We caught up James Ellis from Ellis Bridals to talk about the brand’s century in design…
Established in east end London in 1912, Ellis Bridals was one of the first early innovators of the UK bridal industry. Today, still a family-run business, the luxury British bridal brand is among those pioneering in bridal fashion. With a century of living heritage, the brand continues to evolve and refine its design process and now, Ellis Bridals is defined by its unique, handcrafted gowns.
With over 100 years of experience in design, Ellis Bridals has the unique luxury of being able to take inspiration from its archives of fine embellishments and delicate beadwork. James Ellis, Co-Creator explains how this has influenced the brands signature style. “Each stage of design is carefully considered to ensure that every dress is as timeless and unique as our bride and her wedding day. We love creating intricate little details that will not only enhance but also intrigue.”
“We strive towards timeless British style with a fashion twist, offering our customers something more fashion-forward and special for their big day. The team is constantly sourcing unique fabrics and trims to make sure we have a real point of difference,” he adds.
But how has the well-established brand dealt with the ever-changing bridal market? James tells us that they’ve noticed a trend in fewer couples looking to get married in a church. And, because of the decrease in popularity for traditional weddings, there is a change in how brides shop for the wedding dress.
“More and more brides are looking for a dress that is unique, special and reflective of them. And, because of social media platforms likes Pinterest and Instagram, these brides are far more research-driven, meaning they are more open to modern and innovative designs.”
Read More: Stunning New Designs by Ellis Bridals
To remain relevant to their customers, Ellis Bridals strongly believes in developing their brand so modern brides can still identify with them. “As the bridal industry moves forward with social media, we have the tools to speak to our brides directly about who we are. Because of this, our customers feel more involved with us,” says James.
“The world of social media opens up endless choices for brides and gives them more confidence to experiment. We aim to grow with our customers and continue to offer them something different and new.”
The latest collection to come from the brand is a true representation of its core values . The 2020 ’Duchess Collection’ re-imagines the English Rose for today’s modern world. “With a back-to-basics approach to design, each dress has been carefully crafted to guarantee unrivalled quality, comfort and structure. Over a century of construction experience ensures every design in the 2020 collection exists for that ‘wow’ moment,” says James.
Read More: First Look at Ellis Bridals 2020 Collection
Another reason for the brand’s great success over the years is due to the excellent relationship it has with its retailers. “We work hard to maintain close relationships with our retailers and pride ourselves on our wonderful customer services team who always go above and beyond,” adds James.
“Our customer service team have been working in the industry for many years and are equipped to deal with any situations that may arise. The team are a family and have worked together for many years; a family who treats each and every retailer as one of them, using an open and honest approach.”
If you enjoyed this, take a look at our Wonder Woman Wednesday interview with Regine Ellis, Design Director at Ellis Bridals.