"We'd pull out of the publication tomorrow! We want these images in Vogue and we need those to be embargoed until we get published!"

Our stylist Nico communicated this message to our editorial team loud and clear.

It was the eleventh hour. We were less than 12 hours away from publishing. Everything has been planned.

The contents were organised and the stories were set! How could she just decide to pull out the images at the last minute and everything is in chaos!

It has been on celebratory mode all along. We reached a milestone achievement of our first year anniversary with digital publication. It was not easy. In fact, far from it. The journey was liken to be a turbulent ride but a very rewarding one. It was our first publication since 5 months ago when we managed to publish the Summer edition in the midst a worldwide Covid lockdown!

We certainly did not expect such a decision. The team shot this series during one of the hottest day during the British summer. Everybody was tired but in high spirit. We were cheering everybody on.

"We should be glad they are submitting for Vogue! It is gonna be worth it!" It's alright we published something less. It does make a difference but we will be fine." said Erin, our assistant editor-in-chief.

Nico, the stylist was also the designer for all the statement headpiece for the images. She has an exceptional talent in making the model looks fabulous and glamourous in her accessories which has some x-factor oozing in every shot. The photographer Tim Copsey is a veteran photographer with tons of experience in editorial shoot. He knows the story he wants to portray, he knows the angles, he knows the vibes. Everything on set was led by his equally experienced partner-in-style Nico.

We couldn't be happier when we received the images. They were not the usual kind of bridal shoot we see on social media. These were truly something different.

Featuring Kayla wearing Yolanda from Elysian Collection.

Giorgia Couture created only one new design for 2020. The off-the-shoulder ballgown was it!

The entire collection was supposed to be called Dream of Love, an named inspired from the term "Liebestraum" a romantic and virtuosic piano composition by Franz Liszt.

You can book an appointment with us to try this dress from "Dream of Love" today.


P.S: Were these images published eventually? You bet! The road to Vogue isn't a walk in the park. There is no resistance, it just isn't going to happen for this one, yet!


A Brand New Way to Shop for Wedding Dresses Post-Covid!

To be honest, it gave us sleepless nights since we launch the Weekly Duo Promotional Campaign.

We harbour thoughts of quietly cancelling this promotion every week when we launch the 2 new designs on Mondays, telling ourselves nobody will notice even if we secretly increase the price, or simply not offering it as a "2 for the price of 1" kinda deal.

What would our previous client think? They paid so much more. What would our retailers think? We are renting to brides at half the wholesale prices?! Ridiculous. What would fellow vendors and partners in the industry think?! They must be desperate for sales! What would potential clients/brides think? They must be comprising on their quality!

Is the promotion or offer even working and are the sales numbers justified are the next questions we asked ourselves.

Well. The answers are Yes and No.

Bear with me. It is not what you think.

I started this business merely wanting to kill time while waiting to give birth. But I have since wanted to build a fashion empire. I imagine having over 1000 point of sales across the globe. I read books after books about creating a blue ocean, and how to play bigger by developing a product to be "Category King".

I imagine generating millions of sales through online marketing alone. I imagine helping bridal boutique owners pivot out of the struggling wedding industry, and slingshot to success with online sales. I imagine expanding the business with a marketing and publishing agency. I really do think BIG!

I am really not concern with how many brides are attracted to our rent 2 dress for $x99 in October. This is just one of those many marketing/promotional offers out there.

I am thinking about how to increase our market share from 1% of the puny 20K weddings Singapore market to maybe 5% by 2022. But our focus is still on expanding internationally, to the UK, US, China, and India.

Therefore, we need to have a framework. We need to first help our retailers and boutique owners with a marketing framework and strategy that work! Tried and Proven! And I am not afraid to that this risk of exploring untethered territory!

We are on Week 3. More determined than ever to make this work. I am enjoying the freedom to create designs which I have been procrastinating to create since the beginning of time, but was held back because of fear. Fear of reinventing the wheels. Fear of not being approved with good sales revenue because the designs are too niche. Fear of not being liked. Fear of conventional brides coming to us looking for conventional designs. It was a-hell-of-a roller coaster ride! But I have decided to embrace ALL MY FEARS!

If it doesn't work? Damn! I am starting 2021 with 24 of my own creation which I absolutely adore!


Updated: Sep 23, 2020

Thank You for this very special recognition. It was absolutely unexpected. Entitled "Singapore Prestige Award" I went to their official website to find out more. This award is all about giving recognition to small and medium-sized businesses that have proven to be the best in their market over the past 12 months!

I mean for at least half the time we have been on partial lockdown in Singapore and our international retailers too!

All shortlisted companies are asked to support their nomination with evidence of their work, positive feedback from their clients, information on previous accreditation’s and recognition as well as highlighting the most outstanding parts of their businesses.

We have done alot of work but I not too sure if those could be under innovative practises.

And the criteria read:

The judging panel base their decisions upon areas such as service excellence, quality of the product/ service provided, innovative practices, value, ethical or sustainable methods of working, as well as consistency in performance. The winners selected are those who can best demonstrate their strengths in these areas.

Okay. I was thrilled to be nominated for sure.

As a designer who has no formal education on fashion design, this is definitely one of the best thing that happened to me since my journey with weddings and bridal design.

While I have spent my ten thousand hours in front of the piano since I was a child, I was nowhere close to winning an award for piano.

We got on a call with the award team. This guy named Andre has emailed me 4 times through the month between 23 June and 17 July. I owe it to him for being relentless at contacting us.

So I was told that customer reviews and feedback on our services will play an important role in the judging process. Of course! I was secretly delighted that we have been conscientious in asking for reviews from our clients. You know, clients don't reply immediately for such requests because they are busy with their life. Some do revert immediately upon receiving the link but not everyone does. And we have accumulated quite numerous reviews over the years!

We have also accumulated quite many media features from our past endeavours, pre-covid.

We just need to submit these links in the questionaire and that's about all.

For the haters out there (just kidding), one interesting thing is that in Andre's email, (and maybe due to our no reply since they landed in our spam inbox,) he highlighted specifically that there is no cost involved. (Aka the award team do not allow bribery! lol. Yeah, great we don't have budget for that too!)

And approximately one month after we confirmed our participation, I received an email from Chris, the other guy who processed our questionaire, that they wish to speak to me. He has some news for me.

Oh exciting!

Yes, indeed. We have been successful in winning the award.

Thank you!

One of the best news so far since Post-Covid lockdown!

The other best news is we are gonna continue UK trunkshow this year because it has been requested by our stockists partners!

Thank you for the love!





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