Why do bridal boutiques charge for appointments

Inside & Wolf Bridal

Okay, let’s get straight down to the nitty-gritty. I am going to talk about money. I get that we’re British, that it’s generally uncomfortable, and I know that for some, it’s a sensitive subject.

But I also know that brides to be not only wonder why some bridal boutiques charge for appointments but actually baulk or flat out refuse to pay for these.

At & Wolf, we started offering free 90 minutes appointments, but in November 2019, we decided it was time to introduce an appointment fee.

Why? Because bridal boutiques do not operate like other shops. Unlike high street shops, there is no popping in and out or nipping into the changing room and asking a very busy but disinterested store assistant if it’s okay to try on a pair of jeans or battling to find your size in what sometimes feels like a bit of a jumble sale.

During your appointment, you get exclusive use of the boutique, yes, that’s right, the WHOLE boutique for just you and your group of friends and loved ones. You get refreshments and a personal stylist who will give you one-to-one attention and help you find the MOST IMPORTANT dress you will ever wear (and no, it’s NOT just a dress, it’s your wedding dress).

In early 2019 we introduced an online booking system that sends out a reminder that you have an appointment, with an option to cancel or rebook 48 hours in advance. But as much as we'd all like to believe that people would cancel an appointment or let us know they no longer need it, many don't. I can’t begin to tell you how many times I have driven to work, got the boutique nice and toasty and fresh nibbles in just for a bride not to turn up.

Daria by THEIA Bride at & Wolf Bridal

Other times we have chatted with brides to be, to get to know what it is that they want, and they tell us one of the following:

·      I’m not buying today.

·      I want to find my style, as I think I will buy online (another blog post all of its own).

·      I want to find my style here because I have a paid appointment at X, and I don’t want to waste their time – yes, this happened several times.

·      We already have a dress, but family/friends are in town

You may want to shop around; I have already stated that this is probably the most important dress you will ever buy, and completely understandable. But our shop rent, and all the associated bills, our designers and our staff need to be paid regardless, therefore going into an independent bridal boutique without the intention of buying or being ready to buy means our business has just made a loss.

I have to say that charging for appointments wasn't the route we wanted to go down, but it does mean we can ensure our time is paid for and some of the very basic costs of running a business are covered.

We don’t feel that it is unreasonable to charge £25 for appointments; you get a 90-minute private appointment with undivided attention, assistance, and advice. (Plus, it is still cheaper, lasts longer and is probably more satisfying than a dental check-up). The £25 fee that we charge is redeemable against purchases made on the day of the appointment, and if you want to go away and think about our retrials are free.

We hope that you, our lovely customer, will agree that this is money well spent. & Wolf Bridal is not your average boutique; we stock gorgeous designers from around the world and the UK, offering cutting-edge design, and the best quality fabrics.

We always provide the highest level of customer service, and to quote the L’Oreal advert; we believe that ‘WE’RE WORTH IT.”