By Jess Beech
Dreaming about a big white wedding but baulking at the price tag of your dream dress?
Good news – London’s first sustainable bridal boutique Brides Do Good are holding an exclusive flash sale on 15th February, with dresses from as little as £49.
There’s no appointment required, simply pop in between 10.30am and 6.30pm to browse over 200 dresses. With the most expensive gown in the sale ringing in at just £299, and RRPs as high as £5,000 from leading designers including Galia Lahav, Jenny Packham and Provonias, there’s no better time to shop for your dress.
Not sure what style will suit you? Don’t worry, Brides’s Do Good’s team of expert consultants will be on hand to help you through the process. And don’t fret if you can’t make the flash sale, while the prices aren’t normally quite so low, they’re far cheaper than your average bridal boutique.
What is Brides Do Good?
Launched in 2016 by entrepreneur Chantal Khoueiry, Brides Do Good has a simple aim – to end child marriage and reduce the amount of wedding dresses sitting unworn in people’s wardrobes or designer stockrooms.
Shockingly, 12 million girls around the world are married before they even reach the age of 18 – that’s one child marriage every two seconds. If nothing is done to tackle this issue, then experts predict the global number of women married as children will rise to a shiver-inducing 1.2 billion by 2050.
Selling gorgeous pre-loved, sample and brand new, never worn gowns at a fraction of the RRP, two-thirds of all Brides Do Good sales are invested into charity programmes to help these vulnerable girls.
Each dress comes with a letter, either from the bride who wore it before or the designer or retailer that donated the stock – adding a really personal touch.
‘A few years ago, my friends and I were discussing wedding gowns. Everyone had spent thousands of pounds on their dream wedding dress but only wore it once, and now it was sitting in a cupboard collecting dust somewhere,’ explains founder Chantal.
‘I started thinking about the millions of beautiful wedding gowns that were boxed up in storage, when they could be enjoyed by another bride. My mind then went to the millions of girls that are forced into early marriage and a life without education each year - and inspiration struck!’
‘Fast forward to now, and Brides do Good offers brides-to-be a more ethical way to wed, by connecting the power of wedding dress shopping with the needs of these disadvantaged young girls. We are a movement: by women for girls’
Following on from their hugely successful pop-up at Bicester Village Designer Outlet, Brides Do Good opened their London boutique in November. Sign up to their mailing list or make an appointment via their website bridesdogood.com.
Shopping that changes lives – what could be better?
Jess Beech is an experienced fashion and beauty editor, with more than eight years experience in the publishing industry. She has written for woman&home, GoodtoKnow, Now, Woman, Woman’s Weekly, Woman’s Own and Chat, and is currently Deputy Fashion & Beauty Editor at Future PLC.
She caught the magazine bug during a stint as Fashion Editor of her university newspaper alongside her English degree, and hasn’t looked back since. As for the fashion bug, that came as part and parcel of growing up in the 90s, but the less said about that the better!
Jess’ average day in the office is spent researching the latest fashion trends, chatting to industry tastemakers and scouring the internet to bring you this season’s must-buy pieces - as well as advice on how to wear them. Weekends are equally fashion-focused, and Jess has been known to visit no less than five Zara stores in a single day in search of the perfect occasion dress.
The only thing that comes close to a buzz of finally tracking down that much-coveted dress is the joy of discovering a new beauty wonder product or hero ingredient. A beauty obsessive, Jess has tried everything from cryotherapy to chemical peels (minus the Samantha in Sex and The City-worthy redness) and interviewed experts including Jo Malone and Trinny Woodall.
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