Retail analysts are expecting a decline in wedding gown sales over 2009 – not that Angela Wilson is concerned. Assia Benmedjdoub finds out how this bridal boutique owner plans to defy the trend.
There’s a good chance Angela Wilson was one of those little girls who dreamed about the perfect wedding – with the exception that it probably wasn’t hers.
She is the director and founder of Elite Events, a Sydney-headquartered agency which specialises in bridal services and functions for the well heeled. Prior to launching the venture in 2005, she was also creating couture gowns as part of a scholarship program at the Whitehouse School of Design.
But it was during a recent visit to New York that Wilson realised not every girl’s dream was up to scratch.
“I knew I had to get into retail once I saw what was still to offer the Australian bride,” she says of the trip, where she attended private showings and fashion parades.
“After styling brides, bridesmaids and mothers for years, I was finding it increasingly hard to source ready- made gowns and dresses that were up to date, chic and affordable. While I was in New York, I found designers and accessories that I didn’t expect to find in some of the smaller, niche markets.”
This included contemporary bridalwear label Amsale, which produces ready-to-wear ranges across its ‘Amsale Collection’, ‘Little White Dress’ and ‘Bridesmaids’ lines. Next month, Wilson will bring select offerings from all three to Australia when she launches her own appointment-only boutique in Paddington.
She describes the intimate 30sqm space as “lovely and warm” with a built-in fireplace and soft furnishings. It is located on Gurner Street, just steps away from the Five Ways fashion precinct, and designed to emulate the understated feel of Wilson’s New York offerings.
Highlights from the Amsale Collection will include the ‘Reese’ silk faille dress, which features an A-line cut; a low sweetheart neckline with crystal beaded inset; ruched detailing at the waist and a tulip skirt that extends into a sweeping train. The Little White Dress collection is more playful with above-the-knee tulip, bubble and pencil frocks offered in laces and silks.
US-based brand NYC Jewellery will make up the accessory component while mother-of-the-bride collections from Manhattan Mother are expected to drop soon after the store’s launch. Designer stationery, shoes and personalised table decorations cap off Wilson’s offer.
“Our main point of difference is that we will offer an array of products and services that are derived from our experience in the industry,” she says. “We are focused on making sure brides can come to us at any stage of their planning period, whether it’s for a gown, stationery or event styling. We are also focusing on making sure all the latest products from New York are on offer for our brides.”
She is conscious of the current economic climate and says costings were a “huge deciding factor” in selecting her product range, along with good quality fabrics and cut. Bridesmaid dresses offered by Wilson will start at $500, bridal gowns from $7000 to $8000 while jewellery starts from $250. Stationery is quoted on per design.
According to business information firm IBISWorld, spending on rented bridal gowns in expected to grow 7.5 per cent to $43 million in 2009 while new sales decrease 2.8 per cent from 2008 to $973 million.
“I wanted to make sure that gowns and other items were attainable for most brides and based on my event experience, I knew what the cost of all these items were in Australia already,” Wilson says. “[But] ‘must be well made’ was a big starting point for me because I am methodical when it comes to fit and style.”
She has already begun the publicity drive by appointing an external public relations agency and running a full page advertisement in consumer magazine Vogue Australia.
“I hope to add to the collection of gowns and products to keep up with all the new trends that we see coming out of New York City,” she says of her ambitions for the store. “Introducing new designers to the Australian market is a key focus for us and setting new standards and style within the market for brides to follow.”
The Angela Wilson boutique will open from August 1, 2009.