The Essential Collection

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JULY/AUGUST 2012 ISSUE 30
The Essential
COLLECTION
Comprehensive
show preview
DESIGN
Spotlight on
Protection
Know your rights
Young Attendants
Up and Coming
British designer,
Claire Mischevani
RETAILER
Roundup
Boutique owners
talk shop
Bridal
Jewellery
Top trend
s
Plus
Business
advice
News and events
Collection focus
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The Essential Collection will give bridal
retailers the chance to see the 2013
collections for the first time in the UK.
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The Essential Collection takes place at the centre of the country within
100 miles of most major cities.
The event includes 8 catwalk shows and a full seminar programme.
For more details see www.theessentialcollection2012.com
Entry is free for trade buyers and there are up to 30,000 free car
parking spaces on-site.
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Download our free App
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for your guide to The
Essential Collection 2012
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It’s all about choice
It’s all about location
It’s all about timing
It’s all about The Essential Collection
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Regulars
14
Industry news
Up-to-the-minute information on news
and events from the bridal trade
44
ACID
Dids Macdonald, CEO of Anti
Copying in Design (ACID), asks for
your support of British designers
47
Shop window
Nancy Hayes selects some stunning
products to create a window display
in celebration of this year’s two Snow
White-themed films
78
Hine insurance
Everything you need to know about
protecting your retail business
90
Retailer roundup
Bridal boutique owners talk shop
101
Twitter update
We bring you all the hottest news, stats
and facts from our followers
106
Isabella Grace
Rebecca Doyle reports on the latest
developments from her new bridal
boutique, Isabella Grace
56
63
Lace in favour
The Fashion Files
63
Lace in favour
These chic slimline silhouettes have
been carefully crafted using the hottest
fabric of the moment
69
The collections
The perfect accessories to match our
two key bridal themes
70
Light and shade
We showcase some sensational
monochrome gowns
Columns
50
Rock My Wedding
Keep up to date with one of the most
influential UK bridal blogs
56
Ellie Sanderson
Award-winning bridal retailer, Ellie
Sanderson, looks back at her first five
years in business
89
British Bridal Association
British Bridal Association (BBA)
Chairman, Joe Sweeney, discusses the
five different types of bridal business in
the UK
Ellie
Sanderson
47
Shop window
56
Light and
shade
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67
Mother of
the Bride
Features
76
48
Retailer interview
Lisa Stanley, Owner of Silver Bridals in
Bristol, reveals what makes her retail
business tick
53
Young at heart
We take a look at the current market
for flower girl dresses
74
Up and coming
We speak to talented British designer,
Claire Mischevani, who launched her
first wholesale collection last year
81
Up and
coming
92
Retailer profile
Curvy Couture Bridal launched last
month to the delight of big, beautiful
brides in the South East. Owner,
Joanne Cooke, tells us more…
97
Collection focus
Find out more about the innovative
accessories company, Sophia 203
The collections
69
Bridal jewellery
Leading suppliers talk trends, and
reveal which styles will sell well
throughout the year ahead
97
94
xx
Collection focus
Raimon
Bundo
xxxxxxx
22
The Essential
Collection
Profiles
58
The Vintage Wedding
Dress Company
Charlie Beard reveals how she made
the transition from quirky vintage
wedding dress company to sought-after
bridal brand
94
Raimon Bundo
We find out more about this popular
European bridal brand
Shows
22
The Essential Collection 2012
Take a peek at a selection of 2013 bridal
and accessory collections in our official
show preview
xxxxxxxxxx
81
Bridal jewellery
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The Vintage Wedding
Dress Company
This year Demetrios is proud to present
its many collections within The Essential
Collection Trade Show, 8th - 10th July.
For 2013 the Demetrios collection will be romantic and dramatic
while maintaining a strong sense of its original identity. There
are a wide variety of lines to choose from including, the classic
richly beaded Demetrios gowns interpreted in a wide variety of
silhouettes - always a firm favourite with loyal clients - to elegant
lace, romantic dresses. There are rich satin and taffeta ball
gown skirts, lightweight draped organza and flowing chiffons. All
highlighted with delicate beading or strategically placed flowers
and motifs.
Demetrios is continually growing and broadening its appeal within
many markets, the wide variety of gowns offered within the
collection is testament to this demand and will cater to the most
discerning customer.
DEMETRIOS FOR ILISSA ITALIA SRL
Via Feltre, 34/7 – 20132 Milano – ITALIA
Tel: +39 022152176 / Fax: +39 02 26 41 6407
Email: [email protected]
www.demetrios.eu and www.cosmobella.com
Editor’s letter
ȇȨɜɄɑѼɕɉȨȃȰ
JULY/AUGUST 2012
Photographer: Tatum Reid
Headwear: Natasha Jane Headwear
Makeup: Lovemoi Makeup
Hair: Flamingo Amy
Bridal Gown: Charlotte Bridal
Model: Robyn Dixon-King
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I love these cute
floral hair combs –
they’d provide the
perfect accompaniment
to any lace bridal gown.
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MANAGING EDITOR
Louise Prance
EDITOR
Demelza Rayner
+44 (0)1376 535 609
[email protected]
EDITORIAL ASSISTANT
Nancy Hayes
+44 (0)1376 535 613
[email protected]
SALES MANAGER
Mark White
+44 (0)1376 514 000
[email protected]
SALES EXECUTIVE
Al Noonan
+44 (0)1376 535 612
[email protected]
PRODUCTION MANAGER
Scott Brothwell
[email protected]
+44 (0)1376 535 616
DEPUTY PRODUCTION
MANAGER
Sarah Barnes
SENIOR DESIGNER
Vicky O’Connor
GRAPHIC DESIGNERS
Hayley Kilminster, Ami Williams,
Samantha Lock
WEB DEVELOPMENT MANAGER
Stuart Weatherley
SUBSCRIPTIONS
Alice Henson, Tammy Wright
+44 (0)1376 514 000
KD Media Publishing Limited
Broseley House Newlands Drive
Witham, Essex CM8 2UL
www.attirebridal.com
There are only a few days until the doors
open on the second edition of The Essential
Collection, so it’ll be no surprise that this
issue contains all the information you need to
help make your visit to this hotly-anticipated
trade show a success.
Taking place from 8th-10th July at
Stoneleigh Exhibition and Conference Centre in
Warwickshire, The Essential Collection will host an
array of leading bridal names, many of whom will be showcasing their
2013 collections for the first time to UK bridal retailers.
There’ll be bridalwear from such names as The Group, Romance
Bridal, True Bride, Bonny Bridal, and two top brands from Pronovias
Fashion Group. And if you’re looking for accessories then Elizabeth
Dickens, Liza Designs, Ivory & Co and many, many more, could have
just what you’re looking for.
There’ll also be an excellent catwalk show taking place over the
three days of the show, featuring such names as Demetrios, Enzoani,
Romantica, Madeline Isaac-James and Donna Lee Designs.
In addition, our seminars are completely free to attend - Darren Noel
offers advice on increasing virtual footfall, while marketing expert,
MotherBrown PR, reveals how to boost your business profile.
Finally, don’t miss our outdoor barbecue, Pimm’s tent and
entertainment – it’s the perfect way to unwind after a busy day.
Attendance is free for bridal retailers – simply pre-register at
www.tec2012.co.uk – we look forward to seeing you there.
Fashion File 1
on page 63
ȐȹȐȵɺǸ
Demelza Rayner
Editor
ISSN 1758-0072
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 reflect those of the
publisher. Attire Bridal is published
six times a year. Subscription rates for
overseas readers are £75 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.
Bridal Jewellery
on page 81
Fashion File 3
on page 70
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Circulation: 3,041
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Industry news
New collaboration between Tiararama and
Tatiana Proembova
Read on to find out more
about this season’s movers
and shakers…
Mad Hatters’ Show raises cash for charity
Richmond-based designer, Tatiana Porembova, and innovative
UK-based tiara and hair accessory brand, Tiararama, have
recently collaborated on a promotional shoot for the designer’s
marketing material and website.
Examples of Tiararama’s work will soon be available at
Tatiana’s Bridal Studio offering their clients Tiararama’s Standard
and Limited Edition collections, as well as their flagship bespoke
service, Tiararama Couture, for brides who are looking to have
bespoke accessories.
Speaking about the collaboration, Tiararama founder, Suzanne
Laughlin, said: “I was delighted when Tatiana asked if she could
use our designs. Our brands fit so well together in terms of our
more innovative designs and also because we both offer a high
degree of customisation as well as true bespoke services.”
Tatiana Porembova adds: “In my large bridal studio in
Richmond, I offer an exquisite range of individually designed
couture wedding dresses. Modern designs, luxurious fabrics
and feminine silhouette are all signatures of my collection,
where each dress is made using traditional couture techniques.
Tiararama creates perfect accessories to complement such style
and quality. I look forward to our future collaboration.”
For more information visit www.tiararama.co.uk and
www.tatianaporembova.co.uk.
Photograph by Andy Newbold
Image courtesy of Phine Ka Photography
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The spectacular Mad Hatters’ Show, sponsored by Harvey Nichols, took place
at the Hurlingham Club, Fulham last month in aid of The Children’s Trust,
Tadworth. The total figure raised from the event is yet to be finalised but the
auctions and tombola resulted in over £25,000.
Some of the UK’s top milliners and fashion designers presented their
latest collections in a stunning show, produced by Jane Carlton, at this year’s
prestigious charity event. Auctioneer Nick Stewart enticed the audience into a
bidding frenzy for an array of superb prizes. Milliners who took part in the show included: Nigel Rayment, Laird
Hatters, Lisa Tan, Siggi, Victoria Grant, James Lock & Co (featuring hats by
Sylvia Fletcher), heidi klein, Lock & Rolls Mens Hats and Louis Mariette.
Clare Evans-Pollard Head of Events at The Children’s Trust, said: “It was a
wonderful evening and Jane Carlton produced a stunning burlesque-themed
show. I would like to thank the Show’s chairman, Kate Wake-Walker and the
committee for organising such an amazing event and to thank everyone who
took part. My thanks also to Nick Stewart and master of ceremonies Tim
Pethybridge - and finally my special thanks to Jade Brede for her inspirational
speech about her life and achievements since receiving rehabilitation at The
Children’s Trust following a road traffic accident, in which she sustained an
acquired brain injury.”
Since the Mad Hatters’ Show began in 2000, the annual event has raised
over £500,000 for The Children’s Trust, a national charity which provides care,
therapy and education for some of the UK’s most severely disabled children,
and rehabilitation to children with an acquired brain injury. Visit the website
at www.thechildrenstrust.org.uk for further information. News & events
SIMONE PÉRÈLE AND RIGBY &
PELLER COLLABORATE
Simone Pérèle has recently collaborated with Rigby & Peller to create a limited
edition lingerie set, entited Opera.
Nicky Clayton, the Creative Director at Rigby & Peller, was delighted to be able
to work with Katia Charle the designer for Simone Pérèle: “It was a huge pleasure
to work with Katia on this exclusive development for Rigby & Peller. As designers
we often have to make the ‘commercial’ choice when finalising collections - but
with this collaboration Katia and I had the opportunity to be as creative as possible!
We both love the icing inspired guipure and felt that it would highlight a lady’s
décolletage beautifully - topped off with some exquisite Swarovski detail - I think
that this is the kind of lingerie that every lady dreams of owning!”
PURE LONDON EXPANDS FOR AUGUST 2012
Pure London has moved its August
show to a new date line, 19th - 21st
August 2012. The show will be
positioned perfectly to complement
the buying schedule of the
independent fashion retail market
and the multiples, during the Spring/
Summer 2013 buying season.
This August will see the launch of new sections, Pure Body and Pure Junior, which
will sit alongside Pure London’s inspirational selection of womenswear, footwear,
accessories and young fashion. With an extra 40 brands added to the existing
1,000 line-up and the addition of new sourcing areas such as Design Gap, Launch
Accessories and The French Footwear Pavilion; Pure London continues to be an
unmissable event in the international fashion buying calendar.
The exciting launch of Pure Body is ideal for buyers looking to grow their customer
base by offering lingerie, swimwear, shapewear and loungewear. Top brands to watch
are Velda Lauder Corsetiere, Made by Niki Lingerie, HOTmilk and Doro. Pure Junior
will house a colourful array of directional childrenswear brands.
The UK’s largest footwear and accessory offering will return with top designs in
jewellery, hats, handbags and sunglasses upstairs at Olympia’s Gallery level. Showcasing
more inspirational brands, this destination area includes a Premium Accessories
section, offering boutique buyers a selection of the most sought after designs. Brands
include Becksondergaard, Zandra Rhodes Handbags, Ally Capellino, Sam Ubhi,
BLANK and Lola Rose.
Sitting alongside the accessory section in the Gallery Level, the footwear hall returns
for another strong season, revealing a fresh variety of contemporary and designer
footwear brands from the UK and overseas. The section has grown in size and will
include an area dedicated to French brands, The French Footwear Pavilion. Visitors
can source the hottest trends from two distinct areas of ‘Design-Led’ and ‘TrendLed’ footwear. Melissa Shoes, J Shoes, Gwen Stefani’s label L.A.M.B, Poetic License,
Chinese Laundry, Rae Jones and celebrity favourite Pretty Ballerinas are amongst
those showing this season. Launching exclusively to the UK at Pure London, hot
brands Jeffery Campbell Footwear and Coca Cola are not to be missed!
After the resounding success of February’s show, Pure London will continue to
showcase innovative, fashion-focussed design talent from around the globe with
unrivalled collections for Spring/Summer 2013.
For further information visit www.purelondon.com.
ELIZABETH STUART RELEASES
HER FALL 2012 COLLECTION
Inspired by the classic beauty and perfection of
ballerinas, Elizabeth Stuart’s latest bridal collection
offers excellent craftsmanship and luxurious fabrics.
Graceful lines accentuate the neck, shoulders and
waist, while skirts are either chic and understated, or
beautifully textured, creating elegant movement.
For further details visit www.elizabeth-stuart.com.
PHILIP ELSON ANNOUNCES
HIS RETIREMENT FROM
ALFRED ANGELO
After over 20 years as Managing Director & General
Manager of Alfred Angelo Europe, Philip Elson has
announced his retirement from the company. Philip is
credited with launching the Alfred Angelo brands in the
UK and Europe.
Paul Quentel, Senior Vice President for Worldwide
Sales for Alfred Angelo commented, “Philip has been
a great resource for us, not just in managing the UK &
European operations, but in offering valuable insight and
understanding of our business and the bridal industry
overall.” Speaking about his decision, Philip said: “The
20 year journey at the helm of Alfred Angelo has been a
wonderful experience…I offer thanks and best wishes to
all of you who made this time so interesting.”
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www.kaymasonbrides.co.uk | [email protected] | 01702 474619
News & events
Bridal business shows potential for growth
Two savvy business women who run a wedding supply company have recently
won an exclusive contract to sell their handmade jewellery and tiaras on the
high street.
Sarah Knowles and Fran Robinson of Big Little Things have seen their
business boom since they exhibited at a national consumer bridal show last
year, and now have their products stocked at My Little Wedding Shop bridal
boutique in Shropshire.
The pair said they had been left overwhelmed with the boom in business
over the last six months which had resulted in their handmade bridal
accessories being used in a number of photo shoots across the UK and also
saw the business partners appear on Wedding TV.
“This is the first of many boutiques to house our creations,” says Sarah.
“Every piece we make is a complete one-off so there is no risk of another bride
wearing it. To find out more, visit www.biglittlethings.co.uk, follow them on
Twitter at @Shropshiremade or call Sarah on +44 (0)7769 748 950.
Tobi Hannah launches 2013 collection
For spring 2013, Tobi Hannah draws inspiration from vintage
classics and silhouettes to yield classic short and tea length
wedding dresses with a futuristic outlook.
Trends include ruching, textured fabrics like brocade and
lace, full skirts and a hint of colour in the form of soft pastels.
For further details visit www.tobihannah.com.
SPECIALIST BRIDAL
BOUTIQUE WINS AWARD
Curvy Couture Bridal Boutique, based
in Stock, Essex, has recently won the
British Bridal Retailers Association
(BBRA) Bridal Retailer of the Month
competition for May.
The winner is the retailer with the
highest number of votes from their
satisfied customers and friends. Curvy
Couture Bridal Boutique now goes
through to the Retailer of the Year competition. “It is a
remarkable win for Joanne and her team as they have only
been open since April this year,” says Gordon Symonds,
Senior Associate of the BBRA.
To find out more about Joanne and her boutique, which
specialises in gowns and accessories for plus size brides,
simply turn to our retailer profile on page 92.
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OLIVIER LAUDUS SHOWCASES NEW
BRIDAL ACCESSORIES
Olivier Laudus has introduced a new range of British bridal accessories to
their Artisan Collection. From bracelets and earrings to vintage-inspired
necklaces and headbands, the focus is on understated and affordable luxury
with pieces featuring Crystallised Swarovski Elements, freshwater pearls,
beautifully cut diamanté stones and lace. All pieces are made to order and
can take up to four weeks. Prices start at £17.99 for earrings with headbands
between £65-£199.
For more information, visit www.olivierlaudus.co.uk.
Independent Retailer Month gains momentum
Independent Retailer Month is a global Shop Local campaign
that runs throughout July. Led in the UK by Clare Rayner, the
event has been created specifically to provide independent retail
business owners with peer-group networking opportunities,
examples of best practice, and access to expert insights and ideas
that can be taken back and adapted for their own businesses.
The campaign highlights the important role that smaller, local,
independent retailers play in the communities they serve, the
local economy they contribute to, and how they enhance the retail sector as a whole.
This will be only the second year that the event has taken place in the UK, but
already it has gained a variety of supporters, including members of the ATCM
(Association of Town Centre Management), AMT (Action for Market Towns), and
NABMA (National Association of British Market Authorities).
“As a global Shop Local initiative, it is our aim to impact on the independent
retail sector globally with relevant support, expertise and insights. We hope to
better connect consumers and communities with local retailers, reminding them
of the benefits of shopping local; and to engage with small business organisations,
networks and thought leaders to promote the importance of independent retail to
the global, national and local economies,” explains Clare.
Visit www.independentretailermonth.co.uk for further details.
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JESUS PEIRO LAUNCHES
NEW COLLECTION
Designed by Merche Segarra, Jesus Peiro’s new
collection is inspired by the early 20th century, when such
designers as Worth, Lanvin and Chanel transformed the
feminine figure.
Silhouettes are precise, with simple lines and pinched
and pleated structures taking centre stage. Draped bows
are now more geometric and built-up, while embroidery
and jewels give the gown added impact.
For further information visit www.jesuspeiro.com.
Twobirds Bridesmaid and Rachel Simpson have recently
collaborated on a new shoe collection, available to purchase
exclusively in the twobirds Bridesmaid London boutique, at
the Rachel Simpson showroom or on the easy-to-navigate
Rachel Simpson website.
News & events
Dower & Hall
launches limited
edition Pearly
Queen collection
Dower & Hall celebrated this
year’s Diamond Jubilee by
launching the Pearly Queen
limited edition collection.
As Queen Elizabeth II is wellknown for her magnificent jewellery,
and in particular her signature style of
wearing pearls, the team at the jewellery brand
felt that there was no better way to pay tribute to our long-serving monarch
than through a range of pearl-based beauties.
Brides-to-be can show their patriotic side by adorning themselves
with charm bracelets, delicate pendants and dainty earrings, all adorned
with silver crowns and classic white freshwater pearls – ideal details for
channelling regal chic.
To find out more about the collection, visit www.dowerandhall.com.
NEW APP CREATED FOR THE
ESSENTIAL COLLECTION 2012
Retailers and exhibitors visiting The Essential Collection
2012 should download the brand new free dedicated app
for iPhone and iPad. The app allows users to find essential
event details on their phones - ideal for before, during and
after the exhibition.
The app includes the full show programme, including
seminars, catwalk schedule and other visitor information.
It contains a complete list of exhibitors and brands, an
exhibition floorplan with stand locations, full information
of on site services and much more.
The free app can be downloaded from iTunes now.
CIRCA VINTAGE BRIDES
LAUNCHES NEW COLLECTION
Bridal emporium, Circa Vintage Brides, has just launched its
glamorous new Silhouette Collection of bridal and evening
gowns for 2012/13.
The collection is available via appointment only at the
recently opened boutique in Richmond.
This beautiful range of gowns features classic shapes
that flatter the female form. Dresses cut on the bias create
movement and the traditional empire line gives an ethereal
Grecian tone to the collection. Key looks include long
length gowns to midi, the synonymous trouser suit a la
Bianca, a modern slim-line silhouette to full 1950’s skirt.
Sleeve lengths include short sleeve, sleeveless, strappy and a
cap sleeve to give brides a variety of choices.
See the full collection at www.circabrides.com.
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Pre-register at www.tec2012.co.uk
Follow us at www.twitter.com/EssentialColl
In Brief
2012
There are only a few short days until doors open
on the second edition of the early buying bridal
trade show, The Essential Collection. Read on to find
out what to expect from this top exhibition…
Show: The Essential Collection
Organiser: KD Media Publishing Ltd
Dates: 8th-10th July 2012
Location: Stoneleigh Park Exhibition
and Conference Centre, Warwickshire
Opening times: Sun & Mon: 9.30am-6pm,
Tue: 9.30am-4pm
Website:
www.theessentialcollection2012.com.
Seminar timetable
Brush up on your business basics by
attending one or all of our free Essential
Collection seminars.
Taking place at 11.45am, 1.15pm and
2.45pm each day of the exhibition, our
they’re designed to help you get the
best out of your business.
After another whole year of planning, we’re
delighted to be able to present the second edition
of The Essential Collection to the bridal industry,
taking place from 8th-10th July 2012 at Stoneleigh
Park Exhibition and Conference Centre.
World-leading bridal names such as Alfred
Angelo, Pronovias Bridal Group, Demetrios,
Romantica and Enzoani will be presenting their
newest bridal collections alongside popular
British designers such as Madeline Isaac-James,
Donna Lee Designs.
There’s also a wide range of prom, bridesmaid,
flower girl and special occasion wear from such
exhibitors as Crystal Breeze, True Bride, Gino
Cerruti and British manufacturer, Tara Lee.
Aside from gowns, we’re also thrilled to
have an excellent range of accessories suppliers,
specialising in everything from footwear and hair
decorations to jewellery and bridal bags. Indeed,
Ivory & Co, Liza Designs, Tantrums and Tiaras,
Starlet Jewellery, Pink and The Lucky Sixpence
Company are just a fraction of the exhibitors
showcasing their newest designs.
As a result of this diverse exhibitor mix,
retailers across the country have been preregistering for The Essential Collection, many
of whom will be able to travel to the exhibition
venue at Stoneleigh Park Exhibition and
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Conference Centre in under two hours.
Indeed, conveniently situated in the heart of
the country, within easy access of motorway,
rail and air links, Stoneleigh Park is a unique
events venue that not only offers an excellent
exhibition space, but also unlimited free, on-site
parking, a choice of dining facilities and some
on-site accommodation in Stoneleigh Lodge.
Further accommodation can be found in the
nearby picturesque towns of Warwick, Royal
Leamington Spa and Kenilworth.
New for 2012 will be the on-site Business
Centre, located a short hop from the hustle and
bustle of the main exhibition hall. Offering free
wi-fi access and complimentary refreshments, it’s
the perfect place to take time out to complete
those important daily tasks.
A number of catering facilities are available
on-site, opening from 8.30am until 5.30am
including the Strollers Café and the Oak Tree
Restaurant. In addition, to make the most of
the timing of the show, directly outside the
exhibition venue there will be a barbecue and
Pimm’s tent, providing the perfect opportunity
for post-show networking in a relaxed and
convivial atmosphere. There’ll also be live music
outside the exhibition centre on the first two
days of the show. $
11.45am
MotherBrown PR
Effective PR and Marketing
Branwen Cook from
MotherBrown PR will be
hosting a seminar on effective
PR and Marketing to get the most from your
bridal business.
1.15pm
Hitched.co.uk
Darren Noel, commercial
director of hitched.co.uk will
be conducting his seminar
entitled ‘15 top tips on how to
increase your virtual footfall’ on all three days
of the exhibition.
If you’re not sure whether to ‘Tweet’, ‘Poke’
or ‘Like’ this is the session for you. Sit in on
a 30-minute seminar delivered by the UK’s
number one wedding website hitched.co.uk
and they will help you get the most out of
your online presence, ultimately getting more
brides through your shop door.
2.45pm
Yourperfectsetting.co.uk
How wanting to give good
quality service has shaped our
new business.
Tracie Homer looks at our
desire to create a store where the best service
and products are at its very heart.
The Essential Collection
PARKIN
G
There is
unlimite
d free
on-site p
arking a
t
Stonele
igh Park
.
Located in the centre of England,
Stoneleigh Park Exhibition and
Conference Centre is within easy
reach of most major UK cities
including Bristol, Birmingham, Cardiff,
London, Leicester and Manchester.
BY ROAD
From the North West: Leave the M6 at J2
following signs for Warwick (A46). After joining
the A46 from the A45, take the exit signposted
Stoneleigh NAC. Follow roadside signage to the
Stoneleigh Park showground.
From the North: Leave the M1 and J21 following
signs for Coventry (M69). At the end of the
M69, follow signs for Warwick. After joining
the A46 from the A45, take the exit signposted
Stoneleigh NAC. Follow roadside signage to the
Stoneleigh Park showground.
From the South: Leave the M40 at J15 following
signs for Coventry (A46). After approximately
8 miles on the A46, take the exit signposted
Stoneleigh NAC. Follow roadside signage to the
Stoneleigh Park showground.
BY RAIL
Royal Leamington Spa, Warwick and Warwick
Parkway rail stations are situated on the main
London Marylebone - Birmingham line whilst
Coventry is a regular stop for the Virgin West
Coast mainline.
BY BUS/COACH
Coventry bus station is 6 miles (10 km) away
from Stoneleigh Park. Warwick bus station is
nine miles (14km) away.
BY TAXI
AA cars and minibuses are permanently located
at Stoneleigh Park and can be contacted on +44
(0)1926 425 252.
BY AIR
Stoneleigh Park is within a 30 minute drive of
Birmingham International Airport.
ADDRESS
Royal Agricultural
Society of England
Stoneleigh Park
Warwickshire
CV8 2LG
Victoria Kay
Getting There
Catwalk Schedu
Sunday 8 th
July
11am, 2pm
and 4pm
Monday 9 th
July
11am, 2pm
and 4pm
Tuesday 19 th
July
11am and 2
pm
le
Sponsored by hitched.co.uk
To help you make your buying decisions, there
are eight fashion shows taking place over the
three days to showcase designs from the 2013
collections. Companies participating in the
catwalk show are as follows:
Demetrios
Donna Lee Designs
Enzoani
Gino Cerruti
Grace Harrington Couture
Ladybird
Madeline Isaac-James
Romantica
Miranda Templeton will be providing bridal
accessories for the catwalk show.
Lexus International Ltd will once again be
supplying the models’ footwear.
Further information
)The Essential Collection is free to attend.
Please register in advance by visiting the show
website at www.tec2012.co.uk.
)To find out how to reach Stoneleigh Park,
simply visit the informative venue website at
www.stoneleighpark.com
)Although there is not a crèche within
the exhibition, the Wren Day Nursery is
conveniently located on-site at Stoneleigh
Park. The nursery website can be found at
www.wrendaynursery.co.uk. For all enquiries,
availability and booking, please contact Penny
Shaw on +44 (0)2476 418 957.
$77,5(
TEC Preview
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Read on to find out more about the exciting bridal
collections
display
dal coll
ions on displa
at The Essential Collection this year…
Alfred Angelo
Bridalwear
PRONOVIAS FASHION GROUP
www.pronovias.es
The global phenomenon that is Pronovias Fashion Group will exclusively present
two of its key bridal brands at The Essential Collection this July — Atelier Diagonal
and W1 White One.
This is the first time that either of the Spanish brands has been shown at a bridal
trade fair in the UK and offers British retailers an exciting opportunity to see the
stunning 2013 collections close up.
White One
STAND
C8
STAND
C11
ALFRED ANGELO
www.alfredangelounitedkingdom.com
Don’t miss the UK premier of Alfred Angelo’s spring 2013
collections at The Essential Collection this July. The 15 fashion
forward bridal designs are set to take the industry by storm, each
gown featuring a special touch, whether it be a ribbon belt, a
bejewelled neckline, fabric flowers or tiers of organza.
Inspired by the latest trends, the collection includes designs in
a multitude of fabrics including layered organza, luxe taffeta, and
light-as-air chiffon. Structured, soft satin and Mikado gowns,
encrusted and bejewelled, add sophistication.
Gowns featuring a chic splash of black create drama with
elegance and simplicity, accentuating curves and flattering every
body shape.
The bridal styles sit alongside 10 bridesmaid gowns, including
an all-over sequined dress, as well as long and short designs in
bright pops of colour. What’s more, for the first time ever, retailers
will have a chance to choose from the international collection,
featuring Alfred Angelo bestsellers from around the globe.
As well as the mainstream Alfred Angelo collections, the
recently launched ‘Modern Vintage by Alfred Angelo’ line will be
on display. Building on its initial success, three new bridal designs
have been added to the collection, including an all over lace a-line
gown, a soft draped chiffon Grecian one-shoulder gown, and
a fit and flare gown with crystal encrusted yolk neckline. Two
additional bridesmaid designs extend this versatile collection,
offered in 15 delicate shades of soft net.
Atelier Diagonal
$77,5( ·
Kiss the Frog
Grace Harrington
Couture
STAND
GRACE HARRINGTON COUTURE
X17
www.graceharrington.co.uk
Designed in the UK, Grace Harrington Couture is the result of 20 years of bridal
retail experience, resulting in high-end bridal wear without the high-end price tag.
At The Essential Collection, Grace Harrington Couture will launch its 2012-2013
collection, all hand-made using only the finest materials and components.
Styles include bold and glamorous deco-inspired dresses, alongside a classic gown
for a vintage wedding.
LMB LTD
www.lmbltd.com
LMB Ltd will be showcasing its our new collection of 25 styles, using lots of lace,
organza, layers of chiffon and satin to make the graceful and chic designs. Styles
include A-line, ballerina, empire line and mermaid styles to cover all kinds of brides.
LMB Ltd
$77,5(
STAND
D2
STAND
KISS THE FROG
D3
www.kissthefrogbridal.co.uk
Kiss The Frog will be giving retailers a first look at the new Kiss
The Frog and Princess dresses – competitively priced mainstream
gowns for traditional bridal stores, along with the full on ‘bling’
crystal Princess dresses.
Kiss The Frog will exclusively be launching two new divisions
at The Essential Collection this year – a range of outfits suitable
for mother of the bride and groom, as well as a range of prom and
evening wear.
Kiss the Frog
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[email protected]
TEC Preview
Crystal Breeze
STAND
A10
CRYSTAL BREEZE
www.crystalbreeze.co.uk
The Crystal Breeze bridal range offers a designer look at affordable prices.
The collection of 25 gowns features voluminous layered skirts and fitted
corset bodices for the fairytale look, along with soft chiffon gowns for those
seeking something more understated. Many of the dresses are enhanced
with embellishments of antique lace and exquisite beading.
STAND
B14
SPECIAL DAY BRIDAL
www.specialday-ireland.com
Special Day will be showcasing its latest bridal and bridesmaid ranges at
The Essential Collection for the second year running. The 2013 Beautiful
Bride Plus collection features flowing chiffons with intricate beadings, along
with see-through lace shoulders and straps with appliqué chiffon flowers.
Key looks for this season’s bridal collection from Special Day include
1950’s-inspired tea-length tulle dresses, as well as beautiful beaded laces.
The Diamond collection of bridesmaid dresses is available in over 100
colours; fabrics available include taffetas, satins and chiffons. Matching
teenage and flower girl dresses are also available. Special Day is offering 10
Diamond dresses for £600 to all customers who place an order at the show.
For the budget conscious bride the hugely successful European
Collection is a must with prices starting from only £120.
Mia Solano
MIA SOLANO
www.miasolano.com
Mia Solano offers dramatic and beautiful gowns with layers of luxurious
fabric, extraordinary detailing, and unmatched craftsmanship. At The
Essential Collection, Mia Solano will be showcasing its new Fall 2012
Collection. This series of bridal gowns features beautiful styling, lush
fabrics, and the new Mia Perfect Fit. Every gown is made with expert
attention to quality and detail, down to the last hand-sewn bead.
Special Day Bridal
STAND
X19
$77,5( ·
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TEC Preview
Madeline Isaac-James
STAND
D17
Romantica
MADELINE ISAAC-JAMES
www.madelineisaacjames.com
The new collection for 2013 is inspired by designer Natalie Gladman’s love of the classic styles of the 1950’s,
1960’s and 1970’s and her childhood memories of her mother’s stunning ballgowns and evening dresses.
Beautifully made in the finest silks and satins and finished with attention to detail using embellishments
from glittering Swarovksi crystal to lashings of silk tulle and beaded lace, this collection is designed to appeal
to the bride who loves classic, timeless style and wants a dress to treasure forever.
DONNA LEE DESIGNS
www.donnaleedesigns.co.uk
Award-winning Donna Lee Designs is fast becoming recognised in the
industry for dresses of fabulous quality and fit. The gowns are chic and
modern in seductive styles designed to flatter the shape with their superb
structure and built in corsetry.
Donna will be showcasing her new Secret Garden Collection at The
Essential Collection,
a diverse range of
Donna Lee Desig
ns
sumptuous wearable
wedding gowns in both
silks and top quality
polys. The eye-catching
range features structured
STAND
dresses and floaty
C13
chiffon gowns, suitable
for weddings both here
and abroad.
Also showcasing
at The Essential
Collection will be
Heather’s Hope, a
dress designed in
conjunction with
Breakthrough Breast
Cancer. All proceeds
from the sale of this
will go to the charity.
STAND
ROMANTICA
C7
www.romanticaofdevon.co.uk
Featuring floaty chiffons,
embroidered and beaded satins
and taffetas, and several classic
styles in lace, the new Romantica
spring/summer 2013 collection is as exciting as it is diverse.
Romantica continues to offer quality gowns at real value for money with
retail prices from £350 to £895. As a special show offer, retailers choosing
12 bridal styles over the year can buy 12 bridesmaid gowns at half price.
The latest Romantica bridesmaid collection has over 60 chiffon and satin
colourways and over 40 taffeta colourways. Many are designed to cross over
from bridesmaids to cocktail/evening wear and even prom wear.
Last year saw the launch of the ‘Bella Rosa’ mother of the bride and
special occasion wear, which has experienced exceptional sales. All dresses
come with matching jackets in a wide choice of colours and fabrics
including faux silk and retailing mostly from £189 to £275. They appeal to
the modern and price conscious mother and guest.
‘Opulence’ is the mainstream designer collection and is Romantica’s
fastest growing bridal label with most styles retailing under that critical
£1,000 price point. Many of the satins are available in alabaster, ivory, pearl
or white and all Opulence gowns have grade A construction. The entire
spring/summer 2013 collection will be on show.
Showing for the first time will be the Olivia Grace bridal collection from
the Phil Collins bridal design house, introducing exceptional styling and
quality. With a range of satins, taffetas, chiffons and lace, Olivia Grace
offers a genuine alternative to the other leading brands in the marketplace.
Retail prices for Olivia Grace range from £900 - £1400.
$77,5( ·
True Bridesmaids
Luna B
True Bride
STAND
C1
TRUE BRIDE
www.truebride.co.uk
Characterised by femininity and grace, styles such as playful bridesmaid M532
appeal to fashion-conscious ladies, inspired by the ever-popular ‘vintage’ theme.
Look out for delicate strap detail and elegant necklines with softly layered skirts
and contrasting fabrics.
A contemporary take on 40’s/50’s Hollywood Glamour can be seen in
sophisticated styles ‘Audrey’ from the Luna B collection and True Bride W998.
Subtle, delicate embellishments provide the finishing touches to slim, fluid lines in
refined ‘slipper’ satins.
In addition, True responds to the increasing demand for popular ‘ice-cream’
shades hot right now on the high street by introducing a brand new palette of eyecatching colours to its bridesmaid range.
Fabrics
MICHAEL’S BRIDAL FABRICS
www.michaelsbridalfabrics.net
Fresh from Michael’s Bridal Fabrics are several new designs of guipure
type laces, some with beads and some with organic 3D effects.
Also new for this year are several designs of lace in colours, some that
co-ordinate with the duchess satin ranges. Michael’s Bridal Fabrics has
also introduced several new plain Italian fabrics including three new
duchess satins.
In addition, since introducing dress accessories, the company now
boasts over 600 pieces.
STAND
B7
$77,5(
CARRINGTON-FLEET
www.carringtonbride.co.uk
With the continued demand
for lace gowns, at all price
levels, Carrington-Fleet is
introducing a number of new
fabrics this autumn, including a
stretch lace in colours, a Chantilly
lace and a narrow width guipure.
Other new fabrics include a
shimmer organza and a number
of fancy fashion fabrics, many
with some multi dimension feel
to them, for example ribbon
enhanced fabrics.
Also on display from
Carrington-Fleet will be a number
of British designed silk burn out
designs and fine cotton satin prints
from the John Kaldor brand —
ideal for mother of the bride.
STAND
A8
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TEC Preview
Prom/Occasionwear/Flowergirls
CRYSTAL BREEZE PROM
www.crystalbreeze.co.uk
Well known for its bright fashionforward prom designs, Crystal Breeze
will once again be showing a wide
selection of stylish dresses for the 2013
prom season.
Sexy fitted dresses in dramatic colours
will sit alongside Cinderella-style
fairytale gowns with corseted bodices.
There will also be plenty of
vibrant prints to add a funky
STAND
twist, as well as lots of sparkle.
A10
Crystal Breeze
Gino Cerruti
STAND
B15
GINO CERRUTI
www.wholesalegown.com
Ladies’ formal wear experts, Gino Cerruti, will be showcasing its latest
prom and occasion designs at The Essential Collection this year. The
company designs and manufactures an array of elegant dresses, from richly
ornate wedding gowns to modestly accented evening wear.
As a company, Gino Cerruti prides itself on its unrivalled customer
service, aiming not only to meet customer’s expectations but to exceed
them. The foundation of the company’s success is based upon the individual
success of their independent retailers; hence the policy of always giving
the most competitive pricing in the marketplace, resulting in high profit
margins and the consequential success for their retailers.
Tara Lee
TARA LEE
www.tara-lee.net
Designing and manufacturing
in the Wirral, Cheshire for over
20 years, the Tara Lee brand will
be showing its latest flower girl
and young bridesmaid designs at
Stoneleigh Park this July.
The colours used in this
collection give the brand’s
customers a huge variety of
options, from deep reds and
purples to pinks and lilacs. In
addition, the silks and flowing
layers of tulles and organzas,
put together with handmade
sashes, make this collection,
classic, simple, stylish and
very pretty.
New for this year, Tara
Lee will be showing its range
of Christening dresses in
STAND
silks, taffetas and satins, and
B12
Communion dresses.
As the brand
manufactures on site in
Cheshire, the made to measure is a unique service offered to
stockists. Sizes are offered from 0/6 months to 13 years, and there is no
minimum order. Lead times are two-four weeks.
FRANK SAUL
www.mascaracollection.com
The new Mascara A/W 2012 collection
represents the perfect combination
between glamour and effortless elegance.
Presenting an impressive selection
of cocktail and evening dresses, the
collection also includes supremely
luxurious mother of the bride outfits
which comprise of flattering, kneeskimming skirts and well-cut tailored
suits made from silk and taffeta. The
range also offers figure-hugging bodices
paired with embellished boleros,
innovative texture combination and
brocade details to provide extra allure to
the outfits.
Offering generous margins to
Frank Saul
STAND
retailers/independent retailers, the
E9
collection includes 20 different styles
and, while each of them is designed with
the mother of the bride and female members of the wedding party in mind,
the styles also have the versatility for a range of special occasions like formal
dinners, cocktail parties and balls.
For a younger audience Mascara presents a super feminine party-perfect
collection which includes body-con dresses in an eye-popping selection
of colours, statement dresses embellished with sparkling crystals , daring
plunge back, delicate lace insert and dramatic metallic details.
$77,5( ·
Lexus International
STAND
D13
LEXUS INTERNATIONAL
www.lexusinternational.com
Lexus International distributes the exclusive designer brand,
LEXUS. Established since 1989, the company’s fashion and bridal
footwear are successfully sold all over Europe. Lexus International
provides a forward order service as well as selling from stock. At
The Essential Collection, retailers will see many stylish new designs,
from low to high heel. All are available with matching handbags.
Accessories
iDesign Jewellery
IDESIGN JEWELLERY
[email protected]
STAND
E1
First-time exhibitor, iDesign Jewellery, is a family run business that
launched four years ago, and is now looking for new stockists. The bespoke
bridal tiaras and accessories are handcrafted with Swarovski crystals
and pearls, offering a classic look with a hint of vintage. The company’s
appearance at The Essential Collection follows its recent move to a new
studio, situated in the market town of Bradford on Avon, Wiltshire. iDesign Jewellery
LILYBELLA BRIDAL
www.lilybella.co.uk
STAND
X31
LilyBella Bridal
At The Essential Collection LilyBella Bridal will be launching 12 new
bridal belts. All can be made in a variety of colours and bases including satin
ribbon, bro grain and tulle, and are embellished using the finest diamante
stones, pearls and crystals.
Also new for The Essential Collection will be LilyBella’s shoe clip
collection, heavily inspired by the 1920s and 1930s. The collection will
include bows, rhinestone buckles and flowers.
Finally, a deluxe collection of birdcage veils will also be launched to
complement the existing birdcage veil range.
$77,5(
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A leading manufacturer in the Far East with a well-deserved reputation for
delivering top-quality collections under it’s own name LMBridal, while also
producing for many big-name international brands. LMBridal offers fine fabrics,
skilled workmanship and intricate, on-trend design, details and embellishments.
It’s bridal gowns, bridesmaid dresses and evening wear are remarkably well
priced from £150 to £400 and there are no minimum requirements.
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Room 508, 83 Bedford Road, Tai Kok Tsui, Kowloon, Hong Kong
Tel: (852) 2392 6987 | Fax: (852) 2392 7680 | Email: [email protected]
www.lmbltd.com
TEC Preview
LESLEY JAYNE
www.lesleyjayne.co.uk
Lesley Jayne will be
showcasing a range of
wholesale alternative
bouquets at The
Essential Collection
this July, incorporating
swarovski crystals,
pearls, feathers and
sinamay petals.
Every design can be
tailored exactly to a
bride’s colour scheme
thanks to Lesley’s
hand painting and
hand dying service.
Furthermore, Lesley
is happy to provide
swatches of colours free
of charge, on request.
Clients can, therefore,
see the colour before
ordering, giving much
greater confidence in
the end product.
Pink
STAND
X1
Lesley Jayne
STAND
X4
PINK
www.pink-jewellery.com
The Pink bridal collection is combination of classical elegance with a
contemporary feel for today’s discerning bride. The company will be
exhibiting its current best-selling lines, as well as some new designs that will
have their first viewing at the show.
Pink can lengthen, shorten or change any design so every bride gets
exactly what she wants on her special day. Pieces feature silver plate or
sterling silver, along with Swarovski pearls and crystals as well as high
quality freshwater pearls. Prices start at £6 for earrings, £16 for pendants
and £25 for necklaces.
THE LUCKY SIXPENCE COMPANY
www.theluckysixpencecompany.co.uk
The Lucky Sixpence Company is bringing a new collection to the show this
year. Encirlcling Enticement is a garter range for modern brides. They will
be available in four sizes - small, medium, large and x-large.
The Lucky Sixpence Company’s two existing ranges, Entire Elegant,
and Thangles are back. The Entirely Elegant range is focused around the
tradition ‘Something old, something new, something borrowed, something
blue and a silver sixpence for her shoe. There are a couple of new additions
this year, including a beautifully designed horseshoe. Last year the Thangles
collection was such a success that Rebecca has added some Swarovski gems
to the range.
Spotted Cow Creations
STAND
X32
STAND
X28
SPOTTED COW CREATIONS
[email protected]
Spotted Cow Creations launched in 2010 with an original and very pretty
range of silk daisy chain gift boxes, containing everything brides or their
maids would need to create a pretty daisy chain haircrown.
The newest daisy range features pretty silk daisy garlands, ideal for
brides and bridesmaids/flower girls. The garlands come in two styles small white daisies with yellow centres or the large mix of whites and
yellow silk daisies with the same yellow centre, one size fits all.
ce Company
The Lucky Sixpen
$77,5( ·
STARLET JEWELLERY
www.starletjewellery.com
Starlet Jewellery will be presenting five new mini collections at The
Essential Collection this July, all of which stay true to the company’s
signature style. They include romantic yet modern designs which fit
perfectly with this season’s elegant dress collections.
Delicate headpieces with matching jewellery sit alongside garters in
vintage-style lace and soft organza, finished with touches of blue and
sparkling crystal detailing.
Starlet Jewellery
STAND
X15
STAND
X27
Meadows Bridal Shoes
MEADOWS BRIDAL SHOES
www.meadowsbridalshoes.fsbusiness.co.uk
Meadows will be showing styles from their new Crystal Collection, which
features crystal stones and platforms made in ivory satin to retail at under
£60. The Crystal Collection offers retailers a chance to compete with high
street retailers.
Meadows will also be showing their own Essential Collection, which
retails at £47.50, along with styles from their Heavenly Collection.
In addition, Meadows will have shoes from their children’s collection as
well as men’s and boys’ shoes.
Meadows Bridal Shoes
Starlet Jewellery
JUNE ELLEN
www.juneellen.co.uk
June Ellen prides itself on innovative ideas for its annual collection launch. With the new season headwear including elegant Art Deco and Hollywood
inspired pieces, this year celebrates true feminine style. Designs offer a modern twist to vintage favourites, including Swarovski crystals and freshwater
pearls to create a soft finish.
STAND
B21
$77,5(
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No minimum order - Trade terms available on request
Kismet Collection being unveiled at The Essential Collection
(RRPs from £30-£225), pop by and see us on stand number D22
www.tantrumsandtiaras.org
See us at The Essential Collection
Stand X32
0121 458 6590
www.theluckysixpencecompany.co.uk
12 Shirley Road, Kings Norton,
Birmingham, B30 2JA
Phoenix Gowns
Celebrate the future with Phoenix Gowns
We look forward to meeting you all at
The Essential Collection, 8th - 10th July, stand D11
All orders taken at the show can be delivered by the first week of September 2012.
No Discontinued Styles - No Minimum Orders
Email: [email protected] | www.phoenixgowns.co.uk
TEC Preview
Joan Lee
LIZA DESIGNS
www.lizadesigns.co.uk
Celebrating its 24th anniversary
this year, Liza Designs
prides itself on its continued
commitment to manufacturing
its designs in the UK.
This July Liza Designs will
be showing its latest range of
headpieces, which include ever
popular vintage sidepieces,
with the addition of a new
comet crystal. There will also be
romantic flowers in organza silk
and lace, birdcage veils and a few
more surprises.
Using only the best quality
Swarovski crystal, each headpiece
is lovingly handcrafted at Liza
Designs by the experienced
dedicated team.
STAND
C2A
Liza Designs
STAND
JOAN LEE
B11
www.joanlee.co.uk
Joan Lee Accessories has a luxurious range of feather boleros, wraps, capes
and jackets in 11 colours. The children’s capes come in ivory and white.
New to the range are plus size boleros, which are available in ivory, white
and black. Joan Lee will also be showcasing a lovely range of evening bags.
PERFECT BY VT
www.verdontrading.com
STAND
Perfect Bridal Shoes will be showing the full 2012 collection,
X14
including best-selling lines of the season from the Perfect and
Vintage collections. There will also be a preview of new designs
for 2013 including Vintage styles, along with brand new ‘bling’ styles to
match the popular sparkly designs from this year. Finally, there’s a new
clutch bag to match the ever popular Sarah shoe.
Tantrums and Tiaras
STAND
B23
TANTRUMS AND TIARAS
www.tantrumsandtiaras.org
Tantrums and Tiaras will be launching its new collection, Kismet, at The
Essential Collection 2012.
Rather than following a set era or style, as per previous collections,
Kismet is inspired by the current bridal fashion of lace, flowers and
feminine shapes, and embodies a vision of a secret garden and the magical
world hidden within.
Lush foliage, spiralling vines, sumptuous florals and, of course, a
butterfly or two all come to life with a beautiful mix of diamantés and
Swarovski pearls and crystals. The new collection also features the Molly
range based on sparkling silver stars.
As ever, all pieces are designed and entirely handmade by Designer/
Director Kelly Scully using wire weaving and hand stitching.
Kismet designs are priced competitively and introduce a new pick and
mix concept, allowing for greater versatility and transparent costs for
bespoke pieces.
Perfect by VT
$77,5( ·
Calling all major high street
retailers and independents!
Dids McDonald, CEO of Anti Copying in Design (ACID), asks for your support of
British designers.
With the recent emergence of a stream of
lookalike designs, never has there been a better
time for all design buyers to put their full
weight behind British designers and join our
Commission it, Don’t Copy It! campaign.
Launched on World Intellectual Property Day
on 26th April, 2012 in Westminster, the campaign
aims to garner support from the UK’s major
high street chains and independent retailers
to commission original designs from the UK’s
talented design army.
Major high street retailers are invited to sign
the ACID voluntary Code of Conduct, which
contains a framework of values. The intention is
to provide the public with assurances as to the
integrity of the designs and conduct of retailers.
Independent retailers who invest in and
support British designers are also invited to
support the UK’s designers by becoming Retail
Members of ACID, and will be provided with
a showroom sticker and Independent Retailer
Member of ACID logo to show visible support
for British designers to their customers.
ACID was originally started because of a
growing number of incidents where some high
street retail chains and manufacturers were
producing remarkably similar lookalikes to
design originals. The knock on effect of this
was to disincentivise designers. Often it was a
David & Goliath situation where small design
originators found it difficult to take legal action
because, when they discovered alleged copies,
there appeared to be a deliberate strategy of
stonewalling legal challenge and perpetuating
litigation so that, eventually, there would be no
further moves to make.
Then, as now, ACID wanted to engage in
positive dialogue and started a campaign to
actively encourage retailers to sign an ACID
Code of Conduct regarding the intellectual
property of those with whom they worked.
John Lewis, Next and Selfridges were pioneers
in support by giving their commitment and
signing our Code of Conduct. Since then ACID
has concentrated its efforts at exhibitions,
usually the first point of market entry, with
On behalf of government and in support of the
ACID campaign, Baroness Wilcox, The Minister
for Intellectual Property, says:
“The UK is rich in design talent. Its many design-led
small businesses not only generate direct value for
the UK economy, they also underpin success for
many larger firms across all sectors. Anti Copying in
Design’s Commission it, Don’t Copy it campaign aims to engage
plc buyers in working with the UK’s designers. The relationships that
develop will help more of the UK’s design businesses to emerge as
key players and ensure that our major retailers reap the benefits of
access to outstanding design and a corporate reputation for true
originality. I welcome ACID’s work to help engage with and protect
the UK’s design sector.”
$77,5(
its ACID Accredited Exhibition Protocol for
mediation. To date there have been more than
2,500 mediations and less than 30 per cent have
required further legal intervention. ACID’s
other objective was to raise awareness of the
importance of intellectual property protection to
original design creators.
Following the Hargreaves Review of
intellectual property in 2012, Government
recommendations included design as one of
10 key areas for policy reform. ACID was
instrumental in ensuring that Government was
made aware of many of the IP problems faced
by small design-led companies whose products
were consistently copied. 89.7 per cent of those
targeted in an on-line questionnaire said that
they considered copying to be blatant and
deliberate. ACID supported this with evidence
of numerous case studies demonstrating this.
In the subsequent Calls for Evidence report,
ACID again submitted compelling case studies
to substantiate its lobbying objectives, which
include exemplary damages, parity between
copyright and design right, and the introduction
of a small claims court for IP issues. Currently
legal action against design infringement can only
be taken through a civil court.
With support from Elle Decoration, ACID
has launched its Commission it, Don’t Copy
it campaign to galvanise UK retailers and
“The UK currently has 240,000
designers, many of whom are
product designers. ACID sees the
campaign as a positive initiative to
provide opportunities to support
the UK’s designers, many of whom
employ less than four people but
who lead the way in innovative and
creative design.”
CONTACT
Visit the ACID
website
www.acid.uk.com
manufacturers and independent retailers to support originality in
design – we are actually very good at this in the UK and ranked number
four internationally.
The UK currently has 240,000 designers, many of whom are product
designers. ACID sees the campaign as a positive initiative to provide
opportunities to support the UK’s designers, many of whom employ less
than four people but who lead the way in innovative and creative design.
It is a British campaign and the idea is simple. Buyers will be encouraged
to commission original UK design and pay a royalty for each product
sold. Major retail buyers will still have the option for cost effective
manufacture. However, there is also the opportunity to publicly support
British designers and possibly the creation of signature ranges. The
consumer is then provided with a bona fide product that is originally
designed, the designer is acknowledged and the consumer is not misled,
as is sometimes the case when buying a lookalike without knowing. It is
a win-win for retail, a boost for Design UK and the consumer buys an
original UK design-led product thereby supporting the originator.
Designers are encouraged to use ACID’s IP Tracker when sending
designs to third parties. IP Tracker is a simple, cost effective ACIDbranded electronic process of tracking delivery of intellectual property
and confidential information.
JOIN US! The voluntary Code of Conduct and simple set of
industry standard guidelines for design buyers to avoid unintentional
infringement, aims to help businesses with IP compliance in the
workplace to ensure that employees are not illegally copying original
design. Sometimes this can happen inadvertently because of a lack of
knowledge of current design law. For further information about how
to join our campaign, sign up to the Code of Conduct or to view the
Design Buyers’ Guidelines, please visit the ACID website. $
Window dressing
Mirror
Mirror Mirror
Inspired by the two new
Snow White inspired films,
Nancy Hayes pulls together a
selection of products to help
you created a themed shop
window display.
Rose Glass Diamond
Decanter, JasmineWay, £65
+44(0)208 715 2520
www.jasmineway.co.uk
Benjamin Adams Clara,
Paradox, £169
+44 (0)114 269 4729
www.paradoxlondon.com
Apple Bird Feeder, Drift Living, £4.99
+44 (0)1289 330 480
www.driftliving.co.uk
Bird Hooks, Velvet Brown, £11.95
+44 (0)1844 278 866
www.velvetbrown.co.uk
Diamante Butterfly Hair
Comb, Aye Do, £81
+44 (0)8456 808 093
www.ayedo.co.uk
Large Oval Crackle Finish Mirror, Sweetpea & Willow, £254
+44 (0)845 257 2627
www.sweetpeaandwillow.com
Joseph Joseph Apple A Day Worktop
Saver, Red Candy, £13
+44 (0)121 224 7728
www.redcandy.co.uk
Set of Six Patchwork Bird Decorations,
Dotcomgiftshop, £17.95
+44 (0)7801 976 146
www.dotcomgiftshop.com
Lismore Essence Balloon Wine
Glasses, Drinkstuff, £124.99
+44 (0)845 313 3352
www.drinkstuff.com
Colli Extending Dining Table,
Oficina Inglesa
+44 (0)208 883 8876
www.oficinainglesa.com
$77,5(
Time for Change
We speak to bridal shop owner, Lisa Stanley, about her
recent decision to move premises…
When did you first open your
shop, Silver Bridals?
Silver Bridals first opened
on 30th May, 2009. I had
previous experience in
another bridal shop and,
put simply, thought I could
do a better job on my own.
Every bride is different and I think that should
be reflected in their experience of shopping for
their dream gown.
How would you describe your current in-store
bridal collection?
We are pleased to offer our brides a variety
of designs in a broad spectrum of sizes and at
reasonable prices.
Which designers do you stock?
We stock Chic by Hollywood Dreams, White
$77,5(
Rose, The Group, Victoria Kay, Beautiful
Brides Plus, Alfred Angelo (from July 2012
onwards) and Linzi Jay.
What prompted you to look for new premises and
how do you anticipate this will benefit the business?
We initially located ourselves in Kingswood,
Bristol as it was near to where I live and there
were not many bridal shops in the vicinity. We
decided to move as we had outgrown the old
shop and wanted more rail space to promote
our dresses, along with a nicer atmosphere to
work in! The new shop looks nice and inviting
from the outside and will hopefully be cost
effective in the current economic climate.
What do you enjoy most about your role and the
bridal business in general?
I never tire of the smile we put on our brides’
faces when they find ‘the one’.
What do you feel makes your shop unique and how
do you self-promote?
We pride ourselves on good customer service
and feel that we have the ability to help
everyone who enters our shop. We promote
ourselves through bridal magazines and have a
lot of referrals from previous customers.
How do you ensure that the service your boutique
provides is second to none?
We explain the process to our customers as
we go along, and work tirelessly to meet their
needs and budgets.
“The new shop looks nice and
inviting from the outside and will
hopefully be cost effective in the
current economic climate.”
Alfred Angelo
Chic by Hollywood Dreams
Retailer interview
Beautiful Brides Plus
What do you believe is the key to running
a successful bridal retail business?
I believe the key to running a successful bridal
retail business is a good team, and staff that
take the time to give the customer 100 per cent.
At Silver Bridals we believe that when a bride
purchases her dress it should be absolutely
perfect. After-all, when she’s spending a
significant amount of money it’s so important
that the buying experience is enjoyable from
start to finish.
What would you say are the main challenges you
face as a bridal shop owner?
The main challenge is to offer great value for
money, so that customers are getting a really
good service.
There is always going to be competition so
we endeavour to be the best and ensure that all
our customers are happy.
What are your plans for Silver Bridals over the
next few years?
Having just moved premises, the aim is to
establish ourselves in our new location and to
carry on growing the business.
What changes have you witnessed within the
industry during your time as the Manager of a
bridal boutique?
The huge growth of internet selling has
certainly had an impact on the industry. Many
brides think they are saving money but often
end up spending more when purchasing online.
If these brides spent the time with a boutique,
they’d get the after care service and all the help
they need.
We find that, although many brides continue
to buy online, it mostly ends in disaster, which
is why we try to price our dresses reasonably
and still give a good service.
“At Silver Bridals we believe that
when a bride purchases her dress it
should be absolutely perfect.”
Finally, what advice do you have for other bridal
boutique owners who are just starting out?
Research the area around your potential bridal
retail premises thoroughly – find out who your
competitors are and see what you can stock
that your competitors don’t. Give the business
100 per cent - if you don’t put in, you won’t get
out. Plenty of hard work pays off in the end! $
Contact
$
Silver Bridals
+44 (0)117 961 3858
www.silverbridals.co.uk
$77,5(
PɑȐȽȇɕɉɄɜɜȨȽȝ
Keep your finger on the bridal
pulse with the latest trend
tips from leading UK wedding
blog, Rock My Wedding.
Chris Barber
Photography
Lisa Devlin
Photography
The Right Fit
A trend that has been gaining
momentum is that of grooms
taking a more proactive role in the
planning of their wedding, starting
with the fashion choices for the
day itself.
We’ve noticed a move away from
more traditional male wedding
attire – think morning suits – and
a greater focus on slimline cuts,
sophisticated shoes and laid-back
luxe. Rather than accepting what’s
gone before, we’ve seen more men
choose to have a bespoke suit made
for their wedding day from the likes
of A Suit That Fits and Cad and
the Dandy. Three piece suits are
especially popular, as are bow ties
and braces and even floral shirts too.
And let’s not forget the all important statement sock!
For modern day grooms it’s all about clean lines and maximum style – just like any bride
on their wedding day they want to feel glamorous but ultimately still themselves.
Floral Crowns
Good Enough To Eat
Ice-cream shades and French candy colour schemes
are currently having a moment within the wedding
world. We’re seeing more and more brides choosing
from this delectable palette to dress their maids,
inform their stationery choices and adorn their cakes.
For those brides wary of using a traditionally sugar
sweet colour palette, using lemony yellow and mint
green tones will elevate their scheme to a new level of
elegance and sophistication.
For a contemporary twist, pale sorbets look
just as good on the male members of the wedding
party. Think baby blue suits, seersucker shirts and a
fantastic pair of brogues. Whilst these light, neutral
shades are the perfect choice for spring and summer
celebrations, this colour palette also lends itself
very nicely to winter nuptials too - a reminder that
brighter, warmer days are on their way.
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Once the preserve of flower girls and
smaller bridesmaids, brides are now
turning to beautiful floral headdresses
in the place of a traditional bouquet.
Both opulent and decadent, a
floral headdress provides brides with
another option to adorn their head, a
departure from the traditional veil, as
well as giving them an instant wowfactor. There’s no end to the variety
of these beauties either – we’ve seen
thick masses of blousey blooms and
delicate circlets of the humble daisy.
There’s also something sensual and
romantic about a wreath of flowers on
top of a bride’s head – a ‘getting back
to nature’ if you will. We envisage that
this trend for adorning the body with
flowers will continue for this year and
next with the return of beautiful wrist
corsages for bridesmaids too. $
Christian Ward
Photography
Contacts
Rock My Wedding
www.rockmywedding.co.uk
$11*8,6(
Trudy Lee
6LON:HGGLQJ9HLOV
Bespoke silk wedding veils
professionally designed and
handmade to order using
only the very best quality silk
tulle, embroidery and lace
ZZZDQQJXLVHFRP7HO
Designer Bridal Veils
Handmade in
the UK with
Swarovski®
elements
Delivery
within
14 days
Each veil is individually made to order.
www.hmveils.co.uk Tel: 01603 443311
www.trudylee.co.uk
[email protected] 01707 643633
e
apollo
ACCESSORIES
Estd 23 yrs
IMPORT/
WHOLESALE/
TRADE ONLY/
BUY ONLINE AT
www.eapollo.co.uk
Browse our website
for fabulous wedding
accessories including
swarovski crystals, beads,
charms and bracelets.
WATCHES
HAIR ORNAMENTS
JEWELLERY
SCARVES
COSMETICS
and many more...
25 Barr Street, Hockley,
Birmingham B19 3EH
Tel: 0121 236 3955
Email: [email protected]
WHOLESALE NO PUBLIC ALLOWED / SECURE PRIVATE CAR PARK
ZZZYHULVHEULGDOFRP
7REHFRPHDVWRFNLVWSOHDVHFRQWDFWXVRQ
RUHPDLOVDOHV#YHULVHEULGDOFRP
tel: 01924 240 947
email: [email protected]
web: www.beadmaster.com
Young attendants
Young at heart
We speak to suppliers of attire
for young attendants to track
the trends…
Stephanie Staub, Little Eglantine
How would you describe your latest range of
flower girl dresses?
Answering my clients’ need for gowns for young
bridesmaids, I have designed chic yet discreet
dresses to compliment the beauty of these young
ladies. They required something special, as girls
from seven to 14 are not little children anymore,
but not yet adults. Girls can also now complete
their look with matching hair accessories and
heart pendants.
Using the most delicate taffetas, I have created
a line of sophisticated yet simple bridesmaid
dresses, which bring forward the prettiness of
young ladies.
Made-to-order, Valentine and Jane bridesmaid
dresses start from £230 in ages seven to 14 and
are available in a myriad of colours.
What fabrics are used in the designs?
We mainly use taffetas, but also silk organzas and
cottons. This latter material proves to be a great
success, especially for page boys.
Little Eglantine
Little Eglantine
Little Eglantine
What is the price range of your outfits?
Dresses start from £195 in standard size up to
£280 for some bespoke designs.
Do you have a minimum order for retailers?
There is no minimum order, we offer retailers
different prices depending on the quantity of
dresses ordered.
What support do you offer to retailers?
We pride ourselves on buildingLittle
a strong
Eglantine
partnership with selected stockists. Indeed, we
will only work with boutiques that we feel will
give our brides a customer service of the highest
standard and who will communicate openly with
us to drive one another’s businesses forward.
We do our best for our retailers through the
attention of a dedicated contact at Little
Eglantine, responding quickly and efficiently to a
stockist’s needs. In addition, we provide stockists
with a large number of fabric swatches to ensure
choice when attending their customers.
What sets your range of dresses apart from
others on the market?
Each dress is personally designed in France and
is chic, luxurious and delightfully fun to wear.
Little Eglantine is renowned for the exquisite
finish of each piece, from highest quality fabrics
to the thoughtful details. Our dresses are
designed for high end customers who are looking
for perfection. We also pride ourselves in giving
the most personal service we can, to help the
brides as much as possible in having the flower
girl dresses of their dreams.
What colours and styles of flower girl dresses
do you expect to be most popular for 2013 and
for what reason?
In 2013 I see a growing trend of flower girl
dresses enhanced with organza, from ruffles, to
frill necks and big bow sashes. White flower girl
dresses with a contrasting sash, particularly pale
and grass greens is also set to be the winning
choice of 2013. Pinks will always be popular,
from soft pastel tones to fuchsias.
N
Natalie Gladman, Madeline Isaac-James
When did you launch your new flower girl
collection and what prompted you to do so?
The collection was launched in response to
demand from brides who wanted something to
complement the main bridal collection.
Which retailers will be able to stock the new
flower girl collection?
It will only be available to retailers who stock the
main bridal collection. The flower girl dresses are
special order only and available to those stockists
who hold the matching bridal gown in stock.
$77,5( ·
Madeline Isaac-James
Tara Lee
What fabrics are used in the designs?
Our collection consists of a multitude of colours
in duchess satins and taffetas. We can then offer
our customers a full range of customised sashes in
colours to match their older bridesmaids.
What is the price range of your dresses?
Our dresses are competitively priced, starting
from just £39.
Do you have a minimum order for retailers?
We do not have a minimum order policy.
Madeline Isaac-James
When did you first launch the collection?
We first showcased the collection to bridal
retailers attending White Gallery in May.
What support do you offer to retailers?
We offer our customers support at all times and
a member of staff is always available to answer
any queries regarding deliveries or possible rush
orders. We have a purpose-built website so our
customers can place orders day or night. In
addition, every customer is provided with a CD
containing visuals of our current collection and a
price list.
Tara Lee
What are your future plans for the collection?
The line is designed to complement the bridal
gowns so as we develop new collections we see
the two lines growing in a complementary way.
N
Gloria Bretland, Tara Lee
How would you describe your latest range of
flower girl dresses?
Our new styles include diamanté brooches
attached to customised sashes and a wide choice
of coloured duchess satin bodices mixed with
full-layered tulle skirts.
$77,5(
What sets your range of dresses apart from
others on the market?
All dresses are designed and made here in
our factory in Cheshire in the North West of
England. We can offer lead times of two to four
weeks and a made to measure service.
What colours and styles of flower girl dresses
do you expect to be most popular for 2013 and
for what reason?
The colours we expect to be popular again next
year are purples, blues and greens. With our
extensive choice of colours we can match up our
flower girl dresses to the majority of the older
bridesmaid dresses.
We predict that our classic Tara Lee dresses
with full tulle skirts and customisable sashes will
be just as popular in 2013 as they have been with
our customers in 2012. $
Contact
Little Eglantine
+44 (0)20 3287 0648
www.littleeglantine.com
Madeline Isaac-James
+44 (0)7824 388 151
www.madelineisaacjames.com
Tara Lee
+44 (0)151 653 9963
www.taralee.co.uk
Crystal Breeze
Bridal & Prom
The Essential Collection
8th - 10th July - Stand No A-10
Moda UK at NEC
12th -14th August - Stand No L-51
BBEH Harrogate
9th -11th September - Stand No B-16
[email protected]
Tel: 020 8541 1199
www.crystalbreeze.co.uk
First five years
IN BRIDAL
@elliesanderson1
Award-winning retailer, Ellie Sanderson,
gears up to celebrate her fifth anniversary…
OMG, it seriously feels like yesterday that
I opened the doors at Beaconsfield but my
gorgeous little boutique is five years old on 25th
July, 2012.
I remember only too well reading figures that
say 70 per cent of small businesses survive the
first two years and that only 50 per cent survive
the first five years *. Reaching these milestones
has filled me with relief, given me a bit of
confidence and then created more worry about
the year ahead! Those of you that know me, are
aware that I have a positive outlook but I really
believe that you are only as good as your last
month’s sales!
I came to the bridal world with a fairly solid
background in retailing where I was surrounded
by experts that helped me deliver my goals. I
still laugh at the day a dog left ‘a little parcel’ on
my door step. My immediate response was to
call the operations team, then I realised I was
“I was terrified buying my first
collection; I opened with only 30
dresses and lots of veils to fill in the
space. I should have been bolder and
I know that my first year’s sales would
have been better without doubt.”
$77,5(
the operations team. I also recall the laptop
overheating and dying on me one Saturday and
again I thought, call the technical support guys
down to fix it. I was the technical support guys.
But nothing really prepared me for the very very
steep learning curve that was about to happen.
My first priority back then was again, try
and surround myself with experts. Although
I have a background in finance management,
I was not capable of running this part of my
business and, to be honest, I didn’t want to. I
spent ages interviewing accountants and book
keepers as I knew that having a solid handle on
store financials would mean that I could make
the right buying/business choices further down
the line. My accountant thought I was ‘over
managing’ by expecting him to produce sales
summaries by dress/designer, margin reports and
cash flow predictions by month and quarter and,
looking back, he had a point. However, given
that this was a new industry to me, and that I
had no idea about sales flows or margin, and I
had put my shirt on the line - I was happy for
him to think I was insane. Looking back, I would
probably have been a lot less obsessive with this
as I now know that buying and making a dress
successful is as much about loving the designer
and the dress, as well it is about margins.
I was terrified buying my first collection; I
opened with only 30 dresses and lots of veils to
fill in the space. I should have been bolder and I
know that my first year’s sales would have been
better without doubt. The truth was that I had
no real idea who my customers would be until I
opened the doors and so was just plain scared to
buy the wrong dresses. If I had my time again I
should have bought at least 45, any less is just not
offering much choice, hindsight is a great thing.
I engaged the services of a Brand Manager (an
ex colleague who worked in Selfridges), all very
grand for a corner shop but I knew I wanted the
website, the adverts and every bit of collateral to
do exactly what it said on the tin, I also knew that
the shop had to have the same feel as the website.
She cost me a lot of money early on and still does
but she is worth every penny! I would do the
same again without hesitation.
Another hiccup was my first employee, Helen,
who I still adore. She was simply perfect in
every way. Immaculate, polite, had run her own
business, she was smart and very supportive of
me. There was, however, a massive flaw in my
recruitment of Helen and that was that she had
arthritis and couldn’t do up the buttons. Helen is
also so petite that she couldn’t reach the dresses.
At first we bobbed along together, me getting
Column
the dresses down for her, then helping my brides
into their gowns, swapping over to do Helen’s
buttons then swapping back! One busy Saturday
I thought STOP this is not working. It’s so hard
to fire people in your own business. It is personal
but it has to be managed professionally. Five
years on and I have 12 girls plus me and things
are so very different. We have contracts, working
schedules, employees handbooks and so on. I also
have a HR company that keep me on the straight
and narrow with working practises and I should
have done this sooner. I was vulnerable taking
on staff without contracts in the first year or so.
If I had my time again, Helen would have had a
contract. It all seems so terribly formal for seven
hours a week but it is, without question, right
up there with accountancy and book keeping staying out of jail is critical to business success!
Choosing my designers way back then was
tough. I knew, where possible, I wanted to buy
British. This is not just for patriotic reasons
(although that is high on my list), I also wanted
to know that if I get stuck in a corner then I don’t
have to wait for a slow boat from China to bail
“I knew, where possible, I wanted to
buy British. This is not just for patriotic
reasons, I also wanted to know that
if I get stuck in a corner then I don’t
have to wait for a slow boat from
China to bail me out.”
me out. I actually picked the location of my first
store around the designers I wanted – I would
have travelled anywhere to have Sassi Holford
in my shop and I have been lucky enough to
work with Sassi Holford, Kate Sherford and
Augusta Jones from day one in Beaconsfield,
in later years we have introduced the fabulous
Suzanne Neville along with Lusan Mandongus
and, Jenny Packham and Alan Hannah in
Oxford making it a brilliant collection. I don’t
think I would change much about my original
choice of designers. I did probably have a few
that overlapped in their appeal and I am a firm
believer that each label should have its space
and should be well represented, so have stopped
working with a few along the way. Again these
situations are never easy as it can feel personal
but it’s purely business.
The highlights of our five years have to be
the awards we have been lucky enough to win.
Winning awards and being recognised has been
fabulous for my team and their confidence.
In the last five years my obsession with the
business financials has found a whole new level
but I make no excuses for my detailed approach.
My head contains information like which one
is the best selling dress since opening. I feel we
operate like a proper grown up company and
I wake every day and thank my lucky stars for
the world class designers that I work with. I
also thank my lucky stars for my team – some
of whom have been with me for four years,
three years and so on, and I’m thankful for their
personal commitment to me - I love them deeply.
I am sure there are a few people reading this
that are going through some of these situations
right now, my advice is simple if you don’t know
where to turn, turn to the experts in whichever
field you are stuck with.
One final question that people often ask me
is would I go back to corporate life? That’s easy,
although this industry is much more stressful,
the answer is a resounding NO. This industry is
addictive and I love what I do - besides I still have
store number three to open yet! $
*(source; The Small Business Administration)
$77,5(
Vintage Chic
Charlie Brear, founder of The Vintage Wedding Dress Company
and experienced stylist, talks to Attire Bridal about her debut
collection of vintage-inspired bridal gowns.
When did you first launch
The Vintage Wedding Dress
Company and with what
business aim?
Eight years ago I styled a huge
commercial in Italy, for which
we sourced 100 wedding
dresses for one of the scenes
(100 brides running through the streets). The
director wanted huge ‘80s dresses but, whilst
sourcing, I found many beautiful dresses from
previous eras. It was a lightbulb moment really - a
girlfriend was getting married and I realised there
was very little available for the bride who wants
to be individual and find a unique dress which
they can personalise.
What have been the key milestones in the
company’s development?
The original vintage pieces sourced from around
the world gave the inspiration to our Decades
Collection: new vintage-inspired dresses,
each capturing the essence of an era, from the
1900s to the 1970s. The collection launched
at our flagship showroom in 2009 and was so
well received by our clients that we decided to
wholesale the collection at White Gallery in May
2011. We were delighted when we were invited
$77,5(
back for 2012, and met more potential stockists.
August, 2011 was also an exciting time; we
relocated our London Showroom to Tottenham
Street, just off Charlotte Street W1. This large
new central location, in the heart of Fitzrovia,
has allowed us to offer our brides a wider choice
for appointment times.
What prompted you to launch your own collection
of bridal gowns earlier this year?
The Decades Collection gowns have been
constructed using the silhouettes of seven
decades, from the 1900s to the 1970s. By
bringing together my years of fashion styling
experience I created an original approach to
bridal design: a wide range of styling additions
gives stockists greater potential to create a
bespoke look for their client using our classic
vintage silhouettes as a starting point. The
collection provides an opportunity for brides to
create their own individual look, a vintage feel
with a modern twist.
Where are your gowns are designed, made and
finished, and for what reason?
Our Decades Collection gowns are designed by
myself in-house and produced in Great Britain.
By making the collection in the UK we can offer
express services and have much better creative
control and flexibility.
What makes The Vintage Wedding Dress
Company stand apart from other bridal ranges?
The collection’s unique selling point is the wide
range of additions designed to give each bride
the opportunity to style her own look using
our classic silhouettes as a starting point. New
details this season include beaded lace sleeves,
lace and organdi shrugs, and overskirts that
work with many of our bias cut styles. We have
also introduced a selection of new fabrics and
textures, including fur and feather additions.
What is your best selling gown from the Decades
Collection, and why do you think this is?
Slinky 1930s and 1940s styles are very popular
Profile
What do you enjoy most about working in the
bridal industry?
Seeing our sales staff work hard to find our brides
the perfect dress, and then to see them style it to
her individual needs. It’s important for the bride
to feel special yet comfortable on her big day. I
always say, you want to feel like yourself…your
very best self !
right now. Many of our clients are keen to
break away from the traditional strapless style
wedding dress and these eras create a real feel of
old Hollywood glamour. In addition, the more
modern cut and fluid lines means that this style
flatters every figure.
What era are you inspired by the most with regards
to design and why?
It’s very difficult for me to pick my favorite
decade- I love them all! If I had to pick one that
inspires me the most it would be the 1960s as
it’s a personal favorite for me in terms of original
vintage. I wore an original ‘60s dress when I
married in 2006. When picking dresses out for
a client, personality and body shape will always
lead to the decade that will work best for them.
1920s styles tend to work best for girls with
boyish figures whereas 1940s and 50s styles look
amazing on girls that are a little curvier.
How far has your previous experience as a stylist
helped to shape your business?
By offering styling advice, unique training videos
and designer days we support our stockists to
ensure the Decades Collection works for them
and their customers. Each team member at The
Vintage Wedding Dress Company comes from a
fashion background, and a private appointment
service gives our customers the benefit of a
professional eye, which would normally be
reserved for a celebrity clientele.
What are your future plans for The Vintage
Wedding Dress Company and how often do you
plan to launch new collections?
Our new collections will be launched yearly in
May at White Gallery and arrive in store
each September. Each year the range
will feature a redefined colour
palette, a selection of new
fabrics and textures
The Vintage Wedding Dress Company
and further unique
+44 (0)207 637 4898
styling additions. $
www.thevintageweddingdresscompany.com
Contact
$77,5(
New to
our
Backless Adhesive Bra &
Glamour You Bra.
Both offer ideal solutions
for low back and
deep plunge gowns.
To see our full collection of shapewear and solutions,
visit us at BBEH Harrogate, 9th - 11th September, stand C62
Contact us now for a copy of our latest brochure
T: 01484 888888 E: [email protected]
Eastman Staples Ltd, Lockwood Road,
Huddersfield, HD1 3QW
Fashion files
ATTIRE BRIDAL
Fashion Files
FILE
1
Aruna Seth
0ǸȃȐȨȽ
ǸɨɄɤɑ
These chic slimline
silhouettes have been
carefully crafted
using the hippest
fabric about.
Justin Alexander
FILE
2
PȣȐ
ɄȵȵȐȃɜȨɄȽɕ
Gorgeous accessories
to match our two key
bridal trends.
PLUS
FILE
FILE
3
0ȨȝȣɜǸȽȇLȣǸȇȐ
We showcase some sensational
monochrome gowns.
4
Claire Mischevani
TɉǸȽȇɄȹȨȽȝ
Claire Mischevani speaks to
Attire Bridal about supplying
her beautifully crafted gowns to
select retailers.
$77,5( ·
File 1
Lace in
Favour
These chic slimline silhouettes have been
carefully crafted using the hottest fabric of
the moment.
Nicki Flynn
+44 (0)1273 728 637
www.truebride.co.uk
$77,5( ·
1
2
3
4
1. Jim Hjelm Bridal
+44 (0)1423 561 870
www.jlmeurope.co.uk
$77,5(
2. Ritva Westenius
+44 (0)20 7706 0708
www.ritvawestenius.com
3. Nicola Anne
+44 (0)1455 250 151
www.nicolaanne.com
4. Beverly Lister
+44 (0)1483 415 199
www.bevelylister.co.uk
File 1
Charlotte Balbier
+44 (0)1625 521 547
www.charlottebalbier.com
$77,5( ·
1
2
3
1. Intuzuri
+44 (0)207 205 2166
www.intuzuri.com
$77,5(
4
2. Jesus Peiro
+44 (0)1273 491 077
www.jesuspeiro.com
3. Chanticleer
+44 (0)1242 226 501
www.chanticleerbrides.co.uk
4. Trudy Lee
+44 (0)1707 643 633
www.trudylee.co.uk
To view our stunning 2013 collection please
contact our Head Office.
New stockist enquiries welcome. Tel: 0203-357-9791
Email: [email protected]
www.hollywooddreams.co.uk
New stockist enquiries welcome, to view & discuss our
stunning 2013 collection & new stockist programme
please contact our Head Office.
Tel: 0203-357-9791
Email: [email protected]
www.hollywooddreams.co.uk
File 2
The Collections
Crystabelle
+44 (0)161 485 6585
www.crystabelle.co.uk
To accompany our bridal fashion features this issue, we’ve
compiled a selection of accessories to complete the look.
Debbie Carlisle
[email protected]
www.dcbouquets.co.uk
Rachel Simpson
+44 (0)121 433 5492
www.rachelsimpsonshoes.co.uk
Crystabelle
+44 (0)161 485 6585
www.crystabelle.co.uk
Lace in Favour
There’s no doubt that this popular fabric
will be a mainstay of bridal gowns for
many years to come. Take a look at some
accessories to help your brides complete
the look.
Perfect by VT
+44 (0)1455 823 814
www.verdontrading.com
Benjamin Adams
+44 (0)20 8509 0001
www.paradoxlondon.com
Light and Shade
CW Sellors
+44 (0)1335 346 561
www.cwsellors.com
These striking accessories would
accompany this season’s monochrome
bridal gowns to perfection.
Debbie Carlisle
[email protected]
www.dcbouquets.co.uk
Beatrix Ong
+44 (0)8454 308 880
www.beatrixong.com
Pearls of the Orient
+44 (0)1483 205 820
www.pearlsoftheorient.co.uk
$77,5(
Art Couture
+44 (0)8707 707 670
www.artcouturebridal.com
0Ȩȝȣɜ
AND SHADE
We showcase some sensational
monochrome gowns.
$77,5(
File 3
1
2
3
4
1. Benjamin Roberts +44 (0)1792 564 710 www.benjaminroberts.co.uk 2. Justin Alexander +44 (0)1908 615 599
www.justinalexanderbridal.com 3. Crystal Breeze +44 (0)208 541 1199 www.crystalbreeze.co.uk 4. Sophia Tolli
+44 (0)1954 232 102 www.sophiatolli.co.uk
$77,5( ·
01622 844670
www.masterhand.com
File 3
Blue by Enzoani
+44 (0)1792 580 534
www.enzoani.com
$77,5( ·
2
1
3
4
1. True Bride +44 (0)1273 728 637 www.truebride.co.uk 2. Claire Mischevani +44 (0)1743 366 188
www.clairemischevani.com 3. Eternity Bride +44 (0)8707 707 670 www.eternitybridal.co.uk 4. Elizabeth Stuart
+44 (0)115 958 3211 www.elizabeth-stuart.com
$77,5(
UK Agent | Andrew Roberts Agencies Ltd
Island House East, Swinford Mill | Swineford, Bristol, BS30 6LW
Tel: 0117 932 7905 | [email protected] | www.wilvorst.de
NEW CHARCOAL MOHAIR FOR 2012
Already with several awards, our Stock Service garments
feature not just the traditional English look, but an exciting and
hugely successful lightweight Mohair Family: Silver Grey, Navy,
Sandford, Black and now Charcoal.
Up and Coming
We speak to talented bridal designer, Claire
Mischevani, whose innovative bridal overlays
are now available to boutiques nationwide.
$77,5(
Up and coming
When did you set up your bridal label and what
prompted you to do so?
I set up my bridal label in 2002, shortly after my
Grandmother passed away. It made me realise
that life’s too short to be in a career that doesn’t
make you happy. I ended my law career and
decided to take the plunge.
How would you describe your signature style?
My designs are classic with a little British
eccentricity. The brand is well known for
originating the full overlay dress idea and our
retailers are finding this an amazing selling point.
What inspires you about bridal design?
I just love the fact that my designs are a big part
of such a special day in a girl’s life! I look to
screen icons of the past for inspiration as I love
that timeless look.
Why did you take the decision to branch out into
bridal wholesale?
After making couture gowns for 10 years, the
business had grown massively and brides were
travelling from all over the UK and Europe to
have their gowns made. I felt that it was time to
design a capsule collection that I knew would sell
well, so I chose from our best-selling silhouettes.
My first wholesale collection was launched
within the Designer Room at The British Bridal
Exhibition last year. Due to the amazing success
of this collection, I decided to launch a further
collection, entitled ‘Innocenza’, at White Gallery
this year as I felt the show invited the right
audience for the brand.
How many retailers currently stock your label and
how do you plan to grow this stockist base?
I currently have 10 stockists, a number set to
grow further over the coming months. As I deal
with clients directly, in my own boutique, I feel I
have a good understanding of what my stockists
are dealing with on a day to day basis.
How would you describe your latest collection?
The latest collection is classic with a twist. It has
eight base dress designs and each design then has
approximately four overlays which completely
transform the look. Therefore, the retailer has less
investment as the overlays are interchangeable
and the bride, if she wishes, can buy two overlays
and change her look throughout the day.
Where are your gowns designed and made, and for
what reason?
Everything is made and designed in the UK. It
is so important for me to have complete control
over my collections.
What is your favourite piece from the collection and
for what reason?
I love our French lace overlay dress as it is a
stunning silhouette and will suit most shapes.
What type of retailer is your bridal collection most
suited to?
The collection is suited to a high-end retailer
with brides who are seeking the look and finish
of a couture gown.
What do you hope to achieve in the next five years?
Over the coming years I hope to build a fabulous
relationship with our stockists. I also hope that
the business will continue to run smoothly and to
have an occasional day off ! $
Contact
Claire Mischevani
+44 (0)1743 366 188
www.clairemischevani.com
$77,5(
Protect your stock to
protect your future
Rachael Carrington (Cert CII), a highly experienced
Commercial Account Executive with wedding industry
insurance specialists, Hine Insurance Brokers, takes a look
at some of the steps bridal companies can take to ensure
their business is fully protected.
As the height of the wedding
season approaches, bridal
shops and retailers are being
advised to check their insurance
policies to make sure they’re
covered for higher than usual
levels of stock.
Most bridal retailers in the UK will be
concentrating their efforts on ensuring they’ve
got the right range and levels of stock to offer
potential new clients. They’ll also be busy
arranging last minute alterations for their
customers and carefully storing away their
precious gowns and accessories ready for the
big day.
Retailers should also make sure
that their policies provide cover for
stock away from the shop whilst at
seamstresses and at exhibitions.
Most policies - other than when stock
is in transit - don’t provide cover for
stock outside of the shop.
With all that extra stock on the premises,
it’s vital for bridalwear shops and retailers to
take time out and look again at their insurance
policies to make sure they’ve got the right level
of cover in place in case the worst happens.
For bridal shops in particular, stock is an
important and extremely valuable part of the
business’s overall assets, and retailers should
ensure they’re not exposed to risk by being
underinsured.
$77,5(
As a minimum, choose a policy with the
following key features:
•
•
•
•
an automatic increase of at least 60 per
cent to the stock sum insured during the
busy season (May to August)
a maximum £25,000 cover at trade
exhibitions attended
non-return of bridal wear and formal wear
by hirer
reinstatement cover of stock held in store
for hire
In addition to this, the policy should also
include the standard cover as follows:
•
•
•
•
•
Employers’ liability
Public and products liability
Business interruption
Stock in transit
Money
Stock away from the shop
Retailers should also make sure that their
policies provide cover for stock away from the
shop whilst at seamstresses and at exhibitions.
Most policies - other than when stock is in
transit - don’t provide cover for stock outside of
the shop.
A good guide to the quality of bridal cover
on the market is to check if a bridal insurance
scheme is backed by the major bridal trade
associations, including the Bridal Industry
Suppliers Association and the British Bridalwear
Association.
A reputable service
As well as the quality of the insurance policy,
personal service and attention to details is
paramount. An experienced team of bridal
insurance professionals will take the time to
talk things through and work with clients to
establish their precise requirements and design
a bespoke policy with a reputable insurer to suit
them perfectly.
And, if you have to make a claim, they will
ensure it goes without a hitch! $
Hine offers:
• specialist knowledge in the bridal
sector
• expert advice on the type and level of
insurance you need
• competitive quotations from a range of
leading insurers
• help with your claim in the unfortunate
event of a loss
• comprehensive after-sales support
Contact
Hine Insurance
+44 (0)161 438 0000
www.hine.co.uk
@hineinsurance
facebook.com/hineinsurance
$77,5(
ɑȨȇǸȵ
To advertise here call
Al Noonan on
+44 (0)1376 535 612
www.attirebridal.com
Bridal jewellery
Tracking
the ȬȐɬȐȵȵȐɑɴɜɑȐȽȇɕ
Make your sales sparkle with a
selection of on-trend jewellery.
We speak to leading suppliers
to find out their latest looks…
Mirabelle Jewellery Limited
$77,5( ·
Judith Brown,
Judith Brown Jewellery
What have been your best
selling pieces of bridal jewellery
for 2012, and have any of
your designs sold beyond
your expectations?
The Vintage Lace collection has
been popular, along with the
Vintage Petite collection, which is made with
tiny carved mother of pearl buttons up to 100
years old. Both collections are made by upcyling
old haberdashery and handstitched with fine
silver wire adding a delicate lace like effect to the
vintage pieces. They are embellished with tiny
freshwater pearl or mother of pearl drops for an
elegant finish.
What do you think will be the main influences
on bridal jewellery for spring/summer 2013?
I think the nostalgic trend for vintage and
vintage style pieces along with recycling items
to give them a new lease of life will continue
beyond 2013, as will the attraction to delicate
and elaborate laces not only for bridal dresses but
for accessories.
Veronique Henry,
Mirabelle Jewellery Ltd
What have been your best selling pieces of
bridal jewellery for 2012, and have any of your
designs sold beyond expectations?
Necklaces with crosses and pearls have really
sold well following the big cross trend.
They certainly surpassed my expectations.
What do you think will be the main
influences on bridal jewellery design for
spring/summer 2013?
There are definitely
different trends coming
through for next
season. We are focusing
on hippy chic, Kate Moss
style, so everything
is simple, subtle in
colours and materials,
preferably natural.
We only use natural
stones and nice
quality materials,
so it does show in
a piece that we
take great pride in
our designs.
$77,5(
What can retailers expect from your own 2013
jewellery collection?
Our collections focus on bold and simple, or
subtle and romantic designs.
We have the new Bold is Beautiful and
Cosmic Crystals collections. We will also be
releasing our Hippy Chic collection in the near
future. I usually like a piece to have a meaning
or a story, weather it is a stone or a charm.
What can retailers expect from your own 2013
jewellery collection?
I will be sourcing more old lace to work with
which will influence development of new pieces
in the Vintage Lace collection. I will also be
exploring elegant chandelier style earrings with
pearl or crystal drops and asymmetrical necklaces
with multiple draped chains.
Bridal jewellery
Sarah Samuels,
Pink Jewellery
What have been your best
selling pieces of bridal jewellery
for 2012, and have any of
your latest designs sold
beyond expectations?
One of our best selling pieces
for 2012 has been the Elegance
necklace which is made from Swarovski pearls
and crystal rondelles. It is a very classic design
and nearly every order contains at least one piece.
I have lost track of how many of these we have
made but it is a lot! Other good sellers are the
Wild Hearts which are really stunning and our
new range of pendants.
What do you think will be the main influences
on bridal jewellery for spring/summer 2013?
The main trends for 2013 will be influenced by
the popular high/slash necklines of the latest
bridal gowns. To accessorise, brides want dainty
necklaces or are selecting statement earrings and
bracelets. The vintage theme is still going strong
and will continue into 2013 as it is
with many of the bridal ranges.
I think cost will also feature as
the average cost of a wedding has
decreased again so people are
wanting good quality but also
good value.
What can retailers expect from
your own 2013 collection?
Our 2013 collection will feature
some classic designs as well
as some real statement pieces
quite different from anything we have
designed to date. Retailers can
also expect the same high quality
finishes we are known for at a
competitive price, all handmade
in England.
Steve Blackwell,
Studio Bridal Accessories
What have been your best selling pieces of bridal jewellery for 2012, and have any
of your designs sold beyond expectations?
Our most recent best selling pieces have been Aurora, Benoite, Cherry and
SMT904 from the antique and regency collection. This sold out of the retail
shops faster than we expected, with repeat business as soon as styles were hitting
the shelves. Price has been a major contributor to this, as the designs wholesale
for around £30. We have a good range of crystal tiaras, mostly of the asymmetric
style which sell repeatedly, but not on the scale of the antique design ranges.
Pearls are being introduced into more styles and customers are showing a interest
in cream pearls as well as the ever-popular ivory.
What do you think will be the main influences on bridal jewellery design for
spring/summer 2013?
The antique look is here to stay and the adventurous bride is looking for bigger
statement pieces. However, there lies the problem of the weight of the piece, and
how to support it into the hair comfortably without slipping.
What can retailers expect from your own 2013 collection?
Our ranges for the 2013 collections will follow our signature style. The designs
will offer good style and quality to our customers who wish to be able to make a
good profit margin from the handmade pieces we supply.
$77,5( ·
Manufacturers & Wholesale Suppliers of Bridal & Evening Accessories
Tiaras and matching jewellery, fascinators, marabou wraps…
www.nathaliefrench.com
EMAIL: [email protected]
TEL: 01469 589646 - FAX: 01469 589647
H
We offer an exquisite range of Bridal Accessories that will complement
any choice of style including gorgeous Vintage Side Tiaras.
June Ellen have no minimum order.
01652 650009 | [email protected] | www.juneellen.co.uk
Bridal jewellery
Kelly Scully,
Tantrums & Tiaras
What have been your best selling pieces of bridal
jewellery for 2012, and have any of your latest
designs sold beyond expectations?
The classic Helena bracelet has continued to
shine this year, providing brides with a simple
yet elegant addition to their bridal outfit. The
Ellie headpiece has been on its own little crusade
outselling some of her friends in the High
Society collection. The exception to this has been
the Jaynee tiaras and Martha vine. Whilst the
diverse nature of these pieces are not following
a specific style, they are all statement pieces. A
large proportion of our brides are also choosing
pieces with components that hold personal
significance.
What do you think will be the main influences
on bridal jewellery for spring/summer 2013?
Continuing to feature heavily in dresses, lace
will also be a component that is seen in bridal
jewellery and headpieces alike, as well as fine
details that mimic the intricate elements of lace.
Whilst we see the typical vintage influences that
have dominated designs over the past few years
fading, the vintage theme will still be prominent
albeit in the finer detailed vintage elements of
jewellery and headpieces.
We also think that floral accents will play a
key role meaning we’ve not seen the end of the
corsage style cuffs just yet.
What can retailers expect from your own 2013
jewellery collection?
With each new collection we surprise ourselves
that the excitement of a new collection surpasses
the last, and the 2013 debutants are no different.
Our new collection for 2013 has been carefully
designed to enable pieces to have their own style
whilst picking up on many of the core elements
of lace, floral and boho styles. We also have some
wonderful cherished heirloom pieces that will
soon be gracing our stockists’ shelves.
Rebecca Beasley,
Starlet Jewellery
What have been your
best selling pieces of
bridal jewellery for
2012, and have any
of your designs sold
beyond expectations?
The Bardot, Marilyn
and Bouquet collections
continue to be best sellers. We will be adding new
designs to these collections in the coming months to
keep up with the demand.
Two of our new collections, Juliette and Isabella, have sold beyond expectation. The romantic
yet modern designs complement this seasons dress collections.
What do you think will be the main influences on bridal jewellery
design for spring/summer 2013?
Personally I am influenced by starlets of past and present. There’s
no denying the influence of Kate Middleton’s classic elegant
style. I think Kate’s choice of gown will continue to inspire dress
designers with 2013 collections including lace and tulle creating
a romantic feel. I think the key to creating bridal jewellery to
complement these styles is to keep the pieces soft and delicate.
The overall look will be modern elegance.
What can retailers expect from your own 2013 collection?
Our collections are always intricate and delicate. Our 2013
collections layer texture by using several types, sizes and shape
of stones in each piece. This gives the collections a romantic
look and feel without competing with the intricate lace and tulle
fabrics used in the dresses.
$77,5( ·
Corrine Smith,
Corrine Smith Design
What have been your best selling pieces of bridal
jewellery for 2012, and have any of your designs sold
beyond expectations?
My two best selling jewellery sets of this year so far
have been the Angel and Shimmer sets, with the
Shimmer set selling beyond expectation. This set has
proven to be popular with brides themselves but it is
also a very popular choice as a bridesmaids gift. I think the reason for
this is because it is such a delicate classic design that can be worn again
and again.
What do you think will be the main influences on bridal jewellery
design for spring/summer 2013?
I think we will continue to see a mix of delicate pieces that will work
well with statement headpieces and some statement cuffs and necklaces
for those brides opting for minimal hair accessories.
What can retailers expect from your own 2013 collection?
I am working on my next collection at the moment, and so far it has
been all about the headpieces. The jewellery collection will follow on
with some key pieces that will work well with many of my new hair
accessories.
Lorraine Thomas, Lido Pearls
What have been your best selling pieces of bridal jewellery for 2012, and have any
of your designs sold beyond expectations?
There have been several best selling styles this season but it seems that
simple contemporary pearl pendants (MF001) and anything with a vintage
look (BS005E) have been the styles of choice.
BS005E
MF008
What do you think will be the main influences on bridal jewellery design for
spring/summer 2013?
Vintage-inspired styles will still play a key role as media attention for anything
vintage seems to be increasing.
The demand for pearls will also possibly increase again with the coverage of major
events showing a huge number of women wearing pearls in all shapes, sizes and
colours (MF008).
F77
What can customers expect from Lido Pearls for 2013?
More delicate pearl pendants have been added to the popular bridal range and we
are also introducing a small range of beautiful micro-pave set jewellery. The
ever-popular seven strand illusion necklace will also now be offered in 20 colours
and is the perfect necklace for mother-of-the-bride, bridesmaids and, of course,
brides (F77).
$77,5(
Come and see us at the
British Bridal Exhibition
Stand A40 on September
9, 10, and 11.
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BBA
Industry Analysis
British Bridal Association (BBA) Chairman, Joe Sweeney,
discusses the five different types of bridal companies in the UK.
The latest analysis of over
130 companies in the bridal
industry breaks them down
into five categories, firms
fitting into more than one
group. These are as follows:
Right now 43 companies look to be
in most danger. These companies
have all suffered a decline in their
overall financial performance. They need to make
changes if they are to avoid failure. The question
is what kinds of changes? Initially they need to
examine the company from an outsider’s point
of view by looking at the annual declining value.
Should they try to arrange further investment or
simply let the company fade away?
Oddly enough there may be an unusual value
in the company’s financial situation. There have
probably been losses in the accounts for the
past few years and, therefore, they have paid no
profits tax. The value of the company could lie
in its ‘tax losses’. If the company is taken over by
a competitor in the same trade and is allowed to
continue in the industry still using the original
trade name, then the purchaser can use those tax
losses to offset against its own profits, thereby
reducing its own tax bill for a few years.
Suppose the original company’s accumulated
tax losses were around £100k, then a purchaser
could expect to pay between £30k and £50k
according to the circumstances. So, even when a
company is in great danger, all may not be lost.
Currently 51 companies continue to
strengthen their position annually.
These companies lead the way in the
market by increasing turnover and profits. They
have done so at the expense of others. The UK
market is no bigger so they have generally had to
look overseas to other emerging markets if they
are a supplier or look at expansion into other
geographical areas in the UK if they are retailers.
The old adage ‘location, location, location’ comes
strongly to mind. Although generally suppliers
1
2
are not confined to trading from just one spot,
they can move to more modern premises, and/or
add mezzanine floors to expand their variety of
stock and give a greater service to clients.
Retailers these days should only expand into
premises that offer clients free parking. This way
brides are concentrating on the reason why they
are in the shop and not on whether a parking
warden has noted down their registration plate.
Obviously, superb styles of gowns and
accessories are a major factor for both retailers
and suppliers. Initially they have to attract
clients, but then they have to keep them. Mainly
this is down to the rapport between bride, shop
and supplier. It has to be a pleasure to trade with
each other.
Around half of the 51 companies in this
section have an annual growth rate greater than
the industry average with net pre-tax profits of
more than five per cent. Below that percentage,
the company has to ask itself ‘what’s the point’?
This category looks at acquisitions.
At least 10 of the 130 companies are
the best prospects for being taken
over. It’s not always a matter of only taking over
‘weak’ companies; there can be good reasons
for acquiring profitable companies. You should
never be afraid of approaching another company.
There may be a possibility of combining the two
businesses and reducing operating overheads.
If you are concerned that a competitor should
not know your identity (until you are ready)
then the initial approach can be made by your
accountant or solicitor. History shows that such
methods really do bear fruit. It could be that you
simply just admire a competitor’s premises so
don’t be slow to make contact before someone
else does.
Within all the 130 companies
analysed, we discovered that
interestingly more than 22 per cent
of Directors will be 60 or over by the end of this
year. The definite thought in their minds is that
of retirement. Whilst any sensible person would
3
4
33% are in danger
39% strengthening position
28% maintaining an equilibrium
wish to see their company continue to grow after
their retirement, you could always be content to
see it prosper within a larger group
Examine the records at Companies House to
discover the ages of your competitors as they
head towards the ‘deck chair in Spain’. Not only
will their age be a weighting on their decision
to retire but it will also have an effect on the
valuation of the company.
The final category shows that 57
companies are selling at a loss, taking
a hit on their profit margins just to
maintain turnover. Many of these companies are
selling low grade products.
Unless you can hold your head up high and
offer value for money with a good product, you
will suffer terminal decline.
You can now examine where you and your
company fit in these various categories and
perhaps act accordingly. Certainly it will help
you to understand the direction that your
competitors are heading in. It’s all a matter of
manoeuvering! $
5
Contact
The British
Bridalwear Association
+44 (0)121 321 3939
www.bbabridalwear.com
$77,5(
Bridalwear by Abigail’s
Location, location, location
We chat to six bridal shop owners to find out how they found
their perfect premises…
Nathalie May, Manager,
Bridalwear by Abigail’s
Describe the location of your
bridal boutique.
Abigail’s is situated in a lovely
grade II listed building in the
heart of the Kent countryside in a village called
Headcorn. This is situated between Maidstone
and Ashford.
How did you go about finding the perfect
premises for your boutique?
Being such a beautiful period building, the
premises were perfect. The store was a bridal shop
for 12 years before we moved in so the layout was
ideal. We are also lucky to have our own car park
for customer use.
When did you first take over the premises and
does it still suit your needs as well as when you
first moved in?
We took over the premises in September 2009
and opened in November 2009. We started
with one large fitting suite and a much smaller
one. When we started to outgrow the premises
we upgraded the smaller fitting room. We are
currently branching out into mother of the bride
and groomswear and are negotiating on the
building next door. This will give us twice the
space we currently have. As we are a destination
store we are looking to stock everything a bride
and her wedding party will need.
$77,5(
Laura Jones, Owner,
Mrs Jones Bridal Boutique
Describe the location of your
bridal boutique.
Mrs Jones Bridal Boutique is
located in a small courtyard
shopping area, just off the high street in Newbury
town centre.
How did you go about finding the perfect
premises for your boutique?
I had visited the shop many times before in its
previous life as a gift shop and always thought it
would make a perfect wedding dress boutique.
When it came up for lease I knew it was meant to
be! The property has character and is convenient
to the town centre but off the main drag so it’s
still private and exclusive surrounded by other
independent boutiques.
When did you first take over the premises and
does it still suit your needs as well as when you
first moved in?
We moved in about a month before we opened
in January 2011. I completed the transformation
myself – with some help from family and friends!
It suits us perfectly at the moment, although as
the business grows I can see we will need more
space for storage. We only run one appointment
at a time, so this can be limiting, particularly on a
Saturday. However, we are managing ways round
it to ensure we give our customers a private and
special experience.
Kellie Sykes, Owner,
Wedding Belles of Otley
Describe the location of your
bridal boutique.
The boutique is located in a
picturesque courtyard, just off
the Market Square in the centre of Otley.
How did you go about finding the perfect
premises for your boutique?
It was important to me that the business was
located in my home town, which is a traditional
market town with lots of little streets and
courtyards. I was starting from scratch, without
the benefit of premises which were already
established as a wedding shop, so I wanted to
create an attractive destination shop. I felt that
the courtyard would make a charming location
for a wedding boutique.
When did you first take over the premises and
does it still suit your needs as well as when you
first moved in?
We opened in September 2008. The boutique
still has a lovely relaxed vibe and we get a lot
of compliments from brides when they visit
us. Storage and display space are both certainly
at more of a premium now though as we have
gradually expanded our collections.
The business is growing rapidly, so a move is
possible at some point, although I’ll be sorry to
leave our present premises when the time comes.
Retailer round-up
Bridalwear by Abigail’s
Mrs Jones Bridal Boutique
Nikki Graeme, Director,
The White Closet
Describe the location of your
bridal boutique.
We’re based in a boho pocket
of West Didsbury, South of
Manchester. It’s a great location for us as we’re
based on a fashionable strip sandwiched between
some wonderful independent shops, bars,
cafes, boutiques and restaurants. We work very
closely with all our neighbouring independent
businesses as supporting local businesses is very
important to us.
How did you go about finding the perfect
premises for your boutique?
Living close to the area was a big advantage as
we knew there was a gap in the market for an
upmarket bridal boutique. We cater for largely
creative and professional brides — Didsbury is
famously dubbed ‘Doctors’ Hub’. It’s the ideal
location and the independent vibe suits our
brand perfectly. When did you first take over the premises and
does it still suit your needs as well as when you
first moved in?
We moved in September 2009. It has served us
well as the Victorian-style building is very much
in keeping with our brand. Having said that, we
have reached a point where we are at a limit with
space and are currently exploring ways to expand
without losing the intimacy of our boutique,
which we are well known for. Rents and business
rates are also things you have to consider as
business owners and, thankfully, we’re fortunate
to have an approachable and reasonable landlord.
So, in short, we’re very happy and are staying put
for the foreseeable future.
Claire Miller, Owner, White
Dresses and Tiaras
Describe the location of your
bridal boutique.
We’re based in a residential
conservation area so it’s
quite village-like. I find this an advantage as
people that come to us have made a special visit
and, therefore, are more serious shoppers. The
road outside the shop windows is used as a cut
through for a lot of people that work at the
airport and industrial areas in Crawley so, when
researching what brought people into store, many
of our brides said they saw the boutique as they
drove past.
How did you go about finding the perfect
premises for your boutique?
Simply by driving round the local areas and
looking at what was available! I literally trawled
the streets and looked at the most obscure places.
I wanted something different and not on a
parade so the premises we have were perfect — it’s
an old stand alone building with its own car park
and plenty of space.
When did you first take over the premises and
does it still suit your needs as well as when you
first moved in?
I took on the lease in December 2006 for the
downstairs of the building. In July 2010 the
opportunity came up for us to take over the
upstairs too which means we have the whole
3000sq feet to ourselves — it’s even more suitable
for us now than it was when I first saw it.
In the last few weeks we have refitted one of the
changing areas in our bridal department, enabling
us to see more brides without compromising
their privacy.
Jodie Pemberton, Owner,
Karen Lesley Bridal
Emporium
Describe the location of your
bridal boutique.
We are situated in a beautiful
little Welsh village, conveniently only two
minutes from the nearest town and 10 minutes
from the nearest city, so I feel we have the best of
both worlds.
How did you go about finding the perfect
premises for your boutique?
Having only just taken over the business, my
perfect premises were already found for me,
however, I believe the original decision was based
on location, accessibility and ease of parking (we
have a free car park directly opposite the shop).
We are also famous for our huge double fronted
windows in which we often stop the passing
traffic with our window displays!
When did you first take over the premises and
does it still suit your needs as well as when you
first moved in?
I took over last September, having worked here
for 15 years previously. I knew that the premises
were perfect for me and for the exisiting business
to continue onwards and upwards!
Due to celebrate our 20 year anniversary this
year, the shop is well known in the area, so we
will definitely be staying put for the forseeable
future! $
$77,5(
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COUTURE
Joanne Cooke’s dissatisfaction with the service she received as a plus size bride motivated her
to provide a very different experience for big, beautiful brides. Read on to find out more…
Congratulations on the launch of your new bridal shop,
Curvy Couture Bridal. What inspired you to launch a
boutique for plus size brides?
I decided to set up Curvy Couture Bridal after my own
experience of shopping for a plus size wedding gown which
was, at best - disappointing and, at worst - humiliating. My
own wedding took place 10 years ago so I was shocked to find
nothing had changed when my beautiful sister Natasha started
her own search for a plus size gown more recently. There were
no samples in ‘real sizes’ and we travelled hundreds of miles to find ‘the dress’.
How have you found the first weeks of trading? What have been the highs and
lows of these early days?
We have loved every minute of it. So far there have not been any lows except maybe
having to explain to our children why we’re not at home as much, and that dinners
out of the microwave are perfectly acceptable! The real high was the actual launch, it
was a beautiful day with great attendance and an amazing pipe band. The pipe Major
even gave a short speech which was very emotional, which was closely followed by
our first sale on our first day of trading.
Which bridal designers are currently stocked at Curvy Couture Bridal and will
you be welcoming any more labels over the coming months?
We stock Pure Bridal by Romantica as an informal range. All our other ranges are
specific plus size ranges and are: Sonsie by Veromia, Signature Plus by Private Label
by G, White Rose Plus, Beautiful Brides Plus and Sincerity Plus. Our collections
were selected after considerable research, and each one has something different to
offer. Should more plus size collections enter the market then we would definitely
consider adding to those we already stock. At present I think that we have the best
collections that are available.
Aside from bridal gowns, what else do you offer for the bridal party? Are there
any plans to introduce new lines?
We have commissioned a selection of plus size wraps and lace bolero jackets,
and have plus size bridal jewellery (which has extra length to the bracelets and
necklaces), as well as plus size support underwear (although most of our dresses do
$77,5(
not even require a bra as there is built in corsetry). We also stock plus size hosiery
and wide fitting shoes. We have our own line ‘Simply Curvy’ being manufactured at
the moment and hope to have it in the boutique by July. It is an informal collection
with styles available in chiffon, taffeta and satin, with matching bolero jackets.
The jackets will also be available in a selection of colours, so would be suitable for
bridesmaids too.
What is the size range of the sample dresses you stock, and how did you make
this decision?
We stock sizes 18-36 although all our designers offer a made to measure bespoke
service for a reasonable additional charge. So, although our stock only goes up to a
size 36 the dresses can be made in any size. The decision to stock from a size 18 just
made sense to us. Dresses up to a size 16 are available in sample sizes, if you look
HELENA . COTTER
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Contact
Curvy Couture Bridal
+44 (0)1277 829 887
www.curvycouturebridal.co.uk
hard enough, however, over a size 18 it is a different story. Virtually nowhere holds
samples in size 18 upwards - brides are expected to decide on a dress by holding it
up against themselves and looking in a mirror. The bride then has to order and pay
for it in their size before even being able to even try it on - a concept that I find
totally unacceptable.
How have brides responded to the launch of your boutique?
The response has been overwhelming. Our first bride burst into tears the moment
she walked through the door and sobbed to her (soon to be) step daughter: “I’m
going to be able to get a dress”, and get a dress she did. The whole appointment
was a combination of laughter and tears (of joy). I don’t think we have had a single
appointment that has lasted less than two hours and some have lasted three hours
just because the brides have so much choice. Curvy Couture Bridal Boutique has
been marketed as an exclusively plus size bridal outlet, however, most brides have
been shocked at the sheer number of styles and dresses we have (50+). Our brides
expect to be able to try on two or three dresses – in reality they have been able to
try on eight-10 gowns. The decision was made early on to only stock corset back
dresses as one dress would cover three sizes, that is a size 20 dress would fit sizes
18, 20 and 22 simply by tightening/loosening the lace up corset.
What are your future plans for Curvy Couture Bridal?
We are already considering manufacturing our own range of plus size fully
structured bridesmaid dresses (that are also available in standard sizes without the
support and structure required for the larger sizes), and most definitely our own
fully structured collection of prom dresses. $
BBEH Kings Suite KS1 next to Hall Q
Malevich
Diana
Davinia
European Flair
Anton Weiss talks to Attire Bridal about bringing successful
Spanish bridal label, Raimon Bundo, to British brides
When was Raimon Bundo first launched,
and with what business aim?
The label was launched 40 years ago by
Raimon Bundo from his studio in Barcelona,
with the aim of departing from the austerity
of traditional wedding style and creating
collections that were new and exciting but still
timeless and elegant.
How has the company evolved since
this time and what have been the key
milestones in its development?
Raimon Bundo began as a family-run
company full of old-school warmth and
artisanal creative spirit that endures to this
day. However, the brand is now supported by
a network of professionals who have turned
it into the slick, dynamic global exporter it is
today. Passed from father to son some 15
years ago, the company has grown slowly,
recently opening two flagship stores on two of
Spain’s most prestigious streets in Madrid and
Barcelona and now showing every year on the
catwalk at Barcelona Bridal Week.
In 2009 the company acquired the license to
influential bridal brand Victorio & Lucchino and
Danza
$77,5(
presents the stunning collection alongside the
main Raimon Bundo line. Two years ago the
company launched two further collections. The
first, IR by Bundo, has a romantic bohemian
look catering for the increasing numbers
of alternative brides and the renaissance
of all things vintage. In 2010 the company
responded to the tough economic situation
by introducing the competitively priced Kiss
collection.
How many collections come under the
Raimon Bundo umbrella and how do they
complement one another?
The four collections mentioned share the
values of simplicity, quality and modernity. But
they differ in style and identity:
Raimon Bundo – The original essence of
the brand. Dresses showing real savoir-faire
and recalling golden days of elegance and
unmistakable quality. Expect rich fabrics such
as Mikados and Dupions.
IR by Bundo - Representing freedom to
innovate, these are dresses for the alternative
bride. Expect radiant pastels and ivory, layers
of tulle and chiffon and intricate antique
Profile
Dulce
Dante
embroideries. It’s a wonderfully romantic,
bohemian collection.
Kiss by Bundo – Conceived in 2010 to
open up Raimon Bundo designs to a wider
audience this collection is competitively priced
with no compromise on quality. The line has a
younger edgier feel and continues to be made
in Barcelona.
Victorio & Lucchino – The most dramatic
of the four collections, Victorio & Lucchino
is all about feminine statement pieces that
flatter and inspire. It’s a real show stopper and
catwalk favourite!
Where are the Raimon Bundo gowns
designed and how integral is this to the
identity of the brand?
The gowns are all conceived by designers
Cristina Arana and Ivonne Ruiz and their team
of seamstresses. All gowns are 100 per cent
made in and around Barcelona. It is company
policy to only use European fabrics and to
make all dresses in Spain so as to never
compromise on quality.
The vast majority of the gowns continue
to be made by hand – and can therefore be
Davinci
adjusted to suit each and every bride.
What inspired the latest bridal collections
and which of the gowns do you predict will
be best sellers in the UK?
The latest collections are inspired by the sea
(an eternal source of inspiration for RB) and
Impressionist paintings from the 19th Century.
We predict, Divina, with its sweetheart neckline
and full tulle skirt will be an instant winner for
English brides wanting a subtle hint of fairytale
without being vulgar or too bling!
What do you expect will be the key bridal
trends with regards to style, fabric and
embellishment for next season?
Light and delicate fabrics such lace and
soft tulle will, as always, be key this year but
we have also introduced some heavy white
brocades in modern shapes which we predict
will be popular for winter weddings.
What prompted your decision to launch
into the UK market? Will UK brides get the
same choice of gowns as their Spanish
counterparts?
None of our designs are exclusive to any
country. We present the exactly the same
collection to UK buyers that we present all
over Spain and across Europe so brides
can place orders for any gown they wish, no
matter where they are from.
What is your short and long term strategy
for establishing and growing the brand in
the UK?
We launched at White Gallery with all four
collections and are looking to form long
term relationships in the UK. The service
that Raimon Bundo provides is really going
to make us stand out from other labels as
we can turn around an emergency dress in
a week if necessary (usual lead time is two
months) and offer a made to measure service
at no extra cost. We are not in the business
of selling samples like some bigger rivals...
we aim for repeat business on a smaller
selection of styles. Our aim is to compete
with the English brands on responsiveness to
customer needs, to research and learn from
retailers on the ground - and to win customers
from impersonal larger rivals. $
$77,5(
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Sample a World of Bridal Fabric from
Quality Silks, Taffeta’s, Lace
and Satin’s
Occasion Wear, Dress Making, Tailoring
Haberdashery, Ribbon,
Sewing Accessories
Telephone (0115) 926 3154 or Visit
www.millcrofttextiles.co.uk
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We offer a fast, reliable and friendly service on our continually increasing range
(currently over 3,500 choices) of bridal fabrics, embroidered and beaded edgings,
motifs and accessories.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, chiffons, crepes,
laces, brocades, various embroidered and
beaded fabrics, inc tulles and chiffons.
Our range of dress accessories now
exceeds 600 articles including many
brooches and buckles with crystals.
Come and visit us at the
6 WD Q G
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The Essential Collection 8th July – 10th July.
(PDLODGPLQ#PLFKDHOVEULGDOIDEULFVFRXNZZZPLFKDHOVEULGDOIDEULFVFRXN
$77,5(
100% silk fabrics fully stock supported
in our London warehouse
1m minimum order
Next day delivery
[email protected] | 0207 739 9130
www.pongees.co.uk
$77,5(
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To advertise here call
+44 (0)1376 535612
or visit www.attirebridal.com
Collection focus
Focus
ɄȵȵȐȃɜȨɄȽ
Focus
Innovative accessory designer, Sophia
Edstrand, reveals the background to her
beautifully crafted bridal creations.
Can you tell us a little about your background in
accessory design?
Immediately after finishing my degree at
Parisian fashion school, Studio Bercot, I started
working as Creative Assistant to Marie Helene
de Taillac. This involved not only working in
precious stone and gold but also developing
a range of beautiful accessories for her Jaipurbased shop.
When did you set up your own accessories
label and what prompted you to do so?
While browsing the bazaars of Jaipur one day
I found head pieces used in plays that are
performed for religious celebrations.
The technique used to make them was
something I had never seen before. The
handicraft was stunning, and I decided then
and there that this was something I would really
like to explore. I gave the craftsmen some of
my drawings and with my very broken Hindi I
managed to explain what I wanted. After weeks
of bargaining and flirting with what I can only
describe as grumpy artisans, who did not share
my enthusiasm for making heart-adorned belts,
necklaces and hairbands in this exquisite silk
technique, I finally got my own way and was
floored by the beauty of the result. My first
collection was created.
I has presented my first collection at ‘Love
from Jaipur’, an event organised by Parisian
department store Bon Marché in 2009. But it
was actually in 2010 that my label, Sophia 203,
officially appeared.
What has been your biggest challenge in
setting up your label?
I think my biggest problem it is that I am
ambitious and very impatient. Therefore I
started my own atelier, my company and
launched my first collection at the same time
so it was a big undertaking! I’m very happy I
insisted on doing it this way though, and I think
as a result I’m working with great people and
have tremendous satisfaction when seeing the
pieces being made.
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What has been your greatest success since
launching Sophia 203?
One of this year’s highs was working on my
‘pop up shop’ in Japan. We controlled and
designed the look of everything, from the
windows to the interior design and included
a pretty capsule collection of embroidered
summer dresses.
A particular high was showcasing my talent in
the UK after dressing the windows in Browns.
How would you describe your debut collection
and where did you find inspiration for these
accessory designs?
I was always fascinated by the magical aura
that surrounds a wedding. I wanted to make
precious pieces so, for me, the rose was
an obvious motif. With the dream of making
costumes for a ballet or the theatre, it was
an entertaining task for me to imagine the
bride and her entourage adorned with frosty
pastel coloured roses in their hair, silver leaves
delicately wrapped around their waists and
coloured butterflies on their wrists as they walk
down the aisle.
A very big part of my inspiration comes
from jewellery and the common symbols often
found in jewellery design. I like the idea of
remaking these motifs in my own way, using
my technique, as something very simple would
have a completely different effect once created
in my technique.
What methods have you used in these bridal
accessory designs?
My embroideries (zardozi ari) are a compilation
of two techniques. The first one (zardozi)
uses silk threads, and the second one (ari)
embroiders tense tissue. This has been used
for over a decade to decorate saris and
different Indian clothes.
What is your favourite piece from the collection
and why?
I love the butterfly snow necklace with its
striking 3d effect; the butterfly wraps perfectly
around the neck.
What type of customer would these designs
appeal to?
Girls that love dressing up with a refined
sensibility and a sense of madness.
Will you be showcasing this collection at any
trade exhibition in 2012?
I show twice a year at a private show, rather
than at mainstream trade exhibitions.
How many stockists do you currently have and
how would you like to grow this stockist base?
I offer Sophia 203 pieces in 20 shops
worldwide. At the moment I mainly sell at shops
in Paris including Colette, Merci, Bonton and
also in Japan for Adam and Rope, Beams and
United Arrows.
What do you think sets you apart from other
accessories designers?
For me the fact that my pieces are handmade is
incredibly important. There are very few places
in the world today where things are made
entirely by hand. To me this is the ultimate in
luxury. My techniques mixed with my whimsical
aesthetics make my line really special.
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What do you hope to achieve with Sophia 203
in the next five years?
I don’t know what the future holds for Sophia
203 but I do hope I will be able to continue to
do what I love to do - that is making even more
crazy and extraordinary pieces for people to
wear and enjoy. $
Contact
Esiya Ltd
+44 (0)7436 091 060
[email protected]
www.esiya.com
Twitter 7ZLWWHU
WEB WATCH
Attire Bridal is at the very heart of the online
bridal community. Here’s a quick update to
what’s been going on…
Total num
ber of
followers
:
3200
Twitter tip of the month:
Make the most of peak Twitter usage times
to get your message across.
SHORT AND TWEET
One of Attire Bridal’s many followers, Sally White, talks to us
about how Twitter has helped boost business at White Bride
in Pembrokeshire.
Name: Sally White
Company Name: White Bride
Follow me at: @whitebridepembs
When did you first set up a Twitter account?
I set up my account last year but have only just
started using it properly. Charlotte Balbier
inspired me to get tweeting - we went to the
launch of her 2013 collection in Manchester and everyone was talking
about Twitter so I thought it was time for me to take action!
Has your business benefited as a result? If so, how?
It has been great to catch up with other retailers and designers.
Recently a bridal shop in Cardiff went into liquidation so we had lots
of contact with brides through the social networking site and were able
to help them out.
How often do you tweet and what do you tweet about?
I try to tweet a couple of times a day to keep people interested.
This month on Twitter we have mainly been:
i Announcing new names signed up to The Essential
Collection 2012
i Finding out about new bridal collections for 2013
i Welcoming lots more followers
i Retweeting all the latest news and events
\ȐȵȃɄȹȐɜɄɄɤɑ
ȽȐɬȐɕɜȘɄȵȵɄɬȐɑɕѰ
What advice would you give to first-time tweeters?
Don’t be too intimidated! It is tricky to get going but once you get
used to it, it’s addictive.
@MaggieSotteroUK
@tiarasessex
@hitchedireland
Top bridal label,
Maggie Sottero UK
Bespoke tiaras
and accessories
Wedding planning
resource
Which bridal companies do you enjoy following on Twitter?
Charlotte Balbier, Ian Stuart Bride, Sassi Holford and other top-end
bridal boutiques. It’s also great to keep in touch with photographers
and blogs, particularly ‘love my dress’.
@TeacupsTiaras
@NatalieJWatts
@Benjaminadamsin
Bridal lounge
in Totton
London-based
photographer
Bridal footwear
\ȐǸɑȐȽɄɬȘɄȵȵɄɬȨȽȝѰ
Bridal designer
Bridal retailer
Accessory designer
@RitvaWestenius
Chenca Williams
@LauraLouiseBri
Laura Louise Bridal
@ByKelcie
Kelcie Clarke
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ISSUE 31
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Available from: 28th August, 2012
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Hoesh
International Ltd
Leading International
suppliers of Suit Covers,
Bridal Covers, Storage
Boxes, Carrier Bags and
Hangers.
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DYDLODEOHIURPVWRFNZLWKQRPLQLPXPTXDQWLWLHV
7DIIHWDDQG6DWLQOLQLQJVFRUVHWU\FDQYDVDQGVRIWFRWWRQ
GRPHWWHXVHGE\OHDGLQJZHGGLQJGUHVVGHVLJQHUVDQG
FRXWXUHKRXVHV
$OORUGHUVDUHGHDOWZLWKLPPHGLDWHO\$VDPHGD\GHOLYHU\
VHUYLFHLVPDGHZLWKLQ&HQWUDO/RQGRQRQDOORUGHUVPDGH
SULRUWRDQGQDWLRQZLGHGHOLYHULHVRQDQH[WGD\EDVLV
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7HO)D[
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DQGDFFHVVRULHVLQRXURQOLQHVKRS
T: 0116 276 5221
E: [email protected]
W: www.hoeshinternational.co.uk
First Year
in Retail
New bridal retailer, Rebecca Doyle, reveals
how she’s marketing her Kent-based boutique,
Isabella Grace Bridal…
May is here already and the
diary is getting even busier.
Fittings day is fully-booked
three-four weeks in advance and
the dress rails full of our brides’
dresses are full to bursting. It’s
been wonderful seeing some of
our very first brides coming in for their fittings
and leaving to get married. We have received so
many thank you cards and wedding photos and
they never cease to make me feel proud of our
boutique and all that we stand for. Being busy
is great in my book. How to keep busy is the
million dollar question on every bridal boutique
owner’s lips and I believe that the answer lies
in marketing. It’s one thing having a fabulous
selection of dresses and accessories and a welltrained team to sell them, but if people don’t
know about you, what’s the point in it all?
“We have invested a huge amount
of time and money into SEO and are
fortunate to have an ongoing monthly
SEO campaign in place with one of the
best teams in the industry.”
When our brides come in for their first
appointment, we always ask them how they
heard about us. There are four main responses: a
recommendation; they drove past the boutique;
an internet search; or a feature/advert in a bridal
magazine. Recommendations are wonderful
and mean a lot. The fact that a bride has loved
her time with us enough to tell her friends,
family and fellow brides-to-be about us is great.
Recommendations are something which will
continue to grow the more dresses we sell and the
more brides who come through our door.
Our boutique is on a very busy main road. I
deliberately chose not to be right in the town
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centre. For a start, the
rent in central Tunbridge
Wells is extortionate and,
secondly, the business isn’t
one which depends on
footfall as we operate by
appointment. In order to
attract as much attention
as possible from people driving by, we keep the
window fresh and new and update it at least
twice a month. I am lucky enough to have a
Hobbs-trained window dresser in my wonderful
team so the window displays are one thing which
do not end up on my to-do list!
This brings me onto the third response we
receive: an internet search. This is actually the
number one response given by a bride! Having
run an online business for the previous seven
years, I knew the importance of having a well run
website. Our site was built and made live before
we’d even signed the lease on our premises!
But a website is pretty much useless if brides
cannot find it. And this is where Search Engine
Optimisation (SEO) comes into its own. We
have invested a huge amount of time and money
into SEO and are fortunate to have an ongoing
monthly SEO campaign in place with one of the
best teams in the industry. Within two months
of our website going live we were in the top five
listings on page one of Google for all of our main
keywords. Eight months on from our launch and
we are number one on page one for the majority
of our keywords. This has been instrumental in
the success of the boutique.
Now onto the fourth response, a magazine
advert or feature. When we came to launch the
boutique back in September, we had already gone
way over budget on just about everything and
something had to go on to the back-burner until
we had more funds - that turned out to be paid-
for advertising in bridal magazines. I know what
works for a national company when it comes to
magazine advertising but dealing with a regional
boutique is a whole different kettle of fish. We
took a handful of adverts with the handbag-sized
national wedding magazines when we opened
but the response was hard to measure. I’m
pleased to say that we now have a much larger
advertising budget, thanks to the success of the
business over the past eight months, and have
put in place a 12-month advertising campaign
across two national wedding magazines and one
regional wedding magazine. This is backed-up
with excellent PR editorial within the magazines
and this double-pronged attack seems to be
working well.
It is still early days as we are only into month
two of our advertising campaign but I feel
confident that in the long-run it will bring even
more brides to our website and through the
doors of Isabella Grace.
So there you have our marketing campaign in a
nutshell. It works for us but it may not work for
everyone! $
Contact
Isabella Grace Bridal
www.isabellagracebridal.com
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