Bridal Advice

From the moment they say "yes," brides begin planning their weddings. Every woman is looking for distinctive product that will help make her day unique, and with an average of 2.4 million weddings per year, that's a lot of brides on the hunt for the right wares to make "their day" exceptional.

Still, there's no need to go overboard when it comes to the bridal product you offer. With so many bridal salons out there to furnish wedding essentials, specialty gift retailers might find it best to concentrate on the little appurtenances, or "weddingwares," that can make the event extra special. Accessories such as ring bearer pillows and flower baskets, as well as the range of favors available for guests and bridal party members, offer gift stores a perfect niche in the broad bridal market.

Wedding accessories are inspired by wider bridal fashion trends. Currently, one of the biggest trends in bridal accessories is color. While traditionally, bridal gowns are white or ivory, many women today are turning to soft shades of pink. And this trend runs to weddingwares as well, with pillows, baskets, frames, and guest books that reflect a more colorful design.

"Color is becoming more prevalent. We have colored ring bearer pillows in blue, purple, and pink, as well as some that are accented with color," says Jenn Bauman, marketing coordinator at Hortense B. Hewitt Co.

"Brides want to make their wedding special and unique, and color does that," adds Susan D'Amour, owner of Lillian Rose.

Brides also like to coordinate, so it's important to offer an up-to-date selection of wedding accents. To keep your mix interesting, look for weddingwares that incorporate color and reflect the latest trends in bridal and bridesmaid gowns.

"Gift retailers should talk to bridal salons, see what kind of gowns are being bought, and stock their product accordingly," says Robin LeFevers, marketing manager at the Beverly Clark Collection. "We try to design our collection to match gown trends. Our lilac collection has done really well, and the most popular collection from our 2003 introductions is our Glamour collection. Many gowns now have a thin belt with a rhinestone buckle, so we incorporated them into our Glamour line."

Wedding favors are a mainstay of the modern marriage celebration. As a result, it's one of the fastest growing categories in the bridal retail market. Conscientious brides are searching for special ways to say "thank you" to their guests, and unique wedding favors are just the ticket. Gift retailers can do especially well in this category because most favors are also practical for other occasions.

"We have a pen in our line that can also be used as an office gift," explains Jenn Bauman. "Other products can be given as anniversary gifts. And thank you notes, which should always be part of the mix, don't need to be just for weddings."

"Stick to gift type items for wedding favors," adds Susan D'Amour, "Frames and toasting glasses, for example, are nice mementos. And remember, people want to make a statement with their favors."

Many brides are also looking for personalized product to help them make that statement, especially in gifts for the bridal party. So be sure to offer that service as well.

The bridal market has plenty of room for the gift retailer. And if you develop a weddingwares section that serves your local brides well, you'll also develop a customer base that lasts far beyond that "special day."