Opening your own business does not happen overnight. Not only do suitable rooms have to be found and a collection have to be bought. You also have to think about the shopping experience and the charisma. It is therefore not surprising that Iris Spreeuwenberg and Lenne van Sambeeck found it exciting to start with Juliet Bridal. However, a gap in the market prompted the friends to open their own bridal fashion business that is aimed at modern bride.
The starting point for many companies is the frustration of one of the founders: inside. Juliet Bridal is no exception. During the search for her own wedding dress, Spreeuwenberg had difficulty finding the dress and the shopping experience she was looking for. “We noticed that the entire bridal fashion industry and the shops in the Netherlands are still quite traditionally furnished. Of course there are some hip shops, but you can count them on one hand. I was looking for a shop where the focus is really on the focus. Not only with the hospitality, but also with a nice and appealing business.” After the two friends were repeatedly disappointed, their partners suggested taking it themselves. “We did that!” Laugh.
Both Spreeuwenberg and Van Sambeeck were already entrepreneurs. Spreeuwenberg has a background in communication and its own hospitality company. Van Sambeeck founded its own interior design office after her fashion studies at TMO Fashion Business School in Doorn. “Each of us has its own expertise, so we can leave each other very well freedom,” explains van Sambeeck.
Of course there are also many things for which you need each other. Financing a business is also important. Both completed a family loan, used savings and invested money from their other companies in Juliet Bridal. “This gives stability that something always comes in,” says Spreeuwenberg. Especially for a retail company that only does business offline; Most people just don’t buy a wedding dress online. “It’s a risk, that’s exciting.”
Juliet Bridal wants to bring a breath of fresh air to the traditional bridal fashion world
One of the financial aspects for many business is of course the purchase of the collection. “We started with ‘Cold Emailing’. Just be brave and tell our idea,” explains van Sambeeck. This idea was well received by one of the big names of the bridal fashion industry: Justin Alexander. During an appointment, the company said that it believes in Juliet Bridal’s concept. “They said: ‘The bridal fashion landscape in the Netherlands can use a breath of fresh air.'” After Justin Alexander was on board, the rest of the collection could be built up. The range currently includes the brands Justin Alexander Signature, Viktor & Rolf, Bronxs & Banco and Louvienne. There are also accessories from Jennifer Behr and Completed Works.
Not all articles can be found on the Juliet Bridal website, as the entrepreneurs also want to surprise the bride and their surroundings. If a bride makes an appointment, the duo also asks for its Pinterest board. If there are styles that may not hang in the shop, but are available for partner brands, you can still request them. “Then, for example, there is a box with five dresses especially for this bride. It is really a personalized experience.”
With the first brand on board, it was important to find a location for the business. “Then it became necessary to find a nice location, because the experience begins there.” At first Amsterdam was considered because a more modern bridal fashion business is also missing there. Finding a suitable object with the correct charisma was easier said than done. “We ran there against a wall because it is expensive and difficult to reach. Then we put the blinkers off and came across this building in Zeist. It met our needs. We immediately called the broker and carried out a view in the same afternoon. We immediately fell in love with the beautiful ceiling, the space, the green in the area and accessibility.”
The stately building fits perfectly with the boutique experience that Spreeuwenberg and van Sambeeck want to create. “A little Parisian chic.” Van Sambeeck then designed the interior in a modern way, so that the old elements of the location stand in balance with the new. The bride and your accompaniment are welcomed on sofas on the fireplace, you will receive a welcome drink at the bar and as a highlight of the business there is the changing room: for a real wow effect, it has a special effect: double curtains that open up like in a theater at the same time. Which bride doesn’t want such a moment?
Tradition meets competition: Juliet Bridal defines the bridal fashion business new
It is clear that the two entrepreneurs want to create a special experience and a recognizable brand. So everything is written in the branding of the boutique from the perspective of ‘Juliet’. The company also does not use the lookbook photos of the brands, but Juliet Bridal photographs the articles in his own style. This creates a uniform picture of how the business in the world wants to present itself.
“This is the nice thing about entrepreneurship. You follow your own vision and stand 100 % behind it. You take the necessary steps to reach them.” Of course, the two women run the company in pairs and that sometimes takes some getting used to. “We decided that we wear different ‘hats’. Sometimes we wear the business hat and sometimes the friend hat.
With their new company, the two not only get to know each other better, but also the bridal fashion industry. “We think it’s really great to get to know everyone. We just met with someone from the industry for a coffee. We don’t feel like old -fashioned competition, we have to keep the industry alive together.”
The dream? To become a sonorous name in the industry. “If someone gets engaged that someone says: You go to Juliet Bridal for your dress, right?” The two joke. “And maybe a shop in Amsterdam: Juliet City.”
This article was used with digital tools translated.
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