Ashley Andrews was on her way home from her own honeymoon in 2009 when it seems fate handed her the business idea she had long been looking for.
Andrews says she has always had a dream of being a part of a family business.
In the summer of 2009, she and her new husband were flying home from Mexico. She was sitting next to a woman who was on her way home after celebrating her sister’s wedding there. The two got to talking about weddings and everything that goes along with them. The woman shared some photos from her sister’s recent nuptials and when Andrews commented on the bride’s beautiful dress, she mentioned that her sister and mom own a consignment bridal store.
The idea piqued her interest and the seed of a business idea was planted.
Never one to sit on a good idea, Andrews decided that this could be the business idea she had been looking for.
After arriving back home in Mississauga, she approached her mom, who has extensive experience in retail, with the idea.
That was in early July 2009.
The idea took off quickly and just a few months later in September of that year She’s So Beautiful Consignment and Bridal Boutique opened its doors to its very first bride.
“When we started it, it was something that really worked for us,” Andrews says.
Owner Cindy Andrews and her husband converted the basement of their Dundas home into a full service bridal boutique.
Photo credit: Tracey Manailescu
She’s So Beautiful not only has an extensive selection of gowns, they also sell all the things every bride needs to complete her look for her big day — veils and headpieces, many of which are handmade on site, purses, shoes and lingerie, as well as jewelry handmade by Mary Mae Dow.
The boutique has also added mother-of-the-bride, bridesmaid and flower girl dresses to its inventory.
“We have lots of different styles for the mother-of-the-bride,” Andrews says, adding that knowing the cost of weddings they try to keep their prices down.
The mother-daughter team brought in experienced and talented seamstress, Judy Watson, who works with brides to make sure each and every dress fits perfectly before it leaves the store.
She’s So Beautiful also works with the seamstress to do custom alterations and orders to outfit the bridal party.
The main attraction, of course, is selection of bridal gowns.
Photo credit: Tracey Manailescu
In the beginning, Andrews says she was trolling online ads looking for brides trying to sell their dresses. Today, however, She’s So Beautiful boasts a selection of more than 250 dresses in sizes ranging from 0 to 28.
That doesn’t mean that the days of searching for dresses is over.
Andrews says the staff at She’s So Beautiful will go above and beyond to help every bride find her perfect dress. If a customer is unable to find a dress in the current selection offered in the boutique, Andrews will start the search to find and bring in exactly what the bride is looking for.
“We do go over and above what the typical bridal store does, I think,” she says.
The boutique is also a nod to a growing trend in weddings — going green — while keeping the wedding budget in check.
She’s So Beautiful can offer brides a previously loved dress that looks brand new without the cost and all the energy expended in making a brand new gown.
She’s So Beautiful can also help brides with other aspects of their big day.
Andrews says they work with many reputable local vendors and have recommendations for everything from hair and make-up to photographers, florists and cake designers.
***The She’s So Beautiful Experience*** Shopping at She’s So Beautiful is all about giving each client individual attention.
Shoppers must make an appointment ahead of time. Dress appointments run in two-hour blocks and only one bride is taken at a time so staff can give each client their complete and undivided attention.
“We have staff devoted to working with you and your bridal party needs,” Andrews says.
After getting an idea of what a bride is looking for when she makes an appointment, staff are able to pull dresses from the extensive stock ahead of time, saving both time and effort.
The personalized approach leaves many brides feeling relaxed about buying their dress, something that can be rare during the wedding planning process.
Here’s what a few former customers had to say about their She’s So Beautiful experience:
“I found my dress and accessories all in one visit. It was nice to have the staff committed to finding me the dress of my dreams,” reads one online review of the store. “I loved the privacy of the appointment.”
“I had a wonderful experience. Very helpful and friendly staff, beautiful gowns,” another bride posted on the store’s website.
“As an older bride, it’s been difficult trying to find an appropriate wedding dress to suit me,” another wrote. “Visiting the usual bridal salons was uncomfortable and I felt so out of place, but between the comfortable setting and the wonderful help from the ladies, I was able to find the dress that I love.”
Photo credit: Tracey Manailescu
*** The Consignment Process*** She’s So Beautiful won’t accept just any dress.
Interested consigners are asked to e-mail a picture of their dress (front and back) with all the details — measurements and any small details such as beading or lace that might not be visible in the photos.
Staff then decide if they think the dress will sell. If so, an appointment is made with the potential consigner to get an up close and personal look at the dress. Before it can be added to the She’s So Beautiful gown repertoire, every dress must be dry cleaned. Andrews said most dresses come in already dry cleaned, however, the store has an arrangement with a local dry cleaner to take care of the dresses for a lower price than many others charge.
“We want to save the consigner money and get them money,” Andrews says.
If the dress has to be sent away for dry cleaning, a fee must be paid up front and a waiver must be signed.
“If it comes out clean, we consign it,” she says.
Past consigners have also been happy with their She’s So Beautiful experience.
“She’s So Beautiful is a professional and unique business. I was happy handing over my dress for consignment after seeing their beautiful set-up and meeting with the staff,” one wrote in a review.
Another wrote: “I had a great experience with She’s So Beautiful. The staff were friendly, easy to work with and reassuring that my dress would sell. The store is clean and well kept. I would recommend She’s So Beautiful for anyone looking to buy or sell their wedding dress.”
For more information about shopping, or consigning, with She’s So Beautiful visit www.shessobeautiful.ca.
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