Bedroom to Boutique

Back in 2005, Abi took out a business loan and set up shop in her aunt’s spare bedroom. “It was a very nice back bedroom, I’ll have you know,” says Abi. “A medieval property built in 1375, full of character. Brides loved it. It was cosy, it was personal.”

That ‘home from home’ feeling became the foundation of Abigail’s Collection. Two years later, the business expanded into commercial premises, keeping its signature warmth and one-to-one consultancy style. Over time, Abi and her husband Rob took over the whole building.

Fast forward to 2025 and the boutique has served thousands of couples, dressed countless brides and grooms, and (just casually) collected 31 awards, including the most recent one, the Bridal Buyer Award for Customer Service. “Winning awards has actually been part of our marketing strategy,” Abi says. “One of my business goals was to win an award every year. We’ve pretty much managed it!”

Service Secrets

So, what’s the secret behind that award-winning service? Abi believes true customer service begins long before a bride even steps through the door. “It’s about connection,” she explains. “It starts from that very first point of contact – building trust, understanding their emotions and helping them feel safe and empowered.”

Abi notes that retail isn’t just about dresses anymore, it’s about psychology. “Brides today can feel overwhelmed. They’ve been on Instagram, seen a thousand perfect dresses, and now they’re terrified of choosing the wrong one. Our job is to guide them, not indulge the overwhelm, but lead them through it with kindness and confidence.”

Abi tells us that her success goes beyond knowing who her target market is. “What matters is understanding what all brides need. And that is to feel heard, seen, supported and reassured.”

The boutique’s success is also rooted in choosing the right designers, Abi tells us. “10 years ago, it was all about the experience. Now? We’re in an Instagram world. Brides are researching like never before. They know which brands they love before they even meet us.” Having labels that generate excitement and recognition is now essential. “The trailblazing boutiques are the ones with the brands that stop brides in their tracks,” she says. “The ones with strong campaigns and social media presence.”

But great gowns alone don’t make a great business. “It’s also about your people,” Abi says. “Your team is everything. I’m a big fan of Steven Bartlett, and what he says is so right – it all comes down to the people who deliver your vision every single day.”

Wins & Wisdom

Over 20 years, there have been plenty of highlights for Abigail’s Collection, from celebrity clients, glittering events, glowing press features. But for Abi, the biggest win is far more simple: “We’re still here. Still thriving. Still passionate,” she says. “We’ve evolved with the times and stayed profitable, and that’s no small thing in this industry.”

As a coach to other bridal businesses, Abi knows how hard that balance can be. “Instagram can make everything look fabulous,” she says, “but behind the scenes, many boutiques are just surviving. I’m proud that we’ve built something that’s truly sustainable. That doesn’t mean it’s always been easy. Staying motivated for 20 years is tough. Running a successful business means constantly working on yourself as much as on the business. You have to protect your mindset, or you’ll burn out. That’s probably been my biggest lesson.”

While Abi and the team take business seriously, they are also known for their sense of fun. “That comes from the people, really,” she says. “But also, leadership matters. If I’m happy and passionate, that filters down.”

She’s also quick to credit her husband and business partner, Rob. “He’s half the reason we’re still going strong,” she says. “I might be the one in the spotlight, but he’s the engine behind it all. And somehow, we’ve managed to stay married, too, which is probably our biggest achievement of all!”

WORDS Anna-Marie DeSouza