And just like that we are back…

I would love to be able to let you all know that the brief three month closure was all Joe Wicks, baking and home haircuts. I would love to let you think that one of Mad Lilies arches was all the sticking plaster we needed to mend all the broken hearts that we share. I would love you to think it is business as usual.

I know we have all experienced the time warping effect of lockdown, but, when you find physical evidence, you are reminded again how odd this is. When we help a bride choose dresses we write down a list of favourites on a contact form, write the date and follow up. The first form back was dated 2nd July, the previous was 14th March.

Three and a half months of unglamorous slog; of fighting with faceless institutions and learning to wade through new levels of bureaucracy. Three and a half months of supporting brides through some of the hardest emotional and financial decisions of their lives. Three and a half months of sharing intelligence and information with competitors.

It is great to be back, to champion the industry, the resilience of women and the resourcefulness of our ‘industry’ in the face of adversity. Much like the beauty industry, the wedding industry has not had a unifying voice or a seat at any decision making table. It would not have survived at all if it were not for the self-sacrifice of artisans and small business owners. In bridal retail this is almost exclusively women.

We are inspired but tired. Our working days are longer, full of bleach not bubbles. We are learning to project personality through masks, communicate love through looks, and zing over Zoom.

I want to PR the positive but not lose sight of the very real struggle it has taken all of us to get to reopening. I want to thank my 2020 brides for being simply the most wonderful group of women. The support has been a two way street. I want to thank all the new brides to be for booking us out solidly and for adapting to our new appointment guidelines.

Finally, I would like to welcome all the new Miss Bush brides that have joined the family; as stylish as ever, but pragmatism and practicality are now their latest ‘must-have’ accessories.

Designer days, DJs, food trucks, canapés, cocktails, catwalks, shoots, models, hair and make-up masterclasses, sample sales, Trunk Shows and just a big squeeze to say thank you all still seem a long way off.

Clean and serene is the mantra, the retail renaissance is really, really tidy… And I thought lockdown was hard 😉

WITH

Photography by Hayley B Weddings

Miss Bush yellow inspired floral installation by Mad Lilies, ft double headed white rose lilies from Smith and Munson

Yellow showroom display by The Wedding Present Co

Cake by Gaya's Cakes