As part of VOWS’ series of Q&A interviews with industry brands to provide a platform for their views on the state of the industry, we reached out to Bridal Collective’s CEO Mary Nguyen for her comments on the pandemic’s impact on design.
Bridal Collective is the recently established brand name encompassing Enzoani’s different divisions, including Enzoani, Blue by Enzoani, ÉLYSÉE Atelier, ÉLYSÉE, ÉTOILE, and Badgley Mischka Bride.
VOWS: How would you describe the impact Covid-19 is having on bridal design?
Mary Nguyen: Early this year when COVID-19 first emerged and became globally widespread, the big question was how the virus would impact our gown production and delivery timelines. Our production team members overseas in Asia were the first to experience national lockdown measures, which of course meant being unable to follow their normal routines of heading in to the studio each day.
Yet we are so thankful that even with those unexpected changes, we were still able to source all of our desired materials, debut our full collections as planned, and find creative ways to work with the team to ensure that our production and delivery schedules stayed on track with minimal impact from the coronavirus.
VOWS: What trends have you identified, and are addressing in Bridal Collective’s 2021 collections for ÉLYSÉE, Enzoani, and Badgley Mischka?
Mary Nguyen: After gathering feedback from both our brides and retail partners, we came to the conclusion that our brides today are really dreaming of versatility and romantic designs that they can customize and make uniquely their own. Our 2021 collections speak to that desire by incorporating capes, overskirts, trains, lace necklaces, accessories, and more that are fully removable – perfect for the bride who wants to mix and match and play around with their gown while remaining true to their personal style.
VOWS: What aspects of today's bridal customer should store owners be particularly aware of?
Mary Nguyen: During this pandemic, we’re seeing that our brides today are doing even more of their own research online and on social media before shopping.
They’re incredibly savvy, prepared, and even more excited to finally have that special, intimate, in-person shopping experience once it’s safe to do so. They’re also making faster decisions and often purchasing their dream gown at their first appointment.