We're pretty excited about some of the attention we're getting from editors of magazines. Despite this struggling economy, the wedding must go on, and we're here to ensure that brides do not have to skimp on Fabulosity (to quote Kimora).
Here is a little Q&A interview we recently had, and we thought we'd share some of these insights with our fab brides. We hope it will provide some added insight to our motivations and background. Enjoy!!
Please outline your experience in helping brides with their weddings: How did you get your start?
Once upon a time I was a corporate girl working a finance gig at a Fortune 500. For many years I brainstormed business ideas, but was never prepared to pull the trigger. A series of events put Dream Bridal LA into motion. First, my company was purchased and half of my work suddenly disappeared. Second, I was planning my own wedding and in researching options for my own wedding gown, I discovered this 'black market' underworld of girls buying and selling their once worn gowns. I was hooked.
Even though I could have afforded a brand new gown, the idea of spending thousands on a gown worn for only one day just didn't sit right with me. My husband and I were footing the bill, and also the professional shopper in me denied any impulse to pay retail. Of course, I knew about lower price point gown options after visiting budget salons, but when it comes to wedding gowns the saying 'you get what you pay for' most definitely rings true. I wanted a fabulous gown fabricated with high end materials.
Of course, being an LA girl the cache of a designer label was perfectly fine with me. I found a gown I loved from a bride who no longer needed hers, and I made it my own. As the curtain fell on my corporate career, I continued to plan our wedding and then set into motion the plans for Dream Bridal LA. In April 2007 I officially broke up with Corporate America and started Dream Bridal LA full time, and I am loving every moment.
Do you have any professional training?
The training I have is what I would consider my people skills. I'm patient and empathetic. I know that the purchase of a wedding gown is likely the most emotional purchase in a woman's life. Even brides who were not the type to dream about their dress are often surprised to find themselves more invested in the decision than they ever imagined. Emotions run high during wedding planning. I try to provide all my brides a 'white glove' experience and I'm always responsive to questions and needs.
How many brides have you worked with since you started Dream Bride LA?
Nationally I've worked with hundreds. Roughly 70% of my business are long distance brides, including international brides. About 30% are local to Southern California.
Who is your favorite designer?
This is a toss up! I love Claire Pettibone and Jenny Packham as designers both equally but for very different reasons. I love Claire Pettibone's designs because they are so feminine and romantic. I feel like I could be the lead character in an F. Scott Fitzgerald novel if I wore her designs. They speak volumes to the hopeful romantic.
Jenny Packham gowns are so glamorous and sophisticated. They are rich and detailed without being over designed. Her gowns make me think of a wedding backdrop in Monaco. Both designers create wonderfully modern options that are still clearly bridal.
Is there a formula for how much of your budget should be allocated to the dress?
This is a good question! I can't say there is a specific formula, although I know wedding planning websites everywhere will say otherwise. The overall wedding budget should be discussed right away with the people who are paying the bill. If that means the bride's parents, then the bride should have a very straightforward and honest conversation about what they plan to contribute. If the couple plans to pay, then the bride and groom must sit down early in the planning process before the fantasies no longer mesh with the realities.
A high end wedding gown has residual value and can be sold after the event. This is the one component of a wedding where the couple can actually recoup some of their expenses! That being said, the designer and style will largely determine how fast that gown sells after the fact. Ultimately, the price should never keep a bride up at night. If this is the case, it's better to scale back and rethink expectations.
What is the most common mistake you see/hear of when brides are choosing their dress?
Great question!
First, never purchase a gently worn gown that will clearly be too small. Meaning, don't expect to lose weight prior to the wedding, hoping the gown will fit in time for the Big Day. Many brides react to stress differently, and putting pressure on oneself to lose weight is one added stressor that doesn't need to be in the mix.
Second, when it comes to ultimately choosing a gown, a bride should always go with her gut. When a bride hears that inner voice that says, 'This is so me!!' it's 'The One'. Often I have brides contact me who felt pressured by a sales associate at a salon, her mother, a bridesmaid, or even her mother-in-law, and later have second thoughts about her gown choice. Everyone has an opinion, but ultimately the bride's opinion is the one that matters most.
Third, buyer beware! When purchasing from an individual seller, the bride should do her homework and ask lots of questions about the gown, its condition, its altered measurements, including the gown's length. This is no small purchase, and often brides who sell their gowns do not offer a return policy. Spend the time to think through important questions so there are no unfortunate surprises when the gown arrives. Sellers will often say their gown is perfect, but there is no such thing as a perfect, once worn gown. Perfect gowns are brand new, but gently worn gowns are a wonderful option to purchasing new gowns at retail prices. Align expectations and ask good questions prior to purchasing.
What are your three best tips for a bride who is just beginning to look for a dress?
First, get a feel for the many different silhouettes offered by looking through bridal magazines. Think about what will be the most flattering and the most comfortable on the Big Day. If the bride isn't a strapless kind of gal, then a strapless gown will drive her nuts at her party. If a bride dreamed about a mermaid cut but doesn't own a pencil skirt in her wardrobe, this might not be the most flattering look.
Second, pick a venue, then pick the dress. The venue will largely determine what kind of dress the bride should wear. An extravagant ball gown will not be the right match for an intimate garden affair. Picking the venue will clear up a lot of confusion about the direction of the event, the type of budget, and the overall look for the bride.
Third, every bride has a feel for what kind of materials will make her go wild. Lace, silk, satin, beading, tulle - the bride's aesthetic will determine whether the gown will be more simple or more detailed.
Lastly, the bride should stay her in comfort zone. A wedding gown is not the time to be adventurous and go backless if the mere thought makes the bride feel squeamish. Wear what feels right and what feels comfortable. That way the bride will seek the spotlight instead of run away from it.
What would you say are the main categories wedding dress styles fall into? (ie: Princess, Mermaid, etc.)
There are several categories: Princess, mermaid, trumpet, fit and flare, sheath, empire, ball gown, a-line...there is a great silhouette that is right for every bride.
What particular style of wedding dresses fit with common wedding themes?
If planning a destination wedding, a bride should think about a simpler silhouette in a fabric that travels well. Often destination brides will seek chiffon or lace designs which work well with the event location both for the look and the anticipated weather. Gowns with long trains or multiple layers will be too heavy and hot since most destination weddings are in exotic locales. Keep it simple and elegant. Destination brides are more commonly choosing short gowns which are very appropriate due to their ease of travel and the more intimate backdrop.
An extravagant black tie wedding requires an extravagant, black tie appropriate gown! If the guests are wearing tuxedos and formal attire, the bride should seek a show stopping gown with a lot of bling and detail. Cathedral length trains are more appropriate for this type of event, paired with a ball gown silhouette. Multiple layers and added tulle give the gown a more substantial, regal look.
A garden or outdoor wedding calls for a slimmer silhouette and a less structured look. Outdoor weddings are usually set up in areas that may be a little restricted, and the bride will want a gown that can turn corners without taking out guests. Many silhouettes are appropriate for this sort of venue, with the empire waist being a favorite.
If the couple plans to wed in a church prior to heading off to the reception, the bride will want to consider a gown that is perhaps more modest. Bare shoulders or daring cleavage might be a no-no and it's wise to first check with the officiant to ensure which type of gown is a suitable choice.
What are your top 5 Do's and Don'ts for a wedding dress?
Do purchase a gown that makes you feel fabulous!
Don't purchase a gown that makes you feel anxious or insecure.
Do invite others along to share the in the gown shopping experience, but don't let them decide for you.
Do your best to listen to your gut when making your decision.
Do remember that you're getting married, and it's going to be the best party of your life!
What wedding traditions do you feel are passé?
Honestly, I don't feel as though any traditions are passe. I think that when it comes to organizing the flow of the event, the couple should definitely consider what types of traditions are most important to them...father/daughter dance, mother/son dance, garter toss, bouquet toss, toasts, first dance....these are all parts of the event that should be considered, but there is never a right or wrong answer about whether each must be included.
Weddings today are becoming more and more personalized, from menu options to seating arrangements to gifts for the guests. Each component of the event is a purposeful choice. It's important that the event include traditions which are meaningful to the couple, whether they are standard issue or unique to their union.
Honoring family members who have passed is a wonderful way to remember all persons who loved the couple. Carrying a charm or memento from a prior generation is a terrific way to fulfill that 'something old' adage. Choosing a song that suits the couple, and is anything but Wagner's 'Bridal March', is a great way to set the tone for a unique wedding experience. Putting the couple's thumbprints on the event will ensure the guests will feel even more included in the couple's special day.
What would you say are the up and coming trends you are seeing for weddings/wedding dresses in 2009?
As the economy tightens, extravagant weddings are a little less en vogue. Couples are opting for more intimate affairs and smaller venues. It is becoming more common for couples to pay for their weddings, especially as the trend to marry later in life continues.
Short dresses are very popular and every designer is including at least one or two short looks in their new collections. Slimmer silhouettes and more modern gown options are becoming much more popular. Body conscious designs that highlight a bride's assets are in higher demand.
Today's bride is a thoroughly modern bride, one who has more choices at her fingertips than ever before. We are always excited to be a part of bride's planning. It is an honor we don't take lightly!
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