Ask The Experts: Industry Q+A
Top industry names discuss the latest trends, details and strategies boutiques should consider for a smooth, successful and driven year ahead
As we move through 2026, bridal boutiques face a new reality: evolving customers, faster trend cycles and a marketplace that’s more competitive than ever. From smarter buying strategies and fashion-forward silhouettes to stronger supplier partnerships, today’s success stories are built on both agility and aesthetics.
To help retailers plan ahead, we asked some of the most knowledgable names in the industry to share their insights. From Allure Bridals to Essense of Australia, Dando London, Eliza Jane Howell and Jarice, these experts share their advice on buying smarter, spotting key wedding dress trends and creating the kind of boutique experience today’s bride expects.
TIM DUNBAR, ALLURE BRIDALS
What is your best piece of advice for retailers in 2026?
Be willing to stretch. The most successful retailers in 2026 will be the ones who look ahead and trust what brides are moving towards, not only what has sold well in recent years. That may mean leaning into more refined, fashion-forward classics, investing in higher-quality pieces, or introducing silhouettes that feel slightly unexpected today but will feel exactly right tomorrow. Brides are evolving, and retailers who evolve thoughtfully and confidently with them will stand out in a crowded marketplace.
From your perspective, what makes a retailer–brand relationship most successful, and how can boutiques make the most of working with you?
The most rewarding relationships are built on alignment and trust. When a boutique truly understands Allure – our design philosophy, commitment to craftsmanship, dedication to retail success and the bride we design for – the brand and collection come to life on the floor. Open dialogue, shared insight and collaboration allow us to grow together and respond to what brides are really asking for. When the relationship feels like a partnership, it creates a better experience for everyone, especially the bride.
MARTINE HARRIS, ESSENSE OF AUSTRALIA
What has been a popular trend for you this year that you think will continue strongly into 2026? Why?
One trend that has resonated strongly this year, and that we will continue to see in 2026, is modern minimalism with a couture twist. Brides are gravitating towards details seen on the runways: clean, architectural lines paired with unexpected elements such as exposed boning, sculptural accents and stunning lace appliqués. It’s a look that feels timeless yet fresh, giving brides the freedom to express individuality.
What style or design detail do you feel retailers should pay closer attention to when curating their buy for 2026?
Retailers should focus on gowns that balance timeless elegance with modern versatility. Brides want personalisation, so look for designs with interchangeable elements and unique embellishments. These features make a gown feel bespoke without requiring full customisation.
CHRISTINE DANDO, DANDO LONDON
What is your best piece of advice for retailers in 2026?
Be yourself. Brides are drawn to authenticity, not imitation. Boutiques that allow their personality, values and expertise to shine, particularly on social media, build stronger trust and deeper connections. Retailers should also lean into their suppliers – strong brands bring decades of insight, and that shared knowledge can be invaluable when navigating buying decisions, marketing and growth.
From your perspective, what makes a retailer–brand relationship most successful, and how can boutiques make the most of working with you?
The most successful partnerships are built on clear communication, trust and shared ambition. Boutiques thrive when they fully understand and utilise everything available to them, from our extensive imagery and videos to our customisation options and events. Spending time with our UK team, who bring over 100 years of combined bridal expertise, allows stockists to gain confidence, knowledge and momentum. We are hands-on, approachable and genuinely invested in every boutique’s success.
ANDREA CUTTS, ELIZA JANE HOWELL
What has been a popular trend for you this year that you think will continue strongly into 2026? Why?
We have seen a real upturn in brides looking for several looks for their wedding: a rehearsal dinner dress, the main dress and a second dress for the evening reception. The average spend remains the same, but it is now spread across three different looks, with brides spending less on the main dress to accommodate this.
Is there anything you think brides will be particularly embracing or asking for in 2026?
Brides want to add their own individual style by accessorising with super-cool capes or neck scarves. We are especially feeling the vibe for more structured short capes with exaggerated shoulders. Brides are also moving away from understated dresses and looking for something more unique and special to wear on their wedding day.
ANNA HARE, JARICE
What is your best piece of advice for retailers in 2026?
Stay true to yourself and trust your instincts. Don’t be influenced or intimidated by other stores – do what feels right for you, and your brides will sense that authenticity the moment they visit your website or walk through your doors. Gaining trust will be far more important in the year ahead than the labels you carry or the number of fitting rooms you have.
From your perspective, what makes a retailer–brand relationship most successful, and how can boutiques make the most of working with you?
Everything we do is rooted in genuine partnership. We believe in open, trust-based relationships with our stockists rather than rigid minimums or restrictive rules of engagement. The industry has moved on, and rightly so. Boutiques should feel supported and empowered by the brands they represent, never constrained or belittled.
WORDS Anna-Marie DeSouza
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