We say YES!

By: Ellyn Lusis

Monaco

We need to write a thank-you note to The Modern Bride, for turning Guelph into a destination hotspot for bridal shopping. Since moving to their current location, the third floor of the historic Petrie Building, The Modern Bride has led the way down the aisle for destination retailers to follow.

Located in downtown Guelph, the shop is characterized by its beautifully restored art deco windows showcasing aspirational wedding gowns. The high ceilings and large windows fill the space with natural light and a sense of luxury. The bridal white rooms filled with warm decor touches like velvet couches and gilded full-length mirrors create an atmosphere as relaxing as a spa, but with the warmth of someone’s home. But it’s the experience of The Modern Bride that keeps the women stopping here before heading to the alter.

Owned by mother and daughter team Donna and Jess Hirst, The Modern Bride opened their doors almost 10 years ago. Today the shop has 13 full-time employees and a slick social media presence. The success and growth of the business can in part be attributed to the uniqueness of this mother-daughter pairing. Each easily speaks towards what they brought to the business. Donna, a successful businesswoman at the top of her game and ready for a new challenge. Jess, a brilliant entrepreneur with a background in service and event management, and always challenging herself. Between the two of them they have the right mix of ingredients for success. One is risk averse and focuses primarily on the numbers and daily operations, and the other is a risk taker, always looking for the next trend and future growth.

Another key aspect of The Modern Bride’s success is the thought and care put into client experience. Donna and Jess have designed the experience of shopping for a wedding dress. It makes sense, right? Women understand what women want from this experience. They have anticipated what women want from this day down to the last detail. From the private and semi-private showrooms to curating the day for their brides-to-be. The expert advice from the shop stylists come with no pressure. “Nobody works on commission. There’s no pressure on any bride to buy a dress that day. It must be about the bride’s experience. If we don’t have the right dress, we still want to provide the experience. When we keep focused, I honestly believe that our success is based on client experience.”

With approximately 60% of their customers traveling from outside of Guelph, Donna and Jess recognized an opportunity to curate the day for their brides. “A group might come for a noon appointment and then think about it over lunch, so we’ll send them to NV or Buon Gusto for lunch, to talk things over and celebrate.” The Modern Bride website offers a detailed list of places to dine or relax which they know will deliver an equally professional and enjoyable experience.

When it comes to the dress themselves, this savvy mother and daughter team sought out exclusivity with some of the designers and lines they carry, but it’s the shop’s commitment to inclusivity that has also set them apart. In an industry that has traditionally left women of different sizes behind and excluded women of colour, The Modern Bride prides itself on offering as many sizes, shades of nude, and cups as they possibly can. After all, not every bride is a size 4, and even if you are, you’ll likely be another size in bridal. It’s every woman’s dilemma - why am I one size with one brand, and a different size in another? Although the industry is still catching up to inclusivity in the world of bridal wear, it’s safe to say that The Modern Bride leads by example.

But beyond the product, and perhaps not easily seen on social media or otherwise, is the emotional support The Modern Bride team offers their clients. This was especially apparent during COVID. “There was a lot of handholding and a lot of tears and a lot of girls in tears saying, this is my day and I’ve waited since I was a kid”. They get it. They provided their virtual shoulders, ears, and hearts for these women who’s world had been turned upside down. “Knowing that we are one of the only vendors from beginning to end who is there with them”. Their staff is there for their clients - no matter what. No women left behind.

When asked what it means to be a woman in business Jess tells us, “There is always room at the top. I think that being a leader in the field is really rewarding. I get a lot of stores that are just opening up or people reaching out to me to pick my brain and I’m always happy to give advice. Community over competition”. Women help women. Perhaps it’s one of the perks of being a woman in business.

It’s clear in their gratitude for each other that the partnership at the heart of The Modern Bride is a perfect match. “I would’ve never been able to bring this business to the level it’s at without my mom and having that kind of support and that level of business”, says Jess. Being an entrepreneur, “It’s often very scary and there’s lots of things that are at stake, but if you don’t jump, then you never do.” q

To hear more from Donna and Jess Hirst and their success story, join us for our Inspirational Women Luncheon, Tuesday May 16th at Cutten Fields

Brandy Douglas President, CulturedHR

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