Retailer Spotlight: The Dressing Rooms

One of Enzoani's 2016 UK Platinum Retailers, The Dressing Rooms opened its doors in September 2006 in the leafy suburb of Lapal, Halesowen by Rebecca Baddeley, who is a fully qualified florist with over 25 years in the bridal industry. 

Rebecca’s philosophy is simple. She believes that every bride should have the most magical experience with the most impeccable service to create memories that will last forever for every bride she serves.

Her mantra, “Accept Nothing Less Than Perfection,” is how she and her fantastic team achieve this on a daily basis for every bride who visits.

What was your motivation/inspiration to open a bridal store? How did it all start?

I am a fully qualified florist by trade with three years' C &G Qualification along with a HND in Business and Finance.  From the age of 19, it was something I always had my eye on, but the right time and opportunity didn’t come along until my early 30’s. Having a good solid background in business, being self-employed from the age of 24, along with World class experience in Customer Care and a “hands on” attitude to any type of project I am involved in, I knew that I could make this work.

I looked for over a year to find the right property in the right location, and of course at the right price.  When 24 Manor Lane became available, it was only on a short-term sub-lease, which I did not have the right to renew.  I made the decision to view, based on the fact that I was fairly confident (and optimistic!) that the Landlord would want a new lease directly with me, once I had proved that I would be a good tenant, unlike the previous occupants.

When I viewed the property, the broker for the previous tenant was desperate to get someone in to pay some of the remaining lease of 18 months.  I offered him half the asking rent... and he accepted!  So, that was it, I was on my way, with the perfect property in a great location at the best possible price for a good start in my venture.  All I needed now were some labels!

What are some of the things that have helped The Dressing Rooms become who they are?

Mark Stevens, from Enzoani UK, came to see me at home, and talked me into having both Enzoani and Blue by Enzoani, and boy am I pleased he did! These labels have absolutely shaped my business into what it has become today and I have enjoyed a great relationship with Enzoani throughout this time.

What would you recommend a bride to do before shopping for that perfect gown?

Research! Check out the shops you'll be visiting, look at their reviews, website and Facebook page. Check that they carry the designers you like, but most of all, shop local. Think about time spent on fittings, travelling to and from the chosen store; opening hours and convenience have a big part to play in keeping stress levels down before the big day.

Another point to consider is how far brides travel between shops when looking.  Because of radiuses, there is no point in travelling more than 10-15 miles to another store (in a built-up area) because they will just see the same labels over and over. Choose a favourite store and work out which ones within 10-15 miles you might also like to visit. Three shops is sensible, no more than five in my opinion. When you think you have found "The One,"...sleep on it!

Who are the people/staff that make up The Dressing Rooms?

I have six full-time staff and seven part-time staff. I have three seamstresses who rent space from me who are self-employed. We have three appointments for Bridal and two for Bridesmaids, every hour and a half, each day. We are open seven days and three late nights. My staff are key to my business, and, to be honest, I do spoil them from time to time, but without them, my business wouldn’t be what it is today.

What are your plans for the future?

My plans for the immediate future are to enjoy what I have and watch my two boys grow up. Medium term, I would like to expand my business to another branch and roll out exactly what I have here. Long term, I plan to retire!

What’s your favourite Enzoani gown and why?

Obviously, my favourite Collections are all Enzoani, though to pick out one gown would be really hard. I asked my staff, and the names we came up with were, the old faithful, Dakota, followed by Harlem, Ginger and Istanbul seems to be flying right now!

Above (Left to Right): Istanbul, Dakota, Harlem & Ginger.

Share with us a special moment that occurred with you and a bride.

Gosh, I’ve had so many! Probably the one that stays with me most is helping a lovely lady called Amy who had bought her dress with us, but then had to have a blessing in the hospice where her mum was before the wedding, as time for her mum was running out. She borrowed another dress from me, so that her husband-to-be didn’t see the real thing. We altered it to fit and she was able to spend some precious time with her mum, almost like a wedding, before she died. Amy is now a life-long friend and we help her to raise money for Compton Hospice where her mum was.

Do you have a memorable moment or event that involves Enzoani?

Without doubt, Enzoani has helped me along the way to build my business into what I have today. They have protected my radius, ensured I have the best possible service from them, and of course, the best designs available in the UK! The Enzoani Event in LA was an all-time favourite for me. The catwalk was incredibly inspiring, the collections were, as usual, amazing, plus I got to meet some lovely people and make some special new friends within the industry.

THE DRESSING ROOMS | 24 Manor Lane, Lapal, Halesowen, West Midlands, B62 8PY | Tel: 0121 423 2777 | http://www.thedressingroomsbridal.co.uk