Phoenix Gowns is a family owned business based in South East England, founded in 2004. As with many business ideas the seed was planted following a conversation between Tian O’Donnell and her sister in law, who owned a bridal boutique. They discussed the lack of flexibility of gown design by current designers and pushed forward to change it.
With the explosion of the internet, brides were looking for their wedding inspiration in a whole new way. Brides now had access hundreds of images within minutes rather than being limited to the collections in local boutiques. As with most brides, they were looking to combine the aspects of two or three dresses but without the haute couture price tag.
Tian immediately put her talents to use to create a collection that would offer design flexibility but at affordable prices. The company grew and quickly gained a reputation for excellent customer service, high quality dresses and, while many brides loved the dresses just the way they were, there was the option of design flexibility to create a bespoke gown.
To celebrate 10 years, Phoenix Gowns launched their sister collection, Danielle Couture. While speaking about the launch, Tian said, “Stockists were assured of the same company values and gowns that were made with exquisite French laces, intricate beading and fabulous fabrics whilst retaining their signature flexibility and excellent value for money.”
The family brand was then completed in 2017 with the launch of Envy by Phoenix, a collection specially created for curvy brides.
“We believe that every bride should feel amazing on her wedding day and whilst our gowns have always been available up to a size 32, the industry standard is that dresses are cut on the small size so brides would often find themselves ordering a dress one or two sizes bigger than they would normally buy” said Tian.
“We tore up the size chart and created a new one for the 2017 Envy collection that was more akin to high street sizes. We were so thrilled with the positive response we received from this flagship collection, that we expanded the range and created a 2018 collection which reflects the needs and wants of curvy brides. Including being able to order or buy a dress the same size as they would from the high street” commented Tian
Shopping habits continue to evolve with many brides now looking for dresses that are ready-to-wear or in shorter timescales. In order to match this need, Phoenix gowns created a core selection of dresses that will be held in stock in sizes 12 – 20. The gowns are immediately available for delivery to either replace a sample or provide the bride with a new dress.
With the busy exhibition Spring season and the Interbride on the way, Tian comments, “We have enjoyed positive relationships with European stockists for several years and we exhibited at Interbride for the first time in 2017. Returning in 2018 and now 2019, we were overwhelmed with the warm reception that we, and our collections, received. We look forward to continuing and building new relationships.”
Phoenix Gowns will be presenting their collection together with bridal accessories of Twilight Designs at Stand A004 at the Interbride from May 4-6th, 2019.
For further information, please visit Phoenix Gowns.
