We help brides celebrate in style
‘Seeing a bride find her dress is the best feeling’ As big-day season begins, three women explain how their wedding businesses make clients’ dreams come to life
Women who’ve made a business out of making dreams come true
Boutique owner Sally Brady, 50, lives in Hildenborough, Kent, with her husband, Fergus, son Harry, 23, and daughter Lottie, 12.
‘Searching through bridal boutiques with my mum Carol ahead of my wedding in 2011, I was shocked to find some shops weren’t very welcoming.
At 43, I was told by one it “didn’t cater to older brides”. Another said it didn’t “do” big brides. I was a size 14, and walked out feeling horrible about myself.
I couldn’t help but think buying a wedding dress should be a nicer experience than this and, as we made our way around, Mum and I had many chats about opening our own boutique.
It turned out buying my dress was the last thing Mum and I did together – she had suffered with cancer for nine years and passed away before I got married. I was devastated, but when she left me money I knew exactly what to do with it.
I was working as an interior designer but keen to take on a new challenge, so with the support and encouragement of Fergus, I began looking for premises.
After losing out on five properties, I found the perfect spot: an old butcher’s shop with an airy upstairs and a tiled entrance. I took out a five-year lease.
Next, I set about buying stock.
Every purchase felt like a huge risk, but I started by choosing dresses I liked – vintage-style, with covered backs. But I soon realised I needed to cater to brides of all tastes – younger brides want to show a bit more skin!
In total, I invested £40,000 before we’d even opened our doors. It was double what I’d imagined, but worth it.
BRINGING IN CUSTOMERS
In February 2014, with 25 dresses in stock, Helena Fortley Bridal Boutique, named after my grandmother, opened.
On launch day, I held a party and I couldn’t believe it when a woman bought a £40 bottle of perfume. It suddenly hit home: this wasn’t a hobby, it was a real business.
After the initial high, however, worry kicked in. Footfall was slow and I wondered if I’d made a huge mistake. I tried to spread the word, going to wedding fairs, contacting magazines and setting up social media accounts. To my relief, things picked up.
There’s no better feeling than when someone finds their dream dress. After my experience, I make sure everyone feels special, and when they find the one, seeing their delight is lovely.
Then everybody cries!
There have been some very emotional moments. One girl was 27 and had breast cancer. Another couple had cerebral palsy, and were both wheelchair-bound. We had to communicate through an interpreter because they had trouble speaking, but they still wanted their dream wedding.
Our dresses range in price from £850 to £3,500, and the most popular style changes all the time. I might sell one dress four times in a week and then not again for six months! One minute, floaty ones fly out the door, then the next, all the brides want skintight gowns.
Being self-employed isn’t always easy, especially in the wedding business. You have to really love it. There have been tough times. We only take a 50% deposit for each dress and then wait months, or even years, before full payment, so cash flow was a nightmare early on. Now, though, we stock 160 dresses, have six staff, run 24 appointments per week and the shop turns over around £300,000 a year.
In fact, I’m looking for bigger premises.
I’m so proud of all
I’ve achieved, and
I know Mum would feel the same.’
• helenafortley.co.uk