What do you do?
Elsie May Bridal, located near Lichfield, Trent Valley, offers an elegant and curated experience for every bride. Our boutique showcases a refined selection of bridal gowns, veils, accessories and shoes, complemented by an exemplary cleaning service for bridal attire, occasion wear and menswear.
We also provide a professional steaming and finishing service for gowns and special-occasion garments purchased elsewhere—ensuring that every guest, regardless of where they shop, receives a warm welcome and exceptional care.
Why did you start the business?
I had always wanted to run my own business since I was a little girl, my dad had his own business, and he inspired me on so many levels. Elsie May Bridal was being advertised for sale, so I set up a meeting with Julie Packwood who founded the shop back in 2015. After assessing the opportunity, and with the full support of my Husband, I decided to take the plunge, and I was handed the keys in 2019. I had no experience in bridal at all, but I had a tiny bit of business acumen and some fire in my belly to take it on. I have never been risk averse and enjoy a challenge so taking on an established business meant I could realise this lifelong dream.
Whilst my working career has been amassed with an array of transferrable skills coupled with having an insatiable thirst for knowledge, I’ve always had a passion for customer service. I’ve relished being in the company of people as opposed to working in solitary conditions hence, excelling at building relationships which I truly believe has become the lifeforce of Elsie May Bridal. I am now completely obsessed by this industry, and I can’t see me doing anything else!
Who are your customers?
My customers are Brides aged between 24-66 with a primary catchment area of 10-30 miles although we have had Brides travel from around the UK. We do not sell online so it’s imperative that Brides travel to the shop so that they can try on our gowns. We value a personalised boutique experience and pride ourselves by offering a unique handholding journey for each individual Bride.
Brides will be looking for both on-trend, contemporary gowns and also those classic, timeless pieces at achievable prices. Our gown prices are mid-range for made to order so expect to pay anything from £1000 to £2000. We sell off the peg too with a discount on the gowns so if Brides are looking to purchase at a cheaper price or they have a shorter time frame before they get married, this is ideal for them.
Gowns that are discontinued, go onto the sale rail which is available all year round. These are priced between £99-£800 enabling a Bride to have a designer gown for so much less than current ranges.
What are you most proud of in your business?
I’ve grown so much over the past 6 years and have really seen the progress that I’ve made in the industry considering I hadn’t run a bridal shop before. My proudest achievement to-date has got to be winning the highly prestigious Wedding Industry Award 2025 with TWIA in the regional finals and making it down to London for the National Finalists Awards! That was a real pinch me moment for sure. I’ve featured in articles in major trade magazines and I’ve been proud to have contributed to writing articles for editorials and online wedding sites. I think another major milestone must be pulling my first wage from the shop, I couldn’t believe I’d managed to make enough money to pay myself a wage – I actually printed off the payslip and every now and then, I’ll look at it to remind myself how far I’ve come.
What gets you out of bed in the morning?
Without doubt…MY BRIDES!! Elsie May Bridal just seems to attract the most wonderful, beautiful girls to my shop, even my Seamstresses will tell me they love to work with my Brides because they are always so happy and lovely to deal with and that’s what I love about my shop, this isn’t your ordinary bridal boutique, I always say it’s my little hub of pink happiness and the girls love it.
I also love the mechanics of business and making decisions, I labour over details and I’m always looking to improve the customer journey. No two days are the same which is so important for me to have that variety.
Best piece of advice ever given?
Your network is your net worth.
I love meeting people and learning from them. I always believe that everyone can teach you something or help you with something. It’s so important to connect with your local business community, you just never know if you’re missing something that improves the efficiency of your business. I have been so fortunate in this industry to have brilliant Mentors, I cherish those relationships so much as they have been the linchpin to my business. They’ve carried me through the tough moments of entrepreneurship along with celebrating my achievements along the way.
Hobbies/Pastimes/Family:
Running a business isn’t your standard 9-5 hours, my phone is never far from my hands that’s why I value spending time with my family above everything. Just going for a coffee with my Mum and my Niece can be a real treat some days and just what I need. I have had a litany of hobbies in the past as I tend to hyperfocus on a hobby and spend the next few months deeply engrossed only to completely give it up without a care in the world! Ask my husband about my crochet habit…oh, and the bookbinding habit. I’ve now entered my gardening era and treat plants like grandchildren.
Favourite Holiday Destination?
My Husband and I have loved going to Newquay every year, that was our first holiday together and we just feel so at home there, although we discovered the Algarve last year and I can see this is becoming a firm favourite too! My favourite place on earth is New York, I’ve been desperately trying to convince my husband to visit – Hopefully I can twist his arm at some point in the very near future!
