Store rebrands to help brides find the right gown
IT WAS ultimate style and sophistication, complete with live mannequins in ball gowns, at the recent relaunch of boutique Jasmins Bridal’s flagship store in Essenwood, Durban.
The store, the largest of all three branches and oldest in Durban, was given a facelift to better accommodate the volume of customers and to offer a more luxurious experience.
Owner Shabier Hassim said much thought went into the relaunch. “We wanted to rebrand the store and to create the ultimate experience, especially for brides looking for their perfect wedding dress.”
The fitting rooms were a major part of the process.
“We didn’t want people to have to wait in line for fitting rooms, so we carefully placed eight rooms in different parts of the store. This means the brides and their families have more privacy and the space they need to try on dresses in comfort. We want brides to feel that their wedding starts here.”
Hassim said they also chose to keep the Victorian interior look, but added a modern twist and extended the premises, now double-storey with modern light fixtures. There is also a Priv’e Section for those extra luxurious gowns
Among the guests at the relaunch were some of the cast of the television series, Imbewu: The Seed; presenters from the lifestyle show Mela; and fashion blogger Nadia Jaftha.
Explaining the history of the 48-year-old business, Hassim said it had always been a family one and he took over when his mother passed away.
“When we first started, we would prepare gowns locally by local dressmakers but when I took over, I wanted to take our gowns to the next level.”
But coping with the design demands had become a challenge.
Imbewu
“We then looked at importing wedding dresses from countries including Turkey, Dubai and China.
“We have world-class designs.
“If a customer is looking for something in particular, we are confident enough to cater for her needs, even if it is couture or bespoke gowns.
“If you have a picture of what you want, we can get that gown for you.”