To Have and To Hold
Thousands of stores sell wedding gowns: BHLDN helps brides-to-be express who they are — not just through how they dress, but also how they celebrate their special day.
“Our customer service experience offers brides something they won’t find anywhere else,” says Elizabeth Cooksey, BHLDN’s director of stores. “We are not just selling gowns, but building friendships that extend beyond the wedding.”
Created by Urban Outfitters, BHLDN employs styling specialists offering personal service. Customers are guided through selling areas offering gowns and dresses, jewelry and accessories, as well as bridal salons and décor rooms.
The salons where customers try on their gowns are furnished with Italian chandeliers, velvet sofas, ottomans and one-of-a-kind Tabriz rugs and equipped with iPod docking stations so customers can listen to their own music.
Décor rooms feature a marble-topped table and high stools so customers and event planners can sit down and design a celebration. The walls are padded so decorations can be tacked on to them.
“Through social media and web-motivated creativity and the sharing of ideas, people are taking the concept of how to execute weddings and special occasion events to a whole new dimension,” Cooksey says. “Our hope is to provide a brand that really helps them do that.”