Again Stylist magazine, the publication that suggested brides give fake id information at wedding exhibitions and bag freebies, (an article now withdrawn,) has another casual little dig article claiming that the wedding industry “slaps a premium” on everything.

Where did the notion come from that if a price is discounted it must reflect a fair and ethical company policy focused on bringing the client great value for money?  If any wedding related good or service is fairly priced someone has clearly racked it up, “because, y’know…wedding”

Discount retail chains survive on picking up liquidated stock and having staff on zero hours contracts.

Discount chains have huge venture capitalist backers.

Discount policies rely on ‘price establishment weeks’ to artificially inflate prices.

stylist magazine - Where did this mistrust of the wedding industry come from? A Retail Perspective

From the latest issue of Stylist Magazine (7 June 2018), Author Lucy Mangan

Has anyone bought a sofa in DFS that wasn’t in a sale? They are selling you finance and the sofa is your free gift.

Black Friday, ASOS and Amazon, hell even Hello Fresh, have utterly changed the way of shopping for basic goods. I, however, see the same drivers deliver to my work address at 8am and my home address at 8pm. Convenience online shopping still has a high social price, these working practises are illegal; the working days are too long and unsafe. “But, y’know… cheap”

As consumers we know the culture of cheapness has a social, economic and environmental price and soon the landscapes of the High Streets will look very different.

In my tiny part of retail,  in my tiny niche boutique, that punches above its weight in terms of opinion, our economic model goes beyond considerations of supply and demand. As I often have been quoted as saying, no one needs anything I sell. Yet my relationships with my clients go far beyond the transactional exchange of money for goods. Sensitive, emotional and empathetic relationships go hand in hand with simply having fun and celebrating our inner dressing up queen.

Still though in my environment and those of my peers, can one woman really stand in front of another artisan woman, in bridal design or any other part of the wedding industry, and say “your skill is not worth a fair wage.”

Should anyone facing a wedding they want with an inadequate budget blame the artisans? Would you stage a sit-in in a Michelin star restaurant and demand to be paying £10 per head?

Not being able to afford something – a gourmet meal or a wedding is not the responsibility of the chef or artisan. Wanting a gourmet meal or a wedding is the proviso of the consumer. Appreciating the worth or an exquisite meal or a life defining moment is where the client and the vendor should come together.

I've run out of eye-roll for this type of column filling BS (swipe to read). I realise these words are meant to be tongue in cheek funny, but they're just not. It's mainstream media taking a little-bitty snidey swipe at the wedding industry once again, with derogatory remarks that lump together all suppliers and suggest they’re a bunch of money grubbing arseholes who will milk you dry. Opportunists who think that all brides are gullible buffoons. It's all 'wedding industrial complex', 'they hike up the prices soon as they hear the word wedding', 'avoid boutiques – terrible experience' and 'whatever you do, don't tell your venue/caterer it's for a wedding’…🙄 ⠀⠀⠀⠀⠀⠀⠀⠀ Well FUCK THAT SHIT. ⠀⠀⠀⠀⠀⠀⠀⠀ @stylistmagazine, in fact all PUBLISHERS, CONTENT CREATORS, JOURNALISTS AND TV PRODUCERS – tell me, who will be the first of you to start shining light on the incredible, exciting and innovative pool of talent that is the British wedding industry in 2018? If you want column fillers, look at showing some solidarity and feminist fist punches to the many female business owners that make up our industry and who are killing it with their creativity and passion. Business owners who are committed to empowering women and addressing diversity and breaking traditional and cultural boundaries – women who only want to create amazing experiences for their clients. ⠀⠀⠀⠀⠀⠀⠀⠀ Off the top of my head, some of these visionary and bloody hard working women include @pocketfulofdreams @missbushbridal @luxebrideuk @halfpennylondon @joflemingdesign @sanyuktashrestha @emmylondonofficial @hermioneharbutt @claudiarosecarter @wearerewritten @vervainflowers @wildenlondon @the_wild_bride @clarafrancisjewellery @nubride @fetchampark @eyilovestudio @kristinagasperasmua. And let's not forget the gentlemen, @russellblackburnfashion @bybrucerussell @s6photography – I could name several hundred more. ⠀⠀⠀⠀⠀⠀⠀⠀ ✔️Please stop spreading the myth that wedding suppliers will "slap a premium on everything". ✔️Please stop using the term 'wedding industrial complex'. There isn't one. (see ✔️Please start showing us some support or leave us well out of your columns. Thank you.

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In this respect, with regards to bridal retail, brides need to know that there are not that many of you. Even if you rounded up every bride that was going to spend more than £2000 on a dress that would be far less than the 80,000 applicants for Love Island and a third of the applicants for university places.  The unique made to order process of bridal gowns means that none of ‘us’ in the trade can negotiate discount prices. Even a 20,000 unit order – if you all had the same style – is tiny in terms of global garment manufacture. The US jeans market is 450million units per annum alone.

I can promise, faithfully, that nothing close to ripping off, swindling, conning or generally profiteering happens in bridal retail. It is also close to being the most ethical way of producing garments – on demand.

In a country where we pride ourselves on our individuality, especially when it borders on eccentricity, where we celebrate our diversity would you really like us, in the bridal trade to negotiate a job-lot of generic dresses to keep the costs down?

I am happy to answer questions, as Miss Bush or on behalf of Luxe Bride, with absolute clarity for Love My Dress readers on any aspect of bridal retail, costs, budgets and finance.

There is no such thing as a wedding industrial complex.

Within our own businesses we know our clients appreciate our worth and we love our clients.

How is this message so consistently skewed by the press?



Main image via Mirror Mirror, who are a member of our partner, Luxe Bride.

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 - Where did this mistrust of the wedding industry come from? A Retail Perspective

Emma Marshall/

Emma Marshall is the Managing Director of Miss Bush Bridal, a boutique that celebrated its 30th birthday in January 2018. Emma is also the Creative Director of Luxe Bride, a digital trade organisation dedicated to supporting and promoting excellence in independent bridal retail. Emma is married to Marshy and mum to three grown up kids. Their access all areas, no holds barred kitchen sink dramas and 'bridal-behind- the-scenes' tales can be found over on Instagram Stories @missbushbridal.

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