An Interview with Diala

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We sat down with shop owner and head buyer , Diala Abu Issa to talk about all things bridal and 2018 at The Bridal Showroom

As The Bridal Showroom prepares to celebrate its 6th year as one of Dubai’s most loved boutiques, how are you finding the bridal style in Dubai evolving since 2012?

Simpler silhouettes especially mermaids were very much in trend back when The Bridal Showroom opened its doors in 2012. When Kim Kardashian got married in a Givenchy customized gown by Riccardo Tisci, the silhouette was extremely popular across nationalities. Strapless was also very popular back then.

Then came the Lebanese designers such as Elie Saab, Zuhair Murad, and Saiid Kobeisy who have stolen the limelight, setting trends across the region. Ball gowns, long trains and embellishments are very much back , we see celebrities opting for the ball gown such as Camila Carril getting married in an Ashi Studio cone ball gown, a Lebanese design house.

Miranda Kerr’s wedding dress which was designed by Maria Grazia Chiuri for Dior, was also a stunning ball gown masterpiece with long sleeves.

Today, sleeves, whether off-the-shoulder or full are in high demand.

“Where Bridal Dreams Come True.” Tell us the story behind your boutique’s promise to brides.

Our focus is all about the feels she gets when she walks into our boutique. We are always on the hunt for the best training for our consultants, the best boutique ambience and the best in designer selection. We are always walking around as a team wondering how we can better our store experience. The focus is not just on the dress itself but on “her journey towards finding The Dress”.

Tell us more about 2017, with the launch of Alterations Atelier and your two popular lines ups of dresses, Modern Princess and Dreamer. Our Alteration Atelier has become very popular. We are helping brides who have bought their wedding dresses elsewhere to alter their dresses with us. With a new team of wedding seamstress specialists, they are in safe hands. We are so excited to welcome Saiid Kobeisy to our line up. It will truly bring an exciting feature to our collection. Really looking forward.

The recurring theme in your hand selected collections is to bring in new bridal designers that are international hits. Why would you take the risk instead of playing it safe like most bridal shops in the region?

I really want to bring the best to my brides, a big selection and the choice they deserve. For that reason as of FW2017, we will be focusing solely on Wedding dresses and accessories. This will help us bring a bigger selection and take the risk in getting what no one has in this part of the world. Every bride has the right to express herself on her wedding day and we want to make it happen.

How do you describe your #TBSbride in 2018?

AVANT-GARDE yet TIMELESS

You introduced the Redeemable Consultation Fee in April 2017. How was it received by your brides?

It took me a year of thinking and rethinking and more thinking until we finally decided to implement the Redeemable Consultation Fee of AED200 for first time fitting appointments. Most brides have been very welcoming of the idea and have been very understanding. It has allowed us to give them more of our time and focus and they are loving it! Those who were reluctant of the idea have been coming in to see the collection before deciding whether they want to proceed with the consultation.

The reasons for this are many. As Dubai’s most loved bridal boutique we experience high volumes of customers, some with no intention of buying from our store. Some examples are brides taking our consultant’s 90 minute fitting assessment to then shop elsewhere, brides looking to try on gown designs to take to their dressmakers and some who just want to have the shopping experience with their friends. We are very happy with the implementation of this fair, honest and clear policy.

Top of your playlist right now?

The Chainsmokers and Cold Play – Something Just Like this