Attending a live session, and then having the chance to meet and talk to the incredible Steven Bartlett, was such a massive recent business highlight for me. For those of you that don’t recognise his name, he is an entrepreneur, investor and host of ‘The Diary of a CEO’ – brought more into the public eye from his role on Dragons’ Den.

The business networking conference, in part hosted by Stephen Bartlett, was in Birmingham, so I zipped up there with my 14 year old daughter Arabella. It was so awesome that I thought I’d share some snippets; Steven didn’t just share motivational soundbites; he gave us clues to thinking bigger, leading better and moving faster! And while his world might be tech, investment, and multi-million-pound ventures, his lessons can translate and apply to anyone running a business, including those of us mad enough to be in the bridal industry!

Hire Brilliantly, Build Culture Relentlessly

Steven claims he spends 33% of his time hiring and he oversees every new appointment. To him, businesses are recruitment companies first – the quality of your team determines the quality of your outcomes. This struck a massive chord with me, I’ve always believed that one of our super powers is our people! You need to relentlessly look after your team, invest in them, reward them and build a business that they are invested in, too.

Culture, he stressed, is everything. Strong ‘culture’ orientated businesses turn new hires into strong team members, with long-standing staff acting like ’disciples’ who protect and spread the values of the business, too. That means being crystal clear about what you tolerate and what you don’t. When things aren’t going well with a team member, you have a conversation, if nothing changes Steven was fairly direct, ‘if they’re not the right fit, they have to go’.

Leaning Into AI

Steven’s approach to new technology is simple: when something unfamiliar feels uncomfortable, lean in, don’t back away.

AI, Stephen believes, represents a massive opportunity, he suggested that if we spend just one hour a week experimenting and utilising AI you’ll be in the top 0.1% globally in terms of understanding. For bridal, this could mean exploring AI tools for marketing, video editing, sales, order automation and client communications. Many tools are already ’on the shelf’ and ready to use. 
I suggest you start with Chat GPT, you can use it to help you to understand what you can apply to your business. For just £20 a month upgrade it, EVERY forward thinking bridal business owner should be using this in my opinion!

Push On The Paper Walls

One of Steven’s interesting ideas that he spoke about was “paper walls” – those barriers we think are solid, but are actually flimsy if challenged. Whether it’s a supplier lead time or a clunky process we often we accept it. But what happens if you ask: What would it take to do this faster, better, or differently?

Steven gave an example where a task estimated at six days was completed in two once he’d asked the right questions and removed a bottleneck in order to make it happen. In bridal retail, this mindset could mean re-thinking how we manage orders, appointments or even alterations. Thinking outside the box and challenging the norms can bring about change and innovation.  Don’t be afraid to do things differently and challenge the norms.

Build Real-World Community

Despite being deeply immersed in digital, Steven pointed out that the big brands are winning by bringing people together in real life. This I predict, will become increasingly important as ‘all things digital’ increases!  For bridal, this is second nature because we operate in a relational, people orientated environment – ‘What are you doing’ or ‘what more’ could you be doing in your business to create meaningful, in-person connection?

Customers, especially now, he reminded us, will always value things that are fast, good value and rooted in real relationships. In our world, that means timely communications, competitive yet fair pricing and a deep, human connection at every opportunity.

Remain Calm in Chaos

Business, Steven said, is a constant stream of unexpected problems – and that’s the price of entry!  When I coach I’m often reminding retailers ‘this is the walk of a business owner.’ His advice was to focus only on what you can control, remembering that many of the things we stress over never actually materialise.

Stress, he also added, is only damaging if you can’t share it. Whether with a mentor, friend or fellow boutique owner, talk it out; he claims that this really helps on many levels.

Separate Yourself from Your Thoughts

One insight was Steven’s approach to mindset. He realises that he is not his thoughts, and even names his intrusive thoughts ’Becky’ to remind himself of the separation. It’s a tool to stop negative spirals – something every business owner can benefit from when the pressure mounts. I’m often waxing lyrical about mindset and metal health in business, Steven reminded me that this is everything and is clearly something that he focuses on!

My Bridal Takeaways

As I left the session, I felt inspired and my head was buzzing with ideas to share with Clients I coach and that I can apply to my approach in business. Here’s a few conclusive take aways;

Question the “way it’s always been done.” Whether it’s appointment slots, payment terms, or delivery lead times, push on the paper walls.

• Hire for culture and potential!  Skills can be trained but mindset, values, and passion are gold.
• Embrace technology especially AI. Play with it now so you’re ahead when the industry catches up
• Double down on community creation. Your brides, grooms and local businesses want real connection.
• Manage your energy and mindset. Rest well, talk openly, and focus on what’s in your control.
• Stay in the pursuit. The goal isn’t to arrive; it’s to keep growing.

Running a bridal boutique may not look like running a tech start-up, but leadership, innovation, and human connection are universal currencies. Meeting Steven Bartlett was a reminder that the best businesses (whether they sell bridal gowns or cutting-edge software) are built on curiosity, courage, and culture. He was incredibly inspiring and a brilliant example of a focused, grounded but aspirational businessman who succeeds because of his mindset, his vision and positive leadership. I loved meeting him - An approachable and impressive Man, I loved his energy and insight!  What  day and what an opportunity for my teenage Daughter too!

I coach new and established businesses on all areas of successful bridal retailing.  Mini one off projects are available after a free discovery call and longer term coaching assistance is also possible. Catch me on @abineill if you’d like to chat or on 07725 804917. I’m also a brand Agent for two incredible brands Rembo Styling and Marylise. Check out www.abineill.co.uk and reach out if you need some motivational energy and guidance.