How To Find Your Dream Wedding Dress: This Expert Has All Of The Answers
Hollie Briant is the pro you need to know…
For Hollie Briant, the owner of newly opened You&I Bridal Boutique in Dubai, saying “yes” to the dress should be a fun and intimate experience for brides-to-be in the search for their dream gown. Here the British-born entrepreneur sits down with Bazaar Bride Editor, Nina Catt, to share an insight into her backstory, her top tips and tricks, and answers all of the questions you’ve been wanting to ask about how to search for “the one”…
Please describe your job in three words: Liberating, meaningful, niche.
Please tell us about the driving force behind launching a bridal boutique in Dubai, and how you got started? Living in Dubai for nearly nine years, I found myself in several conversations with brides discussing how they were worried about finding their dream wedding gown due to the lack of options, in particular, contemporary styles of gowns. I worked within the bridal industry in the U.K and then the beauty industry in Dubai where I worked in the design field. I was itching to start my own company, wanting to work with women and to make them feel amazing – and remember the day they found their perfect wedding dress!
Using my bridal experience, graduating with a BA Honours Degree in textile design and working with so many inspiring boss women in the beauty industry, I set off and travelled the world to find bridal designers not yet in Dubai. That was when You&I Bridal was born.
My dream was to design and create a bridal boutique where women can feel at home, and feel beautiful and confident while searching for the perfect gown. I wanted my boutique to be a place that builds an unforgettable experience with each bride-to-be who walks through the door.
How did previous jobs and experiences help in the set-up? Prior to starting my own boutique, I worked for Huda Kattan which was an amazing experience to be part of, and to watch a brand boom and become what it is today. I was very blessed to have worked for her and her sisters at the beginning of Huda Beauty as this very much taught me the importance of understanding what a customer wants, and putting everything you have back into it physically, financially and emotionally.
My first ever job was working in a family-owned bridal boutique in the U.K. Within this time I really learnt the industry from the ground up including how to pin dresses and steam them correctly. I was very lucky to be mentored by a family who were in the bridal industry for 50+ years. The one key thing I learnt when helping brides find their dream bridal gown, is that every bride and her experience to finding her dress is always different.
Brides have this vision that the emotion and experience of finding the “one”, is what you see on T.V. This is completely wrong. Some brides put the first gown on and say “this is it”, some try on many different gowns and go for a completely different style to what they ever thought they would choose. Some brides start to cry and question why they are crying, and some question why they are not crying. I urge all brides not to compare their experience with others, as this is normal. Every bride is different and this is what I love about being a bridal stylist. Each day something new happens.
What was your vision for You&I? When a bride visits a bridal boutique she will come back on a number of occasions to find her dress, to choose her accessories, and for her fittings. I wanted to create an environment where women can come and feel comfortable to say what makes them feel pretty, confident, and what they feel insecure about their body. When you’re helping a bride to find their dream gown, you build a connection with them and really get to know everything about their wedding, how they met their partner, what they like and what they don’t like. I created a boutique where a bride feels special and happy in the environment she is being styled.
But most importantly my mission was to be my brand. I am a strong believer that people invest and trust a brand they know and especially when they meet the person behind it. I am the same with my designers that are exclusively showcased in my boutique. I went to meet them in person in many different locations around the world and to see the gowns for myself. I would never have stocked a designer I did not meet. From start to finish, I am the bride’s point of contact and meet them every time they come in.
What is the number one question you are asked as a bridal expert? “What do you think, Hollie?” I am asked this regularly when a bride likes two gowns and does not know which one is for her. Honestly, I still find it so hard not to say because the bride has to make the decision herself. It’s her gown, her big day, her body and feelings that she must consider. I can only guide her and listen. If a bride says this to me, I tell her to go away and think about the gown. Have a few days’ sleep, see how they feel and come back and try them both on with a clear mind.
I advise that brides do not look over the photos a million times, they need to make the decision and say “yes” to the dress when they are wearing it. They’ll never say yes to the dress when looking at photos on a phone.
I recommend not to ask too many people for their opinion on the choice of gown because that becomes more confusing. Everyone has their own opinion and style. Only ask those who know you best!
When should brides-to-be begin their search for a wedding gown? Nine-12 months before their wedding date. This might sound like a very long time, but you will be surprised how quick time goes. Bridal gowns can take up to seven months to make, depending on the designer and the design of the gown. They are made to order for you. Bridal gowns are not like fast-fashion where items are already made and can be sent out in a few days.
Every bride’s process and timeframe of finding their dream gown is different, and no one will know how long it will take. Within this time frame brides will also need to have their fittings and any alterations after the gown arrives. Every bride on average will need two fittings. If you can avoid rushing, please do so, otherwise it can take away all the fun, excitement and wonderful memories you can have when finding your dream gown. Most importantly it allows you make the right decision. When brides are rushing, they are not thinking about what they really want and how they feel.
What can brides-to-be expect from their first appointment? What is involved? I do things a little different at You&I Bridal. I believe the worst thing you can do as a bridal stylist is show a bride a rail of gowns when she has never shopped for a wedding dress before. I never understood this as a gown looks completely different on the hanger compared to how it would look on a woman’s body. When a bride goes straight to the rail, she mostly ends up getting very confused and picks out 10 different styles and gets confused about what she likes and does not like after trying them on.
Before a bride looks at the selection of gowns I stock, I take the time to get to know her and her wedding plans. We review images of gowns they like and this helps me a great deal as I really start to understand if they like a simple, clean-cut silhouette, the type of neckline, fabric and colour they are drawn to. After all this information, I start to pull out gowns that I feel she would like to try on, based on all of the comments and hearing about where she is getting married – this is also a very big part of finding the right gown. The location, date and style of wedding has to be taken into consideration. If a bride is getting married on a beach, I would choose an appropriate gown.
What should a bride bring along to an appointment? A pair of heels that are the height they would like to wear on the wedding day and a strapless bra. Seamless nude or white underwear is a must!
Come with ideas, do your research online beforehand. Pull out some inspirational photos of the kind of bridal look you envisage for yourself. This will help me in finding the perfect gown for you.
Try and style your hair how you would like it to be styled on your wedding day. I know this might be hard for some styles but if you can, this make a big difference. This also helps pick out hair accessories.
Most importantly come with an open mind.
What is the most challenging part of your job? When a bride thinks she has plenty of time. It’s amazing how many women put off finding their gown or shop around for months on end. Then they put themselves in a corner to rush and find the gown they want. When you make an emotional connection with your gown and fall in love with it, nothing will ever change that, so please don’t put it off and shop around too much. This will only confuse you.
What sets You&I apart from other bridal boutiques in the region? Apart from the gown selection I stock, I have picked gowns that are for the modern-day brides. Our brand motto is; you’re unique, modern, chic and sleek – dress like it!
I have been to weddings where a bride is not walking or dancing how they normally do. They are restricted by the gown. You should have no restrictions when you’re a bride and should be able to celebrate all night with your loved ones. Our mission is to empower women through body positivity, stylist education, and most importantly, believing every woman is unique.
You&I Bridal is an appointment-only boutique booked out privately for you and your bridal squad to ensure you feel comfortable, relaxed and have a blast! The name You&I signifies it will only be you and I when you come in to find your dream gown. From start to finish, you will have one point of contact to guide and support you in your unforgettable experience. All our international bridal designers are exclusive with You&I Bridal here in Dubai.
Besides wedding dresses, what else does You&I offer? We are one of the only contemporary-styled bridal boutiques that offers a wide range of bridesmaids dresses. We also stock a wide range of bridal accessories and veils which we use to style the wedding gown within the appointment.
When it comes to silhouettes, what is the biggest trend or most popular style request for 2023 weddings? I am noticing more and more brides are wanting to try on a mermaid silhouette as there has been an influx of social content showcasing this silhouette. But still an A-line silhouette is the most popular as it compliments many women’s body shapes. A square neckline is also a big trend this year.
Brides are also loving overskirts. They like the option of having two looks within one gown. Wearing an overskirt for the ceremony and then removing it for the reception is a wonderful way to have two looks. The same goes for certain gowns that come with detachable straps or detachable sleeves.
What’s the number one piece of advice you would give brides embarking on their wedding planning journey? Write down five key things you want from your big day such as the venue, guest list, food, date, etc. This is your wedding checklist and once these boxes are ticked then all the little things will fall into place, and it will not matter if you need to change a few things. I would also recommend keeping as many wedding details as you can between you, your partner and immediate family. It’s your big day and other people’s opinions will only make you stressed and doubt your decisions. I highly recommend you do this with your dress, too. Try not to show people photos of your dress, wait until they see you wearing it on your day. Trust me, it will be worth the wait.
Do you have a tradition when it comes to brides saying “yes” to the dress? I ask my brides if they are a You& I Bride? They always shout back – “hell YESSS!” This is my favourite moment. I never forget my brides, their wedding stories and the gown that they will be wearing when they say “I do”. I really do love what I do!
For more information or to book an apointment, visit You&IBridal.ae
Images courtesy of You&IBridal