24 WWW.BRIDALBUYER.COM
RETAIL
FOCUS
TopTips
FOR OTHERS LOOKING
TO SET UP SHOP...*
Create a beautiful
and welcoming space,
with good changing
rooms, as much natural
light as possible, and
don’t try to cram too
much in. You can’t
please everyone so
don’t try to.*
Be confi dent that
what you like and
choose, your customers
probably will like too.
Buy the best that you
can afford and know
your target market.*
Choose your
suppliers carefully;
make sure that you
like them and the
way they operate.
Hopefully it will be a
long and mutually-
benefi cial relationship.*
Find a good
seamstress – this is
absolutely essential.*
Make sure you
have some money
in the kitty for PR and
marketing; because
you cannot rely on
passers-by who ‘just
might be’ getting
married and you need
to get your name
out there.*
A n d fi n a l l y ,
remember that
whatever contingency
you make, building
work always takes
longer and costs more!also told her that she was carefully selected as
one of the industry leaders and I think she
now sees it as fl attery, well at least I hope so.
The other major challenge was a practical
one: just as we were about to sign the lease
we noticed that the large bay windows were
leaking and completely rotten. As it is a listed
building we had to get planning approval
and the specialist joinery fi rm we wanted to
use were booked solid three months ahead.
This caused delays and cost us dearly but we
knew we had to have perfect windows so we
had no choice.
To get brands on board we attended
White Gallery London and found more than
enough dresses there that we loved with which to fi ll the
shop. We also followed up leads and recommendations
from friends and customers. It was mostly an intuitive
process, each and every dress had to appeal to us for
one reason or another, and at the right price. We did not
want to buy labels for the sake of it; we chose dressesthat we absolutely love,
regardless of the
designer’s name.
We opened in November last year
and have been very well received.
The fairytale aspect of weddings
seems to appeal to all ages: in our
fi rst week a very young girl pointed
up at the window and whispered
to her mother she wanted to wear
“that dress and look like a princess”
and we often get couples who have
been married for years who feel
compelled to pop in and express
how lovely they think the shop
looks. It makes us feel very proud.
We have had quite a few brides through already
and some extremely positive feedback – thanks to my
wonderful suppliers but above all to Zoe, who manages
the shop, and Nell, who is my right hand – both are
worth their weight in gold. I am so lucky. BB“To get brands
on board we
attended White
Gallery London
and found more
than enough
dresses there”Astral Sundholm (far
left) and Ellie Lowe
are among the bridal
brandss stocked at The
White House022-024.BB.163.retail focus.indd 24 06/06/2014 12:22