Bridal Buyer Nov Dic 2012

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November/December 12
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Issue 153
www.brIDalbuyer.com
*
new labels
*
essential gizmos
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retail success stories
*
festive spirit
*
f loral
displays
everythings
coming up
roses
SEO
getting right
up there in
the rAnKings
PLANNING
AHEAD
the 2013 trAde
events thAt
Are geAred to
your needs

*
BBeh
*
sPEcIALs
your FAvourite Finds
At the uKs Biggest
And Best shoW
A rIot
or a
rIsk?
un-regulAted
Forums Are A
threAt to your
Business
I N F O @ A L E X I A - D E S I G N S . C O . U K
WE WOULD LIKE TO THANK ALL OF OUR NEW AND EXISTING
STOCKISTS FOR VISITING US AT BBEH
IN SEPTEMBER.
FOR FURTHER INFORMATION ABOUT THE NEW
COLLECTION PLEASE E-MAIL US ON
T: 01829 752192 W: www. di anehar br i dge. com E: i nf o@di anehar br i dge. com
ONE COMMENT frOM
retailers that we are hearing
over and over again, is that
there is no longer a buying
norm among brides-to-be and
that months that were once
the busiest can be quiet, while
what used to be slow periods are
suddenly becoming more active.
Thats all the more reason to ensure that your
stock is regularly refreshed with new additions,
that displays are changed frequently, and that
both in-store promotions and website activity are
designed to create a lively level of repeat interest.
What is worth noting in particular, is that trends
vary across the country (see our feature on page
42), so it is important that you look at your own
local audience and cater to their specic needs
and tastes. And when it comes to Search Engine
Optimisation and getting up there
in the Google ratings, see page 60.
Now is the time for all of us to play
up our strengths. Happy year end.

From the editor
Back Issues If you would like to purchase back issues
please call us on 020 8955 7040 or
email ocean@alliance-media.co.uk
34
46
www.bridalbuyer.com 11
n/d.12
Contents
34
Copyright 2012 Ocean Media Exhibitions Limited. All rights reserved.
Reproduction of any written material or illustration in any form for
any purpose, other than short extracts for review purposes, is strictly
forbidden. Neither Ocean Media Exhibitions Limited nor its agents
accept liability for loss or damage to transparencies or any other
material submitted for publication. The views expressed by interviewees
in Bridal Buyer do not necessarily reect those of the Editor or Ocean
Media Group.
Features
22 COVerSTOryOPiNiON
The dangers of un-regulated forums
24 GOiNGGirlie
Swarbricks takes brides on board
29 TOPTiPS
Grabbing ways to self-promote
38 ThrOuGhThedeCadeS
From true vintage to vintage style
42 NaTiONwide
Coast-to-coast buying habits
44 haPPyFaMilieS
Could you work alongside your folks, your
spouse, your inlaws, your sprogs? Mmm
54 FiGureiTOuT
Designer tips on the perfect t... and a bit
of camouage when needed
60 COVerSTOryGOOGle-eyed
How to get up there in the rankings
64 SeaSONSGreeTiNGS
Decorations for a bit of festive spirit

Fashion
30 abiTOFdeCOruM
A new name, but well-established labels
34 haNNahhOTTer
The fan-club grows with good reason
46 hellOTOheriTaGe
Three generations of bridal talent come
together to form a new label
56 awiNNiNGFOrMula
The six contenders for the Wedding Dress
of the Year title. Place your bets now!
Show business
18 COVerSTOryharrOGaTe
SPeCialS
Favourite nds at the September show
51 COVerSTOryTheyearahead
The key shows planned for 2013
52 whiTeGallerylONdON
On the drawing board for next May
Regulars
13 Need-TO-kNOwNewS
63 yOu&yOurwebSiTe
69 ONThePhONe
71 buSiNeSSuPdaTe
74 TheiTdeParTMeNT
77 leGalMaTTerS
82 baCkPaGeGirl
38
64
68
editor Susi Rogol 020 7193 8535 Editorial Ofce 14 Bracknell Gate,
London NW3 7EA bridalbuyer@rogolgoodkind.co.uk Design Kim Colley Proof Reader
Clive Burton Group Ad Sales Manager Nardene Smith 020 7772 8317 nardene.smith@
oceanmedia.co.uk Production Ronnie McGibbon 020 7772 8388 Marketing Executive
Carina Hunter 020 7772 8596 carina.hunter@oceanmedia.co.uk Subscriptions Alliance
020 8955 7040 ocean@alliance-media.co.uk Publishing & Marketing Director Judith
Sutton 020 7772 8393 Head of Bridal Wendy Adams 01423 770120 Printers Printech
Europe
Bridal Buyer is published six times a year by Ocean Media Exhibitions Ltd,
1 Canada Square, 19th Floor, Canary Wharf, London E14 5AP.
Tel 020 7772 8300 Fax 020 7772 8587. wwwbridalbuyer.com.
74
news dont miss...
NEWS you need to know
People to congratulate, new collections to celebrate, diary dates for
the year ahead, all the news that adds buzz to the business.
Read it here rst, and check bridalbuyer.com for regular updates
Harrogate
numbers
Visitor figures at BBeH are
ABC-veried and the information
that number-analysis provides
gives a valuable insight into market
trends. The September show,
for example, welcomed 1,654
bridalwear shops, just six shops
fewer than at the autumn show in
2011, which is remarkable in view
of the undercurrent of caution
in this economic climate. What is
particularly interesting, is that with
changes in busy periods in bridal
retailing, more and more shops
feel it is important (as well as cost-
efcient) to keep their doors open
and shops staffed, whereas a few
years ago it was not uncommon for
the whole sales team to take part
in the browsing and buying process
and Harrogate.
Thinking Europe?
Meet the woman
who can make it
happen
Siegrid HampSink-goSSo
is the person you want to
talk to if you are planning to
broaden your sales network into
Continental europe. promoted
to event director of the annual
modatex Fair in essen europes
largest bridal show with more
that 450 collections Siegrid
is now in charge of sales and
planning. Working with her are
operations manager Heleen van
den aker, marketing executive
Helena kischa, and the ocean
media Uk support team. For
exhibiting enquires contact
Siegrid on +49 (0)2821 976 213
/ siegrid@modatexfair.com
At the rst-ever Luxury
Wedding Show London,
staged at the Saatchi gallery
at the end of october, an
audience of elite brides-
to-be viewed the new
collections from some of
the worlds most exclusive
labels. representing the very
best of British design were
Vivien Westwood, amanda
Wakeley, david Fielden and
Temperley London while,
through retailer Browns
Bridal, came Vera Wang,
Monique Lhuillier, Carolina
Herrara, celebrities favourite
marchesa, and rome-based
designer Peter Langer,
among others. Supporting
the sumptuous fashion
offering were ne names in
occasionwear, groomswear,
accessories, owers and
luxury venues.
It is not the footfall that counts
it is the number of retailers
represented, and BBEH
For Oz, with love
In the Designer Hall at Harrogate,
Australian brand Halo Bridal Design got
plenty of attention. A leading label on
its home ground for some 26 years,
Halo planned its European entry with
great care, fusing the latest trends
of both continents. Sizes range from
6-28 and SRP from 1,200 to 3,500.
This is one to watch
+356 2733 2006 /
www.halobridal.com.au
Spanish rm Jesus Peiro is launching a new
collection of stunning accessories, designed by
the talented Merche Segarra. it is divided into
four distinct groups veils, textiles, headdresses
and accessories and every one has its own
personality. White Gallery is the place to see
them, in May, at Battersea Evolution
It is not the footfall that counts,
says Ocean Medias Marketing Head
of Marketing Judith Sutton, it is the
number of retailers represented, and
BBEH consistently delivers those
with buying power. Retailers are
quick to agree. A shop owner from
the Midlands, in Harrogate with her
manager, said that she used to bring
three and sometimes four members
of her team to BBEH. Now I just
bring one to each show. It saves me
money and, quite honestly, it saves
me time, too. I can make those
selection decisions far quicker when
they are not by committee.
On page 51 of this issue, you will
read about Ocean Medias exhibition
strategy for 2013.
A bouquet for
Amanda Wyatt
The engLiSh RoSe CoLLeCTion
is the latest from the Balbier
Wyatt portfolio and a fresh new
addition to the companys 2013
line-up. Luxurious fabrics, classic
silhouettes, and top notes of
brilliant detailing are a feature.
+44 (0)161 493 2700 /
www.amandawyatt.com
consistently delivers those
with buying power.
Trudy Lee
www.trudylee.co.uk info@trudylee.co.uk 01707 643633
news dont miss...
Textile
Forums 10th
anniversary
The 10Th AnniversAry TexTile
Forum show in October was a huge
success with the highest percentage of
rst-time visitors since the event was
launched in 2002.
Among the diverse designers and
brands that attended were Christopher
Kane, Umbro, Holland and Holland,
ASOS, Jenny Packham, Lyle & Scott,
Pearce Fionda and Twenty8Twelve.
The exhibition was busy from the
moment that we opened the doors and
at times people were queuing to get
in, says Linda Laderman, co-founder
and organiser. This augurs well for
our next decade.
Particularly impressed with the
event was Andrew Fionda of Pearce
Fionda. We thought the show was
brilliant. We were looking for fabric
for a small couture collection we are
introducing and we saw some of the
worlds top fabrics at Textile Forum.
We normally go to Premiere Vision
but decided we wanted to try and do
everything from London - and we did.
Seen here with Linda Laderman is
Michael Bristow of Michaels Bridal
Fabrics, one of the 14 companies that
were presented with framed posters
featuring their fabrics as a token of
their support. Michaels Bridal Fabrics,
sponsors of the 2013 Bridal Buyer
Awards trophies, has exhibited at
Textile Forum twice a year for seven
years.
20 winners on the night were:
Event Hire & Dcor
Silver events
Specialist Wedding Services
Learn 2 Wedding Dance
Jeweller
Jewellery by Liam Ross
Stationery & Favours
Sixpenny Blue
Mums & Bridesmaids Designer & Retailer
Catwalk
Bridal Designer & Retailer
Freja designer dressmaker
Wedding Accessories
Corrine Smith design
Groomswear
kilts 4U
Hair & Make Up Artist
Laura gray hair Beauty Bridal
Florist
Something Special Flowers
Photographer
george Lammie Photography
Videographer
Cherry Tree Films
Music & Entertainment - Daytime
apollo String Quartet
Music & Entertainment - Evening
T-Junction Wedding Band
Transport
Carrs Loch Lomond
Cake Designer
Liggys Cake Company
Independent Caterers
Top Class Catering
Wedding Venue Co-ordinator
Jennifer pirie - Hopetoun House
Wedding Venue
Lochside house hotel & Spa
Industry Award
21cc Fireworks
The Wows winners
The 80s-themed awards ceremony was hosted by TV personality keith Chegwin and featured 20 award
categories, including the Vows industry award won this year by 21cc Fireworks. Stewart roxburgh at Scottish
enterprise was part of the ve-strong judging panel, which also included representatives from o2, VisitScotland
and Bridal Buyers Susi rogol. He was impressed by the high standards of entries this year. He said: in these
times when personal referral is everything, it is absolutely essential that the industry responds with creativity
and professionalism that not only reects on our individual brands but on the entire industry in Scotland.
rba winners
An edinburgh-based reworks company was celebrating at Scotlands wedding
oscars the VoWS awards 2012. The company was named top in its category at the
event, which took place alongside more than 600 of its Scottish wedding industry
peers at Hilton glasgow. VoWS stands for Voted outstanding Wedding Supplier of
the year and is a celebration of businesses in the Scottish wedding industry which
have been nominated for the awards by happy newlyweds for exceptional levels of
service. now in its eighth year, the VoWS awards 2012 attracted more than 13,000
nominations and 100 Scottish wedding companies made the shortlist.
The RBAS CRySTAL BALL DinneR AnD DAnCe
was a real sparkler this year, hosted by chair
Laura Daly. As important as fab food, great
entertainment, and a chance to dance the
night away, was the announcement of the
all-important rBa award winners, voted for by
association members. Congrats from us to:
Best Wedding Gown Collection over 1,500
ian Stuart
Best Weddng Gown Collection under 1,500
maggie Sottero
Best Bridesmaid Supplier dessy
Best Groomswear Supplier Cameron ross
Best Accessories Supplier richard designs
Best Customer Services Benjamin roberts
and the Special Recognition Award went to
Ellis Bridals, celebrating its century
www. victoriakaygowns. co. uk
The Art of the Dress
Please visit our web site to see our stunning new collection.
For more information or to book an appointment please contact us on 01424 854387
or e-mail: sales@victoriakaygowns.co.uk
Fantastic offers always available.
Quality & Styles at competitive prices.
news dont miss...
ritva Westenius
on 2014
AT WHITE GALLERy LOndOn
in May, British Bridal designer
of the year, Ritva Westenius will
present statement gowns that are
high on impact and cutting-edge
drama. She promises wafting
organza and oating chiffon
seductively twinkling with
exquisite beading, and
highlights that include
guipure lace, cutwork
organza, lace and
embroidery. Pick up
on the visions of other
White Gallery stars
see page 52.
Congrats
to
Alan and Cynthia
Dessy on the birth of baby
Bobby, and the fastest visit ever to
BBEH (Alan arrived on the Saturday
night and left, with Stephen Szames
playing chauffeur, rst thing
Sunday morning).
rebekah roberts, of
Eternity Bridal, who married long-
time love Paul Hock (they met when
she was sweet 16, and had lived
one street away from each other
since childhood). The wedding took
place in a stunning riad in the heart
of Marrakech medina. Rebekah
designed and made her gown soft
tulle over chiffon with a belt of
antique lace beaded with dimantes,
crystals and pearls.
Brides by solo of
newmarket, who celebrated
a 30th anniversary in October.
A member of the RBA, the shop
carries Maggie Sottero, Forever
yours, Mark Lesley, Benjamin
Roberts, Ronald Joyce, Romantica
and Alexia designs. Cheers ladies.
Happy
new
HQs
to
Michaels
Bridal Fabrics
Unit F4
northeet industrial
estate
Lower Road
northeet
gravesend
kent da11 9SW
+44 (0)1322 380480
Mori Lee /
Ronald Joyce
Unit 5 northgate Terrace
northern road
newark
ng24 2eU
+44 (0)845 561 5522
Victoria Kay
31 Brunel road
St Leonards-on-Sea
east Sussex
Tn38 9rT
+44 (0)1424 427284
Eastern Direct
(White Rose,
Angel, LouLou)
Unit 18
propeller park
nCr Business Centre
400 north Circular road
middx
nW10 oaB
+44 (0) 20 8368 1500
New Website for bridal retailer
KATHERInE ALLEn OF BAnBURy HAS SPEnT THE PAST MOnTHS
putting together a new website, with the help of local graphic
designer Ally Gilmore from Jacks Union. Md Kate Allen says:
We were conscious that our internet-savvy brides were unable to
see our old ash-based website on smartphones and ipads so that
was the push we needed to design a new site. We want brides to feel
like they are walking into
the shop when they look at
our site and it does just that.
The result is a really accurate
reection of us, our ethos
and of course our collection
and we really hope browsers
enjoy using it. To view the
new website, go to www.
katherineallenbridal.co.uk
Cover: Blooming
gorgeous gown
by Ian Stuart
Bride, a huge hit
at the October
New York shows.
NOVEMBER/DECEMBER 12
!SSUE 153
WWW.BR!DALBUYER.COM
NEW LABELS
ESSENTIAL GIZMOS
RETAIL SUCCESS STORIES
FESTIVE SPIRIT
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HARROGATE
SPECIALS
show report
What better way to review the years
biggest bridal event than by asking buyers
and the press to double-check their notes
and pinpoint their favourite nds?
Button Belle A new take on
bridesmaids by Aimee Metcalf
affordable, uid lightweight dresses
in sorbet colours with vintage-style
accessories
Heras dreamy ower printed chiffon
dress and cowl hooded cape Fleur
de Floret for the ultimate fairytale
wedding
The new Made In Love collection
by Farage soft, feminine, and
understated

Daisi Daisi Sharon
Bowenss gorgeous new
collection created with her
fabulous eye for design,
detail and spanning the
decades
B
ryon
y T
oogood

F
a
sh
ion
D
irector
B
rid
es
18 www.bridalbuyer.com
Rainbow Clubs cute sweetie shop
stand candy colours, jewel brights
and soft pastels yummy
Alfred Angelos
something blue
the Disney
Collections
limited-edition
Cinderella dresses
Diane Harbridges
collection was a triumph.
One of my favourites
was Annabelle, with its
lace cap sleeves and
vest effect
Layers of yellow tulle
over blue silk a
perfect 50s prom-
style bridesmaid
dress from Lou Lou
Bridesmaids
Ellis Bridals beautifully
decorated stand white
paper roses and timeless
black and white prints from
their 100 years of being part
of the bridal industry
Booth Revolution
at the BISCO party
such fun. Its
a shame they
eventually had to
ban us from having
our photos taken
YET AGAIN!
Grace Harrington Coutures
Sapphire Collection a great follow- up to their inaugural Something Blue last year. I loved the wide variety of fabrics and styling in this collection
Madam Bercu wedding gowns
A great newcomer to the scene.
Fabulously moulded bodices with crystals and pearls teamed with
sumptuous skirts. We cant wait to take
delivery of these in store
Halo & Co designs what can I say? They are always perfect
*
The Champagne and cupcake bar.
Genius. We are still on a diet!
Ivory & Cos Beautiful headpieces and
veils of a quality that we are proud to stock
Meeting up for a drink with the lovely
Sassi Holford on the Sunday evening
Bernie Rice
Butteryz and Angelz
Dundalk, Co Louth
The new Beautiful
collection by Enzoani
Soft materials, gorgeous
necklines and
sumptuous laces at a
great price
The marvellous 5* St
Lawrence Luxury
Apartments that put
us up for an extra night
at extremely short
notice
Greveleys famous fish and chips
Harrogate would not be the same
without the obligatory trip here neither
would I be the same. My mum is always
determined to go there
Ronald Joyce - the
quality and wow
factor of their gowns
never fails to delight
Madam Burcu. A
new designer to the UK
market and something
totally different from
the same gowns we all
see year in, year out
Champagne and cupcakes
A great and novel idea and a
relaxing and fun way to catch
up with colleagues in the
industry and meet new ones!
Maria Musgrove and
Lola Sands
GoBridal
Tonbridge Wells
Venus Bridals customer offer Up to 25
Bridesmaids Gowns FREE with a purchase of six
wedding gowns from two of their collections. Best
thing about this is that I got to choose colours and
sizes myself without being told what I could and
could not take. Well done Venus Bridal
Eternity Bridal one
again offered stylish
and desirable wedding
gowns at an affordable
price point
Richards Designs Boho
headpiece.....
Style P622, a fabulous
piece of forehead
jewellery. It has very
delicate feathers and
crystals draping the sides

As a rst time visitor, the biggest discovery
for me was the sheer size of the exhibition.
I expected BBEH to be big but it really
is enormous! It was no hardship getting
lost in halls full of pretty wedding dresses and
accessories for hours though.
It was great to meet up with Holly Cuthbert,
the new brand manager at Balbier Wyatt and
to get a sneak peek at the rst Heritage shoot.
I also managed to catch the gorgeous Amanda
Wyatt catwalk show and was happy to see her
showing the same dress style on models of
different sizes. And I snagged a very useful (and
very large) silver bag while I was there. [Note to
self: next time take a bigger bag.]
Scottish Wedding Directory has been part of
the Media Lounge for the last couple of BBEH
shows and it was great to see the way this
relaxed space, without the urry of the main
halls, offers our team a chance to spend time
with clients. I managed to say a quick hello to
Anais Bridal Couture from Milngavie, Aberdeen-
based Our Day, The Finer Details in Glasgow,
and Catwalk 54 from Ayrshire. Our Sales
Director, Craig, who had stocked up on Irn Bru,
Tunnocks Teacakes (both Scottish delicacies)
and some zz, made sure all visitors had a
warm Scottish welcome
Sharon McPherson and Roma Herbin of Opus
Couture in West Kilbride gave me an insight
into life as a buyer by inviting me to attend
the Maggie Sottero show with them. It was
wonderful to see how a retailer decides which
dresses will suit their clients. I listened in
on how they were planning to work in new
collections alongside existing ranges, and a bit
about the dress styles theyd already snapped
up from other designers over the weekend. Was
also brilliant to hear about Sharons awesome
trip to LA with Enzoani. Next time, I want to go
too!
Mia Solano is denitely gaining momentum in
Scotland. I was delighted to see some eye-
catching designs on their stand. Cant
wait to see how our fashion team
plans to shoot them!
show report
I think Button Belle bridesmaid
dresses will have vintage loving
brides all in a tizzy. These delightful,
dainty gowns are designed by
Aimee Metcalf and are something
new to the bridesmaids market,
thats for sure. The brand is looking
for stockists in Scotland. I really
hope someone picks them up
Michelle Flynn
Editor, Scottish
Wedding Directory
Cabotine Novia, a new bridal range to the UK
by Spanish designer Gema Nicols, stopped me in
my tracks. This stunning selection of gowns uses
subtle details to convey a delicate refined elegance
in bridalwear. I know the brand is already stocked
in Scotland (Reeta Fashions in Glasgow) and its
definitely one to watch. Definitely one to watch
I loved my brief 12-hour visit to Harrogate. We were
on deadline that week, so I couldnt spare any longer
out of the office. But in the short time I was there, I
learned Id dearly love to visit the Spa town again. And
I need to spend more time at BBEH, of course. One
day is definitely not enough!
Aura, a new and remarkably
affordable shoe collection from
Paradox London, was one of my
top finds. I love its minimal detail
and know brides on a budget will be
delighted with the price point (from
39 to 45
i
Josephine Holloway
Frox Bridal Boutique
Taunton
Ellis Bridals
centenary Romance
collection lace,
sleeves and a sexy
feel not prim at all
Lusan Mandongus
for just being the
most gorgeous things!
Love them every time
Sadly, we only managed
one day at BBEH, this
time round, but these
are the things that really
stood out for us:
I loved Rembo Stylings
collection of soft, oaty
numbers that spelled
boho chic beautiful and
excitingly different!
Halo & Co for bold
and gold tiaras
quite fabulous
Heavenly by design
Halo Bridal Designs is an Australian bridal house with a quarter of a century
history and 35 retailers throughout Australia and New Zealand. A distinctively
Australian style, our focus is on ne quality, luxury and comfort for our brides.
Following a successful BBEH we are pleased to welcome our new stockists to
the Halo Bridal Designs family. We would also like to extend an invitation
to the crme de la crme of the industry to enquire about our exclusive
range. We have amazing incentives available to a limited number of stockists
throughout the UK who wish to be a part of the Halo Bridal Designs brand
To nd out more or to receive a retailer pack:
Contact us in Europe: +356 7995 6766 or +356 2733 2006
Email: steve.jones@halobridal.com
www.halobridal.co.uk
facebook.com/halo.bridal
pinterest.com/source/halobridal.com.au
SOLD OUT
Kirsty Keay of the prestigious bridalwear retailer Aliya Rose in
Cupar, Fife, is deeply concerned about the health and well-being of the
industry. Online selling and counterfeit dresses are an acknowledged
threat, but un-monitored forums, she believes, pose another danger
I
think it is sAFe tO sAy thAt FOR thOse
of us working in the bridal industry you
would have to be living under a rock to not
realise that there is an issue with Chinese
counterfeit dresses and online selling. there
are people within the industry who have
taken up the mantle of ghting this problem;
karen taft from Benjamin Roberts immediately
springs to mind. however, it doesnt seem to
be an issue that has motivated everyone to the
same degree.
Bridal retailers work in an industry that has
a nite number of customers, there will only
ever be a set number of weddings per year, so we
are all ghting for a share of the same customer
base. that is business, and how we choose to
compete can be down to a number of different
factors:
*
Customer service
*
Price
*
Product
*
sales incentives
some customers will never want to forgo
any of these elements of their all-important
shopping experience; for them it isnt always
about the bottom line.
What We are up against
however, as we see shopping habits in everyday
life change, so we see the same in bridal. the
high street music and bookstore is struggling
to compete with the likes of Amazon and Play.
that is business diversify or risk closing
your doors. But in bridal it is impossible to be
a reputable retailer and diversify in the same
way that will allow competition with the online
retailer, especially those selling counterfeit
dresses.
Firstly, a legitimate bridal retail does not
sell online. it is, quite rightly, a practice that
is banned and if you ignore the ruling then
you risk losing your designer labels and, along
with them, the competitive edge that you might
need to win sales over competitors. so how can
we then compete with an online seller who is
selling dresses either well below RRP or worse
at a price that is lower than we as retailers can
buy from the designer?
As an industry i would expect that all players
and partners would be working together to
tackle the problem, to safeguard the institution
of bridal shopping, around which so many of
us the retailers, the designers, the magazines,
the online planning websites exist. think of
the damage to the entertainment industry
resulting from the illicit downloading of lms
and music (a threat so signicant that we have
seen several high-stake legal cases battling over
the issue). Worryingly, however, in bridal it is
not such a black and white situation.
the danger of forums
i have been an avid user of online forums for
eight years in fact the origins of Aliya Rose
began on an online wedding planning forum.
Whilst i once used forums to discuss the ner
details of my wedding planning (just where
was i going to locate the perfect shade of purple
for the candles in my centrepieces that exactly
matched my bridesmaid dresses?) i now visit
them from a market research perspective. What
are brides interested in? Who are the designers
that they are talking about? What are the new
trends?
Worryingly what i nd, without fail, on every
forum i have visited (and often on the front
page) are website recommendations for online
retailers. in fact on one forum it was a sticky
the moderators had stuck the thread to the top
of the forum so it could be found easily.
it doesnt even need to be a post asking for
website recommendations, it can be a simple
request for recommendations in the London
area for places to buy bridesmaid dresses.
Unfortunately this will regularly bring up
lightinthebox, Davids Bridal and other similar
sites, along with helpful recommendations
about how to use local retailers to pick the
dress you want, such as:
yeah, she told me she took her sisters out
BM dress shopping and picked her dresses. she
got the name, colour and measurements etc
and then ordered them on-line; i asked her the
same thing as you just have images of them
coming and falling apart within two hours, but
they were denately [sic] the real thing.
the result
this behaviour is creating three issues:
1 Promotion and endorsement of counterfeit
sellers
2 Promotion and endorsement of retailers
who are operating outside of the rules
regarding online selling (usually from the
UsA)
3. Promotion and endorsement that using
the time and expertise of bricks and mortar
shops to assist in dress selection and sizing
when the intention is to buy online is totally
acceptable.
As a retailer this creates several problems.
Firstly the ability or lack of to compete on
price. i absolutely understand that brides have
a budget that they want to stick to, and that
is why retailers carry dresses across a wide
range of price points. in addition to this, ex-
sample sales enable brides to acquire the dress
of their dreams for a lot less than buying it
(legitimately) brand new. however, when an
online shop is selling a dress at a price that
is sometimes lower than i can buy from my
designer how can i logistically compete?
secondly, the abuse of bridal premises and
staff time to help narrow down the search for
the dress (bridal or bridesmaid) where there is
absolutely no hope of converting this particular
search into a sale. i will admit that customer
service goes a long way, and when youre
competing with other shops it may be enough
to win over a bride when there might be a small
price difference. however, the same cannot be
said when the price difference is 50% and
sometimes more!
thirdly, we were once proud advertisers of
the labels that we carry. All of our promotional
material boldly stated the designers available
at Aliya Rose; we would be boastful about our
roster of suppliers at wedding fairs and in the
shop with brides; we always made sure we
carried labels associated with quality and that
had a strong brand identity.
sadly, this is no longer the case. We are
now editing and minimising every piece of
information we supply to bride about our
labels. We dont advertise who we carry, we
have re-named the dresses and we wont take
any measurements prior to a deposit being
paid for a dress. its a ne balance between
maintaining the good customer service that we
pride ourselves on and protecting the interests
of our business.
At this point you may be thinking and so...
what does this have to do with the rest of the
industry? Well, here is my and so: Online
wedding planning forums and publications get
the majority of their income from advertising.
Advertising that is paid for by retailers, such
as Aliya Rose, and advertising that is paid for
by the designers. Our nancial investment is a
large revenue source that allows these forums
to exist, yet they are doing nothing to protect
our interests despite the fact that we are their
customers.
lack of support
When i raised this with one company (who we
pay to advertise with in print as well as online)
i was told that it isnt their place to moderate
the forum; that legally it brings about a
responsibility they do not want to shoulder. Fair
enough. however, there are rules about posting
on these forums, rules that are well-advertised
and are, in the main, followed by users. But
there is no mention about visitors
continued on page 75
STRONG opinion
Our advertising investment allows these forums to exist, yet
they are doing nothing to protect our interests despite
the fact that we are their customers
>
Reportedly the biggest independent mens formal hire
shop in the UK, Swarbricks has nally branched out into
bridal and launched a new department for the girls within
its award-winning north Manchester shop
t
hiS iS a lot MoRe than a MeRe
dipping of the toes into the market.
the Swarbricks showroom (in the
Middleton area of Greater Manchester)
covers a massive 4,000 square feet in all,
of which 40 per cent is now dedicated
to bridal. Jane Powell, one of the
Swarbricks directors, says that theyre aiming
for the middle-to-top-end of the market,
concentrating very hard on service.
the manager of Bride by Swarbricks, as the
new venture is known, is louise Greenwood.
a year ago she joined us on the menswear
side, Jane explains. But she has a wealth
of bridal experience. Working alongside her
will be Janes sister, Clare hoyle (another of
the Swarbricks directors) and Janes two
daughters hannah and Sophie Powell.
initially the shop is stocking ve bridal
labels: intuzuri, Pronovias, Mark lesley,
Romantica and Sincerity. We may be new to
bridal, but in our rst six months of being open
well decide on the brands that are working
for us and the type of dress and the look that
our customers are going for, Jane says. at
that point we may then start looking at other
companies under the Swarbricks umbrella:
the menswear shop (Swarbricks), waistcoat
manufacturer (heirloom), a national wholesale
formalwear supplier (Ultimate Formal hire),
and the new Brides by Swarbricks.
Jane believes the companys history and
reputation in the north-west will give them a
head start once the bridal side of the business
is established. they already attend many bridal
fairs as a menswear retailer. Well continue to
do that but simply take the ladies wear with
us too, she says.
Space to fill
During her research, Jane was surprised at
what she saw as a dearth of bridal retailers in
Manchester. She admits the suburbs are well
covered but claims there are few quality bridal
shops in the centre of the city. it was quite an
eye-opener to us, she says.
She then reconnoitred rival bridal retailers
in the suburbs and concluded that there was
brands that make it in those criteria.
You can guarantee that, prior to opening,
award-winning Swarbricks had done its
research. With so much knowledge and history
in formalwear hire and retail, its not the type
of company to enter naively into a new sector.
thats despite the fact that Jane and her fellow
directors (as well as Clare, theres also Duncan
McKno) made the rm decision to launch the
bridal side only ten months ago.
a real pedigree
Swarbricks itself is a stalwart in mens formal
hire, rst established 35 years ago by Janes
father. he started off working out of my
sisters bedroom, she remembers.
the company moved to its current premises
six years ago. We also have a 10,000-square
foot warehouse, conrms Jane. its gone
from strength to strength.
it certainly has. With the new bridal
business launched in September, there are four
R E T A I L
F O C U S
The Swarbricks bridal team, left to right: Clare Hoyle, Jane Powell, Louise Greenwood, Hannah Powell
>
Going girlie
The launch party attracted the press as well as those all-important potential customers. A ower-decked vintage
car, locally-made delicacies and models in the prettiest dresses created a very special atmosphere. From The White
Rose launch collection is the dress, above right, by Johanna Hehir; and the tiara below: Hermoine Harbutt
indeed a gap in the market. even though
her premises are on the northern edge of
Manchester, she believes they will command
quite a sizeable catchment area as much as
a 15-mile radius which will cover much of
Greater Manchester, and parts of lancashire,
Yorkshire, Derbyshire and Cheshire. im sure
well get the odd customer from further aeld,
too, she adds condently.
the size of the Swarbricks could prove to be
a bonus, too. as well as the 4,000 square feet
of showroom, there is a car park for 35 cars
ideal for visiting brides. Jane says she plans
to hold regular manufacturers promotions
in the shop. our premises are big enough to
have our own catwalk in there. indeed, on the
launch weekend for Brides by Swarbricks in
September, the Champagne and canaps party
featured a much-applauded fashion show.
getting noticed
the shop is located just off Junction 19 of
the M60, on Middleton Road, one of the main
commuter routes into town from the north
of Manchester. the trafc that passes our
shop all day and especially at rush hour is
unbelievable, Jane says.
She knows she needs to capitalise on this
passing trade. the company is having huge
advertising billboards constructed to market
the new bridal business to drivers passing
on Middleton Road. and theres room in the
large shop window to display bridal dresses
alongside the existing and
much in-demand menswear.
Jane recognises that it is
important for the company
to strive to differentiate
between the two sides of the
business, both in the bricks
and mortar shop, and online.
So, although the bridal and
menswear will share the
same web portal, there will
be distinctly different looks to the mens and
womens sections. and in the shop itself, the
bridal area will have a chic black, cream and
mink colour scheme, while the mens area
will maintain its very elegant pale grey and
aubergine theme.
expert help
Swarbricks employ a team of joiners to do all
their shop-tting jobs. in July, once the prom
season had nished, they started work on the
new bridal section of the shop. Jane said she
had invested heavily in designer wallpaper
and top-quality furniture from John lewis.
She also plans to launch a high-prole
marketing campaign. in June they organised
a bridalwear photo shoot. local magazines
including the lancashire Magazine,
lancashire life, Pure Weddings, County
Brides and Cheshire Bride all covered the
launch and that satised Janes objectives
of creating a buzz among brides and bridal
retailers through social media.
perfect timing
it is no co-incidence that Swarbricks chose
September to launch. Jane says the
manufacturers whose gowns she is stocking
all concurred, since thats the time of year
they launch their new
collections. and she has
no intention of shutting
up shop in the weeks
leading up to Christmas.
a lot of bridal shops close
during December, she
adds. But were planning
a couple of events for
then. We only ever close
on Bank holidays.
Rival bridal retailers in the Manchester
area will no doubt be sceptical about a
menswear retailer crossing over the divide
into bridalwear. But Jane remains condent.
Yes, we are new to the market, she admits.
But weve been around wedding dresses and
bridalwear at the shows we exhibit at. Were
quick learners. and louise (the new manager)
knows the industry inside out.
anyone who doubts their seriousness and
their intent should remember what an impact
they have already made on mens formal wear.
What with Ultimate Formal hire, heirloom and
Swarbricks retail, there are very few married
British men (certainly in the north of england)
who havent at least tried on a Swarbricks
product. and while no ones expecting them
to dominate bridal retail to such an extent yet
you should expect them to punch above their
weight. BB
The size of Swarbricks
could prove to be a
real bonus. As well as
4,000 square feet of
showroom, there is a
car park for 35 cars
ideal for visiting brides
R E T A I L
F O C U S
10
Gabi Webb works for Something Blue PR, the
agency dedicated to the bridal industry. On
more than one occasion we have called on this
specialist company for advice directed at our
retailer readers. Here are their latest tips
I
GET YOUR WEBSITE UP TO SPEED
Brides often make snap judgements on a company
based on the look of the website alone so its essential
to ensure that your site reects the quality and offering
of your products and services. Your website should be
easy to navigate and inspiring for brides, acting as a
shop window to your consumers. A regularly-updated
blog will enable you to quickly update your website with
images of your real brides, showcase any new collections
you are stocking and promote upcoming events. Blogs are
also a great way of increasing your websites SEO.
good advice
tips
top
NETWORK, NETWORK, NETWORK
Attend as many networking opportunities as
possible, its a great way to meet the press and build
relationships with like-minded suppliers not to
mention giving you a break from everyday work
and ensuring that you keep up-to-date with the latest
happenings within the industry.
2
3
BECOME A PRO AT SELF PROMOTION
If youre launching a new collection or introducing an
additional designer to your boutique, make sure you shout
about it; its news such as this that the press love to cover.
Equally if you are hosting an event such as a preview evening
or sample sale, let both your brides and the press know so that they can
include it in their diary date pages or online newsletters its the best
way of spreading the word far beyond your existing database of brides.
4
TAKE UP PROMOTIONAL OPPORTUNITIES
If youre approached to work with stylists and suppliers on shoots
for features its always worth considering these, even though it
may mean offering your time and products for free. Promotional
opportunities such as this can be invaluable, especially if your
work ends up being featured in a magazine or online, and are a relatively low-
budget way to expand your reach and secure coverage.
5
KEEP AHEAD OF THE MARKET
One of the most important things you can do to ensure you
continue to attract the attention of both brides and press alike
is to keep your products and services fresh. Press are sent
hundreds of press releases on a daily basis so make sure you are
offering something new and exclusive to grab their attention.
7
SHOWCASE YOUR BRIDES
Word-of-mouth recommendations are key.
Dedicate a section of your website to your
real brides, showcasing their photos and
testimonials. Equally, add a press page
there is no better endorsement than praise
from your previous clients and the press.
BE CONSISTENT
Consistency is vital to ensure that
your brand is recognised and clearly
identiable within the market. From
your product collections, packaging,
marketing collateral and boutique
dcor through to your website,
blog, and Facebook account, ensure
there is clear continuity running
throughout to reect your identity.
This will help your clients familiarise
themselves with your brand and
generate recognition and loyalty.
1 0
KNOW YOUR LIMITATIONS
Nobody is an expert in every eld as
much as we like to think we are the
modern day equivalent of Mary Poppins,
we all have our limitations. While you
may be in your element designing a wedding dress, you
should consider calling in the experts to utilise their skill
sets and agencies dedicated to promoting clients in the
bridal industry. From preparing press packs to organising
photoshoots, you can employ experienced practitioners to
focus on driving your marketing campaigns, leaving you
to spend your time on what you do best.
8
KNOW YOUR EXHIBITIONS
Exhibitions are a great way of showcasing your latest
products and services and in addition to the small, local
shows, there are the major events, such as the National
Wedding Shows, which deliver big audiences. Different
shows can serve different purposes so its important to establish who
your target consumer is and what show they will attend. Once you
have taken the decision to exhibit, its time to start thinking about
how to present yourself and stand out from the crowd; your stand
should be open, inviting and reective of your brand as, too, should
your marketing and press collateral. Become friendly with the PR and
marketing teams working on the show and take up any additional
opportunities for exposure, whether this is running a competition
or putting your collections in a catwalk show there are numerous
ways to drive trafc to your stand.
9
6
USE SOCIAL MEDIA WISELY
Make sure you have fully-functioning Facebook, Twitter and
Pinterest accounts set up and that comments are in line
with your brand. Social media is a great immediate medium
to talk about special offers and promotions but shouldnt be
used to bombard brides with sales messages this will only put them off.
I
N
T
E
R
V
I
E
W
Okay, tell us about Decorum. What brands is it
representing?
Decorum Bride is a new UK company that has acquired
the European distribution rights to Jean Fox, Only You
by Jean Fox, Sylvia Rose and the UK designer collection
from Isabelle Montagu.
So, is the venture purely a Jean Fox distribution
operation? And why is it necessary as the brands
have long been shown to the trade at March and
September BBEH and surely must have established
their own customers?
Paul Fox has been showing the Australian collections
over in the UK for about eight years
and has established a good stockist
base over here. Stockists have had
a point of contact in the UK but all
orders, enquiries and distribution have
been dealt with from the Australian
ofce. Decorum Bride has its own
infrastructure providing an accounts
ofce, distribution centre and customer
service and sales support to ensure
stockists are provided with a full-time
and permanent supply network.
Does that mean you will be taking
on other, non-related, labels looking for
a stockist network in the UK?
Not at this stage. The four labels
currently represented are both diverse
and complementary with a range of
pricing, styling and design inuences.
The Decorum offering has something to
appeal to almost every bridal retailer and their brides.
Who is involved in the new venture and what are
their precise roles?
I am the Sales Director and overseeing business
development; Paul Fox continues to ensure production
and logistics are kept to schedule and will attend BBEH.
Phoebe Stockman is the Devon-based designer behind
Isabelle Montagu and will also provide design input into
the Australian collections for the UK. Phoebe will be
ensuring quality standards remain high and that all gowns
are delivered to stores efciently. Hollie Barbour has been the
main point of contact for UK stockists for several years and
remains with the new company in an administrative role.
At Harrogate, you presented the new set up to the
trade. What sort of reaction did you get?
Existing stockists were delighted to see the new ideas and
increased resources that Decorum Bride is bringing to the
already successful brands. I was delighted to see many of
the retailers who I have worked with over the past 24 years
calling by to take a look and placing orders. The feeling on
the stand was one of excitement; we have a vision to bring
something really special to retailers.
What are the collections in the
portfolio currently and can you tell us a
bit about each of them?
Jean Fox is the original Australian
wedding gown company manufacturing
in Australia for over 80 years. Retailing
between 1,900 and 3,000, its gowns
are individually made to order in Sydney,
Australia. The ability to customise designs
and to deliver in as little as six weeks make
this brand very appealing.
Only You by Jean Fox was launched in
2007. The vision was clear to create a
collection of beautiful bridal gowns, with
the design innovation, quality and luxury
that Jean Fox is known for, but accessibly
priced for British Brides, at 700 to 1,500.
There are over 50 styles in the range with
a new collection of around 12 pieces added
each March and September.
Sylvia Rose is all about classic style for the modern bride,
with sophisticated silhouettes and just enough sparkle.
Prices range from 600 to 1,100.
Isabelle Montagu launched this year and is founded on the
philosophy that beauty is simplicity. The 15-piece Ethereal
collection, retailing from 900 to 2,400, incorporates
vintage elements with an elegant modern twist, using soft,
delicate fabric combinations and rened detailing.
A bit of
decorum
Everyone knows Karl Metcalfe. And
almost certainly everyone knows
he is one of the trio behind a new
company in bridal. But what you may
not know is quite how exciting it is
The vintage-
inspired Isabelle
Montagu range
is designed by
Phoebe Stockman
who is based in
Devon
freSh approach
Across the ranges there
is a real diversity of
styles and, importantly
price points, so without
question this is a
portfolio that retailers
will nd attractive.
Detailing throughout
is exceptional, as is
overall quality
>
Do you see stockists carrying more than one of your
labels, or are indications that there will be a different
set of retailers per brand?
Decorum Bride has four main collections and would like to
see our brands carried by the best retail stores throughout
the UK and Ireland. Existing stores have the option to add
further brands and if they choose not to then these brands
are available to other retailers in the area. With a wide
choice of style and price points we expect stockists to be
able to offer their brides more than one of the Decorum
Bride labels.
What makes the Decorum collections standout from
others in this highly-competitive marketplace?
Decorum Bride is a retailer-focused company that
endeavours to meet the requirements of the modern
and progressive retailer. A good online presence with
interactive social media and focused consumer advertising,
the company aims to deliver a strong support network
to retailers. The design integrity of the collections will
be of utmost importance with our own in-house designer
innovating new design concepts and ensuring quality
control is maintained at a very high level we expect to
stand out from the crowd.
Where are the Jean Fox labels currently
manufactured?
Jean Fox is still designed and manufactured in Australia
offering great materials, workmanship and delivery. Only
You by Jean Fox, Sylvia Rose and Isabelle Montagu are
manufactured in the Far East to ensure excellent value
for money and the consistent higher volume production
required to meet the requirements of the UK market.
What is your current delivery time from order
conrmation?
Jean Fox gowns are delivered in eight weeks as standard
and Only You, Sylvia Rose and Isabelle Montagu are all
quoted as 18 weeks from conrmation. New sample orders
placed at the trade shows are quoted at 20 weeks to allow
for the increased volume at this time. Decorum Bride are
looking at ways of reducing these lead-times and will be
putting in place measures to improve efciency in their
practices to ensure the best possible delivery dates. One
way we have already improved efciency is to hold stock
in many key selling styles to allow for short notice orders
and last minute brides.
What are you doing to support your stockists? What
sort of budget have you set up for advertising, and
which media are you focusing on?
All of the collections have their own websites which have
been recently upgraded with great photography and
stockist listings to ensure brides have the information
they require to nd their chosen gown. Decorum Bride has
active and well-followed Facebook and Twitter accounts
that help to provide news and information relevant to
stockists and consumers alike. Consumer advertising is
an important part of any suppliers offer to stockists, and
Decorum Bride is currently talking to the main consumer
magazines and websites to establish an effective campaign
for the coming year.
What sort of in-store activities do you see getting
involved in? Are Designer Days being made available
to retailers?
>
Designer Days are a really effective way to introduce
a designer or brand to the consumer; Decorum Bride
welcomes the opportunity to get involved in events
that are promoted by stores, and will always provide
gowns and promotional material as available. I am
meeting with stockists on a regular basis to share
ideas and information as well as taking feedback to
ensure product and service
are leading edge.
Right now, there is
certainly caution out
there on the part of
retailers did you feel a
resistance from buyers at
BBEH to taking on new
brands?
Retailers are rightly being
more careful about how
and where they place
their orders and spend
their money. I have always
believed in stores acting
with their feet too many companies put increased
pressure on retailers to ll their rail space with an
excessive number of samples. Decorum Bride does
not insist on large minimums, we instead are looking
to reward retailers who maintain strong repeat
business. Less samples creating the same number of
unit sales is the way forward for retailers.
What are you planning to deliver in the way of
exceptional customer service?
We offer open communication and a common goal
were in this together with the retailers and
everything we do will reect that! Partnership is
what it is all about.
What are your minimums per label and what
about exclusivity?
Although we dont have strict minimums we
do expect new accounts to make a reasonable
commitment to the brand to represent the collection
so as to offer some choice to brides who may travel
a long way to see a collection.
What are you granting your stockists in the
way of radius?
I believe that 15 miles is a fair radius in most cases, in some heavily-
populated cities there may be an argument for two stockists and in
other more sparsely populated areas there may be a need for wider
exclusivity. I am a great believer in minimums and exclusivity decisions
being based on a two-way street approach, giving both suppliers
and retailers a fair deal. I denitely believe that communication and
honesty are paramount and a short-sighted approach to these subjects
will be detrimental to both the supplier and the retailer.
Does the trade understand the Decorum proposition, or is there
the risk that they think it is a collection in its own right?
Decorum Bride offers a business style and ethic that we all believe
in, our brands and collections offer retailers an assured standard of
service, quality and trust from individuals who care passionately for
the industry. Consumers see the individual brands in our promotion
and advertising but the retailer knows that working with Decorum
Bride will ensure the same high standards will apply throughout
their portfolio.
So will your trade and consumer advertising carry the
Decorum name, or just those of the individual collections?
Trade advertising will promote the Decorum Bride brand, while
consumer advertising will concentrate on promoting our individual
New designs are
constantly on the
drawing boards,
picking up on the very
latest designer trends
brands and their own signature and personality.
What do you see as the three biggest
challenges facing the industry in this country
right now?
Firstly, the Internet... Not the fear of losing customers
to it, but rather learning to use it to full advantage to
the benet of the retailer. The information available
is as much a tool for success as it is a threat. Cheap
or free marketing opportunities are abundant. Ideas
are everywhere! Access to our customers is open
and available like never before. We need to see the
opportunities, not just the threats.
Secondly, vision and planning... Because of the
current economic climate, and the culture of survival
many businesses are forgetting to plan for growth,
recovery and to leverage the new opportunities that
the market will present, even in the down times! Is
there an improved lease opportunity? Or an chance
to negotiate better supply terms? Or a new service or
product that will complement existing business? Pay
close attention to the budgets... Sales AND expenses.
Thirdly, Trust... At all levels of the industry the relationships are
mostly adversarial. We wholesalers need to want the same things as
our retailers... And in turn the retailers need to want the same things
as the brides. If we can build relationships based on trust, we can all
start to push in the same direction. Honest and trusting relationships
in the supply chain will result in satised brides and an improving
reputation for the industry.
Three pieces of advice for retailers, please?
1 Use all of the free advertising available to you from social media,
local events, in-store promotions and most of all, your shop window.
2 Brides are looking for new inspiring gown styles not lots of similar
gowns from lots of different manufacturers. Retailers need to be
focused and brave when ordering their new collections.
3 Make it fun; work with the suppliers whose products perform for
you and who work with you to make the journey a pleasure.
Three wishes for Decorum?
1 To continue to grow our stockist base to provide good but not
overcrowded coverage of the UK and Europe.
2 To develop our collections, while maintaining innovation and design
integrity.
3 To earn a reputation for being a reliable company... and a fun one.
+44 (0)1790 753053 / www.decorumbride.com
Decorum Bride
has its own
infrastructure to
ensure stockists
have a full time
and permanent
supply network
freSh approach
Alan and Marguerite Hannah continue to
breathe new excitement into the designer
sector, year after year. Showing at White
Gallery in 2013 (they have been there from
the start of this prestigious show), they are
again upping their offering to retailers and,
of course, their brides
Hannah
hotter
Lace. Is it going to continue to be THE one, or do you see other fabrics
becoming equally important?
I think lace will continue to do well; however, lace does not suit everyone.
Our best-selling fabric has been our Italian rose damask which is
exclusive to us. We used it on style Sorrento this season.
What style features are your stockists asking for right now?
Our stockists are requesting dresses with more cover either straps like
Chryso or sheer cover in lace or organza such as Eloise, Connie or Eren.
It gives a more demure feel.
Is that the same across both the Alan Hannah and MiaMia
collections?
We have lots of very interesting sleeves and shoulder details in the MiaMia
gowns and because the label has quite a bohemian feel, Marguerite is
able to be very adventurous here.
Are you currently nding a resistance to high prices?
I dont think that our prices are high for the quality of the dresses we
produce. Most Alan Hannah gowns retail around 1,800-2,200 and
I think this is very competitive for a couture-standard English-made
dress. MiaMia retails at 1,200-1,800 which we think is a fantastic
price point for a dress with so much original design content.
How many Designer Days do you do with your stockists in one year
and are they by appointment only?
Designer Days are very successful if a stockist has invested time in
promoting our label and has booked enough girls in but it is impossible
to do one every weekend. We support our stockists by sending them the
latest collections so that they can represent the label in depth. We nd
these trunk shows, if well organised, can also be very successful and
they present a fantastic opportunity for boutique staff to see more of our
collection on potential brides.
Whats the biggest benet of these sessions to you?
Designer Days give Marguerite an opportunity to meet with brides,
see the dresses on prospective customers and to see the strengths and
weaknesses of her collections. It is also a great opportunity to meet with
staff and to go over the collections with them. All in all, that level of
contact is very useful all round.
In conversation wIth.
Top: Chryso is satisfying
retailers requests for simple
gowns with straps; above: Eren
gives that perfect, barely-there
cover-up; left: back details and a
beautiful shrug is what so many
brides are looking for. Opposite:
The best of Alan Hannah, on the
catwalk, at White Gallery 2012
>
Trunk shows, if well
organised, can be very
successful and present
a fantastic opportunity
for boutique staff to see
more of our collections
Tell us about MiaMia it seems to have ourished and developed
into a designer label in its own right. Was that the intention from
the start?
We had intended MiaMia to have its own identity and to use Marguerites
versatility as a designer to establish a new label with its own personality
and to explore a design direction different to Alan Hannah.

You show both Alan Hannah and MiaMia at White Gallery London.
What makes the environment special for you?
White Gallery has a very special atmosphere. The show is very well
attended and lets us present our collections in an arena where there
is a serious audience who focus on buying designer-end gowns. The
invitation-only catwalk show is also a fantastic event which really gives
us the opportunity to showcase our collections exclusively to top buyers
and press.
Question just for you, Alan.
Do you ever get involved
with Marguerites designing
process?
Marguerite designs both
collections. However, we have
worked closely together for
over 20 years and we will
always consult and share our
thoughts. We keep each other
on track with the direction for
both labels and we both know instinctively what is the right path for
each. Marguerite is not an egotistical person and appreciates positive
criticism.
Question for Marguerite. Well does he?
Each design is mine inspired by me but if Ive moved too far to the left
or right Alan puts me back on the right direction. I value his opinion
tremendously and success for us has come through teamwork.
Any chance of a hint about the 2014 collection that youll be showing
at White Gallery London in May?
I have only just started putting ideas together for next year so cant
really disclose anything yet.
Which bridal designers impress you most, and why?
Of course this is a difcult question as we are all competitors. I admire
designers whose look is different to mine as it takes me somewhere else.
To me Jenny Peckhams modest glamour is exquisite if only I had the
gure to wear one myself!
Do you have a clear idea of direction before you design a new collection,
or do things just evolve from one or two special ideas?
With Alan Hannah its clear as there is an established aesthetic which we
evolve slowly so as to retain the spirit and personality of the collection.
With MiaMia we have a clear vision of where it is going and for Marguerite
it is artistically stimulating to experiment with completely new ideas.
The most important thing to remember is that all designers build on
their successes of the past. We cannot produce designs that are purely
indulgent. We design for our brides and you have to stay in tune with
that otherwise you could be making dresses that no one wants to wear.
What in this industry of ours gives you the most pleasure?
Marguerite: The biggest pleasure is the pleasure of giving. I cannot
count the times Ive been told: Youve made my day. I have been
designing for over 20 years and have never forgotten the importance
of a wedding dress. I love the whole process of designing and making
beautiful clothes. BB
I never forget the
importance of a
wedding dress. I
love the whole
process of designing
beautiful clothes
Krystal Agency
New Stockists welcome
T: 01204 88 285
M: 07855 528 107/07935 156 275
E: pablackburn@btinternet.com
W: www.eddyk.com
9A Longsight Road
Bury
Greater Manchester
BL0 9SL
2011
WINNER
Best Plus-size Collection
To view our collection please visit our website at
www.bonny.co.uk | Tel. 01279 418555
Style 1219
Style 1301 Style 1300 Style 301
www. el i zabet hdi ckensvei l s. co. uk
Please contact us for a brochure
T: +44 (0) 1353 723675 | E: ninaandalan@freeuk.com
O
ne could assume that
someone as talented and visionary
in the world of fashion as the woman
behind the Vintage Wedding dress
company must have spent many
years studying the industry before
joining it. however, charlie Brear
did an art degree and then began her career working
as a stylist for mtV. her client base grew to include
advertising giants h&m, Rimmel and coca cola, and
personal clients like Kate moss, anna Friel and cat
deeley. charlie often incorporated vintage elements
in her styling, partly for nancial reasons: You can
produce a couture look for a fraction of the cost. she
cut her teeth in design, producing accessories for
matthew Williamsons runway collections, as well as
her own jewellery line.
styling is a pretty
subjective career, she says.
I guess people liked my
taste and I was professional
to work with. It was very
different when I started out
no one outside of fashion
or television knew what a
stylist was... people assumed
that I was a hairdresser! now
every celebrity has their own
stylist so its seen as a serious career choice today.
Spotting the gap
In 2005 charlie started to notice that bridalwear was
an area of fashion in which there was only a handful
of designers doing something different. to me it felt
like row upon row of strapless dresses with a twist.
I saw a gap for a vintage bridal company. I knew I
wouldnt be the rst to go down this road, but I was
the rst to offer the service and the quality of restored
dresses in a boutique setting with a fashion edge.
there are some great purchases to be made in vintage
but girls do need to be cautious of buying a dress that
is very dirty or damaged or that does not t well, as
cleaning, repairing and altering a dress can be an
incredibly difcult and expensive process.
charlie says that there was hardly any crossover
between bridal and mainstream fashion at that point.
I think things have changed in a huge way in terms
of choice and the type of gown out there and I like to
think that we were part of that change.
charlie started out working from her bedroom
and then moved to a tiny space in Bloomsbury two
years later. her girlfriends helped out by wearing
the dresses and her styling contacts helped her to
plug the business. a year ago it moved to its current
london showroom. our original premises were really
intimate and cosy, like a little dressing up box and we
really wanted to retain that feeling in our new larger
space. the building we are in now is an old saw mill,
so it is quite unusual. We have again created a space
thats really welcoming as well as being beautiful.
charlie and her husband Jamie run the business
together with six full-time staff, three freelancers and
two part-time sales assistants. this fantastic team
enables charlie to spend three days a week at home
with their daughter, who is
nearly two. Jamie and I have a
rule to not talk about work after
8pm, or theres a standard 10pm
argument about something
petty when the tiredness hits!
according to charlie a vintage
bride is an individual, open-
minded girl with a strong sense
of style. she would always have
had vintage in mind when doing
her dress search. to wear original vintage you have
to be someone who has vision but also sees the beauty
in the imperfection this is probably my favourite
thing about wearing an original piece. If you buy
genuine vintage you will have a truly unique dress at
a great price, she says.
charlie buys most of the original vintage pieces
direct from dealers in europe and the states; they keep
a large number of dresses aside for her, as they know
what she likes and she knows more and more what
sells. I used to be more spontaneous when buying,
but I know I have to think of my clients rst and
foremost to nd the best for them. I look for dresses
that are classic or totally off the charts as individual
pieces theres really no in-between. a bride buying
original vintage should look for a gown that has been
cleaned and restored to a really high standard and
that she feels condent to buy and to wear.
all original vintage dresses coming in to the
We all know that vintage is where it is at right now.
For some brides, only the genuine article will do, but
for the majority of others, who want the authentic
look but a perfect version of it, charlie Brears
decades collection is the answer
Things have changed
in a huge way in terms
of choice and type of
gown out there and I
like to think we were
part of that change
Through the
decades
>
past preSent
Tfe Vintage Wedding Dress
Company showroom / shop is
a perfect representation of the
companys design style. Here
original pieces can be seen, as
well as the Decades Collection
which is stocked by selected
retailers across the country
showroom are stock-checked then assessed and put into the restoration
process. dresses are occasionally re-styled by, say, removing or adding
sleeves. Really small dresses are panelled to make them more accessible
for normal-sized women. they are sent to specialist cleaners, who are
expensive but experienced in removing the years of wear and tear. each
dress is repaired and restored in-house or by the companys out-sourced
specialists.
theres a range of original vintage and new collection accessories, too.
decades collection accessories, give brides greater potential to create a
bespoke gown using classic vintage silhouettes as a starting point. charlie
Brear is a range of simple and elegant heart necklaces that are the perfect
gift for bridesmaids. Jennifer Behrs beautifully embellished headpieces
and belts from new York add the perfect nishing touch.
Moving into wholeSale
three years ago charlie came up with a new concept the vintage-inspired
decades collection, for brides who want a vintage look with the cut and
feel of an original gown without the aws. there are many reasons
why a bride might opt for the decades collection over a vintage original.
sometimes it can be as simple as her mother not really being able to get
her head around buying an old dress especially if it was from the era
she herself got married in! Fabric content often plays a part too if a dress
does not feel amazing as well as look amazing this sometimes sways the
balance to a decades dress.
a capsule collection of silk bias-cut dresses was sold in-house and the
following year she produced the same six styles in lace. In may this year
charlie launched a full 2013 decades collection at White Gallery london,
featuring uid slipper satins, beaded lace and feathers. the theory behind
the British-made decades collection comes from her work as a fashion
stylist. Brides can add to their dress with elements from our accessories
range, making it a more personalised and individual process, she says.
the 2014 collection focuses on texture and hand-beaded additions.
charlie collects original pieces to inspire her designs and often dips into
her own wardrobe, which is pretty full after 15 years of styling. I am
terrible at sketching, so I do old-school mood boards with cut-and-paste
and fabric swatches, she laughs.
the concept has been really well received. I think more and more
designers will start to offer ways in which to make buying an off-the-peg
dress more of a creative process. We offer training to all our stockists
(mostly high-end independent boutiques with a strong sense of style) in
how to get the best out of the styling additions that make up the collection;
they are our strongest selling point in offering brides more exibility in
what they are buying.
Brides visiting the showroom will see that all the eras are represented.
Brides often come in with an idea of an era or a theme that they want
to go with for their wedding. We encourage them to try on different
shapes and styles in both the original Vintage collection and the decades
collection and stay open minded. the myth that the rst dress you try on
needs to be the one often really stresses brides out. Its a balance between
going to every shop in the entire country and trying enough styles to see
what suits her that number is different for everyone, but ve different
styles in our showroom will give you a great range of options. BB
+44 (0)20 7637 4898 / www.thevintageweddingdresscompany.com
www.rosacouture.com | info@rosacouture.com
'((/0//,*++'..(*)./*,)
In addition to our full range of bridal petticoats, Lingerie Garters
and Stockings. We will be launching an exciting new range of:
Veils - Stoles - Tiarras Hair Jewelry - Head Pieces - Footzy Folds
PLEASE CONTACT US FOR OUR NEW BROCHURE OR VISIT OUR NEW WEBSITE
Unit D2 Fairacres Industrial Estate, Dedworth Road, Windsor, Berkshire, SL4 4LE
Tel: +44 (0) 1753 622922 | Fax: +44 (0) 1753 622933
web: www.jupon.com | email: info@jupon.com
ALL PETTICOAT ORDERS DISPATCHED IMMEDIATELY
For new stockist enquiries, contact Hazel Porter on 07976 959725
www.madelineisaacjames.com
Visit us on stand 201
at The White Gallery,
19-21 May 2013
W
hile lace fishtail
dresses are popular
in london and
swansea, in Northants
girls are opting for
a-line silhouettes
and in scotland they
are loving tulle. in london, brides are giving
themselves lots of time to make their purchase
and to pay, while in sussex girls are leaving
it late and putting pressure on the shops to
full rush orders. in Wales there is a trend for
visiting the shop many times before making
a decision, while in the north of the country
girls are making sure they are well informed
before they make any appointments.
NATIONWIDE
shop talk
At Allison JAyne in swAnseA And its
branches, they are nding that brides are making
multiple visits to the shop before placing their
order, so they seem more determined than ever
to get it right.
Average price of dress sold this year 1,300
Most popular styles Drop waist and shtail.
Many brides are asking for gowns with some form
of straps
Colour Ivory
length Floor-length, but 50s-style tea-length
dresses are getting more popular
embellishments Lace and crystal
sizes 12-14
Accessories Veils, tiaras, side pieces and shoes.
Jackets and boleros are very popular in lace and
satin
time from purchase until wedding: 12 -18
months, but some just six months
Allison Jayne
At PlAtinuM BridAl in BirMinghAM,
Midlands brides want to spread their payments.
The shop has had to help lots of last-minute brides
who have had their ngers burnt buying online and
receiving anything but their dream dress.
Average price of dress sold this year 1,200-
1,500
Most popular style Straps, lace
Colour Ivory and more ivory we have only sold
one white gown in the past ve years!
length Floor length
Platinum Bridal
embellishments Our brides prefer simpler gowns.
Corded lace and Chantilly lace are popular
sizes 12
Accessories Our Liza Designs tiaras and Joyce
Jackson veils are very popular. Brides love that they
are made in the UK. We have stopped selling shoes
as we couldnt do sale or return. Brides dont want
jackets or boleros unless its a winter wedding
time from purchase until wedding 12 or more
months but an almost equal number with less than
six months to go
At white rose BridAl in glouCestershire,
brides are very price-conscious and seem to be
phoning around the shops for the best price.
Most popular style Fishtail
Colour Ivory
length Floor length
embellishments Lace
size 10
Accessories Headdresses, earrings, bracelets, lace
jackets and shrugs
time from purchase until wedding Eight months
White Rose Bridal
We like to think we can read a brides mind, but
truth is her choice of wedding gown is inuenced
by many factors, and one of them could be where
she lives. We put the same questions to shops
across the UK, and got very different answers
Xquisite Bridalwear
At Xquisite BridAlweAr in leighton
Buzzard, Hertfordshire, brides seem to be leaving
it later and later to start looking for their dress.
Most popular style Lace and straps; dresses
with a high neck or back detail
Colour Ivory. Gold, alabaster and oyster shades
are also popular
length Floor length
embellishments Belts
sizes 14-16
Accessories Side headpieces and headbands
more than tiaras. An increasing number of brides
are ordering jackets.
time from purchase until wedding 10 months
At white MisChief in susseX, 2012 hAs
been a year of rush orders brides have left
it late to order and with deliveries averaging
between 14 and 16 weeks this has put pressure
on everyone! However, its been a great
opportunity to move on samples for those
brides looking for a cheaper option
Most popular style Slim, shtail and t-and-
air with V-neck or straps
W
hite M
ischief
ProPosAls of griMsBy sAys Brides
have done their homework on the internet be-
fore they make an appointment. However, they
seem to be aware of the many horror stories of
buying online, and prefer to put their trust in a
reputable shop.
Average price of dress sold this year
1,100
Most popular style Lace dresses with straps
Colour Ivory
length Floor length
embellishments Belt
size 12
Accessories Tiaras, veils, shoes, belts and
wraps. There has been an increase in brides
looking for vintage-style jackets and boleros,
especially during the winter months
time from purchase until wedding
18 months
Proposals
Colour Cream
length Floor length
embellishments Beaded lace or bling belts
sizes 12-14
Accessories Belts, buckles, headpieces, veils!
Brides are asking for separate jackets or for
one to be made with the dress to form a
boat neck
time from purchase until wedding Five to
seven months
At oPus Couture in sCotlAnd, Most
brides have done their research and know all
the designers and their styles. They have spent
a lot of time looking at websites and chatting
to other brides. They are also cost-aware,
looking for good service and value for money.
Average price of dress sold this year
1,200-1,600
Most popular style Soft tulle and lace with
straps
Colour Diamond white or ivory
length Full length with a train with long veil
embellishments Lace and beaded lace or
nothing at all
sizes 12/14 and 14/16
Accessories Shoes, veils, underskirts and
headdresses. Almost every bride wants a jacket,
bolero or straps we design and make these
to measure
12-18 months
O
pus Couture
At london Bride in the CAPitAl,
brides seem to be buying earlier, which gives
them more time to pay. There has been an
increase in the number of brides buying samples
to save either time or money.
Most popular style Lace shtail
Colour Ivory. There has also been an increase in
colours such as blush or champagne
length Floor length. Tea-length increasing in
popularity but is still pretty rare
embellishments Subtle beading with pearls.
Belts with either detail or a ower
sizes 12-14
Accessories veils, tiaras, headpieces, belts,
boleros
time from purchase until wedding Around
four months
London Bride
At CAMelliA BridAl in northAnts,
brides have stricter budgets and they are
spending less on bridesmaids and accessories.
Average price of dress sold this year 800
Most popular style A-line with lace detailing
and a bit of sparkle
Colour Ivory
length Floor length
embellishments Beads and crystals
sizes No average
Accessories Tiaras, veils and shoes. A few are
buying jackets and boleros
Eight months
Cam
ellia
Suzanne N
eville
At suzAnne neville in london,
straps and sleeves have become more
sought after over the past year
Average price of dress sold this year No
average dresses start at around 2,500 and
go up to around 12,000
Most popular style This year, as many slim
dresses as full ones
Colour Ivory. However, we can create a dress
in any colour
length Floor length. We occasionally create
short wedding dresses.
embellishments Beaded belts
sizes Made to measure
Accessories Anything from tiaras and
earrings to veils and shrugs. About 60% of our
brides order shrugs of some sort lace has
been the preferred fabric for these in recent
years
12 months
F
amily businesses can have
their downsides. how do family
members keep their professional and
personal relationships separate? Do
sons and daughters feel pressurised
to come into the family rm? and
what happens as the business
expands and takes on non-family members in
some roles how do they feel?
ImpressIon BrIdal
lucas chrysanthou and his
wife androulla are directors
and owners of st albans-
based impression bridal
uK, european distributors
for impression and Davinci
bridal, bridesmaid and prom
products. in addition, androullas nephew
Peter works for the company as sales order
processing, shipping and customer services
manager, with lucas and androulla jointly
managing all the other areas of the business.
my sister-in-law and niece also help out
during busy periods and especially during
trade shows, where they have been invaluable!
lucas says, adding that the primary benets of
employing family are trust and reliability.
i have found that family members such as
Peter will invariably go the extra mile and be
exible with work duties. Working with my
family gives me a sense of security that im not
sure i would otherwise have.
We keep things professional during working
hours and as far as possible ignore family ties.
its important to leave family disagreements at
home and make sure work is unaffected.
Other employees may sometimes feel
excluded, but we try to avoid speaking among
ourselves in Greek, for example. The bottom line
is to understand and appreciate the individual
personality of each employee. if you can do this
i believe the benets of working with family far
outweigh any disadvantages.
Cameron ross/aCs
Joe Freedman is chairman of
cameron Ross, which supplies
menswear hire. Joes son Richard
is the managing Director of acs
and had been instrumental in
expanding the company from
retail menswear with several
branches, to supplying over 800
retailers with formal hire.
44 www.BrIdalBuyer.com
happy families
Father and son relationships are very similar
to any other partnerships, Joe says. They have
to be worked at to ensure they are successful. We
have a board of six members and it is essential
to have the input of other professionals.
both of us deal with issues affecting our
own areas, but if a major change of direction is
proposed, then all of us need to be on board.
When i was younger i not only ran my own
business but also had a partner in another
venture. There was always the danger of
comparing who contributed what to the
companys success, often breeding resentment.
With a father-son relationship, the totting-
up of who made the biggest contribution doesnt
exist. We try hard, not always successfully, not
to talk business when my wife and i visit the
family in edinburgh; with three grandchildren,
we can successfully put any business talk off
until it is time to enjoy a wee late night malt!
romantICa
sally and mike Waddington of Romantica
actually met at harrogate and, sally says, never
thought for one moment that a family business
would not work for them. now, 30 years later,
their two sons and daughter-in-law are also part
of the team as are four unrelated on-the-road
salespeople, agents abroad, and more than 30
ofce and factory staff.
We are all one big happy family and
no one is left out, sally says rmly. mike
was in the bridal trade when we
met, working at Wedding &
home magazine, and i had
already set up the business.
many bridal businesses are family affairs. sounds cosy. On the
plus side, it means that everyone understands the pressures that
business can bring, and communication can be instant. but can
cosy become claustrophobic, asks Jill Eckersley
BalBier-Wyatt (Alan Wyatt, Amanda and Charlotte)
Dom BriDals (David and Chris Morton, daughters and
sons-in-law)
Halo & Co (sisters Nicola and Stephanie, dad Vince)
Benjamin aDams (Dad Bob Shaikh, son Adam Benjamin,
daughter Sophia Dervish)
Dessy (Alan, sister Vivian Diamond, Mum Ronnie Dessy)
riCHarD Designs (Elaine Dicks, Louise, William, Ben)
And then of course there are countless retailers here in the
UK where mums and daughters, aunts and cousins work
together happily. Got a good story on the subject? Pass it
on please.
Also keeping it in the family
www.BrIdalBuyer.com 45
From there, it has just evolved. mike is in
charge of sales, Kelvin and i do the nance, i
do the designing and James, our younger son,
looks after iT.
its easy to bounce ideas off one another and
we know we are all singing from the same hymn
sheet. all our employees are part of the family.
my factory manager walked in off the street
when she was 16, looking for a job, and is now
part of the management team. my accountant
has been with us for 15 years. People just dont
leave. The secret of our success? its the same
with any company. We are all professional
enough to know how to keep our work and
personal lives separate and at the end of the day
we know we have a business to run and staff to
look out for.
ellIs BrIdals
Founded in a small studio
above a barbers shop in the
east end of london 100 years
ago by ada ellis, ellis bridal
is now the responsibility of
creative Director Regine
ellis and her son James.
a wedding dress is the
most personal purchase a girl will
make. as a family brand we have
an emotional connection with
every dress we create. We take
great pride in the hand-crafted
embellishments we use as they
reect the family values the
brand was founded upon.
Family, to ellis bridal,
means the whole team, not
just immediate family.
We have unofcial
members too, says
Regine, whose husband
barry is elliss ceO.
We have seamstresses,
accountants and customer
care staff who have been
with us for more than 40
years and put in just as
much love and attention as
the ellis family.
as for the disadvantages...
well, we care too much
sometimes! as a family business,
work sometimes comes home
with us, which means that
family dinners can become
more like board meetings!
but this is only because our
love for the ellis dynasty is
so great that we are unable to
switch off after hours.
having two generations working
together keeps the brand fresh. i am
always consulting James and the other
members of the team on what is happening.
ruBy produCtIons
based in south yorkshire,
Ruby Productions looks after
the uK interests of the Dessy
group from new york and
alfred sung bridal, callista
bride and Jade Daniels from
work force
canada. as The Ruby studio, michele Oneill,
husband simon and daughter amanda design,
manufacture and sell their own-brand prom
dresses, while son michael helps out in his
university vacations.
simon looks after the nancial and technical
side, plus growth for the Dessy group, says
michele. my own thing is bridal though we
overlap a little sometimes. amanda works on
her Prom collection but helps us with the other
brands where needed.
i started in bridal in 1980. amanda was born
into it and spent the rst weeks of her life at
work. amanda has a degree in business studies
and uses her skills in the family business. simon
knew he had to join me or else!
it is hard to switch off at night and at
weekends. We try to give our minds saturdays
off, then we start planning again on sunday
afternoons. all businesses have their ups and
downs but as a family we all get round a table
and work out whats best to do together.
dynasty
The Dynasty brand, one of the leading
occasionwear labels in the uK and europe,
was established in 1998 but the original family
business was founded by managing Director
bhavin shahs father as a major importer/
exporter of fashion goods.
i grew up around the family business, says
bhavin. after university and work experience
i joined permanently. all the major roles in
the business are held by family members. in a
family business its important to identify what
skills you are lacking and realise that external
hiring of people with the required talents is a
key part of your success.
For some external employees, working in a
family business may not suit. you need to let
recruits know early on that they are working for
a family business. That leads to better relations
once they have joined.
education of family members is vital. We
were not allowed to join until we had reached at
least a degree level of education. i learned from
an early age about key trends and how best to
communicate with suppliers from my father.
Keeping it in the family means you can share
this knowledge and that can give the company
a competitive edge. Trust and honesty are also
advantages.
i would recommend forming a constitution, a
rule book around the beliefs of your family about
what is acceptable. This should cover things like
pay structures, authority, and what happens to
members who dont pull their weight or become
ill, as well as strategy and planning for new
business development. Regular meetings about
the direction the business is taking are useful
too. and, however difcult it may be work has
to be left at work! BB
It is always exciting to welcome a new
brand to the world of bridal. When that
brand comes in backed by 60 years of
family experience, with three generations
working side by side to create something
really special, the welcome has to be a
particularly warm one
Hello to
Heritage
brand new
h
erItage Is part of the BalBIer Wyatt
group, owned and run by founder alan Wyatt,
his daughter amanda, and grand-daughter
Charlotte Balbier, each of whom has given
their name to some of the most successful
British bridal labels of the past few years.
alan originally trained as a tailor, cutting
patterns and designing. In 1960, he and his wife heather
opened Bride Be lovely, at the time the largest independent
retail shop in the UK. he then began manufacturing bridal
gowns under the Jean elizabeth label and became a market
leader and trend-setter... and the rst to have copies of
princess Dianas and sarah, Duchess of yorks wedding
dresses on sale.
alans daughter amanda followed in
his footsteps, launching the brand that
bears her name on Valentines Day 1994.
amandas daughter Charlotte Balbier
launched her own label in 2003; she can
remember sewing dolls clothes with her
grandmother and knew from an early age
she wanted to go into the family business
and design beautiful dresses too.
Now the three have come together to
create another collection, heritage a name
deliberately chosen in this Jubilee year to
reect the best of British design.
enthusiasm runs high
When asked about this new collection, the trio said: We
couldnt be more excited about working together for
heritage. Its something we have always wanted to do and
the timing just seemed so right, in a year that has already
been so successful for Balbier Wyatt as a company. people
have always asked us if we would ever join forces, and it
was something that we had been mulling over for a while,
and now the time is right. We just cannot wait to see the
reactions from both our brides and our stockists!
the collection is denitely a collaborative affair, with all
three family members making an equal contribution. as
alan Wyatt says:
It has been lovely to work as a real family team on heritage
as, even though we are in the same ofces, sometimes we
are just like ships that pass in the night as we are so busy
with our other labels! heritage has really given the three of
us the chance to come together and put all of our individual
strengths into the designs. I think the results are striking.
Certainly each team member has brought a wealth of
expertise to the new brand. alan has, of course, a knowledge
like no other of the bridal industry and all aspects of the
business that run alongside it. he loves the creative side,
but always has the stockists needs in mind, knowing which
dress styles will always be timeless classics.
amanda is famous for the t of her dresses and for knowing
exactly which fabric is right for which style. this has always
been something amandas brides love her for, right through
the size range. amanda is always conscious of
making dresses for every bride-to-be whether
she is a size 8 or a size 20.
Charlotte, meanwhile, is the creative brains
behind the process, with impeccable attention
to detail. In launching the heritage brand,
nothing has gone unnoticed from the most
delicate dress design details right through to
the stylish photography.
making it special
so how does the heritage brand differ from
the companys other collections? Well, for a
start, it has its own personality, symbolised by a stripped-
back, pared-down elegat look which gives each and every
gown a high designer feel, yet without the price tag. the
average srp across the collection is just over 1,000.
the range was designed for a bride who is contemporary in
her attitude and condent in her taste. she wants simplistic
beauty. she is a chic and on-trend woman and heritage is the
perfect match for her. she wants her dream dress to offer the
epitome of poise and polish, encompassing intricate beading,
billowing skirts and elegant silhouettes.
Dresses designed and created with real passion have
always been what the Balbier Wyatt company is about. the
new brand is already gaining column inches and the team
is considering exhibiting at the new london show next
year. social media is already a feature of the companys
The Heritage design
ethos is all about
pared-down, carefully-
edited looks that
underpin perfect
cut and discreet
decoration. The style
is chic, the message
condent
The name
Heritage was
deliberately
chosen in this
Jubilee year to
reect the best of
British design
>
promotional strategy with facebook and twitter playing a prominent
role. facebook.com/heritagebridal and twitter.com/heritagebridal are
already live, and the brands website www.heritage-bridaluk.com is set
to go live in November.
so what makes the heritage brand so special? perhaps its the fact
that it includes design ideas fused together from three generations of
expertise. love, knowledge and creativity are the keynotes. and of course
the fact that it is the only label that can boast having three family bridal
designers working side by side to give the gowns they create that extra
something stunning, makes the whole proposition even more inviting.
although a quintessentially British brand, there is an international
and cosmopolitan avour running throughout the current collection
that is reected in the names given to the dresses from Kensington
and Walk in the park to greece, georgia and Barbados. styles vary
from perfectly cut a-line gowns to
body-skimming shtails, and fabrics
from the most luxurious lace to light-
as-gossamer chiffon which makes a
dress especially suitable for the bride
of today who is planning a destination
or beach wedding. In short, there is
something for everyone.
a sense of luxury
What all the dresses have in common
is the sensation of opulence designed
to delight the bride from the moment
she steps into the gown of her dreams.
there is an air of chic, simplistic
elegance to every heritage piece:
fabrics include rich satin, intricate
lace or the oating effect of chiffon,
tulle and silk voile, and the structure
is immaculate, contouring the gure
to best advantage.
Colour plays a role, too, in the
brands personality; brides can choose
from a glowing palette that includes
traditional ivory hues, golden honey
shades and even a rich crimson for the
bride who wants to be different... and
dramatic!
With a current planned advertising
budget which will see ten cent of the heritage turnover invested in
promotion, the company is actively looking for stockists, all of whom will,
of course, be listed on their website. there will also be automatic updates
on the brand-new bridal go-to website ndyourdreamweddingdress.
co.uk
Balbier Wyatt has always been known for quality, innovation and
retailer training. as amanda Wyatt has said, the more the company can
give to their stockists the greater degree of loyalty they get in return.
Close personal relationships with both boutiques and brides are very
much part of the Balbier Wyatt ethos. they say that they are always
willing to support their stockists with social media activity and marketing
materials, including (but not limited to) point-of-sale, images and any
logos and graphics they may require for their own promotions.
retailers interested in carrying the heritage collection should note that
stockists new to the Balbier Wyatt group are welcome heritage will be a
label in its own right, albeit under the newly-merged Balbier Wyatt group.
the company can offer retailers geographical exclusivity as it is planned
that no two stockists should be within 30 minutes of each other. and
any accessories can, of course, be bought from the ranges in the Balbier
Wyatt group. the current heritage collection consists of approximately
23 dresses and there will be new collections twice-yearly. BB
+44 (0)161 493 2700 / info@heritage-bridaluk.com
Balbier Wyatt is
investing heavily in
making its name
known to brides
and, importantly,
in supporting its
stockists
EVERYTHING YOU NEED FOR
THE NEW BRIDAL SEASON
Browse & Buy from OVER 250 collections in the very best of
Bridalwear, Occasionwear, Accessories and Menswear
10-12 MARCH 2013
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bbeh.co.uk
A U T U M N / W I N T E R C O L L E C T I O N S
For stand enquiries please contact Georgia on georgia@bridal-uk.com
MALIS-HENDERSON
MONTREAL.LONDON.NEWYORK
Visit us on stand 601 at The White Gallery,
Battersea Evolution 19-21 May 2013
www.mhtiara.com
0161 272 0532
t: 01255 476049 | e: elitesposauk@hotmail.co.uk
/elite sposa uk
Elite
SPOSA
The year ahead
show time
In recent years, there has been a shift in emphasis on
supplier and retailer needs in the UK marketplace. Exhibition
organisers, Ocean Media, in consultation with all sectors of
the industry, has now put together a show schedule for 2013
which it believes will satisfy all current demands
O
cEan MEdIa, as thE UKs
bridal exhibition expert, is
introducing a portfolio of
events designed to meet
the needs of its large and
diverse client base.
today, the market itself
is clearly segmented, says Events director
Wendy adams, explaining the changes. Up to
ve or so years ago, there were fewer specialist
suppliers, and bridal retailers tended to cover
a broad spectrum of product and price points;
Far East production was stable so that cost
and delivery lead times did not uctuate, and
the great majority of labels produced two core
collections a year. In that environment, the March
and september BBEh exhibitions provided the
only necessary platforms for selling and buying
in this industry of ours. however, recently
the ingredients in the mix have changed and
a rethink of strategy has been vital to ensure
that the UK bridal exhibition business caters to
every player large and small and all market
conditions.
to meet those objectives, Ocean Media has
created a tightly-formulated roster of annual
events, starting with its long-standing March
BBEh and including, as well as the highly-
successful, designer-only White Gallery, a new
London exhibition set up specically to showcase
the top-end collections offered by a hand-picked
group of international manufacturers and
retailers seeking early deliveries.
The smaller of the long-running
and highly-successful Harrogate
shows and, importantly, the rst
exhibition on the international
bridal buying calendar, BBEH
March caters particularly to
the suppliers that offer two
collections a year, and the
retailers who wish to purchase
early and secure early deliveries.
The March event attracts
in excess of 2,500 visitors and
more than 200 collections from
big names and newcomers; it is
also where the prestigious Bridal
Buyer Awards is staged.
Returning for the fourth year,
White Gallery London has
rmly established itself as the
showcase for the top British and
international bridal designers.
With an audience of leading
retailers and global media, White
Gallery has a strict application
process in place to ensure that
every exhibitor meets the criteria
that are central to the White
Gallery proposition. Applicants
must be able to show:
That the company is owned
and operated by the designer and
has been in business for more
than 18 months
The designers qualications,
experience and standing within
the industry
A proven track record for
quality and design innovation
An existing network of quality
stockists in the UK and abroad
The price range
The labels market positioning
The plans and promotional
budgets in place to market the
labels White Gallery presence to
existing and potential customers
For exhibiting information
contact Wendy Adams
+44 (0)1423 770120 /
wendy@bridal-uk.com
Planning your buying year to suit YOUR needs
London Bridal Show, Olympia, 19-21 May 2013
British Bridal Exhibition, Harrogate, 10-12 March 2013
The new London Bridal Show
at Olympia provides a vibrant
opportunity for manufacturers
with high-end labels to take
part in a show dedicated to this
sector. Because it is based in the
heart of the capital, this stylish
exhibition, which will feature
some 40 labels, will cater to both
the merchandise needs and
geographic preference of the
many southern-based retailers
a large number of which carry
the designer collections that will
feature at White Gallery.
Those applying for the London
Bridal Show include: Alfred
Sung, Amanda Wyatt, Benjamin
Roberts, Daisy Day, Decorum
Bridal, Enzoani, Heirloom
Waistcoats, Impression Bridal,
Jasmine, Kiss the Frog, Ladybird,
Liza, Mark Lesley, Mascara, MS
Moda, Perfect Shoes, Prom
Frocks, Ritzy Crystal, Rosa
Couture, Sincerity, Tia, Veromia
and Wtoo.
White Gallery London, Battersea Park, 19-21 May 2013
British Bridal Exhibition, Harrogate, 8-10 September 2013
Coming up for its 30th successful
year BBEH September is big
business, encompassing six
halls at the International Centre
and three hotels, where more
than 350 bridal collections are
showcased. With collections at all
price points, from mass-market
to designer, BBEH remains the
single most important buying
event for retailers of the year.
Attracting over 3,500 visitors
and an ever-increasing number
of overseas buyers, the vibrant
September show has an enviable
pedigree and the proven ability
to deliver the right product to the
widest audience.
Widely acknowledged as the premier
designer-only international bridal
show, the forthcoming White Gallery
London, which will be staged in
Battersea in May, is already a talking
point among the bridal cognoscenti
We are delighted to be introducing our
2014 Collection at the White Gallery in
May. The elegant and calm environment
of the show, and its central location,
make it the perfect launch platform
for our latest collections and those of
other prestigious UK and international
designers. White Gallery allows us
the opportunity to meet and talk to
retailers in prestigious and elegant
surroundings. For 2014 were using
beautiful silk tulles and silk chiffons
and have sourced some amazing new
laces. Look out for a little subtle colour
in key pieces and some fantastic new
cuts that are quite individual.
Natalie Gladman,
Madeline Isaac James
We do a lot of shows around the world
and the White Gallery is by far the
most elegant. We are very pleased to be
associated with it and are looking forward
to another successful edition in May.
Stephanie Allin
The best thing about White
Gallery is that it is purely a
designer show and as such
provides an exclusive, sumptuous
environment and luxurious
atmosphere in which to present
our collection.
Gemy Maalouf, Gemy Couture
For our 10th anniversary collection,
which will debut at White Gallery next
year, I have taken inspiration from my
initial training at British couturier Bellville
Sassoon, who taught me the basic
foundation of proportion, glamour and
style.
The beautiful White Gallery show
in Battersea Park provides designers
with handwriting to showcase their
collections together, but yet privately,
in an elegant and calm atmosphere.
Designers work together and fashion
shows are by invitation, to ensure a
comfortable schedule of events for our
buyers.
Ian Stuart
Great venue,
brilliant location,
fantastic
catwalk, lovely
people to work
with, and they
are so passionate
about the bridal
industry. What
else could a
designer or a
stockist want?
Truly a marriage
made in heaven!
Terry Fox
Among the
fine names
showing at
White Gallery
London 2013
are:
Alan Hannah
Amanda Wakeley
Annasul Y
Augusta Jones
Babe
Blue Bridalwear
Chic by Hollywood Dreams
Couture Veils
Cymbeline
David Fielden
Elizabeth Stuart
Fara Sposa
Gemy Couture
Halo & Co
Harriet Wilde|
Hazaar of London
Hollywood Dreams
HT Headwear
Ian Stuart Bride
Ivory & Co Gowns
Ivory & Co Tiaras
Jesus Peiro
Katya Katya Shehurina
Katzi
Kisui
Linea Raffaelli
Little Bevan
Lusan Mandongus
Lyn Ashworth
Madeline Isaac-James
Malis Henderson
MiaMia
Naomi Neoh
Nicki McFarlane
Novia dArt
Nymphi
Polly Edwards
Rachel Simpson
Raimon Bundo
Ritva Westenius
Sassi Holford
Sharon Bowen Daisi Daisi
Stephanie Allin
Stewart Parvin
Terry Fox Couture
Victoria & Lucchino
Vivien Sheriff
Watters
White
Gallery
gives top
designers a
head start
every year.
Vivien
Sheriff
White Gallery London is the place to show our collections. Our
peers at the exhibition are the top names in the industry and
buyers know they are coming to a serious exhibition. Our own
by invitation catwalk show gives us the chance to showcase the
collection not only to buyers but also to the international bridal
fashion press in the way that we want it to be presented in terms
of styling, music, and models.Importantly, we are able to engage
with our buyers in a calm and luxurious environment.
Marguerite Hannah, Alan Hannah
coming up
White Gallery is simply the best
and most exciting trade event of
the year bringing together the
very nest and most-talented
designers. We have participated
in the show since it started
and always loved its relaxed
atmosphere it is the perfect
showcase to unveil our special
new designs every year. We
always present special pieces
from our Signature Collection of
tiaras and headpieces and this
year we cant wait to present our
Ivory & Co Bridalwear Collection
of stunning silk wedding gowns.
Sarah Bird and Alex
Longhi, Ivory & Co
Its very exciting to be starting
on the 2014 collection ready for
White Gallery May 2013. We are
very much looking forward to
another successful show with
quality exhibitors and quality
buyers. White Gallery sets
a high standard and it is
a delight to be part of
such a prestige show.
Angela Pitcher-
Dowdell, Blue
Bridalwear
I feel that White
Gallery is the
perfect exhibition
for all leading British
bridal designers
to showcase their
collections and to
show the rest of the
world what talent
there is in the UK. Its
a sophisticated and
elegant show tting
for bridals crme
de la crme.
Sharon Bowen,
Daisi Daisi
The 2014 collection of Kisui
will feature amazing silk
fabrics, ligree laces, shiny
embellishments and paillettes
and innovative details in terms
of fabric treatments and the
introduction of materials like
leather and even rubber! The
signature style of Kisui designs
will be modern, delicate, artistic
and graceful.
Kerstin Karges,Kisui
W
hen a bride-to-be first stands
in front of a mirror looking at herself
wearing a wedding dress, theres a lot
at stake. shes probably been dreaming
about what shell wear on her big day
since she was a little girl and, though its
a bit of a clich, shell want to look and
feel like a princess. Perfect!
the problem is, as we all know, that perfect is hard to measure
up to. What you have to sell her is as close to perfect as you can
possibly get, which means understanding which dress is going to
suit her, no matter what shape or size she happens to be.
it may sound corny, but whatever kind of gure girls have they
need to embrace it, says designer terry fox. Probably 99 percent
of women think that they have problems with their gure, from the
top of their arms down to their ankles. but whatever the problem,
there is always a solution you just need to think it through.
there will always be particular designs that naturally work
better for specic body shapes, so if you know what they are,
and the tricks you can use to adapt them, youre more likely to
be buying and selling the styles that brides-to-be want. the key is
knowing how to accentuate the good points of a girls gure, and
play down the bits she doesnt like.
body shape combined with design is a question of balance,
says terry. imagine a line drawn both horizontally and vertically
through the middle of the body. if there is more below the horizontal
line, it stands to reason that emphasising the design above the line
will balance it out, and vice versa.
Lots of brides will lose weight before their wedding, either
intentionally or from the excitement and stress of planning, but
theres no getting away from the basic body types. Most women
will be curvy or slim/straight, pear or apple shaped, with maybe a
large or small bust. You simply need to be able to offer advice for
all of them!
Veromias in-house designer Jason Jennings created the award-
winning sonsie by Veromia collection specically for the curvy,
condent bride. all the dresses in the colleciton have Ultimate
fit with an internal corset which is great for the fuller gure,
explains Jason. these dresses start at size 18 and go up to size 34,
though we can work with all sizes.
Jason believes that boning is crucial for creating a good
silhouette. for shape, you need good boning, and in the right
places cheap or lightweight boning tends to bend or break when
you sit down. bust support is important too, which is why Veromia
dresses have good boning right through the bust cups and over
the tummy area.
terry fox also believes you need to keep curves under control.
Curvy gures look fabulous with structure, she says. sleek lines
show off the curves and waist, while wide V-necks and cowl necks,
three-quarter sleeves and longer skirts will elongate the curves.
steer clear of frills, ounces and too much fuss clean cut works
much better.
the right dress can also tackle some of the niggly gure faults
that will make a bride really self-conscious on her big day, such as
back cleavage or bulgy bits under the arms. for anyone under
size 18, the solution to back cleavage is a dress with a lace-up back,
though the back of the dress does need to be lower than the front
to help smooth any bulges, says Jason Jennings.
the lace-up back can obviously be adjusted for
any size and is a great way of manipulating your
shape. for under-arm bulges, a sleeve or bodice
which is cut higher at the front on the back of the
under arm is the answer.
one thing im asked by brides time and time
again is how to detract from a big bust,says
terry fox. Lots of classic wedding dresses
today have a strapless bodice which goes straight across, and
here you have an immediate problem for the larger-busted
lady. often the short bodice is only as long as its width
around the bust. this creates almost a square, which
can look rather matronly. a few careful adjustments
can solve the problem though. Pinching in the top
centre of the bodice with a few stitches will make it dip
slightly to create a more attering neckline with a nod
towards a 1950s design. You could even add a brooch
for emphasis.
at the other end of the gure scale, dressing a
boyish, straight-up-and-down gure has its own
pitfalls. do you go with it and accentuate the lean,
long lines, or try to create the illusion of curves? Low
plunge necklines, cut-away armholes and thigh-
length splits will all play up a slimline gure, and
of course have the added effect of making shorter
brides look taller, too. the alternative is to go for a
full-skirted dress with a built-in petticoat to change
shape completely with the option of adding extra
petticoat layers if needed. BB
Quite right
When it comes to wedding gowns, one size (or shape!) denitely
doesnt t all. so what should you be looking out for when buying,
and how can you advise brides-to-be when selling? its all about
knowing the designer tricks of the trade, says Debbie Codd
EvEryonE has a particular fEaturE
of their body that they dont like but, as Terry
Fox explains, there are lots of tricks to disguise
problem areas so that no one need ever notice
them.
tops of arms
Sleeves are in, thank goodness! Three-quarter
and cap sleeves are pretty, and really attering
while boleros and shrugs will add a winning
touch to an existing dress. You can even give
a strapless dress a fashionable vintage touch
by adding ribbon straps with little cut-out
pieces of lace trailing over the top of the
arms. This will give the illusion of sleeves and
cleverly conceals the arms.
Waists
One of the wonders of the moment is the
simple belt. This is not just because of the
detailing it adds a plain belt is just as useful
as fancy beadwork. A belt cinches the waist
beautifully, giving shape to an athletic gure,
rening an apple gure, or just purely showing
off a curvy cut. And dont be afraid to add
extra detail at the waist: a few pieces of lace
for vintage, a ower for romance, or a brooch
for glamour. It all helps draw attention away
from any imperfections.
large busts
For me, seams mean shape. Wherever theres
a seam, an alteration can be made. And the
more seams a dress has, the more you can
shape. Princess lines are perfect for this, and
dipped necklines create a narrower horizontal
line. Detail towards one side of the neckline
will also take the symmetry away from larger
boobs (symmetry will accentuate the size).
small busts
Think internal/external, and start with the
lingerie. The correct padded bra will be a
good foundation, and any extra fullness in the
detailing of the dress will add depth. Little bits
of extra lace and tulle work wonders too.
short legs
A slim-line train will create the illusion of height
by making the legs look longer. I nd a length
of gathered tulle a fantastic way to do this.
back fat
You can easily cover the back without being
too obvious. Why not try adding lace straps?
Start small at the front of the dress, gradually
getting larger. Bring the lace over the
shoulders and down the back to meet the top
of the dress. Pull rmly, then then secure with
tiny stitches.
winning
formula

A
Brides-to-be themselves decide on
the gown that will win the prestigious
Wedding Dress of the Year title in the
2013 Bridal Buyer Awards. The voting
opened up online at the much-visited
National Wedding Show website just a
few weeks before the autumn event
at Earls Court opened, and within days
nominations were pouring in.
The gown that consumers place
at number one will be announced
at the Awards Ceremony in March
in Harrogate, where the nalists
dresses will be on display
Styl e 6876AD
+44 (0) 1909 774472
www. al fredsungbri dal s. com
FaSHiON
Styl e 2228
+44 (0)1792 564710
www. benj ami nroberts. co. uk
Styl e 11363
+44 (0)20 8888 8833
www. el l i sbri dal s. co. uk
Styl e Fel i ci a
+44 (0)161 493 2700
www. amandawyatt. com
Styl e Phi l i ppa
+44 (0)1476 541113
www. ronal dj oyce. com
FaSHiON FaSHiON
Ellis Bridals
Style 11363
+44 (0)20 8888 8833
www.ellisbridals.co.uk
Styl e 1862
+44 (0)1476 541116
www. mori l ee. co. uk
For awards
sponsorship enquiries,
contact Wendy Adams
+44 (0) 1423 770120 /
wendy@bridal-uk.com
For ticket bookings,
contact Georgia Pick
+44 (0)1423 770120 /
Georgia@bridal-uk.com
A listing on the rst page of Google.
Its the Holy Grail for any website.
If youre in the bridal industry
then Steve Hooper, a search engine
consultant, will do his utmost to
help you head up to the top
S
teve Hooper IS owner
and founder of UK wedding
Seo, a website consultancy
service based in the essex town
of Colchester. He set up the company
in 2010 and has already helped around 90
businesses in the UK wedding industry boost
their online presence: anything from dress retailers and
designers to wedding photographers, planners, stationers,
jewellers and orists; even a string quartet.
Search engine rankings are a funny old business,
involving complicated measurements and algorithms. the
one you need to worry about, and that which accounts for
over 80 per cent of all online searches, is of course Google.
As Steve explains, to ensure a prominent spot on the rst
page of Google, businesses need to take into account four
key elements: popularity, relevance, content and links. (See
box below for the need-to-knows.)
popularity is fairly self-explanatory. the more web trafc
that goes to your website, the higher it will be ranked on
Google.
relevance is obvious, too. populate your bridal retailer
website with pictures of your pets and the Google algorithm
software will quickly dismiss you as redundant because it
doesnt want you to waste its customers time.
Content is a bit more tricky. editorial articles about bridal
retail are good, as are photos. But it seems video is king.
In 2006 Google purchased video sharing website Youtube
for the scary amount of US$1.65 billion. As far as Steve is
concerned, this means video content on a website will curry
much favour with Googles ranking calculations.
Finally there are links. But as Steve stresses, these have
to be the correct links. If youre a bridal shop and youre
linked with a funeral director, whats the point? he says.
to get relevant links you should be guest blogging on
other websites within the wedding industry. You should
be talking to prominent bloggers and getting featured on
different blog posts. You should be getting yourself listed
on wedding directories and getting links from them back to
your website.
Steve encourages his clients to be realistic about how
GooGle-
eyed
Steve Hooper from
SEO consultancy UK
Wedding SEO offers
top tips.
*
Make sure your
site is unique. Dont
copy someone
elses website or
take standard text
from suppliers since
Google wont rank
you high.
*
Make sure
all your title tags
Trying to get
ranked high
on a search
engine? Take
advice from
the expert
and check out
Steve Hoopers
top tips
Going google-eyed
and descriptions
are different on
every page of your
website. Tags are
short so you dont
get much chance to
make an impact but
if you have unique
tags on all your
pages you will get
search results for
more pages.
*
Target your
website content
for the people who
will be visiting your
website. Dont
write it for the
search engines.
The algorithms,
especially in Google,
are getting clever
and can work out
where text has been
adapted to get
higher ranking.
*
Be a blogger.
Write interesting,
make it happen
wide they cast their nets in search of new clients. He advises
people to think of Google as a giant Yellow pages phone book.
when you get the Yellow pages delivered through the door,
its targeted just to the area that you live in. that should be
the same with a bridal retailers website. A lot of the small
retailers think oh my God, I need to be ranked number one
for weddings. But thats never going to happen because the
bigger websites are always going to outrank them.
He says he can use keywords and computer programmes
that would send tens of thousands of people
to your website. But if theyre not looking to
buy the dresses or accessories on your
website then they will immediately
leave. You want the people who
come to your website to be 100 per
cent targeted to what you are offering,
he says. So, instead of featuring generic
keywords such as wedding dress which
would attract millions to the site but possibly
none who would later actually
visit your shop premises, much
better to feature precisely
targeted keywords such as
wedding dress Harrogate, wedding dress
south Manchester or wedding dress outer
Hebrides so as to attract local brides to your
shop.
Bridal retailers would be better off having
just 10 website visitors a day buying from
their shop rather than 5000 visitors a day who
dont buy anything.
Steve has years of experience working on
websites and internet technology. In the early 2000s he
studied mathematical algorithms at Harvard University.
prior to that he had been working in website design and It.
His company consists of himself and two employees plus
a dozen or so freelancers. As well as UK wedding Seo he
also (rather bizarrely, if you think about it) runs an Seo
consultancy for divorce lawyers. All I need now is a dating
website and Ill have the lot, he jokes.
As well as search engine consultancy, UK wedding Seo
also offers website maintenance, website design and internet
consultancy. For the Seo work he charges clients from 150
to 750 a month, depending on the support they require.
He is soon to launch a new package aimed at bridal dress
designers which they would be able to pass on for free to the
retailers that stock their designs.
with so many clients in the wedding industry it can be
difcult to ensure they all rank highly on Google. So Steve
guarantees exclusivity by representing only one client
per county in each eld of business. It would, after all, be
impossible to have two bridal retailers in the same county
ranked number one on Google.
one success story he is most proud of is a Hertfordshire-
based wedding make-up artist called Make-Up By Katy. Based
in Hertfordshire, Katy wanted to boost her business and get
bridal make-up jobs from London brides as
well as Hertfordshire brides. She recruited
UK wedding Seo to redesign her website,
to embed keywords in it that would attract
internet searches, and to build links from
other websites. Steve says that, once this was
complete, she found herself ranked in the
top three on a Google search for make-up
artists in London. She is now so successful
that shes thinking of starting an agency for
make-up artists.
Many of Steves clients are bridal dress
retailers. He cites the example of one in
tonbridge wells and one in Harrogate. with
a bit of clever Seo work Steve ensured that
the former ranked top on Google whenever
someone typed in wedding dress tonbridge
wells, and the latter ranked top whenever
someone typed either York wedding dress
or Yorkshire wedding dress.
Ultimately, though, there are no hard and
fast rules to guarantee a listing at the top of
Google. Google are never going to tell you
how to get listed high because then that will give you all
the advantages [over competitors], Steve explains. to get
a straight answer from Google about Seo ranking is like
pulling teeth. they keep shifting the goalposts. Just last
year, for example, the Google algorithm was updated 1300
times. Little tweaks here and little tweaks there.
which goes to prove you can never be complacent about
your Google ranking. Just as you think youve created a
brilliant bridal retail website, with lots of trafc and a high
search engine ranking, suddenly Google changes the way it
ranks websites. thats why you need an expert like Steve to
guide you through the mineeld.
Is he really the expert he claims to be? Just before preparing
this article for publication we typed two words into Google:
wedding and seo. Guess which company came top. BB
helpful content on a
regular basis. Write
about anything
related to your
business events,
new products,
special customers
etc. This raises your
authority and keeps
your website fresh.
*
Use social
media to talk to
people. Facebook,
Twitter, Youtube
and Google+ all help
people nd you and
all create a buzz
about your website.
Dont simply
promote your
business. Actually
communicate with
people. You will
build a reputation
for helping people.
This will win you
referrals and help
people nd you.
*
Get links into
your website
because this will
ensure search
engines give you
authority. Get listed
on online directories
that concentrate
on your town or
county. This will help
you get ranked for
local keywords and
phrases.
*
Guest blog on
other websites.
There will be
hundreds of
websites out
there looking for
interesting content.
Email them your
ideas and get to
know them on social
media. If you end
up writing for them
this will win trafc to
your website.
*
Install Google
analytics but dont
become obsessed
with the number of
visitors. The quality
of visitors is far more
important than the
quantity.
*
Video ranks
well and gives you
authority. If you
dont have budget
for professional
video then
simply use your
smartphone to
make short clips.
Upload them to
YouTube and
embed them in
your website on a
relevant page. Video
is the fastest and
easiest media to get
ranked.
*
Target your
precise audience.
Dont try to rank
highly with generic
key words such as
wedding dress.
Much better to go
for East Midlands
wedding dress or
Benjamin Roberts
label wedding dress
East Midlands.
Guess which search
is more likely to
result in a sale.
You want
people who
come to your
website to be
100 percent
targeted to
what your are
offering
19-21 MAY 2013
London Olympia
Enjoy this stylish mid-season preview
of 40 labels new 2014 Spring/Summer
Collections in the heart of the capital.
After a successful launch in
2012, join the London Bridal
Show at its exciting, new venue
of London Olympia in 2013.
I
m
a
g
e
:

B
e
n
j
a
m
i
n

R
o
b
e
r
t
s
Q

&
A
the right message
I use lots of photographs sent in by happy
brides on my website and Id like to learn how
to make these images look their best. Ive been
thinking about taking a Photoshop course but I
have no idea what is available or how difcult it
might be. Where do I start?
Giving yourself the skills to improve and develop your
website is a great idea. Learning how to use design tools
like Photoshop is a brilliant starting point and can help you
feel more condent when it comes to updating your site.
There are lots of courses available that offer everything
from the basics to advanced skills so it really depends on
how much you want to learn and how much time you have
to invest. To nd courses near you, try the National Careers
Service (nationalcareersservice.direct.
gov.uk). Their website is user-friendly
and lets you search by both subject and
location.
What is your view of website
templates that you can buy and
then personalise? There seems
to be a lot of ads on television
and what they show looks
really good. I dont have much
money to invest but would like
something modern and fresh that
I can manage myself.
There are lots of companies that offer
this service and it can be a great way
to get started online. The services they
provide can vary, from cost to levels
of customisation, so its worth doing
your homework. When picking which
company to go with, consider whether
they have the URL you want available
(this should ideally be the name of your shop to make sure
brides-to-be can nd you on an internet search) and the
amount of server space you need (as this may affect how
many images you can upload and whether you will be
able to build dress galleries) as well as the aesthetics, like
whether their range of colours and fonts complement your
boutique.
my website currently lists all the different
categories of merchandise I carry but would I be
better off having a completely separate site for
my mOB occasionwear? and if so, what can I do to
differentiate between them? Is a change of colour
sufcient?
Two websites mean twice the amount of time and effort,
so before you go any further, assess whether you have the
resources to make this happen. Its much better to have
You & your website
Claire Snewin of You & Your Wedding has taken on the role of
Bridal Buyers own website guru and will be happy to answer
questions about making the most of your online presence
one really strong, well-performing website than two
lacklustre ones. If youd like to separate your mother-
of-the-bride collections from your bridal offerings,
rst consider creating a new host page for the MOB
merchandise within your current website. Add a click-
through button on the home page that links visitors
through to the new page. This could be decked out in
different colours from your main site and carry images
of the occasionwear designs you stock. And remember to
include some SEO-friendly introductory text featuring
key terms like mother-of-the-bride and occasionwear to
help search engines nd the new page online.

The idea of having an online ick-through
book really appeals to me. Id
like to use it to demonstrate a
brides journey, from visiting the
shop and looking at dresses, to
trying on one or two, and her
nal princess look. How do I get
this up and running?
These ick-books are referred to
online as PDF ipbooks. They
organise images into a magazine-
style virtual book. Theyre
particularly good for brides-to-be who
are browsing with tablet computers;
ipbooks are a fun way to show off all
the lovely things your boutique has
to offer. Speak to your web designer
to see if your site already has access
to this software or if you would need
to invest in it. Youll need plenty of
good-quality images to ll the pages
of your ipbook so a good starting
point may be to build one featuring
your best-selling dresses or a selection of your newest
designs using high-res images provided by the designers
themselves.
Im thinking about making some changes to
my website but Im not sure which parts need
updating and I dont want to remove things that
are doing well. How can I nd out which parts
of my website are producing results?
If youre looking for tools to help you track your web
trafc, Google Analytics is a great service that you
should sign up for and the good news is, the basic
package is free! It lets you see which pages are most
popular, helping you to pinpoint areas that need
improving. It also reveals trends in visitor interaction to
help you attract more users. Go to google.com/analytics/
to nd out more about the services it provides. BB
www.BrIdalBuyer.com 63
Flipbooks are a fun
way to show off all the
lovely things that your
boutique has to offer
brides-to-be
Theres no question about
it, your windows sell
your business. Regular
very regular display
changes are essential, and
introducing a particular
theme, be it seasonal or
topical, maximises interest.
And right now, with
Christmas just weeks away,
there are plenty of attention-
getting props available
SeaSonS
greetingS
novelty baubles, iced decorations
and mistletoe fairy lights, from
a selection at next
www.next.co.uk
illuminating mercury glass
angel, from next, 10
www.next.co.uk
outsized fake ice cubes,
from 8.50
www.dzd.co.uk
silver rattan star
wreath, 9.88
www.tesco.com
clip-on roses, set of six, 5
www.marksandspencer.com
bauble wreath,
anngersk, from habitat, 25
www.habitat.co.uk
dancing girl, pack of
three. 48p
www.tesco.com
festival thoughts
sparkling little
rudolphs, 7
www.debenhams.com
going for gold
with a selection from
tesco, from 48p
www.tesco.com
silver and pearl wreath
from John lewis, 15
www.johnlewis.com
wooden penguin from selfridges
30.5cm high, 19.95
www.selfridges.com
getting the look together from
the dobbies range at tesco
www.tesco.com
silver scroll bell christmas tree,
from debenhams, 8
www.debenhams.com
glass baubles, from
a selection at
ikea, two-pack, 8.
www.ikea.com
golden wreath of individual
accessories, from 48p, and
picture frame, 89p, from tesco
www.tesco.com
spotted and checkered hanging
hearts, Julmys, pack of 4, 2.50
www.ikea.com
glittering beaded lily from
dzd, from 5.65
020 7388 7488
www.dzd.co.uk
red berry christmas garland
lights, 1.8m, 19.50 (3 for 2 offer)
www.marksandspencer.com
garland of mini bells,
meribel, from habitat, 10
www.habitat.co.uk
festival thoughts
www.masterhand.com
Ian Stuart
FAST tALKINg
The multi-award winning designer has long promoted up-and-coming names in bridal
Brilliant news that you are
once again sponsoring the Best
Student Designer category in
the Bridal Buyer Awards 2013.
Why is this category so close
to your heart? I was also once a
student with ambitions, dreams
and making that into reality is a
daunting prospect!
So do you think the industry as a
whole should make provisions to
bring on new, young (and as yet
untried) talents? Yes it could
certainly benet some of the labels
who compile their collections by
cherry picking in Asia.
Do you let your interns actually
get involved with your design
processes, and in what way?
They learn all aspects of daily
life in the studio, from design to
booking models to creating shows.
I always encourage them to voice
their opinions and get involved
in the whole process from rst
sketches to nished sample!
What are your greatest
inuences today? Music mainly
classical high fashion, interior
design, travel, art and people!
How have you found the market
in the past couple of years?
Has in been tough, even at your
top-end? For bridal, I believe
everyone and every price point
(especially low) has seen a dip
in sales over the past two years.
The bridal market has become
more international; there are
more labels, more designers, more
internet shops, and less brides!
However, I truly believe that
brides are STILL buying into a
label and they want to be different
from their friends. Advertising is
very important to keep the name
on the phone to...
How many stockists do you
have for Ian Stuart Bride, and
your MOB collection Ian Stuart
London? Ian Stuart Bride has 200
world-wide stores and Ian Stuart
London has 100.
Have you been surprised by the
success of your occasionwear? I
have been surprised at how fast it
has grown. I think the collection
has been successful because of the
type of store it has been placed in.
How many awards have
youpicked up over the years?
Bridal Buyer Awards, Best British
Bridal designer, ve times; in
2012, RBA, best gown supplier
over 1,500; Wedding Ideas, Best
Mother of the Bride Collection;
Bridal Buyer Awards, Best
Occasionwear Collection.
In 2008, Bridal Buyer Awards,
Outstanding Contribution to the
Industry. DBI awards in 2001 and
2002 and Brides [& Setting Up
Home] in 1998.
Where do you see yourself 10
years from now?
I would like to continue building
our brand and our collections.
Next year is our 10th anniversary,
and we are looking forward to the
next ten years! BB
out there as we are nurturing a
new set of brides-to-be every few
months! Our best-selling gowns
tend to be more expensive and
different pieces.
Are retailers becoming more
cautious, or are they simply
more single-minded and
discriminating when it comes
to making purchasing decision?
I believe smart retailers are more
cautious during this time, but not
necessarily penny pinching
its not the quantity of what
you buy, its all about
having a good
representation
and a varied
collection to
show your brides.
How would you personally
describe your own, highly-
distinctive style? Theatrical,
coquettish, romantic and
unafraid.
www.bridAlbuyer.com 69
How far in advance of each new collection do you have a picture
in your mind about what you will be doing? My bridal collection
is designed eight months in advance and occasionwear six
months. I start with fabric and colour selection, then shapes, and
then the mood of the collection slowly evolves and creates itself.
When you left
College were you
clearly focused on
bridal and why?
My nal show at
Berkshire College of
Art & Design was all
bridal. There were
only a few bridal
designers then and
you could count the
manufacturers on
one hand. I wanted
to make theatrical
costumes but there
was no money in
that area and I
needed to pay off my
student loans, so I
gured that bridal
was the closest type
of clothing to the
theatrical world,
and one in which
you could make
a living!
THE FINEST IN
BRIDAL DESIGN
whitegallery.com
19-21 MAY 2013
BAT T ERS EA PARK, LONDON
NOVIA DAR
LINEA RAFF
MADELINE ISACC-JAMES
L
HOLL
HALO
POLL
RITV
ANNASUL Y
AUGUST
KA
I
m
a
g
e

b
y

S
a
s
s
i

H
o
l
f
o
r
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Time
First, learn to prioritise ruthlessly. Ask yourself what will
happen if I dont do this? If the answer is nothing, then you
can afford not to do it. By the same token, divide your tasks
into must do now, must do this week, and nice to do. Make
a list, and ensure that all the must do now tasks are done
before the others.
Keep your basic housekeeping up to date. If something
you see might come in useful later, get it led in the right
place. By extension, handle each piece of paper once. Decide
quickly whether it needs action now, reading now but no
action, reading some time, or not reading at all.
You should diarise due dates for payment of tax noting
that VAT is generally due one month after the end of the
quarter; Self Assessment is due on 31 January and 31 July;
and Corporation Tax is nine months after the business
year-end. You can add returns due to HMRC to the list for
example, personal tax returns are due by 31 October (paper)
or 31 January (online). Its worth noting that HMRC will
issue nes if you not only fail to pay tax owed but also fail to
send in a return on time. Remember to take Bank Holidays
into account when making the payments.
Of course, to stay up to date youll need an organiser
whether its an old-fashioned Filofax, smartphone or desktop
software such as Outlook and use it. Electronic is best; not
only is the information much harder to lose, itll have a to do
list that can carry over your tasks from day to day.
PeoPle
Train those you correspond with to tell you what
they want you to do with any emails or letters they
send you. A lot of time is taken up with for your
information emails. Do you really need to know?
All emails should start with a statement of what
you are expected to do: Let me know if this client
has paid his bill or please tell me whether you
think we should go ahead or not. Always
reply to email directed at you.
If staying in contact and especially
email is an issue, consider subscribing to
an email service offering Microsoft Exchange
that keeps data in the Cloud. It can be had for as
little as 40/year and once online, you can not only
synchronise tasks, calendars and contacts across
your computers and smartphones, but you can also
Business things
you should know
03
create an email account with a number of folders for common
items, each of which will also synchronise across devices.
You can also create multiple calendars that can be viewed
individually or simultaneously work, home, birthdays etc.
Learn to say no. For the sake of politeness, give your
reasons, but learn to tell people if it is impossible to do what
they want. Its vital that people respect your need to nish
one task before you go on to another except when situations
require really urgent action. Agree a list of things, or people,
that you can be interrupted for.
To save time in meetings make sure you have an agenda
and that it includes the subjects to be discussed and what the
desired outcome of the meeting should be. And if you dont
think you need to be at the meeting, dont go.
AND NoW... You
Dont work stupid hours. We all have a physical limit to how
much we can do and beyond that youll get less work done
for each extra hour worked. A 12-hour day is probably the
limit for most people.
Can you delegate any of your work? If it involves things
that others are working with every day for instance,
collating accounts or running the shop itll be money
well spent. Many people dont like to give up responsibility.
However, if you keep trying to do all the work, you will
demotivate those (such as a spouse) who help you.
Find some strategies for cutting short
phone calls and meetings. Get someone to ring
or text you when you think a conversation or
meeting should end. Failing that, there are
apps for smartphones that will send a fake text
or pretend to ring you at a pre-arranged time.
Being organised in itself will make life
simpler and this necessitates investing
time looking at how information paper or
electronic is stored, retrieved and protected.
Accounts paperwork is the perfect example;
consider buying plastic pockets which are
used to store each months purchase receipts
and a sturdy folder for invoices issued. At the same
time, enter all new items into your accounts
regularly, daily or weekly. This will keep
you up to date, will make your returns to
HMRC simpler and save on accountancy
fees. On a different tack, dont save all
documents on your computer into the
standard directory and then hope
to retrieve everything on a search.
Instead, create directories for each
job, client and subject, keeping
commonsense and what works for
you uppermost in your mind. Protect your
data with numerous backups that are
kept offsite hard drives do fail and
computers do get stolen. BB
iTs Your business
www.briDAlbuYer.com 71
Our latest round-up of advice to keep you well informed
In a highly-pressurised world, its easy to become disorganised.
But by putting a little time aside it shouldnt be too hard to get
back on the straight and narrow says Adam Bernstein
01
Get Organised
>
To save time in
meetings, make sure
you have an agenda
and that it includes
the subjects to be
discussed and what
the desired outcome
should be
E
MPLOYERS COuLD BE FORGIVEn FOR
lacking sympathy with an employee who
returns from a holiday complaining that they
were so sick during their annual leave that
they couldnt properly enjoy it particularly if
the employee is sporting a suspiciously healthy
looking tan. However, a European Court of
Justice case, Asociacin nacional de Grandes Empresas
de Distribucin (AnGED) v Federacin de Asociaciones
Sindicales, deals with just this situation and, whilst it
makes no comment where an employers sympathy should
lie, it does come to a very clear and potentially surprising
conclusion: an employee who is unwell during their annual
leave can require their employer to reschedule their annual
leave to a later date. An employee cannot be unwell and take
their annual leave at the same time. How
does this work in practice?
The imPAcT of sickNess oN
ANNuAl leAve
An employee continues to accrue statutory
holiday during sickness absence, even if
they are absent for the whole holiday year.
This means that an employee who has
exhausted their sick pay entitlement could
request to take paid holiday during their
sickness absence. It is generally agreed
that employees who are not permitted to
take their statutory holiday while they
are on sick leave are allowed to carry
holiday over to the next holiday year. But
what happens in circumstances where an
employee becomes sick before or during
their annual leave?
In the AnGED v Federacin de
Asociaciones Sindicales case, a Spanish collective
agreement did not allow for workers to postpone
annual leave where it coincided with sick leave for
general ill heath. The matter was referred to the
Court of Justice of the European union (CJEu).
The CJEu held that Eu law precludes any
national laws that do not allow workers to take
the annual leave that coincides with a period of
untness at a later date. The CJEu emphasised
that the right to paid annual leave was an important principle
of Eu law from which there can be no exemptions. The CJEu
also held that the re-scheduled period of annual leave may be
taken outside the relevant holiday year if necessary.
besT PrAcTice
Employers will have to be exible in their approach to their
employees requests to postpone annual leave if they are sick
before or during their holiday. uK courts and tribunals will
need to seek to interpret current uK legislation in a manner
compatible with the CJEus decision. The government is
consulting on amending uK regulations to reect the
European position.
With this in mind employers should have clear policies in
place setting out the circumstances in which employees will
be entitled to re-schedule annual leave.
There should also be a requirement that the usual
notication and evidence requirements are met by any
employee who claims to be sick in whatever circumstances.
An employee may be inclined to take advantage of the
opportunity to re-schedule holiday if they are required to
telephone their employer rst thing in the morning on their
day off in order to conrm that they would prefer to take that
day off as sick leave. This also ensures a consistent approach
to absence across the business and avoids someone turning
back up to work after a weeks holiday complaining of being
too ill to enjoy their holiday.
It is also worth reviewing sickness policies, in particular
around the payment of any contractual sick pay over
and above Statutory Sick Pay (SSP), which can be made
contingent upon the production of medical evidence that
states that the employee was unt for work. Having said
that, an employer must be careful as to the extent that it
requires medical evidence before paying an employee their
entitlement to SSP. Employers cannot insist on a doctors
statement for the rst seven days of sickness absence or for a
period of absence of less than seven days
as a condition of paying SSP. HMRC
states that employers are entitled to ask
for reasonable evidence of incapacity
such as a doctors statement after the
rst seven days of sickness absence.
Employers would also be wise to
have a policy that an employee may
only re-schedule their statutory
holiday entitlement, as opposed to any
additional entitlement to annual leave
that they might have under the terms
of their contract of employment. As set
out in the panel, a full time employee
is entitled to a minimum of 5.6 weeks
leave per year. Some employers may
offer more than the minimum level
of holiday entitlement and, if so, the
annual leave policy should make clear
that the opportunity to re-schedule
holiday will only apply to the statutory element
of their holiday entitlement, which for a full time
employee would be the rst 28 days, pro-rated for
part time workers.
if The rules Are NoT folloWeD
The uK courts and tribunals are yet to hear a
case from an employee arguing that they were
not allowed to re-schedule holiday because of
sickness. It is likely that where a complaint is well-founded,
the tribunal will make a declaration to that effect and may
make an award of such compensation as is fair in all the
circumstances, having regard to the employers failure and
any loss sustained by the employee as a result.
Employees could also potentially pursue a claim in an
employment tribunal if they suffer a detriment as a result of
asking their employer to re-schedule their holiday as a result
of sickness. An employer should bear this in mind when
considering its employees request and ensure that it avoids
treating the employee differently in future. BB
According to Mark Stevens, a solicitor at Veale Wasbrough,
rulings about sickness and annual leave can create something
of a problem for employers
02
Wish You Werent Here?
iTs Your business
72 www.briDAlbuYer.com
employers should
have clear policies in
place setting out the
circumstances in which
employees will be
entitled to reschedule
annual leave
iTs Your business
www.briDAlbuYer.com 73
B
uSInESS RATES ALOnG WITH REnT AnD
employees form a large part of the xed costs
that businesses have to pay. While many believe
that a rates demand, once received, must be
paid without question, there are others who
know that the system does have leeway.
Business rates are a tax on property and all
business premises are given a rateable value by the Valuation
Ofce Agency (VOA) in England and Wales. The basic level
of rateable value usually remains xed for a ve-year period.
The rateable values that became effective on 1 April 2010
were based on open market rental values on 1 April 2008.
The next revaluation comes into force on 1 April 2015.
The amount of business rates payable is calculated using
the rateable value and a multiplier, which is set by the
government. This multiplier usually changes each year in
line with ination. Currently, the standard multiplier in
England is 42.6p. A building with a rateable value of 50,000
would be liable for annual business rates of 21,300. There
are reductions for businesses eligible for Small Business
Rate Relief (SBRR).
Despite calls for rates to be frozen during such tough
economic times, the government implemented an increase
in April 2012 of 5.6%. The increase also came at a time
when many businesses are facing uncertain futures and
struggling to make a prot.
chAlleNge A vAluATioN
Business rates can often be challenged through an ofcial
appeal process. There are three grounds to appeal - the new
valuation was wrong; the property has been changed and
should be reected in the rateable value; or an alteration
made to the valuation is wrong.
There are various ways to challenge a rating and
businesses should seek advice from a professional
advisor including a solicitor, the Royal Institute
of Chartered Surveyors, the Ratings Surveyors
Association, or the VOA.
Businesses who want to challenge their
rating themselves, can contact the local VOA
to state why they consider the valuation to be
incorrect. It can also be done online at www.
voa.gov.uk. The VOA will acknowledge the
appeal within ten working days and check if its
valid. If it is, they may visit the property. If it is a
material change, say, alterations have been made to
the property or the use of the property has changed,
then a visit may not be required.
PlAN b
There are various other ways to seek to lower
liability. There have been instances of
businesses shutting off oors of their
premises to reduce their bill signicantly;
if part of the building is empty and not being used, it can
qualify for rate relief. Likewise, an empty property is exempt
from paying rates for three months after it becomes vacant. If
the premises are an industrial/warehouse building, it would
gain a further three months relief.
If the building only has a rateable value of up to 12,000,
100 percent relief is available in this nancial year (2012/13)
and up to 50 percent in the subsequent years. Those with a
rateable value from 12,000 to 17,999 can also make use of
SBRR mentioned previously.
Businesses that relocate to one of the new Enterprise Zones
can take advantage of a 100 percent relief to their ratings bill
for ve years. There are 21 Enterprise Zones planned, with
projects announced in Cheshire, Essex, Cornwall, Gosport,
Hereford, Humber Estuary, Leeds, Shefeld, Birmingham,
Bristol, Liverpool, London, Manchester, Derby, nottingham,
the Black Country, the Tees Valley, the West of England and
the north East. Rural businesses will also be eligible for
relief, aimed at encouraging small businesses to remain open
in more remote areas.
Time To PAY
Business owners and property owners will receive the rate
demand from the local authority each year in April. There is
a choice of ways to pay including spreading the cost over ten
months to help with cash ow.
Businesses that are experiencing particular hardship
should contact their local authority. They have the power to
provide rate relief for struggling companies.
The government created the Business Rates Deferral
Scheme to help businesses spread the increase in the current
nancial years bill across three years; it enables companies to
reserve paying 3.2 percent of the current
years bill (60 percent of the retail price
index rise) until 2013/14 and 2014/15.
Road improvements, road closures and
upgrades to transport infrastructure
can sometimes be disruptive and restrict
access for deliveries and customers.
Businesses concerned about how local
disruption impacts on their livelihood
could take a variety of routes.
Traders in Rochdale contacted their
local MP when improvement work to the
Metrolink tram station impacted on their
livelihood. Their MP called for a reduction in business
rates for affected traders.
under current law, there is no compensation
available for loss of trade. But, for disruption
over a sustained period, it may be possible
to apply for a temporary reduction in the
applied business rate, because the highway
works may have affected the rental value of
the premises over that period. If a business
is affected by local disruption, they can also
contact their VOA directly, to lodge an appeal to
attempt to have the rateable value reduced for the
period of time that the works continue.
While it may not always be possible to reduce
business rates liability, there is a multitude of options
available to businesses and an experienced advisor
will be able to assist in identifying possible
reductions.
For more information visit
www.ratingsurveyorsassociation.org/ BB
Louise Hebborn, an associate solicitor Stephensons Solicitors
LLP, looks at rateable values of a business and explains how to
challenge and save on tax
03
Is Your Business Over-rated?
businesses that relocate
to one of the new
enterprise Zones can
take advantage of a 100
per cent relief to their
ratings bill for ve years.
Rural businesses will also
be eligible for relief

Top must-have gizmos
1
]
Livescribe
digitaL pen
The Livescribe pen allows you
to record audio and make
notes on paper, and links the
two. Later, you can listen to
what was being said at any
point in the meeting simply by
pressing the nib on the note
you made. You get a complete
record, and because you dont
need to note down every word
you can concentrate on what
is being said. And you can
sketch designs on the special
digital paper, transfer it to your
computer and email it to the
client in a matter of seconds.
70 livescribe.com
nikon cooLpix
p510 superzoom
camera
Superzoom or bridge cameras
are getting longer zoom
ranges all the time, and the
latest Nikon sports is an
incredible 42x. It goes from
a wide angle that will enable
you to get all the wedding
party in without having to
retreat backwards out of the
reception hall, to a telephoto
that will allow you to capture
the I do moment from the
back of a cathedral. Anti shake
and a backlit sensor help get
perfect shots at long distances
and in low light.
300 nikon.co.uk
Jabra
soLemate
Loudspeaker
A tablet is a great way of
showing designer videos
to brides, but the sound is
rubbish. The Jabra Solemate
external loudspeaker pumps
out a great noise when
connected to your tablet by
a simple-to-set-up Bluetooth
wireless link. It is small
enough to carry around but
the sound will ll the shop.
125 jabra.com
asus zenbook
Laptop
Apple started something
with its ultra-light, ultra-slim
Macbook Air laptops, and
now Asus have a computer
that is as slim and light but
considerably cheaper. Many
would say it is just as stylish
as the Apple icon, with its
machined aluminium case
and bright screen. It runs
Windows 7, the memory is
super-robust solid state and
the processor comes from
Intel. 775
uk.asus.com
macLocks
LockabLe ipad
stand
So you are using an iPad as
a display screen in the shop,
but you dont want anyone
accidentally popping it in
their bag while your back
is turned. The solution is a
Maclock, a stylish, light-
weight stand with a chunky
security lock visible on the
side so the light-ngered
dont even try to pinch it.
36 maclocks.co.uk
eLgato eyetv
Watch Freeview wherever
you are on your iPad or
Android tablet with this
clever German-designed
gizmo. Just download the
app, plug it in to the docking
port and choose the channel
you want. Couldnt be
simpler (though it does need
a reasonably strong signal
so you might not be able
to watch in remote country
districts).
65
elgato.com
beeWi mini cooper s
This is a def toys-for-the-boys job, but one any femme will
nd hard to resist. Use your smartphone to control this
brilliant model car turn it to steer and tilt it forwards to put
the pedal to the metal. It is very intuitive, though youll need
to remember to turn the phone in the opposite direction
when the car is coming towards you. Remote control apps
are available for iOS and Android devices but Apple fans pay
more because of what Apple charges for app approval.
50 (iOS); 40 (Android) bee-wi.com
pure avaLon
FreevieW box
Famous for its digital radios,
Pure has moved into TV
with its Avalon set-top box
featuring an internal hard
disc so you can record
programmes as well as watch.
Installation is a piece of cake
- just connect to your wi
network, scan for broadcast
signals and you are away.
The electronic programme
guide is easy to navigate and
very slick, with lots of fancy
fades and wipes, but the main
attraction is the dual tuner
and massive hard drive so
you can record two channels
at once.
300 (500GB) or 350 (1TB)
pure.com
2
]
3
]
4
]

5
]

6
]
7
]

8
]
9
]

v-moda
crossFade
m-80
headphones
Designed with women in
mind, the Crossfade bins
can be customised with
shields engraved with
your own personal design.
The sound is big, ideal
for rock and pop and the
construction is robust,
including a metal chassis
designed to isolate the ear
from outside sounds.
150 v-moda.com
74 www.bridaLbuyer.com
TECH taLk
A Christmas present for yourself, or a sensible addition to your
working accoutrements? Whatever, says Chris Partridge, youll
want at least one of these hot new products
vieWsonic
pro9000
proJector
The latest Viewsonic projector has
no lamp - the light is generated by
a combination of leds and lasers,
which run at lower temperatures
so the fan noise is much reduced.
They are also much longer-lasting,
so you dont have to replace
blown lamps at huge cost every
ve minutes. The picture is bright
and vibrant, and the colour fringes
that bedevil some projectors are
eliminated by removing the colour
wheel. 1,600 viewsonic.co.uk
samsung gaLaxy siii
smartphone
Smartphones are getting enormous,
with screens big enough to watch
videos, consult maps, show photos and
even do a bit of work on. The Galaxy
SIII has been a monster hit since it
arrived earlier this year, combining the
big screen with a light and thin casing.
Battery life is acceptable, and with its
superb camera it could be the only
gizmo you need to carry. Its smartest
feature? If you get a text from a friend
and you want to ring back, all you have
to do is raise the phone to your ear and
it will dial the number automatically.
Cool, or what?
500 payg, free on contract
carphonewarehouse.com
googLe nexus 7
tabLet
The big new thing in tablet
computers is a smaller size - 7in
screens against the iPads 10in.
The Nexus 7 showed the way,
appealing to many iPad refuseniks
with its pocket-sized dimensions
and wallet-light price. The screen
is proportioned to watch videos
comfortably and its Android
operating system is easy and
intuitive to use, but check that
your favourite apps are available on
the Google market before buying.
200 (16GB version)
google.com
pLantronics
bLuetooth
headphones
The wire that dangles down to your
music player is really irritating and
not very stylish, so these Bluetooth
wireless earpieces are a delight
to wear. Light and comfortable,
they give a rich sound once they
are paired to your phone or MP3.
Ditching the wire means you can
even listen on your tablet, which is
not very practical if you have to carry
it around. If used with your mobile
phone, the headphones will alert
you to incoming calls and allow you
to pause the music while you take
them. Drawback: another thing to
keep charged. 35
plantronics.com/uk
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www.bridaLbuyer.com 75

sharing information about websites that are selling counterfeit goods or
operating outside of the accepted industry parameters. I was informed, by
this particular company, that I was within my rights to report the thread
and that the content would be reviewed. However, I dont have the time to
police all the forums all of the time.
At BBEH in March, I spoke at length with one of our designers about
the forums. What I said about the online shopping promotion that goes
unchecked was something of a revelation to them, especially since one
wedding-planning website, who have a well-used forum, had recently
been trying to sell them 4,000-worth of advertising... an investment that
they were strongly questioning given what I had told them.
It is not my intention to cut the income of online forums; they are a
fabulous space for brides-to-be to share thoughts and gain inspiration.
However, I dont think it is a coincidence that there is an increasing trend
for purchasing bridal and bridesmaid dresses online when there are a
number of forums that are, inadvertently, supporting this pattern.
What I want is this:
*
To raise awareness: Are designers and bridal shops aware that they
are spending thousands of pounds on advertising on websites where the
forums (by their inaction) support the practice of buying online?
*
That at the very least forum rules should state that they do not endorse
illegal practices (such as the sharing of websites selling counterfeit goods)
and that the posting of such sites is against the rules.
*
A call to action: Whilst I appreciate that there is a legal issue with
moderation I am aware that forums are reviewed for content (on more
than one occasion I have seen posts removed for not meeting forum rules)
and during this review posts recommending online buying should be
shut down and deleted.
At this point I would like to give a special mention to UK Brides who
have rules regarding this issue and do indeed enforce them on their
website. Understandably some get missed but they are the only forum I
have noticed actively battling against this issue by removing weblinks to
online sellers in posts.
*
Start being honest with brides: The ethos of creating an illusion of
magic for brides-to-be can lead to serious disappointment (the hen
weekend culture is a huge example of this. If a friend of the bride cannot
bring herself to stump up 500 for a weekend in Barcelona for the hen
then all manner of upset and feet stamping can go on). When I spoke to
a magazine about a feature warning brides about the perils of buying
online and the risks they may face with inferior dresses, copies and little
or no come back I was met with an immediate reaction of: Why would we
do that? That isnt a happy subject
The other by-product of online website swaps and recommendations
is the endorsement of the public perception that the bridal industry goes
all out to rip brides off. How often have you heard the phrase put the
word wedding in front of something and you can double the price?
Naturally brides are questioning why they can buy a dress online for
less than half the price it costs in a bridal shop. It requires
trusted sources in the industry, such as the publications
and planning websites to burst this myth. After all, if more
shops cease to exist because they are losing business to
online retailers, it follows on that designers will have fewer
stockists and that, ultimately, there will be fewer companies
operating and less money available to fund advertising.
Will we have to
reach that point before
our partners in the
industry; the owners of the
publications and the online
forums, take notice? BB
SOLD OUT
continued from page 23
STRONG opinion
CA
LL +44 (0)20 7772 8319
n
ation
alw
eddin
gsh
ow
.co.u
k
Three dedicated bridal areas, offering retailers a
comprehensive platform to display and sell their collections:
THE BRIDAL ZONE offers top brands at exclusive prices
THE BOUTIQUE AREA creates a more exclusive boutique feel for retailers stocking bridal labels
THE DESIGNER AREA offers designers and boutiques an environment to display their high end collections
T
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C
an you explain the law about
names for businesses? the shop i have
recently bought carries a name i do
not like and i would choose to change
it to my own name. however, my name,
quirkily enough, is the same as that
of a particular bridalwear designer
(whose collection i do not carry).
is there anything to stop my using my name for the
business? Do i need any permissions?
It will be necessary to check whether the bridalwear
designer has a registered trademark, if so this will provide
statutory protection for the exclusive use of the mark in
the United Kingdom. However, if the bridalwear designer is
unregistered then it is likely that she will still be protected
under the common law action of passing off.
For a successful passing off action the other bridalwear
designer must show that there is particular goodwill attached
to her product; that there has been a misrepresentation, such
as confusion between the products and, thirdly, this is likely
to cause damage to the other business, i.e. lost customers
and/or damaged reputation.
If the business operates locally or if there is any risk
of confusion among customers, you should pick again,
especially as the very nature of the business is specialist
and reputation-dependent. If you dont, you run the risk of
being sued for passing off. Obtaining the other bridalwear
designers consent, (unlikely in itself), to the use of the
name would be a solution, however this could have future
connotations should your business expand.
As it is very costly to prove or defend a passing off action,
the way forward would be for you to select a new name,
ensuring that it is not taken, and register it as a trademark.
By registering it as a trademark you will protect your
brand and it will be easier to take legal action against the
infringement of your mark rather than rely on a passing
off action.

i recently ordered something online that caught my eye
as an ideal display prop for my shop. i paid for it by card
but have heard nothing from the company and, rather
foolishly, i did not take a note of its name or contact
details so i cant even tell if the transaction has gone
through my bank account. what should i do (other than
kick myself)?
In the rst instance you should contact your bank and/or
credit card provider to work out whether this payment has
been processed. Any information such as the date of the
order or the amount paid would be helpful. If your card has
been debited then the gure will be noted on the statement
and you will be able to trace it.
If you order something and it does not arrive, is faulty,
or is not what you ordered then it is likely that the supplier
will be in breach of contract. However, you are likely to
be protected under Section 75 of the Consumer Credit Act
1974 if you paid by credit card and the amount is between
100 and 30,000. Section 75 holds the credit card provider
jointly and severally responsible, imposing equal liability
on the creditor for breaches by the supplier. Therefore you
will be able to claim a refund from the supplier, the credit
card provider, or both. Section 75 does not in itself provide
claim against a supplier. Customers must have a valid claim
for breach of contract or misrepresentation. It is likely that
if payment was taken and no goods were received then the
supplier will be in breach of contract for failure to provide
goods.
In this case, if you are unable to contact the supplier
of the goods, the best course of action would be for you
to request a Section 75 claim form from your credit card
provider which you should complete and send back to them.
If you are having difculty pursuing a claim against your
credit card provider you can report them to the Financial
Ombudsman.
what are the rulings about paying casual labour
nowadays? i get the odd uni friend of my son and
daughter to help out when we have designer days or other
instore events and, obviously, they would like to be paid
in cash (almost certainly so that they can go and spend
it immediately afterwards socialising). we are talking
about 50 here and there.
It is illegal for you to pay cash in hand to an employee without
deducting tax and national insurance contributions from
their wage. You, as an employer, have a legal obligation to
operate PAYE on the payments to employees if their earnings
reach the National Insurance Lower Earnings Limit (LEL).
For the current tax year this is 107 a week, 464 a month
or 5,564 a year. Furthermore, as an employer, you are
legally obliged to pay your workers at least the national
minimum wage; the amount that you pay depends on the
age of the worker.
Failure to pay the correct taxes and follow the proper
procedures may lead to an investigation by the HMRC.
Employees may also lose out on certain entitlements and
benets if they have not paid the correct taxes. It is always
advisable to speak to an accountant or tax professional if
you have any tax-related queries. BB
LegaL EAglE
A question of law
Raj Dhokia of solicitors Freedman Green Dhokia looks at the issues that
may be affecting your business. Questions will be answered in the rst
possible issue of Bridal Buyer and shown online at www.bridalbuyer.com
www.bridaLbuyer.com 77
To consult privately with Raj Dhokia
call Freedman Green Dhokia on +44 (0) 20 7625 6003 or
email r.dhokia@fgdlaw.co.uk
Directory
T: +44 (0)161 476 8600
F: +44(0)161 480 5385
sales@bennett-silks.co.uk
www.bennett-silks.co.uk
Bennett Silks Ltd
Established 1904
100% PURE SILKS & SILK BLENDS
All your silk requirements.
Please check our website
for a full list of agents
Stock supported range,
competitive price structure
and worldwide distribution.
YOUR ENQUIRIES ARE WELCOME
PACKAGING
FABRICS
IRON AND STEAMERS
FABRICS TEXTILES
POINT OF SALE
MANNEQUINS DISPLAY BUSTS
TICKETS & LABELS
Organic Silk
Majestic textiles Ltd is now certied organic by the Soil association
Certicate registration number AB221124
(Organic in conversion)
Majestic textiles is the only company specialising
in organic silk fabrics.
Producing fabrics that are exciting, Beautiful, and extraordinary.
All our fabrics are organic silk, made especially for bridal wear,
christenings, and that special occasion.
Hand-Woven / hand painted / 100%organic silk fabrics.
Majestic Textiles Co Ltd, 23 Brookhill Road,
East Barnet, EN4 8SE
Phone : 0208 441 9581 ~ Mobile: 07956 402 872
Email: sales@organicsilks.co.uk
Web: www.organicsilks.co.uk
www.pongees.co.uk
sales@pongees.co.uk
020 7739 9130
FOR ALL YOUR BRIDAL SILK REQUIREMENTS
Including Duchess Satin, Taffeta, Faille, Double
Faced Satin, Zibeline, Ghazar, Marocain, Heavy
Satin, Tulle, Organza, Lace and Chiffon
Fully Stock Supported In Our London
Warehouse
1m minimum order
Next day delivery
Pongees Ltd. 28-30 Hoxton Square, London, N1 6NN
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T|e ab|c o a
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We offer a fast reliable service on our continually increasing range (over 3,000 choices) of
Bridal Fabric, Trimmings and Accessories.
All Fabrics and Trimmings are available in cut lengths via our 8 sample books.
Range includes: plain and shot Taffeta, Velvet, Duchess Satins, Organzas, Mikado, Chiffons,
Crepes, various Satins (Silk/Poly/Acetate), Bridal/Waistcoat Brocades, Laces, various
Embroidered and Beaded Fabrics, inc Tulles and Chiffons.
We also offer a range of Embroided/Beaded Edgings and Motifs.
Many of the designs feature Crystals and a selection incorporate 3D effects.
Our latest product range of over 600 designs of Dress Accessories including Buckles,
Brooches, Clasps and Buttons, many designs feature Crystals and/or Pearls.
Email: admin@michaelsbridalfabrics.co.uk www.michaelsbridalfabrics.co.uk
Unit F15, Northeet Indst Est, Lower Road, Northeet Kent DA11 9SW
Tel: 01322 380480/568 Fax: 01322 380680
WE HAVE NO MINIMUM ORDER VALUE OR QUANTITY.
PLEASE CONTACT US TO ARRANGE TO SEE OUR LATEST OFFERINGS.
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+
JULY/AUGUST 12 * ISSUe 151
www.bRIdALbUYeR.com
*
sottero & Midgley
*
Paradox
*
white rose
*
Menswear
*
business
*
Ruff led
the tiers of a gown
Harrogate
CheCk out the
many hundreds
of exhibitors
wholl see you
in september

*
show
*
REVIEWS
white gallery
modatex
BODY
SHOP
are your
mannequins
too old
for the job?
tHERE
goes the
BRIDE
leaving you
with
the dress
+ May/June 12 * Issue 150 www.bRIdalbuyeR.coM
*
BBEH favE finds
*
rEtail stars
*
colour-scopE
*
BusinEss mattErs
*
* White
*
Gallery
London
a sparkling
line-up of
international
names
awards
now that was
one helluva
great evening
Dream
dresses
why we love bridal
fighting
the fakers
the initiative that
will halt the
counterfeiters
fashion
firsts
its black to the
future time.
Join the Jet set
+

ars of
show
o
w
br
PlY
AIN
ers
oUt
king
work
you
tors
t their
s are
aboUt...
ding
et on
i Ve
s
Ying
(UK) Ltd
Contact Chris Day on:
T: 020 7275 0117 E: basinghall@yahoo.co.uk
9-15 Helmsley Place, London Fields, London E8 3SB
Stockists of bridal, evening and childrens wear
fabrics in silks and synthetics.
Satins, crepes, shantungs, chions, habutaes
and organzas in an extensive coordinated
palette of shades all available from stock.
Sequin embroideries are a speciality. Exclusive
stockists of Sormeh shirring elastics.
FABRICS
WEDDING BOXES
AGENTS REQUIRED
SATIN SHOE DYES
I M Bridal Ltd are looking for several Bridal Agents for the UK and
Ireland markets. The agents will be representing the Nicole Fashion
Group. In addition to this company, I M Bridal also have several other
Bridal, Prom & occasion wear ranges seeking representation.
For more information please contact Stephen Hitchen on
07888 652436 or E-mail sphitchen@hotmail.com.
I M Bridal Ltd, 50 Gerard Street, Ashton in Makereld,
Wigan, Lancashire.
PACKAGING
For all your bridal wear needs from dress covers to hangers to shoulder covers to carrier bags.
Hoesh offer a fast and reliable service. Stock service available on all colours and sizes.
In-house printing facility also available on all items.
T: 0116 2765221 | F: 0116 2765110 | E: sales@hoeshinternational.co.uk | www.hoeshinternational.co.uk | www.garmentcovers.co.uk
Hoesh House, Unit 4, Trevanth Road, Leicester LE4 9LS
VISIT US ON STAND B28A
To advertise in the directory
please contact Nardene Smith
on 020 7772 8317
BUSINESS FOR SALE SALES REPRESENTATIVE REQUIRED
SUTHERLANDS
TIARAS BASES
FLEXIBLE SIDE COMBS
ALICE BANDS IN STOCK
METAL TIARA BASES 3MM
GOLD AND SILVER
FOIL COVERED BINDING WIRE 28g
GOLD AND SILVER
FLEXIBLE ACETATE SIDE COMBS
SMOOTH SHOULDERED 71 X 42MM
SMOOTH SHOULDERED 110 X 55MM
3 Pownall Road, Wilmslow,
Cheshire SK9 5DR
Tel: 01625 531 545
Mobile 07774 612206
donaldskinner@btconnect.com
www.tiaras-online.com
Our range of Tiara Bases
that are Stylish yet are
not Expensive
ACCESSORIES
PACKAGING
Ivory & Grace are seeking a UK sales rep to represent the bridal
industrys most dramatic and breath-taking range launched at
BBEH this September. This is an exciting opportunity for a committed
sales person who is both driven and self-motivated. For full details,
please send your CV through to cv@ivoryandgrace.com
On le
WWW.BRIDALBUYER.COM 81
Alexia Designs
+44 (0)113 274 9999
info@alexia-designs.co.uk
www.alexiadesigns.com
Alexia Blush Prom
+44 (0)113 274 9999
info@alexia-designs.co.uk
www.blushprom.com

Alfred Sung Bridal
+44 (0)1909 774471
ukoffice@alfredsungbridals.com
www.alfredsungbridals.com

Amanda Wyatt
+44 (0)161 4932700
fashion@amandawyatt.com
www.amandawyatt.com
Beautiful by Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Benjamin Roberts
+44 (0)1792 564710
info@benjaminroberts.co.uk
www.benjaminroberts.co.uk
Blue by Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Bonny Bridal UK
+44 (0)1279 41 8555
pete@bonny.co.uk
www.bonny.co.uk
Callista
+44 (0)1909 774471
ukoffice@alfredsungbridals.com
www.callistabride.com
Charlotte Balbier
+44 (0)161 4932702
charlotte@charlottebalbier.com
www.charlottebalbier.com
Dessy Group
+44 (0)1909 774444
michele@dessy.com
www.dessy.co.uk
Diane Harbridge
+44 (0)1829 752 192
info@dianeharbridge.com
www.dianeharbridge.com
Ebony Rose
+44 (0)8443 240324
enquiry@ebonyrosedesigns.com
www.ebonyrosedesigns.com
Eddy K
+44 (0)1204 888 285
pablackburn@btinternet.com
www.eddyk.com
Elite Sposa UK
+44 (0)1255 476049
elitesposauk@hotmail.co.uk
Facebook / Elite Sposa UK
Elizabeth Dickens
+44 (0)1353 72 3675
ninaandalan@freeuk.com
www.elizabethdickensveils.co.uk
Enzoani
+44 (0)1792 586 615
infoUK@enzoani.com
www.enzoani.com
Halo Bridal
+356 7995 6766
Steve.jones@halobridal.com
www.halobridal.co.uk
Heirloom
+44 (0)1706 367711
Jane@heirloomwaistcoats.co.uk
www.heirloomwaistcoats.co.uk
Jasmine
+44 (0)1707 240068
enquiry@uk.jasminebridal.com
www.jasminebridal.com
Jupon
+44 (0)1753 622922
info@jupon.com
www.jupon.com
Justin Alexander
+44 (0)1908 615599
info-uk@justinalexanderbridal.com
www.justinalexanderbridal.com
Kiss the Frog
+44 (0) 1255 476 049
kissthefrogbridal@hotmail.co.uk
www.kissthefrogbridal.co.uk
Love By Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Mac Duggal
+1 630 789 1011
info@macduggal.com
www.macduggal.com
Madeline Isaac-James
+44 (0)7976 959 725
info@madelineisaacjames.com
www.madelineisaacjames.com
Maggie Sottero
+44 (0)84 4324 0324
enquiries@maggiesottero.co.uk
www.maggiesottero.com
Malis Henderson
+44 (0)161 272 0532
saniya@mhtiara.com
www.mhtiara.com
Masterhand
+44 (0)1622 844 670
peineuk@keme.co.uk
www.masterhand.com
Modeca by Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Phil Collins
+44 (0)1823 672641
enquiries@philcollinsbridal.co.uk
www.philcollinsbridal.co.uk
Prom Frocks
+44 (0)1942 238 643
promfrocks@xlninternet.co.uk
www.promfrocks.co.uk
Propress
+44 (0)20 8417 0660
sales@propress.co.uk
www.propress.co.uk
Rainbow Club
+44 (0)1392 207030
shoes@rainbowclub.co.uk
www.rainbowclub.co.uk
Romantica
+44 (0)1823 674 412
enquiries@romanticaofdevon.co.uk
www.romanticaofdevon.co.uk
Rosa Couture
+44 (0)1189 885 344
info@rosacouture.com
www.rosacouture.com
Sincerity
+44 (0)1908 615511
info-uk@sinceritybridal.com
www.sinceritybridal.com
The Collection Designed By Ian Stuart
+44 (0)208 761 6302
Enquiries@ianstuart-bride.com
www.ianstuart-bride.com
Torre UK
+44 (0)1252 623111
torreukltd@btconnect.com
www.torre.pt
Trudy Lee
+44 (0)1707 643633
info@trudylee.co.uk
www.trudylee.co.uk
Victoria Kay
+44 (0)1424 427284
victoriakaygowns@hotmail.co.uk
www.victoriakaygowns.co.uk
Wilvorst
+49 5551 701 207
info@wilvorst.de
www.wilvorst.de
CONTACT LIST
ImageMalis Henderson ImageRosa Couture ImageDiana Harbridge
I
once had a sales job at a
recruitment agency, and when a client
made a job offer to one of my candidates,
my colleagues and I were encouraged
to high ve each other! sometimes its
a bit like that at the shop when we sell
dresses. the team and I often bust a few
ott celebratory moves in the ofce and
then scoff cake whilst Rob (my husband in the
Menswear department) does the moonwalk!
I loved working in recruitment; inevitably
it taught me a few stafng basics which have
been handy since I started my own business.
staff recruitment is, amongst a tonne
of other stuff, an occasionally frustrating
business topic. but anyone can open a bridal
shop and sell wedding dresses its how you
approach and handle the challenges (staff
or otherwise) that set the seriously good
businesses apartfrom the mediocre.
Recently Ive hired three new staff (yes, not
one, not two but three). the mission was to
attract bright sparky and professional sales
staff and, fortunately, thats what weve done.
business link and acas online are
crammed with detailed employment guides
including advice about the legalities and
pages of need to knows. there youll also
nd useful templates (including contracts and
application forms). so if staff recruitments on
your agenda check those pages out and if its
all a bit new to you heres an overview to get
you started;
First off PMa all the way! If you nd for
whatever reason you need staff, (because
youre expanding or otherwise) try to see it
as an opportunity. Focus on the task at hand
and dont get too bogged down with the what
ifs and the insecurity or inconvenience of the
situation. approach it positively and youll
attract fabulous new staff that could mean
great news for you and your business!
Advertise ProfessionAlly
Youve got to speculate to accumulate. a staff
wanted ad stuck in your window and a casual
mention to your friends just isnt enough to do
the job properly.
a professionally-designed display advert
in the recruitment section of the local paper
may not be cheap (a whopping 750 in our
case) but its more likely to entice high-calibre
candidates to your business. We also popped
details in our window, on facebook and website
and tdaaaa... two weeks later the closing date
arrived as did an impressive pile of 125 cVs!
BeinG HEARD
*
What did you like the most and the least
about our website? (exit anyone at this stage
who has not looked.)
*
describe best and worst mManagers youve
worked for and why? (spot potential tricky-to-
manage bunnies here).
*
heres three wedding dresses; describe
what kind of bride might buy them. Which is
your favourite and why? (are they enthusiastic
about this and do they show a air for talking
about the different styles etc?)
*
What makes you moody? (exit anyone that
takes a while on this question and denitely
consider those that say not a lot).
depending on the size and layout of your
shop you could also consider holding an open
afternoon or group interview. Whilst it may
sound ott for some business owners, they can
work really well and in a competitive group
setting you can quickly spot the likeable,
friendly and condent personalities. In the
case of multiple vacancies, this recruitment
approach can also save time. as a basic
programme, you could do a group welcome,
issue your application forms, briey tour the
shop, tell them about your business and then
meet each individually for a quick-re round of
questions before deciding on a nal shortlist.

youre Hired
however you decide to interview (and yes I
know we are pretty thorough about it) trust
your instincts in terms of who to select. When
youve made your decision and verbally offered
a job, take up references and issue a contract.
this is the exciting bit for you and for your
new staff member! Pop open a bottle of bubbly
(any excuse) and toast to hard work and your
new addition! new staff joining should surely
be a cue for a mini celebration?
ever the organiser, I also ensure name badges
and training manuals are ready for a new
members rst day. Preparation for new staff is
key, they need your attention just as your
customers do. talking of which, I have a
customer service training day to design, our
christmas bash to plan, two brides to see and
then, hopefully, a big bag of donuts to consume.
another day at the bridal shop ofce
Whatever youre up to enjoy your day... and
the challenges that might come your way. BB
Abi Neill owns the award-winning Abigails
Collection & The Grooms Room in Colchester.
You can follow her tweets@AbigailsColl or
contact her on +44 (0)1206 574575
82 www.BridAlBuyer.com
first stAGe selection
Im fairly brutal when it comes to sifting
through cVs especially if faced with high
volume. Im afraid any applicants whove
ignored my request for a covering letter and
cV go straight in the bin as are ex-brides keen
to continue their own wedding planning in
this, their dream job. Unemployed school
leavers who think it would be (and I quote
from one covering letter) just really lovely and
glamorous may also be a no no.
once the duff cVs are weeded out, we
carry out basic telephone interviews with the
remaining candidates to assess manner and
personality. bearing in mind I was looking
for several staff and had received 125 cVs,
Stafng up
Recruit with care and you could nd yourself with new
team members who really make it happen, says Abi Neill
Advertise professionally:
a staff wanted ad stuck
in your window and a
casual mention to your
friends just isnt enough to
do the job properly
it became a bit brain- numbing but we were
determined to nd the best; and in hindsight
it was well worth it.
For speed we script the conversation and
ask with quick-and-easy questions which take
5-10 minutes. at this stage we reiterate the
working hours and establish their expected
salary. It may sound obvious, but getting
excited about a shining star that commands
a 25k basic, cant work saturdays and is
allergic to satin is pointless.
this time, I carried out 18 one-to-one
interviews and did these back-to-back over
a three-day period. We allowed an hour for
each and issued an application form before
interviewing. Its the professional way of
doing things, and gave me the chance to check
for a criminal record, conrm holiday plans
and any health/disability issues and (more
basically) to inspect their handwriting. and
its a bit X-Factor but I take a quick photo of
each of them.
sometimes, with the strongest and most
condent candidates, we might role play a
wedding dress sales situation and if we were
struggling between two applicants we would
invite both in for a trial day to see who is the
more natural. In addition to the obvious here
are a few of our favourite interview questions.

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