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BUYIN

THEBES

THESHOW

Thethinking

brideWHAT IS HER VIEWOF RETAILERS?

TRENDSTHE KEY

PLAYERS PREDICT

CLEVERPLANNINGGETTING THE

BEST OUT

OF HARROGATE

SMALL

TALKMAKING THEMOST OF TWITTER

PROMPOWER

SCHOOL-LEAVING

AGE WILL

CHANGE IMPACTON THE MARKET?

350+

STARSOF

COLLECTIONSWHY BBEH

IS UNMISSABLE

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BBEH 2011

Hall Q - Stand [email protected]

|

justinalexanderbridal.com

|

01908615599

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2011

FINALIST

Best Bridalwear Manufacturer

2011

FINALIST

Designer of the Year

We look forward to seeing you on Stand C16where you can view all

our beautiful collections including Veromia Bridal, Veromia Couture by

Jason Jennings, Sonsie and Veromia Bridesmaids.

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020 8804 [email protected]

Come and see us at

British Bridal Exhibition Harrogate, UK

Designer Hall Stand D2011-13 September 2011

Sophia

BY ALAN HANNAH

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Stand C16

We look forward to seeing you on Stand C16

where you can view our beautiful Bridal, Bridesmaid and Prom Collections

2011

FINALIS

Best Bridesmaid Collectio

2011

FINALIS


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Come and view our gorgeous award winning dresses on Stand C16,

we look forward to seeing you there

2011

FINALIST


2011

FINALIST

Best Plus-size Collection

2011

FINALIST


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2011

FINALIST


2011

FINALIST


We look forward to seeing you on Stand C16 where you can view all our beautiful collections

including Veromia Bridal, Veromia Couture by Jason Jennings, Sonsie and Veromia Bridesmaids.

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See us at:

BBE HARROGATE

Sept. 11th-13th

Stand M20-M23

Couture Bridal Division of

[email protected]

UKfree phone:0808.120.2337

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SPRING 2012 collections launching at BBEH

11 - 13 September, Hall C Stand 27/36

For more information, contact Michele ONeill:

[email protected]; tel. 0845 838 1041www.dessy.co.uk

Existing accounts please visit: www.customsamples.com To apply for a new account visit: www.dessy.com/retailers

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A L F R E D S U N G

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Victoria KayThe 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 427284or e-mail: [email protected]

Please visit us at BBEH stand A21 to view our 2012 collection

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We will be showing our stunning2012 collection at:

Visit us on Stand 42 Hall Q

Receive significant discountswhen you place your order at the fa

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~

The INSPIRATIONALnew SUITCASE collection.EXCEPTIONAL FITTING

bridal gowns designed to GOANYWHEREfor your big day.

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w w w. j o h n c h a r l e s . c o . u k

LONDON

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[email protected]

|

sinceritybridal.com

|

0190861551

1

2011

FINALIST

BBEH 2011

Hall Q - Stand Q1


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Are you keeping your brides happy? Are

you sure about that?

BIS advises on the best ways to buy

Features

Beverly Lister in the spotlight

Raising the school-leaving age could be

very good indeed. For brains and business

What the key suppliers plan for 2012

What the industry rates as the best bits

Report from Europes largest bridal show

Top-notch advice for would-be exporters

Is it worth a retailers time?

Time to brighten up your best features

Regulars

Copyright 2011 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

of the Editor or Ocean Media

BACK ISSUES If you would like to purchase back issues

please call us on 020 8955 7040 or

email [email protected]

132

166

EditorSusi Rogol 020 7431 2259 114 Cholmley Gardens,

London NW6 1UP [email protected] Kim Colley

Clive Burton Nardene Smith 020 7772 8317

[email protected] Gemma Isteed 020 7772 8396

Allana House 020 772 8312 [email protected] /Alliance 0208955 7040 [email protected] Judith Sutton

020 7772 8393 Wendy Adams 01423 770120 Printech Europe

Bridal Buyeris 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

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120126

141

81

Contents

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www.davincibridal.com

Davinci welcomes new and existing stockists to view the new Spring 2012 Davincibridal and bridesmaid collections at BBEH 11-13 September stand C74

For further info please call 01727 85145

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THE

AWARDS2O12

Benjamin Roberts is about to make a

lot of women, and the boutiques they

shop at, very happy. You can saygoodbye to across-the-pond sizing

(and guesswork) as, starting

with Spring 2012 deliveries,

LOVE by Enzoani patterns

will be graded according to

typical UK 12, 14 and 16 sizes

with an additional one inch added

to the waistline (thank you Ms Taft).

Size 6 will be a much-welcomed little

additional for the label. +44 (0)1792

564710 / BBEH Cairn Hotel

NEWS you need to knowWhere do you start? The biggest news of all is what will be

unveiled at Harrogate and, from the sneak previews we have

had, the new season kisses goodbye to safe styling and goes all

out for serious glamour, a signal that the good times are back

Cover image: Main shot, stunning black andwhite gown from the 2012 collection ofEternity Bridal, C25/39; insets, left to right:Crystal Couture; Jasmine Couture; Venus;Rainbow Club; Jean Yves. All gorgeous. All at

Harrogate, 11-13 September.

Thethinkingbride

350+

Feathery friendsJOAN LEE IS A BBEH REGULAR

and her great accessories collectiois always popular. New for 2012 is a

luxury range of real feather wraps,

boleros, capes and even jackets in

ten high-fashion colours with wrap

and capes also available in large siz

+44 (0)161 480 0435 / BBEH B4

ARIANNA, THE DESIGNER ARM

of leading UK bridal accessories

company Linzi Jay, has introduceda beautiful collection of barefoot

jewelled sandals that are perfect

for destination weddings and

honeymoons. The concept is

perfect sparkling foot jewellery

that ensures top-to-toe style and

the colour choice in stones is

brilliant, so bespoke is available.

+44 (0)1254 665104 / BBEH

Cairn Hotel

UnmistakeablyMaggie

FOR MAGGIE SOTTERO, SPRING

2012 ushers in a return to all things

feminine: ribbon belts jewelled

with sparkling embellishments,

hourglass silhouettes designed to

cap sleeves and bodices to enticeand intrigue. Skirts vary from grand

whimsical tulle and organza ball

gowns to the chic sophistication of

slim chiffons A-lines. At Harrogate

you will see voluminous skirts

crafted from soft folds of fabric,

cascading layers, and an individual

take on short gowns.

+44 (0)151 339 9139 /

Majestic Hotel

Beach beauties

NEWSIN BRIEF

Perfect fit

Dont forget!Cake

and bubbly and your

chance to win one of

20 fab goodie bags

on the Bridal Buyer

stand A45. But you

have to wish us Happy

Birthday to qualify.

Pick up your awards

entry packin Hall

A, next to the Bridal

Buyerstand and hey

good luck.

26

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Can you pick a winner?These six gowns, from Amanda Wyatt, Ellis Bridals, Justin Alexander, Maggie

Sottero, Mark Lesley and Veromia, are finalists in the Wedding Dress of the

Year category in the Bridal Buyer Awards 2012. They will be on display at

BBEH September. The winner, selected by consumers voting for their favourite

online, will be announced at the Bridal Buyer Awards, 12 March, 2012. There

will also be a display of 2011 awards winning pieces at BBEH September.

GOOD NEWS? OH YES. HALO & CO

will be launching a new website at

Harrogate which could change the way

you can purchase its products.The Halo

team will be on hand at BBEH to talk

you through the site and answer any

questions. Whats different? According

to sales director Vince Frodsham, the

site is designed to reach and excite

brides-to-be about the Halo & Co brand,

who will then be re-directed to the

brands stockists to make the sale, unlike

the accessory companies who vie with

retailers and sell direct to consumers. Of

particular interest is the trade section of

the site which will have a fully-automated

ordering facility and show all the

collections, plus news, reviews and trend

advice. +44 (0)1745 859730 / BBEH B17

HALO & CO isabout to boostyour business

Good readsat the showBridal Buyer /

www.bridalbuyer.com A45

Perfect Wedding C10

Wedding Ideas A42

Brides Media Lounge

Irish Wedding Journal Media Lounge

Scottish WeddingDirectory Media Lounge

Bonny goes for goldDo you know about Bonny Bridals Gold? Introduced a couple of

years ago, it is never advertised and does not appear on the companys

website. The only images stockists see are those in the Gold catalogue

and they have to sign a contract agreeing that they will not use

the images online, or photograph the gowns. That way Bonny can

guarantee that Gold cannot be faked and

strengthen its fight against copy-shops.

See the new Gold Collection at Harrogate.

+44 (0)1279 418555 / BBEH A20/34

JUSTIN ALEXANDER MAGGIE SOTTERO AMANDA WYATT

ELLIS MARK LESLEY VEROMIA

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01625 521547A www.charlottebalbier.comA [email protected]

VISIT US AT STAND A37 AT BBEH

Designed in the UK

Introducing

the new 2012 collection

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Anny Linn a true originalFootloose nomoreRAINBOW CLUB HAS NOW

brought its childrenswear

collections together under one

umbrella and from 2012 all kids

shoes will be available in the newRainbow Club Kids range, providing

a coherent offer for retailers while

allowing customers a wide choice

of designs. Included in the dye-

able collection is Abigail, chosen

by the Duchess of Cambridge for

her little bridesmaids and Sam,

the popular trainer style for girls

and boys. New styles include

Jemima, with beautiful bow detail

and pleating across the front, and

Hetty, dressed up with a hand-

trends include elastic bar straps,

satin-covered heels and pretty

decorations with just enough

sparkle to be magical.

+44 (0) 1392 207030 / M42

Its a wrapNeed a garment bag? A display

stand for jewellery? A gorgeous

box for bridal treasures? The

suppliers at BBEH will have what

you want at the right price

Alphawrap B1

Angel Forever

by Elegancia UK Q31

Concept Covers C78

Hoesh International B29

Inca Jewellery C55

Jewellery World C51

The Empty Box Company Q28

Not content with adding the excellent MOB range Bella Rosa to its ever-growing portfolio, Romantica has signed a deal with design star Anny Linn

European launch pad. Imaginative, exciting, and gaining critical acclaimeverywhere, this young talent really has something different to offer. Shemay be tiny in stature but her couture collection in silk, chiffon and taffetais stylish, clever and tells a very big story. +44 (0)1884 860728 / BBEH St

George Hotel

Lingerie at BBEHArianna Cairn Hotel

Benmark B5

Blue Ribbon Petticoats M29

Body Wrap for Brides Q21

By Wishes C62

Carnival Creations A10

Diva Intima C62

Dominique Lingerie B5

Elila Lingerie B5

Flattering Me Collection A10

Glamour You Bra C62

Heading Up! M34

Imogene M15

Julie France Shapewear B5

Jupon A10

Lormar B5

Merry Modes B5

Power Curves C62

Secret Weapons C62

Silhouette M12a

Sticky Straps A10

Swappers C62

First timers at Harrogate

Aahan Jewellers Q20

Annais Q42

Belle Luxe Q17

Blossom Tiaras M9

Body Wrap for Brides Q21

Claire Mischevani D24

Crystal Couture L3

Elegancia UK Q31

Hazaar of London Q22

Her Best-Kept Secret L6

Kevan Jon L4Jonathan James D3

La Femme B13

Lisa Marie L5

Lizzie Agnew L2

Lovett & Co Q21a

Martha May Q23/24

Pilgrim Q26

Private Label by G Q45

Starlet Jewellery Q34

Verise Collection Q30/38

Victoria Ann Millinery B23

Some are brand new names in the

business, some are established

labels looking to build their

customer base. All are new to

Harrogate and have something

special to offer.

STARLET JEWELLERY

PILGRIM

VERISE

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Hall Q Stand Q7

Stockist Enquiries

Tel: +44 (0) 1621 784784

Email: [email protected]

The British Bridal Exhibition

11th 13th September 2011

Mark Lesleywww.marklesley.co.uk

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* THE RBA DINNER-DANCEyou may still be able to get a ticket

for the Associations annual bash

at the Majestic where there is good

food and drink, entertainment, the

chance to mix and mingle awayfrom the pressures of work and,

oh yes, the announcement of the

winners of this years RBA awards.

Whos going to walk away with the

titles this year? For ticket enquiries,

email [email protected]

* ALREADY SUPPORTERS OFWater Aid, CAFOD and Habitat for

Humanity, Amanda and Andrew

Bradwell of Eternity Bridal are now

using their experience and contacts

in the bridal industry to raise

money towards various important

charity projects in Uganda. Setting

up shop, they intend to keep it

supplied with wedding apparel, the

proceeds of which will help fund

various initiatives set up by Children

of Hope Uganda. Amanda has

booked a Harrogate restaurant, Le

Bistrot Pierre, for dinner, sponsored

by GAC Logistics, on Sunday 11

September, right before the BISCO

party at the Majestic, and is inviting

show exhibitors to buy tickets.

The 10-per-head charge (which

includes a two-course meal and a

full bottle of wine per person), will

be donated in full to the charity.

Space is limited and available on a

email

[email protected] to book.

Shape assuredUS BRAND, BODY WRAP,

one of the originators of shape-

wear, will be launching its Bridal

Wrap Collection at Harrogate. Using

seamless technology to enhance

places, the functionality of theproduct is counter-balanced by

touches of prettily-printed lace. The

science-side of the Wrap which

is impressive will be explained by

the experts at on the stand at BBEH.

+44 (0)1423885374 / BBEH Q21

ENJOY

New for 2012 and featured at

BBEH is the cleverly-namedDrama Queen by Amanda Wyatt,

a fab collection of gowns forprom princesses, fashion-minded

bridesmaids and party-goers

who want a great look.

Available in sizes 4-26, a

kaleidoscope of colours and

a huge numbers of stylish

silhouettes, the collection

is priced from just 69.

+44 (0)1625522344 /

BBEH A18/36

Making a drama of it

Dom Bridalslaunches newlabelSEPTEMBER BBEH WILL SEE

a new name entering the

competitive, accessible-price

arena, a sector in which

Dom Bridals is not currently

represented. Prices in this

highly-commercial collection

start at just 165, with

bridesmaid dresses (available

in taffeta, chiffon and satin

and 60 colours) starting at

60; get an order in for six

bridal gowns for stock and

you will receive six bridesmaid

dresses free an excellent

introductory offer. On top of

all this very good news is that

orders placed at Harrogate in

September will be delivered

before Christmas. Enjoy a

glass of bubbly on Doms new

stand in Hall Q.

Donna Saladojoins MarkLesley

MARK LESLEYS BURGEONINGbusiness, which now

encompasses bridalwear,

bridesmaids, prom and destination

weddings collections, as well as

the eponymous top, has taken on

top talent Donna Salado as Head

of Design. In addition to assuming

responsibility for the creative

direction of Marks brands, Donna

will continue to develop her

own-name couture label under

the Mark Lesley umbrella. Mark

has pledged to put the same level

of customer service, back-up and

support behind the Donna Salado

label as he applies to his core

new and vibrant media campaign

is planned.

+44 (0)1621 784784 /BBEH Q7 and Q7a

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The Ronald Joyce team invites you to view our beautiful new collection

on Stand M19 at The British Bridal ExhibitionStyle: 65002

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On the Brimas stand you can see its specially-developed

software in action, and not only will the benefits become

immediately apparent, but so will the ease with which the whole

thing operates. Large touchscreens, ipads and android tablets

will take you through the technologies and show how the

software can help improve your bridal business. Designed over

a two-year consultation period with over 100 bridal retailers,

this is seriously worth consideration. There is a show-only offer

to retailers who sign up to the product at BBEH of a discounted

set-up fee. Dont miss out on a great opportunity for a deal and

a glass of bubbly! +44 (0)141 530 9061 / BBEH A3

RACHEL FARRIMOND

(above left) and Isoline

Hickman met when

they were both studying

costume design in 2004

Now in business together under the

name Hazaar of London, they produce

inspired convertible wedding gowns of

fabrics sourced in the UK. It is Hazaars

aim that a bride can walk down the

aisle looking classically beautiful and

walk into her wedding reception

looking equally stunning, but ready for

the celebration.Bridal Buyertalked to

Harrogate.

How did you two get together

where did you meet, and was it

We met while studying Costume

Design and Construction at the London

together on an 18th-century project

and realised that our concepts, design

styles and interests were developing

in similar ways.

So when you were ready to set up in

One of the things we loved about

Costume was designing for a character

or personality. We really feel that bridal

is often about that, a one-off beautiful

Some of our style icons are Dior and

Grace Kelly in the 50s we love the

glamour and elegance of fashion in

that era.

Who are the names you admire

We love the delicate detail of Jenny

Packham and the drama of Vivienne

David Fieldens use of fabrics and

surface textile design exciting and

admire the uniqueness of their design.

Tell us about the collection youll be

showing at Harrogate what gives

it its personality and what makes it

They are all convertible dresses

designed with elegance and

sophistication in mind. Each dress has

a removable under- or over-skirt giving

the bride the option to change her look

without the need to buy a

second dress.

Where are you sourcing your fabrics

and embellishments, have you been

All of our fabrics and embellishments

are sourced in the UK. We like to

use UK suppliers for our fabrics and

trimmings and our gowns are all

made in the EU.

We are inspired by a mixture of things

the small waistlines of the 50s, art

deco design, the elegance of ballet

and classic style. Our interests are

incredibly varied and we are always

evident in our collection.

Will you be checking potential

stockists out before you supply

them and what will you be looking

We want buyers who share our passion.

There are some retailers we know

of that we would love to work with.

However, we are looking forward to

meeting lots of shops at Harrogate as,

through talking to them, we will be able

to guage how our brand would work

with individual stores.

What are some of the pitfalls, and

We actually work really well together

and bounce ideas around all the time.

We are always coming up with new

designs and discussing what we do or

dont like about them. We have quite

a silly sense of humour, which helps

if we dont agree on something as it

generally ends up being quite comical.

What price bracket have you

We have tried to keep our price

range within the middle market. Our

wholesale prices will start at 450 and

go up to 800, with recommended

retail prices of 1,200 to ,2500.

if you could design a dress for

crossed you wont say Pippa

Middleton!)

We would love to design a unique dress

for Lily Cole. She is classically British,

we consider her to be a contemporary

icon with intelligence and grace and

feel her personality would translate well

with our design concept.

See Hazaar of Londons stunning

collection of convertible gowns at

BBEH, stand Q22.

A two-way storyChapter one: Two bright young design students meet at the London

College of Fashion, work together on a project, fall head over heels

in love with bridal, and set up in business. Now Harrogate is the

start of a new chapter for Hazaar of London

Special extrasButterfly L1

Helena Cotter Sales Training KS1

Industry Development KS3

Klassy Covers C76

Makepiece C56

Retailers Network (Bridal) KS3

Rockliffe House M32

Brimas going live

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BBEH - Designer Hall D3

www.jonathanjamescouture.com

JONATHAN JAMESC O U T U R E

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R E T A I L

F O C U S

It takes a degree of bravery to open a brand-new bridal shop well

away from a high street. More so, when the two partners have zeroexperience in the industry. But now in its second month, Anya BridalCouture is proof that dedication and the will to succeed is what it takes

W

ITH AN ADDRESS

that reads The

Hampshire Barn, St

Clairs Farm, newly-

opened Anya Bridal

Couture certainly

looks, on paper,

like a fairytale. The story is in fact a dreamcome true for friends Anja and Lisa, who only

started discussing opening a shop together last

Christmas and just seven months later, in July,

were ready for business.

One could assume that this was the natural

progression of two women who had spent

several years in the industry, but in fact Lisas

background is in sales and marketing for a

luxury yacht company and Anja, while having

20 years experience in retail, had sold mainly

white goods.

We both wanted to get into something more

feminine, and bridal offered us that as well as

the ability to help people fulfil their dreams,

says Lisa. Selling wedding dresses enables us

to play a big part in a very special occasion and

that really appealed to us. However, neither of

us has ever worked in bridal before, so this is

Something newhousing the bridesmaids dresses and the other

the office. At ground level there is one large

changing room and plenty of seating for the

bridal party. The three main hanging areas

hold the six collections; there is a separate shoe

section, and areas for veils and accessories.

We wanted somewhere with character and

originally found a unit in Fareham town centre

but the landlord was dragging his heels and

we were in a hurry. As time was of the essence

we widened the search once we startedlooking outside the box, we found the Barn

pretty quickly. It was wasted as an office for

structural engineers and is far more suited to

our beautiful bridal shop.

The girls were able to put up half the money

required themselves and sought a bank loan for

the rest. They had a really good business plan

drawn up and finance was easily arranged.

Lisa liked Anja as a name. Although Anja

herself was less keen but was persuaded

eventually when they changed the spelling to

Anya to prevent mispronunciations.

Although the Barn is in rural countryside it

one huge learning curve.

Cue lots and lots of research! Lisa trawled

internet forums to find out what girls expected

from their bridal shopping experience. She

made a note of all their findings, both good and

bad, and she and Anja set about learning lessons

from this. Next step was Harrogate in March to

source some dresses. We found some fabulous

suppliers to work with and particularly fell

in love with the Jasmine collections, but we

werent in a position to place any orders as wehadnt signed a lease. We made a note of the

dresses we wanted and got back in touch once

the property was sorted out.

The partners also went to visit Romantica

and Phil Collins at their premises and Ronald

Joyce came to the Barn when it had tatty blue

carpet and nothing elsenot even facilities to

offer a cuppa! says Lisa.

The tatty blue stuff is long gone, replaced by

plush cream carpet to complement the country-

style limed wood furniture and contrast with

the beamed ceiling. The barn is open, spacious

and light with two mezzanine floors, one

Anya Bridal partners, Lisa Davis,

left, and Anja Yilmaz, shared a

business plan that included a fair bit

of research meant that they were

ready to open their business just

seven months later

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Cream carpet, dark wood and subdued

lighting set the stage for the magical

shopping experience. Accessories have

their own, individual areas allowing a

customer to stay focussed, initially on

months since they opened the doors of

Anya, their reputation has spread

is on a main road and only ten minutes from the

M27. With plenty of free parking, total privacy

and masses of space it is everything they could

possibly want.

As they are not on the high street the girls

cant rely on passing trade, but they are

focussing on effective marketing. Lisa does

regular mail shots, and ensures that the shop

has an active Facebook and Twitter presence.

Anya advertises in Wedding Ideas, Perfect

Weddingand also a local magazine. They are

registered on and advertise on several online

wedding directories. Lisa closely

monitors the referral rates from

these so she can plan where to

advertise next year. They also

do local advertising and show

at local wedding fayres. We

really enjoy doing them they

are a chance to meet brides face

to face. They can see that we are

friendly and helpful and we go

armed with our iPad to show off photos of

the fabulous barn and our beautiful dresses!Starting small with just a handful of

collections, Lisa and Anja nevertheless feel

confident that they can offer something for

everyone. With prices ranging from 450

to 2,000 and sizes going up to 22, most

brides should find something here. As well as

traditional styles weve also got some unusual

pieces and in just the few weeks since opening

we have been told many times that we have a

stunning collection.

They currently carry bridesmaids dresses

by Romantica and Ronald Joyce, and they

plan to add another range at Harrogate in

September. We dont carry MOBor prom wear

as such yet, but the Ronald Joyce bridesmaid

collection could very easily be used for evening

and occasion wear. There are a lot of military

personnel in this area with the need for dresses

for summer balls and we offer a 10 per cent

military discount, says Anja.

The shop carries accessories from Paradox,

Filippa Scott and Halo & Co as well as the latters

pick-and-mix veil system. Stocking accessories

means that we can offer the complete look,

says Lisa. Sometimes adding a veil or the right

hair accessory makes the

dress and therefore makes

the sale!

Owning 50 per cent of the

business each means that

Anja and Lisa are a very

tight partnership. With only

the two of them working

there (plus an independent

seamstress who does the

fittings onsite), they both

need to be hands-on and available seven daysa week. The paperwork is shared, with Lisa

dealing with marketing and ordering while

Anja takes care of the accounts and pays the

bills. Meanwhile they are both in evidence on

the shop floor.

If we are really busy, or one of us is away,

my mother-in-law will come and help. But we

need to run the business for a while before we

are in a position to hire anyone. That means a

lot of hard work and long hours for us for a

while but thats the same in any new business

it will be worth it! says Lisa.

The girls are to be commended for putting so

much into their new business, but sometimes it

pays to outsource certain elements. Naturally

we wanted a really good website and as I have

trained as a web designer I set out to do it

myself, says Lisa. But there was so much

else that needed to be done, it kept slipping to

the bottom of my to do pile. So I caved in and

enlisted the services of a professional, and he

has finished it off for us. The website is crucial

to any business we are proud that ours looks

fantastic with lots of great photos and has all

the information our brides need.

Anja and Lisa have taken the unusual step of

opening the shop purely on an appointments-

only basis, from 8am to 8pm seven days a week

We believe that brides deserve an experience

that is truly special and we could not guarantee

this unless we have just one bride in at a time.

They have the whole Barn to themselves and are

made to feel like a princess! Each appointment

lasts two hours, which allows plenty of time

for a bride to make one of the most important

decisions of her life, says Anja.

The grand opening on the weekend of

July 9 and 10 was a huge success, with 200

people through the doors and 58 appointments

booked. The duo created a mini wedding fayre

in the next-door barn, which was a great draw

and has inspired them to do a mini vintage

wedding event when they launch a collection of

Anoushka G dresses in September.

We saw the Anoushka G range at White

Gallery and really felt that it was right for our

shop, says Lisa. It is a stunning collection

of stylish designs some are heavily-beaded

creations and others are simply timeless. We

are very excited about this range; we feel it

will suit women of all ages. The styles are less

traditional bridal gown - maybe suited more

to a bride who is searching for something

different yet still sophisticated and stylish.Standing on the threshold of this new horizon

is very exciting, but daunting nonetheless

especially at such a difficult time in the

economy. We are totally focussed on making

our business go from strength to strength,

says Lisa.

Anja agrees: We plan to increase our

ranges very slowly, while continuing to offer

outstanding service. We offer something over

and above a traditional bridal shop, yet we

have dresses at affordable prices. We think that

brides deserve an unforgettable experience. We

are here to provide just that.

R E T A I L

F O C U S

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to e nqu i r e a b ou t thi s e xqu i s i t e l i ne p l e a se c onta c t

UK 0800 961 140

Eire 1800 556 118

[email protected]

www. e s s ens e de s i g ns . com

see why Essense, by design, is different

view the new

September 2011 collection

at

British Bridal Exhibition

HARROGATE11th - 13th September 2011

in the

Queens Suite

Acc ess fr om the li nkwa y b etw een Hal l C & Hal l Q v ia an esc al ato r, li ft or sta irs

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Hollywood Dreams has alwaysremained faithful to its opulentand much-loved look. So, whenbroadening its offering, it madesense to introduce a new label withits own personality and name

How chichow right

40

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M

ARINA ADAMOU, THE NAME

and talent behind Hollywood

Dreams, has been designing

fairytale dresses for close to

30 years and today, as one

of the doyennes of the bridal

industry, she is dressing the

daughters of many previous Hollywood Dreams brides.

So distinctive is the labels look that the newest

generation of aficiondos know exactly what to expect big,

voluminous skirts, perfectly-sculpted bodices with nipped-

in waists and the most fabulous beadwork and embellishments. The look

is timeless, as is the appeal. Over the years colours have been added to the

traditional ivories and whites chalky-pale pinks, powdery blues, rich

champagnes, and who can forget that amazing scarlet? but it is the fit

and the silhouette that has remained true to the brands unique identity.

Early on in her career, Marina knew the direction she wanted to

take. Coming from a family long-established in the fashion industry

she could have easily remained focused on the mainstream, but it was

her fascination with old movies, and Hollywood in its siren heyday,

that influenced her work; bridal was a natural outlet for that passiongiving the young designer the freedom to create her own expression of

glamour. The name Hollywood Dreams was a natural; the success that

accompanied it nothing short of amazing.

With a formidable pedigree that has spanned decades, and an

international demand for the original Hollywood Dreams style, the idea

of moving into a new arena has been a real challenge for Marina.

Recognising the value of her core proposition, and the ramifications

of moving away from it, she spent time analysing the market and its

present-day needs. What I found, she said, is that there is a place

for a collection that has the same quality standards as Hollywood

Dreams, the same approach to design excellence, the same individual

personality, and that is underpinned by the reputation of a highly-

regarded parent brand. Once I understood that, and took the message

on board, the picture for a new line became quite clear.

One thing that was apparent at the start of this

journey, was that the new venture had to be aimed at

a different market. Hollywood Dreams brides will not

settle for anything else. But not every bride can afford a

Hollywood Dreams dress.

In creating the new collection which we have called

Chic we have focused on a different sort of bride, one

who wants sophistication and elegance and is very

modern in her lifestyle and attitude. She is a girl who

wants a contemporary take on the fairytale gown, so for

her there are slimmer lines, lighter touches, more plays with fabric than

beaded embellishments. Chic is fresh and feminine, red carpet rather than

grand ball, with lots of twists and turns and high-octane sex appeal.

Retailers who have seen the collection are already heralding it as a

big player for the future. The fact that it carries a more accessible retail

price tag 795 to 1,350 means that shops who could not offer the

Hollywood Dreams collection because of price, can buy in to a top-quality

proposition from a heritage brand. Great news for the market in general,

and particularly for discerning brides working to a budget.

At Harrogate, you will see a stunning 15-piece Chic collection. Thefabrics Marina has chosen, to keep prices carefully pegged, include

polyester taffeta, organza and soft tulle, some with beaded lace

embellishments; colours this season are the bridal classics, white and

ivory. Sizes on offer will be 8-18, and larger sizes will be possible, at a

surcharge. All in all, a pretty perfect equation.

Advertising support for the new label has already started the Chic by

Hollywood Dreams message comes over loud and clear and it is one that

brides will pick up on fast, and start checking for their nearest stockist.

You can see the brand, alongside Hollywood Dreams, at BBEH.

Thanks to careful planning Marina and her brilliant team are perfectly

organised orders placed at the show will be delivered in December. And

that is the best news of all.

+44 (0) 20 8801 9797 / BBEH A32

Wheraas Hollywood

Dreams is all about

big skirts and

heavily-beadworked

embellishments,Chic has a lighter

touch, a slimmer

silhouette, and

simple but highly-

effective details. The

Hollywood Dreams

pedigree is another

big bonus

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HarrogateStand B-14/16

September 11-13

MacDuggal.com

Tel: 001-630-789-1011

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martina l iana is global glamour

for bridal couture

to enquire about this exquisite line please contact

UK: 0800 961 140

Eire: 1800 556 118

[email protected]

view the new September 2011 collection at

British Bridal Exhibition

HARROGATE

11th - 13th September 2011in the Queens Suite

Access from the linkway between Hall C

and Hall Q via an escalator, lift or stairs

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El l a Br i dal s i nv ite s y out o ex per ien c e t he e n c han t in g n ew

Stem 2011 Coectinat

British Bridal Exhibitio

HAR R O GATE

11th - 13th September 2011

in the Queens Suite

Access from the linkway between Hall C

and Hall Q via an escalator, lift or stairs

www. e l l ab r ida l s . c om

To make your appointment please call

UK : 0800 961 140 | Eire: 1800 556 11

[email protected]

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think they wanted us to buy something and

get out of there. Struggling out of one gown,

she fell over. It was time to leave. We couldnt

believe it. As soon as we got in the car, we all

burst out laughing. I just thought, if this is

what its going to be like, then its going to be

an absolute nightmare. It was the first shop Id

gone into and it really put me off.

Brides often complain about rushed or

uninterested assistants. Valentine had an

appointment with one boutique, but noticed

that staff were rushing around and werent

interested in what I wanted. They seemed more

interested in themselves. They were almost

rushing me and my friend out of the shop.

Needless to say, they didnt get a share in her

1,000 dress budget.

Event organiser Jo Penfold, 35, married

transport manager husband Joe, 39, at a

boutique hotel in Lewes, Sussex in December

2009. I visited about four shops, she says. I

had a few bad experiences with snooty sales

staff in one who made you feel you werent good

enough for their dresses and were very pushy

and clock watching.

Ogunleye, whose August

2011 Catholic church

marriage to 37-year-old fianc

Akin Bobola combined UKand Nigerian traditions, had

a similarly unsatisfactory

experience. She admits that

she was hard to please (she

had fallen in love with Alan

Hannahs Melita dress but

couldnt afford it, and nothing

else seemed to match up).

But when she visited one

retailer with her six bridesmaids after making

an appointment, she found staff hurried and

impatient.

When she tried on then rejected the first two

dresses, an assistant asked her if there was

any point in continuing. I just thought that

was rude, Ogunleye says. Maybe I was being

a bit of a bridezilla at that point. But I wasnt

too impressed with that firs

visit.

Inflexibility is another

complaint. Lloyd, who has

three bridesmaids, says oneshop would only let her bring

two to a fitting. Brides feel mos

let down when a shop already

has their custom but still treats

them shoddily.

Penfold, who had a 1,200

dress budget for her 2009

wedding, was initially pleased

with the service from the shop

where she bought her ivory Mori Lee gown. Bu

things went downhill when she returned with

her five bridesmaids to buy their dresses.

Penfold was told no appointments were

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necessary, but found the shop was packed and chaotic with few staff to

help. Assistants made unwelcome comments. Two of my bridesmaids had

recently had babies and staff made them feel uncomfortable about their

weight and how much they needed to

lose, she says. My 12-year-old niece

had just started wearing a bra and

was self-conscious. She was told not

to be stupid and uncover herself to

get into her bridesmaid dress.

If a bride has a bad experience, or

even hears about one, it could put her

off shopping in boutiques completely.

But it really doesnt have to be this

way, if retailers listen to customer

feedback then act on it.

The message from modern brides is

straightforward. Retailers must at least get the basics right if they are to

win their custom. A warm welcome, pleasant staff (and enough of them),

good, honest advice and a great range.

Extra touches can help to push a boutiques status from good to great,

say brides. Evening opening would be a boon. So many weekends are

taken up with sorting other stuff for the wedding like menu tasting,

says Forbes. It would be nice to finish work and go and try a dress on. If

they were open until 8 or 9pm, that would be great.

Shops could also raise their game, say brides, by offering a drink on

arrival and water during the fitting. One recent bride suggested shops

provide an inspiration area stacked with bridal magazines; another said

a ten-minute initial consultation on wedding theme ideas would help. The

best shops, of course, are already offering many of these things.

Above all, brides want to be made to feel special as they approach their

Big Day. When they walk into a shop, they could be feeling frazzled from

a hard week of work or childcare. Staff may also be under pressure, but

the brides dont want to see this. They need to be soothed, not stressed.

As Penfold puts it: Treat the bride-to-be like a VIP. This is one of the

biggest purchases of their life, during a stressful period. Some tender

loving care is much needed.

MOST BRIDES SAY THEY SURFED THE INTERNET FOR DRESS IDEAS.

Bride Molly Forbes says: When any of my friends went to a wedding or got

married Id be on Facebook straight away looking at the pictures of the

bride and checking out her dress.

The web was also important for

technician Sandra Jones, 41, needed

a plus-size gown for her March 2011church wedding to Chris, 42. She used

the web to track down shops with a

decent plus-size range.

Some of the brides looked online

for second-hand dresses, but none

considered buying a new dress that way.

Only one Rebekah Lloyd said shed

from a second stockist then using this to

dont get. Weve saved thousands of pounds through negotiating.

The web plays a big role inbridal planning

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We havent seen you for a while.

Where have you been hiding out

Ms Lister?

I bought my shop three years

ago, and have been channelling

a lot of my time and energy

into developing the product mix

and introducing new designs.

I have a strong relationship

with my current stockists and

have continued to supply them

with new styles which have

been promoted via the press

and through PR, even though

I havent formally exhibited at

Harrogate in the past couple of

years.

So in that time has your design

approach changed?

No, the design approach has

remained the same. I still believe

in classic shapes, beautifully

cut and made from the finest

materials I can find. The Beverly

Lister brand is very much about

creating timeless and flattering

gowns and these qualities can be

seen throughout my collections

over the past 20 years.

How would you compare your

work now with, say, ten years

ago? What influences you and

inspires you the most?

I have grown massively in

confidence as a designer in that

time and I believe my style is more

identifiable now than it was then.I have always been inspired

by the glamour of 1950s fashion

which can be seen in many of

the designs but other influences

such as the recent Royal Wedding

are carried through the design

process in line with current trends

and what brides are looking for.

How many pieces are there in

total in your 2012 and what is

the retail price range?

My retail price range is 1,800

to 2,800. So far we have 12 new

styles in the collection but I will

continue to add as inspiration

takes me.

Who would you say is the

Beverly Lister bride today? How

old is she, whats her style?

The Beverly Lister bride knows

her own style and wants a gown

that is classic and timeless, but

not mainstream. Im not entirely

sure that age comes into it as we

have made gowns for brides aged

Ive had amazing exposure on the

popular bridal blogs, websites

and within national consumer

and trade press over the past 12

months which has generated

substantial brand exposure.

The blogs in particular have

proved very effective as a media

platform as they are current and

relevant to brides today, providing

fresh content virtually every day

of the week.

We have also been involved in

styled shoots such as the hugely

successful Cool Britanniashoot to

celebrate the Royal Wedding and

will continue to be involved

in shoots such as these.

I have a PR agency onboard

to push brand awareness and

ensure consistent coverage of the

collections and all this activity is

supported with carefully-targetted

advertising and promotions in the

appropriate media.

You know, better than many

designers, what the retailers lot

is like. How have you made your

shop different and what brands

do you carry?

I made a decision to only carry

labels that are designed and made

in England. This is important

to me and is also extremely

important to my brides. They

Welcome back to Harrogate. Tellus about the collection you will beshowing in September?The 2012 collection is classic and glamorouswith ingnue touches a bit Audrey Hepburn-

meets-Doris Day. Lace will, of course, bea feature as its a signature look for theBeverly Lister brand and very on trendat the moment, as will croppedjackets, sleeves and waistline styles.

20 to 70, but typically our brides

are aged between 25 and 35.

How many retailers are you

looking for in the UK and

abroad?

Now theres a question! I believemy designs suit a niche market

and I want to have a very firm

hold on production and quality

control. Twenty shops would be a

good number to ensure that the

Beverly Lister label is accessible

without sacrificing the quality

that is integral to the name.

What plans do you have to

promote your label now and

what support will you be giving

stockists?

52

Her talent is hugely admired and her gowns much loved. Now you can see them at Harrogate Beverly Lister

In conversation with...

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go to great lengths to utilise

local suppliers and products for

their weddings, so why would

they want a dress that is made

abroad? I am thrilled to showcase

the work of Lyn Ashworth, Blue,

Chanticleer, Leigh Hetherington,

and of course, Beverly Lister!

We also offer a collection of

lovely accessories including

Polly Edwards, Cherished, Joyce

Jackson and Rainbow among

others to create a complete look.

We are very privileged to have

the skills to offer a bespoke

service for brides and our made-

to-measure gowns (we make an

individual pattern for every bride)

is nothing short of awesome. We

guarantee a perfectly-fitting gown

for every bride.

Have you missed being in the

very heart of bridal? Whats

brought you back?

For me, the heart of bridal is the

bride. Meeting and styling brides

in my store is design heaven I

get inspired every day by talking

to them and helping them find

their ideal look.

However, I have been inundated

with trade enquiries since the

re-launch of the Beverly Lister

website last year and the beautiful

photography of the 2011

collections that I thought it felt

the right time to make a returnto The British Bridal Exhibition

in Harrogate and share

the collections with other

retailers.

What are the biggest

changes you have

witnessed in the market

over the years, from a

designers standpoint and

also a retailers?

The internet has had

a huge impact on this

industry of ours. Brides

can now view any collection

anywhere in the world,

which can be more than a

bit disconcerting and is not

always helpful in their search

for that special dress.

In many ways, I think

shopping for a gown is going

to come back to basics with

brides visiting a designer and/

or a boutique that will advise

them and style them, and not

just sell. Its interesting that so

many designers have opened

flagship stores to showcase

their collections and be on the

front line personally meeting

brides. Its often just as much

about the brides overall

experience as it is about the

dress and nothing compares

to a one-to-one boutique

experience.

Okay, got to ask the question

who would you most like to

dress?

Pippa Middleton her style

is at once classic, elegant and

youthful. She looked absolutely

incredible at the Royal

Wedding as a bridesmaid, as

the world unaminously agrees,

so who wouldnt love to dress

her?

Forfurtherinformation,visitwww.beverlylister.co.ukSeeBerverlys2012collectionatBBEHDa6

So what are your very favouritefabrics right now, and colours?Lace is my fabric of choice without a doubtbut I also love high-quality satins, doubleduchesse and cotton/silk duchesse. Pale

oyster has been exceedingly popular as acolour as it gives a depth of tone to lace andhas a very vintage feel.

,

www.bridalretailersnetwork.co.

Membershipis available to all Bridal Retailersregardless of time trading.

Visit the Website for full list of benefits ofbecoming a member.

Bridal Consultancy Service

Bridal Retailers Network

Starting a new Bridal business?Established Bridal Businesses?Everything you need to know about the industryVisit the website for additional information.

www.bridalbusiness.co.uk

Enquiries:07500 33 44 80or visit

BBEH Kings Suite KS3 next to Hall Q

www.bridalretailersnetwork.co.uk

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The closing dateThe closing date is 5 December 2011. Entries

received after that date cannot be included.

The judging processThere will be a number of judging panels:

A 7-member panel comprising suppliers, a

member of the media and a trade association

representative will judge the North and

South retailer awards. Secret shopper and

spot checks may be included.

A 3-member team made up of web experts

will judge the Best Retail Website category.

A 7-member team of retailers, media and a

trade association representative will judge

the supplier awards.

For the first time, The British Bridal Designer

of the Year will be the designer who has been

selected by no less than 20 of his/her peers.

The Best Student Designer is judged by

sponsor Ian Stuart and Susi Rogol of Bridal

Buyer.

The Wedding Dress of the Year will be voted

for online with consumers picking their

favourite of the finalist gowns at the websites

of the National Wedding Show, You & Your

Wedding magazineandCosmopolitan Bride.

Entrants who have made it to the final

line-up will be informed by email by

4 January 2012.

73

THE

AWARDS2O12

The 2012 categories

Best Bridal Retailer North

Best Bridal Retailer South

Best Groomswear Retailer North

Best Groomswear Retailer South

Best New Bridal Retailer

Best Retail Website

Best Bridal Manufacturer

Best Groomswear Manufacturer/Supplier

Best Bridesmaid & Prom Collection

Best Occasionwear Collection

Best Bridal Headdress Designer

British Bridal Designer of the Year

Best Plus Size Collection

Best Student Designer

Wedding Dress of the Year

HallofFame

Startingwiththe2012A

wardsprogramme,anyc

ompanyorindividualwh

ohaswonthesame

titleforthreeconsecutiv

eyearswillmoveintoth

eAwardsHallofFame,

affordingagreater

opportunitytoothersinthefield.

The Awards NightThe Bridal Buyer Awards

will take place in Harrogate

on Monday 12 March,

during BBEH, at the

Harrogate Exhibition

Centre, and hosted again byTV stylist John Scott. The

glittering event, attended

by more than 600 guests

representing all sectors of

our industry, is a highlight

of the year. For ticket

enquiries,contact Georgia

Pick on +44 (0)1423

770120.

The 2012 Bridal Buyer Awards

programme will cover 15 retailer

and supplier categories, and two

special awards. It is time to start

thinking about your submission.

Entry packs will be available on theBridal Buyer stand at BBEH (11-

13 September), and online at www.

bridalbuyer.com from 1 September

55

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www.ELLISB

RIDALS..co.u

k

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schoolt

HE CURRENT PLAN IS TO RAISE THE SCHOOL

leaving age to 17 in 2013 and then to 18 in 2015.

Whether this is a good thing or not for students,

teachers, and not least the youth unemployment

figures will, no doubt, continue to be

debated. Theres also a big question-

mark over the impact it will have on ourindustry. With no school-leaving to celebrate at

16, what will happen to the school prom?

School proms are an American import.

Formal dances have been held for years at

the end of the senior year in US high schools.

In the UK they are largely a 21st-century

phenomenon, a catalyst of which has beenHigh

School Musicaland similar American films and

TV shows. Proms have become an important

rite-of-passage for British teenagers too, often

their first-ever chance to look really glamorous and have fun

before they say goodbye to their schoolfriends. The end of

the summer term now sees stretch-limousines packed with

58

According tothe Department

of Education,the school-

leaving age isset to rise in

the next coupleof years, for

the first timesince 1972.JillEckersleylooks

at the possibleeffect on the

prom market

Whats happeningto the

prom?excited 16- and 18-year-olds in their first grown-up dresses

celebrating with their tuxedo-clad boyfriends before they all

go their separate ways. If these youngsters are staying on

at school, will they still be celebrating?

Manufacturer Mark Monk of Mark Lesleythinks they will, though he has detected signs

of nervousness among a very few retailers.

Some are saying they wont be buying as

much promwear, he says. The truth is we dont

know what the impact will be, but I have spoken

to three big suppliers who all felt it would be

minimal. Certainly we, as a company, are not

planning to reduce our numbers of promwear

designs at all. Kids are used to this type of event

now. Raising the leaving age may mean that the

structure changes slightly but thats all. The school prom

is the first big opportunity they have to dress up and

have a special night out and that wont change not

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according to our young employees anyway!

Our industry is going through a tough time but retailers

can be re-assured that the prom market is solid over the

next few years. In fact it could be a growing market!

An extremely un-scientific straw poll among a dozensecondary schools all over Britain reinforced Monks view

that the prom will continue to be a big feature in the lives

of Britains teens. Most of the schools we spoke to actually

have two proms one for the Year 11s who have just

finished their GCSE year and another for Year 13s who have

completed their A levels and are planning to go off to college

or university. None could see the situation changing.

Haydon School in Pinner, just outside London, was a

fairly typical example. We have year 11 and Year 13 proms

and havent really considered what might happen once

the leaving age is raised, said a spokeswoman. They are

organised by the students themselves but supported by the

staff. Theyve become more elaborate over the years; some

spend a lot on clothes, hair and make-up but others much

less. The prom is something the students look forward

to, a big event in their lives. Our proms have always gone

smoothly and given the students a chance to celebrate

finishing their exams. We havent even discussed the

possibility of any changes.

We have discussed it but we think our Year 11 and Year

13 proms will continue, was the message from Bourne

Grammar School in Lincolnshire. The students love gettingdressed up and having a special celebration. We may change

the name of the Year 11 prom to the Summer Ball rather

than focussing on leaving but otherwise we expect it to

carry on.

Greenbank High School in Southport, which is in an area

where students transfer to sixth-form college after GCSEs,

say that their Year 11 prom will continue to be held even

after the school-leaving age is raised.

So far, so re-assuring. Promwear manufacturers are also

optimistic about the changes.

It wont affect us one iota, says Sonny Johar of Wembley-

based company Gino Cerutti, whose office, co-incidentally, is

very close to a company which rents out stretch limousines

to eager prom-goers. Sonny has seen for himself that there

is an increasing demand.

Young women are extremely fashion-conscious and

the school prom is an important part of becoming an

adult for them, he says. They are not going to give it up

and we may find that the market for promwear gets even

stronger. Our job is to make sure that the girls have a good,

lasting memory to take with them. They send us photos of

themselves in our dresses and stories about their proms. It

is now an important part of teen culture.

To be honest I didnt know about the raising of the school-

leaving age, says Lucas from Xcite Prom. In any case the

school prom is like a coming-of-age celebration and I cant

see that changing. The next generation of teens wont want

to miss out whether they are staying on at school, going to

Is there a style trend for

prom? Some girls will

always go for glitter and

layers of netting what

could be more party-ish

than that? but others,

perhaps the slightly older

ones, are looking for

dresses with red-carpet

appeal. Below left: sparkle

from Ruby Prom; right:

elegant dressing from

Xcite Prom

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sixth-form college or starting an apprenticeship. We find that todays

prom designs are quite mature and that the 16- and 18-year-olds aspire

to similar looks. Theyre influenced by celebrities and the red-carpet

styles more expensive and sexier than traditional princess dresses.

Michele from Ruby Prom also feels that school proms will continue.

She has also noticed the beginnings of a trend towards junior proms

for children leaving primary school.

Some of the shops we deal with have taken our dresses apart for

younger children, she comments. To me it feels a bit wrong, its

straying into the territory of kids beauty contests, but it is a very small

number of shops.

Sonny Johar, on the other hand, describes the demand for junior

prom outfits as astonishing. By the age of ten or 11 children are very

aware of fashion and retailers like Zara and H&M are changing the rules.

At this age, they are still children though, and manufacturers

have to be careful to get the designs just right.

What do the retailers themselves think? Jules Pearson

of Bridal Belles in Bolsover, Derbyshire is pretty sure

that proms will continue.

If anything, were selling more promwear, she

says. Girls come in and tell us they cant wait

for their prom. This year weve seen a trend

towards cocktail-type styles rather than

the big prom dress but it varies from

year to year. Schoolgirls want what

their friends have one year it maybe short, the next year its long! With

the younger girls, its usually mum

who pays so they dont look at the prices,

but the 18-year-olds are often buying their

dresses with money from their part-time

jobs, so they are more price-conscious.

One of the local schools has had

a junior prom and I have been

asked a couple of times about

Prom is all about colour and the brighter the

better. Shortie dress, left, by Gino Cerutti;

ballerina-length gown by Mark Lesley

dresses, but generally parents are not willing to spend a lot of money on

an 11-year-old and prefer to buy something off-the-peg.

Louisa Turner is now studying at Uni and has happy memories of both

her Year 11 and Year 13 proms at Brook Weston City Technology College

in Northamptonshire.

They wont die out. If the schools stopped organising them, the

students would take over! she says. We all definitely wanted a prom

with long dresses like other local schools.

The Year 11 one was more expensive. Mum bought me a 100 dress

and we had a limo there and back. Some of my friends spent more. By

Year 13 you dont need the same pomp because youve been there and

done that, but its still fun!

Oh, it will stay the same, agrees 16-year-old Gabby

Pegg, who recently attended her Year 11 prom at

Uppingham Community College. Everyone talks about

it all year and it has become a tradition. The Year 9s

and 10s came to watch and wont want to miss out

when its their turn! It does come out expensive,

my dress was 180 and there was hair, make-

up and a limo on top. Most of my friends spent

the same. Apart from a wedding, its the most

expensive event in your life!

Tasha Blythe-White wore a bridesmaids

dress (30 from TK Maxx) to the Allerton

High Year 11 prom in Leeds.

Some of the girls paid up to 300 for theirdresses, though, she says. Im sure the school

prom will carry on, my school had proms for Year

11s and Year 13s and everyone enjoyed them!

Time to worry then? The only thing retailers

should be worrying about is if you have

enough room for all the promwear your young

customers will want.

At BBEH September you will find more

than 60 promwear collections. Check out

the exhibitors on page page 106. You can

pre-register for the show at www.bbeh.co.uk

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Stockist Enquiries

Tel: +44 (0) 1621 784784

Email: [email protected]

The British Bridal Exhibition

11th 13th September 2011

Hall Q Stand Q7A

Come and Experience the New Fabulous Donna Salado Collection

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10

Retailers are under pressure to survive in thistough economic climate. Rachael Rowles, Salesand Marketing Executive at Trudy Lee, suggeststhe measures that should be taken to stay aheadof the competition

GETTING BRIDES INTO YOUR SHOP IS ONLY HALF THE

battle. You need to ensure that you have the best collection

of dresses within your shop to keep every bride happy; this

is why its so important to represent the labels you stock in

a way that makes your shop stand out.

1I HAVE ALWAYS BELIEVED ITS BEST FOR A

shop to carry fewer labels and to spend their money

investing in these collectione showing your brides

the best, at the same time while building strong and

lasting relationships with your suppliers.

63

TIPS

TOP

ITS IMPORTANT THAT YOU AND YOUR STAFFhave in-depth product knowledge of your variouscollections, and pride in what you are selling. This willgive brides the confidence to buy from you, knowingthat they will have an unforgettable experience.2

3WHETHER YOU ARE A NEW BUSINESS DECIDING WHICH

suppliers to carry, or an existing stockist looking to take

on a new label, its vital to do your research. There is no

point in having gowns on your rails that cost 3,000,

when your customers will not pay more than 1,000 for

a dress. Concentrate on your own market, and let other shops who

only stock 2,000-plus dresses sell to those brides. This will allow

you to invest in the collections that will work best for you.

4WHEN ORDERING YOUR SAMPLES, ENSURE THAT YOU

have an eclectic collection of dresses across your

different labels. Look for styles within each collection

costly mistake; you want gowns to offer a real choice of

silhouettes, details and fabrics.

5

NEVER SELL BEST-SELLERS OFF THE RAIL WITHOUT

replacing them you will be missing out on potential sales

if you do. At Trudy Lee we carry stock of our best-sellers,so that when a retailer sells a sample to a bride who has

left it to the last minute, for example they know they can

replace it fast and not miss out on additional business. And

if a label discontinues a style that has done well for you, look to your

other suppliers for a similar style or silhouette.

7ENSURE YOU HAVE NEW STYLES

coming into your shops throughout the

year; buying only once a year puts you at a

disadvantage over your competitors. Bride

who start shopping for their wedding dress

early could well come back to your shop

several times and will expect to see something new. Buying

your collections twice a year will allow you to show brides

new styles, as well as highlight new trends. Remember the

early bird always catches the worm!

OFFER YOUR BRIDES THE FULLpackage add-on business can makea healthy difference to the value ofa sale. A selection of tiaras, veilsand shoes will help you to style a

brides look, but be discerning inyour choice too many differentstyles can be confusing. Dealingwith bridesmaids can sometimes

be a challenge too many girls,too many options and, often, alow budget to work with. But youshould never forget that its these

bridesmaids who will one daybecome brides and you want them to

think of your shop first when theylook for their own dream dress.

10REMEMBER THAT A PROFITABLE

business constantly reviews ways to make

it more successful. Look at your opening

hours and monitor the times of your

booked and walk-in appointments. Would

it be wise for you to change your opening hours? If your

competitor is closed on Monday would you benefit by being

open that day? And, dont forget, your website is a fantastic

opportunity to sell yourself. Use your suppliers images as

those are the ones girls will see in magazines.

8HAVING A GOOD CHOICE OF SAMPLE SIZES IS

essential ordering all your dresses in sizes 10 to 14 is a

big mistake if your brides average size is 14-plus. Every

bride deserves to look her best and to feel beautiful

no matter what her size and should have the same

experience as every other bride. Dont miss out on this opportunity:

stock a plus-size label or choose a supplier who, like Trudy Lee, has

no upper size limit on their chart. Ask your sales rep for advice he

or she knows which dresses have hanger appeal in larger sizes.

9

6DO NOT OVER-CROWD YOUR RAILS. IF A DRESS IS NOT

performing, then why hold on to it? Sell it off and replace

it with a new-season sample. Ask your sales reps about

top repeaters and consider those styles with a proven

track record. Also, make sure your samples are kept

clean and fresh no bride will feel like a princess in greying tulle.

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Opposite page, Tiana; above

left: Sleeping Beauty; right:

Ariel; below, sketches from the

all-new maidens range which

will launch at Harrogate

Layering in someform or another is

the key story from

this stunning label.

It could come in

narrow tiers that

movement, or in

transparencies that

show off a simple

silhouette beneath a

top layer dotted with

elaborate detail

treasures of the sea, with a mermaid silhouette featuring embroidered

lace, pearl beading and sequin sparkles, while the regal, one-shouldered

taffeta gown for Tiana reflects her independent spirit with an asymmmetric

bodice and ruched skirt. The latest addition to the range, Rapunzel, is one-

shouldered with a dropped waist and pleated bodice, incorporating three-

dimensional satin petals on the skirt with light-catching crystals and

sequins. The current collection is available at over 69 bridal boutiques in

the UK and Ireland at retail prices that range from 599

to 1,199 and in sizes from 6 upwards.

I first saw the dresses in Chicago, says Richard Lill,

Vice-President of UK Sales for Alfred Angelo. Until then

they had been a closely-guarded secret but the media

picked up on them straight away and UK customers

started to make enquiries, literally within minutes in

fact we had our first hit after 22 seconds! The gowns

were launched in the UK last November.

I have been in bridal for 14 years and I had never

seen a response like it. Retailers were taking

orders from their customers before their samples

had reached their shops; brides wanted them

without having had the chance to see them,

touch them, or try them on! It seemed that the

Disney name, alongside our own, was enough

for them. The essence of the princess theme

runs through all the designs the pricing,

the Alfred Angelo name, the Disney brand

every component is right.

Lill points out that Disney is a sophisticated

and highly-professional company. The

strength of brand is astounding, he says.At Harrogate this September, retailers will

see the 2012 collection for the first time,

which will include Rapunzel (who will

actually be granted princess status at the

Kensington Palace event in October) and

eight bridesmaids (known in Disney-speak

as maidens) gowns and eight Blossoms

or flower-girl dresses, all designed by Michael

Shettel and his team.

Lill is looking for further country-wide

distribution for the label which is available n o t

only to his Alfred Angelo stockist network but al so

to non-Alfred Angelo stockists; he believes retailers

commiting to the collection will reap great rewards. We have had no

negative feedback. Cinderella is our fifth best-seller over our complete

range, followed by Belle, and Ariel, a fishtail design. I suppose I was mos

surprised by the success of Jasmine, which is the least mainstream of

the designs and not suitable for every body shape but that has sold really

well, too. At the end of the day its the design and quality which counts

and the Princess gowns score high on both points. Price is another of the

special attributes of the collection.We want the collection

to be accessible to every bride so she can realise her dream

without going beyond her budget.

Naturally the company is hoping to attract more retailers

at Harrogate but they have to be the right buyers, Our

shops have to agree that they wont sell online and must

respect our recommended retail prices, says Lill. We fee

that price-cutting cheapens a brand. And we oversee

our stockists advertising and make sure its

appropriate.

And stockists taking on the brand will be be

assured of real support. Every retailer is

important to us and we will back them with

strong marketing campaigns and beautiful

thought-provoking images, says Lill. The

Disney connection is very important to us

as a company and we are proud of the

association. We have always been a large

advertiser; we invest in our brand so tha

people know we are there.

Stockists will be listed on our websiteand the Disney Fairytale Weddings site

Some 80,000 brochures with stockist details

are sent out to brides who enquire about

Disney Fairytale Weddings. We advertise in

bridal magazines and provide window banners

and individual hang-tags for each dress. For

example, the Belle tag reads: the heart, like a

rose, blossoms when lovedand on Jasmine i

says: happy ever after becomes your greates

adventure. Our aim is to make every brides

fairytale dream come true!+44 (0)1908 585818

BBEH The Cairn Hotel

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Making the most of BBEHAt Harrogate September there will be hundreds of collections to see, many

from companies you already know, others from names that are new to you

and whose offering looks promising. Louise Dicks of BIS member Richard

Designs, offers her suggestions for a successful buying trip

The starting pointBEFORE COMMITTING TO AN ORDER, check

the terms and conditions. Do you need to pay

in advance? Is there a minimum order? Can you

re-order and if so, how do you go about this? Is

there a minimum order on reorders?

IF YOU DO NOT NEED TO PAYin advance, ask

Will I get a credit account? if so, do you need

IF YOU DO HAVE TO PAYin advance you

will need to know who you are paying in case

something goes wrong.

FIND OUTif the company is based in the

UK or overseas. Ask if the goods are going to

be made to order or will be coming from a

warehouse.

Practical Advice

HAVE A WALK AROUND THE

halls before you place orders

This will help you to get a feel

for overall styles, trends and

colours before making any

decisions. Then take a closer

look at any stands that have

been particularly recommended to you or

that you have heard of before.

Wear comfortable shoes, take a bag or

even a bag with wheels (to avoid carrying

it all day), a drink, an umbrella, and plenty

of warm clothes as British weather can be

unpredictable!

Make the most of the show guide to keep

track of what has caught your eye and what

youve bought. If youre short on time mark

down the exhibitors you want to see and take

a methodical approach.

If you can, visit for more than one day. This

gives you a chance to browse before you buy,

helping you keep a level head and keep track

of your budget.

Visit the catwalk shows! It is a great

opportunity to see how the dresses look on

a real person, how they fit and move, and

which accessories complement the gowns

Theres always a great buzz in the halls and a

fantastic chance to network too!

Dont be shy of asking questions and

looking closely at the products youre

interested in. The exhibitors are there to help

you, so ask away!

Keep a notepad to jot down the value of

each order you make to keep within budget

Dont forget to take a copy of each order with

you and keep them in a safe place.

Leave plenty of time to avoid being in asituation where you have to rush as this can

lead to buying things you dont need or want

or even missing out on something because

you didnt have time to stop and look!

If you are short on time or running low on

your budget but have seen a collection you

love, make sure you take their details and

give them yours.

Stay somewhere comfortable so you can

enjoy your stay in the beautiful city and rest

in the evenings after a busy day.

As tempting as it is, dont drink alcohol

during the day when you are trying to buy

near to you with the same products. Do some

research before the show so you have an idea

of who to approach.

ASK WHAT THE PACKAGING WILL BE LIKE.

For example with jewellery, does it come in a

presentation box or just a packet?

CHECK THE COLOUR OPTIONS FOR RE-

ORDERS. Can you order the item for brides in

CHECK DELIVERY TIMES. Bear in mind that

some companies buy their products from

abroad and have a limited number of itemsfor re-order. Check that all re-orders will arrive

exactly the same as your samples to avoid

brides being disappointed.

ASK IF THERE IS A MINIMUM NUMBER ON

RE-ORDERS. This is particularly important

when buying shoes as sometimes you are

required to buy several pairs even if you just

need one pair for a particular bride. Make sure

you are comfortable with the practical side of

stocking a particular line.

WHEN CHOOSING YOUR DRESS SUPPLIERS,

different colours or sizes? This is particularly

important for sizes of lingerie. You and your

staff need to know which sizes are available foryour brides.

WILL THE SUPPLIER HELP YOUby having a

representative or agent who can come to the

shop if you need advice or have a problem?

YOU NEED TO KNOW IF YOU CAN RINGthe

company during the day and that they will have

someone available if you have any queries. If

the company does not have the same working

hours as you, or if there is a language barrier

you need to be aware. Check the supplier has a

customer service department who will be in the

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Lavish layering, bold

detailing and delicious

fabric combinations

are a feature of the

adventurous UBER

2012 collection from

Jonathan James Couture

throughout the UK and Ireland and also

sells in Canada and Australia. He doesnt feel

that there is a stereotypical Jonathan James

Couture retailer, although he has found that

most of his customers share a passion for the

label.

They enjoy the fact that my team and I

are prepared to work very closely with them

listening carefully to their wants and needs,and exceeding their expectations with each

collection! he says. I am genuinely excited

about showcasing new collections to retailers

and its always a great moment when I see

their positive reaction to what I have created.

My collections are becoming increasingly

popular with the higher-end stores. This has a

lot to do with the styling and design qualities

of the collection and sort of brides it attracts.

Yet my trade prices make the range accessible

to most stores and deliver an excellent profit

margin. I made a conscious decision when I

launched my label that I didnt want a retailer

on every street corner. I wanted something that

had more of an exclusive feel, that brides were

happy to travel for and that allowed retailers a

chance to achieve their desired mark-up.

For 2012 Jonathan says he has mixed the

traditional with the modern, often using

traditional bridal fabrics in a different and

highly contemporary way. UBER includes

ornate chiffon gowns, incorporating feathered

detailing as well as fairytale gowns mixing

silks and tulles. My retailers are loving the

fabric-change options, because it broadens the

appeal of the collection and that means more

brides can buy into it, whatever their budget.

Any particular celeb he would like to

design for? Jonathan admits to a hankering

to create a gown for Lady GaGa. I could let

my imagination run riot and she would love

it! he enthuses. I would actually say that

her popularity and styling are what led me

to follow my heart when creating UBER. The

recent Royal wedding gowns were beautiful in

their own right though I was hoping we were

going to see a

Bridal Buyer 2011-09 10

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