Lace Bridal embrace digital marketing
The owners of Hale-based Lace Bridal understand the value of a strong brand so when they asked us to re-design their logo and website, we jumped at the chance. Katie Webster and Lesley Davies tell us they are now on a mission to market their business with renewed vigour.
1. What inspired you to set up Lace Bridal?
It was the poor service I experienced when choosing my own wedding dress. I knew I could do it better.
2. How’s business?
Very good, thank you! We opened the shop 15 years ago and have grown through recommendation. Our brides come from as far afield as London and Cumbria. This is our busy season, preparing for summer weddings.
3. What do you like about working for yourselves?
It’s the freedom, despite the fact that we work long hours and are constantly thinking about the business even if we’re not in the shop. Running Lace doesn’t feel like work because we love what we do.
4. What’s the biggest challenge you face as business owners?
The fact that we can’t rely on repeat business. The nature of what we do means we must continually attract new customers.
5. Why is branding important to you?
It’s vital. It tells people what kind of service they can expect to receive before they even walk into the shop. The dress is such an important part of any wedding day – our brides need to know they’re working with people who will help them get it right.
6. What one piece of advice would you give to anyone developing or refreshing their brand?
Do it properly the first time round. If I was setting up the business again I would spend less on stock for the shop and more on ensuring the brand was consistent from the outset.
7. You’re embracing online marketing with a vengeance! Tell us what you’re doing on your new website and why.
The web is really important to us – many of our customers are recommended by other brides and it’s the first place they look for more information. The website showcases our wedding dresses but also tells our brides about the service they can expect to receive. We’ve got a section for our brides, known as ‘Lacettes’, containing photographs of their wedding dresses alongside testimonials. We’re also planning to write a blog.
8. You are beginning to market your business using social media. How successful has this been and why?
We use Facebook and Twitter to talk about things of interest to our brides and have found it’s a great way to connect with more people. We’ve had one or two celebrity clients who have large Twitter followings, and their publicity has helped enormously.
9. And finally, what does the future hold for Lace?
We simply want to continue to work hard and grow the business, perhaps eventually buy the premises we currently lease.