BUSINESS PROFILE
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HOW I MADE IT Here we profile another local entrepreneur who has made their dream a reality – meet Shereen Powis, Proprietor of Dress Dreams in Sevenoaks What, if any, support did you have in getting it off the ground? My husband, who is a lawyer and business consultant, assisted me with the set-up. I got a business start-up loan from HSBC Bank. Sevenoaks Chamber of Commerce have also been very supportive. What were the biggest challenges you faced? Securing the commercial property lease in a highly competitive market, negotiating and agreeing supplier rates and getting to grips with the differing rates of import duty and tax. RICHARD REED PHOTOGRAPHY
Describe your most satisfying moment or achievement. My first sale to a bride – it’s very rewarding to see the joy a perfect dress brings. Positive feedback from customers and celebrity clients too!
What does your company do? At Dress Dreams our aim is to assist women in finding the dress of their dreams and to enjoy this experience in a relaxed and luxurious environment. We sell beautiful wedding dresses, cocktail and ceremony gowns from celebrated international designers from all over the globe. We are an appointment business and each customer has a consultation with a stylist, who will give her undivided attention and honest opinion while the client enjoys a glass of Champagne or a cup of tea or coffee. We also sell bridal veils, accessories, jewellery and shoes. Among our bridal collections we have Israeli Haute designer Riki Dalal, a brand that is exclusive to five stores in the UK. We have the Platinum collection by Demetrios, stocked by 10 of the best boutiques in the country. Our Pronovias cocktail gowns from Barcelona are exclusive to us in Kent. Our Gribha International ceremony gowns from
Paris are exclusive to us in the UK, while our Eleni Elias cocktail gowns from Milan are stocked by only three stores in the country. We look forward to welcoming three new bridal collections in October. We also have designer weekends and trunk shows regularly throughout the year, showcasing stock from our designers that we would not normally have in store. Brides can enjoy discounts during these weekends, with incentives from local florists and photographers with whom we work closely. Why did you decide to start your own business? I was a self-employed dancer working all over the world for 14 years in theatre, film, TV and entertainment, but I grew up in the fashion and clothing manufacturing industry. I’ve always been surrounded by clothes and costumes, but I fell in love with the bridal industry when I was looking for my own wedding dress.
What was the biggest lesson you learned? I never thought as an ex-professional dancer that I would learn how to use Polyfila, sand and paint walls. On the business front I have learned that keeping on top of the finances is of paramount importance. If you could give aspiring entrepreneurs one piece of advice, what would it be? Never give up. Strive to be the best in your field and offer something your competitors don’t. Care about your customers. What could the Government or local authority do to help start-up businesses? They could give small business rate relief before opening – while the shop was being renovated full rates had to be paid, which was costly. 12 Tubs Hill Parade, London Road, Sevenoaks, Kent TN13 1DH 01732 667 377 www.dressdreams.co.uk
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