The Big Interview with Gwenne Jeffrey of Gwenne
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Gwenne always wanted a bridal shop and this only intensified after the positive experiences of her own wedding – but first she wanted to see if she was the right fit for the industry.
So, back in 1995, she dipped her toe into the wedding world by making stationery and favours. From there, the business grew and grew…
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Your Scottish Wedding: How did you know it was time to move into bridalwear in 2001? And what is it about the world of weddings that has
kept your interest?
Gwenne Jeffrey: I’m very practical (I have a degree in quantity surveying) and knew the numbers needed to balance before venturing into bridalwear.
Plus there had to be a perceived gap in the market.
When the time came, the transition was easy.
My clients trusted me from doing stationery and favours so their sisters, friends, etc., knew my standard of service.
Coming to try a ‘new’ bridal shop wasn’t a big risk as my word of mouth was established.
Overall, I love the bridal business. I love people – and what a total privilege to help someone find a wedding dress.
Each appointment is unique and fun.
How can you ever get bored when you love what you do, and each day is different?
YSW: You’ve been in bridalwear for nearly 25 years now. How do you account for your longevity?
GJ: We started with £300 many years ago and because it was my livelihood (not a hobby) I knew that if I wanted a roof over my head, we had to survive!
My passion for bridal meant I learned my chosen profession completely.
We’re very good at what we do and we adapt to the times.
We have good products from reputable suppliers, backed by a strong core team who know the business.
We always have that same passion to help someone find the dress of their dreams and that’s what drives us.
I’d add that my ethos has always been that I don’t sell dresses – people buy them.
I’m not one for gimmicks and clients value our advice.
Gwenne is a warm and welcoming (but not overdone) store where brides can be as open and honest as they want without judgement.
YSW: What are some of the biggest changes you’ve seen in that time? Have there been noticeable differences in what brides are looking for?
GJ: We’ve seen it all, from internet buying and high street stores introducing bridal to boutiques that open as ‘hobby shops’ – but most of these trends have come and gone.
If, as a business, you get your product and standard of service right, you’ll thrive through market changes.
Change needs to be embraced and not feared.
For example, when we noticed the lower budget/buying off-the-peg trend we opened one of the first bridal outlet shops in Scotland; Thistlekiss.
A bride will always want to find a dress they feel beautiful in and are excited to get married in.
This never changes. But the shopping experience the bride wants evolves.
It’s developed over the years to include special touches like gift bags, refreshments and – as we do – pre-consultation Zoom calls.
This helps us tailor each appointment to the bride’s requirements.
It also lets them meet us ahead of visiting so they can see the knowledge and experience we have.
Our clients love the fact that we do that wee bit extra.
YSW: Your two shops in Broxburn and Edinburgh carry different designers and different size ranges. How important is it to have these two distinct offerings?
GJ: I don’t think it is! For us, the Edinburgh shop evolved to suit what those clients were looking for.
The only brand we wanted there specifically was Ronald Joyce or Veni Infantino as we couldn’t get them in Broxburn.
Many Gwenne Brides come via word of mouth – they’ve decided prior to visiting that they want a dress from us.
So, the brands we stock aren’t always the driving force for appointment bookings.
We did feel in Broxburn, though, we wanted more emphasis on curvy brides as we celebrate curves.
We wanted to cater for everyone.
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YSW: How do you decide which designers to carry?
GJ:Â Going back to the start, I did my research then went to the Retail Bridalwear Association for advice pre-opening.
Bridal is a very unique industry and I was amazed at how you couldn’t get suppliers if you were too close to another shop.
From these originals, I still have Romantica, Sincerity and Mori Lee.
Of course, all suppliers have lovely dresses but when we decide who to bring in we also have to look at financial stability, customer service and the ability to solve problems.
All our suppliers have been with us for years – Madi Lane and Evie Young are our only new additions.
They filled a style gap for us, and we loved their innovative approaches to bridal and can-do attitudes.
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YSW: How would you describe the Gwenne bride?
GJ: She’s a strong, independent girl who is not defined by a selfie or today’s fashion trends.
She knows herself and her priority is finding the perfect dress that makes her feel like a bride.
A Gwenne bride prioritises style, quality and value for money.
She expects a high standard of personalised customer service.
And for her it’s about the dress, not the label.
‘Blossom’ by Romantica
YSW: Do you have a favourite gown in store right now?
GJ:Â I genuinely love all the dresses!
Each is there for a reason, and each is perfect for someone.
If I had to choose, my current favourite would be Sincerity Bridal ‘44495’.
I love the timeless shape with the modern neckline and clean lines, and the versatility it offers for styling.
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YSW: What are your best tips for brides searching for their wedding dress?
GJ:Â Do your research first (we have great resources online).
Pick a boutique where picture-taking or video calls are allowed.
It’s always nice to have another perspective of yourself and include people who maybe can’t be in-store but are decision-makers.
When you’re there, trust the process – but ultimately trust yourself.
Bridal shopping is not always logical.
It can be emotionally driven.
The feeling of finding The One is unique to everyone.
And not everyone has ‘that moment’.
You’ll find your dress in your own way.
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YSW: What’s next for Gwenne?
GJ: We’ve just started a full shop renovation for Gwenne Broxburn.
After that, who knows… Maybe another shop!
To book an appointment at Gwenne contact the boutique directly
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