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MAY/JUNE 2011 ISSUE 23

The Fashion FilesTrend-setting bridal styles

PLUS SIZE BRIDES

Ranges that celebrate curves

Top promotional ideas

Spotlight on BridesmaidsExclusive market report

Regulars14 Industry news Find out the latest developments in the bridal trade

40 Shop window Rianna Fry shows how you can create a summery shop window display

58 ACID CEO of ACID, Dids Macdonald, expains what steps designers can take if they fi nd they are being copied

88 Business Link Roma Bhowmick, a Business Link adviser, provides advice about how to fi nd networking opportunities

99 Up and coming We speak to Annabel Jenkins about her quirky debut collection that would suit any fashion-forward bride

103 Twitter update We bring you all the hottest news, stats and facts from our followers

106 Speaker’s corner New owner of Confetti, George Buchan, talks to Attire Bridal about the changes he has already made to this online resource, and his plans for further growth

Barely there70

Th e Fashion Files62 Princess bride Th ese fabulous ballgowns will fulfi l any bride’s fairytale fantasy

69 Th e collections To accompany our two key bridal fashion features this issue, we’ve compiled a selection of accessories to complete the look

70 Barely there One step away from ivory, these subtle, neutral shades are seeing a huge rise in popularity…

73 Colour pop Th is season’s bridesmaid colours are unashamedly bold, bright and brimming with personality

Columns42 Abigail Neill Award-winning bridal shop owner, Abigail Neill, reveals how she fared at the recent British Bridal Exhibition in Harrogate

97 Joe Sweeney Th e BBA Chairman pens the fi rst of a series of in-depth articles analysing the bridal market

Princess bride62

69The collections

Mother of the Bride

67

Curves allowed

40

79

Features25 Bridesmaid fashions Leading suppliers of bridesmaid dresses reveal their views on the current market

33 Retail round-up Find out how other bridal retailers manage their in-store events

37 Retailer profi le Charlotte Murrell at Amaryllis Bridalwear details the highs and lows of running a bridal shop

38 Collection focus We take a look at the new wedding dress range from Village Brides

79 Curves allowed We take a look at several bridal collections specifi cally targeted at curvy brides

85 Social media Nick McAleenan, Media Solicitor at JMW Solicitors LLP, reveals his tips for protecting your business’ reputation on-line

86 Retailer interview With not one, but many awards under her belt, Sharon McPherson of Opus Couture talks shop

95 Raise your website ranking Barbara Aspin, Business Development Manager at SiteWizard, reveals the key to topping Google result searches

76 True Bride Director at True Bride, Nicki Flynn, speaks to Attire Bridal about her long term plans for the brand

90 Princess Stores We talk to Wendy Ashton about her latest collection, and how she plans to grow the brand in the current economic climate

22 Th e Essential Collection An exclusive update on our top new trade show

45 White Gallery We preview the designers exhibiting at this London-based event

92 BBEH review Retailers reveal their views on this spring’s British Bridal Exhibition

Shows

Profi les

Industry news

14

Shop window

Colour pop

73

True Bride76

www.tusneembridal.co.uk+44 (0)161 432 0250

2011 DREAMS COLLECTION

SCARLET

Editor’s letter

MANAGING EDITORLouise Prance+44 (0)1376 535 613louisep@kdmediapublishing.com

EDITORDemelza Rayner+44 (0)1376 535 609editor@attirebridal.com

ASSISTANT FEATURES EDITORRianna Fry+44 (0)1376 535 613riannaf@attirebridal.com

SALES MANAGERMark White+44 (0)1376 514 000markw@attirebridal.com

SALES EXECUTIVESAl-Thomas NoonanCarly Rainbird+44 (0)1376 535 612info@attirebridal.com

DESIGN MANAGERVicky O’Connor artwork@attirebridal.com+44 (0)1376 535 616

DEPUTY DESIGN MANAGERSarah Barnes

SENIOR DESIGNERSophie Handley

GRAPHIC DESIGNERSLaura Perry, Steve McKea, Hayley Kilminster, Leanne Walsh

PRODUCTION MANAGERStuart Weatherley

SUBSCRIPTIONSAlice Henson+44 (0)1376 514 000

KD Media Publishing LimitedBroseley House, Newlands Drive,Witham, Essex CM8 2ULwww.attirebridal.com

Attire Bridal is solely owned, published

and designed by KD Media Publishing

Limited. Whilst every effort was made

to ensure the information in this

magazine was correct at the time of

going to press, the publishers cannot

accept legal responsibility for any

errors or omissions, nor can they

accept responsibility of the standing

of advertisers nor by the editorial

contributions. The views expressed

do not necessarily reflect those of the

publisher. Attire Bridal is published

six times a year. Subscription rates for

overseas readers are £75 per annum

(incl. p+p), Cheques should be made

out to KD Media Publishing Limited

and sent to Attire Bridal @ Broseley

House, Newlands Drive, Witham, Essex

CM8 2UL.

ISSN 1758-0072

Curvy brides often have a difficult time when choosing their dream dress: many find in-store samples are too small and this can be embarrassing for any body-conscious bride. While some bridal collections run up to a size 30, a style that would suit a size 10 bride may not necessarily suit a size 20+ bride. It’s heartening, therefore, to see a number of bridal collections that have been specially created to flatter the female form, with built-in support and cleverly draped fabrics. We speak to several leading suppliers of plus-size collections on page 79 to find out the future of this important market.

As most of you will already know, our new bridal trade show – The Essential Collection – will be taking place in a few short months. Leading names exhibiting include Jonathan James, Benjamin Roberts, Alfred Angelo, Trudy Lee, Charlotte Balbier and Amanda Wyatt, among many more. For the very latest information, turn to page 22 or visit our website at www.theessentialcollection2011.com.

On the subject of exhibitions, in this issue we preview the exclusive White Gallery trade show, which launched last year at The Saatchi Gallery, and has now found a new home at Battersea Evolution. We speak to designers who will be showcasing their latest collections this May, including Johanna Hehir, Sassi Holford and Stewart Parvin.

Finally, if it’s business advice you need, we have plenty of experts on hand to guide you. CEO of ACID, Dids Macdonald, reveals the steps designers can take if they discover copies of their original designs. We also reveal some simple ways to improve your online ranking on Google, courtesy of SiteWizard, while Roma Bhowmick, an adviser at Business Link, provides some simple networking suggestions.

Enjoy reading

Demelza Rayner

Editor

Cover image courtesy of Donna Lee Designswww.donnaleedesigns.co.uk

May/June 2011

Editor’s letter

Princess bride on page 62

White Gallery on page 45

Bridesmaid fashion on page 25

Average Net Circulation: 2,883 (01/07/09 to 30/06/10)

I love these beautiful earrings from Bridal

Designs Jewellery Company. They’re

sparkly, stylish and right on trend.

Industry news We take a look at the bridal industry’s movers and shakers in our regular business bulletin

Based in West Yorkshire, Dresses at No. 9 has recently revealed its debut collection of vintage-inspired bridalwear. Taking its direction from two key fashion silhouettes of the 1950s – the full skirt and the pencil slim – the spring/summer vintage collection is available for ordering now.

The company hopes to expand its bespoke services by providing clients with a selection of made to measure bridalwear, offering individuality, style and elegance.

Linda Davey, creator of Dresses at No. 9, says: “I wanted to create an individual look for many brides-to-be who are forced to choose standard styles available in the wedding gown market.” She continues: “Brides-to-be will not only be able to find their perfect wedding gown, but also receive assistance with vendor selection through our personal recommendations.”

For further information, call +44 (0)1535 663 389 or visit www.dressesatno9.co.uk.

VeriFone’s PAYware Mobile comes to UKSoon small businesses will be able to ring up card sales, with the same security and reliability as any major retailer, using their smartphones – thanks to VeriFone’s PAYware Mobile.

Shipping from April 2011, the unique pocket-sized card reader works with selected smartphones to accept secure chip and PIN credit, debit and contactless card payments – adding new convenience for both merchants and customers.

For information on smartphones supported and full details visit the website at www.paywaremobile.co.uk.

Exhibitors gear up for IJLWith over 70% of space already booked for this year’s International Jewellery London, by leading designers including Shaun Leane, William Cheshire, Aagaard, Dower & Hall and Antwerp Diamonds, this top trade event is anticipating a packed show.

Taking place from 4th-7th September at Earls Court 2, London, to showcase established names in the industry alongside new talents, IJL is the leading jewellery trade show and is now in its 55th year.

“We’re very excited about the 55th

Anniversary show and it’s fantastic that so many quality exhibitors have already announced they are going to be showcasing their latest designs there,” comments Sam Willoughby, Event Manager.

To find out more, or to pre-register for tickets, simply visit the comprehensive show website at www.jewellerylondon.com.

Images by Rob Booker www.robbooker.co.uk

News & eventsNews & events

Jessica Farringdon Brides releases its 2012 collectionBridalwear specialist, Jessica Farringdon Brides, has officially launched its new 2012 collection.

The 30 elegant designs incorporate lightweight fabrics such as chiffon, silk and satin. Brides-to-be can chose from varying styles, including Grecian, ball gown and mermaid, as well as a selection of colours.

A key feature of the new collection is the use of a detachable train. A number of the designs feature a classic and luxurious cathedral train, which will create a real ‘wow factor’ at the ceremony, but can be unzipped during the reception to create a more practical garment.

“Our new collection has been created following extensive consultation with brides-to-be from across the country, at both exhibitions and in our showrooms,” commented Ketan Jethwa, creative director of Jessica Farringdon Brides.

For more information on the 2012 collection from Jessica Farringdon Brides, visit www.jessicafarringdon.co.uk.

MADRID NOVIAS PREPARES TO PRESENT ITS LATEST EVENT

The latest ideas in wedding, special occasionwear and first communion fashion will once again be the focal point of Madrid Novias, the international bridal fashion exhibition, which is due to stage its ninth edition between 5th-8th May in Hall 14.1 at Feria de Madrid.

The trade fair, which is organised by IFEMA in collaboration with Expotecnic, will bring together the new collections for 2012 from around

60 leading companies specialising in bridalwear, formalwear and first communion companies.

Throughout the course of the fair, Madrid Novias will be open from 9.30am-7.30pm, except for Sunday 8th May,

when the event will close at 4.30pm.Visit the show website at www.ifema.es

to find out more.

SiteWizard.co.uk has launched a search engine optimisation service that guarantees results in Google, otherwise a full refund will be provided. With three packages available, SiteWizard is able to offer retailers the option of being found for two, four or six key phrases on the first page in the organic listings in Google. If

they are not able to deliver within a three month time frame then a full refund will be issued. With over 27,000 searches in Google UK a month, being found is key for business success.

Showing at White Gallery May 22nd-May 24th 2011, stand 403

www.oliviacouture.com

For further information please call 0203 219 2000

Or Email info@weissagencies.co.uk

News & events

Moda reports increase in attendance at February 2011 show The February 2011 edition of Moda saw buyers and brands in buoyant mood about the coming autumn/winter 11 season, as the womenswear, menswear, footwear, accessories and intimate apparel industries gathered at the NEC from 20th-22nd February for the UK’s largest trade fashion exhibition. Show organiser ITE Moda Ltd reported increased attendance on the Sunday and Monday of the show, with brands across the exhibition highlighting the quality of both independent and national accounts attending the event.

James Lakeland, a regular exhibitor at Moda Woman, reported record business over the three days. “We’ve showed at every edition of Moda since the launch, and this was without doubt the most successful show we’ve ever had,” says Lakeland. “Buyers were clearly on the lookout for something different this season, picking up on easy to wear but quirky pieces with a twist.”

For further details visit www.moda-uk.co.uk.

Royal London celebrates wedding season with new charmsRoyal London, which showcased its brand new range of silver jewellery at Th e Jewellery Show in February, has added a number of wedding themed charm designs to its collection.

Th e latest designs will make perfect collectors’ items for people on the hunt for Royal Wedding memorabilia and commemorative jewellery.

Th ere are almost 100 charms in the full range, with other themes that cover a wide variety of interests and occasions. For more information on the range visit the website at www.royallondonwatches.co.uk.

Held on 9th and 10th March at Th e Music Room, London, this year’s Textile Forum welcomed major brands as well as independent designers.

Speaking about the event, Linda Laderman said: “Buyers were placing orders as well as sampling, proving there is still vitality in the industry despite the economic climate.” She continued: “with the luxury side of the industry holding its own, it was not suprising to see buyers interested in fabric at over £300 a metre as well as much less expensive options.”

Many exhibitors were pleased with response. Exhibitor Michael Bristow of Michael’s Bridal Fabrics described the event as “immensly successful”, noting a real interest in luxury fabrics, alongside his recently introduced range of accessories.

Th e next Textile Forum will be held on 19th and 20th October 2011 at Th e Music Room, South Molton Lane, London.

NEW ACQUISITION FOR ACS CLOTHING LTD

Etiquette Formal Hire Ltd may be getting a new lease of life, courtesy of a subsidiary of ACS Clothing Ltd.

Back in February 2010 Etiquette Formal Hire called in the administrators. As a result, DLN Group Ltd was set up to accommodate the business and assets of Etiquette Formal

Hire in a deal that reportedly saved around 160 jobs. On January 28th of this year, DLN Group Ltd, which

owned the Etiquette Formal Hire business, appointed Matt Dunham and Les Ross as joint administrators.

Speaking about the latest development, joint administrator, Les Ross at Grant Th ornton in

Manchester confi rmed: “On 9th March 2011, the Etiquette Formal Hire business was sold to a

subsidiary of ACS Clothing Ltd.”

We showcase three new accessory ranges available for order now…

Company: BonBijouNew Collection: 2011 Bridal CollectionDetails: Th is designer jewellery range is individually handmade by designer Emma Louise Cairns. She transforms antique pieces into bridal jewellery, creating individual earrings, brooches, necklaces and rings.Telephone +44 (0)7740 345 600.Website: www.bonbijou.com

Company: Bridal Designs Wedding JewelleryNew Collection: Th e Wildheart CollectionDetails: Th e Wildheart Collection consists of a necklace, bracelet, pendant and two pairs of earrings all featuring the newest shape from the Swarovski Crystallised collection - the Wildheart. When combined with the lustrous Swarovski pearls, oval Swarovski crystals and Sterling silver, this makes an eye-catching bridal look.Telephone: +44 (0)7894 443 609Website: www.bridaldesignsweddingjewellery.co.uk

First launched at Pitti Bimbo in Florence, Suzanne Ermann’s “Enfant” collection is now distributed in 50 high-end boutiques throughout the world.

Her new 2011-2012 autumn/winter collection is suitable for girls aged from two – 14 years old. It is chic and playful, with creations for both day and evening wear. Th ere is also a line of accessories to match this modern and timeless collection.

For further details, visit the website at www.suzanne-ermann.com.

Visitors prepare for White GalleryTop UK fashion names will showcase their 2012 bridal collections at White Gallery London 2011. The exhibition will be welcoming bridal retailers to its new residence in Battersea Park from 22nd-24th May. For further details simply visit www.whitegallery.com.

Company: CrystabelleNew Collection: Floral LaceDetails: A beautiful new addition to the Floral Lace range is this statement necklace, fashioned from freshwater pearls, Swarovski crystals, pearls and diamantés.Telephone: +44 (0)161 485 6585Website: www.crystabelle.co.uk

News & events

BRC AND GOOGLE PARTNER FOR NEW RETAIL MONITORThe British Retail Consortium (BRC) and Google have revealed plans for a new quarterly report which will quantify the growth of online retail traffi c.

The BRC - Google Online Retail Monitor (ORM) will measure traffi c for the part of the retail sector operating online (the equivalent of footfall for in-store retailing).

It will report changes and trends in numbers of unique visitors to retail websites, comparing the performance of online-only retailers with multi-channel retailers (those using stores and the internet). There will be a geographical breakdown of online activity and the growth of smartphone retail traffi c will also be measured. A ranking of the most popular retail search terms will show current consumer trends.

John Gillan, Google’s senior industry retail head explained : “The launch of the Online Retail Monitor marks a huge step in achieving multi-channel measurability for the online retail sector. The tool will be able to quantify the growing traffi c to the fast-changing retail industry, as well as establish key trends and determine retail hot spots for online traffi c. As the most advanced e-commerce country in the world, the ORM can further drive the UK retail economy.”

The ORM will be published for the fi rst time in mid-April and will complement the fi gures for online spending, published monthly as part of the BRC - KPMG Retail Sales Monitor.

For more information about the BRC’s annual Multi-Channel Retailing Conference visit the website www.brc.org.uk/multichannel.

Businesses are being urged to check whether new changes to legislation are likely to affect them.

The Common Commencement Date for regulations is on 6th April 2011 and Business Link is encouraging businesses from every sector to check the Business Link website (www.businesslink.gov.uk/ccd) for any legislative changes that may concern them.

To save businesses time and money, government departments issue changes to new and existing business legislation twice a year - on 6th April and 1st October - dates that are known as Common Commencement Dates. Business Link has created a summary of the changes that will come into force on 6th April to help businesses identify those that are relevant to them.

Businesses are encouraged to go online and check the summary to

see whether the incoming regulations will affect their business in any way. Some of the changes introduced are:• A change in the main rate of corporation tax:This will fall from 28 to 27 per cent, and the Small Profi ts Rate from 21 to 20 per cent (effective 1st April).• Additional paternity leave and pay: Eligible partners of those either due to give birth or adopt a child will gain the right to additional paternity leave and pay (effective 3rd April).• Retirement: You will no longer be able to issue notifi cations of retirement using the statutory retirement procedure (effective 6th April).Ray Lambe, businesslink.gov.uk programme director says: “The Common Commencement Date is an important date in the business calendar, and the Business Link website helps people from all business sectors understand how to comply with the changes. We recommend that people check the www.businesslink.gov.uk/ccd pages for clear guidance on the regulations which may affect them.”

Welsh gold will be used in April’s Royal WeddingAft er nearly fi ve months of speculation since the engagement between Prince William and Miss Catherine Middleton was announced, Clogau Gold has received confi rmation from Clarence House’s Press Offi ce that Welsh gold is going to be used for the couple’s wedding rings.Th e Queen, herself, has donated a family supply of Welsh gold to crown jeweller, Harry Collins, to create Catherine’s wedding jewellery. William however has chosen not to wear a ring.Th is means that the Royal wedding, to be held on Friday 29thApril, will continue the long upheld tradition of using Welsh gold in Royal wedding rings, which began in 1923 with Th e Queen Mother’s marriage to King George VI.

Managing Director of Clogau Gold, Ben Roberts, says: “I am overjoyed to now have offi cial confi rmation from the Palace that Welsh gold will be used for Miss Catherine Middleton’s wedding ring. We have had our fi ngers crossed since the engagement was announced in November that the tradition would be upheld. I was expecting to have to wait until aft er the wedding to discover this news so it has come as a very welcome surprise to me!”

For more information on Clogau Gold, visit www.clogau.co.uk.

Fresh fl oral range from Rose Garden AccessoriesNew for 2011, Rose Garden Accessories has designed a luxurious and romantic collection of hand craft ed silk, satin, lace and chiff on fl owers adorned with crystals, pearls and beaded accents. All the fl owers in the new collection have been handmade using traditional techniques and the fi nest fabrics and have a vintage feel whilst appealing to modern and stylish brides.

Also added to the range for 2011 is the Pure collection of pearl jewellery, designed for simplicity and glamour, with pearls hand knotted on silk.

Rose Garden Accessories is currently looking for stockists for the new collection, and is currently off ering attractive discounts for trade buyers. Th e full collection can be seen at www.rosegardenaccessories.co.uk.

The Essential CollectionWe take a look at the newest bridal names exhibiting at The Essential Collection this July

In BriefShow: The Essential Collection 2011Organiser: KD Media Publishing LtdDates: 17th-19th July 2011Location: Stoneleigh Park, WarwickshireOpening times: Sun & Mon: 9am-6pm, Tue: 9am-4pmWebsite: www.theessentialcollection2011.com.

With just three months to go until the doors open on the UK’s newest bridal trade exhibition, stand space is filling up fast. This is no surprise given that The Essential Collection is timed perfectly to follow the major European bridal trade events, enabling retailers to place their orders for the new collections much earlier than was previously possible. Indeed, by ordering in July 2011, retailers can now expect delivery of their spring/summer 2012 samples well before Christmas.

Speaking about the timing of the event, Show Director for The Essential Collection, Mark White, said: “After many conversations with designers and manufacturers, I am happy we have chosen the ideal time of year to capitalise on the buzz created by the European shows and a location where buyers and exhibitors can forge new relationships and strengthen existing business.”

The Essential Collection is brought to you by Attire Bridal magazine, which was launched four years ago to provide the UK bridal trade with a new way to reach out to buyers.

In addition to established names such as Alfred Angelo, Benjamin Roberts, Cameron Ross, Nicola Anne, Trudy Lee and Ultimate Formal Hire, there will also be a plethora of new names exhibiting at The Essential Collection.

Lesley Hodgkiss of Lesley Jane is a first time trade exhibitor, and will be showcasing her collection of bridal jewellery and tiaras that can be colour matched to any dress. Speaking about her decision to exhibit, Lesley said: “The Essential Collection came along at the perfect time for my business. I have been operating a retail jewellery business for many years and feel the time is now right to launch into wholesale.” She continues: “Following an initial order, I will supply every stockist with a colour board that presents every crystal and pearl available from me, along with feathers that I hand dye. This will make reordering simple, and enables retailers to match any dress with beautiful coordinating jewellery or hair accessories.” For further details, contact Lesley on +44 (0)7588 503 084.

Other accessory companies exhibiting include Chez Bec, Ivory & Co Tiaras, Lexus International, Linzi Jay, Sarah Kavanagh Bridal, Twilight Designs and Victoria & Edward.

Aside from featuring the very best in bridalwear, formalwear, bridesmaids, prom, occasionwear and accessories, other service providers will be exhibiting at The Essential Collection. Xedo, for example, specialises in targeted software that enables independent bridal retailers to connect with suppliers and customers using the most up-to-date Windows and web technology.

Furthermore, Jane Watson of The Bridal Retailers Network and Consultancy Service will be on hand to offer advice on any aspect of

running a bridal shop. Her seminars will be held at midday each day of the exhibition and are free for retailers to attend.

The Essential Collection is unique in the fact that two of the UK’s leading fabric companies are exhibiting: Michael’s Bridal Fabrics and Carrington Fleet. Michael’s Bridal Fabrics exhibited at Textile Forum earlier this year and noticed increased uptake in luxury fabrics costing more than £300 per square metre.

To help visitors with their buying decisions, there are eight fashion shows taking place over the three days, featuring the very latest in bridal design from Amanda Wyatt, Benjamin Roberts, Charlotte Balbier, Heirloom, Lexus International, Jonathan James Couture, Madeline Isaac-James and Romance Bridal.

Further updates will be posted on the show website, and we’ll be running our official show preview with full exhibitors and brands lists, seminar schedule and catwalk schedule in the July/August issue of Attire Bridal.

ContactTo book a stand at The Essential

Collection, please contact Al-Thomas Noonan or Carly Rainbird

on +44 (0)1376 535 612.

The Essential Collection is free to attend. Please register in advance by visiting the show website at

www.theessentialcollection2011.com.

To find out how to reach Stoneleigh Park, simply visit www.stoneleighpark.com.

The Essential Collection

1 Be one of the first to view and order from the 2012 collections

By visiting The Essential Collection, you’ll be first in line to view the brand new 2012 collections from leading bridal designers and manufacturers.

By ordering much earlier than was previously possible, you’ll see samples arrive in store well before Christmas, thereby providing your brides with the very latest in bridal design.

2 It’s easy to reach and has plentiful free parking

Stoneleigh Park is less than 100 miles from most of the UK’s major cities, including Bristol, Birmingham, Cardiff, London, Oxford and Manchester, making it an easy drive for most visitors. What’s more, once you arrive there’s plentiful free parking on-site (30,000 spaces), right outside the exhibition venue.

3 There are fashion shows every dayTo help you make your buying decisions,

there are eight fashion shows taking place over the three days to showcase designs from the 2012 collections. Timings for the shows will be 11am, 2pm and 4pm on Sunday 17th and Monday 18th July, and 11am and 2pm on Tuesday 19th July.

4 You can brush up your business skills in our seminars

All retailers visiting the show can attend any

one of the seminars taking place over the three days. Jane Watson, from The Bridal Retailers Network and Consultancy service will be hosting a seminar for all bridal retailers, while there will also be seminars to help guide you on many other aspects of running a bridal business.

5 There are lots of opportunities for you to network

There’s no better way to spend a summer’s day than with a barbecue and a glass of Pimm’s or cold beer, and that’s exactly what will be on offer at The Essential Collection this July. Enjoy a relaxed lunch outside, or simply unwind with friends and colleagues in the sunshine after the exhibition closes.

6 Take advantage of exhibitors’ special show offers

Many exhibitors will be offering retailers special show offers that will only be available to those attending The Essential Collection. Full details of all offers will be published in our forthcoming July/August issue.

7 See exhibitors that you will not see at any other trade show

Aside from established bridal brands such as Benjamin Roberts, Amanda Wyatt, Charlotte Balbier and Alfred Angelo, The Essential Collection will host a number of bridal brands that will not be exhibiting at any other UK bridal trade exhibition. Jonathan James Couture, for example, will be exclusively launching their 2012 bridal collection at The Essential Collection. There will also be a number of first time trade exhibitors including Lesley Jayne, who specialises in colour-coordinated jewellery and tiaras.

8 There is plenty of accommodation in the vicinity and a taxi firm on site

Whether you come up for one evening or longer, there are thousands of hotel rooms available within a 10 mile radius. We have appointed Fresh! Reservations to aid all visitors in their search for accommodation. Call +44 (0)845 310 3333 to find out about their discounted rates.

Furthermore, anyone wanting to stay after the exhibition closes for a drink or two can take advantage of the on-site taxi firm, AA cars and minibuses. Their telephone number is +44 (0)1926 425 252.

9 There’s a great choice for food and drink

You’ll be spoilt for choice when it comes to eating and drinking at The Essential Collection. Aside from the exhibition restaurant, which offers an excellent choice of food, there are two cafés on site, one of which specialises in delicious homemade cakes and tasty hot baguettes. What’s more, directly outside the venue there’ll be a barbecue and a Pimm’s tent.

10 Turn it into a mini-breakWith Royal Leamington Spa, Warwick

and Stratford-upon-Avon a short drive away, it’s easy to turn your visit to The Essential Collection into a much-deserved mini-break. Stoneleigh itself is a pretty English village that is surrounded by acres of stunning countryside, and is the perfect setting for our new bridal trade event.

Calling all RetailersWe take a look at the top 10 reasons for retailers to attend our brand new bridal trade event, The Essential Collection.

Anne Hathaway’s cottage in Stratford-upon-Avon

Image courtesy of Enjoy Warwick

Lucas Crysanthou, MD, Impression Bridal UKWhat’s your take on the current market for bridesmaids’ attire?The bridesmaid market in the UK is seeing significant growth in spite of the economic downturn. Our bridesmaid repeat orders increased by 30% in 2010. Bridal parties are still getting bigger and bridesmaids are becoming more willing to go with more fashionable styling.

How would you describe your latest collection?It’s a very sassy and fashion forward collection with a mixture of full length and short dresses, and all can be worn for any event.

Which dress do you think will be a best-seller and why?That’s a difficult question to answer, so I’ll tell you my favourite instead! Style 20023 has everything that stands out in the new collection. It is short (shorter than the standard tea-length styles), it has flower accessories and horizontal pleating. It’s also a style that could be worn for any function.

What retailer support do you offer?When they first come on board, all Impression bridal stockists receive a core set of about 30 of our best selling styles as free samples. We then send them a further five or six new free samples from every new collection (twice a year). Samples of all other styles not part of the free sample programme can be ordered at a discount. We advertise the collection throughout the year and, by only supplying our bridesmaid dresses to bridal stockists, we give shops the same level of exclusivity.

Can you suggest a few trend predictions for the coming season?The standard ‘safe’ bridesmaid styles will always sell well but bridesmaid dresses are getting shorter and horizontal pleating with floral accessories will be a feature for next season.

Leading suppliers of bridesmaid dresses reveal their views on the current market.

Lyn Musselle, Sales and Marketing Director, Ebony Rose

What’s your take on the current market for bridesmaids’ attire?Never has it been more fashionable than to allow your bridesmaids to not only choose what style of dress to wear, but to allow them to pick their own colour. This could be a colour shade difference on a stipulated colour, or any colour at all! Increasingly the trend for bridesmaids has been knee-length, cocktail-style dresses, with the versatility to be worn again. Whilst the strapless dress provides elegant styling, one-shouldered dresses give a fashion-forward edge. Floor length gowns offer the somewhat more body conscious bridesmaid an appealing option with a choice of sashes, bows and ruching to emphasise the waistline in a classically elegant look.

How would you describe your latest collection?Our latest collection is fun, flirty, wearable and on trend.

Which dress do you think will be a best-seller and why?I believe ‘Destin’ will be a best-seller, as it is an elegant, softly flowing, full length chiffon gown with shoulder straps and adorned with a delicate scattering of crystals across the waistband. One of our shorter styles which is sure to be a big winner with girls is ‘Lottie’, the epitome of fun and versatility. This knee length, tulle and satin gown would equally be suited to a day at the races or even a prom.

What support do you offer to your retailers? We support our retailers in a number of ways, with posters, window seals, designer weekends, sample loan service, brochures and a healthy offering of year round advertising in the most popular bridal magazine titles.

Can you suggest a few trend predictions for the season?Colours for the coming season will be bright and amazing, with hot pink, apple green, lilac, orange and yellow, amongst the most popular choices for 2011.

Bridesmaids

Lottie

Destin

Rebekah Roberts, Design and Marketing, Pretty MaidsWhat’s your take on the current market for bridesmaids’ attire?The demand is still very high, even in the current climate and with huge competition from the high street.

Customers continue to look for traditional bridesmaid gowns sold through bridal retailers offering a boutique service. There is a need to keep our Pretty Maids collection diverse, designing fresh, innovative gowns as well as offering more traditional styles.

How would you describe your latest collection?This season Pretty Maids is focusing on gowns with flattering silhouettes that we know will sell well. We are modernising these popular styles by adding ruffles, waterfalls, oversized bows, beaded necklines and appliqués. We will also include a vintage inspired 1950’s feel to the collection, featuring gowns with nipped in waists and A-line skirts. The collection is available in a range of fabrics; satin, chiffon, organza, tulle and taffeta, in a kaleidoscope of over 70 shades.

Which dress from the newest collection do you think will be a best-seller and why?Style 22417 is a pretty floor length chiffon gown with a one shoulder strap adorned in handmade chiffon roses. This is proving to be a best seller already and I’m sure will run for many seasons.

What retailer support do you offer?We hold stock in our UK warehouse, for that last minute outfit, delivered the next day. We can offer rush cuts with two-four weeks delivery and we

buy our own fabric to control demand. We supply our retailers with high resolution images and information for use in their promotional material and websites. We are featured in major bridal magazines, through editorial and advertising.

Can you suggest a few trend predictions for the forthcoming season?I think a vintage feel is coming through, with strong style influences from the 1940s and 1950s such as nipped in waists, A-line silhouettes with tulle underskirts and sensational oversized bows.

Rachael Rowles, Sales and Marketing Executive, Trudy Lee

What’s your take on the current market for bridesmaids’ attire?Brides are being more individual when it comes to their weddings and are looking for something different to make their wedding stand out from their friends’. This is being reflected through their bridesmaid dresses: mix and matching bridesmaid styles are becoming popular, brides are choosing different styles to suit their bridesmaids’ shapes, with different necklines, designs and mixing long and short dresses. How would you describe your latest bridesmaid collection?Trudy Lee Bridesmaids collection has something for every bridesmaid, filled with delicately draped chiffon and soft satin styles, all available in 28 different colours. This stunning collection is filled with beautifully structured dresses, allowing maids to feel elegant and confident on their friend’s special day. Which dress from the newest collection do you think will be a best-seller and why? Since introducing the collection in January we have had a very exciting response from our stockists. There are two styles which currently stand out as leading styles (10105 and 10107), both of these styles drape across the body creating a flattering silhouette. What retailer support do you offer? We are always looking for ways in which we can support our stockists. All our bridesmaid stockists are provided with a Trudy Lee Bridesmaid lookbook and are given swatch cards detailing all satin and chiffon colours available.

Here at Trudy Lee we understand how important it is to support our stockists and Trudy Lee is known for never discontinuing the wedding dress collections, so we are working towards offering this service with our bridesmaid collections.

Can you suggest a few trend predictions for the coming season?As mentioned before, brides are looking for ways to make their wedding unique and to stand out from their friends. Therefore, I predict that brides will continue to choose differing styles for each of their bridesmaids’ dresses, with different lengths, styling and sometimes colours. One shoulder dresses and differing necklines are becoming more popular as we offer brides an alternative to the high street.

Style 22417

Style 10105

James Waddington, Marketing Director, RomanticaWhat’s your take on the current market for bridesmaids’ attire?Girls are looking for young, trendy designs from companies they can trust. We have found that party numbers are usually three upwards, so retailers come to us for the colour and size range that we offer, and our ‘same order colour guarantee.’ 

How would you describe your latest collection?I have tried to give our stockists a good range of fabrics, such as satin, chiffon and taffeta that they know will sell, with a good variation in long and short styles that can be worn again. With clever artful touches of beadwork and embroidery, the collection has a strong appeal to all of the bridal party.

Which dress from the newest collection do you think will be a best-seller and why?I would say our ‘Sammy’ design is likely to be a best-seller. The one shoulder A-symmetric designs are proving very popular at the moment and are very on trend.

What retailer support do you offer?Our bridesmaid range is advertised in leading national bridal titles on a regular basis. Our well-known standards of customer service and full satisfaction from the Romantica brand apply just the same to our bridesmaids range. We have 65 colourways and no delivery charges, and there is no extra charge for large sizes or colour match. These are just some of the reasons why we have been dealing with some shops for 25 years. Posters can be provided for POS support upon request and, of course, we have a full brochure.

Can you suggest a few trend predictions for the coming season?One shoulder designs, full length dresses and, of course, Cadbury’s purple!

Nicki Flynn, Director, True Bride

What’s your take on the current market for bridesmaids’ attire?Following the diverse fashion scene, brides are opting for either bold eclectic shades with clean lines and elegant silhouettes, or soft, muted palettes with a hint of vintage romance. Gowns that have a dual purpose or are keenly priced will also appeal in today’s economic climate, hence the introduction of our Luna B and the Essentials collections.

How would you describe your latest collection?Designed with a multitude of ages and shapes in mind, we have tried to keep the True collection focused on a vintage theme. Glamour sits alongside ‘sassy’ with a mix of colours varying from strong electric jewels to pretty, earthy pastels.

The Luna B collection has been strengthened by the introduction of elegant taffetas and slinky satins, still retaining its alternative eveningwear feel.

Which dress from the newest collection do you think will be a best-seller and why?Oh you can’t ask me to choose just one! P205 is pure extravagance and aspires to the popular Red Carpet look. M983, with its gorgeous matching flower girl, is young, fresh and is perfect for those retro inspired weddings.

What retailer support do you offer?We have recently had a very exciting website makeover for 2011, showcasing all our collections, colour palettes and where to find each collection. At the same time we have launched into consumer advertising, focusing specifically on our bridesmaid collections.

Perhaps, however, the most important support is our small but very professional customer support team. Having come from a retail background, I fully appreciate just how important trust, honesty and flexibility is.

Can you suggest a few trend predictions for the coming season?I would suggest that retailers widen their offer of samples to include the extremes of bold and pastel. Don’t play too safe with styling.... 1950’s silhouettes are here for a while yet and watch out for the cute tea-lengths, single shoulder detail and fishtails.

BridesmaidsSammy

Style M983

Victoria Woodley, Office and Sales Manager, JLM Europe LtdWhat’s your take on the current market for bridesmaids’ attire?I think girls are looking for elegant dresses that they can wear again. They have gone back to more traditional floor length dresses.

How would you describe your latest collections?Our new collections are beautiful. To start with, Jim Hjelm has designed a tea-length collection that is fun and reflects some of today’s fashion elements. The full length collection comprises simple, elegant full skirts with delicate details such as a ribbon trim or flower detail.

Lazaro has designed a classic bridesmaid collection comprising beautiful shapes that compliment the female form. A new fabric, Mikado, has been introduced for its luxurious feel, and there are some new colours including the much requested ‘Cadbury’s’ purple and a true red.

Alvina Valenta has designed another stunning collection, going back to what she does best and keeping her bridesmaid gowns more traditional with a modern twist.

Which dress from the newest collections do you think will be best-sellers and why?Jim Hjelm Occasions 5128 – this is a classic shaped, full length dress. I have taken this dress on designer days and have yet to see someone it does not suit or who does not love it.Lazaro 3142 – our one shoulder dress in purple is too striking to not have!Alvina Valenta 9123 – this is a beautiful, elegant ball gown. This full skirt will appeal to brides who are looking for the fullness but with a soft finish, flattering shaped bodice and finished with a popular flower detail.

What retailer support do you offer?We offer short delivery dates, with a standard delivery of 10-12 weeks. We also loan retailers sample dresses, offer free of charge swatches to the store and customer, and are happy to participate in designer days. To help with finances, we offer a 60-day credit account and provide excellent customer service. We also advertise our collections in leading publications.

Can you suggest a few trend predictions for the coming season?I see a number of trends taking centre stage this coming season, including one shoulder gowns, full skirts, elegant full length chiffon styles, with key colours being silvers, golds and bright colours like purple, emerald and oranges.

Jim Hjelm Occasions 5128

Lazaro 3142

Alvina Valenta 9123

Retailer round-upRetailer round-up

RETAILER ROUND-UPFind out how other bridal retailers manage their in-store events…

How oft en do you hold in-store events?As oft en as possible! We try and have something diff erent happening in store at least once a month, from designer days to prom parties.

What was your most recent in-store event?Recently we held our fi rst ever Designer Weekend in conjunction with Benjamin Roberts, which was met with great enthusiasm by our brides, as they got to view and try on dresses from the entire collection, some of which we wouldn’t otherwise have had in-store. A special discount from the designer was available to all brides purchasing their bridal gown during this event. We were really pleased with the whole weekend, which resulted in a fabulous amount of orders being placed and a feature piece about us being printed in our local newspaper!

What has been your most successful event and why?Our most successful and popular events at the moment are our prom parties, where we transform the shop into a prom dress wonderland for the evening. We put away all the bridal gowns and purely concentrate on displaying our gorgeous prom gowns with maximum impact for all the girls to see and try-on. We stay open late into the evening so that the girls may come along aft er school with their Mums and fi nd their dream prom gown!

How do in-store events benefi t your business?We fi nd that holding diff erent special events generates interest and prompts more customers to come in and see us, even if they have already been in previously. Events such as Designer Weekends will spark their interest to come in again, to view diff erent ranges and exclusive gowns that wouldn’t normally be in stock. Aft er the prom parties we quite oft en fi nd that lots of mobile phone snaps of the dresses fi nd their way onto Facebook, which are then seen by all the girls’ friends who then come in to see us too!

What other events do you have planned for 2011?We are in the process of confi rming dates for some more Designer Weekends, featuring Mori Lee and Ronald Joyce, and are hoping to also arrange another weekend with Benjamin Roberts, aft er the success of the last one. We also have plans afoot with one of our suppliers who specialises in plus sizes to try and organise a Designer Weekend for all our lovely curvy brides too!

How oft en do you hold in-store events? We try to hold in-store events as oft en as possible. Th is year we have four Designer Days planned. We have recently had a Valentine’s event, we will be having an

Easter event, Royal Wedding event and a summer promotion, as well as accessory and incentive evenings. What was your most recent in-store event?We recently held our Valentine’s event over two consecutive Saturdays where we off ered sparkling rosé wine and delicious cupcakes.

To add to the celebratory atmosphere, we decorated the shop with lots of balloons and off ered a free prize draw to all brides-to-be who attended the event, for a bottle of champagne. What has been your most successful event and why?Our Valentine’s event was a roaring success as it was at an already busy time of year, and it coincided with the launch of our new fi tting room. We were delighted with the number of brides we saw over the two days. How do in-store events benefi t your business?We advertise them on Facebook, on our website and in various magazines. Together with word of mouth recommendations, our events are, at times, oversubscribed and we sometimes require a waiting list. Th ese events always create renewed interest in Abigail’s. What other events do you have planned for 2011?We hope next to have our Easter event followed by a Royal Wedding themed event and then summer and winter promotions later on in the year.

We like to hold accessory evenings in December when general sales can be on the slower side where we off er mulled wine and mince pies to our brides-to-be.

Jodie Pemberton, Manager, Karen Lesley Bridal Emporium

Nathalie May, Manager, Bridalwear by Abigail’s

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How oft en do you hold in-store events?We tend to hold Designer Days or accessory events at least every other month. 

What was your most recent in-store event?We held a fabulous Charlotte Balbier Designer Day, which we had to extend over two days as it was so popular with our brides. It was a very successful weekend – we saw over 20 brides! What has been your most successful event and why? Our Accessory Evening we held last summer was a massive success, we couldn’t believe how many brides showed up! We had a live jazz musician too, which really added to the occasion.

Our Designer Days tend to be very successful as there’s always a lovely buzz surrounding the event. We off er our brides lots of sweet treats, whether it’s locally made biscuits, cupcakes or lollycakes! Champagne is always fl owing and we have goodie bags on off er as well as a special off er on the day, be it a discount on the dress they’re buying or a free accessory.

Jonny Draper, a talented local photographer, is usually on hand to take photos of events we do and he is great at blogging and social media, which helps to raise our profi le.

How do in-store events benefi t your business?It helps to raise our profi le and gives us better visibility within the market. What other events do you have planned for 2011?We are currently planning our fi rst ever Sample Sale Sunday and a Lusan Mandongus Designer Day.

Nikki Jackson, Director, Th e White Closet

How oft en do you hold in-store events?We hold sample sales throughout the year and exclusive promotional events or reader events once or twice a year, usually tying in with the launch of a new collection

of gowns or accessories.  

What was your most recent in-store event?We held sample sales every Sunday throughout January to clear a lot of stock from international designers. In 2011, our collections are focused exclusively on British designers and bridalwear that is designed and made in England as we believe this off ers brides the very best in design and manufacture. All of our gowns are now exclusively British and most of our accessories ranges are too.

What has been your most successful event and why?Our Sunday sample sales proved to be very popular, especially in light of the current economic situation. Our most successful event last year was our ‘Cupcakes & Cosmopolitans Party’ which was held in May to tie in with the launch of the Sex & Th e City 2 movie and the Beverly Lister Downtown collection. We invited brides-to-be to visit the boutique for a one-day event to preview the Beverly Lister collection and enjoy complimentary hair styling from hair design company, Hepburn Collection. And of course there were plenty of cupcakes and Cosmopolitans to add to the glamour of the day! Th e event was a huge success thanks to press coverage before and aft er the event, which generated awareness of the latest Beverly Lister collection and resulted in a huge surge in web traffi c fi gures and sales of gowns. 

How do in-store events benefi t your business?Events benefi t the business by encouraging brides to either visit the boutique for the fi rst time or return to the store and enjoy looking at the collections in a relaxed, friendly environment. Events also allow us to partner with other likeminded brands, driving further awareness and data capture. Our events are supported by our PR agency - Something Blue PR - which keeps the press informed of the latest happenings at Evangeline Rose Bridal and any special off ers or incentives.

What other events do you have planned for 2011?We will be launching the next Beverly Lister collection this summer, which will be supported with an exclusive preview showcase. We are also looking to host events with some of the designers to allow brides to meet the teams behind our lovely collection of bridal brands.

Beverly Lister, Owner, Evangeline Rose Bridal

Charlotte Balbier (2nd from left ) joins staff at Th e White Closet

Phone Number: 01353 723675Fax: 01353 721647

Email: ninaandalan@freeuk.comWeb: www.elizabethdickensveils.co.uk

Retailer profile

Tell me a little about your background. When did you set up your first bridal boutique and what prompted you to do so?My family is from a retail background so, at some point, it was a sector I was likely to enter myself ! I had worked at Amaryllis Bridalwear for two years and loved the bridal industry. Therefore, when my two children were approaching school age we decided to purchase the shop from the current owner. At what point did you realise that you wanted to open a second bridal boutique – how did you know it was the right time to do so?I always had aspirations of owning two bridal shops. After looking for suitable premises for over a year, finally I found one. My second shop in Godalming, Surrey, is beautiful! We were very lucky that we opened the shop when we did as we have an established customer base and luckily the recession hasn’t affected us.

What changes have you noticed in the bridal industry during the time you have been running your boutiques?Destination gowns are becoming more popular with us, as are the simple classic styles. It will be very interesting to see what style of wedding dress Kate Middleton chooses to wear on her big day, as that will be the next big thing!

What would you say are the main challenges you face as a bridal shop owner?Staffing is probably the biggest challenge with two shops. Keeping on top of customer service is imperative! I work in both of my shops and so trying to juggle my time between the two can be interesting at times, but it works well.

How would you describe your current in-store bridal collection?We currently stock a wonderful mix of styles by award-winning manufacturers. From fishtails to

full A-line gowns, simple classic gowns to fully embellished, we have something that will appeal to most brides!

Which designers do you stock and why?Across the two shops we stock Ronald Joyce, Maggie Sottero, Romantica, Sincerity, Justin Alexander, Alfred Angelo and Sophia Tolli. Bridesmaid dresses are supplied by Dessy.

All of the labels that we carry are established in the industry, and all offer a fabulous mix of styles. We have a wonderful relationship with each of our suppliers, so much so that Sophia Tolli named a gown ‘Amaryllis’ after us! What do you enjoy most about your role and the bridal business in general? It is the best feeling in the world to know that you have gone out of your way to help a bride-to-be find her dream wedding gown. I love visiting the British Bridal Exhibition up in Harrogate to gain vital contacts and to see what is up and coming for the year ahead.

What do you feel makes your stores unique and how do you self-promote?We offer a fun, friendly relaxed approach to our customers. Nothing is too much trouble!

How do you go about making sure your service is second to none?We take time to listen to all of our customers. We take an avid interest in the whole wedding day, from venue to colours of the bridesmaids. It isn’t just buying a dress, it is the whole dream of the day itself. What do you believe is the key to running a successful bridal retail business?Keeping on top of current trends in the industry is very important. Maintaining your levels of customer service and ensuring you don’t lose focus on what’s important to your business.

How would you like to see your business develop over the coming years?We have some exciting times ahead. We are moving our Alton shop to bigger premises in the summer which will give us the opportunity to stock a wider range of bridalwear and possibly mother of the bride attire!

What advice would you give to bridal retailers considering opening a second boutique?It is hard work running two shops! However, if you research your local area and take your time in choosing the right shop in the right location, you will do well! Good Luck!

ContactAmaryllis Bridalwear

www.amaryllis-bridalwear.co.uk

Twice as NiceCharlotte Murrell, owner of two independent bridal boutiques, talks to Attire Bridal about her plans for further business expansion…

We have a wonderful relationship with each of our suppliers, so much so that Sophia Tolli named a gown

‘Amaryllis’ after us!

Collection FocusJulia Barnes, Owner of Village Brides, talks to Attire Bridal about her latest collection, which she showed to retailers visiting the British Bridal Exhibition this March.

Collection focus

How would you describe your latest bridal collection?Our new collection includes a diverse range of gowns - some are vintage in style in order to tap into this popular trend, while we also have some stunning contemporary pieces.

Where did you find inspiration for these fresh designs?This is a very difficult question to answer as I put together ideas throughout the year and so my inspiration changes all the time. Once the dresses are made, we always change elements that don’t work as we had initially hoped.

What fabrics and embellishments have you used, and where did you source them? Village Brides’ gowns are made with sumptuous fabrics with a wonderfully rich feel, as well as the essential soft and floaty numbers.

Embellishments are wrought of beautiful lace and delicate beadwork

What type of customer would these designs appeal to?We hope we have designed a collection that will

suit everyone. It’s a broad range, with a selection of styles to flatter all brides-to-be.

How many stockists do you currently have and how would you like to grow this stockist base?Our designs are stocked in 18 stores, including two international stores. We would ideally like to reach 40 stockists by the end of 2011.

What is your favourite piece from the collection and why?My favourite piece is ‘Claudine’ because it is unique in style. It is a fitted satin gown adorned with organza and lace frills.

When are you planning on launching your next collection?We are looking to release our spring/summer 2012 collection at BBEH this September.

What is your short and long term strategy for establishing the brand in the UK?To continue what we are doing. That is, to grow the company in a measured way by finding stockists that will do everything they can to build a lasting relationship with us. We plan to

launch new collections every year in order to give retailers regular new bridal designs.

You recently exhibited at the British Bridal Exhibition in Harrogate. How did retailers respond to the collection?We had very positive feedback from retailers who visited our stand, which was incredibly overwhelming. It was the second time we had exhibited at the event and we’re now looking forward to releasing our new collection later in the year.

If you could design a wedding gown for anyone in the public eye, who would it be and why?It would have to be Vanessa Feltz as she represents women of a plus size, and I think she would be fun to work with.

Contact Village Brides

+44 (0)1189 884 472 www.villagebrides.co.uk

Hardwood Directors Chairs, £50, Tesco Direct +44 (0)800 505 555 www.tesco.com

Cascade gown, Jenny Packham +44 (0)207 730 2264www.jennypackham.com

Gin Sling necklace, Flo and Percy+44 (0)1277 637 143www.fl oandpercy.com

Green Moroccan lantern, £11, Tesco Direct +44 (0)800 505 555 www.tesco.com

Pastel blue and pink lanterns, £6.99, The

Contemporary Home +44 (0)2392 469 400

www.tch.net

Bollywood bunting, £24.99,

The Contemporary Home

+44 (0)2392 469 400

www.tch.net

Bird Cage Hotpink enchanted bird cage, £75, Made With Love Designswww.madewithlovedesigns.co.uk

Mia baskets, £14.75, Berry Red +44 (0)1432 274 805 www.berryred.co.uk

Rianna Fry brings together a collection of colourful products to create the perfect summer window display

Straight coloured Vases, £15 each, Matalan +44 (0)845 330 3330www.matalan.co.uk

Eclectic cushions,

£19.99 each, The

Contemporary Home

+44 (0)2392 469 400

www.tch.net

4 Highfi eld, Off Oxhey LaneWatford, Herts, WD19 5DZ

Tel: 020 8428 2817 Fax: 020 8421 5622Email: info@sfcollection.co.uk

By Appointment Only

www.sfcollection.co.uk

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COUTURE BRIDALWEAR

WOMEN | MEN | ACCESSORIES

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I’m rarely accused of a lack of enthusiasm and in the days leading up to March’s BBEH I could barely contain myself! I love the British Bridal Exhibition and thoroughly enjoy it every time. Actually I can’t really understand anyone who doesn’t go, even if it’s just for a one day nose at the latest trends - I think it’s a must. We attend for many reasons including the dress and bling buying, the socialising, the fashion shows, the formal (and informal) networking and of course the Champagne quaffing! We were also proudly in the final again for the Bridal Buyer Awards and Rob, the girls and I were very excited at the prospect of posh frocks and glam awards do. At six months pregnant I struggled to find a suitably flattering evening dress but had the brainwave that in a total emergency a local marquee company could perhaps pop a halter neck and a few diamantés onto one of their tents for me to wear? Fortunately Asos saved the day with an ultra inexpensive £30, one shoulder, long black glam maternity number which proved just fabulous daaaarrling! It really was a night to remember as we proudly won the award for ‘Best Customer Service Team’. It’s an understatement to say that we were totally over the moon and as a self confessed business award junkie this really is the bridal Oscar that I’ve been dreaming of.

The preview fashion show at BBEH was lovely. I noticed the ever popular Jason Jennings and Veromia team pull in the biggest applause, their cute flower girl models are always such a hit and their bridal and maid’s designs were looking as gorgeous as ever. Personally, I really marvelled at the show stopping Farage collection and ‘Ooo’d’ and

‘Arrr’d’ at the Jean Fox’s who, for us, completely stole the show - They’re a label I’ve admired from afar as a local bridal store already represents them in my town.

Am pleased to report that our buying meetings were great fun and rather effortless too! We loved so many designs that it was easy to choose. Having to adhere to a supplier’s minimum order requirement can be difficult and often frustrating if you feel that the dresses just aren’t right for your market or if you feel forced to buy dresses in order to maintain a label for label’s sake, but in this case, all of our designers seemed to pull it out of the bag and wowed us with some gorgeous new styles! Our favourites included fabulous new pure silks by White Rose and some award winning Mark Lesley designs which impressed us for a third season. Actually I was blown away by the Mark Lesley Paradise range and ‘the dress’ of (that) collection for me was a delicate and pretty vintage lace style with straps, it was simply gorgeous and made it to the top of our shopping list.

We now have to consider making way for the many new styles that we’ve ordered from the March show. Like all retailers we have limited rail space and that, coupled with seasonal discontinuation lists that hit our desks, ensures that as business owner I have to keep a firm eye and tight grip on sample spend and selection and juggle it with overseeing some sort of (usually random) stock rotation system in-store. Off the peg sample sales are one option and we’ve found that if marketed well they can boost cash flow, move dead stock and free up space for the fresh new sparkly designs that we’ve probably overspent on.

Talking of sparkly we luuurved the bling at Linzi Jay and Arianna! Poor Neil and Debbie were subjected to meeting us for the first time! Myself, Kirsty and Ashleigh – aka three over enthusiastic and hyperactive bridal lovers in accessory buying mode were lured by the bling (Gollum style) as we passed through the Cairn Hotel. Annoyingly for them we then proceeded to play dress up in their wonder woman style diamanté headbands and gorgeous over sized floral hair pieces! Neil and Debbie’s patience paid off and after literally ‘playing’ with the samples and us laughing hysterically (at ourselves) we were totally thrilled to become a stockist and ordered some really fantastic shoulder straps, bridal belts, hair pieces, brooches and diamanté jewellery – and all at fabulous prices I have to say. We’re very excited about them as an addition to our store and shall no doubt play dress up once again when they arrive.

Another BBEH first was the Bridal Retailer Forum coffee meeting which I helped arrange and host in the Queen’s Suite. The BRF (bridalretailersforum.co.uk) launched in 2008 by Kev Ward is a free and fantastic online chat forum which provides a chance for retailers to swap ideas, make friends, compare notes, advise, support and socialise with other retailers, on an anonymous basis, if preferred. The gathering provided an opportunity for shop owners to meet in person

BBEH- March Buying Time

In her latest column, award-winning bridal shop owner, Abi Neill, reviews the recent British Bridal Exhibition in Harrogate.

From l to r: Abi, Ashleigh and Kirsty

Beverly Lister

and informally network. It was great! Approximately 35 retailers dropped by to slurp coffee and help consume a huge mountain of biscuits kindly provided by another fellow BRF’er. Thank you to all those who attended, it was lovely to see retailers making friends - another successful step towards working together and assisting each other, which of course doesn’t always work but can be beneficial depending on geography and politics.

And so it was with thanks to my baby bump that I remained hangover free at BBEH. Interestingly I found that the never ending halls and blazing halogens were far easier to manage with flat shoes, a good night’s sleep and no drink induced headache. Yes, for me, it’s a relatively new concept and one that I think I shall maintain in the future. I have to say though that Rob and the Girls did a fabulous job at quaffing my allocation of Champagne during the three days and all returned fairly jaded but very happy as a result of such a fab trip.

ContactAbigail’s Collection, Colchester, Essex. +44 (0)1206 574 575 www.abigailscollection.co.uk

Centre: Lesley Monk of Mark Lesley

INTRODUCING OUR NEW COLUMNISTWe’re delighted to reveal that from our July/August issue, the award-winning retailer, Ellie Sanderson, will be writing regular columns for Attire Bridal magazine. Ellie has a wealth of experience in bridal retail, and is the proud owner of two successful boutiques, one in Oxford and

another in Buckinghamshire. Only three months ago, Ellie and her team won an accolade for the Best Bridal Retailer 2011, and in 2010 she was presented with an award for the Best Bridal Shop Display. To find out more about Ellie, visit www.elliesanderson.co.uk.

White Gallery

White Gallery PREVIEWWe speak to some leading bridal designers to find out what they will be showing at White Gallery 2011 this May…

White Gallery

Johanna Hehir

What are you showing at White Gallery?I have broken the collection into three sections. One is the Johanna Hehir limited editions, which are expensive couture styles where we have restricted numbers we are able to produce of each style.

The second is the main Johanna Hehir collection which comprises medium priced classics and contemporary styles,

and third is the lower priced, more affordable styles in less expensive fabrication. Where did you find inspiration for these designs? Inspiration comes from current and past fashion trends. Fabrics are always a starting point for me in how they drape and fall on the body. Plus I am always influenced by feedback from brides and what they are looking for in bridal styles. What materials and embellishments have you used? I have used French lace both beaded and plain, plus georgettes, organza, silk satin and duchesse, taffeta and tulle which I have embellished myself.

Donis Chan, Lusan Mandongus

What are you showing at White Gallery?The latest wedding gown collection by Lusan Mandongus is inspired by the Oriental themed elements surrounding the beautiful yet romantic Oriental backyard.

The shape emulates the Chinese traditional costume, Qi Pao, adding a modern twist to it by the use of light

and fluid fabrics such as silk chiffon and organza in off-white hue with a strong focus on the back silhouette.

Where did you find inspiration for these designs?The inspiration comes from a famous Chinese opera that illustrates a romantic encounter at the backyard during the spring blossom of peonies.

What materials and embellishments have you used?Light and fluid fabrics such as silk chiffon and organza with elaborate lace appliques and embroideries in floral motifs to illustrate the interpretation of gentle spring breeze in a romantic backyard where love happens.

Polly Edwards

What are you showing at White Gallery?We will be showing fashion forward, cutting edge, finest Swarovski embellished pieces of jewellery.

Where did you find inspiration for these designs? I find inspiration from my favourite artists and illustrators, books about Dior and Lanvin, and photography of natural forms.

What materials and embellishments have you used?Swarovski, Swarovski and more Swarovski.

Claire Pettibone

What are you showing at White Gallery? We are showing our latest bridal collection, Spirit of the Night 2011, as well as our continuing collection.

Where did you find inspiration for these designs? Fairies inspired my latest collection. I would play for hours in the meadows and streams of

my childhood, making dresses of leaves and petals for the sprites I imagined lived in the woods. It was a joy to revisit the effervescent creatures that inspired this season’s collection.

What materials and embellishments have you used?I have used European laces, silk, tulle and cotton fabrics, while embellishments include crystals, beads, sequins, delicate embroideries and jeweled flowers.

White Gallery

Merche Segarra, Jesus Peiro

What are you showing at White Gallery? We will be showing the 2012 Jesus Peiro collection at White Gallery.

Where did you find inspiration for these designs? The collection is inspired by

the relationship between East and West. The subtle blend of East and West accentuates femininity and sophistication in a very romantic tone.

What materials and embellishments have you used?The 2012 collection features a mix of plain and textured fabrics enhanced with subtle embellishments. There are also lots of sheer fabrics – organdies, organzas and silk voiles – which let you match opaque and translucent.

Nicola Ball, Halo & Co

What are you showing at White Gallery? The collection features new and exciting headpieces and jewellery, with the focus still on vintage side pieces. Most designers are feeling the influence of the Royal Wedding and this year, in celebration, we are offering retailers the chance to buy into a collection that is memorable! Halo & Co is keeping its plans close to its chest so I guess you’ll have to visit the White Gallery to find out more!

Where did you find inspiration for these designs?Halo & Co finds inspiration from myriad sources but none as exciting as a Royal Wedding. As children we remember sitting and watching Diana step out of the carriage with a gown that went on for miles. This year we are not holding back and are capturing that romantic English sentiment with a modern twist of glamour and sophistication. What materials and embellishments have you used?Halo & Co has a signature look of exquisite hand embellishments which will continue throughout the lines. Crystals, pearls, silk roses and laces all feature heavily. Big bands are the key shapes but softened by the intricacy of the beadwork.

White Gallery

www.jesuspeiro.com Visit us at White Gallery London, May 22nd-24th

White GalleryWhite Gallery

Sassi Holford

What are you showing at White Gallery? We will be showing the Sassi Holford 2012 Collection and The Couture Veil Collection.

Where did you find inspiration for these designs? Working with my brides in my two

boutiques provides enormous inspiration, topped off with oodles of adrenalin mixed with very tight deadlines!

What materials and embellishments have you used? Lace remains important but this season I absolutely adore the fluid fabrics I am working with.

Sanyukta Shrestha

What are you showing at White Gallery?I will be showing eco friendly bridalwear, millinery and bridal accessories.

Where did you find inspiration for these designs?My main inspiration is nature and people as I believe in business that treats people, planet and profit with equal importance. I try to preserve its innate beauty

by combining an eco friendly approach with timeless elegance of 1920’s to 1970’s styling into my collection. I aim to create

something unique and fresh with a vintage feel for the brides, who wish for individuality and uniqueness on

their special wedding day. What materials and embellishments have you used?All materials are sustainable natural fibres, including 100% wild hemp, 100% wild nettle, 100% bamboo, 100% organic and fair trade cotton, silk, hemp silk, soya, sinamay, straw, feathers (by-product only), which are meticulously sourced from certified local eco-fabric suppliers from the

UK and reliable manufacturers from Nepal. Together with Swarovski crystals, each design in this collection

is hand crafted in England and hand embroidered in Nepal by a community of artisans.

Sassi Holford

Sanyukta Shrestha

Elizabeth StuartWhat are you showing at White Gallery?We will be showing our 2011 collection at White Gallery this May. Though some of our designs were released at Harrogate we are very excited to be revealing a few that have yet to have been seen, so we very much look forward to seeing everyone there.

Where did you find inspiration for these designs?This particular collection was inspired by flowers and the opulence of a

lavish garden in bloom. So one will see bold accents in many of our designs but, with the combination of fabric, a feeling of weightlessness takes over.

There are a few gowns that are more simple, for example, our Honeysuckle gown, with its soft silk georgette overlay and tailored cummerbund style waistline. One is able to walk barefoot, if desired, down the aisle and feel completely comfortable as its criss-crossed back is quintessential to the ideal sun-dress.

What materials and embellishments have you used?All of our dresses are made from the highest quality silks, and each is lined with a soft habotai silk to ensure that they feel beautiful against the skin. Silk organza was one of the main embellishment fabrics this year and one will see it used to form thousands of petals as seen on the Cherry Blossom gown, to ruffled peplums as seen on the Gillyflower. We love to give our fashion forward brides a high fashion feel and organza is the perfect fabric to do so. We also loved using silk georgette...it offers such wonderful movement, but when blanketed with beading it is transformed to a new level of luxury.

Vivien Sheriff

What are you showing at White Gallery?The design team at Vivien Sheriff have created a brand new collection to show at the White Gallery. Retailers are not looking for repeats of tiaras, cocktail hats and veils, but a bridal collection with that extra special something. Increased sales year on year are proof enough that the designs

the Vivien Sheriff team create are commercially viable and have that indefinable signature twist. Where did you find inspiration for these designs?We found our inspiration from all eras: brides past, present and future.

What materials and embellishments have you used? The theme for the 2011 Collection is Brides Past, Present and Future: from the Evelyn, a glorious tulle veil from the nostalgic past of our great-grandmothers’ weddings; to the Lois, a delicate vintage veil adorned with ostrich feathers; and the contemporary, the Uptopia, an incredible French corded lace and feather creation. Looking to the future, the Claudia, a headdress to encircle the head with silk, organza and Swarovski jewels; a hair adornment which is exquisite subtle and unique. Altogether another winning collection from the Vivien Sheriff design team, and as always a bridal collection to surprise and delight.

Showing at White Gallery22nd - 24th May 2011, Stand 406

www.pepebotellanovias.com

For futher information please call 0203 219 2000Or email info@weissagencies.co.uk

W W W. S H A R O N B O W E N C O U T U R E . C O M

White Gallery

Gemy Mallouf, Gemy Couture

What are you showing at White Gallery this May?I have created a new figure for the bride. This is a more trendy and fashionable gown, keeping my signature style.

Where did you find inspiration for these designs?Materials give me inspiration, in addition to my personal mood which enhances my creation. What materials and embellishments have you used? There will be new cuts, and a selection of new materials which will complete this new 2012 look.

The fabrics include silk, chiffon, silk organza, silk georgette, silk satin, special embroidery followed by new materials.

White Gallery

Marina Adamou,Hollywood Dreams

What are you showing at White Gallery?At White Gallery we will be showing a new collection for Hollywood Dreams, which features wonderful romantic gowns with ruffled skirts,

full skirts with beaded applique, combined with exquisite beadwork and embroidery on our fabulous corsets. In addition, we will be introducing our new Chic range which incorporates our signature style of glamour and romance but with a new and exciting edge to it!

Where did you find inspiration for these designs?The inspiration for these designs comes from the glamour and elegance of Hollywood together with the individuality of our existing collection.

What materials and embellishments have you used?The materials we used on this collection consist of tulle, organza, silk and various taffetas. The embellishments we use are amazing sparkling crystals, together with beautiful variation of colours in both beading and stones.

Hollywood Dreams

Amanda Wakeley

What are you showing at White Gallery? We are excited to be showcasing the new Sposa collection which is contemporary yet timeless.

Where did you find inspiration for these designs? I pride myself on perfection of cut and complimenting the female figure, inspiration starts here with folds drapes and rushing contouring the body.

What materials and embellishments have you used? Embellished crisp double satin and Mikado through to soft georgette and tulle provide the perfect palette to suit all tastes.

Lyn Ashworth

What are you showing at White Gallery? We will be showing wedding dresses in both long and short lengths, all made here in the UK. Our look is mostly 50’s style and romantic with lots of French re-embroidered lace and swirly silk organza.

Where did you find inspiration for these designs?From historical costumes, from the natural world (especially flowers), and from the fabric itself.

What materials and embellishments have you used?We use mostly pure silk, especially organza and lace (as above), silk taffeta, and wonderful diamanté brooches and buckles.

Amanda Wakeley

White Gallery

Stewart Parvin

What are you showing at White Gallery?We will be showing our 2012 bridal collection, a sumptuous collection of covetable gowns. Princess line skirts and waist-cinching ruching ensure the perfect silhouette for the modern bride.

Where did you find inspiration for these designs? I have always been inspired by café society, from the glamour of Boulevard de Paris in the late 1960s, to the late 1970s with the disco chic of Studio 54.

What materials and embellishments have you used? For our dramatic fishtail silhouettes we have used sequined lace and tulle.

Charlie Brear, The Vintage Wedding Dress Company

What are you showing at White Gallery?As creator of The Vintage Wedding Dress Company and a professional stylist, I have brought together my years of experience in fashion to create the Decades Collection.

With my unrivalled knowledge of vintage wedding dresses, this beautiful collection of gowns has been constructed using the silhouettes of past decades. Where did you find inspiration for these designs?Using our extensive archive of exquisite original dresses as inspiration, Decades Collection captures the style and shape of each era, from the 1900s through to the 1970s. The designs consider the modern bride while retaining their classic cuts. What materials and embellishments have you used?The range features a selection of unique French laces, carefully cut silks and exquisite beading. Each fabric has been meticulously selected ensuring the highest quality and best expression of the decade it was inspired by.

White GalleryStewart Parvin

+ 44 (0)1264 791003 www.pollyedwards.com

Beth

Trade enquiries:

UK: info@pollyedwards.com

USA: wendymjuan@gmail.com

ACID

For designers whose lifeblood depends on creative design, discovering knock offs and copies can not only be daunting, but financially devastating if lookalikes (usually cheap versions) are allowed to continue being marketed and sold. Good design, recognised within the bridal industry as

a market differentiator, doesn’t happen by chance. It takes years to create a reputation within a sector not only to lead on visual elements but on essential ingredients such as quality, delivery and service. Talent alone will not be the route to design success, a significant investment is necessary to develop top quality products to obtain and maintain a place as a key player in this competitive and growing market. Leading bridal brands need (and should demand) to maintain their market position without being threatened by lookalikes and copies.

React quickly

Like most design led industries, the bridal sector does not escape its fair share of copying, so what action should you take if you discover a copy of a bridal dress you have designed, or a lookalike headdress, or a copy of jewellery that you have been commissioned to design? Bespoke stationery does not escape copying either and the creative elements which go into creating all these products for a client or for the bridal industry as a whole are done from the premise of using design to enhance individuality and make a wedding day a truly memorable experience. It is equally important, therefore, if you do discover what appears to be a copy, to act quickly and decisively.

Those who seek the fast track to market through indiscriminate copying run a huge risk of legal challenge (not to mention industry shaming through ACID media coverage if there is a successful settlement) as designers and manufacturers are becoming much more savvy about protecting their intellectual property and communicating a zero tolerance of design theft.

Taking legal action against someone whom you believe has copied your designs doesn’t necessarily have to be an expensive business, so make sure objectives are clearly identified. Think carefully about the choice of solicitor – it is better to consult one with experience and a track record in intellectual property issues in this industry sector. Often a simple cease and desist letter can work wonders and achieve objectives, but choose your battles carefully. Do your homework

Before speaking to an IP lawyer, gather the evidence. If you are a member of ACID you can send in new designs to be placed on the ACID Design Data Bank free of charge. This does not add to your rights but provides valuable dated evidence from an independent third party to substantiate a design audit trail which contains important evidence e.g. a registered design certificate. Or, if you are relying on unregistered design rights, archived drawings and documents to prove your design history. You can also include copies of publicity, advertisements and any industry awards you may have won.

If possible, buy an example (with a receipt) of the article you claim is a copy of your

designs or provide photographic evidence and information on where you have discovered the copy product – the more evidence you can gather, the easier it will be for your solicitor to write a legal letter which will then be difficult to challenge.

Taking legal action against an alleged copyist does not necessarily mean going all the way to Court – out of ACID’s 450+ settlements, only three have reached a final Court hearing. Many companies can achieve their objectives to stop copying with a strong letter before action (LBA) or cease and desist letter a) putting the alleged copyist on notice and b) sending a clear shot across the bows that you mean business!

Letter before action

The purpose of an LBA or “cease & desist” is to warn of possible Court action and offer an opportunity to the other side to provide evidence that they have not copied you, or admit liability without expensive Court action. The LBA will normally give a time limit for a reply and will reflect established facts about the complaint to achieve, hopefully, an early settlement. Court rules also require an LBA to be sent before any proceedings are commenced, except in very urgent cases.

An effective LBA will take time to prepare – it is not just an ordinary letter written on solicitor headed paper. It encompasses every possible aspect to achieve your objectives in taking action against copyists.

An IP lawyer will need to be satisfied, beyond ANY doubt that you actually own your rights, just as you would when buying a house – think about what it costs to establish title when

ActionIn the second part of her series, CEO of ACID, Dids Macdonald explains what action to take if you are concerned that your bridal design has been copied

“For designers whose lifeblood depends on creative design, discovering knock offs and copies can not only be daunting, but financially devastating if they are allowed to continue being marketed and sold.”

“Taking legal action against someone whom you believe has copied your

designs doesn’t necessarily have to be an expensive business, so make sure

objectives are clearly identified.”

you are buying a property! You are relying on your solicitor’s experience to spot all the potential pitfalls to act in your best interests - they are relying on being provided with all the ammunition possible to fight for your rights. How effective is an LBA?

An effective LBA can often result in a speedy, cost effective settlement with many (if not all) objectives being met. Before taking action you should also consider the legal purchasing power of the opponent – there can be difficulties when two parties with unequal market power and resources resort to court action. Try and find out whether the company you are challenging can actually afford to perpetuate litigation. How to minimise legal costs

Keep accurate records - sign, date and keep all design drawings, including any initial sketches – immediate access to this information will save costly legal time in establishing an audit trail of your design ownership.

Ensure that you have independent evidence of the date of creation of all of your designs. For example, send your designs to yourself in a registered envelope or join ACID and

register your designs on ACID’s Design Data Bank. ACID holds more than 300,000 copies of members’ designs.

Ensure you have a complete set of legal documents including contracts of employment with the designers you employ, written agreements with freelance designers, suppliers, manufacturers and customers confirming that you own all the rights in your designs. How to avoid making a groundless threat

There is a provision under UK design law, which basically says that if you sue someone for infringing your design and it turns out they haven’t – they can then sue you! Try and always seek professional advice on the merits of your case – don’t be an armchair lawyer – it could be more expensive than you think. What do you want to achieve?

Consider the following: an undertaking that further alleged copy products will not be sold, damages to reflect quantifiable loss, if any can be identified, and an admission of liability with your costs paid. Insurance

Don’t forget to consider intellectual property

insurance to cover costs of taking legal action – after all, you insure your home, possessions and car, why not insure the business that supports them? Some IP lawyers will be able to offer “after the event” insurance depending on the merits of the case.

Vigilance is key. Watch the market and watch your competitors! Look at advertisements in magazines, search the internet for similar product ranges, identify and know who your competitors are. If you are exhibiting new products/ranges always ensure that you use a ‘No Photography’ sign on your stand. Only allow authorised photography. Don’t forget that images can be over the other side of the world in seconds and on the production line in minutes. If you don’t want people to copy you say so! On your website include a statement about your intellectual property such as, “All intellectual property including the designs and images on this website are and will remain the property of (insert your name). Any infringements will be pursued seriously”. Better still if you are a member of ACID, the logo says what it does on the tin, A MEMBER OF ANTI COPYING IN DESIGN. If you are advertising, you can also use the same statement in small print at the bottom of the image.

“There is a provision under UK design law, which basically says that if you sue someone for infringing your design and it turns out they haven’t – they can then sue you!”

Contact www.acid.eu.com

Designer, Leigh Hetherington, prides herself on original bridal design.

Specialist bridal shoe brand, Benjamin Adams, offers an innovative range of footwear.

TARGETING ALL BRIDES

A HUGE THANK YOU TO OUR NEW AND EXISTING CUSTOMERS FOR YOUR CONTINUED SUPPORT

To become a stockist please contact tel: 01189 884472sales@villagebrideswholesale.co.uk | www.villagebrideswholesale.co.uk

Fashion fi les

ATTIRE BRIDALFashion FilesFILE

1Th ese fabulous ballgowns will fulfi l any bride’s fairytale fantasy …

FILE

2Gorgeous accessories to match our two key bridal trendsFILE

3One step away from ivory, these subtle, neutral tones are soaring in popularity…

PLUSFILE

5We speak to the Director of True Bride, Nicki Flynn, about her company’s plans for the future

4Vibrant bridesmaid dresses in show-stopping shades

FILE

Disney Fairy Tale Weddings by Alfred Angelo

These fabulous ballgowns will fulfil any bride’s fairytale fantasy …

Disney Fairy Tale Weddings by Alfred Angelo +44 (0)1908 262 626 www.alfredangelo.com

a a

File 1

1. Enzoani +44 (0)1792 564 710 www.enzoani.com 2. Eternity Bride +44 (0)8707 707 670 www.eternitybridal.co.uk 3.Trudy Lee +44 (0)1707 643 633 www.trudylee.co.uk 4. Phil Collins +44 (0)1884 861 663 www.philcollinsbridal.co.uk

1. 2.

3. 4.

a

a

www.trudylee.co.ukemail: info@trudylee.co.uk | tel: 01707 643633

Simply Stunning Bridal GownsTel: 07548 101 561

www.simply-stunning.com

We are looking for new stockists in all areas

Independent Sales Agents Required for UK, Ireland &

Europe

File 1

Hollywood Dreams +44 (0)20 8801 9797 www.hollywooddreams.co.uk

“Modern princess brides will adore these flattering full skirts: chic, stylish and substantial, they’ll be the centre of attention for all the right reasons.”

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File 1

1. 2.

3. 4.

1. Justin Alexander +44 (0)1908 615 599 www.justinalexanderbridal.com 2. Leigh Hetherington +44 (0)1912 605 757 www.leighhetherington.co.uk 3. MiaMia +44 (0)20 8804 1444 www.miamiabridal.co.uk 4. True Bride +44 (0)1273 728 637 www.truebride.co.uk

a

a

www.taralee.co.uk | 0151 6539963

The Collections

File 2

To accompany our two bridal fashion features this issue, we’ve compiled a selection of accessories to complete the look

Barely There

These stunning sparkling accessories would stand out against the most

fairytale of gowns…

From pastel pinks to soft coffee colours, these subtle shades stand out for their simplicity…

Twilight Designs Ltd+44 (0)7515 282 218 www.twilight-designs.net

Freya Rose+44 (0)20 7288 6311www.freyarose.co.uk

Bourne+44 (0)1482 334 597

www.bournecollection.com

Jersey Pearl+44 (0)20 3176 0943www.jerseypearl.com

BonBijou+44 (0)7740 345 600www.bonbijou.com

Bridal Designs Wedding Jewellery+44 (0)7894 443 609 www.bridaldesignsweddingjewellery.co.uk

Bourne+44 (0)1482 334 597www.bournecollection.com

Heirloomjane@heirloomwaistcoats.co.ukwww.heirloomwaistcoats.co.uk

Charlotte Balbier+44 (0)1625 521 547www.charlottebalbier.co.uk

Harriet Wilde+44 (0)20 7682 2316 www.harrietwilde.com

Rachel Simpson+44 (0)121 773 8122www.rachelsimpsonshoes.co.uk

Chez Bec+44 (0)845 652 0892

www.chezbec.com

Barely ThereOne step away from ivory, these subtle, neutral shades are soaring in popularity…

“From soft golds to blush pinks and everything

in-between, muted pastel shades with a

hint of colour are finding increasing popularity

with brides-to-be.”

Romanticaenquiries@romanticaofdevon.co.uk www.romanticaofdevon.co.uk

File 3

Nicki Flynn+44 (0)1273 728 637www.truebride.co.uk

Jonathan James Couture

+ 44 (0)7783 476 408www.jonathanjamescouture.com

Eternity Bride +44 (0)8707 707 670 www.eternitybridal.co.ukAmanda Wyatt

+44 (0)1625 522 344 www.amandawyatt.com

Style 20WA0122

Phone: 01254 279766Fax: 01254 677966

sales@alice-james.co.ukwww.alice-james.co.uk

File 4

Colour PopThis season’s bridesmaid colours are unashamedly bold, bright and brimming with personality

Kelsey Rose

+44 (0)20 8888 8833www.kelseyrose.co.uk

True Bridesmaid

+44 (0)1273 728 637www.truebride.co.uk

Kate Fearnley

+44 (0)7970 545 975www.katefearnleyboutique.co.uk

Alfred Angelo

+44 (0)1908 262 626www.alfredangelo.com

Pretty Maids

+44 (0)8707 707 670www.eternitybridal.co.uk

Romantica Bridesmaids

enquiries@romanticaofdevon.co.ukwww.romanticaofdevon.co.uk

True Bridesmaid

+44 (0)1273 728 637www.truebride.co.uk

Alfred Angelo

+44 (0)1908 262 626www.alfredangelo.com

When was True Bride

first launched, and with

what business aim?

Having worked in the bridal industry for 15 years across both retail and wholesale, I eventually took the plunge in 2005 and

started up on my own.For 10 years I had been working as Design

and Buying Director for one of Europe’s leading bridal houses and had been closely involved in the launch of several major brands throughout the UK and Europe. Working with more than 100 retail stores and 500 wholesale accounts, it’s fair to say that it was a large organisation.

I went on to spend several years freelancing, working alongside some of the industry’s top designers. I quickly realised what really made me tick; good, old-fashioned ‘hands on’ approach.

My business aim was, and remains, simple; stay small and stay focused. Big isn’t always beautiful. I’m definitely in this for the long-haul, and I want to keep the environment that I work in one that I can enjoy.

What have been the key milestones in

its development?

Well, the launch season really didn’t go to plan! There were a number of major obstacles thrown my way that could not have been anticipated and, I’m afraid to say, I came close to calling it a day early in 2006.

The real turning point came soon after New Year, when it became apparent that I had the full support of both the staff and customers who I had been working with, and that they weren’t going anywhere.

Deliveries were months behind schedule and, although for legal reasons I was unable to elaborate on what was happening and why, every single account remained loyal. The rest, as they say, is history.

Season by season we have grown, listening to and responding to our customers, gradually introducing new collections. Although I’ve always shied away from the limelight, the next major milestone was the introduction of a small designer collection under my own name.

True Bride had been pitched at the more commercial end of the market, and the business was performing well. The Nicki Flynn collection was the opportunity to let my personal tastes and inspirations influence designs. As it happens, the market has opened up considerably over the past few seasons, and more individual, vintage-inspired design elements have begun to filter into mainstream buying, which is fantastic.

What would you say has been your best

business decision since you launched?

Our team – a very small group of eight! I’m a firm believer that any business is only as good as the team that makes it happen; I feel that

this is especially important in our industry. We all have different personalities, backgrounds and strengths, but work well together as a tight company, which I hope is reflected in the service that we offer.

How do your five collections complement

each other?

The bridal collections are aimed at different areas of the market, especially in styling. True Bride reflects mainstream commerciality, whilst Nicki Flynn introduces an alternative individuality with emphasis on beautiful embellishments and vintage laces. Pricing for both collections is key, with True wholesaling from £119 and Nicki Flynn from £249.

Our three bridesmaid collections have evolved primarily through customer demand.

True Bridesmaids have always remained

With a close-knit team of just eight people, Nicki Flynn, Director of True Bride, discusses her plans for the future of the firm, and reveals that it wasn’t all plain sailing when she first began…

File 5

mainstream with a strong fashion edge. A vast, rich colour palette and quality workmanship is the staple feature of this collection.

The Essentials collection was launched after the September 2008 BBEH show in reaction to the credit crunch. The market was nervous, with daily reports of doom and gloom dominating the industry. Having witnessed the market in previous recessions, we felt that the bridesmaid collections needed to match high street pricing more than ever before. Essentials continues as a core collection of key silhouettes with the full range of colour shades available, but with very keen pricing.

How do you plan to grow the business over

the short term?

The different labels are allowing us to expand our account base gradually. We will always protect those established accounts that buy from us regularly, but there will always be certain areas that are available to new accounts from some or all of our labels. We’re in no rush to grow the business dramatically. The short term is more about developing and fine tuning what we have already founded.

Why do you think you have been able to

expand so quickly?

It certainly helped having worked in the industry for so long, not just in design and wholesale but on the retail side too. I’ve learnt from experience, good and bad, and have not rushed into any hasty decisions.

Our customers have been extremely loyal and seem to appreciate the fact that we are honest and approachable. With our Sales Manager also originating from a retail background, new and established customers will receive down to earth advice and support rather than a quick sell. The office based team are hot on keeping lines of communication open with customers and will bend over backwards to help clinch those sales. Our retailers certainly seem to appreciate this type of relationship. Oh, and a regular input of exciting new styles helps too!

Why did you decide to redesign your

website and what can retailers expect from

the newly designed site?

The website has primarily been a sale support tool for our retailers and really needed a face lift!With five labels, it is imperative that the website clearly defines each collection. A clear and aesthetically-appealing website really is the best way to showcase our collections, as it’s accessible to anyone, 24/7. With links to our retailers’ websites and contact details, it’s an easy way for retail customers to find what they’re looking for, and where to find it in an instant.

What prompted your decision to advertise in

consumer magazines for the first time?

The last 12 months has seen a massive growth in our business and, as such, our focus has shifted somewhat from being a small, independent design house to more mainstream business. It is important that this change in direction is reflected in the support that we give to our customers, and has inspired the launch of our consumer advertising campaign.

What do you enjoy most about working in

the bridal industry?

Oh I love the product… who wouldn’t? It’s the personalities too that make the bridal industry so special.

Do you think this will be a good or bad year

for the bridal industry and why?

I’m afraid I’m a realist. Where some retailers are doing well, others are struggling; it isn’t easy at any level.

Yes, the Royal Wedding will put us in the limelight, and let’s hope this positive vibe encourages more couples to follow suit. In the meantime, I believe that if we all listen to our customers and offer a diverse, reasonably-priced and exciting collection, this year may well turn out to be a good one!

What are your long term plans for the

business?

All being well, we’ll continue to grow! We have no plans to introduce any new collections, but more to expand on what we already have established. Having said that, a few of our retailers are asking me to promote our plus sizes. It’s an area of our business that does particularly well in both True Bridal and True Bridesmaids. Early in my career, I spent a season working with a well-known high street fashion brand that specialises in plus sizing, so I feel at ease designing silhouettes to flatter all. We always invest in stock for sizes 20+ for both collections, so this may be a new project to promote at some point in the future.

For now, it’s business as usual. We’ll keep our heads down, look after this season’s orders and begin designing for next.

ContactTrue Bride

+44 (0)1273 728 637www.truebride.co.uk

File 5

Amazing introductory offers and no minimum order!

The Art of the Dress

Please contact our sales team for an appointment.

+ 44 (0)1424 427284

www.victoriakaygowns.co.uk | victoriakaygowns@hotmail.co.uk

New collection now available to view

All sizes available with no extra charges, up to size UK 30

It’s not easy being a plus-size bride, especially if your local bridal store only stocks small sample sizes. Thankfully, more and more bridal designers are recognising the need for dresses that embrace curves, and are working with retailers to ensure that all brides, whatever their size, are able to find the wedding dress of their dreams. We speak to several companies leading the way…

Vivien Felstein, General Manager, Veromia

Describe your latest plus-size collection Sonsie Bridal for the curvy, confident bride is an extension of our Veromia collection which is designed by our in house designer, Jason Jennings. He believes that all brides should look amazing on their big day so developed an inner construction to flatter the fuller figure and added this to beautiful designs to make this collection appealing and flattering on a curvy figure. Using colour, amazing fabrics and beading with artful draping, this collection is one not to be missed.

How often do you update this collection? We update this collection every season.

What styles of gown work best in a plus-size bridal collection? Amazingly we sell every type of gown, as curvy girls want to look gorgeous too!

How do you support retailers stocking this bridal collection?Our collections differ from most other bridal collections as we have an in house designer and our own factory which produces our dresses. This gives our designer the freedom to create anything he feels works for the market, so our stockists are getting designer dresses at a fraction of the price for their brides, all made to Veromia’s high

standards with our excellent customer service and delivery promise.

Do you have a best-selling plus-size dress? If so, what is it and why do you think it has been so popular with brides-to-be? Yes, our best-selling plus-size dress is from the first collection and just sells and sells as all best-selling dresses do. The shape and the advertising have helped to sell this dress.

How do you think the market for plus-size collections will change over the coming years?It will get busier and busier as curvy girls want to look as good as slimmer brides.

We take a look at several bridal collections specifically targeted at curvy brides

Allowed

Joanne McFadden, Designer, Special Day Bridal

Describe your latest plus-size collectionTh e latest Beautiful Bride Plus collection features soft chiff ons with delicate beading and draping. Silhouettes range from bodices with fairy tail skirts

to sophisticated fi shtails.

How oft en do you update this collection?We update the Beautiful Bride Plus collection twice a year and we introduce around 25 new styles per annum.

What styles of gown work best in a plus-size bridal collection?All of the Beautiful Bride Plus dresses are designed to enhance the fuller fi gure with a unique boned construction. Styles with draping and rouching work well and are fl attering on the curvier fi gure.

How do you support retailers stocking this bridal collection?We produce a brochure each year with all the new styles as well as sets of swatches. High resolution images on CD are also provided on request. Samples are available on loan. We also advertise on the internet as well as in various European magazines. Our website is updated regularly and we have links from our site to our customers’ websites.

Do you have a best-selling plus-size dress? If so, what is it and why do you think it has been so popular with brides-to-be?Th ere are a number of best-selling plus-size dresses in the range. Style ‘Sundew’ is a taff eta and tulle dress with delicate beading which is available in a selection of colours. It is also a very competitive price.

How do you think the market for plus-size collections will change over the coming years?Th e market for plus-size dresses has grown steadily and will continue to do so as more shops are now stocking plus sizes as the demand for them grows.

Karen Taft, Managing Director, Benjamin Roberts

Describe your latest plus-size collectionWe have selected seven particularly gorgeous bridal dresses for the “Gorgeous with Curves” plus size collection from both Tia and Benjamin

Roberts for this season.In Benjamin Roberts, there are sweetheart

necklines, full skirts with side drapings into a fl attering A line, soft silver taff eta gowns with rose scrunches for detail, Grecian eff ect chiff on pleating and knotted straps, and luxury cameo satin with simple embellishments.

How oft en do you update this collection?We update this collection every six months so new dresses are available every season.

What styles of gown work best in a plus-size bridal collection?Dresses that emphasise the waist, draw attention to the feminine silhouette and create a shapely dress that really fl atters the fi gure. All the gowns have built in corsets that pull in the waist, lift the bust and fl atten the tummy. Diagonal draping or design across the middle hides the tummy and enhances the female form

How do you support retailers stocking this bridal collection?We off er Designer Weekends where stockists who have invested in a certain minimum number of larger samples can host the collection for a few days and off er dresses they would not normally hold. We have recently completed a photo shoot using our size 18 model and these pictures are currently being seen in the bridal titles, on bridal websites and on the Benjamin Roberts website so that the curvier brides can get a good look online before viewing the dresses in person. We know for a fact that fuller fi gured brides will look online for hours before they venture into a bridal store as ‘clothes shopping’ is generally not in their comfort zone.

At Th e Cairn Hotel in Harrogate, we recently off ered stores the opportunity to see a size 18 model on the catwalk alongside the dress in a size 10 to prove how good a larger bride looks in the same gown. I would say that 99% of the time, buyers are truly shocked that the bride they are looking at is actually a size 18 and not a 14, that’s how good the dresses are!

I am also thinking of promoting stores who invest in a larger number of size 18+ samples on our website so that a curvier bride knows that she can make an appointment at this store and not feel intimidated when she walks in.

Do you have a best-selling plus-size dress? If so, what is it and why do you think it has been so popular?Th ere are quite a few gorgeous gowns but maybe the best one has to be an ivory silky taff eta A-line gown (2063) with a plunging V neckline that enables the bride to divulge a feminine cleavage yet wear a support bra as the straps are covered. Th e waist is accentuated and then the skirt skims off the hips with the focus being the tiny designer ribbon detail on the bodice. Larger sizes are not subject to surcharges either so she’s a winner whichever way! It’s a superb wedding dress for less than £995.

How do you think the market for plus-size collections will change over the coming years? Th e market has to be addressed! We know from a recent survey that many brides are upset when they have to try and squeeze into a sample gown that is far too small for them. Th erefore, manufacturers need to educate their stockists and create fashion led collections for the curvy brides-to-be that are fl attering at all costs. Th ere is no justifi cation for a bride to be turned away from a bridal store because “there is nothing we have big enough for you here” or, in the worst case scenario I’ve ever heard of, handed a diet sheet as she walked in….true story!

Style 2063

Tony Mentel, Sincerity Plus

Describe your latest plus-size collection.Our latest collection features modern and glamorous styles designed especially with fuller figured brides in mind. We believe that curvy women want the same designer look in bridal gowns but cut and styled to suit their figures. This year’s collection offers a range of dresses in luxurious satins, taffetas and chiffon with accents of crystal and pearl beading with a vintage feel.

How often do you update this collection?We have a full collection of gowns presented once a year.

What styles of gown work best in a plus-size bridal collection?Generally the gowns are A-line or ball gown shape, and all come with some form of arm coverage. We add extra hidden boning and

structure in the gowns to give a secure corseted look, which cinch in waists and elongate the figure. We use diagonal draping and tailored lines to make the bride look taller and slimmer and have built in bra cups and elasticised bands, which fit the gown snugly to the body and improve silhouette.

How do you support retailers stocking this bridal collection?We offer all gowns in a large number of sizes and if a bride is bigger than our biggest size we will make the gown to the bride’s measurements. We listen to our retailers and ask them what gowns work well in the marketplace and develop new styles based on their feedback. I think this is why we are so successful with plus size bridal, because we listen to what the consumer wants.

Do you have a best-selling plus-size dress? If so, what is it and why do you think it has been so popular?Style ‘4516’ is a popular style as it looks rich and elegant yet is perfect for fuller figured women. The soft dipped neckline is great for fuller busts and the diagonal pleats of satin elongate the figure. This gown comes with a ¾ length sleeve stretch tulle and lace bolero jacket which is semi transparent. This gives arm coverage without adding bulk or volume to the silhouette.

How do you think the market for plus-size collections will change over the coming years?There are more plus-size brides looking for gowns, but very few collections, which specifically cater for the market. Designers just need to listen to real women and make them feel every bit as glamorous as standard size brides.

I think more designers will wake up to the fact that designing for size zero catwalk models is unrealistic and that there is a great market out there for beautiful design which works well on a fuller figure. I have spoken to many plus-size brides when researching the collection and it was sad to hear how hard the brides found it to find dresses which fit well or shops which have samples which they can try on. I hope that in the future more bridal shops will realise that there is a big market out there if you can offer good service and a good selection to fuller figured women. When I do designer days (where I offer style advice to brides in a chosen store), I particularly love being able to inspire a fuller figured woman to feel confident and beautiful. It is so rewarding to see a woman really happy knowing she looks good, often when she was dreading the prospect of trying on gowns. We work with several specialist plus size bridal shops and they get girls travelling for hundreds of miles to try on a big selection of beautiful gowns in sizes that will fit them.

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Visit us at Modatex Stand 14

Social media

The explosion in popularity of social media websites such as Facebook and Twitter has created many exciting opportunities for businesses working in the wedding industry.

A successful online strategy can significantly boost your business’ profile, improve client loyalty and generate greatly increased revenues.

However, the social media revolution is not without potential dangers. One such danger is the risk of reputational damage caused by negative statements posted on third party social media websites.

Wedding consumers are increasingly using the internet as a research tool to find the best wedding goods and services available. Negative postings about your business can have a dramatic impact upon your business’ income.

“They said what?!”A cursory Google search may reveal web users discussing your business, the goods and services you offer, and even you personally, on all sorts of social media platforms. For example, online discussion forums and blogs frequently mention businesses in the wedding industry. These comments are able to reach huge numbers of potential customers.

The majority of online postings are inoffensive. However, statements which tend to make the reader think less of a person or business by exposing them to hatred, contempt or ridicule, or disparaging them in their business, trade or profession are potentially defamatory.

The problem with online defamation is that the offending statements can sit there, like a time bomb, waiting to be discovered by your potential client base and contacts. Ignoring the problem is likely to do more harm than good because the statements may be republished by others and gain credence.

Businesses are realistic about the need to deal with the occasional complaint, but what should you do when statements are posted which “cross the line” and cause serious damage?

“Are they allowed to say that?”A blogger will have a defence to a defamation claim if they can show that the allegation complained of is a fact which is true or substantially true.

A blogger could also argue that the allegation is a statement of opinion or comment, rather than fact. In this case the comment must be on a matter of public interest, be recognisable as comment (rather than fact), be based on facts which are true, and explicitly or implicitly indicate what facts the comment is based on. The comment must be one which could have been made by an honest person, however exaggerated or prejudiced the opinion.

If the blogger was malicious because they knew that the allegation was false or did not care if it was true, then a defence of “honest comment” may fail.

Anonymity: Hiding in the shadowsThe ability to post anonymously using a pseudonym emboldens some bloggers to make outrageous and extreme allegations.

In my experience, even when a person posts anonymously, the subject may be able to identify the culprit because the post forms part of an ongoing campaign of objectionable behaviour.

It is possible to obtain a court order requiring a host website to disclose the identity of an anonymous blogger who has posted defamatory statements about your business.

Another problem is fake profiles. Fake Twitter and Facebook profiles can be set up to direct abuse or ridicule at a business, or to “leak” confidential information into the public domain.

What to do?Depending upon the size of your business, set up a team ready to deal with any reputational

crisis: senior management, in-house legal, communications/marketing department etc.

Monitor your on-line reputation. This will allow you to identify potential problems early and nip them in the bud.

If you have been defamed online, contact the host website and request that the offending post be taken down. In addition to your normal legal rights, website terms and conditions of use usually allow posts to be taken down if they contain defamatory or offensive statements.

Consider obtaining professional advice on how best to correct any damage and vindicate your reputation. You may have a claim against the blogger and, in certain circumstances, the website. Legal remedies may include obtaining an undertaking that the allegations will not be repeated (or an injunction), apologies, and/or damages and legal costs. You may also consider responding to the allegations using social media or the press.

… And be careful what you post!In order to avoid reputational problems when you use third party social media sites for business purposes, it is best practice to develop a comprehensive social media policy.

A policy will help you to regulate content posted by your business and control tone.

A few tips:• Do not post comments which could damage your relationship with suppliers, sponsors or other business associates.• Do not post information or photographs which could breach the privacy rights of third parties or reveal confidential business information. • Do not rely on privacy settings to avoid potential problems.• Observe professional conduct rules when posting messages.

Managing your reputation Nick McAleenan, Media Solicitor at JMW Solicitors LLP, reveals his tips for protecting your business’ reputation on-line.

ContactNick McAleenan, Media Solicitor

JMW Solicitors LLP+44 (0)161 828 1858

nick.mcaleenan@jmw.co.uk

“The social media revolution is not without potential dangers. One such danger is the risk of reputational damage caused by statements posted on third party social media websites.”

Tell me about your background. What prompted you to open a bridal boutique? For my fi rst degree I studied Fashion and Embroidery at York Street in Belfast and then went to Gosta Green, Birmingham, for a Masters in Embroidery. Th at equates to sparkly frocks in anybody’s book.

When I fi nished university in 1985 I went back home to Ireland and promptly got my fi rst job with Isobel Love, a bridalwear designer in Carrickfergus. Th at’s where it all started, I caught the bug.

How did you choose the location of your store? In 2003 (when I was considering opening a bridal boutique) I had a nine year old daughter at primary school so I knew my business needed to be close to her school. Th e fi nal piece of the jigsaw was fi nding premises with daylight streaming in through the skylights and situated in the village where we live.

How would you describe you current in store bridal collection? Our bridal collection is varied and sophisticated.

We stock beautiful fabrics including quality lace, silks, taff eta and soft tulles. We also have good designs to suit all body shapes by designers that understand the European fi gure. Made by quality manufacturers, the gowns fi t well and, with our own alterations, we are able to achieve a real couture look.

Which designers do you stock? We stock Benjamin Roberts (Tia/Enzoani/Blue and l o v e), Maggie Sottero, My Lady, Forever Yours, Ellis/John Charles/Kelsey Rose, Sophie Tolli, Jasmine Bridal and True Bride.

What do you enjoy most about your role and the bridal business in general? I love this industry. I’ve been in it, or about it, for the last 25yrs+ and I still really enjoy it. Seeing the new season’s collections, the new trends, fabulous designs and working with beautiful fabrics, keeps me interested and passionate about the industry.

I also love the fact we can give a girl the opportunity to have her dream dress. It’s probably the most important gown she has ever

worn and we can help her achieve exactly what she wants. I think that’s really exciting.

Do you hold any special events? Apart from the local hotel wedding fairs and the national SECC show and the Ayr racecourse show, we also have a charity night. “Opus girls night out” happens once a year and we have a fun evening with music, dancing and catwalk shows. So far we have raised £5,500 for Breakthrough Breast Cancer.

Have you attended any of the bridal trade shows? If so which ones and why? I go to Harrogate every season and Moda at least one season. I went to the White Gallery show last year and I would like to go to Pure next. As we are based in Scotland I do like to keep in touch with the rest of the industry. Watching what goes on and what trends are working in the Northern Irish market, as it is similar to the Scottish market, I fi nd really helpful.

And, of course, it gives me a chance to catch up with all our friends from the industry, some of whom I have known for over 25 years.

Sharon McPherson, Owner of the ‘Best Bridal Retailer in Scotland’ according to the Vows Awards, shares her tips for running a successful bridal boutique…

WINNING

Retailer interview

What do you feel makes your store unique and how do you self promote? I do believe we off er something diff erent as a team. Every member of the Opus staff is qualifi ed in fashion and, on top of that, I have many years of experience. Our shop ethos is all about service and we, as a team, enjoy working every day in the industry we chose to be a part of. We have the knowledge and we enjoy using it.

How regularly do you update your bridal window display? We update our window display at least once a week, and we all have a shot at it and give out some constructive criticism.

Th e exception to the once-a-week rule is our Christmas window: it is a bit special and so stays in place for that bit longer.

What do you believe is the key to running a successful bridal business? Th e key has to be excellent fi nancial management, acute buying skills, knowledge of your market, talented staff , good procedures, nice premises and the patience of a saint!

What signifi cant changes have you made to Opus Couture since you fi rst opened the doors to brides? We have expanded our premises and moved our Mother of the Bride department to a separate shop. In addition, we have refurbished our interior and updated our systems. And we are about to do it all over again as we have just purchased the fl at above our bridal salon.

What have been the key successes in the history of Opus Couture? A highlight is defi nitely winning the Vows award twice and to be nominated every year is just fantastic. It proves to us we are doing something right for our brides.

What makes Opus Couture stand out from other bridal businesses in the area? We have well qualifi ed, experienced staff who provide a great service, and we off er good stock in a comfortable surrounding. I don’t think we are any diff erent from other businesses, we’re just really good at off ering service to our brides, and our customers like us!

How would you like to see your business develop over the coming years? We are growing and expanding as we speak. I really want to see our premises developed and we are working with architect, Gary McElvogue, at the moment to expand our fl oor space and improve the frontage of our salon. We would like to maintain our Vows reputation as best bridal retailer in Scotland and to build on our already established level of service.

ContactOpus Couture

+44 (0)1294 824 838www.opuscouture.co.uk

You might not only feel isolated as a small business owner, you can miss out on opportunities or new ideas because you’re not aware of them. Networking can be an important activity to address those issues. It should be a part of your business development plan as it will enable you to make new contacts as well as keep up-to-speed with what is going on in your sector and local area.

THE BENEFITS OF NETWORKINGExchanging information with other businesses is a key benefit of networking – you will find out what is happening as well as learn from other people’s experience and advice.

By networking you will meet customers, competitors, suppliers and service providers who are all looking for similar benefits and to widen their contact base. With the growing awareness of supporting your local business community through ‘shopping locally’, networking is becoming an increasingly valuable activity.

You can also team up with other businesses to undertake particular activities, such as local promotions or advertising campaigns. By becoming involved you will raise your profile, and increase the chances that other people will tell their contacts about your business.

GETTING STARTEDA lot of new business comes through word of mouth and personal contact. If people don’t know about you they will not beat a path to your door, so start networking and let as many people as possible know about your business.

• Join local business clubs, find out whether your local Chamber of Commerce, Federation of Small Business (FSB) or business groups run

networking events, keep in touch with other local businesses and visit relevant exhibitions. There are also trade-specific organisations which will give you access to networks of professionals in your sector. Check the Trade Association Forum www.taforum.org for more information.

• Always take your business cards along to networking events, but hand them out with care. If you don’t think the time is right to give someone your card, you can ask for their email address or phone number and get in touch with them later.

• You could also contact local groups and societies and offer to give talks or demonstrations on your specialist area. Take along products and information about your business – but remember this is not a sales pitch, so keep the focus on the subject you are talking about.

• If there are community groups campaigning on issues that affect local businesses, get involved. You might even consider becoming a figurehead, as publicity for the organisation could then generate publicity for you.

• Finally, don’t forget that seminars, conferences and workshops also allow time to network. You will meet other like-minded individuals, make new contacts and find out what others in your situation are doing.

USING THE LOCAL MEDIANetworking can also include using the local media to highlight your business. Contact your local paper or radio station and find out which journalists cover business stories. If you have any newsworthy stories make sure that you keep them informed – and let them know that you would be happy to be contacted for quotes on any issues which affect businesses in your area.

Consider entering local, regional and national business awardsAwards are run by local press, trade organisations, councils and national bodies. If you are shortlisted or win you will get free publicity, meet other business people, raise your business profile in the community and get a welcome boost for you and your staff.

Do some research as well as making time for networkingYou should balance your needs and the time that you are able to commit to networking by researching networks in your area and concentrating on those that will benefit your business the most. It’s worth speaking with trusted existing members about what they gain from membership and maybe making a visit or two to network sessions before committing. It pays to monitor which events are more valuable to you and then focus your efforts on those.

Remember that networking is not a ‘quick fix’. You might find that someone gets in touch with you months after an event, so don’t be too quick to dismiss a network that hasn’t brought you any returns in the short term: it might take time for any benefits to become apparent. If you haven’t got much time to attend events you could take a look at online forums or networks.

Running a small business can be tough: it’s easy to feel isolated if you have no-one to talk to about your business challenges. Roma Bhowmick, a Business Link adviser, provides advice about networking..

Get networking

“With the growing awareness of supporting your local business community through ‘shopping

locally’, networking is becoming an increasingly valuable activity”

to promote business

Further informationTake advantage of Business Link’s free help. The organisation can help you start networking by providing lists of your local groups and access to reference copies of trade directories. Visit www.businesslink.gov.uk or call +44 (0) 845 600 9006 for more information.

NETWORKING OPPORTUNITIESTake a look at the following organisations which have been formed to help businesses. Many offer networking opportunities through meetings, seminars and small business clubs.

Business Link – www.businesslink.gov.ukBusiness Link is a free business advice and support service, available online and through local advisers

The Forum for Private Business – www.fpb.orgThe Forum is a proactive, not-for-profit organisation, which provides comprehensive support, protection and reassurance to small businesses.

Chamber of Commerce – www.britishchambers.org.ukFind your local Chamber of Commerce on this site (all are run independently but accredited Chambers belong to the British Chambers of Commerce)

Federation of Small Business – ww.fsb.org.ukThis is a large campaigning pressure group with 194 branches promoting and protecting the interests of the self-employed and owners of small firms which also offers members a range of benefits including free legal advice and insurance costs.

When was Princess Gowns first launched, by who, and with what business aim?I launched the business in September 2007, with the aim of becoming a leading UK wholesaler best placed to supply fashionable, quality

and affordable gowns within 48 hours to a suitable mix of retailers.

What have been the key milestones in the company’s development?The company has grown in size since I took it over from the previous owner, and now stocks over 20 different dress styles in a wider range of colours and sizes than it has ever done previously.

With a growth of over 25% year on year, the company has positioned itself well to cater to the smaller retailer looking for stock that is readily available thus allowing them to provide their customers with an immediate response. This is proving to be a successful solution for businesses not wanting to order too far in advance or having to wait for back orders and struggling with cash flow in the current climate.

Describe your latest collectionOur latest collection is classy, fun and affordable. Add to this our latest addition to the range - Dazzle Prom (the new label that really seems to have a handle on the prom market and the Brit interpretation of the American phenomenon) and we believe our independent UK wholesale business is set to take the UK market by storm over the course of the next few seasons.

Moving into our fourth season, our design teams constantly strive for quality gowns that have an American designer catwalk twist. These are dresses with attitude… with plenty of elegance and sparkle, and made from tulles and scrunchy taffetas in a wide range of colours including the essential purples, aquas, blues and pinks – and one of the widest ranges of sizes available from a UK wholesaler.

Contemporary dressing at its best, the collection also features slinky backless dresses in the softest silks and satins. The latest collection has something to suit all occasions, whether it’s a prom, special event, summer ball or even a day at the races, our vast range provides for all types of clientele. As such, it is an excellent choice for stockists of the label needing to cater to varied audiences across a range of seasons.

What makes Princess Gowns stand apart from other prom and occasion ranges?The Princess Gowns label places high emphasis on quality at affordable prices, whilst not losing the intricate detailing required for the high end of the market. Our designers always keep a close eye on the latest trends and fashions presenting themselves on the red carpets and fashion shows each season, and this inspires our creations.

We deliver designs that make the consumer feel sophisticated, elegant and unique. In addition, we provide stock in a good size range - with many dresses being available from size 6 through to 28.

Princess Gowns also promises a 20 mile exclusivity radius to protect its stockists - with an initial purchasing requirement of just £250 plus only five gowns a year.

We speak to Wendy Ashton, owner of Princess Gowns, about her new collection of prom and occasionwear, and how she plans to overcome the current economic challenges…

dressingContemporary

Profile

What fabrics have you used, and where did you source them? You will find lots of soft, flowing fabrics – chiffons and organzas – beautifully layered to create movement so that the fabric and draping becomes the key feature, rather than add-on embellishments. There are also the more traditional, heavy fabrics for the structured look and pretty laces which are a real fashion favourite right now. Taffetas, chiffons and great pleating detail as well as intricate beading are currently spot on-trend – especially for prom dresses.

What sort of embellishments are used, and why were they chosen?Styles are utterly glamorous with taffeta, silks and satins accentuated with sequins, crystal beadwork, embroidery and lace.

Where are your gowns designed, made and finished, and for what reason?We have carefully chosen a range of manufacturers who work with us to develop our own designs. Each is a manufacturer for a top fashion house but, due to our long term relationship, we have been able to negotiate top quality gowns at very competitive prices which we are happy to share with our regular stockists.

What sort of retailer is the collection most suited to?The Princess Gowns label will appeal to a range of retailers who value garments that come at a fair pricing level without compromising on quality.

Many of our resellers are leading bridal boutiques, fashions boutiques of occasionwear and promwear specialists.

We believe that we succeed because we understand what our customers’ needs are and we

invest time to support them thus ensuring that we are providing the right range of products for their specific target audience.

Some of our other retailers wish to stock cool, fun and affordable prom dresses, offering their customers dresses with attitude…with plenty of elegance and sparkle. Such resellers will also love our new Dazzle Prom range.

How will you support retailers stocking this new collection?Our reputation has been developed through our track record of commendable, personal, customer service. We listen to our customers and work with them to fulfil their needs. Our customer charter, derived from their feedback, promises:• 20 mile exclusivity radius to our resellers• Access to promotional material - professional photography to support their own marketing/ promotions - brochures with price banding available for use in retail stores and online presence• Direct links from the Princess Gowns to our retailers’ websites• National advertising in trade magazines and websites (www.promdress.co.uk) • Short delivery times – all orders are delivered within 48 hours – there is no need to wait for back orders • Personable one to one communication, with follow up ensuring we have met expectations

What is your best selling gown, and why do you think this is?Our best selling gown continues to be the 6000 range which is a beautiful taffeta gown with exquisite beading to the front and back. The ruched, fitted bodice offers a flattering fit in

all sizes. Available in a wide range of colours and sizes, this gown has been a best seller for a number of years and will continue to be one of our on-going styles due to its versatility. It’s a gown that caters to all markets from proms right through to the plus-size ballgown audience.

What are the key challenges you face in today’s prom and occasion-wear market?The key challenge to us, as with many in the wholesale and retail environment, is with consumer spending being at a low ebb, and the recent report by the Office of National Statistics confirming real disposable income for families has fallen for the first time in 30 years, demonstrates it will be a while before consumer spending picks up. However, we believe that Princess Gowns’ reputation for providing high quality at very affordable prices will ensure our label is robust and meets our consumers’ requirements, providing them with real value for their money through these challenging times.

What are your long term plans for Princess Gowns?To become a recognised wholesaler in the UK with established, reputable, brands renowned for their style, quality and affordability. We will strive to achieve this by continually providing on trend, high quality garments at affordable prices and allowing our customer service speak for itself within the retail sector.

ContactPrincess Gowns

www.princess-gowns.com

Profile

As the spring Harrogate show drew to a close last month, we take a look back at one of the industry’s key events…

ContactThe British Bridal

Exhibitionwww.bbeh.co.uk

BBEH

Best known for Betty’s, its self-titled spa water and its proximity to the historic city of York, there’s no denying that Harrogate is a popular destination for business and leisure. Twice a year, much of the bridal industry adopts it as a home from home, making the most of the opportunity to network with like-minded professionals.

Unlike the September show, which is always the busier of the two, March enables bridal retailers to place top-up orders with their suppliers in a much more unhurried atmosphere. The regular catwalk shows enable retailers to view the new autumn/winter designs, while a handful of the exhibitors also host their own catwalk presentations.

Not surprisingly for this time of the year in Harrogate, the weather was decidedly mixed: Monday was cold and sunny, offering retailers the best conditions to hop between the venues, while Tuesday was dark, dreary and decidedly foggy. Despite the inclement conditions, many exhibitors and visitors remained upbeat about the event.

Louise Bell, Assistant Manager of Special Days Brides in Kirkcaldy, is a relative newcomer to the exhibition, saying: “This was only our fourth trip to Harrogate but it has definitely been the best so far – everyone’s collections were amazing! The highlight for us was Opulence by Natalie M - now our newest supplier. We also added Infinity by Phil Collins to our bridesmaid collection.”

Our regular columnist, Abi Neil, owner of Abigail’s Collection in Colchester, also attended the show. Her in-depth report can be found on page 42.

Exhibiting once again this year was Natalie Gladman, owner and designer at sought-after bridal brand, Madeline Isaac-James. She was delighted with the response from retailers. “We signed up a record number of new stockists for the March show and had to turn away a number of retailers due to our commitment to

maintaining exclusivity for our existing stockists. All in all, the BBEH in March was fantastic - both from a business perspective and also from a social perspective.” She continues: “The next show in our diary is The Essential Collection at Stoneleigh Park in July and we’re really looking forward to unveiling our 2012 collection later this year.”

With both White Gallery and The Essential Collection trade shows taking place over the coming months, bridal designers, manufacturers and retailers are now able to benefit from regular buying opportunities throughout the year, to ensure their stock arrives at the right time for their brides.

“The next show in our diary is The Essential Collection at Stoneleigh

Park in July and we’re really looking forward to unveiling our 2012

collection later this year.”

Bespoke silk tulle wedding veils professionally designed

and hand made to order paying meticulous attention to detail using only the best

fabric and decoration.

angela.sinclair@cette.commobile +44 (0)755 4006433 | www.cette.com

Every shop needs strong & profi table brands

To check your area for exclusivity email: sales@princess-gowns.com

or call our Stockists Department on 07769 676838

www.princess-gowns.com

Web know-how

Raise your Website Ranking

Barbara Aspin, Business Development Manager at SiteWizard, reveals the key to topping Google results for your website

ContactSiteWizard

+44 (0)8450 60 88 60www.SiteWizard.co.uk

There are two roads (and trains of thought) to getting your website found in the search engines. The Short Road (Pay Per Click) and the Long Road (Free Listings). Google is the most widely used search engine in the UK and we are going to be focusing on the methods for getting your site to the top of the pile.

In this article we reveal how you can get targeted visitors to your website via the Short Road or “Pay Per Click”.

Pay Per Click or PPC is a technique that allows your website to feature in the first page of search results for search terms you specify. You pay a small fee for each time someone clicks on your link. You have paid for just the click and the visit. That is why it is so essential to make your website appealing and targeted towards getting the visitor

to contact you or use your services.People spend a great deal of time and money

getting visitors to their websites. The question is, do you want a visitor from Korea or the USA to find your site? You probably don’t. Do you want someone searching for your service in your local area to find you? You probably do.

We call PPC the Short Road because you can literally get your website to the first page of search results for any phrase you choose within a few hours of reading this article; however, as with any quick solution, it has cost implications.

The biggest mistake you can make when implementing a PPC campaign for your website is using terms that are too broad or vague. The second biggest mistake is if you only offer a service in one area but are paying for national or even international exposure.

If you are not sure how to find the keywords that will be suitable for you, you can go to Google and search for “google keyword tool”. This is a free tool that enables you to see if the keyword that you are thinking about paying for gets any traffic. Once you have followed the instructions this tool will let you know how many searches are done for the keyword locally (UK) and globally each month. There is also a green bar that will show you how high the competition is for the keyword, so you really should look for keywords or key phrases that have plenty of searches but low competition; therefore, your keyword will cost you less but will generate you the right kind of leads. At the time of writing this article I can tell you that “wedding dress” had 1.5 million searches a month locally with medium competition, while the key phrase

“wedding dresses” had 823,000 searches locally but has a high competition. Although both of these key phrases are probably very expensive due to the number of searches that they have, you need to know this information so that you can make the correct decision as to which key phrase you are going to invest in using PPC.

Firstly, it is vital that you do not pick broad search terms when paying for visitors. If you picked the term “wedding” you will potentially get hundreds of clicks from people seeking wedding information or how to organise a wedding etc. Each of those clicks will cost you money. If, however, you choose terms such as “bridal dress shop Sussex” or “bridal boutique” (and limit the geography – see below) then you are reaching your specific target audience and almost certainly paying less for each click. Clicks start at around 10p each.

Secondly, it is essential that you limit the geographical location for which your search terms will be displayed. Google (and ONLY Google at this time) offers a unique service of limiting your PPC advertising to only be displayed to people within your local vicinity. You need to choose the countries, towns or areas that you wish your website to be found in. This can narrow it right down to a specific town or area near you!

We also recommend un-ticking the option called “Content network” under “Networks” in your Google Account. For more detailed information and a free, impartial, guide about setting up a Google Pay Per Click Account (Google Adwords) and creating your first geographically targeted campaign see the SiteWizard web page: www.sitewizard.co.uk/payperclick.htm.

There is another way to be found in Google and that is in the organic listings which takes longer but often has a lower cost or can be free if you do it yourself.

“Pay Per Click or PPC is a technique that allows your website to feature in the first page of search results for search terms

you specify.”

“The biggest mistake you can make when implementing a PPC campaign for your website is using terms that are too

broad or vague.”

Featuring excellent usability, easy navigation and bags of content, www.attirebridal.com is updated daily to ensure you’re in touch with the latest industry news and trends.What’s more, retailers can track down new suppliers in our comprehensive directory, sign up for regular free copies of the magazine, and even download all our back issues.

If you would like to find out more, log onto

Improved supplier directory, enabling instant access to 100s of bridal suppliers.

Online

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Every issue of Attire Bridal is now available to download from our Back Issues Archive.

Live Twitter feed, giving you real-time industry updates from www.twitter.com/attirebridal.

Column

Using a US bridal survey as the basis, the BBA has produced a forecast for the UK Bridal Market and, in order to understand that basis, we should first examine the situation in the US.

The sheer size of the population in the US produces an enormous number of weddings by comparison with the UK. US population figures of 311 million are almost five times that of the UK (62 million). However, the retail average spend figures are also vastly different. There is obviously a huge difference in the social standing of weddings on each side of the Atlantic and, as you will see during this series of BBA articles, what the UK loses by quantity is made up for in average value.

The US Bridal Market is sized at 1.7 million wedding events per year with a total retail spend of $4.2 billion. There are five distinct product ranges that make up the total amount but, for the sake of clarity, we have excluded items such as receptions, honeymoons, etc. Within the total of $4.2 billion the breakdown of the product groups is shown below.

Inevitably there will be gasps at this relatively low average cost but, again, there is a large social difference in the importance of weddings across the Atlantic. There are of course some huge wedding events in the US that we all hear about, and the cost of those must be enormous, but we are talking about the average and that brings the figures crashing down.

Where does the US bride look for her gown?The majority of US brides carry out their search with a series of visits to both local bridal stores and national chain bridal stores such as David’s Bridal and Alfred Angelo Bridal Stores. This is the ‘search before you buy’ process and, of the 1.7 million brides, 63% look in at local stores and 54% visit the chain stores. Obviously many brides visit both types of stores. Department stores as such are way down at 7%. We should emphasise that these figures are for the search and at this stage they have not purchased.

Where does she purchase her gown?Almost 90% of brides still buy their dresses from a dedicated bridal store with 55% buying from local shops and 32% buying from the chain stores like David’s and Alfred Angelo stores. Surprisingly, with all the hype concerning Internet sales, only 2% actually buy from retail websites. Department

stores are very low again, down at just 1%.

Ordering and collectingWhere the US market differs

enormously to the UK is in the fact that 46% of US gowns are quite

literally purchased from the shelf. All the chain stores hold large stocks and brides can simply walk out carrying their chosen gown. Another 44% of gowns are forward ordered, usually from the small local bridal shops, with around

another 4% coming from custom made dressmakers.

What influences the purchase? All brides the world over read as many

magazines as they can get their hands on,

and the advertising contents largely influence her thoughts and, inevitably, her decision to buy one gown or another. As always she must try on those styles that she is captivated by and so narrow the choice to a shortlist. As soon as an engagement is announced her thoughts are on the gown, hence the rush to the newsagents or bookstalls. In the US, Conde Nast magazines dominate the consumer market with ‘Brides’ magazine judged to be the most widely read of all titles.

Similarities and differencesThe average age of brides is the same (28 years) on both sides of the Atlantic but there are more second and even third marriages in the US. Pre-nuptial contracts have made both brides and grooms very cautious in case of failure and perhaps this takes some of the romance out of weddings. Publicity surrounds a lot of US weddings but not all are the big family events that most UK brides aspire to.

In future issues of Attire BridalIn the next issue we will examine the UK market which is generally thought to be around 15% of the US by quantity. Further issues will detail and forecast UK trends in styles, fabrics, colours, values, number of gowns seriously considered, number of retailers visited, critical choices, distances travelled, experiences of UK brides, bridesmaids, the spend on accessories, and even the groom gets a mention. The final section will be aimed at what the UK bride thinks about that all important word ‘service’. Does she get it or is she disappointed in how she is treated. All will be revealed and it may not be pretty!

The US Bridal MarketBBA Chairman, Joe Sweeney, pens the first of a series of in-depth articles analysing the bridal market…

ContactThe British Bridalwear

Association+44 (0)121 321 3939

www.bbabridalwear.com

The Bridal Gown40.5%

Bridal Accessories12%

Bridesmaid Dresses21.5%

Grooms Attire 7 %

Groomsmen’s Attire 19 %

“Where the US market differs enormously to the UK is in the fact that 46% of US gowns are quite literally purchased from the shelf.”

SEE US AT THE

ESSENTIAL COLLECTION

Up and coming

We speak to Annabel Jenkins about her quirky debut collection that would suit any fashion-forward bride…

ContactAnnabel Jenkins

+44 (0)7506 734 273 www.annabeljenkinsbridal.co.uk

Can you tell us a little about your design background? Upon leaving fashion college I went to university to gain a degree in Fashion Retail Buying and Design. Th ere, I studied innovative design concepts which eventually inspired me into bridal. To pursue my love for bridal gowns, I went on to specialise in bridal design at ‘Th e London College of Fashion’ where I learnt the specialist skills needed to construct a contemporary bridal dress. As a starting base in the world of bridal, I became a Bridal Consultant in London,

working directly with brides: this has given me an invaluable knowledge base going forward.

What inspires you about bridal design? I love every part of the design process, and am always researching current trends, what other designers are doing, and how the market is changing. Having the chance to design and produce a bride’s dream, and the most important dress she will commit to, is hugely inspirational. For her to feel like a princess on her special day is my labour of love.

How would you describe your debut collection? It’s a fi gure-fl attering collection with added quirkiness, designed with bold detailing and pockets. Th e collection is focused on the fashion forward bride who doesn’t want a conventional gown, but still desires that classical feel. It off ers that ‘something diff erent’, with a touch of elegance.

How would you describe your signature style? My style is a feminine, sassy and statement fi nish, with a hint of 1950’s styling of oversized bows, satin trims and ‘50s cuts. Adding a classical and timeless appearance creates a unique and adorable style for a modern bride. Th e collection is always designed for a fashion conscious bride in mind, with eye-catching waistlines and sweetheart necklines which embrace the female form.

What is your favourite piece from the collection and why? I have loved creating them all, but it has to be the ‘Arabella’ as, when sketched on paper, this design evolved so quickly. When I received the gown I was so pleased with the outcome, and she has had so much praise since.

What type of retailer is your collection most suited to? A boutique which has sourced an innovative and stylish collection of bridal gowns, is fashion aware and is passionate about fulfi lling a bride’s dream and off ering a fabulous dress buying experience. All of these attributes are a refl ection on the purchasing of the ‘Annabel Jenkins Bridal’ gown.

If you could design a bridal gown for anyone in the public eye, who would it be and why?It’s hard to choose between my top two, as they are both gorgeous and I admire their work…Mariah Carey for her music and personality, and Lauren Conrad for her style and fashion sense.

Which other bridal designers do you admire and why?I adore the embellishments and appliqués of an Elie Saab, the design concepts behind Monique Lhuillier and Pepe Botella, and the style and structure of an Oscar De La Renta dress: all of which are sophisticated and avant garde in the bridal industry.

What do you hope to achieve in the next fi ve years?With my driving force to succeed, I hope to expand on a strong list of bridal boutiques to hold the collection and build a trusting relationship with my stockists. I also hope to be instantly recognised for my style and work, and highly regarded by both bride and retailer.

Up and Coming

Up and coming

Arabella

A NEW EXHIBITION FOR UK BRIDAL RETAILERSThe Essential Collection will give bridal retailers the chance to see the 2012

collections for the fi rst time in the UK.

The event will not only showcase collections from names well known

within the industry but also designers not seen at other bridal exhibitions.

The Essential Collection takes place at the centre of the country within 100 miles of most major cities.

Entry is free for trade buyers and there are up to 30,000 free car parking spaces on-site.

The venue

The location

Your fi rst chance to view and order 2012

bridal collections

BridalwearBridesmaidsFormalwearHeaddresses

JewelleryLingerie

OccasionwearPromsShoesTiarasVeils

We are pleased to announce exhibitors including:

Sample a World of Bridal Fabric fromQuality Silks, Taffeta’s, Lace

and Satin’s

Occasion Wear, Dress Making, TailoringHaberdashery, Ribbon,

Sewing Accessories

Telephone (0115) 926 3154 or Visit www.millcrofttextiles.co.uk

We offer a fast, reliable and friendly service on our continually increasing range (currently over 3,300 choices) of bridal fabrics, embroidered and beaded edgings,

motifs and accessories.

Range includes: plain and shot taffeta, velvet, duchess satins, organzas, chiffons, crepes, laces, brocades, various embroidered and beaded fabrics, inc tulles and chiffons.

Michael’s Bridal Fabrics

We have no minimum order value or quantity.Credit/Debit card payment accepted. Free monthly updates on stock availability

NEW!! We have now increased the range of dress accessories to over 350 articles, including pearl and crystal buttons as well as

clasps, buckles and brooches featuring crystals and pearls.

Unit F15, Northfleet Indst Est, Lower Road, Northfleet, Kent DA11 9SWTel: 01322 380480/568 Fax: 01322 380680

100% silk fabrics fully stock supported in our London warehouse

1m minimum order

Next day delivery

sales@pongees.co.uk | 0207 739 9130

www.pongees.co.uk

Th is month on Twitter we have mainly been: Revealing the key bridal names exhibiting at our new trade

show, The Essential Collection

Finding out about some stunning new collections

Updating our followers with the latest industry news

Tracking Royal Wedding developments

Attire Bridal is at the very heart of the online bridal community. Here’s a quick update to what’s been going on…

WEB WATCHTotal number of followers:

1250Twitter tip of the month: Send out #ww Wedding Wednesday wishes to your key followers and twitter friends. It’s a great way of showing your appreciation.

Twitter

@veilsofberkleyVeils of Berkley, Bridal Retailer

@Champagne_LaceChampagne & Lace, Bridal Boutique

@bourneshoesBourne Shoes, Special Occasion Shoes

@VivienSheriffVivien Sheriff , British Millinery

@BonBijouBon Bijou, Statement Jewellery

@Masquerade BrideMasquerade Bride, Accessories

Accessories Supplier@rdbridalRichard Designs, supplier of bridal accessories

Bridal Retailer@_Th eWeddingShopTh e Wedding Shop, specialist bridal boutique in Cheshire

Celebrity@richardbransonRichard Branson, the ultimate business entrepreneur

SHORT AND TWEETOne of Attire Bridal’s many followers, Trina Porter of Baba-C Designs, talks to us about how Twitter has helped her business…

Name: Trina PorterCompany Name: Baba-C DesignsFollow me at: www.twitter.com/tiarasbybabac

When did you fi rst set up a Twitter account and what prompted you to do so?I have only been tweeting for about six months aft er my website designer persuaded me to try it.

Has your business benefi ted as a result? If so, how?It’s great to be in contact with others in the industry and to let them know what we do and when anything new is coming out which, for us, is oft en! I enjoy sharing tips and hints too.

How oft en do you tweet and what do you tweet about?I’m not on Twitter every day, but probably post tweets a few times a week. I usually tweet about anything in relation to the business.

What advice would you give to fi rst-time tweeters?I would say give it a go, you may love it or loathe it, but you will never know if you don’t try it!

Which bridal companies do you enjoy following on Twitter?I enjoy following companies that, like us, aim to give the best in every way possible. I’m not interested in what they ate or the weather - for me it is a business tool, although many others use it as a social contact.

I have to say I was a reluctant tweeter (some comments annoyed me) but I persevered and have found companies that I feel can be of mutual benefi t.

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Business adviceNews and eventsCollection focus

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Men’s AccessoriesOur guide to attire for the groom

ISSUE 24July/August 2011Available from: 27th June 2011Advertising deadline: 10th June 2011

� The Essential CollectionExclusive show preview

� The Fashion FilesWe reveal this season’s styles

� Retailer Round-UpHow to manage holiday cover

Young AttendantsTop trends for little helpers

Bridal JewelleryIn-depth market report

Next issue

Last year Confetti faced a bleak future when the popular wedding fi rm went into administration. New owner, George Buchan, talks to Attire Bridal about the changes he has already made to this online resource, and his plans for further growth…

I decided to invest in Confetti because...

It’s a great brand with a fantastic reputation. With 12 years of experience, Confetti has an established place in the wedding industry and a successful network of advertisers.

Our brides-to-be are very loyal and look to the website for advice, inspiration and guidance on creating the perfect day. The fashion galleries, for example, provide a great reference not just for brides but the whole wedding party, with fashion articles on latest trends and creating a complete look.

From their engagement our users join the forums and engage with the site, commenting on new content and entering discussions on topical themes. They get support from each other and there’s a real sense of community within the website.

The key challenges we faced were...

Maintaining our reputation through the brief period of uncertainty was the biggest challenge. When Confetti went into administration in August, it hit the headlines and the call centre was inundated.

Throughout the whole process, the content part of the site, where our advertising sits, remained open for brides to view and I think this was key in reassuring both our customers and advertisers. There have been issues to resolve – the business needed changes to secure its future but these have been addressed and we’re pleased to say that to date we’ve retained our ComScore position as number one wedding website, with traffi c of

more than 350,000 visitors every month. We very much appreciate the continued support from both advertisers and brides alike.

The main changes we implemented were...

We have invested in the IT infrastructure, so the website is faster and easier to navigate and we’re creating more regular content for brides and those involved in planning a wedding. Brides love our magazine style features and articles on bridal fashion, not just for her, but also to help her create the complete look, so options for her bridesmaids, the groom, groomsmen and even advice and latest trends for the mother of the bride. We are also looking at refreshing key areas such as our wedding dress showcase page to make it even more compelling for our users. I believe Confetti is now a viable business

model because...

As a wedding website we have a healthy share of the media voice, with regular presence in the main wedding titles and consumer magazines. We have a responsive audience of brides who trust the brand and visit the website on a regular basis. The website traffi c and fi gures speak for themselves and I’m truly delighted with the results.

Brides recognise us as the fi rst point of call following engagement and look to us for guidance and advice throughout the whole process. They are also loyal - once brides are married, they are staying with us, supporting brides-to-be with advice in the forums and looking to us for other occasion purchases; birthdays, anniversaries and baby showers.

Our plans for the future are...

To get bigger and better! The website is going

from strength to strength with the addition of new advertisers and editorial content meaning we can offer so much more to our brides.

We have an incredible database and can tailor our communications based on individuals to ensure the most relevant messages get to them. To this extent we’re looking at building our database of advertisers and suppliers, as well as offering brides additional incentives, competitions and features. Our focus is very much on ensuring we best meet a bride’s requirements from day one – many of our brides-to-be join the site within days of getting engaged, so it’s a key time to ensure our brides get the information they are interested in. Our aim is to make www.confetti.co.uk the easiest and best tool for a bride to research her venue, dress and the whole wedding wardrobe, fl orist and all the other elements required to make the perfect day for her. We provide the ultimate resource for brides to be inspired and fi nd the right supplier for every aspect of her wedding.

George Buchan

“Our focus is very much on ensuring we best meet a bride’s requirements from

day one.”

“There have been issues to resolve – the business needed changes to secure its future but these have been addressed and we’re pleased to say that to date

we’ve retained our ComScore position as number one wedding website.”

www.confetti.co.uk

Courtesy of Manchester Evening News

www.madelineisaacjames.comT: +44 (0)1252 377725

View our new 2012 collection at The Essential Collection17th - 19th July 2011

Shot on location at Avington Park, Hampshire www.avingtonpark.co.uk

Image by Carey Sheffield www.hoipolloievents.co.uk