Retailer Spotlight: Bridal Wardrobe

As a leading stockist of Enzoani collections in South Africa, Bridal Wardrobe has received the Enzoani Platinum Retailer award for three consecutive years. With a variety of Enzoani, Blue by Enzoani, and Beautiful wedding dresses and bridal accessories, Bridal Wardrobe opened its doors in both Pretoria and Johannesburg, servicing brides-to-be in two of South Africa's major cities. We were excited to chat with owner Marlene Shaw Roberts and the Bridal Wardrobe staff to get all the inside scoop and history:

BRIDAL WARDROBE JOHANNESBURG & BRIDAL WARDROBE PRETORIA

Tell us about yourself! What was the motivation/inspiration to open a bridal store? How did it all start?

Marlene/Johannesburg: "I have always been involved in a fashion environment and have always been inspired by local and international fashion trends. When having to decide on my own wedding garment in 2011, it was important for me to be able to decide on a wedding garment that I have tried on and most importantly a fashion-forward, elegant and timeless garment that reflected my personal taste and personality. I was inspired by the Enzoani collections and enquired about the possibility of a franchise opportunity to stock this elite brand. Unfortunately at the time of enquiring, there were no franchise opportunities available as yet. In 2014, this became a reality and we opened our store on the 1st of August 2014 in Melrose Arch Johannesburg."

Pretoria: "Bridal Wardrobe was established in 2008. Enzoani was our key partner and the collections were an instant success in South Africa. In 2012 Bridal Wardrobe moved to a prime location in Pretoria at the Lynnwood Bridge Retail Centre. In 2014 Bridal Wardrobe opened its first franchise store in Melrose Arch, Johannesburg operated by Marlene Shaw Roberts. Today, Bridal Wardrobe is the largest Enzoani mono-brand store and very proud of it."

What are some of the things that have helped your store to become what it is today?

Marlene/Johannesburg: "Personal attention to detail, from the store design and unique location, to personalised customer service with extensive understanding and appreciation from staff about the integral part that makes up a bridal garment."

Pretoria: "The Enzoani brand has grown significantly over the past few years, along with our stores. Without effective teamwork, integrity and a positive attitude, we would not be where we are today. Personalised service is key to our store and every bride should experience the Bridal Wardrobe experience. We are always willing to go the extra mile and implement creative strategies to our everyday tasks. Relationships are what our industry is all about, and that is something that one should never underestimate. It also goes without saying that the Enzoani collections speak for themselves, they are exquisite in every way!"

What things do you offer your customers that have helped you stand above the competition?

Marlene/Johannesburg: "Personalised service and assistance from staff that reflects the passion of Bridal Wardrobe and Enzoani collections. With all our staff coming from a  fashion background, this give us an edge to be able to assist clients with identifying the perfect style and silhouette that will compliment the bride and to offer personalised alteration services to create the perfect fit for each bride."

Pretoria: "At Bridal Wardrobe Lynnwood Bridge, we take pride in delivering not only exquisite wedding gowns at the highest quality, but also ensuring we deliver a service that builds a true relationship between each client and the involved bridal consultant. Every possible effort is made to ensure the bride and accompanying family/friends enjoy their experience with us and that they experience the full potential of the variety we offer in our available collections."

What do you love about Enzoani? Do you have a favorite gown, style, or collection?

Marlene/Johannesburg: "The fresh approach and continued inspiration on new design styles that reflect timeless elegance and yet a modern interpretation of what a real bride should look like. I always enjoy the unexpected, rather than traditional styles, and would have to say that the 2011 Blue by Enzoani collection was a memorable year for me. Loved my Denmark dress. Also, the 2016 Beautiful collection from Enzoani has captured the attention from many brides that have visited Bridal Wardrobe."

Pretoria: "I think each line is unique to its own but it would be unknown not to recognise the Enzoani couture collection for the absolute perfection that it holds. Our favourite will always remain the ever classic Dakota, it is without a doubt the one dress that no other designer has ever been able to compete against. We also have a soft spot for the Jodie."

Anything else you'd like to share with us?

Pretoria: "We are in love with the new collections and cannot wait to stock the 2016 Enzoani couture collection. We have found that our brides adore the Inaru from the Blue by Enzoani Collection and the BT16-20 is also quickly becoming one of the favourites. The subtle hues of champagne that enhances the lace detail on each gown is exquisite and we cannot get enough of the sheer back detail that is evident in the new collections. Overall we are very excited about the 2016 collections!"

Bridal Wardrobe Johannesburg | Building 13, Shop 00913, 23 The High Street, Melrose Arch North | Johannesburg, Gauteng, South Africa 2196 | 011.447.0823

Bridal Wardrobe Pretoria | Shop 8, Lynnwood Bridge Retail, Cnr Lynnwood and Daventry Road, Lynnwood Manor, | Pretoria, South Africa 0081 | 012.348.3303

www.bridalwardrobe.co.za