Gorgeous new dresses for EveryBody EveryBride

We found out all about the new EveryBody/EveryBride program from Essense Designs.

Gorgeous new dresses for EveryBody/EveryBride
Style D1617 from Essense of Australia

Martine Harris, Chief Creative Officer of Essense Designs, reveals all about the new EveryBody/EveryBride program…

What exactly is the EveryBody/EveryBride Progam?
Our EveryBody/EveryBride program is designed to educate and empower our retailers - successful bridal retailers that are already destination shops within their area - to expand their abilities by offering a higher, unsurpassed level of service to every bride that enters their store, no matter what the bride's size or proportions may be.

Our program allows retailers to have on hand a truly inclusive selection of sample dresses - meaning a greater range of not just sizes for brides to try-on, but also styles and silhouettes within each size.

Style D2088 by Essense of Australia

The EveryBody/EveryBride program also creates opportunities for store owners and their entire staff by giving them specialized, in-person training and continued education in the unique aspects of servicing the needs of the size 18+ bride. This education and ongoing support ultimately creates an environment where every bride, no matter what their size, can leave knowing that her dream wedding dress shopping experience just became a reality!

Why didn't you create a new, 'Plus Size' label? How is this program different from the Plus Size collections that other bridal designers offer?
Through years of conversations with our retailers, and extensive research involving real plus size brides, we found that the "dream bridal shopping experience" which most newly engaged women envision and desire, simply isn't provided to sizes 18 and up.

It was through this research process that we realized that creating yet another collection of gowns with a special "size Plus Size" label isn't the solution - it's only a bandage for the real problem. Servicing the size 18+ bride in the way that she deserves – in the same way that other sizes are serviced – goes far beyond the misconception that, "...stores just need more 'plus size' sample gowns for brides to try-on – if you have a few styles, they'll always buy because they're just happy to have something to put on".

Style 6219 by Stella York

The complete problem is that the vast majority of our industry does not understand how to communicate, service, and create positive outcomes for an important percentage of our customers. We found that the majority of brides in sizes 18+, "settled" for their wedding gown, and had strongly negative experiences in traditional bridal boutiques - and a negative experience will always overshadow actually finding a dress. We created the EveryBody/EveryBride program so that the root of the problem within our industry could be addressed as well as the surface issue of greater instore selection. We want to empower retailers to create an equal, fully inclusive, and wonderfully positive experience for brides – and store owners and staff – by participating in the EveryBody/ EveryBride program.

What will brides experience if they shop in a designated EveryBody/EveryBride store?
Stores that qualify for the EveryBody/EveryBride designation will be able to not only provide brides with a greater selection of actual sample gowns in sizes 18+ for trying-on, but they will also give them a more diversified selection of current styles and silhouettes from which to choose.

Style 5922 by Stella York

Additionally, stores with this designation will carry gowns in sizes 18+ that have been created using our new sizing system which better represents the unique needs and proportions of the size 18+ bride. These stores will also carry accessories that are exclusive only to the EveryBody/EveryBride program, such as specialized straps, sleeves, and jackets that feature unique 18+ arm proportions for a wider and more accommodating fit.

Brides will love working with store staff that have had extensive design, fit, fabric, and alterations training focused on how to find the best gown for every body type.

Within the Essense Designs family of brands, which labels are included in this program?
Stores which carry our Essense of Australia and/or Stella York brands will have the ability to inquire and possibly qualify for the EveryBody/EveryBride program. It is a true investment of time, finances, and store space to become part of the program, as we want to ensure that the designation carries with it a positive reputation for creating that dream experience for brides in sizes 18+.

Style D2258 by Essense of Australia

See more wedding dresses by Essense of Australia and bridal gowns by Stella York

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