Designer studio: Ryan Keyes

THE DREAM

CATCHER

Ryan Keyes doesn’t only create a masterpiece when he designs a wedding dress, he makes sure that the entire experience is something the bride will remember for the rest of her life. He chats to Nubian Bride

Tell us about yourself. I set up my business fresh out of varsity. I was 21. That’s about nine years ago as I’m turning 30 shortly.

How did you start your business? I opened my first store in Parkhurst, creating lots of ready-to-wear bridal gowns and evening wear. I was there for about three years, then I opened a store in Hyde Park Shopping Centre. After three years, I needed more space and wanted to give my clients a more exclusive experience, so we moved into our current location in Parktown North. Now we have the space we need to consult with our clients and provide ample fitting rooms. Finally we are able to give our clients the experience they deserve.

How did you get into designing wedding dresses? I became aware that there was a huge demand for beautifully made bridal gowns. Brides-to-be shopping at local bridal boutiques weren’t happy with the dresses on offer, particularly the quality of the fabrics and lace, and the style of the dresses. They wanted better quality and more exclusive bridal gowns. We initially created a lot of evening gowns and then we started to get numerous requests for wedding dresses. So that was how we got into designing bridal wear. And from there, the bridal section of the business has just grown and grown.

How was your first bridal collection received? I showcased this amazing bridal collection at London Bridal Fashion Week. Everybody loved it. We had a lot of interest from several bridal boutiques in China and quite a few in the UK. One or two French bridal stores also wanted dresses from us. The local bridal boutiques also loved the new collection, which was showcased at SA Fashion Week when I returned from London. It was the first time I showed an entire bridal collection at SA Fashion Week – there were 70 to 80 bridal gowns and people went crazy for them.

Describe one of your most memorable wedding designs. I’ve created several memorable bridal gowns, but the one dress that stands out is one we worked on for months. Rochelle had a fashion background before she joined her family business, so she knew exactly what she wanted. We had the lace and beadwork for her dress custom made. She and I designed the lace together and it featured the dates of the wedding and the couple’s initials – it was absolutely magnificent. The gown weighed about 50kg. The under dress, which was a completely beaded gown, had a 3m train. She could remove a huge section of the train so she could dance at the reception. There was also an overskirt, which was about 10 to 15m long – this was adorned with embroidery, beadwork and crystal work. Rochelle’s wedding was in Venice during the Venice Film Festival – it was a very memorable dress. Describe how your business has grown from strength to strength. As the years have gone by, we’ve designed matric dance dresses for girls and then gone on to design their wedding dresses. Post hard lockdowns, we are incredibly busy. I started with one employee and now I have 20. We create around 80 to 100 wedding and matric dance dresses each week. When I first started the business, we were happy to sell one in a week! I’ve become known for my fabrics and for creating designs with an impeccable fit, which is why women trust me to make their dress for their Big, Big Day.

“For me, it’s about creating this gorgeous experience that the couple can remember for the rest of their lives”

What have you learned on your journey to success? I’ve learned how to make people feel special. Every bride wants the personal touch that a lot of bridal boutiques don’t necessarily offer. When people come through my door, they know they’re going to deal with me. They will see me for a fitting and I’ll be there to dress them on their wedding day to ensure they look amazing. For me, it’s about creating this gorgeous experience that people can remember for the rest of their lives.

How do you help a bride choose a design for her wedding dress? I sit down with the bride and see what ideas she has. Often she has a Pinterest board or photos of dresses. These give me an idea of what she wants. I take her ideas as well as her body shape into consideration and I create a gown that complements all the beautiful curves of her figure, something quite unique.

It’s about creating this gorgeous experience

What advice do you have for a bride-to-be about her Big Day? I would tell her, “Go with the flow, enjoy your beautiful day and don’t sweat the small stuff.” After all, nobody will notice if things don’t go to plan, because the people at the wedding are there for just one reason – to celebrate the bridal couple tying the knot and coming together as one.

What’s coming next? Since lockdown restrictions have eased, we have been insanely busy, which I’m so grateful for. Next year, I’m going to start looking at expanding more into the European market. I want to get our wedding dresses stocked in boutiques around the world and to launch the brand across Europe and maybe into America. I want the brand to be everywhere. www.keysfashion.co.za

“YOUR BIG DAY IS IMPORTANT TO US... IT’S YOUR BEGINNING OF ALWAYS!”

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