Lovely Bridal Shop Builds Buzz Through Social Media, Continues Launch with Cynthia Rowley Event

Lovely Bridal Shop, Badgely Mischka dress

Lovely Bridal Shop is the perfect respite from the overdone chandelier, bright lights and rows of dresses shrouded in plastic that make up your average mainstream bridal store. It’s also a more approachable option for the stylish, Coco +Kelly reading bride who would rather shimmy on and off her favorite J brands than dress to the nines in order to feel welcome at the more couture bridal houses. Marketing maven Lanie List and operating partner Cassandra Quinn recognized this lack of a homey, quaint bridal boutique and opened the doors of their West Village Brownstone store just six weeks ago. At launch they had already secured 50 initial appointments and have been booked solid ever since. So how did they do it?

Lovely Bridal Shop, 376 Bleecker

Lanie and Cassandra believe that the customer experience is as important as the product, and created a store that people wanted to spend time in, and a brand that brides wanted to be a part of. The store and brand, both in name and in service, clearly focuses on the bride, rather than the typical bridal store in NYC which is often associated with the owner’s name. The in-store experience is much like being in a home, with comfortable couches and chairs, and an entire upstairs with private salons for try-ons.

Lovely Bridal Shop

Building The Brand Through Blogging

Importantly, the owners established a blog when the store concept was in its infancy and built relationships with wedding blogs that shared a similar vision. Content on the blog started out about fashion, wedding photography and wedding blogs, and evolved to also include bits about the process of starting the store – chairs picked up at a Flea Market, etc. Lovely also carries a few lines (Sarah Seven, Elizabeth Dye) that are not found anywhere else in New York, so the buzz generated by those designers and fans helped build expectation among local brides. The week before the store launched, Lovely Bride contributed guest posts and give-aways to top wedding blog 100 Layer Cake, and word of this and similar collaborations with other bloggers led to a Daily Candy hit the day before opening day and another one just five days later.

Cynthia Rowley Bridesmaids

Cynthia Rowley Launch Event

In addition to the Lovely blog, the boutique leverages both Facebook and Twitter and is demonstratively comfortable building relationships organically through social media. When Alan Dessy of Dessy Group contacted Lanie about partnering to promote the new  Cynthia Rowley Bridesmaids line, with a launch event that tied in with Foursquare, she was right on board and set up an account. “In retail the most important thing is to drive people to the store,” she said. “Foursquare ties back social networking to a physical location where people can shop.”

Event Details – Make sure to check in to Foursquare to “unlock’ something special when you arrive!

Date:
Thursday, June 3, 2010
Time:
6:00pm – 8:00pm
Location:
376 Bleecker Street

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About Crosby

Crosby Noricks is the founder of PR Couture. Follow her on Twitter @pr_couture or send her an email at crosby[at]prcouture.com

  • http://www.michellepr.com Michelle @ Michelle PR

    So glad to see you featuring Lovely. I’ve enjoyed following their journey from concept to reality.

  • http://www.ivamessy.com Iva

    so lovely!

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  • http://profiles.google.com/isiahongsaludes isiah saludes

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    If you’re looking for a Bridal Shops in Brisbane, follow the link. If you want to read more about Wedding Cake Tips, you can follow the link. You’ll learn a lot and will surely give you an idea where to go in case you need a Bridal Shops in Brisbane.

  • http://profiles.google.com/isiahongsaludes isiah saludes

    I identified your blog incredibly intriguing as I am operating a local Bridal Shops web site in Australia. I concur that this strategy is heading to the sight track to succeed in this business. I will be in touch with your weblog. I am providing my sincere thank you to you for supplying us an insight on what’s going on. It will drastically have an impact on our small business, perhaps great and perhaps bad.

    If you’re looking for a Bridal Shops in Brisbane, follow the link. If you want to read more about Wedding Cake Tips, you can follow the link. You’ll learn a lot and will surely give you an idea where to go in case you need a Bridal Shops in Brisbane.

  • http://profiles.google.com/isiahongsaludes isiah saludes

    I identified your blog incredibly intriguing as I am operating a local Bridal Shops web site in Australia. I concur that this strategy is heading to the sight track to succeed in this business. I will be in touch with your weblog. I am providing my sincere thank you to you for supplying us an insight on what’s going on. It will drastically have an impact on our small business, perhaps great and perhaps bad.

    If you’re looking for a Bridal Shops in Brisbane, follow the link. If you want to read more about Wedding Cake Tips, you can follow the link. You’ll learn a lot and will surely give you an idea where to go in case you need a Bridal Shops in Brisbane.

  • http://profiles.google.com/isiahongsaludes isiah saludes

    I identified your blog incredibly intriguing as I am operating a local Bridal Shops web site in Australia. I concur that this strategy is heading to the sight track to succeed in this business. I will be in touch with your weblog. I am providing my sincere thank you to you for supplying us an insight on what’s going on. It will drastically have an impact on our small business, perhaps great and perhaps bad.

    If you’re looking for a Bridal Shops in Brisbane, follow the link. If you want to read more about Wedding Cake Tips, you can follow the link. You’ll learn a lot and will surely give you an idea where to go in case you need a Bridal Shops in Brisbane.

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