Luxury Shopping Experience

Siân’s goal was to create a luxurious boutique where brides could choose their wedding dress in an environment that matches their expectations. The Tilly’s ethos has always been “luxury doesn’t have to mean expensive” and Siân wanted to prove to brides that they can have an incredible wedding dress, without having to compromise on quality, or having to blow their wedding budget. “I offer brides the chance to shop for their wedding dress in a luxurious and aspirational environment, but with a team of stylists who are knowledgeable, warm and fun.”

Of course, the main draw for many brides is the designers and collections a boutique stocks and when it comes to gowns, Tilly’s has the best of the best. “I never wanted to stock hundreds of different designers that all created collections so similar to one another that they had no differentiating identity,” Siân says. “I also wanted to ensure that our collections reflected us as a boutique – a collection that Tilly’s would become synonymous for; beautifully designed and exquisitely made gowns that celebrate every type of woman.” 

The Collection

The boutique’s most popular designer is Jenny Yoo. “Jenny’s gowns made their home on our rails in 2023 and are the epitome of stylish, modern femininity,” Siân says. “The fabrics she uses are super luxe. Think soft tulles and chiffons, with silks that move like liquid. These dresses are perfect for brides who want clean lines and contemporary cuts, but without being so overly ‘fashion’ that they’ll date.” For Siân, the Jenny Yoo marketing team is second to none and their advertising approach is a major plus. “A huge proportion of brides book with us after spotting one of Jenny’s designs online.”

Siân also stocks Freda Bennet, who she described as “just a joy”. “The designers, Christine and Jane, honestly can’t do enough for my brides. Nothing is too much trouble and that level of support from a label is priceless,” Siân says. “Their collections align with my ethos that one doesn’t have to sell one’s soul to be able to wear a sensational dress. The gowns are so beautifully designed, the corsetry and structure in the bodices are impeccable and perfect for brides who are on the hunt for a dress that is exquisite, classical elegance, without having to sell a kidney to get it.”

Siân adores the drama of a ballgown and admits that if she could have a boutique full of Bridgerton-esque options, she would. “Sadly, this isn’t what Warwickshire brides look for,” she says. “However, I definitely scratch that itch with my Josephine Scott collections. Josephine’s dresses aren’t dresses, they’re gowns. The construction is insane and the fabrications are to die for. These gowns are sophisticated and timeless and have the couture glamour that makes my heart sing!”

Tilly Trotter’s was also one of the first UK stockists of Australian label Madi Lane – an accolade that Siân is extremely proud of. “I’m so pleased with myself for being proactive and approaching the sales team all those years ago,” Siân says. “Their collections are universally flattering and attainable; they have a gown for everyone. They tick my ‘romantic and whimsical’ box and are perfect for brides who are looking for an elevated beachy, boho dress.” Another huge bonus of working with Madi Lane is the support of its wonderful customer services team. “Particularly as they are crazy local to me. Their offices are a 10-minute walk from my house!” 

Another Australian label that Siân stocks is Martina Liana, part of Essense of Australia, who she adores for their couture looks and extensive customisation options. "I think they’re the label I’ve stocked the longest," Siân says. "They’re perfect for sexy, glamorous brides who love exquisite beadwork and embroidery. They offer unreal construction and make brides of any shape look incredible."

Siân also stocks Ukrainian designer, Monreal. “Their designs are glamourous and fashionable. They always hit the trends,” Siân says. “I recently took on Trish Peng, too. This designer is all about modern and attractive designs that are unique and creative. Plus, both of these labels provide amazing customisation options, for brides who want to create a bespoke look.” 

Each one of Siân’s designers is unique and has a USP that sets them apart from one another, which means that when a bride visits Tilly’s, they generally find that they gravitate towards one or two specific designers. “It’s usually not until we progress through the appointment and pull together a shortlist of favourite dresses, that a bride realises all of her favourites are often from the same designer,” Siân says.

Stocking Approach

So, how does Siân approach finding designers to stock? Well, she has a very clear set of rules that she follows when sourcing labels. Firstly, any new collections need to fill a void. “I won’t take a label on if it’s replicating something we already have,” she explains. “This is just going to confuse brides and make it difficult for my team to choose a considered and varied selections of dresses for customers to try. From a business perspective, it contradicts everything that I believe in, in terms of labels each having individuality, and it also just feels like I’m diluting sales and spending unnecessarily.”

A label needs to be competitively priced, too, both at wholesale and RRP, with generous profit margins for each dress. “I may become absolutely besotted with a label, but if it’s way over the average spend of my brides, then I just have to cut my losses and walk away,” Siân says. “There’s no point having rails of dresses that don’t get pulled because they’re too expensive.”

Of course, quality and varied fabrications are also extremely important to Siân. “Exceptional corsetry and structure, and perfect finishing are all non-negotiables,” she says. “It doesn’t matter how popular a label is, or how impressive the designs are, if the dresses look poor in real life, then I’m not interested.”

Finally, Siân looks for impactful marketing campaigns, with a significant spend on advertising across all platforms. “I always look at how collaborative marketing departments are with boutiques,” Siân explains. “A label should proactively support all of their stockists at every opportunity, not just their favourites or the stores that shout and complain the loudest. I can’t count the amount of times we’ve been burnt like this and had a label promise us the earth with regards to marketing and promotional support, only to receive nothing.”

With a decade of experience in bridal and countless more years in luxury goods, Siân could be described as a fountain of knowledge. If you’d like to hear more from her, she has written a brand-new book, The Wedding Dress Survival Guide. While aimed at helping brides navigate the often stressful and overwhelming buying journey, it will no doubt prove a useful tool for retailers, who will gain available tips on how to help their brides leave their store with their dream dress.

Read the full article in Bridal Buyer Issue 2 2025
Words Jennifer Grimble 

The Wedding Dress Survival Guide
As well as running a successful boutique, Siân is also the author of The Wedding Dress Survival Guide – a no-nonsense, refreshingly honest book that demystifies the often overwhelming world of gown shopping. Written with wit and warmth, it’s packed with practical tips, insider advice and reassuring truths – a thoughtful gift for potential customers.