www.lux-review.com Page 15 LUX 2022 Global Wedding Awards Love Lane London is a modern-day bridalwear and accessories brand based in London, founded by Gift Kenrick, a real-life bride whose love story began on Love Lane where she first met her now-husband, Paul. Love Lane London Best Bridal Accessories Brand 2022 - UK Mar22039 Husband-and-wife team, Gift and Paul, with their little Shih Tzu CEO (Canine Executive Officer), fulfil each bride’s needs with passion at a personal level. Gift is a dreamer and true romantic who knows from her own wedding planning the desire to create a wedding as unique as the bride herself. Having had two weddings, one in Thailand and one in the UK, she sought out how to make each occasion feel special for both her and her bridal party. Thus, came the idea of creating a line of accessories for brides-to-be which express their femininity and individuality and bring their own bridal stories to life. Speaking about what it’s like owning and working at Love Lane London, Gift shared, “As a husband-and-wife team, our internal culture can be summed up as… fun! We feel so lucky to be doing what we love with the person we love and meet so many wonderful brides who appreciate our work and values. When you’re as passionate as we are, every day is a new and exciting journey!” All about versatility and beautiful, wearable fabrics that truly make a style statement, Love Lane London’s dainty and feminine items are sustainably made in a small female-run production studio in London, with its customers being young, fashionable, eco-conscious brides-to-be. Making locally helps to reduce the company’s carbon footprint and producing in limited quantities ensures minimises waste. In addition to producing in an eco-friendly way, Love Lane London has sourced responsible packaging solutions in the form of compostable bags, reusable cotton pouches, and fully recyclable postal packaging. Love Lane London only launched last year, although its initial launch was planned for 2020. The delay was due to the COVID-19 pandemic, with its production partner’s studio being closed during the lockdowns. This significantly delayed production, so the launch had to be pushed back to summer 2021. However, there is a silver lining; local, ready-to-wear brands like London Lane London are now serving brides effectively, whereas the pandemic (and Brexit) have caused severe delays in dresses from overseas designers. Going small and local also means that the bride will receive much more attentive customer service than she would at big corporate brands. With many weddings now much smaller and more intimate, more brides are choosing modern and understated dresses instead of the traditional princess gowns. Choosing a more versatile design also allows brides to re-wear their wedding dresses for other special occasions, something that eco-conscious Love Lane London actively encourages, stating “it’s great way for brides to relive their wedding memories and be kind to the planet!”. The wedding industry has also become much more size inclusive over the past few years. Brides no longer feel the pressure to fit into their dresses, but now expect their dresses to fit them (and rightly so!). Love Lane London stocks sizes UK4-UK18 (accurate to high street sizing), and it can custom-make its dresses in any size with two months production time. Love Lane London is proud to work with other independent businesses, too, such as its production partner and photographers. It strives to support local businesses throughout its supply chain, keeping relationships friendly and fun. Gift said, “We love making friends in the industry. We believe there is no such thing as competition – only opportunities to collaborate and learn from each other!” Love Lane London’s future plans include adding a lot of exciting new products to its collection throughout the year. Right now, the company is working on men’s accessories to become a fully gender inclusive brand. It is also working with an independent embroider to help its customers make their wedding ensemble extra special with personalised embroidery of their initials or wedding dates with a turnaround time of just one week! Company: Love Lane London Instagram: @lovelanebridal Website: www.lovelanelondon.com
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