What’s not to love?

For Caroline, it’s incredibly important to offer her diverse clientele plenty of choice. “Our designers have been carefully selected to ensure that every bride, regardless of her personal style preferences, finds a dress that feels like it was made just for her,” Caroline says. Justin Alexander Signature is perfect for brides seeking a statement piece. “Their designs stand out for their sophisticated elegance and attention to detail; each dress is like a work of art.”

What also stands out for Caroline is the brand’s unparalleled ability to customise their dresses, making each gown truly unique for the bride. “They also provide exceptional customer service and have a user-friendly web portal, which provides easy access to high-quality imagery,” Caroline explains. “Their stock visibility facilitates a seamless selection process for our brides, too.” Caroline also loves Adore by Justin Alexander. “Their designs strike the perfect balance between classic charm and contemporary elegance, all while maintaining an accessible price point.”

In Lillian West, Evelie offers gorgeous, bohemian styles that appeal to brides who are looking to achieve a more relaxed aesthetic on their big day. “Their laid-back designs are complemented by an excellent array of marketing resources, assisting brides in visualising their potential wedding look,” Caroline says. “The brand’s commitment to customer service further enhances the bridal shopping experience.”

Mikaella and Sincerity Bridal provide romantic and whimsical designs that resonate with those who love classic bridal looks. “Sincerity Bridal won us over with their designs; they radiate charm and romance,” Caroline says. “Their diverse collection ensures that every bride can find a gown that feels like it was made for her, thanks to the brand’s focus on variety and inclusive sizing.” As for Mikaella, Caroline loves their sleek, chic designs, which offer a modern twist on classic bridalwear. “Their gowns are designed with the contemporary bride in mind, featuring clean lines and subtle details.”

Similarly, Paloma Blanca offers timeless elegance, while Aire Barcelona and Aire Royale bring a European flair to Caroline’s collection. “We love the quality of Aire Barcelona’s lace and beading work,” she says. “These dresses are for the bride who appreciates meticulous attention to detail and craftsmanship.” Paloma Blanca is loved by Caroline for the quality of the satin, Mikado and charmeuse materials they use. “Paloma Blanca gowns are simply unmatched,” Caroline says. “They offer brides a sophisticated and simple dress option, but their commitment to using high-quality fabrics ensures each gown drapes beautifully and feels luxurious against the skin.”

Building relationships

The relationship between retailer and designer is incredibly important. Entirely symbiotic, one cannot thrive without the other, so building trust and rapport with the labels you stock is essential. “We have fostered relationships with our designers over time,” Caroline says. Mutual trust and respect is key, as is knowing that the quality of the dresses will never falter. While she has established important relationships with the labels she stocks, Caroline isn’t afraid to make changes where necessary. “We are continuously evolving our offerings to stay in tune with the latest bridal trends and our clients’ preferences,” she says. To do this, Caroline regularly takes stock – quite literally. “Each year, we evaluate our collection, adding new designers, removing others and swapping dresses out to ensure our offering remains fresh, diverse and efficient.” This approach allows Caroline to keep the boutique dynamic and responsive to the ever-changing needs of her brides.

Finding the right fit

With so many designers to choose from, it can be extremely difficult to narrow down the options and avoid over-buying. So, how does Caroline approach the buying process and what does she look for when sourcing new collections? Well, the answer is far more technical than you might expect. “Our approach to curating our bridal collection is both data-driven and intuitively guided by social listening,” Caroline says. “We leverage data analytics to understand trends in necklines and fabrics, as well as the styles preferred by our clientele.” Another key factor is whether the designer can produce and deliver gowns within a six-month timeframe. “This flexibility is crucial in accommodating the diverse timelines and needs of our brides, ensuring that each one can have her perfect dress,” says Caroline.

This insight, coupled with her keen attention to social media trends and direct client feedback, helps Caroline make informed decisions about her inventory. Although buying on impulse works for some retailers, at Evelie, the curation process is strategic. But that doesn’t mean that the dresses Caroline stocks aren’t utterly gorgeous, encouraging brides from near and far to book an appointment. “Our goal is not just to follow trends, but to provide a collection that resonates with our brides’ desires and dreams for their special day,” Caroline says. And that’s what being a bridal retailer is all about, isn’t it?

Original Interview: Jennifer Grimble