Bridal Buyer Jul Agosto 2012

+
JULY/AUGUST 12
*
ISSUe 151
www.bRIdALbUYeR.com
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sottero & Midgley
*
Paradox
*
white rose
*
Menswear
*
business
*
Ruff led
the tiers of a gown
Harrogate
CheCk out the
many hundreds
of exhibitors
wholl see you
in september

*
show
*
REVIEWS
white gallery
modatex
BODY
SHOP
are your
mannequins
too old
for the job?
tHERE
goes the
BRIDE
leaving you
with
the dress
NEW YORK | LONDON | AMSTERDAM | ROME | BERLI N | ATHENS | I STANBUL | HONG KONG
SINCERITYBRIDAL.COM
Visit Us
BBEH | Harrogate
September 9th-11th
Hall Q - Stand Q1
Special thanks to
everyone that visited
us in London!
R o ma n t i c a o f De v o n
@ r o ma n t i c a d e v o n

ROMANTICA
w w w. r o ma n t i c a o f d e v o n . c o . u k
S t y l e - Ti e r n e y
B Y A L A N H A N N A H
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ANI TA
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www.msmodauk.com info@msmodauk.com
Please come and visit us on stand Q10 at
or to become a stockist call us today on:
www. victoriakaygowns. co. uk
The Art of the Dress
Please visit our web site to see our stunning new collection.
For more information or to book an appointment please contact us on 01424 427284
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Fantastic offers always available, Quality & Styles at competitive prices. With no minimum order.
callistabride. com
Dont make do with
It comes in a larger size.
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For more information contact Michele ONeill
EMAIL: michele@dessy.com CALL: 0845 838 1041
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benjamin roberts Limited, 6 europa way, FForestFach, swansea sa5 4aj
teLephone 01792 564710 inFo@benjaminroberts.co.uk
Style 66036
Tel : 0845 833 2525 www.ronaldjoyce.com enqui ri es@ronal dj oyce.com
Weve seen the start
of the 2013 collections at the
prestigious White Gallery
London; were getting ready for
the Big One, BBeh september,
where more than 350 collections
will be showcased in full for the
rst time; were putting the nal
touches into next years Bridal
Buyer awards programme; and were constantly
updating our website which is attracting an
ever-increasing number of visitors keen to pick
up on the latest industry gossip and newest trend
stories. Phew!
retailers are reporting lively business and
suppliers are telling us that repeats are well
above expectations. Of course its hard work in
the current climate, but hard work pays off and
delivering the right products and the best service
is what makes a difference.
Please take note of Bridal Buyers
new editorial address, below;
phone and email stay the same.
Editor Susi Rogol 020 7193 8535 Editorial Ofce 14 Bracknell Gate,
London NW3 7EA bridalbuyer@rogolgoodkind.co.uk Design Kim Colley Proof Reader
Clive Burton Group Ad Sales Manager Nardene Smith 020 7772 8317 nardene.smith@
oceanmedia.co.uk Production Gemma Isteed 020 7772 8396 Marketing Executive Carina
Hunter 020 7772 8596 carina.hunter@oceanmedia.co.uk Subscriptions Alliance 020 8955
7040 ocean@alliance-media.co.uk Publishing & Marketing Director Judith Sutton 020
7772 8393 Head of Bridal Wendy Adams 01423 770120 Printers Printech Europe
Bridal Buyer is published six times a year by Ocean Media Exhibitions Ltd,
1 Canada Square, 19th Floor, Canary Wharf, London E14 5AP.
Tel 020 7772 8300 Fax 020 7772 8587. wwwbridalbuyer.com.

From the editor
BAck ISSuES If you would like to purchase back issues
please call us on 020 8955 7040 or
email ocean@alliance-media.co.uk
48
64
www.bridalbuyer.com 13
J/A.12
Contents
68
34
Copyright 2012 Ocean Media Exhibitions Limited. All rights reserved.
Reproduction of any written material or illustration in any form for any purpose,
other than short extracts for review purposes, is strictly forbidden. Neither
Ocean Media Exhibitions Limited nor its agents accept liability for loss or
damage to transparencies or any other material submitted for publication.
The views expressed by interviewees in Bridal Buyer do not necessarily
reect those of the Editor or Ocean Media Group.
The views expressed by interviewees in Bridal Buyer do not necessarily
reect those of the Editor or Ocean Media Group.
Features
20 reTailFOCuS
Polly Parkin of The Bride talks business
24 COVerSTOryTHeCaSeOFTHe
diSappearingbride
Expert advice on what is whose
32 OpiniOn
Emma Meek of Miss Bush Bridal lets us
have it
34 COVerSTOryTHeperFeCTFiT
Sottero & Midgley could be all yours
40 blingiSinTHeair
What makes Paradox sparkle
45 OaKSFrOMaCOrnS
The BBA on its many achievements
47 SHOpTalK
The RBA on where it is going from here
48 COMinguprOSeS
Its good-looking, top-quality, and offers a
bunch of the best. We love White Rose
50 ediTOrSMeSSage
Media supporters of the Bridal Buyer
Awards tell it like it is
68 Headgirl
Hats off to HT Headwear,coming to BBEH
78 COVerSTOryrOleMOdelS
Display for dummies, or vice versa
80 10yearSOFTexTileFOruM
Material wealth
_
year after year

Fashion
54 COVerSTOryClOSeTOTierS
Love is a many-layered thing
64 MajOrplayerS
The menswear names you need to know
Show business
19 COVerSTOryMOdaTexreView
Europes biggest show
_
and the best yet
60 COVerSTOryaTbbeH
Exhibitors showing their 2013 collections
72 COVerSTOrywHiTegallery
lOndOn2012
It was simply gorgeous. Our fave nds
Regulars
15 need-TO-KnOwnewS
39 OnTHepHOne
71 yOu&yOurwebSiTe
85 buSineSSupdaTe
91 THeiTdeparTMenT
93 legalMaTTerS
98 baCKpagegirl
54
85
news dont miss...
Its all happening... here
With a handful of great shows behind us, and BBEH the Big
One coming up, its a hectic time. New collections from key
labels, and top-notch consumer shows, are in the news
Cover image. Dressed to frill, multi-layers that
fashion pundits say is The New Look, from
Sottero & Midgley, a collection youll be seeing
much more of. Check out our choice of the
latest tiered gowns on page 54, and read about
the re-launch of the popular Sottero & Midgley
label on page 34, and the collection that will
debut at Harrogate in September
In love with Annika
Dynasty introduced its new-look
Annika label at Modatex and if its
reception there is anything to go by,
retailers will be racing to put down
orders at Harrogate. This small, but
perfectly-formed 15-piece collection
of glamorous occasionwear in
luxurious fabrics, inspired by the
stylish1920s, includes dusty pinks,
nude tones, icy blues and winter
white and trimmings of beaded lace
and embroidery. Most of the dresses
have matching jackets, so they
are perfect for MOBs and wedding
guests alike. Retail prices range from
349 to 699. +44 (0) 20 8736 0200
JULY/AUGUST 12
!SSUE 151
WWW.BR!DALBUYER.COM
SOTTERO & MIDGLEY
PARADOX
WHITE ROSE
MENSWEAR
BUSINESS
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KEY
2013
SHOwS
British Bridal
Exhibition
Harrogate, 10-12 March 2013
The smaller of the long-running and
highly-successful Harrogate shows
and, importantly, the rst exhibition
on the international bridal-buying
calendar, BBEH March caters
particularly to suppliers that offer two
collections a year, and retailers who
wish to purchase early and secure
early deliveries. The March event
claims in excess of 200 collections
and 2,500 visitors; it is also where the
Bridal Buyer Awards are staged.
White Gallery
London
Battersea Park, 19-21 May 2013
Returning for the fourth year,
White Gallery has rmly established
itself as the showcase for UK and
international bridal designers. With
steady growth in visitor numbers,
White Gallery attracts the premium
brands and top buyers in the elegant
setting of Battersea Evolution.
The London
Bridal Show
Olympia, 19-21 May 2013
Attracting 500 visitors to its
experimental debut this year, the
London Bridal Show provides a
vibrant opportunity for top-name
bridal manufacturers to showcase
their collections for the following
year at the earliest possible date.
Due to demand, the 2013 edition will
relocate to Olympia, where 20-30
key labels will be accommodated.
British Bridal
Exhibition
Harrogate, 8-10 September
The largest UK bridal trade exhibition
coming up for its 30th successful
year takes over Harrogate for
2013, with six halls and ve hotels,
where more than 350 collections
are showcased. With collections at
all price points, from mass-market to
designer, BBEH pulls in over 3,500
visitors.. The September show has an
enviable pedigree and delivers the
right product to the wide audience.
For exhibiting info contact Wendy
Adams on +44 (0)1423 770120
Londons premier consumer wedding event, The Luxury
Wedding Show London, will take place at its new home,
Somerset House, 20-21 October. Offering discerning
brides-to-be an inspirational experience, the show boasts
an array of hand-picked suppliers, beauty consultations,
expert advice and glamorous fashion shows. Last years
catwalk included Vivienne Westwood, Temperley, Vera
Wang, David Fielden, Monique Lhuillier, Peter Langner,
Marchesa, Delphine Manivet,
Carolina Herrera, Charlotte
Casadejus and The State
of Grace. For details and
exhibiting information,
contact Alex Butler on
+44 (0)20 7772 8319
The Luxury Wedding
Show London 2012
A new capsule collection from
Eternity Bridal, Cara Mia, is
designed specically for the fuller
gure. In sizes 14-34, every gown
in the range features a lace-up
back for easy alterations, and
built-in boning to give support
where it is needed. Contemporary
styling, optional straps, ne
beadwork in diamant, pearl and
crystal, and lace appliqus add to
the appeal. The prices are equally
attractive 799 to 1,000 retail,
and there is no surcharge for
plus-sizes. See it at Harrogate this
September. +44 (0)8707 707670
Curvaceous
Woman
Congratulations
to Sophie Marron, Brand Director for Diane
Harbridge, who tied the knot with anc
Jeff Baty at Inglewood Manor in Ledsham,
Cheshire, a couple of months ago. The
couple, who have been together since they
were 19, went for a glamorous, theatrical
look for their big day, with rich, deep colours,
and feathers. wOw factor or what?
Mark Lesley
www.marklesley.co.uk

WINNER
Best Bridal Manufacturer
Mark Lesley and Donna Salado
Showcasing Their New Collections
Mark Lesley Hall Q Stand Q7 | Donna Salado Hall Q Stand Q7A
British Bridal Exhibition Harrogate - 9th 11th September 2012
Stockist Enquiries
Tel: +44 (0) 1621 784784 | Email: info@marklesley.co.uk
t
he long-running national
Wedding Show programme two
shows in Birminghams neC and two
in earls Court/olympia each year has
a reputation among brides-to-be for
delivering the widest possible range of
big-day products and service providers,
and among retailers for offering huge
audiences looking to fulll their dream.
the show atmosphere is magical; it is here
that a bride and her groom, her bridesmaids,
her mum, her friends can see everything
that the bridal industry has to offer from
handmade stationery to sparkling table
decorations, dreamy wedding cakes to fabulous
owers, wedding list providers to entertainers,
photographers, venues and even honeymoons.
But lets be honest, a bride-to-be has a
number one priority and that is nding the
perfect dress, the best accessories, and the
shop that will treat her like a princess. thats
where you come in. and where you have the
opportunity to ll your appointment book for
the weeks, and possibly months, ahead.
Some retailers who exhibit at the national
Wedding Shows bring a selection of gowns
from their best suppliers; others work with
one or two of their favourite labels and show a
big selection from their new collections; some
bring stock that they are holding.
to respond to the different needs of the
market, event Director alejandra Campos
has produced some dazzling new show
features. of particular interest to retailers
and suppliers is that, for the rst time, there
will be three separate bridal fashion areas
the Bridal Zone, the Boutique area and the
Design area a scheme developed to provide
a focused platform for every level of exhibitor
to showcase their portfolio to the right visitor
in the right environment. So whether a bride
is looking to spend top dollar on her gown, or
in search of a wonderful dress that represents
real value for money, shell be able to nd the
biggest and best choice in a dedicated arena,
where ample changing rooms and viewing
areas are provided at no cost to exhibitors.
Suppliers, fast to recognise the value of
supporting their stockists, are keen to be
involved. at the autumn neC show, for
example, Justin alexanders tony Mentel,
will be talking to brides-to-be on the stand of
returning exhibitor Prudence gowns, and
helping them make the right gown choice.
award-winning retailer, ellie Sanderson,
who features Designer Days on her stand and
has featured both alan hannah and Sassi
holford at previous shows, was stunned by
Getting the word
out about YOUR shop
member of the audience
spots the one, and heads
straight to the relevant
retailers stand when the
applause dies down.
From a brides standpoint,
the national Wedding Show
is a breathtaking adventure where else can
one see so much, that is so pertinent, all in
one place at one time? local shows certainly
have their strengths, but of course there is
no comparison between a 15- or 20- exhibitor
show in a close-to-home hotel, and the dazzling
offering that is the national Wedding Show
with its 250-plus specialist names.
the forthcoming shows (28-30 September
in earls Court, 5-7 october neC) promise to be
the best ever. You should be there! BB
the response at the spring national
Wedding Show, selling four gowns
within an hour of the doors
opening. and regular Margot
raybould reported the best-ever sales,
with brides spending big money (up to 3,600)
and demanding exclusive labels. Prestigious
shops like White Mischief, Silk and Confetti
& lace also delight in the healthy weight of
orders that are generated at the show.
the designers stocked by exhibiting
retailers, including David Fielden, ian Stuart
and Jenny Packham and world-famous brands
such as alfred Sung and Benjamin roberts,
take to the stage in the shows famous catwalk
performances, and it is here where many a
*
70% of visitors are between
25 and 34
*
Show visitors include ancs,
friends and family, but a
whacking 6,000 are brides-
to-be
*
77% of them will be tying
the knot in the next 7-18
months, 63% of them
planning to marry in a
venue, rather than a church
*
50% of girls shopping for
their Big Day have their
bridesmaids in tow
*
Couples are looking at an
average wedding spend of
16,000 and they want
real choice before making
any buying decisions
*
88% of National Wedding
Show brides-to-be are ABC1;
they are their anc have
an average joint income of
58,000.
IFor more information about
exhibiting opportunities
contact Alejandra Campos
+44 (0)20 7772 8406 or Alex
Butler +44 (0) 20 7772 8319
The National Wedding Show audience
its the one that you want
news dont miss...
Retailers do a roaring
business at the National
Wedding Shows, where they
can meet thousands of
brides-to-be who are looking
for their dream dress
Mark Lesley

WINNER
Mark Lesley and Donna Salado
Showcasing Their New Collections
Mark Lesley Hall Q Stand Q7 | Donna Salado Hall Q Stand Q7A
British Bridal Exhibition Harrogate - 9th 11th September 2012
Stockist Enquiries
Tel: +44 (0) 1621 784784 | Email: info@marklesley.co.uk
news dont miss...
D
espite challenging
times, buyers arrived at Messe
essen in an optimistic mood,
keen to support their existing
suppliers, and seeking out the
new, young labels that regard
this show as a launch pad.
Modatex, with more than 450 collections,
is where the big, international labels do
most of their european business for the year
ahead, and where ordering stock, rather
than samples, is commonplace. said larry
Warshaw of sincerity: We had more visitors
and wrote more business than last year. We
opened 40 new accounts which is signicant
based on our already-
healthy customer base.
Violetta Bryl-Malinowski
and andrzej Malinowski,
owners of Mode de pol,
were equally delighted:
We had an above-average
rate of visitors Modatex
is a perfect platform for
Show report: Modatex, Essen
train won our applause.
Unsurprisingly, lace continues to gather
momentum. it was at its best in a dazzle of
colours at Olvis Trend in her signature
stretch pieces; girlie and gorgeous at
Ladybird, where long and short dresses
showed 50s inuences; in the palest lavender
at Atelier Aimee, and in wild, wonderful
shadings teamed with contrast coloured
taffeta at Velvet Moon. a very favourite piece
in this great-looking occasionwear collection
was a loose chiffon short shift with a collar
made of pearls. Aspera from sweden picked
lace for a gorgeous selection of gowns but
the best here was a ballgown with a skirt of
diagonally set bands of rufed ribbon.
halter necks, as always a number-one
choice in northern europe, were seen this
time round in contrast-colours, ivory or
white with dusty pink, champagne, grey at
Creations of Leiijten, dressed with a corsage
of owers at Brinkman, with stand-up collars
at Lohrengel and Linea Raffaelli.
it was a dream show. the right products. a
range of price points. a terric atmosphere.
and full order books. heres to 2013.
MODateX Fashion Fair 2013
15-18 June 2013; Messe essen, germany.
italian master that cuts immaculately and
tailors with precision; diagonal self stripes on
mens shirting at M Fatima Silva.
Deep, dark velvety colours for occasionwear
at Nixa Designs, and colours of every shade
in the sensational Luxuar collection; turkish
label, Madam Burcu, whose stand was
gold, inside and out, and whose big-skirted,
elaborate ball-gowns included one with a
pearl-encrusted bodice; Draps natty bags,
covered in glittery stones with cell-phone
holders to match. Brilliant beadwork was
much in evidence at Mode Exclusive Mehra
who showed jackets that positively sparkled.
Emmerlings stand had an eager audience
queueing up to see its two stunning new
bridalwear collections, inlove and Rosalie;
and Weise, a seriously big player, showed
wonderfully attering silhouettes as well as
gorgeous prints for occasionwear.
spanish designer labels, among them
Miquel Suay, Novia dArt, Raimon Bundo,
veil-makers Figueras Monsel and shoe
company Menbur, brought with them the
looks that will set future trends, including
slim, softly-structured gowns that featured
clever fold-work and pleating, or a top layer
of boho detail. novia darts single-panel lace
the eighth edition of Modatex, the largest and
most important bridal industry show in northern
europe, pulled in a vast audience close to
3,485 unique visitors over the four-day event
the bridal industry.
Uli Wendel of Kleemeier, agreed: it was a
really great show for us. Our collection was
very successful and we took on new clients.
so, lots of big orders, lots of very happy
exhibitors, but what were the best nds, as
far as retailers were concerned? here are
some of Bridal Buyers favourite things.
at Gaia Accessories, ringlets of tulle
falling to frame the face; at Sky is No Limit,
which consistently produces fabulous, off-the-
wall jewellery pieces, a pleated stiffened tulle
stand-up collar that tied with narrow silk
ribbon, and skull design cameos for earrings
and pendants; keyhole and illusion backs at
Sincerity, who staged twice-daily catwalk
shows that included a sequence with dancing
models twirling heart-shaped white brollies.
Javier Arnaiz on stage suits with sheen
and shoes with shine and the return of
Kimo Suits, relaxed, cool, pale and chic.
elegance for the men at Sabato Russo, the
Modatex was a dream

show. The right products. A
range of price points. Terric
atmosphere. And full order
books. Heres to 2013
20 www.bridalbuyer.com
Winner
takes all
t
he Bride really does seem to
have it all. a beautiful Grade ii listed
building in the heart of upmarket
st albans, opposite the cathedral. a
dedicated team of eight part-time staff
who are all mums ready and willing to
help each other out. Four collections
from top British designers, three of
which have been on board since the
shops launch eight years ago. Back-to-
back appointments at weekends and plenty of
footfall during the week. and bubbly, personable,
entrepreneurial Polly at the helm.
St Albans town centre is ideal
for an upmarket bridal shop. It
so happened that my husband
had bought a dilapidated
Grade II listed building
opposite the cathedral it
really couldnt be more
appropriate for a bridal shop.
It is a beautiful old building
with beams, lovely windows
and bags of character. It
was really run down and we
embarked on an 18-month
restoration project.
After studying History of Art and
Design at Brighton University I
landed a job at Next as a trainee
buyer in the home department.
I then moved to London as an
assistant buyer for menswear at
Debenhams. I decided to return
to Next when a junior buyer
position came up, and by the time
I was 26 I had been made a buyer
on bedlinen and furnishings. I
continued working as a retail
buyer until I had my children
(a son and a daughter, now aged
11 and 9). After a short career
break, I started to get itchy
feet, and with so many years
experience in buying behind me, it
seemed a natural move to open my
own shop.
Polly
on
Polly
on
THE RIGHT
BACKGROUND
LOCATION,
LOCATION,
LOCATION
R E T A I L
F O C U S
submitting an application for a prestigious Bridal Buyer
award takes a certain level of self belief. Winning it
proves that you have every right to that condence. the
next challenge is to maintain the high standards that got
you there in the rst place. Polly Parkin at the Bride in
st albans is not fazed as Dawn Walters discovers
Im an avid Vogue reader I couldnt imagine being without
it! I love fashion and I always keep up with new trends. I think
its vital to be fully informed when you are selling to trendy
young brides. Im a huge Topshop fan I follow the Whats
New section of the website and mix it up with Whistles, Zara
and other high street labels. I think its really important for all
my team to have a genuine interest in fashion, and to have their
own sense of style. Customers are buying into you as much as
into what youre selling, and they need to feel that they are in
good hands when they are being styled for the most important
day in their lives! We have a very stylish sales team at The
Bride, and everyone is equally interested in keeping abreast of
new trends and staying current.
There was no point in opening without the backing of some top labels, and
there was equally no point in securing stock with no shop to sell it in. I
really had to put my buying experience to the test here. I earmarked four
labels I wanted to carry and then did a really good sales pitch to each
of them. Despite my lack of experience in bridal, I think that being in St
Albans aorded The Bride some status, plus my own background in buying gave
the designers I approached some condence that I knew what I was doing.
All four of them signed up! We opened on a Saturday in 2004 with a full
appointment book and even made a sale on our rst day. We hadnt even taken
the credit card machine out of its box!
Polly
on
CHICKEN AND EGG

WHICH CAME FIRST?
at the Bride we carry the best of British.
right from the start i have stocked sassi
holford, stephanie allin and suzanne
Neville, and we have carried Jenny
Packham for a couple of years now. each
of these designers has their own unique
handwriting, and together as a collection
i feel we have all the looks covered there
is genuinely something for every bride in
the market for a designer dress. suzanne
is the master of corsetry you instantly
drop a dress size when you step into one
of her gowns. her pattern cutting and
her nish are amazing. sassi does the
english rose look like no-one else soft
and romantic, just perfect for a country
wedding. stephanie is boho-chic at its best
she uses beautiful laces and trimmings
to create exquisite, eclectic one-offs. Jenny
is a different thing altogether exquisite
beading, stones, amazing oaty silks and
bias-cut gowns. i am so lucky to have
them all. since winning the award i have
been contacted by lots of designers who
want to be in my shop, but right now
im sticking with what i know works for
us. We also carry accessories by British
designers tiaras by Polly edwards and
Jenny Packham, shoes by rainbow and
veils by Joyce Jackson.
Id felt for a while that in my
home town St Albans there
was a big gap in the market
for a bridal shop that sold the
same calibre of dresses as one
would nd in the West End.
The clientele was denitely
there it just needed someone
to provide the service!
Although I had no experience
in that specic eld, I had
worked in retail and I had
buying experience.
Choosing a name for my shop was really
simple. its not about me, so i didnt want my
name on the door. i didnt want anything
fancy or clever. the shop is about the bride,
so thats what i called it!
WHY BRIDAL?
Polly
on
WHATS IN A
NAME
Polly
on
THE
COLLECTION
Polly
on
Polly
on
FASHION
>
One month before we opened I had put beautiful posters up in our windows with
the opening date and phone number for appointments. We started to book up the
diary very fast and were able to hit the ground running as soon as the shop
opened. Eight years on we have a really good relationship with the local paper,
and in an area like this that is very helpful. It is good for them to support
the independent retailers it works both ways. Our website is a very important
marketing tool we keep it fresh, update it regularly, and we always suggest
to brides that they spend some time on there before they come into the shop
perhaps narrowing down their dress choice from what they can see on the site,
as there isnt time to try on everything when they come in! Facebook is another
great tool it is a lovely way of communicating with our customers in a less
formal way than the website. We run a designer day for each of our designers
once a year. This is all about the experience - we do the whole Champagne and
cupcakes thing and make it a really special day for the brides. Its a great
opportunity for them to meet the person who actually designed their dress, to
discuss it with her and maybe even to be measured up by her. My years working
for large companies like Next taught me a lot about corporate image and I
have employed a lot of what I learned there in my business. I believe it is
important to build up a brand image so I have been careful to use the same
colours, logos etc across my website, business cards, in store and so on. Its
all about building a strong brand image.

WINNING AN
AWARD
Winning the Best Bridal
Retailer South Award was
a lovely reward for eight
years hard work. We never
take our eye off the ball. We
pay attention to detail in
every aspect of the business,
making sure our service level
is second to none. We have
kept our heads down and
focused more on customer
service than self-promotion.
But we felt maybe it was
time to get out there and
to let others in the trade
know what we are about,
and to see if we could get
some recognition for it.
so I decided to enter. It was
a really wonderful surprise
when we won!
WHAT TO BUY
My background is in buying
so I really do have the right
tools for this part of the job.
When I go to shows I will most
probably fall in love with
everything I see, especially
from my own designers
because I admire their work so
much. But I only buy what I
believe we can sell; we look at
the fabric, the t and the price
bands to make sure we pick
the most commercial gowns
from the collections we are
looking for the potential best
sellers. We know our client
base well after eight years and
on the whole we get it right. I
always take the team with me
when Im buying these are
big decisions to make on your
own and its really good to
have input after all, we will
all be selling the dresses.
THE FUTURE
My short-term, medium-
term and long-term plans are
all the same to maintain The
Brides position as the premiere
destination in Hertfordshire to buy
high-end bridalwear in a boutique
environment.
Polly
on
Polly
on
Polly
on
Polly
on
R E T A I L
F O C U S
MARKETING
It might sound like an Agatha Christie
mystery, but its a situation that has become
sadly familiar. A dress is chosen, ordered,
tted, in some cases fully paid-for... but
never collected. Where do you stand? Jill
Eckersley investigates
disappearing
bride...
Y
ou try telephonIng,
emailing, writing but theres
no response. you hope that the
bride will re-appear to collect her
property. But what if she doesnt?
Its an ever-present problem,
says leslie hatcher of the
eponymous bridal shop in Swindon, Wiltshire,
who has been in the bridal business for 30
years. I have some uncollected dresses
upstairs in my shop now - and its extremely
frustrating. Customers dont respond when we
try to contact them and it isnt unknown for
them to return years later and demand their
money back. We have been taken to court in
the past and there seems to be no defence, in
law, so the retailer just cant win!

THe reTailerS eXPerieNCe
It is an unclear area, agrees Alison Sargeant
of Aurora Bride in Cheam, Surrey. It seems
that cancelled weddings and uncollected dresses
have denitely increased. We only had two in
2011 and weve had ve so far this year!
occasionally brides refuse to pay the
remaining balance on their dress and then you
have to decide whether its worth your time and
effort to chase them through the Small Claims
Court. even then they may only be ordered to
pay you 5 a month. our rule of thumb is that
after the intended wear date they go into our
sample sale. Should they come back to pay the
balance after that, were covered by our terms
and conditions.
the problems faced by retailers are practical
as well as legal. Most bridalwear premises are
fairly small, with limited space certainly not
enough for gowns that are being stored. no
dress is going to look its best after it has been
in a back room for years. Bridal Buyer heard of
one shop where a dress had been kept for eight
years and another where a dozen uncollected
dresses were stored in the basement!
Bruce roberts, whose shop Collections
by Bruce roberts is in Kelso in the Scottish
The case of the
HelP line
Cancelled weddings
and uncollected
dresses have
denitely increased.
We only had two in
2011 but weve had
ve so far this year
>
Borders, has a straightforward approach to the
problem.
I have a Conditions of Sale form which
brides read and sign in my presence, he
explains. there are a couple of important
clauses. one asks for a 50% deposit to secure
an order, which is non-refundable if the
customers plans change. then, I know that
I have covered my own costs, no matter what
happens. the other states that if the goods are
not collected within two months of the agreed
date of collection normally the wedding day
all monies are forfeited and the dress then joins
my stock for re-sale.
like the other retailers we spoke to, Bruce
says he isnt 100% sure of his legal position.
I am careful to keep copies of letters and
emails, he says. I send letters recorded delivery
so they have to be signed for. A couple of times
brides have paid a deposit and then Ive never
heard from them again. I tried to contact them
and hung on to the dresses for
about a year, then put them
back on sale.
I have little storage at my
shop, though, so I have to
charge a storage fee if a bride
wants me to store a dress
ordered a year in advance.

OuT OF SPaCe
I only have a tiny box room
with one rail so I cant store
a lot of uncollected dresses,
agrees Vicky rogan from
Bridal Designs in Doncaster. It is denitely
happening more often. Customers either dont
return phone calls, or they tell me theyll come
and collect the dress and dont turn up.
In my terms and conditions it states that
well notify them when the dress is ready, then
they should come in and pay the balance within
two weeks. What do I do if they dont? If the
bride has paid for a dress made for her and she
no longer wants it, am I obliged to return her
money? I just dont know.
I prefer to let them have their money back
rather than have all the grief, admits lorraine
from emma roy of edinburgh. Im storing ve
dresses at the moment with unresolved issues.
one bride appeared for her dress ve years
later! All my letters were returned not signed
for. When she tried the dress on it was too
small you can put on weight in ve years but
she claimed I had ordered the wrong size. In my
terms and conditions it says I will hold a dress
for six months. I thought I was covered by that
but apparently not.
WHaT THe eXPerTS Say
Joe Sweeney, Chair of the BBA, which represents
suppliers, says that the current economic climate
has made the problem worse. the legal position
depends totally on the Conditions of Sale on the
order form that the bride has signed. these
must be watertight but regrettably, many bridal
shops dont even have printed order forms. If a
bride re-appears wanting the dress and she has
already paid at least 50% of the total, without
a proper order form, the shop is at fault. If the
shop has sold the gown and the case comes to
court, the judge will always come down on the
side of the bride.
to avoid all these complications shops should
be members of a bona de trade association
such as the retail Bridalwear Association and
use their recommended Conditions of Sale on
the order forms. the shop must refer on their
order forms to the Sale of goods Act 1979.
the rBA Chair laura Daly, a retailer herself,
adds that if a dress is fully
paid-for, it is the customers
property.
If she does not collect,
you have three options, she
says.
one, to write requesting
that the dress be collected
and enclosing an invoice for
storage/insurance/admin
costs if it is not.
two, to ship the dress to
the bride by post or courier.
you will have to pay the cost
which you are not likely to recover and if the
girl has moved house the dress may be returned
anyway.
or, thirdly, to send a recorded-delivery
letter to her last known address requesting
the removal of the dress within 30 days. If not
collected within that time, the shop reserves the
right to dispose of the dress as they see t, to
recover their storage/insurance/admin costs.
If there is no response and post is returned
marked gone away you have reasonable
grounds for claiming that the customer has
abandoned the dress and you are free to sell it
to recover your costs. Keep any correspondence
and a note of your attempts to contact the
customer, just in case! the Small Claims Court
appears to treat each case on its merits.
Jane Watson of the Bridal retailers network,
a consultancy service which offers a 24/7
helpline, also points out that its vital to have
appropriate, and regularly updated, terms and
conditions. If a dress has been paid for in full
but not collected, rst try every form of contact
HelP line
email, phone and letter. If theres no reply:
*
Send a recorded-delivery letter for proof of
posting and notication.
*
Inform the bride that the dress is now her
property and ask her to collect it within 28
days, giving her full details of where and how
she can collect it.
*
Ask her to tell you what she wants you to do
with the dress if its no longer required.
*
If there is no reply within 28 days tell her
that the dress will be disposed of at your
discretion. Jane says she wouldnt, personally,
dispose of a dress until after the wedding date.
*
If a deposit has been paid, send a recorded-
delivery letter informing the bride that the
dress is ready for collection and the balance
outstanding is due within 28 days.
*
If there is no response, send a second
recorded-delivery letter telling her she is in
breach of her contract and if the balance is not
paid within 14 days Court action will be taken
or the dress sold to cover your costs.
*
your local trading Standards ofce is a good
source of advice if you are unsure about your
rights as a retailer.
perhaps the last word on this issue should go
to Alison Sargeant of Aurora Bride who says
this: In this industry we frequently have to bite
our tongues, because not only is the customer
always right but she is also a bride. this is a
massive experience and a stressful time for
her and its important to remember she may be
acting totally out of character! BB
1
Take reasonable steps to
trace the buyer, if they
or their whereabouts are
unknown. This will depend on
the circumstances, but might
include placing advertisements
in local newspapers, notices on
local community notice boards
or reasonable research enquiries
over the internet.
2
If you take reasonable steps
to trace the owner but are
unsuccessful, you can sell
the goods. It would be sensible to
keep a record of the attempts you
have made.
3
If you do trace the original
owner, you must send two
written notices to the owner
before you sell the dress.
You must give the owner of
the goods, a rst written notice
personally or by post stating:
*
that the owner is responsible for
collecting the goods
*
the details of the goods and
where they are
*
your name and address
*
how much money is owed, if
any, for the goods when the notice
is sent, for example, the cost of the
repair or reasonable storage charges.
You must also send the owner of
the goods, by recorded delivery or
registered post, a second written
notice stating:
*
you intend to sell the goods if
they are not collected by a date
given in the notice
*
the details of the goods and
where they are
*
your name and address
*
how much money is owed, if any,
for the goods, when the notice is
sent.
If the owner of the goods owes
you money, the period between
the second notice and the sale of
the goods must be at least three
months.
If the owner does not collect
the goods by the date given in the
notice, and you are sure that the
goods belong to the person who has
been sent the notices, then you may:
*
keep the goods
*
sell the goods
*
dispose of the goods.
If the goods are sold they will then
legally belong to the person who has
bought them.
If you are the person selling the
goods, you must be able to show
the original owner that the sale
was handled properly to get a fair
price for the goods. Apart from the
expenses of selling the goods, for
example, storage charges or auction
fees, the original owner must be
given the money from the sale if
their address is known.
If the goods had been left for
repair or alterations and were then
not collected, the cost of the work
can also be deducted. Reasonable
storage charges can also be
deducted. If not, the money must be
kept for the original owner. However,
after six years the owner cannot
claim, or sue, for the money.
An important point to consider is
that judgments in the small claims
court, where claims in relation to
the above are usually held, can vary
immensely in their outcome. It is
therefore not sensible to rely on
Small Claims Court judgments as
precedents for what might happen
in any subsequent case. Often, the
judge will favour the consumer. It is
therefore ideal to have watertight
conditions in place that describe the
position between the parties in the
event that the buyer fails to collect
the item and to ensure that the
buyer understands the terms when
signing the terms and conditions.
There is a risk however that even
with such conditions, the Court
will rule in favour of the buyer if it
believes that the condition is unfair.
It is therefore important to have
your terms and conditions regularly
reviewed by your solicitor and to
seek legal advice in relation to any
individual circumstances.
The legal view
We sought advice from Salehs LLP, Ocean Medias legal advisers. Lisa Rivers came back with this overview:
Bridal Retailers Network
www.bridalbusiness.co.uk
British Bridalwear Association
www.britishbridalwearassociation.org.uk
British Bridal Retailers Association
www.britishbridalretailersassociation.co.uk
Retail Bridalwear Association
www.rbaltd.org.uk
Salehs LLP
www.salehs.co.uk
If tHe teRms And COndItIOns
of sale do not provide what
happens if the buyer fails to
collect an item, the common law
position will apply. In general, this
will mean that the item belongs
to the buyer if it has been paid
for in full. the position is unclear
where the buyer has only paid a
deposit, as legal ownership has not
transferred.
However, where there are no
terms and conditions in place
setting out what should happen
where a deposit is paid and the
buyer fails to collect, it would
seem prudent to assume that the
buyer has virtually the same rights
to the item, assuming of course,
they pay the remaining balance.
The general position is that
you may sell the item if it remains
uncollected as long as the buyer
is responsible for collecting the
item. this means that the item
cannot be sold if it is the sellers
responsibility to return it. Any
money received from the sale,
less reasonable storage charges or
any other reasonable costs, such
as agreed alterations, etc, must
be returned to the original owner,
or if that is not possible, kept on
account for them.
If only a deposit has been
paid, then the deposit should be
returned to them on sale of the
item. the owner only loses the
right to the money after six years.
You must also follow the correct
procedure:
tHe ABOVe Is PROVIded As
GeneRAL GUIdAnCe OnLY And
sHOULd nOt Be InteRPReted
As LeGAL AdVICe OR ReLIed
UPOn. IndePendent LeGAL
AdVICe sHOULd Be sOUGHt In
ReLAtIOn tO AnY PARtICULAR
CIRCUmstAnCes.
Please note that the above
guidance relates to england only
C
ontacts
Style 1868
www.morilee.co.uk email: info@morilee.eu
D
uring her commission by
the government to review the
future of britains high streets,
the mighty mary Portas directed
passionate and unequivocal
advice at retailers which is a
good starting point for our
exploration of bridalwear:
of greatest concern to me are the thousands
of businesses in britain who once managed to
make a living out of retail but in recent years
have simply failed to adapt. hard-working,
committed and professional people, frequently
real experts in their elds, who havent adapted
their retail offer to meet the increasingly
demanding expectations of todays consumer.
i am, through my family business miss bush,
almost Jurassic in bridalwear. This failure to
adapt would have killed off miss bush my
mother, gen a virtual Victorian who believes
in paying everything she owes, being loyal
to suppliers, committed to customers and
presumed that my time developing a social media
marketing and Pr prole was tantamount to
loang. gen is one of the hard working experts
that i myself have to battle with in our own
company, for the sake of its future.
The new bridalwear retailers hitting the
scene have no Victorian values to battle;
the fabulous social media presence
from newcomers like chloe curry from
The White room in shefeld show an
incredible empathy with the buying
bride; the marvellous glamour oozing
from ellie sanderson and carina
baverstocks marketing and Pr is as
effective and seductive as a well-made
martini.
The glaring absurdity that follows is that
these young guns, with a wealth of talent and
verve, are prevented from joining in with trade
associations the rbA and bbrA that need
them more than they know and present a public
face via their websites that would have any 15-
year-old web designer cringing.
none of my customers have ever heard of, or
mentioned, either of the two trade associations
websites which, anyway, are full of negative
messages: beware the internet, beware nancial
failure. but those same customers of mine do
know an awful lot about wedding blogs, which
are full of love, rock and dreams. it is not hard
to gure out why the blogs attract individual
audiences of 17,000 visitors a day, whilst the
associations languish way down there in search
engine rankings so far down, in fact, they are
completely missable.
The reTailer posiTion
As an industry however, and i include us all in
that, anyone who takes money in the name of
a wedding knows that the vintage/rock star/
romantic dreamers are not working the coal
face of bridal. The miners of bridal are the
retailers. We cannot run wedding dress shops
from our bedrooms. We cannot make a living
from a server, a geek and a bad attitude.
We are held up to parody (big Fat gypsy
Wedding), pillory (Dont Tell The bride) and pity
(The Fixer). We are rinsed on review centre
and accused of proteering. We are subject to
the most demanding criteria for our shops and
hatcheted for not providing tea and underwear
for our clients.
yet we expect this and we should, and do,
overcome. referring to the divine madame Portas
again, the advice to retailers spells out what we
know to be true: surviving in todays value-
minded, aggressively-discounted, convenience-
focused market means re-appraising how to
compete and doing things differently. We know
how this is to be done through experience,
service and specialism.
*
experience The retail experience has to
be seductive and keep customers entranced.
Lorraine candy, editor of elle, writing in The
observer on the survival of the high streets
emphatically stresses that, its about being that
place that everyone wants to be; you need to
create that lust.
The economist tells us that for shops to
compete with online retail, we must focus on
expensive clothes and gadgets, that customers
will want to try before they buy and that they
will happily pay for advice from competent
sales assistants.
*
service The meaning of service in
the 21st century is really knowing and
caring for your customers having an
in-depth knowledge that guides and
advises them; serving is quite simply
the new selling. For the modern bride,
this encompasses being her own personal
shopper, stylist, counsellor, best friend,
mother and, occasionally, bank manager.
*
specialism This is what we know and
do. Whether this is displayed for the customer to
see in the way that specialist retailers know how
to express and manifest their expertise across
everything they do, not just their products,
but the parts that they dont see: the correcting,
chasing, fretting, checking, steaming,
checking, packing, checking
if you put the customer rst, says Portas,
compete on a higher playing eld and bring
something genuinely different to our high
Rant
Emma Meek, of miss bush bridal, has never shied away from voicing her views. our
request for a sWoT analysis of the market has, she says, possibly been one of the most
enlightening, disheartening, encouraging and worrying tasks she has ever had to tackle
The area that supported six
bridal shops in 1988, when
Miss Bush opened, now shows a
near 800% increase in retailers
or reasoned argument?
streets, then the customer will come and nd
you.
so we have the service, the expertise, the
commitment and the specialism. All we need
is to brush up our iT skills, hang out with the
cool kids and the future is looking bright. get
your customer-focused service tight, back up
with reasonable products and tell the world via
social media how fab you are!
sWoT analysis done. or is iT?
is this why bridal shops mushroom like
verrucas on a damp foot? in my quest for facts
to back up my now signature rants, i did a head
count of shops within my 15-mile exclusion
zone. in the verbal contracts and agreements
we have with our suppliers, the Victorian
honour by which my mother is bound would
have me believe that our suppliers respected
the 15-mile radius or countywide exclusivity.
get a map and ruler out, however, and its a
different story. A reasonably accurate sweep of
a ruler round a google map shows miss bush
to have 45 competitor shops within the blast
zone. Add a mile or two to that and you hit all
the sW postcodes.
A geographic area that supported six bridal
shops in 1988 when miss bush opened now
shows a near 800 per cent increase in retailers.
in the same period of time, the amount of
marriages taking place in the uK has dropped
by a third from 340,000 per annum to around
240,000. This is a market in sharp decline.
except of course this isnt the whole story.
All the time i have believed that the purpose of
the vast quantity of polyester pushers on the
street corners had something to do with the
end user: the bride.
it does not. it has a lot to do with a romantic
notion that running a bridal shop must be a
lovely job a phrase i hear a lot. The market
for the vast slew of indifferent, generic
polyester has everything to do with selling
dreams to wide-eyed retailers who, again to
quote my ame haired guru, fail to realise
that running a protable retail business is a
commitment which goes far beyond the fun of
the buy and the thrill of the sale.
As i stood despairing and disheartened
at such a street corner in march, i rashly,
brazenly declared that most of the dresses on
offer were t for landll. cynically designed
with as little originality as possible, the vast
indistinguishable herds of dresses exist to
allow manufacturers to renege on their own
agreements.
suppliers, Take noTe
Labels, sub labels, fake designer names,
diffusions, alternatives it pretty much
amounts to the same threat: buy your minimum
or we put a shop on your doorstep, followed
by buy your minimum and our second label
or we put a shop on your doorstep. eventually
youll hear the same excuse: well, 15 miles is
different in different parts of the country.
in a saturated market where the number
of weddings is declining fast the only option
manufacturers and designers have is to grab
more market share. no extra brides but plenty
more shops. All the while the trade associations
and trade press worry about the rise in home
traders and internet sales, the bigger threat
to your and my nancial security is from the
companies that purport to serve us.
From my bitter experience in the last couple
of years, the mismanagement of the supply
chain from china has had a huge impact on
my business. one particular factory from
a behemoth of a company ran so late that i
was quoted 26 weeks on delivery for repeat
dress orders, effectively rendering my stock
worthless as it is sold as a sample from which
to take orders.
A breech of all kinds of ethical codes, if not
several legal ones, what measures did this
company take to address the problems that
cost me about 50 repeat orders? Did they
immediately switch production? no, they
put more sample orders through the same
factory.
All the time whilst i couldnt take orders
on stock i had, they had my september
order in work. During the ensuing wrangle
about whether i was obliged to take further
delivery of redundant stock, more and more
unnecessary samples were forcing their way
through the choked supply chain.
Did this company step in to offer me
replacement stock? Alternative samples? no,
of course not. A trading history that has paid
them 5k - 10k a month for the past ten years
or more was entirely overlooked.
buck passing
This level of ineptitude is not restricted to
the mass-market labels. Prestige labels have
suffered severe slumps in quality, escalating
prices, ridiculous delays in sample orders
with the same Teon coated excuses its
not us, its the factories. There is absolutely
no way i could stand in my shop and blame
a manufacturer; the buck stops with me, the
clients contract is with me.
The Pr machines that serve the rest of
the world are missing from the world of
bridalwear. bad news is furtively spread.
it is an outrage that critical bad news
can be sent out as a mailing without any
supportive Pr in the press or social
media. This shows poor support for retailers
on the frontline who have to explain away the
massive change in order times, quality or price
without any real reasons or proof.
i and several other retailers have had to
use our blogs or databases to alert brides to
discontinuation lists and sweeping changes
in deliveries. This is incredibly damaging
to a brands image and there should be a
professional Pr company repairing and
limiting the damage. All suppliers bar a few,
namely suzanne neville, Jesus Peiro and JLm
europe, have displayed arrogance bordering
on despotism.
so one of the greatest threats to retail bridal
hides in the apparent bonhomie of the biggest
suppliers, and the greatest weakness we have
as buyers is a lack of effective power through
which to make our concerns heard. There
is a huge opportunity for the creation of a
unied voice speaking on behalf of retailers in
response to the inferred threats of suppliers.
Making change
There is certainly a sophistication in the
mass-produced garment that wasnt available
18 years ago. The cut and corsetry can be
fantastic but, increasingly, the quality is
slipping and designs are stalling, at best. With
the oxygen of publicity, there should be the
ability to discover new labels. Wedding blogs
indicate that vast swathes of brides dont want
what is in the majority of shops.
Perhaps it is time we pooled our strengths
and with our combined power of being the
rst port of call for brides, the people who are
actually talking to them online and in their
ttings, we can use our expertise, specialist
knowledge and commitment to educate women
away from the suppliers who are determined
to cut off our own life supply. BB
Agree? Disagree? enraged? Delighted?
breath of fresh air? Kiss of death? get your
views over. email bridal buyer today
STRONG opinion
The Sottero & Midgley label is about to
be re-launched. With a major marketing
campaign behind it, and an open invitation
to potential stockists visiting BBEH, this is
seriously good news for the market. Bridal
Buyer talked to Lyn Musselle
The
perfect
t
Maggie Sottero has long been one of the big names in the
business. What is it that makes the collection special?
It is Maggie Sotteros signature t, innovative designs and quality fabrics.
The bride experiences luxurious looks at an affordable price.
Never quite sure about this. Is it an Australian brand,
or an American brand and where are the companys
headquarters?
The label originated in Australia and presently there are design teams
located both in Sydney, Australia and the USA. Our world headquarters
is located in Salt Lake City, Utah.
You have two labels Maggie Sottero and
Sottero & Midgley; what is the real difference
between the two?
Maggie Sottero caters to brides who are looking for classic
and traditional wedding gowns, while Sottero & Midgley
is designed with the fashion-forward bride in mind and
features avant-garde styling and high-fashion couture
elements that make a different statement..
Its really Sottero & Midgley we want to talk
about. How long has the brand been around?
Sottero & Midgley debuted in 2007.
Why are you relaunching the label and what is involved?
When Sottero & Midgley entered the UK marketplace, we took the
decision to offer our existing retailers rst refusal on the initial
collections, as we felt that the Sottero & Midgley collection offered not
only a different look, but a different price-point, to the Maggie Sottero
collection already held in their stores.
The re-launch will involve a small selection of gowns from the Spring
2013 collection, going on-view in the main halls at Harrogate in
September, on stand A3. And, for the rst time ever, it will be possible for
retailers to view the entire collection up in the Majestic Hotels Carriage
Suite, where a full catwalk presentation will be staged. And theres
another rst! We will not be showing the collection on a strictly invite
only basis, as we have done in previousl years, so Harrogate will offer
the perfect opportunity for any buyer
who is considering taking on a new label
for their store, and looking for luxurious
fabrics, on-trend styles, and the signature
Maggie Sottero t at a price-point that
wont break the bank. It is an exciting
prospect... and it makes perfect sense.
Tell us a bit about the designer
or team behind the look. Where
are they based and what are
their inuences?
Sottero & Midgley is created by designers based in Australia and also
the USA. Inuenced greatly by the latest high-fashion trends, red-carpet
looks and inspired by vintage styling, this team takes a synergistic
approach to design.
At BBEH we will not be
showing on an invite-
only basis so it is the
perfect opportunity for
retailers looking for a
new label for their store
so stylish
Sottero & Midgley
has a distinct story
to tell and it is one
of fashion-forward
design, superb
fabrications and the
fabulous t that has
made parent brand
Maggie Sottero rst
choice for so many
brides
Do you consider the label a style leader,
or does it look at top designer trends
and adapt those for the mass market?
Our design talent has been creating innovative
styles that set standards in the industry. With
Sottero & Midgley the bride experiences affordably-
priced couture-style fashion.
And what about fabrics: are they
exclusive to the brand?
The fabrics we use are of the highest quality and include ne satins,
taffetas, chiffons and gorgeous lace. Our design team is very selective
when choosing fabrics, constantly scouring the international markets to
nd what is new, and different, and perfect for a particular gown.
Do the retailers who stock Maggie Sottero also buy
Sottero & Midgley?
In the UK and the USA there are stockists who support not only the
Maggie Sottero collection but also the Sottero & Midgley range so that
they are able to offer their customers a wide selection of the latest styles
over a number of price points.
In the UK, where do you position Sottero & Midgley in
the marketplace?
Sottero & Midgley has captured that designer look, style and feel while
sitting comfortably within the mid-market price range.
How many pieces are there in any one collection and how
many of those are new? What is the longest running
style and when was it rst introduced?
We typically introduce between 50 and 60 new styles annually. In the
current collection there are nearly 130 styles available. The longest-
running style is JSM1103, a sophisticated A-line lace gown accented
at the waist with a slimming satin wrap and side bow. This style was
introduced in 2008 during Sottero & Midgleys second season and has
proved to be a tremendous seller.
Tell us a bit about the new silhouettes, fabrics,
and details we can expect to see at Harrogate this
September? And also the retail price range.
Vintage-inspired lace is prevalent throughout the collection, showcasing
illusion necklines and three-quarter-length sleeves. Gowns featuring
cascading tiers and swirls of soft fabric folds appear throughout the
collection with many surprise elements. Although body-hugging
mermaid and t-and-are silhouettes are core to the label, Sottero &
Midgley caters to all tastes, so whether a bride is seeking a modern ball
gown, sophisticated A-line, or a owing chiffon style, she will discover her
perfect dress in the Sottero & Midgley selection. As to the retail pricing,
the majority of gowns fall within the 800 to 1,800 price bracket.
How many Sottero & Midgley stockists do you have in the
UK and are you looking to increase that number?
Presently there are approximately 100 accounts throughout the UK, Eire
and Scandinavia and we are hoping to increase the number of Sottero &
Midgley accounts to a comfortable number, without intending to ood the
market as we do offer a respectable radius between accounts. However
between the combined areas of the UK, Eire and the four Scandinavian
countries we intend to keep the total number of retailers below the 200
mark.
What commitment does a retailer have to make in order to
become and stay a recognised stockist?
Sottero & Midgley is a once-a-year collection, shown in September and
therefore, in order for the collection to be fairly represented in a store, we
require a commitment of ten sample dresses per year.
Have you had problems with fake gowns
appearing on the internet and how have
you dealt with the issue? Has Maggie
Sottero become involved in the initiative
set up by Steve Lang of Mon Cheri in
the US and Larry Warshaw of Sincerity
in Europe, to halt factories selling copy
dresses online?
Maggie Sottero is formally involved in this and other
initiatives that include manufacturers, retailers, media outlets and other
services directed at the production and distribution of counterfeit goods.
New in the UK for 2013 will be the Certicate of Authenticity that Maggie
is renowned for in the USA. Each gown that leaves the UK warehouse, will
receive its own certicate which states the brides name, dress style and
store where it was purchased, in our bid to prevent not only counterfeit
dresses, but trans-shipping, a practice which all manufacturers know
exists, but few respond to. Maggie Sottero and The Bridal Company are
fully committed in the ght to ensure that this practice is stopped and the
UK and USA have closed and will continue to close, retailers found to be
participating in this practice. The UK Certicate of Authenticity will be
widely advertised in campaigns across all regions to actively encourage
all of our brides to demand their Certicate and verify its authenticity
through our email help line.
In the next year, how will you be supporting Sottero &
Midgley in advertising and marketing and what sort of
promotional plans do you have in place?
Sottero & Midgley as a collection is equally important to Maggie Sottero
itself and to The Bridal Company and its retailers, so the label will be
advertised extensively, year round, and in all the major bridal magazines,
with the opportunity for retailers to participate. To further support our
stockists, we feature them on the Sottero & Midgley website, offer them
designer weekends, produce glossy brochures every year for their use in
store, and we give our retailers access to our high-quality images. Most
recently, we have made available to them a disc of live footage from the
New York Bridal Fashion week runway, which took place in April 2012,
and we hope to repeat this every season. BB
Sottero & Midgley
is a once-a-year
collection, shown
in September. The
gowns retail between
800 and 1,800
so stylish
The Sottero & Midgley
design team source
the best and most
innovative fabrics
from the top makers
across the world.
Lace, a rm favourite
with brides today, has
been used both as a
highlight detail and as
the main fabric, with
delicate scalloped
edges, or in an illusion
panel
I N F O @ A L E X I A - D E S I G N S . C O . U K
Marina Adamou
FAST tALKINg
Hollywood Dreams boss on the past, present and future, and her new innovative campaign
Hollywood Dreams is about to
celebrate a big anniversary
how many years is it?
In 2013 we will have been in the
business for 30 years.
Tell us about Chic by Hollywood
Dreams. How did a diffusion
collection come about?
We felt that there was a place in
the market for gowns with our
glamorous handwriting but with
a contemporary twist and at a
different price point. The fabrics
I have used for Chic include high-
quality poly-taffeta, organza and
chiffon; and silhouettes cover
elegant, tted A-lines and gowns
with movement and style details.
At White Gallery London in May,
were the same retailers were
buying into Hollywood Dreams
and Chic or were there two
distinct customer types?
A small minority bought both
collections, but the majority will
go with the one that ts in with
their existing pricing levels;
retailers catering to the upper end
want Hollywood Dreams, while
those who need to keep an eye on
costs will pick Chic.
on the phone to...
So every Hollywood Dreams
bride-to-be can actually save
150 on her gown? How long
will the campaign run for?
It started a few weeks ago and the
response has been amazing; we
are yet to set the closing date. .
Is this just the start of a new
wave for Hollywood Dreams?
Absolutely; well be making a
bigger splash than ever. And we
are proud to be producing some of
our gowns in the UK once again.
How many stockists do you
currently have in the UK?
Approximately 60, but due
to White Gallery London, the
number is now increasing.
Youve always been a real
supporter of your stockists.
Which of your initiatives has
worked best do you think?
We like to help our stockists,
especially in difcult times. I have
found that Designer Days can
really make a difference to sell-
through. I do them regularly and
talk brides through the collection,
dress them, style them and make
them feel extra special.
We understand you have an
amazing new support campaign
in place. Tell us about it.
Our Stockists Programme is
focused on increasing sales. The
package of initiatives includes
Authorised Stockist window
insignia, photo books, a new
website with stockist listings, PR
and, the jewel in the crown, the
brides Discount Voucher scheme.
How does the voucher scheme
work, what does it comprise?
All a bride-to-be needs to do is
register on our new website and
we will send them a voucher
worth 150. We will also advise
them of their nearest stockist.
Can you remember the rst
ever Hollywood Dreams dress?
It was in satin, with a full,
two-tiered skirt, a tted bodice
trimmed with Austrian lace,
and big puffy sleeves complete
with self-tying bows. The
rst order was from
Harrods for 50 gowns
and the retail price was
995.
You have stayed
true to your
romantic signature
over the years.
Has this been
a deliberate
strategy?
Hollywood Dreams
has always had
a name for big,
romantic gowns
and our signature
style has been in
demand since we
rst started and
right up to today. I
am delighted that
we are now dressing
the daughters of
earlier Hollywood
Dreams brides.
www.bridAlbuyer.com 39
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At Paradox London, everything
is sparkling, from the dazzling
new collections to the sleek new
headquarters. Dominic Bliss talks
to Adam Benjamin about putting
high fashion into bridal
Blng
ar
is in the
W
e Are the mAsters
of bling! says Adam
Benjamin, director of
shoe manufacturer,
Paradox London. hes
sifting through samples
of the brightly-coloured crystals that adorn
many of the bridal and occasionwear shoes his
company produces. Behind him are some of
the more amboyant shoes in his range: reds,
yellows, cyans, purples, greens, even a tiger
print, all gleaming proudly on the shelf.
And sparkle is proving massively popular
all over the world right now. Paradox sells
wholesale to around 3,500 retailers globally, in
a total of 45 countries. We even have a stockist
in Fiji, Adam says. Asked how many pairs of
shoes he sells altogether, he says around a
quarter of a million a year. Forty per cent of
business goes to retailers in the UK and Ireland,
another 40 per cent to UsA and Canada, and 20
per cent across the rest of the globe.
there are three collections under the umbrella
of Paradox London, all offering bridal shoes,
occasionwear shoes and a small number of
bags. At the lower end of the market, with retail
prices ranging between 55 and 80, is Pink,
which drives the bulk of Adams business, over
50 per cent of everything he sells. then comes
Belle, the middle range, which will be gradually
phased out by the end of 2012 and replaced by
a top-secret collection that will launch at BBeh
september. Finally, theres the agship high-
end collection Benjamin Adams ranging in
retail price from 150 to 500. Not all are totally
bling; there are more sober styles available, too.
this year Paradox celebrates its tenth
anniversary. In January the company moved
into new premises in an industrial park
shoe show
in tottenham, north London. Its like any
industrial park in the capital, but as you get
close to Paradox, youre suddenly struck by
this huge, shiny black building, all glass and
marble, nothing like the dull, redbrick factories
and warehouses surrounding it. Paradox
London is a family-run business. 27-year-old
Adam is director, overseeing sales, marketing
and Pr, while his sister, sophia Dervish,
handles merchandising, and his father Bob is
the manufacturing guru.
Its the integrity of the product, Adam
says when asked what advantages there are to
having the Benjamin family in charge. People
know we have an attachment to our product.
We care about our customers. Were not this
huge conglomerate of venture capitalists with
ngers in all sorts of pies. We eat, sleep, breathe
this business every single day.
Adam says he has shoemaking in his blood.
Its all thanks to his father who started off
selling shoes as a London market trader in the
early 1980s. At the end of that decade he moved
into footwear retail, opening many shops
across the capital. After the recession in the
early 1990s he began manufacturing footwear,
with a factory in Walthamstow, in east London.
this was when Adam, as a youngster, rst
became involved. As a kid I used to be in the
factory all the time, he remembers. I worked
with the designers, cutting patterns, lasting
shoes. Id be there all the time, after school.
Adam still has some of the early designs he
made up as a kid. I would never bring them
out now because they would be detrimental to
me, for sure, he jokes.
a global operation
When everyones manufacturing bases moved
out to the Far east, Adams father decided to
specialise in bridal and occasion footwear,
establishing Paradox London in 2001. the
company uses factories in spain (where most
of Benjamin Adams is manufactured), and
China and thailand (where the other ranges
are made). While Adam creates some of the
designs himself, he also employs a team of UK-
based Italian designers, who draw up the initial
designs in the UK before traveling abroad to
see them off the factory lines.
the company has four warehouses altogether.
the tokyo base supplies Japan, Atlanta supplies
North America and the Caribbean, Amsterdam
supplies western europe, and London covers
the rest of the world.
Adam believes that Paradox has played
a major role in changing the type of shoes
brides wear. Before the turn of the millennium,
brides tended to opt for comfort over fashion.
And why not? Come the big day, they knew
they were going to be on their feet for at least
eight hours walking down the aisle, standing
for the service, hopping from foot to foot in
the reception line, making the rounds at the
reception, and dancing till late. But around this
time, when the internet allowed shoppers to
follow global fashion trends much more closely,
women became more fashion-conscious in
general. Adam believes the idea of a traditional
wedding shoe is now anathema to most brides.
At the start, Paradox decided to combine
comfort and fashion by placing padding
inside their shoes at the key pressure
points. From the outside they may look
like painful ve-inch heels, but on the
inside there is memory foam, gel padding
and cushioned lining. suddenly brides could
strut their stuff on the dance-oor no more
rushing back to the hotel room before the
dancing to switch into at pumps. We brought
fashion to the bridal market, Adam claims.
that was something they hadnt seen. It really
rocketed us forward.
he says that, in the high-end price point
that Benjamin Adams occupies, it has become
the leading footwear brand across europe. he
admits hes not competing with the likes of the
stratospherically expensive Jimmy Choo or
Christian Louboutin. But their volume of sales
in the bridal and occasion footwear market
is nominal, he adds. Its a tiny part of their
business. Benjamin Adams is now sold in over
2,000 retailers worldwide.
Making the difference
so whats the secret to Paradox Londons
success? Innovation, Adam says after just
a couple of moments hesitation. I feel our
mission statement as a company is to challenge
the status quo. All the time we continue to
do that. thats the ethos Ive always had. Its
something Ive learnt from my dad: a business
that stagnates will die.
Adam says his marketing strategy is a good
example of how Paradox innovates. Instead of
rolling out the typical magazine adverts with
a girl in a big white dress, wearing the shoes,
and theres your logo, he likes to portray his
company image in a different way. he might
produce an advert with 25 pairs of shoes all
stacked together, for example.
Adam invests heavily in video as well as still
photography. On his website, there is video
footage from location shoots at a stunning
private house in Oxfordshire and an edwardian
ballroom in south London the rivoli Ballroom.
the latter has been used as a pop video location
right now. Paradox London
Sparkle is proving massively
popular all over the world
sells to 3,500 retailers
in 45 countries
The newly-opened premises in north London house
15,000 square foot of ofces and shoe warehousing
The company has the world
covered with four warehouses
altogether in Tokyo, Atlanta,
Amsterdam and London
for the likes of elton John, Oasis and tina turner.
Adam has just taken on a full-time employee to take care of social
media. the plan is to target both brides and the retailers selling to those
brides. he also intends to product-place his shoes on the feet of celebrities,
using social media to generate publicity. Already, glamour models Katie
Price and Danielle Lloyd have got hitched in his shoes. he recently hired
an American Pr rm to help him crack the trans-Atlantic market.
In its rst ten years, Paradox has won plenty of awards. some of the
more prestigious ones including the Bridal Buyer ones are displayed
in the companys boardroom. the company is up for a DeBI award later
this year. thats the strongest accolade for the American bridal industry,
Adam says coolly. Its a tough market because were babies in the Us. my
youngest competitor there has been around 30 years. One has been there
since 1890. We are the new guys there since weve only been there four
years. Plus were Brits. But weve had huge support from the American
customers. I just hope theyll vote for me.
meanwhile, Adam has other global regions in his sights. China, russia
and the middle east are particularly important when it comes to his
occasionwear collections. he is working hard to nd the right distribution
partners, and to negotiate the complicated local regulations.
this global expansion will all be spearheaded from his headquarters
in north London. Its my ambition in life to take this brand and really
make it something, Adam says stretching his feet under his smoked
glass boardroom table. On his feet are a very sharp pair of brown suede
brogues that he designed as a present to himself.
he admits to being something of an Imelda marcos when it comes to
his personal shoe collection. this is embarrassing, man, he says when
quizzed on the actual number of pairs in his wardrobe. I would say just
shy of 50 pairs, and that doesnt include trainers. But remember, I can
take home a lot of samples we make. Im not frivolous with
money.
Next year Adam is getting married. he will of
course be sporting a pair of his own designs. And
he plans to design a bespoke one-off pair for his
bride. she will be wearing my shoes, otherwise
there wont be a wedding, for certain, he says.
And, I suspect he means it. she is already
torturing me by saying shes going to
buy a pair of Christian Louboutins
just to spite me. BB
+44 (0) 20 8509 0001
www.paradoxlondon.com
Paradox London spends
serious money on its
imagery. Getting the
fashion and quality
message over pays off
Trudy Lee
www.trudylee.co.uk info@trudylee.co.uk 01707 643633
WE ARE NOW AT
STAND Q12 @ BBEH
Mikaella reflects and amplifies the very essence of simple
elegance the clean lines and selected detailing of this
collection promote the ideal that the subtle beauty and
grace of our gowns should accentuate the radiance of the
bride. Designed and manufactured in Canada.

Showcasing at BBEH , stand D11
Paloma Blanca, known for its exquisite designs, high quality
fabrication and construction has been providing exceptional
customer service, and guaranteed delivery, from its own
manufacturing facility in Canada for over 70 years.
Debi Award Winner Designer of the Year, 2006, 2007, 2008

Showcasing at BBEH , stand D12
HEAD OFFICE
Paloma Blanca 77 Sheffield Street, Toronto, ON Canada M6M 3E9 416-235-0585 custserv@palomablanca.com
Mikaella 77 Sheffield Street, Toronto, ON Canada M6M 3E9 416-235-2651 custserv@mikaellabridal.com
UK AGENTS:
Northern England & Scotland
Philip Swift Tel: 07984 876330
Southern England
Hazel Porter Tel: 07976 959725
Ireland
Karen Houston Tel: 0044 7879 772607
M I K A E L L A
by
t
he origins of the British Bridalwear
association go back to 1995 when a number of
suppliers wanted to be part of the newly-formed retail
Bridalwear association (rBa). they became associate
members, but when concerns were expressed that
there could be a clash of retail and supplier objectives,
it was decided that there were enough suppliers to
warrant them having their own trade association. thus the
British Bridalwear association (BBa) was formed and the
chairman relinquished his role in the rBa.
Various BBa documents available to members
Conditions of sale, terms of employment,
tenancy agreements, agency agreements,
special Measurement Charts, staff disciplinary
& grievance Procedures, recovering overdue
Money from other eC Countries laid the
foundations of a strong trade association which
has stood the test of time.
the BBa continued to grow and made a
major step forward when all its members
automatically became members of the UK
fashion trades association (UKft) which still
has the Princess royal as its President. hrh
Princess anne has made ten visits to BBa
members premises and these are highlights
each year. UKft represents over 2,000 businesses in the
UK fashion and textile trade with total employment in
manufacturing and related jobs for over 100,000 people.
its contribution to the UKs economy is estimated at 37bn.
exports are valued at 6.5bn with UK retail sales estimated
at around 50bn.
with the BBas involvement in UKft, the way was open
for access to dti export funds. these were used to arrange
subsidised exploratory visits to various export markets and
particularly Chicago, Paris, essen, dublin and Berne.
from this base the BBa organised export bridal
exhibitions in various British embassies including dublin,
Berne, stockholm, Copenhagen, Vienna and Moscow, as well
as receptions for the press and buyers in Paris, Chicago and
new York. a number of follow-up shows, notably inVienna
and stockholm are being planned for 2013 onwards.
BBa exhibitors pay a contribution towards the costs of
these exhibitions plus otheir own expenses. although all
British embassies are different, the ambience in all these
venues is absolutely fantastic. embassy staff are usually on
oaks
acorns
the BBa has been representing suppliers
interests for some 17 years. Chairman
Joe Sweeney explains the associations
strengths and its key successes in
helping the industry move forward
hand to act as interpreters if necessary.
over the years the BBa has facilitated a number of
takeovers where one member takes over another, perhaps for
retirement or health reasons. a perfect example of this is that
rainbow Club now owns Joyce Jackson Veils and headwear,
enabling Joyce and gordon to carry on cruising.
as part of its support for members, the BBa operates
a credit control system in which a supplier member can
be provided with credit ratings for both new and existing
clients, nd home addresses for absconded shop owners and
arrange networking between members which
acts as an early warning system.
six years ago the BBa started a bi-monthly
worst accounts list. supplier members submit
a list of their worst accounts with a brief
comment on each and all lists are collated to
produce a national Composite list. Members
who take part receive a copy of the nCl.
Back in 2006 there were 96 bridal retailers
on the nCl and today there are over 200. this
list is an invaluable tool for BBa members and
many have been able to avoid substantial bad
debts. in the recent past some retailers who
have been entered on the list and then moved to
the top of the multiple hit section, have almost
inevitably ceased to trade.
the BBa advises all members to use such wording on
their invoices as: all goods on this invoice will remain the
property of the seller until paid for in full. this clears the
way for suppliers to recover goods from shops where the
liquidator has removed all the stock, ready for selling off.
Currently there are 43 BBa members. these are all
individual companies, not just a list of brand names or
multiple ranges. no salaries have ever been paid to any
ofcers in the BBa and all work is on a voluntary basis. of
course there are administrative costs but the association still
shows a healthy bank balance.
the future looks good but we do have space for new
members and any offers of help would be appreciated. Please
bear in mind that although the BBa exists for its own
members, it is quite normal for it to offer help and advice to
others. BB
Various BBA
documents
available to
members
laid the
foundations of
a strong trade
association
that has stood
the test of time
By aSSOCiaTiON
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Rosa Couture
W
hat IS the RBa aND why ShoulD I
want to be a member? I am often asked
these questions and, to be honest,
until I started to take an active role in
the association, I was asking the same
questions myself.
I certainly didnt appreciate the past efforts and vision that
had formed the RBa and it wasnt until November 2011, when
I was voted in as Chair, that I really started to understand all
the hard work and late nights involved.
the RBa was formed in 1995 when a number of retailers
and suppliers were concerned that standards in the industry
were slipping and wanted to establish a kite mark that
both the public and trade would respect. the newly-formed
association was quickly recognised, and supported by the
organisers of the harrogate shows.
as the RBa grew, the Chairman, Joe Sweeney of Red
Rose Designs in Sutton Coldeld, moved the supplier
members on to form the independent British
Bridalwear association (BBa), and alan Sanders of
Proposals in Grimsby took over as RBa Chair.
Its a sad fact that then, as now, well over 80
per cent of bridal start-ups will fail before their
fth birthday so, from its inception, it
was decided that RBa members would
represent the uKs more established
shops ones that had earned their
business stripes and had hit their fth
year of trading. to re-inforce this rule,
members were (and are) credit-checked
annually as a condition of membership.
It was never the intention of the RBa
to marginalise new shops and there have
been many discussions over the years
about a possible two-tier membership
to accommodate them. unfortunately,
however, the extensive support new
businesses inevitably require has
been beyond the resources of a
voluntarily-run organisation.
the ethos of the RBa is
established by its code of practice
which all members agree to
adhere to and an executive
council of nine member
shops who monitor
compliance and carry
Shop talk
essex Businesswoman of the year 2012,
Laura Daly, owner of award-winning Bellissima
weddings, jumped in headrst when she was
elected Chairwoman of the Retail Bridalwear
association earlier this year. But now it is all
making sense, she says
forward initiatives on behalf of the membership. work done
by the ofcers is unpaid and carried out for the greater good
of the members and the industry as a whole.
although the committees collective age may have run
into high numbers recently, with age comes experience,
and wisdom. to any critics I would say: do what I did, get
involved, jump in and help. Bridalwear retailing is an ever-
evolving world, and pooling ideas, experiences and solutions
can be of enormous benet to all. likewise, by joining and
participating in discussions and meetings, members have
the chance to mould the world in which they work.
the RBa is an incredible platform from which retailers
can air and share views; the two suppliers trade bodies have
expressed a real interest in working closely with us in order
to better understand the problems that we retailers face. that
the industry is closing ranks on the Chinese copyists is a
clear sign of the collaboration between the different sectors.
For me, this year has been all about consolidating our
membership package and making sure that our members
feel well-provided for. the Brides Protection Scheme has been
streamlined into an easy-to-use online registration process
for consumers and the website has been totally revamped,
with more functions to come. the RBa now tweets and
has its own Facebook page; the newsletter has had a total
overhaul, as has the e-letter facility, and we have a package of
specially-negotiated rates for many essential services such as
PDQs, insurance, payroll, printing and website design.
Importantly, we have a direct line to a solicitor for legal
advice; an email helpline for problems and resolutions;
and a members liaison ofcer who keeps in touch with
members and is there for a chat when needed. New terms
and conditions are being nalised as well.
at the harrogate shows, we have VIP facilities for members,
and I am in the process of arranging a Chairs breakfast
club to start soon.
Much to celebrate
*
our RBa awards are the oNly awards voted
for by retailers and are a true reection of current
service and treatment received. RBa members can
benet from special ticket prices to the
awards dinner, and from this year they
will be presenting the awards themselves.
*
on 25-26 November, the RBa will host its away-
day weekend. the main topic will be on-going
support and help for businesses after year ve and
staying in business to year ten and beyond.
*
In 2013 we will launch an awareness campaign
directed at brides.
the RBa is here to advise members on all
things business and bridal; it helps give brides
the condence to purchase their dress from a
member via the Brides Protection Scheme; it is a
mouthpiece for its members to air and resolve issues
with customers and suppliers; and most importantly
it is run by, and answerable to, its members. BB
by association
The RBA Awards Dinner Dance

The Crystal Ball will be held at the Majestic Hotel on
10 September 2012. Tickets are 75 each ( members 65).
For membership enquires or further information:
laura@essexbride.com
roses
Recession? Double dip
recession? What recession?
White Rose hasnt noticed.
With 200 UK stockists
and 50 worldwide, a great
working relationship with
all of them and steady re-
orders, things are ticking
along very nicely thank you
very much. Louisa Shulman
talks to Yvonne McGregor
Coming up
I
ts ReallY veRY siMple, saYs Yvonne
McGregor, who fronts the long-established
White Rose brand, when i ask her how
she keeps so steadily aoat in what some
describe as bumpy waters. We have a great
product at a great price, a manageable client
base and great customer loyalty.
it was even simple right from the start,
when Yvonne landed the job. a friend had an
interview for a pR job with a new bridal fashion
label. i was working as a buyer at pronuptia
and i went along to the interview to give my
friend moral support. the company owner
kept asking her questions about bridal that she
couldnt answer, so eventually she asked me to
come inside. and thats when i discovered that
he was also looking for someone to head up the
brand. He offered me the role on the spot.
He was Gus Young, then an enterprising
factory owner who was the biggest t-shirt
manufacturer in China. He had recently decided
to diversify into bridalwear and launched
White Rose in July 1996. Yvonne grabbed
the opportunity with both hands. i saw
immediately the potential for a company that
had its own factory. it meant complete control
and great exibility, she says.
Flexibility First
Having its own factory is indeed an absolute
blessing, enabling White Rose to provide the
ultimate in customer service. Recently one
of our stockists rang us to say that a bride
uNder CONTROL
White Rose and White Rose Plus reect the latest
trends, in fabrics, silhouettes and detailing. Special
orders are part of the offering, which makes changes of
neckline, hem length and even fabric possible
come up with ideas, take them to him and he is
always able to tell me how they will work, or to
help me nd a way to make them work.
inspiration comes from everywhere. i nd
the annual oscars ceremony a fabulous starting
point anything that works in eveningwear
will always work in bridal. i also buy random
plates in Harrods sale to get embroidery ideas
from the patterns, and lots of sheets of wrapping
paper they have great designs! sometimes i
also need to be able to show the manufacturer
things. a factory in China wont necessarily
understand, for example, what i mean by a four-
leaf clover, so ill send over a plate with a four-
leaf clover pattern on it.
Yvonne knows only too well how important
it is to keep abreast of trends. Bridal is no
different to any other fashion sector, she
says. Whatever goes on in the marketplace is
relative to bridal. For example, vintage became
big on the high street and before long it began
to translate into wedding dresses, accessories
and even veils. Girls going for vintage-style
lace dresses often opt for short veils, and those
choosing short dresses go for a Juliette cap
with netting. this look is really in right now.
shops would do well to take all this on board
when doing their buying. i use lots of leanne
McCagues gorgeous vintage hair pieces in my
photoshoots.
the plus story
ten years ago, White Rose plus was launched.
once again Yvonnes own experiences proved
benecial. i have been a bigger girl myself
and i know that a standard dress, sized up,
simply doesnt cut it. a properly designed plus-
size dress has a whole different structure, and
makes the world of difference not only to the
look but to the way it feels to the wearer.
Despite not looking to expand in terms of
stockists, Gus Young is taking the White Rose
look one step further by providing the perfect
backdrop for his stunning dresses literally.
in China, it is traditional to have the wedding
photos done before the wedding. He has opened
a vast studio lled with breathtaking backdrops
featuring lakes, waterfalls, snowy landscapes,
italian churches and lots more, to enable about-
to-be marrieds to have stunning portraits.
Yvonne only does two shows a year
Harrogate in March and september. i love
BBeH. it is the most friendly, buzzy show. all
my customers come, even my overseas ones,
so we simply dont need to be anywhere else.
this september we will be showing more lace
than usual lace dresses and shrugs with lace
sleeves, which are fabulous teamed up with silk
vintage-style dresses.
Yvonne says that internet selling is the
biggest challenge faced by the bridal industry
today. online sales of wedding dresses are
killing the market. We once discovered, to
our horror, that someone had put some of our
dresses on a site i made a series of phone calls
and they were removed within the hour. We
must all keep on top of this threat i implore
other suppliers to be aware of what is going on
and where their dresses are being shown. We
must keep wedding dress sales off the internet
brides need to see, to feel, to touch, to try on
and to have the whole buying experience. thats
what makes it so special, thats what we are all
investing in. BB
+44 (0)20 368 1500 / www.whiterosebridal.com
needed to bring her wedding forward by several
months because her mother was ill. We told the
factory to stop everything to make her dress in
time. it is wonderful to be able to help someone
out in that way. We can also adapt hemlines and
necklines, we can make to measure all sorts
of things that one wouldnt normally expect in
this price range.
the price range (wholesale 175600) is
broad enough that sometimes White Rose can
be the most expensive label in a shop, and at
other times it will represent the middle range.
Yet even within the pricing structure there is
exibility, as dresses can be adapted to suit a
customers budget. if a bride likes the design
of a silk dress but it is out of her price range,
we can make it in a less-expensive fabric so she
can have the look she wants. this is another
advantage of owning our own factory we really
Yvonnes top tips
I really believe that if retailers follow a few simple rules
they will succeed. This is what I think are the most important things
to focus on:
*
Your shop window
*
First class customer service
*
Making sure
staff have really good knowledge of the product
*
Having pride in
what you sell
*
Keeping up with the latest trends
For White Rose contacts, visit the Brands Directory at bridalbuyer.com
can be all things to all people! says Yvonne.
With a background in fashion retail
working on the shop oor and then rising up
the ranks to become a buyer Yvonne knows
all about customer service and client liaison.
i communicate with my customers and am
constantly asking them what works for them.
i keep the number of stockists at a level that
i can manage we are not greedy, we are not
always looking to expand. our strength lies
in our ability to service our market and our
customers. the ofce is open on saturdays, and
my customers know that they can call me on
my mobile outside ofce hours if they need to. i
know that the loyalty works both ways if we
are good to our stockists, they will stay loyal to
us. in fact i would advise all retailers to stick
with suppliers when they have a good working
relationship, because then they will never let
them down.
puttiNg peNcil to paper
although Yvonne has no formal training in
fashion, she sketches all the designs, with help
from innovative american designer andy Koval,
who was one of the rst to introduce horizontal
pleating on bodices, a look which has become
extremely popular. andy is a great mentor. i
We asked the four
magazines that support
the Bridal Buyer Awards
programme with valuable
sponsorship, to predict the
up-coming trends
Editors
message
some stunning pieces including a cute
Moroccan-inspired two-piece with capri
pants! I also loved Blue Bridalwear who had
the sweetest fties-inspired dresses with
little collars. Other names I think are worth
watching include Sanyukta Shrestha, Anny
Lin and Gemy Couture Bridal.
What retailers are getting right?
I think creating an experience is important
and from beautiful dcor to outstanding
customer service there are some boutiques
that are really
getting it right
they are creating
an environment
in which brides
feel comfortable
and at ease yet
truly spoilt!
Helen Webster
Perfect Wedding
What will be big?
Soft fabrics, lace, embellishment and
vintage! I think well see more unusual
styles becoming popular though, with
brides still wanting to look pretty and
elegant but with a more individual twist.
Theyll also be making their look their
own by adding options such as shrugs,
detachable straps and detailed belts.
What will quietly disappear?
Plain dresses in structured fabrics
brides want to move in their dresses
and are going for a prettier, less formal
style for both themselves and their whole
big day. I also think were seeing the end
of the big, princessy WAG look!
The names to watch out for?
I loved Stephanie Allins new collection
at White Gallery London it included
Anything you can do to help
market your boutique is great and
being an Awards nalist is something
to really shout about
The importance of trade shows?

Even if you think you know who you want
to stock and are happy with your designers,
trade shows are a fantastic way to spot new
trends and see what brides may be looking
for next. Bridal fashion does move on and
sometimes more quickly than you might
think (just look how quickly brides were
asking for lace after Kates dress last year!).
The benet of good display
I believe a bridal boutique should be a bit like
a girlie Aladdins Cave somewhere that is
a treat to visit and has all kinds of gorgeous
things you want to look at, touch and try on!
Its important not to over-stock though - you
may have the prettiest dresses and the best
accessories, but if they are all crammed in
and dont catch a brides eye then so many
sales may be lost.
If you owned a bridal shop.
What would you call it,
and what would your top
priorities be?
Id call it Little White Dress because
I always fall in love with anything
tea-length, and would stock lots of
shorter styles.
*
The rst thing Id do is put a lot
more time into researching what I
would do if I owned a bridal shop!
*
I would specialise in the best
styles inspired by the fties and
sixties (Im a huge hoarder of vintage
clothing, so its the obvious choice).
*
Id stock pretty but affordable accessories.
*
Id send every single bride away feeling
like a million dollars, whatever her size,
shape or age.
Tell us about Perfect Wedding
Every month, Perfect Wedding is packed
full of the latest dresses, style ideas and
accessories as well as a dedicated bridal
boutique section. Our editorial is inspired by
the catwalk and celebrity trends and includes
the most stylish ideas for every budget. Our
readers are fashion-forward and want to see
the latest styles, with the majority saying the
fashion pages are their favourite part of the
magazine. We released a debut ABC earlier
this year of 22,074 and the magazine goes
from strength to strength with exclusive free
gifts, promoted issues and fantastic reader
competitions backing up quality editorial.
What they are getting wrong?
Our readers will really travel to nd their
dream dress and although some do get it
right, I think all boutiques should be making
the most of the potential offered by a good
website. Its a second shop window, after all,
and you can reach so many more brides by
having one and one that tells a really good
story of the business ethos and the collections
carried.
The value to a retailer of being an
awards nalist?
Anything you can do to help market your
boutique is great and being an awards
nalist is something to really shout about. It
shows you offer a certain standard of quality
and commitment and that brides-to-be can
expect this when they visit you! It also gives
you a good reason to issue press releases and
get editorial coverage.
Media speak
What will be big?
3D designs are going to be huge for the
new season. Not just pretty, dainty orals
appliqud on to dresses, but also oversize
oral corsages or origami-style pleats
and folds. Youll also see lots of owing
chiffon capes (like those from Pronovias)
and to-the-oor veils that give a sense of
layering and movement. And brides are
likely to be more covered-up too. Ive seen a
lot of high, demure necklines and dresses
with long lace or chiffon
sleeves. Rather than low-cut
fronts, its all about the back
being on display with some
stunning cut-out details.
What will quietly
disappear?
Edwardian-style, empire-line
dresses are likely to be thin
on the ground and also large,
voluminous, stand-out skirts.
The names to watch
out for?
At White Gallery London Greek
designer Victoria Kyriakides showed an
amazing collection of knife-edge pleats
pressed into organza and stunning back
details of macram and beading. Her
dresses have a lovely ethnic feel to them
and are incredibly adventurous. Also
look out for KatyaKatya Shehurina, a
young, spirited duo that creates fresh,
romantic looks with a bohemian feel.
The value to a retailer of
being an awards nalist?
It shows the right type of recognition.
From my point of view, trade shows are
invaluable as I can see collections together
in one place, get a good overview of
emerging trends, remind myself of who is
doing what and the styles I want to base
my fashion stories around.
The benet of good display?
A decent window display is what will draw
a potential customer in. It needs to be
inspirational, excite the shopper and entice
them into the store. Shops like Selfridges
and Harrods are famous for their window
displays but even the smallest of stores
should aim for something special. I am
shocked when I see bridal shops with
mannequins that look as if they have seen
better days and continue to show the same
display for months (or even years).
If you owned a bridal shop, what
would you call it, and what
would your top priorities be?
Id have to call it Hitched. Inside the shop...
*
I would set aside space to arrange a
real moment for brides and their friends/
family. Maybe a manicurist on site or a
specialist in eyebrow shaping... or both!
And thered denitely be a bar area with
drinks and cup cakes).
*
Id make sure that Hitched had a real
identity. My customer would be the bride
who reads magazines like Vogue and Elle.
*
Decor-wise, I would like a library-
style wall of old romantic books and
another modern montage wall of amazing
photography and fashion images.
*
Thered be a photo booth plus a spacious
Trade shows are
invaluable as I can see
collections together in
one place, get a good
overview of emerging
trends and remind
myself of who is
doing whatccc
white wall where my brides and their
friends could take Polaroid shots of each
other in various dresses.
Tell us about Wedding magazine
Wedding is inspirational and aspirational.
Our typical reader is ABC1, 20-34, and she
expects Wedding to offer her lots of ideas
for the most glamorous event of her life,
covering everything from her dress to the
reception and the honeymoon. Weddings
circulation is 40,066 (to end Dec 2011).
Rachel Southwood
Wedding Ideas
>
Lizanne Harris
Wedding magazine
What will be big?
2012 has been mostly
about lace, against all
the odds, really. I say
this because no-one
really believed that Kate
Middletons choice of
gown would have such a
huge impact. Designers
and manufacturers all produced their own
replica, but Im guessing retailers were more
cautious about actually ordering them. Yet,
our most popular online features and blogs
mention that wedding...
What will quietly disappear?
On the ip side, we have been seeing fewer
simple, strapless A-line dresses from our
brides and fascinators appear to be out.
MiaMia from Alan Hannah, Mae by Johanna
Hehir, Agnes, Bella Donna, Diane Harbridge
and of course So Sassi, who is sure to
succeed with the collection of affordable chic
she has just produced.
A recent survey has shown that for the past
two years, wedding budgets have dropped
quite signicantly. We know that brides
are demanding more for their money, and
retailers have had to adapt by including
perhaps bridesmaid dresses, shoes,
accessories or alterations in the price of the
gown. We feel sure that they have also had
to take on collections and dresses that they
know will sell well there are some real
bankers in each collection.
I cant help noticing that the retailers who
get their social networking spot on are fast
getting ALL the press. I would say to each
retailer that if you havent joined twitter and
you havent created a facebook page, nows
the time. I would also advocate blogging. Its
a steep learning curve, but the way of the
B
oho
beauty
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Media speak
What will be big?
Skirts! Dramatic gowns
with overstated detail and
textured fabrics are going to
be everywhere too. But were
also predicting a subtle style
nod to simple straps, tea-
length dresses and delicate
embellishments this year.
What will quietly
disappear?
Fishtails will be replaced by
trumpet line; structured satins will play
second ddle to sheer fabrics.
Claire Pettibone: already attracting
interest after one of her designs was
worn by Facebooks Mark Zuckerbergs
new wife, Priscilla Chan, earlier this
year. Alice Temperley: arriving in
Scotland in 2012. Benjamin Roberts
and Enzoani: classic bridal style and
lovely big skirts, and, importantly for
our readers, accessible across a range of
budgets.
Bridal retailers are improving their online
presence and many are now interacting
with brides on Facebook and Twitter.
Scottish retailers are also focusing on
customer service and staff training.
Theyre responding to customer needs
by introducing extended opening hours,
exible alteration services, and including
little extras to give dress shopping the
sense of occasion that brides expect.
Keeping news quiet (tell us whats
happening in your bridal boutique,
please!), not using social networking
as effectively as possible when
communicating with current clients and as
a method of attracting new business and
failing to update out-of-date websites.
The value to a retailer of being
an awards nalist?
We are media sponsors of the VOWS
Awards in Scotland and are acutely aware
of how important it is to be a nalist. It
boosts staff morale, builds brand awareness
and is an independent recognition that
your shop stands out from the crowd. Its
something money cant buy.
Many Scottish bridal boutique owners network
at trade shows and add notable designers to
their list of stockists. Matthew Williamson,
Amanda Wakeley and Alice Temperley are just
a few recent additions in Scotland following
successful trade shows. Events like White
Gallery and BBEH offer more than just a chance
to check out the new collections of the designers
you already stock; they are there to help you
become aware of emerging
trends.
The benet of good
display?
Your shop front is the window to
your brand. So many of our brides
say they visit a bridal boutique
because they remember a great
dress in a window from days before
they were even engaged!
world and retailers need to keep up with
the times, and their brides.
Trade exhibitions are imperative, of
course, but one thing that struck me
over the past year is that there are far too
many of them. Food for thought.
The benet of a good display?
Window displays are just like newsstand
magazine front covers the only advert
you have, the only way of telling your
potential customer what to expect inside.
Retailers must deliver their promise...
would you call it, and what
would your top priorities be?
I would call it a variation of my name. I
would scour Companies House to make
sure that there was nothing quite like it
out there because its good to be unique. I
would also denitely make sure the
URL.com was available, and I would make
sure that it was easy to spell.
*
I would denitely offer free drinks
(even stretching to Cava!) for customers.
*
I would decorate the shop in a stylish,
minimalist way so that it wouldnt look
chintzy or old-fashioned in a few years.
*
I would offer a complete range of prices
and as many British designers/labels.
*
I would make sure that my staff knew
the importance of customer service. I
would brief them fully in handling plus-
sized brides, or those who arent dressed
head-to-toe in designer labels you never
know how much money someone has to
be spend looks can be deceiving and
word of mouth is so important.
Tell us about Wedding Ideas
We are published every four weeks, have
an ABC of 30,191 and are currently the
number one listed bridal title in Tesco,
Asda, Sainsburys and Morrisons. We are
what we are fun, practical, down-to-
earth and useful. We deliver exactly what
we promise on the cover IDEAS. And we
also feature more real-life weddings than
any other UK bridal magazine.
1
MAE BY
JOHANNA HEHIR
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FASHION ||AS
56 | weddingideasmag.com | JULY 2012
Introducing...
STARS O
F 2013
Havent found your dream dress yet? We reveal
six amazing collections to put on your shortlist
FASHION ||AS
JULY 2012 | weddingideasmag.com | 57
2
DIANE
HARBRIDGE
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GianeharEriGJe.com
Lorna Leckie,
Scottish Wedding Directory
would you call it, and what would
your top priorities be?
The name? SWDresses and wed give a free
magazine away with every dress purchase!
*
Research. Id know my market inside out.
*
Id stock reliable designers.
*
Id ensure all staff have excellent customer
service skills. Bridal dress shopping is all about
the experience so its vital that every person who
walks through the door feels valued.
*
Id make sure I had an easy-to-use, accessible
website to act as my online shop front, but I
would also use social networking to broaden my
reach and create brand ambassadors.
*
Id open on Sundays and late nights.
Tell us about Scottish Wedding
Directory
We are Scotlands best-selling, market-leading
wedding magazine with regular fashion shoots,
spreads and style guides as well as designer
interviews and bride feedback. With just under
30,000 weddings taking place in Scotland each
year, we have a captive audience to which we
publish 20,000 copies on a quarterly basis. Our
editorial house style is friendly, informative and
inspirational. Our January issue is our fashion
focus.
IMPRESSION invites new and existing stockists to view
the latest 2013 bridal plus award winning bridesmaid and prom
collections at BBEH September 9-11 on stand C28/34.
Catwalk presentations on the stand at 12pm, 2pm and 4pm.
Free Impression bridesmaid sample set to ALL Impression bridal stockists.
www.impressionbridal.co.uk
IMPRESSION
There is something undeniably
romantic about swishy skirts
with added ounce. Multi tiers,
rufes and fabric layering now
something of an art form
produce dimensional texture and
movement, with laser-cut owers,
lace motifs and swirls of ribbon-
work setting hearts autter. The
2013 collections that will debut at
Harrogate this September will
rustle up the best
l eft: lMb
+852 2392 6987
www. l mbl td. com
above: art Couture
+44 (0)8707 707670
www. eterni tybri dal . co. uk
enzoani
+44 (0)7824 704400
www.enzoani.com
al exi a desi gns
+44 (0)113 274 9999
www. al exi adesi gns. com
Justi ne al exander
+44 (0)1908 615599
www. j usti nal exanderbri dal . com
Jasmi ne Couture
+44 (0)1707 240068
www. j asmi nebri dal . com
www.dianeharbridge.com
info@dianeharbridge.com
Tel: 01829 752 192
Diane has combined
Hollywood glamour with pretty,
feminine elegance to create a
collection of 30 dresses that
guarantee repeat sales and help
to increase your margins.
Many areas are still available. For
more information or to arrange an
appointment contact us via the
details below.
dianeharbridge @DianeHarbridge
At BBEH
Grace Harrington Couture
Hera Bridal
Hilary Morgan
Impression Bridal
Inlove by Emmerling
Intuzuri
Ivory & Co
Ivory & Grace
Izmir Brida;
Jade Daniels
Jasmine
Jean Fox
Jim Hjelm Blush
JLM Europe
Justin Alexander
Justin Alexander Signature
Kathy Ireland Weddings by 2Be
Kay Mason Brides
Kiss the Frog Bridal
Lisa Marie
LM
LMB Bridal
London Harmony/Lily Designs
Lou Lou
Luna B
Lusan Mandongus
Maggie Sottero
Manon
Mark Lesley
Martina Liana
Marylise
Mascara
Mia Solano
Mikaela Bridal
Modern Vintage by Alfred Angelo
Mon Cheri Bridal
Mori Lee
MS Moda
Nicki Flynn
Nicola Anne
Only You by Jean Fox
Opulence
Paloma Blanca
Phil Collins Bridal
Phoenix Gowns
Private Label by G

Pure Bridal
Rembo Styling
Romantica
Ronald Joyce
Rosa Couture
Rosalie by Emmerling
Signature Plus
Sincerity Bridal
Sonsie by Veromia
Sophia Tolli
Sottero + Midgley
Snow by Annasul Y
Special Day Bridal
Sweetheart
Sylvia Rose
Tara Keely Bridal
Tia by Benjamin Roberts
Tony Bowls Bridal
Trudy Lee
True Bride
Venus Bridal
Verise Bridal
Veromia
Victoria Kay
Watters
Bridal gowns
Agnes
Angel Forever by Elegancia UK Ltd
Alexia Designs
Alfred Angelo Bridal
Alfred Sung Bridal
Allure Bridals
Alyce Designs
Amal Bridal
Amanda Wyatt
Angel
Annais Bridal
Anoushka G Couture
Art Couture
Bari Jay - Shimmer
BellaDonna Bridal
Bellice By Veromia
Benjamin Roberts
Brides Desire by Wendy Sullivan
By My Love
Callista Bride
Champagne Fashions
Christina Rossi
Clairmodel
Crystal Breeze
DaVinci Bridal
Dessy Bride
Destiny Informal
Diane Harbridge
Disney Fairytale Weddings by
Alfred Angelo
Donna Salado
DZage Bridal
Eglantine Creations
Ella Rosa
Ellis
Emmerling
Enzoani
Blue by Enzoani
Essense Designs
Eternity Bridal
Farage
Fashion New York
Galaxy
Gallery by Ella Rosa
Gigi Amore
Gino Cerruti
You will nd hundreds of collections at the
important September exhibition 2013
ranges which will be unveiled for the rst
time in the UK. It is a big, beautiful show
with a tremendous buzz, and it is where
the industry does its serious busiess for
the year ahead
Zef ro
Ronald Joyce
Impression
Tara Lee
i
show business
Impression Bridal
Inca
Innity Bridesmaids
Jim Hjelm Occasions
JLM Europe
Joan Lee Accessories
Kelsey Rose
Lela Rose Bridesmaids
Little Temptations
Lou Lou
Luna B
Manon
Mark Lesley Bridesmaids
Mascara
Mia Solano
Mori Lee
Next Generation
Noir by Lazaro
Occasions by PLG
Peppermint
Phoenix Gowns
Premier Designs
Pretty Maids
Pure Bridal
Romantica Bridesmaids
Ronald Joyce
Rosa Couture
Sheyla Lazo
Social Bridesmaids
Sophia Tolli
Special Day
Tara Lee UK
Trudy Lee
True Bride
True Essentials
Twilight Designs
Venus Bridal
Veromia Bridesmaids
Victoria Kay
Watters
White Rose

Occasionwear
Alexia Designs
Special Occasion by Alfred Angelo
Alvina Valenta
Angel
Angel Forever by Elegancia UK
Anoushka G Couture
Avanti Designs
Bari Jay - Shimmer
Belsoie by Jasmine
Blush Prom
Bridesmaids by Linzi Jay
By My Love
Champagne Fashions
Clairmodel
Crystal Breeze
Dynasty
Farage
Fashion New York
Galaxy
Gigi Amore
Gino Cerruti
Hannah S
House of Nicholas
Ian Stuart London
Impression Bridal
Irresistible
Jaego London
Jim Hjelm Occasions
JLM Europe Ltd
John Charles
Jolene
Jovani
La Belle
La Perle Occasionwear
LM
Lou Lou
Luna B
MacDuggal
Manon
Marcia Knight
Martha May
Mascara
Modern Vintage by Alfred Angelo
Mori Lee
Nixa Design
Noir by Lazaro
Occasions by PLG
Pretty Maids
Prom Frocks
Promise Promwear by Linzi Jay
Ronald Joyce
Sherri Hill
Snow by Annasul Y
Sparkle Prom & Partywear
Tiffany
Tiffany Designs
Tony Bowls Evening
True Bride
Venus Bridal
Viviana by Dynasty
White Rose Bridal
Xcite Prom & Partywear

MOB
Alexia Designs
Angel
Anoushka G Couture
Avanti Designs
B Munro Roberts
Bella Rosa Occasionwear
Champagne Fashions
Clairmodel
Crystal Breeze
Fashion New York
Gino Cerruti
Ian Stuart London
Impression Bridal
Inca
Irresistible
Jaego London
John Charles
La Belle
La Perle Occasionwear
Lou Lou
Wedding Couture by Anoushka G
Wendy Makin Bridal Designs
White Rose

Bridesmaids
Alexia Designs
Alfred Angelo
Alfred Sung Bridesmaids
Alvina Valenta
Alyce Designs
Amal Bridal
Amanda Wyatt
Angel
Anoushka G Couture
B2 by Jasmine
Bari Jay Shimmer
Belsoie by Jasmine
Champagne Fashions
Colours by Kenneth Winston
Couche Tot
Crystal Breeze
Daisy Day
DaVinci Bridesmaids
Dessy
Diane Harbridge
DZage Bridesmaids
Ebony Rose Designs
Elegance Special Occasions
Elegancia
Fashion New York
Frazer & James of Knightstbridge
Gino Cerruti
Hilary Morgan
Lulu
Gini Cerruti
Victoria
Jane
show business
Little Temptations
Lou Lou
Luna B
MacDuggal
Manon
Marcia Knoght
Mark Lesley Kiss Prom
Mascara
Mori Lee
Nixa Design
Occasions by PLG
Premier Designs
Pretty Maids
Prom Frocks
Rosa Couture
Ruby Prom
Sassy Boo
Sherri Hill
Sheyla Lazo
Signature
Sparkle Prom & Partywear
Sweetie Pie Collection
Tiffany
Tiffany Designs
Tony Bowls Evenings
Torre
True Bride
Venus Bridal
Victoria Kay
Watters
White Rose Bridal
Xcite Prom & Partywear
Yasmin by Dynasty

Headdresses
Amanda Wyatt
Arianna
Martha May
Mascara
Mori Lee
Noir by Lazaro
Ronald Joyce
Venus Bridal
Watters
Prom
Alexia Designs
Alfred Angelo
Alvina Valenta
Amanda Wyatt
Angel
Anoushka G Couture
Bari Jay - Shimmer
Blush Prom
Champagne Fashions
Crystal Breeze
Diamond Edition
Diane Harbridge
Else by Rainbow Club
Fairygodmother
Fashion New York
Flirt Prom by Maggie Sottero
Gino Cerruti
Gorgeous
Hannah S
Hermoine Collection
Hilary Morgan
House of Nicholas
Impression Bridal
Inca
Jean Yves
Jim Hjelm Occasions
JLM Europe
Jolene
Jovani
Kelsey Rose
Lara Designs
Calla Rosa Designs
Collections By June Ellen
Communion by Linzi Jay
Daisy Day
Eglantine Creations
Emmerling
Halo & Co
Hannah S
Heading up!
HT Headwear
Inca
Ivory & Co Tiaras
Jessy Jumps
John Frost
Katzi
La Belle
Linzi Jay
Little Temptations
Marcia Ann
Natraj
Nieve Designer Couture
Nymphi Design
OMYGOD
Peppermint
Premier Designs
Rainbow Club
Rainbow Club Headdresses
Rhapsody
Richard Designs
Ritzy Crystal
Sally Crawford
Sasso
Starlet Jewellery
Tiffany Prom
Twilight Designs
Urban Angels
Warren York International

Veils
Amanda Wyatt
By My Love
Couche Tot
Daisy Day
Elegance by Elizabeth
Elizabeth Dickens
Emmerling
Farage
Galaxy
Gigi Amore
Halo & Co
Heading up!
Ivory & Co Tiaras
Joyce Jackson
Linzi Jay
Little Temptations
LM
Nymphi Design
OMYGOD
Peppermint
Premier Designs
Rainbow Club
Rainbow Club Veils
Richard Designs
Snow by Annasul Y
Jewellery
Amanda Wyatt
Arianna
Calla Rosa Designs
Clairmodel
Heirloom
B
enjamin R
oberts
Private Label by G
Masterhand
Trudy L
ee
Collections by June Ellen
Donns Diamond Jewellery
Emmerling
Gill Rogers Glass Jewellery Design
Halo & Co
Heading Up!
Inca
Ivory and Co Tiaras
Katzi
Linzi Jay
Liza
Lovett & Co
Natraj
Nymphi Design
OMYGOD
Rhapsody
Richard Designs
Ritzy Crystal
Starlet Jewellery
Twilight Designs
Victoria and Edward
Shoes
Antonio Villini
Arianna
Benjamin Adams
Benjamin Adams Evening Collection
Clairmodel
Couche Tot
Else by Rainbow Club
Frazer & James of Knightsbridge
Hassall
Jean Yves
Lexus
Linzi Jay
Little Temptations
Menbur
Peppermint
Perfect Bridal Shoes
Pink Paradox London
Premier Designs
Pure & Precious Bridal Shoes
Rainbow Club
Rainbow Couture
Shades Shoes
Wilvorst
Hats
Arianna
By My Love
Calla Rosa Designs
Clairmodel
Eglantine Creations
Farage
Galaxy
Gigi Amore
Halo & Co
Hannah S
La Belle
OMYGOD
Rhapsody
Sasso
Tiffany Prom

Lingerie
Benmark Lingerie
Blue Ribbon
Bodywrap Bride
By Wishes
Carnival Creations
Dominique Lingerie
Elila Lingerie
Heading Up!
Julie France Body Shapewear
Jupon
Lormar
Merry Modes
Sticky Straps

Mens formalwear
Anthony Formalwear
Antonio Villini
Avant Garde by Heirloom
Beau Monde
Cameron Ross
Heirloom Waistcoats
Hunt & Holditch
Jean Yves
Masterhand
Michael George
Peter Posh Formal Suit Hire
Torre
The Ultimate Suit Hire Company
Victoria & Edward
Wilvorst
Childrenswear
Alexia Designs
Amanda Wyatt
Angel
Busy Bs
Couche Tot
Crystal Breeze
Emmerling
Frazer & James of Knightsbridge
Gino Cerruti
Jean Yves
Little Giants
Little Temptations
Lou Lou
Next Generation
Peppermint
Premier Design
Pretty Maids
Sevva
Tara Lee UK
Tiffany Designs
True True
Twilight Designs
Victoria Kay
Watters

Services
Bridal Retailers Network
Bridal Consultancy Service
Brimas Bridal Software
Empty Box Company
Fashion & Textile Childrens Trust
Morplan
Omnisew/Omni-Pro-Steam
Propress
RBA
Xedo Software

Packaging
Alphawrap
Concept Covers
Hoesh
Inca
Morplan
show business
R
ichard D
esigns
Rainbow Club
Jasmine Couture
Veromia
The leading mens formalwear
suppliers who will be exhibiting
at Harrogate in September (9-11)
talked to Anna-Marie de Souza
about their particular strengths
and their new collections
MAJOR
PLAYERS
Antonio Villini
With much of its manufacturing in the
UK, Antonio Villinis range of formalwear
for boys to 16-year-olds is an affordable
luxury. The company is best known for its
three-piece suits, made from quality, hard-
wearing fabrics; there is every indication
that the best-seller for the year ahead is
an outt called Page Boy that comprises
trousers, waistcoat, shirt and cravat. The
versatile look is hired for weddings and
other smart social occasions, such as
Christenings and family gatherings. The
company, which has been in operation
for over 17 years, prides itself on
continually offering value for money
and adaptable easy-to-wear garments.
Trends
Silver grey and charcoal grey
brocade and poly-viscose are the
most popular suit fabrics, and
have continued to do well over
the past year. The suits work
well with the vibrant range of
shirts, waistcoats and ties that
Antonio Villini offers. Popular
accent colours include Cadburys
purple and cerise.
Top Tip for reTailers
People arent looking to spend a
lot on the children at the moment,
says boss, Pav Dovedi. But instead of
ignoring the sector, retailers should start
off with a small range that they can
build on as and when they need to. You
dont have to invest in lots of different
items, just a few key pieces especially
if the price point is low.
+44 (0)1634 838745
www.premierdesigns.eu
>
Cameron Ross
Founded in 2007, Cameron Ross
supply formalwear and Highlandwear
to a network of over 200 independent
retailers across the UK. Backed by ACS
Clothing, it supplies a massive 450,000
outts to the UK market each year.
The company specialises in premium
garments and offers a high level of
personal customer service. Its agship
items include a range of tailcoats and
short jackets in a grey wool/silk blend;
grey is the companys best-seller today,
displacing the more traditional black.
The wool/silk range is exclusive to ACS
retailers and was designed in-house by
the companys Chairman, Joe Freedman.
The cloth is made exclusively for
Cameron Ross in Turkey, and the jackets
are manufactured in Morocco. The
company offers its retailers access to a
bespoke OMS system that allows them to
quickly and efciently build outts, book
parties and calculate payments online.
Trends
Cameron Ross is seeing a big resurgence
in bookings for navy garments with
paler shades for waistcoats and ruches
to match the pastel tones favoured for
bridesmaids dresses.
We always tell our bridal retailers
to capture the groom, says Elaine
McCalden from Cameron Ross. You get
the rst bite at the cherry; you know
the bridal colour palette and can make
a great recommendation for menswear
right there. Seize the moment and make
sure that the bride (who, after all, makes
the key decisions) has the condence that
the men in her wedding party will look
great.
+44 (0)141 781 6530
www.hirewear.co.uk
Jean Yves
Hirewear International is the UK arm of
one of the largest US mens evening and
wedding wear manufacturers, Jean Yves,
and offers a variety of ranges, including
tailcoats and fashion suits, dinner
jackets, shirts and waistcoats. The
company prides itself on good-quality,
well-priced collections, and is known
for its shirt selection there are four
collar shapes, three colour choices, and
sizes from extra tall to small (ie fashion
kit for kids). Recently Jean Yves has
added footwear to its portfolio providing
retailers with a turn-key approach
to hirewear; footwear is a sector that
the company plans to grow over the
next few years. In the US for some 49
years, with production in Colombia and
elsewhere across the world, Jean Yves
UK base includes warehousing, ofces
and showrooms in Fareham, Hampshire,
making it easy and fast to service
stockists this side of the pond.
Trends
Mohair will continue to be a popular
fabric for suits but, in terms of shirts,
collars that t with a range of different
tie styles will grow in popularity. Instead
of looking at shirts to hire, retailers will
be moving towards low-cost, fashion-
right products that grooms will be happy
to purchase outright.
You need to provide your customers
with a wide range of affordable
items, says Tony Rowland, one of the
companys UK directors. Work with a
manufacturer that you can rely on, and
listen to their advice on whats popular
and what will sell well.
+44 (0) 1737 832226
www.jeanyves.co.uk
Masterhand
Masterhand has been selling to the UK
market for 30 years and operating in
its homeland, Germany, for 60 years. A
major innovator in mens formalwear,
this is the label that led the way in
the 1980s with a three-quarter-length
frock coat and use of plush velvets
and, a decade later, inspired a new
generation of waistcoats with its luxe
tapestry designs. Masterhand is best
known for its superior quality and
handsome cuts, and focuses on edgy
narrow-prole suits in traditional tones
of grey, black and navy. Masterhand is
committed to building good relationships
with customers and offers a 24-hour
delivery service and a never-out-of-stock
programme for mix-and-match suits.
Trends
Masterhand is single-minded in its
approach and will continue to build on
its range of innovative designs that
mix classic features with a slimline
contemporary cut. White-yarn-based
waistcoats will take over from the ivory
and ecru shades that have been popular
over the past few years, the company
predicts.
You have to move on with fashion,
says Masterhands Graham Phebey. Too
many outlets are still trying to compete
with 20-year-old stock! In the trade we
must all appreciate hire stock has a sell-
by date. Retailers must understand that
the public are more demanding, with a
heavy emphasis on fashion, and that to
satisfy this demand they have to invest
and charge accordingly.
+44 (0)1622 844670
www.masterhand.com
mens business
Swarbricks
Swarbricks Formal Wear, incorporating
Heirloom Waistcoats and Ultimate Formal
Hire, has been trading for an impressive 36
years. A leading name in the UKs formal
hire retail sector, it supplies 120 shops
in England and Scotland. Heirloom was
founded 11 years ago allowing Swarbricks
to have its own excusive range of waistcoats
for its suit collections and, as a result, the
company can offer a full turn-key hire
range of middle-to-top-end formalwear.
The company is extremely proud that all
Heirloom garments are manufactured in
the UK; however, representatives travel
the world discovering cutting-edge fabrics
and picking up design ideas. The leading
style for 2012 is the Elite range, which
provides a contemporary twist on classic
design, coupled with luxury fabrics and co-
ordinating neckwear.
Trends
Elegant waistcoats will be big news in 2013.
Simple, contemporary designs, in sleek
top-quality fabrics, are key. In terms of
neckwear, shades of blue will be the height
of fashion with a nod to richer purples.
Extensive stock service ranges will be even
bigger in 2013, says Swarbricks Jane
Powell. We launched our stock service two
years ago and I feel this has really helped
retailers with cash ow, as theyre able to
rely on 24-hour deliveries.
+44 (0)1706 367711 / www.swarbricks.co.uk
Torre
Torre has been in business in the UK for
more than 18 years, surging in popularity
over the past ve with a substantial
sales turnover increase of around 30
per cent each year. This long-established
Portuguese house operates to a well-
planned development strategy and never
has its nger off the pulse when it comes to
trend indicators. Torres formalwear stock
service range is key to its business success
and it is committed to expanding its stock
offering and to providing complementary
associated services such as Quick Service
and Personal Tailoring to clients in order
to address specic needs on a case-by-
case basis. The company prides itself
on combining innovative new materials
with the latest fashion trends, all with a
sophisticated edge, especially in cut and
highlight detailing.
Trends
Over the next year Torre predicts that
silhouettes will get even slimmer, giving a
slick contemporary twist to a classical
cut. In terms of colour, grey is still top
favourite of the companys range, but a
navy and dark blue palette are expected
to emerge as fashion leaders in the near
future.
Both retail and hire will keep
growing in line with business
over the next decade, says
Jorge Correia from Torre. To
help your business you need
to nd the right suppliers
and partners for your way of
working.
+44 (0)1252 623111
www.torre.pt
Wilvorst Formal
Wear
After 30 years in the industry, it is hardly
surprising that Wilvorst has carved its
own niche and today it is widely regarded
as an international force in mens
formalwear. The German giant, whose
attention to intricate detail is exemplary,
uses a range of stylish lightweight fabrics
for its tailoring and adds exclusive lining
materials in a wide variety of prints and
colours. Wilvorsts neat shoulder line and
signature slim-cut silhouette (now featured
in 90 per cent of the collection) has helped
position the company at the forefront of
the top end in the menswear sector.
Trends
Over the next year, Wilvorsts range will
continue to reect the popular classical
style; to add an air of luxury, a rich
brocade fabric will be used in more ranges.
In terms of colour, the company still sees
grey as big news and thats grey in every
shade but predict that navy will have a
renaissance in 2013.
Just keep going and stand by your
beliefs, says Andy Roberts, Wilvorsts UK
representative. The current economic
climate means that things have been hard,
and there may still be some tough times
ahead but things are set to get better.
+44 (0)117 9327905
www.wilvorst.de
mens business
www.hirewear.co.uk
To become a stockist call 0141 781 6520 or email enquiries@hirewear.co.uk
WINNER 2011
Top Menswear Supplier

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Moments in
UK agent | Andrew Roberts Agencies Ltd
Island House, East Swinford Mill | Swineford, Bristol, BS30 6LW
Tel: 0117 932 7905 | wilvorst@ara.uk.com | www.wilvorst.de
W
hen your own wedding
is the catalyst for a lucrative
business it could be called a
good career move. helena
Talbot made her headdress,
as well as those for her
bridal party, when she tied
the knot in 2008; she found the experience wonderful
and wanted to do the same for other brides. getting
married is such a special time and so exciting to plan.
The buzz around it was what drew me
to a career in the industry, she says.
After leaving school helena did an
Art and design foundation course and
then a degree in Constructive Textiles.
She signed on for a few courses at
Janie Lashfords School of Millinery
and found that she had real air for
designing headpieces not only that,
she loved it!
helena designed and made a
small collection of headwear for a
boutique in her local village. it was
really well-received and that gave her
the condence to make the various
headpieces needed for her wedding.
however, it wasnt until she was on
maternity leave with her rst child
that she started making pieces
again this time round for friends
and family members who were
getting married. on the strength
of that, she set up a website and did
a bit of advertising. orders started to come in and
brides began to make appointments. helena took the
plunge and launched hT headwear at the national
wedding Show in october 2010. She has not looked
back since.
Heading for success
in just two years, hT headwear has built up a
reputation for style, quality and great personal
service at an affordable price. it was shortlisted in the
regional nals of the 2012 wedding industry Awards
for Best Accessories Brand, and also nominated for
a wedding ideas award. This has been great for
raising awareness of my label, says helena. i also
think that brides recognise an award as conrmation
that a brand is good. however there is a lot of work
involved in getting support behind you and shouting
about it on social media. i cant commit the time to that
this year, but i denitely hope to enter for some more
awards in the future.
up until now, hT headwear has only been available
online or by personal visit to helena, although she
has made a bespoke bridesmaids range for nikki
MacFarlane and pieces for several other designers.
now helena is about to launch a
wholesale collection at harrogate, so
that brides will be able to buy their
hT headwear piece in their chosen
bridalwear shop.
it may seem ambitious to expand
in the current climate, but brides dont
seem to be spending any less in fact
i have sold more expensive headpieces
this year than ever before, says helena.
Brides also seem to be more condent
about wearing different headpieces
now and they are a lot bolder with
the styles that they choose. helena
is even hopeful of picking up some
international stockists. i have already
had brides from the uSA, Canada and
Australia coming to me, so im very
excited about the potential markets
that are out there.
The wholesale collection comprises
ten different traditional and
contemporary designs in ivory and
white (bespoke pieces can be dyed to suit), available in
a choice of nishes and trims.
There is plenty to choose from exquisite
handblocked headpieces trimmed with silks and
chiffons and adorned with handmade owers, plus
a range of oral combs, clips and headbands with
detachable birdcage veils. Some pieces are best-
sellers from her website, others are new for the 2013
collection, the rst trade range.

a brave step
going from running a small private business to
launching a wholesale collection is not without risk. i
offer a really friendly and extremely personal service
Head girl
Helenas
tips for
success
*
A strong backbone
and work ethic are vital to
get ahead in this business
*
You need to know your
brides
*
Be sure of whom you
are trying to reach
*
Stay focused on what
you are trying to achieve
*
Always bear in mind
that not all brides will like
everything you show them
you cant please all of
the people all the time!
An understanding of design disciplines and
a passion for her product has helped a young
headdress maker develop her own, highly-
individual trade collection which will launch
to the world at Septembers harrogate.
Georgina Daniels checks out hT headwear
bridalbuyer europe 69
The look is soft and feminine
and a single piece might
include any number of
different fabrics, textures
and nishes which is what
creates the signature for this
new name in the trade arena.
Bespoke designs can be dyed
which means you can offer a
complete look to your MOBs
and wedding guests
and this is what i will look for in my stockists. its
really important for me to ensure that the boutiques
that stock hT headwear offer the same service that i
do and that they have the same target audience. i will
support them as much as i can.
Coming from a sales background i am fully aware
that product training is really important. i will be
working closely with the boutiques to ensure that
they know how to t the headpieces properly and the
different variations available.
when brides come to me i take the time to get to
know them and to nd out all about their wedding
plans; they come to treat me like a friend. i offer advice
on what suits them and their dress, their wedding,
their theme, but ultimately i let them decide. i hope to
do designer days at my stockists so that i can get to
meet the brides and offer them this service too.
helena designs and makes headpieces for the whole
wedding party mums, bridesmaids, ower girls and
guests all in her studio in South west London. She
sources the nest fabrics, feathers and embellishments
from British suppliers and keeps her eyes and ears
open for inspiration.
i am constantly inspired by things around me.
it could be as random as the blossom on a tree or
something my little boy says. in the autumn he was
obsessed with acorns and their little hats so we used
to bring some home from the park every time we
went. This triggered an idea and led me to design a
few more textured pieces in my 2013 collection. i nd
that having a little person around with their innocent
questions about everything helps to get the creative
juices owing.
Creating a new design can take several weeks,
especially if it is bespoke, but a piece from the collection
can be ready in just a few days as the design process
has already been completed. The bespoke service will
be available in boutiques. helena tries all headbands,
clips and combs herself to ensure that she uses the
most comfortable attachments. Some pieces are wired
so they can be bent to t the shape of a brides head.
helena is very excited about what the future holds
for hT headwear. Seeing my pieces in selected bridal
boutiques all around the uK and further aeld is an
ambitious goal, but its my total focus right now. i love
this industry and i am thrilled to be part of it! BB
+44 (0)7891 819 933 / www.htheadwear.com
top marks
We are now working with so many leading designers that Xedo Bridal can really help to take
the stress out of running your business. It allows you to easily manage your range in store and
order dresses with a few clicks. Contact us to give it a try, and see what it can do for you.
www.xedosoftware.com
Email enquiries@xedosoftware.com
call us on 0141 781 6545.
Dont get left behind!
The Industrys Leading Designers are maintaining
all their products on Xedo Bridal.
Q

&
A
the right message
I have always prided myself on the quality of
my website and have invested a fair amount of
time in getting it to look right. Or so I thought. a
bride who came in for the rst time recently said
she had been hesitant to make an appointment
because she couldnt see what the shop looked
like online. she said she only made an exception
because she wanted to see a particular collection
which I have exclusivity over in my area. am I
putting potential customers off by not having
shop images online?
While dress shopping is incredibly exciting for brides-to-
be, it can often be quite daunting, too. Finding the perfect
wedding dress is stressful as it will more than likely be
the most cherished and costly item in
their wardrobe. Adding pictures of
your boutique to your website can help
create a positive rst impression and
may help re-assure potential customers
about the quality and level of service
they will receive when they visit your
shop. It does not have to be the rst
thing you see on the homepage as
your customer said, the collections you
stock are key but it may be worth
investigating whether you can add a
few images to your about us or contact
us pages.
Do you think it is a good idea
to have a screen of some sort
in my shop (I have space) with
my website on it so brides-to-
be can look up the dresses and
services on offer? How would I
set something like this up?
Most brides-to-be will have done their homework before
they visit your store so its likely they will already be
familiar with your website. In many cases it was probably
what persuaded them to make an appointment with you.
While it may be helpful to have access to the internet so
you can show customers the additional services you offer,
a large screen or computer is probably not the best use of
space in a shop. Consider investing in a tablet device like an
iPad that you can store away below the counter and bring
out to use as and when you may need it.
I notice that some websites highlight and
enlarge certain areas of a picture. How do I
incorporate this facility on to my website?
Showing off the gorgeous detailing on the dresses you
stock is tricky online as you can be limited to the image
crop size dictated by your site design. If you do not already
You & your website
While our website guru Helen Young is working on the
relaunch of youandyourwedding.co.uk, Claire Snewin gets
to dish out the advice to Bridal Buyer readers
have a zoom functionality on your site, you will have to
invest in some web development and have it created for
you. Before you do so, investigate whether you already
have the option to upload a larger image size which is
reached by a click-through button or if you can create a
gallery of detailed images cropped from the images sent
to you by the dress supplier.

Past issues of Bridal Buyer have often sung
the praises of blogs. To be honest, Im not really
sure of what a successful blog should contain or
how frequently it should be updated. also how
personal should it be?
Writing a blog can be a lot of fun and reap many rewards
but it is hard work and you need
to be able to dedicate time to it to
make it successful. The best blogs
are updated regularly so before
you commit consider whether you
have the time to source and write
fresh new content at least once a
week. Neglected blogs can do your
brand more harm than good so dont
overstretch yourself! Keep blog posts
newsy and conversational; show-off
the exciting new collection youve just
taken delivery of, tell people about
in-store events you are planning and
post pictures of them afterwards. A
glimpse of the person behind the blog
is key you want to build a rapport
with your readers and keep them
coming back for more.
I go on to Twitter quite a lot,
more to see what other people
are saying than to say something myself. But
I dont understand, if it is a business tool, the
benet of very personal material, like I need
a glass of wine now or Hello everyone. am I
missing the point here?
Twitter is a great way to promote your business and
interact with other wedding suppliers so it is important
to present yourself in a professional manner. That being
said, you shouldnt be afraid to put some personality
into your tweets too. Commenting on a busy day in the
boutique, a fun day at a family wedding or a dress youve
seen and loved shows the real person behind your brand
and encourages interaction with customers and business
contacts. If youre feeling cautious about tweeting
personal material, re-read every tweet and ask yourself
would I say this in front of a customer? If the answer is
no, you may want to re-think. BB
www.BrIDalBuyer.com 71
Writing a blog can reap
many rewards but it is
hard work and you need
to be able to be able to
dedicate time to it
t
he third edition of White
Gallery London, staged in the capital in
May, delivered exactly what the bridal
world demands innovation in design,
couture quality in make, elegance in
approach. Some of the 2013 collections
on show were assertive, some witty,
some controlled and all were captivating, and
different. the catwalk shows are, of course, a
key ingredient in the successful show mix.
So what did they produce this year? in the
exclusive, own-name, invitation-only shows,
Alan Hannah delivered a collection that
epitomised grown-up chic, with wonderfully
elegant dresses, understated in terms of
embellishments and relying on superb cut.
Slipper silk satins rippled softly to create the
sensuous form and subtle folds. And there
was a coat, full length and body skimming,
which was to sigh for. Anoushka G, known
for its red carpet occasionwear, has moved
seamlessly into bridal with its Wedding
Couture label and produced a knockout,
stylish collection of slender gowns dressed
with feathers, a urry of rufes, and amazing
sculptural beadwork with more than a nod to
the apper dress of the roaring twenties.
Ian Stuart opened his show to the
sound of music ne operatic arias and a
dramatic backdrop of enchanted woods and a
personalised St Pauls cathedral. his models
seemed to glide along the catwalk as gown
after sumptuous gown was sent down the
runway. Chalky pastels with a hint of metallic
sheen, gauzey self stripes and polka dots, vast
bows bow upon bow upon bow and amazing
owers forming an entire skirt, or creating
a single shoulder, or worked into a cheeky
bustle, and sometimes a combination of all
those things, added up to a brilliant, witty new
collection, topped with a Victorian oral print
crinoline that had the audience on their feet and
whooping with delight.
Stephanie Allin a urry of fabrics and a
sparkle of jewels introduced marvellously
controlled silhouettes; even those that owed
free had shape and an innate sense of style
that in some instances crossed over to the
boho. Clever use of gloss and matte saw a play
on textures, while hints of delicate pastels
lilac, oyster, peach and old rose added further
interest. And Stewart Parvin, the master of
precision cut and elegant shapings, created
a series of understated gowns with sculpted
necklines, clean sharp lines and only the
very occasional hint of shimmer. his nale,
a dress of silk brocade with an exotic parrot
motif, topped with a 50s, back-fastening
short jacket with mink-cuffed sleeves, was
a highlight of the day.
it comes as no small surprise that Londons exclusive
designer-only show is ranked way up there as one of the
single most important events on the international bridal
buying calendar, attracting top names and the best shops
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freya rose, halo &
Co, harriet Wilde,
ian Stuart, Stephanie
Allin and Vivienne
Sheriff put the
icing on the cake for
a press photocall.
Confections included
a tea length, dolly
Mixtures dress by
Stephanie and a
delicious hat by
Vivien Sheriff
Sweet
treats
White Gallery
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Coming together
this year White Gallery London
featured two compilation catwalk
performances. At the British talents
Show, classicist Blue Bridalwear
presented a modern retro range
with inuences from the 50s and
60s smooth, angular shapes
in crisp fabrics contrasted with
boxy lace jackets and Jackie
o-style bows. newcomer to White
Gallery, Hazaar of London, specialist
in convertible dresses, proved that
there is a never-ending approach to
adaptability and showed removable
over- and underskirts that transform
a look from day to formal to party.
Meanwhile, Hollywood Dreams and
its sister collection, Chic by Hollywood
Dreams presented classically-inspired
collections featuring tted bodices and
billowing layered skirts with asymmetric
detailing. Johanna Hehir, whose new
range Mae has been getting rave
reviews in the press, showed long,
sleek silhouettes that mixed charm
and elegance, and used pleating,
intricate lace and ne bead detailing
to add sculptural denition.
Madeline Isaac-James, a
house that consistently shows
an adventurous design spirit,
introduced a tailored twist with smooth boat
necklines, neat little sleeves, small bows and
soft lace trains in contrast. MiaMia picked
up the applause for slim-line, pared-down
silhouettes with intricate shoulder detailing,
rufes and ruching making a style statement.
And highlight of the Naomi Neoh collection
was the structured bodices giving way to oaty
voluminous layered skirts. A selection from
The Vintage Wedding Dress Company saw
soft draping, antique lace and romantic empire-
line silhouettes as the core proposition while
Terry Fox offered a complete contrast with her
signature baroque-inspired structured corsets
and full skirts embellished with rock-style
jewels in gold, pistachio and pink.
international flavours, the nal catwalk
show at White Gallery London, and one that
played to a packed house, featured some top
international names. Elizabeth Stuart brought
an infusion of colour with delicate honey tones
and layers of organza petals and handkerchief
hems creating volume and movement; Kerstin
Karges of Kisui, the award-winning Berlin-
based house, featured complex seaming detail
on soft-textured jacquard fabrics in a cool,
contemporary collection that modern brides
will adore. Lusan Mandongus/Annasul Y
used crystal-encrusted soft lace for structured
strapless gowns and multi-layered shtail
skirts and had some beautiful pieces of feather-
light layerings of tulle, lace and beadworked
show report
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Think movement, think draping, think
sensuous folds, and the picture for
2013 is clear; soft, feminine, and
seemingly un-structured its a look
that only top talents can perfect
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fabrics while Sanyukta Shrestha, whose work
evolves around the eco-friendly fabrics which
she sources across the globe, offered an eager
audience a spectacular lace coat dress, and
a show-stopper gown made up of layers of
pleated organza and tulle, interspersed with
fan-folds of a 1980s newspaper. Greek designer
Victoria Kyriakides showed a brilliantly-
inventive group of dresses made of origami-
style folds, pleats and rufes that form graphic
shapes in see-through fabrics while the famous
Spanish house, Victorio & Lucchino Novias/
Raimon Bundo included a dramatic amenco-
inspired dress in panelled satin edged in
lace, and a gown featuring a computerised
graphic organza print. the YolanCris look
was dened with a dramatic use of trims and
embellishments heavily beaded fringes, ornate
lace and macram, festoons of beaded tulle and
an abundance of owers.
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Couture nishes and intricate
detailing are key to the designer
collections. Exclusive fabrics,
and an adventurous interplay of
textures and colour, are part of this
desirable equation that spells best
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Alan Hannah
*
Amanda Wakeley
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Annasul
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Anny Lin
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Anoushka G
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Aruna Seth

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Augusta Jones
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Babe
*
Blue
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Chic by
Hollywood Dreams
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Cymbeline
*
David Fielden

*
Donna Lee
*
Elizabeth Stuart
*
Fara
*
Freya
Rose
*
Gatti Nolli Couture
*
Gemy Couture
*
Halo & Co
*
Harriet Wilde
*
Hollywood Dreams

*
Ian Stuart
*
Ivory & Co
*
Jenny Packham
Accessories
*
Jesus Peiro
*
Johanna Hehir
*
Katzi
*
Kisui
*
Lea Ann Belter Bridal
*
Linea
Raffaelli
*
Little Bevan
*
Lusan Mandongus
*
Lyn Ashworth
*
Madeline Isaac-James
*
Malis
Henderson
*
Mia Mia
*
Nicki MacFarlane
*
Novia DArt
*
Ottavio Nuccio
*
Ozlem Suer

*
Pepe Botella
*
Peter Lang
*
Polly Edwards

*
Rachel Simpson
*
Raimon
*
Bundo
*
Ritva
Westenius
*
Sanyukta Shrestha
*
Sarah Janks

*
Sassi Holford
*
Stephanie Allin
*
Stephanie
Browne
*
Stewart Parvin
*
Terry Fox
*
The
Vintage Wedding Dress Company
*
Victoria
Kyriakides
*
Victorio&Lucchino Novias
*
Vivien
Sheriff
*
YolanCris
New talents
Claire Mischevani
*
Hazaar of London
*
KatyaKatya Shehurina
*
Naomi Neoh
*
Sadoni

Designers
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Fine see-through fabrics appear
throughout the 2013 collections,
letting an underlay of detail
catch the light or change the
mood
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show report
*
Golden crystals at Polly Edwards and
Halo & Co; Ivory& Cos hair vines that can
be swirled and twirled into a necklace; Katzis
polished shell beads; just about everything
at Jenny Packham accessories; Stephanie
Browne showing that everything is beautiful
down under; deco-inspired Babe delights
*
Perfect silhouettes at Jesus Peiro with just
a fan of pleats on the bodice; David Fieldens
wonderful folds and uidity; Ritvas sheer
elegance; Novia dArt for its twists and turns
of fabric and beautiful touches of lace
*
Harriet Wildes pleated lace atties (on
the have-to-have list); Aruna Seth going royal
with red, white and blue; Rachel Simpsons
blush-coloured suede shoes with heels you
can really dance in
*
Cymbelines white leather biker-bride
jackets worn atop soft, girlie gowns
*
So Sassi, the enchanting new label from
one of the UKs favourite designers
*
Gatti Nollis lavish lace cocktail frocks in
amazing colours
*
Vivien Sheriff, who is brimming over;
Malis Henderson, turning heads
*
Kiddies at centre stage, and the best of
beautiful British looks from Nicki MacFarlane
and Little Bevan
*
Sarah Janks, who is as lovely as her slinky
gowns; Augusta Jones for creating dream
dresses that really sell, Amanda Wakeley
who puts a new meaning to elegance
*
Donna Lees big rufy skirts
*
MOB looking very VIP at Linea Raffaelli
*
Pepe Botellas wondrous choices of
gossamer-ne fabrics and romantic little
details; Ozlem Suers hand-made laces and
red-carpet looks; Gemys way with colour
thats a wow!
*
Menswear from Ottavio Nuccio very
brave and very handsome
*
The new direction at Lyn Ashworth:
English country garden meets 50s Hollywood
classics
*
Illusion backs, keyhole fronts, slender lacey
sleeves; cover-up in tiny boleros of lace or
layered rufes
*
Altered images gowns that go from short
to long, sleeved to strapless
*
The Champagne Bar, for time out, a glass
of bubbly and delicious snacks
*
Amazingly gorgeous oral displays by
Philippa Craddock and Wild About Flowers
*
Conde Nast Brides-sponsored after-hours
party at The Collection in Fulham Road
*
Seeing all the big names together
White Gallery London 2013, Battersea evolution, 19-21 May. for exhibiting details:
event director Wendy Adams +44 (0)1423 770120 / wendy@harrogate-bridal.co.uk
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White Gallery London highlights
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Accessories at White Gallery were
simply sensational, from printed
suede shoes at Rachel Simpson, to
intricate pearl and crystal beaded
headpieces at Polly Edwards and
fascinators at Vivien Sheriff
K
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2011
WINNER
Best Plus-size Collection
To view our collection please view our website at
www.bonny.co.uk | Tel. 01279 418555
Style 1219
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Designed in the UK
Exclusive territories available in selected areas
See www.madelineisaacjames.com/trade for details
for the bride
F A S H I O N F O O T W E A R
All our Rainbow Club shoes are available for immediate delivery
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For more information on our ranges please contact +44(0)1392 207040.
www. rai nbowcl ub. co. uk
One of the criticisms levelled at bridal
retailers is that too many have been
using the same, tired-looking display
mannequins for years. Stocking
gorgeous gowns? Then you want to show
them off to best advantage, and there are
plenty of great choices out there
ROLE
MODELS
B
elieve iT Or nOT, mannequinS were
used to demonstrate fashions as long ago
as the 15th century. Since then, they have
been made of wickerwork, papier-mache,
wax and, in todays world, every material
from polystyrene to wood and breglass.
Top names include london-based adel
rootstein, 50 years in the business and known for
its innovative style, plus continental brands such as
almax italy and Bonaveri, available in Britain from
The vm Source of Stamford and Blue Studio of london
Sw6 respectively.
i would say that with bridal, the emphasis has to
be on the dress, says Julia reed from The vm Source.
retailers need to look for a good body shape to present
it. mannequins tend to be fairly anonymous headless,
in white or skintone, or matte black. The choice should
depend on the style of your shop and the market youre
appealing to. Bust forms are also very popular as you
can get a good t; they also cost less. its the same with
menswear a standard male bust carries a suit very
well. The main thing is to showcase the merchandise
and give it presence.
andrew Carter of Blue Studio agrees that an ideal
bridal mannequin is simple rather than edgy or
amboyant. Ours are abstract mannequins, rather
than the real type with wigs and make up. They
allow the gowns to speak for themselves, he says. we
have sold our Schlappi range to designers like Bruce
Oldeld for his bridal range. Simple, elegant, timeless
poses work best with bridalwear.
martyn Dalton from Yorkshire Displays makes
the very good point that once a gure is dressed in a
bridal gown, all thats visible is the dress which is as
it should be.
Our best-sellers for years have been a traditional
tailors dummy style, with a polystyrene body and no
arms or head, in black or cream, with a wood or metal
base. They retail at around 40 so are good value and
do the job! what we have noticed is that retailers are
buying larger sizes to showcase gowns for the fuller
gure, he says.
morplan is one of the biggest names in the display
and props business. Our bridal customers generally
favour traditional tailors display busts, such as the
venice Collection, which is available in a beautiful
range of nishes and in male, female and childrens
versions, making it easy to create a coherent display
that will appeal to the whole wedding party, says
morplans Kerry wilson, who also recommends full
mannequins for off-the-shoulder gowns and dresses
with sleeves or wraps. BB
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FuTure PERFECT
Cover-up story
Tusneem Jabbar is a former bridalwear
designer who has found herself with a whole new
business, Klassy Covers, producing covers for
mannequin forms, in just over a year!
"we launched in february 2011 when i literally
just stitched some lace onto a bust form at
Harrogate," she says. "i wanted to make them
more attractive and i found that people really
wanted to look!
"we started with a small collection, launched
at bbeH, and it grew from there. Thirty per cent
of our business goes for export now and we are
working more towards using full mannequins. it
has been a really exciting journey. at first we were
selling to independent retailers but then more and
more to corporate clients as we have become a bit
more cutting-edge. we have done themes, instore
promotions... there
is always something
different.
"The response has
been brilliant and i
am now looking more
towards europe and
the usa and bigger
stores. right now, i
don't miss bridal, but
i might in the future.
i'm the creative
director of Klassy
Covers and while i
need to get our new
concept noticed the
best place for me is
right here."
Directory
www.adelrootstein.com
www.blue-studio-uk.com
www.morplan.com
www.thevmsource.co.uk
www.yorkshiredisplays.co.uk
At BBEH
we launched
a small
collection. A
year later,
30 per cent of
our business
is export
and we are
working more
with full
mannequins .

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he TexTile Forum was The
brainchild of Pr expert linda laderman,
and the uK Fashion Textile association,
who jointly recognised that there was a
place in the market for a niche exhibition
catering to the needs of the small, specialist
designers and manufacturers keen to
source exciting, exclusive and luxury fabrics.
Basically, there hadnt been an exhibition of
fabrics in the uK for some time, and suppliers
wanted a show organised, says linda. we were
not aiming at the major brands or multiples, but
at smaller-scale designers, not only in bridal,
but in ready-to-wear and tailoring as well. we
wanted to attract individual businesses from all
over the country both well-known designers
as well as companies that were perhaps known
locally but not nationally who needed to buy
fabric.
There had been shows before, of course,
including major events in large exhibition
venues, but there was a real gap in the industry
for something like Textile Forum, which is
very focused. The original companies who were
involved were in womenswear. Bridal is a big
part of that, and we had a lot of interest from
companies specialising in silks.
exhibitors all offer small minimums and
many also have stock and short-order fabrics
as well as collections for forward order. linda
is particularly proud of the way the event has
expanded steadily, and organically, while never
losing touch with its roots.
Right fRom the staRt
From the start, it worked, and did what it says
on the tin, she comments. its a two-day show
and very straightforward. our exhibitors just
have to pack their headers, swatches and rails
and they are ready to go!
we built a database and website very quickly
even though, ten years ago, it was more unusual
80 www.bRidalbuyeR.com
to have your own website than it is now. we have
been settled in the west end venue, The music
room, for several years. it has two galleries and
we only used one at rst, but now both are full
with our exhibitors.
linda says that Textile Forum remains a
niche market and, whilst the organisers are
delighted with the surge of visitors from their
core audience, recent shows were attended by
representatives from John lewis, house of
Fraser and Topshop, among others.
we probably feature around 35-plus
collections from some 26 exhibitors, she says.
Time is precious, we know, and in a show of that
size, everyone can see everything they need to
see. we do get a lot of companies offering brial
fabrics, like michaels Bridal Fabrics and Bennett
silks. Bridal fabrics sit well alongside evening
and cocktail fabrics and, of course, we have
exhibitors showing extras like linings, labels,
The twice-yearly,
two-day show brings
together suppliers,
agents and forward-
thinking buyers looking
for the newest and
most innovative fabric
solutions as well as the
best of the classics in
bridal, groomswear,
occasionwear and
quality fashion
in material
Celebrating its 10th birthday this
year, Textile Forum is londons most
exclusive fashion fabric show, aimed
at designers, small to medium-sized
manufacturers, dressmakers and retail
fabric specialists looking for high-
quality fashion fabrics from uK and
Continental mills
www.bRidalbuyeR.com 81
buttons and even shirtings and suitings for
groomswear.
a high percentage of our exhibitors remains
the same. i would say about half of them have
exhibited with us at least ten times. however,
there is a proportion of new rms each season.
our visitors tell us there is always something
new to see which keeps the event fresh.
one reason why Textile Forum works so well,
linda believes, is because so many exhibitors
always offer something new rather than just
the basics.
its signicant that bridalwear designers
like to buy short runs, she says. some brides
still leave it late to decide on their dresses, which
may be something to do with the recession. That
means buyers need to order from stock and
dont want to have to wait three months. more
edgy designers might only want to buy a few
metres of fabric.
it seems that, from what the exhibitors tell
linda, the current uncertain economic climate
hasnt had a great impact on bridalwear.
ive been told that in a recession, dresses just
get bigger! she says. michael Bristow from
michaels Bridal Fabrics says he certainly hasnt
seen less business. The market is also expanding
into other areas such as promwear. our last two
shows in october 2011 and march 2012 were
busier and attracted more buyers than ever.
Because our exhibitors are at the better end
and feature quality rather than less-expensive
fabrics, we are more recession-proof.
spotting tRends
There have, of course, been a multitude of
changes in whats on offer over the ten years of
Textile Forums existence, and each one has been
oftextileforum
a clear barometer of trends.
lace has been storming recently, and of
course it can also be used in lingerie and for
trimmings, linda says. unlike ready-to-wear,
bridal has tended not to be fashion-forward
with fewer peaks and troughs than other
design areas. But we are now seeing richer
and more unusual colours. Ten years ago the
fabric trade was dominated by ivory and white;
now we are seeing champagne, soft pink and,
for bridesmaids, a wider spread of colours like
fuchsia, dark grey and burnt orange.
in fabrics, theres been a decline in
brocade, except for mens waistcoats, and were
seeing more duchesse satin and polyester
Exhibitors all offer small minimums and many also
have stock and short-order fabrics as well as
collections for forward order
rather than satin-backed dupion.
im told that designers want to offer a larger selection of elaborate and
intricate fabrics that cant be replicated, which may not be a consideration
for manufacturers who are producing thousands of dresses. some
of Textile Forum exhibitors are big-name manufacturers, some are
distributors, some are agents. some are now having their fabrics produced
in the uK as well as France and italy and those are the ranges they bring
to the show.
what buyers get from the Forum is a friendly welcome and the chance
to browse among the collections of a good selection of exhibitors.
we take care of them; were easy to nd, we provide free refreshments
throughout the show and they can wander around in a relaxed
atmosphere, says linda. our show takes place just after london Fashion
week and offers something for everyone.
were selective about the companies who exhibit with us and there is
a waiting list. were also community-minded, running special brieng
sessions for fashion students and supporting the charity Fashion and
Textile Childrens Trust.
looking ahead
linda is understandably proud of everything that the Forum has achieved
and says that in the future they plan to concentrate on sustainability
rather than rapid expansion.
we are thrilled with the way it has gone and envisage it continuing,
she says. Theres nothing else in the market quite like it. we always
wanted to make sure we have a sustainable product as we are aware there
are only a certain number of exhibitors who are right for us. The fact
that both exhibitors and buyers come back again and again says it all.
we add some new people every time and concentrate on showing exciting
collections and offering good service.
i dont feel that the economic climate has impacted on us. we do seem
to have attracted bigger retailers simply because everybody needs to know
who is doing what, whether they are from the high street multiple, a
department store or an independent designer. our audience has expanded
as the industry has changed. store groups are often looking at producing
their own labels now.
The Forum isnt necessarily about putting down orders then and there;
its about seeing everyones collections, perhaps looking at swatches and
then doing business. of course, the Kate and will factor has helped to
keep the industry buoyant.
we promote Textile Forum constantly through our own website and
also on Facebook and Twitter. im always available to answer queries, too.
Together with the website, we are a fabric resource 52 weeks a year! BB
The nexT TexTile Forum will be held on
17-18 October, at The music room. exhibitors
will include Acorn Fabrics; Alan litman ltd;
basinghall uK; belinac of France; bennett Silks;
bernstein & banleys; bradshaw & bradshaw;
Carrington Fleet Textiles; eQS; Forster rohner;
G h leathers; Graham Smith Fabrics; henry
bertrand; holland & Sherry Group; insley & nash;
J T Knitting; James hare; John boyd Textiles;
John Kaldor; Johnstons of elgin; laurent Garigue
Partnership; michaels bridal Fabrics; neill Johnstone;
Pongees; reid & Taylor; ringhart; ruffo Coli Tessuti;
Schwarzschild ochs; Solstiss; The national weaving
Company; The woolmark Company; Tiss et Teint
For further information www.textileforum.co.uk
make a date
If you buy fabrics, this
is an event you cannot
afford to miss for the
sheer choice on offer
Email: tianhong@t-h-e-Itd.com
www.phoenixgowns.co.uk
BZaW`[j9ai`e
CELEBRATE THE FUTURE W TH PHOEN X GOWNS
We look forward to seeing you there or contact us
on 01689 831841 for a private viewing.
NO DSCONTNUATON
|
NO MNMUM ORDER
6 WEEKS RUSH DELVERY FREE ON ANY ORDERS
THAT WE TAKE AT BBEH.
WE ARE LOOKNG FORWARD TO SEENG YOU AT
9 - 11 SEPTEMBER
PERFECTION
what brides expect on their
big day, what bridal retailers
ensure for the perfect dress.
PROPRESS
the steaming brand that
delivers on both.
Some may say a marriage
made in heaven!
Kiss the Frog
Bridal
Special Offer
7 Bridal Gowns for the price of 6*
*Offer available for new orders from 3rd July until the end of the
Bridal Buyer Exhibition in Harrogate on September 11th 2012
At Kiss The Frog we believe in
Good old fashioned Customer Service.
We will always go that extra mile to help you
and your brides, and the quality of our
gowns match our high level of service.
We look forward to meeting you at
Harrogate, or call us to arrange a visit
from our representative.
Telephone: 01255 436089
Email: kissthefrogbridal@hotmail.co.uk
Web: www.kissthefrogbridal.co.uk
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For expert advice, news, industry gossip and the latest
fashion stories plus an indispensible directory of
bridal industry suppliers, go online today at
www.bridalbuyer.com
VISIT BRIDALBUYER.COM
www.mhtiara.com
0161 272 0532
Resplendent Veils,
Headpieces & Jewellery
Unfair dismissals
One of the most newsworthy changes is the increase in the
qualifying period for unfair dismissal claims from one to two
years. The new two-year qualifying period will only apply to
employees who commence employment on or after 6 April
2012; the one-year qualifying period will still apply to those
employed before this date.
The Conservative Government raised the qualifying period
for unfair dismissal claims from one to two years in 1985,
Labour lowered it back to one year in 1999 and the qualifying
period was once as little as six months. There are differing
opinions in relation to the likely success of the change. Many
feel that the increased period will lead to employees pursuing
claims such as whistleblowing and discrimination where
the employee is not required to have a qualifying period of
employment.
EmploymEnt tribUnal fEEs
One of the biggest bug bears for employers is that there are
no costs involved in the issuing of Employment Tribunal
claims and as such, no barrier to lodging claims irrespective
of their merit or otherwise. The Government recognised
this and launched its consultation on tribunal fees on 14
December 2011. Two different-fee charging structures have
been proposed. The rst option is the charging of an issue
and a hearing fee, which could range from 150 to 250 and
250 to 1,250 repectively.
The second option would be payment of an issue fee only. This
would range from 200 to 1,750. The proposed changes are
signicant, particularly as the initial issue fee is higher than
many others in the County Court the issue fee for recovery
of a debt of 3,000-5,000 is only 120, for example. Some
contend that the level of proposed tribunal fees will discourage
genuine claims in the tribunal. The consultation closed
on 6 March 2012, with a view to introducing the fees
from 2013-14.
dEposits and costs
A further change introduced on 15 February
2012 is that a tribunal judge will be able
to order a party to pay a deposit order of
1,000 (the previous maximum was 500). If
an employment judge considers that all or part
of a claim has little reasonable prospect of success
at a pre-hearing review, he or she may make a
deposit order as a condition to continue with
the claim. The aim of the increase is to deter
Business things
you should know
03
claimants from continuing with frivolous, tenuous claims.
Costs orders are not the norm in tribunal hearings. They
are used where the tribunal believes that a party or their
representative has acted in a vexatious, disruptive or
abusive manner in bringing or conducting the claim. As
the Government is keen to discourage vexatious claims, the
maximum costs order a tribunal can award increased on 6
April from 10,000 to 20,000.
incrEasEs in awards
There is some good news for claimants. Tribunal awards
increased on 1 February 2012. The maximum award for an
unfair dismissal claim has been increased from 68,400 to
72,300 for dismissals that occur on or after 1 February 2012.
The maximum limit on a weeks pay has also been increased
from 400 to 430. Rates of statutory maternity pay, adoption
pay and paternity pay rose from 128.73 to 135.45 per week
on 9 April 2012. Statutory sick pay increased from 81.60 to
85.85 per week.
pEnsion aUto-EnrolmEnt
From 1 October 2012 employers will face new duties in
relation to employee pensions. In particular, auto-enrolment
of employees into qualifying pension schemes will begin
with the aim of ensuring that employees do not
miss out on valuable pension benets offered by
employers.
Auto-enrolment will be staged with the largest
employers rst in October 2012 and will continue
in stages with small employers with 50 or less
employees joining between 1 June 2015 and 1
April 2017. New employers will have staging
dates between May 2017 and February 2018.
Employers can choose the qualifying scheme they use, but
it must meet minimum standards in respect of the benets it
provides or the amount of contributions paid into it. Employers
will have to either make a minimum 3% contribution towards
a dened benet scheme or offer membership of a dened
benet scheme.
Auto-enrolment will cover workers aged between 22 and
State Pension age and who earn above
the income tax personal allowance
(8,105 in 2012/13). Contributions
will be payable on earnings between
5,035 and 33,540. Employees
who have been automatically enrolled
can opt out of the scheme.
Given the raft of proposed and
implemented changes to employment
law introduced by this Government,
it certainly cant be accused of sitting
on its laurels in this area. It will
be interesting to see whether the
changes implemented achieve the
desired results. BB
its yoUr business
www.bridalbUyEr.com 85
Our latest round-up of advice to keep you well informed
01
Staff matters
>
One of the most
newsworthy changes
is the increase in the
qualifying period for
unfair dismissal claims
from one to two years
Allison Cook of law rm Veale Wasbrough Vizards, looks at the
impact of changes in employment law
The entry process
Entry forms and details of category criteria will be
downloadable at www.bridalbuyer.com/awards from
1 September 2012.
The closing date is 28 November 2012. Entries
received after that date cannot be included.
The judging process
There will be a number of judging panels:
*
A 7-member panel comprising suppliers, a

member of the media and a trade association
representative will judge the north and south
retailer awards. Secret shopper and spot checks
may be included.
*
A 3-member team made up of web experts will

judge the Best Retail Website category.
*
A 7-member team of retailers, media and a

trade association representative will judge the
supplier awards.
*
The British Bridal Designer of the Year will again

be the designer who has been selected by no
less than 20 of his/her peers.
*
The Best Student Designer is judged by sponsor

Ian Stuart and Susi Rogol of Bridal Buyer.
*
The Wedding Dress of the Year will be voted for

online with consumers picking their favourite of
the nalist gowns at the National Wedding Show
website.
The
AwArds
2o13
+
The 2o13 categories

The ReTaileR awaRds
Best Bridal Retailer North
Best Bridal Retailer South
Best Groomswear Retailer UK
Best New Bridal Retailer
Best Retail Website
The supplieR awaRds
Best Groomswear Manufacturer/Supplier
Best Bridesmaid Collection
Best Prom Collection
Best Occasionwear Collection
Best Bridal Headdress Designer
British Bridal Designer of the Year
Best Plus Size Collection
Best Shoe Collection
Best Fabric Supplier
The special awaRds
Best Student Designer
Wedding Dress of the Year
Finalists noti4cation
Entrants who have made it to the nal line-up will
be informed by email by 7 January 2013.
The Awards Night
The Bridal Buyer Awards
will take place in Harrogate
on Monday 11 March, during
BBEH, at the Harrogate
Exhibition Centre. The glittering
event, attended by more than
600 guests representing all
sectors of our industry, is
a highlight of the year. For
sponsorship enquiries contact
Wendy Adams on +44 (0)1423
770120 / wendy@harrogate-
bridal.co.uk
The 2013 Bridal Buyer Awards programme
will introduce 17 categories, with greater
opportunities than ever for suppliers and
retailers to scoop one of the coveted titles at the
big ceremony next March. Advice and suggestion
about producing the perfect entry will feature in
the next issue of Bridal Buyer
simply the best
hall of Fame
In an initiative started in the 2012 Awards programme, any company or individual who has won the same title
for three consecutive years will move into the Awards Hall of Fame, joining founder John Charles.
Brides Protection Scheme
V O R Y & CO.
E xqui si te Ti aras & J e wellery
I
P
AYE hAS bEEN wITh uS SINCE 1944 whEN
it was set up to aid collection of taxes during
the Second world war. however, changes in
work patterns, payment patterns and the
sheer volume of information handled by the
system have left it straining to cope.
PAYE was designed to run on paper.
Reconciling all the information by hand used to take
months, and until very recently it took many weeks even
on computers, as there were over a dozen different systems
running around the country which couldnt automatically
cross check against each other.
whats worse, as computers took over the processing
of the information, tiny errors and inconsistencies that a
human would have simply ignored or amended became a
major stumbling block. If the person known to hMRC from
their old job as Anthony Smith of Rose Drive was put down
on the PAYE form for the new position as Tony Smith of
Rose Dv. then the system could not tie the two of them up
and hed end up with two separate records.
however, hMRC now have a single computer able to
handle all the PAYE records for the whole country and they
can process the year-end information in just two or three
days. but to really get the best out of it, the system needs the
information faster and in a more consistent format.
why now?
The case for change is strong, but the proposed timetable
has raised a few eyebrows. PAYE is a hugely important part
of the uK tax system and the business environment. The
process of implementing RTI has to be complete by October
2013 and the next PAYE year that businesses open will need
to be RTI-ready.
The reason for the rush is the overhaul of the benets
system, and the introduction by Department of work and
Pensions (DwP) of the universal Credit. Running that
properly will need accurate, detailed information
about the tax and National Insurance position of
every person in the country receiving any type
of benet, and that means getting the PAYE
records right. universal Credit is due to
go live in October 2013, so DwP need the
systems feeding information in to them to
be up and running by then.
how this affEcts yoU
what you need to do depends on who runs
your payroll. If you use an outside specialist
or bookkeeper to submit your returns, you
need to make sure theyre up to speed. Talk to
them now about who is going to do what and
when. It will do no harm to agree in writing who
has to provide the information, and what the best
way to do it is, whether that means using an Excel
spreadsheet or a handwritten form.
If you do your own payroll, then youll need to take care
of things yourself. Software providers have been working
closely alongside hMRC to try and establish what needs
to change and what can be kept. The P45 is an example
investigating how businesses would operate the new system
highlighted the fact that both the departing employee and
the new employer still required all the information held
on the current form, even if hMRC didnt need it on paper
anymore.
hMRC are upgrading their free software (available if
youve nine or fewer employees) and software rms are
running pilot programs across the country with 300
employers from April 2012, another 1,300 from July 2012
and up to 250,000 from November 2012.
smartEn Up
Perhaps the most important thing you can do is tidy your
payroll data. because the new system is totally computer
driven, it wont be tolerant of variations and will spit out any
inconsistent information as being wrong; you shouldnt be
submitting records in the name of AN Other, or A Student
anyway (thousands still do according to hMRC records). At
the very least, youll need the NI number, date of birth and
ofcial name (ie Anthony J Smith, rather than just Tony
Smith) for each employee to give the hMRC system a chance
to match up different records. Its worth bearing in mind
that if you regularly get your RTI submissions returned
youre likely to move up hMRCs at risk register for a PAYE
visit, and with monthly returns theyll get a much quicker
idea of whether youre having problems than under the old
annual system.
Once youve put the data into the payroll software its not
going to change. The system will want to know how many
hours have been worked by each employee in the pay period
this may not be a problem if everyone is on xed hours,
and paid well above NMw, but if youve got many part-time
workers on the payroll youll need to
look at how you get that information
correctly into the system.
On the plus side, the year-end
forms (P35, P14a and P38As) will no
longer be needed, and you wont need
to send P45s to hMRC, or complete a
P46. Employees will still need a P60,
and expenses and benets will still need to be reported
on a P11D/P11(b) though. Reporting will be more
frequent, but the new system has been designed
so that software will do most of the work.
Its worth bearing in mind that it wont
just be your employees who lose out if their
tax and NICs records are wrong. In 2011,
hMRC introduced a controversial new
set of in year penalties for PAYE record
keeping failures, and while theres
likely to be some sort of soft landing
for issues relating to the RTI system,
as there have been for VAT online ling
and the new iXbRL reporting regime
for companies, relying on that is a
dangerous game to play.
The new penalties can quickly run into
thousands (for larger businesses, thats tens
of thousands) and youll still have to spend the
time sorting out your records after spending the
cash on the penalty. BB
You need to know about Real Time Information (RTI), a project
launched by the Government to overhaul the way PAYE works.
Jason Piper, Technical Manager for Tax and Business Law at
the Association of Chartered Certified Accountants, explains
02
HMRC, you and Real Time
Tidy up your payroll
data; the new system is
computer-driven and
will spit out any
inconsistent information
as being wrong
its yoUr business
>
SPRING/SUMMER 2013
PRE-REGISTER TODAY AT WWW.BBEH.CO.UK
9-11 SEPTEMBER 2012
BRITISH
BRIDAL
EXHIBITION
HARROGATE
The UKs largest bridal trade show attracting over 3,700 buyers
including many international visitors
Browse and buy from over 350 collections for Spring/Summer 2013
its yoUr business its yoUr business
what is data protEction?
In a nutshell, its the protection of information about
people and respecting their rights in relation to that
information.
There are plenty of laws that apply to businesses
using personal data, but in the uK the main
ones to consider are the Data Protection Act
1998 (DPA) and the Privacy and Electronic
Communications (EC Directive) Regulations
2003 (PECR). human Rights laws and
condentiality may also be relevant.
what is pErsonal data?
Information which on its own or when
combined with other information held
relates to, and identies, a living individual.
Personal data can be about staff, customers,
and individuals at suppliers. It may range
from name and address to email addresses and
credit card payment records.
Some information should be treated with extra
care due to the harm or distress that may be caused
if it is lost, damaged or misused. This could be because the
details relate to certain protected types of information such
as health or religion (called sensitive personal data), or
because they carry other risks of damage or distress (such
as identity theft or fraud from lost bank account details).
If you decide what data to collect, what to use it for and
how to use it say as an employer handling staff records
you are the data controller and must comply with the DPA.
what yoU mUst do to comply
*
Your use of individuals details must be fair, lawful
and justied. Normal personal data can be used to the
extent necessary to perform a contract with the individual
concerned; sensitive personal data may be used to the extent
necessary to comply with an employment related legal
obligation.
*
Make sure you have an up-to-date notication
(summarising your personal data use) with the DPA
regulator, the Information Commissioners Ofce (ICO), and
renew it each year. There is guidance on the ICOs website
about this. breach is a criminal offence.
*
You cannot normally use the details for new reasons
without going back to the individuals to obtain consent.
*
You should only have the details that are adequate for
the agreed use. You must keep your records accurate.
*
You cannot keep personal data indenitely but only so
long as necessary for the agreed purpose.
*
Individuals have rights with which you must comply.
*
You must keep data secure from unauthorised access,
misuse, corruption or loss. have security and data
protection policies and train staff to understand.
what rights do individUals havE?
The person about whom you hold information is known
as the data subject and they have various rights. The
most important is that the data subject can write to a data
controller and (for 10) nd out whether you process their
personal data. If you do, they can obtain a copy of almost
all of their data and nd out its sources, its recipients and
what you use it for. This is known as a subject access request
(SAR). This right can be enforced through the courts. All
these rights carry strict timescales and you must deal with
them promptly.
Individuals who feel aggrieved about the use of their
personal data can complain to the ICO. They can also sue you
for unlimited amounts for damage (and distress) from
breach of the DPA.
sEcUrity mEasUrEs
You must secure the data through, for
example, locked rooms and cabinets,
shredding facilities, rewalls and virus
protection. The details and level of
security will depend on your business,
its resources, available technology
and equipment, the data concerned
and its proposed use. More protection
is needed for sensitive personal data.
If you have this on a mobile device
such as a laptop, it must be encrypted.
Likewise, if you want to email personal
data, it should be encrypted.
where you outsource to a data processor,
say a payroll service, you remain responsible
for their use of your personal data. by law you
must have a written contract with your processor
which must contain mandatory
terms set by the DPA and other
terms recommended by the ICO.
In particular, be very careful about
disclosing or sharing personal data.
Doing so is at your risk (normally
even if to the police) and must comply
with the DPA.
if sEcUrity is brEachEd?
You must deal quickly to stop any
ongoing breach or any repeat of the
breach. You must investigate and nd out how many people
were affected; what the breach was; where it happened; why
it happened and what type of information was affected.
You need to consider whether to report any such breach
to the ICO. Although not a legal obligation, it is expected by
the ICO in serious cases and it may aggravate enforcement
action if you did not report and the ICO believes you should
have done. You also need to consider whether to inform
affected individuals. There is normally no legal obligation to
do so. however, in serious cases, this should be considered
to try to minimise the risks to them. Consider also careful
monitoring of accounts to prevent fraud.
If the breach comes to the attention of the ICO, they are
likely to investigate. If serious, they may take a variety of
actions including an audit and a monetary penalty notice or
civil ne for certain serious breaches of the DPA principles
which can be up to 500,000. All these are made public.
Visit the ICOs website www.ico.gov.uk where there is a
great deal of helpful guidance and explanation. BB
HM Revenue and Customs loss of the details of 25 million tax
records in 2007 and the 140,000 penalty handed to Midlothian
Council in January 2012 for five serious data protection breaches,
indicates the need to understand data protection says Liz
Fitzsimons a Senior Associate at Eversheds LLP
03
A practical guide to Data
Protection for business
if you decide what data
to collect and what to
use it for say as an
employer handling staff
records you are the
data controller and
must comply with the
Data Protection Act
LONDONS PREMIER WEDDING EVENT
2021 OCTOBER 2012 SOMERSET HOUSE
THE
LUXURY
WEDDING
SHOW
LONDON
WWW.THELUXURYWEDDINGSHOWLONDON.CO.UK
Luxury in every detail.
The Luxury Wedding Show London is unique in attracting the most discerning bride and groom looking to
create their exquisite wedding.
Bridal and accessories designers are now invited to apply.
For more information on the application process please contact us on
info@theluxuryweddingshowlondon.co. uk or on 020 7772 8319

S
ocial networking sounds scarily
technological but it isnt think of it as the
ability to chat to all your brides, their mothers,
bridesmaids and friends at once. and the
exchanges can be read by newly-engaged
girls round the area who might be tempted
to buy from a shop owner as knowledgeable,
helpful, friendly and sharply-priced as you are.
the rst thing to do is add an online journal called a blog
to your website. a blog is where you announce new gowns,
publicise sales and other events.
nothing livens up a static webpage better than a recently-
updated blog. it demonstrates that your shop is thriving,
that you are dynamic and open for business. if you
can manage a few lively, interesting and funny
blog posts, that will show them what kind of
boutique you are.
Blogging is mostly a one-way medium,
for you to send messages to all, but it is
a very good idea to encourage comments
on your posts, though you should look
at each comment before publication
to ensure nobody is using it for
spam or bullying (known as
trolling). the next step is to get
on to Facebook. the setup process
is simple and free. add a few
photographs to add a personal
touch.
Facebook is more conversational.
want to say how exited your are about a new gown
that has just arrived, or simply that the weather is
looking good for one of your brides wedding today?
Facebook is the place to say it.
Finally, twitter. twitter messages are famously short
and immediate, the persiage of social networking.
you can tweet using you mobile phone as quickly as
you can text, so it is possible to update your clients
from on the road say you have discovered a
great new venue you can send a tweet with a
picture instantly.
the main fear people have of social
networking is how to deal with negative
comments. what do you do if a client is
critical of your service?
openness is best. if you have fallen
short of your usual standards, apologise
immediately (preferably within minutes),
offer appropriate recompense and take the comment ofine
for detailed discussion. even if you feel the criticism is unfair,
explain the situation courteously.
and remember that even negative comments have an
upside brides who see you dealing with the situation
swiftly and fairly will be reassured that you sincerely believe
in customer service. you will even nd that, if you have been
fostering your community of brides, many will leap to your
defence.
andrew Pearce at bridal shop creatiques in southsea is
a big fan of social networking. anyone who doesnt use
social networking is mad it is free advertising, he says.
we get 30 to 50 enquiries a week through Facebook, and
our business has become a lot bigger because of social
networking people are prepared to travel to our shop
because they know us through Facebook or twitter.
one of the big advantages of social networking over
traditional promotion is that you can see exactly what impact
each post has.
when the windows are changed every month we take
pictures and tease the girls a little saying we
have exiting new dresses coming in and
we do get feedback from that, girls
asking when they will be in and
what designer they are, Pearce
says. when we posted the
picture of the gown thats in
the window now, we had 26
likes, eight comments and
ve bookings from that
Facebook post.
the comments left by
brides are an essential
endorsement.
they are real people, not
just us writing about us, they
are brides talking about their
experiences coming into the
shop, Pearce says. Brides send
us pictures of their weddings and we
post them on the website, Facebook and twitter.
it is a great way of showing potential customers
what we actually do.
establishing a personal connection with
your social networking contacts is best done
personally, but some proprietors nd the job
too time consuming and delegate. i know
companies that have people designated
to do social networking but we do it
whenever we get a break, posting a
tweet that might say we have just
had a lovely bride in and we are very
exited about the dress she has chosen
or something it is all about creating
that social buzz by adding that post,
Pearce advises. we update all the time so people dont get
bored. For major posts we tend to hit either rst thing in the
morning or after half past seven at night because those are
the times most people are online. BB
one-day courses in the skills and techniques of effective
social networking are widely available.
A social chat
every bridal shop owner knows that word of mouth is the best
advertising money cant buy, but not many realise that your satised
customers can now broadcast the message to all your potential
customers by social networking, says Chris Partridge
A big advantage of
social networking
is that you can see
exactly what impact
each post has
*
disgo9104 tablet
computer
The 9104 is perfect for
surng the web via its
wi connection. The
screen is the same one
used in the iPad2, but
there the similarities
end. It uses the Android
system, is lighter than
the iPad, its memory
can be expanded using
micro-SD cards (unlike
the iPad) and it has an
HDMI slot so it can be
attached to a big TV. The
the price is astonishingly
low 180.
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seagate
backup plus
A monster hard disc (up
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a slim, stylish package
which comes with
software to automate
backup in a very easy
way. A new feature is
the ability to back up
everything from your
Facebook page so you
dont lose valuable
pictures and information
from your social network.
Prices start at 70 for
500GB, rising to 135
for 3TB.
*
VJabra clipper
Wireless Clipper afxes
to your lapel and links
to your mobile or MP3
player by Bluetooth.
The earphones plug
into the Clipper with a
standard jack socket,
so you can use your
favourites instead. When
connected to a phone,
the Clipper goes mute
to allow you to take
calls easily and resume
listening when you have
hung up. 25.
new
products
Je
ss H
ill C
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CALL +44 (0)20 7772 8319
*
Jens Jakobsen
Linea by
Collier Campbell
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I
want to give my long-standing manager a
percentage of prots after expenses, by way of a thank
you and on-going. to save costs, can i simply draft a
letter and get it signed off by a local solicitor? i would
just like her to feel she had some form of protection in
place if anything were to happen to me.
It is unlikely that any solicitor would simply sign a
letter drafted by you without considering whether you
have arrived at the best why of achieving your objectives.
You should also consider whether you will expect your
manager to take on more responsibility in return for a
higher remuneration. There will be various factors you will
need to consider and this is something that will need to be
discussed with your legal advisor.
i am a small manufacturer and have been in business in
the UK for over 15 years. i recently had some delivery
problems but informed all of my stockists that there
would be a delay. only one cancelled her order. i have since
heard that a particular online forum which is accessible
only to retailers, has been carrying derogatory postings
about me and my company. do i have a legal right to be
able to see and respond to what is being said?
If someone is posting comments about your company
online which are false, you do have a right to respond. But,
before you can take action, you rstly must identify who
the writer of the statement is; and secondly, you must prove
that the statements are false and written with the intention
of causing damage to your business reputation. However,
identifying the writer of a statement which is posted online
can prove difcult, especially as you do not have access
to this particular website. You could contact the owner of
the website and request access to posts that relate to your
business. If the comments are false and damaging to your
business reputation then the website owner can be forced
to remove the posts. Website owners can be held liable for
content which is posted on their websites and there are also
circumstances whereby they can be required to reveal the
identity of individuals posting defamatory comments. This
is particularly the case in respect of online forums. However,
you will need to seek independent legal advice if you wish to
pursue this matter any further.
i recently contracted with a professional to have gowns
from the different collections i stock photographed. the
session has taken place but the photographer is now
saying that we didnt negotiate usage fees i want to
use the images for local advertising, in-store display, Pr
and online. He has sent me contact images only and is
now saying he will not release the pictures until i agree
to pay extra charges. i dont know what to do and right
now i am missing one opportunity for exposure after the
other. where do i stand?
Copyright laws state that photographers obtain automatic
design rights to their work. Usually if you wish to use the
photographs taken by a specic photographer, then you will
need to ask the photographer to sign a Licence to Assign
their artistic rights to those particular photographs to
you, so that you are able to use them without giving rise
to infringement. However where a photograph is taken
during the course of employment then the rst owner of
the photographs is the photographers employer. This is the
default position unless you have entered into an agreement
to state otherwise. Before paying the extra charges that
the photographer is requesting, it is highly recommended
that you seek independent legal advice to see whether you
already own the rights to the photographs, in which case
you will then be able to work out the best course of action.
i am about to open a shop and am unclear about the
necessary insurances needed everyone i speak to tells
me something different. also, do i need separate male/
female toilets (cant imagine i will have many chaps
visiting!) and what about staff/customers?
The type of insurance you will need depends on the specic
nature of your business. For example, whether you will run
the shop yourself or intend to employ staff. There is a wide
range of factors to be taken into consideration, which is why
you are getting a wide range of opinions from people you
have spoken to. You should seek professional advice on this
matter to ensure you take out the right type of insurance for
your business. However you are likely to need employers
liability insurance which will help you meet the cost of
compensation for injuries to any of your employees whilst
they are carrying out their job. You may wish to take out
public liability insurance which covers your liability to pay
damages to members of the public for injury or damage to
their property. As you have a shop you may wish to take out
contents cover to insure your stock against theft or damage.
If the premises have large glass windows or signs then
you can take out cover to provide replacement of the same
following malicious or accidental damage. In terms of your
query about toilets, this depends on the number of staff you
have. You need to provide enough toilets and washbasins
for those expected to use them including disabled toilets.
Health and safety guidelines state that where possible,
separate male and female facilities should be provided. BB
LegaL EAglE
A question of law
raj dhokia of solicitors Freedman Green Dhokia looks at the issues that
may be affecting your business. Questions will be answered in the rst
possible issue of Bridal Buyer and shown online at www.bridalbuyer.com
www.bridaLbuyer.com 93
To consult privately with Raj Dhokia
call Freedman Green Dhokia on +44 (0) 20 7625 6003 or
email r.dhokia@fgdlaw.co.uk
PACKAGING
GOWN COVERS: Clear P.V.C. &
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SPECIALIST PACKAGING SUPPLIES
Gown covers
Cartons
Carrier bags
Print or plain
Parasols

Just ask!
Order online www.alphawrap.co.uk
FREEPHONE 0800 731 6878
Unit 13, Miners Road, Llay, Wrexham LL12 0PJ
Printed Paper Carrier Bags
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Directory
FABRICS
DISPLAY PROPS
beadmaster.com
T: 01924240947
E: sales@beadmaster.com
W:www.beadmaster.com
Beadmaster.comarealeadingsupplierofloosebeadsandjewellery
makingcomponentstocostumiers,jewellers,designers,dressmakers,
dancersandmanymorepeople.
Wearededicatedtoofferanewandextensiverangeofbeadsand
componentstoourloyalandnewcustomers.
BEADING AND ACCESSORIES
T: +44 (0)161 476 8600
F: +44(0)161 480 5385
sales@bennett-silks.co.uk
www.bennett-silks.co.uk
Bennett Silks Ltd
Established 1904
100% PURE SILKS & SILK BLENDS
All your silk requirements.
Please check our website
for a full list of agents
Stock supported range,
competitive price structure
and worldwide distribution.
YOUR ENQUIRIES ARE WELCOME
IRON AND STEAMERS
MANNEQUINS
FABRIC
SATIN SHOE DYES
We offer a fast reliable service on our continually increasing range (over 3,000 choices) of
Bridal Fabric, Trimmings and Accessories.
All Fabrics and Trimmings are available in cut lengths via our 8 sample books.
Range includes: plain and shot Taffeta, Velvet, Duchess Satins, Organzas, Mikado, Chiffons,
Crepes, various Satins (Silk/Poly/Acetate), Bridal/Waistcoat Brocades, Laces, various
Embroidered and Beaded Fabrics, inc Tulles and Chiffons.
We also offer a range of Embroided/Beaded Edgings and Motifs.
Many of the designs feature Crystals and a selection incorporate 3D effects.
Our latest product range of over 600 designs of Dress Accessories including Buckles,
Brooches, Clasps and Buttons, many designs feature Crystals and/or Pearls.
Email: admin@michaelsbridalfabrics.co.uk www.michaelsbridalfabrics.co.uk
Unit F15, Northeet Indst Est, Lower Road, Northeet Kent DA11 9SW
Tel: 01322 380480/568 Fax: 01322 380680
WE HAVE NO MINIMUM ORDER VALUE OR QUANTITY.
PLEASE CONTACT US TO ARRANGE TO SEE OUR LATEST OFFERINGS.
Pongees
specialists in silk
100% silk and silk blend fabrics fully
stock supported in our warehouse
1m minimum order
Next day delivery
FOR ALL YOUR BRIDAL SILK REQUIREMENTS
sales@pongees.co.uk | 020 7739 9130
www.pongees.co.uk
(UK) Ltd
Contact Chris Day on:
T: 020 7275 0117 E: basinghall@yahoo.co.uk
9-15 Helmsley Place, London Fields, London E8 3SB
Stockists of bridal, evening and childrens wear
fabrics in silks and synthetics.
Satins, crepes, shantungs, chions, habutaes
and organzas in an extensive coordinated
palette of shades all available from stock.
Sequin embroideries are a speciality. Exclusive
stockists of Sormeh shirring elastics.
WEDDING BOXES
PACKAGING
For all your bridal wear needs from dress covers to hangers to shoulder covers to carrier bags.
Hoesh offer a fast and reliable service. Stock service available on all colours and sizes.
In-house printing facility also available on all items.
T: 0116 2765221 | F: 0116 2765110 | E: sales@hoeshinternational.co.uk | www.hoeshinternational.co.uk | www.garmentcovers.co.uk
Hoesh House, Unit 4, Trevanth Road, Leicester LE4 9LS
VISIT US ON STAND B28A
SALES REPRESENTATIVE WANTED
J I M H J E L M
J i m H j e l m
On le
CONTACT LIST
WWW.BRIDALBUYER.COM 97
Agnes Bridal
+48943 653 500
a.czarna@suknieagnes.pl
www.agnesbridal.com
Alan Hannah
+44(0)208 804 1444
alan@alanhannah.co.uk
www.alanhannah.co.uk
Alexia Designs
+44 (0)113 274 9999
info@alexia-designs.co.uk
www.alexiadesigns.com
Alexia Blush Prom
+44 (0)113 274 9999
info@alexia-designs.co.uk
www.blushprom.com

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

Amanda Wyatt
+44 (0)161 4932700
fashion@amandawyatt.com
www.amandawyatt.com
Beautiful by Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Benjamin Roberts
+44 (0)1792 564710
info@benjaminroberts.co.uk
www.benjaminroberts.co.uk
Benmark
+44 (0)20 8908 2690
info@benmarkltd.com
www.benmarkltd.com
Blue by Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Bonny Bridal UK
+44 (0)1279 41 8555
pete@bonny.co.uk
www.bonny.co.uk
Cameron Ross
+44 (0)141 781 6520
customerservices@acsclothing.co.uk
www.hirewear.co.uk
Charlotte Balbier
+44 (0)161 4932702
charlotte@charlottebalbier.com
www.charlottebalbier.com
Dessy Group
+44 (0)845 838 1041
michele@dessy.com
www.dessy.co.uk
Diane Harbridge
+44 (0)1829 752 192
info@dianeharbridge.com
www.dianeharbridge.com

Ebony Rose
+44 (0)8443 240324
enquiry@ebonyrosedesigns.com
www.ebonyrosedesigns.com

Elizabeth Dickens
+44 (0)1353 72 3675
ninaandalan@freeuk.com
www.elizabethdickensveils.co.uk
Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Impression
+44 (0)1727 851 452
info@impressionbridal.co.uk
www.impressionbridal.co.uk
Jasmine
+44 (0)1707 240068
enquiry@uk.jasminebridal.com
www.jasminebridal.com
Jupon
+44 (0)1753 622922
info@jupon.com
www.jupon.com

Justin Alexander
+44 (0)1908 615599
info-uk@justinalexanderbridal.com
www.justinalexanderbridal.com
Kiss the Frog
+44 (0) 1255 476 049
kissthefrogbridal@hotmail.co.uk
www.kissthefrogbridal.co.uk
Love By Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Mac Duggal
+1 630 789 1011
info@macduggal.com
www.macduggal.com

Madeline Isaac-James
07824 388 151
info@madelineisaacjames.com
www.madelineisaacjames.com

Maggie Sottero
+44 (0)84 4324 0324
enquiries@maggiesottero.co.uk
www.maggiesottero.com
Malis Henderson
+44 (0)161 272 0532
saniya@mhtiara.com
www.mhtiara.com
Mark Lesley
+44 (0)1621 784 784
Info@marklesley.co.uk
Masterhand
+44 (0)1622 844 670
peineuk@keme.co.uk
www.masterhand.com
Modeca by Enzoani
+44 (0) 1792 586 615
infoUK@enzoani.com
www.enzoani.com
Mori Lee
+44 (0)1476 541 117
info@morilee.eu
www.morilee.co.uk
Mia Mia
+44 (0)208 804 1567
info@miamiabridal.co.uk
www.miamiabridal.co.uk
Mikaella
001 416 235 2651
custserv@mikaellabridal.com
www.mikaellabridal.com
MS Moda UK
+44 (0)203 620 9755
info@msmodauk.com
www.msmodauk.com
Paloma Blanca
001 416 235 0585
custserv@palomablanca.com
www.palomablanca.com
Peine Gmbh Masterhand
+44 (0)1622 844 670
info@peinegmbh.com
www.peinegmbh.com
Phoenix Gowns
+44 (0)1689 831 841
tian@phoenixgowns.co.uk
www.phoenixgowns.co.uk
Precious Formals
+44 (0)808 120 2337
info@preciousformals.com
www.preciousformals.com

Propress
+44 (0)20 8417 0660
sales@propress.co.uk
www.propress.co.uk
Rainbow Club
+44 (0)1392 207030
shoes@rainbowclub.co.uk
www.rainbowclub.co.uk
Romance Bridal
+44 (0)1245 425 558
carl@romance-bridal.co.uk
www.romance-bridal.co.uk
Romantica
+44 (0)1823 674 412
enquiries@romanticaofdevon.co.uk
www.romanticaofdevon.co.uk
Ronald Joyce
0845 833 2525
enquiries@ronaldjoyce.com
www.ronaldjoyce.com
Rosa Couture
+44 (0)7713 278 352
info@rosacouture.com
www.rosacouture.com
Sincerity
+44 (0)1908 615511
info-uk@sinceritybridal.com
www.sinceritybridal.com

Torre UK
+44 (0)1252 623111
torreukltd@btconnect.com
www.torre.pt

Trudy Lee
+44 (0)1707 643633
info@trudylee.co.uk
www.trudylee.co.uk

Victoria Kay
+44 (0)1424 427284
victoriakaygowns@hotmail.co.uk
www.victoriakaygowns.co.uk
Wilvorst
+49 5551 701 207
info@wilvorst.de
www.wilvorst.de
Xedo Software
+44 (0)1417 816545
enquiries@
xedosoftware.com
www.xedosoftware.com
DESSY GROUP
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ou only have to mention
the word staff to other going-grey
bridal business owners (anyone
know if it really is counter-
productive to pluck them?) to be
told that trying to recruit, train,
motivate and manage a brilliant
shop team can be a real challenge. add to that
having to ensure that your seamstresses are
technically on the ball and polite at all times,
including difcult times, and its easy to see that
a businesss personnel are potentially capable of
curbing ambition!
years ago i once employed an agency temp
to cover our shop phones and help with admin.
temps are an expensive commodity, and come in
a variety of shapes and colours! the agency said
she was: bright, bubbly, a little quirky but with
an excellent telephone manner. When she arrived
hilariously i learnt that the bright reference
was the pink mohican hairstyle and quirky
was the multiple tongue and eyebrow piercings.
apparently there were more (piercings not pink
haired temps). Sufce to say temps are my least
favourite method of staff cover.
im very fortunate to have a fantastic team
now. i genuinely believe that you do get back
from your staff what you put in. in short; get
serious about your staff and your staff will get
serious about you!
RecRuitment
your staff are as important to your business as
your customers. treat them with care and respect
and nurture them. if theyre problematic you
need to move them on before too much damage
is done (see below my brief bit on when it goes
wrong). here are a few recruitment tips:
*
Spend money on a recruitment ad in the local
paper, youll attract applicants who are probably
of a higher-quality than if you just pop a card in
your shop window.
*
Cvs posted without a covering letter should be
led in the bin?
*
Conduct scripted telephone interviews they
help suss out the candidates who would love to
work in a bridal shop because its so glam-rus,
girlie n romantic; these girls will soon
get the picture when you start talking late
nights, steaming, cleaning and back-to-back
appointments. Break the news gently to them
that you dont get to play dress-up all day
whilst slurping coffee and that your 54-inch
satin-trimmed veils are not uniform. But do
explain what an absolute privilege it is to
help style your customers for the most
BeinG HEARD
with the job, their colleagues etc.
*
GetTalking hold regular staff meetings so
that you can team talk about customers, business
ideas and sales. Share with the team your business
ambitions in terms of sales conversion rates and
sales targets.
*
Get Training Plan some training days when
you talk product, share ideas on latest wedding
day themes and looks, scan through wedding
magazines, brainstorm on new marketing ideas.
Celebrate your training day auccess: stick the
kettle on, kick your shoes off, order a pizza
and cakes!
*
Get Rewarding many bridal
shops pay commission on sales
and it can be a highly effective
tool. Personally i prefer the
idea of an annual bonus
scheme. if you decide on a
commission system then
you must track sales and
reward staff fairly to avoid
competitive discontent. alternatively
you could set team-orientated targets with
relative rewards. Whatever you decide, you need
to let the staff know when they are doing a great
job and help them stay positive when they dont
achieve their usual sales.
when it Goes wRonG
never forget that employees have rights with
or without a written contract and far more if
they have been in your employment for over a
year. Before responding to a difcult employee
problem seek formal advice about the situation.
Pick up the phone to aCaS (www.acas.org.
uk) before things get complicated and they will
help you understand the options and legalities.
ive faced the dilemma, once over a bad
attitude and once over signicant under-sales
performance. my life was made easier by their
resignations. in both cases business and team
morale literally blossomed as a result.
as you can see, i consider staff to be a serious
business matter. you know that saying about
swans that gracefully glide across water despite
feet paddling at a million miles an hour below the
surface? Someone recently complimented me by
saying that they thought i was a bit like a swan. i
laughed and suggested that at times im probably
more like a hyperactive quacking duck. BB
Abi Neill owns the award-winning Abigails
Collection & The Grooms Room in Colchester.
You can follow her tweets@AbigailsColl or
contact her on +44 (0)1206 574575
98 www.BRidalBuyeR.com
important day of their lives!
*
Be formal about your recruitment and training
processes; issue all necessary documentation
to new staff including a job description and
application form. offer the position subject to
references and send an offer letter, contract
and copy of your disciplinary and grievance
policy. We also send a copy of our health and
safety document, our mission statement and
a personalised training manual. yes, a lot of
paperwork but it demonstrates that were serious
about who we employ and in turn i believe it
encourages an increased sense of responsibility
that the staff have to our business and
customers.
*
never mix business with
pleasure by employing friends.
*
trust your instincts: if
something doesnt feel right,
chances are its not.
*
its tempting to rate an applicants
bridal sales experience over personality
but an enthusiastic approach by
someone willing to learn is more of
an asset than someone who knows
the difference between dupioni and shantung.
manaGinG and motivatinG
a successful business depends on a well-trained,
knowledgeable and enthusiastic team and in order
to stay motivated your staff will require your time
and attention. on Saturday after work our team
went out for supper together and enjoyed a few
cocktails: it was a fab night and good to see staff
let their hair down after a long week. Sometimes
you must nd ways to say well done.
*
Get Buying Together trade shows like BBeh
and White Gallery provide a great opportunity
to spoil staff and involve them with the buying
decisions. Some retailers are insecure enough to
believe that by introducing staff to BBeh they will
inevitably start their own bridal business. if that
happens, congratulate yourself its the highest
form of attery and like me youve obviously
made it look easy, though i think theres more
to be gained than risked from including staff at
such events.
*
Get Appraising to any novice employer
id suggest implementing strict three-month
probationary periods for new starters followed
by their rst formal appraisal. annual staff
appraisals thereafter are also essential; they
provide a framework within which you can
formally discuss their development, sales and
conversion rates and give them an opportunity
to tell you how happy (or unhappy) they are
Stafng matters
teamwork is what pulls the retail equation
together. training is key says Abi Neill
Your staff are
as important to
your business as
your customers.
Treat them with
care and respect
MacDuggal.com
Tel: 001.630.789.1011

Bridal Buyer Jul Agosto 2012

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