Diana McMann, Marketing Mentor for Bridal & Wedding Business shared her expert insights on building a sustainable business, converting brides into loyal clients, and navigating social media with confidence. Her practical advice helps boutiques streamline operations, enhance the bride experience, and future-proof their business while staying true to their unique brand and style.

What is the most effective way to start building sustainability into my business model? I don’t want to do pre-loved dresses, so what other ways are there?

Start small but consistent. For example, look at your suppliers - are there designers creating with eco-conscious fabrics, lower-impact production methods, or packaging alternatives? Even switching to more sustainable in-store packaging, hangers, garment bags, and recycling schemes makes a big difference over time. I’m sure we all have samples that have been hanging around for too long, so can you work with alterations teams to re-style them into something more on trend? Or build this more into your styling techniques with your brides. Finally, communicate what you are doing clearly with your audience and customers. Transparency builds trust, and even incremental changes add up to a more responsible, future-proof business model.

How do I convert a ’she’s a contender and I need to visit other shops’ to a ’yes she’s the one’?

Conversion doesn’t just happen in the fitting room, it starts long before a bride walks through your door. Every touchpoint you create beforehand matters. From your social media content to your email replies, even the way you share real brides’ stories, all work to build trust and make her feel like part of your community. By the time she visits, she should already feel connected to you, your boutique, and your values.
Once she’s in the appointment, it’s about deepening that connection. Brides may forget exactly which gowns they tried, but they’ll never forget how you made them feel. Use language that grounds them in the emotions of the moment: “This is the look you told me you’ve always imagined” or “You’re glowing in this dress.” And don’t be afraid to remind her of what makes your boutique unique - whether it’s your alterations expertise, your collection of designers, or the experience she won’t find anywhere else.
Ultimately, she’s saying “yes” not just to the dress, but to you and the experience you’ve created - before, during, and after her appointment. That’s what turns a contender into the one.

Everyone tells me I need to be on social media but I don’t feel confident being online. How can I get better at this and is it really necessary?

In today’s bridal landscape, social media is your shop window and brides ARE looking. But you don’t have to be a polished influencer to make an impact. The key is to keep it simple, authentic, and aligned with your strengths. If you’re not comfortable being on camera, start by showcasing your gowns, your boutique space, and behind-the-scenes glimpses of your expertise. Use voiceovers, captions, or even just photos with thoughtful storytelling. As your confidence grows, you can ease into more personal content.  Even something as simple as a warm “hello” to camera can build trust with brides. Consistency matters more than perfection. If you’re showing up with value, tips on dress shopping, fit, sustainability, or styling, brides will see you as a trusted expert, not just another account in their feed. And yes, it is necessary, but it doesn’t have to be scary. Think of it as an extension of the one-to-one care you give in appointments, just reaching brides before they even step through your door.