Retailer

Retailer Spotlight: Ava May Bridal

A peek inside the beautifully redecorated Old Chapel Store

An elegant bridal boutique nestled just outside of the busy city centre of Birmingham, Ava May Bridal is ready to welcome all brides looking for high quality, stylish gowns with an extra wow factor. We spoke to Ava May Bridal's owner, Jen, during the lead up to her one-year milestone of owning Ava May Bridal to get an inside look and see what year two has in store!

How did your store first get started, and when did you begin your partnership with Enzoani?

The first job I ever had was as a Bridal Consultant working for Brides International when I was 15 years old, and it was literally a childhood dream of mine to own my own wedding dress shop! I actually bought my (first!) wedding dress from Lisa Rose Bridal as my mom’s friend worked there at the time. I randomly bumped into her in Tesco’s eight years later, and she joked about me buying the shop – I laughed and then went home and told my partner, and we both laughed… and then laughed some more… and then couldn’t stop thinking about it! The same day, our long-term tenants handed their notice in, so we decided that fate was trying to tell us something. So we sold up, made an offer on the shop, and here we are! I inherited Enzoani, and I am SO glad I did!

What sets your store apart from other bridal retailers?

I honestly believe, hands down, that we have the best variety of stock, catering for every bride regardless of their budget, size or style preference. My aim was to have something for everyone. We also have the best and most friendly staff. I know that probably sounds very cliché, but it’s true. We are different because we care about each and every bride that comes in. They are more than just a number or a profit line, they become part of the Ava May family, and we genuinely want to give them the absolute best experience possible. We will go above and beyond to make that happen.

Has your business been in the news or won any awards?

Not yet! My aim was to win the New Retailer Award at the Bridal Awards and to get Kyla (pictured, left) to win the Staff Member award – she deserves it! As soon as they reopen the applications, we will be all over it! Haha!

What would you recommend a bride to do before/while shopping for her perfect gown?

To keep an open mind! Most people seem to have an idea of what they think they want... and then they try it on and realise it’s not what they expected at all. Don’t rule anything out until you’ve tried it on! Quite often the last thing you thought you wanted is the very thing that makes you feel amazing!

What is your favourite Enzoani gown, and why?

Can I choose two?! MAGNOLIA was the dress I was supposed to wear to my wedding in May, but it was cancelled due to Coronavirus! I am now obsessed with NEFERTITI though, so who knows, maybe I’ll be wearing that one instead now?! Haha! I cannot WAIT to get all the new dresses in!

What makes Enzoani your go-to brand?

Obviously the dresses are amazing! But to be honest, the thing that I love most is the Enzoani staff! They embody everything that I believe in for my brand, and I know that they will always go above and beyond to help me – and that enables me to deliver what I want to my brides – the feeling that they are the only bride in the world and that everyone is doing all they can to help them.

Mark (Enzoani UK Sales Director) was the first person who took the time to come and meet me, and rather than dismiss me as this clueless woman who knew nothing, he (and everyone at Enzoani) helped me every step of the way. They invited me and my team to their HQ and even included me and my partner to be their guests at the Bridal Awards! I will always be eternally grateful to them for everything they have done for me and my little shop!

What was a particularly memorable or special moment that occurred with you and an Enzoani bride?

The very first dress that I sold was LUZ, to a beautiful lady named Kim. She was apprehensive, as it was the third shop that she’d been to, and she hadn’t had the best experience at the others. I put her at ease and made her feel welcome, and we ended up having a great time! She found the dress of her dreams, and I finally felt like I was where I was supposed to be – helping women feel confident and beautiful regardless of everything!

Anything else you'd like to add about your store, your relationship with Enzoani, or in general?

As a new business, I’ve had pretty much the worst start possible, I think – Brexit, two unforeseen problems with the building that cost me thousands, my seamstress being taken sick and being off work for four months, and now Coronavirus forcing me to be closed for three months… but we are still here, and we still have the best staff and stock going! And if we can survive all that, we can do anything! None of this would have been possible without the love and support of my fiancé Michael, my amazing Assistant Manager - and friend - Kyla, Sam (and Sam’s mom – Mrs. Sam as she’s affectionately called – for helping me when Sam was ill), and my suppliers who have been ridiculously amazing. I’m excited to see what we can achieve in year two – and for the official re-launch party in July to which you are all invited!

Thanks Jen, we can't wait to celebrate with you and a glass of bubbles!