bbeh review - Attire Bridal magazine

Transcription

ATTIRE
MAY/JUNE 09 ISSUE 11
GET AHEAD
Focus on hats
and fascinators
Bridal
Window Dressing
Steps to success
Prom Wear
Your essential guide
BRIDAL
Best Foot Forward
TRENDS
Stunning bridal shoes
Fabulous fishtail
wedding gowns
BBEH REVIEW
Plus
Industry
News
Bridal Trends
Retailer Interview
WWW.ATTIREBRIDAL.COM
Wholesalers and importers of tiaras, bridal hair accessories, occasion hats,
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64
20
Contents
Regulars
61
7
Industry News
Keep up-to-date with all the latest news
from the bridal industry in our regular
round-up
38
Growing your Business
Business Link Adviser, Peter Mulhall,
reveals how to build upon your
existing offering to consumers
54
Q&A Special
Jane Watson and Steve Kirkham answer
your retail queries
57
Get Connected
Abigail Neill discusses the importance
of a good website
58
Retailer Interview
We speak to Sarah Penrose about her
unique vintage bridal studio
30
67
74
Clear Communication
Building good relationships with your
staff, suppliers and customers has never
been as important as at this moment in
time. Jane Watson reveals why…
Up and Coming
Rosie Fox talks to Attire Bridal about
her fledgling jewellery company
33
‘Devine’ Inspiration
We talk to mother and daughter team,
Joy and Liz Devine-Wright about their
hat and accessory boutique
40
Classic Couture
We speak to Jonathan James to find out
how his influential bridal brand,
launched just three years ago, has firmly
established itself in the market
42
Window Dressing
Retailers offer their top tips on creating
eye-catching window displays
45
Bridal Trends
Gorgeous fishtail gowns to tempt your
brides-to-be
53
Insurance Heath Check
Expert advice from industry experts,
TH March
61
Heart and Sole
Leading bridal footwear suppliers
talk trends
UK Bound
We speak to Canadian bridal designer,
Lea-ann Belter, to find out why her
bridal gowns suit the British market
Features
20
The Power of Prom
We take a look at the phenomenal
growth in the prom wear market
64
26
Bright and Beautiful
Focus on fabulous prom fashions
Shows
30
Ahead of the Game
Enhance your in-store offering with a
selection of bridal hats
16
BBEH Review
We find out how visitors and exhibitors
fared at this top trade show
ATTIRE 3
Fashion
MAY/JUNE 2009
ATTIRE
Bridal
GROUP EDITOR
Demelza Rayner
+44 (0)1376 535 609
[email protected]
CONTRIBUTORS
Danielle Harvey
+44 (0)1376 535 611
[email protected]
Dance Fever
Welcome to our May/June issue, which is packed
If there’s one market that shows great potential
for growth, it has to be prom. Here in the UK we’ve
hosted school leaving dances for years, but it’s
SALES MANAGER
Mark White
+44 (0)1376 514 000
[email protected]
DESIGN MANAGER
Vicky O’Connor
+44 (0)1376 535 616
[email protected]
GRAPHIC DESIGNERS
Sarah Barnes
Sophie Farage
Laura Perry
Steve McKea
+44 (0)1376 535 616
PRODUCTION MANAGER
Stuart Weatherley
+44 (0)1376 535 616
only recently that we’ve caught onto the glamour
of the equivalent American event. Rather than
heading to their nearest fashion store, girls are now
seeking gowns more akin to bridal attire, and demanding accessories,
hairstyles and professional make-up applications to match.
We speak to some leading prom suppliers to find out about this year’s
top trends, how they see the market developing and how bridal retailers
Average Net
Circulation: 2,655
(01/07/08 to 30/09/08)
can benefit by diversifying into the sector.
Also in this issue, our experts are on hand with their top business tips:
Business Link Adviser, Peter Mulhall, reveals how you can build upon your
existing offering to consumers, even in the current climate; Jane Watson
demonstrates some effective ways of building good relationships with
your staff, suppliers and customers; Abigail Neill goes online to show the
ADMINISTRATION
Scott Brothwell
+44 (0)1376 514 000
importance of developing a user-friendly website for your customers.
Kline Davis Limited
Broseley House
Newlands Drive
Witham, Essex CM8 2UL
www.attirebridal.com
showrooms is by regularly updating your window display. We speak to two
Staff photographs courtesy of
Ian Scott Photography
Tel: 01707 263 844
www.ianscottphotography.co.uk
Industry News Page 7
BBEH Review Page 16
Prom Wear Page 20
Bridal Hats Page 30
full of features to help you grow your business.
Jennifer Kettle
+44 (0)1376 535 613
[email protected]
SALES EXECUTIVE
David Jenkins
+44 (0)1376 535 612
[email protected]
Cover image courtesy of
Ronald Joyce
One of the easiest ways of attracting new customers into your
bridal retailers to find out their tricks of the trade, and these can easily be
adapted for any window space or location.
Finally, don’t miss our review of the recent British Bridal Exhibition in
Harrogate on page 16. Retailers and visitors tell us how they fared at this
top trade show.
ISSN 1758-0072
Attire Bridal is solely owned,
published and designed by Kline
Davis 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 £40 per annum (incl.
p+p), Cheques should be made out
to Kline Davis Limited and sent to
Attire Bridal @ Broseley House,
Newlands Drive, Witham, Essex
CM8 2UL.
Enjoy reading
Demelza
Demelza Rayner
Group Editor
ATTIRE 5
News & Events
INDUSTRY NEWS
Read on for the latest information on the bridal industry’s movers and shakers…
New bridal jewellery
from Rob Morris
The Love iS silver heart
collection by Rob Morris
has been created as a
range for bridesmaid gifts
and consists of solid,
beautifully finished and very
tactile pieces.
The high quality of
workmanship in this
collection affirms the 20
years of designing and
hand-making jewellery for galleries and retail outlets
throughout UK, often to commission.
For further information visit the website at
www.robmorrisjewellerydesign.com
NAME CHANGE FOR
JEWELLERY FIRM
As of April 6th, 2009, Dichrolicious Ltd is officially
changing its name to Vizati Ltd. The company began in
2004/5, manufacturing only dichroic glass and the name
reflected its product offering. However, over the past
two years the firm has diversified to the point where the
product offering now encompasses precious stones, such
as diamonds, emeralds, tanzanites and opals set in very
different organic, textured designs, in addition to dichroic
glass and many semi-precious stones. The company name
is the only thing that is changing…the staff, the responsive
customer service and the unique products are all the
same. For further details telephone +44 (0)1323 485 605.
Bright future for G&S Designs
After taking on G&S Designs as sole director at the beginning of this year, Sally Clayton has been busy
transforming the company and has already made many changes. Sally has decided she wants to bring
the company up to date by amending company procedures and improving the day to day running of the
business which has proved to make the company more cost effective and has also improved staff moral.
“The first thing Sally did was to have a complete overhaul of the range of products we are now going
to supply,” says Ben Dame. “She has discontinued all the slower lines and we are going to replace them
with a complete new collection in the summer.”
Sally has also slashed the prices by up to 80% on over 200 discontinued lines and has already had a fantastic response from
customers. Sally feels it was the right time in the current economic climate to start the reductions as it has helped so many shops
to raise some much needed funds by having sales with the products that have been reduced as there is a massive profit margin to
be earned.
Adds Ben: “Sally also has big ideas for the future and says that customers are going to be seeing a lot of changes in the coming
months. Loyalty cards will be available to selected customers, and we also have many more changes so watch this space!”
For further details visit www.gandsdesigns.com
ATTIRE 7 ·
RETAIL TASK FORCE LAUNCHES
Four North West retail experts have joined together to create a task force called
Retail Performance Improvement (RPI) to help retailers survive the current
economic downturn.
The task force, made-up of Ian Parsons, Ray Carroll, Graham Hoyle
and Tony Woods, has over 100 years combined retail experience. The group
will offer struggling retailers pragmatic solutions to deliver an immediate
improvement and return on investment. Advice will be offered on product
development, negotiation, buying, retail management, retail operations,
consumer marketing and sales promotion.
Ian Parsons, the chairman of RPI, said: “In 2009 UK retailers are facing
their biggest challenge ever. We can offer retail professionals at all levels the
benefit of our combined retail experience.
“Rather than churning out reports we’re offering hands-on advice and
practical tips. We have real experience in helping companies deliver their
products to consumers, in the right retail arena and with a hands-on,
inclusive management style.”
For more information visit www.retailperformanceimprovement.co.uk
G&S Designs launches
new online store
ERRATUM
Due to a print error in last issue’s bridesmaid
fashion feature, this pretty gown was
incorrectly credited. It is available from
Romantica on +44 (0)8707 701 024.
Alternatively, visit the informative website at
www.romanticaofdevon.co.uk
Bridal jewellery from
TigerLily Trading
Last month, the brand new online store from G&S Designs
launched to a terrific response from customers. The website itself
has been given a new look and feel and is very user friendly, with
a fully functioning online store to improve customer service.
“One improvement to ordering is the Fascinators,” says Ben
Dame. “Customers can choose their wire colour, their feather
colour and also a second ‘two tone’ colour from drop down boxes
which enables them to create their own fascinators with ease.”
He continues: “We have also added a bestsellers list which is
automatically generated from website sales so when a customer
clicks on to a category they can see the bestselling lines in that
category to help them when choosing samples.”
Customers who have used the old site will need to make a new
account on the new one which is quick and simple to do, they just
need to enter their contact details and delivery details on a form
then their account must be manually approved by the team in the
office before they can view wholesale prices or order. For further
details, visit www.gandsdesigns.co.uk
8 ATTIRE
After successfully
trialling their
freshwater
white pearl
and Swarovski
crystal jewellery
as a bridal range,
TigerLily Trading
has officially
launched its first
bridal collection.
Designs range
from single flower
choker style necklaces to elaborate works of art and
each piece of jewellery is handmade.
Trade prices start at £6.36 with a typical price
for a necklace or bracelet at £14.47.
The designs are also available in different semiprecious stones such as rose quartz, green fluorite
and citrine so perfect for alternative gowns and
other members of the bridal party.
For more information, please email janna@
tigerlilytrading.com or visit the website at
www.tigerlilytrading.com
News & Events
Anna Mcdonald bridal Gallery travels back in time
Anna McDonald opened the Bridal Gallery in
Thame in July 2008 selling beautiful wedding dresses
from designers including Justin Alexander, Sophia
Tolli and Alfred Sung. As the latest retailer to open
in Thame it was fitting for Anna to be asked to
open the Bridal Exhibition at the Thame museum
earlier this year. The display shows the history of
bridal gowns with some of Thame’s residents kindly
donating their precious gowns for the four month
exhibition period. The gowns date from the 1920s
through to the late 1980s.
Accompanied by the Deputy Mayor, Jeanette
Matelot, Anna was delighted to be invited to cut
the ribbon on the innovative and rare display.
Commenting on the opening Anna said: “It was a
pleasure to meet some of Thame’s residents who have
helped volunteer their time and effort producing a
display that brings the history of the bridal market
to the public for free.”
Credit is King
Joe Sweeney of the British Bridalwear Association advises retailers on credit.
The British Bridalwear Association (BBA) has programmed another year of operating its own Credit Check System after a
very successful first 12 months of collating payments from Bridal Retailers to their BBA Suppliers.
The System logs all payments due from retailers that are more than 90 days old. If just one BBA supplier is involved, then it is
referred to as a Single Hit. However, if more than one BBA supplier is affected then it is called a Multiple Hit. According to the
number of Multiple Hits relating to a single retailer, credit facilities are usually withdrawn and Proforma becomes the only way to
continue trading with BBA Suppliers.
Sometimes there are local circumstances that affect the issue and these are taken into account. For example, a major employer
in the town may have fallen on hard times and therefore cashflow in the area becomes a problem. Often weddings are delayed and
suppliers will take this into account if possible. After all, suppliers will wish to continue trading with retail clients as long as they
possibly can.
Suppliers are not bankers and they need good cashflow like all companies so they cannot afford to trade beyond their terms and
conditions of sale.
As always, if bridal retailers have a potential problem, they should communicate with their suppliers and normally help can
be given. If it comes as a surprise that a client is taking an extraordinary length of time to pay bills, then it may be too late to
offer any help. It is highly likely that if a client is overdue with bridal suppliers then the same is no doubt true with regard to
preferential creditors such as Customs & Excise, PAYE, Banks, Inland Revenue and sometimes Landlords. Sums outstanding to
such preferentials are usually quite large and they are not known as very ‘forgiving creditors’. They will enforce the position using
the full strength of the Law.
It is important for retailers to remember that if they are not trading as a Limited Company then their personal assets are at
stake including domestic homes etc. In the case of Limited Companies the Directors home addresses are on file at Companies
House so there is no escape.
The moral is that in case of difficulty retailers should communicate with all their Suppliers before it gets to the stage of such
things as County Court Judgments which can destroy Credit reputation.
Credit these days is so important. Treat it well and it will help but treat it badly and it will bite hard.
ATTIRE 11 ·
Little Eglantine
launches luxury
pink and purple
flower girl dress
Stephanie Staub, a renowned
French designer for couture
flower girl dresses and
bespoke page boy outfits, has
recently released her new
exclusive Isobel flower girl
dress to retailers.
Answering her clients’ wish
to have sophisticated flower
girl dresses in purple and pink
tones, the designer searched
the world for a unique ivory
taffeta embroidered with
purple and pink flowers.
“With this fabric, I wanted
to design a dress that would
be very feminine and light,
with ruffled sleeves. It gives a
note of fantasy to the garment
and yet the dress remains
very stylish. And as adult
bridesmaids often wear pink or
purple dresses, this little dress
can perfectly compliment the
adult’s one.” The Isobel flower
girl dress is made-to-measure
and starts from £220 in an
embroidered silk taffeta.
For details visit the website at
www.littleeglantine.com
UK DISTRIBUTOR
ANNOUNCED FOR
SOPHIE SPOSA JEWELS
Sophie Sposa
jewels are
specifically
designed to
provide the ultimate
bridal accessory,
and are now to
be distributed
in the UK by
Paradox London.
Each exquisite piece is designed by Italian
craftsmen and made in several studios
across the world. Every season the team
follows current trends offering the most upto-date composition of styles, materials and
colours. Products are hand made from the
highest quality materials, including Swarovski
crystals and fresh water pearls. Furthermore,
each item is presented in a unique and
exceptional box in order to provide that
distinctive difference to brides.
Name change for Eva Jordan
Following the sale of Eva Jordan and Samantha Jane
Bridesmaids to Clare Wilson, the two labels are to be promoted
under new names. With immediate effect, Eva Jordan will
be changing its name to Anellà Couture, while Samantha
Jane Bridesmaids and Proms will be changing to Honour
Bridesmaids Collection.
“We decided to change the name of the company as the new
designs are very fresh and up to date and we feel, in order for
the company to move forward and grow, we really need a
fresh approach with both design and the presentation of the
company,” says Clare. “We have now taken on an agent who is
working very closely with us, not only in the relaunch, but also
to ensure all our existing customers, and new ones as they come
along, get exactly what is expected from a supplier.
Clare also sheds some light on the origin of the name for the new bridal collection: “It was created
from my daughters’ names, Megan and Ella and, as funny as it may sound, it has always been a
naughty fairy in our house when the girls were younger; we are now hoping it will be a magical
fairy!” For further details, call +44 (0)1954 263 030.
12 ATTIRE
JO CHRISTOFORIDES
RETURNS TO WELLS
Jo Christoforides, the West Country based fashion designer
has returned to Wells, the city where she first established
her couture bridal gown label over 20 years ago. The new
shop, dramatic in style, is Jo’s sixth move since the launch
of her business in 1987 and can rightly be viewed as a true
homecoming! It opened at 74 High Street on the 9th April just
in time for Easter. To find out more, visit the website at
www.jochristoforides.co.uk
CLASSIC NEW CUFFLINKS
Fresh from Balagan are these stunning cufflinks, fashioned from
stainless steel or sterling silver. All jewellery comes packaged in
the signature chunky black boxes with a care card that shows
how best to care for the jewellery. For wholesale orders, visit
www.balagan.com
IJL PRESENTS SPECIAL PRIZE AT
GOLDSMITHS’ CRAFTSMANSHIP &
DESIGN AWARDS
The Goldsmiths’
Craftsmanship & Design
Awards entered its
second century with
International Jewellery
London (IJL) presenting
a special award in Fine
Jewellery. In her first
year as a member of the
Goldsmith’ Craft and Design Council, Syreeta Tranfield, Event
Manager of IJL, presented the award.
The Gold & IJL Special Award winner, David McCaul of
the London Metropolitan University, produced three stunning
and innovative 18ct gold and diamond rings. The rings were
beautifully crafted, unique in style and shape and represented
the high standard of entries this year, reflecting the timeless
fashion this category is designed to commend. The Gold & GIA
Winner in the IJL Special Award category was Ornella Iannuzzi,
who is self-employed and created a silver, iron pyrites and gold
leaf ‘Cubic Crystallization’ ring.
The Goldsmiths’ Craft and Design Council was founded
in 1908 and still carries forward its original remit to
encourage, stimulate and promote the pursuit of excellence
in craftsmanship and design amongst all those engaged in
silversmithing, goldsmithing, jewellery and allied crafts in the UK.
Guests at this year’s ceremony included well known designers
and industry figures such as Stephen Webster, who is also a
Council member.
Syreeta Tranfield, of IJL, commented; “I am extremely honoured
to have been appointed as a member of the prestigious
Goldsmiths’ Craft & Design Council and we were delighted
at the exceptional standard of entries this year. British design
is going from strength to strength and it is excellent to see
designers creating such innovative and stylish fine jewellery. We
very much look forward to unveiling the winning pieces at IJL
2009 this September.”
For more information about International Jewellery London
access www.jewellerylondon.com
14 ATTIRE
The power of online
marketing
Reaching your target market and creating a feeling
of confidence and desire, are two crucial aspects of all
successful marketing campaigns. Information hungry bridal
couples spend hours online searching for information,
inspiration and the perfect suppliers. Companies choosing
to overlook the power of online marketing may simply
not be found by the consumer. It can be difficult to stand
out from the crowd, when you are one of many companies
offering a similar product or service. Until now....
Fairytale Wedding Company has launched an easy to
use and attractive website, offering a wide range of online
wedding services. The many facilities include: an extensive
directory of suppliers, wedding websites, interactive
planning and budgeting tools, social networking, advice
and tips and the latest fashions and trends. Extensive
research and being driven by the needs of the bridal
couple, has inspired them to create a unique concept
in online marketing. The versatility and individuality
of the Showcases makes them perfectly suited to meet
the needs of any wedding industry trade. Vicky Lord,
the co-founder of www.fairytaleweddingcompany.co.uk
offers the following advice: “Capturing the hearts and
imaginations of prospective bridal couples, is absolutely
vital when appealing to their emotional buying behaviour.
Our Unique Fairytale Showcases inject personality and
inspiration into your marketing, by bringing your company
to life on the internet”. For further details please visit the
website at www.fairytaleweddingcompany.co.uk or email
[email protected]
Standing FIRM
J
We take a look back at the recent British Bridal Exhibition in
Harrogate (BBEH) to find out how visitors and exhibitors fared…
The latest BBEH took place from March 8th-10th
2009, attracting bridal retailers from all over the
UK to network, place orders and to view new
additions to existing collections. As ever, stands
were distributed through the main exhibition
halls and surrounding hotels, including The
Majestic, St George, Old Swan and White Hart.
In addition, bridal fashion shows took place
two or three times a day to showcase the latest
bridalwear, formalwear and accessories.
Award-winning retailer and Attire Bridal
columnist, Abigail Neill, regularly attends the
British Bridal Exhibition to find new ways of
enhancing her bridalwear offering, and to take
advantage of the networking opportunities the
show affords: “I visited BBEH for two days with
two of my sales girls to enjoy a little buying and
dancing at the BIS disco,” she says. “We had
16 ATTIRE
a strict schedule to follow and the pre-planning
paid off as we managed to cram in quite a
lot. From my existing designers I brought a
few ‘gap fillers’ and we particularly loved the
new season’s Alfred Angelo collection. We
considered four new labels with a view to taking
on just one and the decision was made easy
as Divina Sposa by The Group completely stole
the show for us; their dresses are absolutely
gorgeous, their stand and hospitality was
second to none and we are really excited about
their stunning gowns.”
Another retailer attending the exhibition was
Ellie Sanderson, who runs a successful bridal
boutique in Buckinghamshire. Speaking about
the trade show, she says: “We had a great time
at Harrogate. Although it felt a little quieter than
last March, it was not short on the ‘X’ Factor.
BBEH Review
The fashion show, as ever, was fabulous; Lusan
Mandongus stole the show for me with some
beautifully styled and cut gowns.”
She adds: “We also found some great new
jewellery designers: SWOON of London has
a real vintage look and feel to their pieces
and, as ever, MALLIS HENDERSON, Atlantic
Bridal group had some terrific, stylish and
funky pieces. I totally loved their fifties-inspired
birdcage hair combs, which will look wonderful
with our 1950s styled gowns.”
“Divina Sposa by The Group
completely stole the show for
us; their dresses are absolutely
gorgeous, their stand and
hospitality was second to none
and we are really excited about
their stunning gowns.”
One of the main reasons retailers attend
the BBEH is to keep track of the latest bridal
trends. Commenting on her findings at the
spring event, Ellie says: “March 2009 saw all
designers offering more gowns with straps,
thank the lord; we have so very many requests
for straps and halter necks at the moment
with girls fed up with the straight across look.
It also saw some key trends like really fitted
bodices with fishtail and slinky silhouettes and
a continued look of romance with soft lace and
some really full skirts.”
Among the many bridalwear exhibitors, there
are always some that stand out above the
rest. Ellie Sanderson says: “The one that stole
the show for me was Lusan Mandongus; their
collection has lots of soft chiffon skirts, some
amazing full skirted gowns with fitted bodices
and the most incredible double lace fish tail
gowns, the under lace being beaded and the
outer lace being plain. It adds a real feeling of
texture and movement on the catwalk. They
had plenty of straps and their gowns also have
beautiful internal corsets, definitely one to
watch – I’m totally loving them.”
As for the exhibitors, how did they fare
given visitor numbers were down on the year
“Offering a consultancy service
for the industry, I was more
than pleased with visitors to my
stand. There were ample visitors
thinking about setting up a bridal
business as well as those wanting
to re-evaluate their business.”
before? Jane Watson had this to say: “Offering
a consultancy service for the industry, I was
more than pleased with visitors to my stand.
There were ample visitors thinking about
setting up a bridal business as well as those
wanting to re-evaluate their business.” She
continues: “Those retailers visiting the BBEH
were quality customers and, considering we
are in a recession, spirits were high. I always
think that retailers attending the March and
September exhibitions are really passionate
about their business.”
First time exhibitor, Rosie Fox, Managing
Director of Fox Jewellery Ltd and Rosie Fox,
was also thrilled with the response from
retailers: “It was fabulous to exhibit for the first
time at the British Bridal Exhibition in Harrogate.
Seeing the new direction for bridal gowns and
being able to compliment the dresses with the
new Rosie Fox jewellery collection was truly
rewarding.” A
FURTHER INFORMATION
The next British Bridal Exhibition in
Harrogate will take place from 13th-15th
September 2009. To find out more, visit the
website at www.bbeh.co.uk
ATTIRE 17
IANSTUART-bride
DESIGNER OF THE YEAR 2004/2005/2006/2007
OUTSTANDING CONTRIBUTION TO THE INDUSTRY 2008
ianstuart-bride. cÊUÊ³{{Êä®ÓäÊn7È£ÊÈÎäÓÊÊ
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13005
The power of
PROM
We speak to some leading
suppliers about the phenomenal
growth in the prom wear market
Carl Monk
FROXY PROM BY ROMANCE BRIDAL
When did you first introduce a prom line?
We first introduced a prom line in September 2007
at the Harrogate bridal fair.
How has demand for prom wear changed over the
past couple of years?
We have seen demand for prom wear over the past
couple of years grow bigger and bigger, year on year.
How much further growth do you feel there is in the
prom market?
We feel the further growth in the prom wear
market is massive for us as a new label in the
marketplace, and see 100% growth over the next
couple of years.
When would you say the prom season runs from
and to?
The prom season, for us, runs from January to
July. We also see some of the prom gowns being
used for bridesmaid gowns and also for Christmas
balls/parties.
What sets your prom range apart from others on
the market?
The feedback we are getting from the customers is
the gowns are well designed and a superior make
20 ATTIRE
and fit. The fabrics used are also of great quality.
What would you say the typical spend is for someone
seeking a prom dress?
The typical spend for a prom gown would be
around the £225 to £250 retail price.
What tips would you give to retailers keen to
introduce a prom line?
Tips for retailers would be to look into their area’s
marketplace first for the type of prom wear selling.
Then look at all suppliers of prom wear on what
they offer by quality, fabrics, the fit, size range,
delivery times and whether they carry stock.
What colours and styles do you feel will be popular
for the next prom season?
Key colours for next season are orange, purple,
lime, cerise and silver in taffeta or organza/satin.
Key styles are A-line asymmetric draped fronts
with bead detail and lace up backs. Also big ball
gown puff skirt with pull-ups.
Do you have a favourite prom dress from the new
collection? If so, what is it and why?
My favourite prom gown from the collection is
13001 as the organza asymmetric detail with hand
finish bead and lace up back will flatter all types of
girls. Also, 13005 the two-tone taffeta, looks great
and the cut of the gown gives great shape.
13000
Fashion
Ip243
Christine Wilke, Designer,
LOU LOU PROM
We first introduced a prom line in March 2007.
Demand has definitely increased over the past two
years. More schools are having proms, some 5th
form, some 6th form, but also sweet 16 parties. It
seems most schools are now arranging proms for
all leavers, even at 11-years-old before they go to
secondary school.
prom market?
There is some room for growth but with the
current climate we think the growth will be slow
until the economy picks up again. There has been
such an increase in prom retailers recently (before
the credit crunch), the growth had to slow down
naturally anyway.
and to?
The prom season runs between February and June.
What sets your prom range apart from other
collections on the market?
As it is British designed it is more contemporary
and less “American” looking. We wanted to do
something
different from the sparkle and big skirts by creating
modern dresses with combinations of funky colours
and fashionable shapes.
I would say the average spend is somewhere
between £150 and £200.
Laraine Jones,
Buy stock as girls do not want to order, and buy
a variety of designs as every girl wants to wear
a different dress to her friends. Target all local
schools and have prom nights.
Rich vibrant colours are still popular. We mix
colours and textures together to tone down very
brash colours. Short styles sell for us - if money is
tight girls do not want a big dress and will opt for
something more fashionable and edgy.
Style lp243 is a dream dress. Fun, funky and yet
still feminine. With its fitted ruched bodice it is
really flattering.
a dress that really stands out.
DESIGNER, ALEXIA DESIGNS
We first introduced a prom line last September.
It has grown enormously.
How much further growth do you feel there is in
the prom market?
I don’t think it has come anywhere near to
reaching its peak.
There’s no set price – it could be anywhere from
£50 to £500.
If you have a good dress, order it in all the
available colours so that if you have a policy not to
let two girls have the same, you don’t lose out on
sales if they are in different colours.
and to?
The girls start buying from December right up to
a week before the prom date.
The big tulle skirted dresses will continue to be
popular, and we have done brilliantly with our
glitter tulles.
the market?
We think the dresses should be fun, funky and
fabulous. Each girl wants to outdo the other with
Yes, we call it the Minnie Mouse dress because it
is so dotty and cute.
ATTIRE 21 ·
KATESHERFORD
to book an appointment with our
Sales Executive to preview the new
2009 Spring Collection contact:
[email protected]
01823 256012
designed and handmade in England
www.katesherford.com
OL I V I A MA E
CLASSIC GLAMOUR
FOR EVERY OCCASION
A stunning collection of stylish bridesmaids, prom and eveningwear.
Dresses in sizes 6-30 wholesale at
£75 to £95, with flowergirls for ages
2-11 from £50.
For a sales appointment contact:
01823 336000
[email protected]
www.olivia-mae.com
Fashion
Stuart Turner,
8157
8101
MORI LEE UK SALES MANAGER
Mori Lee Prom has been sold in the UK and Eire
for over five years.
The demand for prom wear has changed
significantly with a massive increase in volume.
Mori Lee Prom will continue to present a
stunning collection of prom dresses in fresh
colours, new materials and inspired shapes that
will make any girl feel fabulous on her special
prom night.
How much further growth do you feel there is in
the prom market?
It is nearing capacity; what has happened is the
market has become more refined into price/
quality brackets and styles such as slinky, full
skirted, short.
and to?
This depends on the area and event; for example,
in Eire they are termed ‘Debs’ and take place late
summer as opposed to the UK which is mainly
May and June. However, the girls will start
looking for their prom gown as early as December
the previous year!
are very price aware but the typical spend can be
anything between £100 and £400.
the market?
The quality and depth of range, from traditional
US high school tulle to slinky sexy styles with a
modern fashion twist.
Stock as many prom dresses as you can afford
and sell off the rail. If you can top up later by
consumers’ requests or by the success of sell
through, all well and good.
What would you say the typical spend is for
someone seeking a prom dress?
It is very difficult to say as some girls/mothers
Katia Charalambou,
HOUSE OF NICHOLAS
We first introduced a prom line in 2006.
Girls in the UK are now looking for more
traditional “American Style” prom dresses, although
we still sell a great deal of simpler dresses which
can be worn again.
prom market?
We believe the market for prom dresses is growing
year by year.
and to?
Short dresses inspired by High School Musical
will be more in demand next season. Brighter
colours will be the norm next year with some ‘in’
colours making an appearance – lime is a good
bet and of course that added sparkle!
It’s difficult to pick one but 8101 in Pink
Lemonade is a favourite – it is typical Mori Lee
with a new twist, we also make a shorter version
which is also very popular.
Our customers tell us the prom season starts from
January and goes through to July.
What sets your prom range apart from other
collections on the market?
Our prom range is great value for money, and we
place great emphasis on good customer service.
I would advise retailers to look at their own
particular market to ensure, as far as possible, that
they have the correct styling for their area. It is
vital to have a good range of sizes and colours as
there is such a small window for the season, and for
reordering.
In our experience, the vibrant colours always sell
the best.
ATTIRE 23 ·
Lyn Musselle, Sales and
Marketing Director,
MAGGIE SOTTERO
Flirt prom by Maggie Sottero was introduced into
the marketplace in 2006.
UK retailers were very tentative when buying prom
for the first time in 2006; however, the demand
to stock, and the numbers of prom bought, has
increased dramatically since, with twice the amount
of stock bought for the 2008-09 season compared
to the previous season.
prom market?
Expect to see a huge growth in this market, as
more and more schools become familiar with the
concept and introduce a prom season. Demand
will be driven by fashion conscious teens, eager to
impress and out-do each other. You only have to
look to our friends across the pond, where prom
is an enormous business, commanding stores who
cater to the marketplace year round.
and to?
May to July, seems to be the most popular months
in the UK at the moment, but it wouldn’t come as a
big surprise, if in the future we see proms organised
throughout the calendar year.
P1344
the market?
The choice of fabrics, styles and fit, which is the
trademark signature of Maggie Sottero.
Most girls will have a budget in mind when setting
out to buy their prom gown; however, I think the
budget becomes a secondary consideration if a
girl finds her dress and it is slightly more than
she anticipated. £200 - £250 seems to be a fairly
typical sum that girls are prepared to spend.
Research the subject and find out if schools in
your area are already holding proms. If not, now’s
the time to suggest it, you could even ask if it
would be possible to survey the pupils. If you have
any teenagers that you can discuss the subject
with, then do, they will provide an insight into
everything from ‘what’s trendy to what’s not’.
Big tulle ball-gowns seem to have been a favourite
with retailers for the coming season. The most
popular colours have been the bright, vibrant,
pinks, purples, magenta and turquoise.
There are so many gowns that I could name, for
different reasons, but if I had to choose a dress that
I think epitomises ‘Prom’ it would be style P1344.
This is a strapless vision in taffeta print bodice and
tulle skirt, available in moss green/black and plum/
black. The figure hugging bodice with its ‘V’ cut
neckline and ball-gown tulle skirt will make every
girl feel like a princess for the day! A
24 ATTIRE
Bright and
Tiffany Prom
+44 (0)8707 707 670
www.tiffanyprom.co.uk
Beautiful
Capitalise on the growing UK prom market by investing
in these gorgeous gowns…
Mori Lee Prom
+44 (0)1476 541 116
www.morilee.eu
Full and FABULOUS
Froxy Prom
+44 (0)1245 425 558
www.romance-bridal.co.uk
True Bride Prom
+44 (0)1273 728 637
www.truebride.co.uk
26 ATTIRE
Mark Lesley Prom
+44 (0)1621 784 784
www.marklesley.co.uk
Stevies Gowns London
Mark Lesley Prom
+44 (0)20 8803 8084
www.steviesgowns.co.uk
+44 (0)1621 784 784
www.marklesley.co.uk
Fashion
t
e
e
w
S
d
n
a
t
r
Sho
Lou Lou
+44 (0)20 8368 1500
www.louloubridal.co.uk
Froxy Prom
The House of Nicholas
+44 (0)1245 425 558
www.romance-bridal.co.uk
+44 (0)20 8802 1399
www.thehouseofnicholas.co.uk
ATTIRE 27 ·
Fashion
Lou Lou
+44 (0)20 8368 1500
www.louloubridal.co.uk
Girly Glamour
Mori Lee
+44 (0)1476 541 116
www.morilee.eu
Tiffany Prom
+44 (0)8707 707 670
Alice James Prom
Maggie Sottero
+44 (0)1254 279 766
www.alice-james.co.uk
+44 (0)151 339 9139
www.maggiesottero.com
ATTIRE 29
Hatsonheads
Top to Toe
GLAMOUR
No longer the preserve of the mother of the bride and groom, hats
are now the accessory of choice for style-conscious brides. We
speak to leading milliners to find out more…
When choosing accessories to complement
her outfit, the bride is presented with plenty of
options, particularly with regards to headwear.
Should she wear a veil, tiara or both? Or should
she do away with tradition and opt instead for
a hat or fascinator? Modern brides, it seems,
are increasingly selecting the latter options and
retailers keen to maximise accessories sales should
start stocking up now.
Hatsonheads is an accessories company located
at The Artisan Design Studio in Lincoln. Co-run
by fashion designers, Angela Coupe and Carol
Robinson, the duo has won a number of awards,
most recently the ‘Hatty Award 2008’ for their
Designer Hat Making Kits and Millinery Courses.
Most of the time, Angela and Carol can be
found at the studio designing and hand tailoring
millinery in a range of styles. Speaking about
their product offering, they say: “We don’t make
ordinary hats, we create spectacular, individual,
head turning adornments with a hint of humour
and quirkiness, perfect for a wedding or day at
Vivien Sheriff Millinery
30 ATTIRE
were made popular as costume jewellery for
brides. Inevitably, over the years, the tiara is now
everywhere, as likely to adorn a Saturday night
reveller as a bride. The tiara is devalued and
discerning brides are looking for a more individual
statement of good taste.”
Over the past decade, Rose Belinda has
diversified into fashion accessories, supplying
hats and fascinators for all occasions. Through
acquisition, the firm has also become the UK’s
last remaining manufacturer of silk flowers, using
antique tools and traditional methods. Flowers
now form an important part of Rose Belinda’s
the races.” They’re also proud that all their designs
Bridal and Fashion Collections.
are made in the UK: “We strongly believe that we
Another company that places great emphasis
should promote UK design talent and do our bit
on its UK-based design and manufacture is
for the UK fashion manufacturing industry.”
Vivien Sheriff Millinery. Established in Salisbury,
Naturally, weddings is a core market for the
Wiltshire around four years ago, the brand is
design duo and, in recent times, they say they
fast becoming one of the most respected names
have noticed a shift in the type of headwear their
in the field of fine millinery. “All our pieces are
brides are requesting: “Hair decorations and
manufactured by hand in the UK, from start to
jewellery seems to be taking the place of traditional finish, which is why our customers love us,” says
veils and our brides
Charlie Gale. “Our
“The tiara is now everywhere, designs are classic and
like to have something
unusual to wear, like
yet cutting edge, and we
as likely to adorn a Saturday
small headpieces and
are always looking for
fascinators with jewellery night reveller as a bride.
innovative new ways to
incorporated into the
use our exquisite feathers,
The tiara is devalued and
designs with veiling over
silks and organzas.”
discerning brides are
the eyes.” They continue:
Vivien Sherrif
“Our brides are looking
Millinery designs and
looking for a more individual
for something unique for
makes a wide range of
their special day and tend statement of good taste.”
headpieces for brides,
to prefer headpieces that
from larger cocktail hats
are one-off, bespoke pieces. We are also getting
to smaller headpieces, as well as handmade veils
more and more orders for special hand made
and tiaras. All pieces are comfortable and wearable
couture fascinators.”
so they can be worn right through to evening.
John Lee, Director of Rose Belinda, an
Recently the company noticed an increased uptake
established bridal accessories firm that launched to
in hats by brides, and responded by creating a
the trade in 1981, has also noticed this shift. In his
whole new brand to cater for this market. “Our
eyes, the catalyst for this change is easy to pinpoint: designs have always been popular with brides;
“Tiaras, once the preserve of the aristocracy,
however, demand for our designs has been so
Rose Belinda
Image: Dave Overton
Hats
Hatsonheads
high in recent times that we decided to make our
bridal collection a whole brand in its own right
(Vivien Sheriff Bride). The new bridal collection
has proved a huge hit over the last year and we
have been overwhelmed with requests for bespoke
pieces incorporating personal touches such as silk
from the bride’s gown, or from vintage jewellery
etc. We have also been busy designing amazing and
unusual couture veils as well as hand made crystal
wire ‘tiaras’ that are so beautiful, they have been
described as works of art.”
For retailers, the opportunities presented by such
a keen interest in hats and fascinators should not
be ignored. Headwear completes a bridal outfit,
and may well help to convince a bride that the
dress she has tried on is ‘the one’. On presenting
hats in-store, Charlie encourages retailers to:
“Display them well and offer brides-to-be our
bespoke colour matching service as we pride
ourselves on being able to match any outfit for
style and colour.” She continues: “It’s important to
provide a good array of price points as, with the
influx of Chinese imports to many department
stores, the independents have more of a chance
of getting a sale. More often than not, potential
customers are looking for something more unique
for their special occasion.”
Retailers not yet stocking a hat line may want
to test their local market first. One way of gauging
Rose Belinda
interest would be to host a hat-making workshop,
whereby brides-to-be, or members of the wedding
party can create their own bespoke headpiece.
The Designer Hat Making Kits have been created
using four unique designs from Hatsonheads, and
“Hair decorations and
jewellery seems to be taking
the place of traditional veils
and our brides like to have
something unusual to wear,
like small headpieces and
fascinators with jewellery
incorporated into the designs
with veiling over the eyes.”
Rose Belinda
are available in 15 colourways. Each one contains
step by step instructions, all materials required, and
a designer hat box to store the completed item.
Retailing at just £29.99, the kits are excellent value
and would be perfect for using at any in-store
bridal event.
While trends come and go, the demand for
beautifully crafted bridal accessories has never
gone out of fashion. Hats are very much in-vogue
for today’s discerning bride in search of a classic,
sophisticated look, and UK-based milliners can
deliver exactly what they are looking for. A
TOP TRENDS
“This season is about restraint. Retro is in, and
less is more, with beauty in the detail. Flowers,
net, small ‘button’ hats and fascinators on
structured sinamay shapes are all popular.”
John Lee
“Any style with bespoke touches and veiling
will continue to be big this year. Vintage
is popular year after year with brides. Also,
volume is back, so oversized pouffy veils are
sure to sell well.” Charlie Gale
Rose Belinda
FURTHER INFORMATION
Hatsonheads
Tel: +44 (0)1522 529 165
www.hatsonheads.com
Tel: +44 (0)1725 512 983
www.viviensheriffmillinery.co.uk
Rose Belinda
Tel: +44 (0)1423 358 986
www.rosebelinda.co.uk
ATTIRE 31
Ellie -Rose
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Retailer Interview
G
Devine G
INSPIRATION
Mother and daughter team Joy Devine and Liz DevineWright opened hat and accessory boutique Simply Devine in
Yorkshire five years ago, and it is now one of the best in the
region. We spoke to Liz about their journey to the top...
Joy Devine and Liz Devine-Wright
What was your career
background before you opened
Simply Devine?
Strangely, we had two very non-related
career backgrounds. My mother, Joy, had
‘retired’ as a postwoman and I had a 30
year career in secretarial work.
What do you consider to be your core customer base?
Our core customer base for millinery is ladies who are main players at
weddings, i.e the bride or groom’s mother and their families, not excluding
racehorse owners and race-goers. We also do extremely well with our jewellery
and accessories for gifts or just for treating one’s self. Our customers range
from teenagers to mature ladies and we have many customers that believe if
they do not shop locally then they will have an empty high street.
What prompted you to launch
your shop and how did you
decide on the concept?
Alongside a full time secretarial job
I was running a long term property
portfolio and bought the current site of
Simply Devine not knowing what to do
with it. It needed total refurbishment
and was my first commercial property.
My husband, Andrew Wright is an
architect and was commissioned to bring the building to its current state and
oversee the build programme to create the Simply Devine boutique and a
separate flat above it. Mum was always interested in millinery and was taught
by couture milliner Peter Kingston Youel, Head of the Leeds College of Art
& Design. Following a number of years since the death of mum’s partner my
sister and I suggested that she start her own business, and so Simply Devine
was born at my property.
How would you describe the presentation of your shop?
With a solid oak floor and locally made special purpose fittings, not to
mention the large hat drawers and period counter, it’s unique! It was also redecorated at Christmas, so it’s fresh and clean. We had to have body tinted
glass in the front window since it is South facing, which we are told makes the
shop look very ‘posh’!
Liz Devine-Wright
How did you select the premises and location for your business?
Properties were scarce at that time and it was bought with gut feeling. Whilst
the shop is not on the main drag, customers come from all over Yorkshire and
Cheshire and can park right outside, which is a fantastic advantage. Those
who know about us say how lovely it is to spend considerable time choosing
headwear without having to worry about parking meters! The shop was also
once next to a sub-Post Office which was very convenient for sending our web
orders because we could just pop next door, but sadly it closed last year.
How do you source new product lines and designers?
We visit trade shows from London to Scotland, as well as the European
shows. We do source via other means, but our core business is sourced
at Moda. We like to deal with the smaller companies because the larger
companies have minimum orders that are too great, ending up with too much
of the same product.
What are the key factors you consider when introducing a new
product line?
We have to like it, and we don’t want tons of it! We have a saying in the shop
that “if you like it, buy it, because we don’t always source more than one!” There
are three of us in the business now, mum, my younger sister Kay and I, so
when we do our buying we know that we can cover the taste of a good range
of ages.
How important is product knowledge and customer service?
I can’t tell you how knowledgeable mum is about the millinery sold in the
shop. We have hundreds and hundreds of pieces and she knows exactly what
she has in the shop and where it is! Mum also knows what suits each customer
ATTIRE 33 ·
G
G
and has a fantastic eye for creating a stunning ensemble, allowing you to
stand out from the crowd. It is Simply Devine policy not to sell headwear if
it doesn’t suit the customer. If we haven’t got the right piece we will not force
a sale. In the last five years we have trusted word of mouth for our marketing
and it has worked. A local race meeting was cancelled last year and mum
very kindly telephoned all of her customers to say that they could have their
deposits back!
What are your future plans for the business?
I’ve set our goals high. We want to be the specialist hat shop in Yorkshire! We
currently have our silk and cashmere wraps dyed to match the headwear that is
available at Simply Devine, so we are taking our first steps to exhibit at Moda
in August offering seasonal, coloured pashminas and wraps. It has taken a long
time to build the infrastructure for this service and we now feel that we are
ready to take the leap forward. A
How do you view the current state of the market?
We think it is really sad to see well established businesses close because we
now know how much work goes into a small business; however, there is and
has been far too much borrowed money around. It was always our policy not
to borrow money and, whilst we are by no means rich, we can sleep at night.
However, in the early days we remember only having a pound in the bank! We
would like to think that ‘specialist’ shops will do well in the future. Consumers
want quality as well as knowledge and customer service, and a specialist service
should be fit for royalty. The current market may have stopped us from renting
a second shop, but it certainly has not stopped us from moving forward.
What advice would you pass on to other retailers considering a
move into hats and accessories?
Don’t expect to become a millionaire – just be passionate about hats. Hats
are a seasonal product. We have an extra long holiday from Christmas and
don’t re-open until early February, and then we only open from Wednesday to
Saturday. Once spring arrives we open the shop from Tuesday to Saturday. It’s
a lifestyle choice.
34 ATTIRE
FURTHER INFORMATION
Telephone +44 (0)1937 836 068 or visit www.simplydevine.co.uk
Phoenix Gowns
Elegant, beautiful, affordable
Phoenix Gowns are the only
choice for exceptional quality &
design at affordable prices
For enquiries please call
01322 338 503
www.phoenixgowns.co.uk
Email [email protected]
www.JonathanJamesCouture.com
The stunning ICON Collection is now available.
Please contact us to make an appointment.
UK Sales Executive: Mr Robert Wilson
07783 476 408
Growing your
Business
It is possible to build upon your existing offering to consumers in this current
climate, says Business Link Adviser, Peter Mulhall. Read on to find out how…
Every business would like to see their sales
increase and their profit margins improve, but this
isn’t just going to happen of its own accord – it
needs positive action from the owner or manager,
looking at fresh angles and seeking out new
opportunities to keep developing the business. It
is always difficult deciding when and how to grow
your business and it is even more daunting in the
current economic climate.
Nevertheless, there are alternatives to explore
that may give you the chance to grow your
business without taking on too much extra risk or
investment: one such strategy is collaboration and
we will focus on this topic in the second part of the
article. Before making any decisions it is essential
to research your options thoroughly and to make
sure you fully understand the implications of your
plans, so you know what to expect and you can
then adjust your actions if the results don’t meet
your expectations.
monthly will keep you on track.
I always encourage business owners to think
about a longer term vision for their business –
certainly one year, and perhaps two years or longer
in some cases, as it encourages them to think about
what they want for the business and how their plan
for the coming year will move them towards their
ultimate goal.
Getting to where you want to be
There’s no getting away from the fact that business
planning is essential to success. If you haven’t
updated your business plan for some time, or
haven’t got one, then now is the time to focus on
your plan.
Think about what you want your business to be like
in one to two years time:
•
What types of products will you be
selling? Use your current knowledge of
your customers’ needs to think of any new
directions.
•
What type of customers will you have and
what markets will you be serving? Perhaps
you will widen your market by developing a
website or you will attend more trade fairs to
reach a much wider audience.
Can you grow your business by collaborating
•
with other businesses?
What level of turnover and profit do you want
•
to achieve and what resources will you need?
This should get you thinking of where you
•
want to take your business in the next phase
of its development.
How to make your business plan work for you
I usually encourage my clients to adopt an action
centred approach to planning which, apart from
the financial budgets, involves relatively little paper.
Having a vision, annual goals, targets and
milestones identified as stepping stones to the
vision, is simple but highly effective. Writing down
your strategies and action plan and reviewing it
The next stage is to look at your strategies for
achieving the vision. For instance you might decide
to do the following:
•
Sell more of what you currently offer to your
existing customers. This is about selling skills,
use of displays and promotional activity.
•
Introduce different product ranges to not only
increase sales to existing customers, but also to
38 ATTIRE
•
•
•
attract new customers.
Open another shop, or expand or refurbish
your existing shop.
Create a website or, if you already have one,
increase your internet sales.
Attend trade fairs, shows and exhibitions.
You may need to adopt all your strategies in order
to reach your goals, but each strategy may require
different actions in order to achieve it. At this stage
you should put more detail into your plan for each
idea. For example, for the first strategy you might:
Develop themed shopping events with other
•
retailers in your area.
Introduce a loyalty card to incentivise your
•
regular customers.
Arrange special discount days.
•
Once you have listed your options for each strategy
you should prepare your financial plan or annual
budgets. How detailed this is will depend on your
business. The very least you should do is to have
targets for the key things you want to achieve,
broken down into monthly chunks. You should
include your sales targets, buying budgets, and cost
targets for any large costs such as setting up a new
website or refurbishing your shop.
“There’s no getting away from the fact that
business planning is essential to success.
If you haven’t updated your business plan
for some time, or haven’t got one, then
now is the time to focus on your plan.”
Putting your plans into action
You need an action plan for each of the strategies
that you have chosen. For instance, you might
Business Link
decide to completely upgrade your website in
order to improve your online sales. To achieve this
someone needs to do something about it.
Your action plan should be concise and cover
each of your strategies:
•
•
•
•
•
What needs to be done?
Who is responsible for making sure it
gets done?
When should this activity be completed?
What resources will be needed, including
money, people, equipment etc, in order to get
it done?
How will you know that it has been
completed successfully?
Reviewing your progress
This is a process that is often overlooked but, you
should assess progress, ideally at least monthly.
Typically, you should look at what you, your staff or
anyone else involved were meant to do during the
period, and whether and how well it was done. You
should also check progress against financial targets
and budgets.
But remember, customers’ needs, shopping habits
and local conditions are constantly changing, so at
this stage you should decide if the action plan is
still relevant given the events or changes that may
have occurred (or are likely to occur) and amend as
necessary.
You should also identify and share the lessons
learned from the actions you have taken, which
will improve the way things are done in the future.
Therefore, the four stages are: Plan, Action, Review
and Act on the outcome of the review.
Collaboration
As we’ve already mentioned, one option for
developing your business without taking on too
much additional financial risk is collaboration.
You may have met someone at an event or know
another retailer and think that you could work
together. You could, for example, share the costs
of a stand at a trade fair, or work with other retail
outlets in your area to promote special discount
days or develop a website with another business.
There are several things to consider when going
down this road:
The opportunity
You will need to identify an opportunity. You may
want to collaborate on a one-off event such as
a trade fair or you may see that there are longer
term activities such as setting up a website, where
collaboration could help you share costs and
expertise.
Trust
This is a difficult one as it only truly forms with
experience. Ultimately you will need to trust
partners, sometimes with sensitive information
about your own business. Not only that, you will
need to trust that the person you collaborate
with will fulfil their responsibilities on your joint
projects or ventures. There will inevitably be a
division of labour and you are unlikely to be able
to supervise, hands-on, the things that the other
person is doing. If you, as a sole trader, want to
collaborate with other sole traders, understanding
the other person’s style of doing business,
vision, view of the world, their values, beliefs
and behaviours will be important for effective
collaboration.
Skills match
One of the big advantages of business
collaboration is that you can benefit from skills
and competencies that you don’t have. This doesn't
happen automatically; drawing up a ‘skills map’ and
checking each potential partner’s skills in order to
match the skills you need with those available is a
crucial part of the preparation stage.
So yes it is definitely an option to consider…
It is widely accepted that business co-operation
or collaboration is a valid strategy for growing a
business. There are huge benefits to be had from
utilising the synergy of complementary businesses
as well as potential economies of scale.
…but don't go into it blindfolded.
We have only scratched the surface and looked at
a few aspects, but even so it should be clear that
some investigation is needed before any decision
is made.
A sobering thought is that the majority of
collaborative business relationships fail. This is why
it’s so important to do your groundwork first. Be
prepared to put the time and effort into making
the partnership work and you stand a good chance
of succeeding.
In a nutshell:
Identify the business opportunity;
•
Choose your partner carefully;
•
Spend time getting to know them and their
•
business;
Take advice;
•
Be clear about the risks and benefits.
•
A helping hand is there – grasp it
You might want to bounce your ideas off someone
to get a reality check and see if there are aspects of
your plan that you hadn’t thought about. Or you
may just need help with practical business skills
such as finance, business planning or marketing. Or
you may need to find a good supplier to help you
with a specific task such as designing your website.
This is where Business Link can help. The
programme of workshops will give you all the
business skills you need to help grow your business.
In addition you can arrange a one-to-one meeting
with an adviser to analyse your needs and if you are
looking for a supplier then they can help you find
the perfect match through the supplier database. A
“One option for developing your business
without taking on too much additional
financial risk is collaboration. You may have
met someone at an event or know another
retailer and think that you could work
together .”
Further information
For more details on all Business Link services,
including details of events in your area, visit
www.businesslink.gov.uk or telephone
+44 (0)845 600 9006.
ATTIRE 39
Classic
Couture
Jonathan James speaks to Attire Bridal
about his fast-growing bridal brand
Sylvie
Tell us a little about your background. What
prompted you to set up your company, Jonathan
James Couture Bridal?
Having researched many bridal retailers over a
number of years, I felt that there was a need for a
diverse range of bridal gowns that gave retailers
the ability to change the design to suit their brides’
requirements. Every bride wants that slight touch
of individuality to their gown and my collection
allows retailers to work with their bride to achieve
the perfect look and, in turn, allows the bride
to play an important part in creating her gown
should she so wish.
Jonathan James Couture Bridal was only
launched in March 2006. Was it difficult to
convince retailers to take on a new label?
Obviously launching a new label in an already
saturated market was tough, but I’m a great
believer in working closely with your customers
and offering something fresh and new to retailers. I
understand that the purchasing of a new designer
label is at a risk and, therefore, offered all new
retailers as much support as possible with designer
days and targeted national advertising. I’m proud to
have stores stocking my label and advertising the
fact, but the most important thing is that retailers
are making a fantastic mark up and successfully
selling the gowns. This, teamed with a great
40 ATTIRE
relationship with my customers, has proven to
work as a winning combination.
Tell us a little about your current collections
- how you would you describe them?
I wanted the 2009 “ICON” Collection to epitomise
1950s glamour, so it features soft gathered skirts
with lots of movement, but a twist of modern
day fashion. The 2009 collection has proved most
successful, and the images have captured the look I
wanted perfectly.
What are your best-selling designs?
As I try to make each collection as diverse as
possible, it’s tough to say which styles have outsold
others due to the fact that my gowns reflect a
bride’s individuality. However, for the fairytale
bride “Sylvie” has been fantastic and has been
ordered in a wide range of colours by retailers.
“Demeter” and “Rula” have also been fantastic
gowns this season.
How often do you launch new lines?
This question comes back to working closely with
your retailers. I only release one collection per year
as, during my research into bridal retailers, I
discovered that retailers cannot keep up with
certain levels of purchasing that are required by
other bridal designers or manufacturers. I’m not
saying that this is the wrong thing to do, but
it’s not a route that I wanted to follow. Retailers
wishing to become a stockist of my label are
required to purchase eight gowns from the
collection. They then have a full 12 month selling
period. My retailers have found this to be a sensible
way of working as they are able to judge the
collection in their store from the outset and most
have added further styles to their range throughout
the year by listening to their brides’ requirements.
How do you promote your business?
Currently I have a team of sales consultants that
visit bridal retailers in their own stores to promote
the collections. Again, I came to this decision from
listening to bridal retailers’ requirements. My
retailers find that it is a more leisurely way of
purchasing your collection and minimises the
chance of possibly buying styles that you may
already have similar in-store. National advertising
is also extremely important to me and my label. If
advertising is to be successful then it has to be in
the right place. I am very happy with my current
advertising choices as the results are to be seen
through my retailers’ sales.
How are you being affected by the current
economic climate (if at all) and what steps are you
taking to minimise its impact?
Profile
Rula
I’m a great believer in turning a negative into a
positive. I think everybody is being affected by
the current climate, but if we are to succeed then
we have to fight it. We are working with retailers
more than ever at the moment, promoting their
stores and the label with more designer days and
innovative advertising. If you have a great product
and a good attitude then your product will sell.
The answer is not to slash prices and try to beat
the next man down; I feel it is to promote your
business, be proud of your labels and stand your
ground; this positive attitude will undoubtedly
emanate to your customers.
Is this stockist base something you are hoping
to grow and would you consider approaching
stockists in other countries?
Of course, but within reason. I don’t want a
stockist on every corner because I don’t think that
this works. I am much happier to have a smaller
stockist base with a larger gown collection, selling
across the board. Indeed, I have had to place some
retailers on a waiting list for availability in certain
areas. I always consider the fact that my stockists
have invested in my label and my brand and they
need that to work for them. The last thing that I
wanted to do was to create a situation where my
own customers were fighting each other for the
same business and slashing prices to obtain it. I
personally feel that this lowers the profile of the
label and sends out a message of desperation from
the retailer to the bride. Business is hard enough to
obtain in the first place without having the brides
beating down the retailers on price.
The collections were launched in Canada and
Australia at the end of 2008, and this has proved a
good move for me. I am still insistent of using the
same business direction in those countries as I have
in the UK.
When did you launch your website and who
designed it? How does it support your business?
My website was designed by ‘Spira Creative’. It
was of the upmost importance that the website
reflected the elegance and sophistication of my
gowns. I also wanted to interact via the web with
my retailers. All retailers are given a login and
password into the website where they can access
all of my business forms and promotional material;
they can also read news items and be informed
of any changes that are coming up. From the
bride’s point of view the site is extremely user
friendly, allowing the bride to view images of all
aspects of the gowns.
What can we expect from your brand in 2010?
I am so excited about my 2010 collection “The
Gem Collection”. I have introduced many new
fabrics including new silks and organzas and
stunning lace. It’s under wraps at the moment but
is released for sale from June 2009 to retailers and
delivered to retailers from September 2009. A
Further information
Any new retailers may call Mr Robert Wilson to
make an appointment to view The Gem
Collection on +44 (0)7783 476 408. To find out
more about Jonathan James Couture, simply visit
www.jonathanjamescouture.com
ATTIRE 41
Through the looking
Debbie Williams,
Owner, Amychloe Bridal
Tel: +44 (0)1269 595 500
Web: www.amychloe.co.uk
How often do you change your
window display?
I always try to change the window
display every week. If I just absolutely
love gown in the window and don’t
want to take it out, sometimes it stays
in for a little longer!
Do you have a particular day of the
week/time of day for this and why?
We don’t have a set time – just when
the mood takes us.
Is this something you feel is important? Why? Why not?
It’s very important. The window dress stirs up so many different emotions
for all sorts of poeple. I really love the reaction we get from the passers by
as they see something new or something a bit outragous.
The older ladies get quite excited and even open the door and tell us
what they think!
Any success stories? For example, has a particular window display
attracted a surprising number of brides?
You would be amazed at how many calls we get about the dress in the
window, even from men asking details so they can tell their girlfriend
about a dress they have seen.
Any window display disasters?
No disasters as yet! Many brides call to ask the price and name of a gown
they had seen when driving past. I often think ‘please don’t smash your
car as you are looking in!’.
What elements would you say make a good window display?
I think all you need for a good window display is a fabulous gown and
nothing else. Keep it simple and let the gown do all the talking, this looks
classy too.
glass
We speak to two bridal retailers to find
out their differing views on the art of
window display…
Samantha Neville,
Director, Mamfii Bridal, Winner of Best Bridal Retailer 2009
Tel: +44 (0)1483 480 556
Web: www.mamfiibridal.co.uk
How often do you change your window display?
We try to change it at least once a week so that passing traffic does not
see the same thing every day.
Do you have a particular day of the week/time of day for this and why?
We tend to change the window on a day that is quieter so this changes
week by week! It needs a bit of time spent on it so we have to fit it in
between brides.
Is this something you feel is important? Why? Why not?
Yes – the shop front is a large form of advertising, so it needs to be
appealing and attention grabbing.
Any success stories? For example, has a particular window display
attracted a surprising number of brides?
A black and white themed display attracted a lot of attention, and if we
do something a little unusual it always gets commented upon.
Any window display disasters?
Only on a Saturday! If brides ask to try what’s in the window you end
up with a few bare mannequins as your display!
What elements would you say make a good window display?
A great dress and not too much clutter! A
TOP TOPS
TOP TOPS
* Don’t make the display too fussy.
* Always place one of your most eye-catching dresses in the window.
42 ATTIRE
* Let the dress speak for itself.
* Have some sparkle to catch the light.
* A well placed mirror if the dress has back detail.
* A couple of accessories will often complete the picture.
Trudy Lee
Bridal Dress Collection
www.trudylee.co.uk
email: [email protected]
tel: 01707 643633
Victoria Kay
The A r t of the Dre ss
The stunning new collection
is now available
Please phone our sales team for an appointment.
+ 44
(0) 1424 427284
www.victoriakaygowns.co.uk | [email protected]
Fashion
Chic
SILHOUETTES
These gorgeous fishtail
gowns provide the perfect
fit for discerning brides
ELLIS BRIDALS
+44 (0)20 8888 8833
www.ellisbridals.co.uk
ATTIRE 45 ·
A stunning and
inspirational collection
of bridal gowns. Please
contact us to make an
appointment to view or
call our UK Sales Agent
Phil Swift on
07984 876330
www.anellacouture.co.uk
formally Eva Jordan Bridal
www.honourbridesmaids.co.uk
formally Samantha Jane Bridesmaids
All dresses available in Taffeta & Satin
Over 40 colour ways - from £69.00
For more details please contact our
UK agent Phil Swift on 07984 876330
ALFRED SUNG
+44 (0)1909 774 471
www.alfredsungbridals.com
AMANDA W
YATT
+44 (0)1625
522 344
www.aman
dawyatt.com
Fashion
BLU @ MORI
LEE
MORI LEE
+44 (0)1476 54
1 116
www.morilee.
eu
ALICE JAMES
+44 (0)1254 279 766
www.alice-james.co.uk
ANGELO
ALFRED
6
08 262 62
m.com
+44 (0)19
itedkingdo
n
u
lo
e
g
n
a
d
www.alfre
ATTIRE 47 ·
NOVIA D’ART
+34 932 378 015
www.noviadart.com
CHANTICL
EER
+44 (0)1242
226 501
www.chantic
leerbrides.c
o.uk
AL UK
ION BRID
IMPRESS
2
27 851 45
+44 (0)17
al.co.uk
d
ri
b
n
io
ss
www.impre
BENJAMIN ROBERTS
+44 (0)1792 564 710
www.benjaminroberts.co
.uk
MARK LESLE
Y
+44 (0)1621 78
4 784
www.markles
ley.co.uk
LUCCA BRIDE
+45 (0)9893 0144
www.luccabride.com
48 ATTIRE
E B
ternity
ride
www.eternitybridal.co.uk
Bridal wholesale £85 - £299
Bridesmaids wholesale £49 - £89
Bridesmaids available in over
60 colours & 5 fabrics
ART COUTURE
www.artcouturebridal.co.uk
Bridal wholesale £139 - £375
Evening wear / MoB wholesale £95 - £159
Stock available of all collections
for immediate delivery
Client only online warehouse
to view stock & account information
View our Spring 2010 collections at
Moda this August 9th-11th &
BBEH this September 13th-15th
Promwear wholesale £75 - £165
Email: [email protected]
Studio 10 Valley House Hornbeam Park
Harrogate England HG2 8QT
Tel: +44 (0) 870 770 7670 Fax: +44 (0) 870 770 7610
ANGELINA FACCENDA @ MORI LEE
+44 (0)1476 541 116
www.morilee.eu
Fashion
ROMANCE
BY CARL M
+44 (0)1245
425 558
www.roman
ce-bridal.co
.uk
PURE BRIDAL BY RO
MANTICA
+44 (0)8707 701 024
www.pure-bridal.co.uk
STEWART PA
RVIN
+44 (0)20 8838
0888
www.stewartp
arvin.com
ICA
ROMANT
4
07 701 02
+44 (0)87
n.co.uk
ticaofdevo
n
a
m
o
.r
w
ww
VICTORIA JANE
+44 (0)1476 541 113
www.victoriajaneuk.com
ATTIRE
51
ATTIRE
51
VEROMIA
To see stockist list, download brochure or view more styles visit
www.veromia.co.uk or for a free copy of our brochure or further
information email [email protected] – Tel: 020 8554 6436
TH March
Protecting your Business
The current economic downturn is not something anyone can afford
to ignore, particularly with no signs of improvement in the foreseeable
future. During this period of economic uncertainty, reviewing and
streamlining the financial outgoings of your business is an obvious
course of action, with your insurance premiums being one of the
first areas you might look at to reduce costs. Reviewing your policy
is something that should be encouraged by your insurance provider
and can be undertaken at any time and should be free of charge.
Here Jim Pittman, ACII Chartered Insurance Broker of T.H. March
& Co Limited discusses the importance of the correct insurance
cover that will see you through the current financial downturn.
Does it pay to cut costs?
There are a number of ways in which you can
look to reduce your insurance premiums but
whether it is financially prudent to change
the terms of your insurance cover, even in
the short term, is highly questionable. For
example, understating your sums insured to
get a premium saving could have significant
long-term consequences as many policies
impose penalties in the event of under insurance
at the time of a loss. Equally, taking a chance
by dropping certain covers to achieve a small
cost saving could become an expensive mistake
when a claim occurs which is not insured.
insurance brokers offer and have built their
reputations on. Discounted premium rates are
not only unsustainable in the long-term but
more importantly have the potential to put your
business at serious risk due to gaps in cover;
risks you cannot afford to take.
XEnsure
Protecting your business
Historically during a recession, retail businesses
become more vulnerable making the likelihood
of a claim more probable. Having adequate,
dependable insurance protection to cover all
eventualities is critical to the security of the
long-term future of your business.
Your partner in business
“Caution should prevail if you are
offered a cheaper alternative to your
existing insurance arrangements.”
Talk is cheap
It is important that as a business you negotiate
the best possible deals to achieve secure,
competitive prices for all your financial
business needs. However, caution should
prevail if you are offered a cheaper alternative
to your existing insurance arrangements. The
commercial insurance market is currently
flooded with so called competitive deals that
may simply not provide the high standards
of integrity and customer care that reputable
Jim Pittman ACII Chartered Insurance Broker
of TH March & Co Limited explains why it pays
to protect your key assets.
It may sound like a bit of a cliché, but you
cannot afford to underestimate the role a
reputable and reliable insurance provider can
and should play in protecting your business.
A good provider will always be proactive
and work with you on an ongoing basis to
identify any changes that need to be made
to your policy to ensure that your business
is fully protected – giving you peace of mind
throughout these difficult times.
Considering a review?
If you are considering or are mid-way through a
policy review, there are a number of points you
need to consider before signing on the dotted
line, including:
all quotations are in writing and that
the terms are clear and unambiguous;
XWhen comparing quotations with existing
providers make sure you are comparing ‘like for
like’ for all aspects of the policy;
XMake certain the proposed insurer is of
sound, secure, financial standing; and
XBe satisfied that a new provider will give you
the same high levels of customer service and
aftercare supplied by your current insurer. A
“Taking a chance by dropping
certain covers to achieve a small
cost saving could become an
expensive mistake when a claim
occurs which is not insured.”
Further information
T.H. March & Co Limited, Insurance Brokers
is a well-established family business
founded in 1887. To find out more visit the
website www.thmarch.co.uk
ATTIRE 53
QA
ALL THE ANSWERS
Jane Watson and Anthony Meier solve your retail worries…
Anthony Meier is the
principal of Anthony
Meier & Co. Chartered
Accountants, based in
South East London.
Anthony specialises in
accounting, tax services and
tax planning for small and
medium-sized businesses.
Email Anthony Meier at:
[email protected]
Jane Watson has over 30 years’
experience in bridal retail,
previously selling dresses to
brides and supplying shops
with Eva Jordan Couture Bridal
and Samantha Jane Collection
Bridesmaids and Proms.
In response to retailer
demand, seven years ago she
launched a consultancy firm,
‘Starting a Bridal Business’,
to advise new and existing
bridal retailers on all aspects of
running a successful shop.
dresses at the show, there was little point. Instead, I started taking just enough
dresses for the mannequins and made a display so all the designs and colours
complemented each other.
I always took my diary to make appointments.
Don’t sit down with a book or newspaper; this is such bad manners as the
brides have made an effort to come to see you. Make a big effort to speak to
as many people as you can; hand out leaflets, offers, details of your next sale or
designer day and talk to them about these events. Ask the brides if they would
like to make an appointment to see the stunning collection you have in your
showrooms. Make a point of saying there is no obligation to buy and that they
can just come along and have some fun. If they like you, they will want to buy
their dress from your showrooms.
Limited liability
Q
A
I have been a sole trader for many years. Will I be better off tax-wise as a
limited company?
Stand and deliver
Q
I have a wonderful bridal business, but I’m well aware that I need to
be doing as much as I can in this current economic climate to bring in
new brides-to-be. In a couple of months’ time there’s a large, well attended,
wedding fayre in my area and I’m seriously considering exhibiting. The stand is
fairly expensive – do you have any advice on presentation and how to make the
most of this opportunity?
A
Jane Watson says: It is important to be seen as much as possible to
remind brides you are active in the bridal industry, so if your advertising
budget allows then ‘go for it’. Try to negotiate a special deal as organisers need
exhibitors to make the show a success.
You may be able to book two shows for a considerable discount; you have
nothing to lose by asking and everything to gain if you can secure a good
deal. I used to take lots of bridal gowns and bridesmaid dresses to the shows,
then I decided it was such hard work and, as the brides couldn’t try on the
54 ATTIRE
Anthony Meier says: The tax regime for a limited company is very
different, and it is possible to pay far less tax via a limited company. There
are many variables however and not everyone’s trading circumstances suit a
company structure. The top rate of tax you could pay as a sole trader is 40%
plus 1% National Insurance [NI] on top, for profits above £34,800. The top
rate of tax for a limited company is 22% on profits up to £300,000. A limited
company will pay significantly less tax and be able to retain more profit, in
cash or assets. Any retained profit will, therefore, belong to the company and
not the individual.
If you want to retain control of the profit you must pay yourself from the
company. There are two ways you can do this: via dividends and via salary with
a PAYE scheme. You can draw up to £34,800 via dividends without tax, as
long as you have no other income. Any additional draw downs are then taxed
at 25%.
You can also pay yourself via salary, up to approximately £5,000 per annum,
without paying tax or NI. You will be liable for tax and NI above this limit,
and the company as your employer will have to pay ‘employers’ NI. You can
top up the £5,000 salary by drawing dividends of up to £29,800 without tax, as
long as you keep your total income below £34,800.
One of the advantages of using a limited company is the flexibility it offers
in choosing the amounts and manner of payments. It also gives you the
flexibility of deciding when and in what tax year you are paid which provides
plenty of scope for further tax planning.
A
Tackling time wasters
Q
My bridal business is located in a very popular university town with
plenty of passing trade. Unfortunately, it also means I attract a lot of
‘time-wasters’ i.e. girls who, when asked, are very vague about the date of their
wedding and, after trying on several dresses, never return for a second look. I’m
well aware that some may be genuine, but it’s so frustrating. Do you have any
advice for me?
A
Jane Watson says: This is a very difficult situation. I would suggest that it
is acceptable to look without an appointment; however, in your personal
situation I would suggest that if they would like to try dresses on they will
need to make an appointment, and you will need a wedding date or function
date. Explain if they haven’t got a date, you will not know if you can supply
the dresses they may fall in love with; suggest it is best not to start trying
on dresses before they have a date as the dress may be discontinued if the
wedding is too far ahead.
Young girls looking at prom dresses should be accompanied by a parent or
person paying for the dress.
Make it a rule that groups of young girls are welcome to look but must
return with the person paying for the dress before trying the dresses on.
Should they find the dress they wish to purchase, the adult will be there to
pay. Put a polite, clear notice on the door. If you want some help with your
sign to put in your window, please email me with an example and I will make
some additional suggestions.
Cutting tax
Q
A
I am a sole trader and feel like I am paying too much tax. Do you have
any advice?
Anthony Meier says: There are many ways to save tax. The most obvious
one is claiming all business expenses and retaining all receipts. There
are many legitimate expenses you can claim for that are not widely known,
like ‘use of home as office’. If you do any work at home, you can claim for a
percentage of your home utility bills. You can also claim for stationery, interest
on a business loan, credit card interest on credit card purchases for your
business, accountancy fees, legal fees, bad debts, travelling including hotels and
subsistence while away, and many other types of expense.
Every business expense you can claim reduces your profit and your tax.
Make sure your accountant notes down all your expenses and submits them to
the tax office. A
Further Information
If you have a question about any aspect of your business, simply write to Q&A Special,
Attire Bridal magazine, Broseley House, Newlands Drive, Witham, Essex
CM8 2UL. Alternatively, send your queries to [email protected]
ATTIRE 55
NEW WEBSITE: www.elizabethdickensveils.co.uk
Column
CATCHING
CUSTOMERS
in the world wide web
Award-winning retailer and columnist, Abigail Neill, reflects on her
recent website redesign…
Oh no! Running late as usual! This was one
business meeting I didn’t want to be late for. Thank
goodness for Sat Nav. I typed in the postcode that
would take me to Mackman Marketing Group in
Sudbury and cast my mind back to the time that Sat
Nav mistakenly took me to the wrong church on
the day of a friend’s wedding! To say that was an
embarrassingly late arrival is an understatement. My
husband and I approached the church doors as the
happily married couple stepped gloriously out bells
ringing and confetti flying! Two locations with
the same name 35 miles apart meant that we had
missed the all important ‘I do’s’. I was upset and,
sadly for our friendship, so were the newlyweds.
Needless to say Sat Nav and I don’t relate
particularly well any more; however, I tentatively
continued with postcode entry. I was on my way
to meet with Bruce again - the likeable and trendy
looking web designer complete with curly hair
and skinny tie who was due to unveil his creative
concept for the latest Abigail’s Collection website.
Although my previous three sites have been
adequate, I felt that it was time for a complete
design overhaul. I wanted our site to have more
personality and I wanted customers who viewed
the site to ‘want’ to come and see us. In short, that
was Bruce’s mission.
Those of you read my columns may know I
am extremely passionate about our business. Poor
Bruce quickly understood that too, especially after
our first meeting just two weeks earlier during
which he took a ‘design brief ’. Brief it was not!
Apparently that meeting should have taken an hour
but I effortlessly extended it to three and a half and
probably could have stayed longer if it were not for
the fact he had run out of tea, empathetic smiles
and nodding power.
Understanding our business was obviously
important. They listened attentively to my
explanative pleas for a website which would ‘invite
the customer in’ and carefully reflect our business
personality in a friendly and professional way. I
explained what I felt was wrong with my current
site and Bruce reassuringly and knowledgably
reiterated why it didn’t work. Comically he
commented that our meet the team photographs
made us look like Estate Agents which (especially in
this climate) probably isn’t a good look.
A business website is a virtual shop window
and a well designed site is essential, especially in a
competitive industry. There are many factors that
contribute to a successful bridal business and under
the marketing umbrella I believe that a high-quality
and visually appealing website is crucial. Brides of
today carry out extensive wedding research online,
join community chat forums and increasingly
prefer to e-mail their enquiries. Sometimes dubbed
‘techno bride’, more often than not these ladies will
most certainly check us out online before making
an appointment.
Ranking on the first page of Google (or other
search engines) when newly engaged brides-to-be
excitedly commence their on line wedding shop
search is a crucial part of driving business physically
through our shop doors. Equally as important but
from a user’s viewpoint there are many factors that
contribute to the sometimes unconscious decision
to stay online and ultimately pick up the phone or
unfavourably, to click off and find another more
appealing business. Likeable design, uncomplicated
navigation, fast download speed and relevant
content are just some of the topics that an expert
will consider during the design process.
Of the many acronyms, ‘SEO’ (search engine
optimisation) is perhaps one of the most useful
to understand. This knowledge has enabled me to
ensure that all of my sites have performed well with
good meta tags, meta descriptions, keywords and
relevant content. It’s worth remembering that there
are two aspects to successful web design; firstly its
actual design and secondly how it performs (from
the user’s viewpoint and from an SEO viewpoint).
Mackman Group had promised to tick the technical
boxes and apply a fresh new style to my site and it
was time to see the results…
Sat Nav issues aside I arrived in time.
Unexpectedly, I realised I was really excited. Bruce
and Gemma opened the meeting by professionally
reiterating the design brief and reminding me that
it was important to be honest if I wasn’t keen. This
was in between my impatient fidgeting and nervous
chatter - I said ‘Oh God, will I like it? I so want
to like it, what if I don’t?...okay I’m building it up
now, just show me...’ On reflection I suppose it was
a tad embarrassing that I should have to literally
hold back tears of joy when the new design finally
flashed up on their widescreen plasma. Reaching
for a tissue (and blaming a non-existent cold) I
confirmed that I was absolutely thrilled! Thrilled
and really relieved. I had high expectations of these
guys and they had definitely delivered.
At last I have a great new site that the staff and
I can be really proud of and one that I don’t think
I’ll ever want to change; instead it will evolve as the
business grows and already I have plans for new and
interesting content. Currently I believe it reflects
our business personality perfectly and looks really
inviting, let’s just hope that our techno brides and
grooms agree. A
Mackman Group can
be contacted on
+44 (0)1787 388 038.
Visit www.mackman
group.co.uk or e-mail
info@mackman
group.co.uk
Further information
Abigail Neill runs Abigail’s Collection,
based in Colchester, Essex.
Tel: +44 (0)1206 574 575
www.abigailscollection.co.uk
ATTIRE 57
Vintage
dreams
We speak to Sarah Penrose, owner of A Vintage
Wedding in Essex, about her unique bridal offering
Tell me a little about your
background. What prompted you to
open a bridal studio?
Although I don’t have any direct
experience of selling wedding gowns,
I do have a background in sales which
stands me in good stead with regards to
customer service. When I started looking
at gowns for my own wedding, which
took place in April 2008, particularly
after arriving home after an exhibition,
I could not remember seeing anything
unique or outstanding. The dresses were
all beautiful, but nothing stood out.
Eventually I found an amazing ‘Audrey
Hepburn style’ gown made by Alan
Hannah. I then felt an inexorable pull
towards vintage, which inspired me to
set up a bridal studio that specialised in
gowns from different eras.
How do you source your vintage gowns?
At first it was a case of trial and error. Most of my gowns come from the
States, but it’s certainly not without risk as it is very difficult to tell the
condition of a gown from a picture. I now tend to buy from a handful of
reliable contacts so I know my dresses will all be in good condition.
Do you have a favorite dress in-store at present? If so, what is it
and why?
Yes, my favourite gown at present is a lovely 1950s prom dress which I know
will be snapped up shortly by one of my customers. Every time I look at it, I
marvel at how beautiful and unique it is. It has been very well cared for and is
in amazing condition. I always wonder about its original owner and the prom
it may have attended.
What designers do you currently stock, and from what eras?
I try to buy famous designer vintage dresses, and so I am researching and
learning all the time. I have a fabulous Will Steinman dress in stock at the
moment. It is gorgeous, white and frothy, ideal for someone wanting an
exclusive wedding dress. To compliment the vintage gowns, I also have a range
of samples by current designers including Charlotte Balbier, Jenny Packham,
Vera Wang, Ian Stuart and Sassi Holford. This gives my brides-to-be a broad
range of dresses to choose from. We are currently sourcing new designers and
have a good selection of prom dresses.
What is your favorite era and why?
I have to say the 1950s is by far my favourite era as I love the elegant and
feminine style.
58 ATTIRE
How did you decide on the location of your store?
It really happened by default! I use a studio located opposite my parents’ home
in Essex at the moment; this allows me to keep overheads down so I can pass
this saving onto my brides.
Have you had any teething problems? If so, what were they and how
did you overcome them?
I’ve been very lucky as I’ve not really had any teething problems once I decided
this was what I wanted to do. I always try to turn every negative into a positive
or learning experience.
What advice would you give other people opening a bridal boutique?
The advice I would give is, if it is your dream then go for it. It is great doing
something you are truly passionate about. I love every day I spend sourcing
beautiful vintage gowns and liaising with brides-to-be.
Retailer Interview
What do you enjoy most about your role and the bridal business
in general?
Every time I receive my dresses it’s like opening a window into someone’s
past. I often find myself wondering what the woman was like who wore the
dress. I wonder how she felt in the dress… it’s so interesting. I also love being
surrounded by gorgeous fabrics - there is such an array of amazing coloured
silks, satins and lace. I get a thrill every time I look at the range I have carefully
selected. I also love meeting new people and, since the launch of the business,
I have met some really great girls. Even if they do not buy from me, it’s always
an interesting experience.
How would you like to see your business develop in the next couple
of years?
I would like to have an opportunity to work with or introduce some young
designers. I would also like to expand the business when the time is right. A
Are you planning to hold in-store events?
Yes, once I am more established I would like to have regular open days. I
would also like to run fashion shows in the future.
What do you feel makes your bridal store unique and how do you
self promote?
We try to research in advance of an appointment the style, colour and era a
client has in mind so that their journey is not wasted. We set aside enough
time so that the client feels at ease, and like to offer a really personal service to
make the bride feel special.
How often do you update your window displays?
Working from a studio, we do not have a window as such, our website is
our window so we hope to maximise its potential by updating it as often as
possible. I am planning to open a shop eventually, rather than operating a
studio, but it has to be in the right place, and I want to stay in Essex.
When did you launch your website and how does it complement your
in-store offering?
I launched the website pretty much straight away; however, this has also been
a case of trail and error as I was hoping to list each piece. Sadly I feel the
pictures often don’t do the dresses the justice they deserve and my stock is
changing so often I can’t keep up with it. I am in the process of re thinking the
website, so watch this space!
FURTHER INFORMATION
To find out more about A Vintage Wedding, simply visit the website at
www.avintagewedding.co.uk. Alternatively, telephone +44 (0)1376 334 627.
ATTIRE 59
Breathe New Life & Personality into your
Online Marketing with our
Unique Fairytale Packages
www.fairytaleweddingcompany.co.uk
[email protected]
Bridal Shoes
Buttercup by
Diane Hassall
Heart &
Sole
Leading bridal footwear
suppliers talk trends
Bridget by
Filippa Scott
What is your favourite shoe from your
current collection and why?
My favourite is the Bridget – tall and elegant
with a beautiful shape. I can’t wear it – it makes
me look like a 6ft 3in giraffe!
What is your best selling shoe from your
current collection. Why do you think this is?
Our best selling shoe without question is the
Maisie style – a fabulous peep toe with plenty of
things going for it. It’s high – about 3½ inches,
it has a lovely bit of bling, it holds the foot, gives
plenty of coverage and is amazingly comfortable.
It has been our consistent best seller since we
introduced it in 2007. We love it and our brides
love it too.
What can we expect from the new
(2010) collection?
Lots of beautiful new styles! It is always a
challenge to come up with something new and
amazing whilst working with a lot of ivory silk, but
we added in some really stunning new designs.
Plenty of retro styling with some slightly chunkier
heels this season, plenty of strapping and
some really lovely highlights of diamanté. We’ve
updated our ballerina style by putting her on a
little kitten heel which I think will be really cute and
we’ve added some serious glamour too.
Maisie by Filippa Scott
Diane Hassall,
Filippa Scott,
Designer,
Rainbow Club
Tel: +44 (0)1392 207 040
Web: www.rainbowclub.co.uk
Creative Director,
Filippa Scott
Tel: +44 (0)1502 724 333
Web: www.filippascott.com
What would you say the top shoe trends are
for 2009 in terms of shape, style and fabric,
and what trends can we expect for 2010?
Shoes have gone a little crazy in the last year with
heels reaching skyscraper proportions. Fringeing,
tassling, ruffles and over blown detailing mean
that shoes are everything this season. There
is no way you can be a shrinking violet in this
season’s styles. Platforms, two tone, studding,
wider straps, thinner straps, embellishment,
there is a style for everyone out there. Bridal
shoes continue to be pretty and pretty important!
Diamantés, baubles, rusching and folding; there
is a little bit of everything out there. The biggest
trend I’ve seen so far is the use of non bridal
shoes for your wedding outfit. Many of the stylists
have picked up on it and I am sure the trend will
continue to grow particularly as there are SO
many amazing shoes out there currently.
What would you say are the top shoe trends
2009 sees lots of contemporary detail from
Swarovski crystal trims to bold buckles and
pleats. Shoes have more detailing, and are an
integral part of the wedding outfit. Heels are
higher, with the fashionable conical heel making
several appearances. Toe shapes are varied
as the petite point continues to be popular
especially on lower heels, while the round toe is
also in evidence. Peep toes are hugely popular,
and skinny straps are a lovely way to make bridal
shoes reflect the catwalk. Asymmetric straps are
especially new, reflecting the Grecian style seen
in many of the new bridal gowns.
What is your favourite shoe from the current
collection and why?
From Rainbow Club, the new Mia is such an
elegant shape, and the asymmetric strap makes
it a little different, it looks great on and is a true
contemporary classic.
From Else, the fabulous Flirtini is a favourite of
mine. It’s a decadent platform sandal with va va
voom heels – it’s great for the modern bride or
bridesmaid.
As for Couture, I love this new collection, but
my absolute favourite is Santi - another peep
toe with a lustrous vintage style diamanté ring. It
reflects my love of all things vintage and suits so
many different styles of dresses
Lastly, from Hassall, Buttercup is a lovely
style, very unusual and perfect with lace or plain
dresses. It can be tied with either an organza or
chiffon bow, or the bride can choose her own,
making this a truly individual choice
What is your best selling shoe from the
The new Couture collection is selling very well.
Brides love the bling this year, and styles such
as Peto and Lacour are especially popular, with
Swarovski crystal being very well received.
(2010) collection?
Lots more bling! The new collection will again be
inspired by the catwalk, and eveningwear trends
as well as bridal will play their part. There will be
more fashion elements, with platform soles, floral
trims, and plenty of sparkle.
Ruth Shaw,
Designer,
Harriet Wilde
Tel: +44 (0)207 682 2316
Web: www.harrietwilde.com
Beginning with 2009, high heels and platforms
are the most popular constructions, while peep
toes, round toes and points are popular toe
shapes. Ivory duchess satin is the fabric of
choice for Harriet’s brides, girls are asking for the
shoes to be dyed to the colour of their gown,
they are requesting an exact colour match.
Trends for 2010, court shoes are a key fashion
trend, more extreme platforms and sculpted
heels, with an embellishment overload.
ATTIRE 61 ·
Mable from Harriet Wilde
collection and why?
My favourite, well I have to confess I have two,
Alex because I got married in these, so they have
great sentimental value. They were great as our
wedding was outside and the wedge worked
so much better than a heel, and Maud, I wore
these for the party after the wedding, they offered
glamour and went beautifully with my vintage
‘Fifties’ gown.
Mable has been in great demand. Girls love the
net corsage flower and the platform; the shoes
makes them feel glamorous.
(2010) collection?
Now that would be telling…court shoes with neat
vintage points and an elegant Fifties stiletto heel,
dolly rounds toes, and more platforms are on the
cards for Harriet’s designs. Embellishment is key,
with inspiration from Thirties Hollywood movie
stars; think lavish pearls, diamonds, sparkly
marine blue swarovski gems, and feathers, a girl
can’t have too much luxury.
My favourite style from Benjamin Adams has
to be Scarlet as it is such an elegant platform;
I wore it recently to a ball and I felt so tall,
comfortable and cannot wait to wear them again!
It has also been a winner with our shorter brides!
From Belle, my favourite has to be Moonstone;
this beautiful peep toe has a matching bag and is
so versatile and is timeless in its design.
My favourite Pink style has to be Pastel, a
simple slingback with a pointy toe. Whilst the pink
collection is fashionable and fun I think this style
has broad appeal to the whole bridal party.
The Winslet shoe from Benjamin Adams has
proved particularly popular as this style really
mirrors what is being seen on the red carpet. It
has sold well through the stores and will stay in
the collection for 2010.
From Belle, Moonstone, my favourite, is a
best-seller as it has a great heel height, delicate
detail and is made from silk duchesse for only
£74.95 rrp.
The Pink best seller is Barbie, a fantastic high
heeled platform with simple diamante buckle.
This is a wonderful, fashionable on-trend
bridesmaid shoe.
(2010) collection?
2010 will be very exciting for our portfolio. We
love to include some real show stoppers which
push the boundaries for bridal footwear and we
continue to lead the field with innovative design
amongst the cobbling pack!
Scarlet from
Benjamin Adams
Nicola Newberry,
Paradox London
Tel: +44 (0)208 509 0001
Web: www.paradoxlondon.com
Paradox London boasts a stable of three bridal
footwear brands which are available worldwide:
Pink, Belle and Benjamin Adams. I would say the
top shoe trends for 2009 have been peep toes
across all three collections, especially with the
vintage and diamanté trims. The trends for 2010
will feature platforms. The collections are all made
from dyeable silk duchesse and satin and we will
see stunning round toe shapes coming through
the Belle and Pink collections.
collection and why?
62 ATTIRE
Shoes will continue to be very sculptural, with
as much emphasis on heels and shapes as
on the upper itself. Materials will be sleek, with
pared down uppers and metallic influences.
These shapes will continue into 2010, but with
new elements such as decorative surfaces,
embellishment and natural materials softening the
edge. Silhouettes will be very elegant, with an
emphasis on line and detailing. This will translate
well into bridal, combined with elements of the
key trends.
What is your favourite shoe from your current
collection and why?
That’s a tricky one! I have several favourites, for
different reasons. One style I’m particularly fond
of is Amelie, as it has such a 1920s feel, with
the classic Mary Jane style and button, but I love
the simplicity of styles like Mimi and Rosa, which
demonstrate how my shoes can be worn just
as easily with a pair of jeans as with a beautiful
wedding dress!
What is your best selling shoe from your
current collection? Why do you think this is?
When we first launched there were a few clear
bestsellers, but now we’re in a variety of stores
we’re seeing good sales across the collection.
I think because the collection isn’t defined by
either age or high fashion it appeals to a real
cross section of women who all like different
footwear styles.
What can we expect from the new (2010)
collection?
The new autumn/winter collection has been
designed to compliment the current collection,
with a beautiful selection of closed toe styles
including an on-trend, Victorian style shoe-boot.
The low-heel collection offers an elegant solution
to girls who are taller than their partners, or those
who just don’t do heels! The round toe styles are
soft and feminine on a selection of heel heights,
and the lace styles compliment one of this
season’s key trends perfectly! A
Rosa by
Rachel Simpson
Rachel Simpson,
Designer,
Rachel Simpson Ltd
Tel: +44 (0)121 428 2698
Web: www.rachelsimpsonshoes.co.uk
Amelie by
Rachel Simpson
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SimplyRomantic
We speak to Canadian designer, Lea-Ann Belter, about her classic bridal collection
that is now finding its way into UK bridal retailers...
Tell us a little about your background. What
prompted you move into bridal fashion?
I studied fashion design in Toronto – my first
real job after I graduated was to design my
now sister-in-law’s wedding gown. That was
20 years ago.
When did you set up your company and how has
it evolved since this time?
I started Lea-Ann Belter in 1989; this is
my 20th year in business. My business has
evolved from a single room showroom to an
international company with 40 plus accounts
in North America and Europe as well as a
successful flagship boutique in Toronto’s Queen Street East neighbourhood.
I was named Canadian Wedding Gown Designer of the Year for 2007 so I
would say my business has evolved quite a bit!
Would you say your dresses have a signature look i.e. what distinguishes each gown
as a ‘Lea-Ann Belter design’?
I like to think of my gowns as simply romantic. The details on my gowns are
understated and classic so that they accentuate the bride’s beauty. I like to
design a gown that will have people talking about how beautiful the bride
looked – not just how beautiful the dress was.
Tell us a little about your current collection - how you would you describe it?
I would describe our current collection as classic, simple, elegant and saleable.
Our gowns are all 100% silk (including linings) cut and finished in our atelier
in Toronto. We do not manufacture off shore therefore we can guarantee the
quality and workmanship of each gown is up to my very high standards. We
can accommodate custom requests.
What do you enjoy most about your role?
I love being able to create gowns that help a bride’s dreams become reality.
We have several best sellers and they change all the time – currently our top
five reorder gowns are Mathia, Isabella, Allison, Alyssa and Tess.
Twice a year – a larger collection in the fall (10 to 12 gowns) and smaller
collection in the spring (6-8 gowns).
What prompted you to exhibit at the British Bridal Exhibition for the first time
and how did retailers in the UK respond to the collection?
We have always received a tremendous amount of interest from brides in the
UK mostly through our website but also from our print ads in North America.
64 ATTIRE
In 2008 we opened our first retail account in
London and they have done extremely well
with our collection. Based on these factors
we decided to show in Harrogate since we
knew this was a market we wanted to grow
and we were very well received.
Would you say the British bridal market
differs from the Canadian bridal market?
I would say they are quite similar where
my gowns are concerned. I like to focus
on simple, classic, elegant, romantic well
constructed silk gowns so my appeal is
to a classic bride with good taste – isn’t
that universal?
How do you promote your business?
We have a fabulous website which
is www.lea-annbelter.com and we
also advertise in Martha Stewart
Weddings (“THE” bridal magazine
in North America, The Knot (print
and electronically), Wedding
Bells and several regional North
American publications. Our
strongest advertising tool is by far
our website.
Profile
How are you being affected by
the current economic climate (if
at all) and what steps are you
taking to minimise its impact?
I think everyone is being
affected by the current
economic climate. We have
not seen our business slow
down but we are sensitive to
our retail partners’ concerns
and for this reason have
designed gowns that are
beautiful, wearable and
saleable at a good value. It
is important to maintain
an open communication
with our retail partners so
that we can bring them
the gowns their brides
are looking for. We do
not discontinue gowns
so stores can sell from
their investment
indefinitely. As long
as we can get the
materials to make a
gown we will make it
– our partners do not
need to worry about
their investment
with us.
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How many stockists do you
have in the UK? Is this stockist base something you are hoping to
grow and which other countries would you like to approach to stock your designs?
We are happy to say we now have three official stockists and are in
negotiations with several more. Yes, we absolutely want to grow our account
base in the UK and across Europe as well.
When did you first launch your website and who designed it? How does it support
your business?
We launched our website five years ago and it is constantly being updated and
reworked by Evoke Solutions in Toronto. Our website is instrumental to the
success of our business – we get well over 1000 hits per month many of which
translate into email inquiries. We list all of our retail partners on our website
and link our website to theirs so it is not only a marketing tool for us, it is also
a marketing tool for our partners.
What can we expect from your brand in 2009/2010?
Our collection will reflect what we do best as a company – beautiful, classic,
well constructed gowns that are easy to wear and easy to sell. A
Further information
To find out about becoming a stockist, send an email to Karen Lackner at
[email protected]
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ATTIRE 65
The
Blossom Collection
By Margaret Furber
A delightful new collection of beautiful hand made
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contact Margaret at [email protected]
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Column
Clear Communication
Building good relationships with your staff, suppliers and customers
has never been as important as at this moment in time. Jane Watson
reveals why…
Suppliers
Suppliers will be looking for regular orders and
prompt payments.
If you have a cash flow problem talk to your
suppliers and explain honestly what your situation
is and ask them how they can help you.
If you avoid answering the phone you will miss
customers wanting to make appointments and if
you don’t return calls from suppliers this will cause
a bad relationship.
LɜǸп
Staff will be nervous about the possibility of losing
their employment; if you have good reliable staff,
don’t avoid the subject, talk about it and make
sure they are aware of their value and security
within the company. Perhaps offer a commission
structured to increase sales, encouraging staff to
close the sale rather than letting the customer
casually walk away.
Spend as much time as possible in your
showrooms as the business is only as good as you.
Have staff training days to keep all your staff
well informed about your products.
“Brides will be impressed by
any efforts or promotions you
offer to help make their visit to
your showrooms memorable.
Well presented showrooms
will inspire confidence to the
bride and her family.”
“Always try to visit the
British Bridal Exhibition in
Harrogate (BBEH) in March
and September, and try to
plan your wedding fayres and
promotions around these
dates. It is so important to
visit this show to keep up to
date with the current trends
and make contact with your
suppliers.”
Ask suppliers how they can help; for example,
ask if a member of their company could attend
a designer day in your showrooms. Alternatively,
see if they could offer a free wedding dress so you
could run a “free dress competition” for the Easter
promotion within your showrooms.
Always try to visit the British Bridal Exhibition
in Harrogate (BBEH) in March and September,
and try to plan your wedding fayres and
promotions around these dates. It is so important
to visit this show to keep up to date with the
current trends and make contact with your
suppliers.
Brides
Brides will be impressed by any efforts or
promotions you offer to make their visit to your
showrooms memorable. Well presented showrooms
will inspire confidence to the bride and her family.
Perhaps offer a three tiered payment scheme (I
believe any more than three payments you would
need a credit license). A 50% deposit, the mid
payment of 20%, then the balance when dress
arrives at your premises. This may help your cash
flow and enable you to pay suppliers on time. If
possible, offer out of hours appointments to secure
those important sales.
When answering the phone “never say no”. If
a bride-to-be asks if you have a certain designer’s
dresses in stock always say you have dresses very
similar so at least you have a chance of seeing the
bride and impressing her with your collections of
dresses and service.
Always answer your phone, even when you
are with a customer. You can’t afford to miss an
appointment to sell a bridal gown. If you don’t
answer the phone, the next shop will and they will
make that appointment you have just missed. A
“Answer your phone, even
when you are with a customer.
You can’t afford to miss an
appointment to sell a gown. If
you don’t answer the phone,
the next shop will and they will
make that appointment you
have just missed.”
Further information
To find out more, simply call Jane Watson on +44
(0)1256 766 744 or visit www.bridalbusiness.
co.uk or www.startingabridalbusiness.com
ATTIRE 67
ATTIRE
Bridal
e
n
i
l
n-
O
If you’ve enjoyed reading Attire Bridal magazine, you’ll love our on-line presence at
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68 ATTIRE
68 ATTIRE
BEAUTIFUL WEDDING DRESS BOXES
& TRAVELLING ABROAD BOXES
• Adorable Boxes that every bride will want to keep her
dress in after the wedding.
• Unrivalled quality
• Protect, preserve, prevent yellowing (pH neutral).*
• Handmade in the UK for 20 years
• Add prestige to your shop and customer services.
• Excellent trade discounts.
• Travel boxes for weddings abroad- very popular!
* If you supply gowns in plastic covers they are not suitable for
long-term storage and correct storage advice to brides should be offered.
For full colour brochure and prices
Tel: (01306) 740193 The Empty Box Company, Wescott, Surrey RH4 3LW
www.emptybox.co.uk
Sasso
Bridal Accessories
New 2009 brochure available on
request call 0808 1789 1803
or email [email protected]
Sasso Marabou and New Vintage
Collection for you to view at
www.sassobride.com
Telephone: 0113 289 9658
Faxline: 0113 224 2192
2nd Floor, Suite 2, 60 Green Road,
Meanwood, Leeds LS6 4JP
Next Issue
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Maternity Briedal
Your essential guid
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Fashion
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Support your brides in style
Fabulous
ISSUE 12
Bridal
July/August 2009
Available from: 26th June 2009
Advertising deadline: 12th June 2009
Fascinators
Gorgeous designs for the entire
wedding party
Retail
ATTIRE
Lingerie
Insurance
Are you covered?
Industry
Plus
News Bridal Trends
Retailer Interview
ATTIRE 71
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On Display
On Display
The fabric of a great wedding…
…starts with a great dress
Help your bride choose the best fabrics
for her bridal party. The Carrington Bride
book is a beautifully presented collection
of stunning, quality fabrics brought
together in one indispensable volume.
&
st le
Fa liab e
Re ervic
S
Place your order 24/7
View online swatches
Order samples swatches or full orders
quickly and easily
%HQHÀWIURPRQOLQHGLVFRXQW
See our latest ranges as they are added
To order your copy
call 01204 692223 or visit
www.carringtonbride.co.uk
C2066
R.R.P. From £170.00
C2126
R.R.P. From £170.00
Specialists in the Art Of Dyeing Shoes
Our R.R.P. range starts from £99.90, 2 -12 yrs, Teens & Adults to complement.
T: 01384 835537 E: [email protected]
www.cheekylittlemadams.co.uk
Michael’s Bridal Fabrics
8QLW)1RUWKÁHHW,QGVW(VW/RZHU5RDG1RUWKÁHHW.HQW'$6:
Tel: 01322 380480/568 FAX: 01322 380680
We offer a fast, reliable and friendly service on our continually increasing range
(currently over 1,500 choices) of bridal fabrics.
Range includes: plain and shot taffeta, velvet, duchess satins, organzas, shimmer,
chiffons, crepes, various embroidered and beaded fabrics, inc tulles and chiffons.
We also offer a range of embroided/beaded edgings and motifs.
We have no minimum order value or quantity.
&UHGLW'HELWFDUGSD\PHQWDFFHSWHG)UHHPRQWKO\XSGDWHVRQVWRFNDYDLODELOLW\
Email: [email protected] - www.michaelsbridalfabrics.co.uk
ATTIRE 73
Hair Flair
Rosemary Fox, Managing Director of Fox Jewellery and Rosie Fox
reveals what prompted her to launch a career in jewellery design…
Tell us a little
about your
background and
what prompted
you to set up your
company?
I have always
had a passion for
jewellery and gem stones. I remember as a child
loving all my grandmother’s and mother’s jewellery
boxes and draping myself in whatever sparkled and
I could find.
At the age of 17 I qualified as one of Europe’s
youngest ever gemologists and was, therefore,
qualified to test gemstones for their qualities and
authenticity.
I then followed my other passion for the next
three years at the London College of Fashion
where I learnt all about the fashion industry.
With these qualifications, determination and my
passion for what I love about my business I have
used my experiences and qualifications equally to
help me create my dream business.
How has the product offering changed since the
launch of the company?
Fox Jewellery & Rosie Fox launched two and a half
years ago and we now offer hundreds of jewellery
lines each season, listening to what our customers
want and in response providing stylish on-trend
new designs.
We specialise in hair accessories but we have
increased our new collection to include brooches,
necklaces, flower corsages and fascinators.
What do you enjoy most about your role?
I love every part of my role as the Managing
Director of Fox Jewellery and Rosie Fox. It is so
rewarding to create designs, receive orders and then
further receive emails from customers saying how
much they adore their new accessory and can they
order some more.
74 ATTIRE
Tell us a little about your current collection - how
you would you describe it?
I am very excited about the new collection. I have
worked hard to bring something new and original
to the fashion industry and, so far, we have had
an incredible response this season to our latest
designs. We have lots of vintage, statement crystal
and freshwater pearls designs, where many designs
have three hidden attachments on the back and
can therefore be worn as a necklace, a brooch and a
hair accessory.
From the new vintage crystal collection, the three
in one accessories are selling incredibly fast as they
appeal to all ages and tastes.
I am always working on new designs and we bring
out new jewellery lines every two months.
What prompted you to take a stand for the first
time at the British Bridal Exhibition this March?
Word of mouth, I have heard some really
complimentary reports about the show and felt
this was a wonderful opportunity to show my new
designs to the bridal industry.
How did retailers respond to your collection and
do you think you will continue to exhibit at trade
shows in future?
I have had a fantastic, positive response to my
collection and I am currently planning my diary
around next season’s trade show.
Do you currently offer a bespoke, as well as
wholesale service?
No, we do not provide bespoke as I like to provide
unique, high quality designs at very affordable
prices so I can see as many people as possible
enjoying our jewellery. We could not provide such a
strong collection at our prices if they were bespoke.
How many stockists do you have in the UK? Is this
something you are hoping to grow and would you
consider approaching stockists abroad?
We currently sell to hundreds of shops throughout
the UK and Ireland. Yes, we are currently
considering expanding outside the UK.
How do you view the current market for bridal
accessories and what trends do you see emerging
over the coming months?
I believe there will always be a strong demand
for bridal accessories, though brides will now be
looking for something special at a much more
affordable price.
As was strongly displayed on the bridal catwalk
at the BBEH, crystal and vintage accessory designs
will be very popular for the next few seasons.
When did you launch your website and who
designed it? How does it support your business?
I have been working with an ecommerce company
called EROL and I had an excellent web designer
called Oliver West. My website definitely is a large
part of supporting my business, not only with the
ecommerce option but also so customers can view
the current collection online.
What can we expect from your brand in
2009/2010?
Fox Jewellery and Rosie Fox will be expanding
their current collection to offer many new lines
of outstanding designs from hair accessories,
necklaces and brooches to breathtaking
fascinators…keep your eyes peeled to the catwalks
you’ll be seeing lots more incredible designs
coming from us over these next few months! A
Further information
To find out more, call +44 (0)845 465 0400 or
visit www.rosiefox.com
Hollywood Dreams
Designer Bridal Gowns
Gown ‘Roxy’
25 Years O f Excellence
Enquiries: 020 8801 9797
Email: [email protected]
Web: www.hollywooddreams.co.uk

bbeh review - Attire Bridal magazine

Transcription

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