The Perfect Match

Brides are probably the most finicky customers in the market; they have one day to make everything perfect, and they mean business. But they also mean business. According to the American Wedding Study by Condé Nast Bridal Media, there are approximately 2.3 million marriages in America each year — that's a lot of special days.

Beyond the big day, brides are also looking for the right items to make their homes appealing to themselves, their husbands, their family and friends. To that end, brides want exceptional dinnerware, lovely crystal and stylish accessories. Though it might be easier to go to a department store or big box, at those places she won't get the kind of attention every bride wants. With great service and unique product, specialty stores are in the perfect position to help her get what she needs.

Christi Tullis, owner of Ambiance Interiors & Gifts in Suwanee, GA, sold bridal in her shop when it first opened in 1999. It wasn't a hit. But 18 months ago she revisited the category, and has been enjoying its success ever since.

“The first time, we didn't approach it in the right way,” says Tullis. “When buying bridal, don't think of bridal. That was our mistake.” Rather, it's best to just stock the most unique items, because that's what brides want.

“Tabletop started becoming one of our best categories. We kept hearing that [brides] can't find great tabletop. They say they want elegant, but they really want great casual tabletop,” she says. Targeting that category of bride, Tullis carries about 90 percent casual and 10 percent elegant dinnerware. She also carries bedding, tablecloths, cookware, serveware and favors. Tullis advises not to carry anything that the big box stores are carrying. “Think for your market,” she says.

“The big stores limit what they carry. The breadth of what I carry is pretty remarkable; it's something that big stores could not afford to do,” explains Donald Gibson, owner of Period George in San Francisco. “Because they're big, they're buying for a lot of stores, so they're trying to limit their SKUs. I'm a small store. I have hundreds of different colors and styles. It might not be deep, but you can get a wider range [of product] from an independent store.”

Gibson carries mostly antiques, but likes to keep things fresh by adding a few new pieces in the mix. “We carry everything for the table — porcelain, crystal, silver and we have new things mixed in like Limoges,” he says.

Sometimes family and friends will try to persuade couples to shop at a national store because they believe chains have more product and more experience. But that's a misconception, says Sue Thome-John, president and CEO of George Watts & Sons in Milwaukee, a store that has been in business since 1870, and carries just about every brand imaginable. “Customers might think because they're in Rhode Island and we're in Milwaukee we can't service them. This is a challenge independents need to overcome. We've done it through the Internet and service. We have personal shoppers and keep the families, especially mothers, very involved,” she says.

To get business from young couples, retailers need to understand them and cater to them. “We as retailers need to listen to consumers in order to change and be relevant to them. We have to adapt to who they are and what's important to them,” says Sue Thome-John. “That's a huge venture for an independent, but it's very important to do that.”

According to Bridal Guide, nearly 99 percent of brides will register for wedding gifts and 51.8 percent plan on registering at a specialty store. Even more interesting: 48.1 percent said that they decided where to register based on the experience of other people they know. Women will tell their friends about the great little shop where they found fabulous candlesticks or the perfect centerpiece. Remember the old shampoo commercial: “She'll tell two friends and then she'll tell two friends, and so on and so on.”

By offering a registry and/or putting your product selection online, you're showing brides that you understand them and are available to them. In the Bridal Guide survey, 56.2 percent of brides said it's important that her registry is available online. They need to feel comfortable with you and will think twice before going to that national big box for their wedding needs.

George Watts & Sons has been serving brides successfully for generations; the registry is an important part of the process, but you have to work to get customers. “We've built a reputation,” says Thome-John. “Brides' grandmothers registered here. We're very personal. We don't believe in scanners. People want the broadest selection, the best service and we offer that,” she says.

The store carries a wide selection of brands and helps couples in the decision-making process by assigning them a personal consultant who spends time with the couple to find out what their style and needs are. Once the registry is complete George Watt & Sons enters it in a customized computer registry, and places it on the website for guests to browse and purchase.

If retailers are thinking their store is too small for a gift registry, think again. You don't necessarily need to have scanning guns or a customized program. Donald Gibson, for example, has a very simple system. “I just put what the bride wants in the computer and send out hand-written letters to their guest list, notifying them of what she wants. I state in the letter that guests can phone me, and I can e-mail images to them,” he says. It's as simple as that. And the hand-written letters add a personal touch, making both the bride and the guests feel special.

Christi Tullis also works closely with couples to make sure they're all on the same page. “We don't have a bridal section, but we do have a bridal room where we work individually with the brides to come up with something unique for them. We dig into their lifestyle and see what they need. We find out what their desires are. We find out what kind of stove they'll be cooking on, and help them choose the right cookware,” she explains.

In addition to selling wedding gifts and home decor, brides can also register for interior design services provided by Tullis' store. “We let them know we're not a typical registry. We are a lifestyle registry,” she says.

And brides aren't just looking for registry items. They also need bridal accessories for the big day, including guest books, attendant gifts, favors, honeymoon gear and more. This is yet another category in the bridal business that is ideal for independents. You can offer her things that she just won't find at a national chain.

But the most important thing is make the couple feel special by giving them the attention they deserve. You have to gain their trust. Simply sitting down and learning about their lifestyle and their needs will help do that. They'll know you won't steer them wrong, and they'll stick with you till the wedding day, and beyond.