Tell us about the history of the company. How did sustainability come to be an integral component of your brand ethos?

Love & Loved is a relaxed and modern bridal boutique with a selection of made-to-order wedding gowns and separates looking for love. We work with talented designers who celebrate women, put sustainability at the heart of what they do and win awards for their work. We don’t preach to be perfect but the biggest draw to our gorgeous location was how its kind on the environment. Our wedding dress shop is at the heart of the Swanbourne Estate which has a wide ranging conservation programme. They are meticulous in their preservation and enhancement of the ancient historic parkland and local landscape. Replanted traditional wildflower meadows, orchards and woodlands are a key feature of the estate.

Our power is provided by solar panels from the nearby grain store and our heating comes from a new “green” air sourced heat pump. We provide a habitat for local bats (at a safe distance from our gorgeous gowns) and new ponds have been created to take care of the local wildlife. The restoration of the barn has been designed to be an accessible space as we wish to make everyone who visits us feel most welcome.

What first raised your awareness on the issue of fast-fashion/non-eco-friendly products?

My awareness for sustainability and ethical practice developed during my role as a buyer, when I travelled the globe sourcing and developing products. Working for a distinguished, loved & trusted British retailer, I quickly learned the importance of doing business the right way and could see first-hand how sustainability and good ethics were a growing concern of the British consumer. I knew this was something I needed to weave in to my own business. 

I was delighted when I found my dream premises for my boutique. Our characterful centuries old barn was being converted to a modern and high standard with eco systems, providing me with a great foundation in which to build a business focused on ethics and sustainability. 

During my search for designers, I quickly came across an abundance of fabulous designers all with one thing in common: they were international brands. I decided I wanted to support British designers where I could - although not exclusively, as I think it’s wise to always be open minded. After all, “just” being British does not tick the sustainability box and we would not want to overlook the work being done by brands across the globe. But it was certainly a great place to start. It just felt right to support British talent, showcase their work and support local communities at a time following so much disruption to our way of life. It quickly became a passion.

Which brands do you currently stock, and what made you choose them?

The topic of sustainability is so hot right now, but it’s important to acknowledge that very few of us are getting it all right. Understanding the impact on our planet and how we can reverse the issues and build better foundations is complex at best. In the grand scheme of things, it’s still quite “new” to many of us, and the solutions can be expensive. With this in mind, I chose to focus on partnering with designers who put purpose and not just style at the heart of what they do. This could be brands sourcing sustainable materials and working with ethical supply chains, but it was also important to me to work with female-led businesses, brands manufacturing in the UK and most importantly, with designers for whom improving their practices is on their agenda.

We are proud to Partner with British labels, Kate Fearnley, Believe by Gaia, Shikoba Bride and E&W Couture, while our collaboration with Sanyukta Shrestha, a leader in ethical Bridal fashion, has taught us so much about the importance of provenance and knowing where our products come from and how they are made. We also have a very special collaboration with bespoke designer Libertine Bride. We have resurrected past samples to curate a collection from existing pieces, re-using materials and styles to create a considered edit of bridal separates.

How do you ensure the brands you supply have an ethical source/what are the key factors you look out for when sourcing new designers?

When we hear sustainability, we immediately think about the health of our planet and how we must change our habits to improve its outlook. Building lasting relationships with our suppliers and designers is of upmost importance to achieving this. We always meet and talk at length with prospective designers, sharing our brand values to ensure our objectives align. As well as discussing how their style suits our bride, understanding how they do business is firmly on our agenda and never a conversation we shy away from. We don’t have all the answers, but we’re constantly inspired by our designers and their work!

Why is it equally so important to support the UK bridal industry?

We have so much talent in the UK, why not support it? If we don’t, we’re in danger of losing it, which would be a crying shame. Supporting the UK bridal industry not only helps cut down our carbon footprint but it provides high quality jobs to local communities, offering an opportunity to nurture young talent and maintain industries and craftmanship that are in decline. It also offers our brides a great service. Often lead times can be shorter and since nothing is mass manufactured, and we work so closely with our designers, we can tailor each gown to suit a brides needs and wants.

What is one piece of advice you’ve learned that you’d want to share with brides/other boutique owners in the wedding industry?

I’ve realised in recent years, especially having young children, that I have a responsibility to tune in to the wider issues that we face as a society. We can’t solve anything as individuals and the issues often feel so huge it’s hard to see how our contribution helps. My view is: just start. Find the quick wins and focus on the easy habits to change. I’m not in a position to advise but my ethos is, knowledge is power, and so education on the key issues facing our industry is really important. 

Find out more

Website - www.loveandloved.co.uk

Email - vicky@loveandloved.co.uk

Instagram - @loveandlovedbridal