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Why Small Bridal Boutiques Give Better ServiceBy Kathleen Terrana Just as many small, privately owned stores have gone out of business because of giants like K-Mart and Wal-Mart, the same holds true for the wedding industry. I purchased my bridal boutique a year after one large wedding gown retailer, offering their $99 wedding gown sale, came to town. I kept my small shop thriving by giving the best possible service, including sending my clients to the big retailer when I thought it was in their best interest. Over the course of nearly eight years before I closed my bridal boutique, I watched many other shops like mine go out of business. In order to keep doing what I loved, I focused on core groups of women that were not receiving good service elsewhere. At that time plus size women had trouble finding selection as well as someone who could alter a gown to make them look beautiful. They found a close friend in me, and I was rewarded by their gratitude as well as their insistence on giving me all of their business. (Luckily, plus size women have been recognized by the entire fashion industry and are now well represented.) Many of my clients were not afraid to ask me for a discount and many times I suggested it myself. If it looked as though they would be purchasing both gown and veil, I would offer them a crinoline for half price. When I sold a wedding gown, the customer was never charged for the clear zippered bag. That same bag will cost you ten dollars or more at a large bridal boutique. The service you receive in a store, of course, depends upon the owner and the employees. And if the employees are working on a commission, they will act differently than those who do not. Remember, that your business is a gift. Spend your money where you are treated courteously, and not neglected, rushed or pressured. |
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