Congratulations on winning Customer Service of the Year! Can you tell us more about why you entered the awards for 2024?

Charlotte Elizabeth Bridal: Thank you so much! I have always admired the awards and after building my bridal business to this level, I felt this year was the year to apply!

Allure Bridals: Nearly 5 years ago, after setting-up company operations in the UK, Allure Bridals sponsored the Bridal Buyer Awards. With only two staff members on the ground in the UK, we bought a table and attended the awards, because even then, in those early days of finding the best retail partners in the UK, we could see tremendous value in being part of these awards as an opportunity to, in a crowded marketplace, highlight the best of the best, to shine a light on the invaluable, often invisible, work being done in our industry by retailers and manufacturers. 
And at each Bridal Buyer Awards since, Allure has sponsored, attended, and admired the work. I had the incredible honour of winning Agent of the Year in 2022, and I genuinely treasure this award, which sits in pride of place in our Manchester office. But this year, we felt we had truly reached the level of service we have endeavoured to achieve from the very beginning, so we entered, only to find out we were finalists in not one but three categories, which was truly so special for our entire team.

How did you feel when you were announced as this year’s winner?

Charlotte Elizabeth Bridal: Absolutely ecstatic! I felt very proud and honoured to be awarded the best customer service Bridal boutique. It’s so important to us, to be recognised providing the best customer service for brides in the country is truly a dream come true!

Allure Bridals: What a night! We were already having such a gorgeous night celebrating with our team and our many retail partners who were finalists as well, but when we won Customer Service of the Year, it truly felt like the culmination of 5 years of work here on the ground in the UK, that our mission statement, our philosophy, which our team endeavours to live out every day, was being recognised by the industry and the professionals we respect and admire. Would we have loved to win all three awards for which we were nominated? Absolutely! But this one – this is the one that speaks the most to who we are and what we believe our role is in this industry, and I couldn’t be happier!

Why do you believe you were crowned?

Charlotte Elizabeth Bridal: We really do go above and beyond for our brides. The level of customer service is the true ethos of our business, and after receiving such incredible reviews from our brides we truly feel we deliver something very different for our brides.

Allure Bridals: Allure Bridals is certainly not the only manufacturer delivering quality customer service in the UK bridal industry, so I do not envy the task the judging panel had before them to crown one winner for this category. With that being said, I am incredibly proud of our team, every member, for the role they play in delivering exceptional customer service. From our sales team to the customer service girls, to accounts receivable, our warehouse staff and seamstress, every member is committed to living out our mission statement.

What measures do you put in place for always going above and beyond for your customers?

Charlotte Elizabeth Bridal: We have always made sure we are always here for our brides every step of the way through their bridal journey. Including being available out of the boutique opening hours, which we feel has set us apart from other boutiques. Connecting with our brides on more a personal level to meet their needs. Offering extra special services such as “Dress the Bride” service, where we have the honour to help dress our brides on the morning of their special day. Gifting a personalised Bridal illustration of our bride in her dress, drawn by Charlotte to continue the special memories with Charlotte Elizabeth Bridal

Allure Bridals: Because it is our mission to show every store that they are a valued member of the Allure Bridals family, our team is committed to positively serving each customer, empathising with every situation, and promptly exploring all possible solutions. We are dedicated to creatively supporting each store’s journey by being the gold standard in industry knowledge, product expertise and customer relationships. It is our passion to achieve the long-term success of every partnership with Allure Bridals