By: India Laughlin
For many women, their wedding is a pinnacle day in their life. Some women spend most of their lives dreaming of exactly how that day will unfold. They imagine where it will be, who they will invite, what their colors will be, what kind of food they will serve, and most importantly what they will wear. Brides want the best of the best when it comes to their day which easily explains why the wedding industry rakes in billions of dollars each year. In a market inundated with services and products, wedding service companies have to find innovative ways to set themselves apart.
I had the pleasure of interviewing two entrepreneurs who have revamped an established Raleigh-based bridal boutique through niche marketing and specialized customer service. Amy Kiszely (AK) and Laura Stanley (LS) give advice on how to follow your dreams and find your niche.
1. Why did you decide to become a part of Maggi Bridal?
LS – I became interested in the bridal industry when I took a job as a bridal consultant in my senior year in high school. For years before this job opportunity, I had an interest in fashion design and particularly with formal wear, but I found that I truly loved being a part of a bride’s special experience. While I was in my final semester of my senior year in college, I had the opportunity to take over the existing business, Maggi Bridal, when the previous owner was prepared to close the store and retire. I worked along with Amy to make this the business what it is today, totaling changing the image, operating standards, inventory, etc.
AK – I knew I wanted to be a part of the bridal industry since I was twelve years old and began devoting myself to learning all I could about the industry. Deciding I wanted to own and run my own bridal boutique didn’t come about until college. It was soon after I graduated that the opportunity to take over Maggi Bridal arose. It was too good to be true and was a risk I had to take therefore Laura and I became business partners and fortunately it was the perfect pairing. After an extensive remodeling and expansion, we have made this boutique our very own. I am living my dream and am so thankful to be a part of making this business what it is.
2. What is your vision for the boutique and how will it differ from the previous direction of the boutique?
Our vision for Maggi Bridal is to be a moderately priced bridal boutique with the service of a higher-end market. We have a unique niche that we offer top of the line service for a reasonable and more affordable price. Our city, Raleigh, and surrounding areas only have David’s Bridal or warehouse-style stores that offer lower price points and less services or higher end boutiques that are more service-oriented but starting with price points at $2,000.
Our biggest change to Maggi Bridal when we took it over was the way we operate. We work by appointment, giving our brides two hours with one bridal consultant. We took the gowns out of plastic bags and made the store and its décor more light and airy. Our boutique is very feminine, welcoming, and seems to put brides at ease. We have added new designers and have made sure to stay within our target price range of mainly $1,000 to $2,000 and offer a wide range of styles.
3. What is your best advice to young budding entrepreneurs?
Be prepared to work all the time, or at least in the beginning stages. I know that this sounds daunting, but it is true. Starting and managing a business is like giving birth to and raising a child. You want to watch it grow and be successful. It consumes your thoughts, but it’s all worth it if you love what you do and you’re passionate about your career.
I’d advise young entrepreneurs to look forward to growing the business, but to pace themselves and make sure that the business does not grow too quickly without a solid foundation. Also, try to take breaks whenever you can so that you do not burn out.
4. Amy, you studied fashion in Paris with designer Elie Saab! Would you mind telling me a little about that experience and how it led you to where you are today?
My internship with Ellie Saab was short, but sweet. I took in all that I could while I helped assist during fashion week. The intense fever pitch of that week was like an excitement I’d never felt! Despite the excitement of that week, the rest of my stay in Paris is what has truly lasted with me. It changed me as a person, making me more sure of myself. I never would’ve had the confidence of running my own business if it hadn’t been for Paris.
5. Laura, how has your previous experience in the bridal industry helped to prepare you in becoming part owner of your own bridal boutique?!
My experience working as a bridal consultant most simply trained me to work with brides. I learned that wording is important and that great service is what makes brides want to buy their gown from you. I became familiar with how the business structured their appointments and sales policies. I agreed with some tactics, but I realized what I might want to do differently. I worked in a less service-oriented business and can now see how the changes we have made for our own boutique work so much more efficiently.
6. Can you tell me what a typical day as a boutique owner is like?
The great thing about retail is that each day may have typical tasks, but customers make the experiences different. Since Maggi Bridal is a smaller, more personalized business and Amy and I truly enjoy working with brides, we actually lead bridal and bridesmaid appointments instead of only managerial tasks. We never want to completely give up working with our brides, because it helps us keep our focus on why we do what we do and that’s because we love it and we care about our brides.
We do of course make the schedules, do the bookkeeping and financial planning, marketing, and so forth.
7. In a market as competitive as the bridal industry, what do you do to set Maggi Bridal a part?
Maggi Bridal is different than other stores in our area because of our unique price point and the service that we provide. We also have exclusive designers that cannot be found close to us. We offer more time in appointments with our brides and we do not conduct bridal appointments right beside another bride and her guests. Since we want to offer our brides a more personalized and one-on-on experience, we schedule our appointments in such a way that the bride feels that she has the whole side of the boutique to herself.
8. If you were not running a successful bridal boutique, what else could you see yourself doing?
LS – I absolutely love what I am doing now, but I do have interests that I would like to follow in the years to come in addition to this business. I may want to design bridal gowns for our boutique and I have a love for floral design and would like to one day open a flower shop.
AK – It is difficult to imagine my life without Maggi Bridal because of how much I enjoy what I do every day, but I have always wanted to one day custom design bridal gowns. Laura and I see ourselves doing that for Maggi Bridal one day. I could also see myself working in other aspects of the bridal industry such as wedding planning.
9. How do you keep up with current events in your industry, and as a business person in general?
To stay current in the happenings in our industry, we read VOWS Magazine, a bridal trade publication. This magazine offers articles about the latest trends, advice on sales, and the National Bridal Markets. We also read current issues of bridal magazines to stay familiar with trends in bridal fashions and to be knowledgeable of other designers. We also research our competitors and are familiar with their websites.
10.Lastly, if you could change one thing about what you have done so far in terms of your business, what would you change and why?
Amy and I worked the entire business by ourselves for a year and a half. This means that we did all of the planning, operating tasks, and conducted all appointments. Our business continued to grow and we had a higher demand for appointments, so we knew that we needed employees. We hired one part-time employee that eventually became full-time. However, she ended up moving with her husband to a different state. Amy and I wish that we did not put all of our eggs in one basket and would have had another consultant lined up so that it would not have been so difficult on us when she left.
Amy and Laura’s dedication and passion for their boutique is truly inspiring. They had a chance to follow their dreams and in true entrepreneurship form they took a risk and hit the ground running. If you or anyone you know is looking for a unique wedding gown and an experience that you will not find in any other bridal boutique, Maggi Bridal should be on the top of your list. To find out more about Maggi Bridal visit http://maggibridal.com.
