At a recent Lounge Session, an expert panel including Stacey Hughes (Maggie Sottero) and Andrew & Rob Pearce (Creatiques Bridal Boutique) explored what inclusivity really looks like in practice and how boutiques can take meaningful steps forward.

Building Safe Spaces for All Couples

For Andrew and Rob Pearce, who have been together for more than 20 years, inclusivity starts with something simple but profound: creating a safe space.
“Many shops are nervous about how to approach LGBTQ+ couples,” they explained, “but it’s about treating everybody the same. From the moment someone walks through the door, they should know they’re welcome.”
They stressed the importance of making a clear statement on your website and socials about inclusivity. “If you tell people this is a safe space, it matters. It makes people feel confident enough to step inside.”
Their approach is built on everyday actions, asking about a client’s partner, showing interest in their story and creating an environment where every couple feels celebrated.

Training, Language and Visibility

Stacey Hughes from Maggie Sottero highlighted how vital it is to think practically about inclusivity:

•    Training staff so they know how to support brides with different needs, from visual impairments to size inclusivity.
•    Reframing the conversation – for example, talking about sample sizes rather than a bride’s body.
•    Visibility online – using phrases like “plus-size dresses” to ensure brides searching for these options can easily find your boutique.

“It’s not just about stocking a wider size range,” Stacey added. “It’s about making sure brides feel comfortable trying on dresses, whatever their size or background.”
Questionnaires sent before an appointment can also help boutiques understand a bride’s needs ahead of time, from sizing to personal preferences, making the experience smoother and more supportive.

Representation in Campaigns

The panel agreed that representation matters. Maggie Sottero’s latest campaign, Love for All, brought together brides of all sizes, skin tones, ages and backgrounds – from same-sex couples to a bride in a hijab, to disabled brides.“

It’s about serving every bride,” Stacey said. “We want to be a brand that celebrates inclusivity and diversity, not just in words but in the imagery we put out.”

Andrew and Rob echoed this sentiment: “Older brides, too, deserve celebration. We had an 86-year-old bride, and it was just joyous. Every story matters.”

Showing “real brides” across social media is also vital. “You’ve only got seven seconds to hook someone in,” they reminded boutiques. “Authenticity sells.”

Practical Considerations for Boutiques

Inclusivity isn’t only about marketing, it’s about the tangible experience in-store:

Stocking a size range from 10–34, with clear communication on what’s available.

• Carrying bra cups in a variety of skin tones to cater to different complexions.
• Being prepared for sensitive conversations, as even small comments can unintentionally cause offense.

Ultimately, it’s about approaching inclusivity with curiosity and genuine care. As Stacey put it: “Ask yourself, are you really creating a space where we can celebrate everyone’s love story?”

The Takeaway

The panel concluded: inclusivity is a mindset, not a trend. From your sample rails to your social feeds, every decision you make sends a signal about who belongs in your boutique. By leading with empathy, representation and authenticity, bridal retailers can ensure no bride ever feels unseen.