel, as mothers nowadays are more
fashion conscious, but at the same time
they do not want to feel inappropriately
dressed. The design, quality and price
range will appeal to all sectors of the
market. Being a family-run company, the
firm takes pride in continuing to attain
the same values with which it began – customer service and
design concept – at the company’s inception in 1957.
Mascara by Frank Saul FashionsHall A, Stand 40+ 44 (0) 20 8965 1522www.mascaracollection.com
The Mascara Collection has been experiencing rapid growth, and continues to
innovate and deliver high standards of design, manufacture and customer service.
Targeting the 30+ fashionable woman who is not shy about who she is, the label
will offer 80 pieces for their Autumn/Winter 2010 collection, with a further 60
pieces within a cocktail and bar-length flash collection for midseason delivery. The
collection is fashionable and functional, with pieces having an after-event life span.
The designs draw their inspiration from the Hollywood greats, in luxurious
chiffon and silk fabrics which drape and flatter to make every woman feel like a
movie star. Colour features strongly within the collection, from strong teals and
blues, to rich metallics, and vibrant fuchsia and scarlet.
Can you tell us a little about your background. What prompted you to launch your label? I trained as a
couturier in Cyprus,
and while I was
studying I intended
to go into theatre
costume design.
However, I then
worked for a bridal company and loved it, I think
because wedding dresses are quite theatrical. After
I met Alan, who was working in the industry too,
we decided to set up our own label – I initially
started an eveningwear collection, but my heart
was really in bridal. I decided to do a selection of
bridesmaids dresses first, then Alan persuaded me
to do wedding dresses. This month we’ve celebrated
the 20th anniversary of our business.
How would you describe the brand’s latest bridal collections? In my latest collection for Alan Hannah I’ve tried
to capture the mood of the moment, which is
very romantic and summery – you can see this
particularly well in certain gowns, for example
Melita and Georgia. They’re very floaty and soft,
made in organza and embellished with roses. I’ll be
following on with this theme in my new designs
for the label, which will be shown at The White
Gallery in May. They’ll all have the same softness,
with more tiering, and I’m working on some more
intricate, realistic roses too. Our main MiaMia
collection will be launched in September at
Harrogate, but we do also have a small mid-season
collection that our representative will be showing
at BBEH in March.
Where does the inspiration for the designs come from? My latest collections are very reminiscent of the
long summer days of childhood, walks in the
country and the scent of flowers. That’s where the
romance comes from.
Which fabrics do you enjoy working with most and why? I always like to work with silk, in all its
incarnations. I particularly love slipper satin, as
I can create really tight ruching, and structured
dresses that have that softer feel. For example,
Zsa Zsa from the Alan Hannah collection – with
its criss cross ruching, soft fabric and sparkle –
doesn’t look too severe even though there’s a lot of
structure to it. Similarly, Juliet from the MiaMia
collection is very well structured but it’s got a softer
feel thanks to all the layering. Of course I also like
working with organza. With it you can create a lot
of volume without the weight, and there’s a lot of
movement too – such as in the Lucy gown from
the MiaMia collection.
If you could supply a bridal gown to anyone in the public eye, who would it be and why? I think I would like to design a gown for Keira
Knightley. She has such elegance and poise, but
while she’s very ‘English Rose’ in many ways, she’s
also got a sense of fun that shows in some of the
quirkier outfits she wears. She’s the sort of person
who could wear something from my Alan Hannah
collection and look tremendously classic and chic,
or something from MiaMia that has an edgier
appeal, and exude a different sort of charm.
Marguerite Hannah tells us about her latest designs for Alan Hannah and MiaMia
How many stockists do you have in the UK, and is this stockist base something you plan to grow? Alan Hannah has 50 stockists, but being a
more exclusive label we are limited somewhat
when it comes to expansion because we need to
keep a distance between retailers carrying these
designs. Therefore the sister label MiaMia has
been developed to give other similar boutiques
an opportunity, and it appeals to a slightly wider
selection too, as it is pitched at a slightly lower
price point – MiaMia gowns are around £1,000
- £1,500, while the Alan Hannah label comes in
at £1,500 - £2,000+. We’re definitely looking to
expand the MiaMia collection from our current 25
stockists to around 60.
What promotional activity do you have planned in order to support your stockists? We have a new advertisement on Wedding TV,
as well as print advertising in the consumer press
– for example we take the inside cover of You &
Your Wedding with the Alan Hannah brand, and
the same position within Cosmopolitan Bride for
the MiaMia collection. We’ve also just decided to
do an invitation-only catwalk show at The White
Gallery, which promises to be an exciting and
prestigious industry event.
How do you view the current market for bridalwear and what trends do you see emerging over the coming months? The asymmetrical gown has featured quite
prominently recently, and I think it’s going to
remain popular too, since it offers such a different
design angle. I feel more and more girls are going
for on the shoulder as well, and we’re doing
extremely well with dresses like Astrid. I think
we’re seeing a trend towards a bit more cover,
whether that’s with one-shoulder or symmetrical-
shoulder dresses.
How are you being affected by the current economic climate, if at all, and what steps are you taking to minimise its impact? We have noticed a slight downturn in the last
year, but January’s been very busy. We’ve been in
the industry for 20 years and we’ve got a healthy
business, so it hasn’t really affected us – you have
to put things in place for such eventualities. We
started out in a recession, and we haven’t forgotten
how to weather the storm!
What can we expect from Alan Hannah and MiaMia over the coming year?More fabulous dresses! I’ll be continuing with
the same sort of mood, so I’ll be building softer,
fuller silhouettes around the characteristic Alan
Hannah sculptured shape using lighter fabrics –
and these gowns will be embellished with delicate
beading, layering and rose detailing. I’m also going
to experiment a bit more with sheer sleeves, and
create a selection of little shrugs, jackets and coats,
because it’s nice for the bride to have the option of
a different look on her big day. We’ve always done
really well with the designs we’ve done, but I’m
going to expand our selection with some longer
options too. They’ll be very sheer and romantic, in
keeping with both labels.
Further informationTo find out more about MiaMia or Alan Hannah, call +44 (0)20 8804 1444, or alternatively visit www.alanhannah.co.uk or www.miamiabridal.co.uk.
Demetrios UK Agent: VOGUE FASHIONS LTDCavell House Stannard Place - St Crispins Road - Norwich NR3 1YE - Ph/Fax +44 (0)1603 411166 - [email protected]
DEMETRIOS for ILISSA ITALIA - Via Feltre 34/7 - 20132 Milano - Ph +39 (0)2 2152176 - Fax +39 (0)2 26416407 - [email protected]
Visit us atBRITISH BRIDAL EXHIBITION HARROGATE UK
HARROGATE INTERNATIONAL CENTRE, Hall B - Stand B1914 - 16 March 2010
www.cosmobella.com
We speak to leading industry fi gures about their trend predictions for the forthcoming season…
Christine Marchant, Augusta Jones+44 (0)1903 813 382www.augustajones.com
“A key trend this season is the one-shouldered
gown that is layered in soft fl owing fabrics such
chiff on and organza. It is the most romantically
modern ‘new look’ to have arrived on the bridal
fashion scene, and is beautifully adorned with
delicate hand-cut lace and organza fl owers that can
be found scattered and cascading, with dramatic
eff ect, from shoulders as well as highlighting
necklines and hems. ”
Emma Tindley, Emma Tindley Couture+44 (0)1342 321 514www.emmatindley.co.uk
“For me the big trend for 2010/11 will be low
backs with detailed straps. I have seen lots of
girls who love our Lucy dress that features a
diamante halterneck. It’s all about the back,
with tiny buttons or bling diamante – there has
to be more fl esh than dress! I’m also working on
some new designs which have a low back, with
straps crossing in diff erent ways, to give that
wow factor as the bride stands at the altar.”
Rebekah Roberts, Eternity Bride+44 (0)870 770 7670www.eternitybridal.co.uk
“Th is season our collection is focusing on
oversized ball gown styles – featuring full
skirts in tulle, organza, and taff eta satin,
teamed with fully-boned tight-fi tting corsets
for that true ‘Gone with the Wind’ feel.
Many will have lace-up backs to ease the
need for in-house alterations, but if a design
has a zip instead it will include the famous
Eternity fully-boned inner fi tted corset.”
Michael Shettel, Alfred Angelo+44 (0)1908 262 626www.alfredangelounitedkingdom.com
“We are putting a modern twist on the classic ballgown by using light, airy fabrics like organza. These gowns are all about movement, and will just fl oat down the aisle. I always tell brides when they are trying on a gown to make sure they walk around a little bit, to feel the fabrics move, to feel like they are fl oating gracefully. The right dress can do that.”
Tony Mentel, Justin Alexander+44 (0)1908 615 599www.justinalexanderbridal.com
“One trend which we are envisioning is a new look at winter weddings – in our latest collection we have two new coats which cut a dramatic fi gure. The lines are long and lean with either Victorian styling featuring puff arm sleeves, embellished trains and beautiful contrast detailing in black and ivory, or a new take on a riding jacket, which is cropped at the front, but has a dramatic embellished train. The look is not just about covering up, but making a fashion statement with chic tailoring. What is so good about these looks is that the bride has two completely different looks, a beautiful strapless gown for the evening and a statement piece for the ceremony itself.”
Johanna Hehir, Johanna Hehir+44 (0)20 7486 2760www.johanna-hehir.com
“One of the trends I had in mind when I was designing a couple of the dresses in my current collection was interesting back detail. The inspiration came from the 1930s, which is a favourite period of mine. My aim is to make my brides look fabulous 360 degrees around, when they are walking down that aisle in front of all their family and friends. I wanted that wow factor, which I always strive for in all my wedding gowns. Godiva and Ella will suit different types of bride and venue, but they are defi nitely for your more adventurous bride, one who is not afraid to make a statement.”
Tracy Loukaides, Hollywood Dreams+44 (0)20 8801 9797www.hollywooddreams.co.uk
“The trend for Autumn/Winter 2010 is big and glamorous, which of course is appropriate to the Hollywood Dreams signature style. Our new two-piece Chanel dress has a frothy skirt featuring layers of pale ivory and pale pink tulle, embellished with scattered crystal and diamante detachable roses. The bodice is made from ivory taffeta with an overlay of pink tulle, features a sweetheart neckline, and is encrusted with silver beads, crystals and diamantes.”
Jonathan James, Jonathan James Couture+44 (0)1244 383 810www.jonathanjamescouture.com
“I am currently seeing brides who wish to have a gown that is a little different, The full skirts in my 2010 collection are extremely popular, but Almas has been particularly successful. Brides love the dropped waist, with the dramatic fl amenco style skirt, and have found the halterneck a twist on the more traditional strapless gowns.”
Nadia Yousuf, Nadia Yousuf+44 (0)7832 127 434www.nadiayousuf.com
“Although coloured gowns are something that we’ve seen emerging every now and then in designers’ collections, I think retailers will fi nd more and more brides asking for gowns that deviate from the traditional ivory and white. Brides are constantly looking for something that bit different, and a great way to achieve this is through the use of colour. Shades will be more daring than before but will still retain an air of sophistication – think steel grey and warm cappuccino – perfect for a style-conscious bride looking for a statement gown.”
Tell me a little about
your background. What
prompted you to open a
bridal boutique?
I am the proud mummy
of two beautiful children,
Alex who’s 11 and
Amy who is nine, and
I am married to Andy – who runs his own sales
and marketing business, and works with me on
the shop’s strategic plan for the next five years.
Having brought up the children I was keen to get
back in to work, but on my own terms, so Andy
encouraged me to start my own company. Also,
a close friend had left her corporate career to set
up a successful bridal business, so I could see that
there were possibilities within the industry. When
Andy completed the Barcelona marathon in 2008,
I felt inspired by his accomplishment and lost all
the fears that had prevented me from just going
ahead. That was that, Anna McDonald Bridal
Gallery was born! Within one week I had attended
BBEH in Harrogate to learn as much as I could,
and by July 2008 the shop was open for business.
How did you choose the location of your store?
Given that location is one of the main factors in
any retail business success, I would like to claim
that I had had my eye on The White House in my
home town of Thame for years. But, as it happens,
the shop became available just at the right time,
and it was mine within minutes of seeing it. I
felt so lucky because in Thame costs are high and
property availability sparse. The building is in a
prime spot for passing traffic and with plenty of
parking, so it could be said that fortuitous timing
played a huge part in my selection of location!
How would you describe your current in-store
bridal collection?
My collection reflects the requirements of my
market in Oxfordshire and Buckinghamshire and
nearby counties, namely luxurious and glamorous
bridal gowns. The display really provides that wow
factor when a customer walks into my shop, and
gives a wide range of different fabrics and styles –
yet it looks like it all fits together as one, presented
in my own signature cabinets with bespoke lighting.
Which designers do you stock and why?
My range includes Paloma Blanca, Justin
Alexander, Sophia Tolli and Alfred Sung, with
bridesmaid and prom wear by Sophia Tolli. I
selected these designers primarily for their style,
quality and appeal to my chosen market. It is
vital that suppliers work in partnership with their
stockists to maximise the potential for sales, and
I am delighted to have such great designers who
help the continued successful growth of my bridal
retail business.
What do you enjoy most about your role and the
bridal business in general?
I still have to pinch myself after a day in the shop,
or at an event, to realise that I am running my own
successful and rapidly growing business. I get such
enormous satisfaction from my own achievements,
but first and foremost is the feedback I receive
from my brilliant customers. As any business
owner will say, making a sale is hugely rewarding,
but when a customer contacts you to say thanks
for your help and friendship that tops it all. This is
what I love about the bridal business, people want
to help each other to make the ultimate experience
of the bride (and all associated with the occasion)
the best it can be.
We speak to Anna McDonald about her eponymous bridal boutique, and find out how her business values inform the store’s unique offering
Marketing forces
Do you hold any special events?
Marketing is vital to my business, and I spend
a considerable part of my budget on outbound
marketing including fashion shows, designer days,
ladies’ evenings for the prom wear, and sponsorship
of local initiatives. Any event that is about to
take place appears on my website and iPhone
application (iBridal) so I take my message to where
the clients are.
What do you feel makes your store unique and
how do you self-promote?
Clearly I don’t want to divulge too many points
of differentiation, but my proposition is very clear
to my customers. Whatever touch point the bride
has with my business has to exude quality and
customer service, and this principle applies to
every part of my business from my website, to the
store itself, and to the customer care after the sale.
I am proud of the fact that the Justin Alexander
designer, Tony Mentel, said on his recent visit to
my shop “if you value quality style with expert
service this is the bridal salon for you.”
Going back to my point earlier on marketing,
promotion is vital and I constantly look for ways to
differentiate my boutique from others. If you offer
something different and better, you will receive
interest both from the trade and from clients.
This has proven to be the case with the quality
of my dress selection, my shop display and my
innovations such as the iBridal application – which
is short-listed for the ‘Innovation of the Year’ award
at BBEH in March.
How often do you update your window display?
I change my window display every day, and it is
amazing how many people comment on this when
they walk past the shop. They don’t know I can
hear them, but in fact I can, and if my displays
can catch the eye of passers by who aren’t even
customers then they must be worth the effort.
How do you go about making sure your service is
second to none?
I think I have touched on this already, but a joined-
up approach to customer service is vital – so if
you have a great shop, but a poor website or slow
response to enquiries, your offer falls over and
will ultimately lead to less than 100% satisfaction.
You also have to be passionate about what you do,
otherwise this will come across to the client – and
people mainly buy from people, not always, but in
the majority of cases.
What do you believe is the key to running a
successful bridal retail business?
It may seem obvious, but making profit is the key
to running a successful bridal business. I think
people lose focus of this basic business discipline,
and you can see many shops that have sale after
sale because they are caught up in revenue goals
rather than profit. But you have to align your goal
to make profit with your business values, and if
they don’t match, you are in the wrong trade. These
values must drive profit. At the end of the day, this
is a business not a hobby.
How would you like to see your business develop
in the next five years?
I am delighted with the progress of my business
so far, and I have a five year business plan
(which every business should have). I think my
competition will have an idea about the potential
for growth that my store has, but I need to ensure
that I meet my three year plan first, and not rest on
my laurels. My husband often says to me “you’re
well ahead of target,” just before I throw another
cushion at him!
Further information
Anna McDonald Bridal Gallery is located at
The White House, 2 East Street, Thame,
Oxfordshire, OX9 3JS.
Telephone: 01844 214 190
Website: www.anna-mcdonald.com
Kelvin Gibbs of Phil Collins Bridal gives us the inside story on this desirable label – and explains why stockist support is a priority for the company
Can you tell us a
little about your
background.
What prompted
you to launch
your label?
Phil had been
working for
many years with
Benjamin Roberts,
and so had a
huge supply of
knowledge in all aspects of sales – in fact he had
recently won the RBA Salesman of the Year award.
He was not totally happy where he was, and was
itching for a new challenge. I had been working
with my parents Sally and Mike at Romantica for
10 years, and was also eager for a new challenge.
Phil and myself talked at Harrogate, and the idea
to combine both our strengths was born. We
also had the advantage that my girlfriend was
a designer, so we had all the elements covered.
Jennifer has a BA (Hons) in Fashion and Textiles,
and was also working with Romantica at the time.
We launched our fi rst collection in March 2004,
to a huge response from Phil’s contacts, and have
since been listening to customers and fi ne-tuning
our styles to what they want.
How many stockists do you have in the UK, and
is this stockist base something you plan to grow?
We currently have over 250 stockists worldwide,
with about 150 in the UK and Ireland. We do still
have some areas within the UK available and the
new appointment of Lisa Hudson as our Northern
sales representative should help us service our
existing stockists and gain some new accounts
where needed. We are also on the look-out for
agents in Scandinavia and Germany.
What promotional activity do you have planned
in order to support your stockists?
We increased our promotions last year, and are
planning to do even more for the coming seasons.
We are doubling our advertising campaign in
Wedding Magazine and You and Your Wedding, and
are in talks with the biggest consumer magazine
Brides about future advertising. We are also
planning a large campaign on the expanding
Wedding TV channel, and will continue updating
our website. Creating brand awareness I think is
the most important thing we can do to help our
customers, because we want brides to walk into a
shop with pictures of our styles and with our name
fi rst on their lips. Our new strategy should help us
achieve that.
How would you describe the brand’s latest bridal
collections?
Th e latest collection to be launched at the British
Bridal Exhibition in March is very carefully
balanced. We have tried to combine up-to-the-
minute styling with traditional commercial design,
to create a look that is both forward-thinking and
design-led, but also desirable to most brides in the
market. We would describe ourselves as the middle
designer market, although all our dresses retail
below £1,000.
We use predominately taff eta and satin, although
we also are extremely successful with our chiff on
gowns. Th is year we have focused on exquisite
beading and embroidery, and both the quantity
and quality has greatly increased and improved
this year. We have been able to give extra and not
charge more. Pleats and draping is a signature look
for us, and we are confi dent that our fully couture
structured fi t is as good as any other in the industry
– this season we are confi dent that we are even
better, since a lot of eff ort has gone into improving
patterns and tweaking our fi t. Th e bridal range
typically consists of 36 designs.
Which fabrics do you enjoy working with most
and why?
As I mentioned earlier, satin, taff eta and chiff on are
our major fabrics – tradition is still very important
to the modern bride so these three basic fabrics
are obviously the most commercial. However, we
do like to use variations. Jennifer particularly loves
paper taff eta as the texture and colours are so rich
and luxurious.
We think the most important thing is the
styling, and making sure you work with the fl ow
of the fabric not against it. Detail is also key, and
we have concentrated on the fi ner detailing in the
embellishments whether it’s beading, embroidery,
or a combination of both. We have also noticed
the introduction of colour into our gowns has been
very popular, with burgundy, silver and black all
high on the list. Introducing gowns with detail that
will match our bridesmaid range colours is also a
traditional idea that we are following.
If you could supply a bridal gown to anyone in
the public eye, who would it be and why?
I think someone with iconic style and class, who
has their own identity and is in the public eye for
the right reasons – so I would say either Fearne
Cotton or Keira Knightley.
How do you view the current market for
bridalwear and what trends do you see emerging
over the coming months?
I think caution is being seen everywhere in both
design and sample purchase. What we have focused
on is added value within the range, with more
intricate embellishments, and also we have held
our prices. I think the trends of the moment are
very much in line with this, and all designers seem
to be focusing on the detail on the dresses whilst
keeping basic shapes and structure traditional and
commercial. Asymmetric draping and pleating will
still dominate the collections, but we expect a little
more colour to be introduced as confi dence returns
into the market.
How are you being aff ected by the current
economic climate, if at all, and what steps are you
taking to minimise its impact?
Th e global crisis has of course hit the bridal trade,
although I do think we have been rather protected
from the severe eff ects that other industries have
felt. We have made some big decisions during this
recession in order to help our customers, and as I
have said previously we increased our advertising
spend signifi cantly.
Another major decision was not to increase
our prices, whereas most of the competition did
as soon as the exchange rates changed. It has
obviously aff ected our margins, but we believe
fi rmly in supporting our customers when they
need it the most, and not imposing huge price
rises on samples they already had in the stores – an
approach a lot of our competition took. We hope
this support and trust has helped our customers
through these diffi cult months, and will help us
all as the economic situation improves. We have
increased our market share every year since we
launched, and with our new incentives we hope to
continue this trend. Our main aim is to support
our customers, especially when times are hard.
When the going gets tough, we work harder!
What can we expect from Phil Collins Bridal
over the coming year?
Much of the same from all the brands I am
associated with. We aim to continue supporting
our customers with the best quality service and
products. We have had better negotiations with
our suppliers because of increases in volume, so our
prices for the brand new 2010 collections are even
more competitive as we aim to continue supporting
our stockists. We invite all existing and potential
new stockists to visit us at BBEH in March, where
we can be found in the Dales Suite at the St
George Hotel (opposite the main halls).
Further information
To fi nd out more about Phil Collins Bridal
call +44 (0)870 112 4858, or alternatively visit
www.philcollinsbridal.co.uk.
Our regular columnist, Abigail Neill, muses on staffi ng issues from recruitment to team-building…
Once upon a fairly grim April day I had to help make a raft using blue plastic
barrels, lengths of wood and some rope. Sounds odd, I know, but this was a
task set by a company that I worked for – and it was their bright idea of a team
building exercise! We were split into two groups, and the aim was to build and
then race on the rafts across a small lake. Initially, when the teams were picked
our task was unknown, and our team leader thought that choosing Mike – a
likeable and funny (but fairly large) bloke – would be good for team morale!
Needless to say, under substantial strain our shoddily built raft fell apart, and
we all got drenched! We did laugh, a lot – so much in fact I nearly wet myself,
which in hindsight could have been advantageous, it was that cold!
Of course a bizarre raft building day isn’t quite necessary for the team I’m in
now. Actually, I’m not sure it’s necessary for anyone! But positive morale and a
sense of togetherness is really important to any team, however small or large,
and in whatever industry. For that reason we (the Abigail’s Collection team)
do get together and enjoy dinner and drinks occasionally, especially if we have
something to celebrate.
We’re only a small team – small but perfectly formed – well, I like to
think so. It consists of three full-timers and two regular part-timers. It’s been
important for me to employ people who genuinely enjoy their jobs, who
work well together, and who are proud of Abigail’s Collection. Managing
employees can be a time-consuming challenge, especially when it’s carried out
properly. Right from when we took on our very fi rst staff member, I felt it was
important to formalise a recruitment process, implement a structured training
programme, and carry out regular appraisals. From employment contracts to
disciplinary documents, you name it, we’ve got it! To some it may sound like
a lot of paperwork, but in my view it demonstrates that we are serious about
who we employ and, in turn, I believe it encourages an increased sense of
responsibility from the staff , both to the business and to our customers.
When considering the employment of staff for the fi rst time you need only
tap a search into Google and the page is awash with helpful reference sites.
Business Link is one of the best and for me it proved invaluable. Alternatively,
join the Bridal Retailers Forum and post a message about staff to other
bridal shop owners – soon you’ll be inundated with advice and all sorts of
comparative information.
I’ve always taken recruitment seriously, and when it comes to interviewing I
am thorough. First of all I wade through CVs and select those of interest, then
I carry out a fi ve-minute telephone interview. Ideally I want customer-focused
staff that are enthusiastic, bright, hard working and likeable. I believe that if
someone has the right personality and the willingness to learn, I can teach the
rest. Telephone interviews help me suss out the candidates who would ‘just
love to work in a bridal shop because it’s so glamorous, girlie and romantic’.
Th ese girls soon get the picture when I talk late nights, steaming,
cleaning and back-to-back (no time for a break) appointments! I use the
same questions for everyone, and then score their answers to decide on the
candidates that I want to meet for fi rst and then (often) second interviews.
Oddly, I had three men apply for the last Saturday vacancy we had. An
interesting concept, perhaps they thought they could look away when dressing
brides?! My worst interview situation was when a lovely lady got physically
stuck in one of our chairs. It was very embarrassing. She got up to shake my
hand at the end of the interview with an Ikea tub chair still attached to her
bottom! I had to help her remove it. It wasn’t an ideal end to an interview.
Staffi ng:
“Oddly, I had three men apply for the last Saturday vacancy we had. An interesting concept, perhaps they thought they could look away when dressing brides?!”
Further informationAbigail Neill runs Abigail ’s Collection, based in Colchester, Essex.
Telephone: +44 (0)1206 574 575
Website: www.abigailscollection.co.uk
All of our staff begin with a three month probationary period, after
which their first appraisal is carried out. So far only once have I had to let
someone go. It was awful, and despite her admittance that it wasn’t the
job for her, she was devastated. She had no genuine interest in wedding
fashion at all, and of course that cannot be ‘taught’. In all honesty I had my
doubts about her from day one, and now I always trust my instinct.
In the case of staff sickness or holiday very occasionally I might employ
a temp through an agency to cover our phones and make appointments. A
word of warning though – temps are expensive, and come in a variety of
flavours. I once had a temp, and I was told she was bright, bubbly, a little
quirky, but with an excellent telephone manner. When she arrived I learnt
that the ‘bright’ reference was to the pink punk hair style and the ‘quirky’
reference was to the tongue and eyebrow piercings. Apparently there
were more (piercings, not pink-haired temps!), and though she proved
thoroughly capable I banished her to the office for the entire day. Even she
felt that it was an odd job match, particularly as she didn’t really believe in
the institution of marriage and ‘couldn’t really see the point’. Not exactly
an ideal candidate.
I once worked in the construction industry – one of many jobs! For the
purposes of this column I’ve calculated that I’ve worked for 16 different
people in a myriad of industries. I’ve worked for some strange folk which
(I have told myself ) is character-building stuff. My least favourite was a
man who measured a little over 5ft tall. He barked orders military-style
and staff were frequently reduced to tears. He often farted and swore a lot.
He was awful to work for, and a particularly good lesson for me in how
not to manage. Since joining the bridal world I have been known to bark
only occasionally (mainly at staff not often at customers) and apparently
my ‘glare’ if things go wrong can be quite upsetting. I do my best to be firm
but fair and thankfully public flatulence is not problematic, well, at least
not yet anyway!
“Right from when we took on our very first staff member, I felt it was really important to formalise a recruitment process, implement a structured training programme, and carry out regular appraisals”
TO TOP IT OFFCheck out these stunning hair accessories that will offer your brides the perfect crowning glory
FLO & PERCY
+44 (0)1277 637 143
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ROSIE WILLETT DESIGNS
+44 (0)845 838 1869
www.rosiewillettdesigns.co.uk
YARWOODWHITE
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MAE BELLE DESIGNS
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VIVIEN SHERIFF MILLINERY
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OLIVIER LAUDUS
+44 (0)20 8374 1239
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b
www.madelineisaacjames.comT: +44(0)1252 377725 E: [email protected]
Visit us on Stand A22, BBEH 14th-16th March 2010
GLITZY SECRETS
+44 (0)20 8303 7161
www.glitzysecrets.com
POLLY EDWARDS
+ 44 (0)1264 791 003
www.pollyedwards.co.uk
CARBONNEAU
+1 800 790 4325
www.weddingfactorydirect.com
CRYSTABELLE
+44 (0)161 485 6585
www.crystabelle.co.uk
b
Seen on catwalk creations from daywear to bags, bows are big in bridal this season
Suzanne Ermann+33 156 249 394
www.suzanne-ermann.com
Linea Raffaelli+32 013 77 1476
www.linearaffaelli.com
Blu by Mori Lee+44 (0)1476 541 116
www.morilee.eu Jesus Peiro+44 34 902 200 490
www.jesuspeiro.com
Forget Me Not Designs+44 (0)1983 563 885
www.forgetmenotdesigns.co.uk
Veromia+44 (0)20 8554 6436
www.veromia.co.uk
Tres Chic+44 (0)116 236 2304
www.treschic.nl/en
Chanticleer+44 (0)1242 226 501
www.chanticleerbrides.co.uk
Sassi Holford+44 (0)1823 256 100
www.sassiholford.co.uk
True Bride+44 (0)1273 728 637
www.truebride.co.uk
Sottero & Midgley+44 (0)151 339 9139
www.sotteroandmidgley.com
WILVORST UKTel: 0117 932 7905 Email: [email protected]
www.wilvorst.de
Introducing an exquisite new collection for bridesmaids, flower girls and pageboys. The perfect finishing touch for your big day.
Showing at White Gallery 23rd – 25th May 2010 Stand 806 First Floor Gallery 8 www.nickimacfarlane.com | [email protected]
www.pollyedwards.com
+ 44 (0)1264 791003 [email protected]
Aphrodite’s charmVariations on the theme of the draped Grecian gown abound in the latest bridal offering
Essense Designs+44 (0)800 961 140
www.essensedesigns.com
Ella Bridals+44 (0)800 961 140
www.ellabridals.com
Benjamin Roberts+44 (0)1792 564 710
www.benjaminroberts.co.uk
Constantina Bridal+44 (0)1792 564 710
www.constantinabridal.co.uk
Niki Bridal+44 (0)1908 262 626
www.nikilivas.com
Venus Bridal+44 (0)1603 410 792
www.venusbridal.com
Romantica of Devon+44 (0)870 770 1024
www.romanticaofdevon.co.uk
Maggie Sottero+44 (0)151 339 9139
www.maggiesottero.com
Ellis Bridals+44 (0)20 8888 8833
www.ellisbridals.co.uk
Romona Kevezawww.romonakeveza.com
+1 212 273 1113
Impression Bridal+44 (0)1727 851 452
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Emma Tindleydesigned and hand made in the UK
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Coming to the fore after years of the strapless bodice fashion, embellished straps are taking centre stage
Shoulder to shoulder
Eternity Bride+44 (0)870 770 7670
www.eternitybridal.co.uk
Kate Sherford+44 (0)1823 256 100
www.katesherford.com
Pure by Elia Moreni+44 (0)116 236 2304
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Lucca Bride+45 98 930 144
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Nicki Flynn+44 (0)1273 728 637
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Johanna Hehir+44 (0)20 7486 2760
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Trudy Lee+44 (0)1707 643 633
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Novia d’Art+34 932 378 015
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The House of Nicholas+44 (0)20 8802 1399
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Mori Lee+44 (0)1476 541 116
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Posh Bridals+86 134 2881 1936
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UK Sales & Marketing: 0844 880 7630 Northern Sales: 0844 880 8070Southern Sales: 0844 880 7640 Ireland Sales: 0035 314 520140
F O R M A L W E A R C O L L E C T I O N
See us at Harrogate
STAND C59
Can you tell us a little about your background. What prompted you to launch Tres Chic, Brinkman and Pure into the UK market? My husband Mike and I have been agents in the clothing industry for 25 years, and up until fi ve years ago we were exclusively involved in the menswear clothing sector – which we are still involved in. At that point we were approached by Eddy K to be their agents, selling bridalwear and cocktail apparel.
We were approached some time ago to launch Tres Chic and its sister brands, Brinkman and Pure by Elia Moreni, and decided that now is the right time to take on this new challenge. We feel that many bridal retailers are beginning to look for new labels who will support their stockists and are fl exible in back-up service. We have been promised great support from the company and are confi dent that, together, we can provide a great product and service to our UK and Irish customers. We feel this is due to two facts, fi rstly that Tres Chic owns its own retail operation in Holland, and secondly that it has its own production facilities in China.
Tres Chic was established 48 years ago and eventually became one of the biggest bridal manufacturers in Europe, with customers all over mainland Europe, Australia and New Zealand. Production in those days was based in Holland, at a factory employing 150 people, although the fi rm now owns its own production facilities in China. With its head offi ce still in Holland, Tres
Chic is still a family business, having been taken over 15 years ago by Mr Brian Kuipers.
Last year Tres Chic acquired the Bruidsmode Brinkman company, and began another high-end design collection, so we will have two extra labels to offer – Brinkman and Pure by Elia Moreni. How would you describe the brands’ latest bridal collections? Tres Chic offers modern, romantic and stylish classic designs for the middle market, all at competitive prices and available in big sizes. There are also some lovely styles for mothers-to-be – as well as a stunning range of cocktail wear. Brinkman is trendy, modern, sassy and extrovert – with great colour palettes and boasting superb quality. Pure by Elia Moreni is an elegant choice in the fl avour of Italian haute couture, all crafted in beautiful quality fabrics.
The factories where the gowns are made are fully owned by Tres Chic, which enables the fi rm to offer the best customer service, quality (which is the most important thing), delivery times and competitive prices. It also enables the company to have fl exibility in making necessary changes in styles for different markets (for example necklines or back fastenings). Tres Chic can
provide own label for big customers, and arrange production when needed. In addition, because the supply chain is shorter, the fi rm is able to keep reasonable delivery times from their own factory, and details such as adjustments can be controlled more closely.
Where does the inspiration for the designs come from? This function is carried out by the designers at the Tres Chic head offi ce, in Holland, in keeping with the spirit and character of each brand.
Which fabrics do your designers enjoy working with most and why? The fabrics used are taffeta, organza, satin, lace and silk, the latter being used in the Brinkman range particularly. No expense is spared in giving the bride a superb fi t, with generous seam inlays, in the highest quality fabrics.
If you could supply a bridal gown to anyone in the public eye, who would it be and why? If we had to select a current celebrity we would choose Leona Lewis, who, apart from being naturally beautiful, has a curvaceous fi gure and is a healthy role model for young women.
Ruth Spriggs tells us all about three established European brands that are about to be launched into the UK marketplace at BBEH this March
The magicnumber
How many stockists do you have in the UK, and is this stockist base something you plan to grow? We are starting the brand in the UK from scratch, but we know that the product is commercial, that the company is hungry, and thanks to its strength in owning its own production, gives us great advantages over some of the established bridal houses. Sometimes it’s good to start afresh, with no preconceptions of the brand.
What promotional activity do you have planned in order to support your stockists? The company is very proactive in supporting its retailers all over Europe through coverage in leading bridal magazines, and we already have plans in that direction. Stimulating brand awareness from all those newly engaged brides is very important!
How do you view the current market for bridalwear and what trends do you see emerging over the coming months? In some areas retailers have reported a slowing down during last year, and a lowering of
achievable prices. We feel, that with our three collections, we can cover a wide range of both retailers’ and consumers’ needs, from middle market to higher levels. After a slow end of year 2009, many customers have had a busy start to 2010, and hopefully the worst of the slowdown is behind us. Going forward, retailers will be demanding, as their customers are, but efficiency, service and good, innovative product will always win out.
How are you being affected by the current economic climate, if at all, and what steps are you taking to minimise its impact? Everyone is affected by the economic climate, no matter how successful they are, but we have been agents in clothing for 25 years, and have seen upturns and downturns in that time. It is all about having the right product, and being in the right place at the right time with it. We are confident that Tres Chic is right for the UK market. We think that, going forward, as we emerge from recession, there will be fewer bridal retailers – but that, perhaps, will be no bad thing. The remaining
stores will have more opportunities, and be the professional ones who are committed to their business, as is always the case.
What can we expect from Tres Chic, Brinkman and Pure over the coming year?We will be looking to build each brand in the UK, with quality retail partners of repute, and look forward to meeting all customers old and new on our stand at Harrogate in March (Hall C, Stand C43). Hopefully, in 2010 we will see Tres Chic, Brinkman and Pure by Elia Moreni establish themselves in the UK and Ireland markets, as important presences in the bridal marketplace and must-see brands for the brides themselves.
Further informationTo find out more about Tres Chic, Brinkman and Pure by Elia Moreni call Michael Spriggs Agencies on +44 (0)116 236 2304 or email [email protected]. Alternatively, you can visit the website online at www.treschic.nl/en.
For a fast, friendly service and to get your discount rate please contact us on 01373 462069 or visit
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Maria Karin has forged a reputation worldwide as an avant-garde wedding gown designer, recreating in each dress the concept of elegance, glamour, grace, femininity and intuitive beauty.
T: 00351 919 239 317 | E: [email protected] | W: www.mkarin.com
Beautiful Brides Plus
TARGETING ALL BRIDES
At Special Day we appreciate that different size brides need specially designed gowns. This is why we have 3 distinct brands, Beautiful Brides Plus for the larger lady, Perfectly Petite Brides for that market sector and Special Day for the average sized bride.
Contact us today to find out if we can supply a new stockist in your area with one or more of our collections.
Special Day Bridal Gowns, Blanchardstown Corporate Park 2,
Ballycoolin Road, Dublin 15
Phone: 00 353 1 866 5882/3 Email: [email protected]
www.specialday-ireland.com Perfectly Petite Bride
You can give your business a boost with a programme of in-store events, explains Natalie Gladman of Madeline Isaac-James
All good bridal retailers understand that in order to run a successful bridal business there are certain elements which will always remain a constant: stocking quality collections that will not only entice brides through your doors but are also commercially viable; understanding that fulfilling every bride’s dream is not only about the dress, but also ensuring that the customer service she receives is second to none; and working with reliable partners and suppliers that will help support your business. So you’ve got ‘to-die-for’ gowns and your customer service is impeccable – but how do you tell the world all about it? Having the most beautiful gowns and the best service has little value if brides don’t know about it.
Many know the Madeline Isaac-James brand as a designer label stocked by quality bridal retailers worldwide, however, we also have our own flagship boutique and therefore truly understand the challenges faced by retailers in an ever more competitive and challenging environment. One of the ways in which we have promoted our boutique directly to brides is through a series of events that have been designed to build brand awareness, attract new customers, and of course obtain positive publicity for our boutique. By
hosting carefully planned events throughout the year, and working with the media to promote them − printed publications as well as key websites − we can very quickly obtain results, increasing sales revenue and keeping the associated cost of sale relatively low.
So how do we do this? We believe that hosting and promoting a successful in-store event is fundamentally down to good planning, creativity, and making sure that your in-store event will meet your business objectives – whether that may be increasing brand awareness, generating positive publicity, or attracting new customers (arguably the former will help attract new customers in any case).
Once you’ve identified who your target customers are (which could be defined by, amongst other factors, locality, available budget, product/brand and customer type), you can design a strategy which will allow you to focus your event to those customers you wish to reach (to the exclusion of those that you don’t). For example, we have held various in-store events for brides with very different needs – differentiating between our mainstream collection brides and our maternity collection brides.
Promotional events for our mainstream brides have included working with other local suppliers to provide a fantastic competition prize of various bridal-related services and products totalling over £7,000 – resulting in an extremely successful evening event at our boutique, with over 50 brides in attendance – all of whom were keen to win the first prize! Whilst only one bride won this amazing prize, we were able to meet and show our collections on an informal basis to all of the other brides, which in turn resulted in a large number of appointments being made, and a superb subsequent sales conversion.
Looking at the very different needs of maternity brides, we have held early-evening events to show them our latest maternity collection, offering the opportunity for them to enjoy pregnancy-friendly pampering sessions courtesy of a local aromatherapist. A smaller, more exclusive event for expectant brides works well as they not only see the collections in a relaxed environment, but they also meet other expectant brides and form friendships (we think of these as bridal ante-natal groups!). Our sales conversion rate from these evenings runs at a staggering 97.4%!
Both of these targeted events also included participation from local suppliers. This is another great opportunity for a bridal shop to not only build good and mutually beneficial relationships with local suppliers, but it also helps keep costs down as all parties involved should be available to
All part of the (marketing) plan
showcase their product/service, and also help towards the event costs – provided, of course, the target customer meets all parties’ needs. Involving other partners will also help cross-promote your event through different media platforms.
Obvious events which will effectively promote a bridal shop include launches and designer days – both of which are great for increasing awareness and footfall. If you are opening a bridal shop, a ‘grand opening’ is a superb promotional event that will likely obtain some column inches in the local press and possibly on the radio too, giving you a fantastic opportunity to shout about your new presence in your locality. With sufficient notice, you may be able to have your local mayor ‘cut the red ribbon’ as a symbolic
opening of your boutique (as we did), or perhaps – if you have the right contacts − you may be able to have your shop opened by a local celebrity (but you should of course ensure that your brand image is maintained and benefits from such an association). The local press may well wish to attend and photograph the opening ceremony, and give your shop further editorial coverage after the event.
Hosting designer days is also a great opportunity to showcase the labels you hold in-store, as well as potentially providing an opportunity for your brides to meet the designer behind the collection. Most brands will provide you with additional, if not all, samples of their collection to showcase to your brides. You can tie this in with special offers to brides such as goodie bags (again, you can ask complementary local suppliers to provide the ‘goodies’), perhaps complimentary makeovers, and even a ‘percentage off’ any gowns purchased from that collection on those days. Some labels will offer additional products such as a free veil rather than a percentage off the gown, which adds value from a bride’s perspective. From a media perspective, most bridal magazines and websites have news pages, and provided you can meet copy deadlines and subject to space, you can submit copy to publicise your event at both a local and national level – the latter being especially useful if brides will travel some distance specifically for the brands you carry.
At Madeline Isaac-James, we also offer special promotions and events which benefit our local community. Based in Farnborough, Hampshire, we are extremely close to Aldershot (‘Home of the British Army’) and we have in the past offered special promotions to the Armed Forces brides-to-be, which have been extremely well received. If your bridal shop is near an army, RAF, or naval base, why not think of offering a similar promotion? We also support certain causes, both national and local. Our stockists may well remember our newsletters about the London to Brighton bike ride in aid of the British Heart Foundation (which we are participating in for the third time this year), and our local community will recall an event whereby we donated a percentage of the sale of our best-selling gown to a local children’s charity. Both these events, whilst not strictly in-store, have been reported on in local press, and act as positive publicity not only for the good causes, but also for our staff and boutique.
It’s important to pre-plan your events where possible over a 12-month period, ensuring that your offering is sufficiently diverse to maintain interest – both from your target customers and the press. This also maintains the ‘value’ of the event and increases footfall to your shop during its duration.
Having hosted numerous in-store events, we believe that such activities make good business sense for all bridal shops and will lead to increased revenue – provided you plan effectively, identify your target market, and obtain publicity for your event to entice your target market into your shop to view those beautiful gowns and experience your second-to-none service.
FURTHER INFORMATIONTo find out more about Madeline Isaac-James, call the label on +44 (0)1252 377 725 or visit www.madelineisaacjames.com. Alternatively, visit stand A22 at the British Bridal Exhibition.
Amazing introductory offers and no minimum order!
Victoria KayThe Ar t of the Dress
Please contact our sales team for an appointment.
+ 44 (0) 1424 427284
www.victoriakaygowns.co.uk | [email protected]
Can you tell us a little about your background?
I grew up in a family where dressmaking was just
part of daily life. Money was quite tight, so my
mum made all of our clothes – but as she often
shopped in bargain buckets for the patterns, they
always seemed to be an odd size. So my dad would
grade the patterns, and if that didn’t work, he’d do
one for her from scratch, which I always found
fascinating to watch. After university I worked
as an interior designer within the leisure and
hospitality industry, but I never lost that interest
in garment making. I think it’s because my roots
lie within the industry – my grandad had his own
cotton mill, and I’ve even married into a traditional
textile family as well; Horrocks is one of the oldest
textile names in Bolton. It just felt like a natural
progression to start my own collection when I got
the opportunity.
What do you enjoy most about your work?
I love to create something beautiful from a few bits
and pieces, and I enjoy the challenge of creating a
new alternative for a bride – rather than shivering
in her strapless number she can keep warm, plus
she has two looks to choose from so it’s almost
twice the drama. I love the design process right
from the initial sketch through to seeing the coats
actually made, and I quite like problem solving too.
How would you describe your current collection?
One of my friends described it as “British
elegance with a fresh twist” and I think she hit
the nail on the head. I really like the tailored cuts
combined with a sumptuous use of fabric. I use
silk throughout, from the lining to the outer shell,
and it’s extremely important to me. I love all the
silks out there, from the zibelines that are quite
structured through to the soft taff etas and slubbed
dupions. It’s a very interesting fabric to work with.
What inspired your fi rst foray into bridal design?
Funnily enough, although I’m very interested
in keeping everything very British, the initial
idea came from a trip abroad! I got married
last year in the Icehotel in Sweden, and it was
absolutely spectacular. But I really struggled to fi nd
something to wear. I hunted high and low and was
inundated with capes, boleros and shrugs – but I
couldn’t fi nd a full-length coat that I liked.
It niggled me afterwards, and I had a word with
my husband about my business idea. He told me to
go for it, and he pointed out that during my search
I spoke to various women on web forums who
were all looking for the same thing. As a thank you
to the Icehotel I named the collection after the
city nearby, Kiruna, and each style is named after a
lady associated with the hotel itself. For example,
Marjolien designed the church, and Eva was our
wedding co-ordinator.
Do you have a signature style?
I think it’s still developing, but I would probably
say that in general I like to mix vintage style with
a more modern fl avour. For example, Ola is very
structured. Made from zibeline, it almost has a
Russian Dr Zhivago type feel to it, yet it’s softened
by the crystal organza and the diamante buttons. I
also have Eva, a ‘60s inspired design which would
look just as nice as a knee-length as it does as
a long coat. It’s princess line and trimmed with
diamante, which brings it up to date.
Something old,
Justine Horrocks’ stunning debut collection of bridal coats mirrors her involvement with the textile industry – it has a fi rm eye on the future, while paying due reverence to the past
What is your favourite piece from the collection
and why?
My favourite is Sofi , because it’s so luxurious. It
was actually the last of my collection to get made
as I was trying to decide between it and another
design. I picked Sofi , and I’m so glad that I did! It’s
a very romantic garment, and has quite a historical
feel to it, as it’s got masses of fabric and a cathedral
train – however the ruching around the cuff s
and collar really bring it up to date. It’s also very
adaptable, thanks to the choice of ways you can tie
the sash, and that appeals to brides as they always
want to personalize their look. In addition, it’s
available in a variety of colours either to tie in with
bridesmaids or team with eveningwear.
What sort of retailer is your collection most suited
to?
I think it will be retailers that are a little bit more
forward-thinking and are supportive of British
designers, particularly those whose products
are made within the UK. Keeping it British is
important to me, as we have plenty of talent and
also a rich textile heritage. Th e award-winning
garment maker I use is in Wales, and I like it that
way – if I had a factory in the Far East making my
garments I would feel out of control of the quality
process. I can go to Wales and be there in a couple
of hours, but I can’t just nip over to China!
My designs are quality UK-made garments that
appeal to consumers who are looking at the higher
end when it comes to price point. I think my coats
would also suit retailers who cater for the more
modest bride, and specialise in wedding attire for
diff erent religious ceremonies.
How do you view the bridal market at the
moment?
I think that there’s been a shift towards getting
married at an older age. Women are having a career
fi rst, and saving for their perfect day, so when the
time does come they’re not compromising on
their dream wedding. Th ey’re also less likely to
scrimp on their dress, their emphasis is on fi nding
the right dress almost regardless of cost. I think
the bridal trade is recession-proof to a point, as
people are always going to get married, and so
they’re always going to want suitable attire. I think
if budgets are tight brides are more likely to cut
back on things like stationery or the size of the
reception, rather than on their outfi ts.
If you could design a bridal coat for anyone in the
public eye, who would it be and why?
Helen Mirren is very inspiring, and the epitome
of the ‘British elegance’ theme I try to incorporate
into my designs. Over the last few years she has
reinvented herself as a style icon, and every time
she graces the red carpet she looks vibrant and
classic. It proves to everyone that once you reach a
certain age you don’t have to start wearing a mac
and sensible shoes! I’ve actually already been lucky
enough to be asked by her stylist, Rachel Fanconi,
to supply a sample of my Sofi design in a gorgeous
sapphire blue for a premiere – but unfortunately
the dress code for the event was changed, so it
didn’t quite make the red carpet this time.
What do you hope to achieve in the next fi ve years?
I’d like to establish my business and its identity
within the bridal market, and continue to produce
eye-catching designs – that’s the simple way to
look at it. But I also think you have to adapt as you
go along, so while I’m looking to attract retailers
from the UK and abroad to my collection, I’m not
opposed to doing bespoke creations too. One day I
would like to have whole design process under one
roof in Bolton, as I’d really like to give something
back to the area I’ve grown up in, and reinstate
even just a little bit of its once great textile industry.
But it’s a case of tackling one thing at a time!
Further informationTo fi nd out more about Justine Horrocks
Bridal Coats call +44 (0)7930 166 761 or visit
the website at www.justinehorrocks.co.uk.
Alternatively, why not visit the designer’s
stand, M1, at the British Bridal Exhibition
this March?
Simply Stunning Bridal Gowns LtdTel: 07548 101 561
www.simply-stunning.com
We are looking for new stockists in all areas
Natalia from the Gala Collection, Chanticleer +44 (0)1242 226 501www.chanticleerbrides.co.uk
Bunting by Ecotopia, £7.95 +44 (0)845 094 2181www.ecotopia.co.uk
Rianna Fry chooses some retro accessories to help you create a vintage tea party themed window display…
Time for teaThree tier cake stand, Jasmine Way, £31+44 (0)20 8715 2520 www.jasmineway.co.uk
Sexy in Ivory Satin, Pink+44 (0)20 8509 0001www.paradoxlondon.com Vintage glass jar,
Dotcomgiftshop, £6.95+44 (0)20 8746 2473www.dotcomgiftshop.com
Grace Earrings, Chez Bec+44 (0)845 652 0892www.chezbec.com
Mimosa Breacelet, Chez Bec+44 (0)845 652 0892www.chezbec.com
Giselle bridal umbrella, Naysmith+44 (0)1506 870 240www.wedding-umbrellas.co.uk
www.linzijay.com - 01254 665104
Richard Phillips offer an exclusive range of suits and waistcoats. All of our hirewear is tailored and manufactured for us. Our brands and designs are only
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Our impressive and extensive range of suits, waistcoats and neckwear incorporate stunning styles and designs, including designer silk waistcoats and complementary
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We pride ourselves in using the best quality fabrics and cloth to manufacture our suits which are made from 100% Alfred brown Wool. We manufacture all of our
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Richard Phillips
Nicola Newbery,
Paradox London
+44 (0)20 8509 0001
www.paradoxlondon.com
Have you noticed any change
in demand for bridal bags over
the last few years, and why do
you think this is?
The demand for co-ordinating handbags with shoes is growing faster than
ever, and we are seeing an increase in volume through The Colour Gallery
for dyed-to-swatch orders for the bridesmaids and mother-of-the-bride.
We have also seen the demand for bags to be bigger in size.
Which is your most popular design, and why do you think that is?
The most popular bag we sell across our three collections is Diamond by
Belle. In the bridal collections our bags are made from the finest dyeable
satin and silk, it is important to know if a bridal party are mixing and
matching bags and shoes because if the fabrics are different then there can
be a slight variation on colour matching. At The Colour Gallery we hold
all the bridesmaid manufacturers’ colour cards so we are experienced in
using these colours, during very busy times we keep the top-selling colours
all mixed ready so we can turn dyeing orders around quickly.
What future trends would you predict for these accessories?
Paradox London will be increasing the number of bags that feature trims
which complement the shoes. Our designer, Alessandoro Pavan, sees
vintage and pearl trims being strong and we will work with more pleating
detail as this is always key in the dress design. We find being a specialist
offering in-house dyeing we can provide a service the high street cannot
meet. We will continue to use mainly silk and satin, but for the European
and American markets we do also provide styles in pearlised leather.
We speak to leading suppliers about the rising demand for bridal-appropriate bags…
Diane Hassall, Rainbow Club
+44 (0)1392 207 040
www.rainbowclub.co.uk
Have you noticed any change in demand for bridal bags over the last few
years, and why do you think this is?
Demand for bridal bags has undoubtedly grown in recent times. With
the likes of Kate Moss and Cheryl Cole constantly being papped with
the latest Mulberry or Miu Miu, the once humble handbag has had its
status somewhat elevated! Fashion magazines from Vogue to Grazia to
Look, and everything in between, encourage us to be bold and adventurous
with our bags. It’s hardly surprising then that the demand for bridal bags
has increased and brides are looking for more fashionable alternatives.
Which is your most popular design, and why do you think that is?
Our collection comprises bags designed to match particular styles of shoes,
plus fashion-inspired styles which would work with almost any outfit. As
we have our own in-house specialist hand colouring service, The Colour
Studio, we are able to colour many of our bags to complement the brides’,
bridesmaids’, or mother-of-the-brides’ ensemble.
Our top three styles of handbag in Rainbow Club are Tess, Evie
and Jude. In Rainbow Couture Amiet, Laporte and Hamel are our
most popular. We also have Mermaid from the Hassall collection – this is
not a dyeable bag and is designed with the bride in mind. Its vintage
styling makes it a very popular choice.
What future trends would you predict for these accessories?
Whilst we do not plan to have a huge collection we remain committed to
producing handbags which complement our shoes and current fashion. We
feel that clutch bags will continue to be the most popular with beautiful
accents, such as vintage-style diamante trims or subtle pleating.
Olivier Laudus, Olivier Laudus
+44 (0)20 8374 1239
www.olivierlaudus.co.uk
Have you noticed any change in demand for bridal bags over the last few years, and why do you think this is?
There has definitely been an increase in demand for more traditional-looking bridal bags, in addition to the more
typical ‘dolly’ drawstring designs which brides were after a few years ago. Unlike a normal handbag or evening bag,
a bridal bag is different as it has to be unobtrusive. Bags were also not really seen as part of the wedding outfit.
However, with the range of styles now available, I think many brides have taken the opportunity to choose bags that
really complement their dresses in style and colour.
Which is your most popular design, and why do you think that is?
Our Fleur design has always been consistently popular as it is pretty and stylish yet very affordable. It is also a good
size (7”x6”) and easy to carry on the wrist with its looped strap. I think a bridal bag must not distract attention from
the dress so shouldn’t be too big, yet needs to be just the right size to keep essential items (lipstick, powder, tissues)
close to hand, while at the same time complementing the dress and general theme of the wedding day.
What future trends would you predict for these accessories?
I think sparkle will be a big trend going forward, with diamante and crystal embellishments on the bags matching the more glamorous trend in wedding
dresses. That said, I think vintage-inspired accessories will continue to prevail, producing a big demand for lacy or handmade bags.
Lido Pearls has added an extensive new range of bridal jewellery to its selection of pearls and gemstones. Th e beautiful new collection incorporates delicate, inexpensive pieces for budget conscious brides through to classic strands of very high quality, hand knotted single, double and triple pearl strands. Th e popular shell pearl section has been extended and the best selling seven strand illusion necklace and bracelet for mother-of-the-bride is now available in 22 colours. Th e collection wholesales from £10.
Feminine fashion infl uenced bridal shoes and sexy sophisticated occasion shoes
www.occasionshoe.co.uk [email protected]
Tel: 01752 863640
How would you describe this new collection, and
what prompted you to launch it?
I’ve been working in the footwear industry in the
UK for about 19 years – but working for employers
I’ve always had restrictions on what I could design,
because it’s all down to cost, market position, and
how quickly the shoe can be manufactured. As
we’re a small business our overheads are quite low,
which means I can put more into the product –
and having my own brand means I enjoy total
creative freedom.
I’d say I’ve developed a fashion-infl uenced bridal
collection, with a classic twist. I’ve used a lot of
ivory silk to keep it simple, but then I’ve added a
bit more interest by putting in soft golds and the
glitzy textiles – for those brides who want to make
a bit more of a statement.
What materials have you used, and where did you
source them?
I’ve chosen to use all-leather linings and leather
outsoles purely for comfort and quality. I’ve also
added in extra padding under the ball of the foot –
being a heel-wearer myself I know that this is the
area that hurts the most after a long day – plus a
suede panel under the foot for as much comfort as
possible. Th e bridal collection is all in silk, it’s such
a decadent fabric.
What sort of embellishments are used, and why
were they chosen?
What I’ve tried to do is use the fabric of the shoe
to create the interest, so there’s quite a lot of
ruching, lots of soft bows and pleats. Th is adds a bit
more depth without being too brash. I have added
a little bit of sparkle on some designs, for example
I’ve used diamante on the heel of one, so it’s not
too obvious – of course, that helps to give the shoes
a broader appeal as they’re easier to team with
diff erent gowns.
Where are the shoes manufactured, and why
is this?
We manufacture our shoes in the Far East, using
factories that I’ve worked with for many years. It’s
much more cost-eff ective, and it means I can put
more into the products themselves, keep them at a
reasonable price point, and also pass on the benefi t
of good margins to the retailer.
What sort of retailer is the collection most
suited to?
Given the retail price of the shoes, we’re really
looking at the higher end boutiques – our bridal
shoes retail at between £180 and £195.
What sort of customer would these designs
appeal to?
I’ve tried to aim my designs at those who really
truly love shoes – the sort of girl who would rather
spend their money on a new pair of heels than a
new dress, perhaps. Th ere’s a lot of us out there!
How do you support retailers stocking this
collection?
We’ve got a fabulous website that enables potential
customers to see the designs really close up, from
diff erent angles, because we wanted to emulate
something of the tactile experience of buying shoes
– and we list our stockists on the site, complete
with contact details and web links. We’re also
actively seeking editorial coverage in consumer
magazines, for example we recently featured in
Brides Magazine’s ‘top 100 bridal shoes’, and we’re
keen to raise the brand’s profi le in general – for
example, we are fi nalists in the Bridal Buyer
Awards 2010 for the Bridal Shoe Collection Of
the Year category. In addition, our order levels are
appealing, since we’ve put in a low minimum initial
order quantity, and after that stock replenishment
is one pair at a time with a 24-hour turnaround.
What is your favourite piece from the collection
and why?
My favourite shoe is the Bologna design in
purple – I adore the shade because it’s so rich and
indulgent. I love the form of the shoe, and it looks
fabulous on the foot. It’s equally gorgeous dressed
up with a posh frock, or you can simply wear it
with skinny jeans and a trendy top for a night out
on the town.
How do you intend to build on this collection
next season?
I’m going to be adding in new lines quite slowly,
with the odd new design here and there. Again I’ll
be looking at high fashion, and combining it with
what’s going on in bridal, and keeping it classy –
although I might be a little more adventurous, so
watch this space!
Understated glamour
We speak to Julie Mawson of Occasion Shoe about the label’s stunning bridal collection
Further information
To fi nd out more about the Julie Mawson
Collection from Occasion Shoe call the fi rm
on +44 (0)1752 863 640 or visit the website at
www.occasionshoe.co.uk. Alternatively, visit
stand C57 at the British Bridal Exhibition.
BBH Exhibition Stand M11
T: 0113 262 1724E: [email protected] www.sassobride.com
DHJ Weisters Ltd, the U.K.s only bridal fabricweaver offers an exciting collection of elegant
fabrics for the discerning bride & groom.
Stock supported fabric range.Cut length service.No minimum order.
Credit / debit card payments accepted.Fast & reliable service.
View online at www.Bridalfabrics.co.uk or request the Platinum Bridal Fabric Book.
Tel: 01254 873333 Fax: 01254 873659Email: [email protected]
Anchor Mill, PO Box 8, Moss Fold Road.Darwen, Lancashire, BB3 0AH
Small businesses can be
tempted to think that PR
is for the big boys (and
girls) and that if they don’t
have the budget to get a
PR agency involved then
it’s not something for
them. But raising your PR
profile should be part and
parcel of every business
and is a tool which should, and can, be used
alongside other forms of promotion.
PR is essentially managing the way you
communicate with the media in the hope that you
will get third parties (journalists) to spread your
message for you. Unlike advertising, this message
is not paid for, and therefore you have less control
in the way it is communicated. However, the power
of a positive third party endorsement can give your
business a significant boost.
There are many types of PR services available
nowadays, therefore it is not something that needs
to be beyond the reach of a small business – but
PR is also something that you can start to do
yourself, and even a little PR can go a long way.
Firstly, you need to decide which would be
the most relevant publications for your business,
and then compile a list of all contact details of
the journalists on them. Yes, this can be time-
consuming, but once you have your list you will use
it again and again and so the initial effort definitely
pays off. I would suggest for the bridal industry, all
the main wedding consumer and trade magazines
(including regional editions) should be on your
list, however don’t forget the online versions of
these magazines which more than likely will have
a different editor in charge. Don’t forget to also
target wedding blogs, as these have an increasingly
large following.
Next, I would suggest you draft a short press
release (no more than two pages and checked for
grammar and spelling) about your latest collection
or any other news, and send it by email to the
journalists on your list. Hopefully this will attract
the attention of a few key publications, and they
will contact you if they need further information
or images.
There are mixed opinions amongst PRs (and
journalists!) whether you should call the magazines
to check they received your release – true, the
Spreading the wordSangeeta Laudus of The Little PR & Marketing Co offers her tips on how you can do your own PR, and best manage your relationship with the media
releases can get missed in busy in-boxes and
by calling you are able to bring your release to
their attention. However, on the whole people
will get back to you (and very quickly) if they
are interested. I personally am not keen on
calling unless I have built a relationship with
that publication or particular journalist. Try to
remember that journalists are very busy, and the
last thing you want to do is become a nuisance. If
you do call, always ask the journalist if they are on
deadline before launching into conversation.
I would aim to send a press release out every
month if you have something newsworthy to let
people know about, otherwise every couple of
months is still a good way to begin. Your news
should be authentic (never lie or engage in spin)
and you should always be able to deliver on the
services or products you offer. Another tip would
be to let the publications know in your press
release if you are happy to lend products for photo
shoots, whether you have high resolution images
available, and even if you are willing to offer prizes
in competitions. The more helpful and flexible you
can be, the better!
As time goes on you will hopefully start to
cultivate a relationship with your own ‘A’ list
(the publications that have used your material
and whom you enjoy working with), and the
journalists will know to contact you if they are
looking for a particular item or story. But, as with
all relationships, these things take time so don’t
be disappointed if your first few attempts don’t
pay off immediately. Be polite, prompt with the
information you are asked for, and remember
that journalists do need to fill their pages with
interesting new information, so it could just as
likely be your business they end up featuring. In
PR, as with most things in life, consistency and
perseverance are the name of the game.
Further informationTo find out more about The Little PR &
Marketing Co, visit www.littleprmarketing.com,
call Sangeeta on +44 (0)7984 486 957, or email
NEW WEBSITE: www.elizabethdickensveils.co.uk
Visit us at B
BEH 13th -15t
h March Stand M38
Do you know your Facebook from your Twitter? Let Keith Padbury, Business Link Adviser, advise on how to bring your offline networking online
Social networking sites have been established in the UK for more then eight years, with one of the first popular sites being Friends Reunited. Things have rapidly developed since then, and it has been reported recently that 50% of internet users in the UK use social networking sites (Mintel 2009). Social networking has been deemed as one of the UK’s favourite online addictions, and leading the pack today is Facebook.
So what are social networking sites? Plainly and simply, they are online communities where we can interact with each other, enabling us to share opinions, thoughts and experiences on almost any subject matter. Although the word ‘social’ is used to describe this activity, businesses are increasingly using some of the most used sites as
a communication channel through which to tell consumers about their products and services.
One example is the ‘bring back Wispa’ campaign, where Facebook was used as a virtual word of mouth tool to create a buzz amongst consumers who were lamenting the loss of one of their favourite chocolate bars. Websites, blogs and chat rooms across the globe were dominated with talk of a Wispa comeback, and over 90 ‘bring back Wispa’ groups were created by consumers on Facebook, totalling almost 14,000 members. Cadbury’s soon bowed to consumer pressure and the one of the nation’s favourite chocolate bars made a comeback.
So we know that social media sites are continuing to grow, but which are the most networked sites? Here’s a rundown of some of the more frequently used:
www.facebook.comThis site is really all about getting in touch with others. It enables users to add friends and send them messages, as well as update their personal profile so that friends know what they are doing at any given moment. It is primarily a forum for socialising via the internet, and allows users to share photos, videos and create groups – many businesses have created their own group.
www.youtube.comPlainly and simply, this is a site that enables users to upload and share videos. From commercials to music videos and business ‘how to’ guides, you can find a clip on just about anything. One of the business advantages of the site is the ability to upload a video and link the URL back to your website, essentially providing you with a virtual filing cabinet for your content.
www.linkedin.comThe primary function of this site is business-orientated professional networking. Users create a profile, essentially an online CV, that can be
viewed by those that you connect with via the site. It is a very useful business tool, allowing users to maintain a list of contacts that they know or trust in business. It can be used to find jobs, people and business opportunities via your (and your network’s) list of contacts.
www.twitter.comTwitter asks just one simple question, ‘what are you doing?’ and gives you 140 characters within which to ‘tweet’ your answer, which can be sent via mobile text, the web or instant messaging. Followers can view your tweets, so for business it can be used to post your latest news or talk about your products and services.
Social media is fresh, fast – and mostly free. To make the most of it, like any form of marketing, you will need to carefully consider your objectives and marry them with social media’s most suitable form. You will also need to invest some time – and patience – for your efforts to bear fruit. Setting targets and monitoring effectiveness once you are up and running is also essential to get the most out of your social media efforts. Here are some simple steps to get you started: 1. Focus on what you want your social media marketing to achieve
• strengthening communication with existing customersSocial media provides a number of tools which enable you to have a dialogue with customers, both individually and collectively. You can communicate with customers more frequently for a minimal cost,
spreading yourNet wide
“The use of social media is a fast-changing and growing art. Learn from what you do, and don’t be afraid of trying new approaches. Maintain what works well, but don’t be afraid to experiment”
and your customer also has an easy-to-use channel to get in touch with you, at a time they can choose. You can use it to learn about your customers, and they can get a greater understanding of you and your business. Your customers can also tell you what they like or don’t like about your business, products and services – and you can respond.
• reaching new customersSelecting social media channels used by your potential customers can provide valuable exposure for your business at a lesser cost than many traditional customer acquisition methods. It also provides another method of generating invaluable word-of-mouth recommendation for your business.
• raising your profileYou can raise your profile or the profile of individuals within your business. Creating an outlet to offer customers your opinions and advice can also set you apart from competitors who simply want to bill them.
• improving your reputationIf you use social media to generate customer feedback – and you are then seen to act on it – you can establish yourself as a service-led, customer-focused business. In addition, the easier it is for customers to communicate with you, the higher they will regard you. Social media gives them a chance to communicate at a time they choose, in a manner they choose, with a tone they choose.
2. Choose the right platform
Understand where your customers are. Like any successful marketing, you must target your efforts towards the channels that your customers or potential customers are using.
Look at existing social media outlets first to see if your customer base is using them. If your customers are clearly already using one particular type of social media, such as Twitter or Facebook, that is an obvious place to create your own presence. But be realistic – for example, if your customer base doesn’t use discussion forums, it is unlikely that the time and effort you may spend in building your own will bear fruit.
3. Assess costs, resources and benefits
• bear in mind the time commitmentWhatever form of social media you decide to use, you will need to allocate time to manage and update it. For example, if someone makes a complaint and you don’t address it for a week, your reputation will be hit hard. But if you acknowledge it the same day, your stock will be raised, both in the eyes of your complaining customer and those of other readers.
• give staff responsibility, but manage itIf you employ any staff, consider how they might be able to help manage your social media marketing. You don’t necessarily have to do everything yourself and staff may be able to add some character to your social media activities. But make the boundaries between business and personal communication very clear.
• keep it in perspectiveExciting and powerful as social media is, remember it is just one part of your marketing plan – and allocate resources accordingly.
4. Integrate social media into your marketing plan
Use social media as an additional channel to existing activities – it is unlikely that social media will replace more traditional marketing methods, so you will need to continue with those as before.
When you are revising your marketing plan, think about which of your existing marketing activities can be better delivered through social media. For example, would your company newsletter be more effective as a blog, allowing you to update more frequently at lower cost? Or would a discussion forum on your site lower pressure on your sales support line?
But only make changes if they match your customer’s behaviour. It is not a good idea to try to force customers to contact you social media if they would prefer to telephone.
5. Measure, review, revise
Set targets – but be patient. Like other electronic communication, social media benefits from being highly measurable. Keep track of the time and effort you are investing in your social media by setting targets, such as increasing traffic to your website by, say, 5% a month or generating 200 hits on your blog. But remember, you will need to give social media time to show its worth – it is rarely an overnight transformation unless you have hit on something really unique.
The use of social media is a fast-changing and growing art. Learn from what you do, and don’t be afraid of trying new approaches. Maintain what works well, but don’t be afraid to experiment. Unlike, for example, a whole redesign of your promotional material, dipping a toe into running a blog need not be costly.
6. Essential points to make social media work for you
• don’t sell persistently or aggressivelyPlain sales messages will at best turn off the readers of social media – and at worst actively turn them against you. Running competitions and offering special deals and discounts to your social media followers can be a successful strategy, however.
• remember, it is about conversation and connectionSocial media provides a much more two-way communication than traditional media. It is just as much about hearing what your customers want to tell you as it is about you marketing to them.
• be patient Using social media is mainly an investment in time. And it takes time for your presence to spread. Keep a close eye on how it is working for you, but don’t lose heart if it doesn’t transform your marketing strategy overnight.
Further informationFor help with developing a social networking strategy, or for answers to any of your questions, contact Business Link on +44 (0)845 600 9006 or visit the website www.businesslink.gov.uk.
TURN YOUR Ex SAMPLE AND DISCONTINUED DRESSES INTO CASH
THE BRIDAL SALE SHOP
Will buy all discontinued or sample dresses. The dresses must be
Please e-mail details of the dresses you wish to sellMake • Style • Colour(s) • Size
• Recent styles • No more than 3 years old • Clean with no rips or tears
ATTENTION ALL BRIDAL
SHOPS
[email protected]: 01452 520 643m: 07944 964261
Tel: 01252 623111Email: [email protected]
FORWARD THINKINGCathy Knaggs, Creative and Managing Director of web specialists Solutions Squared, offers answers to your queries regarding online presence
Q I’ve been running my boutique successfully
for 15 years and never had a website. Why
should I invest one?
AYour customers are online! The internet is
fundamentally part of our lives; we are in
a post-digital age with generations growing up
native to the internet, not knowing life without
it. Research shows that 70% of the UK adult
population access the internet, and 27.3 million
adults go online every day or almost every day
(National Statistics, August 2009). You can reach
the potential customers that are on the internet,
searching for your products and services, with a
website and online marketing strategy.
Searching the internet is now part of a
consumer’s buying cycle, so your business needs
to be visible at each decision point. Reputation
and word of mouth are still very powerful, but
even these people will go online – both out of
convenience and also to find the best price – to
research your business before they make an enquiry
or appointment.
A website is not a ‘web presence’ any more, it is
a ‘web purpose’; a marketing tool that should work
almost as a member of staff in generating revenue.
Having a website that has been designed to be a
unique, compelling and inspirational experience
reflecting your visual identity will enhance and
reinforce your brand and values online.
Q I have a website that was created a year ago,
but it doesn’t seem to attract many visitors.
What can I do?
A Implement a search engine marketing
strategy, because a website without this is
like spending your entire budget on making a TV
commercial without buying any air time to show
it to the world! The cost of creating a website is
significant, and therefore it is critical it can be
found by as many of the right people as possible.
This type of strategy will drive relevant visitors to
your website, encourage them to stay, and persuade
them to take action.
Search engine optimisation allows a website
to maximise the potential of appearing near the
top of the search engine results for particular
keywords, and it also involves a continual process
of monitoring and optimising – so that ranking
positions can be improved and relevant traffic
is driven to the website. Unlike paid advertising
campaigns which give instant visibility, search
engine optimisation takes six to 12 months to
develop and produce good rankings positions in
search results pages. To maintain search engine
ranking positions the content in your website needs
to be regularly updated and optimised. Content is
most definitely king!
‘Pay per click’ or ‘paid search’ are the sponsored
links that appear usually down the right hand side
(occasionally at the top) of a search engine results
page. They work more effectively for retailers
wanting to promote a special offer or discount
to a specific geographically targeted audience.
These campaigns require constant review and
optimisation or budgets can be spent very quickly
on expensive search terms which do not produce
the expected conversions.
You should invest time in social media, since
being found on the internet is now no longer
confined to being at the top of search engine
result pages. Moreover, we need to understand
consumers are in charge and retailers need to
develop conversations with their customers rather
than just broadcasting the messages they want
to communicate. Taking advantage of social
networking and bookmarking – such as Twitter,
Facebook, YouTube, Delicious, Blogger, Digg
and Flickr – can help to enhance your website’s
effectiveness and online promotional potential.
However, to be effective this strategy requires
a significant investment of time to genuinely
converse with your customers.
You can also improve your Google PageRank
through high quality links to your website. Google
gives all web pages a PageRank which is the
measure (1 to 10) of how important a web page is
on the internet relative to other pages. It is like a
voting system; the more votes a web page receives
from other important web pages, the higher the
Google PageRank it will be given. PageRank is
one of the factors that determines high ranking
positions so it is important that the number of
outbound links are reduced and high quality (high
PageRank) inbound links are obtained. You need to
download Google Tool Bar to view the PageRank
for web pages.
In 2007 Google introduced ‘universal search’
that blends results from news, video, images and
maps with website listings. This means that map
results can often be displayed at the top of the
search results page for search terms relevant to your
business. You can significantly enhance your map
listing by uploading your logo, product photos,
opening times, payment methods and special offer
vouchers. Appearing in the map results as well as
the website results means your business has greater
visibility to potential customers.
Visitor tracking and regular performance
reviews of your website are vital to understanding
its strengths and weaknesses, which will help
you to improve search engine ranking positions.
Google Analytics is free software that tracks visitor
behaviour and conversion rates and AWStats is a
free log file analysis programme providing visitor
statistics. Google Webmaster Tools also gives
useful information about ranking positions and
website errors.
Q My website gets plenty of hits, but I don’t
find many of them turn into appointments.
How can I improve the conversion rate?
A Add strong calls to action. Your website
might be top of Google search results, have
an engaging design and be very easy to navigate,
“It sounds obvious, but make sure you deliver the content visitors are searching for. It is critical that the content on each page in your website is highly relevant to the search terms it has been optimised for”
but if it is not self-evident what visitors should
do next then they may just leave without doing
anything! Therefore every page on your website
needs to contain at least one prominent and strong
invitation for visitors to take action. They need
to contain the benefit of taking the action, what
action you want them to take and words that
confer immediacy such as ‘now’ or ‘today’.
Remember that calls to action can be enquiry or
contact forms, and adding an appointment form
above the point at which a visitor needs to use the
scroll bar on their browser (called the fold line)
will improve conversion rates. You can track these
actions through Google Analytics to monitor the
conversion rate of visitors. This information can
help you to further optimise your page content
and traffic sources to maximise these conversions.
You should also make sure your phone number and
email address are prominent on every page, if you
don’t make people search for your contact details
it’s even easier for them to make an appointment.
You should make your website engaging, but
don’t give too much away. If your website contains
all your products with all the details, visitors
may not make an appointment. Add just enough
detail to entice and encourage visitors to make an
appointment and experience your full service.
It sounds obvious, but make sure you deliver the
content visitors are searching for. It is critical that
the content on each page in your website is highly
relevant to the search terms (keywords) that it
has been optimised for. If you are found for the
keyword ‘vera wang wedding dresses’ then you
need to deliver a page on your website all about
the Vera Wang wedding dresses you offer. This
will keep visitors on your website and they will
be more likely to take action, converting into an
appointment and consequently sales.
Q I’m concerned about updating my website
as I’m not very good with computers. Will
this affect how effective it is as a marketing tool?
A The blunt fact is yes! It is critical to regularly
update the content on your website to
maintain search engine ranking positions and the
traffic to your website. Websites can be integrated
into a content management system which should
be easy to use ‒ often they are similar to editing a
document in Microsoft Word. You should be given
training in how to use it.
The more you use computers the more
confident you will become. It is important that this
technology becomes familiar, as it is now essential
for business survival.
Further information
Solutions Squared is a family-run, award-
winning design, web, marketing and
technology business based in Kenilworth,
Warwickshire. The company won the Best
Retail Website Award for Quello
(www.quellobride.co.uk) at the Bridal
Buyer Awards 2009, and is shortlisted
again for this award in 2010. To find out
more visit www.solutions-squared.com, or
for a FREE website performance report
call Cathy on +44 (0)1926 850 084 or
email [email protected].
Attire Bridal magazine, the leading trade title for the bridal industry, is available free of charge, six times a year, to qualified registered readers.
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BEAUTIFUL WEDDING DRESS BOXES & TRAVELLING ABROAD BOXES
• Adorable Boxes that every bride will want to keep her dress in after the wedding.• Unrivalled quality• Protect, preserve, prevent yellowing (pH neutral).*• Handmade in the UK for 20 years• Add prestige to your shop and customer services.• Excellent trade discounts.• Travel boxes for weddings abroad- very popular!
* If you supply gowns in plastic covers they are not suitable for long-term storage and correct storage advice to brides should be offered.
For full colour brochure and pricesTel: (01306) 740193 The Empty Box Company, Wescott, Surrey RH4 3LW
www.emptybox.co.uk
Exclusive designer footwear & handbags for occasional, party and bridal wear.
182-185 Dudley Road,Wolverhampton WV2 3DR
Tel: +(44) 01902 456800
Fax: +(44) 01902 457568
Mobile: 07866 592293
Email: [email protected]
www.lexusinternational.com
See us at:
British Bridal Fair, Harrogate
We offer a fast, reliable and friendly service on our continually increasing range (currently over 2,700 choices) of bridal fabrics, embroidered and beaded edgings and motifs.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, chiffons, crepes, laces, brocades, various embroidered and beaded fabrics, inc tulles and chiffons.
Michael’s Bridal FabricsUnit F15, Northfleet Indst Est, Lower Road, Northfleet, Kent DA11 9SW
Tel: 01322 380480/568 Fax: 01322 380680
We have no minimum order value or quantity.Credit/Debit card payment accepted. Free monthly updates on stock availability
NEW!! We have just started running a range of dress accessories including pearl and crystal buttons as well as
clasps, buckles and brooches featuring crystals and pearls.
If you would like to meet us during the Harrogate show to see our existing collection or the newest articles, then please e mail or phone
us on the numbers shown here to make an appointment.
Exquisite Bridal GartersLaura George designs exquisite bridal garters, handmade in the UK from silks, soft tulles and antique style laces. All garters are embellished with Swarovski crystals and pearls, hand tied bows and beading.
Garters are available in five sizes and come packaged in a beautiful organza bag, the perfect keepsake for a lifetime.
T: 07534 65 22 82 - E: [email protected] - www.laurageorge.co.uk
To advertise here call Charlotte Nicholls on +44 (0)1376 535 612
or visit
www.attirebridal.com to download our media pack
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� Industry news � Bridal trends� Retailer interview
ISSUE 17May/June 2010 Available from: 26th April 2010Advertising deadline: 9th April 2010
� Spotlight on bridesmaid fashions
�
� Show & tellBBEH Spring review
� The White Gallery preview
� Big & beautifulGowns for plus-size brides
�
“When I announced I was setting up a bridal boutique in the midst of a recession, it’s fair to say that most people thought I’d gone bonkers.
Despite tons of enthusiasm and a bag full of ammunition of well-researched answers to shoot down any probing questions about the bridal industry, most of my friends and family were unconvinced by my new career choice and secretly hoped I’d bin the idea. It was only my partner, Rich, and my mum who applauded my courage and have believed in the idea, and me, from the off. Thank goodness they did.
We’re just hitting our three-month mark and business is booming for The White Closet. Thankfully our 10,000 word business plan (blame the former journalist in me – it’s all about the research!) helped convince our bank manager that we had a good idea supported with facts and figures. He was satisfied that we had a business model that would offer something different to the industry, and that we’d corner a gap in the south Manchester area. And we have. We’ve seen brides flock from all over the UK to enjoy a cuppa, a naughty-but-amazingly-delicious cupcake and to try on our dresses – we even had one bride who lives in Germany! We couldn’t have asked for a better start.
When I was developing The White Closet’s business plan, I remember reading several articles from reputable sources saying the bridal industry was proving recession proof, and this
always stuck with me. Although we’re slowly coming out of the economic downturn now, it’s very encouraging (not least to our bank manager!) that we’ve been hitting way over our predicted figures.
From my early experience as a bridal boutique owner, I’ve found that most budget-sensitive brides will not compromise on their wedding dress if it’s ‘the one’, they’ll simply cut back on practical things like table favours or opt for a big day celebration mid-week – I know I would in order to get the dress of my dreams. It’s the one and only time in a bride’s life when they can be completely frivolous and justify it.
Offering brides a tempting experience of cake and tea in a vintage-inspired setting certainly helps to pull in the crowds, but it’s the designers who ultimately make the difference – and thankfully we’ve got a fabulous selection of them including Claire Pettibone, David Fielden, Charlotte Balbier, Lyn Ashworth, Kula Tsurdiu and, more recently, Lee Klabin. We’re also fortunate to have a first-class seamstress working for us, which is obviously vital to running an up-market bridal boutique.
At the age of 29, I’ve done the rounds working for a few well-respected newspapers as a daily reporter and copywriter and, although I loved all of my jobs, I feel it’s only since running a bridal boutique that I’ve truly found my passion. I get to meet some wonderful people at such a very special point in their lives,
and we strive to make sure that their experience is as fabulous as trying on a wedding dress for the first time should be – fun and exciting!
As for the future of The White Closet, we have some exciting ideas under our belt that we’re going to keep tight-lipped about for the time being, but ultimately it’s about protecting our brand, service and style, and to continue helping to make our brides’ wedding days as special as they are.
Although setting up a business in an uncertain economic climate does sound risky, I can honestly say it’s the best decision I have ever made. As long as you’ve got a watertight business plan, passion, and belief in what you’re doing, you’ll make it happen and succeed. It’s perhaps a little smug of me to say this, but don’t you just love it when a plan comes together?”
Speaker’s cornerNikki Jackson of The White Closet offers a perspective on entering the bridal retail industry during a tough economic period…
Get involved!Do you have a personal story to tell, or strong feelings about a topic relevant to the bridal retail industry? If so, please do email us at [email protected] to share your views – and maybe even contribute to a future issue of Attire Bridal.
Further informationTo find out more about The White Closet call +44 (0)161 445 5678 or visit the website www.thewhitecloset.co.uk.
