Throwback Thursday – thinking of opening a bridal shop?

Yesterday I did a radio interview focusing on the fluffy, light-hearted side of running a wedding dress shop.

Today I shall be on an uber glamorous buying trip at Jenny Packham in Mayfair, followed by cocktails at The Langham in Portland Place to discuss fabulous plans for exquisite event.

For Throwback Thursday here is Miss Bush’s first ever shoot in the grounds of Fetcham Park, a jewel of a stately home owned by my treasured & stylish friend Laura Caudery. The dress is, of course, the inimitable Jenny Packham.

I am fairly certain that over the past few weeks Miss Bush has been ‘mystery shopped’ by eager future bridal shop owners. On days like today, with images like this I can see why one would be seduced.

I was asked in my interview ‘Do I ever get that Monday morning feeling?’. Of course not. My life is one long powder puff of pretty…

Seriously, wannabe shop owners, this is a very expensive business, demanding of your time, your intellect and your business acumen. It is not your wedding. It is not about you. I have worked harder for 20 years for myself than I would have ever for an employer. Serious graft has given me access to the best labels. Longevity – growing up with others in the business – has put me on first name terms with designers, editors & bloggers. This has come at a price. I earn a retail salary, although I could take dividends * falls over laughing at the irony*. The flexibility to work round your family? I have barely spent a Saturday with my children in years which means that Sunday is not ‘special’ it is full of housework. Yet forums will criticise the lack of Sunday opening.

I am clever, pretty funny, self depracating. I have an encyclopaedic knowledge of all things bridal. An appointment with me is enlightening if nothing else. Last buying season I was subjected to fake appointment by a group of would be bridal shop owners – that would be you – The White House!  I then ran into them the very next day on the stand of one of my suppliers. Two hours of my time wasted, 20 years worth of knowledge for free & a dress ruined.

I am available as a retail consultant. For £150 per hour I will be happy to walk you through my shop & talk you through the bridal wear business. It is possible you will not be as keen afterwards, unless you have the ability to bankroll a hobby business which plenty do.

Do I have a Monday morning feeling? What was that nameless terror that woke me at 4am? The one that transforms the gaping hole where a ceiling used to be, the unsafe roof timbers, the landlord, loss adjustor, solicitor & structural engineer into a giant money-draining anti-matter monster. For each £1500 extra quoted by the builder or £240 per hour by the solicitor I mentally juggle the wages/buying budget/overheads sum with the responsibilty & commitment I have to my staff, suppliers & most importantly my clients.

In the light of day the phantoms flee. The work will get done; the bills paid; the dresses worn. The glamour will overcome.

This is not an easy business & there is certainly no easy money. Do I make it look effortless? Exciting? I have a Masters in shallow. I am gifted at gloss. If you bump into me at the White Gallery trade show say ‘hello’ – you never know long it will be before you say ‘help’.

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Credits

Photography: Eddie Judd
Styling: Penny Cullen – Love Scarlett
Dress: Jenny Packham at Miss Bush Bridalwear
Hair: Elbie Van Eeden
Make Up: Arianne Jaksch
Location: Fetcham Park
Flowers: Wild About
Accessories: Stylists own

Emma xxx

Emma Meek, MD of Miss Bush Bridalwear
Miss Bush Bridalwear is Surrey’s leading designer bridal shop