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Behind the brand - Bridal Fabrics

Bridal Buyer interview Bridal Fabrics, a British textile manufacturer proud to provide fabrics to large high street names, small independent dressmakers, and production companies.

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Ernestine Ivory Flower Lace Galliano Lace Sequinned Tulle Marie-Jacques Como Ivory Ivory Silk Printed Taffeta - Belissa Danuta Lace in Ivory Vitality Ivory Glitter Tulle - Sorcery

Can you tell us about the history of the brand?

Bridal Fabrics was born from our parent company DHJ Weisters Limited, a textile manufacturer in Lancashire. We’ve been weaving dress fabric for decades and many years ago a few customers asked if they could buy some lace to go with our dress fabrics. We said yes and started to build a small complementary range and the business grew from there. We are still weavers and carry our own fabrics manufactured in the UK in our fantastic range.

Can you talk about the brand’s relationship with the UK bridal market?

We’re really proud and privileged to serve so many bridal customers in the UK. We provide fabrics to large high street names with large collections, small independent dressmakers, and production companies too. Each customer is valued and appreciated. We are always listening for feedback and try to stay ahead of the curve in terms of trends, making sure we have the products for the visions of dress designers and brides across the country. We also know that time is of the essence, therefore we carry our range in stock so we can deliver it quickly.

What’s next for the brand?

At the moment our focus is to transition out of the Covid pandemic successfully, which I’m sure is the same for every bridal business. We have made a few changes during lockdown and ensured that we have increased our range, stock levels and capacity. We ship internationally and hope to grow the business both at home and abroad over the next few years. We’re also looking forward to sourcing even more quality lace and fabrics to suit every taste.

What are the brand’s secrets to success?

Customer Service. We have a first rate, long serving team who are passionate about what they do! We try to do everything we possibly can to give the very best service: we supply a superlative range of quality fabrics; we don’t have minimum requirements, and we hold the range in stock to deliver it quickly. We’re a pretty well-oiled machine as we’ve been doing this for so many years.

What is the company’s unique selling point?

No minimum order value or quantity is up there but I think the main one has got to be the range we offer. We carry so many different lace designs, from boho to contemporary and pretty much any fabric you can think of. I haven’t even mentioned, tulle, trims and appliques.

Can you tell us five interesting facts about the brand?

  1. Our fabrics have been used in royal wedding dresses
  2. We are a family business established in 1932 and are still run by the great-grandson of the founder
  3. We supply the hit Netflix series Bridgerton
  4. Bridal Fabrics offers over 20,000 products (make sure you use the filter on the website)
  5. Our fabrics have been worn by a range of celebrity clients including world renowned artists (one who even sang about putting a ring on it!), football families and high-end couture designers

Tell us about the fabrics you have included in your new range?

We have a selection of ethereal, boho inspired designs that are light and floaty and alongside these we have some heavily embellished designs with beads and sequins that are opulent and sparkly. Our best sellers at the moment are a new spangly lace called Sensilla and a pretty 3D floral lace called Ernestine that we offer in three colourways. We have expanded our range of tulles adding variety and a new range of colours. Libretti is a new, soft and drapey tulle with a silky handle that is very popular, whilst Climax is a new coloured tulle range. We’ve also increased our fabric offering with a wider range of eco fabrics, for example a soft crepe called Wit and a recycled satin called Tarantino. We’ve got even more on trend taffeta and dupion called Waltz and Clarity, and crepe backed satin called Desire. There’s about 50 more new products including Lamé, mesh, double faced satin, and more - it’s a phenomenal collection.

Why did you decide to launch a new website?

During the height of the pandemic, we had the opportunity to reflect and look at what we could improve whilst business was quiet. We wanted faster loading speed (we have pictures and videos for every product) and a better experience on mobile devices for our customers. Combined with bringing marketing in house and streamlining our processing time, it was clear that the online experience was so central to our business that we needed to get it right. We’re very happy with the new website but we still have a lot of work to do and welcome any feedback.

How did you decide on the look and feel of the new site?

Our brand colours are pink, grey, black and white so we decided to retain this, and our logo. The website needed to show the product images clearly as this is central to the customer experience. Space for plenty of pictures, videos and specification detail is essential, plus a super-fast load speed. Building in the menu was important so customers can navigate and filter to find just the right product to fulfil their vision.

How can retailers get in touch to order?

We can be contacted at www.bridalfabrics.com but make sure you drop us an email at info@bridalfabrics.com or give us a call on 01254 700117 to upgrade to a trade account. We look forward to hearing from you.

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