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most of tWitter of retailers?

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PlaYers PreDiCt
sChool-leaviNG
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 info-uk@justinalexanderbridal.com | justinalexanderbridal.com | 01908 615599

Hall Q - Stand Q1
BBEH 2011
 2011
FINALIST
Designer of the Year

2011
FINALIST
Best Bridalwear Manufacturer

We look forward to seeing you on Stand C16 where you can view all
our beautiful collections including Veromia Bridal, Veromia Couture by
Jason Jennings, Sonsie and Veromia Bridesmaids.
Sophia

Come and see us at

British Bridal Exhibition
– Harrogate, UK
Designer Hall Stand D20
11-13 September 2011

BY ALAN HANNAH

020 8804 1567 ❤ info@miamiabridal.co.uk ❤ miamiabridal.co.uk

 Stand C16

2011
FINALIST
Designer of the Year

2011
FINALIST
Best Bridesmaid Collection

We look forward to seeing you on Stand C16

where you can view our beautiful Bridal, Bridesmaid and Prom Collections
 2011
FINALIST
Designer of the Year

2011
FINALIST
Best Plus-size Collection

2011
FINALIST
Best Bridalwear Manufacturer

Come and view our gorgeous award winning dresses on Stand C16,
we look forward to seeing you there
 2011 2011
FINALIST FINALIST
Best Bridalwear Manufacturer Designer of the Year

We look forward to seeing you on Stand C16 where you can view all our beautiful collections
including Veromia Bridal, Veromia Couture by Jason Jennings, Sonsie and Veromia Bridesmaids.
Couture Bridal Division of

www.preciousformals.com
info@preciousformals.com
UK free phone: 0808.120.2337

See us at:
BBE HARROGATE
Sept. 11th-13th
Stand M20-M23
 SPRING 2012 collections launching at BBEH
11 - 13 September, Hall C – Stand 27/36
For more information, contact Michele O’Neill:
www.dessy.co.uk michele@dessy.com; tel. 0845 838 1041

Existing accounts please visit: www.customsamples.com • To apply for a new account visit: www.dessy.com/retailers
ALFRED SUNG
 Victoria Kay
The Art of the Dress

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

Please visit our web site to see our stunning new collection.
For more information or to book an appointment please contact
us on 01424 427284 or e-mail: sales@victoriakaygowns.co.uk

www.victoriakaygowns.co.uk
 We will be showing our stunning
2012 collection at:

Visit us on Stand 42 Hall Q

Receive significant discounts
when you place your order at the fair.
 The inspirational
new ‘suiTcase’ collection.
ExcEptional fitting
bridal gowns designed to go
anywhErE for your big day.

~
 LONDON

w w w. j o h n c h a r l e s . c o . u k
info-uk@sinceritybridal.com | sinceritybridal.com | 01908 615511

2011
FINALIST
Best Bridalwear Manufacturer

BBEH 2011
Hall Q - Stand Q1
 90
Contents
Show business
This BBEH is the biggest ever. Here’s what
to expect

There are some great names and

spectacular collections in Hall D

The linkway between Halls C and Q is

where to spot brilliant young talents

From the editor

This is the biggest issue
40 You want gorgeous gowns? Here they are

Get ready for the party season with the

ever of Bridal Buyer – best in bridesmaids and promwear
close to 200 pages packed
with industry up-dates, Eveningwear and mother-of-the-bride
new product roundups and dressing so sleek and elegant
trend predictions along
The choice in quality, fashion-forward
with advice from experts
headwear has never been better. Ever
on the subjects you have
told us you want to know
more about – business management,

44
in the new season’s jewellery collections
finance, legal matters, social media,
buying. Not only that, but we have – by Walk away with the latest looks, colour,
popular demand no less – two issues straps and heels you can walk on
of Focus, one each for occasionwear
and bridalwear, which cover the 2012 Ballet pumps and swishy skirts for little
collections and provide a clear picture of girls who want to be all grown up
the new season’s key looks.
Who are the names, what are the trends?
Unsurprisingly, Harrogate – and
Find out who is who in the boys’ corner
what you’ll find there – is our main
topic though. With more than 350
collections representing every sector of Collections
the weddingwear market and spread

58
across six halls and four hotels, this Hollywood Dreams launches its new label,
priced to be accessible
September exhibition is undeniably
the most important on the annual
Gina Blakemore-Murray brings Ian Stuart
calendar.It will also, because of new London and Irresistible to BBEH. Fab news
production schedules in China, be the
first time when many retailers will have BBEH will see the world premiere of Disney
to accept and plan in different delivery Fairytale Weddings by Alfred Angelo
times throughout the year and order
accordingly – but that is a situation we Jonathan James brings his opulent new
knew was coming and most of us are well collection to Harrogate. At last
prepared.
Looking forward to Retail focus
seeing you at BBEH.

98 In business for a few months, and it is

booming for Anya Bridal Couture

19
 81 166

Contents
Are you keeping your brides happy? Are

120
you sure about that?

126
BIS advises on the best ways to buy

Features
Beverly Lister in the spotlight

Raising the school-leaving age could be

very good indeed. For brains and business

What the key suppliers plan for 2012

132
What the industry rates as the best bits

Report from Europe’s largest bridal show

Top-notch advice for would-be exporters

Is it worth a retailer’s time?

Editor Susi Rogol 020 7431 2259 114 Cholmley Gardens, Time to brighten up your best features
London NW6 1UP bridalbuyer@rogolgoodkind.co.uk Kim Colley

Regulars
Clive Burton Nardene Smith 020 7772 8317
nardene.smith@oceanmedia.co.uk Gemma Isteed 020 7772 8396

141
Allana House 020 772 8312 allana.house@oceanmedia.co.uk /Alliance 020
8955 7040 ocean@alliance-media.co.uk Judith Sutton
020 7772 8393 Wendy Adams 01423 770120 Printech Europe
Bridal Buyer is published six times a year by Ocean Media Exhibitions Ltd,
1 Canada Square, 19th Floor, Canary Wharf, London E14 5AP
Tel 020 7772 8300 / Fax 020 7772 8587 / wwwbridalbuyer.com

Copyright ©2011 Ocean Media Exhibitions Limited. All rights reserved.

Reproduction of any written material or illustration in any form for any purpose,
other than short extracts for review purposes, is strictly forbidden. Neither
Ocean Media Exhibitions Limited nor its agents accept liability for loss or

124
damage to transparencies or any other material submitted for publication. The

of the Editor or Ocean Media

BACK ISSUES If you would like to purchase back issues

please call us on 020 8955 7040 or
email ocean@alliance-media.co.uk

20
 www.davincibridal.com

Davinci welcomes new and existing stockists to view the new Spring 2012 Davinci
bridal and bridesmaid collections at BBEH 11-13 September stand C74
For further info please call 01727 85145
NEWS… you need to know NEWS
IN BRIEF
Where do you start? The biggest news of all is what will be
unveiled at Harrogate and, from the sneak previews we have
had, the new season kisses goodbye to safe styling and goes all Feathery friends
out for serious glamour, a signal that the good times are back JOAN LEE IS A BBEH REGULAR
and her great accessories collection
is always popular. New for 2012 is a
Don’t forget! Cake luxury range of real feather wraps,
and bubbly and your
chance to win one of
Unmistakeably boleros, capes and even jackets in
ten high-fashion colours with wraps

20 fab goodie bags

on the Bridal Buyer
Maggie and capes also available in large sizes.
+44 (0)161 480 0435 / BBEH B4

FOR MAGGIE SOTTERO, SPRING

stand – A45. But you
2012 ushers in a return to all things
have to wish us Happy feminine: ribbon belts jewelled
Birthday to qualify. with sparkling embellishments,
hourglass silhouettes designed to

Pick up your awards cap sleeves and bodices to entice

entry pack in Hall and intrigue. Skirts vary from grand
A, next to the Bridal whimsical tulle and organza ball
Buyer stand and hey – gowns to the chic sophistication of
slim chiffons A-lines. At Harrogate
good luck. you will see voluminous skirts
crafted from soft folds of fabric,
cascading layers, and an individual
take on short gowns.
+44 (0)151 339 9139 /
Majestic Hotel
Beach beauties
THE ARIANNA, THE DESIGNER ARM
of leading UK bridal accessories
company Linzi Jay, has introduced
a beautiful collection of barefoot
AWARDS jewelled ‘sandals’ that are perfect
2O12 for destination weddings – and
honeymoons. The concept is
perfect – sparkling foot jewellery
that ensures top-to-toe style and
the colour choice in stones is
brilliant, so bespoke is available.
Perfect fit +44 (0)1254 665104 / BBEH
Cairn Hotel

The
thinking
bride
350+
Cover image: Main shot, stunning black and
white gown from the 2012 collection of
Eternity Bridal, C25/39; insets, left to right:
Crystal Couture; Jasmine Couture; Venus;
Rainbow Club; Jean Yves. All gorgeous. All at
Harrogate, 11-13 September.
26
Benjamin Roberts is about to make a
lot of women, and the boutiques they
shop at, very happy. You can say
goodbye to across-the-pond sizing
(and guesswork) as, starting
with Spring 2012 deliveries,
LOVE by Enzoani patterns
will be graded according to
typical UK 12, 14 and 16 sizes
with an additional one inch added
to the waistline (thank you Ms Taft).
Size 6 will be a much-welcomed little
additional for the label. +44 (0)1792
564710 / BBEH Cairn Hotel
HALO & CO is
about to boost
your business JUSTIN ALEXANDER MAGGIE SOTTERO AMANDA WYATT

GOOD NEWS? OH YES. HALO & CO

will be launching a new website at
Harrogate which could change the way
Can you pick a winner?
you can purchase its products.The Halo
These six gowns, from Amanda Wyatt, Ellis Bridals, Justin Alexander, Maggie
team will be on hand at BBEH to talk Sottero, Mark Lesley and Veromia, are finalists in the Wedding Dress of the
you through the site and answer any Year category in the Bridal Buyer Awards 2012. They will be on display at
questions. What’s different? According BBEH September. The winner, selected by consumers voting for their favourite
to sales director Vince Frodsham, the online, will be announced at the Bridal Buyer Awards, 12 March, 2012. There
site is designed to reach and excite
will also be a display of 2011 awards winning pieces at BBEH September.
brides-to-be about the Halo & Co brand,
who will then be re-directed to the
brand’s stockists to make the sale, unlike
the accessory companies who vie with
retailers and sell direct to consumers. Of
particular interest is the trade section of
the site which will have a fully-automated
ordering facility and show all the
collections, plus news, reviews and trend
advice. +44 (0)1745 859730 / BBEH B17

ELLIS MARK LESLEY VEROMIA

Good reads
at the show
Bridal Buyer /
www.bridalbuyer.com A45
Perfect Wedding C10
Wedding Ideas A42
Brides – Media Lounge
Irish Wedding Journal
– Media Lounge
Scottish Wedding
Directory – Media Lounge
Bonny goes for gold
Do you know about Bonny Bridal’s Gold? Introduced a couple of
years ago, it is never advertised and does not appear on the company’s
website. The only images stockists see are those in the Gold catalogue
and they have to sign a contract agreeing that they will not use
the images online, or photograph the gowns. That way Bonny can
guarantee that Gold cannot be faked – and
strengthen its fight against copy-shops.
See the new Gold Collection at Harrogate.
+44 (0)1279 418555 / BBEH A20/34

27
 Introducing

the new 2012 collection

Designed in the UK

01625 521547 A www.charlottebalbier.com A charlottebalbier@charlottebalbier.com

Visit us at stand a37 at BBEH
Footloose no
Anny Linn – a true original
Not content with adding the excellent MOB range Bella Rosa to its ever-
more growing portfolio, Romantica has signed a deal with design star Anny Linn
RAINBOW CLUB HAS NOW
brought its childrenswear European launch pad. Imaginative, exciting, and gaining critical acclaim
everywhere, this young talent really has something different to offer. She
collections together under one
may be tiny in stature but her couture collection in silk, chiffon and taffeta
umbrella and from 2012 all kids
is stylish, clever and tells a very big story. +44 (0)1884 860728 / BBEH St
shoes will be available in the new George Hotel
Rainbow Club Kids range, providing
a coherent offer for retailers while
Lingerie at BBEH
allowing customers a wide choice Arianna Cairn Hotel
of designs. Included in the dye- Benmark B5
able collection is Abigail, chosen Blue Ribbon Petticoats M29
by the Duchess of Cambridge for Body Wrap for Brides Q21
her little bridesmaids and Sam, By Wishes C62
the popular trainer style for girls Carnival Creations A10
and boys. New styles include Diva Intima C62
Jemima, with beautiful bow detail Dominique Lingerie B5
and pleating across the front, and Elila Lingerie B5
Hetty, dressed up with a hand- Flattering Me Collection A10

trends include elastic bar straps, Glamour You Bra C62

satin-covered heels and pretty Heading Up! M34
decorations with just enough Imogene M15
sparkle to be magical. Julie France Shapewear B5
+44 (0) 1392 207030 / M42 Jupon A10
Lormar B5
Merry Modes B5
Power Curves C62
Secret Weapons C62
Silhouette M12a
Sticky Straps A10
Swappers C62

First timers at Harrogate

STARLET JEWELLERY

It’s a wrap
Need a garment bag? A display
stand for jewellery? A gorgeous Some are brand new names in the Aahan Jewellers Q20
box for bridal treasures? The business, some are established Annais Q42
suppliers at BBEH will have what labels looking to build their Belle Luxe Q17
you want at the right price customer base. All are new to Blossom Tiaras M9
Alphawrap B1 Harrogate and have something Body Wrap for Brides Q21
Angel Forever special to offer.
by Elegancia UK Q31 Claire Mischevani D24
VERISE
Concept Covers C78 Crystal Couture L3
Hoesh International B29 Elegancia UK Q31
Inca Jewellery C55 Hazaar of London Q22
Jewellery World C51 Her Best-Kept Secret L6
The Empty Box Company Q28 Kevan Jon L4
Jonathan James D3
La Femme B13
Lisa Marie L5
Lizzie Agnew L2
Lovett & Co Q21a
Martha May Q23/24
Pilgrim Q26
Private Label by G Q45
Starlet Jewellery Q34
Verise Collection Q30/38
Victoria Ann Millinery B23

PILGRIM

29
Mark Lesley
www.marklesley.co.uk

The British Bridal Exhibition

11th – 13th September 2011
Hall Q Stand Q7
Stockist Enquiries
Tel: +44 (0) 1621 784784
Email: info@marklesley.co.uk
 ENJOY…
*you… THE RBA DINNER-DANCE
may still be able to get a ticket
for the Association’s annual bash
at the Majestic where there is good
food and drink, entertainment, the
chance to mix and mingle away
from the pressures of work and,
oh yes, the announcement of the
winners of this year’s RBA awards.
Who’s going to walk away with the
titles this year? For ticket enquiries,
email asgrimsbynd@ntlworld.com
*Water
… ALREADY SUPPORTERS OF
Aid, CAFOD and Habitat for
Humanity, Amanda and Andrew
Bradwell of Eternity Bridal are now
using their experience and contacts
in the bridal industry to raise
money towards various important
charity projects in Uganda. Setting
up shop, they intend to keep it
supplied with wedding apparel, the
proceeds of which will help fund
various initiatives set up by Children
of Hope Uganda. Amanda has
booked a Harrogate restaurant, Le
Bistrot Pierre, for dinner, sponsored
by GAC Logistics, on Sunday 11
September, right before the BISCO
party at the Majestic, and is inviting
show exhibitors to buy tickets.
The £10-per-head charge (which
includes a two-course meal and a
full bottle of wine per person), will
be donated in full to the charity.
Space is limited and available on a
email
liz@eternitybridal.co.uk to book.
Shape assured
US BRAND, BODY WRAP,
one of the originators of shape-
wear, will be launching its Bridal
Wrap Collection at Harrogate. Using
seamless technology to enhance
places, the functionality of the
product is counter-balanced by
touches of prettily-printed lace. The
science-side of the Wrap – which
is impressive – will be explained by
the experts at on the stand at BBEH.
+44 (0)1423885374 / BBEH Q21
Dom Bridals
launches new
label Donna Salado
SEPTEMBER BBEH WILL SEE
joins Mark
Lesley
a new name entering the
MARK LESLEY’S BURGEONING
competitive, accessible-price business, which now
arena, a sector in which encompasses bridalwear,
Dom Bridals is not currently bridesmaids, prom and destination
represented. Prices in this weddings collections, as well as
highly-commercial collection the eponymous top, has taken on
start at just £165, with top talent Donna Salado as Head
bridesmaid dresses (available of Design. In addition to assuming
in taffeta, chiffon and satin responsibility for the creative
direction of Mark’s brands, Donna
and 60 colours) starting at
will continue to develop her
£60; get an order in for six
own-name couture label under
bridal gowns for stock and the Mark Lesley umbrella. Mark
you will receive six bridesmaid has pledged to put the same level
dresses free – an excellent of customer service, back-up and
introductory offer. On top of support behind the Donna Salado
all this very good news is that label as he applies to his core
orders placed at Harrogate in
September will be delivered new and vibrant media campaign
before Christmas. Enjoy a is planned.
+44 (0)1621 784784 /
glass of bubbly on Dom’s new
BBEH Q7 and Q7a
stand in Hall Q.
Making a drama of it
New for 2012 and featured at
BBEH is the cleverly-named
Drama Queen by Amanda Wyatt,
a fab collection of gowns for
prom princesses, fashion-minded
bridesmaids and party-goers
who want a great look.
Available in sizes 4-26, a
kaleidoscope of colours and
a huge numbers of stylish
silhouettes, the collection
is priced from just £69.
+44 (0)1625522344 /
BBEH A18/36
31
 The Ronald Joyce team invites you to view our beautiful new collection
Style: 65002 on Stand M19 at The British Bridal Exhibition
 A two-way story
Chapter one: Two bright young design students meet at the London
College of Fashion, work together on a project, fall head over heels
in love with bridal, and set up in business. Now Harrogate is the
start of a new chapter for Hazaar of London

R
ACHEL FARRIMOND
(above left) and Isoline
Hickman met when
they were both studying
costume design in 2004
Now in business together under the
name Hazaar of London, they produce
inspired convertible wedding gowns of
fabrics sourced in the UK. It is Hazaar’s
aim that a bride can walk down the
aisle looking classically beautiful and
walk into her wedding reception
looking equally stunning, but ready for
the celebration. Bridal Buyer talked to
Harrogate.
How did you two get together –
where did you meet, and was it
We met while studying Costume
Design and Construction at the London
together on an 18th-century project
and realised that our concepts, design
styles and interests were developing
in similar ways.
So when you were ready to set up in
One of the things we loved about
Costume was designing for a character
or personality. We really feel that bridal
is often about that, a one-off beautiful
Some of our style icons are Dior and
Grace Kelly in the 50s – we love the
glamour and elegance of fashion in
that era.
Who are the ‘names’ you admire
We love the delicate detail of Jenny
Packham and the drama of Vivienne
David Fielden’s use of fabrics and
surface textile design exciting and
admire the uniqueness of their design.
Tell us about the collection you’ll be
showing at Harrogate – what gives
it its personality and what makes it
They are all convertible dresses
designed with elegance and
sophistication in mind. Each dress has
a removable under- or over-skirt giving
the bride the option to change her look
without the need to buy a
second dress.
Where are you sourcing your fabrics
and embellishments, have you been
All of our fabrics and embellishments
are sourced in the UK. We like to
use UK suppliers for our fabrics and
trimmings and our gowns are all
made in the EU.
We are inspired by a mixture of things –
the small waistlines of the 50s, art
deco design, the elegance of ballet
and classic style. Our interests are
incredibly varied and we are always
evident in our collection.
Will you be checking potential
stockists out before you supply
them and what will you be looking
We want buyers who share our passion.
There are some retailers we know
of that we would love to work with.
However, we are looking forward to
meeting lots of shops at Harrogate as,
through talking to them, we will be able
to guage how our brand would work
with individual stores.
What are some of the pitfalls, and
We actually work really well together
and bounce ideas around all the time.
We are always coming up with new
designs and discussing what we do or
don’t like about them. We have quite
a silly sense of humour, which helps
if we don’t agree on something as it
generally ends up being quite comical.
What price bracket have you
We have tried to keep our price
range within the middle market. Our
wholesale prices will start at £450 and
go up to £800, with recommended
retail prices of £1,200 to £,2500.
if you could design a dress for
crossed you won’t say Pippa
Middleton!)
We would love to design a unique dress
for Lily Cole. She is classically British,
we consider her to be a contemporary
icon with intelligence and grace and
feel her personality would translate well
with our design concept.
See Hazaar of London’s stunning
collection of convertible gowns at
BBEH, stand Q22.

Brimas – going live

On the Brimas stand you can see its specially-developed
Special extras software in action, and not only will the benefits become
Butterfly L1
immediately apparent, but so will the ease with which the whole
Helena Cotter Sales Training KS1 thing operates. Large touchscreens, ipads and android tablets
Industry Development KS3 will take you through the technologies and show how the
Klassy Covers C76 software can help improve your bridal business. Designed over
Makepiece C56 a two-year consultation period with over 100 bridal retailers,
Retailers Network (Bridal) KS3 this is seriously worth consideration. There is a show-only offer
Rockliffe House M32 to retailers who sign up to the product at BBEH of a discounted
set-up fee. Don’t miss out on a great opportunity for a deal and
a glass of bubbly! +44 (0)141 530 9061 / BBEH A3
33
 BBEH - Designer Hall D3
www.jonathanjamescouture.com

JONATHAN JAMES
C O U T U R E
 RETAIL
FOCUS

W
Ith An Address
that reads ‘the
hampshire Barn, st
Clair’s Farm’, newly-
opened Anya Bridal
Couture certainly
looks, on paper,
like a fairytale. the story is in fact a dream
come true for friends Anja and Lisa, who only
started discussing opening a shop together last
Christmas and just seven months later, in July,
were ready for business.
One could assume that this was the natural
progression of two women who had spent
several years in the industry, but in fact Lisa’s
background is in sales and marketing for a
luxury yacht company and Anja, while having
20 years’ experience in retail, had sold mainly
white goods.
“We both wanted to get into something more Anya Bridal partners, Lisa Davis,
feminine, and bridal offered us that as well as left, and Anja Yilmaz, shared a

the ability to help people fulfil their dreams,”

business plan that included a fair bit
says Lisa. “selling wedding dresses enables us
of research meant that they were
to play a big part in a very special occasion and ready to open their business just
that really appealed to us. however, neither of seven months later
us has ever worked in bridal before, so this is

Something new
It takes a degree of bravery to open a brand-new bridal shop well
away from a high street. More so, when the two partners have zero
experience in the industry. But now in its second month, Anya Bridal
Couture is proof that dedication and the will to succeed is what it takes
one huge learning curve.”
Cue lots and lots of research! Lisa trawled
internet forums to find out what girls expected
from their bridal shopping experience. she
made a note of all their findings, both good and
bad, and she and Anja set about learning lessons
from this. next step was harrogate in March to
source some dresses. “We found some fabulous
suppliers to work with and particularly fell
in love with the Jasmine collections, but we
weren’t in a position to place any orders as we
hadn’t signed a lease. We made a note of the
dresses we wanted and got back in touch once
the property was sorted out.”
the partners also went to visit romantica
and Phil Collins at their premises and ronald
Joyce came to the Barn “when it had tatty blue
carpet and nothing else–not even facilities to
offer a cuppa!” says Lisa.
the tatty blue stuff is long gone, replaced by
plush cream carpet to complement the country-
style limed wood furniture and contrast with
the beamed ceiling. the barn is open, spacious
and light with two mezzanine floors, one
housing the bridesmaids’ dresses and the other
the office. At ground level there is one large
changing room and plenty of seating for the
bridal party. the three main hanging areas
hold the six collections; there is a separate shoe
section, and areas for veils and accessories.
“We wanted somewhere with character and
originally found a unit in Fareham town centre
but the landlord was dragging his heels and
we were in a hurry. As time was of the essence
we widened the search – once we started
looking outside the box, we found the Barn
pretty quickly. It was wasted as an office for
structural engineers and is far more suited to
our beautiful bridal shop.”
the girls were able to put up half the money
required themselves and sought a bank loan for
the rest. they had a really good business plan
drawn up and finance was easily arranged.
Lisa liked Anja as a name. Although Anja
herself was less keen but was persuaded
eventually when they changed the spelling to
Anya to prevent mispronunciations.
Although the Barn is in rural countryside it

37
 RETAIL
FOCUS
Cream carpet, dark wood and subdued
lighting set the stage for the magical
shopping experience. Accessories have
their own, individual areas allowing a
customer to stay focussed, initially on
months since they opened the doors of
Anya, their reputation has spread
is on a main road and only ten minutes from the
M27. With plenty of free parking, total privacy
and masses of space it is everything they could
possibly want.
As they are not on the high street the girls
can’t rely on passing trade, but they are
focussing on effective marketing. Lisa does
regular mail shots, and ensures that the shop
has an active Facebook and twitter presence.
Anya advertises in Wedding Ideas, Perfect
Wedding and also a local magazine. they are
registered on and advertise on several online
wedding directories. Lisa closely
monitors the referral rates from
these so she can plan where to
advertise next year. they also
do local advertising and show
at local wedding fayres. “We
really enjoy doing them – they
are a chance to meet brides face
to face. they can see that we are
friendly and helpful and we go
armed with our iPad to show off photos of
the fabulous barn and our beautiful dresses!”
starting small with just a handful of
collections, Lisa and Anja nevertheless feel
confident that they can offer something for
everyone. “With prices ranging from £450
to £2,000 and sizes going up to 22, most
brides should find something here. As well as
traditional styles we’ve also got some unusual
pieces and in just the few weeks since opening
we have been told many times that we have a
stunning collection.”
they currently carry bridesmaids’ dresses
by romantica and ronald Joyce, and they
plan to add another range at harrogate in
38
september. “We don’t carry MOBor prom wear
as such yet, but the ronald Joyce bridesmaid
collection could very easily be used for evening
and occasion wear. there are a lot of military
personnel in this area with the need for dresses
for summer balls and we offer a 10 per cent
military discount,” says Anja.
the shop carries accessories from Paradox,
Filippa scott and halo & Co as well as the latter’s
pick-and-mix veil system. “stocking accessories
means that we can offer the complete look,”
says Lisa. “sometimes adding a veil or the right
hair accessory makes the
dress and therefore makes
the sale!”
Owning 50 per cent of the
business each means that
Anja and Lisa are a very
tight partnership. With only
the two of them working
there (plus an independent
seamstress who does the
fittings onsite), they both
need to be hands-on and available seven days
a week. the paperwork is shared, with Lisa
dealing with marketing and ordering while
Anja takes care of the accounts and pays the
bills. Meanwhile they are both in evidence on
the shop floor.
“If we are really busy, or one of us is away,
my mother-in-law will come and help. But we
need to run the business for a while before we
are in a position to hire anyone. that means a
lot of hard work and long hours for us for a
while but that’s the same in any new business –
it will be worth it!” says Lisa.
the girls are to be commended for putting so
much into their new business, but sometimes it
pays to outsource certain elements. “naturally
we wanted a really good website and as I have
trained as a web designer I set out to do it
myself,” says Lisa. “But there was so much
else that needed to be done, it kept slipping to
the bottom of my ‘to do’ pile. so I caved in and
enlisted the services of a professional, and he
has finished it off for us. the website is crucial
to any business – we are proud that ours looks
fantastic with lots of great photos and has all
the information our brides need.”
Anja and Lisa have taken the unusual step of
opening the shop purely on an appointments-
only basis, from 8am to 8pm seven days a week.
“We believe that brides deserve an experience
that is truly special and we could not guarantee
this unless we have just one bride in at a time.
they have the whole Barn to themselves and are
made to feel like a princess! each appointment
lasts two hours, which allows plenty of time
for a bride to make one of the most important
decisions of her life,” says Anja.
the grand opening on the weekend of
July 9 and 10 was a huge success, with 200
people through the doors and 58 appointments
booked. the duo created a mini wedding fayre
in the next-door barn, which was a great draw
and has inspired them to do a mini vintage
wedding event when they launch a collection of
Anoushka G dresses in september.
“We saw the Anoushka G range at White
Gallery and really felt that it was right for our
shop,” says Lisa. “It is a stunning collection
of stylish designs – some are heavily-beaded
creations and others are simply timeless. We
are very excited about this range; we feel it
will suit women of all ages. the styles are less
‘traditional bridal gown’ - maybe suited more
to a bride who is searching for something
different yet still sophisticated and stylish.”
standing on the threshold of this new horizon
is very exciting, but daunting nonetheless,
especially at such a difficult time in the
economy. “We are totally focussed on making
our business go from strength to strength,”
says Lisa.
Anja agrees: “We plan to increase our
ranges very slowly, while continuing to offer
outstanding service. We offer something over
and above a traditional bridal shop, yet we
have dresses at affordable prices. We think that
brides deserve an unforgettable experience. We
are here to provide just that.”
 view the new
S e p t e m be r 2 0 1 1 col l e ct ion
at
British Bridal Exhibition
H A R R O G AT E
11th - 13th September 2011
in the
Queens Suite
Access from the linkway between Hall C & Hall Q via an escalator, lift or stairs

to e nqui re about th i s e xqui site li ne pl ea se conta c t

UK 0800 961 140

Eire 1800 556 118
sales.uk@essensedesigns.com

see why Essense, by design, is different

w w w. e s s e n s e d e s i g n s . c o m
How chic…
how right
Hollywood Dreams has always
remained faithful to its opulent
and much-loved look. So, when
broadening its offering, it made
sense to introduce a new label with
its own personality… and name
40

M
arina aDamou, tHe name
and talent behind Hollywood
Dreams, has been designing
fairytale dresses for close to
30 years and today, as one
of the doyennes of the bridal
industry, she is dressing the
daughters of many previous Hollywood Dreams brides.
So distinctive is the label’s look that the newest
generation of aficiondos know exactly what to expect – big,
voluminous skirts, perfectly-sculpted bodices with nipped-
in waists and the most fabulous beadwork and embellishments. the look
is timeless, as is the appeal. over the years colours have been added to the
traditional ivories and whites – chalky-pale pinks, powdery blues, rich
champagnes, and who can forget that amazing scarlet? – but it is the fit
and the silhouette that has remained true to the brand’s unique identity.
early on in her career, marina knew the direction she wanted to
take. Coming from a family long-established in the fashion industry
she could have easily remained focused on the mainstream, but it was
her fascination with old movies, and Hollywood in its siren heyday,
that influenced her work; bridal was a natural outlet for that passion
giving the young designer the freedom to create her own expression of
glamour. the name Hollywood Dreams was a natural; the success that
accompanied it nothing short of amazing.
With a formidable pedigree that has spanned decades, and an
international demand for the original Hollywood Dreams’ style, the idea
of moving into a new arena has been a real challenge for marina.
recognising the value of her core proposition, and the ramifications
of moving away from it, she spent time analysing the market and its
present-day needs. “What i found,” she said, “is that there is a place
for a collection that has the same quality standards as Hollywood
Dreams, the same approach to design excellence, the same individual
personality, and that is underpinned by the reputation of a highly-
regarded parent brand. once i understood that, and took the message
Wheraas Hollywood
Dreams is all about
big skirts and
heavily-beadworked
embellishments,
Chic has a lighter
touch, a slimmer
silhouette, and
simple but highly-
effective details. The
Hollywood Dreams
pedigree is another
big bonus
on board, the picture for a new line became quite clear.
“one thing that was apparent at the start of this
journey, was that the new venture had to be aimed at
a different market. Hollywood Dreams’ brides will not
settle for anything else. But not every bride can afford a
Hollywood Dreams dress.
“in creating the new collection – which we have called
Chic – we have focused on a different sort of bride, one
who wants sophistication and elegance and is very
modern in her lifestyle and attitude. She is a girl who
wants a contemporary take on the fairytale gown, so for
her there are slimmer lines, lighter touches, more plays with fabric than
beaded embellishments. Chic is fresh and feminine, red carpet rather than
grand ball, with lots of twists and turns and high-octane sex appeal.”
retailers who have seen the collection are already heralding it as a
big player for the future. the fact that it carries a more accessible retail
price tag – £795 to £1,350 – means that shops who could not offer the
Hollywood Dreams collection because of price, can buy in to a top-quality
proposition from a heritage brand. Great news for the market in general,
and particularly for discerning brides working to a budget.
at Harrogate, you will see a stunning 15-piece Chic collection. the
fabrics marina has chosen, to keep prices carefully pegged, include
polyester taffeta, organza and soft tulle, some with beaded lace
embellishments; colours this season are the bridal classics, white and
ivory. Sizes on offer will be 8-18, and larger sizes will be possible, at a
surcharge. all in all, a pretty perfect equation.
advertising support for the new label has already started – the Chic by
Hollywood Dreams message comes over loud and clear and it is one that
brides will pick up on fast, and start checking for their nearest stockist.
You can see the brand, alongside Hollywood Dreams, at BBeH.
thanks to careful planning marina and her brilliant team are perfectly
organised – orders placed at the show will be delivered in December. and
that is the best news of all.
+44 (0) 20 8801 9797 / BBEH A32
41
 Harrogate
Stand B-14/16
September 11-13

MacDuggal.com
Tel: 001-630-789-1011
44
Vi
benvien
bra efit Felst
Sh nds of us ein a
We
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ar fou istibl first n Stu
it w nd e a -cl a
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G
Ina BLakemore-murray entered the WorLd
of fashion at a very young age with a Saturday job
at miss Selfridge in harrogate while she was still at
school. they were so impressed with her that they
offered her a place on their management training
scheme, an offer she accepted in lieu of doing a-levels,
and has never looked back.
Gina worked her way up through the ranks first in newcastle and later
in Welwyn before ending up at Selfridges in London; she then took a job
in Leeds for a small fashion company that exported all over the world.
“I was with that company for five years, and it was one of the happiest
times in my working life,” she says. “I was sales manager with a lot of
responsibility, which gave me the experience and confidence to open my
own boutique at the age of 24.” She sold mainly special occasion and
eveningwear and the business thrived for nine years.
Gina’s husband Warren has more than 20 years’ experience in the sales
industry. his mother was a model who launched her own agency, which
gave Warren his first insight into the world of fashion.
having worked together on various projects in the past,
Gina and Warren realised that they made a good team
commercially as well as domestically, and decided to set up
in business together. Gina missed the world of fashion and
Warren had a keen eye for it, so they decided to be fashion
agents and launched Wear It in 2008.
mr & mrs work from home, a converted 17th-century
barn in a small village in north yorkshire “within easy
reach of the motorways, which is perfect for visiting
customers the length and breadth of the country!” says
Warren. “We also welcome customers who wish to visit us
to view the collections.”
Gina and Warren put out some feelers to see who they could
bring on board. they heard that Vivien Felstein at Veromia, a
former client of Gina’s, was looking to launch a fashion label.
Gina contacted her and two weeks later they found themselves on
the way to China to help put a collection together. Irresistible
was launched in 2008 and Wear It was the agent for the
uk and Ireland.
“Irresistible is a snappy collection of dresses that
can be worn from day into evening. It is all about
useful pieces that can be put in your wardrobe and
worn for any occasion, from a wedding, the races
and polo to the theatre, a party, a smart dinner
or entertaining at home in style,” says Gina.
“despite launching bang in the middle of
a recession, the collection has showed
encouraging growth season after season.
We are constantly keeping our eye on the
market to see where Irresistible fits in – we visit
shows and shops abroad and keep abreast of new
trends and colours. We have a great relationship with the
designer, Jason Jennings, and we work closely with him.”
For Ian Stuart and his partner Peter tague, Gina and Warren
were an obvious choice when they were looking for an agent for
the occasionwear collection that they launched in 2008. Ian and
Gina had been friends for many years. they were involved in the
worldwide development of some of the brands Ian designed for,
opening new accounts in europe and the uS. Gina then diversified
into marketing the brands in europe, organising advertising
and photo shoots and working closely with magazines.
“Ian Stuart London is aimed predominately at mothers of the bride
and groom but many of the outfits are suitable for any smart occasion.
Ian also designs a small collection of eveningwear, which features some
amazing red-carpet dresses in luxurious silks and taffetas” says Gina.
“his expert knowledge of dress construction and the female form has
proved a key factor in the success of his occasionwear collection, enabling
every woman to have a knock-out figure and fabulous style regardless
of her age, shape or size and that has firmly established him as the man
who can provide that ‘million dollar’ feeling. Ian wanted to tap into a
market that he felt needed livening up with some eccentricity and now
well established as the occasionwear label for the fashion-savvy woman,
who wants to make an entrance.”
Bridal retailers thinking of going into occasionwear should take heed
of Gina’s informed advice. “a shop selling bridal gowns that puts in a
rail of occasionwear will find it does not work for them long term – you
need to do it properly or not at all! occasionwear collections need to be
in a separate shop, or at the very least on a different floor or in a room
away from the bridal, bridesmaid and prom dresses you
are selling. remember that your customers will want a
varied choice – you need to offer garments with different
looks for them to try on and choose from, and you will
need to carry a full range of sizes.
“the moB market is very strong at the moment, but
anyone thinking of entering it needs to plan their steps
carefully, and make time to do it properly. on a positive
note, the great thing about a bridal retailer branching into
the fashion world is that he or she already knows how
to give personal service and how to do good alterations –
both of which are key to selling occasionwear.”
Wear It will be at harrogate with Irresistible and Ian Stuart London.
“It makes huge sense to join the show to widen our audience,
take advantage of the marketing opportunities and be part of this
flagship exhibition. We hope to get lots of interest and lots more
customers!” says Gina.
“Irresistible’s spring/summer 2012 collection is truly
inspired. Chic dresses with sleeves or matching
jackets can be taken from day to night and to any
occasion. there is a lot of printed taffeta in
vibrant colours including turquoise, lime
and red. there are also embroidered
taffetas in ivory, rose and champagne
all with a fine black overlay. Look out
for Irresistible’s signature stretch fabric
that really holds the female form – the newest
colours include a delicous pale rose, fuchsia, mink
and striking cobalt blue. For more informal occasions
there is a range of smart jersey and taffeta dresses in
colours like magenta, lilac, navy and canary yellow.
“meanwhile,” she continues, “capturing the holiday
spirit was the inspiration for the Ian Stuart London
spring/summer 2012 collection. envisioning his
women on a luxury yacht, martini in hand, flirting
with the sun-tanned Captain, the collection embodies
a zest for life, something he wants every woman to
feel when she wears one of his pieces. Vivacious
prints and a tropical colour palette, combined
with his buoyant signature style, make this a
collection that exudes ‘happy’.”
+44 (0) 1977 620532 / BBEH Old Swan Hotel
45
martina liana is global glamour
for bridal couture

view the new September 2011 collection at

British Bridal Exhibition

HA RROGATE
11th - 13th September 2011
in the Queens Suite
Access from the linkway between Hall C
and Hall Q via an escalator, lift or stairs

to enquire about this exquisite line please contact

UK: 0800 961 140

Eire: 1800 556 118
sales.uk@martinaliana.com
 Ell a Br i d al s i nvites y o u
to e x pe r i e nce the e ncha nti ng ne w

S eptembr 2011 Colection at

British Bridal Exhibition
H A R R O G AT E
11th - 13th September 2011
in the Queens Suite
Access from the linkway between Hall C
and Hall Q via an escalator, lift or stairs

To make your appointment please call

UK : 0800 961 140 | Eire: 1800 556 118

sales.uk@ellabridals.com

w w w. e l l a b r i d a l s . c o m
 modern brides are very clear

How to
get
about what bridal shops need
to do to win their business and
equally firm about what makes
them walk away. some have
horror stories to tell. Rebecca
Evans finds out what impresses
– and depresses – them

the
girl
I
t’s something of a wonder that
anyone gets married these days. in 2011,
the typical bride often holds down a busy
job, fitting hobbies, sports and socialising
into her packed schedule. she may have
children to look after. and, on top of this,
she has somehow found
the time to meet her Prince
Charming (perhaps dating a
frog or two along the way).
having found her perfect
match, with engagement
ring to prove it, our bride has
to find another – her dream
boutique. and, judging by
some of the stories doing the
rounds, this is where things
can get fraught.
hotel in July. she set out with an open mind
about her wedding-day look. from this moment
helped Valentine shape her ideas, including
experimenting with hair styles. “no other shop
i’ve been in had done that,” she says.
go Bridal in Birmingham was the first store
visited by dr Yemisi ogunleye.
“the first thing the sales
consultant did was to try to
figure out the best cut for me,”
the 30-year old journalist says.
“that was really helpful.”
teacher rebekah Lloyd
appreciated the tactful but
honest feedback given to her by
staff at hammonds in Bedford;
no other shop had taken that
approach.

when brides describe the moment they found a
brilliant shop, they use phrases lifted straight
from the dating game. “it just felt right” and
“there was something special about them”.
shops that impress share similar features.
staff are welcoming and friendly. the service is
personal and attentive. the bride is made to feel
important.
Journalist molly forbes, 27, says she first
felt she was truly a bride when she visited
the Vintage wedding dress Company in
Bloomsbury, London. she was bowled over by
the beautiful surroundings and one-to-one
service. forbes had her heart set on a vintage
number for her august 2011 wedding to 30-
year-old fiancé simon weaver. “i thought it was
an amazing experience,” says forbes.
“they’ve got really good staff and were polite
and helpful,” says sam Valentine about from
this moment in epsom, surrey, who married
Peter wackenier at surrey’s Coulsdon manor
all these positive stories of heavenly boutiques
and happy brides warm the heart. But sadly, it
seems that for every Prince Charming in bridal
retail there is a frog. almost every bride has a
horror story. and she doesn’t
just tell a handful of mates at
work or in the bar. more likely,
she’s sharing her stories of
woe with hundreds, even
thousands, of others on bridal
social networks. Chatrooms
seeth with shameful stories.
“i had an appalling
experience in the first-ever
bridal shop i went into,” says
24-year old Lloyd, who lives in
wellingborough, northants.
she will marry fiancé tim
Young on 2 June 2012 and has happily since
found a dress from a great boutique (hammonds
of Bedford). But her very first experience of
wedding dress hunting – at a different shop –
was far from happy. “as soon as i walked into
the shop i didn’t like it, because they just told us
to pick what we liked,” says Lloyd, who had a
£600 dress budget for her church wedding.
“when you’ve never tried
on a wedding dress before,
you need some guidance. i
had no idea!” Lloyd decided
to first pick dresses for her
bridesmaids, but was told off
by an assistant for “doing it
the wrong way around”.
the shop was packed.
Lloyd’s bridesmaids had to
help each other in and out of
dresses. staff “floated around”
and didn’t offer help.
when it came to Lloyd’s turn
to try on her dresses, she didn’t
get much more assistance. and then the flattery
started. “the assistant said i looked lovely in
everything i wore, but i didn’t believe her. i just

48
think they wanted us to buy something and
get out of there.” struggling out of one gown,
she fell over. it was time to leave. “we couldn’t
believe it. as soon as we got in the car, we all
burst out laughing. i just thought, if this is
what it’s going to be like, then it’s going to be
an absolute nightmare. it was the first shop i’d
gone into and it really put me off.”
Brides often complain about rushed or
uninterested assistants. Valentine had an
appointment with one boutique, but noticed
that staff “were rushing around and weren’t
interested in what i wanted. they seemed more
interested in themselves. they were almost
rushing me and my friend out of the shop”.
needless to say, they didn’t get a share in her
£1,000 dress budget.
event organiser Jo Penfold, 35, married
transport manager husband Joe, 39, at a
boutique hotel in Lewes, sussex in december
2009. “i visited about four shops,” she says. “i
had a few bad experiences with snooty sales
staff in one who made you feel you weren’t good
enough for their dresses and were very pushy
and clock watching.”
ogunleye, whose august
2011 Catholic church
marriage to 37-year-old fiancé
akin Bobola combined UK
and nigerian traditions, had
a similarly unsatisfactory
experience. she admits that
she was hard to please (she
had fallen in love with alan
hannah’s melita dress but
couldn’t afford it, and nothing
else seemed to match up).
But when she visited one
retailer with her six bridesmaids after making
an appointment, she found staff hurried and
impatient.
when she tried on then rejected the first two
dresses, an assistant asked her if there was
any point in continuing. “i just thought that
was rude,” ogunleye says. “maybe i was being
a bit of a bridezilla at that point. But i wasn’t
too impressed with that first
visit.”
inflexibility is another
complaint. Lloyd, who has
three bridesmaids, says one
shop would only let her bring
two to a fitting. Brides feel most
let down when a shop already
has their custom but still treats
them shoddily.
Penfold, who had a £1,200
dress budget for her 2009
wedding, was initially pleased
with the service from the shop
where she bought her ivory mori Lee gown. But
things went downhill when she returned with
her five bridesmaids to buy their dresses.
Penfold was told no appointments were >
49
necessary, but found the shop was packed and chaotic with few staff to
help. assistants made unwelcome comments. “two of my bridesmaids had
recently had babies and staff made them feel uncomfortable about their
weight and how much they needed to
lose,” she says. “my 12-year-old niece
had just started wearing a bra and
was self-conscious. she was told not
to be stupid and uncover herself to
get into her bridesmaid dress.”

if a bride has a bad experience, or

even hears about one, it could put her
off shopping in boutiques completely.
But it really doesn’t have to be this
way, if retailers listen to customer
feedback then act on it.
the message from modern brides is
straightforward. retailers must at least get the basics right if they are to
win their custom. a warm welcome, pleasant staff (and enough of them),
good, honest advice and a great range.
extra touches can help to push a boutique’s status from ‘good’ to ‘great’,
say brides. evening opening would be a boon. “so many weekends are
taken up with sorting other stuff for the wedding like menu tasting,”
says forbes. “it would be nice to finish work and go and try a dress on. if
they were open until 8 or 9pm, that would be great.”
shops could also raise their game, say brides, by offering a drink on
arrival and water during the fitting. one recent bride suggested shops
provide an “inspiration area” stacked with bridal magazines; another said
a ten-minute initial consultation on wedding theme ideas would help. the
best shops, of course, are already offering many of these things.
above all, brides want to be made to feel special as they approach their
Big day. when they walk into a shop, they could be feeling frazzled from
a hard week of work or childcare. staff may also be under pressure, but
the brides don’t want to see this. they need to be soothed, not stressed.
as Penfold puts it: “treat the bride-to-be like a ViP. this is one of the
biggest purchases of their life, during a stressful period. some tender
loving care is much needed.”

The web plays a big role in

bridal planning
Most brides say they surfed the internet for dress ideas.
bride Molly forbes says: “When any of my friends went to a wedding or got
married i’d be on facebook straight away looking at the pictures of the
bride and checking out her dress.”
the web was also important for

technician sandra Jones, 41, needed

a plus-size gown for her March 2011
church wedding to Chris, 42. she used
the web to track down shops with a
decent plus-size range.
some of the brides looked online
for second-hand dresses, but none
considered buying a new dress that way.
only one – rebekah Lloyd – said she’d

from a second stockist then using this to

don’t get. We’ve saved thousands of pounds through negotiating.”

 In conversation with...
… Beverly Lister
Her talent is hugely admired and her gowns much loved. Now you can see them at Harrogate
We haven’t seen you for a while.
Where have you been hiding out
Ms Lister?
I bought my shop three years
ago, and have been channelling
a lot of my time and energy
into developing the product mix
and introducing new designs.
I have a strong relationship
with my current stockists and
have continued to supply them
with new styles which have
been promoted via the press
and through PR, even though
I haven’t formally exhibited at
Harrogate in the past couple of
years.
So in that time has your design
approach changed?
No, the design approach has
remained the same. I still believe
in classic shapes, beautifully
cut and made from the finest
materials I can find. The Beverly
Lister brand is very much about
creating timeless and flattering
gowns and these qualities can be
seen throughout my collections
over the past 20 years.
How would you compare your
work now with, say, ten years
ago? What influences you and
inspires you the most?
I have grown massively in
confidence as a designer in that
time and I believe my style is more
identifiable now than it was then.
I have always been inspired
by the glamour of 1950s fashion
which can be seen in many of
the designs but other influences
such as the recent Royal Wedding
are carried through the design
process in line with current trends
and what brides are looking for.
How many pieces are there in
total in your 2012 and what is
the retail price range?
My retail price range is £1,800
52
to £2,800. So far we have 12 new I’ve had amazing exposure on the styled shoots such as the hugely
styles in the collection but I will popular bridal blogs, websites successful Cool Britannia shoot to
continue to add as inspiration and within national consumer celebrate the Royal Wedding and
takes me. and trade press over the past 12 will continue to be involved
Who would you say is the months which has generated in shoots such as these.
Beverly Lister bride today? How substantial brand exposure. I have a PR agency onboard
old is she, what’s her style? The blogs in particular have to push brand awareness and
The Beverly Lister bride knows proved very effective as a media ensure consistent coverage of the
her own style and wants a gown platform as they are current and collections and all this activity is
that is classic and timeless, but relevant to brides today, providing supported with carefully-targetted
not mainstream. I’m not entirely fresh content virtually every day advertising and promotions in the
sure that age comes into it as we of the week. appropriate media.
have made gowns for brides aged We have also been involved in You know, better than many
designers, what the retailer’s lot
is like. How have you made your
Welcome back to Harrogate. Tell shop different and what brands
us about the collection you will be do you carry?
I made a decision to only carry
showing in September? labels that are designed and made
The 2012 collection is classic and glamorous in England. This is important
to me and is also extremely
with ingénue touches – a bit Audrey Hepburn- important to my brides. They
meets-Doris Day. Lace will, of course, be
a feature as it’s a signature look for the
Beverly Lister brand and very on trend
at the moment, as will cropped
jackets, sleeves and waistline styles.
20 to 70, but typically our brides
are aged between 25 and 35.
How many retailers are you
looking for in the UK and
abroad?
Now there’s a question! I believe
my designs suit a niche market
and I want to have a very firm
hold on production and quality
control. Twenty shops would be a
good number to ensure that the
Beverly Lister label is accessible
without sacrificing the quality
that is integral to the name.
What plans do you have to
promote your label now and
what support will you be giving
stockists?
So what are your very favourite
fabrics right now, and colours?
Lace is my fabric of choice without a doubt
but I also love high-quality satins, double
duchesse and cotton/silk duchesse. Pale
oyster has been exceedingly popular as a
colour as it gives a depth of tone to lace and
has a very vintage feel.

go to great lengths to utilise industry of ours. Brides

local suppliers and products for
their weddings, so why would
they want a dress that is made
abroad? I am thrilled to showcase
the work of Lyn Ashworth, Blue,
Chanticleer, Leigh Hetherington,
and of course, Beverly Lister!
We also offer a collection of
lovely accessories including
Polly Edwards, Cherished, Joyce
Jackson and Rainbow among
others to create a complete look.
We are very privileged to have
the skills to offer a bespoke
service for brides and our made-
to-measure gowns (we make an
individual pattern for every bride)
is nothing short of awesome. We
guarantee a perfectly-fitting gown
for every bride.
Have you missed being in the
very heart of bridal? What’s
brought you back?
For me, the heart of bridal is the
bride. Meeting and styling brides
in my store is design heaven… I
get inspired every day by talking
to them and helping them find
their ideal look.
However, I have been inundated
with trade enquiries since the
re-launch of the Beverly Lister
website last year and the beautiful
photography of the 2011
collections that I thought it felt
the right time to make a return
to The British Bridal Exhibition
in Harrogate and share
the collections with other
For further
can now view any collection
anywhere in the world,
which can be more than a
bit disconcerting and is not
always helpful in their search
for that special dress.
In many ways, I think
shopping for a gown is going
to come back to basics – with
brides visiting a designer and/
or a boutique that will advise
them and style them, and not
just sell. It’s interesting that so
many designers have opened
flagship stores to showcase
their collections and be on the
front line personally meeting www.bridalretailersnetwork.co.uk
brides. It’s often just as much
about the bride’s overall
experience as it is about the
dress and nothing compares
to a one-to-one boutique
experience.
Okay, got to ask the question
– who would you most like to
dress?
Pippa Middleton – her style
is at once classic, elegant and Bridal Retailers Network
youthful. She looked absolutely
Membership is available to “all” Bridal Retailers
incredible at the Royal regardless of time trading.
Wedding as a bridesmaid, as
the world unaminously agrees, Visit the Website for full list of benefits of
so who wouldn’t love to dress becoming a member.
her?
Bridal Consultancy Service
Starting a new Bridal business?
Established Bridal Businesses?

www.beverlylist information, visit

Everything you need to know about the industry
retailers.
What are the biggest

See Berverl e,r.co.uk

Visit the website for additional information.
changes you have

col ection at y’s2012

witnessed in the market
www.bridalbusiness.co.uk
over the years, from a www.bridalretailersnetwork.co.uk
designer’s standpoint and BBEH D
a
also a retailer’s?
6
The internet has had Enquiries: 07500 33 44 80 or visit
a huge impact on this BBEH Kings Suite KS3 next to Hall Q

the
AwArds
2o12
The 2012 categories
Best Bridal Retailer North
Best Bridal Retailer South
Best Groomswear Retailer North
Best Groomswear Retailer South
Best New Bridal Retailer
Best Retail Website
Best Bridal Manufacturer
Best Groomswear Manufacturer/Supplier
Best Bridesmaid & Prom Collection
Best Occasionwear Collection
Best Bridal Headdress Designer
British Bridal Designer of the Year
Best Plus Size Collection
Best Student Designer
Wedding Dress of the Year
of F a m e any company or individu
Hall the 2012 Awards programme, the Awards Hall of Fame, affo g a greater
Starting with
three consecutive years w
title for field.
others in the
opportunity to
The 2012 Bridal Buyer Awards
programme will cover 15 retailer
and supplier categories, and two
special awards. It is time to start
thinking about your submission.
Entry packs will be available on the
Bridal Buyer stand at BBEH (11-
13 September), and online at www.
bridalbuyer.com from 1 September
The closing date
The closing date is 5 December 2011. Entries
received after that date cannot be included.
The judging process
There will be a number of judging panels:
A 7-member panel comprising suppliers, a
member of the media and a trade association
representative will judge the North and
South retailer awards. Secret shopper and
spot checks may be included.
A 3-member team made up of web experts
will judge the Best Retail Website category.
A 7-member team of retailers, media and a
trade association representative will judge
the supplier awards.
For the first time, The British Bridal Designer
of the Year will be the designer who has been
selected by no less than 20 of his/her peers.
The Best Student Designer is judged by
sponsor Ian Stuart and Susi Rogol of Bridal
Buyer.
The Wedding Dress of the Year will be voted
for online with consumers picking their
favourite of the finalist gowns at the websites
of the National Wedding Show, You & Your
Wedding magazine and Cosmopolitan Bride. The Awards Night
Entrants who have made it to the final The Bridal Buyer Awards
line-up will be informed by email by
4 January 2012. will take place in Harrogate
on Monday 12 March,
during BBEH, at the
Harrogate Exhibition
Centre, and hosted again by
TV stylist John Scott. The
glittering event, attended
by more than 600 guests
representing all sectors of
our industry, is a highlight
of the year. For ticket
same enquiries, contact Georgia
al who has w
rd
on the
in Pick on +44 (0)1423
ill move into 770120.
73
55
www.ELLISBRIDALS..co.uk
 What’s happening

school
to the

prom?
t
according to he current plan is to raise the school
leaving age to 17 in 2013 and then to 18 in 2015.
the Department Whether this is a good thing or not – for students,
of education, teachers, and not least the youth unemployment
the school- figures – will, no doubt, continue to be
leaving age is debated. there’s also a big question-
mark over the impact it will have on our
set to rise in industry. With no school-leaving to celebrate at
the next couple 16, what will happen to the school prom?
of years, for school proms are an american import.
Formal dances have been held for years at
the first time the end of the senior year in us high schools.
since 1972. Jill in the uK they are largely a 21st-century
Eckersley looks phenomenon, a catalyst of which has been high
at the possible school Musical and similar american films and
tV shows. proms have become an important
effect on the rite-of-passage for British teenagers too, often
prom market their first-ever chance to look really glamorous and have fun
before they say goodbye to their schoolfriends. the end of
the summer term now sees stretch-limousines packed with
excited 16- and 18-year-olds in their first grown-up dresses
celebrating with their tuxedo-clad boyfriends before they all
go their separate ways. if these youngsters are staying on
at school, will they still be celebrating?
Manufacturer Mark Monk of Mark lesley
thinks they will, though he has detected signs
of nervousness among a very few retailers.
“some are saying they won’t be buying as
much promwear,” he says. “the truth is we don’t
know what the impact will be, but i have spoken
to three big suppliers who all felt it would be
minimal. certainly we, as a company, are not
planning to reduce our numbers of promwear
designs at all. Kids are used to this type of event
now. raising the leaving age may mean that the
structure changes slightly but that’s all. the school prom
is the first big opportunity they have to dress up and
have a special night out and that won’t change – not

58
 spend a lot on clothes, hair and make-up but others much
less. the prom is something the students look forward
to, a big event in their lives. our proms have always gone
smoothly and given the students a chance to celebrate
finishing their exams. We haven’t even discussed the
possibility of any changes.”
“We have discussed it but we think our Year 11 and Year
13 proms will continue,” was the message from Bourne
Grammar school in lincolnshire. “the students love getting
dressed up and having a special celebration. We may change
the name of the Year 11 prom to the ‘summer Ball’ rather
than focussing on leaving but otherwise we expect it to
carry on.”
Greenbank high school in southport, which is in an area
where students transfer to sixth-form college after Gcses,
say that their Year 11 prom will continue to be held even
after the school-leaving age is raised.
so far, so re-assuring. promwear manufacturers are also
optimistic about the changes.

“it won’t affect us one iota,” says sonny Johar of Wembley-

based company Gino cerutti, whose office, co-incidentally, is
very close to a company which rents out stretch limousines
to eager prom-goers. sonny has seen for himself that there
is an increasing demand.
“Young women are extremely fashion-conscious and
the school prom is an important part of becoming an Is there a style trend for
adult for them,” he says. “they are not going to give it up prom? Some girls will
and we may find that the market for promwear gets even always go for glitter and
stronger. our job is to make sure that the girls have a good, layers of netting – what
lasting memory to take with them. they send us photos of could be more party-ish
themselves in our dresses and stories about their proms. it than that? – but others,
perhaps the slightly older
is now an important part of teen culture.”
ones, are looking for
“to be honest i didn’t know about the raising of the school-
dresses with red-carpet
leaving age,” says lucas from Xcite prom. “in any case the appeal. Below left: sparkle
school prom is like a coming-of-age celebration and i can’t from Ruby Prom; right:
see that changing. the next generation of teens won’t want elegant dressing from
to miss out whether they are staying on at school, going to Xcite Prom

according to our young employees anyway!

“our industry is going through a tough time but retailers
can be re-assured that the prom market is solid over the
next few years. in fact it could be a growing market!”

an extremely un-scientific ‘straw poll’ among a dozen

secondary schools all over Britain reinforced Monk’s view
that the prom will continue to be a big feature in the lives
of Britain’s teens. Most of the schools we spoke to actually
have two ‘proms’ – one for the Year 11s who have just
finished their Gcse year and another for Year 13s who have
completed their a levels and are planning to go off to college
or university. none could see the situation changing.
haydon school in pinner, just outside london, was a
fairly typical example. “We have year 11 and Year 13 proms
and haven’t really considered what might happen once
the leaving age is raised,” said a spokeswoman. “they are
organised by the students themselves but supported by the
staff. they’ve become more elaborate over the years; some >

59
sixth-form college or starting an apprenticeship. We find that today’s
prom designs are quite mature and that the 16- and 18-year-olds aspire
to similar looks. they’re influenced by celebrities and the red-carpet
styles – more expensive and sexier than traditional ‘princess’ dresses.”
Michele from ruby prom also feels that school proms will continue.
she has also noticed the beginnings of a trend towards ‘junior proms’
for children leaving primary school.
“some of the shops we deal with have taken our dresses apart for
younger children,” she comments. “to me it feels a bit wrong, it’s
straying into the territory of kids’ beauty contests, but it is a very small
number of shops.”
sonny Johar, on the other hand, describes the demand for ‘junior
prom’ outfits as astonishing. “By the age of ten or 11 children are very
aware of fashion and retailers like Zara and h&M are changing the rules.
at this age, they are still children though, and manufacturers
have to be careful to get the designs just right.”
What do the retailers themselves think? Jules pearson
of Bridal Belles in Bolsover, Derbyshire is pretty sure
that proms will continue.
“if anything, we’re selling more promwear,” she
says. “Girls come in and tell us they can’t wait
for their prom. this year we’ve seen a trend
towards cocktail-type styles rather than
the big prom dress but it varies from
year to year. schoolgirls want what
their friends have – one year it may
be short, the next year it’s long! With
the younger girls, it’s usually mum
who pays so they don’t look at the prices,
but the 18-year-olds are often buying their
dresses with money from their part-time
jobs, so they are more price-conscious.
“one of the local schools has had
a junior prom and i have been
asked a couple of times about
Prom is all about colour and the brighter the
better. Shortie dress, left, by Gino Cerutti;
ballerina-length gown by Mark Lesley
60
dresses, but generally parents are not willing to spend a lot of money on
an 11-year-old and prefer to buy something off-the-peg.”
louisa turner is now studying at uni and has happy memories of both
her Year 11 and Year 13 proms at Brook Weston city technology college
in northamptonshire.
“they won’t die out. if the schools stopped organising them, the
students would take over!” she says. “We all definitely wanted a prom
with long dresses like other local schools.
“the Year 11 one was more expensive. Mum bought me a £100 dress
and we had a limo there and back. some of my friends spent more. By
Year 13 you don’t need the same pomp because you’ve been there and
done that, but it’s still fun!”
“oh, it will stay the same,” agrees 16-year-old Gabby
pegg, who recently attended her Year 11 prom at
uppingham community college. “everyone talks about
it all year and it has become a tradition. the Year 9s
and 10s came to watch and won’t want to miss out
when it’s their turn! it does come out expensive,
my dress was £180 and there was hair, make-
up and a limo on top. Most of my friends spent
the same. apart from a wedding, it’s the most
expensive event in your life!”
tasha Blythe-White wore a bridesmaid’s
dress (£30 from tK Maxx) to the allerton
high Year 11 prom in leeds.
“some of the girls paid up to £300 for their
dresses, though,” she says. “i’m sure the school
prom will carry on, my school had proms for Year
11s and Year 13s and everyone enjoyed them!”
time to worry then? the only thing retailers
should be worrying about is if you have
enough room for all the promwear your young
customers will want.
at BBeh september you will find more
than 60 promwear collections. check out
the exhibitors on page page 106. You can
pre-register for the show at www.bbeh.co.uk
Come and Experience the New Fabulous Donna Salado Collection
The British Bridal Exhibition
11th – 13th September 2011
Hall Q Stand Q7A
Stockist Enquiries
Tel: +44 (0) 1621 784784
Email: info@donnasalado.com
top
10
Retailers are under pressure to survive in this
tough economic climate. Rachael Rowles, Sales
and Marketing Executive at Trudy Lee, suggests
the measures that should be taken to stay ahead
of the competition

tips
7
GETTinG bRidES inTo youR Shop iS onLy haLf ThE
battle. you need to ensure that you have the best collection eNsure you have New styles
of dresses within your shop to keep every bride happy; this
coming into your shops throughout the
is why it’s so important to represent the labels you stock in

1
a way that makes your shop stand out.
i havE aLwayS bELiEvEd iT’S bEST foR a
shop to carry fewer labels and to spend their money
investing in these collectione showing your brides
the best, at the same time while building strong and
lasting relationships with your suppliers.
year; buying only once a year puts you at a
disadvantage over your competitors. brides
who start shopping for their wedding dress
early could well come back to your shop
several times and will expect to see something new. buying
your collections twice a year will allow you to show brides
new styles, as well as highlight new trends. remember the

2
early bird always catches the worm!
iT’S iMpoRTanT ThaT you and youR STaff

8
have in-depth product knowledge of your various having a good choice of sample sizes is
collections, and pride in what you are selling. This will essential – ordering all your dresses in sizes 10 to 14 is a
give brides the confidence to buy from you, knowing big mistake if your brides’ average size is 14-plus. every
that they will have an unforgettable experience. bride deserves to look her best and to feel beautiful
no matter what her size and should have the same

3
Whether you are a neW business deciding Which
suppliers to carry, or an existing stockist looking to take
on a new label, it’s vital to do your research. there is no
point in having gowns on your rails that cost £3,000,
experience as every other bride. don’t miss out on this opportunity:
stock a plus-size label or choose a supplier who, like trudy lee, has
no upper size limit on their chart. ask your sales rep for advice – he
or she knows which dresses have hanger appeal in larger sizes.

9
when your customers will not pay more than £1,000 for
a dress. concentrate on your own market, and let other shops who offER youR bRidES ThE fuLL
only stock £2,000-plus dresses sell to those brides. this will allow package – add-on business can make
you to invest in the collections that will work best for you. a healthy difference to the value of

4
a sale. a selection of tiaras, veils
When ordering your samples, ensure that you and shoes will help you to style a
have an eclectic collection of dresses across your bride’s look, but be discerning in
different labels. look for styles within each collection your choice – too many different
styles can be confusing. dealing
costly mistake; you want gowns to offer a real choice of with bridesmaids can sometimes
silhouettes, details and fabrics. be a challenge – too many girls,

5
too many options and, often, a
low budget to work with. but you
Never sell best-sellers off the rail without should never forget that it’s these
replacing them – you will be missing out on potential sales bridesmaids who will one day
if you do. at trudy lee we carry stock of our best-sellers, become brides and you want them to
think of your shop first when they
so that when a retailer sells a sample – to a bride who has look for their own dream dress.
left it to the last minute, for example – they know they can

10
replace it fast and not miss out on additional business. and
if a label discontinues a style that has done well for you, look to your REMEMbER ThaT a pRofiTabLE
business constantly reviews ways to make
other suppliers for a similar style or silhouette. it more successful. Look at your opening

6
do not over-croWd your rails. if a dress is not
performing, then why hold on to it? sell it off and replace
it with a new-season sample. ask your sales reps about
top repeaters and consider those styles with a proven
track record. also, make sure your samples are kept
clean and fresh – no bride will feel like a princess in greying tulle.
hours and monitor the times of your
booked and walk-in appointments. would
it be wise for you to change your opening hours? if your
competitor is closed on Monday would you benefit by being
open that day? and, don’t forget, your website is a fantastic
opportunity to ‘sell’ yourself. use your suppliers’ images as
those are the ones girls will see in magazines.

63
 P r i vat e L a b e l B y G
Bridal Design House
PrivateLabelByG.co.uk

We welcome all interest from retailers

We will be debuting our collections at looking to stock our stunning collections.
British Bridal Exhibition Harrogate If you would like more information
11th - 13th September 2011 please contact:
Stand Q45
Victoria Woodley
Tel +44 (0) 1765 530282
email victoria@privatelabelbyg.com
t
HE AlFrED AngElo DiSnEy rAngE WAS lAuncHED AT
the chicago Bridal Fair in october 2010 with a selection of
seven dresses, each one inspired by a particular Disney movie
princess from Ariel and Sleeping Beauty to Snow White.
cinderella Platinum joined the range later to commemorate the
20th Anniversary of Disney Fairytale Weddings and in a special
celebration at Kensington Palace this october, the tenth Disney
princess gown – based on rapunzel – will be celebrated as well. in a
star-studded spectacular hosted by independent charity Historic royal
Palaces, all ten Disney princesses will be joined by ViPs, celebrities,
and ‘little princesses’ from all over the world.

The Disney brand is no stranger to weddings. Disney Fairytale

Weddings and Honeymoons was launched back in 1991 and is a huge
market in the States; couples from the uK can also, of course, opt for
their own fairytale-style wedding at Walt Disney resort in Florida. So
a collaboration with a top bridal design house seemed a natural next
step for the Disney brand.
Alfred Angelo founded his company in the mid-1930s with his wife
Edythe Piccione; it swiftly became one of the leading manufacturers
in the uSA and worldwide, and is still in family ownership, run today
by the son and daughter of Alfred and Edythe. Designer Michael
Shettel, who began his career in new york and worked with, among
others, Diana Vreeland and Tommy Hilfiger, joined the company in
1999 and is responsible for the Disney princess range.
“When i first heard the news that i would be designing a collection
for Disney, i immediately picked up the phone and called my eight-
year-old niece,” he says. “We went over the seven Disney princesses
the collection would be based on – cinderella, Belle, Ariel, Tiana,
Jasmine, Snow White and Sleeping Beauty – and she gave me her
view on each. i got some really interesting ideas from her but it was
important that i avoided ‘costumes’ – dresses that resembled what the
princesses wore in the films – so i chose to focus on iconic symbols or
the memories the princesses evoked.”

As an example of Shettel’s thinking, Ariel’s gown is inspired by the

Fairytales
can come true…
The 2012 Disney Fairytale
Wedding collection from Alfred
Angelo will have its world
premiere at BBEH. Designed by
Michael Shettel they will make
every bride feel like a princess
66

Opposite page, Tiana; above
left: Sleeping Beauty; right:
Ariel; below, sketches from the
all-new ‘maidens’ range which
will launch at Harrogate
treasures of the sea, with a mermaid silhouette featuring embroidered
lace, pearl beading and sequin sparkles, while the regal, one-shouldered
taffeta gown for Tiana reflects her independent spirit with an asymmmetric
bodice and ruched skirt. The latest addition to the range, rapunzel, is one-
shouldered with a dropped waist and pleated bodice, incorporating three-
dimensional satin petals on the skirt with light-catching crystals and
sequins. The current collection is available at over 69 bridal boutiques in
the uK and ireland at retail prices that range from £599
to £1,199 and in sizes from 6 upwards.
“i first saw the dresses in chicago,” says richard lill,
Vice-President of uK Sales for Alfred Angelo. “until then
they had been a closely-guarded secret but the media
picked up on them straight away and uK customers
started to make enquiries, literally within minutes – in
fact we had our first ‘hit’ after 22 seconds! The gowns
were launched in the uK last november.
“i have been in bridal for 14 years and i had never
seen a response like it. retailers were taking
orders from their customers before their samples
had reached their shops; brides wanted them
without having had the chance to see them,
touch them, or try them on! it seemed that the
Disney name, alongside our own, was enough
for them. The essence of the princess theme
runs through all the designs – the pricing,
the Alfred Angelo name, the Disney brand –
every component is right.”
lill points out that Disney is a sophisticated
and highly-professional company. “The
strength of brand is astounding,” he says.
At Harrogate this September, retailers will
see the 2012 collection for the first time,
which will include rapunzel (who will
actually be granted princess status at the
Kensington Palace event in october) and
eight bridesmaids (known in Disney-speak
as maidens) gowns and eight ‘Blossoms’
or flower-girl dresses, all designed by Michael
Shettel and his team.
lill is looking for further country-wide
distribution for the label which is available not
only to his Alfred Angelo stockist network but also
to non-Alfred Angelo stockists; he believes retailers
Layering in some
form or another is
the key story from
this stunning label.
It could come in
narrow tiers that
movement, or in
‘transparencies’ that
show off a simple
silhouette beneath a
top layer dotted with
elaborate detail
commiting to the collection will reap great rewards. “We have had no
negative feedback. cinderella is our fifth best-seller over our complete
range, followed by Belle, and Ariel, a fishtail design. i suppose i was most
surprised by the success of Jasmine, which is the least mainstream of
the designs and not suitable for every body shape but that has sold really
well, too. At the end of the day it’s the design and quality which counts,
and the Princess gowns score high on both points. Price is another of the
special attributes of the collection.We want the collection
to be accessible to every bride so she can realise her dream
without going beyond her budget.”
naturally the company is hoping to attract more retailers
at Harrogate but they have to be the right buyers, “our
shops have to agree that they won’t sell online and must
respect our recommended retail prices,” says lill. “We feel
that price-cutting cheapens a brand. And we oversee
our stockists’ advertising and make sure it’s
appropriate.”
And stockists taking on the brand will be be
assured of real support. “Every retailer is
important to us and we will back them with
strong marketing campaigns and beautiful,
thought-provoking images,” says lill. “The
Disney connection is very important to us
as a company and we are proud of the
association. We have always been a large
advertiser; we invest in our brand so that
people know we are there.
“Stockists will be listed on our website
and the Disney Fairytale Weddings site.
Some 80,000 brochures with stockist details
are sent out to brides who enquire about
Disney Fairytale Weddings. We advertise in
bridal magazines and provide window banners
and individual hang-tags for each dress. For
example, the Belle tag reads: the heart, like a
rose, blossoms when loved and on Jasmine it
says: happy ever after becomes your greatest
adventure. our aim is to make every bride’s
fairytale dream come true!”
+44 (0)1908 585818
BBEH The Cairn Hotel
67
 Making the most of BBEH
At Harrogate September there will be hundreds of collections to see, many
from companies you already know, others from names that are new to you
and whose offering looks promising. Louise Dicks of BIS member Richard
Designs, offers her suggestions for a successful buying trip
The starting point
BEFORE COMMITTING TO AN ORDER, check
the terms and conditions. Do you need to pay
in advance? Is there a minimum order? Can you
re-order and if so, how do you go about this? Is
there a minimum order on reorders?
IF YOU DO NOT NEED TO PAY in advance, ask
“Will I get a credit account?” if so, do you need
IF YOU DO HAVE TO PAY in advance you
will need to know who you are paying in case
something goes wrong.
FIND OUT if the company is based in the
UK or overseas. Ask if the goods are going to
be made to order or will be coming from a
warehouse.
CHECK DELIVERY TIMES. Bear in mind that
some companies buy their products from
abroad and have a limited number of items
for re-order. Check that all re-orders will arrive
exactly the same as your samples to avoid
brides being disappointed.
ASK IF THERE IS A MINIMUM NUMBER ON
RE-ORDERS. This is particularly important
when buying shoes as sometimes you are
required to buy several pairs even if you just
need one pair for a particular bride. Make sure
you are comfortable with the practical side of
stocking a particular line.
WHEN CHOOSING YOUR DRESS SUPPLIERS,
near to you with the same products. Do some
research before the show so you have an idea
of who to approach.
ASK WHAT THE PACKAGING WILL BE LIKE.
For example with jewellery, does it come in a
presentation box or just a packet?
CHECK THE COLOUR OPTIONS FOR RE-
ORDERS. Can you order the item for brides in
different colours or sizes? This is particularly
important for sizes of lingerie. You and your
staff need to know which sizes are available for
your brides.
WILL THE SUPPLIER HELP YOU by having a
representative or agent who can come to the
shop if you need advice or have a problem?
YOU NEED TO KNOW IF YOU CAN RING the
company during the day and that they will have
someone available if you have any queries. If
the company does not have the same working
hours as you, or if there is a language barrier
you need to be aware. Check the supplier has a
customer service department who will be in the
Practical Advice
H
AVE A WALK AROUND THE
halls before you place orders.
This will help you to get a feel
for overall styles, trends and
colours before making any
decisions. Then take a closer
look at any stands that have
been particularly recommended to you or
that you have heard of before.
Wear comfortable shoes, take a bag or
even a bag with wheels (to avoid carrying
it all day), a drink, an umbrella, and plenty
of warm clothes as British weather can be
unpredictable!
Make the most of the show guide to keep
track of what has caught your eye and what
you’ve bought. If you’re short on time mark
down the exhibitors you want to see and take
a methodical approach.
If you can, visit for more than one day. This
gives you a chance to browse before you buy,
helping you keep a level head and keep track
of your budget.
Visit the catwalk shows! It is a great
opportunity to see how the dresses look on
a real person, how they fit and move, and
which accessories complement the gowns.
There’s always a great buzz in the halls and a
fantastic chance to network too!
Don’t be shy of asking questions and
looking closely at the products you’re
interested in. The exhibitors are there to help
you, so ask away!
Keep a notepad to jot down the value of
each order you make to keep within budget.
Don’t forget to take a copy of each order with
you and keep them in a safe place.
Leave plenty of time to avoid being in a
situation where you have to rush as this can
lead to buying things you don’t need or want,
or even missing out on something because
you didn’t have time to stop and look!
If you are short on time or running low on
your budget but have seen a collection you
love, make sure you take their details and
give them yours.
Stay somewhere comfortable so you can
enjoy your stay in the beautiful city and rest
in the evenings after a busy day.
As tempting as it is, don’t drink alcohol
during the day when you are trying to buy >
69
 and make decisions!
There are always bags at the
entrance so make sure you take
one to keep your leaflets and
brochures in. Only take leaflets
of things you’re interested in so
you’re not overwhelmed by too
much information. At the end of
each day, go through the leaflets
and brochures you’ve picked up
and make a plan of the exhibitors
you would like to revisit the next
day or to contact when you get back home. This is easier to do if you
have only taken leaflets from companies that have something you like
and want to see again.
Take plenty of business cards or leaflets from your shop as this
saves time filling out forms with your details! You can also give them
to any contacts you make whilst at the show.
Most suppliers don’t mind if you take photos of items you’ve
purchased, but make sure you ask first. You will then have a record to
jog your memory when your order comes in.
If your budget is tight, ask suppliers to stagger your order by
splitting deliveries. That will help cash flow and also ensure you have
fresh samples coming in all the time.
Take frequent breaks to have a drink and a snack and keep track
of where you’ve been, what you’ve bought and where else you need to
go. This will keep you feeling more refreshed than one big blow-out
for lunch!
Remember your market. Don’t forget you’re buying for your
customers not for yourself. Of course, you have to sell things you like,

Join us at the Cairn Hotel but think about what your customers will get excited about.
If you have left the running of your shop in others’ hands, don’t
forget to check in with them each day on the phone to make sure
everything is running smoothly. Tell them about your favourite buys
of the day, this will keep them excited and looking forward to the
arrival of your new stock.
Finally, enjoy it! There is so much packed into the three days, the
BISCO, RBA Awards dinner, catwalk shows, and of course lots of
shopping! It’s a great opportunity to catch up on what’s going on in
the industry and make new contacts.

To find out more about BIS, visit www.bisassociation.co.uk.

See Richard Designs 2012 collections at Harrogate,
stand M33
J
onatHan JamES HaS a wEll-
deserved reputation. He is known
to use only the finest fabrics for
his hand-crafted gowns that are
trimmed with Swarovski crystals
and exceptional embroideries.
and he is equally admired for his
uncompromising approach to design.
“Bridal seemed to me to be an area where
you could let your creativity shine, and allow
yourself the freedom to be a little edgy,” he says.
“as a self-influenced designer, bridal provided
me with a niche that I was excited to work in
although, obviously, when I launched the label
five years ago, I had to be careful to observe
the confines of the expectations of the bridal
market. now, seven collections
on, I feel that I have earned the
right to allow my personality to
make the statement, and that
is what UBER, the Collection
2012, is all about.”
Jonathan believes strongly
in the power and promise of
individuality. “I have my own
vision,” he says. “I strive to
create a new theme for each
season, with a totally new
look, re-inventing the brand
on a yearly basis. I am finding in this current
marketplace that more and more retailers
are carrying a wide range of styles from a
large number of different labels. as I offer a
customisation service to my stockists, as well
as diversity in design, retailers can realise a
greater number of style options within my one
collection.
“I feel that UBER has pushed boundaries.
In previous seasons, I have held back with
artistic licence on certain styles to follow
bridal protocol. But for this collection, I have
allowed my true feelings to come through in
each individual piece and I’m delighted with
the outcome, as are the buyers who have seen
the collection thus far.”
BBEH was the logical next step when
Jonathan saw the demand that existed for his
new range. at Harrogate he will be able to
showcase the collection to a huge number of
retailers including those who have specially-
requested appointments. no question, the
potential is there and Harrogate will help this
young man realise it, especially when his key
pieces hit the designer catwalk shows in the
Royal Hall. So what can visitors expect to see?
“UBER, the Collection 2012, is my most
varied,” he says. “I have used a wide range of
fabrics and paid extra attention
to fine detailing. I’ve created
an intricate story of various
styles, offering retailers superb
choice. Each gown is created as
an individual, stand-alone piece
and I think the grandeur of my
collection will look fantastic on
stage at BBEH.”
like all designers, Jonathan
is constantly thinking ahead
and says that he is already
looking towards 2013 and a
new theme that he has in mind.
“obviously, I have an off-the-wall approach
to design and no longer feel that I am
restricted to staying within current industry
parameters,” he says. “I love creating talked-
about, unconventional styles, but at the same
time I am aware that retailers have to have
pieces that will produce sales. So I temper
my thinking to produce the best of both
worlds and that is one of the strengths of my
customisation service.”
Jonathan has a faithful stockist network

UBER-
talented Showing for the first time in Harrogate
this September will be designer Jonathan
James who launched his eponymous
collection in 2006. His 2012 collection,
UBER, combines stylish elegance with a
sense of self-assured individuality
72
 throughout the UK and Ireland and also
sells in Canada and australia. He doesn’t feel
that there is a stereotypical Jonathan James
Couture retailer, although he has found that
most of his customers share a passion for the
label.
“they enjoy the fact that my team and I
are prepared to work very closely with them,
listening carefully to their wants and needs,
and exceeding their expectations with each
collection!” he says. “I am genuinely excited
about showcasing new collections to retailers
and it’s always a great moment when I see
their positive reaction to what I have created.
”my collections are becoming increasingly
popular with the higher-end stores. this has a
lot to do with the styling and design qualities
of the collection and sort of brides it attracts.
Yet my trade prices make the range accessible
to most stores and deliver an excellent profit
margin. I made a conscious decision when I
launched my label that I didn’t want a retailer
on every street corner. I wanted something that
had more of an exclusive feel, that brides were
happy to travel for and that allowed retailers a
chance to achieve their desired mark-up.”
For 2012 Jonathan says he has mixed the
traditional with the modern, often using
traditional bridal fabrics in a different and
highly contemporary way. “UBER includes
ornate chiffon gowns, incorporating feathered
detailing as well as fairytale gowns mixing
silks and tulles. my retailers are loving the
fabric-change options, because it broadens the
appeal of the collection and that means more
brides can buy into it, whatever their budget.”
any particular celeb he would like to
design for? Jonathan admits to a hankering
to create a gown for lady GaGa. “I could let
my imagination run riot and she would love
it!” he enthuses. “I would actually say that
her popularity and styling are what led me
to follow my heart when creating UBER. the
recent Royal wedding gowns were beautiful in
their own right though I was hoping we were
going to see a wow factor, but obviously they
have a protocol to follow and are expected to
look a certain way, which was what they did.”
Jonathan James Couture is a close-knit
team with Jonathan himself responsible for
the design side. He says that he classes his
retailers as part of the team too and works very
hard with them to ensure that his collections
are successful within their stores. as for the
future of the label...
“I want to continue producing excellent
quality gowns with cutting-edge design
and providing my customers with a quality
personal service,” he says. “I would also like
Lavish layering, bold
increase my market share within the UK and
detailing and delicious
fabric combinations
internationally, while giving my retailers the
are a feature of the security of knowing that they have something
adventurous UBER special within their store which is not available
2012 collection from in every town.”
Jonathan James Couture +44 (0)7783 476 408 / BBEH D3

73
DOM BRIDALS
 Veromia

Photography: Moreland Productions

The big story

No more waiting and guessing – right here and right
now you can discover what some
of the key labels
will be showing at Harrogate this September and
see which way the trends will tu
rn for 2012
A
will be
showing a diverse collection
of bridal dresses, from chic
chiffons to elegant lace.
Alexia

Jasmin
There will be 24 pieces in the
collection, each having its own
individual ‘look’.
“i have brought back the classic look with
italian lace to die for and sleek satin silhouettes,”
says louise Johnson who, with Jenna
watmough, has been successfully running
the european stem of this American company
since 2009. “The Cinderellas of this world have
their own section too, with fairytale tulles and a
vintage-style 1950s tea-length.”
There is also an affordable bridesmaids’
range with vibrant colour combinations,
simple chiffons, cute shorts and dramatic
satins - perfect for even the most difficult of
attendants. And yummy mummies of the bride
will love the super-elegant collection of satin
and taffeta dresses, which all have separate
jackets. Not to be missed is the new blush
Prom collection. +44 (0) 113 274 9999 /
bbeH Old Swan Hotel
doesn’t have to travel far from its
home town of Harrogate to show at bbeH. A
firm favourite in the UK for 15 years, the group
is fast expanding throughout europe, under the
watchful eye and direction of owner Amanda
bradwell. Up to 30 stunning new bridal dresses
have been designed for spring-summer 2012,
featuring layers, pleats and ruffles, sculptured
skirts, floral shapes and textures, short
dresses, oversized bows and ribbons. Many

Benjamin Roberts
have detachable skirts and trains. Fabrics are
luxurious – silk-looking duchesse satin, chiffon
and organza, with lace in both contemporary
and classic patterns and several gowns feature
a combination of different fabrics. look out for
some strong colours across the various eternity
ranges which include Art Couture, Tiffany
Prom, Hannah S and labelle. +44 (0) 870 770
7670 / C25/39
s has come a long way from
its beginnings in 1975 as a high street ladies’
fashion store in Cardiff. Karen Taft and family
bought the company in 2003 when founder
ben Roberts retired to Australia. in just eight
years the number of collections has grown from
two to five, while staff numbers and turnover
have doubled. For summer 2012 there will be
a huge number of pieces across all five brands
(Tia, blue, enzoani, love Special Occasion and
benjamin Roberts); notable highlights are the
silk chiffon gowns from enzoani that melt

Ellis
into the floor, and chocolate- and rose-coloured
fabrics – truly gorgeous.
Silhouettes fall into two camps: one svelte and
figure-hugging, that follows the shape of the
body and tends to stop at size 14/16. The other
is A-line and flares out from the hips into a
fullness of fabric that is wonderfully flattering,
so the sizes range from 8 to size 22.
lace is much in evidence, both for dresses >

77
 Impression
Eternity
and for little jackets but the company is doing
less silk right now finding that many brides
simply don’t have the budget. Tulle dresses are
another big story, perfect for the big romantic
look at the right price..
The intricate belts that enzoani was the first
to introduce some three years ago remain a
highlight for the new season, and clusters
of embellishment, in one place rather than
scattered, are another feature, brilliantly
executed and stunning in their own right.
+44 (0) 1384 440470 / Cairn Hotel
ireland-based , established in
1983 by bernard McKenna, has been showing
at Harrogate every year since 1984, starting
with just a small rail and table in the Old Swan
Hotel. Over the past 27 years the business has
grown and grown – this year Special Day will
be showing 120 new bridal pieces across two
collections; keen pricing allows for a generous
retail markup. The company’s Plus Size range
has been particularly successful, as has the
colourful Diamond Collection for bridesmaids.
Spring-summer 2012 sees a number of off-
the-shoulder designs with soft cowl necklines,
sleeves or shoulder straps, and gowns with long
lace sleeves. Silhouettes here are veering away
from full skirts towards straight, princess or
A-lines, while beading is becoming more subtle.
Gowns with contrast colour embroidery are a
big seller in europe, and Special Day is giving
them a push here for 2012. look out for ivory/
bordeaux and ivory/black combinations at
Harrogate.
+353 1 866 5882 / bbeH Q8
established in the 1950s, is
78
reaping the benefits of a new head designer,
who approached the 2012 collection with the
mantra “romance for today’s modern bride”.
The result is a stunning selection of dresses
that includes options for every taste and body
shape, from elegant little lace numbers for the
super-cool bride to classic princess styles for the
traditionalist.
The 2012 collection also includes some design
innovations for brides who love fashion and
really want something a little different. look
out for lots of lovely floral embellishments that
add a new softness to key pieces.
+44 (0) 1707 643633 / bbeH A1
london-based bridals is celebrating
its centenary – it falls at the start of 2012 – at
Harrogate in September with the launch of
the appropriately-named Centenary collection.
expect some wonderfully chic gowns with a
classic twist that have taken inspiration from
the brand’s rich heritage.
The new collection comprises 25 stunning
gowns with the emphasis on princess lines
and voluminous skirts. There is a dress to suit
every body shape from figure-hugging gowns
in pleated dupion to romantic fairytale tulles
with accented bodices. Metal taffeta gowns are
carefully pleated at the waist to form striking
Bellice by Veromia
overflowing layers for statement-making
ballerina dresses while taffeta has been skilfully
manipulated to create soft waves and magical
swirls. elegant lace appliqués and crystal
beadwork add great detail.
+44 (0) 8888 8833 / bbeH b21
“The ‘Kate factor’ means we will be seeing
much more lace and sleeves, (long, three-quarter
and cap) in 2012,” says lucas Chrysanthou at
. “lace was very strong even
before the Royal wedding but i think we’ll find
an even greater demand for it now. i don’t think
brides will be looking for a version of Kate’s
dress as such, but they do want lace sleeves or
sleeve options.”
lace and organza feature strongly in
impression’s 40-strong spring 2012 collection.
All-over lace and lace appliqués combine with
small flower details for a softer feel and, although
beading is still strong, it is much more subtle
than in the past. One-shoulder flower straps
with sweetheart necklines are important here.
The popular ‘fit and flare’ silhouettes are still in
evidence, but there are more ruffled skirts than
pick-ups, with ruffled tiers and frills, especially
in organza.
impression has been selling bridal, bridesmaid
and prom gowns in the USA for over 20 years,
launching in the UK in 2006. The group has
gone from strength to strength and new lines
such as Davinci bridal, Xcite Prom and la Perle
Social Occasions have been introduced.
+44 (0) 1727 851452 / bbeH C28/34
, founded in the US in 1985 and
brought to the UK in 2006, focuses strongly on
innovation and design. individual seamstresses
 Mon Cheri
Justin Alexander
make each gown and pride themselves on the
elegance and artistry of every hand-sewn detail.
The spring 2012 bridal gowns are stunning
and stylish – new trends include royal-inspired
lace detailing and tulle ballgowns that make
a bride look as though she is walking on a
cloud. watch out for a variety of necklines in
the new collection. “while strapless is still the
most sought-after, new options will gain real
momentum in 2012,” says Tara Alderink,
Operations Director.
At Harrogate, Jasmine will be showing 40
gowns featuring these trends, as well as new
interpretations of its recent best-sellers, adding
detachable waistbands – available in a variety of
colours – and highlights of crystal and intricate
embroidery.
A hallmark of the collection continues to be
its sensational garment construction. “because
a wedding dress is regarded as the most
important garment a woman will ever wear,
a high level of craftsmanship is an essential
ingredient,” says Tara.
44 (0) 1707240068 / bbeH Queens Suite
Now in its tenth year, has acquired
an enviable reputation for creating gowns that
look and feel luxurious with an affordable
price tag. in-house designer Jason Jennings
has come up with some fabulously innovative
new designs for the 2012 collection. Across the
four ranges – Veromia bridal with its matching
bridesmaid’s package, the thoroughly-modern
D’Zage bridal and bridesmaids, Sonsie for the
curvy bride and bellice for those who want to
be a little different – silhouettes are varied with
romantic full tulle skirts, sexy fishtails and the
ever-sellable A-line styles.
The newest collection, Veromia Couture by
Jason Jennings, is delectable, with soft, flowing
twists of fabric and beautiful petalwork. bling
has its place in the collection, carefully planned
and executed with sensitivity. Jason Jennings
is an award-winning designer and his talent
shines through in every range in the group.
+44 (0) 20 8554 6436 / bbeH C16
is showing dresses
in two silhouettes – full ballgowns
and slim, glamorous fishtails. The
ballgowns are all about volume
and dramatic shape with nipped-
in waists and huge layered skirts
echoing 1950s couture, with
layers of tulle interspersed
with ostrich feathers, or atop
delicately-cut ruffles. The
fishtail dresses are slim and
sexy, using fine laces from
Venice, chantilly lace and
corded textured lace, layering
different textures and colours
to create depth. There are
interesting necklines and back
detailing, with cap sleeves,
crossover back straps,
Sabrina necklines and
added elements such as
Trudy Lee
little shrugs, capelets
and detachable trains.
The colour palette
is ivory and with
accents of oyster and
antique silver.
Special Day
The glamorous gowns in the Signature
collection, also the work of designer Tony
Mentel, have clean graphic lines and beautiful
architectural shapes. Rich silks and corded laces
with a nod to Grace Kelly feature with clever
embellishments created by layering different
laces over lamé silks with encrusted beading to
create an antique look with a modern edge.
+44 (0) 1908 615599 / bbeH Q1
Capitalising on the Royal wedding mood
for all things glamorous and sophisticated,
the latest collection from ,
another of the big names in the business,
incorporates fabulous fishtails along with
romantic full-skirted gowns in beautiful
lace, luxurious satin, tulle and
taffeta. intricate beadwork,
fabric pleating and soft silk
chiffon embellishments add up
to a new and dazzlingly fresh
look. There are 31 dresses in
the spring-summer 2012
collection – without giving
too much away, look
out for predicted best-
seller, style 112218! Dom
bridals, the family-run
business that represents
Mon Cheri’s extensive portfolio
in the UK, is headed by David
Morton (one of the industry’s favourite
individuals); at Harrogate, Dom will
introduce a new label, Amalfi bridal,
along with some great show offers, from its
new location in Hall Q.
+44 (0) 1954 232102 / bbeH Q47
79
 2011
WINNER
Best Plus-size Collection
BBEH September –
it’s where bridal happens
At BBEH you can see more than 350 dazzling new collections, daily Cheers
catwalk shows and enjoy brilliant networking opportunities * Join us for a well-earned glass
of wine on Sunday at 6pm prior
to the Bridal Preview; start the day
off with a Bucks Fizz on Monday at

Preview, and celebrate a good day’s

work with a glass of bubbly at 6pm
on the same day prior to the
evening Designer Preview
show.

when
Sunday 11 September 2011 9:30 – 6:30pm
Monday 12 September 2011 9:30 – 6:30pm
Tuesday 13 September 2011 9:30 – 4:30pm

where
Harrogate International Centre
Kings Road, Harrogate, North Yorkshire Taking to the stage
HG1 5LA, England
Check out the top 2012 collections on the BBEH catwalk in the fab
pice
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Royal Hall. Seats get bagged fast so be sure to get there early
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Getting ready to party will be Anoushka G, Crystal

PRE-REGISTER NOW Breeze, MacDuggal, Precious Formals, Richard
and save time Designs, Rainbow , Watters and more!

You will be entered into a Sunday 12.30pm

competition to win an Apple iPad
Monday 10.30am 2.30pm
You will receive a FREE show guide onsite
Your E-BADGE sent to you in advance Tuesday 12.30pm

Register now at The Designer Preview

Among those in the spotlight will be Amanda Wyatt Couture, Annasul Y, Anny Lin, Augusta Jones,
www.bbeh.co.uk Brides Desire, Caroline Atelier, Charlotte Balbier, Farage, Halo & Co, Jonathan James Couture, Lusan
If you have any problems registering, Mandongus, Madeline Isaac James, Rainbow Club, Vintage Rose Bridal and Watters
please call our registration team on
Sunday 4.30pm
+44 (0)844 545 0069 Monday 6.30pm

81
Eating out in Harrogate
One of the delights of BBEH is the wealth of wonderful restaurants nearby which add
enjoyment to your buying trip. Here’s just a sample of what’s on offer:

Signature
dishes include the Kobe burger (Kobe
beef is Japanese and the world’s
most expensive). The menu includes
breakfasts, burgers, deli sandwiches,
salads, tapas and grills.
T 01423 538871

An institution in
Harrogate since 1919, the original Betty’s
is a must for Harrogate visitors who fancy
a thoroughly English breakfast, lunch,
tea or supper. The take-home bread and
cakes are irresistible.
T 01423 814000

Rudding
Park. Take your pick and eat in the
bar, restaurant, conservatory or on the
terrace. Award-winning chefs serve up
everything from gourmet meals to al-
fresco barbeques.
T 01423 871350
a great new way of eating
‘grills and grazes’ – fabulous steak
and a great selection of British tapas –
brilliant for sharing.
T 01423 505300
50 restaurants outside London that
features in the prestigious Tatler Guide,
this has been a local favourite for
30 years and is renowned for its
top-quality seafood.
T 01423 502650
European
cuisine with a contemporary edge
has resulted in a menu of top-quality
classics that change seasonally, and use
cooked simply and perfectly.
T 01423 856800
Behind an exterior of
elegant wrought ironwork and glass
chip shops in the land. The varied menu
includes fabulous seafood dishes.
T 01423 507093
Wonderful pizzas, a risotto This is the place for
of the day, and great platters of delicious and innovative food in a
mixed antipasti are part of the stylish setting, complemented by the
Italian specialities on the menu highest standards of service, but without
here. Breakfasts are a treat – more pretension or formality. Relax and enjoy!
international than Italian though. T 01423 508762
Closing times vary, so do check.
T 01423 536606 This hugely-
popular restaurant and wine bar serve
There’s a varied great British food in a relaxed and
range of breakfast, lunch and dinner unfussy style, using only the freshest
menus here including special food ingredients sourced locally
whenever possible.
include Soiree Gastronomique evenings T 01423 521510
offering six course menus.
T 01423 533070
a
at the Studley Want lping
Hotel introduces a mix of oriental dishes nd he
and chefs can be seen preparing the seco rrogate
a
meals to order through an interactive of H es? Visit
ri m
screen. In addition to dinner, there is a eate kshire.co
very popular Sunday buffet. .yor
T 01423 560425 www

Eating in at BBEH
Scrumptious salads, sandwiches and a
selection of hot and cold dishes.
Dine in style at the show’s waitress-
service restaurant serving a choice of
excellent three-course meals and a
Sponsored by Mon Cheri, who has now
moved into Hall Q, the VIP Louge offers
free refreshments and drinks for guests
pre-invited by BBEH exhibitors.
This is the place to go for somewhere
to sit and the perfect cuppa and
a pastry in the morning, a glass
of Champagne and nibbles at
lunchtime, and a cream tea in the
afternoon – all for free. Yummy!
In the fabulous s Hall D, you can sip a
glass of complementary bubbly.
Fast snacks for those on the move.

83
 How to get there

Kings Cross to Harrogate at 5.30pm

daily and from Harrogate to London
From London:: M1 then A1(M), exit at 7.25pm, plus trains to Leeds or
Wetherby (9 miles from Harrogate) York from where there are regular
Accommodation From the North: A1, exit Wetherby or Northern Rail services to Harrogate.
Need somewhere to stay? Get the best rates with Reservation Knaresborough National Rail enquiries: +44 (0)8457
Highway, our preferred agents. Check what’s on offer at From the East: M621 then A1(M), exit 484950
www.reservation-highway.co.uk (quoting the password veil Wetherby
11) or call them on +44 (0)1423 525 577. You can also visit From the West: M56 to M62 then
our accommodation pages at www.bbeh.co.uk A1(M), exit Wetherby. Leeds Bradford International
Airport (+44 (0)113 250 9696) is 20
minutes from Harrogate; Manchester
There is a direct train from London International (+44 (0)161 489 3000)
Free internet access in is 90 minutes.
the Media Lounge
Want to stay in touch with the office,
d a lift? A complimentary bus service to and
check up on the kids, book a restaurant, Nee from Leeds/Bradford International
or
confirm flights? In the Media Lounge ing f
Head sit www. m
at BBEH you can go online and sort ? Vi e.co
yourself out. Or just relax and have BBEH ecarshar ilers please contact Rachel Hall on + 44
ogat reta
harr d other g
a drink. You can also pick up copies (0) 24 7657 1048 or Rachel.Hall@
n
to fi travellin ea.
oceanmedia.co.uk
of the leading consumer bridal
ar
magazines and information about
om your There is a station hopper which
what they have to offer. fr goes between the station, halls
and the four BBEH hotels.

Getting into the swing of things

S
EpTEMBER’S SuNdAY NIGHT BISCO, HAS BECOME ONE
of the great time-out treats at the show and this year’s event
promises to be the best yet.
On stage there’ll be not only a sensational Michael Buble
tribute act, supported by BISCO’s regular dJ Jon Starkey,
but there will also be a free glass of bubbly for all ticket holders
courtesy of Bridal Buyer, which celebrates its 20th birthday this year.
The BISCO is supported by Wedding Ideas, BBEH, Bridal Buyer,
Sincerity and Veromia. It will take place at the Old Swan Hotel, on
Sunday 11 September, starting at 9pm. Tickets cost £5 each and can be
ordered by email from info@bisassociation.co.uk.
Mike powell, right, is one of the uK’s leading tribute artists who
has set out to capture the essence of Michael Buble’s legendary live
shows, featuring his greatest hits, ballads and showstoppers including
Haven’t Met You Yet, Home, Sway, I’ve Got the World on a String, Lost,
It Had Better Be Tonight and many more.
As well as being a critically-acclaimed Michael Buble tribute, in 2002
Mike appeared on ITV’s Stars In Their Eyes paying tribute to 60’s pop
legend Scott Walker singing The Sun Ain’t Gonna Shine Anymore.

85
D is for
designers
In Hall D at Harrogate you will find fine design-led labels, some
of which first showcased their 2012 collections at White Gallery in
May and are now bringing their diffusion collections to the market

from Alan Hannah has

a brilliant story to tell for 2012.
Marguerite has applied an avant
garde approach to around a
The Kate Sherford 2012
Collection signals a new design
direction, adding contemporary
styling to the classic, romantic
quarter of the new collection, look. The range of stunning
aware that many retailers are designs incorporates sumptuous
looking for something more
adventurous from their designers. dramatic, shimmering skirts. The
Retail prices, however, stay gowns, handmade in Somerset
at around £1,300 which is an and each with an internal corset,
amazing selling point. But that’s give a high degree of structure
not all – the new collection and comfort.
introduces half-size gradings (at

is improved and alternations can

be kept to a minimum.

will be showing a tailored collection

that features intricate pleating and fabric knots
and ties and an emphasis on back details. Gorgeous
rosettes and the introduction of a new luxurious tulle
lace have added rich texture to the gowns; V-necklines
and high necklines share the limelight with the
perennial strapless and, by popular demand, there are
figure-hugging gowns in chameuse. Inspiration here
is, as always, focused on a close-fitted bodice with an
appropriately designed skirt – A-line remains a firm
favourite. Look out for the freshly-minted jackets.

88
Irish design label Natalie
Gladman’s skill in delivering what
features narrow-bias-cut retailers want and can sell has led to
dresses and a couture cut a collection with detachable elements
that can produce three different looks
from the roaring 20s – for one single gown. Co-ordinating
low backs and dipping jackets, elegant headpieces, and
fronts and just the right beaded embroidered belts add an extra
amount of skin on show. dimension to the dramatic full-length
Look out for a washed gowns with sweeping trains, and
Morrocan silk crepe in 50s-style cocktail frocks; fabrics for
cream which has fabulous 2012 include silk shantung and soft
French lace, with Swarovski crystal
embellishments, silk rose details and
delicate beading.
stunning, big and bold and
sparkling with Swarovski

Inextricably linked with glamour, art deco was

a departure from previous trends, with strong
geometric designs and a heightened sense of
elegance and style. The 2012 collection from
renowned jewellery designer Stephanie Browne
celebrates this extraordinary era but is also
inspired by Tsars’ gardens in their winter palaces.
There are some extraordinary pieces in this
collection, where colours dazzle and shapes stun
in their elegant simplicity.

A bespoke designer for ten years,

is launching her first wholesale collection at BBEH.
Named Precious, the UK-made collection is based on Lusan Mandongus is a specialist in intricate detailing
her best-selling designs over the years. Her gowns are and dazzling silhouettes and can always be relied on
feminine and luxurious, modern and architectural, to deliver something exceptional. The new collection
in a gorgeous array of fine fabrics including lace. features amazing beadwork, sometimes layered beneath
Detachable extras, such as belts and shoulder
decorations have their own, individual little touches has be gathered and twisted and sculpted into a softly-
so that a bride can change her look during her big
day. Claire, who will be moving into her own London French lace and tulle of the highest quality are the
design studio at the end of this year, has picked up a
clutch of awards over the years.
>

89
 With exclusive top-name stockists across the globe,
Australian jewellery designer has a celebrity
following that includes Nicole Kidman, Gillian Anderson,
Highlights that shine
and Kelly Osbourne. He famously made Kylie Minogue’s
Nicola Anne’s UK-made Sasso is adding six new
bejewelled headpiece for the Sydney Olympics, and Lady 2012 collection has more designs to the Timeless
Gaga sported one of his belt designs on her July 2011 tour than a touch of classic Collection, with waspy
down under. The 2012 bridal collection introduces vintage style with beautiful
vintage-style multi-strand golden-glow pearls Chantilly laces, subtle shades
as well as crystal-encrusted deco scrolls of silks and impressive puddle trains, and
and elaborate buckle-drop pendants. embellishments of intricate eclectic little hats
heirloom brooches and and gloves to
complete the look.
+44 (0)145 250161 / +44 (0)116 262 1724 /
www.nicolaanne.co.uk www.sassobride.com

, shoe designer extraordinaire,

leans on vintage features for inspiration. Her
2012 Rose Collection features the modest ladylike
styling of the early 40s, updated with luxurious
fabric combinations and careful attention to detail.
Alongside satin and leather, soft kid suede features
heavily, combined with pearlised and metallic leather
detailing. New for 2012, is a range of colours,
carefully selected to complement this year’s mother-
of-the-bride, bridesmaids and wedding guests.

Sanyukta Shrestha aims to

create a new vision for bridal,
a timeless vintage look that
combines an eco-friendly
approach with hand-crafted luxury.
+44 (0)20 8582 5556 /

The names to follow

Annasul Y D6 Mikaella Bridal D11
Augusta Jones D21/22 Nicki MacFarlane D19
Beverly Lister D9a Nicola Anne D10
Caroline Atelier D23 Paloma Blanca D12
Claire Mischevani D24 Peter Lang D1
Jonathan James Couture D3 Rachel Simpson D14
Kate Sherford D4 Ritva & Chenca D15 Ritva and Chenca’s on-trend collection is
Katzi D2 Sasso D9
Lusan Mandongus D6 Sanyukta Shrestha D18
styles. +44 (0)20 7706 0708 /
Madeline Isaac-James D8 Stephanie Browne D1 www.ritvawestenius.com
Mia Mia by Alan Hannah D20 Vintage Rose Bridal D5

90
 65
There’s a great choice of veil styles out there right now
and that is something every bride will celebrate

of the be
best
veils
Nieve Designer
Couture Nieve is all
about ground-breaking,
quirky designs for the
Joyce Jackson Veils The new fashion-forward bride. Its
collection of veils from Joyce Jackson offers beautiful skilled designers use tulle
soft tulle in a variety of lengths, with beautifully- to create stunning shapes

43
detailed trims that include lace edging as well as and forms, elevating veil
delicate pearl beading. Custom made to order, so design to a new level
a bride can make her own, personal choice for her where there are no limits.
wedding day, the collection comes with a four-week Beautiful packaging and
delivery promise. display potential gets
this collection instantly
noticed and continually
requested by brides.

Heading Up!
Good customer service,
excellent-quality veils
and unbeatable value for

2
money sets Heading Up!
veils apart at a time when
retailers, and brides, are
increasingly concerned with
cost. With no minimum
order and an excellent
Richard Designs Bringing both range of UK-manufactured
innovations and classic styles to the fore styles and trimmings, this is
every season, the Richard Designs brand is one collection the retailer
synonymous with quality UK craftsmanship shouldn’t be without.
and stunning designs that sell again and again.

that holds its shape, the style and grace of

Richard Designs’ veils puts them at the top.

Malis Henderson Elizabeth Dickens

This trend-setting
With more than 15 stock
international design house
laces available – many with
creates veils that have a
gold or silver threads running
signature style; adventurous,
through– and all-new ‘soft
exciting, chic and different.
touch’ veiling which drapes
New for 2012 are short,
beautifully, this collection also
voluminous veils that can
includes innovations, like the
be worn many different
’cape’ veil which is perfect for
ways; face-framing, scallop-
a formal wedding ceremony
edged veils that fall from
when a little cover is required.
elaborate jewelled combs;
The main collection comes in
and beautiful full-circle
more than 30 colours.
tiered designs with a hint of

93
 Butterfly Charlotte Lisa Marie The
Crystal Couture You Cheeseman is known for linkway in Harrogate is where
her high-end fashion canny buyers keen to be the
jewellery, made by hand and
designed and finished in
the UK. Requests from her
they’ll be checking out the
growing audience for bridal
designs have resulted in a
very beautiful extension
to Butterfly, called De La
Mer, inspired by all things
sea-related. Expect organic
shapes – intricate starfish,
shells, wild coral – and, of
course, there’s always the
suggestion of that elusive
mermaid. The collection is
at BBEH
crafted in fine silver- and
gold-plated metals with
sparkling cubic zircon and
Swarovski detailing.

Future
stars
BBEH has long prided itself in bringing young
talents to the market and helping them move into
the spotlight. The September show introduces six
specialists whose work will make a difference

Kevan Jon Lizzie Agnew found inspiration for

her bridal range when she came across
a photo of her mother taken on her 21st
birthday in 1952, wearing a full-skirted
dress with a cut-away halter neck –
the embodiment of Dior’s ‘New Look’ in
that era. It’s a theme she has followed
through – her gowns are available with
full-length or short, enhanced with a
satin-bound petticoat using over 40
metres of tulle.

Heavenly Shoes Her

Best Kept Secret

95
 ALL PETTICOATS ARE
MADE IN THE UK.

Manufacturers & suppliers of distinctive petticoats, Carnival

lingerie, garters, stockings, hair crystals, sticky straps, gloves and
body shapers for Brides, Bridesmaids & Evening Gowns to create a
Desirable & Enhancing Silhouette
VISIT US ON STAND A10 AT
Our petticoats will also feature in the main catwalk shows at BBEH
ALL PETTICOAT ORDERS DISPATCHED IMMEDIATELY
Unit D2 Fairacres Industrial Estate, Dedworth Road, Windsor, Berkshire, SL4 4LE
Tel: +44 (0) 1753 622922 | Fax: +44 (0) 1753 622933
web: www.jupon.com | email: info@jupon.com
w w w. m a d e l i n e i s a a c j a m e s . c o m info@madelineisaacjames.com

Exclusive territories available in selected areas.

Designed in the UK
 What a dream
Today’s bride is very lucky indeed. Not only does she have
real style choice but also her pick of savvy retailers who know
the market, have an expert eye, and are ready to deliver the
best possible service. They’ll find everything they need for the
season ahead at BBEH (11-13 September) where more than 350
brilliant collections will be on show
98
R
ETailErS arE vEry lucky, Too. WHaTEvEr THEir audiENcE, THErE arE
collections designed to delight across every style and price point. and there’s no
single, hard-and-fast theme for 2012, which is great news because it means that
whether a bride’s preference is for the traditional romantic ballgown or the super-
sexy vintage-style body clinger, her decision will be fashion-right and bang on
trend. of course, there are directional pointers which are echoed from collection to
collection and across all styles of gown – lace (no surprise there), interchangeable
accessories (little boleros, illusion panel shrugs, belts, flowers and ruffle corsages
to dress up a halter-neck or adorn a shoulder strap). The 2012 collections are telling more short
stories than ever before and they include cheeky little satin mini dresses; tailored Hepburn-ish mid-
calf belted dresses with long sleeves, boat necklines and bell-shaped skirts; lacey ballerina gowns
with nipped-in waists, sweetheart necklines and skirts with movement; 60s-style embroidered
knee-length shifts (a wave at courrege). There is hardly a decade of fashion importance that hasn’t
had its influence on the latest crop of shorties. Elsewhere you’ll see flowing palazzo pants and fluid
off-the-shoulders tops, striking narrow gowns in gorgeous guipure lace, fishtails with flounce,
and fabrics with a metallic sheen that glistens and gleams. >

99
Ups in Gowns
2Be Q47
Agnes C43
Alexia Designs Old Swan
Alfred Angelo Cairn Hotel
Alfred Sung Bridal C27
Allie Renee Q47
Allure Bridals A23
Alvina Valenta C24/40
Always by Alfred Sung C27
Amanda Wyatt A18/36
Angel B24
Angel Forever by Elegancia Q31
Annais Q42
Anny Linn St George
Anoushka G C22/41
Art Couture C25/39
Augusta Jones D21/22
Beautiful Brides Plus Q8
Belle Luxe Q17
Bellice By Veromia C16
Benjamin Roberts Cairn Hotel
Beverly Lister D9a
Blue by Enzoani Cairn Hotel
Blush C24/40
Bonny Bridal UK A20/34
Brides Desire by Wendy Sullivan
St George >

101
 WEDDING DRESSES

Please visit us at Harrogate stand M14

Diamantstraat 10, 2200 Herentals - Belgium
T +32 14 75 25 25 | info@marylise.be | info@rembo.be

www.marylise.be | www.rembo-styling.com
Busy Bs Bridal Q16 Hazaar of London Q22 Madeline Isaac-James D8 Sanyukta Shrestha D18
Caroline Atelier D23 Hilary Morgan A33 Maggie Sottero Majestic Sapphire Collection Q4
Catwalk Collection London C60 Hollywood Dreams A32 Makepiece C56 Sasso D9
Chic by Hollywood Dreams A32 House of Nicholas Q4 Manon C12 Sincerity Bridal Q1
Christina Rossi C1/2 Imogene M15 Mark Lesley Couture Bride Q7 Sonsie by Veromia C16
Claire Mischevani D24 Impression Bridal C28/34 Mark Lesley Paradise Bride Q7 Sophia Tolli Q6
Crystal Breeze B16 Jade Daniels c27/36 Martina Lianna Queens Suite Sottero & Midgeley Majestic
DaVinci Bridal and Bridesmaids C74 Jasmine Collection Queens Suite Marylise M14 Special Day Q8
Demetrios Majestic Jasmine Couture Queens Suite MiaMia D20 Sweetheart Q1
Destinations Q47 Jean Fox St George Mikeala D11 Sylvia Rose St George
Destinations by Dessy C27/36 Jim Hjelm Occasions C24/40 Mon Cheri Bridal Q47 Tara Keely C24/40
Destiny Informal C28/34 JLM Europe C24/40 Mori Lee M24 The Bridal Studio L5
Disney Fairytale Weddings by Jon & Joe A42 Nicki Flynn A30 The House of Nicholas Q4
Alfred Angelo Cairn Hotel Jonathan James Couture D3 Nicola Anne D10 Tia by Benjamin Roberts Cairn Hotel
Dizzie Lizzie Couture A44 Justin Alexander Q1 Only You by Jean Fox St George Trudy Lee A1
Donna Lee Designs A24/45 Justin Alexander Signature Q1 Opulence by Natalie M B39 True Bride A30
Donna Salado Q7 Kate Sherford D4 Paloma Blanca D12 Venus Bridal B15/25
Dynasty Bridal B20 Kay Mason A29 Phill Collins Bridal Collection Verise Collection Q30/38
D’Zage Bridal C16 Kevan Jon L4 St George Hotel Veromia C16
Eglantine Creations Q13 Kiss the Frog Q19 Phoenix Gowns C33 Veromia Couture by Jason Jennings C16
Ella Queens Suite LMB M8 Posh Brides M20/23 Victoria Kay A21
Ellis Bridals B21 Linea Rafaelli M22 Private Label by G Q45 Village Brides C11
Enzoani Cairn Hotel Lisa Marie L5 Pure B38 Vintage Rose Bridal A40
Essense Queens Suite Lizzie Agnew L2 Rembo Styling M14 Watters M21
Eternity Bridal C25/39 London Harmony B13 Ritva & Chenca D15 White Rose C29-31
Farage A27 Lou Lou B24 Romantica St George White Rose Plus C29-31
Galaxy A27 Luna B A30 Ronald Joyce M19 Wtoo M21
Gino Cerruti C32 Lusan Mandongus D6 Sandals C27

BBEH
September
brings you the
big st choice ever ofing
ge
lud
bridal collections, inc t
th ose all-import an
plus-size ranges. Make
appointments now to
see your favourite
suppliers

103
 ®

MOONLIGHT
www.moonlightbridal.com

Actively seeking new professional retailers for Moonlight.

Agents required for Moonlight to represent all collections.
Previous experience is necessary.
Contact us now to be the first to secure your territory.
info@moonlightbridal.com
 ME PROM
www.meprom.com
Actively seeking new professional retailers for ME Prom by Moonlight.
Agents required for ME Prom by Moonlight to represent all collections.
Previous experience is necessary.
Contact us now to be the first to secure your territory.
info@moonlightbridal.com
Stepping out
The prom is something of a social phenomenon that has
swept through high schools and across social barriers.
There’s not a teen in the land who doesn’t look forward
to the opportunity to dress up and party – the next time
they have the chance it could well be as a bridesmaid
106
T
HERE IS A DISTINCT MESSAGE
in partywear – keep it simple
and sophisticated with lean
lines and carefully-considered
discreet detailing, a far throw
from yesterday’s look-at-me-now
dressing when layers of netting
and loads of sparkle were de
rigueur. Younger prom-goers will always want
the bright colours and a hint of glitter but they’ll
be tempted by the newest prints and duo-tone
dresses that are infinitely more modern. Jewel-
coloured chiffons with just a band of beadwork,
say it all. What is interesting about the 2012
collections is that there is, for the first time, a bit
of a cross-over between prom and bridesmaids, The catwalk
as the former goes chic and the latter takes a shows at BBEH
more laid-back approach. The newest dresses are inspiring and
are wantable and will be worn time and time will give you ideas
over. And, as there’s no hard and fast rules on how to style the
e
about necklines or colours or hem lengths, latest looks. Get ther
early and en joy the
so you should easily be able to satisfy every
young lady who puts her head round your
performances. See
page 79 for the
door. Just make sure you have a good selection schedule
of prom and maidswear. Plus, of course, all the
accessories that a girl simple has to have. >
107
 See us at:
BBE HARROGATE
Sept. 11th-13th
Stand M20-M23

www.preciousformals.com
info@preciousformals.com
UK free phone: 0808.120.2337
Pretty Maids
15 Teen M20/23 Dessy Collection C27 Kelsey Rose B21 Posh Angels M20/23
Alexia Designs Old Swan Dessy Junior Maids C27 Kevan Jon L4 Posh Precious M20/23
Alfred Sung Bridesmaids C27 Disney Fairytale Wedding by Lazaro C24/40 Precious Divas M20/23
Allure Bridals A23 Alfred Angelo Cairn Hotel Lela Rose C27 Precious Prom M20/23
Alvina Valenta C24/40 D’Zage Bridesmaids C16 Linzi Jay Cairn Hotel Premier Designs C54
Amanda Wyatt A18/36 EbonyRose Majestic Little Temptations C54 Pretty Maids C25/39
Angel B24 Emmerling C21 London Harmony B13 Private Label by G Q45
Angel Forever by Elegancia Q31 Fraser & James Lou Lou B24 Pure B38
Anoushka G C22/41 of Knightsbridge C54 Love by Enzoani Cairn Hotel Rea Bridesmaids Q47
Belsoie Queens Suite Gino Cerruti C32 Luna B A30 Reprise Bridesmaids B16
Bonny Bridal UK A20/34 Glam Gurlz M20/23 Lux Gal M20/23 Romantica St George
Bridemaids by Alfred Angelo Goya London A4 Manon C12 Ronald Joyce M19
Cairn Hotel Hilary Morgan A33 Mark Lesley Bridesmaids Q7 Ruby’s Gems M20/23
Busy Bs Bridal Q16 Hollywood Envy M20/23 Mascara by Frank Saul C3 Sapphire Collection Q4
Catwalk Collection London C61 House of Nicholas Q4 Mori Lee M24 Sarah Danielle Occasions Q1
Champagne Fashions A4 Imogene M15 Nicki MacFarlane D19 Sophia Tolli Bridesmaids Q6
Couche Tot B37 Impression Bridal C28/34 PF Starz M20/23 Special Day Q8
Crystal Breeze Bridal B16 JLM Europe C24/40 Peppermint B37 Sweetie Pie Q27
Cynthia Rowley C27 Jim Hjelm Occasions C24/40 Phil Collins St George Tara Keely C24/40
DaVinci Bridesmaids C74 Jon & Joe A42 Phoenix Gowns C33 Taffeta Maids
Designs USA C20 Jora Collection C20 Pollyanna Prom / Village Brides C11 by Alfred Angelo Cairn Hotel >
109
The House of Nicholas Q4 Busy Bs Bridal Q16 Jora Collection C20 Prom Frocks Q5
Trudy Lee Bridesmaids A1 Bluemoon St George Kelsey Rose B21 Promise by Linzi Jay Cairn Hotel
True Bride A30 Catwalk Collection London C60 Lazaro C24/40 Reprise Prom B16
True Essentials A30 Champagne Fashions A4 Little Temptations C54 Ruby’s Gems M20/23
Twinklets B16 Crystal Breeze Prom B16 Lou Lou B24 Ruby Prom Q12
Venus Bridal B15/25 Demetrios Majestic Love by Enzoani Cairn Hotel Sapphire Collection Q4
Verise Q30/38 Dynasty - Yasmin Prom B20 Luna B A30 Sassy Boo M13
Veromia Bridesmaids C16 D’Zage Prom C16 Lux Gal M20/23 Signature M13
Victoria Kay A21 Fairygodmother M13 MacDuggal B14/26 Sparkle Prom & Partywear C28/34
Watters M21 Flirt by Maggie Sottero Majestic Manon C12 Special Day Q8
Wtoo M21 Gino Cerruti C32 Mark Lesley Kiss Prom Q7 Starlets Junior Prom B16
Glam Gurlz M20/23 Mascara by Frank Saul C3 Sweetie Pie Collection Q27
The proms Gorgeous M13 Michael George C59 Taffeta Maids by
15Teen by M20/23 Goya London A4 Mori Lee M24 Alfred Angelo Cairn Hotel
Alexia Designs Old Swan Hannah S C25/39 PF Starz M20/23 Tara Keely C24/40
Allure Bridals A23 Hermoine Collection M13 Phoenix Gowns C33 The House of Nicholas Q4
Alvina Valenta C24/40 Hilary Morgan A33 Pollyanna Prom /Village Brides C11 Tiffany Bling A11
Alyce Designs A28 Hollywood Envy M20/23 Posh Angels M20/23 Tiffany Prom C25/39
Amanda Wyatt A18/36 House of Nicholas Q4 Posh Precious M20/23 Tony Bowls Q47
Angel B24 Imogene M15 Precious Diva M20/23 True Bride A30
Angel Forever by Elegancia UK Q31 Impression Bridal C28/34 Precious Prom M20/23 Twilight St George
Anoushka G C22/41 JLM Europe C24/40 Premier Designs C54 Venus Bridal B15/25
Beau Monde C59 Jim Hjelm Occasions C24/40 Pretty Maids C25/39 Victoria Kay A21
Bonny Bridal A20/34 Jon & Joe A42 Private Label by G Q45 Xcite Prom & Partywear C28/34
111
2012 Collection | w w w. kel sey ro s e .c o.uk
The guest list
If you have beige or lavender suits on your rails, plan to put them on sale so you
can update your stock. The latest occasionwear pieces are bright and witty,
great-looking compositions that give the scope to create a wealth of different
looks – topping a slim-line sheath with a fine chiffon coat, layering coloured
lace over contrasting satin, mixing print and plain, with lots of focused detailing
114
t
HE NEW SEASON’S OCCASIONWEAR IS SOMETHING ELSE. IT DOESN’T PLAY IT SAFE;
it isn’t subdued; it is never sensible. For those who plan some serious partying, or the MOBs Dress up
with diva minds (and bodies), 2012 is their time. Keen to bare it? There is flesh on show and and celebrate
daring cut-outs and plunge backs and bands of glitter to accentuate perfectly-polished skin. – there’s so much
Want cover up? Little jackets with stand-up collars or an edging of pleated frills are the to see at BBEH (11-13
must-haves. Fancy the red-carpet treatment? Swishes of shaded taffeta, drapes of gossamer- September).
Pre-register at
ll
www.bbeh.co.uk or ca
fine chiffon, clinging silk jerseys with sparkling beadwork serve up the star look. Most
after-six houses are offering multiple mix-and-match options teaming skirts of different the ho tline on
lengths with plain or printed bustier tops, and a choice of jackets and wraps – an easy concept for a +44 (0) 1865 893560
savvy retailer to sell. Glitter is key to the party look and 2012 will see its fair share of shimmer and
shine – in belts, outsized brooches, edging a jacket revere or, in a mix of toning colours, crystals
and pearls sprinkled over a simple bodice. The newest prints are decidedly different, brilliant
swirls of colour or tidy controlled patterns that evoke Wedgewood’s famous design. >

115
MOB and occasionwear
Alexia Designs Old Swan House of Nicholas Q4 Posh Precious by Precious
Alvina Valenta C24/40 Ian Stuart London Old Swan Formals M20/23
Alyce Designs A28 Imogene M15 Precious Divas by Precious
Amanda Wyatt A18/36 Impression Bridal C28/34 Formals M20/23
Angel B24 Irresistible Old Swan Presen A22
Angel Forever by Elegancia UK Q31 Jade by Jasmine Queens Suite Pretty Maids C25/39
Annika B20 Jim Hjelm Occasions C24/40 Private Label by G Q45
Anoushka G C22/41 LM Europe C24/40 Prom Frocks Q5
Bluemoon St George John Charles B40 Richard Designs M30
Bonny Bridal UK A20/34 Jon & Joe A42 Ronald Joyce M19
Boutique Collection by Jora Collection C20 Ruby’s Gems by Precious
Richard Designs M30 Kevanjon L5 Formals M20/23
Cameron Blake Q47 La Belle C25/39 Sapphire Collection Q4
Capri Q47 La Perle Occasionwear C28/34 Sarah Danielle Occasions Q1
Carina A22 Lazaro C24/40 Sparkle Prom & Partywear C28/34
Catwalk Collection London C61 Linea Raffaelli M22 Taffeta Maids by
Champagne Fashions A42 LMB M8 Alfred Angelo Cairn Hotel
Crystal Breeze B16 London Harmony B13 Tara Keely C24/40
Designs USA C20 Lou Lou B24 The House of Nicholas Q4
Dynasty – Viviana B20 Love by Enzoani Cairn Hotel Tiffany Bling A11
Dynasty Eveningwear B20 Lux Gal M20/23 Tiffany Prom C25/39
Farage A27 MacDuggal B14/26 Tony Bowls Q47
Galaxy A27 Manon C12 True Bride A30
G Couture C22/41 Martha May Q23/24 Twilight St George
Gino Cerruti C32 Mascara by Frank Saul C3 Venus B15/25
Glam Gurlz M20/23 Mireia A22 VM by Mori Lee M24
Goya London A11 Mon Cheri Q47 Watters M21
Guestlist A8 Montage Q47 Wtoo M21
Hannah S C25/39 Mori Lee M24 Xcite Prom & Partywear C28/34
Hilary Morgan A33 PF Starz by Precious
Hollywood Envy by Formals M20/23
Precious Formals M20/23 Posh Precious M20/23

116
 STYLE1667

STANDM24
Mori Lee would like to thank all of our valuable customers for your loyal support.
We look forward to seeing you at the British Bridal Exhibition.
 BY FF LONDON

139 Fonthill Road, Finsbury Park London N4 3HF

Contact: G.S nagpal tel: 02075611359 mob: 07956567352
website: www.alycedesigns.com email: fflondon@live.co.uk
 & 2011

FINALIST
On top
Get a head start on the new-season looks by
selecting those special extras that allow you to
create an entire – and highly individual – story
for every customer. Headdresses and veils are

of the world
wedding-day essentials that mean business

120
T
Here’s no GettinG away
from it, vintage continues to
rule and nowhere more that in
headdresses where the influences
include both curvaceous art
nouveau details and the more
graphic art deco lines. tiaras,
popular again after the big royal
wedding, unsurprisingly have suggestions of
yesteryear design, discreet but nevertheless
regal, curving up slightly at the centre, while
wear-anywhere combs with feathers, lace and
beadwork and hair bands with side motifs are
still the designers’ top favourites. Mixes of
crystal and pearl with threads of twist-and-
turn metalwork allow for customised styling. If you want
Veiling, too, has moved on. newest are the to stay on top,
short full puff-balls that form headdresses make sure you have
(check out emmerling and Malis Henderson a great selection of
accessories, carefully in
chosen with your ma
for some beauties) while traditional longer-
length veils (Zara Phillips picked a catherdral-
collect ion s in mind.
length in silk tulle with a short blusher) are At BBEH you’ll be
left plain or edged with wide bands of lace or spoiled for
silk satin that fall in perfect waves. choice
and don’t, please, forget those fascinators –
every guest wants a touch of Kate style. >
121
Headdresses and tiaras
Accessories by Park Lane M10 Natraj International A5 Farage A27 Farage A27
Amanda Wyatt A18/36 Nieve Designer Couture M28 Galaxy A27 Filippa Scott Jewels C77
Angel Forever by Elegancia Q31 Omygod M12 Heading up! M34 Galaxy A27
Arianna Cairn Hotel Park Lane M10 Linea Raffaelli M22 Heading up! M34
Blossom M9 Rainbow Club Headdresses M42 Malid Henderson A38 Imogene M15
Rhapsody M7 Mireia A22 Jasmine Queens Suite
Calla Rosa M36 Richard Designs M33 Nieve Designer Couture M28 Joyce Jackson M1
Collections by June Ellen C60 Sanyukta Shrestha D18 Presen A22 Linzi Jay Cairn Hotel
Demetrios Majestic Sasso D9 Richard Designs M33 Little Temptations C54
Emmerling C21 Starlet Jewellery Q34 Sanyukta Shrestha D18 Liza St George Hotel
Filippa Scott Jewels C77 Stephanie Browne D1 Sasso D9 LMB M8
Gemini C9 Sweetiepie Collection Q27 Victoria Ann Millinery B23 London Harmony B13
Halo & Co B17 The Earring Boutique C52 Malis Henderson A11
Heading Up! M34 Twilight C14 Veils Mikaella Bridal D11
Inca Jewellery C55 Urban Angels B17 Amanda Wyatt A18/36 Nieve Designer Couture M28
Ivory and Co Tiaras M11 Victoria and Edward B6 Annais Bridal Q47 NLD Sales Q3
Jewellery World C51 Warren York International A39 Christina Rossi C1/2 Paloma Blanca D12
Linzi Jay Cairn Hotel Claire Mischevani D24 Premier Designs C54
Liza St George Hats Collections By June Ellen C60 Richard Designs M33
London Harmony B13 Boutique Collection by Demetrios Majestic Sasso D9
Lovett & Co Q21a Richard Designs M30 Elegance by Elizabeth M35a Urban Angels B17
Malis Henderson A38 Cala Rosa Designs M36 Elizabeth Dickens M38 Warren York International A39
Nathalie French M5 Carina A22 Emmerling C21

122
 Little gems
The real thing today has less to do with precious stones and pure
metals than it does to do with accomplished design and a great-
looking juxtaposition of materials. Pearls and crystals reign
supreme to give a regal feel to the new collections
126
E
very decade has iTs own
sense of style, and various
defining features that epitomise
the fashion mood of the times.
in jewellery in recent years
influences from the 30s and 40s
have led the way but for 2012
the choice has broadened as
designers look to both earlier and later eras,
inspired by detail that can be borrowed, worked
on and translated with contemporary twists.
intricately-worked motifs are central to the
new season’s most outstanding looks with
stones of varying sizes and colours creating
a multi-dimensional look. deco styling is a
strong feature, with sharp shapes and strong
lines and it is here where square- and emerald-
cut crystals come into their own. Pearls add a BBEH, 11-
soft touch, pale and gleaming, au naturel or 13 September,
delicately coloured to pastel hues that allow for bring you a sparkling e
th
sparkling co-ordination possibilities. opportunity to find on’s
best of the new seasPre-
special accessories. ow
next season, size does not matter, but
workmanship is really important. small but register for the sh
perfectly-formed takes preference over big and at www.bbeh.co.uk
brash, which means that jewellery becomes of
heirloom quality, capturing the past.
127
Special extras
Aashan Jewellery Q20 London Harmony B13
Accessories by Park Lane M10 Lovett & Co Q21a
Amanda Wyatt A18/36 Malis Henderson A38
Nathalie French M5
Calla Rosa M36 Natraj International A5
Collections by June Ellen C60 Nieve Designer Couture M28
Donns Diamonds C7 Omygod M12
Emmerling C21 Park Lane M10
Filippa Scott Jewels C76 Peter Lang Australia D1
Gemini C9 Pilgrim Q26
Halo & Co B17 Richard Designs M33
Heading Up! M34 Sasso D9
Hunt & Holditch C59 Stephanie Browne D1
Inca Jewellery C55 The Earring Boutique C52
Ivory & Co Tiaras M11 Twilight C14
Jewellery World C51 Urban Angels B17
Katzi D2 Victoria & Edward B6
Linea Raffaelli M22 Warren York International A39

128
 Footnotes
Head for heights? There are plenty of tall stories in the new
collections but – sigh of relief all round – there are some of
the most gorgeously wearable and deliciously comfortable
medium and low heels stepping out into the spotlight from
the big-name collections you’ll see at BBEH this September
132
W
HaT wEll-HEElEd in black over nude, brilliant in a jewel-colour
bride or party-goer to precision-match an outfit. In terms of trims,
will settle for a simple sparkling buckles continue to lead the way, not In search
court shoe when the only on the vamp but also on the side and back of the shoes
options out there are – Filippa Scott’s Fifi range will offer a small your brides will find
dazzling? From the collection of clips to customise a look. irresistible? There’s
subtle-shine metallic Toes are open, or almond-shaped or, in the case lots to see at the
st
leathers dressed with of vintage, definately rounded, but it is the range show so make the mo
of yo u tim e and pre-
sparkling bows to concealed platforms edged in of heel heights on offer that will delight any female
register for BBEH
(11-13 September) at
bands of crystal and vintage-style Mary-Janes, who has suffered for the sake of fashion in the
there is not one but dozens of trends afoot. past. The spiralling highs are still there, but every www.bbeh.co.uk
lace looks like heading up the hit parade – brand has introduced a greater choice of medium
supremely elegant in ivory, deliciously decadent and low heels than ever before. Phew. >
Shoes
Antonio Vallini C54
Belle C64 Mireia A22
Benjamin Adams C64 Origa C77
Carina A22 Paradox London C64
Couche Tot B37
Crystal Couture 2011 Collection L3 Perfect by VT C8
Else by Rainbow Club M42 Pink C64
Premier Designs C54
Presen A22
Frazer & James of KnightsbridgeC54 Pure & Precious C6
Hassall M42
Rainbow Club M42
Rainbow Couture M42

Linea Raffaelli M22

Wilvorst B30

134
 t h e b r i da l f o ot w e a r c o m pa n y

LUXURY
HANDCRAFTED
FOOTWEAR
pink
paradox london

belle
2012

To view the new 2012 collection visit stand C64 BBEH

For trade enquiries + 44 (0) 20 8509 0001

www.paradoxlondon.com
 Visit us at BBEH Hall A Stand A32

For sales and enquiries

Tel: 0208 801 9797
email: enquiries@hollywooddreams.co.uk

www.hollywooddreams.co.uk

Chic, a new label by Hollywood Dreams

Visit us at BBEH Hall A Stand A32

For sales and enquiries

Tel: 0208 801 9797
email: chic@hollywooddreams.co.uk

www.hollywooddreams.co.uk
BBEH Stand M42 | w w w. ra i n b owc l u b . c o . u k | +44(0)1392 207040

for the bride

F A S H I O N A C C E S S O R I E S
 As well as
the specialist
kiddy collections,
there are sweet littled
bridesmaid dresses an
page outfits in some s.
the big-name co llect
Check them all out
Small world
of
ion nicki MacFarlane’s stunning frocks for the little
royal bridesmaids created a surge of interest
at BBEH (11-13 in the classic english look for the smallest
September).
attendants. girls will be girls, so make sure
they are gorgeous!
138
 Sugar and spice
Alexia Designs Old Swan
Angel B24
Antonio Villini C54
B2 Queens Suite
Belsoie Queens Suite
Busy Bs Brials Q16
Couche Tot B37
Dessy Girl Flower Girls C27
Disney Fairytale Weddings by
Alfred Angelo Cairn Hotel
Early Steps A2
Emmerling C21
Frazer & James of Knightsbridge C54
Gino Cerruti C32
House of Nicholas Q4
Jaan Collection A2
Jasmine Queens Suite
Joan Calabrese Q47
Little Giants A2
Little Temptations C54
Lou Lou B24
Lux Gal by Precios Formals M20/23
Millie Grace Collection Q16
Nicki MacFarlane D19
Next Generation A40a
Peppermint B37
Posh Angels M15
Premier Design C54
Sapphire Collection Q4
Starlets Junior Prom B16
Sweetie Pie Q27

E
very little girl wants to
be a bridesmaid – it’s her idea
of heaven wearing the prettiest
fairytale dress complete with
rustling petticoats, frills and
a posy of flowers. the current
look is classically dreamy –
with scoop-neck bodices atop
skirts that are layered and floaty, or gently
flared to a soft bell shape, tied at the waist
with contrast-colour bowed sashes or bands of
narrow ribbon. there are ruffled cap sleeves
with dainty scalloped edging and lots of lace
Torre B9
True Bride A30
and embroideries adding highlights of detail. True Essentials A30
Colours are a talking point with ivories and Twinklets B16
creams the most wanted, allowing a bride to Venus Bridal B15/25
introduce another shade for accessories to tie in Visara Collection A2
with the wedding colour theme. But there are Vivaki Collection A2
also pastels, more muted than in the past and Watters M21
adding to the regal look. talk to the designers
and they’ll stress the importance of fine fabrics
and perfect finishes for flower girl dresses it
is the little ones, after all, that get much of
the attention on the big day; fit is particularly
important and remember, young ladies have a
habit of growing fast, so allow for that.

139
Who’s who
in men’s
formalwear
Men are becoming increasingly discerning and want both top
quality and real choice in formalwear. Influences could come
from the bride, a close mate, a certain celebrity… or a Royal,
for that matter. Make sure you know who offers what before
you head for Harrogate, 11-13 September
A
In that the latest jackets are
shorter and cut close to the
body, waistcoats, too, have
been re-shaped by award-
winning Anthony Formalwear, whose
big, comprehensive collection includes
more than 400 options. Positioned
at the middle/top end of the buoyant
marketplace (Anthony are reporting
a healthy year-on-year increase), the
company’s new look takes its lead from
the classic, understated styles of the
elegant 1930s and 50s. Strong colours
for 2012 are expected, after can-do-no-
wrong ivory and, in addition to the
washing-machine-friendly fabrics vital
in the hire market, a new and very
chic Italian silk range will be launched
at BBEH. Anthony’s grooms are into
making a fashion statement, so this is
the place to go for the very latest looks.
All products are UK-made and a big
stock-holding of waistcoats, cravats and
torre
ties means that orders can be turned
around really quickly. Bespoke
accessories are available.
+44 (0)1277651140
www.anthonyformalwear.co.uk
BBEH C68
One of the key suppliers to the
menswear hire trade, Torre is
high on style and always ahead
of the game when it comes
to trends. It was the first to
introduce chic mohair mixes
to its range and is doing great
business (overall 30% up on last
CAmeron roSS
year) with silver mohair, and also
navy. But black, Torre reckons,
Anthony formAlweAr
will be its biggest seller in 2012. Fabrics
for the new season include those with a
wet-look finish – a hot feature in Europe
– which look brilliant combined with
edgy contemporary styling (narrow
silhouettes, slightly tapered trousers).
A dramatically different take on tails is
promised for the year ahead from this
famous Portuguese house that boasts
700+ stockists in the UK and over 1,000
abroad. More than 84 formalwear styles
are held in stock here and ready for
immediate delivery; special orders can
be delivered in just 8-10 weeks.
+44 (0)1252 623111 /
www.torre.pt BBEH B9
Cameron Ross would be delighted
if there was a Royal Wedding every
month as April’s nuptials kick-started
the season. Offering both men’s formal
and Highland hirewear, the company
has also seen the growing influences of
the mainstream men’s fashion market,
with a demand for lightweight suits and
contemporary design that gives an edgy
and more sculpted silhouette. For 2012,
the company is launching three-piece
suits in a luxurious wool/silk mixture.
Grey currently accounts for 60% of
all hire – and waistcoats can colour-co-
ordinate with the wedding theme. This
collection ticks all the right boxes and
business, according to ACS, is up 30%
on this time last year. Cameron Ross
holds all its stock in the UK and orders
are processed through its state-of-the-art
plant in Glasgow. Etiquette Formal Hire
is the company’s latest acquisition.
+44 (0) 141 781 6250 /
www.hirewear.co.uk BBEH B2 >
141
 A big, hugely-respected name in
men’s formalwear with a cracking
pedigree that spans more than 40
years in Germany, and some 33
years here in the UK, Masterhand
delivers terrific off-the-peg
tailoring. Directed at the fashion-
aware groom, the collection is never
short on cutting-edge details – for
2012 expect slimline jackets that
are slightly shorter in length and
some seriously luxe fabrics with
a silk content. Masterhand tells
a complete story with suitings,
shirts, waistcoats and accessories
brilliantly mixed or matched to
create individual statements, a
tremendous aid for retailers and,
of course, their customers. With
15 per cent of the range shown
at BBEH all new, there should be
some great trend stories among the
wilvorSt
streamlined re-invented classics the
company is known for – watch out
for the blues and greys especially.
SimpSon & ruxton
Stock is held in Germany and can
be delivered within 48 hours
+44 (0)1622 844670 /
www.masterhand.com BBEH B7
Whatever the cut of a jacket or
the colour of a waistcoat, a man’s
formal shirt must be perfect in
tailoring, detail and colour. This
specialist company continues
to grow its customer network
here and abroad as the interest in
‘English style’ shows no sign of
abating. Taking the two key collar
shapes, wing and classic, Simpson
& Ruxton go to town with plains
and pleatings in the finest cottons
and silks. Its dress shirts have
mASterhAnd
immaculately-turned double
cuffs and are available in an
excellent range of colours,
from brilliant white to jet.
Sizes go from a 14.5in neck
to 20in and some styles
offer a choice of extra-
long sleeves – up to 18in.
Complimentary studs
are a really thoughtful
detail. Check out the
jazzy bow ties, and
traditionally-elegant
cummerbunds.
+44 (0)116 276
5221 /
miChAel GeorGe
www.hoesh
international.co.uk
BBEH B29
More than 50 years in the business,
Michael George is the label to
look at when you want something
exclusive. This waistcoat and
neckwear specialist produces to
a customer’s own specification,
which means that a discerning
wedding party can have exactly
what they want, down to the
smallest detail, something they
will be thanking you for, as their
chosen groomswear retailer. The
newest waistcoats in the collection
offer unique embroidery options on
plain and textured backgrounds,
underpinning the designer trend
for adventurous surface patterning.
Worth remembering is that, because
Michael George offers bespoke,
nothing is too much trouble. All
you have to do is ask and you’ll
understand why the company has
more than 300 stockists in the UK.
+44 (0) 1484 533787 /
www.huntandholditch.co.uk
Certainly one of the longest-
established names in the business,
German giant Wilvorst, specialist
in middle- to top-end formalwear,
offers a superlative-quality
product. Stock is held in Germany
and turn-around is just 48 hours
– hugely helpful when decision
are made late in the day and
immediate service is required.
This September the entire Wilvorst
retail collection is new, as is 20
per cent of the hire offering. With
a demand for double-breasted
waistcoats and requests for
Beckham-style suits, the Royal
Wedding has certainly influenced
customers. Shades of grey and
also navy are the big colour
story for 2012 in wool mixes
with mohair, silk and poly, with
mix-match options combining
stripes or checks, for examples,
with plains. The new-season styles
have a certain edgy elegance with
three-piece tails and fashion suit
choices; the slimline look is here
to stay and while Wilvorst has
made this its standard, it has
cleverly retained its comfort zone
with half back, deep armholes. A
big collection of waistcoats, ties
and cravats adds to the appeal and
make co-ordination easy.
+44 (0)117 932 7905 /
www.wilvorst.uk.com BBEH B30
>
143
 Best men’s fashion to celebrate
www.masterhand.com
BBEH | 11-13 SEPT 2011
STand B7
Showroom Chart Sutton
T: 01622 844670
peineuk@keme.co.uk

Visit www.jeanyves.co.uk
 R
If you watched the
catwalk show at
BBEH March, you’ll
have been knocked
out by the sheer
effervescence of the
dancer modelling Robelli, a year-old
ritzy menswear collection intended
for those who want to get instantly
noticed. The response to the range
has been amazing – proof that
there are plenty of guys out there
who would never settle for a cool
robelli
classic when something super-hot
is an option. The colours are wild –
even the greys have a personality
of their own, and the Turkish-
made suits come with more than
enough detail including contrast
panels and edgings and a fair bit of
sparkle. Stock is held in the London
showroom and retailers can take
their customers through the Robelli
catalogue online and then order
what they want. Brand new for
2012 is a spanking white suit that
viCtoriA And edwArd
hunt And holditCh
is perfect for destination weddings.
+44 (0) 20 7923 3583 /
www.robelli.co.uk BBEH B8
JeAn yveS
If you want a bit of sparkle and
a lot of shine, this is the place to
be! With over 600 different items
in this comprehensive collection,
it is small wonder that the brand
is represented in more than
400 shops in this country and a
fast-increasing number abroad.
Value-for-money is another of
Victoria & Edward’s plus points,
with trade prices starting at under
the £1 mark, and no minimum
requirement, the proposition is
irresistible. The biggest sellers,
unsurprisingly, are the company’s
cufflinks which come in a huge
range of skilfully-designed shapes;
the popularity of the crystal-
embedded styles continues to spiral,
especially as the colour choice is
vast and always includes the latest
fashion shades. When a groom can
match his links to the wedding
colour theme, that’s about the
ultimate in co-ordination. Stock is
held in the UK so a next-day service
is available. The collection includes
cravat pins, tie bars, fob watches,
button covers and much, much
more.
+44 (0)1280 813006 /
www.victoria-edward.co.uk
BBEH B6
Variety and spice are what has
made this big, bold US brand a
high-fashion favourite. The range
includes herringbone tails, Prince
Edwards and trendy lounge suits,
as well as go-get-’em prom suits,
dress shirts, waistcoats, shoes and
some pretty cool accessories. In
the collection there is also a budget
shirt which has proved to be one
of the company’s best-sellers. The
colour range on offer for waistcoats
is amazing, from the outrageously
bright to the cool-customer classics,
while suit shades include every
conceivable shade of grey, the
current number one. The label has
been going for over 40 years in
the US and four in this country,
with the collections manufactured
in the company’s own factories
in Colombia. Stock is held in the
UK, so rush orders can be turned
around at speed. At BBEH, look
out for handsome new suits with
carefully-controlled detailing and
all-new lightweight fabrics.
+44 (0)7778 463657 /
www.jeanyves.co.uk BBEH A9
Big news from this fine accessories
house which includes the Beau
Monde brand, is the launch
of a handsome morning- and
eveningwear shirt collection,
which offers an excellent choice
of elegant styles, priced to appeal
and fully backed by a good stock
holding. The on-trend, slim-fit
shirt is the result of constant fact-
finding discussions with the target
audience – the company’s designers
regularly attend local wedding
fayres and national exhibitions
and they listen to what consumers
have to say.That has resulted in a
shirt range in quality materials –
perfect not just for the groom and
his men, but for prom-goers who
put a fashion-right silhouette first.
The 2012 Beau Monde collection
includes a big selection of new
waistcoats – in both patterns and
plain colours – with matching or
toning neckwear options. From
both labels there are all the little
extras that can up the value of any
sale – snazzy braces, gleaming
cufflinks, shirt studs, tie pins and
tie bars.
+44 (0)1484 533787 /
www.huntandholditch.co.uk
BBEH C59 >
145
 2011
WINNER
Best Groomswear Manufacturer/Supplier

Moments in
UK agent | Andrew Roberts Agencies Ltd
Island House, East Swinford Mill | Swineford, Bristol, BS30 6LW
Tel: 0117 932 7905 | wilvorst@ara.uk.com | www.wilvorst.de
 t
heirloom
Understanding that
grooms, as well as brides,
do their wardrobe-
searching homework on
the internet, this sharp-thinking
hirewear specialist has an easy-
on-the-eye website that takes
the visitor through every option
and then points him in the
direction of his nearest stockist.
Serving the fashion-conscious
middle market, UFHC is finding
a sharp increase in demand for
traditional formalwear since
the recent Royal Wedding and
is introducing a handsome
new morning suit in charcoal
grey silk as well as a stylish
Italian-cut lounge suit to meet
the trend. For 2012 there is a
brilliant new range of colours in
neckwear that promises to offer
every co-ordination possibility
with the wedding theme and
bridesmaids’ outfits. And
peter poSh
the waistcoat range, too,
always a key element in
formalwear, includes plains
and prints and fashion-right
textured surfaces. Business
is booming, the company
reports, and its success is in
no small part due to its high
levels of stock-holding which
means rush orders can be
dealt with comfortably.
+44 (0)1706 367711 /
www.ultimateformalhire.
co.uk BBEH B32
This winning label
ultimAte formAlhire CompAny
continues to broaden
its offering season
after season and,
in addition to the
in-demand classics
in waistcoats and
accessories, boasts
constantly-updated
contemporary
products that
satisfy every trend.
Predicting the
swing towards
traditional morning
suits, Heirloom
was fast off the
mark with its
elegant Elite range
of double-breasted waistcoats
with co-ordinating ties in neat,
understated patterns and a wide
spectrum of colours. The new
Elite range promises to be a hit
at Harrogate this September.
Heirloom manufactures its
complete collection here in the
UK which means that it can react
fast to the needs of its customers
and, of course, to sudden trends
(the Royal Wedding effect has
led to a massive demand for
waistcoats in dove grey and
gold, for example). Stock is
warehoused in Manchester
and delivered with 24-48 hours
– a huge support to retailers
keeping an eye on their cash
flow who would prefer to order
merchandise as it is needed
rather than to commit early
on in the season to a complete
collection.
+44 (0) 1706 367711 /
www.heirloomwaistcoats.co.uk
BBEH B34
Are grooms becoming more
fashion-conscious? Peter Posh
says yes, without question,
which is why the hirewear expert
continues to introduce more
catwalk influences to its big
selection. Business is booming,
even beating the successes of
last year, as a result of offering
a constantly-updated modern
range and delivering good,
old-fashioned service. With a
number of the multiples closing
down branches, the way is clear
for the independents to pull in
customers, says the company
who now supplies more than
500 shops across the UK.
Bright colours are the story for
2012, with powerful purples,
strong greens and gleaming
silvers the anticipated winners
for waistcoats and neckwear.
According to Peter Posh, some
retailers are asking for double-
breasted waistcoats but it is the
elegant English look, that speaks
of quality rather than monarchy,
that is proving popular, with
perfectly-cut, slim-fitting three-
piece lounge suits topping the
best-dressed list.
+44 (0)1952 201117 /
www.peterposh.co.uk BBEH B28
147
bridalbuyer.c
we know what you like
In just a few short years, bridalbuyer.com has come to be
regarded as the sourcing ground for the latest looks, the
hottest news, and the most expert advice. Retailers and
suppliers alike are visiting the site for their daily dose of
inspiration, information and entertainment

B
RIDALBUYER.COM IS UPDATED
all the time, often more than once
a day, to ensure that its visitors
will always find something new
that is of value. When it comes to
show coverage, there are images
out there to indicate forthcoming
trends, as soon as the models hit the catwalk,
and overviews on what does, and in some cases
what doesn’t, work. With regard to advice, we
cover the lot, from legal and financial, to shop
fitting and website design. And because we get
exclusive information from suppliers, you can
pick up news of the latest offerings as well as
special promotions as it breaks.
We have tried to give you the industry website
you want – packed with the stories that will
help you run a better business; we are always
open to your suggestions and keen to take your
ideas on board, so any thoughts of what will be
of benefit all round will be welcomed.
So what do you like best? We’ve analysed
traffic flow on the site, the pages most read and
commented on and – no surprise really – way
ahead of all else in the past year is information
on the finalists – and then the winners – in the
Bridal Buyer Awards 2011, attracting very
many thousands of viewings. You’ll be pleased
to know, therefore, that come September
(that’s any day now), the entry form for the
2012 awards will go up online at bridalbuyer.
com with full details of the categories, criteria
and entry requirements. Simply download a
form, get your submission together and who
knows – you could be starring in one of the
most popular online features after the awards
ceremony next March.
Anything relating to the April Royal
Wedding pulled in a big audience – especially
as we had stories going up online throughout
the day, not only with details of Kate’s dress,
but her jewellery, and shoes, the bridesmaids’
dresses and the guests’ chosen clothes
and accessories. And within days we had
designers like milliner Vivien Sheriff and
children’s couturier Nicky MacFarlane talking
exclusively to bridalbuyer.com about the lead-
up to the big day and the immediate impact it

Hot Topics
* NewsThe*latest
Business advice

* Retailer collections
* International
profiles

*reports The Bridal

show

Buyer* Awards

148
r.com… classifie
d

tising
information
ver
ad
had on their own businesses. during the following months. are the stories that deliver hard information on
Royal is exciting, yes, and very big news But making our businesses better is what we everything from organising your cashflow to
indeed (bridalbuyer.com was among the first all want, and why we are all here. So it makes dealing with suppliers. We know this market
to see the dress close-up prior to its going on sense, therefore, that high on the bridalbuyer. and we know the people to go to who have all the
display at Buckingham Palace in July), but most com most-viewed list, are the special advisory right ideas. Like Bridal Buyer itself, the website
exciting of all, actually, was when we features from the experts. Learning should be your perfect business partner.
got the top British designers how other bridalwear retailers Every few weeks the Bridal Buyer marketing
to come up with their have got their act together, the team sends out eblasts to a our big database,
interpretation of the perfect
Kate dress, within hours
Some stats collections they carry and
the décor they have decided
which highlights key stories that we think will
be of particular interest to retailers. Watch out
of the announcement of Over 12,000 visits a month on, is riveting stuff and, for them because the news is hot! And go online
the Royal engagement. Over 9,000 unique visitors according to the feedback for the latest up-dates – on exclusive shows like
A real coup, and a we get, more often than White Gallery London, super-size exhibitions
Over 35,000 page views
fabulous story which not sparking off new like BBEH, awards programmes…. you name
website visitors turned Contact details for around 800 ideas and motivating it and it will be on bridalbuyer.com – the
brands and companies are listed
to time and time again action. And then there website that works for you
in bridalbuyer.com’s invaluable
suppliers’ directory

103
Modatex
the four-day show in essen pulled
in a big buying audience in search
of new products for the year ahead. there was plenty to satisfy all tastes
n
leadin g and largest bridalwear exhibitio
I
and budg ets at mainland eu rope’s
f trends at Modatex are anything to go by,
while brides are looking as beautiful as ever, their
guests and menfolk will be going to town in flamboyant
high-fashion party-clothes that hit the high notes with
deliciously ott detailing. be it plunge-neck printed
chiffon gowns (Luxuar, fashion new york, Kleemeier),
matte metallics (rembo, Linea raffaeli, oni onik), or
brilliant jewel shades of high-gloss satin with huge
flowers, pleats and stiffened ruffles
(tarik ediz), the style tempo was
decidedly upbeat.
the menswear on offer was equally
adventurous: scarlet satin suitings
edged in diamanté, cream velvet-
embossed bolero jackets worn with
frilled shirts and tight, tight trousers,
charcoal wetlook jackets with checkered
pants. Labels like ottavio nuccio, and
Kimo led the way, while the international
big boys like Wilvorst and Masterhand concentrated on
precision cuts and tight fits in classic fabrics and colours.
never knowingly underplayed, italian designer label
archetipo turned the spotlight on men at germany’s big
show. theirs is very specialist taste, but the men who are
seriously into fashion will appreciate the intricacies and
the extravangances of this highly-regarded label. no
experimental newcomer trying to get noticed, archetipo has
been in the business for more than 20 years and has a big
150
Left to right: Getting
down to detail at
Benjamin Roberts;
Trudy Lee includes
a ravishing cape
to make all the
difference to a classic
A-line gown, Allure
goes for sex appeal,
slink and sizzle
network of fans across europe and in the Us, where key stores
have remained loyal to the label and increasingly allocated
more space to its pop-star-come-prince-charming appeal.
Men’s footwear at Modatex also introduced some
innovative steps forward – black patent lace-ups
with inserts of creamy-white brocade were a winner.
in jewellery, abrazi proved that you can rework classic
pieces again and again, each time creating
something that presents as a new interpretation
of chic. this time it was gleaming twists of
fat pearls, interspersed with same-size beads
dotted with tiny crystals, and its coloured
pearl necklaces created especially for oni
onik. one of the best accessories stories at
the show came, unsurprisingly, from sky is
no Limit. sky’s pebble-shaped pendants and
earrings, printed with an image of a bride,
demonstrates how creativity wins out every
time. her latex ‘lace’ collars, threaded with ribbon and
dotted with crystal, are really exciting.
Colour trends emerging in bridal? think pinks, from the
palest, barely-there iced pink through blush shades, to rose
to deep, dark fuchsia. some of the best of the pales were at
agora (the palest of all, in layered tulle, covered in flowers)
and Lina becker (trimmed with mocha). a rich, creamy-
dreamy café au lait featured again and again, in the lush

Opposite page, left to right, above:
pearls with crystal beadwork at
Abrazi; below: stunningly simple,
a sheer coat from Oni Onik; classic
gown in taffeta by Kleemier; latex
collar, a jaunty top-hat and painted
pebble earrings featured at Sky is
no Limit; puff-ball veil, the latest in
inspired thinking from Emmerling
collection from gemy – first seen and much applauded at
White gallery in May – and at Chantal teman, the french
house with its own, very sexy, interpretation of red carpet
dressing.
Velvet Moon produced its best collection for years offering
a huge choice of styling and fabrics. Little Mob suits in a
blue and white print that took its inspiration
from classical Wedgewood china border
designs, were very different to anything
on the market… and delightful. another
stroke of design innovation came with
the little glittering sequinned slips worn
beneath a sheath of stretchy black lace – a
chic and fun approach to partywear.
Many houses showed mix-and-match
stories – satine giving the option of
different skirt lengths and styles, bustiers
and tailored tops, and jackets that ranged
from shortie boleros to long-length cover-ups. again there
was that print-and-plain story and lots of metallic, shaded
finishes in rich charcoals, burgundies and browns.
brown featured at isabel de Mestre as a trim on ivory,
and on the impressive stand of Kleemeier, one of the biggest
names in germany. alongside the classic dress and jacket
combinations – more full-length than short – there were
pretty printed chiffons that make for perfect partywear. this
is a label that supplies more than 900 retailers in mainland
europe so it is evidently doing something very right indeed.
its 2012 collection builds on the two-tone trend that has been
This page, far left,
clockwise: classical
gown with a softly
scallopped hem;
Ian Stuart at his
opulent best, with
tight swathing, vast
bow and clusters
and silver crowd-
puller by Lohrengal;
visitors to the show
found much to see
across hundreds
in international
collections as well as
specialist labels
evident in recent seasons, with opulent embroideries in dark
red, nougat and black. in bridal wear romantic fairytale
organza gowns with big skirts with plenty of movement
were a feature.
Lohrengel, another mega-name in the industry in
germany, has used highlight embroidery
colours on white and ivory but it was a
sumptuous black number with silver
threadwork that attracted customers to the
big stand at Modatex.
and if contrasts are the big story in
europe, Weise is spot on with its jet
trimmings, the work of the company’s
new designer Volker rohode. inspired by
dior’s iconic ‘new Look’ of the 1940s, he
has concentrated on an x-like silhouette
where nipped-in waists and bell-shaped
skirts star. accessories house noblesse showed off black-
trimmed veils and some pretty tiaras (an offer of ten pieces
for €159 is certainly a lure).
best bags? drap of barcelona, as always. their latest
offering includes ‘sparkling cola cans’, on dangling chains,
big enough only for a mobile phone and some loose change
but still deeply desirable, and some hugely expensive crystal
covered little clutches that would make any window display
come alive. another big name in accessories, germany’s
emmerling, added ‘puff-ball’ veils which are like a star burst
151
 From above,
clockwise: one of
Sincerity’s best
sellers as Modatex;
sequins and
lace from Velvet
highlights were
featured at Swedish
label Aspera; Agora,
where the pinks were
pale; jewellery with
lots of sparkle was a
feature at the show
of soft tulle and especially pretty with this new season’s
essential – short, 50s-style dresses.
tastes do differ from one country to the next – brides from
eastern europe, for example, have more of a taste for look-at-
me fashion-forward styling than their counterparts in, say,
holland and germany, where classics with a twist score the
points. in spain, however, unique design character is what
counts. novia d’art brought its winning 2012 collection to
Modatex. designed and marketed by sister
act Marta and teresa raich, well-
known on the international circuit,
the collection shows a fresh approach
to silhouette – in addition to the label’s
signature body-skimming cuts and
layered details, there were gowns with
tiny waists, voluminous skirts and
delicate ruffling – feminine and pretty.
and ian stuart, who launched his
outstanding 2012 collection at White
gallery in May, created a stir with his
brilliant approach to flounce and frill, his dotted silks in
icicle-pale pastels, and his witty layering of detail.
Modatex could not have offered a better setting for these
wonderful collections. big spaces, brilliant lighting, oceans
of pristine white carpet and dazzling shafts of sunlight
showed the new season’s ranges off to best advantage.
it is an atmosphere enjoyed by exhibitors and customers
alike. nothing seems rushed, everything seems special. and
152
that is so important in bridal when big buying decisions are
made and a brand’s success is decided. Labels like sincerity
and Justin alexander, always a huge attraction in essen,
played their own catwalk performance to packed houses.
great music, great staging but more than that, another great
portfolio, one that included a terrific new sarah danielle line
in exclusive fabrics and adventurous colours.
Many of the brands that the UK market sees at
harrogate were represented, including alexia
designs, Mon Cheri, ellis bridals, Veromia,
benjamin roberts, JLM, robelli, eternity,
dynasty and of course, the sincerity group.
at Modatex, now in its seventh successful
year, they get to meet retailers who tend to
stay close to home for their buying, which
means that the opportunity for suppliers
to widen their distribution network is excellent.
said amanda bradwell of eternity, whose stand was
buzzing throughout the four-day show: “buyers are here
to buy and they are more adventurous this year than usual.
our royal Wedding replica has been an amazing success –
we brought it with us as a talking point not really thinking
it would be a star number. We also included a group of
simple, well-priced dresses in our selection in case buyers
were price-sensitive, but they have gone straight for our
most expensive, statement-making dresses.”
CAROLINE ATELIER AWARD WINNING BRIDAL DESIGNER

Style - Tallulah

We look forward to meeting you at Stand number - D23

All New Stockists Welcome

www.caroline-atelier.com | info@caroline-atelier.com | (00353) 877704341
t
he sleeK And elegAnT sTyle
oF The duchess of Cambridge’s
wedding gown and that of chief
bridesmaid Pippa Middleton, both by
sarah Burton at Alexander McQueen, are
likely to have a profound effect on the bridal and
eveningwear industry – not just in the UK and the
english-speaking world, but also throughout europe
and as far away as Japan and Korea. Asian brides, who
might have been tempted to opt for a traditional dress

Looking
from their own culture, may now consider a western one:
possibly one that looks just like Kate’s!
At the same time, a weak pound and the resurgence
of a number of northern european markets means that
bridal and eveningwear companies need to re-assess

further
their promotional activities in these regions. If the UK
bridalwear industry seizes the opportunity created by the
UK Royal Weddings (include in that the Zara and Mike
union in July) and some
of the other important

afield
weddings in europe, there
is a strong chance that “the
look” consumers will be
searching for will become
much more in line with that
of British designers.
however, to be successful,
bridalwear suppliers need
to recognise that there have Renewed interest in British bridalwear
been some subtle changes is good news for companies looking
in the way buyers conduct
business. For many bridalwear exporters, a good agent
to capitalise on export sales says Paul
or distributor remains an essential part of the marketing Alger, director of international affairs,
mix and one of the safest ways of dealing with the myriad UK Fashion & Textile Association, who
of small boutiques. Key tradeshows, including BBeh,
provides some tips for success
are an important meeting point for national and
international buyers.
The emerging markets are worth researching but they the emphasis is increasingly on quality and having the
may well require a radically different approach. For right look. not unexpectedly, the internet also plays a
instance, some of them don’t use the traditional wholesale significant part in the decision-making process. Brides
route to market but rely on concessions, licensing or are surfing the web to become much better informed about
franchising and some markets are heavily protected what’s on offer for their big day – and can make easier
and complicated to sell to. Brazil is a good example of price comparisons. This makes life even more difficult
the latter. for importers at the lower end of the market as well as
There are also less subtle changes in the way in which for retailers.
a bride chooses her dress. In many of the Asian markets, Meanwhile, wealthier brides are looking for something
there is an even greater dependence on rental dresses either reassuringly high profile, along the lines of “Make
(especially in these times of austerity) but for those who me look like Kate Middleton” or for something unique
can afford that special gown for the most special of days, and unlike anything chosen by their circle of friends. >

154

By Appointment
To The
Royal Household
It’s been our biggest and best year
to date. Royal appointments, celebrity commissions,
a new dedicated retailer webzone
and record sales of wedding accessories!
Get your share in this success - Visit us
on stand B16 at the British Bridal Exhibition
Halo & Co
210 High Street Prestatyn North Wales LL19 9BP
T. 01745 859730 F. 01745 859731 E. sales@haloandco.com
www.haloandco.com | www.urbanangels.co.uk
Top Tips for exporters –
new and established
1 One thing never changes:
relationships are key in the
bridalwear industry – more than
anywhere else. Make sure you are
building and maintaining yours and get
out more and mix with different types
of businesses. More and more bridal
build successful businesses in areas not
necessarily limited to the bridal market,
such as eveningwear, MOB and proms.
2 agents and distributors are vital in certain markets but they need
to be supported and guided and they need to feel loved! Don’t just
dump the collection on them at the beginning of the season. Make
sure they understand it and feel it as you do and support their efforts
with showcards, press cuttings and other marketing material for
their customers.
3 trade fairs are an important way of meeting new and existing
companies and keeping the brand alive. Plan well ahead, visit the
shows and keep an eye out for new markets.
4 direct visits to overseas buyers are an excellent way of keeping in
touch, supporting customers, increasing business and making sure
suppliers remain in control of their brand. Some retailers would jump
at the idea of hosting an evening or a trunk show with a bridalwear
designer over a glass of Champagne!
5 Make sure you have registered and protected your trademarks,
copyright and design rights – If you do not, someone else will!
6 Make sure you have a clear image and brand and that your
designs are as fresh and of the moment, and with as distinct a
handwriting, as possible.
7 Be careful
avoid problems, especially payment problems later on. Credit check
new customers and always ask for references and follow them up.
unnecessary surprises.
8 always get the best legal advice you can on Terms and Conditions,
Agency Contracts, Intellectual Property and any other issues. I
promise you that in this area, and in one of the more litigious parts of
the industry, this will pay for itself in the long run.
9 reMeMBer that different markets work in unique ways. Some
markets are undergoing structural changes and becoming more
important. Korea has become more interesting as it is now part of a
Free Trade Agreement with the EU and is an increasing destination
products that make them feel happy.
10 sOMe retailers may feel that you are encroaching on their
market if you sell direct or online. This may lessen their enthusiasm
and commitment. You may need to consider giving exclusivity of
certain lines and doing more to support your retailers.
The UK Fashion & Textile Association and the British Bridalwear
Association (whose members are automatically members of UKFT) are
constantly on the look-out for new opportunities for the sector and
provide support to help companies build their export business. And
the timing could not be better. Seminars on markets including Russia
and Korea have been planned and there has been a lot of bridal and
eveningwear interest in UKTI’s Lifestyle event in Vienna. For details
visit: www.ukft.org or www.britishbridalwearassociation.org.uk
PERFECTION –
what brides expect on their big day, what bridal retailers ensure for the perfect dress.
PROPRESS –
the steaming brand that delivers on both.

Some may say a marriage made in heaven!

Come and see us at the British Bridal Exhibition

Stand No C5
Tel: 020 8417 0660
Email: sales@propress.co.uk
www.propress.co.uk
Q&A
added You & your website
Helen Young, Web Editor at www.youandyourwedding.co.uk
and our own valued adviser, casts her professional eye over
website content and advises what works best for a retailer
Think of your website as a valuable archive. You wouldn’t
expect your local library to only feature the latest book
releases would you? Often, users scour archives for
inspiration anyway. In online terms, your archive is a
valuable SEO resource too. If you’re showing a designer’s
collection and your feature is rich in valuable tag-words, that
feature will continue to work for you with search engines,
no matter how old it is.
If your store has a boutique-feel or a
really nice character to it, then the
answer is yes. This is a selling point
which should be exploited. If you run
out of a warehouse, then no, brides
don’t want their dress associated
with something uninspiring! This
may sound harsh, but try to take a step back and objectively
evaluate your location and the interior of your enterprise. It
may stir you into getting creative.
This is a tricky one, as including smiling pictures could
look a bit staged and naff. I think it’s a good idea to create
a persona – perhaps include details of yourself as the
owner (what is your expertise and what are your selling
points?). However, avoid mentioning everyone who works
for you. Sometimes staff turnover can be high and so
you don’t want to be stuck with a website that you have
to constantly amend or that looks quickly out-of-date.
There isn’t really a timescale on when websites should
be updated. I would recommend keeping an eye on the
competition and also what’s new on other sites that you
like. Try to be objective and really ask yourself: What
is it missing? What can I change? What isn’t working?
By using free statistical software such as Google
Analytics, you should be able to track what’s trending
and how well certain parts of your site are performing.
I think that it would put them
off. New collections and general website information need
to be accessible at the click of a mouse. Imagine a bride
on her lunch break who has forgotten her password.
Do you think she’s going to wait to get a reminder, or
check out the dresses on another site? I would only
implement a password when asking users to register
for newsletters, online discussions and competitions.
If you mean website terms & conditions, these are a
must and should be clear, concise and easy to find. If you
mean providing a description of a dress or designer to
accompany an image, this is an absolute must, too. One
of the most important things you can provide online is a
style name or number so brides can reference their dress.
If you don’t offer this, another store surely will. Many
stores give styles a unique own name.
157
Twittering on
B
Not everyone rIdalBuyer@WImagazINe
Okay Southwood, your time is up. you need a strategy – work out which social
understands Twitter Please return your boat to the dock. marketing tools are best for your demographic,
but it is of fast- That was the tweet that alerted me who you want to talk to, about what, and how
growing importance to the fact that @BridalBuyer had much time you have to commit to it. I warn you
signed up to Twitter. “Hurrah,” I now – social networking is highly addictive, but
as a communication thought… the very best thing about it is that it costs you no
tool to businesses. Rachel There are other forms of social networking, more than your time. and unless you are going
Southwood of Wedding including Facebook, linked In, blogs, forums to sacrifice your valuable waking hours (and
Ideas (12,500 followers) and even youTube. But nothing has been as possibly marriage), and spread yourself very
effective for us as Twitter. It has raised our thinly, you should decide which of the social
explains its advantages profile, allowed us to deliver some of the networking channels is right for you. While
personality that you will find in the print we have a blog and Facebook presence, what we
version of the magazine, and drawn people to love about Twitter is that it is a cheap, fast and

Twitter Speak us. I’ll admit that our humour doesn’t appeal to
everyone, but we have found many, many new
effective way to reach out to the industry.
Now to dispel the first myth about Twitter
industry friends, readers and clients through and its role in business. It is NOT a medium on
Conversations Where you chat to Twitter, and you can too. Twitter is all about which you can communicate with your brides.
other tweeters – singled out by the inclusion connections. That’s what the phone and email are for. It’s
of their Twitter name in your tweet.
tweets An update of what’s going on
in your life or business, made up of 140
characters. Tweet in exactly 140 characters
and you can say ‘twoosh’! It becomes a real
skill to say things succinctly – text speak is not
normally acceptable.
tweeple The people who use Twitter –
simple!
timeline The tweets of those that you
follow. It moves faster and faster according to
the number of people you follow.
Followers People who follow you. It’s
good practice to follow people back if they
follow you.
mentions When people mention you in

makes keeping up with what’s being said

about you easy. Click on favourite if you want
to store the tweet permanently.
retweets When you copy and paste
someone else’s tweet if you’ve found it useful,
informative or funny. It’s a great way of getting
involved and noticed. People will kindly
retweet your best tweets, too.
lists Where you group tweeple together
according to their relevance. You can then
choose to check the various individual lists
rather than continuously study your main
timeline.
HasHtags A way of categorising tweets.
You can search for people discussing the same
thing, or draw like-minded people together
#bridalindustry.
Url sHortening You should use a
service like Bitly to shorten long URLs, which
take up precious characters.

158
 10 ways to get the best from Twitter
1 4
PRovIde vALUe – mAke YoUR TWeeTs
InTeResTIng oR fUn (oR BoTh!). They
don’t need to be wedding-related – we
suggest around 30% should, though,
and these are the most likely to be
retweeted, which is a great way to gain
new followers.
2
Re-TWeeT oTheRs In The BRIdAL
IndUsTRY – get yourself known for being
helpful and supportive, even to your
competitors. Your tweets can be used
against you legally so keep it positive.
3
Use TWeeTs To YoU As TesTImonIALs
– let other people blow your trumpet
rather than selling yourself all the time.
basically a business tool that you can use to
enhance your reputation, which will filter down
to consumers, quickly.
Tweets are 140 letters of punchy goodness.
Quick to think about, quick to deliver, quick to
move on from. The beauty of Twitter is that you
CaN send a tweet of simply a smiley face (or
even a sad one), you CaN send a direct message
that no-one else gets to see, you CaN create
a tweet that says everything about you as a
brand or company, or you can simply ignore it
and move on with your life, like 99.9% of your
followers will. No-one notices if you haven’t
replied. No-one singles anyone out, and each
tweet brings responses from a whole new set of
tweeple. It’s a joy.
Basically, Twitter is the place to keep updated
with your designers, manufacturers and
your competitors, and it’s a place to meet new
business-minded people local to you. In fact
‘tweet-ups’ are the latest craze – this is where
local businesses on Twitter meet up to network.
We’ve recently organised one in Taunton,
attended by 100 local bridal businesses. It was
good fun and a great way of spreading the
Wedding Ideas word!
I recommend that you spend half your
time talking about your
business, and by this
I don’t mean selling,
more about what
you and your
team
Use hAshTAgs To BRIng LIke-mInded
PeoPLe TogeTheR. hashtags we use
regularly are #nationalweddingshow
#bbehharrogate #royalwedding #justsaying
and #wideawakeclub Yes, really.
5
WednesdAYs hAve BeCome
#WeddIngWednesdAY on TWITTeR.
get involved by mentioning your favourite
follows in a series of tweets. People do
reciprocate. There’s also #followfriday when
you can recommend more people to follow.
6
Use A PICTURe of YoURseLf As YoUR
TWITTeR PRofILe PICTURe. People like
to think that they are tweeting with
‘someone’ rather than a business.
are doing, industry news, links to your blogs
and website, your excitement about various
things that are going on in life and in the
industry, and what you personally are doing at
that point in time. It’s like a series of Facebook
status updates – a chance for you to project the
personality of the company outwards. How you
tweet is how your business will be perceived.
The other half should be replies or retweets
of other people. you’re looking to engage and
connect with other users, and by doing this
you will build up your followers in no time.
Target celebrities who fit with your brand or
have some power in business – their tweets to
you are a very strong endorsement. We’ve had
tweets from some big names in business and the
celebrity world, including @duncanBannatyne
– another brilliant thing about Twitter is that
you can tweet whoever you want. Who knows,
they might just reply…
above all else, don’t be tempted to use Twitter
as an advertising vehicle. more than one tweet
a day trying to sell something will just annoy
people. after all, you are just once click away
from being unfollowed. Time your tweets to
target the various audiences around at the time
of day. For example, the retailers are quieter
during the day and on Saturdays when they’re
busy with brides, whereas bigger businesses
tend not to be around at all at the weekends. To
keep their profile high, they use services like
Hootsuite to schedule their tweets.
To gain followers, start by searching for
people you know and like, including celebrities.
Include your tweet name on your business
cards, email and forum signatures and on your
website. and naturally, you should deliver the
same customer service on Twitter as you do face
to face. always supportive, always polite – it’s
fine to be funny but don’t ever get involved in
7
RememBeR IT’s veRY TRAnsIenT – what
you post now will probably be forgotten
by tomorrow. Consistency and subtle
repetition are the way forward.
8
CReATe ‘LIsTs’ of LInked PeoPLe – our
lists include ‘general wedding’ ‘Cherished
9
don’T TWeeT UndeR The InfLUenCe
of ALCohoL.
10
foLLoW Us @WImAgAzIne – introduce
yourself and we’ll help you build up
followers. We’re really happy to help get
you started and point you in the right
direction… we want you to get involved!
spats. libel laws apply to Twitter (remember
ryan giggs?). don’t be cryptic, either – it
doesn’t look good to wash your dirty linen in
public on any medium.
Of course we’d all agree that the best form of
advertising is word of mouth – and that’s what
Twitter is – one giant megaphone. enjoy!
Other social media
platforms
FaCebook You should set up a
facebook page and encourage people
to ‘like you’. Building up fans is a great
way to push you up the google rankings
and each ‘like’ effectively gives you a free
advert on the fan’s wall. facebook has more
permanency than Twitter, but it’s also less
conversational and slightly more formal.
facebook is great for sharing pictures and
links to blogs.
linked in It’s worth having a presence
on Linked-In, where you can join groups
and connect with professionals from
your past and present. It houses around
60 million professionals looking for
jobs, employees or business networking
opportunities. Less personal and more
business-orientated. You don’t need to
update this as frequently as Twitter or
facebook, so it is less time-consuming.
There are also Blogs and social
Bookmarking sites (stumble Upon is the
one we use). You should always use google
analytics to track responses, and to identify
which aspect of your social networking
works best for you.
159
 M N S
O
Y FR CTIO 012
BU L E R2
& O L M E
E C M
OWS 50 /SU
BR ER 3 RING
OV R SP
FO
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Fayre play
Big, glitzy events like the National Wedding Show pull in more than
60,000 visitors a year, while local fayres attract local folks and a
handful of exhibitors. Is small worth it? Dave Ketteridge ponders
I
T MUST BE THAT TIME OF YEAR – MAIL-
outs plopping through the letter box,
emails flooding in, hard-sell phone calls,
and cheerful personal callers with sheafs
of irresistible offers – it’s the Wedding
Fayre Season again.
Those retailers who reckon they have it
all worked out will bin the letters, delete
the emails, give a polite ”no thanks” to the
phone calls and about-turn the shop visitor;
other retailers will be scratching their heads,
and wondering if there is a missed opportunity
here, and one wherever the damned competition
will steal a sale from you.
Some shops gave up wedding fayres years
ago and say they never missed a beat. Others
spend every Sunday on the circuit determined
to capture every potential sale. Who has got
it right? Some research I carried out for a
seminar on marketing in the bridal industry,
homed in on the issue of wedding fayres and
found that, when all is said and done, the final
decision has to be based on finance.
The start point has to be your target, the bride
and her entourage. How much is she worth
to you when she decides yours is the chosen
destination? A typical bride spends £1,000
on the dress, then there are bridesmaids,
accessories, menswear perhaps, and fashion
for two mums. It certainly can add up – to two
or three thousand pounds, maybe. However,
if you are at the cheap and cheerful end of
the scale offering only wedding dresses and
your average sale is £500, then you need to
bear that in mind, and remember, too, that’s
income, not profit.
Set your expenses against your expected
profit. Staff costs, hire of van, travel, exhibition
insurance, lunch and coffee (or stronger),
stand cost – anything from £150 to £1,000 –
plus the cost of a slot in the fashion show. And
don’t forget your time and that of anyone else
who is “volunteering”.
Will the event bring the brides in? That is the
crucial question. The first thing to look at is
who is organising the fayre and their motive.
Hotels run them to capture the reception
contract – worth up to £20,000 and the biggest
item on the couple’s expenditure list – so for
them the hosting effort is well worthwhile. A
good bridal shop in the exhibitor line-up is the
163
sprat to catch the mackerel, and will attract
other exhibitors.
Often the local press will be the driving
force, so they have the advantage of being
able to promote their event virtually for free.
Or it could be a wedding exhibition business,
perhaps with a link to a local magazine. They
are looking to make a decent profit.
Of course you could run a local fayre
yourself. But that’s another story – all to do
with hard work, exhibitors fighting over stand
position, violinists trying to outplay bagpipers
and opera singers, prima donna models who
hog the only hairdryer, and folks that don’t
pay up for stand space.
So it’s Sunday and there you are. The stand
is set up, the advertising has been done and
the doors to the wedding fayre swing open –
will visitors turn out in their droves as you
had hoped? Watch out for the ones that run a
fashion show and boast “free admission”. You’ll
find the front row filled with scruffy families
with bags of crisps enjoying a free outing
in the warm. Watch out too, for the crowds
banging on the door to get in, who then speed
round the stands and disappear again, because
they have booked a family lunch.
Then there’s the scenario where you start
seeing the same faces again ... and again... and
again. The Familiar Face Syndrome starts to
make sense when you think about the Brides’
Natural Pecking Order when it comes to
working her way down the tick list: first, The
Ring, then the Reception and Ceremony venue,
then The Dress, followed by bridesmaids,
accessories, cars, videos, photos, cakes etc,
etc, in fact a list of some 30 items ending in
the dreaded chocolate fountains (any men’s
hire shop knows the dangers of chocolate and
hirewear. The two do mix – and boy, do they
stay mixed).
When you see your new bestest best friend –
the bride – for the umpteenth time, you know
she has finally ticked all her boxes and is
drifting round out of habit. She just cannot get
out of the White Zone. We know this for certain
because many wedding fayre organisers will
supply lists of visiting brides’ names and
wedding dates. Two weeks to go and they are
still visiting wedding fayres; three years to go,
and that’s the start point for some to-be-weds. Is
it possible to traipse round wedding fayres for
that length of time and still remain in love?
All this and you are still smiling through
gritted teeth at your most deadly competitor
and wondering whether to outdo her on
Discount-of-the-Day offers. Or it’s one of those
Sundays when there are so few punters, every
new face is pounced on by what seems like a
pack of piranhas in a feeding frenzy.
Selling is like gambling – you only remember
your winners, and when you have a good day
at a wedding fayre, you pack all the stuff into
the van with a song in your heart. Brides
love your dresses, your appointment book is
bulging, and you can hear the gentle rustle of
greenbacks as you head for the nearest Italian
to recharge your batteries.
A well-run event can really work for you, if
you put on a good stand and have all the right
publicity material, backed by a good and up-
to-date website, because, in truth, that’s your
shop window in this day and age.
For some shops just starting up, it may be
the only way to get noticed. For others with an
out-of-town location, it’s a much-needed chance
to get face-to-face with your public. In some
country areas the local wedding fayre is the
event of the year.
Are wedding fayres value for money? There’s
only one answer – it all depends…
 on the phone to...
Karen Taft is the MD of the success story that is Benjamin Roberts
How long is it since you took
over the Benjamin Roberts
portfolio?
It was 1 July, 2003 and it took
two hours to sign the papers.
There was a tray of Champagne
waiting at the far end of a long,
long table.
What appealed to you
particularly about the brand?
The accounts if I’m really honest!
They were stable and the bank
loved them too!
Which one has surprised you
most and why?
Blue by Enzoani has got to be the
biggest surprise because it simply
flew off the rails and is still the
fastest-growing collection we have
today. When a stockist realises
its potential, the enthusiasm and
energy rubs off on the staff and
brides walk away with a gorgeous
And the labels you have today?
Benjamin Roberts, Tia by Benjamin
Roberts and then Designer labels
Enzoani, Blue by Enzoani and
Love by Enzoani
dress at a super price.
So what do you have in store
for us this Harrogate?
We have 17 vintage-
style dresses from
Ben Roberts
where at least six
pieces will be priced
around £300 (we know our
stores need this price point).
If stores buy seven they’ll
get the seventh (the most
expensive) free of charge.
Tia has 12 floaty numbers
at around £200; Blue by
Enzoani styling is extensive in
this new collection, providing
a detailed choice. The whole
collection will now be open to
UK buyers and promotional
deals are available as usual.
Enzoani remains the designer
diva and has dresses to die
Karen Taft
How many stockists
are there for each
range and do most of
your retailers buy all
the collections?
250 for Benjamin
Roberts; 150 Tia; 130
Enzoani, 130 Blue by
Enzoani and 100 Love
by Enzoani. Quite a
few stores buy more
than three collections
but exclusivity tends to
restrain their choices
as we’re pretty strict
about those.
What were the first changes you saw as necessary to
move things forward?
We had to bring the company into the 21st century –
there wasn’t even an internet connection in the offices
and a old chunky PC was fired up like the Dr Who
Tardis to check account details with Barclays. The
introduction of IT came first, then we focused
on developing a design-led collection.
for. An Enzoani gown prices
up around £2,000 and brides
are often amazed by this when
competitors in the sector are
double that. LOVE has 54 new
edgy styles and a brand new UK
size chart to boot! Yippee! No more
American sizes!
What is the biggest change you
have seen in the industry in
the past five years in terms of
stockist attitudes and buying
habits?
Stores are thinning down their
collections to 4-6 and we’re often
on the ‘to keep’ list. They don’t
really like the thought of buying
from two collections a year so
we’re streamlining into one
collection a year from 2012. The
cash flow has tightened more and
more so we have a lot of accounts
enjoying payment plans so they
spread the cost of their buying
much easier without the dresses
ever being held back. Much
healthier!
Key trends for 2012 please?
Lace is still really big and
silhouettes are varied. Straighter,
slinkier dresses, mermaid and
column dresses are holding their
own against the fuller skirts and
ballgowns but as long as the dress
is ‘value for money’, it’s a winner.
Who do we contact?
George Efstratiou for
South of UK
george@benjaminroberts.co.uk
tel 07834 060 22
6
Mark Stevens for
North UK
mark@benjaminroberts.co.uk
tel 0780 143 101
6
May Wilson for Ireland
www.benjaminroberts.co.uk
tel 028 0 7 3865
6 6
165
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167
0301 Employee references
Business things
you should know
our latest round-up of advice to keep you well informed
Before you formally pass on any negative views of a former
employee, be aware of the possible consequences says
Matthew Welch, a solicitor at Bath Law
A
s a consequence of a former
employer providing an unfavourable
reference, an employee was recently
awarded over £50,000 in compensation.
The case, Bullimore v Pothecary Witham
Weld, is a warning to all employers,
irrespective of their industry, to take great
care when providing a reference. miss
Bullimore was originally given a reference in bland terms
which allowed her to get a new job. But four years later, when
she applied for a different job, her first employer provided
another reference, this time it was unfavourable rather than
bland. miss Bullimore did not get the job but successfully
claimed against her old and prospective employers, both
firms of solicitors who perhaps should have known better.
so what should you do when asked to provide a reference
for an employee or former employee? The rules say that
normally you do not have to provide a reference, but there
are exceptions, including where there is a contractual duty
– for example in a compromise agreement where, as part
of a settlement, the employer provides an agreed reference,
or where it would be discriminatory not to do so. another
exception would be when failure to give a reference could be
regarded as victimisation of an employee who had brought a
discrimination claim or assisted a colleague in doing so.
If you do provide a reference it has to be true, accurate
and fair and must not be misleading by missing out
important facts, but it does not have to be detailed
or comprehensive. a reference must not be
discriminatory and particular care should
be taken to ensure that any comments on
attendance, sickness or performance do not
prompt a claim for disability discrimination.
Information about an employee’s health is
“sensitive personal data” which should not
be disclosed without the employee’s consent;
confidential references about an employee
also require their permission for inclusion.
If the reference is discriminatory or
victimises the employee then you may face a
tribunal claim from him or her. If the reference is
not true, accurate or fair you face potential claims
from the employee and from the new employer
who received the reference. This would be a claim for
negligent mis-statement. It is a case of being damned by
the employee if the reference is inaccurate because it is not
favourable and being damned by the new employer because
it is too favourable. In extreme cases where the reference is
made with malice, that is the author knows it is untrue or
was recklessly indifferent about the truth, then there could
be a claim for defamation or malicious falsehood.
references were once highly confidential and an employee
often did not know who had written a reference, let alone
what it said, but this changed with the Data Protection act
1998. now, although the employer who wrote the reference
still does not have to disclose it to the employee, the employee
can, under the act, make a “data subject access request” to
the recipient of the reference. The employee, if required, has
to pay the recipient a fee of £10 and the recipient has to
respond to the request within 40 days.
The Information commissioner has given guidelines
(www.ico.gov.uk/upload/documents/library/data_protection/
practical_application/references_v1.0_final.pdf) on how to
deal with requests for a reference and the recipient can delete
names to protect identities, although often the employee will
have a good idea of who they are. alternatively, sometimes,
the employee can be given a summary of the reference.
The result of the potential for claims from employees and
new employers is that many employers now have a policy
that references will only be brief and factual, confirming
the dates of employment, the job title and
the roles performed: in other words a
reference in bland terms. If they do give
more details they will often add a disclaimer
which is longer than the reference but this
will probably only be effective in respect of
claims from the new employer and not from
the employee. sometimes the referee will
add that it is company policy only to give
brief factual references.
To ensure consistency, references
should be given by the same person, or in larger
companies by the Hr department. This should
be contained in a policy which should set
out when they should be given, by whom
and that any personal references are not
company references.
To try to obtain more information
about an employee, a prospective
employer may well phone the referee.
Great care should be taken to ensure
first that these calls are taken by the
person who has provided the reference
and that any replies to further questions
should be consistent with the written
reference and if necessary the referee can
fall back on the policy to explain why more
information cannot be provided. In case the
conversation is relied on later the referee must
make a detailed contemporaneous note. >
169

02 Happy holidays
Employees regard holidays – paid time off from work – to be
the most significant benefit that they receive. Gareth Edwards,
a partner in the employment team at Veale Wasbrough Vizards,
answers FAQs on entitlements
from their first day of employment, employees accrue
statutory holiday entitlement under the Working Time
regulations. In each year, they are entitled to take 5.6
weeks annual leave – termed ‘statutory holiday’. for an
employee working five days a week, this amounts to 28
days leave each year which can include the usual bank/
public holidays. an employer is free to offer more than
statutory holiday. Part-time workers are entitled to a pro-
rated equivalent.
To calculate the holiday entitlement of a shift worker,
the employer must calculate leave based on the average
shifts worked during the 12-week period immediately
prior to the requested leave period.
employees are entitled to a week’s pay for each week
of leave. How a week’s pay is calculated will depend on
the circumstances of the employee. for employees with
normal regular hours of work this generally means their
basic salary without any commission or bonus. However,
if the employee’s pay fluctuates week to week, holiday
pay is based on their average pay during those normal
working hours over the previous 12 working weeks,
including any commission or similar payment which
varies in amount. overtime pay will only be included in
the calculation where overtime is guaranteed.
If the employee works irregular hours, a week’s pay is
simply calculated as an average of all the sums earned in
the previous 12 working weeks including any overtime
payments and commission.
There is no statutory right to bank or public
holidays. If a contract of employment states
that an employee is entitled to “x days holiday
plus bank or public holidays” then they are
contractually entitled to bank/public holidays.
otherwise the employee is entitled only to
statutory holiday.
This year we had the royal Wedding, next year
there is the queen’s Diamond Jubilee, so in 2011
and 2012, employees with a contractual right to
public holidays will be entitled to nine public holidays
rather than the usual eight.
Part-time workers who have a contractual right to bank
or public holidays have a right to a pro-rated equivalent of
their full-time colleagues. It does not matter that the part-
time worker does not normally work on the day on which
the bank/public holiday falls. so, an employee who works
Tuesday, Wednesday, Thursday will be entitled to 3/5ths
of the annual bank/public holidays occurring that year.
under the WTr, an employee must give notice if they
wish to take statutory holiday equal to at least twice the
period of leave that they are requesting. an employer may
object to the request for leave by giving a counter-notice.
This must be given at least as many calendar days before
the proposed leave is due to commence as the number of
days which the employer is refusing.
under the WTr unused statutory holiday expires at the
end of the holiday year. an employee is generally not
entitled to carry statutory holiday over or to be paid in
lieu of unused statutory holiday. employers may agree
that staff may carry over unused holiday into subsequent
holiday years and may impose the condition that such
holiday is used within a specific period or is otherwise
lost. on termination of employment, the employee is
entitled to be paid in lieu of any accrued, but untaken,
holiday entitlement.
Women on maternity leave continue to accrue holiday
during their leave. so, a woman taking her full
maternity leave entitlement of 52 weeks will accrue a
full year’s holiday entitlement. The employer has the
option of requiring the employee to take the holiday she
will accrue either before or after
her period of maternity leave. The
same principles apply to employees
taking paternity leave and parental
leave where the period of leave
spans two holiday years and the
employee therefore risks losing
their holiday entitlement.
an employee continues to accrue
statutory holiday during sickness
absence, even if they are absent for the
whole holiday year. This means that
an employee who has exhausted their
sick pay entitlement could request
to take paid holiday during their
sickness absence.
The european court of Justice has held that
an employee who is incapacitated during a period
of previously-scheduled statutory holiday should have
the right to re-schedule the holiday for a later date. The
employment Tribunal agreed with this proposition but,
as neither the ecJ nor the eT’s decision is definitive on
this point, you should seek advice in this situation. >
171
 03 Talking to your bank manager
We asked Emmanouil Schizas, a policy adviser to small-
and medium-sized enterprises (SMEs), at the Association of
Chartered Certified Accountants, for tips on how get the most
from your bank
B
anks care aBouT sPecIfIc Tyes of
information, and their priorities have
changed somewhat since before the financial
crisis of 2008-9. Lenders now make more
extensive use of information in order to
decide on a loan application. Traditional
financial statements and key risk
indicators are less important than
they used to be pre-crisis, whereas collateral and
information on industry trends have become
more important. consistently at the top of the
agenda, however, are cashflow and transaction
histories.
It is important to prepare realistic cashflow
projections on a regular basis and to make
sure the business can be cash positive in the
long run. as for your transaction history, your
bank manager will presumably have access to
this and will be scrutinising it for signs of trouble
as we speak.
make sure you can account for all transactions,
especially abnormally large ones. The objective is to re-assure
your bank that your cashflow is steady and reasonably
predictable, that you can pay on time when you need to and
that you are not relying on windfalls to keep you afloat.
most of all, remember that for a bank manager bad news
is better than no information. Be honest and forthcoming or
you will risk damaging your banking relationships forever.
experienced accountants are always reminding us that
more businesses go under during a recovery than during
a recession. This is because businesses tend to over-trade as
orders pick up again, committing to more work than they
can safely deliver based on their working capital. Banks
know this too, so your aim should be to show your bank how
sustainably (not how fast) you can grow your business, and
that means demonstrating you are in control.
This is one of the reasons why bank managers will want to
see your cashflow projections alongside your business plan.
The figures will almost certainly never turn out to be spot on,
but if you can demonstrate that you understand how your
business generates and uses cash, it really doesn’t matter –
you’re automatically a slightly safer pair of hands.
Banks are happier with some types of risk than others. What
they really don’t want to take on is your trade credit risk – the
chance that you will get into trouble because your customers
can’t pay you in time – or at all. If you’re extending any form
of credit to your customers, you are a bank. you may not
think so but your bank manager does. and, like a bank, in
order to get anyone to lend you money, you have to convince
them that you don’t need bailing out.
Do we have integrated risk management systems in
place?
How much exposure do we have to customers/clients?
How much of our turnover/cashflow depends on them?
are they financially healthy?
How tight are our credit policies and how strictly do we
adhere to them?
How good are we at chasing up invoices and other debt?
Have we made provision for bad debts?
Do we know what shape we will be in if customers start
paying late or fail to pay at all?
Do we have enough capital to ensure solvency?
Do we have / will we have enough working capital to
meet incoming orders?
Does our business have assets it could sell or
borrow against? What are their values in today’s
market?
am I able to inject more of my own money
into the business at short notice?
Do I have personal property I could sell
or borrow against?
according to research, small businesses
find business plans and other forward-
looking statements more useful in their
efforts to raise finance if they have been
prepared by a third party. a recent survey
by The Banker magazine and the International
federation of accountants (Ifac) revealed that
59 per cent of small business lenders were more
likely to consider would-be borrowers
if they had used a professional external
accountant for advice and support.
alternatively, try to use your bank
as a sounding board. an on-going
relationship provides banks with an
abundance of information and can
help build trust and empathy. The
Government’s latest statistics suggest
that, even in the good days of mid-
2007, only 15 per cent of all the
smes seeking external finance relied
primarily on their banks for financial advice. Good news
for accountants, but with trust in banks falling across the
sme sector, businesses could be missing out on an important
source of advice.
Don’t assume that traditional term loans and overdrafts are
the only things you can get from a bank. Banks can tap into
government guarantees (the enterprise finance Guarantee)
or funds from the european Investment Bank (eIB) when
lending to small businesses. Insist that your bank comes
back to you with alternatives.
This may seem like a lot of work and the first time around
it will be. However, the effect on your business’s access to
finance can be substantial. more importantly, the process can
pay for itself by getting you to take control of your business
and make it more rational and efficient. In fact, you may find
you don’t need a loan at all, or perhaps that you need to think
even further outside the box, from invoice finance to equity
investment. Learning to talk to the bank manager is just the
beginning.
173
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Visit us in
BARCELO’ MAJESTIC HOTEL11th - 13th SEPTEMBER 11
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Ph +39 (0)2 2152176 - Fax +39 (0)226416407 demetriositalia@tiscali.it
 ASSOCIATIONS

RBA reports
With production schedules still on the move, and more changes ahead
in China, isn’t it time we simply revised those long-held ideas and
worked with the timetables available, asks Chairman Alan Sanders

t
HERE ARE SOME FLUTTERING China is far from complete. We could quite Revolution. For the moment, the Government
chickens very much coming home to easily find ourselves making big plans for a is holding the line by spreading wealth, albeit
roost these days. We have been warning new situation, only to find the goalposts have unevenly, which in turn is increasing demand
in the RBA columns in Bridal Buyer for shifted once again. for goods normally bound for export – such
over a year now, that the big changes China is a massive country, thousands as wedding dresses and, whoops, that’s the
in our production centres in China will of miles away, and much of the unrest orders for little old UK pushed
have a huge effect on our delivery dates. within its borders is quietly and efficiently back again.
Now, as an industry, we are having to face up suppressed by the State, as it struggles So let’s just pause for breath
to the fact that change has come and it is here and think about delivery
to stay. Not only here to stay, but one has to times for our orders. For
ask the question – will it get worse? many, the orders being placed
I hope that our members took note of the now will arrive perhaps in the
warnings sent out in our various association middle of the New Year selling
newsletters and accordingly laid down season, some just in time for March
some decent orders at March Harrogate 2012. By contrast March orders
Harrogate. And I hope, too, will arrive in time for the September-
that retailers generally will be
March orders will October selling period – and this is often
basing their September BBEH arrive in the autumn, just as good as the New Year session.
plans on the fact that few September orders mid Samples will still be there in January
manufacturers will be able to year. It seems like a and retailers will have a very good chance
deliver just like they did in days good scenerio to me of selling off old samples just in time for
gone by – that is new samples your September-placed orders to arrive and
arriving in time for the refill the rails. It seems like a good scenario
January 2012 rush of brides. to me.
We have had almost universal All the signs are that stand space for
confirmation from our members September BBEH has been snapped up and
that deliveries are running at that, combined with the fact that a larger
20 weeks or more, and this is number of collections (well over 350 now) are
leading to floods of phone calls and emails to to keep the lid on this new cauldron of showing than ever before, is sound evidence
suppliers about hitting selling and wedding- entrepreneurial activity and the individual that people really do like Harrogate and that
date deadlines. freedoms they have allowed. the current show dates aren’t so bad either.
I imagine BBEH will be deluged with Already Facebook and Twitter have been As usual I shall be looking forward to seeing
conflicting calls for change – some wanting knocked on the head there by the internet- present members, in the VIP Lounge, at the
one show, some wanting two shows with savvy Government, but the home-grown AGM on Sunday, and potential ones, too, at
new dates, and some calls for a change of versions have already appeared – Sine Weibo our RBA stand right opposite Café Couture in
location. The trouble is when changes occur, and Ren-Ren – and the new religious half- the Kings Suite. Then, of course, there is our
everyone starts looking at their own agenda freedoms that have surfaced – have resulted annual Dinner Dance where the winners of the
and forgetting that this business is driven ironically in there being more members of the coveted RBA Awards, as chosen democratically
by the sales on the high street, by the 1,000- Christian Church than there are members of by our members, will be revealed. BB
plus retailers beavering away to secure their the Communist Party.
orders and trying to plan the year ahead at the The main source of frustration is corruption Retail Bridalwear Association
same time. at all levels of officialdom – and this affects +44 (0)1494 445155
I cannot stress too much that this is not “the little people’ – those who one day will seek www.rbaltd.org.uk
the time for precipitious action. Change in to have their own Chinese Spring or Jasmine

S
TOR
I
V IS TH
0 N
, 00 MO
10 RY
R
E VE
OV E
WWW.BRIDALBUYER.COM 175
Write on
“Got a pen?” takes on a whole new meaning now there is a digital version

t
on the market. retailers are rushing to get writing, says Chris Partridge

oday Moss Bros staff note custoMers’
measurements, preferred styles and colours using a
digital pen which records and analyses the keystrokes
and sends them by wireless to the firm’s computer
system. the images are then analysed using character
recognition software to match product codes and
make up an order. this is sent back to the till at the
branch so fast that by the time the customers have
walked from the fitting room to the till, all they need to do is
insert their credit card into the slot.
the system was developed by Magicomm, using
technology from swedish company, anoto, plus elements for
retail from Microsoft. the major advantages of the system
for Moss Bros are the creation of a familiar written form
for the client to sign, and the ease of installation – it
takes just one hour to train staff to use the digital
pen and paper, and they only have to fill in a two-
part form instead of a six-part. for the company,
the instantaneous harvesting of the data
that used to be trapped on the paper
form has huge advantages.
the happy couple can supply a
dress code for their wedding, which
can be distributed to all branches
instantly so if, for example, the best
man wants to pick up his suit from
another branch it will match the groom’s
and usher’s.
Because paper forms are captured
on computer instantly instead of
being bundled up and sent to India
for data entry, the company can now
identify which styles are selling better
than others and whether or not there
is enough stock to cover the future
demand for the ranges almost instantaneously, as opposed to
months behind schedule in the past. the Magicomm system
uses a digital pen to capture writing and convert it into text
for computers, but this is just one use for digital pens.
the latest digital pen using the anoto system, the
Livescribe echo, takes a different approach – it records
speech and links penstrokes made at the same time to the
sounds. It is perfect for taking notes – you listen to what is
being said, jot down words to remind you of what is being
said, and later you can return to exactly that point in the
conversation and listen again. It eliminates the need to
run through an entire recording just to find a particular
comment. It’s like having a tape recorder where you can
write on the tape.
It is aimed mainly at people who need to record
conversations, such as lawyers talking to clients or
the Livescribe echo is perfect for taking notes – you listen to what is being said,
jot down reminder words and later you can return to that exact point in the
conversation and listen again. It eliminates the need to run through an entire
recording just to find a particular comment.
journalists doing interviews. But it also works well for sales
people taking orders, because the whole conversation is
recorded in case there is a dispute later, and the exact details
of an order can be easily located by clicking the relevant
written note and listening to exactly what the client said.
the big advantage of this approach is that it digitises the All-in-one
most natural way humans interact, by voice and writing powered AntennA
instead of typing details on a computer that comes between Freeview reception
the sales person and the customer. can be a bit dodgy on
the voice-based approach means that it can be used indoor aerials, so the
straight out of the box, without a massive investment in One for All SV9380
computer software.
according to research by forrester consulting on signal to compensate,
behalf of Livescribe, workers rely on handwritten enabling you to watch
notes and believe that better integration of
handwritten notes and spoken information would having to install an
significantly improve professional productivity. outside aerial. Its stylish
the survey found that 87 per cent of information
workers use handwritten notes, and 38 per cent either. (£30)
of workers use handwritten notes to organise www.oneforall.com
their priorities through to-do lists. seventy- on the wAll
five percent of those surveyed saw value
in the ability to computerise, index, great demo screen, and
search and share handwritten notes with the RingO mount
and associated audio. system from Vogel you
“People in all walks of life and can mount it securely
at every stage of their education and on a wall or display
career find handwriting to be a cabinet to show video or
critical method for recording and
processing information,” said Byron
connell of Livescribe. “We believe
this commissioned study conducted
by forrester consulting confirms long journeys. (£65)
that our vision for a smartpen www.tabletonthewall.
platform that enables the capture, com/ringo
access and sharing of written and spoken information any tAking A tAblet
time, anywhere is well aligned with the needs of today’s fast-
moving, knowledgable workers.”
the Livescribe echo can also be used for collaborative
working, by exchanging ‘pencasts’ by email or facebook. webOS operating system,
a pencast is a written note that is stored in pdf form so it that promises to be
can be displayed on any computer. Imagine being able to more business-friendly
sketch a few design ideas and instantly circulate it round
your team for ideas and improvement. the sketch can have
spoken commentary too – if you want to explain a particular
feature, just make a few comments as you draw it, and they www.hp.com
will by highlighted in the pencast so readers can click on it printer power
and hear what you have said. It is a very powerful way of
communicating your visual concepts. all-in-one printer costs
the Livescribe echo digital pen is available on amazon. a little more than rivals
com from about £100 depending on memory size.
substantially cheaper.
You can even print 3D
images – it comes with
the necessary software
and a selection of 3D
www. kodak.co.uk

177
 MATTHEW WILLIAMSON
STEPHANIE ALLIN

ALAN HANNAH

YOLAN CRIS
SANYUKTA-SHRESTHA

LUSAN MANDONGUS
STEWART PARVIN

JOHANNA HEHIR
IAN STUART

SIMPLY EXQUISITE
ALAn HAnnAH LEA-Ann BELTER
AMAndA WAKELEY LInEA RAffAELLI
AnoUSHKA G LUSAn MAndonGUS
BABE LYn ASHWoRTH
BLUE MAdELInE ISAAC-JAMES
CLAIRE PETTIBonE nICKI MACfARLAnE
IMAGES : THE fASHIon SHoWS AT WHITE GALLERY London 2011
LEA-ANN BELTER

CYMBELInE oTTAvIo nUCCIo

dAvId fIELdEn PEPE BoTELLA
ELIzABETH STUART PoLLY EdWARdS
GEMY CoUTURE RACHEL SIMPSon
HALo & Co SAnYUKTA SHRESTHA
HARRIET WILdE SASSI HoLfoRd
THE VINTAGE WEDDING DRESS COMAPNY

HoLLYWood dREAMS STEPHAnIE ALLIn

IAn STUART BRIdE STEPHAnIE BRoWnE
IvoRY & Co STEWART PARvIn
JESUS PEIRo THE vInTAGE WEddInG
HOLLYWOOD DREAMS

ELIZABETH STUART

JoHAnnA HEHIR dRESS CoMPAnY

KATzI vIvIEn SHERIff
KISUI YoLAn CRIS
BLUE

And MoRE...

whitegallery.com 20-22 MAY 2012 | BATTERSEA PARK

A question of law
raj dhokia of solicitors Freedman Green Dhokia looks are the issues that
may be affecting your business. Questions will be answered in the first
possible issue of Bridal Buyer and shown online at www.bridalbuyer.com

I
have taken a job for five days a week in place, I strongly suggest you seek independent legal
working for a local bridal shop as a sales consultant. advice. The Partnership Act 1890 will govern the terms of
at the interview the owner said i would have to be your partnership and dissolution of the same will occur
self-employed and pay my own national insurance automatically upon the death of a partner. The Partnership
and tax. a friend has told me that this is not legal Act is archaic and this is also why I strongly suggest that
and i am now quite confused. what should i be doing you have your own partnership agreement in place as you
and what should i say to the boss? i really like my can have specific provisions which set out what will happen
job and it took me a while to find it so i don’t want to if one of you should die. Once you have that in place, you
jeopardise my situation. can also make a provision in your Will for the same. You
Whether you are employed or self-employed, will depend on cannot attempt to make provision for your interests in your
the nature of your working relationship. Clearly the owner business in your Will if the law prevails. If you do have a
of the bridal shop stipulated the terms under which you partnership agreement already in place you need to check
would be engaged, i.e. self-employed, at the outset and before the terms of the agreement to find out where you currently
you even accepted the job. The job was for a self-employed stand legally. Of course, if the agreement fails to mention
position and being fully aware of this, you accepted these anything about the death of a partner, the Partnership Act
terms. If you are engaged on a self-employed basis, then it is will govern any matter which has not been covered in the
your own responsibility to pay your own National Insurance agreement.
and Tax contributions.
However, whilst your contract may state that you are i am planning to become an agent, representing various
self-employed, it is not as clear cut as it is the nature of companies in the bridal industry. one hears the odd
your relationship which determines your horror story from time to time of agents
employment status and it is quite possible not being paid, and i want to make sure
that the same could reflect that of an
employee; in order to determine this, you Make a note: these my interests are protected. what sort
of contract should i be asking for and
will need to seek independent legal advice. websites provide what should be stipulated in it? also,
You can also ask HMRC for their opinion
as to whether or not they think that you some useful who should be responsible for expenses
i incur going to see retailers or visiting
are employed as opposed to self-employed; business advice trade exhibitions?
there is some useful information on their The term ‘agency’ is often used to cover
website in this regard. www.businesslink.gov.uk a number of different types of business
relationship and therefore you will need
i have a business partner with whom i www.bis.gov.uk to be very clear and careful as to how
formed the company that owns our shop www.cbi.org.uk you will determine the actual nature of
around ten years ago. i have been giving the relationship.
www.fpb.org For example, a real agency agreement
some thought to making a will recently
and would like to leave my part of the www.acas.org.uk will require you to make contracts with
business to my younger sister who is customers on behalf of your principal so
in a completely different field of work that the end result is a contract between
but whom i would like to benefit ultimately. do i need your principal and the customer. Alternatively the term
to discuss this with my partner before starting the will ‘agency’ can be used to refer to an ‘introducing’ agency
process and is there anything else i need to be aware of? relationship whereby the agent simply finds customers
You may wish to discuss this matter with your business and introduces them to the principal who then negotiates
partner but, ultimately, it is your decision. If you have a the deal.
partnership agreement you will need to check the terms Essentially, once you have defined the use and nature of
of the agreement as they may provide specifically for this. the term ‘agency’ under which you wish to operate, you will
If, however, you have a partnership and no agreement need to discuss the same with an independent legal advisor
who will advise as to the pros and cons of the different
types of agency agreements and they will be able to draft
an agreement in accordance with your concerns. Ultimately,
the use of the term ‘agency’ will be of little importance as it
is the true nature of the relationship that will be looked at
despite what the agreement is called.

To consult privately with Raj Dhokia

call Freedman Green Dhokia on +44 (0) 20 7625 6003 or
email r.dhokia@fgdlaw.co.uk

179
 Finding your way around BBEH
This is a big show and you need to plan your travels around the six halls and four hotels if you
want to make the most of your visit. Check the stand numbers of the suppliers who are top of
your list and use the floor plans on the following pages to organise your best route

ELLIS
JLM EUROPE
Hall A

JLM EUROPE
Hall B

JLM EUROPE
To receive a regular
copy of Bridal Buyer
subscribe today at
 Hall C

Hall M

LINEA RAFFSELLI

LINEA RAFFAELLI

JLM EUROPE LINEA RAFFSELLI

183
bridalbuyer.com
helping you
run your business

WHEREE WHERE E
T
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THE N DS E
TH EST
TREN NAM

* Are you prepared for the

coming season?

* Need valuable industry

insight, information on new
collections, interactive
expert advice?
WHEREK
TO PICE
UP THIP
GOSS * Do you want to network,
share experiences and
find out what your
competitors are up to?

* Find a supplier through our

extensive on-line directory?

log on today www.bridalbuyer.com

 Queens
Suite

Designer Room

SINCERI
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SINCE
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Hall Q

The Majestic Hotel The Old Swan Hotel

The
BBEH
hotels

Alfred Angelo * Benjam Roberts * Disney Demetrios * Ebony Rose * Flirt * Maggie Alexia Designs * Ian Stuart London * Brides Desire * Jean Fox * Phil Collins *
Fairytale Weddings * Linzi Jay Sottero * Sottero & Midgley Irresistible Bridal * Liza * Meadows Bridal Shoes

185
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 the national
wedding show
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For information on exhibiting and sponsorship opportunities
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www.nationalweddingshow.co.uk

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 PACKAGING

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ACCESSORIES AGENTS REQUIRED

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WWW.BRIDALBUYER.COM 187
 CALL NARDENE ON 020 7772 8317
* TO ADVERTISE IN BRIDAL BUYER’S DIRECTORY
FABRICS DISPLAY PROPS

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(UK) Ltd

Stockists of bridal, evening and

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188 WWW.BRIDALBUYER.COM
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WWW.BRIDALBUYER.COM 189
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 CONTACT LIST

On file
Bridal Buyer advertisers’ directory

2BE Q47 Benjamin Roberts The Cairn Cameron Ross B2

Agnes C43 Benmark B5 Caroline Atelier D23

Alexia Designs Old Swan Blush Prom Old Swan Cassandra Stone B14/26

Alfred Sung Bridal C27/36 Bonny Bridal UK A20/34

Chanticleer

Alyce Designs by FF London A28 Bridal Consultancy Service KS3

Charlotte Balbier A37

Amanda Wyatt A18/36 Bridal Retailers Network KS3

Christina Rossi C1

Annais Bridal Q42 Brimas Bridal Software A3

Chrysalin Umbrellas

Anny Lin St George Callista C27/36 DaVinci Bridal C74

WWW.BRIDALBUYER.COM 191
Demetrios Majestic Hotel Gemini C9 JLM C24/40 Maggie Sottero Majestic

Dessy Group C27/36 Gemy John Charles B40 Malis Henderson A38

Donna Salado Bridal Q7A Halo B17 Jonathan James D3 Mark Lesley Q7

D’zage C16 Heirloom Waistcoats B34 Joyce Jackson M1 Martina Liana Queens Suite

Ebony Rose Majestic Helena Cotter KS1 Jupon A10 Marylise M14

Elizabeth Dickens M35a/M38 Hollywood Dreams A32 Justin Alexander Q1 Mascara by Frank Saul C3

Ella Queens Suite House of Nicholas Q4 Kelsey Rose B40 Masterhand B7

Ellis B21 Impression Bridal C28/34 MiaMia D20

Linzi Jay The Cairn

Essense Queens Suite Jasmine Queens Suite Mikaella D11

Mac Duggal B14/16

Eternity Bridal C25/C39

Jean Yves A9 Mon Cheri Q47
Madeline Isaac James D8

192 WWW.BRIDALBUYER.COM
 CONTACT LIST

Moonlight Bridal (ME Prom Private Label by G Q45 Ronald Joyce M19 Ultimate Formal Hire B32
by Moonlight)

Venus B15/25
Prom Frocks Q5 Sincerity Q1
Mori Lee M24

Verise Q30/Q38
Nicola Anne D10 Propress C5 Sonsie C16

Veromia C16
Opulence By Natalie M B39
Pure B38 Sophia Tolli C16

Victoria Kay A21

Paloma Blanca D12

Rainbow Club M42
Stephanie Browne D1
Village Brides C16

Paradox London C64 Rembo M14

Sweetheart Q1
Watters M21

Phil Collins St George Hotel Ritva Westenius D15

T Cards Wilvorst B30

Robelli B8
Phoenix Gowns C33 Torre UK B9/10 White Rose C31

Romantica
Precious Formals M20/23
of Devon St George Trudy Lee A1 Xedo Software B18

WWW.BRIDALBUYER.COM 193
The last word
Our backpage girl Abi Neill, balances motherhood and marketing
and finds there are huge rewards in both (but does she know yet that
the latter is a low-cost investment compared to the former!)

I
TYPED MY LAST COLUMN WHILST some investment but, spending on this area the attention of your local newspapers and
bouncing on a large inflatable birthing with a web design specialist who understands sometimes (not always) fill space for them.
ball. My laptop and I fell off twice! Today’s SEO (search engine optimisation) as well as Google ‘press release template’ or ‘how to write
column-writing session involves my user-friendly navigation, is crucial. Get your a press release’ if you don’t know how to. You
wriggling three-week-old baby girl, whose website right and it will pay dividends. may find the more accessible national bridal
mouth is permanently attached to a certain I don’t need much encouragement when it magazines and especially some of the county-
part of my anatomy and whom I’m hoping comes to socialising or networking (why does based bridal publications will
will not regurgitate on my laptop keyboard as my husband snigger when I say that?) so that’s feature snippets of news about
I type one-handed! I wonder if these are the perhaps why I’ve embraced twitter (@ you and Wedding Ideas is one
kinds of tests Which? magazine carries out for AbigailsColl) and Facebook. of the best and most-affordable
their laptop reviews? These are fantastically- national titles in terms of
Back in 2005, when business (my first baby) effective free marketing lower cost advertising.
was merely a twinkle in my eye and a 20-page tools. Soon, if you don’t tweet, Local wedding fairs (fairs
business plan with a few clever-looking pie blog or have a Facebook page or fayres?) are another low-
charts, I understood that I would need to work for your business you’ll be in cost method of marketing
hard at marketing in order to get appointments the minority. If you’re not sure and some wedding venue
in the diary. So part of my business preparation how to use them, Google ‘how open days don’t charge
included a 12-month forecast of low-cost to use Facebook’ or look at You at all. Yes, it means sacrificing a
marketing activity. You see, it would have been Tube for some demos and then on relaxing Sunday for work but get in with
foolish to assume that a good retail location, a a daily basis start interacting with the right venues who understand how to hold
well-groomed sales assistant and rails of pretty customers and other wedding experts. It will a successful wedding open day and take time
dresses would be enough to keep the metaphoric increase brand awareness and your customers to create an inviting and visually-appealing
till at Abigail’s Collection (or and suppliers will soon display stand and before you know it your
anywhere) kerchinging – it
simply isn’t.
5 from Abi start talking about you
and your great shop, and
diary will be fuller and the phone busier!
Trial and error is often required to seek out
The promotion of a on promoting they’ll be marketing your the best of the local wedding fairs. Our most
retail- based business,
especially in our competitive
your business business for you for free!
Twitter is a fantastic way
successful cost only £150 to attend and we
made 27 appointments! The worst was one at a
market, needs to be Get pro-active! of meeting other industry local hotel where no brides and grooms turned
ongoing and include daily professionals and working up at all! It was a total waste of everyone’s time
activity; along with client
Do something that promotes together to promote but I felt huge sympathy for the organisers! It
recommendations, it’s what your business every day each other has obvious was quite embarrassing, the only visitors were
will keep new customers Approach local venues and benefits: it’s ‘cheap’ and a slightly odd, elderly couple, guests of the
coming through your doors. other suppliers to see how you works a ‘tweet’ (couldn’t hotel, no intention of getting married at all, just
Retailers who are ‘bored’ and resist that!) Exchanging having a nose. They slowly walked the room
spring cleaning their shops
can promote each other flyers and business cards of 30 suppliers and stopped to chat to every
because of a lack of bridal Invest in a strong website. and encouraging your exhibitor. It was painful to watch, especially
appointments should pop Get tweeting and blogging staff to recommend other when they stood for 25 minutes grinning
their feather dusters and wedding companies is a wildly and dipping profiteroles and pineapple
and set up a business
yellow marigolds down and great move. I once linked chunks in the chocolate fountain – at one point
find their marketing mojo
Facebook account up with six other suppliers I thought the frustrated chocolate-fountain
before it’s too late. Besides Exhibit at your local and in association with the owner was going to dunk their heads in!
which, yellow marigolds are wedding events local press we held a ‘win Like most aspects of owning a bridal business
not a good look. a wedding’ competition. It the marketing facet requires creativity and lots
In terms of marketing
Press release your worked fabulously, it was of drive and energy and it’s worth remembering
priorities; we all know that latest shop news and shout great fun, and best of all, that some low cost marketing methods are
a good website is essential. about what you’re doing the newspaper coverage a tad trial and error. Optimistically I hope
Granted, it’s not exactly a to everyone! went on for six weeks. that, if needed, with a little more marketing
low-cost option but, as your In terms of utilising emphasis your diaries can become busier, shops
virtual shop window, it’s a vital way of reaching media we often put together a press release buzzier and more bridal shopping dreams will
out and drawing customers in. I know from my when we have something to shout about – it be fulfilled as customers buy your gorgeous
own research that a large proportion of brides could be a new label, an accessories event, an gowns from your brilliant shops! Good luck
check us out before deciding on their wedding- award win, a sale day, a designer day or just and maybe we’ll tweet together soon!
shop short list (or long list). Of all available our business birthday celebrations. A good
marketing options it’s the one that requires press release and a strong image may grab PS: Phew, my laptop keyboard did survive!

194
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Harrogate
Stand B-14/16
September 11-13

MacDuggal.com
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