YOUNG Just add · Royal Wedding • Industry insight YOUNG AND FUN Flower girls Bridal BASICS Capes...
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ATTIREBRIDAL.COM Business advice News and events Retail technology PLUS JULY/AUGUST 2018 ISSUE 66 Just add sparkle Focus on jewellery PRINCESS CHIC • Top trends from the Royal Wedding • Industry insight YOUNG AND FUN Flower girls Bridal BASICS Capes and veils MARKETING KNOW-HOW Expert advice on gender-specific advertising Ian Stuart Exclusive interview
Transcript of YOUNG Just add · Royal Wedding • Industry insight YOUNG AND FUN Flower girls Bridal BASICS Capes...
ATTIREBRIDAL.COM
Business advice News and events Retail technology
PLUS
JULY/AUGUST 2018 ISSUE 66
Just add sparkleFocus on jewellery
PRINCESS CHIC• Top trends from the
Royal Wedding • Industry insight
YOUNG AND FUN
Flower girls
Bridal BASICSCapes and veils
MARKETING KNOW-HOW
Expert advice on gender-specific advertising
Ian StuartExclusive interview
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Contents 56Regulars31 Industry news Discover the latest bridal collections and trade events
116 Acid ACID’s CEO Dids Macdonald discusses how to take action against online infringers 118 Retailer interview Cecilia Di Vita at Heart Aflutter Bridal believes she’s found her niche in stocking independent bridal designers that offer a point of difference 120 Retail technology David Fairhurst looks at the importance of focused category names for e-commerce 123 Twitter update All the latest stats and facts from our followers 130 Perfect partnerships Maria Ryan of Catherine Parry Bridal offers her 10 top tips on building positive relationships with suppliers
The Fashion Files 56 Touch types Fabulous patterns and tactile textures are the order of the day with these fashion-forward designs 63 The collections The perfect accessories to match our two key bridal themes 64 Go with the flow These ruffled and handkerchief skirts are perfect for brides seeking softness and elegance on their big day
Columns73 Fabrics Caroline Weisters from Platinum Bridal Fabrics discusses veils, from show-stopping cathedral- length styles, to fabulous ’40s-inspired birdcage creations 78 Helena Cotter Bridal industry consultant and Attire Bridal columnist Helena Cotter reports back from Barcelona Bridal Week 95 Wedding Insurance Group Adam Šapić, brand evangelist for the Wedding Insurance Group details how its clients are taking advantage of a beneficial insurance cover
6496 PR and marketing Nicky Strong and Ashley Borthwick at law firm Womble Bond Dickinson look at proposals to ban harmful gender stereotypes in advertising 103 I Do I Do Keren Smith, Director and Designer at I Do I Do, offers her top 10 tips on successful web design for new bridal businesses
des seeking their
96 PR
63
73
Contents
ATTIRE 23
49
Features35 Ian Stuart interview The talented designer talks about his new TV show — The Posh Frock Shop
36 The Meghan effect The gown and accessories Meghan Markle chose to wear to marry Prince Harry is set to influence the bridal industry for many months – if not years – to come. We reveal the top trends from the big day 44 Viewpoint In the wake of the royal wedding, we speak to leading names in the bridal industry to find out how they think this regal celebration will influence brides-to-be 46 Plus points We speak to Alison Law and Jo Cooke – the ‘fairy godmothers’ for plus-size brides – about series two of Curvy Brides’ Boutique, currently airing on TLC
Profiles80 Tiffanys Wholesale Ltd With stunning silhouettes, just as suitable for slimmer brides as those with fuller figures, Nicola Conduit chats to Attire Bridal about the popular Jessica Grace collection 92 Très Chic Read on to find out why delivering affordable luxury for every bride is just the beginning for this thriving brand
8049 Crowning glory Thanks to the royal wedding, hats and fascinators are having a revival – now’s the time to stock these stunning pieces 70 Dare to be different We speak to self-taught Israeli bridal designer Riki Dalal about her edgy yet flattering wedding dresses
76 Designer interview New York designer Randi Rahm reveals all about her ’70s-inspired Femme Florale collection 83 Mini maids These pretty designs are perfect for little ladies needing a touch of (flower) girl power on their ‘big day’ 87 Twinkle twinkle We find out which jewellery designs brides will be wearing next season in an effort to emulate the ‘Markle Sparkle’
92
99 Fashion DNA We take a look at the cutest cropped gowns around – perfect for second weddings in the sunshine, petite brides, or ladies who simply want to dance on their big day! 107 Mother’s Day We speak to MOB suppliers to find out why modern mums are shunning the high street in favour of shopping at a specialist boutique
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ATTIRE 27
Editor’s letter
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The Royal Wedding was a spectacle to behold and I – like most of the British bridal industry – was on the edge of my seat, waiting for the first glimpse of the gown that would inspire brides-to-be all over the world for years to come.
Elegant, demure and understated, it was everything you’d expect a bridal gown to be for a Royal Wedding in St George’s Chapel. Was Meghan’s choice too ‘safe’?
Perhaps – yet with the world watching it’s no wonder that classic design took precedence over cutting-edge fabrics and styling. Despite the unfussy silhouette, the pure white ceremony gown designed by Claire Waight Keller for Givenchy still provided plenty of inspiration for brides-to-be with its chic ’50s bateau neckline, three-quarter-length sleeves and gentle A-line shape.
In this issue we speak to leading bridal designers to find out how far Meghan’s gown met with their expectations, and highlight the top 10 trends from the big day that you need to embrace for your customers.
If you haven’t done so already, now’s the perfect time to let potential customers know about any ‘Meghan-inspired’ gowns and accessories in store – whether it’s a slinky halter-neck dress like the one designed by Stella McCartney for the reception at Frogmore House, or a long veil adorned with flowers. At the very least it’ll boost your social media profile – at the most it’ll bring a raft of new customers into store!
Enjoy reading
Average NetCirculation: 3,0231/7/2016 – 30/6/2017
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DemelzaDemelza RaynerEditor
Cover image courtesy of NC Sposa at UK Bridal Imports ukbridalimports.co.uk
Fashion file 1on page 56
Fashion file 3on page 64
Flying the flag
Editor’s pickI love these sparkly earrings from Glitzy Secrets that take the bride from outdoor ceremony to dance floor, twinkling all the way! glitzysecrets.com
JULY/AUGUST 2018
Industry newsRead on to find out the latest news and events in British bridal…
Motee Maids unveils new designs Following the success of Motee Maids’ debut bridesmaid collection in 2017, this month sees the innovative brand launch stunning new collections and designs, bringing the number of styles available to over 1,000.
For a glamorous yet effortless look, the new Sequin Sash collection is a charming choice of relaxed styles with a flattering blouson at the waist before falling into a full georgette skirt.
The new collection is available to order in all Motee colours in standard and longer lengths, with prices starting at RRP £180.
Take a look online at moteemaids.co.uk
The Bridal Roadshow Bristol As the summer’s only bridal trade event, The Bridal Roadshow returns for its third year in Bristol, providing retailers with the perfect opportunity to order from the new collections, as well as networking with like-minded professionals in a relaxed buying environment. The University of the West of England has proved
to be a great venue for the show, with the ability to host a warm, relaxed and spacious environment at an easily accessible location.
This year a number of exhibitors will be showcasing their designs before any other trade event, giving retailers a head start when ordering from the new collections. Exhibitors include Twilight Designs, Victoria Kay, Rachel Allan, The House of Nicholas, Elizabeth Dickens and many more.
Taking place on 19th and 20th
August, you can find out more at thebridalroadshow.co.uk. You can also register on the website for your chance to win £1,000.
Phoenix Gowns announces new appointments Following the successful Social Media Workshop at London Bridal Week, Carol Jones of Buttercup Media has joined Phoenix Gowns and is now responsible for its social media campaigns. Carol previously worked with West End theatre PR Agency Peter Thompson, and has since acquired a wealth of experience with regards to writing reviews, interviews and promotional content for small businesses, with her specialism being firmly rooted in the wedding industry. Speaking about the appointment, Tian O’Donnell said, “We’re really excited to be working with Carol and look forward to our increased social media presence.”
Phoenix Gowns also welcomes Pia Werner to the team as European Account Manager, with responsibility for stockist liaison.
Modeca unveils Dynasty, inspired by the royal weddingAlden Misolas, Head Designer at Modeca, has unveiled a stunning new bridal gown that will help any bride feel like a princess on her big day. Speaking about his creation, Alden says, “Dynasty is a timeless and classic bridal gown with a bateau neckline, fitted sleeves and a trumpet skirt, that won’t date or become unfashionable.”
The delivery time on this dress is currently 12 weeks. To find out more visit modeca.com
ATTIRE 31
News & events
LYN ASHWORTH OPENS NEW SHOWROOMSarah Barrett, Creative Director of the Lyn Ashworth label, recently announced the opening of her very first stand-alone flagship bridal showroom in Staffordshire. Set in a beautiful barn conversion on the Duchy of Lancaster Estate, this bridal showroom and manufacturing studio is set to be the go-to destination for brides in 2018 and beyond. Here brides will find the latest dresses from the current 2018 Daydreamer collection alongside the forthcoming 2019 Pure Love collection, plus bestsellers and firm favourites from past collections. In-house bespoke commissions will be available upon request for brides looking for that extra special and super exclusive couture wedding gown.
Speaking about the opening, Sarah Barrett, Creative Director says: “We are so excited to have launched our very first flagship boutique on the Duchy Estate in Staffordshire. It felt like the natural progression for the brand and the best way to grow the business. The space is a beautiful showcase for the label and reflects everything about the brand’s timeless, quintessentially English aesthetic. We love our fabulous nationwide stockists and want to do everything we can to push the brand – we believe it will give us a fantastic presence within the market and help drive awareness to each of our stockists.”
For more information visit lynashworth.co.uk
Earlier this year Ladybird gave bridal retailers an exclusive preview of two new collections for 2019 – Ladybird Transparent and Ladybird Royal.
Ladybird Transparent offers a selection of silhouettes all with the common theme of a daring but demure see-though lace bodice. Most come with a detachable lining, giving brides a variety of flexible options for day or evening wear.
Ladybird Royal is a collection of gowns that pay homage to understated simplicity, translated through its design, fabrics and detailing. They look couture, but the prices
contradict this, retailing from just £990. Speaking about the 2019 designs, Richard
Lill, Director of Lionheart Portfolio, said, “The diversity of the ladybird 2019 collection is staggering, not only in the choice of stunning designs but in its broad price spectrum, retailing from £450-£1800, with the majority sitting in the ever popular £850-£1200 price range.”
For more information on the collections and business opportunities contact the Ladybird UK office on +44 (0)1423 876 380. Alternatively, visit ladybird.nl
Interbride reports successful show The organisers of INTERBRIDE are reporting another successful show. About 5,000 buyers from 41 countries were able to experience four days of the latest creations and the fashion trends of the coming season, which will be available in the specialist stores from autumn.
More space, optimised hall planning and significantly shorter distances was the promise with which the tradeshow organisers approached this year’s race. And in the end, they kept their word with an impressive concept and appearance, which invoked a positive reaction from all exhibitors and visitors.
“We really set our benchmark very high, something we were very aware of because we advertised our optimised hall concept all year promising each exhibitor an A1 position,” reports Hermann Thole, who has been acting as ambassador and consultant for the tradeshow for a year. The idea of a circular path along which the stands line up on an equal footing was meant to fulfil the needs of buyers and traders even more purposefully.
The organisers wanted to achieve additional synergies with the new cluster structure, which combines exhibitors according to offer and target group beforehand. Thus, well-known brand manufacturers with small niche suppliers created an optimal mix for the areas: bride, groom, accessories as well as evening and event fashion.
“The bundled offer of the same product lines makes it easier for our guests to get oriented on the premises, shortens their walkways and ultimately saves time, which is a good thing with a packed appointment calendar,” says Thole whose experience of his time at the tradeshow was intensely personal. “ Myself and the other Board members are of course already looking at 2019. We can proudly reveal that talks were held with several new well-known companies who will exhibit here with us possibly next year already.”
Find out more at interbride.eu
LADYBIRD UNVEILS ITS 2019 COLLECTIONS
32 ATTIRE
ATTIRE 35ATATTITIRERE 3535
We speak to talented designer and now TV star Ian Stuart about the new fly-on-the-wall documentary focusing on his flagship London boutique – The Blewcoat
Interview
Congrats on the new series – it’s already been compelling viewing after only a few episodes! Have you finished filming the series now?Yes – the filming was carried out from August to Christmas in 2017. We saw three advance episodes before they appeared on Channel 4, and apart from that we’re viewing the show along with everyone else. It does feel very strange seeing yourself on TV, but we’ve very happy with the way the programme turned out and the way it portrayed us all.
How did the television programme come about and what were your reasons for participating in it?A friend of mine is a BAFTA-award-winning director who’s been involved in shows like First Dates and 24-Hours in A&E. He has his own production company and two years ago asked if we’d participate in some filming for a show that focused on an upmarket boutique. Initially this was meant to be a one-hour documentary, but Channel 4 saw the trailer and wanted to commission a 25-part series.
Did you have any reservations about opening the doors to your boutique to a film crew?Absolutely – with any kind of TV making, it’s all in the editing and the same scenario can be spun in any number of ways. The Blewcoat is still a business and a shop, so we wanted the programme to be a positive experience and we were always mindful of this when being filmed.
Did you have any input into who would appear in the series?
Anyone who appears on the show is either one of our customers, or someone who has applied to be on the programme through the production company. All are genuine customers and are seeking an outfit for their special day, whether for a wedding or a red-carpet event. The show is just as much about our clients as our dresses.
It’s been lovely finding out more about the team at The Blewcoat – have they done you proud and has any one member of staff stood out for you?We’re like a family at the Blewcoat and each member of staff has his or her own part to play. Craig is very funny and instantly connects with our clients, Carrelyn is wonderful – she’s fantastic for calming down situations, and Charlotte’s young and enthusiastic with good people skills.
What’s been your most memorable day of filming for the series and why?In episode one we helped a blind bride-to-be to find her dream bridal gown and it was an extremely emotional experience. She was born sighted and it was a keen reminder of how much many of us take for granted. We were so pleased to be able to help her.
On another occasion we helped a transgender bride to find the perfect wedding dress – it was a stunning figure-hugging design that fit her beautifully.We get people from all walks of life in the boutique – we have brides-to-be from a working class background who have saved up to spend £5,000 on their bridal gown, and those from an upper class background that may have a budget of £1,000. You
definitely can’t judge a book by its cover.
What feedback have you had since the series aired?We’re thrilled that we’ve had so much positive feedback on the series, especially for a daytime show that airs weeknights at 5.30pm. The first Friday it aired, it was the second most viewed daytime programme after Celebrity Crystal Maze.
I think we’ve succeeded in showing that although we’re an upmarket boutique, The Blewcoat is not snobby in the slightest, and we’re a great little team.
When does the series run until and do you anticipate a second series? Would you do a second series?The series runs for another three weeks and it would be amazing if we were offered a second series. It’s not been offered yet, but so far the viewing figures are looking promising! A
ContactIan Stuart
ianstuart-blewcoat.com
Designed by British designer Clare Waight Keller, the artistic director of French fashion house Givenchy, Meghan’s
ceremony gown was timeless and elegant. The classic design was made of double-bonded silk cady cushioned by an underskirt in triple silk organza.
TREND ONE: BOAT NECKLINE Very much a top trend for 2018 already, the boat or bateau neckline is an elegant design accent that harks back to the ’50s. Running horizontally, front and back, almost to the shoulder points, it’s a neckline that regularly appears on elegant eveningwear and was much favoured by the likes of Grace Kelly and Audrey Hepburn.
TREND TWO: PURE WHITE Colour has never been so prevalent in the bridal industry, with wedding dresses now available in a multitude of colours, prints and patterns. For those brides seeking something a little more demure, nude tones and ivory are the colourways of choice, so it was interesting to see a return to pure white for the royal wedding, both for the wedding and the reception gown.
36 ATTIRE
Elbeth Gillis
Ladybird
36 ATTIRE
The Meghan EffectThe gown and accessories Meghan Markle chose to wear to marry Prince Harry is set to influence the bridal industry for many months – if not years – to come. We reveal the top 10 trends from the big day…
TREND THREE: PLAIN AND SIMPLE Meghan opted for the ‘less is more’ approach to her bridal gown, where there is very little room for error in terms of fit. Indeed, beading, embellishment, lace – all were shunned in favour of an unfussy fabric that afforded a clean, elegant look.
TREND FOUR: THREE-QUARTER-LENGTH SLEEVES As per the main body of the gown, the sleeves were made from double-bonded silk cady. Ideal for the formality of the occasion, this sleeve length offered Meghan the opportunity to showcase a glittering Cartier bracelet from its Reflection collection on her right wrist.
Modeca
Anna Georgina
Royal Wedding
ATTIRE 37
TREND FIVE: HALTER NECK Designed by British designer Stella McCartney, Meghan’s pure white silk crepe reception gown was reported to have been worth around £80,000.
The chic halter neck and slinky design provided much more opportunity for movement than the ceremony gown – essential for dancing into the night!
TREND SIX: OPEN BACK In contrast to the ceremony gown, the reception dress was much more daring, featuring a simple open back. It’s already a key trend and one that’s now set to run and run!
ATTIRE 39
Andrea Hawkes
Diane Harbridge
ATTIRE 39
Royal Wedding
TREND SEVEN: LONG VEIL Meghan’s five-metre-long soft ivory silk tulle veil included floral detail to represent all 53 countries in the commonwealth. She also chose her two other favourite flowers – Wintersweet found in Kensington Palace and the California Poppy, from where she was born – to be adorned on her veil.
TREND EIGHT: POINTED TOE SHOE Made from silk duchess satin, Meghan’s shoes were the epitome of elegance. She chose a pointed toe to finish off both of her bridal looks, although in a nod to the traditional wedding saying, the soles of her reception shoes were a soft blue colour.
TREND NINE: FLOWER CROWNS Echoing the stunning flowers in St George’s Chapel and the elegance of the bride’s bouquet, each of the flower girls wore a stunning circular crown bursting with fresh blooms. This trend is perfect for spring and summer weddings.
TREND TEN: TWO LOOKS There’s no doubt that the demand for two different bridal looks – one for the day and one for the evening – is set to soar again. Kate Middleton chose two gowns for her wedding to Prince William, and Meghan Markle has followed suit. Many bridal designers
are currently embracing mix-and-match bridal, detachable trains and versatile accessories that can provide the same dress with two different looks. There’s no doubt that this is a trend that will continue to evolve.
Nymphi
Wendy Makin
40 ATTIRE
Paul Zeni Bridal will be launching their premier collection at
The Harrogate Bridal Show
9th - 11th September 2018
also featuring in The Harrogate Catwalk Fashion Show
STOCKIST OPPORTUNITIES
AVAILABLEFor stockist enquiries please contact
[email protected] GOING LIVE SEP 2018 www.paulzenibridal.com
In the wake of the Royal Wedding, we speak to leading names in the bridal industry to find out how they think this regal celebration will influence brides-to-be
THE BRIDAL DESIGNER – RAISHMA Meghan’s evening gown was breathtaking. She really did look a vision in it thanks to its elegant and classic fishtail which, with its halter neck, made for a very contemporary evening gown. It had a daring low back and lots of flare at the hem created by soft gauze panels. There was a simplicity to it, but the cut was very clever and typical of a Stella McCartney creation.
It was ideal for an evening reception as it was perfect for dancing in and moving around without too much fuss. Against Meghan’s skin tone, the brilliant white looked incredibly glamorous too. You can always tell when a woman is wearing the perfect dress for her by the added grace and confidence it creates for the wearer and Meghan literally radiated happiness and seemed so relaxed in this style. I think she may well have set a trend for halter-neck evening wear for brides and it has certainly inspired me to incorporate more of this shape into my next collection.
THE MAGAZINE EDITOR – DANIELLE HARVEY – COUNTY WEDDING MAGAZINES From 9am in the morning I was glued to the television, eagerly waiting for guests to arrive to critique their outfits, to watch Prince Harry turn up and to check out his dapper choice. More importantly, I was anticipating the arrival of Meghan to see if I would be blown away by her dress – and I certainly wasn’t disappointed, she looked stunning.
I’m elated that she stayed true to her classic and sophisticated style as I
predicted in the last issue of Attire Bridal. The clean, simple lines and cut of the Clare Waight Keller creation – the artistic director of French fashion house Givenchy – reflected her elegant demeanour and accentuated her petite figure perfectly. It was demure, as it had to be for the nuptials, yet still romantic with a fairytale flair of a true, modern-day princess.
For me, the pièce de résistance was her Art Deco-inspired bandeau-style tiara loaned to her by the Queen. The design was the perfect accompaniment, complementing her boat-necklined gown, holding in place the breathtaking five-metre-long white silk veil, which included floral detail representing all 53 countries of the Commonwealth – a design wholeheartedly thought out by the bride.
Finer touches such as her Cartier bracelet and earring, nude nail varnish to set off her wedding band, understated satin slippers and simplistic just-picked-look bridal bouquet created an overall bridal style that will be remembered – and no doubt recreated – for generations.
THE BRIDAL RETAILER – ODETTE LISTER BRIDES BY SOLO It was the first time on a Saturday in 35 years our shop cleared all lunchtime appointments, drank bubbles and tuned in to watch the Royal Wedding. We were not disappointed. Meghan was resplendent in both dresses. Neither one was corseted to within an inch of its life, and the wedding up-do was just a dressier version of Markle’s trademark messy bun.
Since the wedding we’ve noticed an increase in sales and can’t help but think brides were waiting to see Meghan’s bridal style before purchasing. Not everyone is asking for a version of her dress though, many agreeing the fabric was dense and neckline hard for some to carry off. The tide on certain lace fabrics has already turned, with a demand for sleek lines and well-cut plain gowns being requested, although the more vintage ‘boho’ lace hasn’t lost its appeal. In our shop we still cater for all styles as not everyone can carry off a size eight crepe ‘second skin’ wedding dress.
Many of our brides had already opted for long, ornate veils, however, now influenced by Meghan’s bespoke veil, brides are asking us to make theirs longer by the day. Here’s a good opportunity for add on sales, offering veils with custom-made trims and lengths. Linzi Jay and Daisy Day supply ours and offer a really wonderful array of options.
My overall impression of Meghan’s dresses/bridal style was that they were a true reflection of her. One look into the happy couple’s eyes could tell that, probably for the first time in a very long time, this wedding was more than tradition, pomp and ceremony, this was a true celebration of Harry and Meghan’s love. Somehow the magic and mystery of the dress was almost lost in the outpouring of love for and between the couple. This, I dearly hope, is the legacy this wedding leaves us bridal retailers and future brides. A wedding dress doesn’t have to be a fashion statement, it can be as simple or elaborate as one wishes, as long as it reflects the individual girl, is well fitted and comfortable, then it’s the perfect wedding dress for that bride.
Viewpoint
THE MADANIEL
44 ATTIRE
ATTIRE 45
Royal Wedding
THE BRIDAL DESIGNER – ELBETH GILLIS So many of us were wrong! I, along with many others, thought Meghan would be wearing a gown that was simple in its silhouette, but with lots of hand beading.
I just love how she completely surprised us and stayed true to herself. She looked absolutely beautiful! Her gown was designed to show off Queen Mary’s diamond filigree tiara. Pairing the tiara – made in 1932 – with the classic lines of her gown – it’s just iconic. I love the classic, understated, sculptural look as it becomes her.
THE BRIDAL DESIGNER – MARIA RYAN AT CATHERINE PARRY Clare Waight Keller came up with a beautifully cut, yet understated gown for the ceremony. The new Duchess of Sussex is known for having a keen fashion sense and the design of the gown struck the perfect balance by being modern and ‘on-trend’, yet at the same time demure – after all the
wedding was a state occasion. The only slight disappointment was that the fit didn’t quite seem to be perfect.
I also absolutely adored the silk crepe gown by Stella McCartney for the evening reception. The halter neck was very ’50s Hollywood, which is an era that continues to provide inspiration for many Catherine Parry gowns.
I was a bridal shop owner when Kate and William tied the knot, and when her sister Pippa married, so I saw first hand just how much of an influence their gowns had on brides at the time. There’s absolutely no doubt that today’s brides-to-be will be keen to emulate both of Meghan’s wedding day looks in the coming season. Before she had even walked down the aisle I was already sketching my very own version of Meghan’s dress and we now have two new designs in production that will be a homage to each of the two wedding day looks. These new styles will be available to order from July so that they can be in stores for the busy autumn season, however retailers will also be able to see them at The Harrogate Bridal Show in September.
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THE BRIDAL DESIGNER – WENDY PEDDLESDEN, QIANA BRIDAL Harry and Meghan’s wedding was a wonderful, magical day, that made us all so proud to be British. Her very chic, sculptured, silk understated bridal gown was a brilliant fusion of her own true personal style and yet was in keeping with royal bridal traditions. The dramatic
five-metre-long silk tulle bridal veil stunningly embroidered with the flowers of the 53 Commonwealth countries was a real statement piece that framed the simplicity of her classic, graceful bridal gown. The dress was cut to fit and flatter her trim figure and was stylised with an elegant bateau neckline, three-quarter-length sleeve and a modest length train. Meghan has indeed set her own modern royal style which I am sure will be echoed and reflected in future style fashion and bridal trends.
Plus pointsWe chat to Alison Law and Jo Cooke – the ‘fairy godmothers’ for plus-size brides – about series two of Curvy Brides’ Boutique, currently airing on TLC
What are your respective backgrounds in the bridal
industry and what prompted you to set up a boutique
purely for curvy brides?
Alison: I had no previous experience in bridal retail, only a passion for how much retailers are still in the dark ages when it comes to plus size! Jo: I’m definitely not from a retail background, bridal or otherwise. It was the realisation that there was so little choice on the high street for brides measuring size 14 and above. After a particularly disappointing shopping trip with a size 22/24 bride, the idea of our boutique – Curves & Couture – was born.
How did the television programme come about? Did you
have any reservations about opening the doors to your
boutique to a film crew?
Alison: We’ve done a few things for TV over the years. When you put bridal, plus size and Essex together it’s a dynamic combination that really appeals to the TV executives. Then, when they meet me and Jo, and our larger-than-life personalities, well, it’s game over! Jo: In 2014 we filmed a documentary with Angel Eye Media called My Big Beautiful Wedding Dress. I kept in contact with the production team and put the idea of Curvy Brides’ Boutique to Richard Osborne (MD at Angel Eye Media) who thankfully loved the idea. With a touch of tweaking and formatting he took the idea to TLC – and the rest is history.
At what point during the first series did you realise the
programme was a success?
Alison: I didn’t – and I still don’t – believe it now! I have to pinch myself sometimes because it’s just us being us! Jo: I don’t know that it has really sunk in yet. The cameras follow what we do, so apart from extra bodies and equipment, filming days are no different to non-filming days.
How did you find out it had been commissioned for
another series and did you do anything to celebrate?
Alison: Wow – I can’t even remember as the days all roll into one! I do believe there was lots of chaos, shouting, screaming and crying. I think we celebrated by having a little shopping trip, because that’s what we both like to do in our down time. Jo: We had a phone call from Richard Osborne (MD at Angel Eye Media) – who was like an excited child – there was lots of squealing from both Alison and myself. There was no time to celebrate (apart from a little shopping trip) as we were straight into filming.
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46 ATTIRE
How did you choose which brides-to-be would appear in
the new series?
Alison: They are cast by the production company and are sent to us. We know nothing about them until they arrive. All brides bring a story and a challenge. Jo: We have absolutely no input when it came to choosing brides. We know nothing about them until they turn up for their appointment.
What’s been your most memorable day of filming for the
new series and why?
Alison: For me it was helping a bride called Lauren who wanted a latex wedding dress! Wow – she sent us onto a spin! We always advise brides that their dresses have to reflect their personalities. We are specialists, but not in latex and we wanted to try and convince Lauren that this is a phase of her life right now, and asked her if she would want to see latex in the wedding photos in 10 years’ time? Well, you will have to wait and watch the episode to see what happened, but all I can say is Lauren was so passionate about latex I now own a latex dress! Jo: My most memorable day and bride was Zoe Dunklin. All I knew about her was that she was in a wheelchair and was totally non-weight bearing (we were only told this information as we had to check that we could accommodate her wheelchair). Anyone who knows me, knows that my second passion in life is basketball. The entire crew kept it a secret that Zoe was a wheelchair basketball Paralympian. I was so utterly starstruck and in awe of Zoe and her companion who was also a WBB Paralympian. It was an amazing day and one I will always remember.
How do you make your brides-to-be feel at ease and build
their confidence? Is there one ‘success story’ that you’re
most proud of?
Alison: I think women understand women – especially one curvy girl to another. There is nothing that a bride can’t say to us that we will be shocked about because we are walking in those shoes too. I’m very proud of what Jo and I achieve; we are in a privileged position with all of our brides and I’m very proud of them all. I’ve previously suffered with depression and have been in some very dark times. I therefore understand how these ladies feel about being centre of attention, how they feel about their bodies, and the sheer terror of being a plus size bride and what difficulties finding a dress can entail.
Which bridal designers do you work with and why?
Alison: My favourite is Veromia’s Sonsie collection. It was designed with such love for the curvy woman and it’s all about embracing curves rather than hiding them. The internal support this dress offers is incredible – it’s about being comfortable, confident and happy, because once you do you will feel beautiful. Jo: Veromia is definitely our favourite – the Sonsie collection is second to none – it’s all about embracing curves. Sydneys Closet is also fantastic as it goes up to a British size 40 as standard.
We also work with Christina Wu and The Eternity Group – it’s
an affordable American brand with generous fit.
What size range do you offer at Curves and Couture?
Alison & Jo: Our gowns range from a size 14 to a size 40. I think we might even have a 42!
What is the price range at Curves and Couture?
Alison: We know weddings are expensive and the way we do everything at Curves & Couture is to put ourselves in our brides’ shoes and ask: “Would I pay that? Would I wear that? Would I like that kind of service?” Most gowns are priced between £700 and £2,200.
Have many brides-to-be contacted you for an
appointment as a direct result of Curvy Brides Boutique?
Where’s the furthest a bride has travelled from to visit
Curves and Couture?
Alison: We have always been crazy busy anyway, working seven days a week just to keep up with the demand. Because we are a plus-size specialist, there are only a handful of similar stores up and down the country, so you can imagine the volume of brides we get through the door. The furthest bride we’ve seen has come all the way from America – our reputation is travelling! Jo: Qatar is the furthest I think. We have always been really busy and see a steady stream of brides throughout the year.
What’s next for Curves and Couture?
Alison: Definitely world domination! If your dreams don’t scare you, they are not big enough.
When can our readers tune into Curvy Brides Boutique and
when does the series run until?
Alison & Jo: Curvy Brides’ Boutique is on TLC on Fridaysat 8pm. A
CONTACT Curves & Couturecurvesandcouture.co.uk
ATTIRE 47
On the box
LOCK & CO. HATTERS +44 (0)20 7930 8874 lockhatters.co.ukLock & Co. Women’s centres on two collections. The women’s ready-to-wear range offers timeless styles, with a sprinkling of seasonal pieces that set the hatting benchmark. Lock Couture showcases the company’s most exquisite hats, handcrafted by the label’s new milliner, Prudence. For men, the Lock & Co. label offers its core classics. They include the celebrated hats, from the Bowler and Panama to rollable trilbies and wide-brim fedoras. There are also traditional caps, including flat caps made from British tweed and the infamous Baker Boy Peaky Blinders six- and eight-piece caps in hardy leathers and herringbone. Exclusive designs pepper the collection, such as an opulently embroidered velvet smoking cap and a leather-trimmed helmet that harks back to the explorer hats of the 19th-century, each finished with the company’s luxurious branding and presented in an iconic, white Lock hatbox.
Thanks to the royal wedding, hats and fascinators are having a revival – now’s the time to stock these stunning pieces
Crowning GLORY
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Hats & fascinators
JEWELLERY WORLD +44 (0)161 834 500 jewellery-world.co.ukJewellery World is one of the UK’s leading independent wholesalers stocking an extensive range of hats, fascinators, scarves, imitation jewellery, hair accessories, gift packaging and display equipment. The team is 100 per cent focused on providing its trade customers with a one-stop shop for the supply of thousands of up-to the minute, competitively priced products. The firm has an extensive network of suppliers in East Asia, and with new stock being introduced each week, the company is ahead of the curve when it comes to what’s on-trend. It is this commitment to staying current that allows Jewellery World to lead the way in the UK wholesale fashion accessories market. Customers are welcome to visit the prestigious showroom in Manchester or visit the website.
JEWELLERY WORLD +44 (0)161 834 500jewellery-world.co.ukJewellery World is one of the UK’s leading independent wholesalers stocking an extensive range of hats, fascinators,
i tion jewellery, hair accessories, gift packaging 100 per cent focused on
l
PROPPA TOPPA +44 (0)1691 773 752 proppatoppa.co.ukDesigning and creating from its workshop in Shropshire, Proppa Toppa has been manufacturing ladies’ hats since 1997. Now celebrating its 21st -anniversary, the company has developed a distinctive style of beautiful, quality hats that are practical enough to be worn day-to-day. With a focus on classic styles in quality fabrics, Proppa Toppa hats will look great season after season. Working with fabrics from around the world, including true vintage finds, the company makes statement hats by combining colourful prints, quality tweeds and tactile velvets, bringing them together in unique combinations that create a stylish addition to the discerning wardrobe. The Proppa Toppa range includes velour waterproofs in a range of jewel colours that brighten up a winter wardrobe through to pastel-coloured lightweight summer linens that are breathable while still providing shade from the sunshine.
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HENNUMI MILLINERY +44 (0)20 8936 7627 hennumi.co.ukAs British royalty returns to the global headlines, this time firmly setting the tone of multi-cultural modernity, London-based Hennumi Millinery aptly fuses heritage with contemporary cool to suit the mood.
Tosin Trim, founder and designer of Hennumi, who expertly combines simple geometric shapes with elegant lines, draws inspiration from both her architectural background and costume design experience to create a full SS18 collection of headwear that includes striking occasion hats, effortlessly elegant straw panamas and statement feather clips.
Hennumi is a sustainable luxury accessories brand specialising in exquisitely handmade millinery for both daywear and occasion.
Combining traditional millinery craft with innovative sculptural construction, the company uses sustainably sourced materials and fine fabric off-cuts from its sister brand, DEPLOY womenswear, to create signature pieces that sets it apart from the rest whilst completing the circular economy of the two affiliated brands.
Tosin specialises in fine accessories as a designer-maker and has many years of experience, both in private commission and in costume design for film, TV and theatre. A qualified architect trained at the University of Cambridge, Tosin’s background ensures a refined aesthetics and rigorous design approach, creating statement headwear of sculptural beauty and textural luxury.
VIXEN MILLINERY +44 (0)1725 512 983 vixenhats.co.ukVixen Millinery creates collections that tone with a vast array of occasionwear brands to finish the look and to help sell the outfit as a whole. For example, the Vixen blush colour from its SS18 collection perfectly tones with the blush of four major occasionwear brands, giving shops the best chance of an add-on sale.
The company creates a summer occasionwear line and a winter daywear line each year. The brand is probably best known for its summer occasion pieces; one of the best sellers is its Zelkora disc shape. The latest reincarnation of this design features silk sinamay bows and handmade orchid flowers. The winter line is quite new and consists of casual soft hats, such as wool felt trilbies, caps and berets. The winter line started off smaller but has grown in popularity.
HEATHER FASHIONS +44 (0)1768 865 023 heather-fashions.comHeather is now enjoying its sixth year supplying the equestrian, country clothing, tourist and giftware sector and has earned a reputation for supplying high-quality hats, caps and bags at affordable prices. Using mainly British tweeds and waxed cottons, Heather is now recognised as a brand that delivers on these key principles. Each year, the company adds new styles to its portfolio whilst keeping the popular core range intact to cover the everyday needs of the consumer.
New products launching during 2018 include Harris Tweed and Abraham Moon Tweed bags and purses, Bond and Duckbill caps and Peached Microfibre Waterproof caps. There are new colours in old favourites such as the Kinloch Waterproof Tweed Cap, Tyndrum Baseball Caps and of course the Harris Tweed headwear.
Heather endeavours to provide an in-stock service and prides itself on fast delivery with no minimum order. You can order via email, phone and fax or through one of the company’s agents.
ATTIRE 51
Hats & fascinators
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SIMPLY DEVINE HATS +44 (0)1937 836 068simplydevine.co.ukSimply Devine Hats is set to launch a new collection of designer mother-of-the-bride/groom outfits to match and complement its new range of hats, hatinators and fascinators.
The new range will be showcased this summer – the second-time owner Liz Devine-Wright has debuted a new range.
The outfits have been carefully designed by Liz together with an Italian couturier – the latter of whom formerly worked for one of the major international fashion houses.
Liz said of the new range: “We’ve had a fabulous first year as a headwear wholesaler, and our second range of hats and fascinators will build on the success of our first collection, but we wanted to add something new to our trade customers. We think this collection will be perfect since it has been designed exclusively with our hats in mind.
“Mothers-of-the-bride or groom want something different from the high street – and we believe this is what we have achieved.”
CHLOE HAYWOOD [email protected] chloehaywoodlondon.comThe Chloe Haywood SpaceTime Collection consists of 14 designs that incorporate hats for weddings, the races, parties and bridalwear and are all handmade sustainably in the UK. Largely made from upcycled vintage materials, such as fabric remnants, veiling and millinery straw, each design is one-of-a-kind, but some can be replicated or at least adapted to a bespoke design.
Chloe says: “The inspiration for SpaceTime isn’t as you might imagine from Einstein’s theory of relativity, but directly from
watching an episode of the BBC Ones series Forces of Nature with Professor Brian Cox. The episode was called ‘Somewhere in Spacetime’, and I didn’t set out to watch the show at all.
“I was captivated by the movement of the show and, more specifically, by the way Cox explained, in his colourful way, an example of Spacetime.”
EXQUISITE FABRICSAVAILABLE TO BUY ONLINE
An extensive collection of fabrics for all of your bridal needs including:
Duchess Satin, Taffeta, Faille, Double Faced Satin, Zibeline, Ghazar, Marocain, Heavy Satin, Tulle, Organza, Lace, Chiffon, Georgette, Damask and Douppion.
Visit our new website or call us to order samples or buy our luxury silks.
Pongees Ltd T: +44 (0) 20 7739 9130F: +44 (0) 20 7739 9132
E-mail: [email protected] Website: www.pongees.co.uk
Plus
FILE
2
FILE 4
The CollectionsDecorative accessories to match our two key fashion trends
ATTIRE BRIDALFILE
3
DARE TO BARE We speak to self-taught Israeli bridal designer Riki Dalal about her edgy yet flattering wedding dresses
GO WITH THE FLOW Dreamy and romantic, these beautiful ruffled and handkerchief skirts are perfect for brides seeking softness and elegance on their big day
FILE
1Touch types Fabulous patterns and tactile textures are the order of the day with these fashion-forward designs
ATTIRE 55
Fashion files
Fabulous patterns and tactile textures are the
order of the day with these fashion-forward designs…
Anny Lin +44 (0)1524 220 250 ukbridalimports.co.uk
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oooooooooooooooorrrrrrrrrrrrrrrrrrdddddddddddddddeeeeeeeeeeeeeeeerrrrrrrrrrrrrrrrrrrr ooooooooooooooffffffffffffffff ttttttttttttttthhhhhhhhhhhhhhhhhhhhhhhhheeeeeeeeeeeeeeeeee dddddddddddddddaaaaaaaaaaaaaaaaaaaaaayyyyyyyyyyyyyyyyyy wwwwwwwwwwwwwwwwwwwwwwwwwwwwwiiiiiiiiiiiittttttttttttthhhhhhhhhhhhhhhh tttttttttttttttttttttthhhhhhhhhhhhhhhhhhheeeeeeeeeeeeeeeeeeeeeeeeesssssssssssssssssseeeeeeeeeeeeeeeeee fffffffffffffffaaaaaaaaaaaaaaaasssssssssssssssssssssssssssssshhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhiiiiiiiiiiiiioooooooooooooooooonnnnnnnnnn-----ffffffffffffffffffffffffooooooooooooooooooorrrrrrrrrrrrrrwwwwwwwwwwwwwwwwwwwwwwwwwwwwaaaaaaaaaaaaaaaarrrrrrrrrrrrrrrrrrrrrddddddddddddddddddddddd ddddddddddddddddddeeeeeeeeeeeeeeeeeeeeeeessssssssssssssssssssiiiiiiiiiiiiiiiiiggggggggggggggggggggggggggggnnnnnnnnnnnnnnnnnnnnnnnnnnnssssssssssssssssssssssssss……………………………Touch types
56 ATTIRE56 ATTIRE
1 2
3 4
1. Bianco Evento bianco-evento.de
2. Diane Legrand +44 (0)7931 370 425 euro-mode.com
3. Fara Sposa farasposa.com
4. Kenneth Winston +44 (0)1765 530 282 kennethwinston.com
ATTIRE 57
File 1
LILLY lilly.eu
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5 6
7 8
5. Mia Mia Bridal +44 (0)20 8804 1444 miamiabridal.co.uk
6. Paloma Blanca palomablanca.com
7. Papillon by Modeca modeca.com
8. True Bride +44 (0)1273 728 637 truebride.co.uk
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File 1
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File 2
Emmy emmylondon.com
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The CollectionsWe showcase a selection of finishing touches to complement our two key fashion files
These stunning accessories are perfect for brides wanting to reflect the fabulous patterns and textures of their bridal gown
Dreamy and romantic, these light and ephemeral accessories are ideal for coordinating with beautiful and ruffled handkerchief skirts
GO WITH THE FLOW
Glitzy Secrets glitzysecrets.com
Ivory & Co ivoryandcotiaras.co.uk
Savage & Rosesavageandrose.com
Pink by Paradox pinkparadoxshoes.com
Touch types
Starlet Jewellery starletjewellery.co.uk
Glitzy Secrets glitzysecrets.com
mymylondon.commmmmmmmm
m
Hockley Mint hockleymint.co.uk
Dreamy and romantic, these beautiful ruffled and
handkerchief skirts are perfect for brides seeking
softness and elegance on their big day…
Go withTHE FLOW
Hayley Paige +44 (0)1423 873 320 jlmcouture.com
64 ATTIRE64 ATTIRE
1 2
3 4
1. Cabotine cabotine.es
2. Casablanca Bridal [email protected] casablancabridal.com
3. Julietta at Morilee morilee.co.uk
4. Diane Legrand +44 (0)7931 370 425 euro-mode.com
File 3
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5 6
7 8
5. Fara Sposa farasposa.com
6. Mikaella mikaellabridal.com
7. Phoenix Gowns [email protected] phoenixgowns.co.uk
8. Victoria Kay victoriakay.co.uk
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The Bridal Roadshow Bristol 19th & 20th August
Harrogate Bridal Show, Stand C779th, 10th & 11th September
01827 55444 | [email protected] | www.twilightdesigns.co.uk
Launching our new collections at the following 2018 shows
We speak to self-taught Israeli bridal designer Riki Dalal about her edgy yet flattering wedding dresses
Dare to be diferentWhen did you create your bridal label and with what business aim? The Riki Dalal Group came to life about eight years ago. I learned the secrets of design from my mother – she taught me almost everything I know today. I began by making simple clothes for myself and experimenting with patterns, which ignited my passion and excitement for design and clothing. I always made smaller things here and there, but the first real clothing I ever made was my own wedding dress. It was, of course, exactly what I wanted and dreamed of. I figured that if I had an exact vision for what I wanted, I would have to go ahead and make it myself.
Before I opened the RD Group, I was raising my children full-time, but in every spare moment I was creating designs in my home studio for rolling clients and performance dance groups. I slowly started to realise my passion for bridal, as I wanted to create something individual and original that leaves a lasting memory for its wearer.
Can you tell us a little about your bridal design background? I have evolved immensely since first opening this business. I initially started in the design world focusing on individual clients’ needs and for larger performance
groups that needed something for shows and performances.
Creating something that flattered the body, was comfortable for the wearer, and provided an unforgettable memory took over me. It was then I was steered into bridal and started to learn the trade and exercise my abilities to create something truly magical.
I am completely self-taught when it comes to bridal. I learn the ins and outs of using embellished fabrics, appliqués, and delicate laces. It’s all about the learning process and I use so much trial and error before the perfect style is brought to life.
The added value in my designs is within the work technique, which is based on fitting leotards. Using the two-piece method allows me to create these deep back lines and illusion silhouettes, while still being able to keep the dress light and comfortable for the wearer. What inspires you about bridal design?As clichéd as it sounds, I draw inspiration for bridal from all areas of life. All of the names of my collections are places or people that have inspired me, and I envision all of my gowns strolling through valleys, hillsides, and beaches as brides say their ‘I dos’. It’s just such a romantic inspiration that
is fitting for bridal couture. I love knowing I am creating a piece that
is a part of a woman’s history and sets a starting point for a new family’s future. I try to think of each detail as the centerpiece of this woman’s most magical day.
How would you describe your signature style? All of my dresses are defined by lightness and romance, while still maintaining a sexy look. I would say I am best known for my daring backs and deep necklines. The open yet adorned backs really create an entirely new string of traditional bridal couture as it is often the most eye-catching part of the bridal gown. Where are the gowns designed and made, and how integral is this to the identity of the brand?All gowns are designed in my offices in Israel. We have two production locations, one in Israel and another in Europe. We have split forces as the demand became too high and the pressure was on to expand into a larger facility! The majority of our retailers are based in Europe and China, so it made sense to locate a source of production there.
Combining the two worlds – my middle-eastern country of Israel and neighbouring
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Contact Riki Dalal
rikidalal.co.uk
Europe – really does define the identity of the brand as so many of my design influences come from the combination of my native culture and style, but with a European elegance. I think having production in both locations really mimics how my visions come to life.
How many stockists do you have, and how do you decide which retailers you would like to partner? Why are your designs perfect for UK brides? We have two flagship locations, one on the coast of Israel and one in the heart of London. I am honoured to say that my designs are now featured in more than 100 selected boutiques across the globe and it’s a figure that’s growing every day.
We partner with retailers that are as passionate about our gowns as we are, and are always putting brides first. It is so important for us to find retailers who we can create a long-lasting and positive relationship with.
Currently our strongest selling market is the UK, therefore we really try to cater to their tastes. We always get feedback from our retailers and brides as to what they hope to see in the future.
We pride ourselves on being available to our partners nearly 24/7. We are always in contact with retailers via email, phone, and most commonly WhatsApp! We find that having this accessible line of communication really solidifies our partnerships and creates such amazing relationships with our clients.
We also have a fabulous marketing
program that we offer all our clients. We use so many tools to promote their shop and mould it to suit their target audience.
Do you offer retailers a particular area of exclusivity, and do you have a minimum order for new stockists? Yes, absolutely. We think it’s fair that we provide retailers with exclusivity as our demand is high and we do not want partners to have compete against one another. This provides a base for them to see how many leads they will get in their area just from being an exclusive stockist of our styles.
We ask that retailers purchase a full collection (between 12-13 dresses). When a collection is purchased, it comes with an incredible discount. How often do you launch new collections and can you give us any insight into the styles that will appear in your 2019 collection?We launch collections twice a year. This year’s dresses are overflowing with romance, while still maintaining my signature daring and sexy feel. Many of the dresses glide along floor and feature a combination of pearls, beading, and handmade lace. Deep v-necks and extravagant backs contrast the classic mermaid and sheath silhouette with exceptional trails. What is the price range of your collection?The Riki Dalal collections retail between £5,100 - £6,375. The NOYA by Riki Dalal collections retail between £1,844 - £2,747.
How would you like to see the company evolve over the coming years?I would love to see the company continue and expand to meet the needs of brides in places we have yet to reach. My dream is to also create other lines of gowns not necessarily bridal but, for now, this is my true passion! A
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Up & coming
THE LONG AND THE
Before embarking on a tour of the veil, we must first welcome the new kid on the block – the cape! Yes, 2018/2019 sees a definitive trend for a cape cast over the shoulders of the very modern bride – with or without superpowers! To begin, we have the short cape, often made in heavily embellished lace and covering the shoulders and upper arms – very practical for the great British climate – and tied loosely with ribbon. A short cape can add glitz and glamour to a wedding ensemble and allow brides to indulge in a bit of bling or a feather flirtation, where they may have feared to go with their dress.
The next caped creation is an ethereal and elegant long cape primarily made using a light silk chiffon. Alternatives include a glitter lace cape to add some sparkle or a lovely soft Chantilly lace, but most certainly with a light and floaty handle. This is attached simply with a tie or with a classic clasp, or why not encourage your brides to use a crystal trim to cut across the front or back of the cape for a bit more wow factor! This trend is perfect for the contemporary, fashion-forward bride.
Speaking of elegant, enduring and ethereal, the halo of a beautiful bride on her wedding day is so very often her veil. Bouffant or billowing, the choice is plentiful. When it comes to the veil there is definitely a resurgence of long veils and
the ‘Mantilla’ is definitely a top choice. Read on for our step-by-step guide to veils in vogue. CATHEDRAL A cathedral veil delivers an unforgettable statement that’s classic and a touch regal. With more than 3m of fabric, a cathedral veil will trail gracefully beyond the bride’s dress and train, and when spread out still allows the gown to be seen. Modern designers are using deep lace trims and 3D flowers to add drama and definition, ensuring the longer veil is up-to-the-minute with a modern clientele. CHAPEL The chapel design is also a long wedding veil that is perfect for a dramatic entrance, and is a photographer’s dream! Also known as a sweep or full veil, the chapel-length design measures around 228cms in length and should fall between 15 to 30cms past a bride’s train or hem. This veil is perfect for a more formal setting and an elaborate gown, yet is a tad more practical than the cathedral. A choice of single tier or two tier awaits and as with all veils, can be attached over the head Juliette style, or draped from a hair comb. BALLET OR WALTZ
As the name suggest, this veil is a great choice for a dancing diva on her wedding day. If a bride does not want to lose her statement veil in the evening, but likes to get down and boogie, this design should be long enough at around 152cms that it just brushes the floor. It maintains a romantic and whimsical feel, without the ‘drag’ or ‘carry’ complication. Ideally the ballet veil – or floor-length veil to give its other name – should almost match the length of the bride’s dress, therefore it is the perfect match for a full length gown that doesn’t have a train. This veil pairs beautifully with either a sheath silhouette or ball gown. FINGERTIP VEIL The fingertip-length veil is also universally flattering and is a commonly worn style. Fingertip-length veils look beautiful on any body type and coordinate perfectly with most gown styles. You guessed it, it is called ‘fingertip length’ because the length is approximately 114cms, extending to the bride’s
short of itCaroline Weisters from Platinum Bridal Fabrics discusses veils, from show-stopping cathedral-length styles to fabulous ’40s-inspired birdcage creations
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Fabrics
fingertips! The beautiful flowing fabric brings an elegant feel and adds a little extra volume to the bridal look. A fingertip veil is also a great choice because it allows a bride to wear a longer veil that won’t block the focus of her beautiful gown, as you can still see it through the sheer fabric. MANTILLA VEIL Ahead of the curve fashion wise, a Mantilla is a type of veil that is made of either silk, tulle, or lace and has a deep statement lace edge around the whole veil. Featuring a comb under the lace
at the very top, this allows the lace to drape smoothly over the bride’s head and shoulders to frame her face. Fingertip is the ideal length for a Mantilla veil. ELBOW LENGTH Here we go again, the practical naming of bridal veils. Can you guess where this veil extends to? The elbow-length veil is considered the universal length and measures about 76cms. Neither too long nor too short, it pairs nicely with most dress styles. It can be a single tier or have multiple layers with a blusher – the tulle or lace that’s worn over the face and allows for a big reveal after ‘you may kiss the bride’ in the movies.
Although more appropriate for an informal setting, the elbow-length veil is stunning for a ball gown because it ends where the fullness of the skirt begins. SHOULDER Shoulder-length veils traditionally measure around 50cms and are perfect for gowns that have a lot of detailing, such as beading on the lower back, waist or bust. This design rests on the shoulders or slightly covers them. With the veil being shorter, it will not draw attention away from the details of the bride’s dress and will allow for a clear view when taking photographs. The shoulder-length veil can be super voluminous with layer of tulle or net for a stiffer, more structural creation á la Priscilla Presley – what a fabulous look! FLYAWAY VEIL This is a fun and flirtatious design and is a great option for less formal events where the bride wants to wear a veil, but mainly show off her gown. It also looks great with a short wedding dress. A flyaway veil is similar to the shoulder-length design, measuring around 40cms in length, though considered less traditional or
formal looking. As with the shoulder-length veil, layering and a stiffer net look great with this style. BIRDCAGE For a super statement look for a fashion-conscious and confident bride, a birdcage is the perfect choice. A current trend sees this net veil embellished with pearls or diamantés. Traditionally covering the face to the chin, it can be worn just over the eyes or tilted for partial coverage of the face. Fantastic for drama, birdcage veils were in mode in the ’40s so can bring a vintage feel to a wedding ensemble. A
CONTACT Visit bridalfabrics.co.uk for an extensive
choice of sumptuous laces, exquisite fabrics, trims and appliqués.
Call +44 (0)1254 873 333 for details.
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Bohemian chicNew York designer Randi Rahm reveals all about her ’70s inspired Femme Florale collection
How would you describe your
signature style?
My signature style is feminine and sophisticated. I’m a woman designing pieces for all women to feel gorgeous and confident. I don’t design costumes, my customer needs to feel like herself, even if she’s trying a new style or feeling adventurous with her fashion choices. I’m all about fit and finishing touches – the key is in the detail. We are definitely exclusive, but my designs have the ability to apply to the woman who’s wearing it. There is certainly something special for everybody.
What’s the best-selling gown from
the 2018 collection and why do you
think it’s been so popular?
One of the best-sellers is Collette, which also reappears in my 2019 collection. The intricately beaded, modern, deep-V top is balanced by a voluminous tulle skirt and cloud train. I think most brides, even those who won’t admit it, are looking for that dramatic moment on their big day.
What inspired the 2019 collection and what fabrics and
embellishments have been used in the designs?
The collection is called Femme Florale, as I was inspired by the free-flowing nature and aesthetic of the ’70s flower child movement. The collection is a nod to the bohemians and hippies of the era, but of course interpreted in a luxurious and haute couture way. You’ll see a lot of ruffles, peasant-style skirts and vintage lace in the collection. We have used a gorgeous embroidered Chantilly lace, as well as a summery embroidered cotton voile.
How many designs feature in the 2019 collection?
Femme Florale features 22 pieces, but there are several styles that have more than one look to them. Indeed, versatility is a big part of my design process. A lot of my pieces are ‘convertible’, that is they feature removable or add-on pieces to change the look of the outfit. That way a bride can go from the ceremony, to the reception, to the after-party – all with one ensemble.
What’s the price range of the collection?
Prices usually begin at the $6,000 range (around £4,400), but it’s all dependant on the amount of detailing and workmanship that goes into it, and of course the imagination of the bride. I’m an artist and my passion is helping women construct their dream dresses.
76 ATTIRE
CONTACT Randi Rahm randirahm.com
Which of the designs from the 2019 collection do you think will be your
bestsellers and why?
I am quite confident that there is something for everyone in Femme Florale. One piece that defines the theme of the collection is the Peace gown and coat. It’s a luxurious column-style dress with a scooped back and lace trim at the hem, topped off with a gorgeous vintage lace coat with ruffled sleeves. The Orion is also a favourite: though modest-looking at first, this prairie-inspired dress is sheer in the right places with beautiful white beadwork all over. The ruffled sleeves and hem add to the lightness of this style. One of my icon pieces, the Prince suit makes its bridal debut. Made from a stunning white brocade and silver beading, this is for the modern, confident, and fashion-forward bride. Imagine a chic ceremony at City Hall – it’s for the woman who refuses to wear a dress.
Do you have a favourite gown from the new collection?
My favourite has to be the Harmony full lace cape/gown that is paired with silk hotpants. I love how this piece has floor-length sleeves and makes a real statement. It has some Japanese Kimono influences too, and definitely captures that haute hippie, luxe boho look that Femme Florale is all about.
What type of retailer is Randi Rahm most suited to?
Presently we are doing all our appointments in house. Everything that I design is presented and created in our showroom and atelier on Madison Avenue in New York City. We have a truly original white glove service, an authentic couture experience that is very hard to replicate. But we love working with speciality stores that understand this attention to detail, both in my designs and my signature service. I love retailers that can understand how special my pieces are.
What sort of bride will be attracted to this collection?
A bride-to-be who is looking for something fresh with a tinge of whimsy. I imagine this collection is for the bride who loves the idea of romance, perhaps something perfect for a destination wedding. But there is certainly something for everybody in Femme Florale. This bride is all about her individuality and personality, which needs to shine through on her special day.
What do you predict will be the key bridal trends for 2019 with regards
to inspiration, cut, colour, fabric and embellishment?
I think sleeves will continue to be a strong trend. I also think bridal will become more progressive as far as accepting new silhouettes like trousers, rompers, shorts and jumpers. Lace and beading will always be a part of bridal, but I think in 2019 we will see more creative ways on how they are applied and where on the bodice they are being placed. A
ATTIRE 77
Designer interview
Barcelona boundBridal industry consultant and Attire Bridal columnist Helena Cotter reports back from Barcelona Bridal Week
GETTING THERE I am lucky to live 10 minutes from my local airport with regular flights to Barcelona, so the journey to this Spanish city was a breeze. Even if you live further afield, most UK airports will have direct flights of around two-three hours.
On arrival at Barcelona airport, I took the bus to the hotel. The service is superb and economical – in fact I took the bus on several occasions. I don’t speak Spanish unfortunately, but thankfully the drivers speak English!
Of course, there are taxis if you’d prefer, which are reasonably priced and the drivers are also well versed in English. Hotels within the vicinity of the show offer preferential rates to visitors, which is also great for the budget.
THE VENUE The show this year was at a location in the centre of Barcelona. It’s a tremendous venue surrounded by hotels, eateries, fabulous architecture and not far from the sea – perfect for combining work and play.
From what I understand, the show buildings themselves are part
of a former palace. The exhibition halls were enormous — luckily colour-coded labelling helped me to negotiate this vast space to track down particular suppliers.
On asking around at the show, I was told numerous times by UK suppliers how easy the stand set up had been, with a journey down of around two days. Parking is readily available for exhibitors right outside the venue, while hotels are across the road – a good start.
The outside linkway between halls had a number of giant teepees under which buyers and exhibitors enjoyed all manner of light refreshments. There were also abundant deck chairs laid out so visitors could bask in the warm sunshine. What a treat – I felt like I was on holiday!
The show had a very casual, informal feel to it, which was conducive to browsing and ordering in an unhurried atmosphere – everything was relaxed and calm. THE VISITORS The show is growing exponentially year on year. The week of this year’s show had over 20,000 visitors from all over the globe, which is simply staggering.
78 ATTIRE
CONTACT Helena Cotter
[email protected] +44 (0)1582 451 238 or
+44 (0)7896 944 759 helenacotter.co.uk
There were incredible fashion shows in the lead up to the show itself and I am hoping to take some of those in next time I attend.
I noticed familiar British and American companies exhibiting this year. British buyers were also abundant. It is obviously one of the prime shows to attend in the international calendar. A long weekend away in Spain – what’s not to love?!
I have spoken to a number of British designers since the show who are keen to exhibit there next year. THE GOWNS For retailers, choosing their bridal collections isn’t always an easy task – predicting what brides will want to wear during the next year. This, plus the sheer volume of gowns out there and – of course – the huge number of shows now in the buying calendar.
What I particularly loved about this show was the sheer variety of styles. There were undoubtedly some out-there designs, which were cutting edge, but also some incredibly commercial collections that will sell brilliantly. You’ll see many wedding dresses that offer a real departure from the norm that your brides will love.
The suppliers were so flexible regarding minimums, alterations and so on – they really made it very easy for customers new and old to buy their collections.
Trying to follow trends can be exhausting. Why not take the lead in your shop, be brave and create the forward fashion? You establish the look and let others follow you. NEXT YEAR All in all, Barcelona Bridal Week was a tremendous show. For me it was a huge success and I cannot wait to see what’s on offer in 2019. Find out more at barcelonabridalweek.com A
ATTIRE 79
With stunning silhouettes, just as suitable for slimmer brides as those with fuller figures, Nicola Conduit at Tiffanys Wholesale Ltd chats to Attire Bridal about the popular Jessica Grace collection
Keeping It CLASSIC
When did you launch the Jessica Grace
collection and how would you describe
its signature style? Our Jessica Grace collection was initially launched at The Harrogate Bridal Show in September 2016, and came as a result of the success of our Bliss Bridal collection.
What was the best-selling gown from
the 2018 Jessica Grace collection and
why do you think it’s been so popular? The best-selling gown from our 2018 collection has been the Bruges. This gown is a show-stopper with a sweetheart neckline, delicate lace appliqué over tulle with elegant silver beading. The dress comes with the choice of a lace or zip
back and has been proven to suit all sizes, particularly the fuller figure. The gown comes with a removable lace jacket with full-length illusion sleeves.
What inspired the 2018 collection and
what fabrics and embellishments have
been used in the designs? We are inspired by classic styles, slender silhouettes and princess-style gowns. We have noticed a trend towards open backs and the continuation of the lace fabric. In addition, we have new styles available in crepe fabric, which seems to be increasingly popular and has been requested by some of our customers.
We feel that the Jessica Grace collection
80 ATTIRE
Collection focus
CONTACT Tiffanys Wholesale Ltd +44 (0)2380 334 322 tiffanys-online.co.uk
has something to suit every taste and our outstanding internal structure is suitable for the fuller figure.
How many designs feature in the
2018 collection? The 2018 collection features 37 different designs with a variety of colour options including ivory and champagne.
What is the price range of the
bridal collection? The collection ranges in price from £225 - £495, with the majority priced at £295 or below. We have kept the average price around £295 to ensure that our customer is able to stay competitive whilst offering high quality gowns. For those brides who are price conscious, they are still able to
have the exact same shopping experience as those brides-to-be who are looking for higher-end bridal dresses.
Do you have a favourite gown from the
2018 collection? We love the Naples gown, which is very Art Deco in style with a sweetheart neckline, a sheer open back and beautiful pearl and diamanté beading detail, which we believe make this wedding dress absolutely stunning.
We also think the Brighton will be very popular. It’s an elegant figure-hugging gown with a racer-style back and delicate clear sequins that sparkle beautifully in the light with a stretch jersey lining that makes it comfortable to wear and great for a destination wedding.
Where did you hold the photoshoot
for the new collection and why? How
pleased are you with the shots? The photoshoot was held in our own studio. We have a photographic team that we consistently work with and are really pleased with the shots and feel they really show our wedding dresses off to their best advantage.
What type of retailer is Jessica Grace
most suited to? Our collection will be available to be stocked in bridal shops across the UK and Europe and most suited to those retailers wishing to offer dresses under £1,000.
What sort of bride will be attracted to
this collection? We have created a collection to suit all types of brides, particularly those that are looking for high-quality fabrics, elegant designs at an affordable price. They would also attract brides of all shapes and sizes as our dresses can range from a size 0 to a size 32, but we are able to make bigger if required.
Where can potential stockists view your
designs in 2018 and when will you be
unveiling your 2019 collection? Our designs will be shown at the Bristol Bridal Roadshow in August, where we will be located on stands 1, 2, 3 and 4, and The Harrogate Bridal Show in September, stand C46. A
ATTIRE 81
Collection focus
PremierDesigns
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Mini maidsThese pretty designs are perfect for little ladies needing a touch of (flower) girl power on their ‘big day’
littleeglantine.comATTIRE 83
Young attendants
LITTLE EGLANTINE littleeglantine.com
Challenging traditional silhouettes, Little Eglantine’s latest collection explores childhood elegance in new forms, while staying true to the style of the couture house.
Reinterpreting classic shapes with modern refinement, Stephanie Staub has designed a collection of knee-length flower girl dresses and party dresses combining timeless grace and playful simplicity. She also introduced a new palette of pastel taffetas ranging from sage green and silver to lavender and blush pink.
There’s craftsmanship in each detail, from the delicate spotted tulle elbow length sleeves to the perfectly shaped puff sleeves.
Key styles include Emmanuelle – a lovely knee-length dress with gorgeous deep back and elegantly trimmed with contrasting piping. The frill sleeves give a playful twist. The dress is fully lined and comes with a generous petticoat and covered buttons at the back.
Equally beautiful is the Ambre dress with delicate puff sleeves and Peter Pan collar. Its knee-length skirt is the perfect volume thanks to an in-built petticoat.
Sizes range from 18 months to nine years old.
LITTLE PEOPLE littlepeopleuk.com hilarymorgan.com
Little People has been trading for 25 years and is a market leader for flowergirl dresses. The collection has the same wide selection of colours as adult bridesmaid styles from Hilary Morgan, to provide the perfect match.
From chiffon and satin trims, beautiful beading and embroidery to delicate laces with a full tulle skirts, they make an enchanting addition to any wedding.
The dresses are available from ages one to 15 and prices start from £26.50.
LILLY & BO lillyandbo.co.uk
Lilly & Bo is quickly becoming a popular new range for little girls wanting to add a little bit of beauty to their everyday life, or for those special occasions. The firm believes it’s important that all little princesses have the opportunity to wear the dress of their dreams, which is why it’s introduced a varied price point.
Known for her bohemian luxury, Creative Director and Head Designer Natalie Burtenshaw has infused her own personal style through her brand. She oversees all marketing and communications, something she feels is important to ensure her message is delivered with authenticity. She is always on the look-out for inspirations to design an original and beautiful concept and says, “I design for the imagination of both our little women and those that love them. Our little ones are creative, strong and adventurous, lets help them march to the beat of their own drum. We’re proud of our tutus, designed for everyday loveliness.”
84 ATTIRE
Little People’s adorable
colours as adult bridesmaid’s
compliment these perfectly.
SIZES AVAILABLE from Age 1 to Age 15
From chiffon and satin
and embroidery to delicate
PRICES START from £26.50
MARKET LEADER FOR FLOWERGIRL DRESSESMARKET LEADER FOR FLOWERGIRL DRESSESwww.hilarymorgan.com | 01476 590 255 | www.littlepeople.uk.com
LOVEITSOMUCH
www.loveitsomuch.net [email protected] | 01529 461354
REFRESH YOUR STOCK BY ADDING DAZZLING TRIMS IN MINUTESWe also supply sashes.
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No minimums - high margins for stockists
[email protected] | 01494 670620 | www.lilybella.co.uk
Hair vines, birdcage veils and over 100 bridal belts. From £16 (Kiki Hair Vine £35)
2018 collection of hair accessories and jewellery available now We reward our customers with cashback
Strictly to the trade only
Our products are available for next day delivery
No minimum order
[email protected] | 020 8004 8883
Twinkle twinkleWe find out which jewellery designs brides will be wearing next
season in an effort to emulate the ‘Markle Sparkle’
SARAH BIRD, IVORY & COivoryandcobridal.co.ukWhich are your best-selling pieces of bridal jewellery and why do you think this is?We have seen a huge rise in popularity for rose gold jewellery in the last 12 months – brides are loving this romantic colour to pair with their gowns, especially for spring and summer weddings. We have also seen a move away from heavy statement pieces in favour of delicate and dainty designs as brides seem to be embracing a ‘less is more’ attitude and enjoying a more subtle look.
How much influence do you think the recent royal wedding will have on a bride’s choice of accessories?We always see royal weddings making a big impact on brides’ buying
choices in the years after. There is always a resurgence for the timeless tiara when brides have seen how classic and beautiful it can look for their big day. Meghan perfected relaxed elegance and showed how a sparkling tiara and matching jewellery could look so classic when paired with a simply beautiful and graceful dress. We would expect to see brides in the next 18 months being influenced by that look and be aiming to find classic and understated jewellery – delicate but regal earrings and bracelets with high sparkle will be key, so crystal beads will be out and high quality simulated diamonds in for brides to get the princess look.
What do you think the key bridal jewellery trends will be for the coming year and why?We expect to see brides following the trend for small and dainty earrings and matching jewellery. Brides will like classic designs, delicate floral patterns in antique silver and the ever-popular rose gold.
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OLIVIER LAUDUS, STARLET JEWELLERYstarletjewellery.co.ukWhich are your best-selling pieces of bridal jewellery and why do you think this is?We have many bestsellers, however the Amalia collection, which has been carefully designed to give the bride her desired blend of vintage style with effortless sparkle (and can be used at other occasions), has been a favourite for many years.
How much influence do you think the recent royal wedding will have on a bride’s choice of accessories?I absolutely loved the fact that Meghan Markle’s accessories were perfectly balanced with the simplicity of her dress. In my opinion, she has reset the benchmark for sparkle and this will give brides-to-be the confidence to be less conservative with their accessories.
What do you think the key bridal jewellery trends will be for the coming year and why?Despite the royal wedding and the potential for a resurgence of tiaras, I still believe that delicate hair vines, combs and pins will continue to dominate. We have seen a strong increase in hair vines and pin sales, which is mainly due to how flexible, versatile and adaptable they are to a variety of hairstyles. They tend not to overpower the dress and consequently enable brides to wear statement jewellery.
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We expect to see brides following the trend for small and dainty earrings and matching jewellery. Brides will like classic designs, delicate floral patterns in antique silver and the ever-popular rose gold.
RD, IVORY & COdal.co.uk
ATTIRE 87
Bridal jewellery
PAUL WENDT, EUROPEAN DISTRIBUTOR, STEPHANIE BROWNEstephaniebrowne.com.au
Which are your best-selling pieces of bridal jewellery and why do you think this is?Our Stephanie Browne selection of earrings are a bride’s first choice to accentuate their beautiful gowns – a classic crystal lobe design with an ivory or white pearl drop from one of our silk styles or other pearl designs are some of our best sellers year on year. We see more and more of our UK brides being braver about their pieces – we expect our new Sinclaire earrings from Stephanie’s 2018 Still in Love Collection to be quite a hit with the more adventurous. And more brides are returning to focusing on their hair – particularly to provide a highlight in the back or under the veil – or for the more daring princesses to try some of our larger statement tiaras such as the Jasmine tiara or Geisha headpiece. We would never want our accessories to dominate or overstate the bride’s look on the day – it should always be something she is comfortable in, suits her overall styling and will make her feel special on the day. How much influence do you think the recent royal wedding will have on a bride’s choice of accessories?Meghan’s wedding was classically beautiful, but with a modern twist in her silk flowing Givenchy gown. It’s every young girl’s dream to find and marry her Prince or Princess – especially the dashing Harry or Meghan – and the backdrop of a castle, carriages and horseman simply made it a fairytale dream come true. Her stunningly beautiful Queen Mary tiara – originally a late 1800’s brooch turned into a tiara in the ’30s, provided that perfect princess finishing touch. A deco-inspired design was a lovely modern find in the traditional Royal Collection of jewels. With this being one of Stephanie’s favourite eras and plans to update her range with some of her favourite past designs in her 30th year this year, we are expecting it will inspire more of our brides to add a bit more glamour to their chosen hair style in 2018/19. Meghan beautifully displayed how to pair such a stunning piece with her gown and veil.
What do you think the key bridal jewellery trends will be for the coming year and why?In keeping with the return to traditional glamorous fitted gowns, we are definitely seeing a return to more statement sparkling earrings, bracelets and hair accessories after the recent trend of flowers and hair vines. Colour ranges are still strong in both rose golds, yellow golds as well as the classic silver look. The next generation of brides are interested in a bit more fun and sparkle as well as connection with their grandmothers from perhaps ’60s and ’70s where colour and disco glitz were not shied away from as well as the connection with the ’30s to ’50s era which remains a favourite across recent generations. The playfulness is already in our initial 2018/19 collection and there is more to come later this year.
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KRISHAN CHOPRA, DIRECTOR, SAVAGE & ROSEsavageandrose.com
What do you think the key bridal jewellery trends will be for the coming year and why?Savage & Rose jewellery is perfect for brides, as we consider ourselves to be a classic brand offering timeless, sophisticated jewellery.We predict the trend for layering, as well as wearing statement pieces such as cuffs, is set to be popular with brides this year. We are also seeing the roaring ’20s having a style revival with brides, with long earrings and extra-long necklaces offering simplicity yet style. We have many such pieces in our Intricate collection, and the beauty of these is that their timeless design means they can be worn again and again after the wedding day – either on a special occasion or for everyday elegance.
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88 ATTIRE
SUE BATES, GLITZY SECRETSglitzysecrets.com
Which are your best-selling pieces of bridal jewellery and why do you think this is?Our current best sellers are at either end of the spectrum. Our Precious Heiress and Cascades of Crystal jewellery sets are firm favourites with brides-to-be looking for accessories that will make a statement without detracting from their gown. Equally popular is our dainty Timeless Pearl earrings and pendant, which are the perfect complement to simple, modern dresses.
How much influence do you think the recent royal wedding will have on a bride’s choice of accessories? Meghan’s style was classic yet modern, stylish and incredibly elegant. Her choice of Art Deco accessories, which included the Queen Mary Diamond Bandeau Tiara commissioned in 1932 with stud earrings and a bracelet by Cartier, will influence many brides. Indeed, the geometric lines of Art Deco gems are so chic and clean that the style complements both modern and vintage bridal styles.
With Meghan’s second halterneck dress by Stella McCartney making just as big an impact as her Givenchy gown, I think we’ll see the return of the halterneck in the wedding world and, in turn, elegant drop earrings, which flatter high-necked gowns beautifully.
What do you think the key bridal jewellery trends will be for the coming year and why?Dainty jewels are going to be the jewellery of choice over the coming year, or else a focus on a single statement piece. While Art Deco jewellery has always been a popular choice for brides, I think will we will see even more choosing this sophisticated style for their big day thanks to Meghan.
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POPPY ELDER, NEW PRODUCT DEVELOPMENT MANAGER, HOCKLEY MINThockleymint.co.ukWhat do you think the key bridal jewellery trends will be for the coming year and why?Due to the Meghan Markle effect, we predict that yellow gold jewellery will continue to grow in popularity along with more three-stone designed rings, with personalisation a key element. Coloured stone engagement rings are also becoming more popular, with blue sapphires leading the way, either in a three-stone or a cluster design with multi-shaped diamond surrounds. In terms of stone cuts, our sales team on the road have seen a big increase in oval-shaped diamond rings, both single stones and clusters. Our bespoke team have also seen the trend growing for vintage five- and seven-stone rings being revitalised in a new setting to modernise a family heirloom for a new generation.
POPPY ELDER, NEW PRODUCT DEVELOPM
LORRAINE THOMASLIDO COLLECTIONlido-collection.co.uk
Which are your best-selling pieces of bridal jewellery and why do you think this is?Our delicate pearl and CZ pieces are always a great choice for brides as there are so many themes that be complemented, from vintage to contemporary, traditional or romantic.The neckline of the gown usually dictates the overall choice of jewellery. We often see brides that are not perhaps looking for a set, but rather selecting long drop statement earrings and a bracelet.
How much influence do you think the recent royal wedding will have on a bride’s choice of accessories?Numerous guests at the royal wedding were wearing pearls in all shapes and sizes. This reinforces the timeless elegance pearls add to any outfit.
What do you think the key bridal jewellery trends will be for the coming year and why?Our rose gold and natural pink pearls are selling very well for wedding guests, but silver and white pearl are still the first choice for brides.Delicate designs with eye-catching details such as our Leaf necklace, bracelet and earring set are still our best-sellers for all ages.
ATTIRE 89
Bridal jewellery
Cupid BluePetite Bridal for
brides 4’ 11” - 5’ 3”
07772318700 | www.cupidbluepetitebridal.com | Instagram - @cupidbluebridalUnit 7 Northam Business Centre, Princes Street, Southampton SO14 5RP
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Contact us
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For brides that want to hitch up their trains, Bells Bridal Pin provides
the unique solution.
No alterations required
More secure than traditional methods
Can be personalised & accessorised
Becomes a wedding keepsake
Très Chic, a well established bridal brand in Europe for many years, is now making its way to the U.K. with six beautiful collections, each designed to fit keysegments of the bridal market.
Très Chic began from humble beginnings in 1964 by Marinus Kuipers in Hengevelde, The Netherlands. Originally established to offer local brides beautiful and affordable wedding dresses, the business soon started to flourish way beyond expectations andmost significantly, outside of country.
Delivering Affordable Luxury forEvery Bride is just the beginning…
As demand built, seamstresses worked tirelessly over metres of long lengths of white satin, taffeta or tulle. The fashion was for wide ruffled skirts, fitted bodices and big puffed sleeves with lots of bows, ruching and frills.
In 1972 a larger facility was needed and was built, employing over 150 people to handle the demand occurring in other parts of Northern Europe including Germany, Switzerland, Austria, Sweden and Norway. Initially, this was an unexpected surprise for the company, but it was the attention to detail and speed at which local manufacturing could keep up with the pace of orders, that saw demand increase many-fold.
“Being a reliable business partner is at the core of what we do…”Today, the business is overseen by the son and C.E.O., Brian Kuipers, who has continued to lead the successful expansion of company.His philosophy is to focus on both flawless delivery and great product designed to bring value to the consumer. In his leadership, Brian has built integrated, world class wholly-owned manufacturing, distribution and production facilities.
Worldwide headquarters today
Humble beginnings circa. 1964
92 ATTIRE
This is an integral part of the company operations. “We can monitor, control and isolate every single part of a customer’s order at any time to ensure precise on-time delivery,” says Brian Kuipers, CEO, “That’s the benefit of owning our own productionfacilities.” Each of the Très Chic collections are positioned to appeal to every changing choices that brides have today. Starting from around £600 suggested retail, with the “Jessie K” collection through to the luxurious “Elisabeth Grace” collection, each group focuses on trending styles, beautiful fabric and designed withaffordable luxury built into each garment. “As the consumers tastes and needs change, we too are creating styles and collections that reflect her tastes,” Brian added.
“Being able to offer extraordinary value to both retail partners and the consumer is what drives the success of our company”, continues Brian Kuipers, CEO, “along with a continued belief that we can be partner and solution for a stockist’s business.”
The same values of the company exist today…Très Chic thrives on these values and it’s been a partof the company ethos from the beginning; those humble days in the eastern part of Holland. Indeed it’s what has led the company to achieve products being sold in over 25 countries around the world, now including the U.K.
For Brian, the legacy of the company his father created remains the same; affordable luxury for every bride. A
ContactKrystal Agencykrystalagency.com
Elizabeth Grace
Pure
Brinkman
Très Chic
Jessie K
Miss Emily +
ATTIRE 93
Advertorial
Have you thought about displaying your stock – such as a dress – in an affiliate’s window? It’s a fantastic way to broaden the boundaries of your bridal or retail shop. To help me explain how this works, let me introduce our client Julia Gilbert.
Julia runs Eternally Yours Wedding & Prom Services, a dress supplier and venue stylist who also offers a range of props. The business is located above Baddesley Ensor Social Club. Therefore, the business does not have a ground floor shop window.
Julia recently became a supplier of Romantica following the closure of a competitor in the local area. She wanted to push the brand forward and started to consider what options were available within her limited marketing budget.
The business ended up affiliating with two gentlemen outfitters with ground floor windows located in neighbouring villages. She already had a relationship with these businesses by passing leads.
Julia was able to display a couple of dresses in each third-party window as part of the affiliation.
This is only possible with the right insurance cover. Julia’s stock and mannequins are covered if damaged, even though they are unattended and located outside the boundaries of her shop. The gentlemen outfitters are happy because this does not affect their insurance policy.
As a result of this, the business is currently enjoying new levels of success. Indeed, Romantica has proven popular with Julia’s customers. Her ability to display new dresses in the windows of her affiliates helped her business raise awareness of its stock range.
Insuring third party windows is not a typical cover. If this strategy appeals to you, call your current policy provider or broker to see if they can do it. If not, consider contacting a specialist insurer at renewal. A
HHave you tthhoughht abbout ddis lplaying your stto kck – suchh as a ddress JJulilia was bablle tto didispllay a couplle off ddresses iin eachh ththiirdd-pa trty
Adam Šapić, brand evangelist for the Wedding Insurance Group details how its clients are taking advantage of a beneficial insurance cover. It allows them to display stock in other windows whilst fully protecting their business
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Insurance
CONTACTWedding Insurance Groupweddinginsurancegroup.co.uk
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Nicky Strong and Ashley Borthwick at law firm Womble Bond Dickinson look at proposals to ban harmful gender stereotypes in advertising
Savvy sales
The body responsible for writing the UK’s advertising rules, the Committee of Advertising Practice (CAP), has recently published a consultation on a proposed rule to prohibit the use of harmful gender stereotypes in marketing and advertisements, together with draft guidance to help explain how the rule would apply in practice. The deadline for responses is 5pm on 26th July, 2018.
The proposal It is proposed that an additional rule will be added to the UK advertising codes which prohibits “gender stereotypes that are likely to cause harm, or serious or widespread offence”.
This follows an Advertising Standards Authority’s (ASA) report undertaken in 2017. It was considered more needed to be done in relation to depictions in ads of gender stereotypical roles and characteristics as well as depictions that mock people for not conforming to stereotype.
Future plans The proposed guidance is clear that the proposed prohibition is not intended to prevent ads from:• featuring glamorous, attractive, successful, aspirational or healthy people or lifestyles• featuring one gender only, including in ads for products developed for and aimed at one gender; and• presenting gender stereotypes as a means to challenge their negative effects.
It is also clear that gender stereotypes that are perceived as harmful are unlikely to circumvent these rules by the use of humour. The ASA will consider stereotypes from the perspective of the group of individuals being stereotyped.
A number of guiding principles and examples of ads that
are likely to be unacceptable are contained in the proposed guidance under the following broad headings: 1) Scenarios featuring gender stereotypical roles and characteristics. 2) Ads may feature people undertaking gender stereotypical roles or displaying gender stereotypical characteristics.
However, marketers must take care to avoid suggesting that stereotypical roles or characteristics are:• always uniquely associated with one gender• the only options available to one gender; ornever carried out or displayed by another gender.
Examples of ads that are unlikely to be acceptable include:• ads contrasting male and female stereotypes e.g. an adventurous man contrasted with a delicate or dainty woman• ads depicting one gender’s inability to perform a particular task e.g. a woman’s inability to park a car or a man’s inability to change a nappy; and• an ad that belittles a man for displaying emotional vulnerability.Scenarios featuring pressure to conform to an idealised gender stereotypical body shape or physical features. Moving forward Ads may feature idealised body shapes and physical features stereotypically associated with women and men, but care must be taken to avoid suggesting that an individual’s happiness or emotional wellbeing should depend on conforming to those particular stereotypes.
For example, an ad should not imply that a person’s physique, which does not conform to an ideal stereotypically associated with their gender (e.g. a man without a ‘six pack’ or woman without a small waist), is the significant reason for them not being
Marketing
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successful in, for instance, their social or romantic lives.
Scenarios aimed at or featuring children Ads can be targeted at, and feature, a specific gender, and show children undertaking an activity which is stereotypically associated with their gender or using colours, music or settings which are stereotypically associated with their gender.
However, the guidance warns not to explicitly convey that a particular children’s product, activity, career etc is only appropriate for one gender. Ads should not, for example, show boys/girls being excluded from a particular activity.
Particular care must be taken not to contrast stereotypical characteristics of boys and girls “in a way that reinforces perceptions of what a children can or cannot be” purely because of gender.
Scenarios aimed at or featuring potential vulnerable groups Ads should be sensitive to particular groups of people who may be under pressure to conform to particular gender stereotypes such as young people and new mothers.
For example, it is unlikely to be acceptable for an ad to be aimed at new mums, which suggests that looking attractive or keeping a clean home is a priority over other factors such as their emotional wellbeing.
Scenarios featuring people who don’t conform to a particular
gender stereotype Ads should avoid making fun of people for not conforming to gender stereotypes. As referred to above, the use of humour does not mitigate what is otherwise considered to be a depiction in the ad of a harmful gender stereotype.
The examples of what is unlikely to be acceptable include an ad that belittles a man for carrying out stereotypically ‘female’ roles or tasks, and ads that make fun of groups/individuals for not conforming to stereotypical expectations of their gender.
Summary Whilst the proposed new prohibition in respect of harmful gender stereotyping is to be welcomed, based upon our experience of reviewing copy and campaigns, we anticipate that marketing teams across a number of sectors, including fashion, cosmetics and beauty industries would benefit from more detailed examples. This is especially this case as some of the examples in the proposed guidance overlap and/or add very little to the guiding principles.
We also anticipate that the proposed prohibition will be particularly challenging for brands that seek to adopt a humorous style. The ASA is clear that what it considers to be unacceptable depictions in ads will not be mitigated by the use of humour or ‘banter’. Does this mean that, for example, the older-style diet coke ads featuring women office workers gathering to watch a handsome construction worker strip off his shirt and then drink a diet coke would fall foul of these rules? On our reading of the guidance, the answer is a resounding yes, on a number of fronts. The CAP’s consultation specifically asks for feedback on the draft guidance as well as on the rule itself. We would encourage businesses to respond to this, with practical examples where possible, to persuade CAP to elaborate more fully on what the rules mean in practice.
Businesses have until 5pm on 26th July, 2018 to respond to the consultation which is available here.
CONTACT Womble Bond Dickinson (UK) LLP
womblebonddickinson.com
We take a look at the cutest cropped gowns around – perfect for second weddings in the sunshine, petite brides, or ladies who simply want to dance on their big day!
THE EDITOR SAYS… “These gorgeous gowns effortlessly transition from daytime ceremony to evening reception.
While fabulous ’50s tea dresses never seem to go out of
style, there’s a growing demand for understated elegant knee-length designs – the ultimate in chic simplicity.”
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Fashion DNA
Hilary Morganhilarymorgan.com
Gowns
Ian Stuartianstuart-bride.com
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Diane Legranddianelegrandbridal.com
House of Nicholasthehouseofnicholas.co.uk
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“British brand Cupid Blue specialises in
gowns for petite brides. Fun and playful, this pretty wedding dress is simply ideal for a
summer celebration.”Cupid Blue
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Fashion DNA
DIGITAL DESIGNKeren Smith, Director and Designer at I Do I Do, offers her top 10 tips on successful web design for new bridal businesses
Starting a new business is very much like an exciting – yet hair-raising – fairground ride. You’ve incubated an idea that has started to grow and take on a life of its own, but you’re also investing money in the hope that it will provide you with a profitable business, a decent livelihood and perhaps nice holidays in foreign lands in return. There’s the tricky part. With all this expenditure, what the heck do you invest in? What’s a luxury and what’s a necessity? What needs to be purchased now and what can wait until things are up and running?
Here’s the thing – a decent website should be very close to the top of your list of necessities. Now before you sniff and say, ‘Well you would say that, you’re a web designer!’, let me back myself up here. The average age of a first time bride is 29, and she won’t remember a time when the internet didn’t exist. If your company doesn’t have a presence on the web, you’re missing out, quite dramatically. After all, brides carry the internet in their pocket and whip it out to answer any and all questions at the touch of a screen. So here are a few pointers and tips on creating a web presence that I hope will help drive your business to the Land of Profit.
1. DESIGN, DESIGN, DESIGNYou may agree that a website is a good idea, but think that how it looks doesn’t matter too much as long as it gets the message across. Actually, on the web – like everywhere else – good design sells. Researchers have found that people make decisions about a company in just a 20th of a second of viewing a webpage. A 20th of a second! You literally have milliseconds to convince visitors to stay put on your website rather than click off and find some other, more aesthetically appealing, bridal shop.
Make that first contact a lovely experience. Your website should conjure up a similar feeling to the one a bride gets when she walks into your new, sparkling showroom. You want to do your best to make a bride feel the digital equivalent of sinking into luxurious carpet while breathing in the scent of sea crystal candles.
2. CALL TO ACTIONWhat’s the point of the website? Is it generating email leads? Getting brides to phone? Selling accessories online? Deciding what your website goals are and what you hope to achieve are ground floor, fundamental aspects to a successful site. Then make sure your website provides an easy path to achieving those goals.
Email leads require a contact form that is easily accessible. Getting phone calls requires putting a telephone number in an obvious spot. Selling accessories requires advertising those accessories throughout the rest of your site – you get the picture.
3. BE MOBILE READYNew websites need to cater to mobiles since a vast amount of internet use is now done on smartphones. You require something magical called responsive web design.
The idea is that the website resizes up or down appropriately to whatever device the bride is using. So it will look subtly different on desktop, tablet and mobile, but will work well on all three. It’s like a pair of jeans that fits anybody. See? Magic.
4. GOOD CONTENTThe best content is written in an everyday conversational style. Imagine you’re sitting down opposite somebody who knows nothing about your business and filling them in with a bit of a chat. Do that. Write like that. Keep it informal,
friendly and chatty. As a general rule, use short sentences
and short paragraphs. Paragraphs are best kept to about two-four sentences. Keep sentences around 25 words or less. This makes online writing much easier to read.
Make your content personal. Brides like to know who they’re dealing with before they roll up to a shop. So make sure your ‘About us’ page really is about you and your company. Tell them why you’re in bridal. There is nothing nicer than a company that is actually passionate about what they do.
5. LOVELY IMAGESImages play a crucial role in whether your website looks nice or like something hit with an ugly stick. If you want to portray your showroom in the best light possible, invest in a photographer. Fuzzy smartphone images are unappealing. The bridal industry is lucky enough to be showered with beautiful images from designers on a six-monthly to yearly basis, so you’ll be spoilt for choice.
If your image requirements are a little more generic, there are also some spectacular free images available online from websites like unsplash.com, pexels.com and pixabay.com. There are also lots of regular stock image sites where you pay a small fee to use an image, such as shutterstock.com.
6. SOCIAL MEDIAUnless you’ve been living under a rock, you’ll be aware that maintaining a presence on social media is important with today’s brides. Facebook and Instagram are vital, and Twitter is useful too. But it’s also important to make sure your website is linking off to social media as well as your social media linking back to your website.
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Ask the experts
You can promote Instagram by a simple link, or by embedding your Instagram photos into your website. If you have nice pictures on Instagram, this can look pretty amazing, but again – shaky smartphone images will look sub-par.
7. SEOSearch Engine Optimisation is a whole topic of its own, but there a few boxes to tick that will help your site rank properly on search engines.
Set up a Google local listing. This will mean that if anybody searches for “bridal shop, your area”, you will appear in the search results on a map with other bridal shops.
Mention your area and the keywords you want to rank for in your website content. So if you’re a bridal shop based in Dudley, be sure to mention Dudley, West Midlands, Bridal Shop and Wedding Dresses in your copy, as naturally as possible. Don’t go crazy and mention it 20 times as you’ll be penalised for something called ‘keyword stuffing’.
You also need to make sure your keywords appear in your title tags. That’s slightly technical, but very simple – there is lots of information available online about how to do this.
If at all possible, invest time in blogging. You’ll organically grow your website, and make it more of an authority on Google. The larger your website, the more power
you’ll wield with search engines. Invest in a security certificate. Not only
does Google now consider SSL as part of its ranking algorithm, browsers are starting to flag up websites to users that are ‘insecure’. An SSL certificate is also a good idea for GDPR.
Have caching enabled on your website. Technical nitty gritties aside, caching will make your website fast, and fast websites get big ticks from search engines.
Image compression will also help with speeding up your website, but try to restrict your use of huge images to begin with.
8. GDPRGDPR, that nightmarish acronym causing sleepless nights across the country. As you’ll be aware, GDPR has been set up to protect personal data, and as a company you need to be seen to be doing your bit. So how do you cover yourself with your website?
Make sure you have a cookie notification, as well as a privacy policy. Decide on correct wording for newsletter sign-up areas as well as contact forms. In addition, invest in SSL so that any data sent via your website or kept in your website database is encrypted and safe from hackers.
9. GOOGLE ANALYTICSGoogle analytics is a wonderful tool
available for free. It requires embedding into your website and uses something called cookies. It’s also fiendishly complicated. But if you can muddle your way through, you’ll be able to glean information about who visited your website, what device they were using, their location, how long they stayed, the pages they visited, and even whether they used your contact form.
This type of information is powerful as you’ll be able to find out whether your website and search engine optimisation is working well or otherwise.
10. YOUR WEBSITE IS AN ONGOING PROJECTKeep in mind that your newly launched website is just the start. It’s a dynamic beast that will change and grow with your business. When you review your business goals, make sure your website is still meeting them. Keep it up-to-date with news and your latest collections – it’s worth investing the time and effort.
Remember that web design is like wedding fashion – styles change and you’ll need to invest in a redesign a few years down the track to avoid looking out-dated. A
CONTACT I Do I Doidoido.co.uk
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New stockists welcome 24 hour delivery from stock
Tel: 01942 238643
www.promfrocks.co.uk
Mothers’ DayWe speak to two MOB suppliers to find out why modern mums are shunning the high street in favour of the superior service they receive at a specialist boutique
ANDREA CUTTS, SALES MANAGER, GILL HARVEY gillharvey.com Can you tell us a little about your latest MOB collection? The 2019 collection will be called the Grosvenor Collection. Retailers can expect to see more fabulous dresses in specially dyed colours
What’s been your best-selling style this year? Why do you think this is? Style 3015 has been the best sold style. In fact, this is the third season that it has been in the collection and every year it’s been the best seller. There is just something about its super-flattering neckline, the length of the sleeves and the feathers on the bottom of the dress that ticks all of the right boxes.
What do you predict the key trends for MOB will be over the coming 12 months by way of style, colour, embellishment and influence? Dresses will still be key, but expect to see a brighter colour palette and even more extravagant beading and embroidery on the made-to-order pieces in the collection. Skirt lengths will also be a bit longer.
What is the price range of your designs? Our prices range from £600 for an off-the-peg dress to £2,300 for a hand-beaded made to order dress.
How well do you think specialist MOB suppliers are standing up to competition from the high street and online? We have never been busier and we think that a mother of the bride or groom still prefers to shop in a boutique rather than on the high street or online for a special event. These women need the expertise and advice that a boutique provides as well as the accessories to finish off the outfit in one location.
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KIRK RAYMENT, THE NICHE COLLECTIONnichecollection.co.uk
Can you tell us a little about your latest MOB collection? This year The Niche Collection has launched a small range of headwear that is totally dedicated to that MOB look. We have the styles made up and stocked in our warehouse, so our customers really can offer that special service to their customers.
What’s been your best-selling style this year? Why do you think this is? Out of our specific MOB range, style 2 has been our best by a mile. It’s a medium-sized disc, which flatters and suits mums of all ages – easy to wear, yet not over empowering. Also the mums can give and receive kisses without the hat falling off all the time!
What do you predict the key trends for MOB will be over the coming 12 months by way of style, colour, embellishment and influence? The good thing about MOB is that each designer has a very specific look. Companies like Ronald Joyce, Condici and John Charles all have such a distinctive signature style, without really crossing paths of one another. Colours may cross over like your almonds, taupes and silvers, but designs certainly don’t. I’m sure with regards to influence, something from the royal wedding may well appear in someone’s range, like Carole Middleton’s dress did a few years back.
What is the price range of your designs? Our prices are really competitive, starting at £12 and up to a maximum of £65. We offer no minimum order and all our designs are not colour restricted, so we really do offer a lot to our customers. For spring/summer 2019, we are hoping to match some colours up with the top designers.
How well do you think specialist MOB suppliers are standing up to competition from the high street and online? I think they are doing really well and more than holding their own. The high street is tough at the moment and this is where I feel boutiques can really gain an advantage, with that personal service and variety of stock –
you hope that a potential MOB comes to the shop and doesn’t leave empty handed. With regards to online, I honestly don’t think that it has really dominated the MOB sector like it has other fashion sectors. With MOB the mums love to try the outfits on and have a true reflection of how they will look, get people’s opinions and so forth. Online you can’t do that. They also make a day of it, for example a lot of them will come to the shop, then go for a nice lunch, so it’s more about the whole experience than a quick impulse online purchase. A
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For more information please contact Kirk on 01582 733 744 or kirk@nichecollect ion.co.uk
Specialists in Hats, Discs & Fascinators for Mother of the Bride/Groom, Occasion wear, Guest of a wedding or Racing events.
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ACID CEO Dids Macdonald discusses how to take action against online infringers
Fighting fakes and copies – how you can prevent it
Globalisation and the internet have been best friends to those who take the fast track to market by counterfeiting. The exponential rise in online IP theft as the internet has grown to literally billions of sites is a critical issue worldwide and provides challenges rarely experienced before, especially for micro and small businesses. The time, expense and crippling effect that blatant online infringement has on businesses is increasingly difficult to manage, and this seemingly insidious and anonymous means of IP theft, with few deterrents, makes enforcement difficult if you don’t know where to turn.
To put a scale on the growing threats of online infringement, according to OECD statistics, imports of counterfeit and pirated goods are worth nearly half a trillion dollars a year, or around 2.5 per cent of global imports, and many of the proceeds go to organised crime. In the UK, it is 4 per cent. This means there is even more of an issue nationally. Counterfeiters take advantage of our trust in trademarks and brand names to undermine economies and endanger lives.
Fake products crop up in everything from handbags and
perfumes to machine parts and chemicals. Footwear is the most copied item. Counterfeiting also produces knockoffs that endanger lives – auto parts that fail, pharmaceuticals that make people sick, toys that harm children, baby formula that provides no nourishment and medical instruments that deliver false readings.
Taking action against online infringers by adopting a do-it-yourself policy can put a huge strain on micro businesses because it is cost and time debilitating, made even more difficult by the fact that online platforms differ in their processes for take down, and their response time is also inconsistent. In one ACID case study, it took more than a month to achieve take down of infringing designs, and this has a negative effect on resources, especially on businesses that are under resourced and unfamiliar with what do to. However, it is worth checking each platform for its guidance and help on IP issues. As a result of pressure from campaigning, online platforms are becoming increasingly accountable.
ACID’s advice is to let the experts do it for you, and this is one of the main reasons for forming a partnership with Snapdragon IP to create an ACID Brand Enforcement Service (ABES), specially
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ACIDacid.uk.com
designed for cost- and time-effective management of online theft. This is fully endorsed by the UK Government and the Police Intellectual Property Crime Unit (PIPCU).
HOW CAN WE HELP?ACCESS HELP FROM THE EXPERTS: ACID members can access Snapdragon’s services through our website and at specially negotiated member discounts.GET YOUR IP HOUSE IN ORDER: Removal of links is only possible if you can prove your ownership of the intellectual property that is being infringed. This may include using your registered trademarks, registered design rights or, in some cases, your unregistered copyright.SPEED IS OF THE ESSENCE: The team, via the ACID Brand Enforcement Service, strives to begin the process of reporting these links within 24 hours of your commissioning it to do so, so you can be assured of swift action.ONGOING MONITORING ESSENTIAL: There is also an optional subscription choice for ongoing support at discounted rates. Monitoring of the internet for infringing items would be part of this package, together with take downs.EVIDENCE? WHAT DO I NEED TO PREPARE? Simple. Create an email containing all the links. Explain within the email what the issue is and which product(s) are being infringed.PROVE YOUR REGISTERED IP: Proof of the registered IP that is being infringed. This could be your registered trademark certificate or registered design certificate – or in the case of copyright, a URL link back to the original image on your website, whether a current or historic page.Sadly, unregistered design rights cannot be used to support claims at this time.To use the service you will need to provide the following; • Proof of your trading status/identity. For Limited Companies and Limited Liability Partnerships, this is your Certificate of Incorporation. For Sole Traders and Partnerships, this needs to be a digital copy of your passport.• A completed version of the downloadable Authorisation Request that will enable SnapDragon to do this work on your behalf. Download the file from the ACID website and reproduce the wording on to your company letterhead before returning it to Snapdragon IP.• Amazon has started a new service for rights owners with a registered trademark. That means you may be eligible to enrol your brand in the Amazon Brand Registry, which provides access to powerful tools including proprietary text and image search, predictive automation based on your reports of suspected intellectual property rights violations and increased authority over product listings with your brand name. ACID has not had any feedback on this service yet and would welcome any comments. Generally, search engines and online marketplaces are being held to account more, and there is increasingly much more Government pressure to make access to help with infringing material more accessible and easier to enforce. However, there is still a lot more to be done. A
Talking SHOP
Cecilia Di Vita at Heart Aflutter Bridal believes she’s found her niche in stocking independent bridal designers that offer a point of difference. Read on to find out more…
When did you open Heart Aflutter Bridal
and what prompted you to do so?
I started Heart Aflutter Bridal in 2014. I got married in 2011 and was disappointed by the lack of options for brides wanting something different and untraditional at a reasonable price point. So I made it my mission to create that very place.
How has the business evolved since
this time and what have been the key
milestones in its development? The business has grown really fast in the last three-and-a-half years; however, I do believe in organic growth and baby steps in business, so we haven’t made any drastic changes since the beginning. Having said that, we did move premises at the beginning of 2018, which doubled our space while still retaining that relaxed and chilled out vibe that has always been, and always will be, our trademark.
What have been the highlights since the
business launched? There have been so many, but the realisation that we were actually turning a profit by year three was a huge validation. Also moving premises and
being able to accommodate over 100 new appointments in one month – for a bridal studio with only one changing room, that’s not too shabby!
What designers do you stock and why? We currently stock a variety of designers including Made with Love Bridal, Laudae, Truvelle, Tara Lauren, Lena Medoyeff and Divine Atelier. We love how distinctive and individual all of them are, and they all provide something different to our brides.
What criteria do you have when
sourcing and selecting your designers?
Our USP is to stock independent bridal designers that offer a point of difference at a reasonable price point. So all our designers have to meet these criteria. We are also keen on securing a wide area of exclusivity and are conscious about over-saturating the market.
How do you set yourself apart from
other retailers in your area? We set ourselves apart from other retailers in our area by offering exclusivity, a good range of bridal designers, a very personal one-on-one customer experience, and a
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Contact Heart Aflutter Bridal
heartaflutterbridal.co.uk
really relaxing and chilled out environment for our brides-to-be.
Do you go to any of the bridal or
fashion trade events? Yes – I think it’s so important for any retailer to keep their finger on the pulse of what’s happening in the industry, not just in the UK, but globally. New York Bridal Fashion Week in October is my favourite event by far, and definitely the highlight of my year. I have also recently attended Barcelona Bridal Week and White Gallery in London.
What do you enjoy most about your role
and the bridal business in general? I absolutely love finding new designers and bringing them to the UK in order to show our brides something a little bit different. And I thrive off giving brides gowns that they have been looking for high and low. It’s lovely to be part of their life at such a happy moment.
How do you ensure that the service
your bridal boutique provides is second
to none? We try to maintain a very personal, no pressure environment. We want to lead our brides to finding their perfect dress by helping them every step of the way. I also make sure we are always at the forefront of bridal trends as our brides are very aware of what’s new and current!
What do you believe is the key to
running a successful independent
bridal retail business? I’m a firm believer that success in bridal is down to high margins, low expenses and finding your niche in this extremely competitive marketplace.
How do you view the current state of
the UK bridal market? I personally think it’s quite stale and in need of renovation. We need new life, new designers and new business models to
give the UK bridal market a fresh lease of life.
How important is your website and
social media for driving brides into
the boutique? It’s very important as we get quite a lot of brides coming into the boutique after finding us on Instagram or Pinterest. We try to keep up with all those platforms as best as we can!
What are the key challenges you face
as a bridal retailer? Online sales are definitely an issue, as is the over-saturation of the market that leads to brides price shopping for the cheapest place.
How would you like to see the business
grow over the coming years? I would like to eventually add another changing room and increase the number of appointments we can offer.
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Retailer interview
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Trying to optimise a website for organic search results can sometimes be likened to playing a game of cards for high stakes in which nobody will tell you the rules or what you forfeit if you lose.
Google, especially, loves to come out with half-truths, innuendo and contradiction with its ever-changing policies for both organic and paid search programmes – it’s sometimes hard for even seasoned online marketing professionals to know exactly who to believe.
It’s no wonder the majority of new e-commerce retailers I speak to are nervous about online marketing, especially those who have been convinced by some of the shadier members of our profession that Search Engine Optimisation (SEO) is some kind of voodoo that only those who have spent many years in meditation (probably at the very top of a mountain, cross-legged and surrounded by chanting monks) can easily perform.
Whilst it’s true that working in the online marketing industry can be ‘challenging’ – read: mind-bendingly frustrating – at times, I’m here to tell you that SEO is common sense. Anybody can optimise and promote a website, assuming a willingness to learn and the time to do it. There. I’ve said it! No
mystic ninja throwing star skills required.There is a quite huge caveat to the above
statement when you are optimising an e-commerce website. You’ve got to think not like a retailer but like a consumer at every single point in the optimisation and promotion process.
A large portion of planning SEO strategy involves finding out what people are searching for and want because there is simply no point in ranking for what nobody is looking for!
Keyphrase research Categorising product content requires a logical approach and a definite focus on what people may search for. For SEO purposes, it’s important to cover all the keyphrases in any trading vertical that could possibly bring in useful traffic and may convert into a sale.
I always try to get into the planning of an e-commerce website early if possible, before category structure has been decided.
This ensures that the right categories can be created. Doing this gives the maximum potential for success in any on-going promotion for each website we work on.
Planning category names requires keyphrase research to be undertaken. This way, you can name categories based on projected keyphrase traffic estimates and competitiveness data.
In a way, a good online marketer can see the potential revenue and chances of success for any website before the website is created just by knowing the trading vertical, product ranges and the specific brands that are going to be stocked.
All good keyphrase research tools are based on solid, real-world data. There are many paid tools out there on the web to help with research. However, Google AdWords still allows you to use its Keyphrase Research tool to find historical search data and competitiveness. You need a Google AdWords account for this. However, this is free.
David Fairhurst looks at the importance of focused category names for e-commerce
Word count
The whole aim of this research is to choose category names
that reflect what you are offering and have a worthwhile amount of search volume. If you can
choose names that also have lower-than-expected volumes of competition, then even better.
This puts the new e-commerce website on the best possible
footing going forward.
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Retail technologyRetail technology
MethodFor promotion of a brand-new website on a brand-new domain, things are all a bit manual and involve getting lists of brands, product lines and maybe even products together before any research can be carried out. However, once you have this data, it’s fairly easy to start extrapolating it into an initial list you can put through keyphrase research tools in order to get an idea of search volumes and competitiveness.
Getting an initial list together is important and can be made easier by using keyphrase suggestion tools like https://goo.gl/KTva0P and even Google’s own suggestion tool, which is integrated into Google search. Just start typing, and you should get a list of suggestions to expand your initial lists.
To streamline the process (with less-than-optimal results), you can use Google AdWords’ own keyphrase suggestion tool https://goo.gl/oJ5HXX, this will suggest keyphrases that have been seen relating to your base set of keyphrases in AdWords campaigns previously.
Capture these suggestions, and then you
can proceed to competition and search volume research. This should give you not only an idea of optimal category names but also a solid foundation for creating content for those pages. You’re going to need this for your category pages in order to have any chance of ranking well for more competitive keyphrases. The whole aim of this research is to choose category names that reflect what you are offering and have a worthwhile amount of search volume. If you can choose names that also have lower-than-expected volumes of competition, then even better. This puts the new e-commerce website on the best possible footing going forward.
Avoiding duplicationAvoiding category duplication is important in e-commerce because having more than one page within a website targeting the same set of keyphrases will lead to leaching of page effectiveness. Ideally, each page in the website should be optimised for one set of closely related keyphrases, and this set should not be reflected on any other page.
This is extremely important to remember when you’re adding brands and product
types into the mix. As an example, if you are selling ‘sports
watches’ and wish to categorise by gender (men’s, women’s, boys’, girls’) it makes sense to have a ‘men’s sports watches’ category alongside sports watch categories for women, girls and boys and then segment by brand as well. But don’t be tempted to then be dragged into duplication by adding a separate ‘brands’ top-level category, which could dilute your optimisation efforts.
With planning, your freshly created website category structure should be totally focused on keyphrases that are popular search terms and have a strong history of promoting conversions. A
Further information:David Fairhurst is head of creative online marketing at Intelligent Retail.
David has been involved with SEO and web development since 1999 and has spoken at many different retail and SEO conferences, including Spring Fair and SES London. Telephone David on +44 (0)845 680 0126.
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Perfect PARTNERSHIPS Maria Ryan of Catherine Parry Bridal offers her 10 top tips on building positive relationships with suppliers
1ASK THE RIGHT QUESTIONSIt is so easy to get carried away when you are first looking at taking on a new label.
I have spent far too much money buying dresses with a glass of bubbly in my hands, admiring the latest designs, than thinking about the actual practicalities. This realisation hit me in the last 18 months of owning my boutique – and it made a real difference. I’ve also learnt much from our retailers, and some of the questions they ask me, which quite honestly I would never have thought of when I was first starting out. Obviously, there are the minimum orders – clarify that the number is over the year and not per season – check exclusivity areas and delivery times.
More importantly, what happens when something goes wrong? For example, if a dress is delivered four inches shorter that your sample and is now too short for your bride – is it then you find out ‘you shouldn’t order length from samples…’ This is a true story – I’m still scarred for life on that one. How would your supplier deal with this? Can rush cuts and replacement dresses be ordered in emergencies, or are you on your own? This would also be the time to talk about payment terms. I once took on a lovely new label, and when the repeat orders stated rolling in, found out that their policy was proforma payment terms regardless of credit scores or past payment history! Definitely not good for cash-flow, especially if you’re used to working on 30 days!
2SET EXPECTATIONSI think it’s really important to have an open and frank conversation with your
supplier about what you expect to get from the label, as well as finding out their expectations from you as a retailer. I always thought it strange that no one would ever tell me if the number of dresses I was selling was ‘on track’, or in line with other boutiques. All suppliers will have an idea of the number of dresses a boutique should sell when considering how long the business has been operational, its location and size.
3DISCUSS MINIMUMSWith so many challenges currently facing the UK bridal industry, this issue
of minimums comes up time and again. All suppliers will want you to stock a representative sample of their gowns in your boutique – otherwise what is the point in investing? No one will ever sell those random two gowns put at the back of the rail – it is a waste of time for you and the supplier.
Something that I have touched on before is the huge minimums being asked for by some labels, and then their spin off labels – you could end up committing to more than 30 samples from one supplier each year!
4UNDERSTAND HOW THEIR COMPANY WORKS When you fall in love with a particular
brand, it’s worth finding out whether the company is a distributor, or whether they own the label, as this will determine how the company is run. There are lots of distributors as well as designers in the industry and they usually operate in distinctive ways. I’m not suggesting one is better than the other, but they do work differently and it is useful to find out how these distinctions may impact on your business and the service that you will receive.
5TELL THE TRUTH It’s important to be honest – if you are not happy with a particular aspect of
your working relationship with your supplier then please tell them. I welcome feedback from my retailers – it makes me want to improve and pushes me towards bigger and better things.
6THERE IS A VERY US AND THEM FEELING OUT THERE AT THE MOMENT
There is so much talk of secret retailer forums, and I find it disappointing that boutiques are not venting their frustrations or feelings openly, fearing repercussions regarding the service that
they receive. The industry as a whole must work together – that is the only way we are going to overcome the current market challenges.
7WHY DO YOU WANT THE LABEL IN THE FIRST PLACE? When considering taking on a new
label, first ask yourself what it will add to your collection. Is it within a missing price point, or are the dresses filling a gap in style? Are you familiar with the company? If so, do you agree with their ethos and can you see yourself building a mutually beneficial relationship?
8KNOW WHEN IT’S SIMPLY NOT WORKING. Giving up a label is necessary if it’s not
bringing in a return. If you’ve actively marketed it, put the dresses on brides, invested enough to have a good representation and it’s still not selling after nine months, then don’t be afraid to let it go!
9CONSTRUCTIVE FEEDBACK Following on from the last point, explain to the supplier why the label hasn’t or isn’t
working for you. Do you have any suggestions on what could be done differently? What extra support could you use from the supplier to help you sell the dresses?
10SET YOUR EXPECTATIONS HIGH ENOUGH Over the years I have heard some
shocking stories of how retailers have been treated by suppliers. However, I firmly believe that – put simply – you as retailers are the customers, and should be treated as such, with the same level of service and support that a bride would expect from you. A
CONTACT Catherine Parry
catherineparrybridal.com
