FEATURE as well as extending our return policy by allowing customers to return their garments for a full refund to ensure they ’ re able to find a perfect fit .
IR : What are some of the challenges for the bridal industry right now ? Dealing with uncertainty has been a huge challenge for the industry . Working with constantly changing restrictions has resulted in a huge increase in events being rescheduled or cancelled and required many to offer more flexible policies than they normally would . Moving forward , I think the challenge will be finding ways to adapt and cater to the unconventional bride who is seeking a completely different look and format for her wedding .
Additionally , as it has now become much more common to plan your wedding completely online , the challenge for the industry is to ensure our platforms and digital offering are up to scratch to be able to best service the bridal customer .
IR : How would you describe the Shona Joy aesthetic ? The Shona Joy aesthetic has always been connected to our Australian roots and the laid-back beach lifestyle we love so much . This is evident in our collections through our use of natural fibres , effortless , no-fuss silhouettes and neutral colour palette , but always with a hint of our signature 70s bohemian style .
IR : When it comes to bridal customers in particular , what are they looking for in a dress ? Today ’ s modern bride is much more considered when making purchase decisions for her big day , shopping exclusively with brands that demonstrate values that match their own , a brand story they connect with , and a brand commitment to operating with a purpose .
Ensuring that we operate with people and the planet at the forefront of our minds has always been critical for us as a brand , just as this is important for our customer . We ’ re currently transitioning the production of our entire bridal offering to a more sustainable fabrication alternative , known as Lenzing . Additionally , we ’ re focused on sharing the stories behind our designs and our team to give our customers full visibility over our process and help her connect to the garments even more .
Ultimately , everyone wants to feel beautiful on their wedding day in a dress that feels uniquely them . From a product perspective , we ’ re focused on ensuring that every woman can find something to feel incredible in from our range ; catering to a broad range of body shapes , offering a variety of silhouettes and even separates .
IR : What are some of the lessons that you ’ ve learnt about bridal customers since starting your own business ? Much of our success in the bridal industry has come from the fact that we ’ re a fashion brand first — our focus is ready-to-wear . We strive to create beautifully made , modern silhouettes that speak to the fashion customer . We don ’ t design ‘ conventional bridal ’. Our garments are pared back and timeless , which I think is key for the modern bride who has a much more tailored vision of what she wants her day to look like . ►
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