Harrogate IJL

Focus onveils

Hot looks for 2019

SHOW SPECIAL Bridal

TRENDS

ATTIREBRIDAL.COM

Athena Bridal Jewelleryexquisite wholesale bridal jewellery available at www.athenabridaljewellery.com

0845 257 0766 | sales@athenabridaljewellery.com

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CONTENTS

FEATURES

53 Forward planningWe speak to talented designers from around the world to find out what the key trends will be for 2019 and 2020 brides

58 Back to the futureCaroline Weisters from Platinum Bridal Fabrics discusses how independent retailers can help their brides to embrace one of this season’s hottest trends – beautiful back features

61 Going to great lengthsLeading veil designers and manufacturers chat to us about the key trends for the coming seasons

105 The river is everywhereWe take a look behind the scenes of photographer and creative director Doris Himmelbauer’s latest shoot in association with Viennese bridal designer Eva Poleschinski

133 Girls’ Night OutLeading suppliers and manufacturers reveal the key trends for the 2019 prom season

REGULARS

44 Industry newsDiscover the latest bridal collections and trade events

124 Collection focusDesigner Marguerite Hannah talks to Attire Bridal about unveiling the 2019 bridal collections for two very different labels – MiaMia and Rita Mae – at Harrogate this September

142 Retailer interviewChloe Jeffs, owner of Black Swan Bridal Studio, explains how she caters for brides who march to the beat of their own drum

154 AcidACID CEO Dids Macdonald talks about how to protect your designs at trade shows

157 Social mediaWe bring you all the hottest news, stats and facts from our followers

162 Editor’s blogDemelza Rayner discusses how independent retailers can push home their advantage

138 Fashion DNAOur focus this issue is on plain white gowns offering modern brides architectural impact

161 Strategic planning Kay Tilbury, Social Media Marketer from KD Media Publishing Ltd, tells us why social media is such a powerful tool for businesses

69 The Harrogate Bridal ShowAs the pretty spa town of Harrogate prepares to open its doors to the bridal trade, we take a peek at the new collections gracing the aisles of this year’s show

97 International Jewellery LondonInternational Jewellery London serves up a feast of jewellery inspiration for 2018 and beyond

103 Textile ForumTextile Forum’s autumn show extends its range of fabrics for the entire bridal party

SHOWS

CONTENTS

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147 Kate HalfpennyBritish design talent Kate Halfpenny talks to Attire Bridal about making the transition from dressing celebrities for the red carpet to creating stunning separates for brides

150 Paul ZeniMaking its debut at the Harrogate Bridal Show this September is Paul Zeni – a mid to high-end bridal brand based on 30 years of experience

152 VeriseOwner Rachel Welch talks to Attire Bridal about unveiling Verise’s 2019 collection, and why she’s excited to embrace new trends

PROFILES

51 Maria RyanOur regular columnist offers retailers her top tips on attending the Harrogate Bridal Show

127 Wedding Insurance GroupAdam Šapi from the Wedding Insurance Group details how one of their clients expanded their bridal boutique brand using a franchise and the key points learnt from their experiences

128 Helena CotterBridal industry consultant and Attire Bridal columnist Helena Cotter takes a look at why the country’s high streets seem to be failing, and offers some encouraging words to independent retailers

130 Retail technologyDavid Fairhurst looks at why ongoing keyphrase research is a must for SEO

COLUMNS

111 The Low DownDeep backs that flash the flesh are very much in vogue with brides seek-ing a sexy yet sophisticated look for their big day

117 The collectionsThe perfect accessories to match our two key bridal themes

118 Perfect balanceThe classic combination of black and white offers brides a striking look on their big day

FASHION FILES

Retailers on:www.eglantine-creations.com

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Here at Attire Bridal we’re very good at dishing out advice, whether it’s about embracing social media to boost business, changing window displays regularly to entice in passing trade or constantly analysing your offering to ensure you’re stocking the right gowns for your customer base. That’s why, instead of resting on our laurels, we’re unveiling a brand new look for our September/October issue. It’s pared down and fashion-forward, with a cleaner layout that’s more suited to the exciting, dynamic and fast-paced environment we all work in as part of the global bridal trade. We’d

love to know what you think, so send us your comments!This issue is dominated by one of the industry’s key trade events – the Harrogate Bridal Show – which provides the perfect opportunity for retailers to place orders, network with friends and colleagues, and generally get a feel for current trends and changes in the market. We also preview International Jewellery London – the go-to event for all your accessory needs – as well as Textile Forum – the perfect place for fabric sourcing.

Enjoy reading!

EDITORDemelza Rayner

+44 (0)1376 535609editor@attirebridal.com

MARKETING MANAGERMichael Richards

+44 (0)1376 514 000

ACCOUNT MANAGERJoanna Humphrey+44 (0)1376 535 612

joannah@attirebridal.com

PRODUCTION MANAGERScott Brothwell

+44 (0)1376 535 616artwork@attirebridal.com

SENIOR GRAPHIC DESIGNERSChloe Edey, Stephanie Hodder, Vicky O’Connor, Sarah Young

PRODUCTION ASSISTANTCharlotte Potter

Editor

Demelza RaynerWEB DEVELOPMENT MANAGER

Stuart Weatherley

SUBSCRIPTIONSBeth Varney

+44 (0)1376 514 000

KD Media Publishing LimitedPantile House, Newlands Drive,

Witham, Essex CM8 2APwww.attireabridal.com

Attire Bridal is solely owned, published and designed by KD Media Publishing Limited. Whilst every effort was made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot

accept legal responsibility for any errors or omissions, nor can they accept responsibility of the standing of advertisers nor by the editorial contributions. The views expressed do not necessarily reflect those of the publisher.

Attire Bridal is published six times a year.

ISSN 1758-0919

@attirebridal @attirebridal @attirebridal @attirebridal

IN WITH THE NEW

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INDUSTRY NEWSREAD ON TO FIND OUT THE LATEST NEWS AND EVENTS IN BRITISH BRIDAL…

MARGOT BRIDAL ANNOUNCES NEW UK STOCKIST One of Israel’s leading haute couture wedding gown designers, Margot Bridal, has recently announced a new UK stockist, Parham House Brides – an award-winning bridal studio in the beautiful Medieval village of Dunster, on the edge of Exmoor in Somerset.

To celebrate the arrival of this new collection, Susan Hinckley of Parham House gathered together a local hairdresser, make-up artist, photographer and model and arranged a photo shoot in the village – taking in the 13th century Luttrell Arms Hotel, the 17th century Yarn Market, the ancient cobbled streets and the magnificent Dunster Castle.

From an ancient city to a romantic medieval village, this quintessentially green English location is in stark contrast to Margot Bridal’s studio up a dusty and sun-bleached side street a few steps from the ancient basalt city walls in Tiberias, Israel.

Margot Bridal gowns are a fusion of vintage and modern styles, a blend of fairy tale looks and daring bodices, intricate hand-stitched details and sweeps of exquisite plain silk; avant-garde, yet comfortable and easy to wear – ensuring each bride can glide with ease through her special day.

Find out more at margotbridal.com

COULD YOU BETHE UK’S BEST SMALL SHOP?The search is underway for the best smallshop in the UK as The Best Small Shopscompetition, managedby the Independent Retailers Confederation

(IRC), is launched to celebrate the commitment and creativity of independent retailers on the UK’s High Streets and the central role they play in their local community.

After successful campaigns initiated by the All PartyParliamentary Small Shops Group in 2011 and 2015 the competition is returning in 2018 and is set to be bigger and better than before. The evolving retail landscape has witnessed numerous high-profile closures of larger stores, but specialist independent retailers can

thrive in this climate by delivering a truly original retail experiencethanks to the passion, service, flexibility and knowledge they offer.

The Best Small Shops competition is a chance to celebrate this unique industry and show customers what makes independent retailers so special.

The competition is open to any UK independent retailer,defined as a non-corporate business selling goods or services tothe public for use or consumption rather than for resale, from a business rated premises in the UK.

The competition will close in early September and 25 of the most impressive applications will be selected for a final shortlist, which is submitted to a judging panel made up of key figures from the independent retail industry. These retailers will be invitedto attend the competition reception in autumn 2018, where thewinner will be awarded the title of Best Small Shop 2018.

To enter the 2018 competition applicants must showcasetheir innovation, entrepreneurial spirit and community ethos by submitting details of their business via the online application form.

Retailers can submit their entry at bestsmallshops.co.uk

Photography: Louise May, louisem.co.uk | Hair: Kyrelle Burton, devonweddinghair.co.uk | Makeup: Jane Dare, eyedomakeup.co.uk | Model: Isobel Shaw | Dresses: Parham House Brides, Dunster, parhamhousebrides.co.uk | PR: Elaine Harrison, elaine-pr.com | Headdress: by The Beetle and The Bird, available at Parham House Brides | Locations: Luttrell Arms Hotel and Dunster Castle

INDUSTRY NEWS

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INDUSTRY INSIDER…We speak to Wendy Wallis, Commercial Manager at True Bride to find out why she’s challenging herself to trek the Great Wall of China

What inspired you to undertake the challenge of trekking the Great Wall of China and have you completed any other worldwide challenges previously?This will be my first challenge overseas. My biggest challenge previously was a half marathon, which raised money for a cuddle cot after my husband and I suffered a still birth. The cuddle cot we raised money for was then donated to Acorns.

Why did you decide to support Acorns as your charity of choice?I was aware of the charity, but until the cuddle cot was donated I didn’t really appreciate what they do. As the largest children hospice group in Europe, the work they do is invaluable. Acorns will be 30 years old this year. They have three hospices based in the midlands and my sister and I are hoping to raise £7,000, which is the running cost of just one day, at one hospice. You can find out more about Acorns at acorns.org.uk

What are you doing to prepare for the challenge?Plenty of walking and hill climbing. Although we only trek 35km, it’s continually up and down… just

google ‘The Heavenly Ladder, Great Wall of China’ for an idea of what we’ll experience.

Are you planning any fundraising events?I have a range of family events lined up over the coming weeks. I also have five opportunities left to sponsor a t-shirt, which I’ll wear while in China. My email address is wendy@truebride.co.uk if anyone would like to find out more.

What are you looking forward to most from the experience?The chance to go and see The Great Wall of China and trek part of it is amazing in itself, but as a result I will be helping families in need.

INTERNATIONAL JEWELLERY LONDON REVEALS SIX JEWELLERY TRENDS FOR SS19IJL trends editor and jewellery expert Paola De Luca has outlined six key jewellery trend themes for SS19 for International Jewellery London (IJL), the UK’s leading trade event for the international jewellery industry.

Her vision includes designs rooted in urban lifestyles, the renaissance of pearls, dark romantic influences and a blending of Art Deco and 1960s Op Art themes. These will be showcased on IJL’s SS19 Trends Catwalk, where Paola will present her detailed forecasts (2nd – 4th September 2018). Paola’s trends are Industrial Core, inspired by urban lifestyles, architecture and redefined industrial materials; I’m Perfection, playing on proportions that creates surreal, optical illusions with geometric and patchwork forms; Neo Classic, classic designs with a twist; Dark Romantic, drawing inspiration from dark forests, magic and mysticism; Op-Coding, a mix between Art Deco styling from the 1920s and the optical art of the 1960s; and Constellation Collective, stars, moons, planets, flying saucers and constellations that will all be captured in sparkling diamonds, especially fancy cuts and shapes.The IJL SS19 Trends Catwalk will showcase key looks and collections. The catwalk will give visitors an in-depth and comprehensive review of SS19 jewellery trends with daily catwalk shows. The show is an opportunity for the international jewellery trade to network and discover the latest industry trends and market developments, which will help retailers and suppliers make the right commercial decisions. Visit jewellerylondon.com

INDUSTRY NEWS

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UK BRIDAL WEEK TO LAUNCH IN 2019 United Fairs, owner of European Bridal Week, Rome Bridal Week and Rome Fashion Week has announced a new annual UK trade event, taking place at the NEC from 12th-14th May 2019.

Event Director of UK Bridal Week is Gary Barbe, previously director of the National Wedding Show portfolio, and with more than 14 years of experience in orchestrating market-leading trade events.

In addition to big bridal brands, UK Bridal Week will include a designer label section and areas dedicated to occasionwear, accessories, menswear and childrenswear, making viewing and buying easy for retailers. A particularly strong feature will be a business advice centre, where retailers and exhibitors can meet experts on a one-to-one basis in a closed, private environment. So far Justin Alexander, Enzoani and Ruby Productions have thrown their support behind the new event. Find out more at ukbridalweek.co.uk

CHARLOTTE MILLS LAUNCHES VEGAN SHOE RANGE Luxury British bridal footwear brand, Charlotte Mills, has just released a capsule collection of vegan bridal shoes.

Charlotte Mills explains: “It’s something we have wanted to do for a long time. We have had brides contact us so many times asking us if we offer a vegan style, as they love our designs, but would not wear a leather shoe.”

Find out more at charlottemills.com

SOMETHING BLUE REBRANDSSpecialist weddings, parties, hospitality and lifestyle agency Something Blue PR has undergone a new identity, website and social media handles. Neil Kent, MD of Chapter Communications commented, “This rebrand represents the next chapter in our development as a company, from a kitchen table start-up back in 2010 to a multi-disciplinary, integrated agency with a growing team and a client list we’re incredibly proud of.”

Find out more at chaptercommunications.co.uk or on social media @chaptercomms

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BRIDELUX ANNOUNCES NEWLUXURY WEDDING SHOWSIn response to the thriving markets for luxuryAsian, LGBTQ and destination weddings, Brideluxhas announced four London wedding shows tocater for couples in these markets.

The inaugural Bridelux Asian Atelier will takeplace at The May Fair Hotel, London on 6th and 7th

October, 2018, and will present the finest South Asian artisans combined with prestigious brandsfrom the western wedding industry.

The May Fair Hotel will also be the venue for the third annual Bridelux Destinations show taking place on 6th and 7th April, 2019.

The UK’s first luxury LGBTQ wedding show entitled Pridelux Atelier will take place at the iconic Shangri-La Hotel in London on 22nd and 23rd

March 2019.In addition, Bridelux will also be presenting its

first ever Symposium Conference for weddingprofessionals at the Boutique Ham Yard Hotel on 18th-20th October, 2018. Find out more at bridelux.com or on social media @brideluxofficial.

FASHION RETURNS TO HARROGATE IN STYLEFrom 29th-30th July, the fashion industry made its long-awaited return to the beautiful spatown of Harrogate with the inaugural Harrogate Fashion Week. With an overwhelmingly positive reaction from exhibitors and buyers, it was clear that the northern exhibition hadbeen greatly missed.

Taking place early in the buying season, the trade only, two-day event showcased highquality, niche brands for independent fashion retailers.

The Harrogate Convention Centre was the perfect venue for the show, with the location proving a popular choice among exhibitors and visitors alike. Inside the halls, organisersSarah Moody, Wendy Adams and Stephen Dixon had created a beautiful environment for brands to showcase their new collections. Brodie Cashmere commented, “We saw all thecustomers we had invited to the show and we had plenty of orders placed. The show itself was great, the layout and lighting worked so well, everyone’s products looked their best.”

With such a successful return, the organisers are already working towards the next show,taking place 27th to 28th January 2019, with the aim of growing the show to four halls withinthe Harrogate Convention Centre. For further information on exhibiting, please contact Sarah Moody on sarah@harrogatefashionweek.com or call +44 (0)1423 623 701.

Proud to be an independent, UK family run business.

Striving to support our stockists in an ever changing industry

Visit us in Harrogate on Stand C9/10www.phoenixgowns.co.uk www.daniellecouture.co.uk www.envybyphoenix.co.uk

EXPERT ADVICE

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Aisle STYLEMaria Ryan of Catherine Parry Bridal offers retailers her top tips when attending the Harrogate Bridal Show

I can’t believe it’s that time of year again! The past 12 months have absolutely flown by, and in just a few short days the lovely spa town of Harrogate will be taken over once again by the bridal industry.

Do your prep!In my opinion, boutiques, manufactures and designers alike have all had a tough year. Therefore, before attending the trade event, it would make sense to consider the offering of your boutique. Is it working for you? Are you down on sales? Have you identified any reasons why you might be losing sales? What are brides saying when they leave without buying? Don’t be afraid to call them and ask if they have found their dress elsewhere, as they could provide valuable feedback for your store. Make sure you communiate this information to your suppliers!

I think one of the most useful things to do as part of your prep is to make appointments with the labels that you want to meet and write down the questions that you want to ask them. It is all too easy to get distracted by the free bubbly, catwalk shows and other on-stand entertainment.

Be brave!It certainly is a buyer’s market at the moment so don’t be afraid to challenge suppliers if you’re not happy. If the minimums are too high, and you aren’t overly impressed with the latest collection – then don’t buy it! Retailers can be afraid of losing labels to their competitors, but if you don’t think you could repeat on the dresses, then why would the shop down the road?

I think it is also a good time to consider why you buy from certain labels. Is it their name or a sense of loyalty? Was there a time when a certain brand would pull the brides in? Is

this still the case? Often the brands with the huge marketing budgets will also have huge minimums. If it is working for you – great! But if not, then why continue to fill your boutique with samples because the label used to ‘pull them in’. Or have you had the label since you opened and are loyal to them? Whilst honourable, if your brides aren’t buying those dresses, then it makes no business sense to keep the label for you or the supplier. Who’s to say you can’t go back to them in the future!

Innovative workingBrides are not the same as they once were, and the way people shop in general has changed dramatically. Our industry can be perceived to be a little stagnant, so Harrogate is the perfect place to discuss with your designers what we – as retailers – could be doing differently to drive more brides to our boutiques. We can no longer ignore the impact that high street chains are having on independents. While we can’t operate in the same way as them, there are lots of things we could be doing; such as being more confident to sell dresses off the peg. Indeed, by having best sellers in stock and competitive pricing, it’s easier to replenish your stock.

Tackling preconceptionsWhile it is lovely to watch lots of the fly-on-the-wall bridal programmes on at the moment, these are not representative of most boutiques in the UK. There are far more boutiques selling dresses around £1,000 than £2,000 plus. With such programmes, is there any wonder that brides assume boutiques are pricey and cannot compete with the high street, when in most cases we can! We need to find a way to ensure that brides know what they can expect when visiting an independent boutique, including what they can expect to spend.

Ask your labels what they’ll be doing to drive brides to your stores, and how these perceive the current challenges, and their response to them.

Don’t do too much in one day!I’ll never forget my first Harrogate – it was wonderful… and exhausting and overwhelming! Trying to decide on the labels and the dresses, while staying within budget is really tough. Designers understand that you may need time to look at photographs and pricelists and make your shortlists, so you are not buying four different versions of the same dress across your labels. If you have done your prep before attending, then you may well have an idea of gaps in your stock and price points, which should help during the show.

Seminars and socialisingAs a former retailer, I would always try and make time for the seminars. You can pick up tips from industry experts, but they are also really useful to find out some of the issues boutiques from other areas are dealing with. In addition to this, visit the champagne bar and go to the parties! Spend time with lots of like-minded people who are trying their best in the same way as you. Learn from each other. Often in this industry only those with the loudest voices, or appropriate platforms are heard. Whilst it is again useful to take on board what they are saying, they may be so far removed from your business that it can lead to you feeling even more isolated. I guarantee there will be lots more business owners like you.

CONTACTCatherine Parrycatherineparrybridal.com

“As a former retailer, I would always try and make time for the seminars. You can pick up tips from industry experts, but they are also really useful to find out

some of the issues boutiques from other areas are dealing with.”

BRIDAL TRENDS

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We speak to talented designers from around the world to find out what the key trends will be for 2019 and 2020 brides

KOBUS DIPPENAAR, DESIGNER, ANNA GEORGINAannageorgina.co.za

“We’re definitely going back to demure! Brides will want to cover up, but don’t get me wrong – they still want to look and feel sexy. So now it’ll be about showing off their figures, with higher necklines and tighter dresses in mermaid and fishtail silhouettes. Elastin is playing a new role in wedding fabrics because of its stretchy nature – it shapes, lifts and smooths. And I’m loving what’s happening with laces – they’re a lot more metallic, adding dazzle that is bold and unexpected. And while ivory will always be a go-to colour, I do think we’ll see some trend-conscious brides choosing gowns that have champagne or blush underlayers, which is wonderful for the creative designer!”

SARAH BARRETT, OWNER AND CREATIVE DIRECTOR, LYN ASHWORTHlynashworth.co.uk

“My prediction is towards clean lines and crisp fabrics. Lace is continuing to be as popular as ever, and is so flattering. However, we are designing more beautiful plain dresses too. Stunning fabrics such as Mikado, silk satin crepe, satin organza, chiffon and classic silk organza are all used to create exquisite shape and form, rather than the 3D appliqué detailing we saw so much of last season. With simplicity, the fit is imperative: when creating a completely plain design the skill is in the precision to achieve that flawless finish and pristine silhouette.”

ForwardPLANNING

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ELBETH GILLIS, DESIGNER, ELBETH GILLISelbethgillis.co.za

“In the last few years we’ve seen quite a bit of skin – lots of nude-looks and lace tattoos. I think Meghan Markle’s gown has set a new tone, brought in a new era, and this one focuses on sculptural lines that accent an overall form that is feminine and striking. We’ll always have lace, but I think lace will be an embellishment to tell a story. The trend is now towards a timeless Audrey Hepburn or Princess Grace-like effect.”

CHRISTINE DANDO, EXECUTIVE DESIGNER AND CREATIVE DRIVING FORCE, DANDO LONDONdandolondonbridals.com

“The recent royal wedding has bolstered the number of brides seeking figure-flattering gowns of elegance.

“The trends are all about the bride looking amazing from every angle – this means deep necklines, low backs and the all-important ‘derriere’. Fluid fabrics of quality and weight, lined with silken jersey for comfort, ease of movement and fit, take a bride effortlessly from formal ceremony to dancing to dawn.

“Brides will be looking for tasteful embellishment on gowns that is of the highest quality. Pearls, sparkle and sequins all catch the light and reflect on a bride’s skin with a soft, luminous light.

Key fabrics will be crepes, lace and the finest tulle in varying guises – chic, contemporary and eminently wearable with comfort and supreme elegance. Matching veils of soft tulle will be long, long, long, as brides seek to add the perfect ‘frame’ to the silhouette created by their gown.”

BRIDAL TRENDS

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LYDIA SAYLES, CREATIVE MANAGER, TRUE BRIDEtruebride.co.uk

“Will we see another season of sexy glam and all things slinky, or will there be a redirection towards a clean, simple look inspired by the ultra-elegant Duchess of Sussex? I think we’ll find both. Lace is such a romantic look that I don’t think it’s going anywhere, but we may find it paired with simpler fabric such as satin or georgette.

“All focus will be on the sleeve, whether it’s a fitted crepe sleeve or a whimsical tulle covering. While many brides still desire the traditional veil look, it is no longer the be-all and end-all accessory. Brides are now looking for more stylish accessories to add coverage, such as barely-there capes or veil-like capelets that cascade from the shoulders. In terms of shape, a strong look for 2019 will be the dramatic hourglass silhouette. At True Bride we’ve given many of our dresses structure and expert construction to create a sexy edge.”

SASSI HOLFORD, DESIGNER, SASSI HOLFORDsassiholford.com

“In my opinion, stripped back modern lines, interesting necklines and a matt sheen on fluid fabrics will be the key trends for 2019 and beyond.”

ALDEN MISOLAS, DESIGNER, MODECAmodeca.com

“We’ve embraced the key trends in all of our 2020 collections. Indeed, Modeca Collection will be filled with simple and straightforward dresses with attention on delicate details, mixing soft and voluminous fabrics. Crepe and chiffon will be joined by satin, Mikado and taffeta, which creates big skirt silhouettes. Additional lace applications adds further romanticism.

“For Modeca Curves the gowns will feature soft tulle, lace overlays, chiffon, crepe and taffeta, while there will be delicate beadwork on lace applications. Skin will still be on show, but in a discreet manner.

“Finally, Le Papillon by Modeca will be bathed in blooms – think flowing dresses in soft tulle. Ivory lace is plentiful in this collection, with coloured flower applications as well as delicate beading.”

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Back to the FutureCaroline Weisters from Platinum Bridal Fabrics discusses how independent retailers can help their brides to embrace one of this season’s hottest trends – beautiful back features

Although there’s not a Michael J. Fox, Doc or clock tower in sight, we are focused on the future with trend spotting and we’re delighted to see the new focus on the back of wedding dresses. Tipped to take the breath away with one turn, it’s a part of the dress that the wedding party is going to be looking at for a significant part of any ceremony. A back feature can add high drama to any big day ensemble so here’s a few to consider when dressing your brides…

Use your illusionAn illusion back has to be the go-to feature for a combination of romanticism and drama. The use of illusion tulle to give the impression of exposed skin can then allow the placement of appliqués, lace or trim to great effect. A full illusion back with leafy lace (very on trend) climbing from the waist can be a devastatingly gorgeous statement. Indeed, any beautiful lace can be showcased against an illusion tulle, be it a daring baroque style or a pretty floral delight. The use of the scalloped edges of the lace or a lace trim can be used to create any shape, securing a sensational yet sophisticated look. The placement of lace appliqués over the illusion tulle can also allow for ‘floating’ motifs to be placed on the illusion tulle – perhaps an opportunity to complement or conceal a tattoo?

Va va voomAre your brides after something sexy? If they dare to bare, the exposed skin of the back, either in a deep ‘V’ or a scoop, can be framed with the most gorgeous of trims or lace. Allow the uneven edges of the lace to inch over the skin to create a striking aesthetic. Alternatively, a Chantilly lace trim can prove the perfect frame and blend the edge of the dress beautifully into a plainer silk or chiffon style. Adding a crystal trim can add the longed-for glitz and glamour to a sleek dress, and ensure heads are turning when it comes to the back.

Through the keyholeKeyhole back wedding dresses may appeal to your brides. After all, who doesn’t love the way the skin peaks through the edges of the lace before the keyhole becomes defined? A back feature of this nature can add that ‘je ne sais quoi’ to any dress shape, from fit and flare to A-line and everything in between, depending on the fabric and details. This elegant trend is further complemented when combined with a high neck, very Pippa Middleton but also very 2019!

Pannewitz Couture

Boho chicThis is an enduring style across any bridal range and will suit anyone who simply loves the natural aesthetic. The bohemian look has seen a resurgence in recent years – though it never really went anywhere – and beautiful back details are enhancing the look. The use of geometric guipure trim is being used to embellish the often floaty and whimsical dresses and we’re just loving the trend for a deep lace ‘V’ into a drop waist gown. Geometric guipure with a narrow repeat across the back, or a sweeping soft georgette fabric embroidered to create a Broderie Anglaise style of lace, is at the forefront of the boho back.

If boho doesn’t appeal to your brides, and there’s a desire for a bit of bling, the choice of some sweeping beads across the back is trend that’s burgeoning in 2018/19. From a couple of lines of diamanté-laden strings to a full set of pearls skimming over the skin, the look is arresting and alluring. Beaded strings can also adorn the back vertically – quite a sexy look as sections of the skin are revealed as the bride shimmies down the aisle or shakes it on the dancefloor. The strings of beads can attach to motifs or appliqués on the shoulders, or complement a deep cowl.

FABRICS

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A new approachWe’re seeing more and more dresses challenging the ‘norm’ of bridal style, and the back is a great place to experiment. Playing with shape and structure allows a criss cross of trim or fabric across the back, or a solitary lace panel or trim leading up to a halter neck. These styles are all in evidence on the fashion catwalks and on the bespoke couture circuit. We just love the look of a single line of heavy crystal trim reaching from the nape of the neck all the way down to the lower back – a pointed design choice. Experiment with asymmetrical looks like a one shoulder piece, asymmetrical bow placement or crimped tulle detail. For those considering how to go about creating a beautiful back feature, we’ll let you into an industry secret – choose a large single appliqué! With a selection of beaded, corded and sequin embellished appliqués, creating the wow factor is just too easy! Heavily embellished diamanté-laden pieces or bodices, beautifully embroidered pieces on tulle with heavy or delicate cording are a quick and easy way to create the couture look every bride wants.

Delicate designsLast, but certainly not least, let the lace do the talking. A full panel on the back allows the design to be showcased without fabrics or layers of tulle to contend with. Design details like intricate lace panels are a dream for the modern bride. Even minimal shapes like a column

gown or slip dress can come with an attention-grabbing back – it only takes a few considered accents to give a subtler dress outstanding quality. Three-dimensional floral lace can adorn a sheer back panel to perfectly set off the sleek and subtly flared design. A light and delicate Chantilly lace can drape delicately over the back, or a whimsical and romantic Raschel lace can be gathered up to the shoulders and clasped with a crystal motif. An embellished lace with beads and sequins can add a subtle glimmer or encourage your brides to go all-out and adorn the back panel with diamantés, beads, pearls and sequins. Whatever their preference, lace choices abound.

CONTACTPlatinum Bridal Fabrics+44 (0)1254 873 333bridalfabrics.co.uk

Atarah Bespoke

KMR Bespoke Bridal Designer

“We’re seeing more and more dresses challenging the ‘norm’ of bridal style, and the back is a great place to experiment.”

VEILS

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Leading veil designers and manufacturers chat to us about the key trends for the coming seasons

Going to GREAT LENGTHS

2019 TREND FILE• Longer lengths

• Lace edging

• Over-the-shoulder

• Blushers

• Monograms

• White

• Feathers

VEILS

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Nilah, nilah.com

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KAREN ROBB, KAREN DORNELLIEkarendornellie.com

What can retailers expect from your 2019 collection?I am working on some new designs, which have been inspired by my current bridal orders, photoshoot projects and also as a result of the royal wedding. These are ruffle-edged with frayed silk, lace edged and I am also investigating a more eco/ethical/vegan route as I have had a few queries regarding this from brides. It’s proving tricky, but I love a challenge. I created a cruelty-free dress and veil for a lovely client this year, so that started me off, but I have so much more to achieve to get this right for forward-thinking brides of the future.

What do you predict the key veil trends will be for S/S19?After the royal wedding long statement veils will be the key style for a lot of brides – either with or without lace depending on the dress style. A lot of veils are now also getting more creative with laser cut flowers and glitter or coloured tulle.

If you were given the chance to dress Meghan Markle for her wedding to Prince Harry, which of your veils would you have put her in and why?At the moment I have two veils that would hit the ‘Meghan’ style – Amy and Tracey. Indeed, Tracey is fast becoming my new best seller and most brides opt for the sample length, which is approximately 1.5m. It is easy to wear and the shaping provides a stunning frame for the face and hairstyle. It has a delicate lace scallop edging with pearl and is also available in a finer edge with glass bead detail. I also have a new lace veil that will be announced in the autumn. It has a more ‘leafy’ lace and will be very long – although maybe not 5m! Having said that, as all my veils are handmade I can make them as long as the bride requires.

KIRSTY GRIFFITHS, LILY BELLA lilybella.co.uk

What can retailers expect from your 2019 collection?We are finding our birdcage veils have really started to increase in sales again, especially feathers, so we have created a fabulous new range of feather vintage-style birdcage veils.

What do you predict the key veil trends will be for S/S19?French net for us is still our top seller, so we can see this pretty vintage style being a key trend for 2019. As mentioned above, feathers are definitely back!

If you were given the chance to dress Meghan Markle for her wedding to Prince Harry, which of your veils would you have put her in and why?I think she would have looked fabulous in our Bandeau veil with a little bit of timeless vintage style.

What’s your current best-selling veil and why do you think it’s been so popular?Our best-selling design is a classic birdcage veil, which wholesales at £16, RRP £17.95. We hand make all veils in our Buckinghmashire studio and have done since 2009. It’s so popular as it’s lightweight, offers fabulous French net quality and is easy to wear with our huge selection of add on flowers, combs, clips, pins and feather hairpieces.

VEILS

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TWILIGHT DESIGNS LTDtwilightdesigns.net

What can retailers expect from your 2019 collection?We recognise that while trends are always changing, our collection is so versatile that it remains current and popular with retailers. Single-tier veils as well as blush and champagne colours have now been added to the range.

What do you predict the key veil trends will be for S/S19?Following the royal wedding we think that lace-edged veils will become popular. At present we hold a comprehensive range of veils ready to meet the needs and demands of ever-changing trends.

Which of your veils would you recommend if brides are looking to recreate the ‘Meghan Markle’ look from the royal wedding?We have a wide range of lace-edge veils that would contribute to recreating the Meghan Markle look such as TLV8089, TLV8073, TLV8064, TLV8065, TLV8050 and TLV8048. All of these come in 126” length.

What’s your current best-selling veil and why do you think it’s been so popular?Our TLV 8012 is a stand-out seller. It has a delicate crystal edge, is reasonably priced, high quality and even in a longer length is truly stunning. This style complements most styles of wedding dresses and it tends to be the retailers’ go-to veil.

NILAH PETSCHELT, NILAH & COMPANYnilah.com

What can retailers expect from your 2019 collection?Our 2018/2019 Royal Collection features veils that represent and symbolise notable royal women in history with beauty, brains, power and influence.

What do you predict the key veil trends will be for S/S19?We are predicting that there will be an increase for drop, cathedral, and non-traditional over-the-shoulder veils.

Which of your veils would you recommend if brides are looking to recreate the ‘Meghan Markle’ look from the royal wedding?To recreate the ‘Meghan Markle’ look, we recommend two of our newest veils. Corina is a drop veil featuring a delicate ivory Italian lace edge, while Amina is a cathedral-length design, trimmed in three different types of delicate ivory, blush pink Italian laces and adorned with delicate Swarovski crystals.

What’s your current best-selling veil and why do you think it’s been so popular?Our most popular veils have recently been a variety of our cathedral design, whether they are plain edged with scattered crystals, or trimmed in our delicate laces.

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ALAN DICKS, ELIZABETH DICKENSelizabethdickensveils.co.uk

What can retailers expect from your 2019 collection?The new collection is relatively small as we have a huge stock of veils and tend not to discontinue styles unless we are unable to obtain the components. New designs include a crystal bugle beaded edge, that has been incorporated into other new styles, as well as a sequinned fabric in a trellis style, creating a long statement veil. We are finding a demand for horsehair/crin-edged veils due to the popularity of the trim on the bridal gowns.

What do you predict the key veil trends will be for S/S19?Long veils up to six metres long will be popular with brides due to the royal wedding wedding, as well as more elaborate veil designs. Bridal gowns are becoming plainer, and this allows brides to have more intricate veil designs.

Which of your veils would you recommend if brides are looking to recreate the ‘Meghan Markle’ look from the royal wedding? Any of our soft lace-edged veils can be made with a custom length and width for a soft and understated, yet regal impact.

If you were given the chance to dress Meghan Markle for her wedding to Prince Harry, which of your veils would you have put her in and why?If we dressed Meghan, we would have chosen our stunning and stylish Bettina design – a wide satin banded veil.

Our most popular design at the moment is Vogue. This has beautifully beaded appliqués and a scalloped edge that’s delicately decorated with pearls and crystals.

ANN GUISE, ANN GUISE SILK WEDDING VEILSsilkveil.com

What can retailers expect from your 2019 collection?I’ve always made bespoke veils, but after many requests from retailers and brides, from all corners of the globe, I’ve decided to branch out. I now also have a ‘made to order’ collection of silk tulle wedding veils with a choice of French lace edging. These are oval, un-gathered veils, which the bride can ‘play around with’. She can try it on, fold it, gather it and wear it exactly to suit her outfit and hairstyle. This gives the bride more flexibility to design her own look.

What do you predict the key veil trends will be for S/S19?Brides are becoming more original with their style. Personalised embroidery and beadwork is very popular. Monograms work on a plain or ornate veil and adds that bit of individuality.

Longer veils have that romantic, ethereal quality and are continuing to be a very popular length. I am also having many requests from brides for white silk tulle veils. It’s creeping back in popularity after coming second to ivory for so long, and that was before Meghan Markle’s wedding.

Which of your veils would you recommend if brides are looking to recreate the ‘Meghan Markle’ look from the royal wedding?Definitely a long drop veil with embroidery, delicate lace or appliqués around the edge. The length of Meghan’s veil isn’t practical for most brides, however the drama it creates makes it so appealing.

What’s your current best-selling veil and why do you think it’s been so popular?Catherine Middleton had a huge influence on the popularity of veils and her chosen style is still the most requested veil. It is versatile and is a comfortable length for many brides. It is also a more manageable length to wear after the ceremony. It works with a vintage or boho look with flowers in the hair, or can be worn with an elegant structured gown and a fabulous diadem. A lace-edged drop veil can also be worn as a wrap after the wedding.

www.karendornellie.com | 01983 525234 | 07972 819854

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Hair vines, birdcage veils and over 100 bridal belts. From £16 (Kiki Hair Vine £35)

Visit us on stand C78 at The Harrogate Bridal Show

SHOWS

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IT’S SHOW TIMEOUR BRAND NEW EVENTS SECTION STARTS HERE!

97 International Jewellery London Sourcing sparkles in the capital

69 So spa so good Bridal buying in Harrogate

103 Textile Forum The one-stop fabric shop

67

FOX BRIDAL UK

AUTUMN FAIR

69

As the pretty spa town of Harrogate prepares to open its doors to the bridal trade, we take a peek at the new collections gracing the aisles of this year’s show

HARROGATE 2018

SHOWS

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Ladybird

THE HOUSE OF NICHOLASwww.thehouseofnicholas.co.uk | info@thehouseofnicholas.co.uk | +44 (0)208 802 1399

HARROGATE 9-11 SEPTSTAND Q4

HARROGATE

FACTBOX Show: The Harrogate Bridal Show

Venue: HIC and surrounding hotels

Date: 9th-11th September, 2018

Opening times: Sun 9.30am-6.30pm, Mon 9.30am-6pm, Tue 9.30am-4.30pm

Website: theharrogatebridalshow.co.uk

The Harrogate Bridal Show is a relatively new name for an exhibition that’s been a mainstay of the British Bridal Industry for years. While the spring edition of the show has evolved and relocated to London, the autumn edition has stayed true to its roots and continues to attract retailers from all over the country to place orders, network and keep their fingers on the pulse of the current trends.

Product categories range from bridalwear and veils to men’s accessories and suits. Prom and occasionwear is also well supported at the show.

A full fashion programme will run alongside the exhibition, with catwalk appearances from a variety of leading bridal brands. There are also plenty of opportunities to catch up with friends and colleagues after hours. On Sunday 9th September, there will be a complimentary drinks reception from 6pm in the Royal Hall before the last fashion show of the day at 6.30pm. In addition, The BBSA will be holding their annual party later in the evening, while the annual Bridal Buyer Awards takes place on the Monday night.

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To view our collections please contact Deisy on

01634575672 / 07903957021

sales@deisyscouture.co.uk | www.deisyscouture.co.uk

Available in the UK

HARROGATE

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STAND AND DELIVERPlan your route around the show with our essential guide to this year’s exhibitors

SPECIAL DAYspecialday-ireland.com

What: Special Day will be showcasing its 2019 bridal and bridesmaid collections as well as the Isabella and KoKo communion collections. There are over 40 new styles across the two bridal collections, which range from classic, crisp Mikados to sumptuous ball gowns fit for a princess. Colours include ballet pinks, coffee and blush tones with intricate beadings and embellishments. Statement layered skirts and detachable trains add a touch of glamour.

The firm’s Beautiful Bride Plus collection, which is designed especially for the fuller figure, includes some romantic organza dresses with beaded bodices as well as ball gowns with sparkly tulle skirts. There will be 20 new BB plus styles on show at Harrogate this year.

The Diamond collection of bridesmaids has over 40 new styles added this season, with silhouettes ranging from ’50s-inspired tea-length gowns, to soft flowing chiffon dresses. Special Day has also introduced a new Mikado fabric, with colours ranging from soft blush tones to rich royal blues. Matching flower girls and teenage dresses are also available in the Diamond collection.

The Isabella and KoKo communion collections have a wide selection of beautiful dresses in tulles, laces, Mikado and satins. Beautiful intricate beading with pearl encrusted collars give just the right amount of sparkle.

Where: Stand Q8

ENVOGUE BRIDAL ACCESSORIESenvogueaccessories.com

What: enVogue will be showcasing around 200-300 pieces at Harrogate this September, including its 2019 collection of accessories and veils, as well as its entire line of carry-overs. The firm offers a broad range of finishing touches for the bride and her bridal party including belts, capelets, garters, gloves, sandals, hair accessories, jewellery, headpieces and veils.

Where: Stand A38

Special show offer:

10 dresses for the price of

eight across all its collections.

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PAUL ZENIpaulzenibridal@gmail.compaulzenibridal.com (live from September)

What: The experienced design team at new bridal brand Paul Zeni has been busy preparing its debut range of exquisite bridal gowns. With around 40 designs, the collection will comprise a range of different shapes and styles to appeal to most brides, made from the finest fabrics and with high-quality embellishment. The design team has been instrumental in the launch of many successful bridal collections in the past and is excited to be part of this great new label. If you’d like to be a founder stockist, pop along to the stand, or view eight of the gowns on the catwalk at the fashion show.

Where: Stand Q40

DYNASTY BRIDAL dynasty.london

What: Dynasty London will be unveiling its new bridal range for spring and summer 2019 featuring sophisticated designs influenced by classic Dynasty silhouettes. These elegant bridal gowns are designed with intricacy for the modern 21st-century bride.

Whether your brides prefer to draw attention to their shape, back, sleeves or train, you’ll find a gown to suit. Attention to detail is key and each design is adorned with beaded lace and appliqués to give a twist on the traditional bridal dress. Dynasty’s use of macramé patterns sculpt the body and add simplicity to its silhouettes. The collection debuts a mix of shapes and fabrics, from flattering fitted bodices to layered skirts and trains.

Where: Majestic Hotel

HARROGATE

79

KNIGHTSBRIDGE NECKWEARknightsbridgeneckwear.com

What: Knightsbridge Neckwear was founded by Darren Farrell in 2007. Speaking to editor Demelza Rayner, he says, “It was born out of my father’s love of the most famous corner shop in London, where that shop happened to be situated and his fondness of Britain in the 1960’s. This decade, together with my love of all things retro, gave me the inspiration to start putting together my first collection.”

The family-owned brand offers bridal retailers its stock service collection of gents’ luxury British-style products including braces, cufflinks, tie-clips and waistcoats. Signature styles include paisleys, ghost florals and solid colours using abstract jacquards. Retail prices range from £15-£65. Speaking about future trends, Darren says, “I see all shades of burgundy and rose colours being strong for AW18 and through 2019 using more daring fabrics and prints.

Where: Stand B5

SHAMALI BRIDALS shamali.co.uk

What: The “Shamali” collection was inspired by a life-long ambition to create high quality, distinctive gowns for today’s bride.

With a wealth of experience spanning more than 30 years in design and pattern cutting, and having been privileged to work with some very high-profile personalities and nobles, Shamali has been put her heart and soul into her collection and this has resulted in stunning wedding dresses showcasing effortless style.

Shamali’s inspiration comes from the finest fabrics and lace to which she adds her own hand beading. Each gown has its own inimitable style from the recent past creating a sense of nostalgia and timelessness.

Shamali’s latest collection, Finesse, will be presented at Harrogate this September. The dresses are all hand finished in the United Kingdom.

Where: Stand Q35

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MODECAmodeca.com

What: Modeca will be presenting its Modeca and Papillon by Modeca 2019 collections to retailers visiting the Harrogate Bridal Show.

Inspired by a luxury, dreamy and passionate spirit, the 2019 Modeca collection captures the true soul of Dutch Design. Created for the feminine bride, looking for romantic and boho designs for her big day, this collection features stunning A-line gowns, ballgowns and figure-hugging silhouettes.

In addition, Modeca Collection Curves is a relatively new addition for the brand, available in sizes 44-62 (EU). These bridal dresses are bang on trend, with fashion-forward illusion necklines, mermaid silhouettes and a clever inside design that’s designed to make the bride feel secure and comfortable.

The 2019 Le Papillon by Modeca collection is designed for a bride with a young and enchanting approach, and these sophisticated dresses are simply beguiling. High-quality and light fabrics, gorgeous applications with flower elements or phoenix like elements create wonderful gowns; deeper necklines and attractive back lines underline the feminine side of the bride without missing the aspect of grace and elegance.

Where: Stand KS10

VICTORIA KAYvictoriakaygowns.co.uk

What: Following on from last year’s hugely successful show ‘VK By The Sea’, Victoria Kay will be bringing enchantment, wonder and magic to its Harrogate stand this year. With dresses from seven different collections including Bridal Buyer Awards Finalist ‘Beauty’ – its dedicated plus sized collection – there’s something to suit every bride. Lace, bling and classic cuts are abundance throughout the main collections this season, while its two budget collections also get the magical treatment. Gowns are available from as little as £149, making it one of the most affordable collections on the market.

Where: Stand A15/36 and A37

For stockist enquiries please contact 020 7871 2299

paulzenibridal@gmail.comWEBSITE GOING LIVE SEP 2018 www.paulzenibridal.com

Paul Zeni Bridal will be launching

their premier collection at

The Harrogate Bridal Show Stand Q40

9th - 11th September 2018

and will also be featuring on the Catwalk

STOCKIST OPPORTUNITIES AVAILABLE

2018 collection of hair accessories and jewellery available now We reward our customers with cashback

Strictly to the trade only

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www.starletjewellery.co.ukinfo@starletjewellery.com | 020 8004 8883

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www.loveitsomuch.net pamela@loveitsomuch.net | 01529 461354

REFRESH YOUR STOCK BY ADDING DAZZLING TRIMS IN MINUTESWe also supply sashes.

HARROGATE

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VEROMIAveromia.co.uk

What: The Veromia Group will be showing a range of labels at Harrogate this September including Veromia Bridal – a mid-priced collection of beautiful bridal gowns, Sonsie Bridal – a multi-award-winning mid-priced collection of curvy bridal gowns, and Veromia Bridesmaids – a well-priced collection of bridesmaid and flowergirl gowns. Also on display will be Dress Code and Dressed Up – a mid-priced Mother of the Bride and a curvy MOB collection, as well as Veromia Occasions – aimed at wedding guests.

Speaking about the show, Vivien Felstein says, “We love The Harrogate Bridal Show as it enables us to showcase our brands to a large audience, especially as we participate in the fashion shows. It also gives us the chance to meet our valued stockists and to sign up new stockists.

“We have been exhibiting at this show for the past 18 years, from when it was mid and main season show to now. This show has an amazing buzz about it and never stops being a wonderful show to be at.”

With well-priced dresses in all collections, Veromia will be showcasing some stunning new bridal, bridesmaids and occasion wear. Moreover, there are no minimums on its bridal collections. Bridal gowns start from £199, bridesmaid dresses from £59 and occasion wear from £65.

Where: Stand Q6

Special show offer:

Buy five bridal gowns and get

the sixth one free.

Special show offer:

Free best-selling bridesmaid dress

with every bridal order.

FOX BRIDALfoxbridal.com.au

What: Aiming to brighten your day at Stand M34 is Fox Bridal UK, with two stunning bridal collections for 2019.

Jean Fox is following the signature themes of ‘Yesterday, Today, Tomorrow’. The collection features some bold, classic silhouettes, on trend necklines, crepes and lace trains as well as colour and texture that will see us well into 2020 and beyond.

Purple Fox offers a slightly different approach – light and comfortable without the heavy, weighted structure that many designers have favoured over the years. The focus is on flattering the form rather than trying to change it, so clever design wins over heavy corseting. Delicate beading adorns whispers of colour, while remaining sleek and supremely wearable.

Where: Stand M34

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LADYBIRDladybird.nl/en

What: Ladybird recently reported a 42.7 per cent increase in brides’ orders and the introduction of two new collections, Ladybird Transparent and Ladybird Royal, taking its total to 12 collections that retailers are able to buy from with no restrictions and minimums.

Ladybird offers a vast selection of styles retailing from £450 - £1860. This vast choice of both styles and price points has to be part of their success and appeal. “We believe that if a brand sells then setting a minimum is irrelevant, because retailers would/should buy. Likewise, if a brand is not working then retailers shouldn’t be buying no matter what conditions the brand imposes. Let’s not be shy, we are all in business to make money. That’s why at the Harrogate Bridal Show we are not offering ‘show deals’ as we offer a great deal every day with quality product, flexible payment terms, free dresses and much more, forming a solid business package that is engineered to help all our stockists be profitable with our brand,” says Richard Lill – Ladybird UK Business Development Manager. For more information, contact the Ladybird UK Office on +44 (0)1423 876 380 or +44 (0)7767 351 270.

Where: Stand M22/23

TRUE BRIDEtruebride.co.uk

What: True Bride will be showing an impressive seven collections at Harrogate this September, including Brighton Belle, True Bridesmaids and Luna Collection by Nicki Flynn.

Known for its beading and vintage feel, the True Bride collection is as expected – super sparkly and super stylish. But there is a softness this season with romantic tulle ball gowns, some layered with glitter and others encrusted with lace. Fluid crepe gowns are decorated beautifully for a plainer look with an edge, while a striking satin fishtail is accessorised with a lace veil-style cape for maximum drama.

In True Bridesmaids, a brand new crepe shade – Purple Grey – will be unveiled, while gowns are given a touch of tasteful glamour with crystal embellishment.

Essentials by True Bride goes back to basics this season, with the introduction of a capsule collection – all designed to retail under £200. This select collection of dresses has been thoughtfully designed with cost in mind, without compromising on style. A trendy package of belts can be mixed and matched to jazz these simple dresses up. Even better, the collection will be offered with a six week delivery time on 10 limited colours. (For all other shades, standard delivery will apply).

The dedicated tea length collection – Brighton Belle – gets a sassy update this season with a clean, elegant look inspired by style icons Audrey Hepburn and Grace Kelly.

Now in its second season, the plus size bridal collection – True Curves – has been given a heavy dose of vintage glamour.

Where: Stand A22

The Harrogate Bridal Show9-11 September 2018Visit us on Stand Q35

Stockist enquiries: sales@shamali.co.uk

HARROGATE

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SASSOsassobride.com

What: Bohemia by Sasso is a brand new capsule collection made from a bamboo rayon mix.

Artfully handcrafted by the ‘Women Artisans of Bali’, the venture is giving work and skills training to women in remote areas, where they are primary caregivers in the home and childcare is non-existent. It is giving these women economic independence, self- esteem and empowerment as a contributor to the family home. The pieces are made entirely by hand without electricity, so no machine can match the unique quality of these pieces. In addition, the production process is carbon neutral, which means it’s good for the environment too.

“With a nod to all things boho, we want our collection to work throughout the seasons and to encapsulate a laid back feel and style for brides in 2019,” says designer Elaine Carter.Also on display at Harrogate will be soft, floral-inspired headpieces as well as a new millinery range from brides called French fancies.

Where: Stand KS4

THE HOUSE OF NICHOLASthehouseofnicholas.co.uk

What: The House of Nicholas was launched in the ’50s, and is still going strong today, carrying the same ethos now as it did then – that is to produce a first-class product, at an affordable price, complemented by reliability and a stellar customer service.

This year’s collection features 50 new dresses, with styles ranging from full princess gowns with beautifully beaded laces, to A-line shapes in mikado and sophisticated brocade, to sleek, straight gowns with hand beading.

Coloured embroidered lace is part of the firm’s tea-length collection, as is chiffon, appliquéd tulle and appliquéd brocade.

“We like to consider our collection as ‘affordable lux’, and look forward to seeing our loyal customers and meeting new ones,” says Katia Charinfo.

Where: Stand Q4

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TWILIGHT DESIGNStwilightdesigns.co.uk

What: Twilight Designs will be launching its new collection at The Harrogate Bridal Show, bringing its complete range in excess of 200 pieces. The designs offer versatility, making the range suitable for every bride and every shop. Styles remain timeless and affordable, making Twilight the perfect choice for bridal accessories. The firm is keen to assert that it does not and never will retail directly to the general public.

Pop along to stand C77 to collect your complimentary gift bag, exclusive to bridal retailers.

Where: Stand C77

RUBY PROMrubyprom.com

What: Ruby Prom will be showing its new collection this September, and has already received excellent feedback from both current and new retailers. Speaking about the range, Amanda O’Neill says, “Our simplicity collection of beautifully elegant dresses, with its focus on beautiful fabrics – from wet look to satin jerseys – has been so well received and complements our more traditionally beaded prom line.

“We have also ramped up the volume with fuller, fluffier hems, new gorgeous body shapes and beading to swoon over! We have focused on introducing some beautiful taupe, blush and champagne colours to our wide range of existing popular colours! We feel this is our best collection yet!”

Where: Stand B20/22

Visit our stand C11 for a chance to win our best selling dress at Harrogate Bridal Show on 9th -11th September

W: www.junepeonybridal.co.uk T: 0121 454 8778 E: enquiry@junepeonybridal.co.uk

HARROGATE

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PHOENIX GOWNSphoenixgowns.co.uk

What: Phoenix Gowns will be showing three brands at Harrogate this September – Phoenix Gowns, Danielle Couture and Envy by Phoenix. The firm has produced blended collections that will enable boutiques to stock a range of dresses to suit all brides’ needs. Soft tones of blush, sand and café are available as alternatives to ivory or white, along with intricate beadwork and luxurious fabrics. Wholesale prices start from £248, while sizes range from 6-32.

Speaking about the show, Tian O’Donnell says, “As an independent British company, trade shows give us the opportunity to reconnect with existing stockists, but also to establish new relationships. Following its success at London Bridal Week, we are organising a social media workshop for our stockists to attend on our stand.”

Where: Stand C9/10

JASMINE jasminebridal.com

What: The spring 2019 bridal collection from Jasmine is inspired by romance, with floral pattern lace, plunging necklines, soft floating skirts and deep-v and keyhole backs. In Jasmine Collection and Jasmine Couture the design focus is simple, rustic and elegant, with a touch of glamour.

For Jasmine Bridesmaids the firm has gone back to basics with a range of mix and match styles, while Belsoie is sprinkled with glittering beads for a more upscale bridal party. B2 is pitched at mainstream consumers shopping for beautiful, simple gowns in chiffons and laces with full skirts and fitted tops, while the JB collection focuses on refined simplicity.

Where: Stand C28/34

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IMPRESSION BRIDALimpressionbridal.co.uk

What: Along with its Zoey Grey prom range, Impression Bridal UK will also be showing a selection of styles from its Ashley & Justin Bride and Cristiano Lucci collections – both premium, fashion-forward lines. In addition, retailers will be able to order from its its J’Adore bridal collection, a more commercial offering for the budget-conscious bride. There’s no minimum order on any of the collections.

Where: Stand C4

LITTLE PEOPLE AND HILARY MORGANlittlepeople.uk.comhilarymorgan.com

What: Little People flowergirls for 2019 offer an array of colours and styles, in sizes 26-54. Prices start from £24.50 and rise to just £89. There’s a style for everyone, from tulle skirts to satin skirts and they match the Hilary Morgan adults range.

Hilary Morgan has a stunning new collection for 2019, with bridal gowns starting at £139 and adult bridesmaids starting at £69. All brands, including Warren York, operate on a no minimum order policy.

Where: Stand A33

JAMES HAREjames-hare.com

What: Due to demand from customers James Hare is adding a crepe backed satin and satin chiffon in a silk mix fabric in ivory. The company will also be launching a corded raschel lace to co-ordinate with its existing border 8303/01, along with a couple of lace border edgings to coordinate with chantilly lace 8241/01 and bow lace 8216/01. Inspired by fabrics used for the royal wedding, James Hare will launch a beautiful silk radzmir, which has a very slight stretch on the bias and is perfect for creating sculpture in bridal gowns.In addition, James Hare will be introducing a triple organza (gazar), plus zibeline, habotai, chiffon and georgette in silk mix compositions.

Where: Stand C10a

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The Harrogate Bridal Show9th - 11th September

On 25th May 2018 the

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www.bridalbusiness.co.ukjanewatson@bridalbusiness.co.uk 07909 52 02 47

www.bridalbusiness.co.ukvisit the ‘contact us’ page and complete your details for full

janewatson@bridalbusiness.co.uk07909 52 02 47

Knightsbridge Gentlemen’s NeckwearUnit 7, Brewery Close, Barker Business Park,

Melmerby, N.Yorkshire HG4 5NL

Knightsbridge

Tel: 01765 640 576 | E-mail: darren@knightsbridgeneckwear.co.uk | www.knightsbridgeneckwear.com

SCARVES BOW TIES NECKTIES POCKET SQUARES NECKERCHIEFS BRACES CRAVATS

SEE US AT THE HARROGATE BRIDAL SHOW

9 - 11 SEPTEMBERSTAND B5

IJL PREVIEW

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International Jewellery London serves up a feast of jewellery inspiration for 2018 and beyond

Glitterati

anuka-jewellery.com

IJL PREVIEW

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Shining brightAhead of the industry’s key jewellery buying event, we speak to Fotoulla Michael, Head of Sales, to find out what retailers can expect from IJL 2018

With IJL only weeks away, how pleased are you with the way the show is shaping up? Established in the glamorous fifties, IJL has seen a lot of change in the jewellery industry, but we’ve never rested on our laurels. In today’s climate, all businesses have to listen to the needs and concerns of their target sector, which is why we are continually adapting the IJL show format to make sure it is relevant, engaging and essential for our audience of buyers and retailers.

I believe this year’s IJL will showcase the ways in which we are all willing to think outside the box. New show features and a refreshed seminar programme will go further to highlight the guiding trends in our sector, whether that’s lab-grown diamonds, predicting consumer buying behaviour or enhancing your omni-channel presence. Plus, I am thrilled to say we have an excellent array of exhibitors joining us this year, including fine jewellery suppliers, fashion and fine jewellery brands, retail service providers, watch brands, gem dealers, diamond manufacturers, packaging experts, retail experience insiders and giftware purveyors. In short, if you want to know what can make your store more successful or what’s trending, new and hot, IJL is an essential destination this September.

Have you introduced any new initiatives for IJL 2018, or made any significant changes since last year’s event?This year’s IJL will certainly have a different flair. We will be following through on our promise of ‘Experience is Everything’ with a new Breadth of Bridal feature on the show floor. This area is designed to showcase an inclusive, contemporary wedding market, also acknowledging that the bridal jewellery market is more than just beautiful engagement rings, it’s bridesmaid’s gifts, wedding bands, cufflinks, tie pins, wedding day jewellery and gifts. Breadth of Bridal looks at weddings from around the world and will highlight some of this variety, while also pointing visitors and buyers in the direction of key bridal exhibitors.

We are also pleased to launch the new Inspire Seminar Programme, which will include talks categorised by three core themes: Retail Reimagined; The Business Forum; and Skills, Design & the Craft of

“In today’s climate, all businesses have to listen to the needs and concerns of their target sector, which is why we are continually adapting the IJL show format to make sure it is relevant, engaging and essential for our audience of buyers and retailers.”

Jewellery. A range of panel discussions and seminars will be hosted in new show-floor spaces, named The Catwalk Theatre, The Retail Theatre, The Inspiration Theatre, and The Design & Business Hub. IJL’s ever-popular ‘In Conversation With’ talks will be joined this year by a range of insightful panel discussions and workshops. Highlights include sessions on reimagining the future of jewellery retail, understanding lab-grown diamonds and photographing jewellery to enhance its sparkle and character.

IJL has also partnered with trend forecasting specialist, Paola De Luca, to predict the most essential trends of SS19. These are available to view on the IJL website and will be brought to life in regular catwalk shows in The Catwalk Theatre at Olympia.

Out of the companies exhibiting in 2018 at IJL, which ones are you most excited about and why? I am really looking forward to welcoming some fantastic diamond and fine jewellery businesses, including Hockley Mint, Clogau, C W Sellors, Chiffon, Tivon, PJ Watson, Charles Green and Yoko London. I am also

IJL PREVIEW

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Who: International Jewellery London

jewellerylondon.com

Where: Olympia, London

When: 2nd September 10am-7pm

3rd September 9am-6pm

4th September 9am-5pmexcited to see the bridal jewellery designs by Fei Liu Fine Jewellery and Ntinga. This year is an exciting one for Antwerp Diamonds, who will be celebrating 15-years at IJL and 25-years of the Phoenix Cut diamond.

Why is the show so important to attend for independent bridal retailers? We appreciate that taking time away from your business to attend a trade event can be a challenge, which is why we focus so much attention on the IJL experience. As well as our unrivalled UK buying opportunities for fine and fashion jewellery, we also host the Retail Experience & Technology area featuring specialists in EPoS software, lighting, scent marketing, store design and gem testing. These exhibitors will be on-hand to provide guidance to bridal retailers who are striving to improve their customer experience, whether online or in their bricks-and-mortar stores.

IJL also offers the perfect opportunity to assess the latest trends in bridal jewellery, including engagement rings and wedding bands. Bridal retailers and fine jewellers can take this information on cuts and styles back to their establishments and use it to shape their approach to the next season. Plus, the Inspire Seminar Programme will offer ample insights to give retail businesses a boost, like improving your social media, boosting digital conversion rates, curating your offer and staying ahead with security.

How far do you think the recent royal wedding between Prince Harry and Meghan Markle will influence the jewellery industry?We saw the impact of royal wedding fever in the countdown to

the event, on the weekend itself and now we are experiencing the welcome ripple effects of such a high-profile occasion. We joined in with all the excitement on behalf of our exhibitors with a social media campaign that kicked off with filming outside Kensington Palace with jewellery designer LeSter Jewellery.

We have already seen evidence of the Meghan Markle-effect with the soaring popularity of trilogy diamond engagement rings, followed by the classic cluster style worn by the Duchess of Cambridge and now Princess Eugenie. Ahead of the wedding of the now Duke and Duchess of Sussex, IJL produced a series of videos as part of our IJL Live series – these can be found on our YouTube channel. These videos highlight just how influential royal jewellery has been, not just in recent months, but throughout the centuries.

More generally, the Duchess of Sussex’s signature minimalistic style is likely to influence fashion and jewellery trends in the coming 12 months. We are predicting slimline stacking rings studded with small diamonds, pavé diamond stud earrings and simple pendants in 9k and 18k yellow gold. UK jewellery retailers and brands especially should be looking to make the most of their British roots – especially as the concept of Britishness continues to be popular in international markets and especially China. At IJL, we will continue to monitor the impact of the royal wedding and share advice and insights on capitalising on this with our exhibitors and visitors.

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BANYAN JEWELLERY T: +44 (0)845 338 1752W: banyanjewellery.co.uk

What: Banyan offers distinctive styles of jewellery that are produced to the highest standard with great precision and attention to detail by a skilled team of silversmiths providing high-quality design and affordability. The company offers a wide range of distinctive collections consisting of gallery, opalite, multi-tone and semi-precious stones. All pieces are hand crafted and ready to order for your retail business.

Where: Stand Q98

ANUKA JEWELLERY T: +44 (0)7930 691 706W: anuka-jewellery.com

@anuka_jewellery @anukajewellery

What: Anuka creates clean designs with a clean ethos. A strong focus is placed on transparency, and with a newly relaunched website, customers are able to track every point of manufacture from licensed Fairmined mines through to recycled packaging and every stage in between. This year, Anuka is excited to launch its fourth collection, LOKA, to IJL. Translated as “motion”, this collection has an emphasis on conveying movement within the jewellery through the use of clean, bold forms.

Owner Francesca Kippax tells us: “IJL is always a really enjoyable show and one I look forward to. Last year, it was great to secure international and UK orders. With a new stand in 2018, I’m really excited to see what this year will bring.”

Where: Stand S65

BA

PEARLS OF THE ORIENT T: +44 (0)1483 202 23W: pearlsoftheorient.co.uk

What: Pearls of the Orient has wholesaled premium-quality cultured sea and freshwater pearl jewellery throughout the UK and Ireland for just under 20 years. The company offers a selection of pearls from classic strings to more contemporary pieces with semi-precious stones and sterling silver charms.

Pearls of the Orient is looking forward to showcasing its new fine-jewellery collection at IJL, combining cultured freshwater pearls on a non-tarnish gold-coloured chain with semi-precious gemstones as well as gold-coloured beads in necklace and bracelet form. A delicate but modern take on a timeless design to be worn as a set or layered with other accessories. The company offers no minimum order.

Where: Stand F69

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CME LEICESTER LTDT: +44 (0)116 283 2240W: cmejewellery.co.uk

What: CME is launching more than 250 exciting new lines to add to its already extensive range of sterling silver jewellery for the AW18 season. New lines include additions to the range inspired by the natural world, modern pearl, minimalist, planets, stars and moons.

This successful family business celebrates 40 years supplying gold, silver and stoned jewellery in all styles. It enjoys a reputation for offering bestselling and affordable products that allow customers to develop their own distinctive in-house collections by selecting from a truly extensive range across all types of jewellery. 2018 has also seen growth in the company’s bespoke product development and design service.

“IJL is always a show we enjoy,” says Andrew Hunt, director. “We have been lucky enough to be one of the busiest stands at the show, and it gives us a great chance to meet up with customers, old and new.”

Where: Stand F40

CAVENDISH FRENCH T: +44 (0)800 731 4389W: cavendishfrench.com

@cavendishfrench

What: Cavendish French is an independent designer of contemporary jewellery with stunning collections of sterling silver and stone-set pieces.The company works in partnership with designers and manufacturers across the world, creating designs that have quality, impeccable style and longevity at an affordable price.

The 2018 collections include bold hand-crafted statement pieces, a range of silver clip earrings and finer simple everyday designs in plain silver. There are stunning new copper and silver designs and beautiful new micro pave-set cubic zirconia jewellery with all the quality and look of fine diamond jewellery without the price tag.

Where: Stand E49

CHRISTIN RANGER JEWELLERY T: +44 (0)113 239 1400W: christinranger.com

What: Christin Ranger Jewellery is excited to be attending its second IJL show. The company is coming off of a successful series of RHS Flower shows, where its jewellery continues to be a strong seller. And brand recognition is growing. It has always been the company’s aim to offer design-led jewellery at an affordable price. This, of course, includes pretty packaging, which is vital for a strong brand recognition. The company is intent on offering a pretty shop experience wherever it goes on the road. This is also carried through with its photography, which is available for all shops to use.

Where: Stand S69

UNIQUE AND CO T: +44 (0)207 405 5523W: uniqueandco.com

What: This year will be Unique and Co’s consecutive year exhibiting at IJL, where it will offer special deals and promotions for its customers to celebrate this anniversary.

For the first time, the company will also introduce a collection crafted in 9ct yellow gold, which it predicts to do well.

For IJL, the company is launching new POS material, including displays and striking new packaging. Unique and Co’s new photoshoot marks the start of its investment into new branding, and it is excited to launch more new products than ever before at IJL.

Where: Stand F60

IJL EXHIBITORS

SHOWS

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Material gainsTextile Forum’s autumn show extends its range of fabrics for the entire bridal party. Read on to find out more…

While the bride’s gown will always be the star of the show, designers also need to ensure the whole bridal party looks its best. The next Textile Forum, being held at London’s One Marylebone from 10th-11th October 2018, will be showcasing an extensive collection of luxury fabrics and trimmings ideal for the men, women and children in the bridal party.

Beautiful silks for the bride and bridesmaids – plain, embroidered and textured in the new season’s top colours – will be on offer from Platinum Bridal, Jose Marie Ruiz, Bennett Silks and Pongees among others. For men, there will be a choice of soft handled woollen suitings from Dormeuil, A W Hainsworth and new exhibitor Jozwiak, plus a broad range of classic and fun linings from Bernstein & Banleys and fine shirtings from Ringhart. For the mother of the bride the choice is endless with soft jerseys, light wools – plain, digitally printed, woven – and, of course, delicate silks and laces.

To personalise an outfit, there is an endless choice of trimmings, buttons and labels from companies such as Michael’s Bridal Fabrics, Vema and Jones & Co, while The National Weaving Company can provide bespoke labels.

FACTBOXShow: Textile ForumLocation: One Marylebone, LondonDate: 10th-11th OctoberWebsite: textileforum.org.uk

“This October, Textile Forum will be offering designers the opportunity to source from the largest selection of luxury fabrics we have ever curated, all available with a low minimum order so there are great opportunities to experiment.”Co-Founder Linda Laderman

SPECIALDAYPLEASE VISIT US AT STAND Q8 AT THE HARROGATE BRIDAL SHOW

www.specialday-ireland.com

PHOTOSHOOT

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We take a look behind the scenes of photographer and creative director Doris Himmelbauer’s latest shoot in association with Viennese bridal designer Eva Poleschinski

THE RIVER IS Everywhere

Designer: Eva Poleschinski

Location: Marrakech

PHOTOSHOOT

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Photographer: Doris Himmelbauer

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The vibe Himmelbauer and her team created on this photoshoot is best described as ‘French Orientalist’ – elegant, fashion forward, brave and yet traditional. For all the different looks, the team combined understated Morrocan elements like the heavy golden bangles with extravagant fabrics and distinctive, modern cuts. The diversity is not just reflected by the accessories but also in the location Himmelbauer chose for the shoot. “The Riad’s tiled, carved and polished finish created an opulent and exotic atmosphere, which was just perfect in contrast to the labyrinth-like roof top. The terrace was built in simple structures, had earthy natural tones and offered a spectacular view over the old town. The venue absolutely exceeded all my expectations!” says Doris Himmelbauer.

“Teaming up with Eva was the most obvious thing to do for me. Eva’s gowns are just outstanding. She has an exceptional sense for material mix, individuality and extravagance. Her designs are fashion forward and yet somehow traditional. I really consider myself lucky that I had the chance to collaborate with her.”

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We speak to photographer and creative director, Doris Himmelbauer to find out more about this stunning bridal shoot…

How did this collaboration come about?Originally I booked a flight to Marrakesh to take some time off and to relax with my partner.

But I tend to be a working wanderer – if I go to new places, especially if they are as exciting as Marrakesh, I also want to create a little something. This is how it all began. That ‘little something’ got bigger and bigger, and three months later I booked four additional flights and three suitcases in preparation for the bridal editorial shoot.

Were there any particular challenges about shooting this collection in Marrakesh and how pleased were you with the resulting images?Oh, that’s a definite yes! First of all, it was not as easy to organise a shoot in a different continent as I thought it would be, especially as there are so many cultural and lingual differences. It’s fair to say I struggled quite a bit in the beginning to find the right partners, places, locations and permissions.

Second of all, and probably more important, I didn’t know anything about the photography policy and regulations. Some of the dresses were very revealing and it was really important to respect their cultural values. This was one of the main reasons why we decided to shoot mostly on private premises rather than in public.

What is your favourite image from the shoot and why?My favourite shot is a portrait I took of Ombeline in the first outfit. It’s the one where she has this very strong, confident expression while she is leaning on the edge of the roof terrace. Compared to all the dramatic, opulent and colourful images we have taken, it’s actually very understated. I just really like it because it is very delicate on the one side, but strong and super powerful on the other.

PhotographerDoris HimmelbauerOh What A Day ohwhatadaywedding.com @ohwhatadaywedding

Bridal FashionEva Poleschinski evapoleschinski.at

StationeryFlamboyant Invitesflamboyantinvites.com

HMUAHaider Christoph

ModelOmbeline le Mire – Cahn

LocationRiad Enija

CREDITS

PHOTOSHOOT

01827 55444 | info@twilightdesigns.co.uk | www.twilightdesigns.co.uk

Come and see our brand new collection at The Harrogate Bridal Show on the

9th, 10th, 11th September on stand C77

FASHION FILES

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Attire Bridal Fashion Files

FILE 3Perfect balance The classic combination of black and white offers brides a striking look on their big day

FILE 2 The collections Decorative accessories to match our two key fashion trends

FILE 1The low down Deep backs that flash the flesh are very much in vogue with brides seeking a sexy yet sophisticated look for their big day

FILE 4Up and comingMaking its debut at the Harrogate Bridal Show in September is Paul Zeni – a mid to high-end bridal brand based on 30 years of experience

FASHION FILE

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The Low

downDeep backs that flash the flesh are very much in vogue with brides seeking a sexy yet sophisticated look for their big day

1.

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FASHION FILE

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2. 4.

3.

1. Charlie Brear charliebrear.com

2. Cymbeline cymbeline.com

3. Dynasty dynastyuk.co.uk

4. Elbeth Gillis elbethgillis.co.za

5. Ellis Bridals ellisbridals.co.uk

5.

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6.

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FASHION FILE

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7. 8.

9.

6. Fara Sposafarasposa.com

7. Ladybird ladybird.nl/en

8. Le Papillon by Modeca modeca.com

9. NC Sposa ukbridalimports.co.uk

10. Danielle Couture daniellecouture.com

10.

FASHION FILE 2

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THE COLLECTIONSWe showcase a selection of finishing touches to complement our two key fashion files

The low downDeep backs that flash the flesh are very much in vogue with brides seeking a sexy yet sophisticated look for their big day. These often feature higher necklines at the front, so statement earrings and headpieces are the order of the day when it comes to accessories

1. Athena Bridal Jewelleryathenabridaljewellery.com

2. Glitzy Secretsglitzysecrets.com

3. Ivory & Coivoryandcotiaras.co.uk

4. Savage & Rosesavageandrose.com

5. Starlet Jewellerystarletjewellery.co.uk

Perfect balanceThese black and white accessories provide the perfect accompaniment to monochrome gowns

6. Black and Sigiblackandsigi.com

7. Elizabeth Dickenselizabethdickensveils.co.uk

8. Emmyemmylondon.com

9. Starlet Jewellerystarletjewellery.co.uk

1. 2.

3.

4.

2. Glglitzyse

3. Ivorivoryand

4. Savasavageand

5. Starlstarletjewe

5.

6.

7.

8.

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9.

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Perfect

balanceThe classic combination of black and white offers brides a striking look on their big day

1.

118

FASHION FILE

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2. 4.

3.

1. Brighton Belle by True Bride +44 (0)1273 728 637

truebride.co.uk

2. Amanda Wyatt +44 (0)3332 346 420

amandawyatt.com

3. D’Zage +44 (0)20 8502 2257

veromia.co.uk

4. Eglantine Creations eglantine-creations.com

5. Emma Charlotte richard.lill@lionheartportfolio.com

emma-charlotte.com

5.

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6. FASHION FILE

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7. 9.

8.

6. Modeca info@modeca.com

modeca.com

7. Lyn Ashworthinfo@lynashworth.co.uklynashworth.co.uk

8. Randi Rahm info@randirahm.com

randirahm.com

9. Sassi Holford sassiholford.com

10. Sonsie by Veromia +44 (0)20 8502 2257

veromia.co.uk

10.

01827 55444 | info@twilightdesigns.co.uk | www.twilightdesigns.co.uk

Come and see our brand new collection at The Harrogate Bridal Show on the

9th, 10th, 11th September on stand C77

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BEST OF BOTHDesigner Marguerite Hannah talks to Attire Bridal about unveiling the 2019 bridal collections for two very different labels – MiaMia and Rita Mae – at Harrogate this September

What inspired the 2019 MiaMia and Rita Mae collections and what fabrics and embellishments have been used in the designs? For Rita Mae I have been influenced by festival wear and a bit of a boho extravagance – travel, weddings in exotic locations, a wild and free spirit. Fabrics are light and floaty with a bit of colour and sparkle.

MiaMia is really influenced by who I think the MiaMia bride is. She is a modern career girl with her own money who wants a slightly more traditional event. She knows who she is and wants to have a dress of real quality and design content, which she can look back on as classic beauty with a cool, modern and clean aesthetic.

How many designs feature in each of the 2019 collections? We have around 20 new styles for each collection.

What is the price range of each of the collections? MiaMia retails at £900-£1,800 and Rita Mae £700-£1,200. We always look to use the very best construction and fabrics and we wouldn’t want to compromise on these as there are hundreds of labels doing that already.

What type of retailer is MiaMia most suited to, and is this different to the type of retailer who would stock Rita Mae? MiaMia brings elements of couture bridalwear into an affordable collection in terms of design and quality of fabric. We have a multidirectional approach with very classic silhouettes in Mikado and satin as well as an exploration of different textures and colours in our straight and slinky dresses. The main stand-out feature is that these are fashion-forward dresses with lovely detailing and a real sense of individuality, which is not subject to price pressure alone.

Rita Mae is a quirky collection, which does well in those stores specialising in short dresses. This year we are bringing in a new look for Rita Mae, which will have more emphasis on ready-to-wear with a whimsical and romantic feel.

What sort of bride will be attracted to each of the collections?MiaMia has a very classic, less-is-more element, along with the straighter dresses, which incorporate unusual beading and textures. Both elements of the collection have one thing in common: a high level of design content along with a fantastic fit and construction at a very reasonable

“We like to think of ourselves as a very hands-on partner to our retailers and we are happy for any of our stockists to call us any time for quotes and advice for potential brides”

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price. The MiaMia bride is not looking for a budget dress, but something of real quality and individuality without breaking the bank. This means dresses that don’t look the same as typical industry bridal styles, which are easily beaten on price.

The Rita Mae bride wants to have fun and dance the night away in a beautiful floaty dress. She is quirky and effervescent and may have a themed wedding where the dress is in keeping with the mood of the event.

What three words would you use to describe each of the collections? MiaMia: Creative, individual, crafted.Rita Mae: Cute, quirky, fun.

How many stockists do you have in the UK and what criteria do you use when choosing your retail partners?We have around 20-30 stockists for both labels. We speak to retailers at the shows and on the phone, and during the conversation we quickly get an understanding of whether it is possible for us to work together in terms of a gap in the area and also a mutual understanding and appreciation of what each side can bring to the partnership.

Where can potential stockists view your designs in 2018/2019 and when is the official launch for the 2019 collections? We will be showing the brand new collections of both MiaMia and Rita Mae at the Harrogate Bridal Show in September. Retailers who can’t make it to Harrogate can visit us at our spacious and comfortable showroom, or see the collection on the road with our sales agent George Efstratiou.

What support can your offer to your retail partners?We like to think of ourselves as a very hands-on partner to our retailers and we are happy for any of our stockists to call us any time for quotes and advice for potential brides. As a designer I have huge technical knowledge and am able to help and advise the retailer on fitting and customisations and whether brides’ requests will work in reality. We also have a Saturday answering service so that retailers can secure a sale there and then if they need to ask about extra costs for customisations or possible delivery times. We have been producing top-end photo shoots for 27 years and we always have beautiful look books and campaigns, which are available to all our retailers.

Do you offer areas of exclusivity and do you require a minimum order from your stockists?With MiaMia we do offer exclusivity. We speak to the retailer and we come to an agreement based on the geographical area and population density in their location. Obviously a stockist in London will have a different size of exclusivity than one in say, the Scottish Highlands. MiaMia has a minimum of six dresses per year and this can be staggered over several months. With Rita Mae we have a minimum of three dresses, but if the stockist wants to take on a bigger selection we will give exclusivity.

What do you predict will be the key bridal trends for the coming year with regards to inspiration, cut, colour, fabric and embellishment?The recent royal wedding seems to have emphasised the move towards a more refined and clean cut style. Simple duchesse and Mikado are perfect for this, and I think this simple elegance will predominate over the next couple of seasons.

CONTACTMiaMiamiamiabridal.co.ukRita Maeritamae.co.uk

INSURANCE

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BUSINESS DEVELOPMENTAdam Šapi from the Wedding Insurance Group details how one of its clients expanded its bridal boutique brand using a franchise and the key points learnt from the experience

Meet our client Karen Whyboro, founder and managing director of Rock the Frock Bridal, a franchise of alternative boutiques headquartered in Essex. Karen started the business after struggling to find alternative suppliers in the South East for her wedding.

The clienteleAs a result of the digital age, couples are searching for gowns that truly reflect their personalities, many of which are moving away from the traditional. This is the clientele of Rock the Frock who tends to be older and is looking for a relaxing aesthetic.

In 2014, after establishing her boutique in Essex, Karen experienced an influx of clients from around the UK and abroad as a result of her digital presence and online efforts. Karen said, “The power of the internet offers more choice, resulting in couples travelling further for venues and bridal wear. However, not all brides want to travel and that’s how I started to think about expanding.”

Becoming a franchiseWith the birth of her daughter in 2016, travelling long distances between stores was no longer a viable option. Therefore, Karen decided to expand via franchise. After hiring a management team for her Essex store, the search began for suitable franchisees in targeted areas that were also lacking in suppliers of alternative bridal wear.

According to Karen, this is a lot harder than it sounds. She advertised her franchise opportunities solely using social media and word-of-mouth; however, finding the right people was her biggest challenge. Be prepared

to say no a lot, always give yourself time and never rush or dismiss the possibility of a better candidate being given the chance to apply.

Karen’s franchisees range from people who already were in the wedding retail business to professionals who went through a career change from an occupation associated with the wedding industry. Personality and a strong working ethic is key to finding the right person.

Preparing a franchiseeUpon a successful appointment, the franchisee attends a training course with Karen and her team at the flagship store. The franchisee sources the business premises within the allocated 40-mile radius and sets up the shop according to the franchise model.

The manual and training cover every aspect of the business, from running the booking system and dealing with suppliers to customer service and social media. Karen recalls how she had to meticulously write down every single process whilst preparing the manual. Leave no stone unturned and ensure every eventuality is accommodated.

Each store has its own social media accounts supported by the national brand accounts. The website lets visitors easily find a dress before selecting which location they would like to visit. Overall control of the website still remains with Karen and her team to ensure developments and optimisations are streamlined. Periodic performance and quality control reviews are carried out as standard. Karen strongly emphasises to her prospective franchisees that taking on a Rock the Frock store does not guarantee success. There’s a

lot of hard work and commitment involved, especially considering the franchise is still in the early stages of growth.

Future plansWith the Cheshire and Sussex branches opening this year, the franchise has allowed the brand to meet more brides without overloading Karen’s personal workload. She now dedicates her time running the franchise whilst her management team take care of her Essex store.

The team are currently looking to cover more of the UK where there is a demand for alternative bridalwear using additional franchises. The brand has also designed its first collection with a view to displaying in existing traditional boutiques as a concession. This gives brides an alternative option to consider alongside any traditional preferences.

Using the same insurerIf you are planning to start a franchise, you may also wish to consider using the same specialist insurer across your locations. This may not be the most suitable option, however, as leaving this up to your franchisees runs the risk of them selecting an inferior provider. This may damage your brand if an incident was to occur such as unwanted attention in the press. There’s plenty more information online about what you should consider before becoming a franchise owner.

CONTACTWedding Insurance Groupweddinginsurancegroup.co.uk

128

High street bluesBridal industry consultant and Attire Bridal columnist Helena Cotter takes a look at why the country’s high streets seem to be failing, and offers some encouraging words to independent retailers

The closure of high street retail shops, large and small, makes for very sad reading doesn’t it? I believe part of this failure is down to poor or non-existent customer service and falling standards. Reasons include staff not feeling valued, scant training given, and perhaps a remote, top-down style of management. It can be frustrating when you know how hard you work, to see the below-par standards we are exposed to on the high street.

I am sure you have interesting stories to relay about your shopping sagas. Here are some recent ones of mine.

Case study one – the fashion retailerHow many times have you been into a shop and asked if they have a particular item in your size? The ‘sales assistant’ doesn’t bat an eyelid whilst saying “Everything we have is out”. Incredible skill that – knowing every single item of clothing in the stockroom, without actually looking.

What they are demonstrating is the sheep dip approach – treating everyone with the same poor service. Where’s the care?

Case study two – the department storeThis lack of care is a recurring theme at my local department store, where you’ll find ‘The sales prevention team’ as I call them. They do everything they can to avoid eye contact and engage with customers. There is never, ever anyone to be seen at the concession I’d like to buy something from. You then go to the next concession along to ask for help

and the response is “Do you know what you want.” In other words, “I don’t really want to help you as I don’t earn money selling that brand of make-up, so hurry up and let me get back to my designated spot”.

I only go to this shop because it’s convenient. I have to say, they are consistent in their approach! Honestly, I ask you. Can you imagine that approach in bridal? You wouldn’t last long in business, would you?

Case study three – the garden centreIn my local (UK wide) garden centre and DIY company I recently saw five members of staff having a chat and laugh on the shop floor, while all their plants were dying of heat exhaustion. When I mentioned to a member of staff their plants were in desperate need of watering, (as I had for the two other occasions I’d been there over recent weeks) she said, “Oh, lots of customers have mentioned about the plants today. The plant manager isn’t here”. They have a plant manager? What happens in their absence? Staff using their common sense, being pro-active, delegating tasks to others, observation? Not here!

This particular company is having to close a number of outlets because it is losing money, and no wonder. It is probably throwing away millions of pounds worth of plants every year. It’s perfectly avoidable and a real shame.

Case study four – the bridal retailerBridal retailers are the perfect antidote to the High Street blues. This industry is

stronger than ever, and that is down to you. By working hard, being passionate about what you do and consistently delivering high standards, the industry thrives.

Bridal appointments are quite intimate, with the bride standing in their pants and bra, vulnerable and nervous in some cases. She trusts you to help her find the dress of her dreams and, more often than not, you do. Even if it’s a no, she will have had the best experience trying to find her gown.

Well trained, professional, knowledgeable and with boundless energy – even on a Saturday afternoon when you’ve just about had enough, your feet are aching and you are fed up with talking – you keep going to deliver the best customer service.

You are all amazing. As an industry we could certainly teach the high street some valuable lessons in how to run a successful business – one where customers are always treated right, listened to and made to feel important. They are vital – without them you have no business. Keep up the great work!

I shall be at The Harrogate Bridal Show on 9th & 10th September.

Contact me today to arrange an informal chat at the show.

CONTACTHelena Cotter+44 (0)1582 451 238+44 (0)7896 944 759helenacotter.co.uk

“As an industry we could certainly teach the high street some valuable lessons in how to run a successful business – one where customers are

always treated right, listened to and made to feel important.”

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Research, research, research David Fairhurst looks at why ongoing keyphrase research is a must for SEO

Those associated with online marketing will know that before embarking upon any kind of online campaign, keyphrase research must be undertaken. If this vital step is not done, then how will you ever know if you are targeting the right keyphrases for organic optimisation of a website or for a pay-per-click campaign?

What most retailers don’t realise, though, is that keyphrase research is not a one-time thing. To get the best results from any campaign, this kind of research must be undertaken on an ongoing basis.

CHANGING MARKET TRENDSIn all trading verticals, there exist evolving and changing market trends. What sold well in one month may not sell in the next. This is especially true with any vertical influenced by movie releases, celebrity endorsements, crazes or social media virality. If you add to this any seasonal effect related to different trading verticals, you will see that ongoing research is not only preferable but pretty much a requirement if you are to avoid spending countless hours and pounds on both website optimisation work and pay-per-click campaigns that are never going to bring you the returns you need as a retailer.

THE TINY PERCENTAGE OF GOLDMINE KEYPHRASESIf you take a deep dive into the keyphrases that bring in

converting traffic for your website, you will often see that there exists a small percentage of keyphrases that account for a large portion of website revenue.

Traditional website optimisation uses the blunderbuss approach, whereas all pages are optimised within a website, and keyphrase research is used to point towards new content pages that should be created to bring in additional traffic and sales.

This approach is still valid but given the fact that most e-commerce websites do show a small percentage of goldmine keyphrases, perhaps a better approach is initially to be choosier when approaching page optimisation. Focus in on those areas that are going to convert well initially, from click-throughs from Google’s search results and finally in products added to basket. This way, optimisation effort gives a bigger return per hour spent. Ongoing keyphrase research is the key to making this happen.

YOU’RE SELLING WHAT?Keyphrase research for e-commerce isn’t just a valid way of quantifying likely returns from the things any particular retailer is offering – it can also show, quite clearly, that the product lines being offered by that retailer are either in the ballpark of what is being searched for online or completely different to what most people search for.

I have seen cases where keyphrase research highlights a retailer trading in a vertical that is too competitive, poorly

DAVID FAIRHURST

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searched for and has little in the way of merit to offer that retailer a decent return for their hard work in creating and maintaining an e-commerce website. It’s difficult, but I have had to tell clients that perhaps they should be focusing their efforts on a different trading vertical or, at the very least, think of some sort of differentiator for their business!

USER INTENT AND LONG-TAIL KEYPHRASESThere used to be a strong correlation between the preciseness of a keyphrase and the likelihood of ranking for that keyphrase resulting with a purchase on a website. Ranking for product-focused long-tail keyphrases was therefore a prerequisite for gaining those all important add to baskets and sales. Whilst this is still true to some degree, user intent is now not only limited to these more product-focused keyphrases since the introduction of Google Universal Search and the mass uptake of smart speakers and virtual assistants.

User intent is now much less easy to pin down, especially as systems like Amazon Echo, Siri and Google Home are not restricted to exact searches. It’s now quite common for these systems to do a voice search like “the brand of beer that is in the Rovers Return” and come back with exactly what the searcher is looking for in top results. Even though neither the brand nor the product name is mentioned in the search, the correct result is nevertheless returned by these systems.In this case, how would Google or Amazon know how to return the correct result? The answer is not only mentions of the brand and product on user forums, blogs and news sites but also if you’re a smart retailer in what we call long-form content.

LONG-FORM CONTENT FOR RETAILERSLong-form content is, as the name suggests, content that has a bigger word count and perhaps has more supporting images, videos and other supporting parts than regular content on your website. There is a strong correlation between top ranking for competitive keyphrases and the length – and therefore perceived expert status – of content, but long-form content can perhaps have a bigger effect for less competitive keyphrase rankings.

FOCUS ON THE NOWWhat I am suggesting is more frequent keyphrase research that focuses on what is important for e-commerce in any particular time frame. This highlights what to focus on here and now instead of just focusing on the long-term strategy. Doing this means that a retailer can not only capture seasonal trends and focus on what is selling at that moment but also cut down on wasted effort.

For the resulting, much smaller set of short-term focus keyphrases, write some well-researched and interesting content to bring in not only visits from search engine users but also to stimulate other webmasters and social media users to link to that piece of content. Over time, overall rankings, site visits and conversion rate will grow.

If you’re smart, you’ll also continue to take the approach of optimisation of all category and product pages in the website. This will give rankings for the category page and product page titles and for the more focussed goldmine keyphrases that you have put effort into optimising for.

David Fairhurst is head of creative online marketing at Intelligent Retail.David has been involved with SEO and web development since 1999 and has spoken at many different retail and SEO conferences, including Spring Fair and SES London. Call David on +44 (0)845 680 0126.

PROM

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Leading suppliers and manufacturers reveal the key trends for the 2019 prom season

Girls’NIGHT OUT

NICOLE SWAIN, DOM BRIDALSmon-cheri.co.uk

“Colette for Mon Cheri is young, fresh and vibrant. From elegant, long gowns in a mix of fabrics to short pretty dresses and crystal embellished two pieces, the new collection appeals to fashion-forward girls.”

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NICOLE SWAIN, DOM BRIDALSmon-cheri.co.uk

“Ellie Wilde for Mon Cheri offers a range of prom dresses catering for the latest trends, from mermaid silhouettes and floral prints, to long evening gowns or short flirty numbers. From simple and timeless to trendy and fashion forward, Ellie Wilde prom dresses are designed for every girl who wants to stand out.”

CHRISTINE JONEJA, CRYSTAL BREEZEcrystalbreeze.net

“For 2019 prom dresses have become very grown-up in design, with styling greatly influenced by celebrities on the red carpet. Body-sculpting silhouettes with daringly low backs, side cut-outs and front splits are now the norm.

“Colours have moved to deep jewel shades including ruby red, sapphire blue, emerald green and

even jet black.“Our best-selling story so far for 2019 is a jersey

collection, lightly twinkling with tiny a/b crystals. The styling varies from totally covered with a high neckline to extreme cut away and slashed at the front.

“Embellishment remains light and sparkling, though the fully sequined gown has made a massive comeback.”

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PHYLLIS BRASCH LIBRACH, TEASE PROM BY SYDNEY’S CLOSETsydneyscloset.com

“Next season I predict that curvy prom girls will shop for less elaborate styles in favour of simpler frocks. That doesn’t mean boring, rather prom 2019 fashion focuses on strong style lines and luxe fabrics like brocades, shimmer knits and sparkling sequins to pull off a smashing design.

“I also anticipate a trend away from heavy embellishments in favour of plain frocks or gowns with just a hint of bling. Sleeves will be in big demand following the trend set by bridal gowns and when it comes to colour, rich jewel tones like royal blue, navy, red and burgundy capture the teens’ imaginations.”

AMANDA O’NEILL, RUBY PROMrubyprom.com

“From the feedback we have received from our stockists, girls either want a ‘wow’ dress with heavy sparkle, lots of beading, volume and frills on the skirt. Then there’s the girl who wants a sophisticated style where the beauty is in the simplicity and elegance of the fit and fabric. I really hope we have put plenty of both styles into our latest collection for 2019, which I feel is our strongest yet and reflects the diversity in the prom market. Key colours this year are silver and grey tones, as well as wine and red colours that are strong and vibrant. Midnight blue is always popular, but I do feel that some of the pastel colours such as aqua and blush pink are making a comeback this year!”

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LUCAS CRYSANTHOU, ZOEY GREYzoeygrey.com

“Zoey Grey takes inspiration from the catwalks, red carpet and celebrity culture. For 2019, our chosen fabrics include heavy jerseys (e.g. neoprene) with lace inserts and appliqués, sequin prints, glitter lurex and stretch satin. With our signature sexy, fitted silhouettes, plunging halter necklines are key design accents for 2019 along with last year’s best-selling bardot neckline. In terms of colour, the ever-popular black, red, purple and royal blue have their place, but aqua, mauve and green will be the most significant additions.”

GILES TURNER, ETERNITY BRIDALeternitybridal.co.uk

“This season we will still heavily feature the red-carpet look. However, we will also be introducing new sparkle fabrics for the girls that want to shine, but desire a simpler silhouette without too much embellishment. Styling is mainly sleek and sophisticated, but we’ve also introduced more ball gowns to the mix, as we find girls still want to feel like a princess on their prom day.”

Crystal BreezeProm & Eveningwear

Telephone: 0208 541 1199 Web: crystalbreeze.net Email: crystalbreeze@blueyonder.co.uk

Showing at the Harrogate Bridal Show9th - 11th September • Hall B • Stand B16

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Strike a

We focus on plain white gowns offering modern brides architectural impact

pose The Editor says: Brides keen to

emulate the style of the newly married

Duchess of Sussex are seeking unadorned

wedding dresses with structure to stand

out on their big day. This stunning gown from Sassi Holford

is achingly on trend with its deep v-neck, textured fabric and

pockets, while still appealing to brides

seeking the ‘royal wedding’ effect.

FASHION DNA

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GownsThere’s a style to suit every bride – here’s our pick of the best…

Caroline Castiglianocarolinecastigliano.com

Ellis Bridalsellisbridals.co.uk

Fara Sposafarasposa.com

Jesus Peirojesuspeiro.com

Pronoviaspronovias.com

Reem Acrareemacra.com

Justin Alexanderjustinalexander.com

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“Regal, elegant and classic, this striking gown epitomises the trend perfectly, with its unfussy finish, demure neckline and not forgetting the modern twist of pockets to add a relaxed, informal edge.”

Special Dayspecialday-ireland.com

award winning innovation • no minimum order requirement

Contact us

07921 284640 • info@bellsbridal.co.uk • www.bellsbridal.co.uk

For brides that want to hitch up their trains, Bells Bridal Pin provides

the unique solution.

No alterations required

More secure than traditional methods

Can be personalised & accessorised

Becomes a wedding keepsake

Established in the 1980’s with over 30 years of experience, we at Paul Andrew manufacture and supply wholesalers and high street retail shops with a collection of high quality:

• Men’s 3pc Suits & Trousers• Men’s and Boy’s Blazers• Boy’s 3 & 5pc Suits• Boy’s Formal Shirt & Tie Sets

Our brands carry a mark of distinction that has been recognised within the formal clothing industry as carrying a reputation of quality and style. We cut no corners in providing the craftsmanship, detailing and fi nish expected by our ever more discerning customers and always aim to exceed expectations.

For further information on how to become a PAUL ANDREW, DEVICE or COCKTAIL stockist, please contact us.

Kidswear Birmingham Ltd T/A Paul AndrewTel: +44 (0)121 766 8288 | Email: info@paul-andrew.comHead Offi ce: Unit B, 6 Bordesley Green Road, Birmingham B9 4TA – England (UK) www.paul-andrew.com

Quality Formal Wear Supplier

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ONE OF A KINDChloe Jeffs, owner of Black Swan Bridal Studio, explains how she successfully caters for brides who march to the beat of their own drum

When did you open Black Swan Bridal Studio and what prompted you to do so? How did you find the perfect location?I opened the Black Swan Bridal Studio in September, 2017. We are located in the pretty, historic market town of Wallingford in Oxfordshire, overlooking the River Thames and the ruins of the 11th-century Wallingford Castle and yet we’re just over an hour from London. We wanted a modern, sleek design while still feeling comfortable and welcoming. We were looking for clean lines, neutral tones, and a mix of edgy, yet feminine details.

We knew as soon as we saw the riverside setting with its light, bright rooms, exposed beams and dramatic windows that it was exactly what we were looking for. We love our little slice of riverside heaven – a Grade II listed building that’s devoted entirely and exclusively to one bride at a time. Off the main road and tucked away down a private driveway, our entire top floor is given over to a light and squeak-inducing studio that caters solely to brides.

How has the business evolved since this time and what have been the key milestones in its development?We’re fast approaching our first birthday so we’re still very much the ‘new kid on the block’.

Helping our brides find their dream dresses gives us the biggest thrill; it’s a great feeling watching someone fall in love with a dress that they will wear on their very special day.

Winning the Muddy Stiletto’s Award (The UK’s no. 1 regional lifestyle awards) for best women’s store in Bucks & Oxon was a huge highlight this year! It was our first award and was voted for by our customers so it’s a huge accolade for us in our inaugural year.

Which designers do you stock and why?We’re the sole stockist of new season Alice Temperley MBE wedding dresses in Oxfordshire and Buckinghamshire. Temperley is the pinnacle of British design, embodying craftsmanship, elegance and luxury. Her famous pieces are exquisitely executed from the finest tulles, silks and laces and adorned with intricate embroidery, crafted and applied by hand.

Karen Willis Holmes is a renowned Australian designer, widely acclaimed in today’s marketplace for offering the ‘perfect’ wedding gown. Karen’s collections celebrate the spirit of today’s modern bride, stylish and sophisticated with a twist.

And celebrity favourite Gemy Maalouf tailors her range to the unconventional bride. Her collection captures a distinct style that is modern, cool and elegant, perfect for the bride seeking an alternative to the traditional. Dressing artists like Shakira, Nicole Scherzinger, and Gwen Stefani, Gemy Maalouf is no stranger to styling celebrities. Her

exquisite gowns stand out through their remarkable finesse and intricate details. What criteria do you have when sourcing and selecting your designers?We’re drawn towards dresses that have personality and oodles of ‘WOW’ factor and believe we have a collection that showcases some of the very best designers in the business. We also do our homework to make sure that our designers are aligned with us in our passion for design and quest for second-to-none customer service.

I am always looking for designers whose collections are so unique to them that they don’t remind you of a collection from a few years ago; brands who aren’t afraid to make a bold statement in an industry that leans towards being quite traditional.

We’re obsessed with the new and eagerly anticipated Alice Temperley Summer19 Bridal Collection so we’re proudly hosting a trunk show in September.

How do you set yourself apart from other retailers in your area?We’re very lucky as we enjoy a great relationship with the other boutiques in our area. We all believe in the personal approach and exemplary service, but we each offer something different for our individual markets – here at Black Swan we cater for the confident, edgy, modern bride who was born to stand out.

We offer our brides their own path down the aisle. We know that buying a wedding dress is not just about the purchase, it’s about the entire experience. We’re not pushy, we’re supportive and informative. We don’t sign up to the drama and stress of wedding dress selection so every Black Swan bride has the studio all to

“We offer our brides their own path down the aisle. We know that buying a wedding dress is not just about the purchase, it’s about the entire experience.”

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themselves to enjoy a relaxed, fun and five-star appointment with their guests. Making our brides feel good is just as important as providing them with stunning dresses to try on.

Do you go to any of the bridal or fashion trade events? If so, which ones and why?I’m inspired by every event I go to, as they always get me thinking about the future of our business, what’s next for our studio and how we’re going to move forward and keep evolving.

I really enjoyed London Bridal Week earlier this year at ExCeL. But I also love to visit designers outside of the big trade events so I have a little more time to understand their collections and whether they’re a great fit for our studio.

What do you enjoy most about your role and the bridal business in general?We set out to make dress shopping a fun, light-hearted and enjoyable part of wedding planning.

It can be tough for non-traditional brides. A wedding dress holds more significance than just the article of clothing you wear on your big day. There’s a story behind the dress – why you chose it, who you were with when you found it and decided it was ‘the one’, how many bridal stores and dresses you went through before finding it. The purchase of your wedding gown is a momentous occasion, and should be celebrated. Being a part of such an important journey is exactly what we get out of bed for.

How do you ensure that the service your boutique provides is second to none?The Black Swan Bridal Studio is a carefully curated, five-star experience. Beyond being a shop, we offer an exclusive experience for women who don’t identify with the mainstream aesthetic, and don’t want to look like every other bride on their big day.

We are an appointment-only bridal studio, so we only see a small number of brides each week. When a bride books with us she has

the entire studio to herself, to enjoy a relaxed, fun and five-star appointment with her guests.

How important is your website and social media for driving brides into the boutique?Social media is very important to us as it because it’s a source of inspiration for brides so I try to make a point to share something daily, focusing on beautiful content and highlighting our ‘real brides’.

Our website is also a great way to showcase our dresses. That said, many brides hear about us through word of mouth, which is also very important to us.

What do you believe is the key to running a successful bridal retail business?Our brides are looking for quality-made, hard-to-find designers. They come to us for a tightly curated collection that they can rely on without having to weed through racks and racks of gowns that aren’t them, while receiving a personalised experience. Our selection ranges from edgier styles to airy and floaty silhouettes.

For the first few months of the new business I was so worried that we were too niche, but I’ve found comfort in meeting all of our brides and their tribes who have confirmed that we’ve been the answer they were looking for.

How would you like to see the business grow over the next couple of years?Our bride walks to the beat of her own drum and we want to ensure that we continue to wow her. We want to build on our non-traditional and laid-back approach to big day shopping so our brides can continue to expect hassle-free dress fittings and a unique selection of cool labels.

CONTACTBlack Swan Bridal Studioblackswanbridalstudio.co.uk

PROFILES

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P124 MiaMia and Rita Mae Marguerite Hannah offers an exclusive

insight into the 2019 collections she’ll be

unveiling at Harrogate, and sheds some

light on the company’s values with regards

to retailer support.

P147 Kate Halfpenny In our designer interview, we discover more

about the Vivienne Westwood alumni

turned celebrity stylist, who’s now creating

stunning bridal separates.

P150 Verise Bridal Newly-married owner of Verise Bridal

– Rachel Welch – reveals how her

own wedding inspired the brand’s 2019

photoshoot, with stunning results!

Find out more about this trio of terrific bridal brands on the following pages…

ProfilesPROFILES

DESIGNER INTERVIEW

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British design talent Kate Halfpenny talks to Attire Bridal about making the transition from dressing celebrities for the red carpet to creating stunning separates for brides

DOING THINGSdifferently

DESIGNER INTERVIEW

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How long have you worked in the bridal sector and what was your first job?From the minute I discovered fashion it became my passion. I did my fashion degree in the ’90s and specialised in bridal separates for my final collection. My first job was at Vivienne Westwood as an intern and then I launched Halfpenny London in 2005. For the past 20 years I have been a celebrity stylist and costume designer working on big advertising campaigns and styling for the red carpet. That’s where I met the gorgeous Emilia Fox and soon started dressing her for everything. I designed her wedding dress in 2005 and that’s how the Halfpenny London brand was born. Soon after that, Vogue featured one of my beautiful belts, so I knew I needed to get a website. Emilia offered to model for me so we shot a beautiful edit of her in wedding dresses, bespoke gowns I’d been creating for clients, my vintage collection of wedding dresses, and thus my first collection was born.

How would you describe your signature style?I’ve definitely got a signature style throughout my collections. I’m inspired by beautiful, exquisite fabrics, and love the juxtaposition of mixing textures and contradictory materials. No matter the silhouette, a Halfpenny London dress is easily identifiable. I do feel like the innovator of bridal separates in this market place. My final collection for my degree in ’98 was full of skirts, corsets, little capes and beautiful embroidered coats that I had hand felted first, so it was a unique concept back then and always very much inspired by craft. I’ve always wanted to do something different to the norm and I didn’t see why bridalwear shouldn’t have the same innovation. Sometimes you get a better fit with separates and you get that interchangeability to create the gown of your dreams.

Why did you decide to make your gowns in the UK and how has this decision shaped your business?I grew up in the midlands where it was the centre of manufacturing and I saw the devastation it had on the industry and those communities when all the manufacturing literally left the UK overnight and moved overseas. As a British designer, I feel very strongly that we were the leaders in manufacturing for many decades and I feel it’s a tragedy that it seemed no longer relevant or important to be a machinist, or work in a factory making garments. The fact that overseas factories were able to under-cut sites here in the UK and devalue the trade makes it so important for me that we are able to build manufacturing back up in the UK. We have all these incredible mills and factories and we can start training people again so it can be a career that people are very proud of.

It’s also important to have that hand-finished, hand-crafted yet manageable production process where I can still oversee it as much as possible. It’s important to me to be able to manage quality control here in the UK and see it through every step of the way.

What inspires you when designing a new gown or collection? It’s a very organic process as I design from the heart. I’m not inspired by fashion and trends, but tend to take inspiration from a piece of architecture or an amazing interior or a fabric. I’m very much inspired by fabrics. When creating my collections, I’ll always have a starting point, which provides me with my initial inspiration.

Tell us a bit about the latest collection.Fly Me to the Moon is a celebration of femininity. I’ve played with the concept of gender conventions and what it means to be feminine in 2018. The collection of interchangeable separates and dresses incorporates a range of innovative techniques, showcasing my passion for textiles.

“I grew up in the Midlands where it was the centre of manufacturing, and I saw the devastation it had on the industry and those communities when all the manufacturing literally left the UK overnight and moved overseas.”

What do you think attracts brides to your label?I think people buy into Halfpenny London because of how diverse the collection is and how personal it all is to us. It’s a massive privilege to dress someone for their wedding and I never take that for granted.

Style-wise, there’s something for everybody, regardless of body shape. We also offer an exceptional standard of customer service and brides-to-be have a personal, intimate experience with an expert stylist. The brand started in my house and I’ve worked hard to bring that intimate feeling into the boutique. I think brides have a conscience these days, so it’s very important for them that it’s British made and sustainable.

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What fabrics do you like using and why, and how important is fabric quality for your designs?Fabric quality is essential to my designs, but that doesn’t necessarily mean it has to be 100 per cent silk. There are lots of amazing mixed fibres, as well as brilliant modern embroideries and beading techniques that we’re using these days. My favourite fabric to work with is a silk tulle because I find it to be really magical and light. I also love silk organza at the moment – there’s lots of it in my collections. I love to mix my cloths together. And then there’s French laces – without a doubt, I’m obsessed with laces.

The fabrics I use definitely influence my design process. I am very much hands on: draping on the mannequin, putting fabrics next to each other to see how they work – I love playing with that juxtaposition. For example, in the past collection we used a leather and paired it with a beautiful silk organza top with a lace trim. I adore layering those textiles and playing with them, for example, adding a pleated lace to the edge of a sequined Mikado jacket.

Is there any dress that you’ve designed over the years that you have fond memories of, and if so, why? There are lots! But one in particular is a wonderful dress I designed for a bride who was a journalist. It was a short pink dress with silk flowers all over and it was really magical! It was so fun and fabulous. She looked amazing with these stunning pink Louboutins with a big flower on the front. From the new collection, my favourite dress is the Bay skirt with the Bobby top, worn over a simple slip and layered with the Duffy coat. I love layering and all the textures!

Is there a particular era in fashion that you’re drawn to?I’m inspired by all eras, particularly Madeleine Vionnet’s bias cuts of the late ’20s/early ’30s. I also love the ’50s classic nipped-in waist, big princess skirt silhouettes. I found the ’70s shapes coming through in my Standing on Stardust collection but, to be honest, a good cut is truly timeless and I love to pay homage to many different eras.

Do you have a favourite designer’s work that you admire? I’m obsessed with Dior and vintage Dior. I adore Alexander McQueen and I think Sarah Burton does a great job of carrying on his legacy. Obviously, I think Clare Waight Keller is incredibly talented and what she is going to do for Givenchy is really exciting, and Giambattista Valli – I think his cutting is phenomenal.

If you weren’t a bridal designer, what job do you think you might have done?Without a doubt, I’d have been an interior designer. I might end up doing that as well… watch this space!

If you were given the opportunity to dress Meghan Markle for her wedding to Prince Harry, which one of your gowns do you think would suit her best and why?I think Meghan would have looked gorgeous in the Oliver dress and the Christian skirt – it’s strapless and classic. Then for the evening, whip off the Christian and add the Daniel top. I think she’d look incredible in those outfits and it would satisfy both her modern and classic sides.

How do you anticipate Brexit will impact upon the UK bridal trade in general, and what are the implications for your label?It’s already making fabric more expensive. I buy a lot of European textiles so that’s a problem. I think people will be a bit more picky about where they spend their money – and with whom – and therefore I think it will have a massive impact. We’re pleased to be in a position

of being able to offer an amazing, consistent service so that brides and wholesalers have the confidence to buy from us.

What would you say are the biggest challenges facing UK bridal designers at present and do you have any suggestions for countering these challenges?Designers trying to be everything to everybody is a huge challenge. Keep doing what you’re doing and do it well. Stay true to yourself and create beautiful, great quality garments.

How would you like to see the company evolve over the coming years?I’d like to open a larger flagship store in London. We have two boutiques in Bloomsbury and we’ve already outgrown them. The design studio and atelier could do with being double the size and so could the fitting rooms. I’d like double those so we don’t let anyone down when they want an appointment.

On a day off from bridal, how do you like to spend your time?I never get a day off from bridal – you don’t when you run your own business! I’m pretty consumed with wedding dresses and fashion so I’m always drawing or mood boarding. When I’m not in the boutique or atelier I spend it with my husband, James, and my son, Sylvester and friends visiting galleries, running through fields, being in Whitstable at our house there.

I’m very grateful for my family and work and I try to fully enjoy every moment of both. Juggling a two-year-old and a business is a challenge, but incredibly rewarding.

CONTACTHalfpenny Londonhalfpennylondon.com

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ONE TO WATCHMaking its debut at the Harrogate Bridal Show this September is Paul Zeni – a mid to high-end bridal brand based on 30 years of experience. We speak to Paul Adamou find out more…

When did you create the Paul Zeni bridal brand and with what business aim? The idea of a new brand has been floating around in my mind for the last three years and, after having a break from the industry, I decided it was time to turn my idea into reality.

After many meetings with Marina and Maria at Hollywood Dreams, we decided to put all our design ideas together and create the new label.

Can you tell us a little about your/your team’s design background?I have been in the bridal industry on and off for the last 30 years and have been instrumental in launching other collections like Tiffany Bridal and Chic to name a couple. Marina Adamou has also launched many labels in the past 34 years including Hollywood Dreams, Elegance Couture, Tiffany Bridal and Chic.

How would you describe the Paul Zeni signature style?Our signature style is not confined to one shape or style. The designs are very elegant and glamorous without being overstated. We only use the best beads, laces and trimmings to embellish our gowns.

How would you describe your debut collection and how often will you be releasing new designs?The debut collection will be stunning and affordable as we have spent many months designing and sourcing materials and trimmings to make this truly wonderful collection come to life. We will be releasing two collections a year – one in September for the main season and in March for the mid-season.

Are you currently looking for retail partners to stock your collection and, if so, what type of boutique would you like to partner? We are looking for retailers throughout the UK to stock our gowns, particularly middle to high end shops. Our prices will be competitive and affordable.

Why did you decide to launch your bridal brand at Harrogate, and can retailers see the collection at any other trade events over the coming 12 months?Harrogate is the biggest bridal trade event in the UK and is probably the

“We are looking for retailers throughout the UK to stock our gowns, particularly middle to high end shops. Our prices will be competitive and affordable.”

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best show to launch a new collection from past experience. We aim to show our new mid-season collection at London Bridal Fashion Week in early 2019 at Excel.

What is the price range of your collection and why did you decide to opt for this sector of the market?Our prices will range from £1,200 to £1,800 retail, thereby allowing our stockists a very good margin to promote and sell our gowns. This sector of the market seems to be the most proactive in the present conditions and we have priced the collection accordingly – that is to be affordable and competitive.

Where are your gowns designed and made, and for what reason?Our gowns are mainly made overseas in China (70 per cent) and England (30 per cent). Our design and marketing departments are based in London. Over the years it has become more expensive to manufacture in the UK so we, like many other designers, have had no option but to look further afield.

What after-sales support can you offer your stockists?We offer design and colour changes, made to measure service toile fitting, designer days, and we are able to loan gowns out to retailers. Our stockists are all listed on our web sites and included on our social media feeds. We also aim to work with our stockists on brand promotion and point of sale material.

Do you offer exclusivity to your retailers and is there a minimum order quantity?We are looking to give between 10 and 15 miles exclusivity and will work

with our stockists to determine the exclusivity level required based on population density. As for minimums, we would like our stockists to have a good representation of our collection without imposing the burden of a minimum order. However, a good representation of the collection would be around eight gowns.

Which other fashion designers do you admire and why?It has to be Christian Dior because of the simplicity and elegance of its designs.

If you could design a bridal gown for anyone in the public eye, who would it be and why?It would be the Duchess of Cambridge (Catherine Middleton) as I admire how graceful and stunning she always looks. It would be my absolute pleasure to design for her.

CONTACTPaul Zenipaulzenibridal@gmail.compaulzenibridal.com

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BELLE OF THE BALLGOWN

Owner Rachel Welch talks to Attire Bridal about unveiling Verise’s 2019 collection, and why she’s embracing new trends

What inspired the 2019 bridal collection and what fabrics and embellishments have been used in the designs? The 2019 Blush collection is a mix of modern and traditional. We love a big princess dress as much as we love to embrace trends that are really different for us, such as vintage ’20s-style dresses. Our customers regularly ask for lace bridalwear and we have used this fabric a lot within the past couple of years’ collections. We have featured plenty of illusion necklines, waist embellishments and intricate beading. I feel the focus on soft pink blush tones really reflects a more modern view on the use of colour, but in a really romantic way. Tulle is used frequently to create a floaty and more moveable skirt.

How many designs feature in the 2019 collection and what are thekey styles? We have 29 new bridal dresses and two new flower girl/communion dresses. Key styles are definitely fit and flare, as well as ballgown skirts. This year our lace designs are even more intricate and detailed, with a focus on the small details that really bring a dress to life, such as adding a capped sleeve, or pearls to lace appliqués.

What is the price range of the collection and why?Our range is priced between £160 and £320 wholesale. We work hard to ensure our collection remains affordable and accessible to all in order to make every bride shine.

Do you have a favourite gown from the 2019 collection?My favourite changes every day! I particularly love Daisy as it is such a different style for Verise, as well as Serena as I’m a huge fan of the floral embroidery and open-back detail. I’m also very fond of our princess dresses like Betty, Isabella, Cassandra and Madison.

Which design do you predict will be a best-seller from this collection, and how does this compare to the best-seller from the 2018 collection?Our best sellers are most often our ballgown dresses. Last year we had Francesca and Georgina. I predict Cassandra, Betty and Summer will be equally as popular, as more customers are asking for sleeves.

Where did you hold the photoshoot for the new collection and why? How pleased are you with the shots?Our photoshoot was held in The East Close Country Hotel in Christchurch, Dorset. I actually got married at the venue last year and couldn’t stop imagining the beautiful images if we shot the new collection of gowns there. It is a beautiful Georgian boutique hotel with a modern twist, which I thought was a perfect fit for the collection. I also loved getting the beautiful gardens in some of the shots, which provided an incredible backdrop. I am very pleased with the resulting images as this the very first photoshoot I was in charge of, since taking over the business.

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What type of retailer is the collection most suited to?We love to work with a range of different retailers. The collection is suited to shops who embrace all different kinds of brides.

What sort of bride will be attracted to this collection?Our collection is for all brides, no matter their budget or size. Our dresses are available in sizes 6-30 and we keep our dresses as affordable as possible without compromising on quality.

How many stockists do you have in the UK and what criteria do you use when choosing your retail partners?We have around 60 stockists in the UK and some throughout Ireland and Europe. We look for shops that communicate well with customers and designers, as well as having positive customer reviews. Quite often we find potential retailers on social media platforms such as Instagram.

What support can you offer to your retail partners?We really do love to support our retailers as they are an extension of our company. We are often altering dresses, ordering lace and fabrics and helping ensure their brides get their dream dress. We will always strive to help wherever we can. Our dress delivery times are usually around 12 weeks, however we can get dresses in a rush; made to measure in six to eight weeks.

Where can potential stockists view your designs in 2018 and 2019, and when will you be unveiling your 2019 collection?Our first unveiling was at the Bristol Bridal Roadshow on 19th and 20th of August. We will be doing more Bridal Roadshows throughout the year, as well as shop visits and designer weeks.

What do you predict will be the key bridal trends for the coming year with regards to inspiration, cut, colour, fabric and embellishment?I definitely predict that Meghan Markle’s wedding dress will have inspired a more simple, classic, clean style and silhouette by next year, and I am looking forward to seeing this. I think there will be developments in a wider range of colour choices being available. I have also seen some huge ballgowns on the catwalk, so I am very excited to see more of these!

CONTACTVerise Collectionverise.co.uk

“We really do love to support our retailers as they are an extension of our company. We are often altering dresses, ordering lace and fabrics and helping to ensure their brides get their dream dress.”

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LAUNCHING PRODUCTS AT EXHIBITIONS ACID CEO Dids Macdonald talks about how to protect your designs at trade shows

Launching a new design or product range and thinking about exhibiting? Then take a few moments to think about some of the hoops you have had to go through to get to your designs market-ready. Successfully reaching a new product launch invariably represents a significant amount of investment and sweat equity for most businesses, whether micro or macro, so you need to maximise your return. Exhibitions can provide a unique opportunity to get in front of genuine design buyers, so taking a few steps to ensure you protect any new designs against being copied will pay dividends. Start by being IP savvy – know your copyright from your design right and your trademarks from your patents!

If the new design or product range you are launching is innovative, then it is even more important to take stock of the intellectual property (IP) you have created and ensure it is protected. Ask yourself some simple questions:

– Have I got evidence to prove my IP ownership?– Does my marketing material or product labelling and website include an anti-copying message? – How can I prevent my new designs being copied at exhibitions? – What can I do if I am copied?”In a world where the copying and counterfeiting of products has developed into one of the most insidious forms of crime across all design sectors, it is important to be proactive and not reactive to prevent copies and knock-offs. Sending a clear message of deterrence to those who go deliberately to exhibitions to copy and steal ideas is an important element in any business strategy.

How can I create evidence of my IP ownership?Think about your original concept drawings or artwork, and make sure you have a signed and dated audit trail from an idea to marketplace. Better still, register your designs in the UK or EU. Or if you are relying on unregistered rights, send them to the ACID IP Databank, giving you a uniquely numbered tamper-proof certificate of receipt safely held by a trusted third party. Discovering a copy of your designs at an exhibition or online is devastating but made worse if you cannot provide evidence of ownership, originality and date of creation. The ACID databank is supported by the Police Intellectual Property Crime Unit (PIPCU).

Does my marketing material/website or product packaging/labelling include an anti-copying message?This is such a simple and inexpensive thing to do and an essential part of a proactive IP strategy. If you don’t want to be copied, then say so and communicate it. Creating a few lines on each page of your website can send a strong deterrent message such as: “All intellectual property rights on this website, images and designs belong to (insert your name). Any infringement of our IP rights will be taken very seriously.” Equally, if you have an About Me/Us section, you can include a statement along the lines of “(insert your name) are proud to create original, innovative products. We respect the intellectual property rights of others, and we expect others to demonstrate ethics, compliance and respect of ours.” Many ACID members also use a simple statement on their product packing or labelling. For example, greetings card designers include the ACID logo of deterrence

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on the back of each card, consistently raising awareness of their IP ownership. Others use a simple statement on their standard email signature. It’s about getting a strong message out: “I don’t want to be copied. And if you do, there will be consequences!”

How can I prevent my new designs being copied at exhibitions? First, look to see whether the exhibition organisers are ACID accredited. If so, we will be on hand with our ACID-affiliate lawyers to help you if a copy is discovered. For example, at a recent exhibition where ACID was present, a Chinese visitor was ejected from the show. Why? When he was stopped and challenged, he had more than 1,800 images of new products and existing ranges of most of the exhibitors. In this instance, the images were destroyed and he was banned. So vigilance is critical. If you see anyone taking photographs without permission, call the organisers. And you can be proactive by not allowing unauthorised photography. Remember, with phone cameras, your designs can be sent across the world in seconds and mass-produced before you even pack up your stand. So take control of who photographs your work, ask them why, and note down their contact details. Only allow authorised photography, and if it’s a problem, insist that organisers support you. After all, you pay thousands to rent your stand space, and exhibition organisers build their reputations on your innovation.

And if the worst happens and you do discover a copy. Don’t panic. Taking legal action rarely results in a final court hearing. If you have got all your evidence in place (IP audit trail to prove ownership/examples of the alleged copies plus all the details), in ACID’s experience, a strongly worded letter before action can be a shot across the bows and achieve an early settlement and undertakings. Above all, publicise any settlement to demonstrate that you are prepared to take legal action. Name and shame is the name of the game.

Using social media effectively can be a useful platform for exposing your original and an alleged copy and getting immediate results. With the advent of social media, it can take moments to erode the reputation of brands that produce lookalikes. But be careful! If you make a groundless threat and accuse someone of copying and it proves otherwise in the UK, you can be sued yourself. Always seek some professional advice. Gaining public support by shouting about unfairness and a blatant disregard for design originality is what many are starting to do. Such as the Trunki campaign #ProtectYourDesign.

Also, if you are unlucky enough to discover a copy at an exhibition where ACID is present, you can call on our help to mediate the issue. Out of more than 4,000 informal mediations at various exhibitions, not three per cent have reached a final Court hearing. Imitation isn’t flattery if it costs your business, so make sure it doesn’t happen to you.

CONTACT ACID acid.uk.com

www.trade.colinrossuk.comsales@colinrossuk.com Tel: +44 (0)1769 572 676

White, Ivory & Black | Slim & Standard Fit | Extra Long Sleeves

ADVERTORIAL

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Introducing Loré We find out more about Loré

Loré is a fashion design house engaged in the design, manufacture, and distribution of high end ladies wear. The company founded in 2002 with its headquarters in the UK and showrooms in US, Mexico, Spain, Greece and Italy, has a network of over 1,200 stores selling the brand in over 40 countries. Having successfully developed in the evening wear, prom and occasion wear market place, Lore is now entering the bridal market with their Private Label Loré White range.

Loré White features classic designs, flattering forms, and intricate detailing made from high quality tulles, silks, satins, chiffons, delicate laces as well as hand-beaded accents. The colour palette includes white, ivory, champagne and nude, with sizes from UK 2 to UK 34. “Catering to a plus size market and the low price point of the collection has already proved to be very successful in the US, gaining over 180 stockists in under year,” notes Karly, US Operations Manager.

“We are beyond thrilled to officially enter the UK bridal market,” says Raveen, Managing Director of Loré, “The passion and dedication my team showed when creating these affordable pieces is something I’m very proud of”. Production Manager, Sherry, added, “It has been a formidable task to ensure we can produce our bridal pieces in the same six-week period that we produce our evening, prom and occasion wear, without compromising on quality.”

ContactLoré,+44 (0)20 8998 0098sales@lore-group.comlore-group.com

160 ATTIRE

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ON DISPLAY

SOCIAL MEDIA

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STRATEGIC PLANNING Kay Tilbury, Head of Social Media at KD Media Publishing Ltd, tells us

why social media is such a powerful tool for businesses

Social media is evolving faster than ever. If you want to stay ahead of the competition, you have to know which platforms to use and how harness their respective marketing opportunities. What was once an additional boost to your brand is now an essential if you really want it to reach its full potential. The number of social media users worldwide this year is a staggering 3.196 billion, that’s an audience you want to capture, whatever your industry.

Popular sites like Facebook, Twitter and Instagram give you the opportunity to increase your brand’s awareness, generate leads, keep up-to-

date with industry news and help you learn more about your customers – best of all it’s free to join!

The creators behind-the-scenes of these platforms have really noticed how beneficial these sites can be for businesses too, with a variety of advertising campaigns, page boosts and an option to specifically target audiences now available. These are paid for advertisements, but it’s a highly cost-effective way to expand your reach.

Brands must be fully invested in their social media marketing, with a clear strategy and goal in place. Here are my top tips on the steps you should take to get started:

DECIDE ON YOUR NETWORKING

SITESFacebook, Twitter, Instagram and

YouTube are today’s most popular sites. It’s therefore important to familiarise

yourself with each platform to find out how they work and which audiences they appeal to, then decide which

platform is best suited to your brand.

RESEARCH COMPETITORS

Investigate which channels your competitors are using and

the content they’re posting, as this will help you gauge what works best

in your industry. Other brand’s contents may inspire your

posting styles too.

GOALS, OBJECTIVES, TIMELINE

You simply can’t move forward without knowing what you’re working

towards, so with your company’s needs in mind set realistic, measurable goals. What are you trying to achieve? Define your business’s objectives and – most

importantly – make sure you allow time each day to be active on your channels.

A neglected account can be damaging to your brand.

FIND YOUR VOICEEnsure your brand’s voice is engaging,

purposeful and has the right tone. Listen to how customers and others in your industry communicate with each other – is it formal,

casual or even quirky? But remember, you wouldn’t speak to a colleague the same way you’d speak to a friend, and you wouldn’t speak to a friend the same way you’d speak to a customer. Exactly the

same principle applies to social media for business. It’s essential to remember you’re

representing a brand too, so always use ‘we’ instead of ‘I’.

BUDGETTargeted advertising

on social media can be very powerful when it comes to boosting your brand and content, so set yourself a

small budget to test which promotional tools work

best for you.

ANALYSE AND REACT

A social media strategy isn’t set in stone, so analyse your

content, audience and timings. Continuously keep an eye on

the competition. Don’t be afraid to re-evaluate your

strategy if needed.

Remember, each goal should be SMART – specific, measurable, attainable, relevant and time-bound!

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In her new regular column, Attire Bridal editor Demelza Rayner discusses industry issues, with her inaugural offering looking at how independent retailers can push home their advantage when creating a niche bridal offering

FOREVER UNIQUEWhat makes you different? What sets you apart from all the other bridal

retailers in the UK? Knowing the answer to this question forms the cornerstone to the way you run, market and grow your business.

While it’s tempting to want to be ‘all things to all brides’, the truth of the matter is that any boutique has a particular customer base with very specific demographics – the secret to success is identifying your particular customer type and either buying stock in accordingly, or changing suppliers in order to appeal to a new customer type.

As consumers, we all want to be seen as individuals and this desire is greatest in the bridal industry. Indeed, mix ‘n’ match separates and ‘dressing up’ boxes of belts, capelets, overlays and other accessories to transform one gown into a myriad of different looks has held great appeal to the modern bride seeking a bespoke look without the couture price tag.

In this issue of the magazine we’ve heard from two bridal shop owners who have both carved out their own niches in what is a saturated and incredibly competitive marketplace. Chloe Jeffs of Black Swan Bridal Studio was initially concerned that her carefully curated bridal collection was too niche, but by being selective about her designers and taking a ‘less is more’ approach to the number of gowns stocked, she is giving her brides exactly what they’re seeking – an upmarket bridal shopping experience with beautifully designed gowns that speak to their individuality.

Equally, Karen Whyboro, founder of Rock the Frock Bridal, is developing a franchise of alternative boutiques headquartered in Essex. She has a clear idea of what sets herself apart from her competitors and this vision is carried throughout the business, to the extent that she chooses to showcase her own photos of the gowns stocked, rather than relying on those supplied by the manufacturer or designer. They’re both inspiring stories and show what can be achieved if you have a clear vision of your business and where it’s going.

As the saying goes, Rome wasn’t built in a day, so if you’re considering a rebrand, or simply aren’t sure about your unique selling points, then a little bit of market research goes a long way. Ask your brides for feedback, whether they buy their gown from you or not. By understanding what made them seek out your boutique in the first place will help you see your business from a consumer viewpoint, and will give you valuable insight that you can build upon.

The British bridal industry is ever changing and only by evolving can you stand firm and thrive when challenges present themselves. I’ll leave you with the words of Helena Cotter who was spot-on when she said that as an industry we could certainly teach the high street some valuable lessons in how to run a successful business – one where customers are always treated right, listened to and made to feel important.

If you have a pressing issue you’d like Demelza to discuss, get in contact at editor@attirebridal.com